Keeping an eye on programmatic spend is fast becoming the difference between smart and dumb money
By Ethan Wu
Programmatic advertisers have a seemingly straightforward problem: They’ve been spending a dollar for as little as a quarter in value. Yet despite hemorrhaging ad spend, opaque supply chains and inertia have made for slow progress in accountability.
Now, at last, brands are beginning to pay attention to where their programmatic dollars go. Firms focused on supply path optimization (SPO) have seen a surge of interest in recent months as marketers look to cut down on waste, fraud and service fees in the nearly $80 billion programmatic ad market.
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