Inside the SSP: Marybeth McGaugh on Curation, CTV and the Future of the Open Web

From Fandom to Outcomes: How Data, Attention and Context Are Reshaping Sports Advertising Dave Ajumobi, Two Circles

In this episode of Curation Conversations, Dave Ajumobi, former professional athlete and Programmatic Lead at sports and entertainment marketing business Two Circles, explores how sports advertising is evolving in a more fragmented, data-driven media landscape.   From understanding fan behavior to delivering measurable business outcomes, Dave shares how curation and programmatic work together to bring greater context, control and efficiency to modern media strategies.   The conversation covers the rise of omnichannel activation across CTV, digital out-of-home and audio, the importance of authentic engagement with sports culture, and the growing opportunity in women’s sports. Dave also discusses the role of AI in programmatic, not as a replacement for human thinking, but as a tool to enhance it, and the need for more collaborative approaches to measurement.  Looking ahead to major global moments like the 2026 Football World Cup, this episode explores how brands can better connect fan attention with real commercial outcomes.

Part 2: What Actually Makes CTV Work with David Nyurenberg, InterMedia Advertising

CTV has no shortage of promise. The harder question is what actually makes it work.   In Part 2 of this Curation Conversations episode David Nyurenberg, SVP of Digital at InterMedia Advertising, explores the practical side of CTV, including creative, user behavior, measurement, first-party data and personalization.  The conversation examines the realities behind performance in CTV, the limitations of current measurement approaches, and why the industry still has work to do when it comes to transparency, infrastructure, and execution.

Part 1: Linear Thinking Meets CTV Reality with David Nyurenberg, InterMedia Advertising

CTV is growing fast, but the fundamentals of TV still matter.  In Part 1 of this two-part Curation Conversations episode, David Nyurenberg, SVP of Digital at InterMedia Advertising, explores the foundations of CTV, why the channel still needs a TV-first mindset, and where the biggest barriers to progress remain.  The conversation covers the relationship between linear and CTV, planning and transparency challenges, and the buying dynamics shaping performance today. From show-level data to Direct IO opportunities, this episode looks at what advertisers need to understand if CTV is going to deliver on its promise.

Why Commerce Media Must Deliver Proof, Not Promises with Jill Moser, Mastercard

Commerce media is everywhere. But the real shift is toward clarity, accountability, and outcomes.  In this episode of Curation Conversations, Jill Moser [https://curationconversations.com/contributors/jill-moser], SVP, Commerce Media at Mastercard, explores how the space is evolving beyond retail, why “proof not promises” matters more than ever, and how brands can connect media exposure to real-world spend. From CFO scrutiny to AI, trust and curated audiences, this is where commerce media is heading next.

Inside the SSP: Marybeth McGaugh on Curation, CTV and the Future of the Open Web

In the latest Curation Conversations, Marybeth McGaugh, Chief Customer Officer at Index Exchange, joins Fern Potter to discuss the sell side taking on a more strategic role in programmatic advertising.   They talk through how curation is improving the value of supply, why CTV continues to expand the opportunity for the open web, and how better signals, measurement and infrastructure can help create more effective supply paths. The conversation also covers SSP decisioning, live sports, and how agentic infrastructure could support the next phase of innovation.