Demand Path Optimization (DPO) is the practice of analyzing and optimizing the “path” a bid takes from demand partners to the publisher’s inventory, removing waste and improving yield by prioritizing clean, valuable, and non-duplicated demand sources.
With cookie deprecation and shifting privacy regulations, many legacy audience solutions and indirect demand paths are becoming less reliable. DPO helps publishers simplify and optimize demand to protect revenue and improve buyer quality without needing large data science teams.
No. While advanced data teams can enhance implementations, many DPO tactics—like auditing demand, removing duplicative bids, and prioritizing direct/clean demand—are actionable with product, yield, and ad ops collaboration and the right partner tooling.
DPO reduces bid duplication and noise, which increases auction efficiency and can raise effective CPMs and viewability for publishers. It focuses spend on high-quality demand, improving both revenue and buyer satisfaction.
Digital Content Next | May 11, 2021 - Not all publishers have an army of data scientists and technical specialists to figure out new data strategies that can be deployed in a post-cookie world. But that doesn’t mean there aren’t other opportunities to capitalize on in this new era. The often overlooked strategy to consider is demand path optimization (DPO).
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