Transacting on digital advertising through programmatic channels continues to grow more complex. Many companies are exploring machine learning and more sophisticated algorithms to try to power through all the data required to understand which impressions to buy and at what price. There’s another strategy, however, that more buyers are adopting that may have a significant impact on the ad tech industry as a whole. I sat down with Adam Soroca (pictured above), Head of the Global Buyer Team at Rubicon Project, to understand what Supply-Path Optimization is and why it’s so important.
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