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Episode 170: The Streaming Measurement Mess. Jonathan Carson Helps Us Make Sense of the Chaos.

Fri, 24 Apr 2026 10:00:00 -0000

Jonathan Carson, Co-founder and CEO of Antenna, discusses how measurement in streaming is evolving and why it remains inconsistent across platforms. With experience from Nielsen, The Trade Desk, and Vevo, he shares how subscription data, signups, and shifting viewing behavior are influencing how performance is tracked today. The conversation looks at the gap between traditional measurement approaches and the current streaming landscape.

Takeaways

The shift from linear TV to streaming is complex and requires measuring both systems at the same time
Measurement challenges are driven more by industry transition than by any single company’s failure
Nielsen’s role is evolving, but legacy pressures make rapid change difficult
Subscription, churn, and content engagement data are becoming increasingly important signals
Programming plays a major role in driving signups and cancellations across streaming platforms
The future of measurement will involve multiple providers rather than a single standard
Data’s role in CTV is significantly larger than it was in traditional linear TV
Sports and live content are accelerating the need for better streaming measurement
Ad-supported streaming tiers are growing quickly and changing how inventory is sold
Measurement is expanding beyond audience reach into performance, retention, and content impact

Chapters 00:02 Introduction to Jonathan Carson and streaming measurement 03:26 The state of chaos in streaming measurement 06:56 What Nielsen’s Gauge is and why it matters 09:44 Alternative currencies and the post-Nielsen measurement push 12:32 What Antenna does and its subscriber measurement model 13:30 Subscriber Views and content-driven churn 14:52 Netflix ad-plan growth and show-based CTV buying 16:15 The future: multiple measurement providers 17:41 Podcasting, YouTube, and measurement fragmentation 19:08 Sports rights and streaming measurement pressure 20:41 Paramount, UFC, and subscriber retention 22:01 News refresh: platforms, AI, and people moves 22:20 Index Cloud and SSP-side compute 26:12 Unity data through Index curated marketplaces 27:06 The Trade Desk launches Kokai Agents 29:49 TTD replaces the periodic table UI 30:35 Claude Design and AI-generated collateral 33:14 ChatGPT ad pricing shifts to CPC and lower CPMs 34:19 Kevin Weil leaves OpenAI 34:42 Magnite executive departures 35:55 Fluency hires Eric Picard 36:20 Netflix ad revenue and programmatic growth 37:24 Ari’s Beeswax SSP integration dilemma 38:28 Closing and where to find Jonathan Carson

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Fluency’s Mike Lane on Automating Digital Ad Ops, AI Scale, and Execution Infrastructure

Mon, 20 Apr 2026 10:00:00 -0000

Mike Lane, CEO of Fluency, explains how automation and AI are transforming digital ad execution at scale. Learn how brands and agencies save time, reduce errors, and scale campaigns across channels.

Takeaways

Fluency positions itself as a digital advertising operating system, automating the full execution layer of campaigns.
The platform eliminates manual ad ops work, saving up to 92% of time and clicks through automation.
It enables massive-scale execution, such as launching hundreds of TikTok accounts instantly instead of taking years to do manually.
Brands and agencies use Fluency to do more with constrained budgets and limited headcount.
AI (via Muse) enhances workflows with automated reporting, insights, and even video summaries for clients.
The platform supports rule-based automation, allowing campaigns to react dynamically to data like weather, inventory, or occupancy.
Cross-channel execution is unified, helping teams manage budgets and performance across platforms in one system.
Media companies use Fluency to scale advertising services for small businesses efficiently through automation and AI-generated creative.
AI is lowering creative costs dramatically, making high-quality ads accessible even to small advertisers.
The biggest market challenge today is AI confusion and decision paralysis among businesses.

Chapters

00:10 Intro & Guest Welcome

00:22 What is Fluency?

00:54 Digital Advertising Operating System Explained

01:46 Who Uses Fluency? (Brands vs Agencies)

04:08 Real Example: Launching TikTok at Scale

05:34 Smart Automation & Data-Driven Campaign Logic

05:49 AI vs Automation in Ad Ops

07:08 Introducing Muse AI

08:18 Automated Reporting & AI-Generated Video Summaries

09:14 Cross-Channel Advertising Challenges

10:29 Sell-Side & Media Company Use Cases

12:07 AI’s Impact on Creative Production Costs

13:29 Vision: Scaling to $100B in Ad Spend

15:30 Biggest Market Challenge: AI Overload

15:56 Competitive Advantage & Ecosystem Role

16:46 Lightning Round & Fun Close

Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 169: Joe Ligé on Culture and How it Works in Advertising

Fri, 17 Apr 2026 10:00:00 -0000

Joe Ligé, Founder & CEO, Culture Hive Media Group, explains why culture, not identity, drives performance in advertising.

We break down cultural targeting, AI-powered ad relevance, and how brands can avoid “cringe” marketing moments. Plus: Meta vs. Google ad revenue, OpenAI’s ad future, and Viant’s latest acquisition strategy.

Takeaways

Culture Demographics
Bad ads come from cultural blind spots
Cultural relevance can be measured
Brands should focus on rituals, communities, and moments
Programmatic is shifting from “who” to “where.”
Authenticity beats proximity
Meta’s growth is accelerating
OpenAI ads are coming

Chapters

00:00 Intro + Ari’s tech meltdown

00:45 Guest intro Joe Ligé Culture Hive Media Group

02:03 What is Culture Hive Media Group

03:17 Origin story behind the culture, first advertising

05:42 Culture vs ethnicity explained

07:59 Rethinking targeting beyond demographics

08:46 Cultural cornerstones, rituals, communities, moments

09:56 How the Cultural Relevancy Score CRS works

12:22 Using AI to detect bias and bad ads

15:24 Authenticity vs cringe marketing

16:42 Case study Mountain Dew and gaming culture

19:01 How the tech and programmatic integration works

21:21 Culture first strategy and audience expansion

25:04 News Meta vs Google OpenAI ads Viant deal

49:32 Wrap up

Learn more about your ad choices. Visit megaphone.fm/adchoices

Signal vs. Static: How We Get to True CTV Transparency

Mon, 13 Apr 2026 10:00:00 -0000

At Marketecture Live III in New York City, Mario Diez, Chief Executive Officer, Peer39, and David Nyurenberg, SVP of Digital, InterMedia Advertising, broke down the biggest challenge in CTV today: the lack of signal transparency.

They explored how missing or inconsistent data in the bidstream leads to inefficient buying, commoditized inventory, and limited optimization. Backed by real research and case studies, the conversation highlights why richer signals, better supply paths, and industry-wide transparency are critical to unlocking CTV’s full performance potential.

Takeaways

60% of CTV inventory is blind, lacking usable signals for buyers
Without signals, algorithms cannot optimize effectively
Completion rates can be misleading without content-level context
Signal transparency enables better performance even at higher CPMs
Supply path optimization should prioritize signal quality, not just cost
Publishers can increase value by sharing more data, not less
Lack of transparency leads to commoditization of premium inventory.
Industry-wide collaboration is needed to improve signal standards

Chapters

00:00 Introduction to CTV signal challenges and transparency

01:19 How CTV evolved from linear but lost signal clarity

02:29 Why buyers struggle without content-level data

04:44 Research reveals 60% of CTV inventory is blind

06:01 Example: the same content appears differently across platforms

07:05 Supply path optimization and signal quality

10:14 Why completion rate is a misleading metric

11:10 Impact of UGC and misclassified content on campaigns

12:05 Why transparency is key to performance CTV

13:12 Case study: Full transparency drives better results

14:26 Improvements in program-level signals across the market

15:38 Challenges in valuing premium content like sports

17:22 Transparency as a choice for buyers and publishers

18:16 Industry barriers, including outdated privacy laws

20:40 What buyers and publishers can do moving forward

Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 168: A Guide for Using AI Agents in Media Analytics, with Newton Research’s John Hoctor

Fri, 10 Apr 2026 10:00:00 -0000

John Hoctor, CEO of Newton Research, joins Ari Paparo and Eric Franchi to break down how AI agents are reshaping marketing analytics. From automating complex workflows to enabling faster experimentation, the conversation explores what “agent-native” really means and how brands can move beyond basic AI usage.

Takeaways

AI agents act like junior data scientists, automating complex analytics workflows.
Consistency and methodology matter more than raw AI capability in enterprise use.
Most companies still underutilize their data despite having access to it.
Incrementality testing becomes more scalable when automation removes setup friction.
The future isn’t just AI tools—it’s structured, repeatable workflows built around them.

Chapters

00:00 Intro & Guest (John Hoctor, Newton Research)

01:06 Ari’s CBS Sunday Morning Appearance

02:32 Podcast Updates & Website Move

04:06 What is Newton Research?

06:49 Early AI Agents & ReAct Framework

09:54 How the Agents Work (Architecture)

11:43 Training Agents Like Data Scientists

14:40 Workflows vs Prompting (Execution)

16:38 Incrementality & Automated Testing

19:07 Causal Models & Advanced Analytics

23:12 Advice for Marketers Using AI

28:03 News Segment Begins (TBP / OpenAI Deal)

34:59 Mediaocean + Agentic Buying Discussion

38:18 MiQ Growth & Publicis + Microsoft Deal

44:59 Meta AI, Claude Mythos & Closing

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The Publisher’s Guide to Thriving in the AI Era

Mon, 06 Apr 2026 10:00:00 -0000

Neil Vogel, Chief Executive Officer, People Inc., and Mark Stenberg, Senior Media Reporter, ADWEEK, share how modern publishers can survive and thrive amid declining search traffic and the rise of AI. From diversifying revenue streams to building durable brands, Neil breaks down the strategies that helped People Inc. achieve consistent growth despite industry disruption.

Takeaways

Strong brands are the most valuable asset in media today
Relying on a single platform like Google is risky
Diversification across platforms and revenue streams is essential
Direct relationships with audiences and advertisers drive durability
AI licensing is becoming a major revenue opportunity
Media success requires constant adaptation, not entitlement
Growth comes from scaling new channels while managing legacy ones

Chapters

00:00 Introduction to the AI era challenges in publishing

01:52 The origin of People Inc.’s strategy and acquisitions

03:45 The “Google Zero” mindset and early adaptation

05:52 Shifting from search reliance to diversified channels

06:45 Balancing declining web traffic with new growth areas

08:38 Why constant change is normal in media

09:20 AI licensing deals and new revenue models

10:05 Types of AI content licensing agreements explained

12:14 Why publishers must demand fair compensation from AI

13:24 The challenge of negotiating with Google

15:48 Why only strong brands will survive long term

16:42 Focusing on top-performing brands in a portfolio

18:40 The limits of service-based publishing brands

20:06 The importance of diversification in audience and revenue

21:13 Final thoughts on building a resilient media business

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Episode 167: How Infillion Bought Catalina and How it Fits with MediaMath

Fri, 03 Apr 2026 10:00:00 -0000

Rob Emrich, Founder and Executive Chairman of Infillion, joins to talk about the Catalina acquisition, why retail data matters, and how his company is building a full-stack ad tech platform through acquisitions and integration. The conversation touches on DSP strategy, data advantages, and how the industry is shifting toward outcomes-driven advertising.

Takeaways

Catalina evolved from coupon printing into a powerful retail data asset
SKU-level purchase data is a key differentiator in advertising
Infillion’s strategy is to integrate data, media, and tech into one platform
DSPs are increasingly defined by proprietary data and a unique supply
Acquisition strategy matters more than just collecting assets
Retail media is a continuation of older data-driven advertising models
Financial vs strategic ownership can shape how companies evolve

Chapters

00:00 Intro & Guest Tease

01:20 April Fool’s Day Banter

04:15 Guest Introduction Rob Emrich

05:36 Catalina Acquisition Explained

07:09 Evolution from Coupons to Data Business

09:06 SKU Level Data & Its Value

11:14 How the Deal Happened

13:46 Infilion Strategy DSP and Data

15:35 Rob’s Background & Company Origins

19:46 Acquisition Strategy

22:18 The Factory Model of Ad Tech

26:05 Customer Profile & Verticals

31:07 Amazon Ads Tops Forrester Wave

38:47 New DSP Tools & Market Expansion

44:27 OpenAI Massive Fundraise

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The Parallel Infrastructure: Why Premium CTV Publishers Are Building Outside the Programmatic Stack

Mon, 30 Mar 2026 10:00:00 -0000

At Marketecture Live, Ari Paparo from Marketecture Media joins Philip Inghelbrecht, Co-Founder & CEO at Tatari, Bill Murray, Head of Growth and Performance at Warner Bros Discovery, and Michael Reidy, Senior Vice President, Ad Sales at NBCUniversal.

They unpack how streaming inventory is bought and sold, the balance between programmatic and direct deals, and why premium inventory often sits outside traditional programmatic pipes. The discussion also explores live events, automation, and how new solutions like Tatari’s Upstream aim to reshape access to high-quality CTV inventory.

Takeaways

The U.S. TV ad market is ~$90B, with $60B still in linear and $30B in streaming
Only about half of streaming inventory is programmatic, and much of the premium supply is sold directly
Direct buying offers advantages like guaranteed inventory, brand safety, and fewer intermediary fees
Programmatic excels in targeting, flexibility, and discovery of new audience opportunities
Publishers view direct and programmatic as complementary, not competing channels
Live events and moment-driven content create spikes that favor guaranteed direct deals
Automation is reshaping direct buying, making premium inventory more accessible to smaller advertisers
Tatari’s Upstream aims to automate direct deals and bypass traditional programmatic layers
The future of CTV will likely be hybrid, combining automation, data, and direct relationships

Chapters

00:00 Introduction to the Marketecture Live discussion

00:21 Breaking down the $90B TV and CTV market

02:04 Overlap between direct and programmatic inventory

02:30 Publisher perspective on inventory strategy

04:03 Advertiser value targeting vs premium placement

05:03 Why direct and programmatic are complementary

06:07 Benefits of direct buying for brands

07:30 Brand safety, fraud, and cost efficiencies

08:40 The importance of publisher relationships

09:30 Live events and operational challenges

10:08 Peacock strategy and nowness content

11:35 Dynamic ad insertion vs linear pass-through

12:34 Audience behavior and shared viewing moments

13:14 Managing unpredictable live inventory

14:08 Introducing Tatari’s Upstream platform

15:40 Automation of direct deals

16:00 Concentration of CTV supply among top publishers

17:04 Lowering barriers for new advertisers

18:15 How Upstream benefits publishers and buyers

19:45 Future roadmap and machine learning optimization

22:07 Performance vs brand programmatic vs direct debate

22:33 Growth of CTV and advertiser adoption

23:12 The future coexistence of direct and programmatic

Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 166: Alicia Richardson, Winner of the Marketecture Start-up Showcase, on Experiential Marketing and Whether Cannes Is Worth it

Fri, 27 Mar 2026 10:00:00 -0000

Alicia Richardson, co-founder and managing partner of CrowdAxis and winner of the Markecture Live Startup Showcase, joins the pod to break down how brands approach experiential marketing, how to measure its impact, and whether major events like Cannes are actually worth the investment.

Takeaways

Experiential marketing connects brands directly with consumers in physical settings.
Marketers often rely on gut and repeat past event choices.
Measurement is inconsistent and still focused on basic metrics.
The industry lacks a standardized way to evaluate performance.
ROI depends on both the event and the brand’s execution.
Delayed data limits post-event conversion opportunities.

Chapters

00:09 Intro & Guest Introduction

03:33 What is Experiential Marketing

04:20 The Measurement Problem

07:11 CrowdAxis Solution

08:05 Experiential Power Index

10:08 Marketer Perspective

13:35 Data Sources

21:19 Founding Story of CrowdAxis

25:11 Paid Marketing Debate

43:22 Shopify Agentic Storefronts

Learn more about your ad choices. Visit megaphone.fm/adchoices

Show Me the Money: Terence Kawaja’s 10 Bold Bets on AI, Ads, and the Future of AdTech

Mon, 23 Mar 2026 10:00:00 -0000

Terence Kawaja, founder and CEO of LUMA Partners, took the stage live at Marketecture Live to break down the collision of AI and advertising with his signature mix of candor and sharp analysis. While acknowledging the uncertainty ahead, he made one thing clear: the industry is moving fast from AI hype to real, measurable impact, and the winners will be the ones who prove it in their numbers.

Takeaways

Show me the money for AI in 2026
Advertising will fuel LLMs
Shift from CPM to performance-based models
Intent data is the most valuable signal
Rise of the LLM ad ecosystem
AI-driven transparency in media buying
Creative as a performance driver
Ad tech consolidation
Agility is the key skill set
New entrants reshaping the industry

Chapters

00:00 Introduction from Marketecture Live

00:48 Why “No One Knows” What Happens Next in AI + Ads

02:11 Prediction #1: AI Hype vs. Real Financial Results

05:06 Prediction #2: Ads as the Core LLM Business Model

06:32 Prediction #3: The Shift to Performance & Intent Based Ads

09:46 Prediction #4: The LLM Ecosystem Opportunity

11:45 Prediction #5: Transparency vs. Agency Economics

13:23 Prediction #6: The Push for AI Standards

14:28 Prediction #7: Creative as the New Performance Lever

16:04 Prediction #8: Ad Tech Consolidation & Evolution

17:39 Prediction #9: Agility as the Ultimate Advantage

19:11 Prediction #10: New Entrants & M&A Wave

20:14 Bonus Prediction & Closing

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Episode 165: Melissa Burdick from Pacvue on the state of commerce media, plus TTD's continued woes

Fri, 20 Mar 2026 10:00:00 -0000

Melissa Burdick of Pacvue breaks down how commerce media is evolving beyond retail, why fragmentation is still the biggest challenge for brands, and how AI is reshaping product discovery across platforms. The conversation covers the rise of agentic commerce, Amazon’s dominance, and what the future of buying, measurement, and optimization looks like in a rapidly changing ecosystem.

Takeaways

Commerce media goes beyond retail and includes discovery, AI driven experiences, and new buying environments.
Fragmentation across retailers remains a major challenge for brands managing multiple platforms.
Amazon still dominates commerce media with the majority of market share.
AI is shifting search from keywords to prompts and changing how products are discovered.
Agentic commerce is early but expected to evolve significantly in the coming years.
Incrementality in retail media is complex and difficult to measure accurately.

Chapters

00:00 Intro + Marketecture Live recap

03:22 Startup showcase + guest intro (Pacvue)

06:58 Retail media vs. commerce media

10:42 Fragmentation + Amazon dominance

14:17 AI shopping, Rufus, and agentic commerce

20:11 In-store media + incrementality debate

25:11 AI in commerce and discovery shifts

30:00 AI campaign tools (Trade Desk, PubMatic, MiQ)

36:40 Publicis vs. TTD + transparency issues

45:34 Walmart, OpenAI, Meta, and future outlook

Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 164: Ari and Jeff Green talk about his giant stock purchase, OpenPath, their AI plans, and more

Fri, 13 Mar 2026 10:00:00 -0000

Ari Paparo sits down with Jeff Green, CEO of The Trade Desk, at Marketecture Live for a wide-ranging conversation about the future of advertising. Jeff discusses his massive insider stock purchase, the evolving role of AI in programmatic advertising, and potential new ad opportunities inside AI chat platforms and retail media. The discussion also covers the future of Amazon’s DSP, open vs. closed advertising ecosystems, OpenPath supply chain efficiency, CTV strategy through Ventura, and why programmatic advertising may be one of the industries best suited for agentic AI.

Takeaways

AI chat platforms could become a major new advertising channel
Programmatic advertising is highly suited for AI and automation
Retail media and sponsored listings remain powerful ad formats
Amazon’s DSP future may be limited by broader business risks
The industry debate is shifting from transparency to open vs. closed systems
“Practical transparency” matters more than excessive reporting
OpenPath aims to improve supply chain efficiency
AI will increasingly automate campaign management
Ventura aims to power the streaming ad ecosystem on connected TVs
Premium content remains central to ad value

Chapters

00:00 Introduction and Marketecture Live recap

01:27 Jeff Green’s insider stock purchase and market signals

02:45 The potential for ads inside AI chat platforms

05:11 Retail media and product listing ads

08:02 Why Amazon’s DSP may not exist in five years

12:00 Transparency versus outcomes in digital advertising

16:17 OpenPath and supply chain efficiency

20:31 The Trade Desk’s AI strategy

25:00 AI tools for campaign creation

25:40 The rise of CTV and Ventura’s strategy

29:14 Hedge gardens like Reddit and Spotify

31:30 Closing remarks

Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 163: Advertising is Growing Faster than the Economy — We Ask Why with Brian Wieser

Fri, 06 Mar 2026 05:00:00 -0000

Brian Wieser, founder of Madison and Wall, joins Ari Paparo and Eric Franchi to discuss why the digital ad market is stronger than expected and what recent earnings reveal about platforms and ad tech companies. The conversation covers retail media growth, DSP competition, and how companies like Amazon, OpenAI, and The Trade Desk are approaching the next phase of advertising, along with Brian’s view on AI’s impact on agencies, CTV, and the broader ad ecosystem.

Takeaways

The digital ad market is strong, growing about 15 percent despite economic uncertainty.
Ad growth is driven more by competition and new categories than by GDP.
Retail media is expanding as retailers increase competition between brands.
Agencies may benefit from AI, as marketers still need human guidance.
AI platforms are starting to explore new advertising models.

Chapters

00:00 Intro and Marketecture Live preview

03:10 The state of the digital advertising market

07:00 What drives ad market growth today

10:30 DSP competition and The Trade Desk’s market share

15:00 Retail media growth and Walmart’s momentum

20:30 AI disruption, SaaS concerns, and agencies

27:00 Streaming consolidation and CTV economics

33:40 OpenAI partnerships and the future of AI advertising

39:30 Amazon expanding its advertising ecosystem

45:00 AI marketing tools and Jeff Green’s $150M Trade Desk stock purchase

Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 162: Eric Seufert on the SaaS-pocolypse, Meta’s Manus, and AppLovin’s Social Network

Fri, 27 Feb 2026 11:00:00 -0000

Eric Seufert (Mobile Dev Memo) joins Ari Paparo and Eric Franchi for a wide-ranging conversation on the future of apps, AI agents, walled gardens, and the shifting power dynamics in digital advertising. They dive into the so-called “SaaS-pocalypse” and discuss whether AI agents could replace apps entirely. They also discuss Apple’s emerging AI gatekeeping strategy (and what it means for developers), Meta’s acquisition of Manus and the automation of advertising, and AppLovin’s reported ambitions to build a social network from scratch. Along the way, they explore whether independent ad tech can survive in a world dominated by Meta and Google, how AI is reshaping landing pages and commerce journeys, and why fully autonomous “agentic commerce” may be more mirage than inevitability.

Takeaways

AI agents may change how people use apps, but apps will not disappear.
Owning the user surface area matters because it protects monetization and customer relationships.
Agentic commerce sounds compelling, but platform incentives make full disintermediation unlikely.
Apple is tightening rules around sending personal data to third-party AI services, and enforcement is increasing through app rejections.
Apple keeps definitions vague to preserve latitude, which can create uncertainty for developers.
Apple may use Private Cloud Compute partnerships to control AI distribution and take a share of revenue.
Running meaningful AI inference on a device is limited by memory, so cloud processing remains central.
Meta’s Manus acquisition reinforces the push toward end-to-end campaign automation in Ads Manager.
The next step is AI that improves the post-click journey, not just the ad setup.
Meta’s business AI vision could move optimization from landing pages into conversational purchase guidance.
Some startups should look beyond Meta’s core strengths and build in channels that Meta is less focused on.
Building a new social network requires massive spending, but AppLovin has the cash flow and distribution to attempt it.

Chapters

00:00 Intro & Eric Seufert Returns

02:26 Marketecture Live Announcements

06:11 The SaaS-pocalypse

10:14 Why Apps Won’t Die

11:54 Why Super Apps Failed in the West

13:27 Private Markets & AI Valuations

14:10 Apple’s AI Tracking Transparency

17:08 Apple’s Gatekeeping Strategy

21:15 App Store Delays & Vibe Coding

22:24 Meta’s Manus Acquisition

24:12 Meta’s Business AI Vision

29:44 Can Anyone Compete With Meta?

30:45 AppLovin’s Social Network Ambitions

36:04 Infillion Acquires Catalina

41:26 The Trade Desk Earnings Breakdown

46:23 Executive Turnover & Competitive Landscape

50:38 Profound’s $1B Valuation

54:14 AdSense for AI & LLM Monetization

58:00 Walmart Connect Growth

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Episode 161: The State of AI with eMarketer’s Nate Elliott

Fri, 20 Feb 2026 11:00:00 -0000

Nate Elliott, Principal Analyst at eMarketer, joins Ari Paparo and Eric Franchi to talk through what’s actually happening with AI adoption in marketing and commerce. He shares a practical view on how many consumers actively use AI tools, why usage stats are often misleading, and why most AI influence on shopping still happens outside chatbots. The group also digs into GEO and AEO, agency and CMO priorities, and the growing debate over content licensing and the health of the open web.

Takeaways

Only about 15–20% of US online consumers use AI tools weekly, despite AI touching nearly every digital experience.
Most AI-influenced commerce happens through research and discovery, not direct purchases inside chatbots.
GEO feels like SEO in 1998, full of experimentation, aggressive tactics, and unclear measurement.
CMOs are focused more on internal AI productivity gains than flashy external AI activations.
Agencies may reach near-universal AI usage internally, but that does not mean AI replaces 95% of marketing output.
The health of the open web is critical to AI platforms, making content licensing a long-term strategic issue.

Chapters

00:00 Nate Elliott’s background and role leading AI research at eMarketer

07:30 How many consumers are actually active AI users

11:50 AI and commerce: direct transactions vs influence

14:40 GEO and the Wild West phase of AI search optimization

18:30 What CMOs are prioritizing in their AI strategy

23:20 Agencies, AI adoption, and the 95% marketing debate

26:00 AI disclosure, creative production, and labeling concerns

32:00 Content marketplaces and whether Google will pay publishers

38:00 Reddit, AI optimization, and measurement challenges

44:00 Agency rebates and media transparency

47:30 Amazon becomes Fortune’s number one company

Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 160: Matthew Egol on Why We Need an AI-Specific Industry Association

Fri, 13 Feb 2026 11:00:00 -0000

Matthew Egol, Founder & CEO of JourneySpark Consulting, joins Ari Paparo and Eric Franchi to break down agentic advertising and what AdCP means for the industry, from AI’s Super Bowl moment to standards governance, Prebid collaboration, IAB alignment, and how AI agents are reshaping planning, creative, and measurement across marketing.

Takeaways

AI took over the Super Bowl, with roughly a quarter of ads tied to AI.
Agentic advertising expands from buying to planning, discovery, and measurement.
AgenticAdvertising.org focuses on standards, governance, and certification.
Prebid runs the sell-side AdCP code while AAO drives the protocol and adoption.
AdCP is still mostly in pilot mode, not scaled revenue.
AI creative testing is beating traditional DCO in performance.
LLM ads could reshape search, retail media, and content economics.

