Summary
Supply Path Optimization (SPO) has become crucial for mobile advertisers as programmatic supply chains grew complex with in-app bidding. While bidding improved publisher yield, it created multiple pathways to the same impression, causing DSPs to receive duplicate bids from different exchanges that artificially inflate prices. SPO strategies help advertisers identify which supply partners add value versus those that don't, allowing them to cut unnecessary intermediaries, reduce hidden fees, and improve campaign performance without losing access to quality inventory.
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