The Programmatic Glossary
A practical glossary designed to help marketers, advertisers and ad-tech professionals understand the terminology that powers programmatic advertising
Programmatic
Supply Path Optimisation (SPO)
A strategy used by advertisers and DSPs (Demand-Side Platforms) to streamline and improve the routes through which they access publisher inventory, cutting out unnecessary middlemen, reducing tech fees and improving the quality of data and signals along the way.
HOW IT WORKS
DSPs (Demand-Side Platforms) analyse all the different paths through which they can access the same publisher's inventory: direct SSP (Supply-Side Platform) connections, resellers and ad networks. They evaluate each path on cost (fees charged), data quality (how much targeting signal reaches them), transparency (how many parties they can verify) and win rate. They then prioritise or exclusively use the most efficient paths.
EXAMPLE
An advertiser's DSP (Demand-Side Platform) finds it can access a major publisher's homepage through five different SSPs (Supply-Side Platforms). Path 1 is direct with a 10% fee and full ads.txt verification. Paths 2 to 5 are through resellers with 25% to 40% fees and fewer signals. The DSP focuses on Path 1: better data, lower fees, more of the budget reaching the publisher.
RELATED TERMS
Ads.Txt | Sellers.Json | First-Price Auction | Bid Density | Margin Management
★ LIMELIGHT INSIGHT: Limelight's direct publisher relationships, transparent fees and full ads.txt and sellers.json compliance make it a preferred SPO (Supply Path Optimisation) partner for leading DSPs and agency trading desks.