Chapters

00:00 Opening & Guest Introduction

01:29 Marketecture Live & Super Bowl Banter

03:58 Matt Egol Joins from CES

06:49 What Is AgenticAdvertising.org?

08:16 Certification & Trust

11:11 Why Another Organization?

13:43 Prebid Partnership Explained

16:08 Expanding Beyond Programmatic

18:23 Relationship with the IAB

22:30 Adoption Update: February 2026

24:08 Governance & Board Structure

26:16 The AI Super Bowl

33:47 ChatGPT Launches Ads

44:20 Amazon Content Marketplace Rumors

52:19 Closing & Sign-Off

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Episode 159: Bob Lord of Horizon on How Indie Agencies Compete

Fri, 06 Feb 2026 11:00:00 -0000

Bob Lord, President of Horizon Media, joins Ari Paparo and Eric Franchi to talk about why independent agencies can move faster, how Horizon OS is built around an open partner ecosystem, and how AI is changing day to day agency work. They also cover Blu ID, performance-based pricing, the LLM ad debate, and key takeaways from IAB ALM.

Takeaways

Indie agencies move faster because they don’t carry legacy tech and data debt.
Horizon OS keeps the stack open so brands can swap partners as needed.
Blu ID links Horizon’s identity to client first-party data for more precise planning.
Horizon wants performance based pay so incentives match business results.
AI delivers quick wins through reconciliation and workflow automation.
The ads debate is really a trust play between Anthropic and OpenAI.

Chapters

00:00 Travel, Super Bowl, and AI talk.

04:22 Bob Lord joins the show.

06:38 Why holdcos struggle with tech and data debt.

08:17 Horizon OS and client access to data.

10:39 Switching agencies and owning first party data.

11:40 What Blu ID is.

12:13 Open ecosystem and partner plug-ins.

14:19 From staffing to growth partnership.

15:45 Performance based agency economics.

16:59 Why AI fits open systems.

18:12 Agent Q, Gemini, and fewer hallucinations.

20:14 AI wins: reconciliation and pitch work.

21:30 Horizon and Havas partnership.

23:41 Viveki then vs now.

28:45 LLM ad war and Anthropic ads.

36:33 IAB ALM and publisher AI accountability.

40:02 Project Ados and ADCP friction.

45:24 Earnings: Google, YouTube, Uber Ads.

51:56 Closing thoughts on open ecosystems.

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Ari Paparo on the Era of Outcomes in Digital Advertising at Marketecture Live

Mon, 02 Feb 2026 11:00:00 -0000

Ari Paparo explains why outcomes have become the defining metric in digital advertising, how AI and platform consolidation are reshaping the buy and sell sides, and what the decline of the open web means for marketers, publishers, and ad tech moving forward.

Takeaways

Outcomes have always existed in digital advertising, but pressure on CMOs has made measurable results unavoidable.
Closed loop platforms outperform the open web because scale, identity, and measurement live in one system.
Experimentation and advanced modeling are replacing traditional attribution as cookies disappear.
AI agents may reduce fragmentation by automating buying, negotiation, and optimization across publishers.
Programmatic advertising is circling back to outcome driven models similar to early ad networks.
Antitrust actions may reduce Google’s efficiency but will not eliminate its dominance in outcomes.

Chapters

00:00 Outcomes become the central measure of marketing success as CMO accountability increases.

02:10 AppLovin shows how repeatable performance drives massive valuation.

04:08 Experimentation and AI modeling replace fragile attribution systems.

06:01 Why publishers struggle to compete with closed platforms on outcomes.

09:12 AI search and summaries dramatically reduce traffic to the open web.

12:09 Fragmentation creates opportunity in a multipolar content ecosystem.

14:14 Agentic buying hints at a future with less friction and more scale.

15:20 Programmatic advertising evolves back toward outcome focused systems.

20:31 Antitrust remedies may reshape Google’s stack without killing outcomes.

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Episode 158: Rajeev Goel Is Making Agentic Advertising a Reality

Fri, 30 Jan 2026 11:00:00 -0000

Rajeev Goel, CEO of PubMatic, joins Ari Paparo and Eric Franchi to discuss how agentic AI and AdCP are reshaping the media buying process, collapsing the ad tech value chain, and creating new opportunities for publishers and advertisers to compete with walled gardens.

Takeaways

Agentic AI can automate planning, buying, and optimization beyond today’s DSP workflows.
PubMatic’s AgenticOS lets advertisers transact through AI agents using AdCP.
AI efficiency may grow digital ad spend and shift more ROI budgets to the open internet.
Seller agents and marketplaces could help publishers unlock demand without big sales teams.
The open web will compete better with stronger identity, measurement, and a simpler supply chain.

Chapter

00:00 Travel check and AI kickoff

01:05 Moltbot and why autonomous assistants matter

01:56 Rajeev Goel on agentic AI at PubMatic

07:00 RTB automates only the impression moment

08:37 RFPs, emails, spreadsheets — the manual reality

10:05 Agents scaling campaign management

15:15 Butler Till and Clubtails case study setup

18:37 PubMatic agent recommends inventory, audiences, and data

22:34 Agents compress the value chain, weaken DSP lock-in

45:05 OpenAI ads debate, CPM economics, answer engine ads

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Episode 157: Marketing Ad Tech in 2026 with Paul Knegten

Fri, 23 Jan 2026 11:00:00 -0000

Paul Knegten draws on his experience as a former Beeswax CMO and long-time ad tech marketer to explain what actually works in marketing as the industry heads into 2026. The conversation covers AI hype versus real value, why founder voice matters more than positioning decks, how buyers actually make decisions, and the difference between a marketing problem and a real business problem. Paul also breaks down where ad tech companies lose the plot when talking to brands and agencies, and why relevance beats buzz every time. Takeaways

AI does not fix weak positioning and only works when it solves a real customer problem.
Founder-led communication often outperforms polished brand messaging in ad tech.
Buyers care more about results than transparency when performance is strong.
LinkedIn and major industry events remain the two most effective channels to reach decision makers.
Many companies think they have a marketing issue when they actually have a product-market fit problem.

Chapters 00:09 Intro and guest welcome, Paul Knegten 01:04 Marketecture Live and Startup Showcase 04:05 Paul’s background in ad tech marketing 05:34 State of ad tech and the AI rush 06:39 Consolidation and “quietly winning” ad networks 08:44 Transparency vs performance for buyers 10:11 Founder-led marketing and being the face of the brand 13:13 Avoiding the ad tech echo chamber 15:26 Reaching buyers on LinkedIn and tentpole events 20:15 Brands and agencies vs ad tech priorities 22:06 AI hype and differentiation 24:05 “Marketing problem” vs “problem problem.” 28:39 OpenAI rolls out ads in the free tier 38:58 CTV News, EDO vs iSpot TV lawsuit 47:48 Gamera launch and open-web signals

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Episode 156: Does quality really matter? Erez Levin weighs in

Fri, 16 Jan 2026 11:00:00 -0000

Ari Paparo and Eric Franchi are joined by Erez Levin, a former Googler who focuses on media and inventory quality. They dig into what “quality” really means in programmatic advertising, why short-term outcomes can be misleading, and how incentive structures have pushed spend toward lower-value impressions.

Takeaways

Quality is best understood through effectiveness, but most measurement overweights short-term signals.
“Not all impressions are created equal.” quality varies by context, format, and goal.
Video definition loopholes led to premium pricing for lower-attention formats and contributed to market confusion.
MFA, SPO, and curation are connected symptoms of incentives that reward cheap scale and vanity metrics.
Verification helps, but quality needs to be addressed across the full media workflow, including experimentation and MMM.
Agentic buying could either improve quality controls or make it easier to optimize only to what’s measurable in the near term.
Publisher traffic declines reinforce the difference between commoditized content and differentiated journalism or creator-led media.

Chapters

00:00 Welcome and introduction to media quality

01:29 Marketecture Live updates and announcements

04:18 Erez Levin on why advertising quality matters

06:00 Defining quality vs outcomes in digital advertising

08:30 Brand impact, long-term effectiveness, and mental availability

09:43 Lessons from Google AdX and DV360

10:58 Video misclassification, IAB definitions, and market fallout

14:03 Outstream video, pricing, and mobile gaming use cases

17:00 MFA, SPO, and the real causes of inventory quality problems

19:03 Tools, verification, and the role of measurement frameworks

20:30 Agentic buying, AI, and control over media quality

22:41 AI news: Google UCP, AdCP, and agentic commerce

30:13 Apple, Siri, and Google Gemini’s implications

34:16 Publisher traffic decline and the future of content

36:23 Agentic buying vs RTB and portfolio theory

42:34 AppleCart funding and influence-based advertising

45:04 Liftoff IPO filing and the mobile ad tech landscape

47:57 Google antitrust lawsuits update

49:03 Closing thoughts and wrap-up

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Tim and Chris Vanderhook on Viant’s Lattice Brain: How Autonomous Advertising Beats Human Traders

Mon, 12 Jan 2026 11:00:00 -0000

From CES, Ari Paparo talks with Co-founder and CEO Tim Vanderhook and Co-founder and COO Chris Vanderhook of Viant about what automation looks like in a DSP workflow, using Viant’s Lattice Brain and Outcomes as the framing. They cover how goal-based optimization is set up (CPA/ROAS), what they observed in tests comparing automated and human-managed campaigns, and why “decision latency” is a recurring issue in day-to-day programmatic execution.

Takeaways

They describe Outcomes as a goal-based workflow where an advertiser provides key inputs and the system handles ongoing optimization decisions.
The guests share results from internal tests comparing automated vs human-managed campaigns, and discuss what signals they looked at beyond the final CPA.
A main theme is “decision latency”; humans operate on meeting and approval cycles, while automated systems can adjust continuously.
They distinguish between transparency and control: visibility into where spending goes, but limited ability to override optimization choices.
They expect a hybrid approach, with some budgets remaining hands-on and others shifting toward more automation.

Chapters

00:00 CES check-in and episode setup

00:55 The AI-assisted song launch tangent

01:54 What “Lattice Brain” refers to

02:39 What Outcomes is meant to do

03:42 CPA/ROAS now, incrementality later

05:21 Why run an AI vs human comparison

06:36 Test setup, including excluding retargeting

08:06 What the results suggested and what they focused on

10:25 What automation changes reveal about typical workflows

12:19 Transparency vs manual overrides

14:16 Why open-web performance has been difficult historically

16:29 What they think needs to be true for better open-web performance

17:33 Hybrid buying and where automation fits

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Episode 155: Ari Missed CES, but Eric and AI Were There. Plus, Mike Khristo Creates Marketing Plans from GitHub

Fri, 09 Jan 2026 11:00:00 -0000

Ari Paparo and Eric Franchi break down the biggest themes coming out of CES and across ad tech. Ari speaks with Mike Khristo, CEO of Layers, about turning code directly into customers, automating marketing for developers, and how vibe coding is enabling a new wave of profitable niche apps. Ari and Eric then cover AI-powered ad platforms, agentic buying and selling, and major industry announcements from Walmart, Viant, Reddit, Amazon, and The Trade Desk.

Takeaways

Layers automates marketing for developers who lack marketing skills.
Vibe coding allows non-professionals to create viable apps.
AI tools are improving the quality of code produced by non-developers.
Organic growth is becoming increasingly important for app distribution.
App Store Optimization is crucial for visibility in app stores.
TikTok and Meta are key platforms for app marketing.
Non-technical individuals can successfully build and market apps.
The rise of niche apps is creating new opportunities in the market.
Developers can focus on building features rather than marketing.
The future of app development is empowering individuals to create without needing extensive technical backgrounds.

Chapters

00:00 Intro and CES check-in

02:05 Upcoming interviews and announcements

04:00 MADDB product update

05:26 Interview begins: Mike Khristo, CEO of Layers

10:10 Vibe coding and production-quality apps

15:02 App growth channels: Meta, Apple Search Ads, and ASO

17:58 Managed UGC and creator scale

25:20 News of the Week begins

29:34 Amazon DSP and Reddit automation (“Max” modes)

31:06 Viant Lattice Brain and outcomes-based buying

37:27 Agentic advertising and IAB roadmap

46:59 Closing and Marketecture Live reminder

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Inside Walmart Connect: From Retail Media to Full-Funnel Performance with Khurrum Malik

Tue, 06 Jan 2026 14:15:00 -0000

Walmart Connect has quickly evolved from a search-driven retail media platform into a full-funnel advertising powerhouse. In this episode, Ari Paparo sits down with Khurrum Malik, VP of Business and Product Marketing at Walmart Connect, to unpack how Walmart is combining on-site search, off-site media, CTV via Vizio, and closed-loop measurement to spark real sales impact.

Khurrum shares why he joined Walmart Connect, how “couch to cart” is becoming a reality, what performance TV means for emerging advertisers, and why incrementality is the new gold standard for retail media. The conversation also previews Walmart Connect’s CES announcements, including AI-driven ad tools, search incrementality GA, and new third-party benchmarks that position Walmart Connect against digital and social media.

Takeaways

Walmart Connect is a multi-billion-dollar retail media business growing 30%+ by focusing on sales impact, not just media delivery
Search and PLAs remain the core, but Walmart Connect is expanding aggressively into brand, video, CTV, and off-site media
Vizio enables true “couch to cart” activation by connecting CTV exposure directly to Walmart sales outcomes
Incrementality and IROAS are becoming the measurement bar for retail media, not just attribution
Walmart’s omni-channel footprint of 4,600+ stores and 150M weekly shoppers is a core competitive advantage
CES announcements highlight AI-powered tools, search incrementality GA, and third-party benchmarks that outperform digital and social media norms

Chapters

00:00 Welcome & Introduction

00:38 Why Khurrum Joined Walmart Connect

02:18 What Is Walmart Connect Today

03:57 Beyond PLAs and Search

05:03 Scale, Brand, and Performance

06:33 Measurement and Incrementality

06:47 Vizio and “Couch to Cart”

09:30 Performance TV for Emerging Advertisers

11:09 Third-Party Measurement & Trust

13:50 CES Preview

17:10 Lightning Round

19:31 Wrap-Up

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Playwire with Jayson Dubin: Human Intelligence vs Machine Learning in AdTech at Marketecture Live

Mon, 29 Dec 2025 11:00:00 -0000

On Marketecture Live, Jayson Dubin, CEO and Founder of Playwire, explains how publishers can grow revenue and improve performance by combining machine learning with human intelligence. He shares concrete results from AI-driven traffic shaping and price floor optimization, walks through Playwire’s Quality, Performance, Transparency (QPT) initiative, and discusses major ecosystem issues like supply chain opacity, malicious ads, and the shifting realities of AI-driven discovery. He also introduces RAMP, Playwire’s Revenue Amplification Management Platform, built to give enterprise publishers control, visibility, and optional AI automation. Takeaways

AI is best for repetitive, rapid decisions; humans are best for contextual strategy and judgment in a gray, complex ad ecosystem.
AI traffic shaping drove a 21% lift in Revenue Per Session versus 9% without it.
AI price flooring delivered about a 20% uplift in RPM through multidimensional, per-request adjustments.
Cutting bid requests can increase performance and revenue while also improving page speed and traffic.
QPT shifted Playwire from quantity to quality, strengthening trust with buyers and partners.
Transparency remains uneven: publishers still struggle to identify buyers and stop malicious ads across the bidstream.
RAMP unifies traffic shaping, bid shaping, and flooring into a platform designed for enterprise publisher control and visibility.

Chapters

00:00 Intro Jayson Dubin and the core theme

00:55 What Playwire does and why automation matters at scale

01:23 The false choice: automation vs human involvement

01:38 Decision framework where AI wins vs where humans win

02:31 Traffic shaping explained feed DSPs and SSPs what they eat

03:15 Traffic shaping results 21% RPS lift and fewer bid requests

04:01 AI price flooring moving beyond GAM rule limits

05:23 Origin story industry feedback and the shift to quality

05:57 QPT Quality Performance Transparency

06:57 Two-year impact: fewer requests, higher CPM, higher revenue

09:37 Marketecture Live Q&A: What AI means for publishers now

18:56 Scale and leverage who gets to command better terms

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Episode 154: Marketecture Wrapped: Predictions, Year-in-Review, and Shout-Outs from Eric and Ari

Tue, 23 Dec 2025 11:00:00 -0000

In this episode, Ari Paparo and Eric Franchi reflect on the past year in ad tech and discuss their predictions from the previous year, the growth of Marketecture, and the biggest news stories in the industry. They highlight key CEOs and companies, explore current trends, and make predictions for the upcoming year, particularly focusing on the impact of AI and the evolving landscape of CTV advertising.

Takeaways

Our audience was up 200% year over year on Spotify.
This year was the year of strategic M&A in ad tech.
AI tools were rolled out by many companies this year.
TikTok didn't get banned, but it will be controlled by a US entity.
Live streaming continued to grow significantly this year.
Sundar Pichai of Google had an incredible turnaround year.
YouTube and Netflix are creating a duopoly in streaming.
Content marketplaces will become a big thing next year.
The in-app advertising space is heating up due to competition.
2026 will see a significant rise in M&A activity.

Chapters

00:00 Year-End Reflections and Predictions

03:04 Marketecture's Growth and Achievements

06:03 Evaluating Last Year's Predictions

11:55 Biggest News in Ad Tech

15:01 CEO Highlights and Trends

20:58 Current Trends in Ad Tech

22:31 The Streaming Duopoly: YouTube and Netflix

24:18 The Impact of CTV Consolidation on Advertising

25:44 The Rise of Agentic AI in Advertising

26:49 Spotlight on Hot Startups: Swivel and Branch Labs

29:28 Predictions for 2026: M&A and Market Dynamics

32:33 Learning from the Best: Key Podcast Insights

37:08 The Future of Google and CTV Advertising

41:13 The In-App Advertising Landscape: A New Era

43:21 The TikTok Election: Shaping Political Advertising

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PayPal Open Commerce with Dr. Mark Grether: Retail Media, Agentic Commerce at Marketecture Live

Mon, 22 Dec 2025 11:00:00 -0000

Dr. Mark Grether, SVP & General Manager, PayPal, unpacks how PayPal is reshaping commerce media by leveraging its transaction graph across 30 million merchants and 400 million consumers at Marketecture Live. From democratizing retail media for SMBs to monetizing Venmo’s social feed and enabling agentic commerce with trusted payments, this conversation explores why PayPal sits at the center of advertising, AI, and the future of buying online.

Takeaways

PayPal’s transaction graph spans 30 million merchants and 400 million consumers, giving it a horizontal view that powers audience targeting, market share insights, and closed-loop measurement.
The new SMB Ads Manager unifies demand and supply so smaller merchants can both buy previously unreachable audiences and monetize their own site traffic.
Venmo’s social feed and Gen Z heavy user base create high demand, upper funnel ad inventory tied to real spending behavior and cultural signals like emoji usage.
Honey contributes large-scale intent and catalog visibility, letting PayPal connect discovery to checkout and measure impact even for off-site channels like CTV.
In agentic commerce, PayPal aims to be the trust and payments layer that reduces friction while humans still make emotional final decisions.

Chapters

00:00 PayPal Today: Scale, Brands, and the Transaction Graph

01:09 Retail Media Fragmentation and the SMB Challenge

01:53 PayPal Ads: On-Site, Off-Site, and Storefront Ads

03:57 Ads Manager: Unifying Demand and Monetizing SMB Eyeballs

06:37 Open Commerce: Relevance and Brand Safety at Scale

08:24 Venmo Ads: Social, Gen Z, and Upper-Funnel Moments

10:36 Honey: Intent Signals, Catalog Data, and Targeting

12:15 Closed-Loop Measurement and CTV Attribution

16:14 Agentic Commerce: Trust, Payments, and In-Flow Checkout

24:04 Five-Year Outlook: What Changes and What Doesn’t

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Episode 153: Scott Spencer invented RTB, now he’s taking on cookie banners

Fri, 19 Dec 2025 11:00:00 -0000

Scott Spencer, co-founder of Rewarded Interest and former DoubleClick and Google product leader, explains why cookie banners failed, how consumer privacy still feels broken, and what it takes to give users real control without hurting publishers or advertisers.

Takeaways

RTB wasn’t invented in a single moment. It emerged organically as multiple teams solved latency, bidding, and scale problems in parallel.
Cookie banners fail both consumers and regulators by creating friction without real control or understanding.
Rewarded Interest aims to replace site-by-site consent with centralized, programmatic privacy preferences across devices.
Privacy control likely belongs above the browser level, especially as agentic browsing and AI assistants become mainstream.
Changes proposed to GDPR may reduce protections around pseudonymous identifiers, increasing the need for user-centric control tools.
The industry risks pushing users toward ad blocking if it can’t offer meaningful, trusted privacy solutions.
Scott’s biggest regret from the RTB era isn’t technical. It’s not taking time to appreciate the magnitude of the transformation and the people behind it.

Chapters

00:00 Intro: Scott Spencer’s DoubleClick and Google legacy

01:29 Year-end notes: Marketecture Wrapped and MadDB.ai

03:35 Why Scott founded Rewarded Interest

05:00 Coalition for Better Ads and reducing ad blocking

06:20 Why cookie banners are broken

07:55 Centralized privacy control across the web

08:52 Browsers, OS-level identity, and agentic browsing

10:54 Minor mode and protecting children from tracking

12:10 Do consumers want granular control? Rewards and defaults

13:43 GDPR, Digital Omnibus, and Europe’s direction

18:21 Aligning incentives for users, publishers, and ad tech

21:56 22 years at DoubleClick and Google

22:12 Did Scott invent RTB? Network proxy bidding explained.

31:00 The Refresh: Google, Meta scams, and agentic ads

54:15 Wrap-up: YouTube vs Netflix and the Oscars move

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Programmatic Innovation in Live Sports with Andrew Casale and Megan Pagliuca at Marketecture Live

Mon, 15 Dec 2025 11:00:00 -0000

Andrew Casale, CEO, Index Exchange, and Megan Pagliuca, Chief Product Officer, Omnicom Media Group, unpack how live sports and streaming are becoming more addressable through programmatic, why new standards are fixing real-time “spike” problems, and how sell-side decisioning and AI-driven curation could reshape efficiency and fees across the open internet.

Takeaways

Live sports are becoming truly addressable through programmatic.
Targeting is shifting to moment-level signals, not broad demos.
Standards like podding and advanced ad requests reduce live break spikes.
Pre-fetching and smarter pacing keep delivery stable.
Sell-side decisioning now happens earlier and faster.
That speed opens new optimization before bids reach DSPs.
The supply chain may be split into modular parts to cut fees.
AI is already boosting inclusion lists, safety, and creative workflows.

Chapter

00:10 Intro to live sports and programmatic.

00:45 Megan on addressable “magic moments” in live sports.

03:12 Andrew on podding standards for live streams.

04:23 How advanced ad requests prevent break spikes.

06:36 What sell-side decisioning is and why it’s faster now.

09:50 Two futures: bundled platforms or unbundled chain.

15:07 Megan on SPO and tighter partner sets.

17:45 Practical AI wins in lists, safety, and creativity.

23:20 Rapid-fire predictions for 2026.

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Episode 152: Jim Payne is back! His new SDK lets you control monetization with AI

Fri, 12 Dec 2025 11:00:00 -0000

Ari Paparo and Eric Franchi sit down with MoPub and MAX founder Jim Payne to unpack his new company CloudX, how “monetization as code” lets mobile publishers manage their entire ad stack in files that AI can edit, why he teamed up with Meta on a secure auction using trusted execution environments, and what all of this means for SDK complexity, mobile vs desktop, AppLovin, performance TV, retail media, and the next wave of ad tech.

Takeaways

CloudX lets mobile publishers manage their ad stack as code.
Jim built CloudX with Meta to power a more secure mobile auction.
Line items and targeting live in files instead of spreadsheets.
Trusted execution environments keep bidder data locked down.
AI agents can now traffic ads and tweak setups automatically.
Jim looks back on Mopub, Max and big outcomes for early teams.
The crew also breaks down Pinterest TV Scientific and other ad tech news.

Chapters

00:00 Intro and why Jim finally joins.

02:10 Jim’s path through Mopub, Max and Meta.

06:00 What monetization as code actually means.

11:30 How AI agents can traffic ads.

15:00 Secure auctions and why Meta cares.

20:30 Why messy mobile stacks need flexibility.

27:00 Jim on AppLovin and mobile versus desktop.

33:30 Jim Payne legends and big career bets.

44:00 Pinterest buys tvScientific news reaction.

52:00 DSP fees, CTV buying and meta layers.

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Meta Advantage+ & Incrementality: Findings From 640 Tests with Olivia Kory at Marketecture Live

Mon, 08 Dec 2025 05:00:00 -0000

Olivia Kory, Chief Strategy Officer from Haus, walks through an 18-month review of 640 incrementality tests run by Haus to compare Meta’s Advantage+ campaigns with manual setups. She explains the shift from hands-on targeting to AI-led buying, why incrementality matters more than platform-reported conversions, and how Geolift holdouts estimate true lift without user-level data. The results show a strong overall impact from Meta, but mixed performance from Advantage+ versus manual, along with signs that mid-funnel optimization can change outcomes. She ends with practical cautions on interpreting automation results and the need to test by brand.

Takeaways

Incrementality testing helps separate real lift from conversions that would have happened anyway.
Meta tends to deliver measurable lift quickly, though attribution settings change what you see.
Advantage+ performs inconsistently against manual campaigns and can skew toward low funnel intent.
Mid-funnel signal engineering may broaden reach and improve omnichannel effects, but needs validation.

Chapters

00:00 Overview of the research question on AI buying and outcomes. 03:10 How Meta buying moved from manual controls to automated setups.

06:05 Why incrementality matters more than reported conversions.

09:00 Geolift holdout method and cross-channel measurement.

12:10 What the wider Meta test set shows about lift and timing.

16:05 Advantage+ versus manual results and efficiency gaps.

19:20 Possible reasons for the Advantage+ pattern and open questions.

21:10 Signal engineering and mid-funnel optimization approach.

24:20 Final cautions and how to apply testing to your own brand.

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Episode 151: How Publishers Can Get Paid for AI, with Matthew Goldstein

Fri, 05 Dec 2025 11:00:00 -0000

Matthew Goldstein joins Ari Paparo and Eric Franchi to break down how AI is reshaping publishing, why traffic declines are less scary than content theft, and what it will take for publishers to get paid in an agentic future. They dig into licensing deals, bot blocking, Microsoft’s content marketplace, and the idea of a real-time exchange for fresh, metadata-rich articles. The conversation also hits Google’s growing advantage, OpenAI’s code-red moment, and what all of this means for ads, agencies, and where digital media revenue goes next.

Takeaways

Publishers are more focused on getting compensated for AI training and retrieval than on raw traffic drops.
Bot blocking is rising, but without a shared, reliable block list, it stays messy and uneven.
Content marketplaces only work if buyers show up, and right now sellers massively outnumber demand.
A split web is coming: humans browse homepages, while agents pull content at scale from trusted sources.
Google’s integrated ecosystem gives it a structural edge over everyone in search plus AI.

