S2E3: Matt Prohaska

Matt Prohaska was building internet advertising before most people believed it would exist.

In this episode of The Net OGs, Matt shares what it was really like in the early days, pitching digital budgets that kept getting rejected, experimenting with the first banner ads, and figuring out how to price and measure something no one had ever done before.

From launching the first online media practice at BBDO to helping shape programmatic advertising at The New York Times, Matt has had a front-row seat to the evolution of a $600B industry.

He also breaks down what today’s AI wave gets right, and what it might be getting wrong, and why the future of advertising will still depend on humans working alongside machines.

If you want to understand how digital advertising was built, and where it’s headed next, this is an episode you won’t want to miss.