What IAB Tech Lab’s Katsur Predicts Next For Media

mediapost

By Laurie Sullivan

It has been a struggle educating marketers across the advertising industry on artificial intelligence, as well as Google’s Chrome Privacy Sandbox.

As 2024 rolls in and AI-related technologies and Google’s initiative roll out, many believe next year will present major changes and many opportunities for the industry.

Anthony Katsur, CEO of IAB Tech Lab, has a long history in the advertising industry focused on technology. He’s a board member of PureCars and advisory member at Kerv Interactive, and worked at Rubicon Project, MediaMatch, and DoubleClick, among others, throughout his career.

MediaDailyNews caught up with Katsur to learn more about his thoughts on how AI will change media buying, the most likely technology advancements in 2024, and the deprecation of cookies on Google Chrome. 

Media Daily News:  How will AI change media buying in 2024?

Katsur:  AI is not new to media buying. The programmatic ecosystem has employed basic machine learning — a subset of AI — since the launch of the first DSPs and SSPs. But as data storage and CPU processing costs continue to drop via the cloud, more advanced forms of AI leveraging neural networks, deep learning, and employing reinforced learning techniques, amongst other advanced AI techniques, will significantly deepen its influence on media buying.

It will refine audience targeting to more intelligent cohorts and look-alike models and utilize near real-time optimization to adjust strategies for better performance and cost-effectiveness.

More innovative predictive analytics powered by AI will offer foresight into trends and market shifts, guiding proactive decision-making. Integrating voice and visual search, AI will enhance ad placements and formats while assisting in content creation through suggested variations and refinements.

AI will empower advertisers with advanced tools to reach audiences more effectively and tailor ad experiences to individual preferences. While this will not all occur in 2024, we will see advancements in these areas.

MDN:  What are the most likely technology advancements to support advertising in 2024, and why?

Katsur:  Several technological advancements are poised to bolster advertising efforts. Diverse addressability solutions such as RampID, Neustar, and UID2 will gain prominence as alternatives to traditional identifiers like cookies, ensuring more robust targeting capabilities.

AI and machine learning will continue to evolve, enabling better audience segmentation, dynamic ad placements, and more precise campaign performance predictions.

Consolidating and standardizing audience IDs and measurement across streaming platforms will streamline advertising efforts in the dynamic realm of online video and audio content.

MDN:  Which ad technology or words will become obsolete (or fade out) in 2024?

Katsur:  In 2024, traditional ad technologies reliant on third-party cookies and deterministic tracking methods will face obsolescence. With the imminent demise of cookies and the push for enhanced privacy measures, technologies solely dependent on outdated identifiers will fade out.

Terms associated with singular tracking methods, such as “cookie-based targeting,” will become antiquated as the industry shifts toward more diversified addressability solutions.

MDN:  Will Google Sandbox have a higher success rate compared with browser cookies?

Katsur:  This is highly unlikely based on the Tech Lab’s current analysis, which is still in process via the Privacy Sandbox Task Force created by the Tech Lab earlier this year.

The Google Privacy Sandbox represents a significant shift in addressing user privacy concerns compared to browser cookies. The practical implications of Privacy Sandbox Protected Audience APIs on programmatic buying remain obscure, and much of the industry has only begun to test them.

The advent of protected audience APIs signals a radical shift in programmatic auctions, fundamentally altering functionalities integral to current practices.

Aspects like frequency capping, video advertising, audience creation, impression counting, and more are severely affected, degraded, or in some cases, intentionally unsupported, necessitating a fundamental understanding for all stakeholders engaged in programmatic advertising within Chrome.

A wide swath of the industry does not understand Chrome’s Privacy Sandbox as well as they think they do.

There is a general lack of preparedness across the industry globally. This is why the Tech Lab created the Privacy Sandbox Task Force, which will publish its gap analysis in Q1 of 2024. 

Read the original article here.

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Jake Williams
VP, Brand & Agency Partnerships

Jake Williams is the VP of Brand and Agency Partnerships at KERV.ai. He joined KERV in 2021 as one of the inaugural members of the Brand and Agency Partnerships team. Since then, he has successfully expanded the team of partnership leads and now manages the East Coast portfolio. 

Before joining KERV, Jake held a role at GumGum, where he led partnerships with PHD Media. His career began at Digitas, where he worked on the American Express account. Outside of work, Jake has an adorable dog named Luna—after whom one of our conference rooms is named. Fun fact: Jake is a triplet!

Mark Corte
VP, Brand & Agency Partnerships

Mark Corte is the VP of Brand & Agency Partnerships for the Midwest and West regions at KERV.ai. He leads a team focused on growing KERV’s AI-powered video solutions by showing advertisers how turning their standard video and static creative into interactive, shoppable experiences drives higher engagement, deeper interaction, and higher sales conversions. 

