The publishers that will get the most money from us are the ones that eliminate the most waste and the most unnecessary fees, said Jay Friedman, CEO of digital marketing agency Goodway Group.
Supply path optimization (SPO) has grown more trendy in open web programmatic as buyers eliminate wasted ad dollars, understand ad placement, and target premium inventory.
Fragmented CTV supply paths pose risks of tech taxes eating into budgets and leading to suboptimal inventory, with up to 114 different paths to a single TV app.
MiQ noted the issue of fragmented CTV supply paths since late 2023, driven by more tech partners and complicated sales rights deals in the market.
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