Industry Q&A with Krush Media

Earlier this week we sat down with Krush Media CEO, Jeff Chi to get his perspective on the ever-changing Ad Tech Industry. Read below to see where he thinks the Ad Tech industry is going in the next few years.


If you could pull out your crystal ball and look into the future, aside from the cookie-less future, what changes, advancements or challenges do you anticipate for the AdTech industry in the next year or 2?

I believe we will continue to see the adoption of Digital Out of Home inventory as that inventory becomes increasingly available.  Ad buyers and agencies are always chasing their audiences and DOOH is showing signs of being a new and effective way of advertising.  I also think our industry will continue to focus on Supply Path Optimization.  We will certainly see more buying on verified inventory moving forward in years to come.


What is one piece of advice buyers should consider when buying programmatic?

My advice to ad buyers is that they should focus more on ad quality and performance and less on big name publisher properties.  Mid-tail publishers with good ad quality will cost you half the price of advertising on big brand publishers, but performance can be comparable.  As buyers are getting more savvy with how they spend, they should not forget about mid-tail publishers. 


Same question for the other side of the business? What advice would you give publishers as they are looking to monetize their inventory, in what some may say a saturated space?

My advice to publishers is to test a partnership with all established and trusted monetization companies in our industry.  Not all companies are the same and will vary in performance from publisher to publisher.  There will be cases where a monetization company outperforms for one publisher, underperforms another strictly based on the advertisers they have buying through them.  Best way to see if there’s a match it to test partnerships in a live environment and then keeping the partnerships that outperform.