The Complete Feed

Publishers create the content, build the audiences, and bear the costs—yet often capture only a fraction of the value they generate. In this Signal & Noise exclusive, Rio Longacre and Brett House sit down with Keith Petri and Rich Hyden of Viant to explore the future of publisher monetization, identity, CTV, signal quality, and programmatic advertising. The conversation examines how publishers can strengthen their position in the digital advertising ecosystem and reclaim econ

What happens when an AdTech engineer decides software isn’t ambitious enough? In this episode of Signal & Noise, Brett House and Rio Longacre speak with Blake Scholl, Founder and CEO of Boom Supersonic, about reviving supersonic flight, lessons from Amazon and Groupon, the future of AI, and why the biggest breakthroughs come from building hard things the world stopped believing in.

The MarTech Stack was built for a world where humans operated software manually. But AI agents don’t navigate dashboards, workflows, and software categories the way people do — they orchestrate systems. As AI collapses the boundaries between Martech, AdTech, data infrastructure, and workflow automation, the industry is shifting away from disconnected stacks of tools and toward integrated Marketing Operating Systems built around context, orchestration, identity, and intelligen

Advertising is coming to AI, but it may not reshape the industry in the way many expect. In this article, Rio Longacre examines the fierce debate between skeptics, optimists, and purists, arguing that ads will become a significant revenue stream for AI platforms like OpenAI, Anthropic, and Gemini. The key insight: unlike Google Search, these companies already generate extraordinary subscription and enterprise revenue, making advertising highly valuable—but ultimately incremen

In this episode of Signal & Noise, Scott McKinley joins hosts Brett House and Rio Longacre to unpack the hidden data quality crisis inside Connected TV. From identity graphs and audience targeting to authenticated users and trust in advertising, the conversation explores why bad data may be wasting billions in media spend.

The independent infrastructure era may be ending. In this "Signal Break," we unpack one of the most consequential AdTech deals in years: Publicis Groupe acquiring LiveRamp. Joined by Bob Walczak and Krish Raja, we break down what this deal really means for identity, clean rooms, publishers, UID2, systems integrators, and the future of the open internet.

Connected TV is increasingly being sold as though it should perform like Google and Meta. But television was never designed to capture intent in the moment. Its power lies in building familiarity, emotional resonance, and mental availability over time. In this essay, David Nyurenberg argues that forcing CTV into performance marketing frameworks misunderstands what makes television uniquely valuable—and risks undermining the very qualities that make it effective.

Most companies don’t fail at strategy—they fail at execution. In *Signal & Noise*, Tom Amies-Cull breaks down why transformation struggles in complex organizations: poor coordination, unclear decision-making, and weak operating models. AI won’t fix broken systems—it will amplify them. Real change requires aligned incentives, strong leadership, and scalable execution.

Careers in AdTech follow the market—not a straight path. In this Signal & Noise episode, Evgeny Popov shares a full-stack view across publishers, agencies, DSPs, and CTV. From acquisitions to ACR data and measurement challenges, we explore how TV is becoming a data-driven channel—and why those who understand the entire ecosystem are best positioned to win.

Who wins and who loses when media buying goes agentic? AdCP isn’t just a new protocol—it’s a shift in where media decisions happen. As allocation moves upstream from auctions to agent-driven negotiation, DSPs, SSPs, publishers, and agencies all face structural disruption. This isn’t about better automation. It’s about control—and a fundamental reshaping of how the market operates.

The current market is full of adjacent providers and short on anyone willing to own the full chain between product value and commercial execution. What fills that gap is not just strategy and not just execution. It is GTM Intelligence. By GTM Intelligence, I don't mean RevOps dashboards, sales intelligence, or pipeline inspection tools. I mean the decisioning layer that determines what matters, what deserves focus, what the market needs to hear, and where the commercial

The old martech stack is not just messy. It is starting to get in the way. In this GTM Slop piece, Brett House breaks down Scott Brinker’s new report on the AI-era martech stack and explains why the shift from rigid stacks to composable systems matters for speed, integration, data, and growth. The real advantage will not come from buying more tools. It will come from building a growth system that moves faster, decides better, and executes with less friction.

AdTech has powerful tech but weak marketing. In this Signal & Noise episode, Joe Zappa (Sharp Pen Media) explains why CEOs must lead messaging with clear beliefs—not jargon. Learn how to stand out in a crowded market, build strong narratives, avoid “AI slop,” and turn authenticity into a competitive advantage.

What if your next biggest competitor is not another vendor, but Claude Code deciding your category does not need to be bought at all? This piece looks at how coding agents are starting to shape technical vendor selection, why that changes GTM, and what B2B software and AI companies need to do now to avoid getting bypassed before a salesperson ever gets involved.

At RampUp in San Francisco, hosted by LiveRamp, industry leaders gathered to discuss the future of identity, data collaboration, retail media, and AI in advertising. In this Signal & Noise episode, hosts recap the event and share insights from top AdTech voices on how privacy, data, and AI are reshaping modern marketing.