"World of DaaS" Viant $DSP CEO Tim Vanderhook - ad tech, fraud, and the first-party data revolution
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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.
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Ad Tech Fraud Scale
- Ad tech fraud is a bigger problem than previously estimated, potentially affecting 25-35% of campaigns.
- Bots mimic human behavior by visiting legitimate websites to avoid detection.
Bot Sophistication
- Bots visit publisher websites like ESPN to appear human before engaging in fraudulent activities.
- This sophisticated behavior makes fraud detection more challenging.
Combating Ad Fraud with AI
- Use artificial intelligence and real-time decision-making to combat ad fraud.
- Partner with fraud detection experts like Dr. Augustine Faux.