The Future of Programmatic: Transparent & Value Driven [Podcast]

Can the program be transparent and value-based, given that third-party cookies are turned off? at all.

Rajeev Goel, Co-Founder and CEO of PubMatic, joins me at SEJShow to talk about the future of programming.

You can expect to hear important insights about Google’s open bidding, ID services, how AI can play a future role, post-cookie bidding, CTV, trends, and more.

Bidding came about primarily because publishers felt they weren’t getting a fair auction within the Google Ad Tech package. So vertical bidding is designed to open up that auction process and bring in transparent participants. – Rajeev Goel, 25:28

What major bidding did is it allowed publishers to work with multiple platforms for monetization. – Rajeev Goel, 4:06

There is a massive shift in consumer behavior that is driving the growth of advertising dollars. The change in consumer behavior is the increase in the number of online videos from the Internet. It’s also towards connected TV and streaming. – Rajeev Goel, 29:52

[00:00] – About Rajeev Goel & PubMatic
[03:03] – What is the tender head?
[08:06] – Header bidding future will disappear with third party cookies.
[12:20] Do identity solutions work better than third-party cookies?
[14:49] Shift towards more direct deals
[17:32] How does artificial intelligence help with automated advertising?
[18:10] – About advertising cohorts.
[21:10] What is Google Open Bidding and why is it controversial?
[27:39] – All about CTV.
[36:36] Walled gardens versus the open internet.
[41:04] Opportunities and challenges in brand advertising versus performance campaigns.

Mentioned resources:

PubMatic – https://pubmatic.com/

Identity Center – https://pubmatic.com/products/identity-hub/

Vertical bidding is now ubiquitous in the industry, more competition for your ad space leads to higher revenue, and we think that’s great for publishers. This allows people to do what you are
Do now and reinvest in content that you know consumers love. –Rajiv Goel 7:22

In the near term, we see a shift towards more direct deals. – Rajeev Goel 15:25

Consumers want transparency. They want to know that in an auction environment, there’s a level playing field. – Rajiv Goel 24:58

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Connect with Rajeev Goel:

Rajiv strongly believes in the power of technology to solve problems and improve people’s lives. This conviction led him to build PubMatic into one of the world’s leading software companies serving the digital media industry. Under his leadership, PubMatic has grown from a small start-up company to a publicly traded enterprise with more than 600 employees and 14 offices worldwide.

In addition to co-founding Chipshot.com and serving as Vice President of Technology, he has held the positions of Director of Marketing at SAP. His experience navigating large companies and delivering innovative products that drive business growth makes him a true technology visionary.

Connect with Rajeev on LinkedIn: https://www.linkedin.com/in/rajevgoel1/

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Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker