U of Digital's Shiv Gupta on the Trade Desk's marketing prowess, Disney's embrace of ad tech, and why the cookie delay has everyone in limbo

Next in Media

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1+ y ago 27:51

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Next in Media spoke with U of Digital Founder Shiv Gupta about the Trade Desk's recent ranking of the top 100 publishers, why he thinks Nextflix has moved too slowly into advertising, and whether ad tech is really contracting.

Takeaways

• Salespeople in the digital advertising industry often struggle to contextualize their products within the larger industry landscape.

• There is a need for scaled structured enablement to help people in the industry stay ahead of the rapidly changing landscape.

• The ad tech industry may experience a contraction as the internet becomes more dominated by walled gardens.

• The post-cookie world presents challenges for the industry, including limitations on addressability.

• The integration of advertising in streaming platforms varies, with Disney taking a more proactive approach and Netflix being more cautious.

• Addressability in television is limited due to the lack of rich data and the challenges of identity mapping.

Guest: Shiv Gupta

Host: Mike Shields