Ep. 13 Anthony Katsur from IAB Tech Labs chats with AdTechGod
Jan 30, 2024
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Special guest Anthony Katsur from IAB Tech Lab discusses his career in shaping digital advertising. Topics include setting industry standards, driving adoption, and the importance of the buy side. They also explore information flow, ingesting ideas at the Tech Lab, and the involvement of industry members.
Collaboration and standardization are crucial in the ad tech industry to address challenges like privacy and addressability.
The IAB Tech Lab stays informed about industry trends and drives change through inputs from various sources, open collaboration, and constant learning.
Deep dives
The Importance of Collaboration and Standardization in Ad Tech
This podcast episode features a conversation with Anthony Kesserf from the IAB Tech Lab, where they discuss the importance of collaboration and standardization in the ad tech industry. Kesserf highlights the need for industry-wide cooperation to address challenges such as privacy, identity, and addressability. He emphasizes that the Tech Lab's initiatives are informed by their membership, working groups, and board, who contribute ideas and prioritize strategic plans for the future. The Tech Lab aims to lead the industry by developing standards, best practices, and frameworks through collaborative efforts, ensuring that the ad tech industry keeps up with rapid changes and emerging trends.
Highlights of Kesserf's Career and Contributions
In this episode, Kesserf shares highlights from his career, starting from his early days at NetGravity and DoubleClick to his current role at the IAB Tech Lab. He mentions key milestones such as introducing agile methodology at DoubleClick, launching MediaMath's TerminalOne platform, and being part of the Rubicon Project's preparations for IPO. Kesserf also expresses pride in the work done at the Tech Lab, including accelerating product and standards development cycles and launching essential initiatives like the Global Privacy Platform and Seller-Defined Audiences. He acknowledges the exceptional team at the Tech Lab and their commitment to advancing the industry.
Challenges and Opportunities in the Ad Tech Industry
Kesserf discusses the current challenges and opportunities facing the digital advertising economy. He highlights the pivotal role of privacy, identity, and addressability, which are influenced by global regulations and the actions of major players like Apple and Google. Kesserf predicts that these issues will continue to be at the forefront in 2024, along with the need for standardized measurement and cross-environment TV currency in the CTV ecosystem. He also emphasizes the growing importance of sustainability and expects discussions around carbon footprints and industry accountability to gain momentum in the coming years. Kesserf recognizes that the industry faces both existential challenges and potential for growth, depending on how it navigates these complex issues.
How the IAB Tech Lab Stays Informed and Drives Industry Change
Kesserf explains the process by which the IAB Tech Lab stays informed about industry trends and drives change. Input and insights come from various sources, including the Tech Lab's board, general membership, regional IAB offices, and industry events. The organization prioritizes long-term vision and strategic planning, looking three to five years ahead to address challenges and opportunities in privacy, standards, and measurement. The Tech Lab's working groups, comprised of members, develop specifications and best practices through open collaboration. Education and evangelization are key in driving industry adoption, with focus on both technical and business audiences. Kesserf's team is dedicated to constant learning and engagement with the industry to shape its future.
Anthony's career is a roadmap of success. He's been a driving force at some of the most innovative companies in our industry.
His tenure at IAB Tech Lab has been marked by groundbreaking initiatives, pushing the boundaries of digital advertising standards and practices. His leadership in developing new technologies and policies has profoundly influenced how digital advertising operates globally.
