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The Segment Is Not the Signal

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The Gap Between the Promise and Reality of CTV

My name is Keith Petri.

// SVP Data, Identity + Supply @ Viant
// CEO @ loc.kr (a Viant company)
// GP @ Gambit.co

Previously Chief Strategy Officer at Screen6 (acquired by SambaTV), VP Strategic Partnerships at IgnitionOne, SVP Strategic Partnerships at Human Demand (acquired by IgnitionOne), SVP Business Development at eDealya (acquired by Human Demand), owner of CNSLT.us & Founder/CEO of iGottaGuide (acquired by GetYourGuide). Educated in business, economics, and studio art with a strong passion for marketing and technology. Learn more...

/kp

/kp

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Latest Insights and Ideas

The Segment Is Not the Signal
April 7, 2026

If Adtech Priced Google’s Fate in a Prediction Market
March 29, 2026

The Gap Between the Promise and Reality of CTV
March 16, 2026

Identity Has a Language Problem
March 5, 2026

Identity Is Not the Enemy of Modern Marketing
February 4, 2026

Trust is the New Differentiator in Identity
January 23, 2026

Automation Without the Black Box
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Sushi, Sashimi and the State of Supply Quality
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The Two Attention Challenges Marketers Face: CTV and the Open Internet
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Rethinking Identity, Rebuilding Infrastructure, and Regaining Control
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