The Programmatic Digest 55. Adam Heimlich Explains Custom Bidding
Oct 12, 2021
Adam Heimlich, CEO and Co-Founder of Chalice Custom Algorithms, brings a decade of expertise in marketing and ad tech. He discusses the critical role of custom bidding and its impact on ad auctions. The conversation shifts to navigating cookie deprecation and its implications for first-party data usage. Additionally, Heimlich explores the trend of in-house programmatic solutions and questions the future popularity of agency trading desks. Get ready for insights that blend data, creativity, and the evolving landscape of digital advertising!
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Adam's Unique Career Path
- Adam Heimlich transitioned from a 90s hip-hop journalist to marketing and programmatic expert.
- Inspired by innovative uses of custom algorithms like Uber's, he founded Chalice in 2019 to advance custom bidding.
How DSP Algorithms Work
- DSPs combine a bidding robot and an algorithm that scores bid requests for performance.
- Standard DSP algorithms score on limited features, often pooling data across advertisers.
Power of Custom Bidding
- Use custom bidding algorithms to score about 50 features that predict your desired outcomes.
- Continuously update scores with new data to optimize bidding and achieve better targeting results.
