Why SPO is about efficiency, not cutting back on effective technology
By Nexxen
In the last year, platforms on both the buy- and sell-sides of the ad tech industry have been actively working to disintermediate one another, crafting solutions that aim to pare down the roles of other partners.
The goal is to optimize the supply path, routing spend as directly as possible. However, an unanswered question in this pursuit is: what will disintermediation ultimately mean for advertisers and publishers?
The answer is not all that encouraging. SPO without the appropriate technology is problematic for various reasons, not least because it wastes advertisers’ money.
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Source:: Digiday
