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# Demand Path Optimization (DPO)
- URL: https://www.adlingo.org/glossary/demand-path-optimization/
- Published: 2025-01-15T11:16:00.000Z
- Updated: 2025-01-15T11:16:00.000Z
- Description: The process of analyzing and optimizing the path between advertisers and publishers to reduce waste and improve efficiency in programmatic advertising.
- Author: Travis Lusk
- Tags: Programmatic, #glossary, #Import 2026-10-27 17:05

Cutting the supply chain between advertiser and publisher down to the shortest, cleanest path. Every intermediary between your DSP and the publisher's ad server takes a fee. Some add value. Some don't. DPO maps those paths, identifies redundant hops, and redirects spend through routes that deliver more working media. The programmatic supply chain grew up fast and messy; DPO is the cleanup operation.