Explorez tous les épisodes du podcast Marketecture: Get Smart. Fast.

Ari Paparo and Eric Franchi sit down with Carlo Palomino, President of OpenFortune, to explore how the company transformed fortune cookies into a powerful advertising channel. Carlo shares how OpenFortune built its global distribution network, drives brand engagement through creative campaigns, and partners with brands and creators like MrBeast. Plus, in The Refresh, Ari and Eric discuss Meta's earnings and new ad formats, Apple's privacy restrictions, Salesforce's acquisition of Braze, Kevel's $52 million funding round, Netflix's advertising challenges, and the expansion of ChatGPT ads. Takeaways - OpenFortune is transforming fortune cookies into an advertising channel that connects brands with consumers through memorable real-world experiences. - Meta's strong advertising growth and new premium ad formats highlight its expanding opportunities for brand advertisers. - Apple's WebKit privacy restrictions raise new challenges for identity resolution and cross-site tracking. - Salesforce's acquisition of Braze and Kevel's $52 million funding round reflect continued investment in MarTech and commerce media. - Netflix's advertising challenges highlight the importance of balancing premium brand campaigns with performance marketing. - OpenFortune's distribution network, QR code engagement, and partnerships with Gary Vee and MrBeast demonstrate the potential of experiential advertising. Chapters00:00 Introduction02:05 Meta Earnings, AI Growth, and New Ad Formats08:43 Meta Muse and AI Productivity10:09 Apple's Privacy Restrictions and Identity Resolution13:02 Salesforce Acquires Braze16:30 Kevel's $52 Million Funding Round19:10 Netflix's Advertising Growth Challenges22:26 Netflix's Measurement Tools and DSP Integration23:03 ChatGPT Ads Expansion and AI-Powered Creative25:55 Publicis and LiveRamp Acquisition Update27:13 Meet Carlo Palomino, President of OpenFortune28:19 Turning Fortune Cookies into Advertising Experiences29:22 How Branded Fortune Cookie Ads Work31:39 Building OpenFortune's Distribution Network33:25 Global Reach and Advertising Inventory34:21 Gary Vee's Investment and Campaign Results35:22 Creative Fortune Cookie Advertising Campaigns36:42 Measuring QR Code Engagement and Brand Lift38:26 OpenFortune's Expansion and Fortune Tacos41:29 MrBeast Partnership and Collectible Fortune Cookies42:51 Closing Remarks Guests: Ari Paparo, Eric Franchi, Carlo Palomino Learn more about your ad choices. Visit megaphone.fm/adchoices

Recorded at Marketecture Live Chicago, Will Hoyt of Blis, part of T-Mobile Advertising Solutions, sits down with Danielle Mathews, Senior Director of Integrated Marketing at Pura, to explore how mobile data, first-party insights, and omnichannel advertising are transforming retail marketing. Danielle shares how Pura evolved from a direct-to-consumer brand into an omnichannel business, using behavioral targeting, connected TV, retail media, and data partnerships to discover new audiences and drive incremental growth. They also discuss measurement, data clean rooms, AI, and why brand identity and platform-specific content will be essential for marketing success in 2027. Takeaways Mobile Data Unlocks Consumer Insights: Mobile app behavior helps brands discover new audiences, validate assumptions, and improve advertising strategies. First-Party and Third-Party Data Drive Growth: Combining customer insights with external behavioral signals strengthens targeting across retail, connected TV, and digital channels. Omnichannel Marketing Expands Reach: Pura's transition from DTC to retail highlights the importance of connecting digital advertising with in-store shopping experiences. Clean Data Improves Measurement: Identity resolution, data clean rooms, and incrementality measurement help marketers identify genuinely new customers and optimize spending. Brand Identity and Content Shape 2027: Maintaining a consistent brand identity while creating platform-specific content will be critical as AI and consumer behavior evolve. Chapters:00:00 Introduction to Marketecture Live Chicago00:54 Meet Blis and T-Mobile Advertising Solutions02:05 How Pura Uses Smart Technology and Customer Data03:19 Pura's Evolution From DTC to Omnichannel Retail04:51 Consumer Behavior and Audience Segmentation06:12 Using Mobile Data to Drive Target Store Traffic07:56 Connecting