In this episode, we dive into the $500 million acquisition of Innovid by Mediaocean.

What does this deal mean for advertisers, connected TV, and the fight against walled gardens?

Joining us are Aaron Goldman, CMO of Mediaocean, and Dani Cushion, CMO of Innovid, who share insider insights on how this merger will redefine data control, measurement, and ad performance. From strategic goals to branding challenges (Flashavid, anyone?), we cover it all. Don’t miss this in-depth discussion on the future of advertising!

In this special episode of the Refresh by AdTechGod, we discuss The Trade Desk's big announcement about Ventura, their new TV operating system set to drop in 2025.

We chat about what this means for the connected TV (CTV) space; everything from possible conflicts of interest and the role of OEMs to how it might shake up the user experience. The panel takes a closer look at the challenges and opportunities this new OS brings, including the need for better interoperability and smarter monetization strategies. We also touch on the current state of CTV, how consumer experiences are becoming more commoditized, and what The Trade Desk’s strategy might mean for the market.

Thats not all! There’s talk about publisher monetization struggles, discoverability issues, and how AI could step up to improve user experiences.

Thank you to my guests:

• Tony Marlow from LG Ad Solutions
• Scott Ensign from Butler/Til
• Shiv Gupta from U Of Digital.

Thank you to Azerion for Sponsoring this episode.

Takeaways

• Trade Desk's Ventura aims to disrupt the existing OS landscape.
• The success of CTV advertising relies on user experience and hardware.
• Partnerships with OEMs are crucial for Trade Desk's strategy.
• The CTV market is currently chaotic and needs order.
• Trade Desk's entry could increase competition among existing OS providers.
• The narrative of being agnostic may be challenged by Trade Desk's new role.
• Agencies see potential benefits in Trade Desk's ownership of technology.
• Distribution is key to the success of any new OS.
• The TV hardware market is highly competitive and low-margin.
• Improving user experience is essential for the growth of CTV. The consumer experience in CTV is currently commoditized.
• Publisher monetization is becoming increasingly complex.
• Trade Desk's strategy focuses on enhancing backend value.
• AI integration is key to improving content discoverability.
• The CTV market is ripe for innovation and disruption.
• Increased competition can lead to better products and services.
• Trade Desk's OS aims to control the CTV ecosystem.
• The future of CTV may see significant local media growth.
• Understanding user experience is crucial for CTV success.
• The transition from cookies to ACR data is essential for programmatic advertising.

Chapters

00:00 Introduction and Upcoming Events

06:57 The Conflict of Interest in CTV Advertising

14:56 Partnership Dynamics Between Trade Desk and OEMs

20:14 Market Dynamics and User Experience in CTV

25:15 The Commoditization of Consumer Experience in CTV

32:12 Trade Desk's Strategy and Market Positioning

40:20 The Future of CTV: Opportunities and Challenges

Keywords:

Trade Desk, Ventura, CTV, advertising, operating system, LG ads, Sonos, agency perspective, market dynamics, user experience, CTV, Trade Desk, consumer experience, advertising, market competition, AI, discoverability, monetization, programmatic, user experience, AdTechGod

Xander Katsatos, the head of sales at Beeswax, shares his journey in the ad tech industry and discusses trends in the market. He highlights the importance of staying up to date with industry news and trends through sources like newsletters, podcasts, and publications.

Xander also emphasizes the need for sales professionals to focus on what they're good at and put in the effort to succeed. He discusses the challenges of fragmented content distribution and the shift towards private marketplace deals and audience targeting in connected TV. Xander also raises questions about the future of the industry and the importance of adapting to constant change.

AdTechGod discusses the recent acquisition of Iris TV by Viant Technologies with Tim and Chris Vanderhook.

In this episode, we dive into Viant’s recent acquisition of Iris TV, aimed at boosting transparency and improving targeting and measurement in the growing CTV space, where over 40% of ad spend on Viant’s platform now flows. We explore how this move strengthens Viant’s ad products to compete with walled gardens while keeping Iris TV independent to support an open ecosystem. We’ll also look at the importance of understanding content at a detailed level to give advertisers the edge in reaching the right audiences.

takeaways

• Viant acquired Iris TV to enhance transparency in the CTV ecosystem.
• The acquisition aims to provide better targeting and measurement capabilities.
• CTV is growing rapidly, with over 40% of total spend on Viant's platform.
• The focus is on creating superior ad products to compete with walled gardens.
• Iris TV will operate independently to support the open ecosystem.
• Understanding content at a granular level is crucial for advertisers.
• Privacy regulations are shaping the future of ad tech.
• The market is excited about the potential of Iris TV.
• Investment in ad tech is essential for the open ecosystem's growth.
• Viant aims to attract more entrepreneurs to build innovative solutions.

Chapters

00:00 Introduction to the Acquisition

01:07 The Purpose Behind Acquiring Iris TV

05:14 The Future of CTV and Walled Gardens

08:14 Iris TV's Independence and Its Role

10:37 Understanding Content and Privacy in CTV

18:33 Market Reactions and Future Prospects

Mentioned in this episode:

Sweet Suites

Tyler Fitch the SVP of Partnerships at AdRise chats with AdtechGod

Tyler Fitch shares his extensive experience in ad tech, from his early days in sales to his expertise in programmatic, highlighting the challenges of monetization and user retention in the rapidly growing connected TV space.

He attributes Tubi's success to its strong focus on user experience and personalization, which has been pivotal in maintaining engagement. As FAST platforms reshape the streaming landscape and traditional TV budgets shift towards connected TV, Tyler emphasizes the critical need to prove ROI for advertisers.

He also underscores the importance of building strong industry relationships and leveraging networks for career advancement in this competitive space.

