Keith Petry, SVP of Data and Identity at Viant, and Scott Messer of Messer Media and host of Ad Tech Therapy join Alan Chapell. They explore Google’s ad tech remedies, publisher economics, industry standards, AI’s impact on content, third-party cookies, measurement, and why stronger collective action may be critical to the future of the open web.
The Chapell Regulatory Insider can be found at: https://chapellreport.substack.com/
Takeaways
- Industry standards only matter when buyers actively adopt them.
- Premium publisher inventory needs clearer economic recognition.
- Publishers need to rethink how they create, distribute, and monetize IP.
- AI is increasing pressure on publishers to protect original content.
- Google’s ad tech remedies could create more vendor choice, but change may be gradual.
- Third-party cookies and identity remain important to measurement and the open web.
Chapters:
00:29 Welcome to The Monopoly Report
01:13 Google, Publishing, Privacy and Identity
02:12 Keith Petry, SVP of Data and Identity at Viant
03:07 What Google’s Ad Tech Remedies Could Mean
04:11 What the Industry Needs From Trade Associations
06:12 Standards, Agentic Buying and Business Outcomes
07:02 The Future of Publisher Economics
09:20 Viant and the Future of Third-Party Cookies
10:58 Scott Messer on Publishers, AI and Ad Tech
11:40 What Gives Publishers Hope
12:31 Rethinking What It Means to Be a Publisher
14:03 Google’s Ad Tech Remedies and Publisher Choice
15:01 Why Trade Groups Need Stronger Collective Action
17:43 Content Marketplaces and AI Licensing
19:44 Protecting Publishers From AI Content Extraction
20:12 Google Search, Licensing and Model Dehydration
21:47 Why Publishers Need Coordinated Action
23:04 Will Third-Party Cookies Survive?
25:19 Apple ATT and the Future of Measurement
27:08 Key Lessons for Ad Tech and Publishers
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