Media Tech Talk Jonah Goodhart (Mobian) - Media Tech Talk #007
Dec 1, 2025
Jonah Goodhart, Co-founder and CEO of Mobian and former Moat co-founder, dives into the future of media measurement. He shares insights on the evolution of viewability and the role of contextual intelligence, emphasizing how AI reveals what humans often overlook. Jonah discusses Mobian's transparent approach to measurement versus traditional methods, the significance of sentiment signals, and the importance of relationships in business. He also explores the changing landscape of content monetization in an AI-driven world.
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The DoubleClick Moment That Sparked Programmatic
- Jonah recounts using DoubleClick's settings to prioritise ads and how Mike Walrath turned that into Right Media and early programmatic auctions.
- Their direct-response clients wanted unlimited volume, which exposed gaps and opportunities in ad-serving mechanics.
Moat's Pivot To Independent Measurement
- Moat started as a crowdsourced creative marketplace and pivoted to measurement because viewability disputes hurt publishers.
- Jonah built Moat as an independent measurement company that refuses to buy or sell media to avoid conflicts of interest.
Advertising Funds The Modern Internet
- Oracle acquired Moat then later shut down the ad division which freed Jonah to rebuild in measurement again.
- Jonah highlights advertising's huge role funding platforms and even AI research via ad revenues.
