The Programmatic Digest 187. What Traders/Buyers Should Know About Publisher's Ad Stack Relating To SPO with Jana Meron
In this episode of the Programmatic Digest, host Helene Parker sits down with Jana Meron, programmatic veteran and sell-side expert, for a deep dive into how the buy side and sell side can finally bridge the gap.
This episode serves as a preview of their upcoming joint workshop — The Sell-Side Programmatic Foundation for Buyers — designed to help traders, buyers, and ad ops professionals better understand how publishers, SSPs, and ad tech integrations actually work.
Jana shares her fascinating career journey, from early media buying days to leading programmatic and data operations at Business Insider and The Washington Post. She brings her insider perspective on what really happens behind the publisher ad stack, the complexity of SSP integrations, and how demand path optimization (DPO) mirrors the buy-side's supply path optimization (SPO).
Together, Helene and Jana explore:
-
The disconnect between buy-side traders and sell-side ops teams
-
How publisher ad stacks function behind the scenes
-
The real meaning of SPO vs. DPO
-
What "wrappers," "pre-bid," and "open bidding" actually mean in practice
-
Why traders should collaborate directly with publishers (not just SSPs)
-
How building relationships with publishers strengthens campaign results
-
Why understanding the sell side helps buyers optimize smarter
Whether you're a buyer, trader, or publisher, this conversation will transform how you see the other side of the programmatic equation — and why it's time to build more collaboration, transparency, and trust across the ecosystem.
Sign up to this FREE workshop:
https://programmaticdigest14822.ac-page.com/sell-side-workshop
About Us: 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 Training & Coaching: Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts. Join Here: https://programmaticdigest14822.ac-page.com/executivemembership
Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program
Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course
Timestamps
00:00 – Welcome & Guest Intro 03:14 – Jana's Career Journey: From Media Buyer to Programmatic Leader 08:33 – How the Sell-Side Ad Stack Actually Works 13:22 – SPO vs. DPO: What's the Difference? 19:45 – What Buyers Need to Know About Publisher Integrations 25:08 – How Traders Can Communicate Directly with Publishers 30:41 – Building the Bridge Between Supply & Demand 36:28 – Why Collaboration and Education Are the Future of Ad Tech 40:55 – Workshop Preview: The Sell-Side Programmatic Foundation for Buyers 45:12 – Closing Thoughts & Sponsor Shoutout
Meet Our Guest:
Jana Meron – Programmatic & Data Consultant, Former VP at The Washington Post
https://www.linkedin.com/in/janameron
Meet The Team:
Hélène Parker - Chief Programmatic Coach
https://www.heleneparker.com/
https://www.linkedin.com/in/helene-parker
Manuela Cortes - Co-Host
Programmatic Digest In Espanol:
https://www.linkedin.com/in/manuela-cortes-
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/channel/UCBGMMRsZkw0IIUbQIJmMBxw
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
Sign up to this FREE workshop:
https://programmaticdigest14822.ac-page.com/sell-side-workshop