SVP Data + Identity @Viant_Tech // A mix of thoughts on adtech strategy, data-driven products, and the changing foundations of digital media.

Joined January 2010
Hey @JamesBorow, can Viant take the hat ad-space? 😜
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My ten different AI agents texting me that I’ve received an email
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Google’s ad tech remedies, AI content extraction, and publisher economics are reshaping the open web. @chapell68 sits down with @keithepetri of @viant_tech and @Scrilla100 of Messer Media at Marketecture Live Chicago to discuss what comes next. Listen: monopoly-report.com/podcast/…
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Matt Papa thinks the next couple of years produce a wave of very small adtech companies with real revenue...
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If you drive with your windows open on the highway, I don't trust you.
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For fifteen years adtech was rewarded for building pipes. More integrations, more supply, more access. That worked when access was differentiated. It isn’t anymore. Everyone connects to the same things. The next layer isn’t access, it’s intelligence. First clip of a series with Matt Papa👇
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Working on an idea... Who else in adtech does not indulge in drinking? DMs open.
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Who on adtech Twitter wants to jam over 8am coffee tomorrow... ☕️🗽
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Growing up hearing “Wikipedia isn't a valid source” and then entering a workplace where people say “just ask ChatGPT” is a surprisingly strange timeline
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This was a lot of fun! Great way to get into the weeds before some incredible partners discussions next week 🇫🇷🥐
S&N EXCLUSIVE: Can DSPs save publishers? 🤔 Publishers create the content, build the audiences, and bear most of the costs. Yet somehow, after two decades of digital advertising innovation, many publishers capture only a fraction of the value they create. In this long-form exclusive, Brett House and I sit down with @keithepetri, SVP of Data, Identity & Supply at @viant_tech, and Richie Hyden, SVP of Publisher Solutions, for a deep discussion on Viant Publisher Solutions and one of the most important questions facing the open internet: Can publishers reclaim their economic future—or are the economics of digital media fundamentally broken? Check out: "Can DSPs Save Publishers? Keith Petri and Rich Hyden on Viant Publisher Solutions, Identity, and the Future of Monetization" Only on Signal & Noise! signalandnoise.ai/post/can-d…
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I feel confident nobody can check all 20!! How many can you check off? 1. Used a rotary phone 2. Used a floppy disc 3. Used a typewriter 4. Taken photos with a film camera 5. Listened to music on a CD 6. Listened to a cassette tape 7. Listened to a vinyl record 8. Listened to music on a Walkman 9. Listened to music on a boombox outside 10. Watched a video from a VHS tape 11. Sent or received a fax 12. Recorded music from radio to cassette 13. Rented a video from Blockbuster 14. Accessed the internet by dial-up 15. Used a phone book 16. Sent a postcard 17. Used a paper map to get somewhere 18. Owned a dictionary 19. Owned an encyclopedia 20. Paid with a paper cheque/check
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Shout out to Mary for bringing us all together 👜👡
Replying to @keithepetri
@keithepetri from @viant_tech joins @sam_khoury1 to unpack identity, SPO, and CTV attribution. Why does proof matter more than promises? Link below. news.marketecture.tv/podcast…
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it’s called “single sign on” because you have to deal with it every single time you try to do anything
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I’m sorry, But if the CEO/founder isn’t intense You basically have no shot. Join a different startup.
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Airbnb CEO Brian Chesky on why your company has too many meetings (and it's not what you think) Most companies blame meeting overload on bad habits, weak managers, or poor scheduling. @bchesky thinks they're looking in the wrong place entirely. The real culprit is simpler and harder to fix than any of those things. You just have too many people. "The reason there's too many meetings in a company isn't because they don't have meeting-no-meeting Wednesdays. It's because they have too many people. People create meetings. And the best way to get rid of meetings is to not have so many people." His argument runs deeper than headcount management. It's about what happens when you hire people who aren't truly excellent and what those people inevitably do next. You've probably heard the classic line: A-players hire A-players, B-players hire C-players. Chesky amends it: "B players hire lots of C players — not just a few, but a lot. Because those are the kind of people that like building empires." The reason is structural, not personal. A person who can't do the job can't hire someone better than themselves, so they hire down. Then they need two or three of those people just to cover the gap. Those people scatter, pulling in different directions, and suddenly you have more meetings, more overhead, and less output. Chesky's response at Airbnb was surgical. He removed layers of management and returned to a functional structure with one strict rule: You can only manage a function if you're actually an expert in it. "The head of design has to actually manage the work first. You don't manage people. You manage people through the work." He credits this thinking to Jony Ive. At most tech companies, heads of design manage the people rather than the design itself, a separation Chesky found completely incoherent. "How can you manage the people separate from the design? Jony Ive would say, 'No, my main job is to manage the work. I build a team and we design together, but I'm mostly looking at the work. I'm not having career conversations all day long. That's crazy.'" Lean means every person is genuinely excellent and led by someone embedded deeply enough in the craft to judge their output. When that's true, decisions move faster and work gets evaluated on its merits. Most companies treat meeting overload as a scheduling problem. Chesky thinks that's the wrong diagnosis entirely, and until you address the root cause, no policy is going to fix it.
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New York is about to make a $28.5B mistake #QSBS NY Senate Bill S8921 would tax startup gains that are tax-free federally and in most states. Retroactive to Jan 1, 2025. The data on what's at stake: 1. $28.5B in NYC VC investment in 2024 (2nd in the US) 2. $174.5B in startup exit value over 6 years 3. 809,000 ecosystem jobs, $291B in economic output 4. A founder with a $10M exit would owe $1.48M in new state/city tax 5. NY already lost $111B in AGI to interstate migration over the past decade 6. The feds just EXPANDED QSBS benefits. NY wants to eliminate them. 7. NJ just adopted QSBS conformity. NY would move against its own neighbor. I built a full research-backed analysis with interactive stress testing (not perfect but good enough to show the impact and make a point) valueaddvc.com/ny-qsbs
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