Deep knowledge of partnerships, Agency:DSP, DSP:SSP, Pub:SSP, SSP:SSP, etc to get best CPM / audience-match / fill?
Where the "take rate discounts" are? How best to navigate all this to get your own best outcomes?

Far too few people factoring the above into their programmatic plans...

Basic Supply-Demand market dynamics: quite a few, w solid fundamentals

Deep understanding of why same demand buying same supply via mult paths * diff CPMs * diff Deals<>Audiences.... far fewer than it should be

2/n

Technical underpinnings [ OpenRTB+Prebid+PG+PMPs+tags ]: staff in product, ad ops / services, etc all seem to have solid grasp of the specifics, within their swim-lane.

Bigger picture, how these all interact, compete, overlap: fewer

1/n

U2, Joshua Tree... and wish I still had the original pressing