Is every tech company an adtech company? — Auren Hoffman // SafeGraph
- Part 1Data priorities differentiation for marketers — Auren Hoffman // SafeGraph
- Part 2Data ecosystem & accessibility predictions — Auren Hoffman // SafeGraph
- Part 3 Is every tech company an adtech company? — Auren Hoffman // SafeGraph
Show Notes
-
02:39Investing in ad techThose who invested in the tech side of ad tech have done extremely well. While the tech side of ad tech will be a continually good place to invest, the ad side may not be the best place to be.
-
04:02Companies in ad tech creating technologyMany companies that call themselves ad tech or tech companies arent actually creating any new tech. Essentially, theyre just repackaging solutions that already exist.
-
05:10What happened to companies on the ad side of ad techMany of these ad companies became agencies which later got shut down. This is due to them not being long-term sustainable businesses. As a result, they werent great investments.
-
06:25Whether every company should be an ad tech companySelling ads makes sense if you're a big marketplace like Instacart or Airbnb. For other types of companies, its best to stick to your core product.
-
08:04Providing advertising as a revenue channel after scalingAs companies grow, it's natural for them to layer on more channels. While it makes sense to layer on some ad tech, it shouldnt be the core reason why your company exists.
-
09:09The likelihood that Apple will become an ad tech companyAdvertising isnt Apples core business. So, while it would be a great revenue generator for them, it likely wouldnt become a priority for them.
Quotes
-
"There's usually two pieces to think about with ad tech companies. There are companies much more closer to the ad part on the continuum and companies much more closer to the tech part." -Auren Hoffman, CEO, SafeGraph
-
"If you invested in ad tech over the last 20 years broadly, just as an index, and you were an angel investor, you would've done incredibly well." -Auren Hoffman, CEO, SafeGraph
-
"A lot of companies in ad tech don't have much tech. And, they're redoing things, or they're putting things in, or they're a bunch of salespeople who are doing stuff." -Auren Hoffman, CEO, SafeGraph
-
"Most companies in ad tech are more on the ad side. There's some tech in there, but they're probably overweighted on the ad side. Usually, the ones that have the better outcomes are more on the tech side." -Auren Hoffman, CEO, SafeGraph
-
"For companies that aren't huge marketplaces, stick to your core product. Running extra ads could yield a few points in margin to your company. But, there's a lot of other things you should be doing instead." -Auren Hoffman, CEO, SafeGraph
-
"Apple recently announced a buy now, pay later piece of their business. It has nothing to do with their core mission, but its a great revenue driver for the company." -Auren Hoffman, CEO, SafeGraph
- Part 1Data priorities differentiation for marketers — Auren Hoffman // SafeGraph
- Part 2Data ecosystem & accessibility predictions — Auren Hoffman // SafeGraph
- Part 3 Is every tech company an adtech company? — Auren Hoffman // SafeGraph
Up Next:
-
Part 1Data priorities differentiation for marketers — Auren Hoffman // SafeGraph
Auren Hoffman, CEO at SafeGraph, discusses marketing success through differentiation. 10 years ago, even hundred billion dollar companies were unable to hire many great data engineers. Fast forward to 2022, and even the average company is able to hire plenty of good data engineers to analyze large amounts of data using the tools available. Today, Auren talks about data priority differentiations for marketers.
Play Podcast -
Part 2Data ecosystem & accessibility predictions — Auren Hoffman // SafeGraph
Auren Hoffman, CEO at SafeGraph, discusses marketing success through differentiation. In the next decade, data and privacy regulations are very likely to increase. Considering the fact that entities like the NSA have been hacked, it makes perfect sense that the focus going forward will not only be on data privacy, but data security. Today, Auren talks about the data ecosystem and accessibility predictions.
Play Podcast -
Part 3Is every tech company an adtech company? — Auren Hoffman // SafeGraph
Auren Hoffman, CEO at SafeGraph, discusses marketing success through differentiation. Ad tech generaly has two peices to consider, ads and tech. Over the last 20 years, if you just invested on the ad side, you’d have done okay, but if you invested in the tech side, you would've done incredibly well. Today, Auren talks about whether every tech company is an ad tech company.
