Marketecture: Get Smart. Fast.
Episode 117: Chris Kane and Mike O'Sullivan debate supply and data
Apr 4, 2025
Chris Kane, an ad tech expert known for his insights into bid stream signals, joins Mike O'Sullivan, who provides a buy-side perspective on the same topic. They engage in a lively debate covering critical issues like ad verification and the integrity of bid requests. The conversation also highlights the complexities of bot traffic in digital ads and the ongoing war over DSP fees. With dynamic viewpoints, they tackle trust, transparency, and the evolving landscape of ad tech, offering listeners an engaging look into industry challenges and innovations.
45:33
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Podcast summary created with Snipd AI
Quick takeaways
- The debate emphasizes the critical need for accurate bid stream signals to maintain trust between publishers and demand-side platforms in the ad tech ecosystem.
- Recent trends highlight the ad tech industry's shift towards lowering fees, revealing a market focus on optimizing return on ad spend over traditional fee structures.
Deep dives
Understanding Bid Stream Signals
The ongoing debate around bid stream signals highlights the intricate relationship between publishers and demand-side platforms (DSPs). Misrepresentation of inventory in bid requests can range from acceptable practices to outright fraud, with a notable emphasis on the gray areas that complicate trust between both sides. Both the sellers and buyers in this ecosystem acknowledge the importance of accurate signals, such as the site.domain field, which, if misrepresented, crosses the line into fraudulent behavior. This conversation underscores the necessity of maintaining integrity in bid requests, where the balance between maximizing revenue and preserving trust emerges as a crucial concern.
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