Mobile Data With CTV Advertising08:23 Combining First-Party and Third-Party Data10:33 Improving CPG Audience Targeting and Measurement11:21 Data Clean Rooms, Identity Resolution, and Incrementality13:09 Marketing Trends and Opportunities for 202714:42 Brand Storytelling and Platform-Specific Content15:40 Measuring Marketing Impact and Final Takeaways Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi welcome Scott Messer, founder of Messer Media and co-founder of AdTech Therapy, to discuss the challenges facing digital publishers as AI reshapes advertising and the open web. They explore declining publisher traffic, AI content licensing, Google's antitrust ruling, and how agentic advertising could transform direct media buying by reducing programmatic fees. The conversation also covers Apple's Safari privacy changes, Prebid's potential role in a unified auction, OpenAI's advertising strategy, the future of agentic commerce, and emerging retail media partnerships involving Uber, TripleLift, and Instacart. Takeaways: Declining Open Web Traffic: Scott Messer explains how AI and declining search traffic are forcing publishers to rethink their business models, prioritize audience loyalty, and diversify revenue streams. AI Content Licensing: Publishers are exploring bot restrictions, licensing agreements, and regulatory action to protect their content and secure compensation from AI platforms. Agentic Advertising: AI-powered direct media buying could reduce DSP and SSP fees, streamline reservations, and create more efficient transactions between advertisers and publishers. Google Antitrust and Prebid: Google's antitrust ruling could reshape programmatic advertising by opening opportunities for Prebid Server and alternative ad-serving technologies. AI Advertising and Privacy: The hosts examine OpenAI's behavioral targeting approach, Apple's Safari restrictions, and the implications for publisher monetization and consumer privacy. Retail Media and Agentic Commerce: Partnerships involving Uber, TripleLift, and Instacart highlight new opportunities for commerce data, while retailers continue to evaluate AI shopping agents. Chapters:00:29 Introduction to Scott Messer and Ad Tech Therapy01:08 Upcoming Ad Tech Events and Apparium Summit02:16 Scott Messer on Fixing Broken Ad Tech Operations05:23 Declining Open Web Traffic and Publisher Challenges06:37 Building Publisher Loyalty and Protecting Content from AI08:03 AI Bots, Content Licensing and Publisher Compensation13:12 Advertising to AI and the Future of Sponsored Content17:08 The Ethics of Advertising to AI Agents18:37 Google's Antitrust Ruling and Prebid's Future22:49 How Publishers Can Benefit from Agentic Advertising25:11 Reducing Programmatic Fees Through Agentic Direct Buying28:29 Prebid Summit and Ad Tech M&A Outlook30:01 Apple's Safari Privacy Changes and Publisher Revenue33:43 Character.AI and the Risks of AI Advertising Inventory37:49 OpenAI's Advertising Strategy and Behavioral Targeting41:24 Google's Search Scraping Defense and Data Co-op45:06 Retailers Blocking AI Shopping Agents47:00 Agentic Commerce and AI-Powered Product Discovery49:04 Uber, TripleLift and the Future of Retail Media51:31 Will Retail Media Become Programmatic?52:04 Closing Remarks Guests: Ari Paparo, Eric Franchi, Scott Messer Learn more about your ad choices. Visit megaphone.fm/adchoices

Live from Amazon unBoxed in San Francisco, Marketecture host Ari Paparo sits down with Claire Magruder, Director of GO Studio, Global Overview, and Santosh Gunaseelan, Director, Amazon Ads, Creative Intelligence & Optimization, Amazon, to explore how AI-powered creative tools are making streaming TV advertising more accessible. They discuss Amazon's Creative Agent, the importance of human creativity and brand guidelines, and how Traditional Medicinals used AI-generated video ads to drive new-to-brand purchases, improve efficiency, and expand its advertising reach. Takeaways AI-Powered Video Creation: Amazon's Creative Agent helps brands produce streaming TV ads faster and at a lower cost. Human Creativity Still Matters: AI supports creative execution while strategists guide storytelling, brand alignment, and approvals. Smarter Creative Optimization: Amazon combines performance signals, brand guidelines, and human feedback to improve ad effectiveness. Traditional Medicinals' Results: The campaign achieved 1.24x