AdTechGod Pod Episode 81 Summary: From Buying to Building with Barry Bucci on Streaming, Strategy, and Staying Curious

Release Date: June 3, 2025
Guest: Barry Bucci, Senior Director, Programmatic Partnerships at Warner Brothers Discovery

Introduction to Barry Bucci

In Episode 81 of the AdTechGod Pod, host AdTechGod welcomes Barry Bucci, the Senior Director of Programmatic Partnerships at Warner Brothers Discovery (WBD). Barry brings a wealth of experience from her previous roles, including VP Trading and Programmatic Operations at Ampersand, and positions at Amnet and Accordant. Her unique transition from the buy side to the content provider (sell side) offers valuable insights into the dynamics of both realms within the advertising technology industry.

Career Journey and Transition from Buy Side to Sell Side

Barry delves into her professional background, highlighting her diverse experiences that have shaped her current role at WBD.

• Early Career and Education:
  "When I graduated college, it wasn't easy. I went to grad school for publishing, which led to internships like being a contributor for Rolling Stone's 40th anniversary cover-to-cover book." [04:16]

• Introduction to Programmatic Advertising:
  Her pivot into programmatic advertising began at Pure Media (now Prime Media) and was solidified through her involvement with 247 Real Media. Barry emphasizes the importance of mentorship and relationships in her career progression.
  "I met some amazing people, and those relationships definitely carried me forward." [06:18]

• Building Programmatic Operations:
  At Ampersand (formerly NCC Media), Barry was instrumental in establishing the programmatic operations department, marking a significant shift from her previous roles.
  "I stepped outside my comfort zone and started this department from the ground up. It was an amazing experience." [06:58]

• Transition to Warner Brothers Discovery:
  Barry reflects on how her accumulated experiences and network facilitated her move to WBD.
  "Everything I have done in my career kind of has led me now to WBD. Without those experiences, I don't think I would be here." [09:04]

The Importance of Networking and Collaboration

Barry underscores the critical role that networking and collaboration have played in her success.

• Collaborative Growth:
  "When I started, I felt like I had so much to prove. Once I was able to share knowledge and collaborate, it really transformed my approach." [10:34]

• Mentorship and Learning:
  She emphasizes the value of mentoring and being open to learning from others, especially when transitioning to a new side of the industry.
  "Don't be afraid to ask what you don't know and just continue to challenge yourself and step outside your comfort zone." [12:30]

• Building a Supportive Network:
  Barry highlights how fostering positive relationships within the industry has been instrumental in her career growth.
  "The people who lift you up at your work will usually return the favor and lift you up in the future." [07:27]

Insights on Streaming and CTV Growth

A significant portion of the discussion centers around the explosive growth of streaming and Connected TV (CTV), especially accelerated during the pandemic.

• Pandemic Impact on Streaming:
  Barry reflects on the rapid adoption of streaming during the pandemic and its lasting influence on media consumption.
  "During the pandemic, I've never seen a form of media take off so quickly. Streaming has become such an important part of an advertiser's media plan." [17:48]

• Future of Streaming and CTV:
  She predicts continued and accelerated growth in streaming and CTV advertising, surpassing traditional linear TV.
  "Streaming and CTV are not just going to continue to grow, but they're going to connect in a more direct path to the buyers. This will continue to accelerate." [17:48]

• Consumer Behavior Shifts:
  Barry notes the generational shift towards streaming, with younger demographics favoring streaming services over traditional cable.
  "As the demographics change, with Gen Z and younger generations streaming heavily, ad dollars will naturally follow where the eyes are." [21:14]

• Performance and Inventory Balance:
  Emphasizing the need for a balanced approach between performance metrics and inventory diversity, Barry discusses how her buy-side experience informs her strategies on the sell side.
  "There needs to be a balance between performance metrics and the diversity of inventory, depending on the campaign goals." [14:36]

Technological Advancements and Future Growth in AdTech

Barry offers her perspective on the technological advancements driving the future of advertising technology, particularly in relation to CTV and streaming.

• Evolving AdTech Ecosystem:
  She anticipates continuous advancements in how Supply-Side Platforms (SSPs) and Demand-Side Platforms (DSPs) interact, enhancing the efficiency and effectiveness of programmatic advertising.
  "Advancements in how our current tech is growing to adopt to the needs of CTV and streaming will be the biggest push." [23:09]

• Innovations in Ad Formats:
  Barry highlights the introduction and evolution of interactive ads on CTV, pointing to ongoing innovation in ad formats.
  "Six years ago, interactive ads on CTV were just a concept. Now, we're continuously seeing new advancements in this area." [23:09]

• Impact of Automation and Packaging:
  She foresees growth in automation and the strategic packaging of inventory to meet diverse advertiser needs.
  "Packaging inventory in a way that's attractive to advertisers, understanding their KPIs and targeting requirements, is crucial." [16:29]

• Integration of AI and Advanced Targeting:
  The integration of AI in optimizing ad placements and targeting is expected to enhance the precision and effectiveness of ad campaigns.
  "With AI advancements, we're able to push out more targeted and effective ad campaigns seamlessly." [13:44]

Conclusion and Final Thoughts

Barry Bucci wraps up the conversation by reiterating her excitement about the future of streaming and CTV within the adtech landscape. Her transition from the buy side to the sell side has provided her with a multifaceted perspective that she leverages to drive innovation and collaboration at Warner Brothers Discovery.

• Optimism for the Future:
  "I'm so excited to see what continues to come. The advancements in streaming and programmatic advertising are truly impressive." [17:48]

• Advice for Industry Professionals:
  Barry encourages professionals to remain curious, embrace collaboration, and continuously seek knowledge.
  "Don't be afraid to ask what you don't know and just continue to challenge yourself and step outside your comfort zone." [12:30]

Notable Quotes with Timestamps

1. On Career Transitions:
   "This is a big change for me." — Barry Bucci [02:23]

2. On Networking:
   "The people who lift you up at your work will usually return the favor and lift you up in the future." — AdTechGod [07:27]

3. On Asking Questions:
   "Don't be afraid to ask what you don't know and just continue to challenge yourself and step outside your comfort zone." — Barry Bucci [12:30]

4. On Streaming Growth:
   "Streaming and CTV are not just going to continue to grow, but they're going to connect in a more direct path to the buyers." — Barry Bucci [17:48]

5. On Technological Advancements:
   "Advancements in how our current tech is growing to adopt to the needs of CTV and streaming will be the biggest push." — Barry Bucci [23:09]

Key Takeaways

• Diverse Career Path: Barry Bucci’s journey from publishing to programmatic advertising showcases the value of adaptability and continuous learning in the adtech industry.

• Buy Side to Sell Side Insights: Her transition provides a unique perspective that bridges the understanding between advertisers and content providers, enhancing collaboration and strategy development.

• Streaming and CTV as Growth Drivers: The sustained and accelerated growth of streaming and CTV is pivotal for the future of digital advertising, with technological advancements playing a crucial role.

• Importance of Collaboration and Networking: Building and maintaining strong professional relationships is essential for career growth and industry innovation.

• Embracing Change and Innovation: Staying curious and open to new ideas and technologies ensures relevance and success in the rapidly evolving adtech landscape.

Barry Bucci’s insights offer a comprehensive look into the evolving dynamics of programmatic advertising, the monumental rise of streaming and CTV, and the significance of leveraging diverse experiences to drive success in the adtech industry. Her emphasis on collaboration, continuous learning, and technological innovation provides valuable lessons for professionals aiming to navigate and excel in this field.