Impact of SPO in ANZ
Rohan Creasey, Country Manager in ANZ, discusses the impact of Supply Path Optimization (SPO) in his region.
What impact is SPO having in the Australia and New Zealand markets?
The way the market has changed in the last couple of years, I think the way people are doing business has fundamentally changed, and we’re still in this sort of period of adjustment. I think both buyers and sellers are still working out how to function in this header-bidded world that we’re now in, and how best to work through Prebid and the new mechanics that are involved there. We need to just sort of help, I guess, both sides of the buyer and seller fence grapple with this new world. And they’ve lost a little bit of control, I think. That’s the key thing. And supply path optimization is going to just break things or bubble things back in, so that both sellers and buyers can have a little bit more control again, and a little bit more understanding of what’s going on.
Tags: ANZ, Australia, Automation, Buyer, Buyers, International, Leadership, New Zealand, Partnership, SPO, Technology, transparency