higher new-to-brand purchases and 1.14x greater new-customer acquisition cost efficiency. Expanding Streaming TV Access: AI reduces production barriers, allowing more brands to reach audiences across video and streaming formats. Chapters 00:00 Introduction: Live from Amazon unBoxed00:50 Meet Global Overview and Amazon Ads01:52Traditional Medicinals' Streaming TV Opportunity02:59 Why AI-Generated Ads Need Creative Intelligence04:09 Creating Video Ads with Amazon's Creative Agent05:12 Brand Guidelines and Creative Performance07:05 Human Judgment in AI-Powered Advertising08:57 How AI Helps Agencies Scale Creative Production09:28 Adapting Creative Across Advertising Formats10:34 Reducing Video Production Costs11:30 Traditional Medicinals' Campaign Results11:59 The Future of AI-Powered Streaming TV Ads13:18 Closing: The Marketecture Animal Question Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi recap Advertising Week and break down the biggest developments shaping ad tech. From Apple's Safari tracking restrictions and Walmart's expanding retail media ambitions to agentic AI in TV buying, OpenWeb's financial troubles, Zeta's acquisitions, and the future of Paramount's ad tech strategy, they explore what these shifts mean for advertisers, publishers, and the broader programmatic ecosystem. Takeaways Advertising Week illuminates the growing influence of agentic AI, CTV, and sell-side decisioning. Apple's Safari tracking restrictions raise new challenges for identity providers and advertisers. Walmart expands its retail media and CTV ambitions through Vibe and Yahoo DSP. Dentsu, NBCUniversal, and FreeWheel explore agentic AI for TV buying optimization. OpenWeb's financial struggles highlight challenges facing the open web. Zeta's acquisitions strengthen its AI search and first-party data capabilities. Paramount's media consolidation raises questions about its future ad tech strategy. PubX expands into agentic advertising through its acquisition of Compliant. Chapters00:29 - Introduction and Advertising Week Recap02:29 - Mediaocean AI Fund and Ad Tech Industry Events04:07 - LiveRamp Demo Day and Agentic AI Innovation06:14 - Advertising Week Trends: CTV, Open Web, and Agentic Commerce07:52 - Sell-Side Decisioning and the Future of DSPs09:33 - Apple's Safari Tracking Restrictions and Identity Challenges12:28 - Walmart's Retail Media Expansion and Yahoo DSP Partnership16:04 - Dentsu, NBCUniversal, and Agentic AI TV Buying20:16 - OpenWeb's Financial Troubles and Publisher Monetization24:01 - Zeta's Acquisitions of Senso and Digital Audience26:23 - Paramount, WBD, and the Future of Ad Tech Infrastructure30:36 - PubX's Agentic Advertising Strategy and Compliant Acquisition32:07 - Final Thoughts and Closing Guests: Ari Paparo, Eric Franchi Learn more about your ad choices. Visit megaphone.fm/adchoices

Adam Epstein, CEO of Gigi, joins Ari Paparo and Eric Franchi to explore the rise of agentic commerce and what AI agents like Meta’s Muse could mean for shopping, advertising, and consumer behavior. They discuss Amazon’s decision to restrict third-party AI agents, the role of advertising revenue in protecting commerce ecosystems, opportunities in travel and retail, and whether consumers will trust AI to make purchases on their behalf. Plus, Ari Paparo and Eric Franchi break down The Trade Desk’s Safari ad-serving issue, Amazon unBoxed announcements, AI assistants, and the growing battle for consumer AI adoption. Takeaways AI agents are shifting from answering questions to taking actions for consumers. Consumer trust and permissions will be critical to agentic commerce adoption. Amazon has strong incentives to protect its shopping experience and advertising revenue from third-party AI agents. Travel could become a major use case for AI-powered transactions and bookings. Meta’s ecosystem could give Muse a powerful path to adoption, particularly for commerce and small businesses. Chapters00:00 Amazon unBoxed and conference highlights03:02 Meta Muse and real-world AI agent use cases06:37 The Trade Desk blocked from serving ads on Safari11:37 Amazon’s AI-powered advertising updates12:38 Branded Conversations and conversational commerce15:14 Delta enters the travel media network space17:19 OpenAI, LiveRamp and AI advertising19:00 The battle for consumer AI assistants20:45 Meta expands Muse for SMBs and enterprise23:11 Anthropic, AI economics