Chapters

00:09 Welcome and setup for AI and content licensing discussion with MSG

02:10 What happened to MSG’s newsletter and why LinkedIn feels better for feedback

05:11 Birthdays, Spotify Wrapped, and shout outs to the pod’s biggest fans

08:18 State of publishers right now: traffic concerns vs AI taking content

10:26 Upfront licensing deals: why the headlines cooled off and what renewals mean

13:12 Blocking AI bots: Cloudflare rollout, inconsistency, and need for a shared list

15:20 Human web vs agentic web and why the publisher business model must change

18:20 Content marketplaces: how many exist, the demand problem, and Microsoft’s approach

20:36 Marketplace mechanics explained through a finance app example

24:00 Real time per article payments and RAG style usage as the likely model

28:21 What marketplaces imply for publisher ads and MSG’s timeline prediction

31:30 News: BroadSign acquires Place Exchange, and why out of home is heating up

35:17 News: Omnicom IPG deal closes and what it means for agencies

38:41 News: OpenAI code red and the rapid rise of Google Gemini

44:52 Rumors of ads in AI search and in ChatGPT

47:19 LLM referral traffic to retail rises over Black Friday weekend

48:40 Trade Desk talent moves and pricing pressure

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CTV Ads 2025: Proving Outcomes Beyond Impressions with Jenny Wall at Marketecture Live

Mon, 01 Dec 2025 11:00:00 -0000

Jenny Wall from VideoAmp joins Ari Paparo to unpack why CTV measurement has to evolve past impressions and demos. They dig into outcomes, advanced audiences, clean room data, and the growing need for multiple currencies across linear, streaming, and walled gardens. Expect practical examples, a clear case for audience first buying, and a candid look at what happens if the industry stays locked to legacy metrics.

Takeaways

TV works, but modern measurement must prove business outcomes instead of just delivery.
Advanced audiences reduce waste and can lift sales by focusing on the right households.
Cross channel measurement is essential now that viewing and spend are split across many platforms.
Third party validation matters because platforms grading their own homework limits trust.
Dual currencies and clean room matching are messy today, but they create price flexibility and innovation.

Chapters
00:10 Ari sets up the shift from impressions to outcomes in CTV measurement.

02:16 Jenny explains why TV is a really emotional video and why that still drives results.

02:59 The conversation moves to tying fragmented channels to real KPIs like sales.

04:11 Jenny argues that advanced audiences beat demo buying for most brands.

05:18 Examples show how deep audience targeting can go, from retail intent to pharma switching.

10:53 Walled gardens and the need for independent measurement come into focus.

12:48 Dual currencies are framed as painful now but necessary for the market to progress.

15:14 Jenny warns that unstable metrics could wipe out long tail networks. 18:02 Real time optimization in TV is closer than most marketers think.

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Episode 150: Thanksgiving Mailbag. Listeners ask questions, Eric and Ari give answers

Wed, 26 Nov 2025 11:00:00 -0000

Ari Paparo and Eric Franchi discuss a variety of topics, ranging from the latest developments in the Google trial to the implications of AI in advertising. They provide insights on consulting strategies for data companies, share their personal pizza preferences, and explore the future of marketing mix models. The conversation also touches on job security in ad tech, the impact of media personalities on careers, and the cultural significance of Thanksgiving side dishes.

Takeaways

The Google trial's outcome may not favor a spin-out.
Data companies should focus on use cases rather than just data.
AI serves as an enabler in advertising, not a standalone solution.
Job security in ad tech is closely tied to revenue generation roles.
Identifying AI native companies requires understanding their vision and strategy.
The cultural significance of Thanksgiving side dishes varies regionally.
Mac and cheese has become a modern staple in Thanksgiving dinners.
The pace of AI innovation is rapidly changing the advertising landscape.
OpenAI is likely to enter the advertising space due to market demands.
The future marketing mix will see shifts among search, walled gardens, and open platforms.

Chapters

00:00 Thanksgiving Greetings and Podcast Introduction

00:58 Insights from the Google Trial

04:22 Consulting Advice for New Entrants in Data Marketing

08:05 The Role of AI in Advertising

12:01 Pizza Preferences and Cultural Reflections

15:45 AI Innovation and M&A in Advertising

18:57 OpenAI's Potential Move into Advertising

20:31 The Future of Advertising and OpenAI

22:41 Marketing Mix Modeling in Fortune 500 Brands

25:09 Shifts in Advertising Spend: Search vs. LLMs

29:02 Job Security in Ad Tech Amidst AI

30:40 Identifying AI Native Companies vs. AI Posers

33:04 The Impact of Media Personality on Career

37:34 Thanksgiving Traditions and Food Preferences

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Bayer’s Alexis Gossard & Lisa Perez Reveal the One A Day Brand Transformation at Marketecture Live

Mon, 24 Nov 2025 11:00:00 -0000

At Marketecture Live, Alexis Gossard, Senior Manager of Media Strategy at Bayer, and Lisa Perez, General Manager for Pain/Cardio/Derm and Nutritionals, discuss the recent shift in strategy behind the One A Day brand. They outline how the team revisited brand fundamentals, updated the visual identity, refined audience-specific messaging, and adjusted the media approach across video, social, retail, and emerging channels. The conversation offers a clear look at the decision-making process, cross-functional collaboration, and early learnings from the brand’s updated direction.

Takeaways

Bayer Consumer Health aims to reach more households.
The mission is described as the road to billions.
A dedicated team focuses on media outcomes.
Every media plan outcome is linked to new brand initiatives.
The strategy involves analyzing various channels for effectiveness.
Household penetration is a key performance indicator.
The company is committed to understanding market dynamics.
Media planning is crucial for brand growth.
The focus is on measurable outcomes in marketing.
Bayer is leveraging data to inform its strategies.

Chapters

00:10 Opening & Brand Challenge

00:50 Brand Overview & Market Realities

01:06 Audience Complexity & Strategic Shift

03:06 Rebuilding the Brand Foundation

04:39 Visual Identity & Packaging Refresh

06:32 Cross-Functional Collaboration

08:45 Turning Insights Into Media Strategy

09:48 Awareness Strategy & Football Integration

13:23 Advanced Targeting, AI, and Geo-Clustering

18:38 What’s Next & Q&A Highlights

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Episode 149: Steven Liss of OpenAds on AI start-up, AdCP, UCP, and how The Trade Desk stole his name

Fri, 21 Nov 2025 11:00:00 -0000

Ari Paparo and Eric Franchi sit down with Steven Liss, CEO of OpenAds, to discuss the company’s shift from placing ads inside AI chat to using AI to transform display advertising. They explore why contextual intelligence is gaining new traction, how AI-generated creative performs in practice, and what the new IAB standards AdCP and UCP signal for the future of programmatic buying. The conversation also covers the challenges of embedding interoperability, the complexities of building an AI native DSP, and how agencies are adopting creative generation tools.

Takeaways

Ads inside AI chat are constrained by a limited supply, while ads powered by AI offer far more scale
New language models improve contextual classification, which leads to more accurate targeting
AI creative becomes stronger when grounded in a real webpage context and variety
Agencies are driving demand for efficient AI-powered creative, while creative and media teams remain separate
Building a DSP from scratch is now possible because coding models accelerate engineering work
AdCP helps unify signals between buyers and publishers, which cuts waste in programmatic
UCP faces hurdles because embeddings created by different models cannot interpret one another
Open source or shared industry models may be needed to support reliable embedding exchange

Chapters

00:00 Introduction and guest setup

02:10 Thanksgiving banter and mailbag announcement

06:40 Stephen Liss joins the show

07:30 The “OpenAds” naming confusion with TTD

10:00 Why ads inside AI did not scale

15:45 Rise of contextual and AI-driven creative

21:00 Building an AI-native DSP

25:25 Examples of surprising AI-generated creative

31:00 ADCP and UCP: standards, embeddings, and challenges

47:20 Why shared models matter + closing thoughts and wrap-up

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Inside AWS’s RTB Fabric: Sergio Serra on Reinventing Ad Tech Infrastructure

Mon, 17 Nov 2025 11:00:00 -0000

Ari Paparo sits down with Sergio Serra, PM Lead for RTB Fabric at AWS, to explore how Amazon is transforming the foundations of programmatic advertising. They break down how RTB Fabric eliminates data egress costs, improves latency through deterministic routing, and introduces a per-billion transaction model built specifically for ad tech. Recorded at Marketecture, this conversation reveals how AWS is creating purpose-built infrastructure for SSPs and DSPs, the power of modular services like real-time throttling and OpenRTB filtering, and why Fabric might redefine the economics of ad exchanges.

Takeaways

RTB Fabric removes the dual tax of data egress and load balancing costs.
Deterministic availability zone routing cuts latency and boosts reliability.
Built-in modules add rate limiting, filtering, and error masking without extra cost.
The pricing model aligns with ad tech’s transaction-based economics.
AWS is opening Fabric beyond its own backbone, allowing external connectivity.

Chapters

00:00 Introduction and AWS’s Focus on Ad Tech

01:00 What RTB Fabric Solves for SSPs and DSPs

03:00 Eliminating Data Egress and Load Balancing Costs

05:00 How Deterministic Routing Improves Latency

07:00 Built-In Modules: Rate Limiting, Filtering, Error Masking

10:00 Pricing Model Based on Transactions

12:00 Internal vs. External Fabric Connections

14:00 Launch Partners and Future Expansion

15:30 Competitive Edge and Vision for RTB Fabric

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Episode 148: Paul Bannister Shares Research on How Consumers Feel About AI-Generated Content

Fri, 14 Nov 2025 11:00:00 -0000

Ari Paparo and Eric Franchi sit down with Paul Bannister, Chief Strategy Officer of Raptive, unpack new research on how audiences respond to AI-written content, why trust changes depending on labeling and experience, and what shifting traffic patterns mean for publishers. The conversation moves from consumer behavior to the realities of the open web, the role of strong brands, and how AI tools are reshaping ad operations.

Takeaways

Readers trust AI content less when labeling is unclear.
Suspicion of AI drops trust more than actual AI writing.
People struggle to identify whether content is AI or human.
Heavy AI users become highly skeptical of AI content.
Traffic declines hit factual verticals harder than lifestyle.
Strong brands cushion publishers from search volatility.
Smaller sites dependent on SEO face the greatest risk.
Reducing ad clutter can improve both outcomes and revenue.
AI tools are speeding up slow ad ops and campaign setup.
CTV continues to drive most of the open web growth.

Chapters

00:00 Introduction and Guest Introduction

03:00 AI and Content Trust Issues

09:00 Impact of AI on Traffic and Branding

15:00 Earnings Reports and Industry News

21:00 AI in Programmatic Advertising

27:00 Challenges for Small Publishers

33:00 The Role of Human Involvement in AI Content

39:00 Future Trends in Digital Advertising

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From D2C to CTV: Nik Sharma and James Borow on Reinventing TV Advertising at Marketecture Live

Mon, 10 Nov 2025 11:00:00 -0000

Nik Sharma, CEO, Sharma Brands, and James Borow, VP, Product & Engineering, Comcast, explore how direct-to-consumer performance tactics are transforming traditional TV advertising. Recorded at Marketecture Live, they discuss the rise of real-time measurement, the merging of walled gardens and open web ecosystems, and how Universal Ads is making TV as accessible and data-driven as social platforms. The conversation highlights creative testing, AI’s growing role in production, and what marketers need to unlearn to thrive in the next phase of connected TV.

Takeaways

Direct-to-consumer brands are driving a shift toward more measurable, performance-focused TV advertising.
The creative process for TV is moving closer to social media’s rapid testing and iteration model.
Lower production barriers and ad tech integration are making TV more accessible to smaller brands.
Incrementality and third-party measurement are replacing outdated metrics and first-party trust.
Creative quality and adaptability now matter more than expensive, polished production.
TV’s role is increasingly about amplifying social campaigns and driving results on mobile.
AI is unlocking faster creative workflows, but still requires human direction and testing.
CMOs need to think like measurement product managers, balancing creativity with data literacy.
The future of TV advertising lies in accessibility, automation, and integration with digital platforms.

Chapter

00:00 Introduction and Background of Nik Sharma and James Borow

02:00 Understanding D2C Brands and Their Approach to Ad Tech

03:30 Why Now Is the Moment to Rethink TV Advertising

05:00 The Shift from Brand Spend to Performance-Driven TV

06:30 Integrating TV into a Modern Media Mix

08:00 How Ad Tech Evolution Made TV Accessible

09:30 From Polished Commercials to Test-and-Learn Creative Models

12:00 TV as the Second Screen and the Rise of Social-Led Storytelling

14:00 Changing Creative Standards Across TV and Social Platforms

15:30 What CMOs Need to Unlearn About TV Buying

17:00 The Role of AI and Automation in Modern TV Advertising

18:30 The Future of Generative AI in Creative Production

19:00 Career Advice for the Next Generation in Ad Tech

Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 147: Mathieu Roche on the TrueData Acquisition and the Modern Market for Identity

Fri, 07 Nov 2025 11:00:00 -0000

Ari Paparo and Eric Franchi are joined by Mathieu Roche, CEO of ID5, to discuss the recent acquisition of TrueData and its implications for the identity market. They explore the integration of identity graphs and IDs, the challenges of maintaining privacy and data security, and the evolving landscape of identity solutions. The conversation also touches on the importance of match rates, the role of identity in advertising, and the future of identity technology.

Takeaways

ID5's acquisition of TrueData aims to enhance identity solutions by integrating identity graphs with IDs.
The acquisition increases ID5's staff and revenue by 30-40%, marking a significant expansion.
ID5 focuses on making devices addressable and recognizable over time, enhancing match rates.
TrueData specializes in connecting data at the user and household level, acting as a 'Rosetta Stone' for identity.
The integration of ID5 and TrueData offers a unique end-to-end identity solution for clients.
Identity is crucial for targeting, optimization, frequency capping, and measurement in advertising.
The debate between deterministic and probabilistic identity solutions continues, with trade-offs in scale and precision.
ID5's global presence and strong match rates provide a competitive edge in the identity market.
The acquisition process involved extensive due diligence, highlighting the complexity of transatlantic deals.
The future of identity technology involves balancing privacy concerns with the need for effective data solutions.

Chapters

00:11 Introduction and Guest Welcome

03:42 ID5's Acquisition of TrueData

09:56 Identity Graphs and Device IDs

13:33 AI's Role in Advertising

29:49 The US Market and Global Scale

50:19 Deterministic vs. Probabilistic Solutions

57:23 Future of Identity in Ad Tech

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Luke Schoenberger on Simplifying Publisher Ad Tech with Playwire’s Wrapper

Mon, 03 Nov 2025 11:00:00 -0000

Ari Paparo interviews Luke Schoenberger, Executive Vice President of Product Engineering at Playwire. They discuss Playwire's role as a major sales house for publishers, the development of a custom wrapper for ad monetization, and the challenges and opportunities in the display advertising landscape. Luke shares insights on the transition to in-app monetization, the competitive advantages of Playwire's offerings, and the future of display advertising amidst changing market dynamics.

Takeaways

Playwire is one of the largest sales houses in the industry.
They provide a simple integration for publishers to monetize their websites.
Playwire is building its own wrapper to improve ad monetization.
The new wrapper allows for A/B testing and custom configurations.
Publishers can benefit from a single payment instead of multiple SSPs.
In-app monetization is a growing focus for Playwire.
The app ecosystem has different monetization needs compared to the web.
Analytics is a key feature of Playwire's wrapper solution.
Competition in the ad tech space is increasing.
The display advertising market is facing challenges due to generative AI.

Chapters

00:00 Introduction to Playwire and Its Business Model

02:57 Building a Custom Wrapper for Publishers

05:49 Advantages of Playwire's Wrapper Over Prebid

08:54 The Role of GAM and Alternatives

11:46 Expanding into App Monetization

14:55 Challenges in App Monetization

17:52 Competitive Landscape and Market Challenges

20:43 Conclusion and Final Thoughts

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Episode 146: Terry Kawaja Lets Loose on the Marketecture Live Stage

Fri, 31 Oct 2025 10:00:00 -0000

Ari Paparo and Eric Franchi recap the highlights from Marketecture Live II, discussing the event's success, key speaker insights, and upcoming plans for the next event. They delve into recent earnings reports from major tech companies, including Meta and Google, analyzing market trends and the implications of Google's antitrust cases.

The conversation also covers PayPal's partnership with OpenAI for payments on ChatGPT, and features a segment with Terry Kawaja, who shares his thoughts on the future of AI in advertising and the evolving landscape of ad tech. Takeaways

Marketecture Live II was a sold-out success with great energy.
The next Marketecture Live event will be double the size.
Meta's revenue growth is impressive, but spending concerns linger.
AI is becoming a significant driver in advertising revenue.
Google faces serious antitrust challenges that could reshape the industry.
PayPal's partnership with OpenAI could revolutionize online payments.
The ad tech industry is entering a new phase with AI at the forefront.
Terry Kawaja emphasizes the importance of AI in advertising's future.
The need for transparency in advertising is often overstated.
The landscape of ad tech is rapidly changing, with new opportunities emerging.

Chapters 00:00 Intro & Marketecture Live II Recap

03:45 Speaker Highlights

10:00 Earnings Roundup

17:30 YouTube Reorg & Amazon Layoffs

23:00 Leadership Changes

27:30 Google Civil Antitrust Case Update

30:00 PayPal + OpenAI Partnership

34:00 Introducing Terry Kawaja

35:30 Terry Kawaja Live: AI, Ad Tech, and M&A

52:30 Closing Reflections

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Jackie Paulino on How Pixability’s “Pixie” Uses AI Agents to Transform YouTube Advertising

Mon, 27 Oct 2025 10:00:00 -0000

Pixability Chief Product Officer Jackie Paulino joins Ari Paparo to discuss how their new AI agent, Pixie, is revolutionizing YouTube ad curation. Discover how Pixability combines data, agentic AI, and human insight to enhance performance, ensure brand safety, and navigate the world of AI-generated video content.

Takeaways

Pixability introduces Pixie, its first agentic AI tool for YouTube ad curation.
Pixie moves beyond GenAI by making decisions and taking actions.
Data from years of YouTube experience drives Pixability’s advantage.
AI handles 80% of the work, leaving creativity to humans.
AI-generated video brings new brand safety and copyright risks.
YouTube Shorts are fully integrated into the wider ad ecosystem.
Advertisers seek both performance and transparency.
Pixability’s main challenge is keeping pace with rapid AI and platform changes.
Pixie’s evolution reflects the blend of automation, data, and human input.
Pixability’s “elephant” spirit symbolizes intelligence, memory, and teamwork.

Chapters

00:01 Welcome to Marketecture with Jackie Paulino of Pixability

01:16 What Pixability Does and the Launch of Pixie

03:41 How Pixie Uses Agentic AI for YouTube Curation

05:44 Manual vs. AI Workflow and the 80/20 Adoption Rule

07:56 Pixie’s Personality and Expanding Into Reporting

08:34 The Impact of AI on Video Creation and Brand Safety

15:48 Lightning Round and Closing: Data, Challenges, and “Pixie the Elephant”

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Episode 145: The current state of digital B2B with Scott Stedman of Imaginarium

Fri, 24 Oct 2025 10:00:00 -0000

Ari Paparo and Eric Franchi sit down with Scott Stedman, founder and CEO of The Imaginarium, to unpack how business-to-business marketing is changing. They discuss the evolution of account-based marketing, the move toward more flexible and data-driven strategies, and why distinctiveness, not just differentiation, is what makes brands stand out.

Takeaways

ABM is shifting from single platforms to flexible, modular systems.
Distinctiveness matters more than differentiation in B2B.
Connected TV and Reddit are new frontiers for account-based marketing.
Authentic leadership can be a powerful brand asset.
AI enhances creativity instead of replacing it.
Originality and voice define effective content.
Thought leadership and community drive influence.
Unbundled tools give marketers more control and precision.
B2B success depends on standing out, not scaling up.

Chapters

00:10 Intro & Marketecture Live Preview

02:50 Scott Stedman on B2B Marketing

08:00 Unbundled ABM & Account-Based CTV

17:50 Branding, CEOs & LinkedIn Strategy

24:00 Podcasting, AI & Content Creation

29:50 Industry News: Google, OpenAI, Reddit, Amazon

51:10 Wrap-Up

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Stephen Yap on Perion One, AI Integration, and the Future of Cross-Channel Advertising

Mon, 20 Oct 2025 10:00:00 -0000

Ari Paparo interviews Steven Yap, the Global Chief Revenue Officer of Perion Network, during Advertising Week in New York. They discuss the evolution of Perion, the launch of Perion One, and the importance of unifying technology in advertising. The conversation delves into the role of AI in optimizing marketing strategies, the future of CMOs as portfolio managers, and the state of the open web. The episode concludes with quickfire questions that highlight Perion's competitive advantages and challenges. Takeaways

Perion has evolved to unify multiple technologies under Perion One.
AI serves as the connective tissue for optimizing advertising strategies.
CMOs are transitioning to a role similar to portfolio managers.
The open web is facing challenges, but it is not fully destroyed.
Perion aims to make marketing budgets feel more impactful.
The advertising industry is grappling with silos in AI development.
AI can help clean up the ecosystem of bad actors in advertising.
Perion's technology is seen as a competitive advantage.
The importance of brand familiarity in a rebranding effort.
The Honey Badger symbolizes Perion's resilience.

Chapters 00:00 Welcome to Advertising Week 03:01 Introducing Perion and Perion One 07:04 The Role of AI in Advertising 12:39 The Future of CMOs and AI 17:46 The State of the Open Web 20:58 Quickfire Questions and Wrap-Up

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Episode 144: Rich Greenfield on the State of Dying Media and What’s Going on with Paramount

Fri, 17 Oct 2025 10:00:00 -0000

Ari Paparo and Eric Franchi speak with Rich Greenfield from LightShed Ventures about the state of traditional and digital media. They discuss Paramount’s evolving strategy, Larry Ellison’s growing role in media and technology, TikTok’s U.S. restructuring, and The Trade Desk’s Ventura OS. The conversation also touches on how AI and new ad protocols may reshape advertising and what these shifts mean for the broader media landscape.

Takeaways

Legacy media struggles with tech execution
Larry Ellison connects media, capital, and AI
TikTok’s U.S. setup eases advertiser uncertainty
Ventura OS success depends on key app adoption
AdCP could streamline agent-based transactions
TV ads decline as digital engagement expands
Spotify video boosts reach but product issues persist
Ad tech contracts need better legal protection

Chapters
00:00 Intro and housekeeping
03:30 Traditional media updates and Paramount–Skydance
09:00 Larry Ellison’s media influence
15:00 Why advertisers should care about these mergers
20:30 TikTok’s U.S. ownership structure explained
26:00 The Trade Desk’s Ventura OS and its hurdles
33:00 Ad Context Protocol and AI in ad buying
41:00 Shifting search behavior and Google’s AI role
48:00 Spotify video, Netflix deal, and ad strategy
54:00 Rich Media Club lawsuits and wrap-up

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SSPs Beyond “Pipes”: OpenX’s Matt Sattel on the Future of Curation, SPO, and AI

Tue, 14 Oct 2025 10:00:00 -0000

Ari Paparo talks with OpenX CRO Matt Sattel about how supply-side platforms are evolving in 2025, from simple “pipes” to intelligent systems focused on quality, transparency, and outcomes. They discuss trends shaping the ecosystem, including curation, data-driven SPO, MFA, and request duplication, as well as the growing influence of AI and automation. The conversation also looks at the challenges of operating in a two-sided marketplace and why agility and accountability matter more than ever.

Takeaways

OpenX positions itself as a “smart pipe,” emphasizing innovation and quality over raw scale.
SPO should be data-driven, not just a commercial negotiation.
Request duplication and MFA inflate metrics—OpenX focuses on clean, direct supply.
OpenX Select enables agencies and partners to curate transparent, self-built deals.
Real-time automated data-fee discounts push more dollars into working media.
AI powers “Results by OpenX,” optimizing toward performance outcomes like CTR and CPA.
Transparency and reporting through Snowflake-based tools remain central to OpenX’s pitch.
AI’s impact on web traffic is most visible in commerce and shopping verticals.
OpenX’s agility and independence let it respond faster than larger SSPs.
Sattel sees rebuilding trust and collaboration in the two-sided marketplace as the industry’s biggest challenge.

Chapters

00:00 Introduction and Advertising Week Banter

01:31 OpenX’s Evolution and Buy-Side Perspective

02:59 Defining the “Smart Pipe” Approach

05:09 Redefining Supply Path Optimization (SPO)

07:07 Quality, Duplication, and Clean Supply

10:27 Curation and the OpenX Select Platform

14:06 Automated Discounts and Data Transparency

17:25 AI-Driven Performance: Results by OpenX

20:58 The Broader Impact of AI on Audiences

22:06 Agility, Independence, and Market Challenges

23:45 Closing Thoughts and the “Sleeping Giant” Analogy

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Episode 143: Omar Tawakol on Using AI to Scale Product Placement

Fri, 10 Oct 2025 10:00:00 -0000

Ari Paparo and Eric Franchi speak with Omar Tawakol, CEO of Rembrand, about how artificial intelligence is influencing advertising and media. They explore the role of virtual product placement, its implications for creators and publishers, and how automation is shifting the ways audiences engage with content. The conversation also covers broader industry movements—from The Trade Desk’s evolving strategy to Amazon’s DSP and emerging ad networks from PayPal and Amex—offering perspective on the changing dynamics of attention and monetization.

Takeaways

Consumers are seeking fewer interruptions, pushing brands toward more natural ad integrations.
AI tools are making virtual product placement more scalable and adaptable.
Future ad innovation may focus on blending into content rather than surrounding it.
Successful acquisitions depend on maintaining team culture and creative integrity.
The intersection of retail media, AI, and creator monetization signals a major industry shift.

Chapters

00:00 Ari and Eric welcome Omar and joke about his old Facebook photo.

01:30 Omar explains why ad-light consumer behavior is reshaping advertising.

04:00 Rembrand uses AI to automate and scale virtual product placement.

08:30 Automation reduces friction and improves brand safety for advertisers.

10:50 Attention-based metrics show “New News” campaigns perform best.

14:00 Rembrand grows through Spaceback and Myriad acquisitions.

20:00 Omar shares lessons on keeping acquired teams’ culture intact.

29:30 The group discusses AI, retail media, and industry headlines.

38:40 They close with thoughts on AI’s creative impact and media’s future.

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Episode 142: What’s Going on with the Google Remedies Trial

Fri, 03 Oct 2025 10:00:00 -0000

In this session, Eric Franchi, Alan Chapell, and Ari Paparo discuss the Google remedies antitrust trial. They also cover OpenAI’s approach to monetization and Amazon’s recent collaborations with Spotify and Netflix. Takeaways

The trial highlights whether behavioral fixes are enough or if divestiture is needed.
Google once considered selling ADX, complicating its defense.
OpenAI looks set to lean on ads and commerce for growth.
Trade Desk and Amazon are both pushing harder for control of supply.

