Observed Signal · Oct 7, 2026 · Market Signal · Source: Viant · Impact: 2/5
Episode 85: Live from Chicago at ML: Google Ad Tech, AI and the Future of Publishing
Keith Petry, SVP of Data and Identity at Viant, explores Google’s ad tech remedies, publisher economics, industry standards, AI’s impact on content, third-party cookies, measurement, and why stronger collective action may be critical to the future of the open web.
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2026 General Counsel Awards Nominees
Ritesh Patel, Chief Legal Officer at Viant, was recognized for his leadership and contributions to the business community as a nominee at the 2026 General Counsel Awards, presented by The Orange County Business Journal.
Attention Measurement Key for CTV Ads
At ADWEEK Exchange in Dallas, industry leaders discussed how attention data can improve Connected TV (CTV) advertising. TVision CEO Yan Liu showcased that attention, not just reach, drives conversions. Panelists from Zoom, AT&T, and St. Jude described using CTV for targeted storytelling, while Viant's Chris Vanderhook highlighted the acquisition of IRIS.TV for title-level content signals. The event concluded with advice to use attention data for real-time campaign optimization.
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