and the future of adtech26:15 Adam Epstein joins the podcast26:49 Amazon unBoxed and Sponsored Reviews30:00 Is agentic commerce really the future?31:00 What makes an effective AI agent?33:30 Will mainstream consumers adopt AI agents?36:06 Why AI agents still struggle with everyday tasks38:00 Why Amazon is blocking third-party AI agents42:46 Instacart, AI agents and grocery commerce44:18 Why travel could be transformed by agentic commerce45:21 How brands could compete inside AI agents48:12 Testing Muse in real-world situations51:35 Meta, Shopify and the future of agentic commerce53:39 Closing thoughts Guests: Ari Paparo, Eric Franchi, Adam Epstein Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo sits down with Ryan Walker, Senior Director of Commerce at PMG, at Amazon unBoxed to explore how PMG helped IQBAR expand its full-funnel marketing strategy. Ryan explains how Amazon Marketing Cloud, audience segmentation, CTV, video, and AI-powered campaign tools helped the brand reach new shoppers, improve acquisition, and connect advertising performance to long-term customer value. Takeaways Full-funnel marketing goes beyond conversion: PMG builds messaging around each stage of the customer journey, from discovery to purchase. New customer acquisition required a targeting shift: Amazon Marketing Cloud helped PMG identify that IQBAR was repeatedly reaching existing audiences and needed to expand to new shoppers. CTV helped expand reach: Live sports and other CTV inventory helped IQBAR acquire new customers while measuring profitability against expected lifetime value. Closed-loop measurement connects media to sales: Amazon allowed PMG to connect upper-funnel video and display exposure with actual purchases. Chapters00:00 Introduction: Ari Paparo and Ryan Walker00:38 Full-Funnel Marketing at Amazon unBoxed01:17 How PMG and IQBAR Use Amazon Marketing Cloud02:54 Reaching Customers Across the Purchase Journey03:22 Identifying IQBAR’s Growth Plateau04:39 Shifting Targeting Toward New Customers05:34 Tailoring Creative and Messaging06:03 Performance Plus and Brand Plus06:33 Expanding Across CTV and Video07:11 Using Live Sports to Reach New Audiences08:29 Amazon’s Closed-Loop Measurement Advantage09:46 What’s Next for Full-Funnel Advertising10:51 If PMG Commerce Were an Animal Guests: Ari Paparo Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi recap Marketecture Live Chicago before sharing a live conversation with Steven Galanis, Co-Founder & CEO of Cameo, and Johnny Hilbrant, Creator of PE Guy. They explore how Cameo is expanding beyond personalized videos into brand partnerships, how creators are building diversified revenue streams, and why platforms like LinkedIn are becoming valuable channels for creator content. Ari and Eric also break down Meta’s Muse AI agent, recent ad tech M&A, Scope3’s rebrand, and the rise of new commerce media networks. Takeaways: Cameo is expanding its role in brand and creator partnerships. Creators are diversifying revenue beyond traditional sponsored posts. LinkedIn is becoming a stronger distribution channel for creator content. AI agents could reshape how consumers discover and buy products. Commerce media is expanding into finance, restaurants, and other industries. Chapters:00:00 Marketecture Live Chicago Recap01:53 How LLMs Source Brand Information02:59 What Marketers Were Talking About in Chicago05:49 Steven Galanis on Cameo’s Growth07:35 Cameo for Business and Brand Endorsements12:04 The Rise of Micro-Influencers13:44 Is Everyone an Influencer Now?17:10 How Creators Diversify Their Revenue19:12 The Future of Creator Platforms20:40 Jonny Hilbrant, Creator of PE Guy, Joins22:29 How PE Guy Was Created25:15 Creator Platforms and Distribution28:06 Why PE Guy Is Working on LinkedIn30:18 Building Long-Term Brand Partnerships33:02 Do Creators Still Need Agents?35:25 Meta’s Muse AI Agent45:00 Infillion Acquires Foursquare47:33 Taboola Acquires Dianomi49:08 Scope3 Rebrands52:46 Citi Launches a Commerce Media Network55:33 McDonald’s Launches Its Media Network57:40 Closing Thoughts Guests: Ari Paparo, Eric Franchi, Steven Galanis, Johnny Hilbrant Learn more about your ad choices. Visit megaphone.fm/adchoices

