PODCAST · business
AdTech AI Files
by Steven Ohrnstein
Byte Size AdTech Insights for Those of Us Who Live in an AI World For AdTech marketers navigating the intersection of AI, Measurement, and CTV, this podcast delivers byte-sized insights to keep you ahead. Whether you're scaling campaigns, optimizing media spend, or decoding attribution, we break it down—fast, smart, and straight to the point. 🎯 Topics: Incrementality, Attribution, Growth Marketing, CTV, and more. #MarketingMeasurement #AdTech #AI #CTV #Attribution #GrowthMarketing #MediaBuying #MarketingStrategy
Episodes
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#31 | Attention Drives Intention
ATTENTION drives Intention. Think about the last time you walked through a store. Hundreds, maybe thousands, of products sat on shelves within arm’s reach. You walked past most of them without even noticing. Not because they were bad products. Not because you had something against them. They…
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#31 | Outcomes & AI
In this episode of AdTech AI Files, we unpack the hottest topics from the past few months and explain why they all point to the same conclusion: outcomes matter more than ever, and most AI failures start with weak data foundations. We break down what it actually takes to make “chat with data”…
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#30 | Viant’s Q1 2025 Earnings Recap
Based solely on Viant’s Q1 2025 earnings transcript. Revenue YoY: 32% CxT: 25%
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#29 | Rethinking CTV Measurement for the Streaming Age
𝗟𝗶𝘃𝗲 𝗦𝗽𝗼𝗿𝘁𝘀 𝗶𝘀 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴’𝘀 𝗡𝗲𝘅𝘁 𝗕𝗶𝗴 𝗔𝗿𝗲𝗻𝗮 | Jon Schulz https://www.linkedin.com/posts/jon-schulz-4780ba4_upfronts-ctv-livesports-activity-7318655564027215873-qDIg?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAOMQksB5Fgbm_qk5Eeo-7X6VF7Vp2IJNg8 Bold...
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#28 | The Man, The Myth, The Legend
Pod dedicated to the one and only, Mikhail Berylant People, Process, and Tools For any company to be successful, it takes these three things. Rarely is there a person that embodies all 3, Mikhail Berlyant is one of the greats that does. I wanted to take a moment to honor Mikhail for the...
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#27 | Conversion Rate Benchmarks
“What’s a Good Conversion Rate?” 🤔 The Benchmark Myth For as long as I can remember, marketers have asked me: “What’s a good conversion rate for my campaign?” And here’s the honest answer… it depends. Conversion rate benchmarks are tricky because different brands have different goals. A KPI…
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#26 | Foot Traffic 101
The Who, What, and How foot traffic measurement works.
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#25 | Google or Bust
Will Google’s Ad Empire Be Broken Up? When I first started in programmatic, 2nd price auctions ensured advertisers paid a fair market rate. You could bid confidently knowing you’d only pay a cent more than the next-highest bid. Then, about 8-9 years ago, Google led the shift to 1st price auctions...
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#24 | Lift Off: The Truth About Ad Impact
The Illusion of High Lift: Why Longer Lookback Windows Matter in Incrementality Testing Marketers love seeing high lift in incrementality studies, it feels like proof that campaigns are driving real impact. But if you’re only looking at short lookback windows (1-7 days), you might be chasing...
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#23 | Relative vs Incremental Lift | Pizza Talk
Relative vs. Incremental Lift: How you can Leverage Both Let’s say you own a pizza shop, and you’re running an ad campaign to get more people ordering your delicious pies. You set up a test: • Exposed Group: They see your ad and start craving pizza. • Control Group: No ad seen At the end of the...
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#22 | Math from an 8 Year Old
Pod cast produced from my 8 year old son to kids of all ages. Enjoy!
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#21 | SHOUT OUT: Amanda
In honor of International Women's Day, I wanted to recognize 2 women that have had a profound impact on my life. One of them personal, another professional. My mom, a lifelong nurse, specializing in end-of-life care (hospice) and mid-to-late-stage cancer care, always taught me that the most...
