AdTechGod Pod

Kate Scott-Dawkins, Global President of Business Intelligence at WPP Media, joins AdTechGod to share how agencies use economic signals, advertiser trends, and emerging AI shifts to forecast the future of advertising while helping brands stay ahead in a rapidly changing world.

Takeaways

Kate’s early exposure to advertising storytelling sparked her marketing path.

A linguistics background trained her to spot patterns and build forecasts.

Staying at WPP let her shape long-term strategy and thought leadership.

Modern forecasting blends government, financial, and proprietary client signals.

Global events, politics, economics, and climate directly move the markets.

Industry consolidation is accelerating, concentrating ad revenue among a few sellers.

WPP packages insight via forecasts, weekly updates, and rapid client POVs.

AI adds speed by summarizing large datasets and supporting analysis workflows.

AI is less reliable for producing genuinely original insight on its own.

Commerce and creator ecosystems may be disrupted faster than search.

Authenticity, disclosure, and watermarking are becoming critical trust issues.

Verified human-made content could become a premium tier in the future economy.

Career Girls' work focuses on expanding STEAM imagination and opportunity for girls

Chapters

00:01 Introduction: Kate Scott-Dawkins joins the podcast and outlines her role at WPP Media.

01:30 Career inspiration: An early advertising example sparked her interest in storytelling.

02:45 Career foundation: How linguistics and international experience shaped her perspective.

03:35 WPP tenure: Why she stayed and how her remit evolved over time.

05:10 Long-range forecasting: Advertising trend planning through 2030 and beyond.

06:20 Data and regulation: How access constraints and policy changes reshaped the industry.

07:30 Intelligence inputs: Blending consumer data, government signals, and client investment insights.

08:10 Global framework: A structured view across politics, economics, society, and technology.

09:20 Market consolidation: Increasing concentration of ad revenue among top sellers.

10:40 Insight delivery: Cadences spanning major forecasts, weekly updates, and rapid client POVs.

12:55 AI applications: Operational support for analysis, synthesis, and speed at scale.

17:05 Early 2026 outlook: Emerging models, including advertising-supported AI consumer services.

26:05 Career Girls: Mission, impact, and Kate’s strategic support to expand STEAM opportunity.
Learn more about your ad choices. Visit megaphone.fm/adchoices

Jeremy Bloom and Scott Hess, Chief Marketing Officer of Starcom and Chief Marketing Officer of Publicis Media, discuss the significance of the Chicago Advertising Federation's Career Day, the importance of mentorship and networking in the advertising industry, and personal experiences that shaped their careers. They reflect on the joy of working in advertising and the opportunities available for young professionals entering the field.

Takeaways

Scott Hess is the Chief Work Officer of Publicis Media.

The Chicago Advertising Federation's Career Day is crucial for networking.

Mentorship can significantly impact career paths in advertising.

Career Day demystifies the advertising industry for young people.

Networking events provide access to industry leaders and opportunities.

Scott's son found joy in advertising after initially pursuing engineering.

The advertising industry offers diverse career paths and opportunities.

Personal connections can lead to job opportunities and mentorship.

The excitement of young professionals can reinvigorate seasoned veterans.

Chicago's winter can be a downside, but the city has much to offer. 

Chapters

00:00 Introduction and Background

02:43 The Importance of Career Day

05:37 Mentorship and Networking in Advertising

08:50 Personal Experiences and Career Paths

11:38 The Joy of Working in Advertising

14:37 Conclusion and Upcoming Events

Learn more about your ad choices. Visit megaphone.fm/adchoices

Jennifer Louie Oon, Senior Vice President, Sales at DAX United States, shares her non-linear career path, why audio remains underfunded, and how premium ad-supported audio can unlock scale, measurement, and growth for brands and publishers.

Takeaways

Audio is underfunded largely due to education gaps and outdated measurement models.

The missing middle in audio leaves key demos and local markets underserved.

Host-read ads remain valuable because trust and opt-in listening drive attention.