Corey Ferengul, Managing Partner at Aperiam, joins Ari Paparo and Eric Franchi to explore the rise of Unified Media Platforms (UMPs), a new category of AI-powered tools designed to manage media buying, optimization, creative, and budgets across multiple advertising platforms. Plus, Ari and Eric break down Google’s latest ad tech remedies, AI-driven ad spend growth, Mediaocean’s new AI venture initiative, and other major industry moves. Takeaways Unified Media Platforms use AI to manage campaigns across multiple advertising platforms from one interface. UMPs can continuously adjust budgets, analyze performance, and adapt creative with less manual work. Vendors are differentiating through customer segments and capabilities such as creative, data, and optimization. Google’s remedies could give publishers more flexibility to move away from Google Ad Manager while retaining access to AdX demand. AI-powered advertising tools are contributing to increased ad spend, particularly across major platforms. Chapters01:11 Welcome to Marketecture Podcast02:18 Marketecture Live Chicago and Madjobs.ai05:23 Corey Ferengul Joins the Podcast05:49 The Rise of Unified Media Platforms07:46 What Makes UMPs Different?08:58 Companies Building Unified Media Platforms11:33 Who Are UMPs Built For?13:34 How Major Platforms Could Respond15:56 Can UMPs Become Sustainable Businesses?17:59 How UMPs Could Reshape Agencies and Ad Tech20:38 Where to Find Aperiam’s UMP Market Map22:18 The Refresh23:01 Google’s Ad Tech Remedies Explained29:56 Ad Tech M&A and DoubleVerify32:02 AI Is Driving Ad Spend Growth34:20 Mediaocean Launches AI Ventures37:31 Adam Soroka Becomes CEO of PebblePost40:31 33Across Becomes Wealthstage42:49 FLAM and Profound Raise New Funding45:17 OpenAI and Sponsored Agents46:10 Closing Thoughts and Marketecture Live Chicago Guests: Ari Paparo, Eric Franchi, Corey Ferengul Learn more about your ad choices. Visit megaphone.fm/adchoices

Life360 CMO Mike Zeman joins Ari Paparo and Eric Franchi to unpack what CMOs really want from advertising partners, why relationships and business outcomes matter more than buzzwords, and how Life360 balances brand building, performance marketing, and incrementality. Then, Ari and Eric break down the latest ad tech news, including The Trade Desk’s layoffs, Amazon and OpenAI’s ChatGPT ads partnership, emerging privacy concerns, AI personal assistants, and advertising auction lawsuits. Takeaways: Sell business outcomes, not buzzwords: CMOs want solutions tied to revenue, profitability, and company value. Start small and prove value: Mike recommends pilots that demonstrate measurable results before scaling. Incrementality matters: Life360 uses marketing mix modeling and long-term customer value to evaluate marketing effectiveness. Creative needs to break through: Life360 embraces bold advertising designed to make audiences laugh or cry rather than blend in. Ad tech keeps shifting: Ari and Eric discuss The Trade Desk, ChatGPT ads, privacy risks, AI assistants, and auction practices. Chapters:01:24 Ari Paparo and Eric Franchi Open the Show03:39 Meet Mike Zeman, CMO of Life36004:06 Lessons From Both Sides of Marketing04:57 Why Relationships Still Matter06:06 What CMOs Really Want From Vendors07:13 How Ad Tech Vendors Can Differentiate07:53 Start With a Pilot, Then Scale08:11 Inside Life360’s Marketing Strategy09:21 CTV as a Performance Channel09:41 Measuring Long-Term Customer Value10:15 Why Incrementality Matters10:52 Building Life360’s Advertising Business11:09 Life360’s Location Data Advantage11:30 The Nativo Acquisition12:07 Proving Footfall and Winning New Business14:46 Building Life360 as an Advertising Brand16:40 Why Life360 Embraces Bold Creative19:19 The Refresh: Ad Tech News19:31 The Trade Desk Layoffs24:17 The Trade Desk and the S&P 50027:09 Amazon, OpenAI and ChatGPT Ads30:08 The Future of ChatGPT Advertising31:20 LG and Smart TV Privacy Concerns33:53 U.S. Military Disables Mobile Ad Trackers35:20 AI Personal Assistants and Privacy37:07 AI Bots Meet Restaurant Reservations38:39 Meta and Second-Price Auction Lawsuit40:25 Closing Thoughts Guests: Ari Paparo, Eric Franchi, Mike Zeman Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi sit down with Jeremy Hobson, host of The Middle with Jeremy Hobson, to explore the shift from traditional radio to digital podcasting, audience growth, monetization, and the changing media landscape. Plus, Ari and Eric break down Google’s ad-tech remedies, OpenAI’s advertising growth, and Amazon’s alleged ad auction practices. Takeaways: Radio meets digital: Jeremy Hobson