Exploring the Complexities of the Ad Ecosystem with George London of Upwave

Data Gurus Podcast | Insights on Business Strategy, Mergers and Acquisitions, Market Research & Data Collection

On this episode, host Sima Vasa talks to George London, Chief Technology Officer of Upwave. George shares insights into the complexities of the advertising ecosystem, the role of data in campaign optimization and the parallels between financial and ad markets.

Key Takeaways:

(02:14) From philosophy to data leadership.
(05:34) Persistence and adaptability shaped George’s path to CTO.
(08:15) Causal inference helps Upwave provide reliable insights for large media investments.
(11:32) Rigorous measurement turns $10M in ad spend into $20M in value.
(13:10) Daily insights from Upwave simplify complex national ad campaigns.
(15:12) Actionable insights drive Upwave’s mission to optimize brand investments.
(16:23) Targeted surveys reveal brand impact across specific ad campaigns.
(17:59) The ad ecosystem spans brands, publishers and a complex chain of intermediaries.
(20:36) Generative AI powers Upwave’s automated ad reporting with Trade Desk.
(22:47) Advertising shares dynamics with financial markets, including bidding and price discovery.

Resources Mentioned:

UpWave

Trade Desk

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