Chapters

00:00 Updates on Marketecture Live
00:03 Google remedies trial overview
00:10 ADX divestiture debate
00:20 Publisher testimony and impact
00:28 OpenAI and ads
00:36 Trade Desk’s strategy shifts
00:49 Amazon DSP and Spotify/Netflix
00:52 Vibe funding news and wrap-up

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Episode 141: The State of Pharma Advertising with Josh Walsh of BranchLab

Fri, 26 Sep 2025 10:00:00 -0000

Ari Paparo and Eric Franchi speak with Josh Walsh, founder and CEO of BranchLab, about how pharmaceutical advertising is changing. The discussion covers BranchLab’s use of neural networks with non-health data, the impact of new privacy regulations, and recent funding from Lance Armstrong’s Next Ventures. The conversation also touches on Deep Intent’s acquisition, ongoing federal policy debates, and the broader implications for healthcare marketing.

Takeaways

BranchLab’s Model: Neural networks trained on non-health data can help address privacy concerns while enabling audience insights.
Funding Story: Next Ventures, led by Lance Armstrong, invested in BranchLab as part of a mission to support healthcare transformation.
Industry Valuation: Deep Intent’s $637M sale demonstrates the scale of opportunity in pharma marketing technology.
Regulatory Shifts: State laws like Washington’s My Health, My Data and New York’s S929 are influencing how data can be used in advertising.
Federal Policy Outlook: A nationwide ban on pharma ads is unlikely, but new disclosure and targeting requirements may emerge.
Public Health Link: Responsible advertising can encourage more patient-doctor interactions, which often align with improved outcomes.

Chapters

00:00 – Introductions
02:00 – What BranchLab Does
05:00 – Funding from Next Ventures
07:30 – Industry Context
09:30 – Data and Privacy
13:00 – Federal Policy
16:30 – The Road Ahead
20:00 – Wrap-Up

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Episode 140: What is publisher data really worth? With Arcspan’s Art Muldoon

Fri, 19 Sep 2025 10:00:00 -0000

In this episode of the Marketecture Podcast, hosts Ari Paparo and Eric Franchi engage with Art Muldoon, Co-Founder of ArcSpan, to discuss the changing landscape of publisher data in ad tech. They explore topics such as leveraging AI to scale first-party data, the evolving future of the open web, and the intricacies of curation and transaction IDs (TIDs), emphasizing how publishers can regain control and succeed in a dynamic environment. The latter part of the episode covers industry updates, including mergers and acquisitions, shifts in DSPs, AI-driven creative tools, legal challenges facing Google, and the completion of the TikTok US deal.

Takeaways

ArcSpan helps publishers unify data and scale audiences.
Publishers should expand beyond logged-in users using AI and surveys.
Third-party validation boosts buy-side confidence.
The open web is evolving, not dying.
Curation can be a revenue opportunity if it is transparent.
TIDs raise questions about fairness.
M&A shows AI merging with media solutions.
DSP competition is intensifying.
Agencies are shifting towards AI workflows.
Legal pressures on Google are increasing.

Chapters
00:00 - Ari and Eric introduce Art Muldoon from ArcSpan.
02:00 - Explanation of Aggregate, Amplify, Activate.
06:30 - Strategies for making 100% of audiences addressable.
09:30 - Market caution and publisher pain points discussed.
12:00 - How ArcSpan builds confidence on the buy-side.
15:00 - Is it an opportunity or are margins being siphoned?
17:00 - Comparing gaming, news, and sports publishers.
19:00 - Reformulation, AI’s role, and the future of publishing.
21:00 - TIDs, Prebid, and the risks of arbitrage.
25:00 - Partnerships: Rembrandt + Spaceback, Verve + Captify.
30:00 - Amazon’s GenAI tools and Yahoo’s discount strategy vs. TTD.
35:00 - Agency transformation insights.
38:00 - Privacy remedies and lawsuits involving Magnite & Pubmatic.
42:00 - Discussion on a US-led governance framework.
45:00 - Reflections and a preview of next week.

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Episode 139: Lisa Utzschneider on carbon, attention, AI, and why being the CEO is fun!

Fri, 12 Sep 2025 10:00:00 -0000

In this episode, Ari Paparo and Eric Franchi talk with Lisa Utzschneider, CEO of Integral Ad Science (IAS), about the latest shifts in digital advertising. They explore how the industry is moving from simple verification toward performance, why metrics like attention and carbon are getting more attention, what AI is doing behind the scenes, and how retail media and streaming are changing the game. Along the way, they dig into trust, complexity, and what brands really care most about today.

Takeaways

IAS has moved beyond verification, focusing on performance and transparency.
Attention and carbon are part of the metrics mix, not replacements for existing standards.
AI powers classification and validation at scale, speeding up processing and accuracy.
Retail media and CTV are rapidly growing areas with unique challenges.
Brands still prioritize simple goals: reach consumers, protect reputation, and drive outcomes.

Chapters
01:00 Open Web vs. Walled Gardens
04:40 From Verification to Optimization
07:30 Carbon as a Metric
09:00 Attention Metrics
12:00 Cutting through the Complexity
12:40 AI in Practice
16:15 Startups, Scale, and Data
19:00 Retail Media’s Rise
21:00 Trust and Perception

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Inside B2B Data and Sales Enablement with Ajit Thupil, CPO of Bombora

Mon, 08 Sep 2025 10:00:00 -0000

In this conversation, Ari Paparo interviews Ajit Thupil, Chief Product Officer of Bombora, discussing the unique challenges and strategies in B2B marketing. They explore how Bombora leverages data to enhance sales and marketing efforts, the importance of audience targeting, and the evolving role of AI in the industry. Ajit shares insights on the competitive landscape and the significance of understanding the distinct nature of B2B compared to B2C marketing.

Takeaways

Bombora focuses on the P2P space, serving sales and marketing needs.
B2B marketing involves long and complex sales cycles.
Data is crucial for targeting the right accounts in B2B.
Activation of data is available through major DSPs and social channels.
Granularity in audience targeting helps overcome company size disparities.
AI's role in B2B marketing is evolving but remains data-dependent.
Understanding customer behavior is key to effective targeting.
Frequency capping at the account level is essential for B2B campaigns.
Bombora's partnerships with publishers enhance data quality.
Specialization in B2B marketing differentiates Bombora from larger platforms.

Chapters

00:00 Introduction to Bombora and Its Mission

03:07 Understanding B2B Marketing Dynamics

06:09 Data Utilization in B2B Marketing

08:47 Targeting Strategies and Audience Granularity

11:50 The Role of AI in B2B Marketing

14:58 Competitive Landscape and Challenges

18:01 Lightning Round and Fun Insights

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Episode 138: Perplexity exits ads, Epsilon owns an SSP, and Paramounts Looks at The Free Press

Fri, 05 Sep 2025 10:00:00 -0000

In this episode of the Marketecture Podcast, hosts Ari Paparo and Eric Franchi discuss the recent Google search remedies and their implications for the market. They delve into the antitrust issues surrounding Google, the upcoming ad tech trial, and the complexities of Epsilon's SSP. The conversation also touches on Perplexity's struggles in advertising, OpenAI's strategic acquisition, and emerging trends in ad tech and AI. Additionally, they explore insights from the CTV landscape, including Roku's growth and the NFL Red Zone's new commercial strategy, concluding with a discussion on Paramount's potential acquisition of The Free Press.

Takeaways

Google's market share remains unchanged despite antitrust remedies.
Data sharing with competitors raises privacy concerns.
AI is a significant competitor to Google search.
The ad tech trial may see Google settling sooner.
Agencies are unaware of buying from competitors' SSPs.
Perplexity's advertising efforts are still experimental.
OpenAI's acquisition signals a strong move in ad tech.
Roku surpasses broadcast TV in viewing share.
NFL Red Zone's introduction of commercials sparks controversy.
Paramount's potential acquisition of The Free Press indicates market value.

Chapters

00:00Introduction and Overview of Google Search Remedies

03:00Antitrust Implications and Market Dynamics

05:54Ad Tech Trial and Its Consequences

08:53Epsilon's SSP and Agency Dynamics

11:42Perplexity's Advertising Challenges

14:48OpenAI's Acquisition and Strategic Moves

17:54Emerging Trends in Ad Tech and AI

20:43CTV Insights and NFL Red Zone Controversy

23:46Paramount's Potential Acquisition of The Free Press

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Emergency Podcast: Ari and Alan Chapell on the Google Search Remedies

Wed, 03 Sep 2025 18:04:00 -0000

In this emergency episode of the Market Texture Podcast, Ari Paparo and Alan Chapell discuss the recent ruling by Judge Metta regarding Google's monopoly status. They analyze the implications of the ruling, including the decision not to divest Chrome or Android, the impact of distribution deals, and the challenges of data sharing. The conversation also touches on the missed opportunity for choice screens, the future of Google's search monopoly, and the DOJ's approach to antitrust cases. The episode concludes with thoughts on potential settlements and the global implications of the ruling.

Takeaways

Judge Metta's ruling largely favored Google's proposals.
Chrome and Android were not deemed necessary for divestment.
Distribution deals remain intact, benefiting Google.
Data sharing is complicated by privacy concerns.
Choice screens were dismissed as ineffective by the judge.
The ruling does not reduce Google's search monopoly.
AI's rise may challenge Google's dominance in the future.
The DOJ's commitment to antitrust cases is uncertain.
Future antitrust cases may focus on AI and other areas.
Global implications of the ruling may affect future legislation.

Chapters

00:00 Introduction to the Emergency Episode

01:08 Judge Metta's Ruling Overview

02:02 Chrome and Android: The Monopoly Debate

05:37 Distribution Deals and Their Implications

09:13 Data Sharing and Its Challenges

14:41 Choice Screens: A Missed Opportunity

15:31 The Future of Google's Search Monopoly

19:42 Natural Monopoly vs. Competition

21:13 DOJ's Approach and Future Antitrust Cases

22:55 Next Steps for Google and Potential Settlements

26:36 Global Implications and Future Legislation

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Episode 137: The big debate around Transaction IDs with Chris Kane and Mike O’Sullivan

Fri, 29 Aug 2025 10:00:00 -0000

In this episode, Ari Paparo moderates a debate about the role of transaction IDs in the ad tech industry with Mike O’Sullivan, co-founder of Sincera and now part of The Trade Desk, and Chris Kane, founder of Jounce Media. The conversation covers the benefits and drawbacks of transaction IDs, publisher concerns about revenue and data privacy, and the influence of the Trade Desk. The episode also looks into the complexities of auction duplication and the need for transparency and standardization in digital advertising. In The Refresh, Ari and Eric Franchi discuss related topics, including CTV pause ads, AI payment models, and Amazon’s decision to block AI bots from scraping data.

Takeaways

Transaction IDs help harmonize ad requests and improve auction processes.
Publishers express concerns about potential revenue loss and data privacy.
The Trade Desk's influence is a point of concern for many publishers.
Request duplication presents a significant challenge in ad tech.
Engaging with buyers is crucial for publishers to understand market needs.
Recent pre-bid changes have limited publishers' strategic options.
Cleaner auctions can benefit both buyers and sellers.
Transparency is vital for fair competition in the ad market.
Publishers should seek clarity on how their inventory is presented.
Standardization is needed for better performance in the ad tech ecosystem.

Chapters

00:00 Introduction to Transaction IDs

02:15 Understanding Transaction IDs and Their Controversy

05:15 Publisher Concerns and Revenue Implications

09:01 The Impact of Request Duplication

14:35 Practical Uses of Transaction IDs for DSPs

18:46 The Future of Transaction IDs in Ad Tech

19:22 The Pre-Bid Controversy

20:53 Skepticism in the Market

25:11 Fear of Trade Desk's Power

30:12 Navigating Publisher Concerns

35:03 Advice for Publishers Moving Forward

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Episode 136: Will Jonathan Roberts become People’s Sexiest Man in AI

Fri, 22 Aug 2025 10:00:00 -0000

Jonathan Roberts is the Chief Innovation Officer for the newly renamed People, Inc. He and Ari talk about how publishers are licensing content and keeping away the bots, as well as how AI optimization is playing out. Eric and Ari then review the news, including the LG Ads IPO, whistleblower allegations against Facebook, local TV consolidation, and more.

Takeaways

AI is becoming integral to various aspects of business.

Human-created journalism remains essential despite AI advancements.

Content quality is paramount; average content is not acceptable.

AI can assist in research, but should not replace human creativity.

Licensing agreements are crucial for protecting content from unauthorized use.

The information economy needs to incentivize content creation.

AI's role in search engines is changing the way information is accessed.

Marketers must adapt to the new AI-driven landscape.

Understanding user needs is critical for effective marketing.

The future of journalism will involve collaboration between AI and human creators.

Chapters

00:00 Introduction to People, Inc.

02:57 AI's Role in Content Creation

06:00 Navigating AI Licensing and Content Protection

08:49 The Future of the Information Economy

11:58 AI and Search Engine Dynamics

14:57 The Impact of AI on Marketing Strategies

17:57 Conclusion and Future Outlook

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Episode 135: Scott Howe from LiveRamp and The Trade Desk’s very bad week

Fri, 15 Aug 2025 10:00:00 -0000

Ari Paparo and Eric Franchi sit down with Scott Howe, CEO of LiveRamp, for an open conversation about how the ad tech world is changing. They talk about LiveRamp’s shift from simply “data onboarding” to helping companies work together securely, how AI gets a real boost when you feed it the right kind of data, and what’s actually happening now that cookies are fading away. Scott also shares real-world stories, from loyalty programs to connected TV, that show why smart collaboration might be the best way to stand out against the biggest players.

Takeaways

LiveRamp has moved from moving data around to helping partners actually use it together

AI works best when powered by private, permissioned data instead of just public information

Cookies are losing importance, and direct, authenticated connections are taking the lead

Mid-sized players with unique data can compete more effectively with walled gardens

The industry needs clear, open standards for sharing data to avoid repeating past mistakes

Chapters

00:00 – Catching Up and News of the Week: Streaming deals, TTD updates, and AI chatter

02:34 – What LiveRamp Is Now: From onboarding to true collaboration

03:40 – AI’s Data Diet: Why proprietary signals matter most

05:20 – Clean Rooms in Action: A snack brand, a retailer, and a social platform walk into a campaign

06:55 – Life After Cookies: Authenticated reach is already ahead

09:26 – Hedged Gardens: Where smaller but mighty players fit in

13:31 – The UCP Idea: Building shared rules for sharing data

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How Tubi is Embracing Creators and Trying to Shake up Streaming

Mon, 11 Aug 2025 10:00:00 -0000

Next in Media chatted with Rich Bloom, GM, Creator Programs & EVP, Business Development at Tubi, about the Fox-owned streamers new creator program, which has quickly expanded for five to 50 participants. Bloom also talked about Tubi's overall growth, Gen Z misconceptions, and whether TV needs to adopt more YouTube-like qualities.

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Episode 134: Brian Wieser Dishes on the Latest Agency Drama

Fri, 08 Aug 2025 10:00:00 -0000

Brian Wieser, CEO of Madison and Wall, sits down with Ari Paparo and Eric Franchi to talk about the current state of advertising and media agencies. They cover recent earnings, the role of AI, and strategic shifts at companies like WPP and Publicis. Brian also shares his views on the economic climate and its effects on the industry.

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Episode 133: Casey Saran on the intersection between paid and earned media

Fri, 01 Aug 2025 10:00:00 -0000

Casey Saran, CEO of Spaceback, joins Ari Paparo and Eric Franchi to talk about how brands are approaching creative in a landscape shaped by social platforms, AI tools, and evolving media formats. The conversation covers the use of organic and creator content in paid campaigns, the growing volume of creative assets, and how some brands are adapting their internal processes. They also touch on platform updates from Meta, TikTok, Spotify, and more in the context of recent earnings and product changes.

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Stephen Upstone discusses LoopMe’s focus on brands in-app

Mon, 28 Jul 2025 10:00:00 -0000

Ari Paparo talks with Stephen Upstone, CEO and founder of LoopMe, about the company’s beginnings and its use of AI in advertising. They cover topics like measuring outcomes, navigating brand suitability, handling attribution, and dealing with data privacy. The conversation also looks at how LoopMe fits into the changing ad tech landscape.

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Episode 132: Why Curation is like Spicy Vodka Sauce, with Chris Feo of Experian

Fri, 25 Jul 2025 10:00:00 -0000

Ari and Eric are joined by Chris Feo, Chief Business Officer at Experian, for a grounded discussion on how the advertising data ecosystem is evolving. The conversation explores Experian’s approach to identity and audience data, the implications of its acquisition of Audigent, and how curation is reshaping traditional roles within the ad tech stack. They also dig into the growing impact of AI on DSP value, media workflows, and open web monetization. Along the way, expect reflections on industry shifts, platform partnerships, and a few Italian food metaphors.

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Dailymotion’s push into attention measurement and AI

Mon, 21 Jul 2025 10:00:00 -0000

Ari Paparo talks with Nikhil Jain, VP of Insights and Marketing Solutions at Dailymotion Ads, about the company’s work around attention as both a measurement and planning tool. The discussion covers how attention is defined, how it’s being predicted through AI and modeling, and the role of creative analysis, inventory quality, and sentiment in shaping campaign outcomes. Jain also shares how Dailymotion is applying video-level analysis, from visuals to audio and text, to support more informed targeting and media planning.

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Episode 131: Erin Foxworthy from Snowflake on how brands and agencies are building modern data stacks

Fri, 18 Jul 2025 10:00:00 -0000

Ari Paparo and Eric Franchi sit down with Erin Foxworthy, Global Head of Marketing and Advertising at Snowflake, to discuss how marketing teams are rethinking data infrastructure in a shifting landscape. Erin reflects on her path through agencies, entertainment, and tech, and how that journey informs her current perspective. The conversation covers the move from legacy tools like DMPs to composable CDPs, the importance of data governance, and why some companies are opting to keep data where it is. They also touch on clean rooms, identity resolution, and the early role of AI in working with structured marketing data.

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Ramsey McGrory on Reshaping Prisma and the Future of TV Ad Infrastructure

Mon, 14 Jul 2025 10:00:00 -0000

Ramsey McGrory, newly appointed President of Prisma at Mediaocean, joins Ari Paparo to discuss how the company is evolving its platform across linear and digital media. They unpack the implications of MediaOcean’s acquisitions, including Innovid and Protected, and what it means to consolidate media planning, buying, and verification in an increasingly fragmented ad ecosystem. Ramsey also reflects on the role of buy-side ad serving today, the integration of AI, and how Prisma is adapting to agency and brand needs in the age of converged TV.

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Episode 130: Adam Epstein on building the Gigi AI chatbot, plus Linda leaves X and WPP gets a new CEO

Fri, 11 Jul 2025 10:00:00 -0000

Ari Paparo and Eric Franchi speak with Adam Epstein, co-founder and CEO of Gigi, an AI assistant focused on automating tasks within the Amazon DSP. Adam shares how the product evolved from a streaming TV tool to a broader AI-powered platform for media agencies. He discusses the challenges of training a vertical AI agent using retrieval-augmented generation (RAG), the reasoning behind a chat-based interface, and how agencies are integrating their own processes into Gigi. The conversation also touches on the potential impact of agentic AI on agency workflows and team structures.

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Episode 129: Justin Evans on “The Little Book of Data”

Thu, 03 Jul 2025 10:00:00 -0000

Ari Paparo talks with Justin Evans, Head of Innovation and Insights at Samsung Ads and author of The Little Book of Data. They discuss the core ideas behind the book, how data concepts apply across industries, and why clear thinking rather than technical expertise is often what matters most. The conversation also touches on Evans’s time in ad tech, his writing process, and what data can (and can’t) explain.

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Episode 128: Everything that happened at Cannes with Ari and Eric

Fri, 27 Jun 2025 10:00:00 -0000

Ari and Eric recap key themes from Cannes 2025, including the ongoing conversation around AI in advertising and media, the presence of creator and sports partnerships, and recent developments in commerce media. They share observations on industry announcements, AI's progress (and limitations), and structural changes in the ad tech space. The discussion also covers how Cannes operates behind the scenes, from sponsorship deals to the growing presence of technology companies.

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Milly Botes on How Acast is Powering the Business Side of Podcasting

Mon, 23 Jun 2025 10:00:00 -0000

Ari Paparo chats with Milly Botes, VP of Product Management at Acast, about how the company’s podcast monetization platform and ad network. Milly breaks down the evolution of dynamic ad insertion, what makes host-read ads so effective, and how Acast is using AI to help with podcast discovery for advertisers

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Cannes Special: Oleg Korenfeld from CMI Media Group Gives with a Case Study on Implementing AI at an Agency

Thu, 19 Jun 2025 05:00:00 -0000

Ari Paparo sits down with Oleg Korenfeld, CTO of CMI Media Group, to discuss their experience integrating AI into agency media planning. They explore the challenges of working with multiple data sets, the limitations of generative AI in answering precise data queries, and how they adjusted their approach to automation. Oleg also shares insights on legal considerations, practical rollout hurdles, and the future potential of AI in media insights and planning.

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Cannes Special: Sean Muller from iSpot on Measuring Across TV Channels

Wed, 18 Jun 2025 05:00:00 -0000

Ari Paparo talks with Sean Muller, CEO of iSpot, about the challenges and opportunities in measuring video across platforms such as linear TV, streaming, and social media. They explore how AI is helping to accelerate insights and enhance creative planning, and how marketers are adapting to changes in video consumption and advertising strategies. The conversation also touches on how paid and earned media are managed within marketing teams.

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Cannes Special: Tony Marlow from LG Ads talks AI and 3D ads

Tue, 17 Jun 2025 05:00:00 -0000

Ari Paparo sits down with Tony Marlow, CMO of LG Ad Solutions, at Cannes to unpack trends in connected TV. They cover ad innovation on smart TVs, the role of OEMs in media strategy, and how AI is starting to shape both targeting and creative. A grounded conversation on where CTV is headed—and what challenges remain.

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Cannes Special: Reaching for Outcomes: Tatari’s Philip Inghelbrecht on the Future of TV Advertising

Mon, 16 Jun 2025 05:00:00 -0000

Ari Paparo talks with Philip Inghelbrecht, CEO and co-founder of Tatari, about how TV advertising is changing. They cover outcome-based measurement, the role of DSPs in connected TV, and how Tatari is using AI in creative workflows and media planning. The conversation also touches on how brands of different sizes approach TV and what trends are shaping the space.

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Episode 127: Mark Grether on What PayPal Ads Is Building

Fri, 13 Jun 2025 10:00:00 -0000

Mark Grether, GM of PayPal Ads, joins Ari Paparo to break down how PayPal is approaching ads using data from PayPal, Venmo, and Honey. They talk about off-site targeting, commerce media, and why PayPal’s position in the market might be more powerful than people realize.

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Inside Roblox’s Growing Ad Platform with Louqman Parampath

Mon, 09 Jun 2025 10:00:00 -0000

Ari Paparo speaks with Louqman Parampath, VP of Product for Ads and Commerce at Roblox, to break down how the company is building out its ad business. They discuss Roblox's massive user base, its immersive environment, and how creators and brands are monetizing the platform. Topics include ad formats like rewarded video, the role of programmatic, brand safety in a youth-dominated space, and what the future looks like for ads in the Roblox universe. It's a detailed look at how a gaming platform is redefining digital engagement and advertising.

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Episode 126: Ampersand’s TV Strategy, Meta’s AI Ads, and Amazon’s DSP Moves

Fri, 06 Jun 2025 10:00:00 -0000

Todd Braverman, CRO of Ampersand, joins to explain how the company is navigating the shift from linear TV to streaming and data-driven advertising. Plus, Ari and Eric break down Meta’s AI ad plans, Amazon’s DSP pricing push, WPP and MIQ’s new AI platforms, and the latest in the Google antitrust case.

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EXTE: Contextual Targeting, Optimization, and Expanding into the U.S. Market

Mon, 02 Jun 2025 10:00:00 -0000

Ari Paparo speaks with Matthew Doherty, CEO of EXTE North America, about the company’s recent rebranding and its approach to entering the U.S. market. They cover EXTE’s contextual targeting technology, how its optimization functions across various media environments, and the challenges of fitting into existing ad tech workflows. The discussion also explores broader industry topics such as supply-side developments and the influence of creativity on performance.

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Episode 125: Serial Marketer David Berkowitz

Fri, 30 May 2025 10:00:00 -0000

Ari Paparo and Eric Franchi are joined by David Berkowitz, a longtime marketer and founder of Serial Marketers and the AI Marketers Guild. They talk about the evolving role of community in marketing, how AI is reshaping creative work, and the uncertain future of entry-level marketing jobs. Plus, reflections on Mountain’s IPO, WPP’s AI push, and what it’s like to build a brand when your name comes with unexpected baggage.

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Blis CTO Aaron McKee on Location Intelligence and the Future of Omnichannel Advertising

Tue, 27 May 2025 10:00:00 -0000

Ari Paparo speaks with Aaron McKee, CTO of Blis, recently acquired by T-Mobile. They discuss Blis’s unique geo-based approach to omnichannel media planning and measurement, how it delivers performance across hard-to-reach environments like iOS and CTV, and why traditional cookie-dependent strategies may fall short. Aaron also explains how Blis handles optimization, measurement through geo holdout groups, and compliance in a shifting regulatory landscape.

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Episode 124: Jenny Wall from VideoAmp on Currency and the Upfronts

Fri, 23 May 2025 10:00:00 -0000

Eric and Ari are joined by Jenny Wall, CMO of VideoAmp, to discuss the week's biggest stories—from DoubleVerify’s defamation lawsuit to Walmart’s retail media momentum. Jenny shares her perspective on the state of measurement, advanced audiences, and why the industry still has work to do when it comes to connecting data, outcomes, and real consumer behavior.

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How to be Power Collaborator: An Agency Perspective

Mon, 19 May 2025 10:00:00 -0000

GroupM COO JiYoung Kim talks about the agency’s evolving role in data collaboration, why signal-based models may outperform ID-based ones, and how privacy and performance can coexist. She also reflects on AI’s growing influence and the industry's need to rethink long-held assumptions.

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Episode 123: Olivia Kory from Haus tells us why YouTube is underrated. Plus saying goodbye to Xandr Invest

Fri, 16 May 2025 10:00:00 -0000

Eric Franchi and Ari Paparo are joined by Olivia Kory, Chief Strategy Officer at Haus, Olivia explains her research on YouTube and AppLovin as well as how the methodology can work across media. The group discusses the big news that Xandr Invest is shutting and recaps the DMS conference.

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What AI Search Means for Brand Visibility: A Conversation with Omnicom’s Erin Lanuti

Mon, 12 May 2025 10:00:00 -0000

Bluefish CEO Alex Sherman talks with Erin Lanuti, Chief Innovation Officer at Omnicom PR Group, about how AI is reshaping the way consumers discover brands. They explore the risks of misinformation in AI-generated responses, the shift from traditional SEO to conversational AI, and what brands need to do to stay visible and accurate in AI-driven search environments.