shares how The Middle combines live call-in radio, podcasts, video, and social media. Building a sustainable media business: Station fees, grants, crowdfunding, and advertising all contribute to The Middle’s revenue model. Google avoids an ad-tech breakup: Ari explains why behavioral remedies could still create meaningful changes for competition. AI advertising is evolving: Ari and Eric examine OpenAI’s advertising growth and why AI ads may develop differently from traditional search advertising. Amazon faces scrutiny: The FTC and 22 states accuse Amazon of using soft floors in its ad auctions, raising questions about auction transparency. Chapters:01:04 Welcome to the Marketecture Podcast04:18 Introducing Jeremy Hobson07:03 Jeremy Hobson Joins the Show08:01 Building The Middle11:23 Radio vs. Podcast Advertising13:25 YouTube Shorts & Podcast Growth16:16 From Public Radio to Entrepreneurship17:21 Building a Sustainable Revenue Model21:43 Politics, Podcasts & the Influencer Era25:10 The Future of Political Media & AI28:29 This Week’s Ad-Tech News30:01 Google Avoids an Ad-Tech Breakup30:28 Ari’s Three Takes on Google’s Remedies38:21 OpenAI’s Advertising Growth41:01 How AI Ads Differ From Search Ads45:21 Amazon’s Ad Auction Controversy50:06 Closing Thoughts Guests: Ari Paparo, Eric Franchi, Jeremy Hobson Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo sits down with Nick Troiano, CEO of Cadent, to discuss how Cadent is evolving from its linear TV roots into a unified advertising platform spanning CTV, digital, YouTube, and more. They explore audience-first advertising, measurement, AI-powered optimization, walled gardens, and why marketers should prioritize business outcomes over individual channels. Takeaways: Unified advertising is about intelligence, not a single vendor. Troiano explains why unification should connect audience planning, activation, and measurement while preserving data throughout the workflow. Audience and ROI should come before channel. Instead of starting with separate TV or YouTube budgets, marketers should begin with their audience and business objectives. AI is only as powerful as the data behind it. Fragmented data and disconnected AI tools can limit the technology's ability to improve advertising performance. Walled gardens are creating new silos. Independent platforms can play an important role in connecting advertising strategies across multiple closed ecosystems and the open web. Chapters:00:00 Introduction: Ari Paparo and Nick Troiano00:35 What Cadent Looks Like Today01:14 From Linear TV to a Unified Advertising Platform02:06 Building Cadent's Identity and Audience Capabilities03:13 Expanding Into Performance, Digital, and YouTube04:06 Why Marketers Are Moving Beyond Point Solutions05:37 What Advertising Unification Really Means06:35 Connecting Audiences Across DSPs, SSPs, and YouTube08:18 Why Advertising Should Be Audience and ROI First09:40 Cadent's Approach to AI11:29 Where AI Still Falls Short13:14 Walled Gardens, the Open Web, and Advertising's Future14:59 Lightning Round with Nick Troiano Guests: Ari Paparo, Nick Troiano Learn more about your ad choices. Visit megaphone.fm/adchoices

Rich Greenfield, Co-Founder of LightShed Partners, joins Ari Paparo and Paul Knegten, CMO of Large, to break down the biggest shifts across media and ad tech, from Meta’s social media settlement and AppLovin’s next move to Fox’s Roku strategy and the growing pressure on The Trade Desk. Takeaways: Meta’s social media restrictions could reduce ad inventory and make younger audiences harder to reach. AppLovin’s biggest challenge is expanding its advertising technology beyond gaming into areas like e-commerce and CTV. Fox’s Roku acquisition could give it a powerful digital gateway into the streaming and CTV ecosystem. Rich argues that The Trade Desk’s reluctance to own first-party data is a major strategic weakness. AI-driven media buying could put DSPs under increasing pressure while creating new opportunities for SSPs. Chapters:00:00 Intro and Corgi’s viral marketing strategy05:49 Can higher ad prices offset declining web traffic?07:17 Marketecture Live Chicago preview08:28 Introducing Rich Greenfield, Co-Founder of LightShed Partners09:48 Meta’s $17.1B settlement and the impact on advertisers15:03 Ad scarcity, pricing and social media regulation20:02 AppLovin’s next growth opportunity24:44 Why Fox and Roku