Mark has 20+ years of experience developing and executing sales strategies across existing and emerging media platforms. He has built strong relationships with decision-makers and representatives of Fortune 500 brands, as well as leaders in corporate innovation and transformation—relationships rooted from his experience at The Trade Desk, Warner Bros. Discovery, and The Weather Channel. His previous experiences paved his path to a career in streaming and linear video across sports, news and entertainment, as well as OLV, display, programmatic, and data-driven audience-buying solutions. Mark has built trust with his clients and team by prioritizing clear, transparent, and direct communication, and by exemplifying agility, grit, and grace under stress.

Mark lives with his wife and three teenage boys, who have him busy as an unpaid rideshare driver across great Los Angeles. He’s a native Chicagoan—still a fan of all Chicago sports teams, (sans the Cubs)—and an alum of the University of Iowa.

Rich Kentopp
VP, Product Management

Rich Kentopp is the VP of Product at KERV.ai, where he leads the Product Management team and plays a key role in shaping the company’s technology strategy. Since joining, he has scaled the Product team, built new channels of communication between technology and the business, and partnered cross-functionally to deliver innovative solutions that drive measurable business impact.

With over a decade of experience scaling startups across the health tech, social impact, and ad tech industries, Rich brings a blend of strategic thinking, team-building, and user-centered approach to his work. His leadership is grounded in empathy and clarity—skills shaped by both his pastoral background and formal theological training.

Rich holds a BA in Psychology from the University of Texas at Austin and a Master of Divinity from Fuller Theological Seminary. His time in ministry continues to influence his approach as a technology leader: mission-driven, collaborative, and people-first.

Devin Monds
Head of EMEA Sales

Devin is a dedicated and experienced media sales professional with over 15 years in the digital media space in both North America and EMEA. He most recently headed up the International Team at Adludio, the premier advertising platform for delivering strong creative on mobile devices. Prior to his role at Adludio, Devin worked on the Global Brand Partnerships team at CAA Sports in London, and was International Sales Director at LoopMe where he built out the US West Coast Sales Team from Los Angeles. With a proven track record of new business development and revenue generation, Devin has a multitude of solid relationships with brands and agencies, globally.

He relishes the opportunity to engage with new clients on a daily basis, in order to identify tailored solutions that can drive their desired outcomes. Furthermore, he takes pride in his culinary skills, often experimenting with new recipes and delivering delectable results.






    Brad Quinn
    SVP, Enterprise & Publisher Partnerships

    Brad Quinn is the SVP of Enterprise Partnerships at KERV.ai, spearheading collaboration across Publishers, Platforms and Retail Media Networks. Focusing on KERV’s patented metadata, he establishes and leads relationships with content providers and platforms to bring contextual targeting, brand safety and interactivity to life. He works with both US-based and Global partners. 

    Prior to joining KERV, Brad began his career at Publicis as a Buyer and Planner before moving to Paramount and then Warner Brothers Discovery in Sales & Business Development roles.

    David Knight
    VP, Engineering

    Before joining KERV in 2018, David Knight spent over 31 years building software products for large corporations like IBM and Schlumberger, 3-person “garage” startups and everything in between. He’s spent the last 15 years discovering and refining the tools, development process, and necessary culture that create great Engineering teams capable of meeting the special demands of technology driven startups.

    Dan Bloomfield
    VP, Technical Ad Operations

    Daniel Bloomfield is the VP of Technical Operations at KERV.ai. He oversees the Ad Operations teams, which supports the set-up and trafficking of campaigns across all DSPs and ad servers. His team also investigates and helps resolve discrepancies and ad-related issues. 

    Before joining KERV, Daniel has had a long career in digital advertising. He began his career working for NBC Universal in 2006, and after moving to Austin, he continued his career by continuing to work with TV publishers on VAST and VPAID ads. In 2014 he began to work in the programmatic ad space. 

    Daniel has a Bachelor’s of fine arts degree from the Rhode Island School of Design.

    Creed Pettit
    SVP, Head of Partnerships

    Creed Pettit is an entrepreneurial sales executive offering experience in all aspects of solutions selling, team management, negotiation, organizational leadership, go-to-market strategies and momentum driven models. Prior to joining KERV, Creed served as Media & Entertainment Vertical Sales Leader, Global Business Solutions at TikTok.

    Karen Germ
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    Karen Germ is a seasoned marketing and communications professional with a nearly 15‑year history serving in leadership roles across the advertising and technology landscape. Most recently, Karen served as OAAA’s VP of Marketing where she implemented industry leading initiatives to elevate and promote the power of OOH for advertisers, agencies, partners and consumers. 

