Supply-Path Optimisation

The expansion adds deal-based buying, allowing advertisers to execute programmatic guaranteed and private marketplace deals alongside open market buys.

Viant Publisher Solutions features SupplyIQ, forming a unified framework focused on improving signal fidelity, supply path efficiency, audience addressability, and content intelligence.

Connecting Decision Fabric to AgenticOS provides partners with access to the full weight of the infrastructure and intelligence behind PubMatic’s OS for agentic advertising.

As brands pursue efficiency through platform consolidation, many are unknowingly limiting growth. A diversified retargeting stack can improve performance, reduce dependency, and uncover audiences that single-platform strategies often miss.

Supply-Path Optimisation (SPO) is a consolidated view of the programmatic advertising supply chain that cuts unnecessary intermediaries between the advertiser and publisher, increasing the transparency in transactions. Though information is power in the programmatic advertising space, automation of systems has created a double-edged sword. On one end, it automates tasks and delivers results in a […]