Open Market Mobian CEO Jonah Goodhart on Another Bite at the Adtech Apple
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Jul 9, 2025 Jonah Goodhart, CEO of Mobian and former head of Moat—acquired by Oracle for $850 million—shares his unique insights into the ad tech landscape. He highlights the pivotal strategies that led to Moat's success and details how his approach has shifted with Mobian. The discussion dives into the challenges of contextualizing content in advertising and how generative AI can enhance understanding. Additionally, Jonah explores the fascinating philosophical roots behind Mobian's name, emphasizing continuity in a complex industry.
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Evolving From Direct Response to Brand Measurement
- Jonah Goodhart's journey from direct response marketing to Moat was evolutionary, based on years of industry experience.
- He identified the missing element in digital ads was storytelling, which led to focusing on brand advertising measurement.
Viewability Sparked Market Clarity
- Recognition of ad viewability as a fundamental measurement breakthrough created strong market demand.
- Moat differentiated by supporting publishers, not accusing them, fostering collaboration rather than conflict.
AI as a Transformative Force in Adtech
- AI's rise is like the early internet and smartphones: transformative but uncertain in detail.
- Mobian was born from AI's potential to solve digital ad problems like flawed brand safety through better context understanding.