Episode Summary: Ep. 91 Protect the Publisher: Walt Dublin on Monetization, AI & Mission-Driven Media

In Episode 91 of the AdTechGod Pod, hosted by AdTech God, the conversation centers around the evolving landscape of ad technology, with a special focus on publisher monetization, the impact of artificial intelligence (AI), and the significance of mission-driven media. The guest for this episode is Walt Dublin, Vice President of Enterprise Publisher Development at Raptive. Walt brings a wealth of experience from his journey through various roles in the ad tech industry, providing valuable insights into current trends and future directions.

Walt's Career Journey

Walt begins by sharing his path into the ad tech space, emphasizing a blend of passion and opportunity. He recounts his early days at a small mobile dictation startup, Copy Talk, where he excelled in tech sales, eventually leading to a role at Gartner, a prominent IT consulting and research firm. A pivotal moment in his career was his meeting with John Limp from Clickbooth, which led to joining a nascent startup that evolved into Rev Content. Walt highlights his growth from the 10th hire and second dedicated sales representative to leading publisher development efforts at Raptive.

“I got my start at a small mobile dictation startup called Copy Talk... became their top salesperson within my first six months” (02:18).

Evolution of Publisher Partnerships

AdTech God inquires about the changes Walt has observed in how publishers collaborate with ad tech companies. Walt notes a significant shift from the early "wild west" days of ad tech, where publishers were more open to testing new solutions with minimal due diligence, to today's environment where publishers exercise greater caution and conduct extensive research before entering partnerships.

“Publishers have access to a ton of resources that can help inform their decisions before they actually speak with you” (04:46).

Protecting Publishers in the Age of AI

A substantial portion of the discussion delves into the challenges publishers face with the rise of AI and content scraping. Walt articulates Raptive's stance on safeguarding publishers' content from being exploited by AI without proper compensation. He underscores the ethical implications and the importance of ensuring that content creators are fairly compensated for their work.

“Publishers have been about protecting their content from being scraped by these large big tech companies, but also advocating for compensation in the event that their content is being scraped and repurposed on the web” (08:22).

Positive Trends and Innovations in Publishing

Despite the challenges, Walt expresses optimism about the positive developments within the publishing industry. He highlights how publishers are leveraging more data and information to enhance user experiences, integrating innovative content formats like vertical video, and striving for better monetization strategies that do not compromise the user experience. This drive for innovation is partly a response to external pressures such as changes in Google's search algorithms and the impact of AI on traffic.

“Publishers are now being forced to innovate and do things that they haven't done before because they're being forced to” (13:07).

Diversity in Ad Tech and Its Importance

The conversation shifts to the critical topic of diversity within the ad tech industry. Walt emphasizes the business and creative advantages of having diverse teams, asserting that varied backgrounds lead to unique problem-solving approaches and more authentic content creation. He discusses his involvement with Hue, a platform supporting BIPOC leaders in media and tech, and how Raptive actively promotes diversity within its own organization and partnerships.

“Diverse teams solve problems differently... they just see opportunities that maybe very homogenous groups tend to miss” (16:16).

“Diversity is something that's been at the core of everything that we do” (18:57).

Personal Passions and Mentorship

Beyond his professional life, Walt shares his passion for coaching and mentorship, stemming from his background as a college football player. He highlights his involvement in programs like Road to Hire at Red Ventures, where he mentors individuals on job interview preparation, resume creation, and budgeting. Walt expresses a strong commitment to education and public service, aiming to inspire and support the next generation of tech professionals.

“I think being an educator is something that's always piqued my interest, just having an impact on young people's lives” (22:05).

Conclusion and Future Opportunities

In wrapping up the conversation, AdTech God and Walt discuss potential collaborations, particularly with the University of Southern California (USC), to bridge the gap between academia and the ad tech industry. Walt expresses enthusiasm about fostering connections that can benefit students and the industry alike.

“I'd love that” (24:09).

AdTech God concludes the episode by thanking Walt for his insightful contributions and encouraging listeners to stay engaged with the ongoing developments in ad tech through various platforms and communities.

Key Takeaways

• Walt Dublin's Journey: From early roles in tech sales to leading publisher development at Raptive, Walt's career reflects the dynamic nature of the ad tech industry.

• Publisher Partnerships: The shift from open experimentation to meticulous due diligence signifies the maturation of the ad tech ecosystem.

• AI and Content Protection: Ensuring that publishers' content is protected and fairly compensated in the age of AI is crucial for the sustainability of the media landscape.

• Innovation and User Experience: Publishers are increasingly focusing on enhancing user experience while maintaining or boosting revenue through innovative content strategies.

• Diversity's Role: Diverse teams contribute to more effective problem-solving and authentic content creation, benefiting both the industry and its audiences.

• Mentorship and Education: Walt's dedication to mentoring underscores the importance of nurturing future talent in the ad tech sector.

This episode provides a comprehensive look into the current challenges and opportunities within ad tech, emphasizing the importance of protecting publishers, embracing diversity, and fostering innovation to thrive in a rapidly evolving digital landscape.

Timestamp References:

• 02:18: Walt discusses his early career and entry into ad tech.
• 04:46: Changes in publisher partnerships over time.
• 08:22: Protecting publishers against AI scraping.
• 13:07: Positive trends and innovations in publishing.
• 16:16: Importance of diversity in ad tech.
• 18:57: Raptive's commitment to diversity.
• 22:05: Walt's passion for coaching and mentorship.
• 24:09: Discussion about potential collaboration with USC.