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 Timestamp: 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