Takeaways

• Tyler Fitch has a diverse background in ad tech, starting from sales to programmatic.
• Tubi's growth is attributed to its focus on user experience and personalization.
• The rise of FAST platforms is changing the landscape of streaming services.
• Monetization remains a significant challenge in the ad-supported model.
• Proving ROI for advertisers is crucial for the future of connected TV.
• Building relationships in the industry is key to career success.
• Tubi's Super Bowl ad significantly boosted its brand recognition.
• The industry is seeing a shift from traditional TV budgets to connected TV.
• Maintaining user engagement is essential for Tubi's continued growth.
• Tyler encourages professionals to lean into their networks for career advancement.

Chapters

• 00:00 Introduction to Tyler Fitch and Tubi
• 04:25 The Growth of Tubi and FAST Platforms
• 09:29 Challenges in Monetization and User Retention
• 15:22 Proving ROI in Connected TV
• 20:31 Navigating Industry Challenges and Relationships
• 24:19 Advice for Career Growth in Ad Tech

AdTechGod interviews Catherine Perloff from Adweek, exploring her journey into advertising journalism, the intersection of advertising and culture, and the constant change in ad tech.

They discuss trends such as consolidation, transparency, and the challenges of fraud in advertising, as well as the impact of walled gardens and regulation on the industry. The conversation also touches on the influence of AI on journalism and content creation, emphasizing the importance of quality in an increasingly crowded digital space.

Takeaways

• Catherine transitioned from financial journalism to advertising to explore the intersection of business and culture.
• The advertising industry is evolving with a greater emphasis on creativity and technology.
• Consolidation in ad tech is leading to fewer players and more focus on transparency.
• Fraud and invalid traffic remain significant challenges in the advertising space.
• Walled gardens are dominating ad spend, raising concerns for open web publications.
• Regulation is slowly impacting how tech companies operate in the advertising space.
• The lack of visibility in programmatic advertising is a persistent issue.
• AI is changing the content landscape, but quality journalism remains essential.
• Mediocre content generated by AI can dilute the quality of information available online.
• The future of advertising will depend on balancing innovation with maintaining quality.

Chapters

00:00 Introduction to Ad Tech and Journalism

02:07 Catherine's Journey into Advertising Journalism

04:01 The Intersection of Advertising, Culture, and Technology

07:51 Trends in Ad Tech: Consolidation and Transparency

12:02 Challenges of Fraud and Quality in Advertising

16:12 The Role of Walled Gardens in Advertising

20:04 Regulation and Its Impact on the Industry

23:51 The Influence of AI on Journalism and Content Creation

Mentioned in this episode:

Sweet Suites

AdTechGod sits down with Krista Panoff the SVP, Global Enterprise Development at Innovid.

Krista Panoff's career path to adtech was not linear, much like many of us in the space. She has advanced through various roles and now leads Global Business Enterprise Development at Innovid.

In this conversation, Krista shares her unique journey from working at a snowboard company to her current role at Innovid, reflecting on the challenges and opportunities she encountered along the way.

She discusses career highlights from her time at TransUnion, the innovative work being done at Innovid, and the fast paced CTV industry.

Krista emphasizes the importance of focusing on opportunities rather than frustrations in an often very complex industry.

Thank you Flashtalking by Mediaocean and AdLib: DSP Advertising Made Easy for sponsoring this episode.

Takeaways

• Krista Panoff's career path was not linear, starting from a snowboard company to AdTech.
• The importance of adaptability when transitioning between companies and cultures.
• Every company has its challenges, and it's crucial to focus on opportunities.
• Innovid is expanding its offerings beyond measurement to enhance user experience.
• AI is playing a significant role in creative generation and optimization in advertising.
• CTV is becoming more accessible to a wider range of advertisers.
• The industry is seeing a shift towards self-serve ad management systems.
• Understanding the complexities of the ecosystem is vital for advertisers.
• The debate around monopolistic practices in AdTech is ongoing and complex.
• Career growth in AdTech requires perseverance through challenges.

Chapters

• 00:00 Introduction to Krista Panoff and Her Journey
• 10:25 Career Highlights and Innovations at TransUnion
• 14:16 Innovid's Core Offerings and the Role of AI
• 17:41 The Future of CTV and Industry Trends
• 25:27 Debates in Ad Tech: Google and Trade Desk Perspectives
• 28:10 Final Thoughts on Career Growth and Innovation

In this episode AdTechGod invites Aziz Rahimtoola, CEO and co-founder of Sabio.

Aziz's shares his journey from traditional media to digital advertising, the importance of building an inclusive media ecosystem, and the cultural resilience demonstrated by his team during the COVID-19 pandemic.

Aziz emphasizes the need for representation in advertising and the future of content creation in a diverse world.

Thank you to Flashtalking and AdLib for sponsoring this episode.

Takeaways

• Aziz transitioned from traditional media to mobile advertising due to declining TV ratings.
• Sabio aims to create a more inclusive media ecosystem for diverse audiences.
• The company focuses on efficiency in reaching both general and diverse markets.
• Cultural resilience during COVID-19 highlighted the strength of Sabio's team.
• Diverse audiences are seen as a growth opportunity for brands.
• Aziz believes in eliminating biases in data to better represent consumers.
• The future of advertising lies in understanding and representing diverse audiences.
• Streaming TV is democratizing content and changing the advertising landscape.
• Aziz encourages a fun and challenging work environment for his team.
• The rise of content creators is reshaping how audiences consume media.

Chapters

• 00:00 Introduction to Sabio and Aziz Rahimtoola
• 01:47 The Journey from Traditional Media to Digital Advertising
• 05:52 Building an Inclusive Media Ecosystem
• 11:55 Cultural Resilience During COVID-19
• 17:00 The Future of Advertising and Content Creation