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Episode 122: Inside Taboola’s Strategy for the Open Web

Fri, 09 May 2025 10:00:00 -0000

Taboola CEO Adam Singolda joins Ari Paparo to explore the company’s role in the open web, from evolving publisher monetization models to the impact of AI on content personalization. They discuss the balance between relevance and quality, the rise of commerce content, and how platforms like Taboola are navigating scale and trust in a changing digital landscape.

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How Dappier Is Building AI Agents for Media Companies

Mon, 05 May 2025 10:00:00 -0000

Dan Goikhman (CEO) and Krish Arvapally (CTO) of Dappier join the show to discuss how their company helps media brands deploy AI agents across websites and messaging platforms. They talk about real-world use cases, monetization strategies, and the shift from traditional web pages to AI-powered interactions.

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Episode 121: David Kostman on the new Teads, and what’s next for the Open Web. Plus a Possible round-up and Apple’s big antitrust loss.

Fri, 02 May 2025 10:00:00 -0000

Eric and Ari catch up with Teads CEO David Kostman to discuss the company’s merger with Outbrain, navigating between brand and performance goals, and how the open internet fits into today’s media landscape. They also break down what stood out at Possible, the latest in Google’s antitrust case, Apple’s courtroom loss to Epic, and growing questions around PMAX and CTV strategy.

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Duration Media on their new business, Curation Media.

Mon, 28 Apr 2025 10:00:00 -0000

Ari Paparo speaks with Andy Batkin, CEO of Duration Media, about the launch of Curation Media, a new approach to programmatic advertising. They explore the shift away from middlemen, how real-time viewability tech is creating unique, high-quality ad impressions, and what “scarcity at scale” really means for both publishers and buyers. It’s a thoughtful dive into how supply path optimization and sustainability intersect with innovation in the ad tech space.

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Episode 120: Michael Walrath on Yext, Yahoo, and AI. Plus the AdLand acquisition and Google’s cookie reversal.

Fri, 25 Apr 2025 10:00:00 -0000

Michael Walrath, CEO of Yext, discusses the evolution of digital presence and the growing importance of structured data in an AI-driven landscape. He reflects on local-first marketing and the challenges of visibility at scale. Eric and Ari also examine Google's delayed cookie deprecation, its impact on ad tech, and broader regulatory pressures, while touching on emerging trends in digital media and AI.

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TripleLift’s New CEO on Creative Innovation, Retail Media, and the Future of CTV

Mon, 21 Apr 2025 10:00:00 -0000

TripleLift CEO Dave Helmreich joins Ari Paparo to discuss his first 60 days at the helm and how the company is evolving beyond its native roots. They explore TripleLift’s push into creative as a differentiator for programmatic, its role in powering retail media through adaptive commerce solutions, and how it’s helping publishers and advertisers innovate in CTV. Dave also shares thoughts on balancing infrastructure with innovation, where the biggest growth opportunities lie, and why he thinks TripleLift is like a hummingbird.

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Episode 119:🚨Blockbuster episode🚨The Google antitrust ruling + Mark Zagorski on what the critics have wrong about DoubleVerify

Fri, 18 Apr 2025 10:00:00 -0000

DoubleVerify CEO Mark Zagorski joins to discuss the evolving role of measurement, the use of AI, and how DV is addressing scrutiny, while Arielle Garcia and Alan Chapell break down the recent antitrust decision against Google’s ad tech stack and explore what it could mean for the future of competition and accountability in digital advertising.

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Understanding Concepts Over Keywords: Inside Inuvo's AI-Powered Targeting with Eric Tilbury

Mon, 14 Apr 2025 10:00:00 -0000

In this episode, Ari Paparo interviews Eric Tilbury, Head of Operations at Inouvo, to explore how their platform moves beyond traditional keyword targeting using a proprietary “concept graph.” Tilbury explains how Inouvo identifies the underlying meaning and sentiment of content at the sentence level, enabling more precise ad targeting—even without user identifiers. He shares the company’s origins from a UCLA machine learning lab, their dual business model spanning ad tech and publishing, and the ongoing challenge of attribution in a post-ID world. The conversation also touches on how Inouvo integrates with Microsoft’s SSP and why building trust around alternative measurement remains a key hurdle.

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Episode 118: Anthony Katsur on Navigating the Future of Ad Tech with Trusted Server

Fri, 11 Apr 2025 10:00:00 -0000

Anthony Katsur explores the Trusted Server initiative, its impact on ad tech, and how it addresses challenges like browser privacy, signal loss, and ad blocking while enhancing attribution and transparency.

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How KERV.ai is Powering Contextual Video and Shoppable Ads with AI

Mon, 07 Apr 2025 10:00:00 -0000

In this episode of Marketecture, Ari Paparo sits down with Gary Mittman, CEO of KERV.ai, to discuss how AI-driven video analysis is transforming contextual relevance and shopability. Mittman explains how KERV’s technology identifies key moments in video content to enable dynamic, targeted ad placements, creating new opportunities for publishers and advertisers. The conversation covers use cases with major media companies, the role of AI in ad compliance, and the challenges of integrating contextual targeting into the evolving ad tech landscape.

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Episode 117: Chris Kane and Mike O'Sullivan debate supply and data

Fri, 04 Apr 2025 10:00:00 -0000

Chris Kane, and Mike O'Sullivan have a spirited debate on the Marketecture Live stage. Eric and Ari break down the latest on ad verification, Applovin’s response to short-seller attacks, the ongoing DSP fee wars, and major moves by X and XAi.

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Bonus Episode: The Brand Forum, a New Podcast from Marketecture

Wed, 02 Apr 2025 17:47:00 -0000

Marketecture’s Jeremy Bloom and co-host Josh Palau go deep on what matters to brands. Each week the Brand Forum brings in leading brand marketers to talk advertising, media, and marketing through an insider's lens. In our inaugural episode, Josh and Jeremy sit down with Alex Birchmeier of Conagra Brands. Alex talks through testing new channels, pushing new boundaries, and all in all how he balances time and efforts across a powerhouse portfolio of brands.

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Sean Black from DailyMotion talks about myths and misunderstandings in the CTV market

Mon, 31 Mar 2025 10:00:00 -0000

This interview was recorded at Marketecture Live. Sean Black from DailyMotion talks about myths and misunderstandings in the CTV market.

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Episode 116: Brian Wieser on why his ad forecasts are heading downwards and what happens if pharma ads are banned

Fri, 28 Mar 2025 10:00:00 -0000

Ari, Eric, and Brian Wieser dive into the revised 2025 ad forecast, what’s driving uncertainty, and the potential impact of pharma ad bans. Plus, AI advancements reshaping media buying, IAB’s latest technology, and YouTube allowing host-read ads.

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Marketecture Live: Bill Wise and Grant Parker on the New Innovid

Mon, 24 Mar 2025 10:00:00 -0000

At the Marketecture Live event, Bill Wise (CEO of Mediaocean) and Grant Parker (President of Innovid) discussed the merger of Flashtalking and Innovid, emphasizing scale, independence, and AI-driven innovation in ad tech. They highlighted balancing control and transparency for advertisers while competing with Google’s ecosystem. The conversation covered AI’s role in campaign automation, supply path optimization, and the Harmony initiative, which enhances ad performance across multiple channels. They also touched on brand safety, DSP market fragmentation, and future ad tech trends, underscoring their commitment to neutral, scalable solutions for enterprise advertisers.

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Episode 115: Brian O'Kelley on AI, Carbon, and the Scope3 pivot

Fri, 21 Mar 2025 10:00:00 -0000

Brian O'Kelley joins Ari on stage at Marketecture Live where they go in depth on the latest product announcements from Scope3. Also, Ari and Eric discuss highlights from Marketecture Live, including Innovid’s brand launch, Netflix’s Ad Suite, updates in ad tech, and recent media M&A activity.

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Sovrn's Signal product gives publishers tools for ad performance

Mon, 17 Mar 2025 10:00:00 -0000

Sovrn's Signal product is an on-page measurement and data enrichment tool designed to help publishers increase the value of their ad inventory. In the interview, Peter Cunha, Managing Director of Signal at Sovrn, explains that the product enhances bid requests by incorporating attention metrics, dynamic floor pricing, and identity signals to improve ad performance. Signal originated from Sovrn’s acquisition of OnScroll, a company that pioneered viewable engaged time as an early attention metric. Sovrn differentiates itself by eliminating revenue share on its SSP and instead charging publishers a volumetric CPM fee only when Signal improves yield. The conversation also touches on the growing role of attention-based advertising, the challenges of industry adoption, and why major platforms like Google and Amazon don’t offer similar data transparency to publishers.

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Episode 114: Kate O’Loughlin on why Kids Ads are SuperAwesome

Fri, 14 Mar 2025 10:00:00 -0000

SuperAwesome is a leading marketing company focused on kids and teens. Kate, the CEO, comes on the show to talk about the challenges with marketing to this regulated market.

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Waymark: AI video creation for traditional media

Mon, 10 Mar 2025 10:00:00 -0000

The interview with Alex Persky-Stern, CEO of Waymark, explores the company's AI-powered video production platform, which simplifies ad creation for media companies and advertisers. Waymark automates video generation by pulling assets from business websites, leveraging AI to create motion graphics, voiceovers, and scripting, while integrating with Shutterstock for additional content. The platform primarily serves TV, streaming, and ad tech industries, enabling efficient video ad creation for mid-market and local advertisers. Persky-Stern highlights Waymark’s shift towards automated, large-scale video generation and its expansion into ad tech. The company follows a SaaS-based pricing model and sees platforms, not advertisers, as the key stakeholders in AI-powered ad creation. Addressing concerns about AI limitations, he emphasizes Waymark’s focus on real business assets rather than purely AI-generated visuals. Looking ahead, he foresees the rise of automated, data-optimized video content as a major industry shift.

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Episode 113: In-app measurement with Brian Quinn of AppsFlyer, plus lots of M&A news

Fri, 07 Mar 2025 12:20:00 -0000

Lotame acquired by Publicis

Lockr acquired by Viant

Blis acquired by T-Mobile

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Cheq.ai: Anti-fraud for marketers

Mon, 03 Mar 2025 11:00:00 -0000

Cheq.ai is a cybersecurity company that specializes in protecting marketers from various forms of fraud, data manipulation, and bot-driven attacks. Their platform helps businesses detect and block fake users, prevent click fraud in digital advertising, and ensure marketing analytics remain accurate by filtering out non-human traffic. Cheq.ai also addresses broader security risks, such as preventing unauthorized data collection by third-party marketing tools. Their solutions cater primarily to enterprises but also offer self-serve options for small businesses, helping them reduce wasted ad spend and improve decision-making by mitigating fraudulent activities.

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Episode 112: Ilya Pozin of Telly on why the future of TV is free

Fri, 28 Feb 2025 11:00:00 -0000

Telly is giving away free TVs. Seriously. We find out how exactly they can make enough money on ads to support this.

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Episode 111: Ross Benes on eMarketer and Juggalos

Fri, 21 Feb 2025 11:00:00 -0000

Ross Benes has been a senior analyst at eMarketer for over seven years. He shares some stats, and some color on how the stats are created. Plus Juggalos!

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Episode 110: Adalytics finds CSAM and ends up in the crosshairs

Fri, 14 Feb 2025 12:21:44 -0000

We have a frank conversation with Krzysztof Franaszek of Adalytics about the finding of ad-supported child sexual content and how the government got involved. We also ask him about his unconventional methods and the controversies around how his company does business.

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Episode 109: MMMbop with Ron Jacobson plus StackAdapt's huge funding round

Fri, 07 Feb 2025 11:00:00 -0000

Ron Jacobson from Rockerbox joins Ari and Eric to talk about Media Mix Modeling (MMM) and why Google and Meta have embraced it. Plus everything else you care about in measurement. We also discuss the news of the week, including the massive StackAdapt funding round, along with TVScientific's "B" round that included Roku as an investor.

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Overwolf: PC Gaming Add-Ons and Monetization

Mon, 03 Feb 2025 11:00:00 -0000

Overwolf provides developers with an app store for PC games, where third-party creators can build overlays that enhance gameplay with real-time information, tools, and enhancements. These apps function as add-ons to existing games, offering features like real-time strategy guides, in-game analytics, and other utilities that improve user experience. Overwolf monetizes through an advertising model, where independent developers earn revenue via in-app ads while game publishers benefit from increased player engagement without direct monetization. The company operates out of Tel Aviv and has raised significant funding from investors like Andreessen Horowitz and Griffin Gaming Partners.

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Episode 108: Brett Wilson from TubeMogul is back and is investing in AI

Fri, 31 Jan 2025 12:44:00 -0000

Brett Wilson was the founder and CEO of TubeMogul through its sale to Adobe. Now he's the founder of Swift.vc, a fund focused on AI enablement. Eric and Ari talk to Brett about what he's seeing in the market and where there are opportunities. In the news of the week we discuss Nielsen's move to stop selling panel data as a stand-alone service, Facebook's monster earnings, and more.

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Justify Your Existence: AdBridge melds native ads with context

Mon, 27 Jan 2025 13:20:07 -0000

AdBridge is a creative technology startup that focuses on enhancing contextual relevance in native advertising. Founded by James O'Connor, the company aims to improve ad memorability by blending editorial content with pre-approved brand messaging through a transitionary language they call "The Bridge." Their initial product targets web-based environments, where ads integrate seamlessly into articles while maintaining clear disclosure as advertisements. AdBridge is in its early stages, with plans to expand beyond its current ad-serving fee model and build publisher partnerships to scale. The company distinguishes itself by prioritizing context within the creative process, aiming to refine its solution and expand into other channels over time.

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Episode 107: Paige Bilins on what 2025 holds in store for CTV

Fri, 24 Jan 2025 11:00:00 -0000

Paige Bilins is the SVP of product for Magnite. She joined me at CES in Las Vegas to talk about the future of CTV and what is in store. Eric and Ari talk TikTok getting saved by Trump, Nielsen getting its groove back (or at least its certification), WPP employees rebelling against RTO, and more.

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VidMob: Analyzing and optimizing creatives

Mon, 20 Jan 2025 11:00:00 -0000

VidMob is a creative data company that helps marketers optimize their advertising by analyzing the creative elements of ads and linking them to performance metrics. It uses proprietary models to process data from platforms like Meta, Google, TikTok, and Amazon, examining millions of ad creatives frame by frame to identify factors like production style, narrative arc, and audience preferences. The platform enables brands to make data-driven creative decisions, leading to substantial performance improvements. VidMob also integrates AI tools to enhance creative workflows and supports clients through a pay-per-impression pricing model, focusing primarily on large enterprise marketers. Founded in 2014, VidMob operates globally, emphasizing the growing importance of creative data in effective marketing strategies.

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Episode 106: Dissecting the Vistar-TMobile and Sincera-TTD deals

Fri, 17 Jan 2025 11:00:00 -0000

Eric and Ari are joined by digital out of home expert Tim Rowe who helps us dissect the $600 million acquisition of Vistar by T-Mobile. We also discuss the surprise Sincera acquisition by The Trade Desk.

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Nada Bradury explains AD-ID. How it works, and why you should care.

Mon, 13 Jan 2025 11:00:00 -0000

AD-ID is owned by two non-profits organizations and provides a universal identifier for advertising creatives, akin to a UPC code for ads, enabling standardized tracking and management throughout the advertising ecosystem. Used by over 80% of Fortune 500 companies, AD-ID's system supports transparency, accountability, and cross-platform measurement by encoding essential metadata like brand, product, and format. The platform offers flexible creation methods, including APIs and spreadsheets, and charges based on usage volume to encourage widespread adoption. Despite its utility, challenges remain in achieving full ecosystem compliance, especially with large platforms and ensuring integration into legacy systems. AD-ID also plays a critical role in talent payment tracking through agreements with organizations like SAG-AFTRA, emphasizing its significance in both operational and creative aspects of the advertising industry.

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Episode 105: Live from CES, plus Professor Matz from Columbia B-School talks about psychology in advertising

Fri, 10 Jan 2025 11:00:00 -0000

We have author and professor Sandra Matz talking about her research into the effect of consumer psychology on advertising and marketing. Eric and Ari were at CES this week and they talk about all the exciting CTV news, including Comcast's "Universal Ads".

Sponsored by Start.io, visit at start.io/nofees

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Tercept: Data infrastructure specialist for ad tech

Mon, 06 Jan 2025 10:00:00 -0000

Tercept is a data infrastructure provider specializing in supporting ad tech and media companies by streamlining the collection, processing, and visualization of monetization and marketing-related data. Founded in 2018, the company offers tools and services to integrate, normalize, and manage data from over 400 sources, enabling clients to transform raw data—such as logs from ad servers and third-party platforms—into actionable insights through customizable dashboards and role-based access. Tercept caters to both companies with limited technical resources through fully managed solutions and more sophisticated teams seeking customizable pipelines, positioning itself as a flexible partner for addressing complex data infrastructure challenges.

Recorded: January, 2025

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Episode 104: Year in review, awards, and predictions with Ari and Eric

Fri, 27 Dec 2024 20:45:00 -0000

Ari and Eric review the best and the worst of 2014 and make some predictions about the future.

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Episode 103: Andrew Lipsman on retail media trends, Walmart, and more

Fri, 20 Dec 2024 12:45:00 -0000

Andrew Lipsman is an Independent analyst, formerly eMarketer, NPD, Comscore. We talk retail media trends, Walmart-Vizio, etc.

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IAB Tech Lab Summit: Aashish Takkala of TikTok

Mon, 16 Dec 2024 13:00:00 -0000

Jeremy Bloom interviews Aashish from TikTok

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Episode 102: Sir Martin Sorrell

Fri, 13 Dec 2024 13:47:00 -0000

The latest on S4 Capital, how AI is shaping the holding companies of the future, and more.

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IAB Tech Lab Summit: Achim Schlosser from Bertelsmann

Mon, 09 Dec 2024 13:00:00 -0000

Jeremy Bloom interviews Achim Schlosser, the VP of Global Data Standards at Bertelsmann about the challenges of working with data in today's privacy environment.

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Episode 101: Andy Goldberg of PCH

Fri, 06 Dec 2024 11:30:00 -0000

PCH, or Publisher's Clearing House, has been around for 70 years, and had a lot to teach us about user data, consent, and direct marketing.

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IAB Tech Lab Summit: Manny Puentes on how Genius is taking on live sports

Mon, 02 Dec 2024 13:00:00 -0000

Jeremy Bloom interviews Manny Puentes of Genius sports. Genius has been a leader in visual enhancements to live sporting events and is now building an advertising business.

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Episode 100! Michael Kassan helps us celebrate

Tue, 26 Nov 2024 13:45:00 -0000

Legendary marketing whisperer Michael Kassan comes on the show to help up celebrate our 100th episode. We talk about pretty much everything!

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IAB Tech Lab Summit: Mathieu Roche of ID5

Mon, 25 Nov 2024 13:00:00 -0000

Mathieu talks about how ID5 is trying to replace third party cookies with something better.

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Episode 99: Too much news! Rich Greenfield from LightShed helps us understand it all.

Fri, 22 Nov 2024 11:30:00 -0000

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IAB Tech Lab Summit: Cadi Jones from Index

Mon, 18 Nov 2024 13:00:00 -0000

Ari is joined by Cadi Jones, the GM for EMEA for Index Exchange to talk about curation, CTV, and more.

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Episode 98: Marc Guldimann explains everything about attention

Fri, 15 Nov 2024 12:20:00 -0000

Marc is the CEO of Adelaide and he gives Eric and Ari a crash course in everything about attention measurement and metrics. In the News, we talk about the awful Forrester chart and the allegations against Zeta.

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Episode 97: Live from London with the IAB Tech Lab

Fri, 08 Nov 2024 15:00:00 -0000

Ari interviews Shailley Singh the COO of the IAB Tech Lab from their big event in London. And we announce our first ever conference, MarketectureLive (www.marketecturelive.com)

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Episode 96: Chris Paquette from DeepIntent explains programmatic for healthcare

Fri, 01 Nov 2024 11:00:00 -0000

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Advertising Week: Elizabeth Chapman of Nextroll In-Person

Mon, 28 Oct 2024 11:00:00 -0000

We took advantage of Advertising Week by conducting a number of in-person interviews. We spoke to Elizabeth ChapmanVP, Tech Partnerships & Channels of Nextroll (formerly AdRoll) about their work with the Privacy Sandbox and how they are approaching the cookieless future as a retargeting company.

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Episode 95: Randall Rothenberg, former head of the IAB

Fri, 25 Oct 2024 11:00:00 -0000

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Advertising Week: Katie McAdams of Basis In-Person

Mon, 21 Oct 2024 11:00:00 -0000

We took advantage of Advertising Week by conducting a number of in-person interviews. We spoke to Katie McAdams, the CMO of Basis (formerly Centro) about their expansion into mid- and large-sized agencies from their traditional position with smaller clients.

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Episode 94: Dave Otten on the JW-Connatix deal and what's next

Fri, 18 Oct 2024 11:00:00 -0000

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Advertising Week: InMobi and Kochava In-Person

Mon, 14 Oct 2024 11:00:00 -0000

We took advantage of Advertising Week by conducting a number of in-person interviews. We kicked off the week Vasuta Agarwal, the Chief Business Officer of Inmobi and Charles Manning, the CEO/President of Kochava. We talk about the current state of in-app advertising, as well as how brands are looking at the opportunities outside of the walled gardens.

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Episode 93: What's up with the Amazon DSP? Plus merger mania!

Fri, 11 Oct 2024 11:00:00 -0000

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Bonus Episode: The Monopoly Report with Jason Kint

Tue, 08 Oct 2024 13:30:00 -0000

This is our inaugural episode of the latest podcast from Marketecture, The Monopoly Report. Hosts Ari Paparo and Alan Chapell will be interviewing legal, policy, and business experts about the ongoing antitrust cases against the advertising giants.

Subscribe to the Monopoly Report podcast for more.

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Episode 92: John Battelle on Wired, Web 2.0, and the future of media

Fri, 04 Oct 2024 12:15:00 -0000

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Episode 91: Mark Jablonowski on programmatic politics

Fri, 27 Sep 2024 13:25:00 -0000

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Episode 90: Brian O'Kelley on the Google case, greening ad tech, and Trade Desk's OS

Fri, 20 Sep 2024 08:00:00 -0000

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Episode 89: Alan Chappel helps put the antitrust trial in perspective

Fri, 13 Sep 2024 11:00:00 -0000

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Symitri: TrustX is reborn with clean room technology from Akamai

Mon, 09 Sep 2024 11:00:00 -0000

Symitri is a company that provides a real-time privacy firewall and data clean room solution for the open internet, called Symitri Prism. The platform leverages a partnership with Akamai to allow advertisers and publishers to securely manage and match first-party data without sharing it directly, enabling real-time deterministic addressability and measurement. The company evolved from a media exchange service called Trust X and now focuses on privacy-safe, real-time data solutions for programmatic advertising.

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Episode 88: Tim Rowe from OOHInsider teaches us about digital out of home

Fri, 06 Sep 2024 11:00:00 -0000

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Episode 87: Adam Epstein on the Google search case and possible remedies

Fri, 30 Aug 2024 12:30:00 -0000

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Episode 86: Jay Askinasi tells us whether Roku is a streaming platform, an ad platform or a hardware company

Fri, 23 Aug 2024 12:45:00 -0000

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Episode 85: Michael Leavitt on the state of digital travel

Fri, 16 Aug 2024 11:00:00 -0000

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Episode 84: Mark Mannino on Flywheel's $835 exit to Omnicom

Fri, 09 Aug 2024 12:15:00 -0000

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Episode 83: Craig Kostelic of Conde Nast on thriving within walled gardens

Fri, 02 Aug 2024 11:00:00 -0000

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Episode 82: Mario Diez on the state of contextual post Oracle's exit

Fri, 26 Jul 2024 12:30:00 -0000

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Emergency Pod: Google isn't getting rid of cookies after all?

Tue, 23 Jul 2024 00:00:00 -0000

Andrew Cassale from Index Exchange and Paul Bannister from Raptive help analyze today's shocking news.

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Episode 81: Joe Hirsch on bringing automation to ad ops

Fri, 19 Jul 2024 11:00:00 -0000

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Episode 80: Danilo Tauro of Uber Advertising gives trends and predictions for commerce media

Fri, 12 Jul 2024 11:00:00 -0000

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Episode 79: Justify Your Existence Independence Day Special

Wed, 03 Jul 2024 13:15:00 -0000

Three small-ish ad tech companies come on and try to Justify Their Existence.

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Episode 78: Rob Leathern's car is spying on him

Fri, 28 Jun 2024 12:16:00 -0000

Privacy and policy veteran Rob Leathern discusses how Google and Facebook approach various privacy problems and why his Toyota stole his data.

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Episode 77: Gokul Rajaram on building AdSense and Facebook ad platforms

Fri, 21 Jun 2024 12:30:00 -0000

Gokul was the product lead on AdSense, the deal champion for buying DoubleClick, and the head of ad products for Facebook.

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Episode 76: David Cohen on the IAB's future and privacy regulation

Fri, 14 Jun 2024 12:21:00 -0000

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Episode 75: AdTechGod and Jeremy Bloom join Marketecture

Fri, 07 Jun 2024 12:30:00 -0000

Big news this week as the Marketecture family expands.

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IAB Tech Lab: OMSDK with Joe Ranzenbach

Mon, 03 Jun 2024 11:00:00 -0000

The interview with Joe Ranzenbach discusses the development and impact of the IAB Tech Lab's Open Measurement Software Development Kit (OMSDK). This standard, which emerged from the challenges of verifying ad viewability and preventing fraud in mobile app environments, provides a unified solution for ad verification. Initially developed by IAS and later adopted by the IAB Tech Lab, OMSDK simplifies the process by allowing a single SDK to execute various verification tags. This reduces the need for multiple proprietary SDKs, improving efficiency and user experience. The standard has seen widespread adoption, expanding from mobile apps to web, video, and connected TV, thus playing a critical role in ensuring ad quality and transparency across the digital advertising ecosystem.

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Episode 74: Kerel Cooper on reaching black audiences

Fri, 31 May 2024 11:00:00 -0000

Kerel Cooper is the President of Advertising for Group Black. He takes us through how they connect brands with African American audiences and the challenges in the space for buyers and sellers.

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IAB Tech Lab: Ads.txt with Neal Richter

Mon, 27 May 2024 13:00:00 -0000

The interview with Neal Richter, Director of Science and Engineering at Amazon DSP, discusses the evolution and impact of IAB Tech Lab standards such as ads.txt, sellers.json, and SChain. These standards were developed to address issues of seller authentication and inventory misrepresentation in the digital advertising ecosystem. Ads.txt allows publishers to declare authorized sellers of their inventory, reducing fraudulent activities. Sellers.json provides a way for exchanges to list entities authorized to sell inventory, enhancing transparency for buyers. SChain adds a chain of custody to OpenRTB requests, ensuring the authenticity of the intermediaries involved. The adoption of these standards has been rapid, driven by the need for greater transparency and control in ad transactions. Challenges remain, particularly with in-app and CTV environments, but ongoing efforts aim to address these complexities and enhance the robustness of the digital advertising supply chain

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Episode 73: Josh Palau on pharma and in-housing

Fri, 24 May 2024 12:45:00 -0000

Josh Palau, the VP of Performance Media for Pfizer joins us for a discussion of how programmatic works for pharma marketing, as well as his general experience with in-housing.

