{"id":16200,"date":"2026-04-28T11:58:23","date_gmt":"2026-04-28T09:58:23","guid":{"rendered":"https:\/\/refinery89.com\/?p=16200"},"modified":"2026-04-28T12:15:31","modified_gmt":"2026-04-28T10:15:31","slug":"spo-and-dpo-in-programmatic-advertising","status":"publish","type":"post","link":"https:\/\/refinery89.com\/es\/spo-and-dpo-in-programmatic-advertising\/","title":{"rendered":"\u201cLess is more\u201d is not a saying, it\u2019s a strategy: Why Advertisers & Publishers Are Embracing SPO and DPO?"},"content":{"rendered":"

The open internet is facing a paradox. There has never been more inventory, more partners, more ways to plug into demand. And yet, monetization isn\u2019t getting easier. In fact, for many publishers, it\u2019s becoming less predictable, less efficient, and harder to scale. Today, our Director of Publishers & AdTech Partnerships Growth, Paula Mora<\/a>, takes over this blog to share her perspective on modern-day SPO and DPO and how the \u201cless is more\u201d approach is not just a saying, it\u2019s a strategy now more than ever.<\/p>\n

 <\/p>\n

What is Supply-Path Optimization (SPO)?<\/h2>\n

 <\/p>\n

Supply-Path Optimization<\/a> (SPO) is the process of optimizing how buyers access inventory, prioritizing the most efficient, transparent, and high-quality supply paths. It\u2019s mainly used by advertisers to reduce costs, enhance transparency during the buying process, and generate optimized results. As the IAB Europe states in their Guide to Supply Path Optimization<\/a>: \u2018\u2019SPO is one of the most effective ways to cut through the noise between media buyers and publishers<\/i>.\u2019\u2019<\/p>\n

 <\/p>\n

What is Demand-Path Optimization (DPO)?<\/h2>\n

 <\/p>\n

Demand-Path Optimization<\/a> (DPO) refers to how publishers curate and structure their demand stack to reduce unnecessary middlemen and connect publishers more directly with advertisers, helping them achieve higher prices.<\/p>\n

DPO helps reduce duplicated bid requests and overlapping auction paths, preventing the same creative from appearing multiple times on a page, which keeps advertisers from lowering bids and protects your ad revenue.<\/p>\n

 <\/p>\n

Does more supply mean more spending in today\u2019s Programmatic Ecosystem?<\/h2>\n

 <\/p>\n

Short answer: More supply doesn\u2019t create more value. And more importantly, it doesn\u2019t create more budget. Advertisers are not scaling their spend at the same pace as the explosion of inventory. They\u2019re becoming more selective, more performance-driven, and far more focused on efficiency with the same budget. What\u2019s the problem then?\u00a0 A saturated supply chain.<\/p>\n

So, what happens when the market is flooded with inventory? You, as a publisher, don\u2019t get more demand. You just risk getting more competition from the same demand. That inevitably leads to pressure on CPMs, stricter filtering from DSPs, and a growing preference for inventory that is clean, efficient, and trustworthy.<\/p>\n

 <\/p>\n

From excess to curation: Why quality matters more than ever in programmatic advertising?<\/h2>\n

 <\/p>\n

The appetite for high-quality inventory is marking a clear shift in how the ecosystem behaves. Buyers are no longer trying to process everything. They\u2019re trying to filter as much as possible to reduce costs, improve results, and gain more control. In other words, the market is moving away from excess and sailing toward curation. So, what do you do?<\/p>\n

 <\/p>\n

When more monetization partners become a problem<\/h2>\n

 <\/p>\n

The common publisher strategies don\u2019t work like they used to when it comes to selling ad inventory effectively. The idea was simple: more partners = more bids = more competition = higher revenue. A lesson from Yield Optimization<\/a> 101, right? But that\u2019s no longer the case.<\/p>\n

Today, this approach can backfire. Instead of bringing new demand, multiple partners often send the same impression through different paths, creating duplication. From the buyer\u2019s POV, this creates inefficiency and ultimately lowers the willingness to bid aggressively.<\/p>\n

 <\/p>\n

Duplication doesn\u2019t create demand<\/h2>\n

 <\/p>\n

Every additional wrapper, adapter, or demand partner introduces latency and complexity. Even small delays impact viewability, time-to-render, bid density, and ultimately auction dynamics and performance. Over time, those micro-inefficiencies compound.<\/p>\n

