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    WTF is supply path optimization?

    Supply path optimization has recently taken on renewed importance as ad tech firms go direct and advertisers and publishers seek to cut back on their carbon emissions. Originally published on May 24, 2017, this article has been updated to include an explainer video.

    Look out, there’s new ad tech jargon coming your way. Meet “supply path optimization.”

    Supply path optimization gives some ad tech aficionados a frisson of excitement. The basic idea: It gives media buyers the ability to bid on and win inventory at the most reasonable price, while it lets publishers maximize their revenue over the long run. Still confused? Watch this video and read the explainer below to learn more.

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