55. Adam Heimlich Explains Custom Bidding




October 12, 2021


In the Sensei’s corner, we welcome Adam Heimlich who is the CEO and Co-Founder of Chalice Custom Algorithms. Adam has been in the Marketing and Ad tech industry for 10 years and has worked with many companies such as Horizon and The Trade Desk. Adam begins this week’s conversation by talking about what we should know about custom bidding and why it’s so important for agencies to consider. We talk about determining target levers for ad auctions which help in tracking and measuring data results that can be used to optimize the bid model. We move into talks of the impeding cookie deprecation and if it will have any effect on the custom-bidding and first party data that Chalice uses.We wrapped this week’s conversation with the agency trading desk and discuss with the movement towards programmatic in-house, are agency trading desks becoming more or less popular?

Connect with:

Adam Heimlich : LinkedIn

Chalice : LinkedIn | Website 

Programmatic Digest: Shownotes | YouTube | LinkedIn | Instagram

Helene Parker: Website | LinkedIn | Twitter | Programmatic Meetup


00:00 – Podcast Introduction

00:48 – Guest Introduction

08:32 – The Programmatic Meetup

10:40 – Why Custom Bidding Is So Important?

16:09 – What’s Included in the Algorithm

22:26 – Algorithm Execution

24:26 – Cookie Deprecation

28:58 – Agency Trading Desk

37:38 – Last Remarks

44:06 – Podcast Outro