188. Past the Hype: How to Buy Smarter After TTD's Reseller Update

Programmatic Digest

A fast, practical deep dive into The Trade Desk's move to label all SSPs as "resellers" — what that label actually means, why it has a bad rap, and where it's fair vs. misleading. Gareth breaks down value-add resellers (e.g., unique widgets/placements) vs. pure pass-through reselling, explains OpenPath in plain English, and demystifies the Transaction ID debate: what it is, why TTD wants it, and how it impacts buy-side efficiency and supply transparency.

We wrap with actionable steps for traders — how to pressure-test paths, when to go direct with publishers/PMPs, and how to optimize beyond a basic domain list.

Here's What You'll Learn

• Reseller ≠ automatically bad: the original IAB intent vs. today's nuanced reality.

• OpenPath vs. exchanges: what "direct to publisher" actually changes (and what it doesn't).

• Transaction ID, explained simply: one auction ➝ one ID ➝ fewer dupes and smarter SPO.

• How to buy smarter right now: talk to publishers, ask for goal-specific PMPs, and evaluate placements/experiences — not just domains.

• Buyer playbook upgrades: site list ➝ supply-path & placement-level decisions; pair KPI outcomes with quality signals (viewability, density, layout).

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About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer:

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Timestamps

00:00 – Intro & why this special episode

02:05 – Gareth's background (AppNexus ➝ RTK ➝ Magnite ➝ Gamera)

07:45 – "Reseller" 101: what the IAB meant vs. how it's used today

12:30 – Value-add resellers & unique placements (widgets, comments, InfoLinks)

18:20 – Why TTD labeled SSPs as resellers; how OpenPath fits

23:40 – Optics, trust, and buyer confusion: are we only supposed to buy OpenPath?

28:15 – Transaction ID in plain English + why it matters for SPO

34:50 – What changes for traders day-to-day (and what doesn't)

39:25 – Practical playbook: talk to publishers, ask for KPI-aligned PMPs

44:10 – Gamera's approach to real-time, on-page quality signals

49:00 – Final takeaways & where buyers should focus next

52:30 – How to reach Gareth (site & LinkedIn)

Meet Our Guest:

Gareth Glaser – CEO of Gamera

https://www.linkedin.com/in/garethglaser

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:

https://www.linkedin.com/in/manuela-cortes-

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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—perfect for those who thrive on accountability and community, and looking to grow their technical skillset

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Sign up to this FREE workshop:

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