Adtech Unfiltered Simplifying the Programmatic Supply Chain (with Greg Sherrill)
Aug 15, 2025
Greg Sherrill, VP of Demand at Magnite, dives into the evolving world of programmatic advertising. He discusses the importance of transparency and collaboration in addressing market fragmentation. Strategies for optimizing supply paths and navigating a cookie-less future are also explored. Greg emphasizes sustainable inventory management and offers advice for midsize brands to leverage technology and partnerships for better outcomes. This insightful conversation reveals the pathways to simplifying the programmatic landscape.
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Align All Parties For Simpler Buys
- Programmatic buying becomes simpler when buyers, DSPs, SSPs, and publishers align on the same page.
- Shared understanding enables more collaboration, transparency, and better brand outcomes.
Reduce Partners To Two Or Three
- Limit your supply partners to two or three trusted platforms instead of dozens to reduce fragmentation.
- Focus on partners that provide broad coverage across marquee and digital-first publishers to simplify access.
Transparency Beats Lowest Fee
- Transparency about fees matters but lowest fee isn't always best.
- Buyers should value clear costs for quality supply and technology, not only minimal fees.