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#20 | MMP: Use it or Lose it
Use it or Lose it: a Mobile Measurement Partner ofcourse Mobile in-app environments convert 3x more often than mobile web. Think about how often you buy Starbucks coffee through the app vs. opening Safari or Chrome to place an order. For most of us, it’s a night-and-day difference, in-app is...
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#19 | Privacy vs. Blocking: The Real Story Behind Consumer Choice
Privacy vs. Blocking: The Real Story Behind Consumer Choice There’s a big difference between consumers opting out of tracking (which would be every consumers right) and Big Tech outright blocking measurement for their own gain. Yet, the lines keep getting blurred. Take Apple’s Private Relay, a...
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#18 | What the Freq? Linear vs. Connected TV
Linear TV vs. Connected TV: The Frequency Problem Marketers Can’t Ignore After running Linear TV vs. Digital measurement studies for the past decade, one pattern remains consistent: Dolllar for dollar, more times than not, Linear TV campaigns have 3x higher frequency than CTV. And here’s the…
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#17 | Death of the 3rd Party Pixel
The Death of Third-Party Pixels: Why First-Party Data is the Future If you launched your own website tomorrow, you’d own everything: your customer relationships, purchase history, and insights. That’s first-party data, it belongs to you, and no one can take it away. Your same business relies on...
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#16 | Goodbye DCM
Why Cookie-Based Measurement Sucks in 2025 Remember when cookies were amazing? Back in the ‘90s and early 2000s, they revolutionized online tracking. But today, they only capture 9% of online conversions. Why? Because cookies simply don’t exist in most of the places where modern digital…
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#15 | Are Independent DSPs Obsolete? The Industry Weighs In
Based solely on Danilo Tauro (PhD) linked in post on 3/5/25 and the 110 commenters summariez using only AI. Article for reference: linkedin.com/feed/update/urn:li:activity:7303063345098620928/
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#14 | Why Lookback Windows Matter
Why Incremental Lift Shrinks Over Time: The Lookback Window Effect ⏳📉 When clients ask "I thought lift would be higher/lower, my 1st question back is what lookback window are you using?" One of the biggest factors in incremental lift measurement isn’t just the ad itself, it’s how long you wait…
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#13 | Contribution: The Future in AdTech Measurement, Today
Mark My Words: Contribution Will Be the Future of AdTech Measurement We’re wrapping up our beta offering, and the feedback has been phenomenal. It just makes sense. Take a look at the chart below—see how CTV is undervalued in traditional attribution models? Whether it’s Last Touch, First Touch…
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#12 | Purchase Lifecycle Strategy
The Best Marketers Have a Strategy for Moving Their Customers Through Each Phase of the Purchase Cycle A long-time friend once shared an interesting insight about a global candy bar brand’s marketing strategy. Their mission wasn’t necessarily to get you to buy the candy bar at the cash…
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#11 | Priorities: TTD vs DSP
Viant often gets compared a lot to The Trade Desk. Yet the big things we're working on are so different... 🤔 The Trade Desk: 1. Scale 2. Prep for Google Exit 3. Promote & protect objectivity more 4. Leverage supply and demand imbalance 5. Make CTV most effective channel 6. Audio best year ever…
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#10 | Viant Technology Q4 2024 Earnings Recap
Viant Technology 3/3/25 Q4 2024 Earnings call recap. Based solely based on the earnings transcript and suplemental earnings presentation available on Viant Technology's Investor Relations page.
