Navigating Supply Path Optimization and Curation in Programmatic Advertising

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.

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 L&D Support: A monthly retainer providing hands-on training, strategy, and troubleshooting for programmatic teams. Book a Discovery Call: https://www.heleneparker.com/workshop/

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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:

• Bob Regular 

• https://www.linkedin.com/in/rregular/ 

• Infolinks Media 

• http://www.infolinks.com

Meet The Team:

• Hélène Parker - Chief Programmatic Coach

• https://www.heleneparker.com/ 

• https://www.linkedin.com/in/helene-parker/

• 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/@programmaticdigest 

• Manuela Cortes - Co-Host 

• Programmatic Digest In Espanol 

• https://www.linkedin.com/in/manuela-cortes-/

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 

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