Gary Guarnaccia, an ad tech partnerships expert, and Ryan Verklin, a programmatic strategist at Bayer, share insights on the complex world of programmatic advertising. They discuss the fallacy of thinking more DSPs equal greater reach, emphasizing the importance of strategic selection. Ryan describes retail media strategies, highlighting on-site vs off-site tactics. They advocate for better tools for programmatic traders, with efficient DSP interfaces as crucial for success. The duo also explores the evolving relationships between DSPs and SSPs, predicting a future of increased overlap.
