{"id":21781,"date":"2024-12-11T02:14:03","date_gmt":"2024-12-11T02:14:03","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21781"},"modified":"2024-12-11T02:14:04","modified_gmt":"2024-12-11T02:14:04","slug":"shiv-gupta-ad-techs-educator-is-preparing-for-category-whiplash-in-2025","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21781","title":{"rendered":"Shiv Gupta, ad tech\u2019s educator, is preparing for category \u2018whiplash\u2019 in 2025"},"content":{"rendered":"

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If anyone knows what\u2019s keeping ad-tech folks up at night, it\u2019s Shiv Gupta.<\/p>\n

As the founder of the ad-tech education company U of Digital, Gupta\u2019s job is to help make sense of some of the industry\u2019s weediest topics, like identity resolution or what the heck a clean room does. Ahead of the New Year, Marketing Brew spoke to Gupta about what his clients are asking about and what he\u2019ll be keeping his eye on in 2025.<\/p>\n

This interview has been lightly edited and condensed for clarity.<\/em><\/p>\n

In 2024, what did your clients ask about the most?<\/strong><\/p>\n

I\u2019d say the topics that are in the most in demand are still all things CTV-related. It\u2019s a new frontier. It\u2019s changing really fast. People want to learn about all things CTV. No. 2 is new. It\u2019s AI. That\u2019s an entirely new frontier, and it\u2019s moving really fast. Commerce media is another big one. That\u2019s newer, too\u2026[Topics like] clean rooms, identity, privacy, it\u2019s kind of quieted down significantly on that front, which I find to be fascinating.<\/p>\n

AI can mean a thousand different things. What specific pieces of AI are advertisers asking about?<\/strong><\/p>\n

A lot of people don\u2019t feel comfortable with the basics of AI right now. [They\u2019re asking], help me understand large language models versus generative AI, help me understand the basic nuts and bolts first\u2026help me understand how AI is revolutionizing planning. How is it revolutionizing activation and buying? How is it revolutionizing measurement and analytics? What are the tools people are using from an AI perspective to change how they do work in those areas?<\/p>\n

I covered the Google ad-tech trial for two weeks, and I feel like a sucker writing about any company not<\/em> named Google because of its dominance. Between Google and The Trade Desk, how are the other players in the ecosystem differentiating themselves?<\/strong><\/p>\n

I think it\u2019s tough. The first thing that any one of these companies needs to be doing, and Viant did this with its AI thing, is follow The Trade Desk\u2019s model: be visionary, get ahead of where things are going\u2026don\u2019t play catch-up\u2026If you think about the things that The Trade Desk has done over the years, they got in way early on, CTV, they got in way early on identity\u2026Now they\u2019re doing the OS thing. People are, like, \u201cWhat? Where did that come from?\u201d It came out of left field. But it\u2019s visionary. It gets ahead of things. If you\u2019re an ad-tech company, stop playing catch-up with The Trade Desk.<\/p>\n

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Get marketing news you’ll actually want to read<\/h5>\n

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n

What will you be paying attention to in 2025?<\/strong><\/p>\n

The biggest one is antitrust. There are so many different potential impacts. We\u2019re probably going to get some decisions\u2026I think things are going to start mattering next year, even if there\u2019s not, like, an official breakup or anything like that. I think we\u2019re gonna have more clarity on what\u2019s happening, and that\u2019s gonna have so many downstream effects.<\/p>\n

[The resolution of Google\u2019s ad-tech antitrust case] will probably be the most impactful thing to ever happen in digital advertising, just from a perspective of how it affects competition, how it affects investment in the space, how it affects product innovation, how it affects marketers and their tech stacks, on and on and on.<\/p>\n

A distant [second] is just a pick-up in M&A\u2026We\u2019re kind of back in that mode of things coming together and consolidating. Particularly as CTV and retail commerce media continues to evolve and consolidate\u2026when does the whiplash start with some of those things?<\/p>\n

What about commerce media?<\/strong><\/p>\n

There\u2019s all these retailers that are trying to do it themselves. I think companies like Criteo and then, to a lesser extent, The Trade Desk, Yahoo, you could say companies like Pacvue, Flywheel, they have set themselves up really nicely for when a lot of these retailers decide, \u201cOkay, we\u2019re not doing this anymore on our own. We need to partner, we need an intermediary, we need to sell it through a marketplace.\u201d<\/p>\n

It seems like it\u2019s been a bad year for verification companies. Where is that heading?<\/strong><\/p>\n

I think they have to pivot their business away from verification.<\/p>\n

First of all, they have perverse incentives as a business, and everyone\u2019s starting to question that. And I think that\u2019s totally fair and reasonable, right? They only make money when things are broken, and then they go out and say, \u201cWe fix the broken stuff,\u201d right? If you look at it from a macroperspective, everything is still broken, even more broken, potentially, than it was five years ago. What have you guys achieved? What have you guys accomplished? How have you actually helped, if at all? That\u2019s a very loud discussion right now that\u2019s happening on a regular basis\u2026I think they have to meaningfully pivot their business into new areas that are adjacent to brand verification or safety, more into things like measurement.<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

If anyone knows what\u2019s keeping ad-tech folks up at night, it\u2019s Shiv Gupta. As the founder of the ad-tech education company U of Digital, Gupta\u2019s job is to help make sense of some of the industry\u2019s weediest topics, like identity resolution or what the heck a clean room does. Ahead of the New Year, Marketing […]<\/p>\n","protected":false},"author":1,"featured_media":21782,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21781","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nShiv Gupta, ad tech\u2019s educator, is preparing for category \u2018whiplash\u2019 in 2025 | Brandiary<\/title>\n<meta name=\"description\" content=\"If anyone knows what\u2019s keeping ad-tech folks up at night, it\u2019s Shiv Gupta.As the founder of the ad-tech education company U of Digital, Gupta\u2019s job is to\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=21781\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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