Supply Path Optimization

This means DSPs will start to look at, for any given publisher, what is the least expensive means to reach that publisher. An SSP that has a higher fee will be more expensive than an SSP that has a lower fee, all things considered. An SSP that purports to be a second price auction and approximates a first price auction (meaning the DSP uses second price optimization but doesn’t benefit from it) will also be more expensive.

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The P&G Mandates

P&G is powerful and competitive through a few levers: marketing, supply chain, distribution, and innovation. Over the past few years, it embarked on a massive overhaul of its supply chain to move quicker, improve transparency in its operations, and integrate more deeply with suppliers where possible. It should come as no surprise then, that a company that spends over $8B / year on advertising would take the same approach to its marketing spend. 

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