At the same time, duplicated paths fragment signals and reduce clarity for buyers. Instead of strengthening your inventory, you risk making it harder to evaluate, and easier to ignore.<\/p>\n

 <\/p>\n

Less is more is not just a saying, it\u2019s a strategy<\/h2>\n

 <\/p>\n

\u201cLess is better\u201d is not just a pro tip for home d\u00e9cor. It\u2019s a strategic key in your ad monetization. It\u2019s common to see pages overloaded with ad units, under the assumption that they will automatically translate into more revenue. That\u2019s rarely a good move.<\/p>\n

When a page is too dense, viewability drops and users disengage faster. In turn, the overall perception of quality decreases, both from a user and an advertiser perspective. Take note: advertisers don\u2019t reward volume, they reward performance.<\/p>\n

As\u00ed lo describe Ariane Paez Bravo<\/a>, Director, Inventory Development at The Trade Desk<\/a>, one of our most trusted demand partners, explains, <\/i><\/p>\n

\u201cPremium ad experiences drive better results than volume alone. With the flexibility to bid selectively, rather than monetise every impression, we prioritise quality, viewability, and performance. The result is not just access to premium inventory, but ad experiences that deliver stronger business outcomes and protect long\u2011term value.\u201d<\/i><\/p><\/blockquote>\n

\u00a0<\/i><\/p>\n

How do you embrace the new way of the ecosystem?<\/h2>\n

 <\/p>\n

Advertisers are trying to find ways to cut through the supply to get to the good stuff (your inventory) faster. During this process, there are many factors that don\u2019t depend on you. So, we recommend focusing on what you can control, which is optimizing your ad inventory.<\/p>\n

 <\/p>\n

Connection to the right demand partners<\/h3>\n

 <\/p>\n

Each website is its own little world, and not all demand will just cut it. You need the right demand for your strategy. To simplify this process, you could rely on an AdTech partner like us at Refinery89, to curate the best demand for your site.<\/p>\n

 <\/p>\n

Ad setup optimization<\/h3>\n

 <\/p>\n

A clean layout, a logical structure, and thoughtful positioning are green flags for buyers. It tells them which inventory is worth paying for and matters more than ever. Top publishers don\u2019t win by using more ad units. The key is where they\u2019re placed. A few well-positioned, high-impact ads will usually outperform lots of low-value ones. It\u2019s not about filling every possible space. It\u2019s about making each impression count.<\/p>\n

 <\/p>\n

Content Quality<\/h3>\n

 <\/p>\n

Beyond the ad setup, there\u2019s another layer that\u2019s becoming increasingly important: content quality. More content doesn\u2019t mean more revenue if quality drops. As buyers become more selective, brand-safety<\/a> content, strong editorial standards, and real audience engagement are an essential part of the monetization equation.<\/p>\n

 <\/p>\n

Short-term tactics, long-term impact. From volume to value<\/h2>\n

 <\/p>\n

Everything mentioned above points in the same direction: The future of programmatic is about reducing noise, improving signal quality, and building supply that buyers want to access. The reality is simple: there is more supply than demand, and only the supply that stands out in quality, in structure, and in trust will capture that demand.<\/p>\n

 <\/p>\n

Quality over quantity is the new black<\/h2>\n

 <\/p>\n

Quality is no longer a trend. It\u2019s the baseline. At Refinery89, we don\u2019t believe in overloading pages or multiplying partners just to increase volume.<\/p>\n

We focus on building efficient setups, curating the right demand, and helping publishers unlock the full value of their inventory. Because today, less isn\u2019t a limitation, it\u2019s a competitive advantage. Get in touch with our experts for a free website audit!\u00a0<\/a><\/p>","protected":false},"excerpt":{"rendered":"

The open internet is facing a paradox. There has never been more inventory, more partners, more ways to plug into demand. And yet, monetization isn\u2019t getting easier. In fact, for many publishers, it\u2019s becoming less predictable, less efficient, and harder to scale. Today, our Director of Publishers & AdTech Partnerships Growth, Paula Mora, takes over […]<\/p>\n","protected":false},"author":19,"featured_media":16208,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,12,20],"tags":[26,24,72,304],"class_list":["post-16200","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-publishers","category-refinery-academy","tag-ad-monetization","tag-programmatic-advertising","tag-publishers","tag-spo"],"yoast_head":"\nWhy Advertisers and Publishers Are Embracing SPO and DPO?<\/title>\n<meta name=\"description\" content=\"Modern programmatic advertising is embracing SPO and DPO. 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