- Podcast
Programmatic media buying tactics that work now, with Mike Hauptman of AdLib
AdLib co-founder Mike Hauptman on DSP-agnostic programmatic access for independent agencies, AI as a force multiplier and focusing on a core client profile.
Episode from The Media Buying Podcast. Summarised by the AffHouse newsroom from the full episode. How we work →
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On The Media Buying Podcast, host Jim Banks talks to AdLib co-founder Mike Hauptman. Hauptman says programmatic access is fragmenting again, with dozens of DSPs and hundreds of retail media networks, many reachable only through emails, phone calls and manual processes. He explains how AdLib gives independent agencies a way in, and where AI fits.
In this episode
Hauptman says AdLib serves mid-market and emerging independent agencies; it is not a DSP but gives any agency access to the whole ecosystem, "including all the tier one DSPs" (10:35).
He notes some inventory is exclusive, such as YouTube in DV360 and Amazon Prime on Amazon, and tells agencies not to settle for "40%, 50% match rates" through one DSP (15:33).
He compares AdLib to a "stripe of programmatic": one partner with built-in redundancies and an API-first platform (17:56).
On AI, he is not bullish on programmatic protocols being redone soon, but sees it as a copilot and "force multiplier" for second and third movers without legacy systems (20:41).
He says AdLib will lean into AI while agencies stay the decision-makers, freeing their time for strategy and relationship building (31:26).
Learning "how to say no" and zeroing in on a core ideal client profile helps AdLib prioritise its time (34:31).
Episode from The Media Buying Podcast with Jim Banks and Rob Adler, published on YouTube.