The FPC Podcast Episode 2: Mike Follett, CEO & Co-founder, Lumen
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Nov 20, 2024 In this engaging discussion, Mike Follett, CEO & Co-founder of Lumen, dives into the innovative world of attention technology and eye-tracking data to transform advertising. He emphasizes how simplicity is crucial in ad tech and how attention metrics can directly link to brand uplift and profit. The conversation also covers the rise of Super Signal Aggregators and the future of AI in enhancing creative capabilities. Mike shares insights on navigating challenges in valuations while fostering sustainable partnerships in the evolving B2B marketing landscape.
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DSPs as SSAs
- Viant buying Iris TV signals a trend of DSPs becoming Super Signal Aggregators (SSAs).
- This acquisition enhances Viant's CTV credibility and targeting capabilities.
Signal Aggregation Strategies
- The Trade Desk leverages strategic partnerships for signal aggregation, unlike Viant's acquisition approach.
- The race to acquire unique signal vendors and first-party data sources intensifies.
Blurring Ad Tech Roles
- Traditional ad tech company roles are blurring, with DSPs owning data and measurement companies predicting future performance.
- The industry is moving away from rigid distinctions between company types.