The Aperiam Podcast Not Taking Sides with Gamera
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Jan 28, 2026 
Gareth Glaser, founder and CEO of Gamera and ex-chair of Prebid.js, builds shared inventory identifiers to bring transparency to programmatic advertising. He discusses making page-level IDs practical, why the sell side felt like a Wild West, how curation eases adoption, and partnerships that turn on-page signals into reliable measurement.
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Inventory Is Hidden In Plain Sight
- The sell side has been a fragmented 'wild west' because inventory is described inconsistently across publishers.
- A shared, granular inventory identifier lets buyers know placements and makes the open web work more efficiently for both buyers and publishers.
Measure On Page, Not Just In Logs
- Install page-side code to measure each impression and surface granular placement signals.
- Use that data for publisher tools and to build activatable signals buyers can consume.
The Moment Is Technological And Market-Based
- The timing to launch inventory-standardization depends on both product and ecosystem shifts.
- Rise of sell-side decisioning and curation makes it easier now to get data activatable into campaigns.