Expanding audio reach improves effectiveness beyond a few major streaming platforms.

Better measurement will push audio spend closer to its share of daily consumer time.

Chapters

00:00 Introduction to Jennifer Louie Oon and her background in audio

02:20 Building a career by prioritizing learning over titles

07:50 The missing middle problem in audio advertising

11:30 Why audio budgets lag behind TV and social

14:50 Why host-read ads continue to perform

18:00 Programmatic audio and reducing friction for creators

21:30 What measurement changes mean for audio’s future
Learn more about your ad choices. Visit megaphone.fm/adchoices

Nathan Thomas, Principal at Thomas Media Consulting and former Playwire leader, joins the AdTechGod Pod to unpack his 16-year journey across publisher ops, programmatic sales, and data partnerships, plus his take on where the open web, CTV pricing, digital out-of-home, and publisher data control are heading next.

Takeaways

Nathan Thomas transitioned from a long career at Playwire to consulting.

The publishing industry has become increasingly complex and challenging.

Digital out-of-home advertising presents unique opportunities for engagement.

Monetization pressures are mounting for publishers due to rising content costs.

The open web is facing significant challenges with traffic decline.

Data management and privacy are critical for publishers moving forward.

AI is rapidly changing the landscape of advertising and content creation.

Gaming advertising is underutilized and has potential for growth.

Curation in advertising can be beneficial if managed properly.

Future trends in advertising will focus on innovation and data-driven strategies.

Chapters

00:00 Introduction to Nathan Thomas and His Journey

04:05 Transitioning to Consulting: A New Chapter

06:24 The Evolution of the Publishing Industry

09:18 Challenges in Monetization and Supply Chain

12:54 The Rise of Digital Out of Home Advertising

16:56 The Future of Open Web and Data Management

20:31 Navigating the Data Landscape in Advertising

24:14 Looking Ahead: Trends and Predictions for 2026
Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of the AdTechGod Pod, host AdTechGod sits down with David Cohen, CEO of the IAB, for a wide-ranging conversation ahead of IAB ALM in Palm Springs. They unpack how AI has moved from hype to real-world application, why the cookie conversation has faded, and what new challenges publishers, brands, and agencies now face as AI becomes the interface for discovery and commerce. David shares candid insights on industry fragmentation, the risks of rushing innovation without standards, the growth areas brands are betting on for 2026, and why effectiveness must replace efficiency as advertising’s north star. The episode closes with a look at how IAB ALM is shaping industry priorities and what it means to lead an ecosystem through rapid change.

Takeaways

AI has shifted from experimentation to real operational and creative use cases across the advertising ecosystem

The end of cookie deprecation as the dominant narrative marks a major industry turning point

Publishers face both opportunity and existential challenges as AI disrupts search, discovery, and monetization

Industry progress is being slowed by legacy infrastructure and a lack of clean, structured data foundations

The current AI land grab risks outpacing standards, testing, and alignment

CTV, commerce, and creators marketing are the strongest growth areas heading into 2026

Effectiveness, not efficiency or cheap scale, should define success in modern advertising

IAB ALM serves as a validation point for industry direction, not a fixed roadmap

Chapters

00:00 Welcome & Introduction

01:18 What’s Changed Since Last Year’s ALM

02:28 AI’s Real Impact on Creativity and Personalization

03:55 AI, Data, and the Need for Strong Foundations

05:12 Risks and Concerns Around AI Adoption

08:23 What Agencies and Brands Are Struggling With

10:14 What Brands Are Betting On for 2026

12:22 What David Hopes to Achieve at IAB ALM

14:48 How IAB Sets Its Agenda and Adapts to Change

17:02 Industry Norms That Need a Reset

18:29 How ALM Speakers and Programming Are Selected

21:58 The Future of ALM and IAB’s 30th Anniversary

24:25 Leaving the Industry Better Than We Found It

25:06 Closing Remarks
Learn more about your ad choices. Visit megaphone.fm/adchoices