AdTechGod Pod: Episode 83 Summary

Title: Giuseppe La Rocca on Customer Outcomes, AI, and the Future of AdTech
Host: AdTechGod
Guest: Giuseppe La Rocca, VP Global Enterprise at StackAdapt
Release Date: June 17, 2025

1. Introduction

In Episode 83 of the AdTechGod Pod, host AdTech God engages in an insightful conversation with Giuseppe La Rocca, the Vice President of Global Enterprise at StackAdapt. With over a decade of experience in digital media and advertising technology, Giuseppe shares his journey, strategies for enterprise partnerships, and perspectives on the evolving AdTech landscape.

2. Giuseppe's Background and Journey into AdTech

Giuseppe begins by detailing his humble beginnings in Gloucester, Massachusetts, highlighting the influence of his Sicilian immigrant family and his early work experiences in masonry. This foundation instilled in him the values of hard work and control over one's efforts, shaping his approach to his career in AdTech.

Giuseppe La Rocca [03:05]:
"In construction, you can't control when the demolition is happening... But what you can control are two things. You can control the quality of your work and the effort that you put into it."

After graduating from college, Giuseppe faced challenges securing a job, eventually landing a position in finance. However, his passion for digital marketing led him to pivot into AdTech, joining iProspect in Boston. There, he honed his skills in paid search and performance marketing, surrounded by a dynamic and ambitious team.

His tenure at Yahoo further enriched his expertise. Giuseppe describes Yahoo as a "business school," where he absorbed knowledge from industry leaders and mentors, such as Sarah Martinez and Tim Armstrong. This period was pivotal in preparing him for leadership roles.

Giuseppe La Rocca [05:50]:
"I built out the Yahoo Gemini sales and strategy team... And after about 10 years at Yahoo, the learnings become diminishing returns."

In October 2023, seeking to accelerate his professional growth, Giuseppe transitioned to StackAdapt. His decisive conversations with StackAdapt's leadership convinced him of the company's innovative vision, leading him to his current role where he oversees the enterprise sales division.

3. StackAdapt's Strategy for Enterprise Clients

Giuseppe elaborates on StackAdapt's evolution from a mid-market-focused Demand Side Platform (DSP) to a comprehensive growth accelerator that bridges AdTech and MarTech. This strategic shift enables StackAdapt to cater to both mid-market and large enterprise clients effectively.

Giuseppe La Rocca [08:32]:
"At our core, we've always been built to accelerate customer growth across all channels... We need to think about the effectiveness outcomes."

To differentiate from larger DSPs like The Trade Desk and DV360, StackAdapt emphasizes listening to customer needs and building solutions that drive both efficiency and effectiveness. This customer-centric approach has allowed StackAdapt to carve out a unique position in the market.

4. Mid-Market vs. Enterprise Clients

A significant portion of the discussion revolves around the distinctions between mid-market and enterprise clients. Giuseppe highlights that while both segments prioritize outcomes, the stakes are higher for mid-market clients, as underperforming campaigns can lead to immediate budget cuts.

Giuseppe La Rocca [13:52]:
"Mid market is high stakes. If those campaigns don't drive outcomes, they turn the campaigns off. They can't afford to put more investment into the platform."

In contrast, enterprise clients require deeper engagement due to their complex structures and larger-scale operations. Navigating large agencies and aligning internal teams are critical challenges when dealing with enterprise accounts.

Giuseppe La Rocca [16:40]:
"With enterprise, you have to do deep account mapping work, top-down, bottoms-up, to just establish perception alone."

To address these differences, StackAdapt has tailored its approach, focusing on packaging solutions for mid-market clients while developing nuanced strategies for enterprise customers. This dual focus ensures that StackAdapt meets the diverse needs of its expanding client base.

5. StackAdapt's Growth and Current Position

Reflecting on his decade-long career, Giuseppe emphasizes StackAdapt's ability to adapt and innovate without being confined to a single product category. The recent integration of MarTech capabilities, including a customer data platform and dynamic creative optimization, marks a significant milestone in StackAdapt's growth trajectory.

Giuseppe La Rocca [17:30]:
"We've never boxed ourselves into just being a demand side platform... We're showing up a bit differently with the introduction of MarTech."

This strategic diversification positions StackAdapt at the forefront of the AdTech and MarTech convergence, enabling the company to offer comprehensive solutions that address the entire customer journey.

6. Trends in AdTech: AI and Programmatic Live Sports

Giuseppe identifies two major trends shaping the future of AdTech:

1. AI-Driven Efficiency:
   Platforms are increasingly leveraging artificial intelligence to optimize programmatic trading workflows, enhancing day-to-day operations and reallocating resources to growth areas.

   Giuseppe La Rocca [19:07]:
   "Leveraging AI for better workflows in platform... We save time, we save investment, and we reallocate that investment into growing areas."

2. Programmatic Live Sports:
   The migration of live sports from linear TV to Connected TV (CTV) presents both opportunities and challenges. Giuseppe notes the potential for increased programmatic ad spend in live events but warns of technical and operational hurdles, such as ad insertion reliability and real-time forecasting.

   Giuseppe La Rocca [20:45]:
   "You got to have a really strong practice to be successful with programmatic live sports... You need to protect your media investment."

He acknowledges the improvements in streaming quality and ad insertion but emphasizes the need for robust platform capabilities to handle the unique demands of live sports programming.

7. Reflections on the AdTech Industry

In a candid discussion about his long-standing commitment to AdTech, Giuseppe attributes his dedication to the industry's innovation, the talented individuals he collaborates with, and a positive outlook despite inherent challenges.

Giuseppe La Rocca [23:44]:
"There's a lot of great people that I just genuinely enjoy working with on a day-to-day basis... I'm optimistic about the future of this industry."

Both host and guest express a shared optimism for AdTech's future, viewing current turbulent times as part of the industry's natural evolution towards "Digital Advertising 2.0." They emphasize the importance of positivity and resilience in navigating ongoing changes.

8. Conclusion

Episode 83 of the AdTechGod Pod offers a comprehensive exploration of Giuseppe La Rocca's experiences and insights into the AdTech industry's present and future. From strategic client segmentation to embracing technological advancements, Giuseppe underscores the importance of adaptability, customer-centricity, and innovation. His optimistic perspective serves as an inspiring testament to the dynamic nature of AdTech and the individuals driving its progress.

Notable Quotes:

• Giuseppe La Rocca [03:05]:
  "Control what you can—the quality of your work and the effort you put into it."

• Giuseppe La Rocca [08:32]:
  "We need to think about the effectiveness outcomes to drive growth for our customers."

• Giuseppe La Rocca [13:52]:
  "Mid market is high stakes. If those campaigns don't drive outcomes, they turn the campaigns off."

• Giuseppe La Rocca [19:07]:
  "Leveraging AI for better workflows... saves time and reinvests into growth areas."

• Giuseppe La Rocca [23:44]:
  "I'm optimistic about the future of this industry despite the chaos."

This episode provides valuable perspectives for professionals in AdTech, offering strategies for managing diverse client segments, leveraging AI for operational efficiency, and capitalizing on emerging opportunities in programmatic live sports. Giuseppe La Rocca's experiences serve as a guide for navigating and thriving in the ever-evolving digital advertising landscape.