Rethinking Programmatic Power: AI, SPO, and the SSP Shakeup

AI is no longer a futuristic concept — it’s actively reshaping programmatic advertising. From commoditized SSPs to signal loss challenges, the power dynamics are shifting. In this episode, Bryan Szekely, Vice Chair of the Prebid Buyer Task Force and Head of AdTech Strategy at Sigma Software, unpacks how AI is driving smarter media buying, optimizing campaign management, and pushing SSPs to evolve or fade.

Bryan Szekely is a seasoned ad tech leader with over a decade of experience across both the buy and sell sides. Currently serving as the Head of AdTech Strategy at Sigma Software, Bryan brings a unique perspective on how AI is transforming media buying. As Vice Chair of the Prebid Buyer Task Force and former Mobile Committee Chair at Prebid.org, he advocates for greater transparency and innovation in the open web ecosystem.With leadership experience at companies like Magnite and MediaLab, Bryan has tackled the complexities of programmatic advertising firsthand. Whether discussing AI’s role in campaign management or the shifting dynamics of SSPs and DSPs, Bryan is at the forefront of what’s next in ad tech.

Vijay Kumar is the Founder and CEO of Mile, where he has spent over a decade helping publishers navigate modern Ad Tech. His work spans pricing strategy, yield optimization, and infrastructure decisions, always focused on giving publishers more clarity and control.

As host of Web Without Walls, Vijay brings real-world experience and thoughtful curiosity to every conversation. He asks the questions publishers care about, challenges assumptions when needed, and creates space for honest, practical industry dialogue.

• “It's about how AI is rewriting the rules, who's adapting fastest, and which strategies really move the needle.”
• “AdTech is full of big debates, big changes, and let's be honest, a fair share of chaos, but few people navigate it all with aspects insight and clarity.”