"World of DaaS"
Viant $DSP CEO Tim Vanderhook - ad tech, fraud, and the first-party data revolution
Feb 11, 2025
Tim Vanderhook, Co-founder and CEO of Viant Technology, discusses the trillion-dollar advertising market and the underestimated value of linear TV. He dives into the explosive growth of streaming audio and innovative digital ad strategies, particularly in sports. Tim confronts the rising challenge of ad fraud, emphasizing the importance of artificial intelligence and first-party data to combat it. He shares insights on navigating public offerings and the critical role of brand identity, revealing valuable opportunities for targeted advertising in the evolving market.
57:08
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Quick takeaways
- Tim Vanderhook emphasizes the urgent need for advanced technologies like AI to combat the growing complexity of ad tech fraud.
- The shift from third-party to first-party data is crucial for advertisers aiming to enhance personalized targeting and accurately measure ad performance.
Deep dives
Understanding Ad Tech Fraud
Ad tech fraud presents a complex issue in the digital advertising landscape. While significant players like IAS and Double Verify estimate the problem to be below 5%, new research by Dr. Augustine Faux suggests that the actual figure could be as high as 35%. Fraud manifests primarily through the use of bots designed to mimic human traffic, which can skew campaign performance metrics. The conversation highlights the challenge of accurately detecting such fraud due to its sophisticated nature, as bad actors continually adapt their methods.
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