Quo Vadis: AdTech Economic Forum Podcast Episode #10 with Bob Lord

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:

• Yahoo DSP Recognition 🏆: The Yahoo DSP is recognized as a top choice for marketers, consistently rated as their number one DSP by clients.  
• Importance of Evolving with Technology 🚀: There's a strong emphasis on the necessity for the AdTech industry to evolve rapidly with technology to avoid obsolescence.  
• Value of Independence and Data Ownership 💰: Independent agencies like Horizon Media have the advantage of nimbleness, the ability to apply new technologies, and the benefit of owning their data, which is crucial for valuation.  
• Focus on Marketer's Needs 🎯: There's a shift towards building tools that directly benefit marketers by making their jobs more efficient, rather than just serving the agency's needs.  
• The Impact of AI and Data 🤖: AI, especially with tools like LLMs and platforms like Above Data, is seen as transformative in enhancing data utility, audience segmentation, and targeting accuracy.  
• The Need for Open Ecosystems 🌐: The importance of creating open ecosystems in the marketing and media landscape is stressed to ensure integration with various data sources and adapt to the fast-changing environment.  
• Outcome-Driven Models and Shared Success 🤝: There's a call for evolving towards outcome-driven models where agencies and clients share in the success of campaigns, aligning incentives and moving away from traditional fee-based systems