    Ryan Schoenfeld
    VP, Technical Partnerships

    Ryan Schoenfeld is currently the VP of Technical Partnerships at KERV.ai, and is responsible for bridging KERV’s robust metadata and ad toolset with tech platforms in the space. Additionally, he spearheads mapping industry infrastructures and systems across ad servers, SSPs, and SSAI platforms, with the ultimate goal of innovating in the most efficient and scalable ways for KERV’s partners. He is passionate about strategy and is constantly looking for net-new solutions that will maximize partner outcomes and amplify results. 

    Prior to joining KERV, Ryan started his career at a small, local, media-buying agency that was later acquired by LIN Media before undergoing two more acquisitions into Nexstar Broadcasting. During this time, he expanded into management and leadership roles focusing on media buying and programmatic strategy before ultimately joining KERV to lead operational strategy with a focus on media planning and programmatic buying.

    Ryan holds a Bachelor’s degree from the University of Texas at Austin and has been leading strategic teams for over ten years.

    Bill Roberson
    VP, Creative Strategy & Design

    Bill Roberson is the VP of Creative Strategy and Design at KERV.ai. Bringing over 17 years of experience in the digital space, Bill specializes in Media Buying, Client Services and Ad Operations, including Media Optimization and Publisher development. 

    Prior to KERV, Bill spent 10 years at Nexstar (Previously Lin Digital and Red McCombs Media). Bill’s intrinsic creativity and exposure to so many specialties within the Media landscape has allowed him to grow into the role he feels he was meant for: leading Creative Strategy and Design.

    Grant Gorton
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    As KERV.ai’s VP of UX/UI & Design, Grant Gorton brings over 20 years of experience in design and creative direction. Before joining KERV, he specialized in packaging and branding design in Pittsburgh, PA. He then returned to his hometown of Austin, transitioning into digital media, where he built and managed a team of designers focused on creating custom rich media ad units, developing new products, and supporting branding and pitch materials.

    Since joining KERV in 2018, Grant has played a pivotal role in shaping the company’s trajectory by establishing and leading a team responsible for its branding and visual identity, event and social marketing, and web design. His team also developed KERV’s sales and marketing materials, spec documentation, and significantly contributed to the creation and design of the company’s comprehensive product offerings. 

    Currently, Grant primarily focuses on KERV’s higher-level platform products, developing intuitive user experiences and innovative solutions that enable clients to unlock new opportunities and extract greater value from their extensive content and data collections.

    Michael Fleischman
    Chief Financial Officer

    Michael is currently the CFO of KERV Interactive in addition to being an Executive in Residence at Progress Partners, a Merchant Investment Bank and Venture Fund. A seasoned C-Suite executive with a broad array of expertise in Accounting, Financial Planning, M&A, Board Governance and External Commercial Banking and Private Equity Relationships.

    Prior to KERV Interactive Michael was the CFO and current Board Member at Digital Remedy, a privately held media execution company supporting agencies, publishers, and brands in navigating the complex ad tech landscape of digital success.

    Prior to Digital Remedy Michael spent 20 years at Cablevision and Rainbow Media Holdings
    during which he was instrumental in the launch and management of multiple Regional sports networks and a number of National Cable Networks including American Movie Classics (AMC), Bravo, The Independent Film Channel as well as the structuring of partnerships with companies including Liberty Media, NBC, Fox/NewsCorp, and MGM.

    Additionally, Michael played lead finance role in the acquisition of a number of professional sports teams including Madison Square Garden, the successful IPO of Cablevision, and a tracking stock at Rainbow Media. Michael was also involved in the creation and successful launch of Rainbow Advertising Sales, one of the cable industry’s first local advertising sales rep firms and has married his linear experience with a robust understanding of the intricacies of new media, creating a unique skill-set.

    A native of the New York City area, Michael resides with his wife where he enjoys biking, tennis and spending time with his wife and three adult children.

    Taylor Pate
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    Taylor Pate is the CTO at KERV Interactive, with over 16 years of experience in the advertising and creative industry, known among his peers as a technical and creative powerhouse.

    Taylor’s career began in 2008 as an animator and art director, specializing in the design and production of interactive art. He created 3D illustrations for advertisers such as HP and Dell, and developed 3D animations and tools for top video game series including Club Penguin and The Sims.

    Transitioning to focus on automation, e-commerce, and software development, Taylor joined LIN Digital in Austin, Texas. Over five years, he built a powerful framework to automate the production of thousands of rich media ads annually, developed high-performance ads for major brands, and led the engineering of PHNX, the company’s order management system that processed millions of dollars in ad campaigns monthly. He concluded his tenure at Nexstar Digital as Director of Engineering, leading a team of over 16 engineers and product managers before taking on his current role at KERV Interactive.

