Episode Summary: Ep. 77 - 30 Years of Chaos, Change & Curation: A Candid Conversation with Bob Regular

Release Date: May 6, 2025

In Episode 77 of the AdTechGod Pod, host AdTechGod engages in an insightful discussion with Bob Regular, the CEO and founder of Infolinx. With three decades of experience in the digital media and advertising technology (AdTech) industry, Bob shares his entrepreneurial journey, the evolution of AdTech, and his vision for the future of the industry. This comprehensive summary captures the essence of their conversation, highlighting key topics, notable quotes, and valuable insights.

1. Introduction to Bob Regular and His AdTech Journey

AdTechGod opens the episode by welcoming Bob Regular, emphasizing his extensive background in AdTech, including founding companies like Kitara Media. Bob expresses his appreciation for being on the podcast, likening the platform to a "church" where he can share his experiences.

Notable Quote:

"I am absolutely stunned to say this is my 30th year anniversary in the digital media space. Even saying that out loud almost makes me cringe."
— Bob Regular [01:44]

Bob reflects on the relentless pace of change in AdTech, emphasizing that adaptability is crucial. He humorously notes that the industry isn't for the faint of heart, highlighting the chaotic yet thrilling nature of AdTech.

2. Early Beginnings: From Newfoundland to Navigating the Dot-Com Era

Bob recounts his roots in Newfoundland, Canada, and his early passion for entrepreneurship. His journey into digital media began at Penn State, where he was introduced to Netscape by a friend, sparking his fascination with the burgeoning internet.

Notable Quote:

"We started a company together. Now that company, unfortunately, was never going to sustain us."
— Bob Regular [03:04]

Bob and his friend Greg Smith ventured into web development, creating websites for local CBS and NBC affiliates. This hands-on experience laid the foundation for his later endeavors in AdTech. Despite initial setbacks, including skepticism from traditional media executives about the necessity of websites, Bob's determination led to the growth and eventual sale of his first company.

3. Building Ad Networks Amidst the Dot-Com Crash

Transitioning from web development, Bob delves into the formation of his first Ad Network during the tumultuous dot-com crash. The network, initially part of a broader entity called Sideor, focused on embedding ads within software applications—a pioneering approach in the early 2000s.

Notable Quote:

"At the time, it was terrifying, but now it's sort of funny to look back on."
— Bob Regular [06:00]

Bob shares an anecdote about a Washington Post article that mistakenly portrayed him as a "watching" entity due to his company's ad-serving activities. This incident underscored the public's misunderstanding of AdTech operations and highlighted the industry's nascent challenges regarding privacy and transparency.

4. Navigating Platform Dependence and the Quest for Independence

Throughout the conversation, Bob emphasizes the recurring issue of dependency on external platforms. He recounts experiences with platforms like Right Media and AppNexus, noting how acquisitions and policy changes often left his businesses vulnerable.

Notable Quote:

"You buy into the religion, you get invested in it. You really work with the teams to build technology that really works for you. And then something happens. Maybe it's an acquisition... your business is gone."
— Bob Regular [13:22]

This pattern of reliance on third-party platforms led Bob to reconsider his approach. He realized that to maintain a competitive edge and ensure long-term sustainability, building proprietary technology was imperative.

5. Founding Infolinx: Addressing Disintermediation and Enhancing Transparency

In 2018, after a hiatus from AdTech, Bob founded Infolinx. The company's mission centers on disintermediation—reducing middlemen in the AdTech ecosystem to enhance transparency and create direct relationships between advertisers and publishers.

Notable Quote:

"I really need my own platform that allows me to take the ideas that I have... and customize it into my own tools so that I can achieve the advantage that I'm trying to not only get, but benefit the customers with."
— Bob Regular [15:47]

Infolinx distinguishes itself by not relying on ubiquitous solutions like header bidding. Instead, it develops unique ad units and proprietary auction mechanisms, ensuring higher performance and better key performance indicators (KPIs) for clients.

6. Embracing Curation and Direct Relationships in Advertising

Bob elaborates on Infolinx's commitment to curation and directness, positioning the company as a curator of quality ad placements rather than a mere intermediary.

Notable Quote:

"Being direct to publisher and being transparent and giving URL level detail... you can't get more transparent direct than we are with the publisher."
— Bob Regular [22:09]

Infolinx prioritizes high-viewability placements, maintaining an 80% viewability threshold to ensure ads are effectively seen. This focus on quality over quantity aligns with the company's strategy to deliver superior outcomes for advertisers and meaningful monetization opportunities for publishers.

7. Overcoming Challenges with Industry Standards and Reseller Definitions

A significant portion of the discussion addresses the challenges Infolinx faces due to industry standards, specifically the classification of the company as a reseller under the Ads.txt specification. Despite Infolinx's direct relationships and added value, the technical definitions pose hurdles in gaining full recognition and prioritization.

Notable Quote:

"We are a reseller, but we're adding a lot of value because we're direct and creating that unique proprietary placement."
— Bob Regular [26:48]

Bob expresses frustration over the blanket condemnation of resellers, arguing that not all resellers lack value. Infolinx strives to differentiate itself by emphasizing its proprietary technology and direct publisher relationships, advocating for a more nuanced understanding of reseller roles in the industry.

8. Future Trends: The Ascendance of CTV, AI Integration, and Publisher Adaptation

Looking ahead, Bob identifies several key trends poised to shape the AdTech landscape in the next 12 to 18 months:

• Connected TV (CTV) Growth: The shift from traditional display and online video to CTV represents a significant evolution in how consumers engage with content.

• Consumer Behavior Shifts: Just as the transition from desktop to mobile disrupted the industry, the rise of AI-driven tools like ChatGPT is altering how users seek and consume information.

• AI in Creative and Campaign Optimization: AI's role in enhancing creative strategies and optimizing campaign performance is expected to deepen, offering more sophisticated tools for marketers.

• Publisher Challenges and Adaptation: Publishers continue to navigate the difficulties of monetization in a rapidly changing environment, necessitating innovative solutions and strong partnerships.

Notable Quote:

"AI is going to transform, making the workflow better, making creatives better, you know, making insights better. There's no doubt."
— Bob Regular [30:08]

Bob underscores the necessity for publishers to evolve in response to these disruptions, hinting at more foundational shifts yet to come as the industry grapples with new technologies and changing user behaviors.

9. Conclusion: The Enduring Spirit of AdTech Entrepreneurship

As the conversation wraps up, Bob reiterates his passion for the dynamic and challenging nature of AdTech. He appreciates the opportunity to share his experiences and insights, emphasizing the importance of resilience and innovation in navigating the industry's perpetual evolution.

Notable Quote:

"You miss the chaos, you miss the puzzle solving. So I was looking for a company that fit... that's when I found Infolinx and acquired Infolinx."
— Bob Regular [15:15]

AdTechGod closes the episode by thanking Bob for his candid participation, inviting listeners to stay connected for more deep dives into the minds shaping the AdTech world.

Key Takeaways

• Adaptability is Crucial: The AdTech industry is characterized by constant change, requiring entrepreneurs to remain flexible and innovative.

• Reducing Dependency: Building proprietary platforms like Infolinx can mitigate the risks associated with reliance on third-party platforms.

• Transparency and Directness: Direct relationships with publishers and transparent practices enhance trust and performance in advertising campaigns.

• Embracing Technology: Leveraging AI and proprietary technologies can drive superior outcomes and maintain a competitive edge.

• Navigating Industry Standards: Understanding and addressing industry classifications, such as reseller definitions, is essential for gaining recognition and prioritization.

This episode of AdTechGod Pod offers a rich exploration of Bob Regular’s extensive experience, providing valuable lessons for current and aspiring AdTech professionals. Through his journey, listeners gain a deeper understanding of the complexities and opportunities within the AdTech landscape, underscored by a commitment to innovation, transparency, and quality.