Search Engine Journal Show - The Future of Programmatic - Transparent & Value Driven with Rajeev Goel - EP 291

The Future of Programmatic - Transparent & Value Driven with Rajeev Goel - EP 291

10/31/22 • 52 min

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Search Engine Journal Show

Can programmatic be transparent and value-driven, given the deprecation of third-party cookies? Absolutely.

Rajeev Goel, Co-founder and CEO of PubMatic, joins me on the SEJShow to talk about the future of programmatic.

You can expect to hear critical insights on Google's open bidding, ID services, how AI can play a future role, bidding after cookies, CTV, trends, and more.

Header bidding came to exist in the first place because publishers felt they were not getting a fair auction inside the Google Ad Tech stack. So header bidding was designed to open up that auction process and bring transparent participants. –Rajeev Goel, 25:28

What header bidding did was that it allow publishers to work with multiple monetization platforms. –Rajeev Goel, 4:06

There's a massive shift in consumer behavior that's driving where the ad dollar growth is. The change in consumer behavior is towards much more online video than the Internet. It's also towards connected TV and streaming. –Rajeev Goel, 29:52

[00:00] - About Rajeev Goel & PubMatic

[03:03] - What is header bidding?

[08:06] - The future of header bidding with third-party cookies is going away.

[12:20] - Do identity solutions do a better job than third-party cookies?

[14:49] - The shift toward more direct deals

[17:32] - How AI helps with programmatic advertising.

[18:10] - About modeled cohorts advertising.

[21:10] - What is Google open bidding & why its controversial?

[27:39] - All about CTV.

[36:36] - Walled gardens vs. Open Internet.

[41:04] - Opportunities & challenges in brand advertising vs. performance campaigns.

Resources mentioned:

PubMatic - https://pubmatic.com/

Identity Hub - https://pubmatic.com/products/identity-hub/

Header bidding is now ubiquitous across the industry, more competition for your ad space leads to more revenue, and we think that's great for publishers. That allows people to do what you're

doing right now and reinvest into content that you know your consumers love. –Rajeev Goel, 7:22

Near term, we are seeing that there is a shift toward more direct deals. –Rajeev Goel, 15:25

Consumers want transparency. They want to know that, in an auction environment, there's a level playing field. –Rajeev Goel, 24:58

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Are you looking to keep up with current and effective digital marketing today? Check out https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.

Connect with Rajeev Goel:

Rajeev strongly believes in technology's power to solve problems and improve people's lives. This conviction has driven him to build PubMatic into one of the world's leading software companies serving the digital media industry. Under his leadership, PubMatic has grown from a small startup to a publicly traded enterprise with more than 600 employees and 14 offices worldwide.

In addition to co-founding Chipshot.com and serving as its VP Of Technology, he held marketing director positions at SAP. His experience navigating large companies and bringing innovative products that drive business growth makes him a true technology visionary.

Connect with Rajeev on LinkedIn: https://www.linkedin.com/in/rajeevgoel1/

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

Can programmatic be transparent and value-driven, given the deprecation of third-party cookies? Absolutely.

Rajeev Goel, Co-founder and CEO of PubMatic, joins me on the SEJShow to talk about the future of programmatic.

You can expect to hear critical insights on Google's open bidding, ID services, how AI can play a future role, bidding after cookies, CTV, trends, and more.

What header bidding did was that it allow publishers to work with multiple monetization platforms. –Rajeev Goel, 4:06

[00:00] - About Rajeev Goel & PubMatic

[03:03] - What is header bidding?

[08:06] - The future of header bidding with third-party cookies is going away.

[12:20] - Do identity solutions do a better job than third-party cookies?

[14:49] - The shift toward more direct deals

[17:32] - How AI helps with programmatic advertising.

[18:10] - About modeled cohorts advertising.

[21:10] - What is Google open bidding & why its controversial?

[27:39] - All about CTV.

[36:36] - Walled gardens vs. Open Internet.

[41:04] - Opportunities & challenges in brand advertising vs. performance campaigns.

Resources mentioned:

PubMatic - https://pubmatic.com/

Identity Hub - https://pubmatic.com/products/identity-hub/

Header bidding is now ubiquitous across the industry, more competition for your ad space leads to more revenue, and we think that's great for publishers. That allows people to do what you're

doing right now and reinvest into content that you know your consumers love. –Rajeev Goel, 7:22

Near term, we are seeing that there is a shift toward more direct deals. –Rajeev Goel, 15:25

Consumers want transparency. They want to know that, in an auction environment, there's a level playing field. –Rajeev Goel, 24:58

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with Rajeev Goel:

Connect with Rajeev on LinkedIn: https://www.linkedin.com/in/rajeevgoel1/

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

Previous Episode

SEO Data And New Opportunities With Dmitrii Kustov - EP 290

What's more important to your SEO bottom line? Data or feelings?

Data, of course!

Dmitrii Kustov of Regex SEO joins me on the SEJShow to talk SEO Data, the opportunities for SEO of home services (which exploded post-Covid), and other emerging search trends.

You'll also get insights around Google updates, tracking, and ROI expectations of SEO, and

building localized service-oriented leads.

