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OpenX Courts the Buy Side as Supply Path Optimization Heats Up

Supply path optimization (SPO) generally comes in two different flavors: cutting out intermediaries to reduce the dreaded ad-tech tax or buyers getting closer to inventory to boost transparency while still transacting through their demand-side platform (DSP). Supply-side platform (SSP) OpenX is favoring the latter form of SPO, and it’s growing out the advertiser-facing side of…
Source: Advertising

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