Ep. 87 SPO, AI, and the End of the Open Exchange with Taylor Simons
In this episode of the Ad Tech Godpod, host AdTechGod speaks with Taylor Simons, founder of TCHT and former MediaMath executive. They discuss Taylor's intentional journey into ad tech, the lessons learned from MediaMath's bankruptcy, and the current trends in the industry, including the dynamics between SSPs and DSPs, bid duplication, and the role of SPO and curation. They also explore the limitations of the open exchange and the misaligned incentives within the ad tech ecosystem, concluding with a discussion on the future of AI in advertising.
takeaways
- Taylor Simons intentionally entered the ad tech industry.
- MediaMath's bankruptcy was a painful experience for Taylor.
- Turning failures into successes is possible with the right mindset.
- SPO is still developing and has potential for growth.
- There are over 200 SSPs actively participating in the market.
- Misaligned incentives between SSPs and DSPs create challenges.
- The open exchange has significant limitations for advertisers.
- Publishers need to consolidate their SSP partnerships for better results.
- Sharing campaign KPIs can improve trust and performance in the ecosystem.
- AI has the potential to create new programmatic channels in advertising.
Chapters
00:00 Introduction to Ad Tech and Taylor Simons
02:10 Taylor's Journey into Ad Tech
05:09 Lessons from MediaMath's Bankruptcy
06:48 Current Trends in Ad Tech
08:59 Understanding SSPs vs. DSPs
11:06 Bid Duplication and Its Impact
13:13 The Role of SPO and Curation
15:41 The Limitations of Open Exchange
18:51 Incentives in the Ad Tech Ecosystem
22:49 The Future of AI in Ad Tech
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