AdTechGod Pod

Ep. 118 Inside 16 Years of AdTech: Nathan Thomas on Data, CTV, and What’s Next

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Nathan Thomas, Principal at Thomas Media Consulting and former Playwire leader, joins the AdTechGod Pod to unpack his 16-year journey across publisher ops, programmatic sales, and data partnerships, plus his take on where the open web, CTV pricing, digital out-of-home, and publisher data control are heading next.


Takeaways

  • Nathan Thomas transitioned from a long career at Playwire to consulting.
  • The publishing industry has become increasingly complex and challenging.
  • Digital out-of-home advertising presents unique opportunities for engagement.
  • Monetization pressures are mounting for publishers due to rising content costs.
  • The open web is facing significant challenges with traffic decline.
  • Data management and privacy are critical for publishers moving forward.
  • AI is rapidly changing the landscape of advertising and content creation.
  • Gaming advertising is underutilized and has potential for growth.
  • Curation in advertising can be beneficial if managed properly.
  • Future trends in advertising will focus on innovation and data-driven strategies.


    • Chapters

    00:00 Introduction to Nathan Thomas and His Journey

    04:05 Transitioning to Consulting: A New Chapter

    06:24 The Evolution of the Publishing Industry

    09:18 Challenges in Monetization and Supply Chain

    12:54 The Rise of Digital Out of Home Advertising

    16:56 The Future of Open Web and Data Management

    20:31 Navigating the Data Landscape in Advertising

    24:14 Looking Ahead: Trends and Predictions for 2026

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