AdTech AI Files

By: Steven Ohrnstein from Viant Technology
  • Summary

  • Byte Size AdTech Insights for Those of Us Who Live in an AI World For AdTech marketers navigating the intersection of AI, Measurement, and CTV, this podcast delivers byte-sized insights to keep you ahead. Whether you're scaling campaigns, optimizing media spend, or decoding attribution, we break it down—fast, smart, and straight to the point. 🎯 Topics: Incrementality, Attribution, Growth Marketing, CTV, and more. #MarketingMeasurement #AdTech #AI #CTV #Attribution #GrowthMarketing #MediaBuying #MarketingStrategy
    Steven Ohrnstein from Viant Technology
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Episodes
  • #28 | The Man, The Myth, The Legend
    Mar 26 2025
    Pod dedicated to the one and only, Mikhail BerylantPeople, Process, and ToolsFor any company to be successful, it takes these three things. Rarely is there a person that embodies all 3, Mikhail Berlyant is one of the greats that does.I wanted to take a moment to honor Mikhail for the #contribution he has had in my professional career. It was through Mikhail creating Potens.io, a software that sits on top of Google BigQuery, that makes it easy for someone like myself, a non-engineer who knows the business but otherwise no way to bring data to life, to automate & create solutions that empower internal employees to do their jobs and make the lives of our clients a bit easier. This Tool has been used across Viant for the last decade plus, not just Product and Engineering, but nearly every other department across the org, including Operations, Marketing, Accounting, Finance, and Sales. This same tool is the underpinning of Viant's Data Platform, which nobody in our industry can come even come close to competing with. Mikhail is on my shortlist of unsung heroes from which Viant would not exist today without. Without him, I assuredly would have attempted taking on a full-time blogging career a long time ago.Let's continue...When I first started reading Google BigQuery books around 2014-2015, the very first one I purchased was co-authored by Mikhail to my surprise. I’ve never met anyone so PASSIONATE about what they do and so DRIVEN towards excellence. His unrelenting enthusiasm on every call or meeting is unlike anything I’ve ever experienced, and I believe that’s a big part of his success.Mikhail is one of the top contributors on Stack Overflow, with a reputation score of 173,230 (no idea what this means, but for comparison, my reputation is 29). He is one of the top contributors in the world in his field which speaks volumes to his expertise.But more than anything, the only thing that gets him more excited than his work is his family, especially when he talks about his grandchildren. And that is a beautiful thing. While we work in different offices and don’t get to see each other all that often, he’s one of the few people that requires a bear hug every time I do. Thank you, Mikhail, for everything you do. I am forever indebted to your life's work.CALL TO ACTION: For anyone else that was impacted my Mikhail, whether a colleague, friend, or one of the 14.9 million people he's helped on Stack Overflow, share your gratitude in the comments and we'll memorialize this post with an AdTech AI Files pod cast a week from today.Mikhail's Stack Overflow link for the record: https://lnkd.in/gS_sZQDC#AdTech #BigData #DataEngineering #AI #Innovation #TechVisionary #GoogleBigQuery #Viant #Passion #Gratitude
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    11 mins
  • #27 | Conversion Rate Benchmarks
    Mar 24 2025

    “What’s a Good Conversion Rate?” 🤔 The Benchmark Myth


    For as long as I can remember, marketers have asked me:

    “What’s a good conversion rate for my campaign?”


    And here’s the honest answer… it depends.


    Conversion rate benchmarks are tricky because different brands have different goals. A KPI could be downloading a coupon, signing up for an email, opening a bank account, or even buying a car, all of which have vastly different intent levels and friction points.


    The head of Marketing Analytics for one of the largest global OEMs once told me “it’s all relative to the dashboard you’re looking at. There’s a million different options and providers of data, so measuring across providers doesn’t have apples to apples comparisons. Focus on the report you trust and make everything relative to what’s within the given report.”


    With that, when it comes to wanting benchmarks, try these:


    ✅ Instead of chasing an arbitrary benchmark, focus on relative performance.

    ✅ Compare Campaign A vs. Campaign B, not your brand vs. a generic industry average.

    ✅ If one tactic is driving a 20% higher Conversion rate, that’s an insight you can actually act on.

    ✅ Focus on Incrementality, if your spend is driving net new sales at a lower incremental cost per acquisition than your marketing cost, keep going


    Think about it this way:

    Would you rather hit an “industry average” conversion rate, or actually improve what’s working for your business?


    Benchmarks can be a useful reference, but real optimization happens when you focus on your own data, your own customers, and your own goals.


    #ConversionRate #MarketingMetrics #DigitalMarketing #GrowthMarketing #Advertising #Attribution #AdTech

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    5 mins
  • #26 | Foot Traffic 101
    Mar 23 2025

    The Who, What, and How foot traffic measurement works.

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    12 mins

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