Kelly and Sean break down Guideline’s new quarterly programmatic benchmark report, explain how DSPs fit into the media buying ecosystem, and share the latest trends in programmatic, CTV, and streaming.

Programmatic advertising plays a growing role in digital media buying, but it is still one of the more misunderstood parts of the industry. In this episode, Kelly and Sean use Guideline’s newly announced quarterly programmatic benchmark report as a starting point for a practical discussion on what programmatic actually is, how DSPs work, and what the latest benchmark data suggests about the market.

They begin by defining programmatic at a high level: automated buying and selling of digital media, often built around audience targeting, pricing efficiency, and near real-time optimization. From there, Sean explains why this episode focuses specifically on DSPs, or demand-side platforms, which are the tools buyers use to purchase programmatic inventory.

The conversation then turns to the benchmark findings. Sean shares that programmatic saw very strong growth through 2024, though the pace slowed through 2025 as the market matured and economic pressure weighed on ad spend. They discuss how much of that activity is tied to streaming and connected TV, and why the growth pattern looks different now that most large streaming platforms already offer ad-supported products.

They also look at category-level movement, with telecom, insurance, and quick-service restaurants increasing programmatic spend, while categories such as alcohol, toys, and games have pulled back. Kelly and Sean then walk through the current split between programmatic and direct buying, why programmatic has remained near 30% of market activity, and why Sean expects that share to move higher in 2026.

The episode closes with a closer look at buying methods inside the programmatic ecosystem, including private marketplaces, programmatic guaranteed, and the open marketplace, along with a request for listener feedback on where the programmatic series should go next.

Key topics include:

• What programmatic advertising means in practice
• How DSPs function in digital media buying
• Why Guideline launched a quarterly programmatic benchmark report
• Growth trends in programmatic across 2024 and 2025
• The link between programmatic growth and streaming / CTV
• Which advertiser categories are increasing or reducing spend
• The current split between programmatic and direct buying
• Private marketplaces, programmatic guaranteed, and open marketplace buying

Chapters

00:00 Spotify reviews and why the episode topic matters
00:50 Guideline’s new programmatic benchmark report
02:22 What programmatic advertising means
03:48 DSPs and how programmatic buying works
06:01 Global programmatic growth trends
08:40 Categories gaining and losing spend
11:05 Programmatic vs direct buying share
12:28 Sean’s 2026 outlook
13:07 Private marketplaces, guaranteed deals, and open marketplace
16:13 Invitation for listener feedback on the series

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

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Kelly and Sean examine global trends in out-of-home advertising, why the U.S. market trails international growth, and which industries are driving recent spending increases.

Kelly and Sean begin the episode with a light conversation about long-running broadcast partnerships after a Western Australia news anchor duo set a Guinness World Record for more than 40 years and 10,000 broadcasts together.

The discussion then shifts to the topic of out-of-home advertising and why the format continues to generate mixed reactions among U.S. marketers despite strong growth in many international markets.

Using Guideline data, Sean explains how the U.S. market compares globally and why the share of out-of-home spending is significantly lower than in countries such as China and the United Kingdom. While the U.S. represents roughly 70% of total advertising spend in Guideline’s dataset, it accounts for only about 40% of out-of-home spending—suggesting the channel is more mature and widely adopted internationally.

Kelly and Sean also explore structural reasons behind the difference, including geography, population density, transportation habits, and the pace of digital billboard adoption.

Although out-of-home represents a smaller portion of the U.S. media mix, the format is still projected to grow in the coming year. The growth is being driven primarily by digital placements and by industries that benefit from location-based targeting.

Key topics include:

• The role of out-of-home advertising in the global media mix
• Why the U.S. market trails other regions in adoption
• Geographic and infrastructure factors affecting reach
• The importance of digital out-of-home inventory growth
• Industries currently increasing investment in the channel
• How localized advertising strategies influence spending

Sean also highlights emerging spend patterns from industries such as insurance and legal sports betting, which increasingly rely on geographic targeting and regulatory considerations when placing out-of-home campaigns.

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Netflix has stepped away from its bid for Warner Bros, clearing the path for Ellison and raising questions about consolidation in streaming, valuation logic, and what this means for consumers and advertisers.

In this episode, Kelly and Sean revisit the streaming saga and discuss how further consolidation could affect subscription pricing, content availability, theatrical releases, and advertiser strategy.

They also examine WPP CEO Cindy Rose’s announcement that the company is “no longer a holdco,” introducing the multi-year Elevate 28 strategy. With a focus on AI integration, structural realignment, and outcomes-based models, the move signals a broader shift in how agency groups define value. But what does an outcomes-driven future mean for brand creativity, performance measurement, and platform power?

The conversation expands to The Trade Desk’s earnings reaction, the tension between revenue growth and market expectations, and what’s happening inside the DSP ecosystem.

Sean closes with a “data delight” examining the long-term shift from brand to performance marketing. The data shows performance spend rising significantly faster than digital alone—suggesting a deeper strategic shift in advertiser behavior.

Key topics include:

• Netflix exiting the Warner Bros bidding process
• Streaming consolidation and advertiser implications
• WPP’s Elevate 28 strategy and AI-backed restructuring
• Outcomes-based agency models and platform incentives
• The Trade Desk earnings reaction and DSP competition
• NBA expansion into Europe and streaming distribution
• Brand vs. performance marketing data trends (2017–2025 shift)

Chapters

00:00 Introduction and Headline Grab Bag
01:00 Netflix Withdraws from Warner Bros Bid
03:24 Streaming Consolidation and Consumer Impact
05:42 WPP’s Elevate 28 and Agency Restructuring
08:31 Outcomes-Based Models and Platform Incentives
12:07 The Trade Desk Earnings Reaction
14:29 NBA European Expansion and Streaming Strategy
17:17 Brand vs. Performance Marketing Data Trends
20:13 How to Access Guideline Data

For access to the data discussed in this episode or to learn more about Guideline’s market insights, contact press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.