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Programmatic Digest

Programmatic Digest

By: Helene Parker and Co-host: Manuela Cortes
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 The Programmatic Digest is a 20-30 minutes weekly podcast where we discuss with fellow industry expert programmatic and digital media news. Our mission on this podcast is to share knowledge, highlight Diversity & Inclusion in AdTech, and educate ourselves as we build this community of programmatic and digital ninjas. Would you like to learn more about programmatic? Check our Reach and Frequency™️ Course - https://www.heleneparker.com/course/ We offer customized training programs to you and your team - https://www.heleneparker.com/workshop/Helene Parker Consulting LLC 2019-2025 Career Success Economics Marketing Marketing & Sales
Episodes
  • 188. Past the Hype: How to Buy Smarter After TTD's Reseller Update

    188. Past the Hype: How to Buy Smarter After TTD's Reseller Update
    Oct 30 2025
    A fast, practical deep dive into The Trade Desk's move to label all SSPs as "resellers" — what that label actually means, why it has a bad rap, and where it's fair vs. misleading. Gareth breaks down value-add resellers (e.g., unique widgets/placements) vs. pure pass-through reselling, explains OpenPath in plain English, and demystifies the Transaction ID debate: what it is, why TTD wants it, and how it impacts buy-side efficiency and supply transparency. We wrap with actionable steps for traders — how to pressure-test paths, when to go direct with publishers/PMPs, and how to optimize beyond a basic domain list. Here's What You'll Learn Reseller ≠ automatically bad: the original IAB intent vs. today's nuanced reality. OpenPath vs. exchanges: what "direct to publisher" actually changes (and what it doesn't). Transaction ID, explained simply: one auction ➝ one ID ➝ fewer dupes and smarter SPO. How to buy smarter right now: talk to publishers, ask for goal-specific PMPs, and evaluate placements/experiences — not just domains. Buyer playbook upgrades: site list ➝ supply-path & placement-level decisions; pair KPI outcomes with quality signals (viewability, density, layout). Sign up to this FREE workshop: https://programmaticdigest14822.ac-page.com/sell-side-workshop About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer: Programmatic Training & Coaching: Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts. Join Here: https://programmaticdigest14822.ac-page.com/executivemembership Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course Timestamps 00:00 – Intro & why this special episode 02:05 – Gareth's background (AppNexus ➝ RTK ➝ Magnite ➝ Gamera) 07:45 – "Reseller" 101: what the IAB meant vs. how it's used today 12:30 – Value-add resellers & unique placements (widgets, comments, InfoLinks) 18:20 – Why TTD labeled SSPs as resellers; how OpenPath fits 23:40 – Optics, trust, and buyer confusion: are we only supposed to buy OpenPath? 28:15 – Transaction ID in plain English + why it matters for SPO 34:50 – What changes for traders day-to-day (and what doesn't) 39:25 – Practical playbook: talk to publishers, ask for KPI-aligned PMPs 44:10 – Gamera's approach to real-time, on-page quality signals 49:00 – Final takeaways & where buyers should focus next 52:30 – How to reach Gareth (site & LinkedIn) Meet Our Guest: Gareth Glaser – CEO of Gamera https://www.linkedin.com/in/garethglaser Meet The Team: Hélène Parker - Chief Programmatic Coach https://www.heleneparker.com/ https://www.linkedin.com/in/helene-parker Manuela Cortes - Co-Host Programmatic Digest In Espanol: https://www.linkedin.com/in/manuela-cortes- Learn Programmatic As a TEAM: https://www.heleneparker.com/workshop/ As a Programmatic Ninja: https://www.heleneparker.com/course/ Programmatic Coaching Newsletter:https://www.heleneparker.com/newsletter/ Programmatic Digest https://www.linkedin.com/company/programmatic-digest-podcast https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw Looking for programmatic training/coaching? Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset https://reachandfrequencycourse.thinkific.com/courses/program Self-Paced Course: Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility. https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course Sign up to this FREE workshop: https://programmaticdigest14822.ac-page.com/sell-side-workshop
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    45 mins
  • 187. What Traders/Buyers Should Know About Publisher's Ad Stack Relating To SPO with Jana Meron

