Scott Schiller is a man who’s seen it all – from the early days of television ads to the modern, hyper-complicated circus that is digital media. And let’s be clear, Scott’s got opinions.
He’s made his mark as a media titan, ad tech innovator, and professor who somehow still finds time to remind the industry that it might be taking itself a little too seriously.
When Scott sat down on The ADOTAT Show, he didn’t hold back. So here’s the wisdom, the wit, and the brutally honest truths from a guy who’s guided some of the biggest brands on the planet and watched more ad tech fads crash and burn than we can count.
Lesson #1: Consumers are the True Kings (and the Industry Just Hasn’t Figured That Out Yet)
“Look, if you think Google or Amazon is running the show, you’re sorely mistaken,” Scott says, shaking his head. “It’s the people on their couches, flipping between the red zone and TikTok, who decide where the money flows.” In his view, advertisers have been chasing after these massive tech giants like puppies at dinnertime, while the real decision-makers – the consumers – are sitting right in front of them.
Scott gets it; he’s seen the rise of platforms where consumer preference drives every decision. His gripe? Advertisers are still acting like the consumer’s role in the equation is “optional.” And don’t even get him started on how tech platforms handle this power. “These companies – the Googles and the Amazons – they’re smart. They know people will keep coming back as long as they don’t screw it up. Consumers vote with their eyeballs and, more importantly, their clicks,” Scott says, raising an eyebrow. “And everyone else is just a little too busy overanalyzing to notice.”
Lesson #2: The Obsession with Perfect Metrics is Killing Creativity
In the relentless quest for perfection, advertisers have lost their way, according to Schiller. “If you’re out here, trying to be precise to the decimal on every metric, you’re missing the point of advertising altogether,” he says. Scott goes on to recall the days before ad tech giants gave everyone a complex about “perfect targeting” and “precision metrics.” Back then, he insists, it was more about gut instinct and knowing your audience.
“Look, people want ads that make them feel something – that’s it. It’s not rocket science,” Scott argues. “But now, everyone is chasing this idea of programmatic utopia, where an ad hits you at the exact right moment in the exact right place. It’s overkill, and it kills any sense of creativity or genuine connection.” He lets out a laugh. “If it doesn’t feel human, it won’t sell. And no amount of targeting can fix that.”
Schiller’s stance on ad metrics is refreshingly cynical. He sees the industry’s fixation with perfecting every single measurement as a never-ending spiral. “We’re drowning in data but starving for insight,” he says bluntly. “The whole thing about ‘getting it perfect’ is just an illusion. At the end of the day, it’s about making ads that don’t make people hit the skip button.”
Lesson #3: Stop Trying to Automate Everything – Human Instinct Still Matters
Here’s one that would send a shiver down the spine of every ad tech startup exec in Silicon Valley: Scott doesn’t buy into the industry’s automation obsession. While the rest of the world is throwing their chips behind AI, Scott’s over here waving the flag for old-fashioned human instinct. “I don’t believe there will ever be a day where advertising is 100 percent automated,” he says. “There’s always going to be a place for instinct.”
And in case you’re wondering, Schiller’s not against data. He just doesn’t see it as a magic solution. “The data gives you a framework, sure. But at some point, someone has to look at it and decide what it means. Otherwise, it’s just numbers on a screen.” Scott recalls a recent conference where a consulting firm claimed that 75 percent of all ads would soon be programmatic. His response? “Maybe 75 percent of digital ads, but try telling that to a brand building a Super Bowl spot. Some things just can’t be reduced to an algorithm.”
Lesson #4: Commerce Media is More Than Just Buying Jennifer Aniston’s Sweater
If you’re in the media world, you’ve probably heard of “commerce media” – the latest buzzword that tries to merge shopping with entertainment. But Scott has been around long enough to know a hype train when he sees one. “Everyone loves the idea that you can see Jennifer Aniston’s sweater on TV and buy it instantly,” he says, referencing the holy grail of shoppable content. “But the behavior just isn’t there yet.”
Scott’s more optimistic about commerce media as a broader concept, something that goes beyond product placements and impulse buys. “What we’re really talking about here is aligning content with consumer intent. It’s not about putting a ‘buy now’ button on everything but figuring out where shopping naturally fits into the viewing experience,” he explains. “Commerce media is coming, but it’s not going to look like a QVC rerun on TikTok.”
He points to Amazon’s latest moves as a sign of things to come, noting that full-funnel advertising is the next logical step. “Amazon isn’t just going to push products; they’re going to turn their entire platform into one giant, seamless shopping experience,” Scott predicts. “And that’s going to redefine what commerce media even means.”
Lesson #5: Ad Tech is a Bloated, Jargon-Filled Monster (and We’re All Complicit)
If there’s one thing Scott can’t stand, it’s the industry’s tendency to complicate the simple stuff. “Ad tech was supposed to make advertising more efficient, but instead, it’s just become this bloated jargon machine,” he says. “Everyone’s inventing new terms for the same old things – and for what? So they can look smart at conferences?”
Scott doesn’t hold back here. He thinks ad tech has lost the plot entirely, spending too much time reinventing itself without ever asking if it’s even necessary. “Every retailer thinks they can run an ad network. Newsflash: it’s a lot harder than it seems,” he says, with a smirk. Schiller argues that just because a company is great at something else – like retail or tech – doesn’t mean they have the chops to pull off a full ad ecosystem.
Lesson #6: Mentorship Isn’t a Deli Counter
As someone who’s mentored a who’s who of media professionals, Scott has strong feelings about what mentorship is – and what it isn’t. “I love helping people, but here’s the thing: it’s not a deli counter,” he says. “You don’t just grab a number and ask for an introduction or a quick fix. Mentorship is a relationship. It’s a give and take.”
Scott’s advice to young professionals? Don’t treat your mentor like a vending machine. “People ask for quick answers, but there are no quick answers. You’ve got to learn to listen, to engage, and sometimes, to make mistakes,” he says. His best career advice? Make yourself invaluable. “Look, this industry is built on relationships. If you’re not adding value, you’re replaceable. It’s that simple.”
Lesson #7: AI is Coming, But It’s Not the Apocalypse
For a guy who’s seen every tech trend from the 1980s to now, Scott isn’t exactly freaking out about AI. “It’s a tool, not the end-all-be-all,” he says. “The media loves to frame AI as either a miracle or a monster, but the truth is somewhere in between.” Scott sees AI as an amplifier, something that can take creative and messaging to new places, but it’s not about to replace the entire ad industry anytime soon.
“People thought streaming would kill cable, that YouTube would kill television, and now they think AI is going to kill creativity,” he says, laughing. “Look, it’s going to be huge, but we’re a long way from AI making Super Bowl ads or writing copy that hits home.” His take? Focus on what AI can help with, not what it might replace. “If it amplifies what you do, use it. If it replaces what you do, maybe rethink your approach.”
In Conclusion: What We Can Learn from Scott Schiller
Scott Schiller is a walking encyclopedia of advertising insights, but he’s no ivory tower intellectual. He’s as likely to tell you to trust your gut as he is to drop a data-driven gem, and he’s skeptical about anyone claiming to have found the “perfect” solution. In a world that’s always chasing the next big thing, Scott is here to remind us that some principles don’t change. Consumers are still in charge, storytelling still matters, and tech is just a tool – not the entire toolkit.
Tune in to The ADOTAT Show for more from Scott Schiller, and remember: if your ad isn’t making people feel something, it doesn’t matter how “precisely targeted” it is.
