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Introducing Advertising Logistics – A New Approach For A More Observable Programmatic Ecosystem

September 28, 2022


As technology and industry self-regulation converge to make supply and demand path optimization more seamless and efficient, we need a better name to describe optimization across the advertising ecosystem. I’d like to submit for your consideration a new term: advertising logistics.

The idea stemmed from my work with during the early days of header bidding. At the time, we were limited to basing campaign optimization strategies and algorithms primarily on intrinsic data such as ad size, placement, and price.

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