    187. What Traders/Buyers Should Know About Publisher's Ad Stack Relating To SPO with Jana Meron
    Oct 17 2025
    In this episode of the Programmatic Digest, host Helene Parker sits down with Jana Meron, programmatic veteran and sell-side expert, for a deep dive into how the buy side and sell side can finally bridge the gap. This episode serves as a preview of their upcoming joint workshop — The Sell-Side Programmatic Foundation for Buyers — designed to help traders, buyers, and ad ops professionals better understand how publishers, SSPs, and ad tech integrations actually work. Jana shares her fascinating career journey, from early media buying days to leading programmatic and data operations at Business Insider and The Washington Post. She brings her insider perspective on what really happens behind the publisher ad stack, the complexity of SSP integrations, and how demand path optimization (DPO) mirrors the buy-side's supply path optimization (SPO). Together, Helene and Jana explore: The disconnect between buy-side traders and sell-side ops teams How publisher ad stacks function behind the scenes The real meaning of SPO vs. DPO What "wrappers," "pre-bid," and "open bidding" actually mean in practice Why traders should collaborate directly with publishers (not just SSPs) How building relationships with publishers strengthens campaign results Why understanding the sell side helps buyers optimize smarter Whether you're a buyer, trader, or publisher, this conversation will transform how you see the other side of the programmatic equation — and why it's time to build more collaboration, transparency, and trust across the ecosystem. Sign up to this FREE workshop: https://programmaticdigest14822.ac-page.com/sell-side-workshop About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer: Programmatic Training & Coaching: Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts. Join Here: https://programmaticdigest14822.ac-page.com/executivemembership Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course Timestamps 00:00 – Welcome & Guest Intro 03:14 – Jana's Career Journey: From Media Buyer to Programmatic Leader 08:33 – How the Sell-Side Ad Stack Actually Works 13:22 – SPO vs. DPO: What's the Difference? 19:45 – What Buyers Need to Know About Publisher Integrations 25:08 – How Traders Can Communicate Directly with Publishers 30:41 – Building the Bridge Between Supply & Demand 36:28 – Why Collaboration and Education Are the Future of Ad Tech 40:55 – Workshop Preview: The Sell-Side Programmatic Foundation for Buyers 45:12 – Closing Thoughts & Sponsor Shoutout Meet Our Guest: Jana Meron – Programmatic & Data Consultant, Former VP at The Washington Post https://www.linkedin.com/in/janameron Meet The Team: Hélène Parker - Chief Programmatic Coach https://www.heleneparker.com/ https://www.linkedin.com/in/helene-parker Manuela Cortes - Co-Host Programmatic Digest In Espanol: https://www.linkedin.com/in/manuela-cortes- Learn Programmatic As a TEAM: https://www.heleneparker.com/workshop/ As a Programmatic Ninja: https://www.heleneparker.com/course/ Programmatic Coaching Newsletter: https://www.heleneparker.com/newsletter/ Programmatic Digest https://www.linkedin.com/company/programmatic-digest-podcast https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw Looking for programmatic training/coaching? Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset https://reachandfrequencycourse.thinkific.com/courses/program Self-Paced Course: Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility. https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course Sign up to this FREE workshop: https://programmaticdigest14822.ac-page.com/sell-side-workshop
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    27 mins
  • 186. Why More DSPs ≠ More Reach: Programmatic Deep Dive with Gary Guarnaccia & Ryan Verklin

    186. Why More DSPs ≠ More Reach: Programmatic Deep Dive with Gary Guarnaccia & Ryan Verklin
    Oct 8 2025
    In this episode of the Programmatic Digest, host Ellen Parker welcomes two of LinkedIn's most active programmatic voices: Gary Guarnaccia and Ryan Verklin. Together, they dive into the realities of in-housing, retail media, DSP strategy, and the ongoing shifts in supply path optimization (SPO). Ryan shares his journey from agency life to in-house at Bayer, where he helped lead the transition to hands-on programmatic buying before moving into retail media. Gary reflects on his role supporting Bayer's in-house teams through ad tech partnerships, ensuring programmatic and retail investments drive real business outcomes. We dig into hot-button industry debates, including: In-house vs. agency vs. retail media networks – how traders' roles are evolving. DSP strategy – why more DSPs don't automatically mean more reach. Retail media networks – the difference between on-site and off-site, and how CPG brands leverage retailer data for incremental reach. Amazon DSP – is it really positioned to replace other omni-channel platforms? Traders' perspective – why user-friendly DSPs, efficient reporting, and reduced friction are critical to long-term success. SPO and transparency – reacting to Index Exchange's announcement and The Trade Desk's move to categorize SSPs as resellers. The conversation highlights a recurring theme: programmatic traders need more love. Empowering the hands-on-keyboard teams with better tools, education, and collaboration leads to stronger business results—and less burnout. If you're a programmatic trader, strategist, or leader navigating the complexities of DSPs, SSPs, and retail media, this episode is packed with insights and candid perspectives you won't want to miss. Additional resource: Gary LinkedIn post About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer: Programmatic Training & Coaching: Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts. Join Here: https://programmaticdigest14822.ac-page.com/executivemembership Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course Timestamps 00:00 – Welcome & Guest Introductions 03:11 – From Agency to In-House: Ryan & Gary's Journeys 08:35 – The Rise of Retail Media at Bayer 14:20 – DSP Strategy: Why More Doesn't Always Mean Better Reach 20:02 – Retail Media Networks: On-Site vs. Off-Site Explained 26:41 – Amazon DSP: Threat or Opportunity? 33:17 – Why Traders Deserve More Love in Ad Tech 40:05 – Reporting, AI, and Reducing Friction for Traders 46:28 – SPO Debate: Resellers, Transparency & Control 53:19 – Final Thoughts & Industry Takeaways Meet Our Guest: Gary Guarnaccia – Ad Tech Partnerships, Bayer https://www.linkedin.com/in/gary-g-16328640/ Ryan Verklin – Retail Media Lead, Bayer https://www.linkedin.com/in/verklin/ https://www.instagram.com/verklin/ https://x.com/verklin Meet The Team: Hélène Parker - Chief Programmatic Coach https://www.heleneparker.com/ https://www.linkedin.com/in/helene-parker Manuela Cortes - Co-Host Programmatic Digest In Espanol: https://www.linkedin.com/in/manuela-cortes- Learn Programmatic As a TEAM: https://www.heleneparker.com/workshop/ As a Programmatic Ninja: https://www.heleneparker.com/course/ Programmatic Coaching Newsletter:https://www.heleneparker.com/newsletter/ Programmatic Digest https://www.linkedin.com/company/programmatic-digest-podcast https://www.youtube.com/channel/UCBGMMRsZkw0IIUbQIJmMBxw Looking for programmatic training/coaching? Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset https://reachandfrequencycourse.thinkific.com/courses/program Self-Paced Course: Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility. https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course Join our next workshop by signing up to our waitlist below: https://www.heleneparker.com/waitlist/
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    45 mins
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