🎙️S1 E7 - SPO w/ Lara Koenig @ MIQ

In this episode Wayne & Rob chat with Lara Koenig, VP, Global Strategy & Partnerships at MiQ.

This podcast is proudly supported by AdLib - DSP buying made easy

This podcast covers a lot of ground but the four key points are:

• Multifaceted Nature of SPO (Supply Path Optimization)
  SPO is interpreted in three main ways: financial incentives between buyers and sellers, efficient paths to impressions based on performance and cost, and reduction of intermediaries in the ad tech supply chain. While the industry tends to emphasize financial benefits, a holistic SPO strategy incorporates all three aspects.

• Challenges and Strategies in Programmatic Advertising
  The complexity of programmatic advertising remains high, especially due to factors like header bidding, DSP throttling, and the presence of intermediaries. MIQ, combats these by enforcing strict policies like single-hop deals, leveraging deal IDs, and using dynamic inclusion lists curated with AI and human oversight.

• CTV (Connected TV) Requires Unique SPO Approaches
  CTV differs significantly from web advertising due to its constrained and premium inventory, dominated by carriage rights and multi-party involvement (OEMs, broadcasters, ISPs). Successful CTV SPO involves deal-focused buying, publisher recognition, and distinguishing between high-quality broadcast content and long-tail or questionable inventory.

• AI’s Transformative Role in SPO and Programmatic Efficiency
  AI is driving a step change in SPO by enabling automation, improving data classification, and helping buyers of all sizes curate and target inventory more effectively. While full automation via agent-based negotiation is on the horizon, the current focus is on using AI for data cleaning, URL classification, and enhancing buyer control in the supply chain.

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