Marketing, Media & Adtech The Open Web Is Flat—And Ad Tech Still Doesn’t Get It | The ADOTAT Show w/ Chris Kane
Jun 12, 2025
Chris Kane, from Jounce Media, delves into the chaotic world of ad tech, revealing shocking insights about the state of the open web. He discusses the downfall of Multi-Functional Advertising (MFA) and how DSPs serve low-quality impressions instead of high-value ones. Kane sheds light on the economic struggles of publishers, caught in their own Hunger Games of optimization. He emphasizes the critical need for transparency and trustworthiness in ad tech, all while sharing his personal growth philosophy and the occasional dance-off. Dive in for a rude awakening!
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Open Internet Is Financially and Qualitatively Flat
- The open internet is flat in both growth and perceived quality of supply.\n- DSPs struggle to properly price premium supply, degrading overall supply quality to the lowest buyers accept.
Group Sites to Know Supply Quality
- Group sites by publisher portfolios to simplify quality judgments.\n- Focus on knowing and trusting a manageable number of portfolios that make up most supply.
Disconnect Between Oversight and Data Access
- Decision-makers lack direct access to data to apply effective human oversight.\n- This separation causes ineffective bidding decisions despite available technical expertise.