AdTechGod Pod - Episode 74 Summary: "Streaming Forward: Mo Chughtai on Data, AI, and the Future of Video Advertising"

In Episode 74 of the AdTechGod Pod, host AdTechGod engages in an insightful conversation with Mo Chughtai, the Global Vice President at MiQ. With extensive experience in the advertising technology industry, including pivotal roles at TubeMogul and Adobe, Mo delves into the evolving landscape of video advertising, the integration of data and AI, and the future trajectories of streaming platforms.

1. Mo Chughtai’s Journey in AdTech

Background and Early Career

Mo Chughtai begins by sharing his personal and professional journey, highlighting his transition from a marketing degree to the advertising technology sector. Originally aspiring to enter the medical field, Mo's elective marketing course ignited his passion for advertising.

Key Quote:

"I was interested. I took a 201 class as an elective and it just kind of clicked."
— Mo Chughtai [02:05]

After college, Mo briefly worked in the nonprofit sector and as a teacher, which honed his public speaking skills. His career in adtech kicked off at TubeMogul, an early video DSP, leading to his involvement in its acquisition by Adobe in 2016. Since then, Mo has held various roles encompassing media trading, sales, account management, data science, and product management, ultimately leading to his current role at MiQ.

2. Transition from Adobe to MiQ and Company Growth

Growth and Cultural Integration at MiQ

Mo discusses his decision to join MiQ, a company that has experienced significant growth—from approximately 200 employees to over 1,500 globally over eight years. He emphasizes the importance of maintaining a personal connection within a rapidly expanding organization.

Key Quote:

"There’s just so much pace, so much growth, so much kind of innovation that happens at that stage."
— Mo Chughtai [04:30]

Mo appreciates MiQ’s founder, Gorman, who personally interviews every new hire, fostering a culture of personal connection and collaboration. He draws parallels to his positive experiences at TubeMogul under Brett Wilson’s leadership, underscoring the value of a cohesive and innovative team environment.

3. Current Trends in Streaming and Video Advertising

Evolution of CTV and Video Platforms

Mo elaborates on the transformation of Connected TV (CTV) and video advertising from niche platforms to primary channels for brands. Initially, MiQ focused on educating clients and internal teams about the capabilities of streaming and CTV. Over time, the focus shifted to integrating these platforms into comprehensive video strategies, encompassing linear TV, YouTube, and social video.

Key Quote:

"Audiences were starting to see CTV as the primary platform, not just another platform that they were using."
— Mo Chughtai [07:09]

He highlights the shift from viewing CTV as an isolated channel to recognizing it as a central component of total video marketing strategies. This holistic approach includes understanding consumer behavior across various video platforms and leveraging this data to inform campaign planning and execution.

4. Integration of Data and AI in Video Advertising

Unified Data Management and AI Applications

Mo discusses MiQ’s strategy to unify data from disparate video platforms—streaming, YouTube, and social media—into a single, cohesive framework. This integration allows marketers to manage audiences, optimize campaigns, and measure performance seamlessly across multiple channels.

Key Quote:

"We're here to help marketers execute campaigns that deliver outstanding performance for them. But the way we do that is we're tech enabled."
— Mo Chughtai [09:41]

He emphasizes the role of AI in enhancing sales enablement and campaign management. MiQ is developing AI-driven tools that assist sales teams by providing quick, accurate responses to complex advertising queries, thereby improving efficiency and effectiveness.

AI for Sales Enablement:

"How do you use AI for sales enablement where you can sort of ask questions and you've got deep documentation kind of backing that."
— Mo Chughtai [16:13]

Mo envisions the future of adtech interfaces moving towards more intuitive, AI-driven tools, possibly resembling virtual assistants that streamline campaign setups and audience targeting.

5. Predictions for Growth and Future Trends

Streaming in Economic Downturns

Mo concurs with the host's prediction that streaming will accelerate during economic downturns due to its addressable and measurable nature. He points to recent IPOs and M&A activities in the performance TV space as indicators of sustained growth and investment.

Key Quote:

"Streaming is going to do better in the recession. It's just more addressable and actionable and accountable than other formats."
— Mo Chughtai [14:02]

AI and Workflow Optimization: Mo highlights two major areas of growth: AI for sales enablement and campaign management. He anticipates advancements in how AI can streamline workflows for sellers and traders, making adtech operations more efficient and effective.

6. The Future Interface of AdTech Platforms

Towards AI-Driven Interfaces

Mo envisions the next generation of adtech platforms moving beyond traditional user interfaces (UIs) to more sophisticated, AI-driven interactions. This shift aims to create more intuitive and efficient tools for marketers, reducing the complexity of managing multiple platforms.

Key Quote:

"What is the interface that's going to help me kind of get things done fastest? And the interface that I think about is like you're talking to something, maybe there's an agent on the background and that's doing the work for you."
— Mo Chughtai [18:13]

He suggests that future interfaces may resemble virtual assistants, such as "Jarvis," to facilitate seamless campaign management and audience targeting across various platforms.

7. Motivation and Future Outlook

Passion for Innovation and Collaboration

Mo expresses his enthusiasm for the dynamic and competitive nature of the adtech industry. He values the collaborative aspect of the field, where companies often compete while simultaneously working together to address common challenges.

Key Quote:

"There are these problems, right? There are these kind of paradigm shifts... excitement is like 50% of the battle. Like you need energy to bring to big problems like that."
— Mo Chughtai [19:01]

He is particularly excited about the ongoing paradigm shift from "walled gardens" to a more open web, advocating for collaboration to solve problems for marketers and consumers alike. Mo’s motivation stems from tackling these significant industry challenges and contributing to meaningful advancements in adtech.

Conclusion

The conversation between AdTechGod and Mo Chughtai offers a comprehensive overview of the current state and future directions of video advertising and streaming within the adtech landscape. Mo’s insights into data integration, AI applications, and industry trends provide valuable guidance for marketers navigating the complex ecosystem of modern advertising. His passion for innovation and collaborative problem-solving underscores the dynamic and ever-evolving nature of the adtech industry.

Notable Quotes Recap:

• Mo Chughtai [02:05]: "I took a 201 class as an elective and it just kind of clicked."
• Mo Chughtai [04:30]: "There’s just so much pace, so much growth, so much kind of innovation that happens at that stage."
• Mo Chughtai [07:09]: "Audiences were starting to see CTV as the primary platform, not just another platform that they were using."
• Mo Chughtai [09:41]: "We're here to help marketers execute campaigns that deliver outstanding performance for them. But the way we do that is we're tech enabled."
• Mo Chughtai [14:02]: "Streaming is going to do better in the recession. It's just more addressable and actionable and accountable than other formats."
• Mo Chughtai [18:13]: "You're talking to something, maybe there's an agent on the background and that's doing the work for you."
• Mo Chughtai [19:01]: "Excitement is like 50% of the battle. Like you need energy to bring to big problems like that."

For more in-depth discussions and updates on advertising technology, tune into future episodes of the AdTechGod Pod.