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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