Thought Leadership

Impact of SPO in ANZ

Rohan Creasey, Country Manager in ANZ, discusses the impact of Supply Path Optimization (SPO) in his region.

Video Transcript:

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.