AdTechGod Pod

Craig Benner, Founder & CEO of Accretive, joins the AdTechGod Pod to discuss the future of Digital Out of Home (DOOH), measurement, attribution, media buying, and why brands are increasingly investing in high-impact advertising beyond traditional digital channels.

Takeaways

DOOH remains one of the most underinvested channels despite its massive reach.

Measurement has historically been the biggest challenge for out-of-home advertising.

Accretive helps connect physical-world exposure to digital outcomes.

Better attribution drives greater confidence and media investment.

Search often captures intent rather than creating it.

Out-of-home excels at generating awareness and demand.

Brands are shifting budgets from linear TV into measurable alternatives.

Mobility data plays a key role in audience targeting and measurement.

Media Mix Modeling is helping validate the value of DOOH.

Retail media presents a major opportunity for out-of-home advertising.

AI and standardization are accelerating industry adoption.

Education remains critical for broader DOOH growth.

Chapters00:00 Meet Craig Benner and Accretive 01:09 From Viant to founding Accretive 02:06 Discovering the opportunity in DOOH 03:45 Why out-of-home should command more ad spend 04:40 The measurement-first philosophy behind Accretive 05:47 Solving attribution challenges in DOOH 07:12 Which advertisers benefit most from out-of-home 08:49 How audience targeting works in DOOH 10:33 Measuring foot traffic, web lift, and outcomes 11:09 Where today's DOOH budgets come from 12:45 The industry's overreliance on lower-funnel marketing 13:51 Why out-of-home creates demand and intent 15:32 Giving DOOH the credit it deserves 16:53 How measurement changes media allocation decisions 18:01 The reality of search and retargeting attribution 19:49 The future of digital out-of-home advertising 20:46 AI, MMMs, and industry standardization 21:47 Educating agencies and media buyers 24:14 Retail media and the "last inch" opportunity 25:40 Resources for learning more about DOOH 26:52 Final thoughts and closing remarks

Guests: AdTechGod
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Fox's $22 billion acquisition of Roku is one of the biggest media and advertising technology stories in years, and it could fundamentally reshape connected TV.

In this special breaking news episode of the AdTechGod Pod, AdTechGod is joined by Kyle Dozeman Co-Founder & CEO at Kovva  and former CRO of PubMatic, Richie Hyden (SVP of Publisher Solutions at Viant Technologies), and David Nyurenberg (SVP at InterMedia Advertising) to discuss the strategic implications of the deal.

This episode covers why Fox made this move, what Roku's 100+ million household footprint brings to the table, and why identity, audience data, and operating system ownership may be more valuable than streaming content itself. They also discuss how the acquisition could transform audience targeting, measurement, content discovery, programmatic advertising, and Fox's ability to compete with giants like Amazon, Google, Netflix, and Disney.

Will this create a new advertising powerhouse? How will brands, agencies, and publishers be affected? And five years from now, will this be remembered as a content play, an identity play, or the deal that changed connected TV forever?

Tune in for expert analysis on one of the most consequential acquisitions in the history of streaming.

Key  topics


Fox's acquisition of Roku and its strategic implications


The role of identity and audience data in the deal


Impact on content distribution and platform dynamics


Changes in ad tech and programmatic buying


Future of streaming, content, and advertising

Chapters

00:00 Introduction to the Acquisition

01:50 Understanding the Strategic Importance of Roku

06:21 Identity and Audience Data: The Core Asset

10:16 The Impact on Ad Placements and Market Dynamics

14:01 Advertiser Perspectives on the Acquisition

16:55 Transparency in Advertising: A New Era?

21:18 User Acquisition and Market Positioning

23:19 Future Implications of the Acquisition

26:22 Looking Ahead: The Next Five Years

Interested in attending Marketecture Live Chicago on September 23, 2026?. Attendance is free for qualified brands and agencies, and early bird pricing ends soon for everyone else. 

Register now to secure your spot at chicago.marketecturelive.com.

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Scott McKinley, Founder & CEO of Truthset, discusses the state of data quality, identity, and measurement in digital advertising.

Scott shares why the industry continues to prioritize scale over accuracy, how data quality deteriorates throughout the supply chain, and why advertisers need to rethink legacy metrics like reach and CPMs. The conversation also explores identity, walled gardens, authentication, and the future of the open internet.

Takeaways

Data accuracy often declines significantly as data moves through the ad tech supply chain.

