In this episode, Kat is joined by Dan Richadson, Head of Data for Asia Pacific at Yahoo!. Dan talks about the growing importance of contextual targeting in digital advertising, why investing in building first-party data strategy is more critical than ever, and how crafting a fair and equitable ad funded internet is a key step for a balanced future online.
The greatest challenge and opportunity that we’ve seen is the emergence of new channels. So moving traditional, out of home, you know, glue and paper, billboards into the programmatic ecosystem. Moving from just people watching linear television to watching on connected TVs through subscription apps which are starting to monetize, like Netflix or Disney, or free apps which have ads in them. So connected TV, digital out of home, that’s been really interesting because the data sets you’re collecting there are different.