Simplifying the Programmatic Supply Chain (with Greg Sherrill)
Adtech Unfiltered
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Navigating the Programmatic Supply Chain
This chapter explores the complexities and fragmentation of the programmatic supply chain, emphasizing the need for collaboration between publishers and advertisers. It highlights the importance of transparency in fees and the role of supply path optimization (SPO) in enhancing the advertising ecosystem. The discussion also addresses the evolving expectations of buyers and the critical need for quality partnerships in maximizing campaign effectiveness.
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