PubWise Is Granted First Of Several Patents For Its Smart Path Optimization Technology Suite

PubWise, The Advertising Logistics Company, announced it has been issued a patent for its “Digital Advertising Platform With Demand Path Optimization”, teaching the way for a new generation of automated programmatic advertising optimization.

The patent is the first of several PubWise has filed related to Prebid optimization, OpenRTB bid stream compression, traffic shaping and demand path optimization, which collectively comprise its Smart Path Optimization Technology (SPOT) suite.

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Until now, supply path optimization (SPO) optimized publisher supply to the buyer, while demand path optimization (DPO) optimized demand to the seller. PubWise achieves both objectives, using machine learning to optimize dynamically across the programmatic supply chain and continuously learning to improve performance over time.

“For the first time, advertisers and publishers can align around a shared objective to eliminate waste and create direct connections for more effective optimization at scale,” said Stephen Johnston, Jr., founder and CTO of PubWise. “Our technology enables supply-side platforms (SSPs) and publishers to maximize the value of their audiences by impacting performance and reducing costs for advertisers. It’s a win-win for everyone.”

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SPOT dramatically increases the breadth and depth of optimization without increasing latency and enhances performance by slashing bid volumes for impressions that are unlikely to be purchased while managing the participation of intermediaries who provide variable value. The efficiency of the new technology lowers infrastructure costs and reduces carbon emissions for PubWise customers, which can mean millions of dollars in savings for its largest partners.

“This is an exciting development for the entire industry,” said Stephen Johnston, Sr., CEO and chairman of the board of PubWise. “We invite all programmatic advertising stakeholders to take a closer look at the patent and welcome collaboration with partners who are equally committed to moving the digital advertising industry forward into its next phase of exponential growth.”

With its header bidding code already in place on hundreds of sites, logging hundreds of billions of data points and direct access to demand through its own DSP and DMP, PubWise is one of the few truly end-to-end programmatic advertising platforms. Combined with its ability to record up-to-the-second intrinsic and extrinsic data along the path of every ad impression traveling through its system, PubWise provides publishers and advertisers with a fully observable view of the supply chain, or “advertising logistics,” which it has coined to describe this emerging field.

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