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

In this episode of the AdTechGod Pod, host AdTechGod interviews Natalie Scully, the Executive Vice President of Revenue, Distribution, and Data Operations at VEVO.

Natalie shares her unique career journey, discussing her transition from finance to media, her long tenure at Vevo, and the company's evolution in the streaming space.

The conversation leans into the importance of operational roles, the growth of connected television, and the challenges of balancing a demanding career with family life. Natalie also offers valuable insights on confidence, patience, and the significance of continuous learning in one's career.

Thank you Flashtalking for sponsoring this episode.

Takeaways

• Natalie emphasizes the non-linear paths many take in their careers.
• She highlights the importance of operational roles in media.
• Vivo's culture fosters creative thinking and adaptability.
• Connected television is a key growth area for Vevo.
• The industry is evolving with shorter content formats.
• Natalie reflects on her early days at ESPN as pivotal.
• Balancing family and career requires conscious decisions.
• Confidence and patience are crucial for career growth.
• Continuous learning is essential in the media industry.
• Networking and relationship-building are valuable skills.

Chapters

• 00:00 Introduction to Natalie Scully and Her Journey
• 02:16 Career Path and Evolution in Media
• 07:41 Staying Power: Why Natalie Remains at Vevo
• 10:53 Vivo's Growth and Expansion in the Digital Space
• 13:03 Future Trends in Streaming and Content Consumption
• 16:15 Aha Moments: Discovering Passion in Media
• 18:49 Balancing Family and Career
• 22:01 Advice to Younger Self and Undervalued Skills

Episode 49 with special guest John Whitmore

John is the Senior Vice President of Business Development at 33Across.

In this episode of the Ad TechGod Pod, John Whitmore, the SVP of Business Development at 33Across, shares his journey in the industry and discusses the future of adtech.

we talk about the changes in media planning over the years, the impact of AI on the industry, and the importance of addressability and measurement. We also touch on the challenges and ethical considerations in the adtech space.

John emphasizes the need for the industry to evolve and take responsibility for its actions. He also shares his perspective on work-life balance and finding happiness in both personal and professional life.

Thank you Flashtalking for sponsoring this episode.

Takeaways

• Media planning has evolved significantly over the years, from manual processes to the use of AI and data-driven targeting.
• Addressability and measurement are key focus areas in the industry, especially with the impending changes in signal loss and privacy regulations.
• The ad tech industry needs to take responsibility for its actions and move towards more ethical and transparent practices.
• Finding work-life balance and prioritizing personal happiness is important for long-term success and satisfaction in the industry.

Chapters

• 00:00 Introduction and Guest Background
• 01:18 Getting into the Industry and the Evolution of Media Planning
• 04:45 The Impact of Digital and the Dot-com Boom
• 07:06 The Future of Ad Tech and the Role of AI
• 09:40 Addressability and Measurement in the Changing Landscape
• 15:21 The Challenges and Ethical Considerations in Ad Tech
• 20:35 Industry Responsibility and the Need for Change
• 26:10 Work-Life Balance and Finding Happiness in the Industry
• 28:42 Conclusion and Closing Remarks

AdTechGod sits down with Laura Morrison

Laura Morrison is the Sr. Manager, Supply Partnerships at Amagi.

Laura Morrison shares her journey in the adtech industry, starting from her role in a small agency to her current position at Amagi. She emphasizes the importance of being curious, asking questions, and continuously learning in this constantly changing industry.

Laura also discusses the challenges of consolidation in the ad tech space and the shift towards platforms and OEMs becoming the new publishers. She encourages professionals to stay informed, listen to others, and build connections to share knowledge and grow together.

Thank you to AdLib for sponsoring this episode.

Takeaways

• Be curious and never stop learning in the ad tech industry.
• Ask questions and seek knowledge from experienced professionals.
• Consolidation in the industry can present challenges for tech providers.
• Platforms and OEMs are becoming the new publishers in the streaming and CTV space.
• Build connections and network to share knowledge and grow together.

Chapters

• 00:00 Introduction and Background
• 03:13 The Journey in Ad Tech
• 07:57 Transition from Ad Ops to Business Development
• 10:30 Challenges in Business Development and Partnerships
• 12:28 Consolidation in the Ad Tech Space
• 17:31 Platforms and OEMs as the New Publishers
• 25:14 Building Connections and Sharing Knowledge