Quo Vadis: Advertising Economic Forum Podcast with Mathieu Roche
Mon Oct 06 2025
💡 Takeaways:
🎯 Targeting and Measurement are Inseparable: Advertising money flows to where it can be both accurately targeted to an audience and reliably measured for its impact on business outcomes, making identity the core enabler of both capabilities.🧠 Generative AI Rewards Quality Content: The impact of Generative AI on web traffic is nuanced: sites providing factual, transactional content may suffer declines, while legitimate, long-form, complex content providers may see traffic increases through AI-driven referrals, potentially "cleaning up" low-quality Made-For-Advertising (MFA) sites.📺 CTV Programmatic is Maturing: While the technical capacity for targeted, user-level programmatic ad buying on CTV exists (with ID5 IDs on millions of TV sets), the broader market adoption is slower as business practices transition from traditional linear TV upfronts and annual budgets.💶 Identity as a Currency: Identity solutions must be treated as a commodity where widespread adoption, rather than simply technology, is the number one factor for value, operating like a currency that becomes more valuable the more people use it.🛠️ European Founders Prioritize Frugality: European startup founders often operate with a more frugal and shrewd approach to money management due to less available capital than in the US, forcing them to be more disciplined and efficient with smaller seed rounds.📚 Chapters:
2:28 The Future of Websites in the Age of AI
5:21 Impact of AI on Website Traffic
8:03 The MFA Problem and Industry Changes
9:12 ID5's Identity Graph and CTV Applications
13:41 The State of CTV Advertising
16:31 Universal Identity Standards and ID5's Strategy
21:01 European vs. American Startup Approaches
25:52 French Ad Tech Success and Funding Environment
32:05 Remote Work Culture at ID5
🎙 Guest: Mathieu Roche
🎤 Host: Tom Triscari
📺 Sponsors: Yahoo! & DoubleVerify
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💡 Takeaways: 🎯 Targeting and Measurement are Inseparable: Advertising money flows to where it can be both accurately targeted to an audience and reliably measured for its impact on business outcomes, making identity the core enabler of both capabilities.🧠 Generative AI Rewards Quality Content: The impact of Generative AI on web traffic is nuanced: sites providing factual, transactional content may suffer declines, while legitimate, long-form, complex content providers may see traffic increases through AI-driven referrals, potentially "cleaning up" low-quality Made-For-Advertising (MFA) sites.📺 CTV Programmatic is Maturing: While the technical capacity for targeted, user-level programmatic ad buying on CTV exists (with ID5 IDs on millions of TV sets), the broader market adoption is slower as business practices transition from traditional linear TV upfronts and annual budgets.💶 Identity as a Currency: Identity solutions must be treated as a commodity where widespread adoption, rather than simply technology, is the number one factor for value, operating like a currency that becomes more valuable the more people use it.🛠️ European Founders Prioritize Frugality: European startup founders often operate with a more frugal and shrewd approach to money management due to less available capital than in the US, forcing them to be more disciplined and efficient with smaller seed rounds.📚 Chapters: 2:28 The Future of Websites in the Age of AI 5:21 Impact of AI on Website Traffic 8:03 The MFA Problem and Industry Changes 9:12 ID5's Identity Graph and CTV Applications 13:41 The State of CTV Advertising 16:31 Universal Identity Standards and ID5's Strategy 21:01 European vs. American Startup Approaches 25:52 French Ad Tech Success and Funding Environment 32:05 Remote Work Culture at ID5 🎙 Guest: Mathieu Roche 🎤 Host: Tom Triscari 📺 Sponsors: Yahoo! & DoubleVerify