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#9 | Why Smaller Brands See Bigger Gains
Lift & Incrementality: Why Smaller Brands See Bigger Gains 🚀 We constantly get asked for "Lift Benchmarks". One of the biggest misconceptions in marketing is assuming incrementality and lift are the same for every brand. But the truth is, the more nuanced the brand, the greater the potential…
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#8 | Beyond the Click... Throw Away CTR
CTR is the Most Misleading & Overused Metric in Marketing 🚨 Just because someone clicked doesn't mean they were interested, and just because someone didn't click, it doesn't mean they weren't interested… for example: ✅ Mobile ads almost always have a higher CTR than desktop/laptop. Looking at…
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#7 | Not All Control Groups Are Created Equal: Why Similarity Matters in Incremental Lift Studies
I've seen it happen time and time again—marketers compare performance across one partner to the next, but when looking at incremental lift, things can often look too good to be true. Upon digging in, more times than not, the control group used in the incrementality test wasn't actually…
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#6 | 3 Reasons Marketers Are Shifting Budget from Linear TV to CTV
Over the past decade, we've all witnessed a massive shift from Linear TV to Programmatic CTV. Here are the three biggest reasons I'm seeing as to why: 1️⃣ Precision Targeting & Personalization 🎯 Linear TV relies on broad demographic data, but CTV allows advertisers to leverage first-party data,...
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#5 | Search/Social/Display vs CTV | Who's Really Driving Incrementality
🚀 Fun Facts About Attribution & Ad Spend 🚀 ✅ Search, Social, & Display almost always attribute the MOST conversions & LOWEST CPA – but don't be fooled! ✅ CTV (Connected TV) almost always drives the highest impact on awareness, consideration, AND highest incremental lift 📈 Why? 🔍 Studies show...
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#4 | 3 Reasons Every Marketer Should Be Using Incrementality Measurement
Most marketers measure "performance", but are you measuring true impact? Incrementality measurement is the key to knowing whether your marketing efforts actually drive results—or if you're just paying for outcomes that would've happened anyway. For example, if McDonald's stopped advertising...
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#3 | AI Bidding - Why Every Marketer Needs it in Their DSP
🚀 Why Every Brand Marketer & Agency Needs AI Bidding in Their #DSP 🚀 Think about it: Brand Marketers and Publishers priorities simply don't align. Brand Priorities: ✅ Deliver the budget in full! ✅ Maintain even pacing ✅ Optimize reach & frequency ✅ Target the right audience ✅ Achieve…
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#2 | Retargeting: The Illusion of "Performance"
Retargeting: The Illusion of "Performance" When escalations land on my desk for low or nonexistent incremental lift, the first thing that comes to mind is targeting settings. More often than not, the culprit is the same: Retargeting past purchasers. These campaigns always look great on the...
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#1 | Lift and Incrementality Explained
Title: Marketing Metrics That Matter: Incrementality & Attribution Truths Description: Not all performance metrics tell the real story. In this episode, I break down why incrementality should be your North Star, how misleading attribution inflates ROAS, and why true business growth comes from...
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ABOUT THIS SHOW
Byte Size AdTech Insights for Those of Us Who Live in an AI World For AdTech marketers navigating the intersection of AI, Measurement, and CTV, this podcast delivers byte-sized insights to keep you ahead. Whether you're scaling campaigns, optimizing media spend, or decoding attribution, we break it down—fast, smart, and straight to the point. 🎯 Topics: Incrementality, Attribution, Growth Marketing, CTV, and more. #MarketingMeasurement #AdTech #AI #CTV #Attribution #GrowthMarketing #MediaBuying #MarketingStrategy
HOSTED BY
Steven Ohrnstein
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Frequently Asked Questions
How many episodes does AdTech AI Files have?
AdTech AI Files currently has 32 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is AdTech AI Files about?
Byte Size AdTech Insights for Those of Us Who Live in an AI World For AdTech marketers navigating the intersection of AI, Measurement, and CTV, this podcast delivers byte-sized insights to keep you ahead. Whether you're scaling campaigns, optimizing media spend, or decoding attribution, we break it...
How often does AdTech AI Files release new episodes?
AdTech AI Files has 32 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to AdTech AI Files?
You can listen to AdTech AI Files on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts AdTech AI Files?
AdTech AI Files is created and hosted by Steven Ohrnstein.
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