The Evolution of Supply Path Optimisation Featuring Scope3’s Brian O’Kelley

Published: 20 Nov 2023

Supply path optimisation (SPO) helps to establish a higher standard of transparency, efficiency, and quality in digital advertising. As the ad tech industry continues to drive towards more efficiency and value in the supply chain, SPO is more relevant today than ever. Widely credited with coining the term SPO back in 2016, Brian O’Kelley, co-founder and CEO of Scope3, joins Index CMO Lori Goode to discuss the origins of SPO, its ongoing evolution, and what its future means for the economics of advertising.