The Programmatic Digest
174. Curation & SPO: Simplifying Programmatic with Bob Regular at Infolinks
Apr 16, 2025
In a captivating discussion, Bob Regular, CEO of Infolinks and a veteran in programmatic advertising, shares insights from his extensive career. He emphasizes the rising significance of curation and Supply Path Optimization (SPO) in creating transparent advertising partnerships. Bob illustrates the complexities of digital ad placement, likening it to strategic billboard selection. He also addresses challenges like inconsistent metrics and the evolution of 'premium' in ad quality, encouraging deeper collaboration in the ever-changing digital ecosystem.
41:31
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Quick takeaways
- Curation in programmatic advertising isolates high-performing placements, emphasizing the necessity for effective strategies amidst complex inventory.
- Supply Path Optimization streamlines ad buying processes, highlighting the importance of both direct and reseller relationships in enhancing campaign performance.
Deep dives
The Evolution of Digital Advertising
In the late 1990s, the landscape of digital media was vastly different, with dial-up connections impeding the efficiency of ad placements. The industry has significantly evolved since then, moving from basic ad servers to complex programmatic strategies. The speaker shares their personal journey in building ad networks and creating efficient ad servers, indicating the ongoing necessity for innovation in approaching digital advertising. This evolution aligns with the industry's goal to minimize chaos by streamlining the connection between advertisers and publishers.
