Things I Learned from Jonathan Moffie: Why SMBs Belong on Prime Time and Walled Gardens Aren’t the Villain

Jonathan Moffie, CEO of Streamr.ai, isn’t your typical ad tech executive. Equal parts surfer, history buff, and tech trailblazer, Moffie has set his sights on democratizing connected TV (CTV) advertising for small businesses. With a mix of Gen AI wizardry and sharp insights, he’s tackling some of the industry’s biggest challenges, from walled gardens to privacy debates.

After an insightful conversation, here are five key lessons from Moffie that shed light on the future of advertising—and one unexpected fun fact about his childhood.

1. Walled Gardens Are the Velvet Prisons of Ad Tech

When asked about the controversial concept of walled gardens, Moffie didn’t hold back. “Guess what? Walled gardens collect all the money,” he said bluntly.

While he acknowledges their negative reputation, he believes publishers can benefit from building their own. “What we argue is, you can still build your own walled garden. You’re not going to have the scale of Meta, but there’s real value in having your own niche, where you’re more directly connected to your advertisers.”

For small publishers, Moffie advocates a hybrid approach. “It’s not about ditching programmatic entirely. You can layer a direct-demand strategy on top of it and build something more sustainable.”

2. Gen AI for SMBs: The Karaoke Night of CTV

Moffie’s mission is simple yet revolutionary: make CTV accessible to small and medium-sized businesses. With Streamr.ai, SMBs can create and launch TV ads for as little as $500—no creative agency needed.

“About a year ago, the goal was to build the easiest ad manager for CTV so millions of SMBs could enter streaming,” he explained. But the challenges were glaring. “Small business owners would ask, ‘What the hell is a DMA?’ That’s when we knew we had to simplify everything.”

The solution? Gen AI. “We use AI to generate the commercials and handle all the targeting. All the business owner has to do is enter their credit card, set their budget, and hit launch.”

Streamr’s approach isn’t just about accessibility; it’s about creativity. “We’ve had law firms, fitness influencers, and even restaurants use our platform. It’s about giving SMBs the ability to compete on a level they never thought possible.”

3. “The Action is the Juice” is His Life Philosophy

If there’s one phrase that sums up Moffie’s approach to work, it’s this: “The action is the juice.” Borrowed from the movie Heat, the line reflects his love for the grind.

“Building Streamr this last year has been the most fun I’ve ever had in business,” he said. “It’s about the process—the late nights, the problem-solving. That’s where the real reward is.”

Moffie’s passion for innovation and iteration shines through in his work. “If you’re not experimenting, you’re already falling behind,” he added.

4. Privacy Isn’t a Priority; It’s a Sales Pitch

Moffie’s take on privacy in advertising is refreshingly candid. “Most people don’t actually care about privacy,” he argued. “They don’t want fewer ads—they want better ones.”

He’s skeptical of consent pop-ups, calling them “a bad Tinder date—overused, suspiciously vague, and completely ineffective.”

Instead, he believes in the value of relevant ads. “When you get a contextually relevant ad that actually helps you discover something new, that’s a good exchange. Instagram is a perfect example—I’ve bought things I didn’t even know I needed because the ads were that good.”

5. CTV Advertising for SMBs Could Be Revolutionary

One of Moffie’s proudest achievements is making CTV accessible for SMBs. With Streamr.ai, businesses can generate high-quality ads in minutes and reach their target audience with precision.

“We analyze the context of the business to create ads that resonate. For a cupcake shop, we’ll match them with audience segments that love baked goods. It’s about making sure ads are seen by the right people at the right time,” he explained.

The platform’s simplicity is its biggest draw. “You can go to our site, generate an ad, and see what your business could look like on TV. It gets the juices flowing for small business owners,” Moffie said.

Bonus Insight: He’s a Gettysburg Reenactment Kid

In a surprising twist, Moffie revealed a childhood hobby that’s both quirky and endearing. “I used to do Gettysburg reenactments as a kid,” he shared. “We’d dress up in Civil War uniforms, sleep in tents, and eat this really hard beef jerky. It was absurd, but I’ve always been a history buff.”

A Vision for the Future of Ad Tech

Jonathan Moffie’s work is a testament to the power of innovation and grit. Whether he’s rethinking walled gardens or empowering small businesses to embrace CTV, his approach is shaping the future of advertising.

As he put it: “If you’re not messing around with Gen AI, you’re going to get left behind. It’s going to revolutionize advertising—and it’s moving fast.”

For more insights from Jonathan Moffie, check out the full episode of The ADOTAT Show in my newsletter. Stay Bold, Stay Curious, and Know More Than You Did Yesterday.

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