174. Curation & SPO: Simplifying Programmatic with Bob Regular at Infolinks
The Programmatic Digest
Navigating Programmatic Challenges: The Importance of Curation and Partnership
This chapter emphasizes the critical role of curation in programmatic advertising, advocating for collaboration between buyers and their partners. It highlights how a diversified strategy and strong partnerships can improve access to targeted inventory and audiences, drawing parallels between the buying process and therapeutic experiences.
In this episode, we sit down with Bob Regular, CEO of Infolinks, to explore the evolving world of programmatic advertising and the rising importance of curation. Bob walks us through his journey in digital media—from the dial-up days to today’s complex ad tech ecosystem—offering valuable insights along the way. We dive into how Supply Path Optimization (SPO) is playing a critical role in improving the connection between advertisers and publishers by enhancing media quality and eliminating unnecessary middlemen.
Using the analogy of choosing the best billboard location, Bob explains how digital ad placement is just as strategic, with audience targeting and creative messaging being essential for success. We also touch on the often-overlooked challenges of inconsistent naming conventions and unclear attention metrics, and how curation and SPO can help simplify and improve the overall advertising experience.
The conversation wraps up with a closer look at the differences between direct and reseller relationships in ad tech, and how SPO is shifting industry priorities. Bob shares key takeaways from recent training sessions with media holding companies, including the major reduction in non-value-adding players since the adoption of ads.txt. This episode is a must-listen for anyone interested in the future of digital advertising and how we can build stronger, more transparent partnerships in the ecosystem.
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:
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Timestamp:
(01:44) Evolution of Digital Media Industry
(09:27) Publisher Placement Curation Strategy
(15:07) Challenges in Ad Serving and Curation
(25:18) The Complexity of Ad Tech Pathways
(33:15) Perspectives on Premium Advertising Approach
(38:12) Rebuilding Collaboration in Advertising Industry
Meet Our Guest:
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Bob Regular
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Infolinks Media
Meet The Team:
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Hélène Parker - Chief Programmatic Coach
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https://www.linkedin.com/in/helene-parker/
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Learn Programmatic
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Programmatic Digest
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Manuela Cortes - Co-Host
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Programmatic Digest In Espanol
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:
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