Of the many digital ad buyers now engaged in “supply-path optimization” (SPO), most consider it a quest for efficiency.
But what if it could also move the needle on social responsibility?
In this video interview with Beet.TV, GroupM VP, Managing Partner, Global Head of Programmatic, explains how SPO is changing.
SPO has risen as more ad buyers have wanted a better handle on the kinds of inventory they are really buying, and how.
But now it’s more than that.
“The idea of inclusion in social responsibility, understanding what properties our clients and GroupM is really supporting, is really at the forefront of our minds and has been for a bit,” Jaffe says.
He says the first step is to focus around understanding all of the players within the path, their alignment and focus with buyer aims.
GroupM works with SSPs from the likes of Index Exchange, SpotX and PubMatic.
But SPO is evolving now to focus …