AdTechGod Pod Unlocking the Overlooked 40% with John Piccone from Adform
Sep 29, 2025
John Piccone, Regional President of Adform Americas, dives into the overlooked 40% of audiences that brands often miss. With a rich ad tech background, he emphasizes the importance of programmatic transparency and independent strategies that focus on brand needs rather than inventory sales. John also discusses how GDPR compliance enhances transparency in advertising, and shares insights on maximizing audience reach without increasing budgets, offering a fresh perspective on navigating today's fragmented ad landscape.
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Early European Ad Tech Career
- John Piccone described starting the European division of a tech group and spending a decade based in Paris during ad tech's early days.
- He used that experience to learn ad delivery economics and later joined startups and SimulMedia before moving to Adform.
Why He Joined Adform
- John explained Adform's full tech stack, including a DSP, ID solution, buy-side ad server, and dynamic creative tools.
- He joined because the combined toolkit lets the company impact publishers, agencies, and advertisers differently.
The Overlooked 40% Problem
- Fragmentation of channels and identity loss has created a blind spot where roughly 40% of audiences become invisible to advertisers.
- Understanding reach and frequency alongside signal gaps reveals where brands are losing incremental audience coverage.