The Rocky Path for Agencies Paper: an agency perspective on supply path optimization

The digital media market once managed by direct insertion orders (IOs) is now a complex and ever-evolving ecosystem driven by programmatic buying. At its core, programmatic buying aims to simplify and streamline the digital media buying process. In practice however, it is not as streamlined and simplistic as we would aspire. Agencies often have to deal with the inefficiency and complexity that still exists within the ever growing complex web of technology, media, data, and supply partners. They are forced to traverse a rocky path as they work towards delivering business outcomes, in an open and transparent manner, for their clients.

In our latest white paper, The Rocky Path for Agencies, the 4A’s in partnership with our Programmatic & Automation Committee and our media, data, and technology partners, provide an agency perspective on supply path optimization, specifically the processes that agencies are undertaking to overcome some of the challenges in the automated and programmatic supply chain. The paper categorically focuses on the operations of supply path optimization (SPO) only.