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IAB Tech Lab Special: Open RTB

Mon, 20 May 2024 11:00:00 -0000

The discussion on the openRTB protocol delved into its history, challenges, and impact on the digital advertising landscape. Introduced by Bill Simmons, the protocol aimed to standardize the communication between buyers and sellers of online advertising, simplifying the previously chaotic system where each platform had its own unique protocols. This standardization facilitated easier and more efficient interactions within the industry. The interview also touched on the gradual acceptance and implementation of openRTB across major platforms, including Google, and highlighted the ongoing evolution of the protocol to address new market segments and technical requirements, ensuring it remains relevant and effective in a rapidly changing digital environment.

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Episode 72: Ron Jacobson on MMM, plus a Colossus deep dive

Fri, 17 May 2024 13:00:00 -0000

Ron Jacobson from Rockerbox talks attribution, the walled gardens, and the future of MMM. Plus Ari goes deep on the Colossus situation.

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IAB Tech Lab Special: VAST

Mon, 13 May 2024 11:00:00 -0000

The VAST (Video Ad Serving Template) standard, as explained by Ari Paparo, was developed to facilitate the integration of video ads across various platforms, addressing early challenges in the digital advertising space such as the lack of a unified method for embedding video content in ads. Initially created during Paparo’s tenure at DoubleClick, VAST aimed to standardize the delivery of video ads, enabling a more straightforward interaction between video publishers and advertisers. This standard was crucial for simplifying the ad-serving process, allowing publishers to implement a single ad-serving template that could work across multiple platforms, thereby increasing the efficiency and reach of video advertising. The development of VAST was a pivotal moment that not only enhanced video ad operations but also led to the formation of the IAB Tech Lab, an entity focused on creating technical standards for the digital advertising industry.

For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tv

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Episode 71: Hollis Guerra on how to get PR

Fri, 10 May 2024 02:30:00 -0000

Also, earnings coverage, SERP disasters, and more.

For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tv

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IAB Tech Lab Special: The Transparency and Consent Framework

Mon, 06 May 2024 11:00:00 -0000

The Transparency and Consent Framework (TCF), discussed by Julia Shullman of Telly, addresses key challenges in digital advertising related to the GDPR and ePrivacy Regulation. TCF standardizes the presentation of information about advertising vendors and user choices across the digital ad ecosystem, facilitating compliance with European regulations. It enables users to make informed choices about the vendors processing their data, while allowing publishers and vendors to communicate these choices efficiently. Furthermore, TCF grants publishers control over which vendors can collect and use data on their digital properties, enhancing their ability to manage privacy and data governance. The framework was developed as a response to the need for standardized, real-time consent management across an increasingly complex digital advertising landscape.

For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tv

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Episode 70: Kym Insana built an agency entirely with remote WFH moms

Fri, 03 May 2024 12:45:00 -0000

Plus Google Network woes, and the Trade Desk - Roku partnership.

For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tv

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Episode 69: WPP's CTO spends over $300 million per year on AI

Fri, 26 Apr 2024 11:00:00 -0000

How is WPP investing over $300 million per year on AI? Stephan Pretorius, the company's CTO, explains.

For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tv

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Episode 68: Feed DSPs what they eat with Chris Kane

Fri, 19 Apr 2024 11:00:00 -0000

Jounce's Chris Kane joins us for the latest on SPO. Plus X brand safety and "Person on the street" from Possible.

For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tv

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Episode 67: Why can you buy CTV 214 different ways?

Fri, 12 Apr 2024 11:00:00 -0000

Lara Koenig from MiQ gives us a class on SPO for CTV.

For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tv

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Episode 66: Politics and AI with Richard Raddon of Zefr

Fri, 05 Apr 2024 11:00:00 -0000

Plus Forbes MFA, and AdTheorent acquisition.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors.

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Episode 65: Shane Shevlin still believes in customizable DSPs

Fri, 29 Mar 2024 11:00:00 -0000

Shane tells us about his time at IPONWEB, the birth of BidSwitch, and his new platform, Bedrock.

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Episode 64: Listeners Strike Back

Thu, 21 Mar 2024 23:00:00 -0000

Sometimes our listeners have perspectives that differ from ours. So we're giving them a chance to give us some feedback.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 63: Josh Chasin on measurement, plus MediaLink and TikTok drama

Fri, 15 Mar 2024 13:05:00 -0000

Josh is a veteran of the measurement business and he gives his perspective on how measurement is evolving.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 62: Joe Zappa on why ad tech marketing sucks and what your CEO should do about it

Fri, 08 Mar 2024 13:45:00 -0000

Plus the latest controversy with "Ad Bridging"

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 61: RampUp After Dark

Fri, 01 Mar 2024 11:30:00 -0000

Ari's interviews LiveRamp CPO Kimberly Bloomston and former Habu CEO Matt Kilmartin, direct from RampUp.

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Episode 60: Michael Cassidy on bringing ad dollars to retailers, plus Walmart-Vizio

Fri, 23 Feb 2024 14:00:00 -0000

Michael Cassidy is the CEO of M3, bringing non-endemic advertising dollars to retailers. Think travel brands on suitcase stores. Also we dish on the Undertone early days.

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Episode 59: Ad tech is to technology Innovation what porn is to media innovation

Fri, 16 Feb 2024 13:00:00 -0000

So says our guest, Mike Driscoll from Rill Data.

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Episode 58: All About the Privacy Sandbox with Alex Cone from Google

Fri, 09 Feb 2024 11:30:00 -0000

We go deep on the privacy sandbox, the CMA, the recent criticisms from the IAB, and what's next. Alex Cone from Google gives us an in-depth view.

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Episode 57: Faster sites and fewer ads, Jon Roberts shares the Dotdash Meredith secrets to success

Fri, 02 Feb 2024 14:15:00 -0000

Jon Roberts it the Chief Innovation Officer for Dotdash Meredith, "America's largest digital and print publisher." He bucks the trends in the industry with intense focus on user experience.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Spotify builds a $2 billion audio ads juggernaut through technology and targeting

Tue, 30 Jan 2024 11:30:00 -0000

Per Sandell, VP of Product for Spotify, focuses on Spotify's advertising strategies and products. Sandell highlights Spotify's substantial growth in the ads business, particularly after 2019, emphasizing the global expansion and diversification of their advertising offerings, which include audio, video, and display ads. He also touches on the integration of technology in podcast advertising, leveraging dynamic ad insertion and streaming ad insertion to optimize ad relevance and reach. The discussion further delves into Spotify's approach to audience targeting, using a rich dataset derived from user interactions and preferences. Sandell provides an overview of Spotify's future roadmap, including plans to enhance targeting capabilities and creative ad production using AI, aiming to balance user experience with effective advertising.

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Episode 56: Lauren Wetzel on the clean room trough of disillusionment

Fri, 26 Jan 2024 11:30:00 -0000

Lauren Wetzel is the outspoken COO of InfoSum. She talks about the space, the Habu acquisition, composable data stacks, and a lot more. Plus we talk about the WWE going to Netflix, and the Sports Illustrated bloodletting.

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Episode 55: Matt Prohaska talks news and the industry moves into the bargaining phase of sandbox adoption

Fri, 19 Jan 2024 13:15:00 -0000

Matt Prohaska talks to us about supporting the news business. Plus Habu acquisition, LG ads follow-up, and Jeff Green goes long against the sandbox.

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Episode 54: CES wrap up, plus drama at VideoAmp, LG Ads, and Arena

Fri, 12 Jan 2024 11:30:00 -0000

So much drama in ad tech and publishing. Ari reports live from his hotel room at CES.

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Episode 53: Bill Wise of Mediaocean on running the oldest company in ad tech

Fri, 05 Jan 2024 11:30:00 -0000

Bill Wise, CEO of Mediaocean, talks about how the company came to be by merging with stalwart DDS, along with its current position in the business, and how agency holding companies are evolving.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 52 Year-end special bonus episode. Best and worst of 2023, plus predictions.

Fri, 22 Dec 2023 22:00:00 -0000

Eric and Ari talk about the first year of the Marketecture podcast and shout outs for various trends and predictions.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 51: What happened at The Arena Group? Former President and COO Andrew Kraft talks publishers, AI, curling, and more.

Fri, 22 Dec 2023 13:45:00 -0000

Andrew Kraft is one of the best known and respected executives in media. He recently left The Arena Group along with CEO Ross Levinsohn in the wake of an AI mini-scandal. We get to the bottom of what happened.

Also, are ad tech companies listening to your phone, or no?

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 50: What's the MRC and why should you care with George Ivie

Fri, 15 Dec 2023 14:45:00 -0000

Long-time head of the Media Rating Council George Ivie talks about the work he does to assure accurate media measurement, how he's working in parallel with the TV JIC, and what this has to do with the movie Quiz Show with John Turturro.

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Episode 49: The guys from Taking Inventory talk social commerce

Fri, 08 Dec 2023 11:30:00 -0000

James Borow and Daniel Druger host the Taking Inventory podcast talking all things commerce media and social commerce. They talk with us about Snap, X, open web, and everything else.

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Episode 48: Anne Coghlan from Scope 3 on measuring and reducing carbon in advertising

Sat, 02 Dec 2023 15:15:00 -0000

Scope3's co-founder and COO talks about carbon measurement and reduction, and how it is working with BOK. Plus the TV+ trademark dispute and an update on Kubient and the TV+ trademark dispute.

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Justify Your Existence: Vibe.co

Wed, 29 Nov 2023 11:30:00 -0000

Vibe is building "Facebook ads for TV", allowing small and less sophisticated advertisers to show ads on TV for as little as $50 per day.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 47: Brian Morrissey on how to create a sustainable media model

Fri, 17 Nov 2023 14:00:00 -0000

Brian Morrissey from the Rebooting talks to us about sustainable media models, the Jezebel closing, and Buzzfeed's new strategy. Also YouTube blocks ad blockers.

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JYE: Channel99 brings view-through technology and analytics to B2B marketing

Wed, 15 Nov 2023 11:30:00 -0000

From the founder of DemandBase, Channel99 is an analytics solution that shows you how your marketing efforts touch specific companies in your ABM strategy.

Justify Your Existence is a new format from Marketecture that asks start-ups to do exactly that. These short-form audio-only interviews feature pre-A round companies with under 50 employees.

Recorded in November, 2023

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Episode 46: Beeswax co-founder Shamim Samadi on bringing oRTB to retail media

Fri, 10 Nov 2023 11:30:00 -0000

Shamim Samadi was the co-founder of Beeswax and a long-time veteran of Google's ad group. Now he's working with the IAB on developing standards for bringing RTB to retail media.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Justify Your Existence: Recess is a Marketplace for Real World Sponsorships

Wed, 08 Nov 2023 11:30:00 -0000

Recess is a marketplace where brands can purchase sponsorships of real world events, like races and festivals.

Justify Your Existence is a new format from Marketecture that asks start-ups to do exactly that. These short-form audio-only interviews feature pre-A round companies with under 50 employees.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 45: PrograMADic, the Musical with Tom Triscari

Fri, 03 Nov 2023 13:30:00 -0000

Tom Trisacari talks about the musical he's writing, plus valuations of ad tech companies.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Justify Your Existence with Taiv.tv

Wed, 01 Nov 2023 11:30:00 -0000

Noah Palansky from Taiv.tv explains how his technology replaces the linear ads on bars and restaurant TVs with new creatives specifically targeted and designed for that environment.

Justify Your Existence is a new format from Marketecture that asks start-ups to do exactly that. These short-form audio-only interviews feature pre-A round companies with under 50 employees.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 44: Gavin Dunaway talks fraudulent ads and AdMonsters. Plus a Freewheel update and earnings.

Fri, 27 Oct 2023 11:30:00 -0000

Gavin Dunaway of The Media Trust talks fraudulent ads, including scams targeting the elderly and the early days at AdMonsters. We have an update on the Freewheel duplicate auction issue, and its earnings week for tech giants.

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Amaze Media Labs - Podcast promotion via contextual display ads

Tue, 24 Oct 2023 11:00:00 -0000

The hardest thing in podcasting is finding an audience. Amaze Media Labs offers an ad buying platform that podcast owners can use to serve digital ads alongside contextually relevant content. Its ads can drive audiences to landing pages with more content such as a trailer or a specific episode. Bryan Barletta talks with co-CEO Robert Tuchman.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 43: Chris Kane on what makes an MFA site. Plus bid request shenanigans at Freewheel

Fri, 20 Oct 2023 11:30:00 -0000

Chris Kane from Jounce joins us to try to define what an MFA site is and what we should do about them. An anonymous blog post accuses Freewheel of duplicating bid requests. And Fenestra tries to Justify Its Existence.

In this episode:

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Spaceback - Adapting social posts to display and video ads

Tue, 17 Oct 2023 11:30:00 -0000

Spaceback’s creative automation tools turn high-performing social posts into production-ready ads for brands like CB2, UGG, Ulta and Corkcicle. In our interview, Ari Paparo asks CEO Casey Saran to explain why brands need a vendor for this when they already have creative assets and production tools at hand (short answer: automation and authenticity). Saran also explains how Spaceback turns social video into production-ready CTV placements in 4K. Includes a demo.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 42: Comscore's Jon Carpenter on the JIC and the future of measurement. Plus Scope3 and Sincera funding

Fri, 13 Oct 2023 11:30:00 -0000

Jon Carpenter, the CEO of Comscore, joins us to talk about the company, the JIC, and the future of measurement. Plus Scope3 and Sincera funding rounds. Also Aderize tries to Justify Its Existence.

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Captify - Activating search data for contextual buys

Tue, 10 Oct 2023 13:00:00 -0000

Captify has been around a long time. Historically, the company has used search intent data ingested from its partners’ on-site search to build cookie-based segments that it then licenses to media buyers — typically big agencies. In recent years the company has developed a contextual ad product for web and TV that uses the same search data without the need for persistent identifiers.

In our interview led by Mike Shields, CEO Mike Welch and Chief Product Officer Amelia Waddington claim the contextual product outperforms the cookie-based approach thanks to machine learning models that link search search behaviors to content preferences.

The full version of this episode if available at https://www.marketecture.tv/programs/captify-mike-welch-amelia-waddington .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 41: Adam Heimlich on custom algorithms, we pour one out for Sizmek, and BonBon justifies its existence.

Fri, 06 Oct 2023 11:30:00 -0000

Adam Heimlich from Chalice.ai tries to convince Ari that he should have invested in custom algos. We also pour one out for the legendary Sizmek. Elliott Easterling from BonBon tries to Justify His Existence.

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BrightLine - Interactive and shoppable CTV ad formats

Mon, 02 Oct 2023 13:00:00 -0000

BrightLine offers interactive and shoppable ad formats to large media companies like NBC Universal and Disney.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/bright-line-robert-aksman .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 40: LightShed's Rich Greenfield weighs in on the media wars (updated)

Fri, 29 Sep 2023 11:30:00 -0000

LightShed's Rich Greenfield talks WGA strike, Charter-Disney, antitrust, and more. Also Justify Your Existence with Octane11.

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What flavor is your CDP? With ActionIQ CEO Tasso Argyros

Mon, 25 Sep 2023 13:00:00 -0000

ActionIQ is a customer data platform with a focus on data activation and orchestration.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/action-iq-tasso-argyros .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 39: Ryan Barwick from Morning Brew on covering the ad tech news

Thu, 21 Sep 2023 14:00:00 -0000

Ari and Eric are joined by reporter Ryan Barwick from Morning Brew to discuss Google, privacy, Twitter/X going programmatic, the Instacart IPO, and much, much more.

Plus Justify Your Existence with Openads.ai

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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BlueConic - A CDP built for marketing activations

Mon, 18 Sep 2023 13:00:00 -0000

BlueConic clients like Colgate, Mattel, and Hearst use it to activate first-party data across multiple sub-brands and support regional personalization.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/blue-conic-cory-munchbach .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 38: Ads as a force for good? Amy Williams from Good-Loop is trying!

Fri, 15 Sep 2023 12:00:00 -0000

Amy Williams is the CEO of Good-Loop, an ad tech company looking to make ads a force for good. We discuss ESG and de-carbonization in the world of ad tech.

Also Criteo's DSP, 605 acquisition, VideoAmp's latest fundraise, and more.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Dataseat - A mobile DSP that doesn’t rely on device IDs

Mon, 11 Sep 2023 13:00:00 -0000

Dataseat is a mobile DSP for app user acquisition that relies strictly on contextual data. It was founded on the assumption that persistent identifiers will eventually disappear from the in-app advertising environment.

For more information about our expert, Eric Seufert: https://www.marketecture.tv/authors/eric-seufert

The full version of this episode is available at https://www.marketecture.tv/programs/dataseat-david-philippson .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 37: Terry Kawaja on M&A red flags. Google spin-off, and more

Fri, 08 Sep 2023 12:00:00 -0000

Terry Kawaja from Luma Partners talks about mistakes buyers and sellers make in the M&A process. We talk about the upcoming Google antitrust case and what the Google spin-out might be worth. Plus "Justify Your Existence" with Opinary.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Digital Remedy - Managed services 4EVAH

Tue, 05 Sep 2023 13:00:00 -0000

The ad network formerly known as CPXi has evolved to offer media execution, attribution, and analytics for campaigns that span all digital media.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/digital-remedy-mike-seiman .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 36: Krzysztof from Adalytics has Google on the ropes. Plus Keith Petri justifies his existence.

Wed, 30 Aug 2023 12:30:00 -0000

Krzysztof Franaszek from Adalytics has published two bombshell reports just this summer pointing out problems with Google's ad products. We go into depth on the tech and issues involved.

Also we have a brand new segment, "Justify Your Existence" where start-ups tell us why we should care.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Basis - Buying and workflow tools for mid-market agencies

Mon, 28 Aug 2023 14:00:00 -0000

Formerly known as Centro, Basis has been around longer than pretty much any other ad tech company. Its customers are primarily mid-market agencies who use it to manage a host of processes — including planning and buying media across search, social, CTV programmatic, radio, and other ad types. Basis also enables centralized collaboration between agencies and vendors. In our interview, CEO and founder Shawn Riegsecker discusses Basis’s and current use cases with Ari Paparo.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/basis-shawn-riegsecker .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 35: Lisa Utzschneider on the future of IAS and the X integration

Fri, 25 Aug 2023 12:00:00 -0000

Lisa Utzschneider, CEO of IAS, talks about the company, it's recent deal with X.com, how it scans TikTok and MFA.

Each week we'll bring you the latest news and perspective about advertising technology, trends, and insights, along with special guests.

In this episode:

GroupM drops MFA sites
MediaMath to be bought by Infillion
Adalytics with its latest bombshell

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Acast - Podcast hosting, ad monetization and paywall tech for large and small publishers.

Mon, 21 Aug 2023 14:00:00 -0000

Acast helps publishers of all sizes make money from podcasting. Its customer list includes bold-faced names like WTF with Marc Maron, The Blindboy Podcast, and The Guardian’s weekly football show.

For more information about our expert, Bryan Barletta: https://www.marketecture.tv/authors/bryan-barletta

The full version of this episode is available at https://www.marketecture.tv/programs/acast-ross-adams .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 34: Why 4 out of 5 dentists prefer Keith Gooberman's DSP

Fri, 18 Aug 2023 12:30:00 -0000

Keith Gooberman of Programmatic Mechanics joins us to tell us how and why he built a new DSP and how this involves roaming packs of dentists.

Also:

JoeZ is back
The Cognitiv juggernaut
Are MFA sites actually bad, or no?

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Spreaker (from IHeart) - A spectrum of podcast monetization tools

Mon, 14 Aug 2023 14:00:00 -0000

Acquired by iHeartMedia in 2020, Spreaker offers a range of production, hosting, and monetization tools for mid-market podcast publishers. Its advertising capabilities include an exchange, ad server, and yield management capabilities. In our interview, Bryan Barletta speaks with Founder and CEO Francesco Baschieri about the platform and its use cases.

For Marketecture subscribers: The full-length version of this interview includes a bonus discussion on the relationship between ad loads and fill rates in podcast media.

For more information about our expert, Bryan Barletta: https://www.marketecture.tv/authors/bryan-barletta

The full version of this episode is available at https://www.marketecture.tv/programs/spreaker-francesco-baschieri .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 33: Is fundraising for ad tech companies even possible?

Fri, 11 Aug 2023 11:00:00 -0000

Fundraising for ad tech is difficult in any environment. But these brave CEOs have jumped right in. Eric and Ari are joined by Mathieu Roche of ID5 and James Avery of Kevel to talk about the current fundraising environment.

Also in this episode:

The "other" Google antitrust case moves ahead
Freewheel ties up with Magnite
Cadent is sold to PE
X adds IAS pre-bid

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Nexxen - The ultimate ad tech roll-up

Mon, 07 Aug 2023 14:00:00 -0000

Nexxen was formed through the merger of Amobee, Tremor Video, and Unruly. In our interview, Chief Strategy Officer Ken Suh discusses the company’s unique demand, a supply footprint spanning 1,100 publishers and broadcasters, and its ad-serving tech.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/nexxen-ken-suh .

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Episode 32: Dave Morgan drops TV wisdom, plus Scibids-DV

Fri, 04 Aug 2023 11:00:00 -0000

Ari and Eric are joined by Simulmedia's Dave Morgan, who schools us on the latest ins and outs of the TV business.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Magellan AI - Ad planning and intelligence tools for podcast media

Mon, 31 Jul 2023 14:00:00 -0000

Magellan offers podcast-specific media planning, ad intelligence, and performance measurement tools.

For more information about our expert, Bryan Barletta: https://www.marketecture.tv/authors/bryan-barletta

The full version of this episode is available at https://www.marketecture.tv/programs/magellan-ai-cameron-hendrix .

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Episode 31: Lara OReilly on the MediaMath beat

Fri, 28 Jul 2023 14:00:00 -0000

Insider senior correspondent Lara O'Reilly joins to talk everything MediaMath. Plus all the tech earning reports and France comes after Apple.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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How Lumen Research’s eye-tracking tech measures attention

Mon, 24 Jul 2023 14:00:00 -0000

Lumen’s opted-in audience panels track visual attention by using a phone or computer's camera to identify whether a person views an ad, along with other metrics.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/lumen-mike-follett .

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Episode 30: The TV 📺 Episode with Alan Wolk

Fri, 21 Jul 2023 13:15:00 -0000

Ari and Eric are joined by Alan Wolk, founder of TVREV, the leading newsletter covering the TV business. We talk about the strike, Netlfix, sports rights, and more.

In this episode:

Disney considers selling TV assets: https://www.cnbc.com/2023/07/13/disney-ceo-iger-opens-door-to-unloading-tv-assets.html
Netflix earnings: https://www.cnbc.com/2023/07/20/netflix-stock-revenue-growth-clarity.html
TTD in the Nasdaq 100: https://www.adexchanger.com/ad-exchange-news/monday-07172023/
Google Genesis: https://www.nytimes.com/2023/07/19/business/google-artificial-intelligence-news-articles.html

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Sonnant - AI monetization tools for radio and podcasts

Mon, 17 Jul 2023 14:00:00 -0000

Audio publishers use Sonnant’s tools to identify ad insertion opportunities and assess a show’s brand safety and suitability, among other signals.

For more information about our expert, Bryan Barletta: https://www.marketecture.tv/authors/bryan-barletta

The version of this episode is available at https://www.marketecture.tv/programs/sonnant-tony-simmons .

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Episode 29: TripleLift CEO Dave Clark on Native, SSPs, and CTV. Plus, Joost!

Fri, 14 Jul 2023 11:30:00 -0000

TripleLift CEO Dave Clark talks about what makes the company different, and how he sees the CTV business evolving. Also we go down memory lane and talk about once high-flying ad tech star, Joost.

In this episode:

Massachusetts looks to ban location data: https://www.wsj.com/articles/first-u-s-ban-on-sale-of-cellphone-location-data-might-be-coming-fbe47e53
Ad tech jobs crater: https://www.adweek.com/media/ad-tech-job-openings-crater-in-2023/
Freewheel + Roku partner: https://advertising.roku.com/resources/blog/now-available-to-freewheel-customers-rokus-leading-ad-tech
Google video fallout: https://www.adweek.com/programmatic/ad-buyers-redirect-youtube-strategies-after-report-accuses-it-of-violating-standards/

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BidSwitch offers one API call to rule all bid requests

Mon, 10 Jul 2023 14:00:00 -0000

BidSwitch’s new product, LiteSwitch, shapes traffic by ingesting all of a seller’s requests and aligning them with the filters that are set by DSPs.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/bid-switch-isaac-schechtman .

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Episode 28: Nandini Jammi of Check My Ads says "Google is the worst!"

Fri, 07 Jul 2023 11:00:00 -0000

Ari and Eric are joined by Nandini Jammi, the bomb throwing crusader against ad-supported disinformation and the co-founder of Check My Ads.

In this episode:

MediaMath collapse, one week later
The government is not allowed to police social networks: https://www.cnn.com/2023/07/04/tech/biden-administration-social-media-companies-communication-covid-censorship/index.html

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Episode 26: Privacy Expert Alan Chapell says "Marketers are F-ed"

Fri, 30 Jun 2023 12:45:00 -0000

Ari Paparo and Eric Franchi get all the latest privacy and data protection news from Alan Chapell, Chairman of the NAI, and author of the Chappell Report. We also go into some depth on the latest ad quality scandal from Google.

In this episode:

Google selling low-quality video ads: https://archive.fo/thXPF
In-Game ad company Anzu raises $48 million: https://www.calcalistech.com/ctechnews/article/hkzc2ldun
Media Trust claims Russia is sending bad ads to Ukraine: https://mediatrust.com/blog/admixer-ukraine-malware-case-study/

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🚨Emergency Pod: MediaMath Bankruptcy and Implications🚨

Fri, 30 Jun 2023 07:30:00 -0000

This morning AdExchanger reported that Ad Tech stalwart MediaMath was entering chapter 7 bankruptcy.

https://www.adexchanger.com/online-advertising/mediamath-files-for-bankruptcy-after-acquisition-talks-fall-apart/

Our panel to discuss the implications:

Ken Rona, CEO FxM

Shiv Gupta, U of Digital

Ana Milicevic, Founder Sparrow Advisors

Learn more about your ad choices. Visit megaphone.fm/adchoices

MowPod - Ad tools for podcast owners

Mon, 26 Jun 2023 14:00:00 -0000

MowPod uses programmatic ad tools and data integrations to help podcast owners drive engagement and downloads of their audio content.

For more information about our expert, Bryan Barletta: https://www.marketecture.tv/authors/bryan-barletta

The full version of this episode is available at https://www.marketecture.tv/programs/mow-pod-mike-wiston .

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Episode 25: Antonio Garcia-Martinez builds attribution for Web3

Fri, 23 Jun 2023 13:30:00 -0000

Ari and Eric are joined by Antonio Garcia-Martinez, author of undoubtedly the best (perhaps the only) ad tech memoir, Chaos Monkeys. He's building attribution for Web3 and convinces Ari it's actually a good idea.

