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.
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Bob's Early Digital Media Journey
- Bob Regular shares his journey from early digital media to leading Infolinks. - He highlights pioneering in-text ads and direct publisher relationships to improve ad performance.
80/20 Rule in Ad Placements
- 20% of ad placements generate 80% of performance, revealing a core high-performing subset. - Focusing on these placements allows for more effective ad targeting and better outcomes.
Placement Naming Challenges
- Placement naming inconsistency makes targeting specific ad placements difficult in DSPs. - The exact location on a publisher's site greatly impacts ad visibility and effectiveness.