Episode 120: Michael Walrath on Yext, Yahoo, and AI. Plus the AdLand acquisition and Google’s cookie reversal.
Apr 25, 2025
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Michael Walrath, CEO of Yext and founder of Right Media, dives into the expanding role of structured data in an AI-driven world. He highlights the challenges businesses face in managing local visibility and adapting to the evolving landscape of digital marketing. The discussion also covers Google's postponed cookie phase-out, scrutinizing its ripple effects on ad tech. Additionally, they explore the historical stagnation at Yahoo compared to current innovations and the regulatory hurdles affecting advertising strategies.
Michael Walrath emphasizes the necessity of structured data in adapting marketing strategies to an AI-driven digital landscape.
The acquisition of Adland.tv aims to revitalize the advertising industry by fostering community engagement through historical and contemporary ad submissions.
Discussions on Google's cookie reversal highlight ongoing challenges in balancing privacy and monetization within the evolving digital advertising ecosystem.
Deep dives
Acquisition of Adland.tv
The acquisition of Adland.tv is highlighted, showcasing its significance in the advertising industry. Adland.tv serves as a comprehensive repository for various types of advertisements, having been around since the 1990s. After going dark due to the owner's personal challenges, the acquisition aimed to revive its resources and engage a creative audience by allowing submissions from advertisers. By providing a platform for classic ads and industry news, it seeks to foster connections within the advertising community.
Role of Yext in Modern Marketing
Yext is positioned as a leading digital presence platform, helping businesses manage their public data across various online channels. It offers tools for listings, reputation management, and social media interactions, enabling businesses to understand their visibility and competitive standing. The platform focuses beyond retail to include sectors like financial services and healthcare, addressing the local intent and accessibility needs of consumers. This shift reflects a modern marketing approach that adapts to changing consumer behavior and localized queries.
Impact of Mobile and AI on Search
The evolution of search from traditional engines to mobile and AI-driven experiences is examined, emphasizing the challenges faced by major players like Google. As consumers increasingly turn to AI for queries, the need for structured data becomes paramount to ensure accurate and relevant results. The conversation highlights how marketing strategies must adapt to this complexity and the ways AI can influence local marketing tactics. Businesses are urged to maintain high-quality content and structured data to effectively compete in this evolving landscape.
The Cookie Debate and Google's Monopoly
The ongoing debate about cookies in the advertising ecosystem remained a focal point, with news emerging about Google maintaining its cookie practices in Chrome. This decision was met with frustration from marketers who invested time and resources into adapting to a cookie-less future. The implications of Google's actions on its monopoly status were discussed, raising questions about the impact of regulations on market competition. The complexities of balancing privacy and monetization in digital advertising create uncertainty for marketers navigating current trends.
Emergence of Digital Out-of-Home Advertising
The rise of digital out-of-home advertising is underscored by significant transactions, such as the acquisition of GSTV for $600 million. These deals illustrate the potential of the sector and its appeal to private equity due to the sticky nature of physical advertising devices. The value of combining digital technology with traditional media spaces, such as gas stations, emphasizes the growth potential in this niche. As advertisers pursue new opportunities in digital out-of-home, the market is projected to expand and innovate further.
Michael Walrath, CEO of Yext, discusses the evolution of digital presence and the growing importance of structured data in an AI-driven landscape. He reflects on local-first marketing and the challenges of visibility at scale. Eric and Ari also examine Google's delayed cookie deprecation, its impact on ad tech, and broader regulatory pressures, while touching on emerging trends in digital media and AI.
