SVP Data, Identity Supply @Viant_Tech // A mix of thoughts on adtech strategy, data-driven products, and the changing foundations of digital media.

Joined January 2010
1,403 Photos and videos
20 ¯\_(ツ)_/¯
I feel confident nobody can check all 20!! How many can you check off? 1. Used a rotary phone 2. Used a floppy disc 3. Used a typewriter 4. Taken photos with a film camera 5. Listened to music on a CD 6. Listened to a cassette tape 7. Listened to a vinyl record 8. Listened to music on a Walkman 9. Listened to music on a boombox outside 10. Watched a video from a VHS tape 11. Sent or received a fax 12. Recorded music from radio to cassette 13. Rented a video from Blockbuster 14. Accessed the internet by dial-up 15. Used a phone book 16. Sent a postcard 17. Used a paper map to get somewhere 18. Owned a dictionary 19. Owned an encyclopedia 20. Paid with a paper cheque/check
1
2
80
Shout out to Mary for bringing us all together 👜👡
Replying to @keithepetri
@keithepetri from @viant_tech joins @sam_khoury1 to unpack identity, SPO, and CTV attribution. Why does proof matter more than promises? Link below. news.marketecture.tv/podcast…
132
/kp retweeted
it’s called “single sign on” because you have to deal with it every single time you try to do anything
25
221
6,208
96,276
/kp retweeted
I’m sorry, But if the CEO/founder isn’t intense You basically have no shot. Join a different startup.
209
339
4,419
352,804
Mar 31
When March Madness collides with coffee with @OSchiffey...
Betting odds on the Google antitrust remedies by @keithepetri keithpetri.com/2026/03/29/if…
3
394
/kp retweeted
Airbnb CEO Brian Chesky on why your company has too many meetings (and it's not what you think) Most companies blame meeting overload on bad habits, weak managers, or poor scheduling. @bchesky thinks they're looking in the wrong place entirely. The real culprit is simpler and harder to fix than any of those things. You just have too many people. "The reason there's too many meetings in a company isn't because they don't have meeting-no-meeting Wednesdays. It's because they have too many people. People create meetings. And the best way to get rid of meetings is to not have so many people." His argument runs deeper than headcount management. It's about what happens when you hire people who aren't truly excellent and what those people inevitably do next. You've probably heard the classic line: A-players hire A-players, B-players hire C-players. Chesky amends it: "B players hire lots of C players — not just a few, but a lot. Because those are the kind of people that like building empires." The reason is structural, not personal. A person who can't do the job can't hire someone better than themselves, so they hire down. Then they need two or three of those people just to cover the gap. Those people scatter, pulling in different directions, and suddenly you have more meetings, more overhead, and less output. Chesky's response at Airbnb was surgical. He removed layers of management and returned to a functional structure with one strict rule: You can only manage a function if you're actually an expert in it. "The head of design has to actually manage the work first. You don't manage people. You manage people through the work." He credits this thinking to Jony Ive. At most tech companies, heads of design manage the people rather than the design itself, a separation Chesky found completely incoherent. "How can you manage the people separate from the design? Jony Ive would say, 'No, my main job is to manage the work. I build a team and we design together, but I'm mostly looking at the work. I'm not having career conversations all day long. That's crazy.'" Lean means every person is genuinely excellent and led by someone embedded deeply enough in the craft to judge their output. When that's true, decisions move faster and work gets evaluated on its merits. Most companies treat meeting overload as a scheduling problem. Chesky thinks that's the wrong diagnosis entirely, and until you address the root cause, no policy is going to fix it.
5
51
331
74,266
/kp retweeted
New York is about to make a $28.5B mistake #QSBS NY Senate Bill S8921 would tax startup gains that are tax-free federally and in most states. Retroactive to Jan 1, 2025. The data on what's at stake: 1. $28.5B in NYC VC investment in 2024 (2nd in the US) 2. $174.5B in startup exit value over 6 years 3. 809,000 ecosystem jobs, $291B in economic output 4. A founder with a $10M exit would owe $1.48M in new state/city tax 5. NY already lost $111B in AGI to interstate migration over the past decade 6. The feds just EXPANDED QSBS benefits. NY wants to eliminate them. 7. NJ just adopted QSBS conformity. NY would move against its own neighbor. I built a full research-backed analysis with interactive stress testing (not perfect but good enough to show the impact and make a point) valueaddvc.com/ny-qsbs
62
76
390
109,754
/kp retweeted
QSBS isn't a loophole. It's the only tax break in America that requires you to have created something from nothing. New York is about to eliminate it. Here's why that should matter to everyone, not just founders. cc: @nihalmehta @dhaber @juliepsamuels @davidu @zachweinberg @Trace_Cohen @yrechtman @WillManidis @mattturck @mansourtarek_ @brexton @BillAckman @packyM
15
25
261
55,281
/kp retweeted
New York is about to make a massive mistake. The NY State Senate is advancing a proposal to decouple from federal QSBS (Section 1202) — the tax provision that lets startup founders exclude gains on qualifying exits. If this passes, founders would owe 10-13% in combined state and city tax on exits that are tax-free at the federal level and in nearly every other major tech state. Even worse: it's retroactive to January 1, 2025. This comes right as the federal government just expanded QSBS benefits and New Jersey moved to full conformity. New York wants to go in the opposite direction. As a seed investor in NYC who has backed hundreds of companies, I can tell you: founders are mobile. If New York becomes one of the most punitive states for startup exits, the best founders will simply build somewhere else — and the jobs, tax revenue, and innovation will follow. NYC has built something special over the last two decades. This proposal puts it all at risk for a short-sighted revenue grab. If you're a founder, investor, or anyone who cares about the NYC tech ecosystem — please sign the TechNYC open letter before Monday below 👇🏾👇🏾👇🏾 Keep building, NYC 🗽
220
334
1,763
667,954
Ads will keep running without identity, but accountability, learning, and responsible execution won’t — and pretending otherwise is just nostalgia for a less measurable past. Read 🔗 /kp : keithpetri.com/2026/02/04/id…
1
3
138
Jan 21
What a way to kick off the year... #ViantCon
4
122
DOOH error.
2
2
158
/kp retweeted
The last few years have been wild 😅
226
3,875
24,835
890,745
29 Dec 2025
I've never felt so humbled to be called a curator... 🍽️
Adtech. Behind cameras. Talkin' pizza. Holiday Edition. Great ~5 minutes w/ @keithepetri talking upstate pizza, @Circana, @wurlctv , plain cheese & @OpenAPTV, wrapping w/ a hot take on curation (pls note the face KP makes when I call him a curator...of dinners😆)
3
143
22 Dec 2025
If you email me about CES at this point, I will assume you are looking to find time in 2027...
88
18 Dec 2025
Least photogenic image I've ever retweeted...
"But Doug, pizza doesn't work for morning meetups!" FALSE. Great chatting with @keithepetri at 10:30 over Bourdain's fav slice (Suprema). Skip the coffee, forget the Zooms, bag the drink - pizza IRL is the way #adtechpizza #plaincheesemafia
3
6
760
18 Dec 2025
In case you are wondering, grocery stores don't sell hot rotisserie chicken at 8am. My white elephant idea is being thrown a curve ball 🤯
4
5
642
17 Nov 2025
Hey @BillAckman 🎾
5
601