Also, apparently Zuck is about to murder Elon in the ring.

Also:

NBC CTV marketplace: https://www.hollywoodreporter.com/business/business-news/cannes-lions-nbcuniversal-comcast-advertising-buy-multi-market-1235518791-1235518791/
ID5 integrated into TTD: https://www.adexchanger.com/online-advertising/the-trade-desks-id5-integration-makes-european-audiences-more-addressable/

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Sovrn gives an update on its 4 ad products for indie publishers

Tue, 20 Jun 2023 14:00:00 -0000

Sovrn’s solutions include an exchange (its original business), a data product, an ad management suite, and affiliate tools.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/sovrn-walter-knapp .

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Episode: 24: The one and only Joe Zawadzki

Fri, 16 Jun 2023 12:00:00 -0000

The godfather of programmatic, Joe Zawadzki, joins Eric and Ari to talk about venture investing in ad tech, his new company FxM, MediaMath, and more. Plus, the EU tries to break-up Google, and MadHive scores $300 million from Goldman Sachs.

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Viant believes DSPs should be DSPs

Mon, 12 Jun 2023 14:00:00 -0000

Viant CEO Tim Vanderhook talks about the scaled ad tech company’s company’s current approach to identity and bidding and explains why he doesn’t buy into the recent trend toward unified programmatic platforms.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/viant-tim-vanderhook .

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Episode 23: Live from "ID5 On the Road" conference. Is Kokai a product or just a vibe? And IPG's Quantum mania.

Fri, 09 Jun 2023 11:00:00 -0000

This week we recorded live with Ari, Eric, Allison Schiff of AdExchanger and Mathieu Roche of ID5.

In this episode:

Trade Desk's Koka: Product or just a vibe:
CTV landmines: https://www.adexchanger.com/digital-tv/advertisers-love-their-ctv-despite-an-abundance-of-programmatic-landmines/
Cookies really going away this time: https://www.adexchanger.com/privacy/the-chrome-privacy-sandbox-apis-will-be-generally-available-for-all-users-in-july/
Liveramp for sale? https://digiday.com/marketing/amid-a-dearth-of-ad-tech-ma-liveramp-fielded-inbound-inquiries-over-a-potential-sale/
IPG Quantumania: https://finance.yahoo.com/news/d-wave-interpublic-group-partner-130000209.html

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CoHost - Podcast hosting and analytics with some B2B bells and whistles

Mon, 05 Jun 2023 14:00:00 -0000

CoHost is a podcast hosting service with an emphasis on analytics - B2B analytics in particular.

For more information about our expert, Bryan Barletta: https://www.marketecture.tv/authors/bryan-barletta

The full version of this episode is available at https://www.marketecture.tv/programs/co-host-fatima-zaidi .

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Episode 22: Mike Katz Cuts Through the CDP BS

Fri, 02 Jun 2023 13:45:00 -0000

Ari Paparo, Eric Franchi from Aperium Ventures are joined by mParticle CEO Mike Katz who explains CDPs, Reverse ETL, and a bunch of other buzzwords. Also Ari learns how to pronounce Nas.

Twitter going programmatic: https://digiday.com/marketing/with-advertising-in-flux-twitter-is-outsourcing-ad-monetization-to-ad-tech/
Nvidia and WPP: https://www.wpp.com/en/news/2023/05/wpp-partners-with-nvidia-to-build-generative-ai-enabled-content-engine-for-digital-advertising

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Relo Metrics - Digital-style analytics for sports sponsorships

Tue, 30 May 2023 14:00:00 -0000

Relo Metrics uses computer vision and AI to generate new datasets for brands, teams, and leagues.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/metrics-jay-prasad-kit-swain .

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Episode 21: Time CEO Jessica Sibley on removing the paywall and diversifying revenue

Fri, 26 May 2023 12:00:00 -0000

Ari Paparo and Eric Franchi are joined by Time CEO, Jessica Sibley to talk about publisher monetization, technology, and her decision to remove the paywall.

In this episode:

TTD's Kokai: https://twitter.com/TheTradeDesk/status/1660670631644364801
Facebook's record fine from the EU: https://mobiledevmemo.com/metas-sticky-wicket/
GroupM says Twitter is AOK: https://www.inventiva.co.in/trends/groupm-advertising/

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MiQ - A global programmatic agency doing $600M+ in revenue

Mon, 22 May 2023 14:00:00 -0000

MiQ is an agency-like company that offers ad trading, data science, and other support to clients — often other agencies — in need of programmatic expertise.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/freeclip-mi-q-gurman-hundal .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 20: Bow Down Before the Ad Tech God

Fri, 19 May 2023 12:00:00 -0000

And lo, in the days of yore, there was a man who was known as Ad Tech God. He was a powerful and wise man, and he knew all there was to know about advertising.

And in time it came to pass that the Ad Tech God appeared on the Marketecture podcast. And with him were Eric of New Jersey, and Ari, the one who speaketh too much. And it was good.

In this episode:

Twitter's new CEO
Netflix at the upfronts
Luma's DMS conference

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LinkedIn - B2B ad tech juggernaut

Mon, 15 May 2023 14:00:00 -0000

A tour of the company’s marketing solutions, including identity, audience targeting, and lead-based optimization.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/linked-in-abhishek-shrivastava .

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Episode 19: Joanna O'Connell -- "CMOs don't care about DSPs"

Fri, 12 May 2023 13:00:00 -0000

Joanna O'Connell, long-time Forrester analyst and now head of innovation for R3 tells us what marketers really want and how to ignore the ad tech BS.

In this episode:

Macy's and The Trade Desk: https://www.adexchanger.com/commerce/macys-dives-into-open-programmatic-names-the-trade-desk-as-its-first-dsp-partner/
Pubmatic goes to the buy side: https://www.adexchanger.com/digital-tv/pubmatic-cuts-dsps-out-of-direct-ctv-and-online-video-ad-buys/
GoogleIO

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Episode 100 - A deep dive on The Trade Desk’s identity and data spine

Mon, 08 May 2023 14:00:00 -0000

Chief Strategy Officer Samantha Jacobson walks through the demand-side platform’s products for managing data and improving identity signals. The interview covers Galileo (first-party data management), Unified ID 2.0 (interoperable identity for the open web), and Identity Alliance (TTD’s partner program with leading ID graphs).

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/the-trade-desk-samantha-jacobson .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Episode 18: Chris Kane's Mission to Kill Bad Supply

Fri, 05 May 2023 11:00:00 -0000

Chris Kane from Jounce Media joins us to go deep on SPO. Why DSPs should stop buying duplicative supply, whether they should follow Trade Desk and kill Open Bidding and Amazon's TAM, and lots more.

Plus the DoubleVerify short: https://madisonandwall.substack.com/p/doubleverify-counter-points-and-more

Amazon+Pinterest, Attain+TTD: https://twitter.com/conorjmckenna/status/1653587185210122241?s=46&t=us_cotylvsr-XdbxhwAHBw

Google gives up on in-app mediation: https://blog.google/products/ads-commerce/more-effective-media-buying-on-apps/

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Learn more about your ad choices. Visit megaphone.fm/adchoices

Ampersand - Bundling TV inventory across national spot TV, addressable and streaming

Mon, 01 May 2023 14:00:00 -0000

A joint venture of Charter, Comcast, and Cox, Ampersand offers access to premium TV inventory in the US and across all distribution platforms.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/ampersand-nicolle-pangis .

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Episode 17: Stephanie Layser from Amazon on why AWS loves publishers

Fri, 28 Apr 2023 13:30:00 -0000

Stephanie Layser joins us to talk about AWS's embrace of independent ad tech, including their recently-announced open source bidder project.

Also in this episode:

Optable raises $20 million for their clean room:

https://www.adexchanger.com/investment/with-data-fragmentation-on-the-rise-clean-room-optable-secures-20m-series-a/?__s=kkvd79t7m2hh0cim0cjy

Google earnings:

https://www.cnbc.com/2023/04/25/alphabet-googl-q1-earnings-report-2023.html

Index Exchange's loyalty pledge to DSPs:

https://www.indexexchange.com/2023/04/19/open-letter-dsps-strengthening-partnership-commitment/?__s=kkvd79t7m2hh0cim0cjy

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AdsWizz - An SSP, DSP and ad server geared to audio and podcasts

Mon, 24 Apr 2023 14:00:00 -0000

Owned by Sirius XM, AdsWizz is among the most comprehensive platforms focused on audio advertising, with an SSP, ad server, and DSP.

For more information about our expert, Bryan Barletta: https://www.marketecture.tv/authors/bryan-barletta

The full version of this episode is available at https://www.marketecture.tv/programs/ads-wizz-anne-frisbie .

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Episode 16: Marketecture at Possible in Miami

Fri, 21 Apr 2023 11:00:00 -0000

This week Eric and Ari come to you from the Possible conference in Miami. We have quick "person on the street" interviews with:

Rishad Tobaccowala
Richy Glassberg
Eric Wheeler
Dave Kohl
Joanna O'Connell
And many more!

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Intentful - AI copywriting tools trained on brand data

Mon, 17 Apr 2023 14:00:00 -0000

Intentful leverages the GPT large language model framework in concert with its customers’ data to create a range of content.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/intentful-marina-petrova-bruce-amick .

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Episode 15: The Ad Prof himself, Ratko Vidakovic, drops knowledge. Plus Permutive layoffs and why contextual ads don't cut it

Fri, 14 Apr 2023 13:30:00 -0000

Ratko Vidakovic, author of the This Week in Ad Tech newsletter and founder of AdProfs drops knowledge on AI, contextual advertising, carbon measurement and more. Plus we talk about the Permutive layoffs and the various mis-informed takes on contextual advertising.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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The four pillars of Uber’s $500M ad business

Mon, 10 Apr 2023 14:00:00 -0000

Uber Advertising VP and General Manager Dr. Mark Grether provides an overview of the company’s key advertising pillars (the Uber ride-sharing app, Uber Eats, in-car tablets, and car-top displays).

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/uber-mark-grether .

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Episode 14: What he saw - Matt Goldstein and Rich Caccappolo on modern publishing

Fri, 07 Apr 2023 12:00:00 -0000

Matt Goldstein, or "msg" as he's known, publishes the voluminous quarterly newsletter "What I Saw" covering all kinds of publisher and media trends. He and Rich Caccappolo, CEO of dmg media, join Ari Paparo to cover the state of the media business. We talk AI, SSP consolidation, vertical video, Google algo changes, and more.

Magnite going direct:

https://digiday.com/media/in-a-shrinking-marketplace-magnite-explores-media-trading-without-dsps/

Tom Tiscari estimates Magnite and Pubmatic’s take rates:

https://triscari.substack.com/p/43-magnite-pubmatic-unknown-take

Lou Paskalis has a new job monitoring news quality:

https://www.wsj.com/articles/media-veteran-lou-paskalis-joins-group-to-encourage-brands-to-advertise-on-news-8ba7f363?mod=djemCMOToday

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DoubleVerify - Tackling new measurement challenges in viewability, fraud and brand safety

Mon, 03 Apr 2023 14:00:00 -0000

CEO Mark Zagorski describes DoubleVerify’s progress in measuring with TikTok and other walled gardens, its investment in brand suitability, and other product initiatives.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/double-verify-mark-zagorski .

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605 - Attribution and performance prediction tools for TV advertisers

Mon, 03 Apr 2023 14:00:00 -0000

Customers use 605’s reports and analysis to know who is responding to their campaigns and which creatives and targeting factors are having the greatest impact.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/605-lindsey-woodland .

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Episode 13: Ronan Shields on Netflix, B2B media, and the SSP-DSP war

Fri, 31 Mar 2023 13:00:00 -0000

Veteran ad tech reporter Ronan Shields from Digiday joins Ari Paparo and Eric Franchi to talk about his Netflix scoop, the state of B2B journalism, and the undeclared war between DSPs and SSPs.

In this episode:

Sovrn take rates go to zero
Competition act from Senator Mike Lee
Semaphor on the history of OpenAI
EU pubs don't like contextual data

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Emodo - A native SSP and DSP backed by Ericsson’s data

Mon, 27 Mar 2023 14:00:00 -0000

Ericsson ad tech subsidiary Emodo offers an SSP and DSP specializing in in-app, native and video. Emodo’s ad formats include an adaptive native unit that adds rich media-like effects to basic creative assets such as static images, static logos, headlines, body texts, and CTAs.

For more information about our expert, Eric Seufert: https://www.marketecture.tv/authors/eric-seufert

The full version of this episode is available at https://www.marketecture.tv/programs/emodo-alistair-goodman .

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Learn more about your ad choices. Visit megaphone.fm/adchoices

Episode 12: How should agencies invest in tech? With Jay Friedman.

Fri, 24 Mar 2023 13:15:00 -0000

Ari Paparo and Eric Franchi are joined by Jay Friedman, CEO of the Goodway Group, an innovative mid-sized agencies that has differentiated itself by investing in technology.

In this episode:

Biden banning TikTok
Vendors doing the dirty work for agencies
Gap cuts retail media

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Demandbase doubles down on B2B ad tech

Mon, 20 Mar 2023 14:00:00 -0000

Demandbase helps B2B teams execute across channels at every stage of the account journey. Sales professionals use it as a CDP and DMP, while marketers use its account-based DSP, which is the only solution for account-based audience activation.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/demandbase-gareth-noonan-russell-martin .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

Learn more about your ad choices. Visit megaphone.fm/adchoices

Tubi - A deep dive on the AVOD services' audience and ad business

Mon, 20 Mar 2023 14:00:00 -0000

Tubi has 64 million monthly active users and is growing fast. Total Viewing Time (TVT) was up 44% year-over-year with 5 billion hours streamed in 2022 alone. Tyler Fitch, Tubi’s SVP advanced TV and partnerships, discusses ad formats, audience targeting, data integrations and ways of working with advertisers and agencies.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/tubi-tyler-fitch .

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Episode 11: Eric Seufert on the future of mobile acquisition and gaming

Fri, 17 Mar 2023 14:00:00 -0000

No one who knows more about mobile marketing, the effect of ATT, and the future of hyper-casual gaming than Marketecture contributor Eric Seufert. In our latest episode of the podcast Eric joins with Ari Paparo, and Eric Franchi to talk about all of this.

In this episode:

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Clinch - Omnichannel DCO paired with campaign tools

Mon, 13 Mar 2023 14:00:00 -0000

Agency and brand clients use Clinch’s Flight Control platform to plan omnichannel campaigns, import creative assets and run DCO across video and digital endpoints.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/clinch-oz-etzioni .

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Episode 10: The macro view of the ad environment with Brian Wieser

Fri, 10 Mar 2023 14:00:00 -0000

Brian Wieser is known as one of the most astute analysts of the advertising industry. His new newsletter, Madison and Wall is a must read. He joins the Marketecture podcast with Ari Paparo, Eric Franchi to talk about the macro view of how Wall St thinks about ad tech, how the holding companies are extracting value, and Apple's ATT.

In this episode:

Wal-Mart to make more money on ads than goods
Criteo going offline with retail media
Jeff Green going scorched earth on Google

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Vault JS - Assessing the privacy and security of marketing tech vendors

Mon, 06 Mar 2023 14:00:00 -0000

Vault JS helps customers assess and eliminate security risks and privacy violations committed by ad tech, martech, and other SaaS technologies that are embedded on their sites.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/vault-js-josh-manion .

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CreativeX - Analyzing and rating creative across a variety of ad types and platforms

Mon, 06 Mar 2023 14:00:00 -0000

CreativeX’s creative quality product can analyze all of a customer’s creativity and rate how well its visual assets conform to the best practices of various digital platforms.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/creative-x-anastasia-leng .

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Episode 9: Clean Rooms are a Luxury Good with Ana Milicevic

Fri, 03 Mar 2023 13:30:00 -0000

Ari Paparo and Eric Franchi talk with Ana Milicevic from Sparrow Advisors about data strategies, CPMs, clean rooms, and the latest news.

In this episode:

Lara O'Reilly's epic history of MediaMath
Equativ takes PE money
Simpli.fi acquires Bidtellect
LiveRamp integrates into Snowflake

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Episode 8: BONUS EPISODE: An Oral History of DoubleClick (2004-2008)

Tue, 28 Feb 2023 14:00:00 -0000

SPECIAL BONUS EPISODE. While lots has been written about seminal ad tech company DoubleClick, never before have the former product heads talked publicly about the company's turnaround from failing public company to the $3.1 billion acquisition by Google.

Guests include:

Jonathan Bellack, former head of DFP
Jason Bigler, former head of DFA
Brad Bender, former lead for optimization

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Transmit - Non-standard ads for live-streamed content

Mon, 27 Feb 2023 14:00:00 -0000

Transmit identifies natural lulls in gameplay to integrate unique ad formats that don’t require a traditional ad break.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/transmit-scott-young .

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Episode 7: Paul Bannister on publisher strategy, the sandbox, UID2 and OpenPath. Plus new YouTube leadership.

Thu, 23 Feb 2023 20:15:00 -0000

Our latest episode of the Marketecture podcast with Ari Paparo, Eric Franchi from AperiumVentures and Paul Bannister, the CSO at CafeMedia.

Cafe Media is always on the cutting-edge of monetization for digital publishers, so we ask Paul to give perspective on the Chrome sandbox, Trade Desk's UID and OpenPath initiatives, and everything else you need to worry about.

Also, ad tech veteran Neal Mohan takes the helm at YouTube. And BlueKai founder Omar Tawakol has a new start-up for digital product placements.

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Sourcepoint - Privacy and consent tools for media companies (Demo included)

Mon, 20 Feb 2023 14:00:00 -0000

Sourcepoint helps its customers communicate with digital audiences about their data privacy preferences. CEO Ben Barokas walks Ari Paparo through the platform and use cases.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/sourcepoint-ben-barokas .

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Veritone Voice - An AI-powered voice solution for podcasting, sports and more

Mon, 20 Feb 2023 14:00:00 -0000

Veritone Voice is an AI voice solution for use in broadcasting, podcasting, radio, and sports. SVP Sean King offers a deep dive into its features and functionality.

For more information about our expert, Bryan Barletta: https://www.marketecture.tv/authors/bryan-barletta

The full version of this episode is available at https://www.marketecture.tv/programs/vidfull_veritone-seanking_20230120-48bc2c .

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Episode 6: Ciarán O’Kane on European ad tech. Plus TTD earnings and Uber's ad network.

Fri, 17 Feb 2023 13:30:00 -0000

Our latest episode of the Marketecture podcast with Ari Paparo, Eric Franchi from AperiamVentures and Ciarán O’Kane from FirstParty Capital.

In this episode:

The state of European ad tech
European telecos creating a unified ID: https://twitter.com/astaniscia86/status/1624117393025794051
The Trade Desk's blow-out earnings: https://finance.yahoo.com/news/trade-desk-q4-earnings-24-121609341.html
Uber's $500 million ad business: https://www.wsj.com/articles/uber-and-lyft-claim-big-gains-for-their-ad-businesses-2b5e0ef7?mod=djemCMOToday

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Lotame - Last DMP standing?

Mon, 13 Feb 2023 14:00:00 -0000

Lotame CEO Andy Monfried walks through the company’s updated data segmentation, modeling, and enrichment products.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/lotame-andy-monfried .

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Episode 5: Will AI kill Google's ad business with the WSJ's Patience Haggin

Fri, 10 Feb 2023 14:00:00 -0000

Episode 5 of the Marketecture podcast with Ari Paparo, Eric Franchi from Aperium Ventures and Patience Haggin from the Wall Street Journal.

In this episode:

What its like covering ad tech for the WSJ: https://www.wsj.com/news/author/patience-haggin
Microsoft integrated ChatGPT, how bad is this for Google: https://twitter.com/tomwarren/status/1623149955358801920?s=20&t=WcWAoR7g6sCHsYtzhL-47g
ChatGPT fastest growing tech ever: https://www.reuters.com/technology/chatgpt-sets-record-fastest-growing-user-base-analyst-note-2023-02-01/
Is Criteo's potential sale a bad sign for retail media: https://www.reuters.com/markets/deals/french-adtech-firm-criteo-new-bid-sell-itself-sources-2023-02-07/

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Taboola bets on OEMs, commerce… and Yahoo

Mon, 06 Feb 2023 14:00:00 -0000

Taboola CEO Adam Singolda answers all of our questions: What is “Taboola News”? Does the company rely on third-party cookies? And what’s with the 30-year Yahoo deal?

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/taboola-adam-singolda .

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Veritonic - Audio-first measurement for the full funnel

Mon, 06 Feb 2023 14:00:00 -0000

Veritonic’s audio analytics and research platform helps customers research, test and measure the ROI of their audio assets and campaigns pre-market, in-market, and post-campaign.

For more information about our expert, Bryan Barletta: https://www.marketecture.tv/authors/bryan-barletta

The full version of this episode is available at https://www.marketecture.tv/programs/veritonic-scott-simonelli .

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Episode 4: The Top Ten Identity Countdown with Mike O'Sullivan

Fri, 03 Feb 2023 13:40:00 -0000

We made it to episode 4! Ari and Eric talk with Mike O'Sullivan, the CEO of Sincera.io about the most prevalent identity providers across tens of thousands of websites.

In this episode:

Top 10 Countdown of identity providers
4As and ANA hit back at the IAB
Meta's earnings
What's the worst job in tech?

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Claritas - A rundown of its segmentation, activation and measurement tools

Mon, 30 Jan 2023 14:00:00 -0000

Claritas offers several products, including Identify (market research and insights), Deliver (audience and email activation), and Optimize (attribution).

For more information about our expert, Bryan Barletta: https://www.marketecture.tv/authors/bryan-barletta

The full version of this episode is available at https://www.marketecture.tv/programs/claritas-chase-miller .

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Teads’ journey from ‘outstream’ video pioneer to SSP with buying tools baked in

Mon, 30 Jan 2023 14:00:00 -0000

Co-CEO Jeremy Arditi discusses how Teads has evolved from its early days as an outstream video pioneer by adding new inventory management features, buy-side tools, and more.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/teads-jeremy-arditi .

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Episode 3: Google vs the DOJ and a Retail Media Deep-Dive

Fri, 27 Jan 2023 13:30:00 -0000

Episode 3 of the Marketecture podcast with Ari Paparo, Eric Franchi from Aperium Ventures and Conor McKenna, Director at Luma Partners.

The big news this week -- the DOJ wants to break-up Google. We discuss the implications and potential valuation. Then we deep-dive on retail media and look for opportunities for innovation and start-ups.

Ari's tweetstorm about the DOJ
Conor's tweetstorm about retail media

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Full Episode: Everything you Don't Know about Podcast Ads, With Sounds Profitable's Bryan Barletta

Mon, 23 Jan 2023 14:00:00 -0000

In this conversation with Ari Paparo, Bryan Barletta provides an overview of the audio advertising industry and its enabling technologies.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/soundsprofitable-bryan-barletta .

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Libsyn AdvertiseCast - A podcast ad marketplace with host-read and programmatic ads

Mon, 23 Jan 2023 14:00:00 -0000

AdvertiseCast offers a marketplace that brands and agencies can use to buy host-read and programmatic podcast ads across thousands of shows.

For more information about our expert, Bryan Barletta: https://www.marketecture.tv/authors/bryan-barletta

The full version of this episode is available at https://www.marketecture.tv/programs/advertisecast-dave-hanley .

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Episode 2: The IAB Tech Lab and the "Ad Tech Tax" with Tony Katsur

Thu, 19 Jan 2023 14:00:00 -0000

Our second episode and already Ari is ranting about the "Ad Tech Tax". This week Ari Paparo and Eric Franchi are joined by Tony Katsur, the CEO of the IAB Tech Lab.

In this episode:

The IAB Tech Lab and their 2023 roadmap
PWC only loses 3% of spend this time
Twitter throwing a half-off sale
Rut roh, AWS launches a clean room

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Seedtag - Contextual ads paired with unique formats

Tue, 17 Jan 2023 14:00:00 -0000

Founder Jorge Poyatos talks about Seedtag’s contextual data and media platform. The company combines contextual data with exclusive inventory and formats.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/seedtag-jorge-poyatos .

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Yieldmo - An ad exchange with attention data baked in

Tue, 17 Jan 2023 14:00:00 -0000

Yieldmo is an ad exchange that uses attention data and machine learning to procure inventory for advertisers while optimizing yield for publishers.

For more information about our expert, Eric Seufert: https://www.marketecture.tv/authors/eric-seufert

The full version of this episode is available at https://www.marketecture.tv/programs/yieldmo-mike-yavonditte .

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Episode 1: CES, AI Creative, Facebook vs GDPR

Fri, 13 Jan 2023 14:00:00 -0000

Our inaugural Marketecture podcast with Ari Paparo and Zach Rodgers from Marketecture, along with Eric Franchi from Aperium Ventures.

Each week we'll bring you the latest news and perspective about advertising technology, trends, and insights, along with special guests.

In this episode:

Transmit.live acquisition for $350 million
Madison Logic acquisition for $750 million
Facebook's huge GDPR fine
The Trade Desk's oddly-named data onboarding product

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

Learn more about your ad choices. Visit megaphone.fm/adchoices

LifeStreet - A mobile DSP with custom modeling

Mon, 09 Jan 2023 14:00:00 -0000

LifeStreet CEO Levi Matkins discusses LifeStreet’s predictive engine and bidding platform for in-app programmatic inventory.

For more information about our expert, Eric Seufret: https://www.marketecture.tv/authors/eric-seufert

The full version of this episode is available at https://www.marketecture.tv/programs/lifestreet-levi-matkins .

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A Deep Dive On Roku’s Ad Platform, Which Reaches 70M Streamers

Mon, 09 Jan 2023 14:00:00 -0000

Adam Markey, director of product for Roku’s ad platform, discusses its OneView DSP (formerly DataXu), identity assets, and more.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/roku-adam-markey .

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

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Adelaide Metrics - Measuring media quality and audience attention

Tue, 03 Jan 2023 14:00:00 -0000

Adelaide measures the quality of media placements using attention metrics. The company’s proprietary metric predicts the likelihood of attention and subsequent outcomes from media.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/adelaide-marc-guldimann .

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The Salesforce CDP - Enterprise-grade data management across many sources and endpoints

Tue, 03 Jan 2023 14:00:00 -0000

The Salesforce CDP helps marketing, service, e-commerce and other teams organize, analyze and use their data. It supports data ingestion from many sources and activation across endpoints including ads, email, websites, and apps. Marketing Cloud SVP Martin Kihn discusses the features and uses cases.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/salesforcecdp-martin-kihn .

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Narrative I/O - A platform for buying and selling raw data

Mon, 19 Dec 2022 14:00:00 -0000

Narrative offers an unaggregated data licensing platform with an intuitive user interface that buyers can use to specify their desired data, set a budget, and choose a destination to send the data to and check out.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/narrative-nick-jordan .

