Marketecture: Get Smart. Fast. Episode 117: Chris Kane and Mike O'Sullivan debate supply and data
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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.
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Bid Request Integrity
- Publishers and SSPs communicate inventory information with varying integrity.
- Restoring trust in bid request signals is crucial.
Bid Request as Contract
- The bid request is a contract between sell and buy sides.
- Misrepresenting information, like the site domain, breaks this trust.
Floor Price Honesty
- If you call a price a floor, it should be a true floor.
- Avoid using floors as a tactic to manipulate bids.