Podcast Summary: AdTechGod Pod – Ep. 64: CTV & AI: The Future of Digital Marketing with Dave Simon from Viant

Introduction

In Episode 64 of the AdTechGod Pod, host AdTechGod engages in an insightful conversation with Dave Simon, the Vice President of Sales at Viant. Released on February 4, 2025, this episode delves deep into the evolving landscape of digital marketing, focusing on Connected TV (CTV) and Artificial Intelligence (AI). The discussion highlights industry trends, personal career journeys, and the future trajectory of advertising technology.

Guest Background

Dave Simon brings over 15 years of experience in building programmatic businesses across the United States. His career trajectory includes pivotal roles at BrightRoll, contributing to its acquisition by Yahoo, and leading programmatic sales at Viant. Dave's journey from media buying to programmatic sales underscores his adaptability and deep understanding of the adtech ecosystem.

Notable Quote:

"You need to like what you do. You need to feel some passion, some belief in what you do because otherwise you won't be as good."
— Dave Simon [01:43]

Early Career and Transition to AdTech

Dave recounts his entry into the advertising industry post-graduation from the University of Iowa, starting as a bartender before transitioning to an assistant media buyer at BBDO in Chicago. His passion for the sales side of advertising led him to a rep firm, where he sold local spot TV and later network radio at Jones Media America. The unexpected acquisition and subsequent layoffs at Jones Media America were pivotal, teaching him the importance of financial prudence.

Notable Quote:

"After leaving radio, I wanted to try to push the boundaries of the space."
— Dave Simon [06:15]

Rise in Programmatic Advertising

In 2008, recognizing the burgeoning potential of online video, Dave transitioned to BrightRoll, becoming employee number 19. His efforts were instrumental in expanding BrightRoll's Midwest presence, eventually contributing to its growth into a significant programmatic DSP. The acquisition by Yahoo in 2014 marked a significant milestone, leading to a decade-long tenure at Verizon's Oath as the head of agency trading desk sales.

Notable Quote:

"Building a company from a small startup to a large entity with a nine-figure exit was incredible."
— Dave Simon [05:30]

Challenges and Resilience

Dave shares his experience during the COVID-19 pandemic, highlighting the challenges faced at Cubic, a mobile location company. The pandemic's impact led him to briefly venture into the logistics space with Convoy, only to realize his passion lay firmly within adtech. This period of uncertainty reinforced his resolve and underscored the importance of adaptability in a rapidly changing industry.

Notable Quote:

"Having children gives you a level of resolve and grit and humility that has been beneficial over our careers."
— Dave Simon [12:45]

Current Role at Viant and Industry Insights

At Viant, Dave oversees programmatic sales, driving innovation and adapting to industry shifts. He emphasizes the significance of AI, CTV, a cookieless future, privacy, and identity as key trends shaping the future of digital marketing. The acquisition of Iris by Viant exemplifies their commitment to enhancing CTV capabilities and leveraging first-party data amidst increasing privacy concerns.

Notable Quote:

"AI and CTV are major growth drivers, especially as the industry seeks alternatives to large walled gardens."
— Dave Simon [13:23]

Connected TV (CTV) – Growth and Maturity

The discussion delves into whether CTV is reaching its maturity or still has untapped potential. Dave argues that while CTV has seen substantial growth, the industry's ability to measure and target effectively hasn't kept pace. Enhancements in targetability and measurement are expected to further propel CTV's expansion.

Notable Quote:

"When we can increase targetability and measurement within CTV, growth will actually improve."
— Dave Simon [16:24]

Impact of Identity and Privacy on AdTech

Addressing the shift towards a cookieless future, Dave highlights the enduring relevance of identity and privacy. He discusses how Viant's acquisition of Iris positions the company to better navigate signal loss and leverage CTV environments to maintain effective ad targeting and measurement.

Notable Quote:

"Identity and privacy are intertwined and will remain hot topics for a very long time."
— Dave Simon [14:34]

Personal Reflections and Industry Dynamics

Dave reflects on the unpredictable nature of adtech, where disruptors, regulatory changes, or innovative solutions can swiftly alter the industry's landscape. He shares personal anecdotes about unexpected disruptions, such as agencies launching their own trading desks, which significantly impacted ad networks.

Notable Quote:

"All you need is one disruptor or one regulation change to throw everything into a tailspin."
— Dave Simon [24:39]

What Keeps Dave Passionate About AdTech

Despite venturing briefly outside adtech, Dave returns to the industry, driven by its rapid pace of change, human-centric interactions, and the continuous opportunities for learning and innovation. He appreciates the competitive yet collaborative nature of the adtech community, which fosters both personal and professional growth.

Notable Quote:

"The pace of change and the human aspect of the business keep me motivated and focused on growth."
— Dave Simon [20:57]

Conclusion and Future Outlook

The episode concludes with Dave and AdTechGod expressing optimism about the future of adtech, particularly in the CTV space. They anticipate continued innovation, driven by advancements in AI and a deeper understanding of consumer behavior in a privacy-conscious world. Both agree that the dynamic nature of the industry ensures that there will always be new challenges and opportunities to explore.

Notable Quote:

"Connected TV is where everybody spends their time, and as measurement improves, its growth will accelerate."
— Dave Simon [17:57]

Final Thoughts

Episode 64 of the AdTechGod Pod offers a comprehensive exploration of the current and future state of digital marketing through the lens of a seasoned industry professional. Dave Simon's experiences and insights provide valuable perspectives on navigating the complexities of adtech, emphasizing the importance of adaptability, continuous learning, and maintaining a passion for the ever-evolving digital landscape.

Stay Connected: For more insights, trends, and interviews in the realm of adtech, follow AdTechGod on X, Instagram, and LinkedIn. Join the ATG Slack community for networking opportunities and the latest industry discussions.