Whats the difference between SPO and DPO?
Summary
Both optimization processes involves conducting broad research, analysis, and reorganizing links in the digital media-supply chain so publishers and advertisers can achieve specific goals, such as balancing operational costs, maximizing ad revenue, and eliminating unnecessary business partners. Supply-path optimization (SPO) is the process in which demand-side platforms (DSP) try to improve the path to ad inventory, i.e., find the shortest and most profitable way. On the other hand, advertisers are concerned with the acquisition of impressions and aim to identify a reliable path to ad inventory that provides a positive return on investment. Similarly to SPO, the main beneficiary of DPO are publishers as they take steps to grow their revenue, make explicit connections to advertisers and show brand-safe ads on their websites. If publishers invest time in recognizing advertisers’ path to buy ad inventory, they can reorganize their operations, focusing on the effective ones and closing the ineffective ones.
