Open Market Duration Media CEO Andy Batkin on a Hybrid Approach to Adtech GTM
Jun 25, 2025
Andy Batkin, CEO of Duration Media, shares insights into his company's strategic evolution from a focus on viewability to a hybrid approach in adtech. He discusses the creation of a proprietary SSP named Curation Media, which aims to improve efficiency for advertisers and publishers. Batkin also highlights the importance of sustainable advertising practices and modern strategies, such as leveraging social media for better audience connection. His perspective on integrating old-school tactics with innovative methods provides a fresh take on navigating industry challenges.
AI Snips
Chapters
Transcript
Episode notes
Evolution to Direct SSP Sales
- Duration Media evolved from viewability tech to a direct SSP model for efficiency and unique supply.
- They bypass duplicative bid requests and sell impressions directly to DSPs, improving sustainability and sales.
Viewability and Sustainability Importance
- Viewability remains a fundamental signal to identify high-quality impressions in programmatic advertising.
- Sustainability and reducing carbon are increasingly important for advertisers alongside performance.
Hybrid Marketing Strategy Advice
- Control your narrative on LinkedIn and invest consistent effort to build relevant connections.
- Combine this modern approach with old-school networking through events for effective marketing.