    Jay Wolff
    Chief Revenue Officer

    Jay Wolff is currently the Chief Revenue Officer at KERV Interactive, leading global revenue and partnerships. In addition to KERV, Jay is the President of 212NYC, New York’s leading organization for the digital advertising and the media industry. 212NYC’s mission is to build a better advertising industry by providing the programming, tools, and thought leadership to help move the industry forward.

    Jay’s expertise in scaling significant revenue and partner growth in the advertising industry spans 20 years. Most recently, Jay served as Chief Revenue Officer of Varick Media, and Chief Growth Officer at Boostr, the first end-to-end SaaS revenue management system for media companies. Previously, as Regional Vice President of SambaTV, Wolff built the revenue organization and east coast market from the ground up to $100M in revenue. Jay has been tapped for industry thought leadership and panel participation by the likes of Mediapost, Ad Age, and Digiday. 

    Prior to joining SambaTV, Wolff served as Vice President of agency and brand partnerships at PulsePoint; instrumental to the merger of ContextWeb and Datran Media.

    Originally from Armonk, NY, Jay holds a BS in Marketing from Syracuse University and a Certificate of Management from the University of Chicago. Jay resides in Rye Brook, NY with his wife, darling daughter, Olivia, and newborn son, Logan.

    Dan Bienenfeld
    President

    Dan Bienenfeld is currently the Co-Founder and President of KERV Interactive and a seasoned serial entrepreneur who has built startups for more than 35 years. Before joining KERV he has founded seven startups and architected successful exits for a number of them. For four years, he served as CEO of TimeCard Specialists, which created a cutting-edge time attendance software app that streamlined payroll for union members in the TV, film, and commercial industries. TimeCard Specialists was sold in 2016.

    Before that, he was CEO of Total Vision Care for nearly eight years. Total Vision Care built one of the largest mobile diagnostic services in eye care. This service provided ophthalmologists & optometrists with state of the art equipment and licensed technicians right in their own practice to diagnose various eye diseases.

    Gary Mittman
    Chief Executive Officer

    Gary Mittman is currently the Co-Founder and CEO of KERV Interactive and brings more than 30 years in technology and direct marketing, as well as substantial experience in building startups to exit with creativity and agile development. Before joining KERV he held numerous top-ranking leadership roles; Founder & President of Nami Media (which was acquired by Lin/Nexstar Media Group), CEO & Founder of Marina Communications (also acquired), and Vice President of New Business Development – Direct Response at Western International Media leading the team in the new frontier of Infomercials.

    Gary brings a decade of experience in the entertainment industry, including managing all tier one acts booking for New York City’s premiere performance nightclub “The Ritz” as its Executive Manager and Booking Agent, Executive Producer of the first MTV concert series “Live At The Ritz”, a Professional Manager at Chappell Music Publishing, and started out as an Assistant to legendary Clive Davis at Arista Records.

    Andi Fenster
    CPO

    Andi Fenster went into the profession of Human Resources 30 years ago, because she believed from a young age that the way you treat your employees is what you get out of them. Her goal as an HR professional has been to help create the type of work environments that inspire folks to want to come to work. She is also a Management/Leadership/Career Coach and her focus is optimizing humans focusing on the mind‑body connection. 

    “We, each, have tremendous potential and the abilities to level‑up if we choose to understand how to get the support we need to get us there. Helping talent thrive and helping them create success is my reason for doing what I do.”

    Marika Roque
    Chief Innovation Officer

    Marika Roque is currently in her second year as the Chief Innovation Officer at KERV Interactive, following four years as the company’s Chief Operating Officer. She is recognized for her expertise in digital media, data, and organizational infrastructures, with over 15 years of professional leadership experience. Prior to joining KERV, Marika worked as the Vice President of Digital Operations for Mass², a division of the multi-billion-dollar corporation Nexstar Digital LLC. Before that, she served as Vice President of Digital Media & Activation at LIN Digital and Nexstar, leading several departments while advising leadership on digital strategy during multiple acquisitions, including Media General, LKQD, Yashi, Dedicated Media, Federated Media, etc..

    Marika has held senior-level positions with leading agency and digital technology teams in Austin, Texas, including Sizmek and GSD&M, a subsidiary of the Omnicom Group. She also spent several years in Chicago working for FCB Global and Starcom MediaVest Group, a division of the Publicis Groupe. At Starcom, she played a key role in creating the first agency-side programmatic pipelines, contributing to what the industry now refers to as an agency trading desk. Her extensive experience in programmatic advertising dates back to its inception. She also worked on global client strategy and activation for brands like Newell Rubbermaid and their subsidiaries, including Paper Mate and Sharpie, as well as Microsoft B2B. 

    Marika holds a bachelor’s degree in advertising from The University of Texas at Austin, where she was also a Division I collegiate athlete. Hook ’em.