Next in Media spoke with Tim Vanderhook and Chris Vanderhook, co-Founders of Viant Technologies.

The CEO and COO of the ad tech firm talked about their Trade Desk rivalry, whether a Google breakup will be good for their business and the open web, and why CTV offers a chance for fewer monopolies.

💡Takeaways:

Google's Monopoly & Ad Tech ⚖️: The discussion emphasizes the impact of Google's monopoly on the ad tech industry and suggests that a breakup could foster a fairer marketplace.

Privacy & Regulation 🛡️: The interview highlights the ongoing debate about privacy czars, self-regulation, and the necessity for more proactive government involvement in setting privacy standards.

The Evolving Ad Tech Ecosystem 🔄: There's a focus on the continuous evolution of the ad tech landscape, with discussions around the shift away from cookies and the importance of adapting to new measurement methodologies.

Challenges to Established Players 🥊: The dialogue examines the increasing dominance of certain ad tech companies and the need for a level playing field to foster competition and prevent lock-in tactics.

Effectiveness of Household Data 🏠: The speakers advocate for the use of household IDs as a more effective and privacy-friendly approach to ad targeting compared to traditional methods like hashed emails.

The Pitfalls of Last Touch Attribution 📉: The conversation sheds light on the drawbacks of last-touch attribution models and how they can lead to misguided advertising strategies and wasted spend.

CTV and the Shift in Advertising 📺: Connected TV (CTV) is identified as a key area of growth and innovation in the ad industry, with a focus on the importance of accurate measurement and attribution in this space.

The Role of AI in Advertising 🤖: AI's transformative potential in advertising is explored, with a spotlight on its ability to automate processes, simplify workflows, and enhance ad targeting and optimization

🎙 Guests: Tim and Chris Vanderhook
🎤 Host: Mike Shields
📺 Sponsor: Elemental TV
🎬 Producer: FEL Creative

"Why did we anoint Google and Apple as privacy czars?"

Next in Media