Supply Path Optimization: Efficiency Starts with the Buying Path

Ad tech is complex. Too many players, too many paths, too many question marks. Today’s media buyers don’t just lose budget along the way – they also lose control. Supply Path Optimization (SPO) addresses exactly that: It’s not about optimizing the optimization. It’s about clarity. Precision. Performance. And yes – it’s also about cost efficiency. 

Digital advertising suffers from a fundamental transparency problem. Between media planning and ad delivery, countless intermediaries stand in the way: SSPs, DSPs, exchanges, platforms. Each step costs – time, budget, and control. 

We take a different approach: data-driven SPO strategies, powered by Prebid and directly connected to publishers. 

Where Your Media Budget Gets Lost – And How to Stop It 
The more touchpoints an ad booking goes through, the greater the inefficiencies, wasted spend, and lack of transparency. Many intermediaries add little to no value – they simply extend the supply chain and dilute ROI. 

For us, SPO means: streamlining the path to delivery, eliminating unnecessary middlemen, and maximizing efficiency. And transparency isn’t just a buzzword – it’s a fundamental requirement. You need to understand exactly how your ads are delivered and where the real optimization levers lie. 

How We Execute SPO: Prebid + Telco Power 
Our SPO approach is built on Prebid technology – an open-source header bidding system that enables direct publisher connections. Instead of redundant technical intermediaries, we focus on a lean setup with clear, direct paths. Combined with our AI-powered Audience Builder and exclusive access to telco data, this creates a setup that maximizes both efficiency and relevance. 

What This Means for You 

• Direct access to premium inventory 

• Up to 20% reinvestment of saved fees into campaign impact 

• Less waste, higher performance 

• More efficient delivery paths with greater control 

SPO with T Advertising Solutions – How It Works 

• Path analysis instead of blind spots – We identify inefficiencies in the buying process and optimize them systematically. 

• Efficiency over complexity – We cut unnecessary technical layers and reduce fees. 

• Relevance over volume – Your campaign reaches the right audience, not just the cheapest impressions. 

• Performance as the benchmark – Clear KPIs, transparent reporting, and data-driven learnings. 

The Benefits for You 

• Higher ROI – clearly visible in your reporting. 

• Less ad fraud – by reducing exposure in the supply chain. 

• Scalable processes – designed to grow with your business. 

• Trustworthy transparency – internally and externally. 

Efficient Media Buying Needs SPO. Period. 
SPO isn’t a trend – it’s a fundamental necessity in a market that otherwise wastes too many resources. SPO means making smarter decisions – economically and ecologically. Because beyond budget efficiency, SPO is also a key driver of CO₂ reduction in programmatic advertising. By shortening and optimizing supply paths, we reduce server load and technological complexity. This makes SPO a strategic intersection between performance, sustainability, and transparency. Understanding your supply path means making smarter choices. Optimizing it means maximizing impact.