Ryan's Path from Agency to In‑House Retail Media

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/