{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"186. Why More DSPs \u2260 More Reach: Programmatic Deep Dive with Gary Guarnaccia & Ryan Verklin","description":"In this episode of the Programmatic Digest, host Ellen Parker welcomes two of LinkedIn\u2019s most active programmatic voices: Gary Guarnaccia and Ryan Verklin. Together, they dive into the realities of in-housing, retail media, DSP strategy, and the ongoing shifts in supply path optimization (SPO). Ryan shares his journey from agency life to in-house at Bayer, where he helped lead the transition to hands-on programmatic buying before moving into retail media. Gary reflects on his role supporting Bayer\u2019s in-house teams through ad tech partnerships, ensuring programmatic and retail investments drive real business outcomes. We dig into hot-button industry debates, including: In-house vs. agency vs. retail media networks \u2013 how traders\u2019 roles are evolving. DSP strategy \u2013 why more DSPs don\u2019t automatically mean more reach. Retail media networks \u2013 the difference between on-site and off-site, and how CPG brands leverage retailer data for incremental reach. Amazon DSP \u2013 is it really positioned to replace other omni-channel platforms? Traders\u2019 perspective \u2013 why user-friendly DSPs, efficient reporting, and reduced friction are critical to long-term success. SPO and transparency \u2013 reacting to Index Exchange\u2019s announcement and The Trade Desk\u2019s move to categorize SSPs as resellers. The conversation highlights a recurring theme: programmatic traders need more love. Empowering the hands-on-keyboard teams with better tools, education, and collaboration leads to stronger business results\u2014and less burnout. If you\u2019re a programmatic trader, strategist, or leader navigating the complexities of DSPs, SSPs, and retail media, this episode is packed with insights and candid perspectives you won\u2019t want to miss. Additional resource: Gary LinkedIn post    About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency\u00ae program, an engaged community, and expert coaching, we offer:   Programmatic Training & Coaching: Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts. Join Here: https:\/\/programmaticdigest14822.ac-page.com\/executivemembership   Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https:\/\/reachandfrequencycourse.thinkific.com\/courses\/program   Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https:\/\/reachandfrequencycourse.thinkific.com\/bundles\/the-reach-frequency-full-course   Timestamps 00:00 \u2013 Welcome & Guest Introductions 03:11 \u2013 From Agency to In-House: Ryan & Gary\u2019s Journeys 08:35 \u2013 The Rise of Retail Media at Bayer 14:20 \u2013 DSP Strategy: Why More Doesn\u2019t Always Mean Better Reach 20:02 \u2013 Retail Media Networks: On-Site vs. Off-Site Explained 26:41 \u2013 Amazon DSP: Threat or Opportunity? 33:17 \u2013 Why Traders Deserve More Love in Ad Tech 40:05 \u2013 Reporting, AI, and Reducing Friction for Traders 46:28 \u2013 SPO Debate: Resellers, Transparency & Control 53:19 \u2013 Final Thoughts & Industry Takeaways   Meet Our Guest: Gary Guarnaccia \u2013 Ad Tech Partnerships, Bayer https:\/\/www.linkedin.com\/in\/gary-g-16328640\/   Ryan Verklin \u2013 Retail Media Lead, Bayer https:\/\/www.linkedin.com\/in\/verklin\/ https:\/\/www.instagram.com\/verklin\/ https:\/\/x.com\/verklin   Meet The Team: H\u00e9l\u00e8ne Parker - Chief Programmatic Coach https:\/\/www.heleneparker.com\/  https:\/\/www.linkedin.com\/in\/helene-parker   Manuela Cortes - Co-Host  Programmatic Digest In Espanol:  https:\/\/www.linkedin.com\/in\/manuela-cortes-   Learn Programmatic As a TEAM: https:\/\/www.heleneparker.com\/workshop\/ As a Programmatic Ninja: https:\/\/www.heleneparker.com\/course\/ Programmatic Coaching Newsletter:https:\/\/www.heleneparker.com\/newsletter\/   Programmatic Digest https:\/\/www.linkedin.com\/company\/programmatic-digest-podcast https:\/\/www.youtube.com\/channel\/UCBGMMRsZkw0IIUbQIJmMBxw   Looking for programmatic training\/coaching?  Sign up to our Accelerator Program: A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback\u2014perfect for those who thrive on accountability and community, and looking to grow their technical skillset https:\/\/reachandfrequencycourse.thinkific.com\/courses\/program   Self-Paced Course: Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility. https:\/\/reachandfrequencycourse.thinkific.com\/bundles\/the-reach-frequency-full-course   Join our next workshop by signing up to our waitlist below:  https:\/\/www.heleneparker.com\/waitlist\/   ","author_name":"Programmatic Digest","author_url":"http:\/\/programmaticdigest.com","html":"