The Middlemen Podcast – Episode 2: A Colossal Misunderstanding?

In the second installment of The Middlemen Podcast, hosts Tom and Todd take a deep dive into the complex world of ad tech, focusing on the recent “Colossus kerfuffle” and the broader issues of ID bridging and cookie syncing. With decades of combined experience in retail media, e-commerce, and ad tech, the hosts aim to demystify the technical details that often get lost in industry jargon and headlines.

The episode opens with reflections on their backgrounds and the importance of slowing down to explain the “why” behind the headlines. The conversation quickly turns to the controversy surrounding Colossus Media and allegations of nefarious behavior related to cookie IDs. Tom and Todd break down how cookies, user IDs, and programmatic advertising actually work, emphasizing that technical misunderstandings often drive suspicion in the industry. They explain the mechanics of cookie syncing, the challenges of matching user identifiers across platforms, and why timing issues—not fraud—are usually to blame for mismatches.

Drawing on examples from mobile advertising and real estate, the hosts compare the incentives of supply-side platforms (SSPs) to those of real estate agents—both are motivated to present the best possible value, but sometimes the data can be misleading or misunderstood. They stress that while true fraud (like bots or invisible ad impressions) is a serious concern, most ID mismatches are operational hiccups rather than malicious acts.

The episode concludes with a look ahead: as privacy regulations tighten and third-party cookies fade, retailers with verified identities are stepping into the gap left by traditional publishers. Tom and Todd tease future discussions on the rise of retail media and the shifting landscape of digital advertising, promising to continue peeling back the layers for listeners eager to understand what’s really happening behind the scenes.

Listen in for a grounded, jargon-busting exploration of one of ad tech’s hottest topics—and get ready for more insights in upcoming episodes.

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