Ep. 118 Inside 16 Years of AdTech: Nathan Thomas on Data, CTV, and What’s Next

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
Learn more about your ad choices. Visit megaphone.fm/adchoices