Supply Path Optimization Explained

Understanding the Current Programmatic Supply Chain

What Should SPO Accomplish?

  • Quality of the pipe refers to supply quality (are the apps where ads appear premium/high quality?), diversity of supply, access (is the sourced directly or is it resold inventory?), priority (header bidding vs waterfall), and other measures in place to weed our low ROI traffic
  • Infrastructure consumption, particularly around exchange-driven optimization in the light of duplicated traffic reaching DSPs in a header bidding world — efforts to throttle traffic meaningfully (this is where investment in call out helps), etc.

Understanding the Future of SPO and Programmatic Transparency



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Matthew Kaplan is the Content Marketing Manager at InMobi (