In this episode of the Programmatic Digest, host Ellen Parker welcomes two of LinkedIn’s 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’s in-house teams through ad tech partnerships, ensuring programmatic and retail investments drive real business out...
In this episode of the Programmatic Digest, host Ellen Parker welcomes two of LinkedIn’s 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’s in-house teams through ad tech partnerships, ensuring programmatic and retail investments drive real business outcomes.
We dig into hot-button industry debates, including:
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In-house vs. agency vs. retail media networks – how traders’ roles are evolving.
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DSP strategy – why more DSPs don’t automatically mean more reach.
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Retail media networks – the difference between on-site and off-site, and how CPG brands leverage retailer data for incremental reach.
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Amazon DSP – is it really positioned to replace other omni-channel platforms?
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Traders’ perspective – why user-friendly DSPs, efficient reporting, and reduced friction are critical to long-term success.
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SPO and transparency – reacting to Index Exchange’s announcement and The Trade Desk’s 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—and less burnout.
If you’re 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’t want to miss.
Additional resource:
Gary LinkedIn post
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Timestamps
00:00 – Welcome & Guest Introductions
03:11 – From Agency to In-House: Ryan & Gary’s Journeys
08:35 – The Rise of Retail Media at Bayer
14:20 – DSP Strategy: Why More Doesn’t Always Mean Better Reach
20:02 – Retail Media Networks: On-Site vs. Off-Site Explained
26:41 – Amazon DSP: Threat or Opportunity?
33:17 – Why Traders Deserve More Love in Ad Tech
40:05 – Reporting, AI, and Reducing Friction for Traders
46:28 – SPO Debate: Resellers, Transparency & Control
53:19 – Final Thoughts & Industry Takeaways
Meet Our Guest:
Gary Guarnaccia – Ad Tech Partnerships, Bayer
https://www.linkedin.com/in/gary-g-16328640/
Ryan Verklin – Retail Media Lead, Bayer
https://www.linkedin.com/in/verklin/
https://www.instagram.com/verklin/
https://x.com/verklin
Meet The Team:
Hélène Parker - Chief Programmatic Coach
https://www.heleneparker.com/
https://www.linkedin.com/in/helene-parker
Manuela Cortes - Co-Host
Programmatic Digest In Espanol:
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