make sense together30:48 AI’s potential impact on the future of television32:33 What’s wrong with The Trade Desk’s strategy?36:58 Walmart’s growing advertising ambitions40:37 Meta restrictions and the news of the week43:45 Scope3 teases its next product move46:30 Netflix advertising leadership changes48:09 The Taboola and NBC deal50:57 AI-driven ad buying and the threat to DSPs55:03 Reddit’s changing role in AI and AEO56:54 Closing though Guests: Ari Paparo, Richard Greenfield Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and guest co-host Paul Knegten sit down with Jack Raines, author of Young Money, to discuss how viral LinkedIn posts, humor, and attention-driven marketing helped him build a 61,000-subscriber newsletter, land a book deal, and create a personal brand. The episode also covers OpenAI, WPP, Walmart Connect, Taboola, Google’s AI advertising strategy, LiveRamp, and Higgsfield. Takeaways: Jack Raines turned provocative LinkedIn posts into a subscriber acquisition engine for his newsletter. Authentic personality and calculated controversy can generate attention, but the product still needs to deliver. Free content can create indirect value through book sales, consulting opportunities, and deal flow. Making a product or brand easy and fun to share can create an organic marketing flywheel. The episode also explores major developments across AI, retail media, ad tech, and the open web. Chapters:00:00 Introduction with Ari Paparo and Paul Knegten02:20 Meet Jack Raines, Author of Young Money04:02 Turning LinkedIn Trolling Into a Growth Strategy07:23 The Viral Hotel Breakfast Post10:32 Is Shitposting a Real Marketing Strategy?13:16 Knowing Where to Draw the Line14:38 From Viral Posts to Newsletter, VC, and a Book Deal18:00 Writing and Marketing Young Money24:23 Building Buzz Around a Book Launch27:03 The Marketing Lessons Behind Jack’s Strategy29:17 What Brands Can Learn From Internet Personalities31:47 OpenAI Leadership Shakeup33:55 WPP Rebate Fraud Allegations37:31 Walmart Connect’s Advertising Growth40:55 Teads, Taboola, and NBCUniversal44:56 Are Ad Networks Making a Comeback?45:01 Google’s AI-Powered Advertising Strategy47:44 LiveRamp Deal and Executive Pay51:47 Higgsfield and the Future of AI Video Advertising54:04 Closing Guests: Ari Paparo, Jack Raines, Paul Knegten Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi sit down with Matthew Drengler, Head of Partnerships at Podscribe, to unpack the messy reality of podcast measurement. They explore attribution, incrementality, the shift from audio to video, social clips, HLS, and why advertisers still need reliable performance data.The conversation then turns to the changing ad tech landscape, including the open web, Nielsen’s acquisition of DoubleVerify, measurement industry pressure, The Trade Desk’s earnings, PubMatic, Viant, and advertising to AI agents. Takeaways: Video is expanding podcast audiences, but it is also creating new measurement silos across YouTube, Spotify, Apple, and other platforms. Podcast attribution can use RSS prefixes, pixels, and listener-level signals, but those approaches become harder as consumption spreads beyond traditional RSS. Promo codes and vanity URLs capture only part of podcast-driven conversions, making more sophisticated attribution important for performance advertisers. Measurement can unlock more advertiser investment, while independent measurement and trust remain major industry concerns. Ad tech is shifting toward CTV, retail media, apps, creator channels, and AI while traditional open-web and measurement businesses face increasing pressure. Chapters:00:00 Welcome and Episode Introduction02:04 Marketecture Live Chicago03:08 Meet Matthew Drengler, Head of Partnerships at Podscribe04:43 What Podscribe Does05:45 Why Podcasts Are Moving to Video07:56 The Growing Podcast Platform Problem08:32 Apple HLS and the Future of Video Podcast Measurement09:58 What Actually Counts as a Podcast?11:41 Should Social Clips Be Part of Podcast Ad Packages?13:15 Why Social Podcast Clips Are Hard to Measure15:07 How Podcast Attribution and Incrementality Work18:02 Should Podcasts Be Treated Like Influencer Marketing?20:27 Why Better Measurement Unlocks Advertising Budgets20:47 Networks, Independent Podcasts and Performance22:17 AI-Powered Podcast Ad Verification23:55 Spotify's Podcast Ad Skip Discussion26:07 Ad Tech News Begins26:51 