In a year marked by cautious advertiser spending due to persistent economic uncertainty, supply path optimization (SPO) was a major priority for marketers.
In 2022, SPO solutions largely revolved around creating direct connections to so-called premium publishers.
But machine learning (ML) and artificial intelligence (AI) also took on a bigger role in SPO this year. Vendors created custom algorithms designed to optimize spending toward media proven to drive a brand’s chosen KPIs.
