In today's advertising world, the vast majority is digital, with nearly 90% of digital display ads traded programmatically. However, the complexity of the programmatic digital media supply chain is frequently overwhelming, often seeming complex by design. For many marketers, grasping its intricacies proves challenging, with genuine understanding only emerging from asking persistent questions of agencies and technology partners. By methodically navigating the programmatic ecosystem, it's feasible to shed light on its nuances and enhance return on investment.

Three pivotal areas demand attention: tracing the supply chain's money flow, managing pivotal relationships, and asserting control over data. Dissecting your programmatic digital media supply chain and seeking clarity on each element can accelerate your progression towards digital and data proficiency.

A key principle is the application of "Occam’s razor", ensuring the supply chain's complexity is justifiable and not excessive. Harnessing curiosity and striving for clarity, transparency, and openness can lead to a simplified, yet effective, programmatic approach.