Welcome to the Quo Vadis podcast series dedicated to one-to-one interviews with the speakers who took the stage at the AdTech Economic Forum.
In this pod series, we get to know what our esteemed speakers are up to touching on their career journeys and hearing their unique perspectives across the many facets shaping the AdTech scene.
Takeaways:
- Transformation to Modern Advertising: The industry is in a "gangly teenager phase" transforming to modern advertising, which is data-driven, automated, cross-channel, and leveraging AI. 🤖 Â
- Tech-Enabled Ad Networks: Many companies are operating as tech-enabled ad networks, using IOs to simplify complexity, rather than building true technology SaaS businesses. 🎠Â
- Importance of Distribution: Distribution plays a crucial role in the media business, with power shifting to those who control distribution channels (e.g., social networks). 📢 Â
- What Hasn't Changed: Despite changes, core advertising principles remain: brands still focus on reach, frequency, and outcomes, and advertising aims to create emotional connection, brand awareness, intent, and action. 🎯 Â
- Linear TV is Not Dead: Linear TV is not dying but decelerating, and adoption curves are long, so it will remain relevant for a while. 📺 Â
- Decade of Efficacy: The next decade may be the "decade of efficacy," focusing on efficiency (price to value ratio) and effectiveness (return on ad spend). 📈
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