After digging around, it turns out pngout is non-free software: https://www.jonof.id.au/kenutils.html "The source code for these tools is not public. Don't bother asking.".
So we currently run:
- pngquant
- zopflipng
I read through http://optipng.sourceforge.net/pngtech/optipng.html which explains how lossless PNG compression works. We should also try out:
- optipng -o7
- advpng (from https://tracker.debian.org/pkg/advancecomp)