In this episode of AW360, we sit down with Ramsey McGrory, President of Prisma, to explore how the advertising industry can cut through complexity and rediscover simplicity. McGrory shares why he views his career as a relay race, how Prisma has evolved into a critical orchestration layer for modern marketing, and what true efficiency looks like in today’s fractured TV and digital ecosystem. From ad serving’s transformation beyond “plumbing,” to the rise of AI as a practical tool for planning, measurement, and optimization, Ramsey offers a front-row perspective on how advertisers can consolidate, innovate, and thrive in a hedged-garden world.