Start recording data. Start tracking data today. Without it, you can't make any decisions based on the data you don't have. –Dmitrii Kustov, 13:57

Instead of Search Engine Optimization, I like Organic Revenue Generation. What is the point of organic search? It's not just traffic, it's revenue generation from that channel. A lot of people don't have that phrase, but that's what I prefer calling SEO, "Organic Revenue Generation." –Dmitrii Kustov, 21:48

I've always experienced that I don't see SEO as a standalone service that people buy, and that's it. It has to be integrated into the overall marketing machine, where lead quality and follow-up come in. Marketing is getting someone further down the funnel to make that sale. –Loren Baker, 16:28

[00:00] - About Dmitri.

[02:10] - Home services Dmitri specializes in.

[03:18] - What does it mean to be data-driven?

[06:12] - What pure ROI means.

[09:27] - Should you concentrate on high-ticket items for onsite optimization?

[17:48] - Dmitri's viewpoint on ranking only for the front end.

[22:59] - Role of direct search on data.

[27:46] - Questions to ask product teams to start recording data.

[29:55] - Can you leverage national blog post traffic for home services?

[35:07] - Dmitri's take on Google's recent content updates.

[40:47] - Dmitri's thoughts on E.A.T.

Resources mentioned:

Regex SEO - https://www.regexseo.com/

Content is not only text content. Text content nowadays is going away. So if you are an established business, doctor, health practice, or veterinarian, hire an intern videographer or editor and just let them follow you around and make a little YouTube showing whatever or little interviews. It's much easier for a doctor or any expert to sit in front of the camera for 15 minutes and answer a few questions than sit down and write a 2000 article that's going to take a day or more. If you have video content, YouTube is your friend. Nowadays, text content is becoming a smaller portion of content marketing. –Dmitrii Kustov, 50:53

If you're in the marketing industry and SEO game and doing it correctly, meaning that you produce great content, do not use any black hat, gray hat backlink building, or any of that stuff, none of the updates will affect you. They should even improve your rankings. –Dmitrii Kustov, 37:49

There's a big difference between trust and knowledge. Someone can be the smartest individual in their space, and someone can be incredibly knowledgeable. Still, it doesn't necessarily mean they're trustworthy. –Loren Baker, 46:32

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with Dmitrii Kustov:

Having a strong passion for business and a desire to help others have led Dmitri to start his own company - Regex SEO. He works with companies of all sizes to help them grow their online presence.

As a data-driven Marketing Director, he helps companies increase market share and revenue by optimizing their marketing budgets. Among other high-profile marketing platforms, he's been featured on Forbes, MOZ, and SEMrush HackerNoon.

Connect with Dmitri on LinkedIn: https://www.linkedin.com/in/digitalspaceman/

Follow him on Twitter: https://twitter.com/DigitalSpaceman

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.lin...

Next Episode

Scarcity Marketing And The Fear Of Missing Out With Mindy Weinstein - EP 292

Countdown clocks, limited seating, only X items left in stock ... does scarcity marketing work for you? If so, why?

Scarcity marketing and the Fear of Missing Out (FOMO) is a phenomenon that can be applied to all forms of marketing - especially digital.

Mindy Weinstein, Ph.D., author of The Power of Scarcity, joins me on the SEJShow to talk more about the concept - and how it can help you drive results.

Marketing is so much psychology; it doesn't matter if you're doing SEO, paid search, or social. You're trying to reach a person. I feel like it's a lot harder than before because it's a matter of not just reaching them but cutting through the noise and then using the right words. –Mindy Weinstein,1:51

Because of scarcity, there is excitement and there is loyalty. Think of Nike and some of these big companies that people watch for the drops. It goes beyond just creating quick revenue, as I need sales right now, which is what most of us associate with scarcity. –Mindy Weinstein, 29:02

You're bringing their focus, especially for people all over the place, and you're giving them the direction to tell them what to do, which many audiences actually crave. They don't necessarily want to make that decision, and they need you to guide them to make the decision or to make the sale. I think that's something that can be lost in digital marketing.

–Loren Baker, 19:20

[00:00] - Mindy's background.

[05:17] - What is scarcity marketing?

[06:00] - Four types of scarcity.

[10:14] - How to take scarcity marketing from the traditional to the digital side.

[16:01] - Examples of using scarcity marketing in websites.

[20:20] - Examples for service-based businesses.

[25:19] - How McDonald's used scarcity marketing.

[32:27] - Ways search marketers can incorporate scarcity marketing into campaigns.

Resources Mentioned:

The Power Of Scarcity Book - http://powerofscarcity.com

Market MindShift - https://www.marketmindshift.com/

It's multi-layered. It's more than just thinking buy now, or miss out, or you have only one day left. There's so much to it, it doesn't always work and it only works for specific audiences depending on the type of discourse you're using. –Mindy Weinstein, 2:39

Just telling you have these products as best sellers or most popular on your website helps someone as they're searching on your website. –Mindy Weinstein, 7:50

You want to have the regular price because it elicits a feeling of loss aversion that we don't want. –Mindy Weinstein, 33:54

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with Mindy Weinstein:

Mindy Weinstein is the founder and CEO of Market MindShift and a national speaker with an extensive background in digital marketing strategy. She has trained companies across all industries, from Facebook to World Fuel Services.

Mindy is also the leading expert on persuasion-related concepts, with years of experience in the business. The research she conducts helps companies better understand how to persuade their customers-and; she isn't afraid to think deeply!

Her book, The Power Of Scarcity, is available on November 8, 2022.

Connect with Mindy on LinkedIn: https://www.linkedin.com/in/mindydweinstein/

Follow her on Twitter: https://twitter.com/mindyweinstein

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker