{"podcast":{"title":"Signal & Noise","slug":"signal-noise-7426109","podcast_index_feed_id":7426109,"rss_url":"https://anchor.fm/s/103996624/podcast/rss","website_url":"https://podcasters.spotify.com/pod/show/signal--noise3","image_url":"https://d3t3ozftmdmh3i.cloudfront.net/staging/podcast_uploaded_nologo/43453521/43453521-1767645002585-c1b4bd12f2185.jpg","author":"Signal and Noise","episode_count":60,"summary":"Join advertising industry veterans Brett House and Rio Longacre as they share regular updates and analysis on the changing world of data, tech, and AI. You’ll hear real talk from thought leaders across industries about the latest trends having the biggest impact on our jobs… and lives. Signal & Noise means no BS - only straight talk and first-hand insights from leading operators, creators, and founders.","last_synced_at":"2026-07-24T22:18:39.858872+00:00","page_url":"https://stenobird.com/podcast/signal-noise-7426109"},"episode":{"title":"Can DSPs Save Publishers? Keith Petri and Rich Hyden on Viant Publisher Solutions, Identity, and the Future of Monetization","slug":"can-dsps-save-publishers-keith-petri-and-rich-hyden-on-viant-publisher-solutions-identity-and-the-future-of-monetization","published_at":"2026-06-18T12:30:00+00:00","page_url":"https://stenobird.com/podcast/signal-noise-7426109/can-dsps-save-publishers-keith-petri-and-rich-hyden-on-viant-publisher-solutions-identity-and-the-future-of-monetization","show_page_url":"https://stenobird.com/podcast/signal-noise-7426109","url":"https://podcasters.spotify.com/pod/show/signal--noise3/episodes/Can-DSPs-Save-Publishers--Keith-Petri-and-Rich-Hyden-on-Viant-Publisher-Solutions--Identity--and-the-Future-of-Monetization-e3ksl7k","audio_url":"https://anchor.fm/s/103996624/podcast/play/121574068/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-5-16%2F426269733-44100-2-da614b1fba04b.mp3","summary":"Signal & Noise Exclusive Publishers create the content. Publishers build the audiences. Publishers bear the costs. Yet somehow, after two decades of digital advertising innovation, many publishers capture only a fraction of the value they create. In this Signal & Noise exclusive, Rio Longacre and Brett House sit down with Keith Petri, SVP of Data, Identity & Supply at Viant, and Rich Hyden, SVP of Publisher Solutions at Viant, for a deep discussion on 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? This conversation coincides with Viant's major announcement of Viant Publisher Solutions , a new suite of capabilities designed to improve transparency, signal quality, monetization, identity activation, and supply-path efficiency for publishers while simultaneously improving advertiser outcomes. It represents one of the most significant publisher-focused initiatives launched by a major DSP in recent years. But this episode goes far beyond a product launch. Together, Keith and Rich unpack the realities of modern publisher monetization, the hidden inefficiencies inside today's programmatic supply chain, why signal quality increasingly determines revenue, and how identity has become one of the most valuable assets publishers possess. The discussion explores how technologies such as SupplyIQ, Direct Access, Household ID, and IRIS_ID aim to create a more direct relationship between buyers and sellers while reducing friction, duplication, and information loss throughout the advertising ecosystem. Along the way, the conversation tackles some of the biggest debates in advertising today: Why premium publishers continue to struggle despite creating enormo…","meta_description":"Signal & Noise Exclusive Publishers create the content. Publishers build the audiences. Publishers bear the costs. Yet somehow, after two decades of d…","key_points":[],"chapters":[],"topics":[],"duration_seconds":3721,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/signal-noise-7426109/episodes/can-dsps-save-publishers-keith-petri-and-rich-hyden-on-viant-publisher-solutions-identity-and-the-future-of-monetization/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/signal-noise-7426109/can-dsps-save-publishers-keith-petri-and-rich-hyden-on-viant-publisher-solutions-identity-and-the-future-of-monetization.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}