MarTech Podcast ™ // Marketing + Technology = Business Growth cover image

MarTech Podcast ™ // Marketing + Technology = Business Growth

Is Every Company Now An Adtech Company?

Apr 17, 2024
Rio Longacre, Managing Director at Slalom, discusses the rise of ad networks, the complexities of balancing ad revenue with core business, and whether every company is now an ad tech company. Exploring challenges in monetizing media networks, adapting to self-service ad platforms, and navigating data privacy regulations in the evolving ad tech landscape.
19:12

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

  • Companies are venturing into the ads business due to privacy laws and cookie deprecation, leveraging first-party data.
  • Marketers and agencies face complexity in navigating multiple DSPs, ad portals, and retail media networks.

Deep dives

Evolution of Companies into Advertising Businesses

More companies are transforming into advertising businesses, leveraging their first-party data to monetize assets in a digital media landscape. The shift towards creating ad networks or commerce media networks is influenced by privacy laws, cookie deprecation, and the desire to capitalize on first-party data. However, building and managing these networks pose challenges in terms of skill acquisition, transformation efforts, and generating demand.

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