Supply Path Optimization: Practical Buyer Controls

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

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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:

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