Vlad Chubakov (@Programmatic 101)

Exploring the world of #programmatic advertising

[Vlad Chubakov (@Programmatic 101) @101Programmatic]

It makes it SO easy to sell to the clients…Basically they have no minimums now and CPA bidding making it a risk-free test for brands + everybody wants to be first to show ads in chatgpt.

However, the risk here is potential scale. Usually this type of algo will not spend budget if not hitting exact CPA. This is opposite of what google/meta is doing with selling good+shitty inventory together making marketers spend more.

[Vlad Chubakov (@Programmatic 101) @101Programmatic]

@airgups23 @aripap @taboola @joe_zappa @pknegten They don’t mention programmatic anywhere. Which is a smart strategy- whenever you mention “programmatic “ when you are talking to SMB - you get a hundreds of objections like “oh it doesn’t work”, “or it’s only post view” or “it is just branding play and it is expensive “

[Eric Seufert @eric_seufert]

ChatGPT launches a CAPI, a pixel, and self-serve

"It’s not hard to imagine how the ad platform evolves from here. OpenAI is almost assuredly building a platform in the image of Meta’s, which means it will cater the platform to the needs of SMBs, particularly eCommerce and retail advertisers."

https://t.co/0VHFc3pege

[App Economy Insights @EconomyApp]

$GOOG Alphabet Q1 FY26:

• Revenue +22% Y/Y to $109.9B ($2.9B beat).
• Operating margin 36% (+2pp Y/Y).
• $37.7B net gains from equity investments.

☁️ Google Cloud:
• Revenue +63% Y/Y to $20.0B.
• Operating margin 33% (+15pp Y/Y).

▶️ YouTube ads +11% to $9.9B.

[Ari Paparo @aripap]

My latest newsletter: It's The Data, Stupid.

https://t.co/spniT7QPQl

[Vlad Chubakov (@Programmatic 101) @101Programmatic]

@aripap Cancelled chatgpt paid subscription yesterday. Feels so 2023 compared to claude

[Kendra Barnett @KendraEBarnett]

New: @Google DV360 got a Gemini makeover for automated media planning and execution. Plus, the DSP is deepening YT integrations and strengthening cross-channel measurement in CTV, with new retail data and SKU-level attribution tools. More in @Adweek: https://t.co/7I3l3Z7tr0

[Shay Boloor @StockSavvyShay]

One of the world’s largest advertising companies Publicis is reportedly dropping $TTD as a recommended platform after a recent audit.

The audit alleges fee opacity & unauthorized auto-enrollment that directly challenges Trade Desk’s core value proposition as a neutral, transparent DSP.

The timing is brutal.

[Marketecture @marketecturetv]

The highlight of Marketecture Live, @aripap and The @TheTradeDesk CEO Jeff Green talk stock purchases, AI, OpenPath, and more.

Link below 👇

[Vlad Chubakov (@Programmatic 101) @101Programmatic]

@cvanderhook @Seth_Ulinski @efroestad Appreciate the kind words Chris. Never say never.

[Vlad Chubakov (@Programmatic 101) @101Programmatic]

Haven’t seen this discussed anywhere - TTD has quietly changed how they service agencies. No more allocated AM team. Now you submit tickets, just like every other big DSP.

That was IMO one of TTD’s biggest strengths. And yes, ticket-based support is as painful as you’d expect.

Frustrating.

[Vlad Chubakov (@Programmatic 101) @101Programmatic]

@UncleJuelzz This is good

[Vlad Chubakov (@Programmatic 101) @101Programmatic]

@Seth_Ulinski @efroestad Maybe. Our account is US based. And I just asked pol on reddit and there are a lot of frustrated people sharing the same experience…

[Vlad Chubakov (@Programmatic 101) @101Programmatic]

@efroestad Interesting

[Olivia Kory @oliviaakory]

at the end of the day we’re all just trying to find something that we care about as much as @eric_seufert’s passion for CAPIs

[Vlad Chubakov (@Programmatic 101) @101Programmatic]

@HatesAdtech The openpath situation pretty much answers your question about which definition wins. TTD did everything right by the first one - and got punished for it. That tells me the industry doesn’t really want a better ecosystem (except for some bubble on x/li)

[Ryan Verklin @verklin]

Lots of discussion about OpenPath. I am pro OP. My thoughts below. Someone tell me where I’m wrong.

OpenPath has value to both the buy and sell side.

It has value to the buyer because TTD claims (and I’ll take their word for it) they run OP at cost. They claim their ~5% take rate is just to run it at break even. TTD is making all their money on DSP fees (different discussion) where the other SSPs have higher yields and dynamic pricing so they can make a profit which OP doesn’t need to.

The pubs don’t have the same margin rate across all SSPs (it’s dynamic and essentially the SSPs is trying to take the highest margin while also trying to win the auction in the Pub’s adserver/header). Hypothetically OP would have the lowest margin (because they are running it at break even) but the bid would still have to be the highest to win the auction in the pub’s adserver.

The one benefit for pubs using OP should be that they get more volume from TTD they wouldn’t otherwise get if they didn’t use OP.

If TTD isn’t outright lying about OP and they are running it at breakeven and aren’t favoring it beyond it being the most efficient path to supply then I only see a benefit for buyers to use them.

The inherent problem is, Google poisoned the well on this, when a company is on the buy and sell side they have a conflict of interest. Makes them an easy target for all of AdTech to bash them. OP doesn’t do rebates so holdcos who’s SSP rebates go right to their bottom line have every incentive (besides their clients media performance) to use SSPs who give them the biggest rebates.

Has any advertiser ever talked about turning off Amazon Publisher Services? Amazing to me they have been able to fly under the radar for scrutiny when unlike TTD I don’t believe they have ever claimed to run it at cost or not to favor their own pipes.

[Vlad Chubakov (@Programmatic 101) @101Programmatic]

Rebates were the first thing I thought of when I saw holdcos pulling back from OP. Wrong incentives are a massive problem in our industry and TTD is one of the few players who actually tried to fix it. And instead of the industry appreciating that, people are trying to get to the bottom of their motives.
IMO it tells a lot about the state of the industry and shows if people really want to change things.

[Vlad Chubakov (@Programmatic 101) @101Programmatic]

@AdtechGod this is how I spent the last two months

[AdTechRadar @adtechradar]

NEW: Live ads have been spotted in ChatGPT for the first time.

Story below. 👇

https://t.co/jxc83fPHsn