Ep. 108 Michael Berkowitz on the Evolution of Ad Tech, AI Hype, and Empowering Publishers

Nov 19, 2025

Michael Berkowitz, a veteran in ad tech with roots in journalism, dives into the industry's evolution. He shares insights on how European ad tech is leading innovation and discusses the challenges publishers face, including risk aversion and complex decision-making. Michael critiques the overhype surrounding AI, emphasizing the need for practical solutions. He introduces Ad Aid, a concept aimed at enhancing user experience while supporting charities. Tune in for a refreshing take on the future of ad tech and the importance of genuine innovation.

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ANECDOTE

From Journalism To Ad Tech

Michael Berkowitz described his path from ABC News to PR to ad tech via introductions at MediaMath and startups.
He credited Tony Katzer with pulling him into MediaMath and launching his ad tech career.

INSIGHT

Europe Leading In Ad Tech Innovation

Michael sees Western and Northern Europe closing the ad tech innovation gap with the U.S. and sometimes surpassing it.
He focuses on importing smart overseas ad tech into the U.S. publisher ecosystem.

ADVICE

Sell Novelty, Not Repackaged Tools

Present genuinely new and novel products to publishers rather than incremental tools like yet another wrapper.
Anticipate publisher risk aversion and the many internal stakeholders who block adoption.

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Michael Berkowitz, a longtime ad tech veteran with experience at Spiny, BERT, Lotomy, and MediaMath, joins AdTechGod to share his journey from journalism to ad tech leadership. He reflects on the industry’s transformation, the growing sophistication of publishers, and how innovation has shifted from the U.S. to Europe. Michael discusses the risks publishers face in adopting new technology, the overuse of AI in marketing, and his belief that meaningful solutions, not buzzwords, will drive the next phase of growth. He also introduces Ad Aid, his concept for a more purposeful ad experience that benefits users and supports charitable causes.

Takeaways

Michael’s unique path from journalism and PR to ad tech has given him a deep perspective on media and technology convergence.
Many European ad tech companies are now innovating beyond their U.S. counterparts.
Publishers face challenges in adopting new tech due to risk aversion and complex decision-making structures.
AI’s current role in ad tech is largely overhyped; its true impact is still years away.
The sell side remains essential to the ad tech ecosystem and deserves continued support.
Ad Aid aims to create a more positive user experience by tying ad engagement to charitable contributions.
Social media fatigue is helping publishers regain audience attention and rebuild trust.
Experience in the industry remains valuable, even as age bias persists in hiring.
The future of ad tech depends on balancing innovation with authenticity and audience respect.

Chapters

00:00 Introduction to Michael Berkowitz 01:00 From Journalism to Ad Tech

03:30 Early Days at MediaMath and BERT

05:40 Identifying Promising Tech and Market Fit

08:13 Challenges Facing Publishers

11:20 Trust, Credibility, and the State of Local News

12:19 The Reality of AI in Ad Tech

16:30 The Problem with Buzzword Marketing

18:28 Optimism for the Sell Side

21:17 Experience and Longevity in the Industry

23:45 The Ad Aid Concept

27:47 Making Ads Meaningful for Users

30:27 Closing Thoughts and Hope for the Future

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