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Oct · 8 min read
Supply path optimisation cuts the intermediaries between buyer and publisher. How it is done today, which DSPs, SSPs, curators and verification vendors support it, and what AI agents change.
Oct · 5 min read
When a buy-side agent negotiates directly with a sell-side agent, several of the intermediary layers that currently sit between advertiser and publisher become unnecessary. The supply chain does not…
Sep · 6 min read
SPO was always about transparency. Agentic buying makes transparency load-bearing.
Sep · 4 min read
Supply path optimisation is the practice of identifying the most efficient and transparent routes from buyer to publisher inventory, and AI is making it both more precise and more dynamic.
Sep · 4 min read
Demand path optimisation is the sell-side practice of evaluating and prioritising the most valuable, transparent, and reliable buyers, and agentic advertising makes that evaluation significantly more data-rich.
Sep · 4 min read
Agentic advertising reduces hidden fees by making deal terms explicit in negotiated records, shortening the intermediary chain, and giving buyers audit logs that connect spend commitments to delivery outcomes.
Sep · 4 min read
The three-step approach to supply chain reduction: audit the current supply path, identify which inventory justifies direct bilateral deals, and build the mandate and agent infrastructure to run bilateral deals at scale.
Sep · 4 min read
How agent-to-agent negotiation, protocol standardisation, and independent deal record infrastructure are changing the incentive structure for programmatic intermediaries.
Sep · 5 min read
Supply path optimisation has been a manual discipline for a decade. Agent-to-agent advertising changes the structural conditions that created the problem.
Aug · 8 min read
SPO principles still apply in agentic buying. What changes is the speed and granularity of the decisions.
