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