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Madhive - A DSP geared to hyper-local CTV campaigns

Mon, 19 Dec 2022 14:00:00 -0000

Madhive works with broadcasters to help them package and sell programmatic CTV campaigns that span their own properties, local stations, and other streaming inventory. It has use cases for agencies and marketers too.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/madhive-adam-helfgott .

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TikTok talks about its self-serve and performance ad tools

Mon, 12 Dec 2022 14:00:00 -0000

TikTok is adding support for eCommerce, advanced measurement, self-serve advertisers, and more. Managing Director Ray Cao discusses the company’s products, partnerships, and roadmap for 2023.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/tiktok-ray-cao .

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FullThrottle - First-party data solutions and APIs for advertisers and publishers

Mon, 05 Dec 2022 14:00:00 -0000

Chief Product Officer Amol Waishampayan describes the company’s first-party data enablement solutions.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/fullthrottle-amol-waishampayan .

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Mobal - Business listings management for Google, social and other platforms

Mon, 05 Dec 2022 14:00:00 -0000

Mobal helps restaurants, service providers, franchise owners, and other businesses maintain accurate information in their digital listings while maximizing SEO for commonly searched terms.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/freeclip-mobal-jakob-wikstrom .

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Zefr - Brand suitability targeting and measurement across walled gardens

Mon, 28 Nov 2022 14:00:00 -0000

Zefr provides brand suitability targeting and measurement to advertisers with big investments across walled gardens - specifically YouTube, Meta and TikTok. CEO Rich Raddon talks about the company’s products, service models, competition, road map and more.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at http://www.marketecturepod.com .

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MNTN - A performance advertising platform for streaming TV

Mon, 28 Nov 2022 14:00:00 -0000

CEO Mark Douglas talks about MNTN’s CTV ad-buying platform. MNTN’s clients are mostly direct response advertisers that are looking to expand their customer acquisition efforts beyond social platforms.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/mountain-mark-douglas .

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Special Episode: Ari Paparo on The Rebooting Show

Thu, 17 Nov 2022 18:30:00 -0000

We’re sharing this special podcast episode of the Rebooting Show, a podcast focused on the mechanics of sustainable media businesses. In it, Marketecture's Ari Paparo is interviewed by The Rebooting’s Brian Morrissey about key trends in ad tech, Apple’s crackdown on tracking technologies, and Elon’s shocking mismanagement during the first weeks of his ownership of Twitter. If you like what you hear, subscribe to TheRebooting on Substack or subscribe to their podcast directly.

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Learn more about your ad choices. Visit megaphone.fm/adchoices

GumGum - A big contextual player pushes into measuring attention

Mon, 14 Nov 2022 14:00:00 -0000

GumGum’s tech scans text, image, audio, and video to offer advertisers content-centric targeting and a contextual exchange platform that helps publishers tag and monetize their content.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/gumgum-ken-weiner .

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Learn more about your ad choices. Visit megaphone.fm/adchoices

Countable - A community engagement platform for brands’ purpose and social impact initiatives

Mon, 14 Nov 2022 14:00:00 -0000

Countable allows enterprises to communicate with stakeholders around a shared purpose, passions, and social impact.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/freeclip-countable-emilybell .

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Learn more about your ad choices. Visit megaphone.fm/adchoices

TripleLift - An SSP supporting video, CTV and native formats

Mon, 07 Nov 2022 14:00:00 -0000

Since its early days as a native ad exchange, TripleLift has expanded to support online video and connected TV formats. It also operates a DMP, 1plusX, which it acquired in early 2022.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/triplelift-sonja-kristiansen .

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Learn more about your ad choices. Visit megaphone.fm/adchoices

Emergency Episode: Twitter’s Imploding Ad Business

Fri, 04 Nov 2022 14:00:00 -0000

Well, that went smoothly. One week into Elon’s takeover and Twitter’s advertisers are already flying the coop. In this special episode, Marketecture experts Ari Paparo and Eric Seufert talk with Zach Rodgers about recent developments, Elon's tweets and what could happen next.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

Learn more about your ad choices. Visit megaphone.fm/adchoices

ironSource LevelPlay - App mediation and revenue management

Wed, 02 Nov 2022 14:00:00 -0000

ironSource LevelPlay supports drag-and-drop integration of a multitude of ad network SDKs, and includes a dashboard that allows A/B testing, management of direct-sold inventory, and reporting features.

For more information about our expert, Eric Seufert: https://www.marketecture.tv/authors/eric-seufert

The full version of this episode is available at https://www.marketecture.tv/programs/ironsource-nimrod-zuta .

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Learn more about your ad choices. Visit megaphone.fm/adchoices

Outbrain Goes SaaS With New Keystone Product

Mon, 31 Oct 2022 14:00:00 -0000

Outbrain wants to help publishers configure their website real estate with e-commerce, subscription, and other offers that are best matched to those groups.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/outbrain-yaron-galai .

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Creatopy - Affordable creative production with a built in ad server

Wed, 26 Oct 2022 14:00:00 -0000

Creatopy’s simple-to-use tool allows designers and marketers to generate and test content for their digital campaigns.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/creatopy-gabriel-ciordas .

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Xandr, Part 2: Up Close With Invest

Mon, 24 Oct 2022 14:00:00 -0000

Invest has some notable differentiators from its DSP competitors, including its exclusive inventory from Netflix and access to Microsoft audience data.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/xandr-eric-hoffert .

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GeoEdge - Online ad security in a fast-changing environment

Thu, 20 Oct 2022 14:00:00 -0000

GeoEdge’s security and ad quality tech scans variables in ad code and creative to protect publishers and their users from malicious or otherwise undesirable ads.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/geoedge-amnon-siev .

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Kayzen - A mobile DSP with modular architecture

Mon, 17 Oct 2022 14:00:00 -0000

Customers can use Kayzen’s bidder, algorithms, ad server, and UI modules separately as discrete products or together as a package.

For more information about our expert, Eric Seufret: https://www.marketecture.tv/authors/eric-seufert

The full version of this episode is available at https://www.marketecture.tv/programs/kayzen-tim-koschella-puneet-gupta .

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Jun Group - Rewarded ads in mobile apps

Wed, 12 Oct 2022 14:00:00 -0000

Jun Group’s question-based ads incentivize mobile users to share personal data in exchange for in-app rewards.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/jungroup-corey-weiner .

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How Sharethrough’s exchange supports a mix of native, video and display formats

Mon, 10 Oct 2022 14:00:00 -0000

CEO JF Cote talks about Sharethrough’s exchange platform focused on native, video, and traditional display units.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/sharethrough-jf-cote .

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JW Player - Publisher video monetization and then some

Wed, 05 Oct 2022 14:00:00 -0000

JW Player has expanded from its roots as an open-source video player to a broad-based monetization partner for publishers.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/jwplayer-dave-otten .

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Xandr - New details on Netflix deal, Microsoft data

Mon, 03 Oct 2022 14:00:00 -0000

Xandr’s key leadership addresses questions that have been on the minds of everyone in ad tech. Plus, an overview of Xandr Curate, Clypd, and yield analytics products.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/xandr-mikewelch-benjohn .

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Criteo - How the ad tech OG is bridging brands and retail media sellers

Thu, 29 Sep 2022 14:00:00 -0000

Chief Product Officer Todd Parsons describes Criteo’s family of products, including its retail media DSP Commerce Max.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/criteo-todd-parsons .

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SafeGraph - Data on physical places for attribution and product integration

Mon, 26 Sep 2022 14:00:00 -0000

Auren Hoffman talks about SafeGraph, which offers data on over 30 million “points of interest.”

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/safegraph-auren-hoffman .

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Smadex - A scaled mobile DSP that leans into transparency

Wed, 21 Sep 2022 14:00:00 -0000

Smadex offers a programmatic bidding platform focused on mobile user acquisition at scale. CEO Jordi de los Pinos talks about the company’s efforts around transparency, which he describes as its differentiator relative to competitors.

For more information about our expert, For more information about our expert, Eric Seufert: https://www.marketecture.tv/authors/eric-seufert

The full version of this episode is available at https://www.marketecture.tv/programs/smadex-jordi-de-lospinos .

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NBCU’s One Platform - A full rundown with Krishan Bhatia

Wed, 14 Sep 2022 14:00:00 -0000

NBCUniversal’s One Platform is a stack of audience-building, planning, and measurement tools that help advertisers run campaigns on the media giant’s properties. President Krishan Bhatia describes how it works.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/nbcu-oneplatform-krishan-bhatia .

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LiSA - A live commerce platform for retailers and publishers

Thu, 08 Sep 2022 14:00:00 -0000

Customers use LiSA to create live and social commerce experiences. These events are embedded on a subdomain of a retailer, publisher, or brand’s website and integrate with commerce platforms such as Salesforce, Magento, and Shopify.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/lisa-sophie-freres .

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Uberall - SEO and listings management for brick-and-mortar businesses

Tue, 06 Sep 2022 14:00:00 -0000

Customers use Uberall to increase the visibility of their local business listings. The platform

supports SEO, social posting, reputation management, and competitive intelligence.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/uberall-kelly-benish .

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Semcasting - Data and identity tools for highly regulated markets

Tue, 30 Aug 2022 14:00:00 -0000

Semcasting’s identity and audience tools are used by clients in healthcare, financial services, politics and other regulated industries.

For more information about our expert, [Expert Name]: [Expert Link]

The full version of this episode is available at https://www.marketecture.tv/programs/semcasting-ray-kingman .

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Lately - AI-assisted social content creation

Tue, 23 Aug 2022 14:00:00 -0000

Lately’s platform ingests content ranging from blog posts to videos, and uses that material to recommend language for social posts.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/ately-kate-bradley-chernis .

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Ad-Lib - Creative intelligence and DCO for a world with less targeting

Tue, 16 Aug 2022 17:00:00 -0000

Ari Paparo quizzes CEO Oli Marlow Thomas about Ad-Lib’s creative management platform, which supports creative collaboration, production, DCO, and ad trafficking.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/ad-lib-oli-marlow-thomas .

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Tatari - Ad buying tools for linear and streaming TV

Mon, 15 Aug 2022 14:00:00 -0000

CEO Philip Inghelbrecht discusses Tatari’s customer acquisition tools for TV advertising.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/tatari-philip-inghelbrecht .

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Pixability - Monitoring YouTube and CTV campaigns for safety, suitability and performance

Wed, 10 Aug 2022 14:00:00 -0000

Chief Product Officer Jackie Paulino talks with Mike Shields about Pixability’s software and

analytics solution that provides recommended channel lists, planning tools and

content recommendations to agency and brand customers.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/pixability-jackie-paulino .

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Connatix - Helping publishers create, host and monetize video assets

Mon, 08 Aug 2022 14:00:00 -0000

President Jenn Chen talks about how Connatix helps publishers like AccuWeather and BuzzFeed increase revenue from video media through its video player, ad server, SSP and contextual ad platform.

For more information about our expert, Mike Shields : https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/connatix-jenn-chen .

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FULL EPISODE: Inside ComScore’s bid to become a one-stop shop for advertising measurement

Tue, 02 Aug 2022 14:00:00 -0000

ComScore’s GM Digital Greg Dale breaks down the company’s many measurement components in this discussion with Marktecture’s Mike Shields.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/comscore-greg-dale .

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LiveIntent - A stalwart of “programmatic email” doubles down on identity

Mon, 01 Aug 2022 14:00:00 -0000

Chief Product Officer Mano Pillai describes LiveIntent’s evolving product offering – including its big bet on an identity graph linked to hashed email addresses.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/liveintent-mano-pillai .

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Marpipe - Automated creative testing for brands

Wed, 27 Jul 2022 14:00:00 -0000

Marpipe’s platform can render every permutation of an ad in multi-variate grids with different combinations of product imagery, background color, copy and other variables.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/marpipe-dan-pantelo .

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Hashtag Labs - Publisher ad loading software for non-engineers

Mon, 25 Jul 2022 14:00:00 -0000

Hashtag Labs CEO John Shankman explains HTL Bid, the company’s ad loading software that allows non-engineers to configure a publisher’s ad tech integrations

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/hashtaglabs-john-shankman .

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The Media Trust - An OG in ad quality

Wed, 20 Jul 2022 14:00:00 -0000

Founded 16 years ago,The Media Trust offers its security and screening tech to publishers, ad tech and ecommerce clients.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode if available at https://www.marketecture.tv/programs/themediatrust-cory-schnurr .

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Beachfront - A CTV ad server that works across streaming and traditional inventory

Mon, 18 Jul 2022 14:00:00 -0000

Programmers and distributors use Beachfront’s ad server to handle programmatic monetization across their distribution endpoints.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/beachfront-chris-maccaro .

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Kochava - A mature MMP with omni-channel chops

Fri, 08 Jul 2022 14:00:00 -0000

Kochava CEO Charles Manning describes the omni-channel and fraud prevention enhancements to the company’s core attribution product.

For more information about our expert, Eric Seufert: https://www.marketecture.tv/authors/eric-seufert

The full version of this episode is available at https://www.marketecture.tv/programs/kochava-charles-manning .

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Intent IQ - Attribution and bid enhancement tools built on a hybrid identity graph

Fri, 08 Jul 2022 14:00:00 -0000

Intent IQ’s identity resolution system uses a hybrid methodology with a deterministic seed sample enhanced by probabilistic data.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/intentiq-roy-shkedi-dror-benyishai .

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Semrush - Robust SEO with extensions to other channels

Tue, 28 Jun 2022 14:00:00 -0000

Semrush’s Fernando Angulo summarizes its core SEO features as well as some non-search features in areas like content marketing and paid social.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/semrush-fernando-angulo .

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EDO - Measuring TV ad effectiveness using search and behavioral data

Tue, 28 Jun 2022 14:00:00 -0000

CTO and head of product Josh Lee describes how the company sources its data and uses that data to train predictive models.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/edo-josh-lee .

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tvScientific - CTV buying with performance metrics at the center

Tue, 21 Jun 2022 14:00:00 -0000

CEO Jason Fairchild describes how tvScientific helps marketers buy CTV media in the same way they buy performance-driven channels like search and social.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/tvscientific-jason-fairchild .

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Samba TV - CTV measurement and targeting using ACR data

Tue, 21 Jun 2022 14:00:00 -0000

Samba TV SVP Avi Brown describes the targeting and measurement use cases for the company’s ACR data collected directly from TV devices.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://www.marketecture.tv/programs/sambatv-avi-brown.

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PebblePost - Digital identity meets direct mail

Wed, 15 Jun 2022 14:00:00 -0000

PebblePost sends hundreds of thousands of pieces of programmatic direct mail each day to people who visit its clients’ websites.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode if available at https://www.marketecture.tv/programs/pebblepost-jacobross .

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SparkToro - An index of demographic and behavioral insights

Wed, 15 Jun 2022 14:00:00 -0000

CEO Rand Fishkin describes how SparkToro collects data from social profiles and public websites.

For more information about our expert, Jeremy Kagan: https://www.marketecture.tv/authors/author-quvE9hNqNw4

The full version of this episode is available at https://www.marketecture.tv/programs/sparktoro-rand-fishkin .

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LiveRamp Safe Haven - Clean rooms from a scaled player in onboarding and identity

Fri, 10 Jun 2022 14:00:00 -0000

David Gilmore, the leader of LiveRamp’s data collaboration products, talks about the company’s clean room solution, Safe Haven, and its integrations with LiveRamp’s other products.

For more information about our expert, Ari Paparo: https://marketecture.uscreen.io/authors/ari-paparo

The full version of this episode is available at https://marketecture.tv/programs/safehaven-david-gilmore .

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How LiveRamp TV (formerly Data Plus Math) provides household matching, data activation and attribution

Thu, 09 Jun 2022 14:00:00 -0000

LiveRamp TV’s chief strategy officer, Jay Prasad, discusses the company’s CTV solution and its integration with LiveRamp’s other products.

For more information about our expert, Mike Shields: https://marketecture.uscreen.io/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://marketecture.tv/programs/liveramptv-jay-prasad .

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How Moloco helps gaming and on-demand apps activate their data

Wed, 08 Jun 2022 14:00:00 -0000

Moloco CEO Ikkjin Ahn provides a breakdown of the mobile DSP’s feature set and product roadmap.

For more information about our expert, Eric Seufert: https://marketecture.uscreen.io/authors/eric-seufert

The full version of this episode is available at https://marketecture.tv/programs/moloco-ikkjinahn-anuragagrawal .

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Clean.IO - Protecting publishers and platforms from malicious ads

Wed, 08 Jun 2022 14:00:00 -0000

CEO Geoff Stupay talks with Ari Paparo about how clean.io helps publishers, ad platforms and ecommerce companies detect malvertising.

For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparo

The full version of this episode is available at https://www.marketecture.tv/programs/vidfull_cleanio-geoffstupay_20220421-cc20b9 .

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Singular - Connecting marketing data from many sources

Tue, 07 Jun 2022 14:00:00 -0000

Singular CEO Gadi Eliashiv discusses his company’s measurement and analytics products.

For more information about our expert, Eric Seufert: https://www.marketecture.tv/authors/eric-seufert

The full version of this episode is available at https://www.marketecture.tv/programs/singular-gadi-eliashiv .

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AdMix - Product placement for in-game environments

Tue, 07 Jun 2022 14:00:00 -0000

AdMix CEO Samuel Huber describes the company’s platform for injecting brand placements into mobile games.

For more information about our expert, Eric Seufert: https://marketecture.uscreen.io/authors/eric-seufert

The full version of this episode is available at https://marketecture.tv/programs/admix-sam-huber .

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Celtra - Creative tools for digital ads across platforms

Mon, 06 Jun 2022 14:00:00 -0000

Mihael Mikek, CEO of Celtra, talks with Ari Paparo about the company’s creative production tools for publishers and brands.

For more information about our expert, Ari Paparo: https://marketecture.uscreen.io/authors/ari-paparo

The full version of this episode is available at https://marketecture.tv/programs/celta-mihael-mikek .

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iSpot - A look-up database for TV content and ads

Sat, 04 Jun 2022 14:00:00 -0000

CEO Sean Muller and Product Chief Anthony Skinner describe how iSpot measures streaming and linear TV, with coverage across 40 million TV sets.

For more information about our expert, Mike Shields: https://marketecture.uscreen.io/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://marketecture.tv/programs/ispot-seanmuller-anthonyskinner .

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Innovid - A TV and video ad server focused on creative management and measurement

Fri, 03 Jun 2022 14:00:00 -0000

CTO and Co-founder Tal Chalozin walks us through Innovid’s ad serving, asset management and measurement offering.

For more information about our expert, Mike Shields: https://marketecture.uscreen.io/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://marketecture.tv/programs/innovid-tal-chalozin .

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Simulmedia - The OG TV buying platform

Thu, 02 Jun 2022 14:00:00 -0000

Simulmedia Chief Product Officer Mike Kim walks us through the company’s TV buying platform and its integrations across linear, cable and CTV inventory.

For more information about our expert, Mike Shields: https://marketecture.uscreen.io/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://marketecture.uscreen.io/programs/mike_kim_simulmedia.

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Publica - A CTV ad server with support for unified auctions

Wed, 01 Jun 2022 14:00:00 -0000

Publica CEO Ben Antier walks us through Publica’s CTV ad server and unified auction functionality.

For more information about our expert, Mike Shields: https://marketecture.uscreen.io/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://marketecture.tv/programs/publica-ben-antier .

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TV Squared by Innovid - measurement and attribution for converged TV buys

Wed, 01 Jun 2022 14:00:00 -0000

President Jo Kinsella and CTO Blair Robertson talk about TV Squared’s measurement and attribution platform for converged TV advertising. Recorded: May 2022.

For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0g

The full version of this episode if available at https://www.marketecture.tv/programs/vidfull_tvsquared-jokinsella-blair-robertson .

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Odeeo - In-game audio advertising

Wed, 01 Jun 2022 14:00:00 -0000

Odeeo VP Product Liat Barer describes her company’s audio ad formats for casual gaming environments.

For more information about our expert, Eric Seufert: https://www.marketecture.tv/authors/eric-seufert

The full version of this episode is available at https://www.marketecture.tv/programs/odeeo-liat-barer .

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Incrmntal - Helping marketers measure performance on iOS and TV.

Tue, 31 May 2022 14:00:00 -0000

Incrmntal CEO Maor Sadra discusses the company’s SaaS measurement platform, which doesn’t require customers to turn off their ad buys for periods of time in the way that incrementality testing typically does.

For more information about our expert, Eric Seufert: https://marketecture.uscreen.io/authors/eric-seufert

The full version of this episode is available at https://marketecture.tv/programs/incrmntal-maor-sadra .

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Digital Turbine - In-App Ad Tech Embedded On Android Phones

Mon, 30 May 2022 14:00:00 -0000

Digital Turbine’s in-app ad platform is aided by partnerships with telcos and OEMs that embed its tech on Android phones.

For more information about our expert, Eric Seufert: https://marketecture.uscreen.io/authors/eric-seufert

The full version of this episode is available at https://marketecture.tv/programs/digitalturbine-matt-tubergen .

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MobileMonkey - Sales outreach automation for the mid market

Fri, 27 May 2022 14:00:00 -0000

MobileMonkey CEO Larry Kim discusses MobileMonkey’s sales outreach automation tool formid-market companies.

For more information about our expert, Jeremy Kagan: https://marketecture.uscreen.io/authors/author-quvE9hNqNw4

The full version of this episode is available at https://marketecture.tv/programs/mobilemonkey-larry-kim .

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Optable - A flexible model for clean room tech

Thu, 26 May 2022 14:00:00 -0000

Optable Chief Product Officer Bosko Milekic and CRO James Prudhomme describe the company’s tech for matching audiences between parties and across data sets.

For more information about our expert, Ari Paparo: [Expert Link]

The full version of this episode is available at https://marketecture.uscreen.io/programs/optable-bosko-milekic-james-prudhomme.

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ID5 - Identity Without Third-Party Cookies

Wed, 25 May 2022 14:00:00 -0000

Mathieu Roche, CEO with ID5, speaks with Ari Paparo about the company’s cookie-replacement ID, how it works and the extent of its integrations with DSPs, exchanges and other tech platforms.

For more information about our expert, Ari Paparo: https://marketecture.uscreen.io/authors/ari-paparo

The full version of this episode is available at https://marketecture.tv/programs/id5-mathieu-roche .

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Branch - Deep linking and attribution tools for apps

Tue, 17 May 2022 14:00:00 -0000

Alex Bauer discusses how apps like Yelp use the company’s deep linking tech to add customer utility and track conversion events.

For more information about our expert, Eric Seufret: https://marketecture.uscreen.io/authors/eric-seufert

The full version of this episode is available at https://marketecture.tv/programs/branch-alex-bauer .

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What’s a clean room? CEO Brian Lesser discusses InfoSum’s data collaboration platform

Tue, 10 May 2022 14:00:00 -0000

Digital Turbine’s in-app ad platform is aided by partnerships with telcos and OEMs that embed its tech on Android phones.

For more information about our expert, Ari Paparo: https://marketecture.uscreen.io/authors/ari-paparo

The full version of this episode is available at https://marketecture.tv/programs/infosum-brian-lesser .

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Magnite - Revenue and workflow tools for CTV’s supply side

Tue, 10 May 2022 14:00:00 -0000

Sean Buckley discusses Magnite’s products for CTV and video monetization and workflow, assembled through the merger of Rubicon Project, Telaria, SpotX and SpringServe.

For more information about our expert, Milk Shields: https://marketecture.uscreen.io/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://marketecture.tv/programs/magnite-sean-buckley .

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FULL EPISODE: Scope3 - Brian O’Kelley’s plan to decarbonize advertising

Mon, 09 May 2022 14:00:00 -0000

In this conversation with Ari Paparo, the one and only BOK describes his new venture focused on driving sustainability through the advertising supply chain. Scope3’s platform assesses energy usage associated with advertising and provides that data along with offset sourcing to brands, agencies, publishers and tech. This full-length episode is free to all Marketecture members on all tiers.

For more information about our expert, Ari Paparo: https://marketecture.uscreen.io/authors/ari-paparo

The full version of this episode is available at https://marketecture.tv/programs/scope3-brian-okelley?categoryId=106874 .

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IRIS.TV - Structured contextual data for TV and video programming

Tue, 03 May 2022 14:00:00 -0000

IRIS.TV uses computer vision to generate data about video assets that can then be used for targeting, verification and measurement.

For more information about our expert, Mike Shields: https://marketecture.uscreen.io/programs/iristv-field-garthwaite

The full version of this episode is available at https://marketecture.tv/programs/iristv-field-garthwaite .

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John Nardone from FlashTalking talks rich media, ad serving and identity solutions

Tue, 03 May 2022 14:00:00 -0000

John Nardone walks us through the offerings of the FlashTalking ad server and identity solution.

For more information about our expert, Ari Paparo: https://marketecture.uscreen.io/authors/ari-paparo

The full version of this episode is available at https://marketecture.tv/programs/flashtalking-john-nardone .

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Zach and Ari: What is Marketecture?

Sun, 01 May 2022 14:00:00 -0000

The founders of Marketecture, Zach Rodgers and Ari Paparo, in conversation about the goals of the project, why it was built, and where it is heading.

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Blockgraph - Uniting data and audiences across TV operators

Thu, 28 Apr 2022 14:00:00 -0000

Blockgraph is a joint venture between Comcast, Paramount and Charter, founded to unify data and audiences across operators and networks.

For more information about our expert, Mike Shields: https://marketecture.uscreen.io/authors/author-Vh3qvaXix0g

The full version of this episode is available at https://marketecture.tv/programs/jason-manningham-blockgraph .

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James Avery on how Kevel APIs let you build a custom ad server

Thu, 28 Apr 2022 14:00:00 -0000

Kevel is the company to call when mainstream ad servers just won’t do the trick. In this conversation, James Avery and Ari Paparo geek out on the strange use cases that come up outside of the browser. Ads on airplanes, anyone?

For more information about our expert, Ari Paparo: https://marketecture.uscreen.io/authors/ari-paparo

The full version of this episode is available at https://marketecture.tv/programs/kevel-james-avery .

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LD Mangin on how Confiant protects publishers from the bad guys

Thu, 28 Apr 2022 14:00:00 -0000

Confiant founder and CEO LD Mangin speaks with Ari Paparo about the ways the bad guys try to scam online publishers and how Confiant tries to stay ahead in this cat-and-mouse game. Confiant is a malware and fraud detection and blocking service focused on protecting both publishers and exchanges.

For more information about our expert, Ari Paparo: https://marketecture.uscreen.io/authors/ari-paparo

The full version of this episode is available at https://marketecture.tv/programs/confiant-ld-mangin .

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A deep dive on Habu’s data clean room software

Thu, 21 Apr 2022 14:00:00 -0000

In this conversation with Ari Paparo, Habu CEO Matt Kilmartin and Chief Product Officer Matthew Karasick discuss the company’s data clean room software.

For more information about our expert, Ari Paparo: https://marketecture.uscreen.io/authors/ari-paparo

The full version of this episode is available at https://marketecture.tv/programs/free-habu-matt-kilmartin-matthew-karasick .

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