While many marketers are beginning to understand and appreciate supply path optimization (SPO) in the browser world, what does SPO mean for the brands and agencies that advertise in mobile apps? While the core principles of SPO remain the same throughout the overall programmatic advertising ecosystem, implementation looks different in app than it does on laptops/desktops or even in mobile web environments.
For a more detailed look at what SPO stands for and what it means for mobile marketers, be sure to download your copy of InMobi’s SPO guidebook today.
A blanket application of learnings from the web world onto in-app does not work, as the two ecosystems work on fundamentally different technologies. In-app is a closed and more complex ecosystem, with nuances like operating systems (Android, iOS, etc.), different supply side integrations (SDK vs. API) and different technical implementations (server-side vs. client-side ad serving), which do not exist in the web ecosystem. These differences result in intermediaries performing specific, and often critical, roles, and hence make supply path optimization difficult in the in-app world.
Here are two examples that highlight what we mean:
It is worth noting that these are not the only nuances of in-app SPO to keep in mind. For a more detailed look at in-app SPO and its implementation, be sure to download a copy of InMobi Exchange’s Guide to SPO for Advertisers.
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