Ep. 111 From Walled Gardens to the Open Web: Brad Thompson on the DSP Shift Powering SMB Growth

Brad Thompson from MediaGo, a Baidu Company, joins AdTechGod on the AdTechGod Podcast to break down how SMB advertisers are using performance DSPs as a bridge from walled gardens into open web programmatic. Brad shares his path from agency work to platforms like AOL and MediaMath, why simplifying programmatic is essential for growth, how he uses LinkedIn and X differently to build partnerships, and what 2026 may look like as AI reshapes ad ops and optimization. The episode closes with Brad’s view that AdCP can steer the industry back toward strong messaging and smart media choices, not just data-driven outcomes.

Takeaways

• SMB marketers know Amazon, Meta, and TikTok well, but many need a simpler on-ramp to open web programmatic, creating a clear role for performance DSPs.
• AI will most improve optimization and creative workflows, while ad ops shifts through fewer manual tasks and slower net new hiring.
• LinkedIn works best for personal marketing and steady industry updates, while X is better for real-time discussion and learning.
• Strong relationships are still the edge in sales and BD because people handle the messy moments that tech cannot.
• AdCP is a major 2026 opportunity that can refocus digital advertising on message and media quality.

Chapters

00:00 Brad’s background and why he chose ad tech.

03:55 How MediaGo brings SMBs from walled gardens into programmatic.

05:00 Social selling in practice, LinkedIn versus X.

12:15 2026 outlook, AI reality versus hype, and job impact.

20:40 Why AdCP could be the biggest growth lever next year.

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