Scale is frequently prioritized over quality, leading to inefficient advertising spend.

Advertisers should focus on precision and outcomes rather than reach alone.

Authentication is critical to improving identity and publisher monetization.

Independent measurement remains essential for trust and accountability in advertising.

Walled gardens continue to outperform because of durable identity systems.

IP addresses are an unreliable long-term replacement for cookies.
The open internet must improve identity infrastructure to remain competitive.

Chapters
00:00 Introduction to Scott McKinley and Truthset

01:05 From Olympic cyclist to ad tech entrepreneur

03:01 The trust crisis in advertising and lessons from sports

05:25 Why advertising lacks accountability and regulation

07:00 Nielsen's role in independent measurement

09:00 Why Scott founded Truthset

11:17 Common misconceptions about data accuracy

14:20 The industry's obsession with scale over quality

17:53 Why reach is becoming an outdated metric

19:13 Signal loss, walled gardens, and measurement challenges

23:16 The future of identity in advertising

25:34 Why authentication is the path forward

25:51 The biggest misconception about IP addresses

26:43 What the open internet must do next

28:05 Closing thoughts

Guests: AdTechGod

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In this episode of the AdTechGod Pod, Ray Adamson, Head of Solution Sales at DanAds,

discusses the evolution of self-service advertising, automation in ad operations, and the publisher

monetization strategies, and how AI is reshaping the future of ad tech. Learn how leading

Publishers are unlocking new revenue streams and improving efficiency through self-service

platforms.

Takeaways

Automation is becoming a business imperative in ad operations.

DanAds helps publishers unlock new advertiser segments.

Self-service complements sales teams rather than replacing them.

Successful self-service programs require active promotion

DanAds offers more than self-service technology

AI is reshaping operational workflows

The future belongs to creative media leaders and innovative ad tech partners.

Chapters

00:00 Introduction to Ray Adamson and DanAds

01:25 Ray's Journey into Ad Tech and Career Evolution

03:55 How Ad Operations Have Changed Over the Years

05:50 What DanAds Brings to the Market

07:55 The Rise of Self-Service Advertising Platforms

08:33 Build vs. Buy: Publisher Self-Service Strategies

10:09 The Impact of Self-Service on Sales Teams

10:54 Expanding Revenue Through Long-Tail Advertisers

13:19 Common Misconceptions About Self-Service Advertising

15:05 Publisher Playbooks and Marketing Support

15:52 Integrations, Workflow Automation, and Monetization Services

17:57 Which Publishers Benefit Most from DanAds?

20:28 The Future of Ad Tech, AI, and Automation

22:43 Final Thoughts and Closing Remarks
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In this episode, Gina Michnowicz, CEO of The Craftsman, joins AdTechGod to discuss building a creative agency focused on storytelling, experiential marketing, and integrated campaigns for global brands like Cisco, Disney, Marvel, and Godiva. Gina shares her journey from digital consulting to launching The Craftsman, how creative ideas come to life across physical and digital experiences, and why human creativity still matters in the age of AI. From building a 3,000-chocolate-bar train for Godiva and 20th Century Fox to discussing the future of branded content and creators, this conversation dives deep into the evolving world of marketing and advertising.

Takeaways

Human creativity remains essential despite advances in AI.

Great marketing ideas come from non-linear creative thinking.

Experiential campaigns work best when integrated with digital and PR.

AI is useful for productivity, but not for original ideas.

Emotional storytelling is difficult for AI to replicate.

Brand awareness and experiential marketing are becoming more valuable.

Creators will need to focus on authentic and original content.

The best campaigns connect people emotionally to brands.

Chapters

00:00 Gina Michnowicz joins the podcast and introduces The Craftsman.

01:09 Gina shares her journey from consulting to founding her agency.

03:44 How The Craftsman works with brands like Disney, Cisco, and Godiva.

06:32 Building integrated campaigns that combine experiential, PR, and social.

07:06 The story behind the 3,000 chocolate bar Godiva train campaign.

09:42 How Gina’s digital background shaped her creative approach.

11:12 Gina’s perspective on AI in creativity and advertising.

14:21 Why AI struggles with original creative ideas.

17:46 The emotional gap between AI-generated and human-made content.

20:45 Where creativity, branding, and marketing are heading next.

22:50 Gina shares her optimism for the future of creative work.

Guests: AdTech God

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