Observed Signal · Dec 10, 2025 · Podcast Episode · Source: Marketecture · Impact: 2/5 · Sentiment: Neutral
DSP Shift for SMB Growth with Brad Thompson
Brad Thompson of MediaGo (a Baidu Company) joins AdTechGod to discuss SMB advertisers leveraging performance DSPs as a bridge from walled gardens to open web programmatic. The conversation traces Brad’s career path from agency work to platforms such as AOL and MediaMath and emphasizes the need to simplify programmatic to drive growth for SMBs. Key takeaways include SMBs’ familiarity with Amazon, Meta, and TikTok but a demand for a clearer on-ramp to open web; AI is expected to enhance optimization and creative workflows, reducing manual tasks in ad ops and potentially slowing hiring; LinkedIn is preferred for personal marketing and industry updates while X supports real-time discussion and learning; strong relationships remain the edge in sales and BD; and AdCP is seen as a major 2026 opportunity to rebalance focus toward message and media quality, beyond data alone. Brad explains how MediaGo helps SMBs transition from closed ecosystems to open-web programmatic and why AdCP could steer the industry toward messaging and media quality.
Discussion of DSP shift and AdCP potential; AI impact on ad ops.
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Key Takeaways & Evidence Grounding
- Brad Thompson from MediaGo (a Baidu Company) appears on the AdTechGod Podcast.
- The episode discusses SMB advertisers using performance DSPs as a bridge from walled gardens to open web programmatic.
- Brad's background spans agency work to AOL and MediaMath.
- The discussion includes 2026 AI-driven changes to ad ops and optimization, and the potential role of AdCP.
- Takeaways emphasize a simpler on-ramp to open web, AI-enhanced workflows, and the importance of strong relationships in sales and BD.
Connected Companies & Entities
4 Entities mappedOntology Mapping & Concepts
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