In an interview with Amir Sharer, CEO of BRAVE, the advancements of AI in supply-path optimisation (SPO) in programmatic advertising were discussed. The traditional SPO aimed at cutting intermediaries but failed to optimise bid paths in real-time. AI improves upon this by eliminating bid duplication and curating auction inventory effectively. It ensures a focus on high-quality, unique inventory while filtering out low-value placements and fraud. This proactive, data-informed approach not only enhances advertising efficacy but also directs budgets more strategically, reducing wasted ad spend amid challenges in the rapidly growing market.
The biggest challenge today is wasted ad spend, from bid duplication to unnecessary intermediaries inflating costs.
AI enhances SPO by identifying redundant bid requests, ensuring advertisers only bid on unique, high-quality inventory.
Most SPO solutions reactively filter redundant bids, but BRAVE's AI takes a proactive, predictive approach, analysing historical auction data.
This isn't just about cutting costs - it's about directing budgets toward more effective placements, improving performance.
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