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The Vanderhooks on the Best Adtech Product Launch… Ever?
Sep 25, 2024
Join Tim and Chris Vanderhook, co-founders of Viant, as they dive into the groundbreaking launch of ViantAI, showcasing their innovative adtech strategies. They discuss how generative AI is changing marketing approaches, allowing for rapid and engaging media creation. Reflecting on their 25-year journey, they share insights on navigating challenges within the ad tech landscape, including the role of founder influence. Their unique brotherly partnership highlights the importance of ethics and ownership in building a sustainable business in a competitive market.
43:00
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Quick takeaways
- The launch of ViantAI showcases how generative AI can revolutionize advertising by enabling swift media planning and enhanced strategic focus.
- Utilizing social media for direct audience engagement during the product launch exemplified a shift towards authentic marketing practices, promoting customer feedback.
Deep dives
AI's Impact on Media Planning
The introduction of generative AI in advertising allows for rapid media planning that effectively targets the desired audience. A recent launch demonstrated how a media plan could be created in just 60 seconds, showcasing the technology's potential to streamline advertising processes. This advancement not only expedites planning but also enables advertising professionals to focus on more strategic tasks rather than getting bogged down in minutiae. Consequently, the innovation positions itself as a transformative force in the advertising space, potentially elevating the roles of human planners rather than replacing them.
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