Is the Open Web Dying?34:38 Phia and the Cookie-Stuffing Controversy37:36 Nielsen Acquires DoubleVerify40:19 Independence and Trust in Measurement43:40 Comscore and the Measurement Market Shakeup45:45 Viant's Measurement Layoffs and AI Push46:33 The Trade Desk Earnings Breakdown50:03 PubMatic's Growth and Agentic Opportunity51:26 Viant, CTV and the MySpace Question54:00 Perplexity, Mobian and Ads Targeted to AI Agents55:47 Closing With Matthew Drengler Ari Paparo, Eric Franchi, Matt Drengler Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi are joined by Nikhil Lai, Principal Analyst at Forrester, to discuss the evolution of performance marketing, Answer Engine Optimization (AEO), connected TV, incrementality, AI-powered advertising, and the future of marketing measurement. They also examine the latest ad tech news, including ChatGPT advertising, Walmart's acquisition of Vibe, AppLovin, retail media, and Q2 earnings across the digital advertising industry. Takeaways Why Answer Engine Optimization (AEO) is fundamentally different from SEO and how brands should prepare. How marketers are redefining performance measurement with blended ROAS and incrementality. The opportunities and challenges of Performance TV, connected TV, and AI-driven advertising. What ChatGPT, AI agents, and creative automation mean for the future of marketing. Key insights from the latest ad tech acquisitions, earnings, and industry trends. Chapters00:00 Introduction and Summer Catch-Up01:24 Phishing Scam Warning for Advertising Professionals03:42 Introducing Guest Nikhil Lai, Principal Analyst at Forrester04:01 Nikhil Lai's Career Journey05:22 Answer Engine Optimization (AEO) vs SEO09:01 The Evolution of Performance Marketing11:09 Measuring Brand Advertising Effectiveness12:57 Incrementality and Modern Attribution14:28 AppLovin and Performance Advertising15:46 Performance TV and Connected TV18:38 Walmart Acquires Vibe and Pinterest's TV Strategy21:26 Is There an AppLovin for the Open Web?22:17 The Future of Marketing Automation and Creative23:59 Weekly Ad Tech News Begins24:38 BMW, Spider-Man, and In-Car Advertising30:31 Agentic Advertising and AI Search34:32 ChatGPT Advertising and Brand Agents40:02 Ad Tech Earnings Highlights45:18 Is MySpace Making a Comeback?46:50 Meta and LiveRamp Partnership47:58 Closing Remarks Guests: Ari Paparo, Eric Franchi, Nikhil Lai Learn more about your ad choices. Visit megaphone.fm/adchoices

Ben Edelman, independent consultant and longtime ad fraud investigator, joins Ari Paparo and Eric Franchi to discuss the Phia affiliate controversy, the evolution of ad fraud, AppLovin's install practices, and what marketers should know about trust and attribution. They also cover Meta and Microsoft earnings, Google's Buyer Direct, creator marketing trends, FreeWheel's latest CTV update, and more. Takeaways: - Ben Edelman explains how affiliate fraud has evolved and why it remains a major issue. - A deep dive into the Phia browser extension controversy and affiliate attribution. - Lessons from the Blinkx adware scandal and AppLovin's forced install investigation. - Ari and Eric discuss Meta and Microsoft earnings, Google's Buyer Direct, and the future of creator marketing. - The latest updates from FreeWheel, Amazon, X, and the broader ad tech industry. Chapters: 00:00 Introduction 01:12 Podcast updates and industry news preview 02:19 Meet Ben Edelman 03:20 The Blinkx adware investigation 10:04 How Ben investigates ad fraud 13:28 The Phia affiliate controversy explained 19:02 Can affiliate marketing be trusted? 23:50 AppLovin's install practices 27:37 Where to follow Ben Edelman 27:51 Meta and Microsoft earnings 33:37 Amazon becomes the largest Fortune 500 company 36:06 Google's Buyer Direct and antitrust concerns 40:14 The rise of micro and nano creators 42:44 AI-generated content in programmatic advertising 43:59 FreeWheel's new CTV reporting capabilities 45:08 X and the WFA legal settlement 46:25 Final thoughts Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi welcome Olivia Kory, Chief Marketing Strategy Officer at Haus, to unpack one of advertising's biggest questions: do ads actually work? Olivia explains the critical difference between attribution and incrementality, shares why AppLovin has become a standout performance channel. She discusses the future of media measurement, AI-driven optimization, and agentic media buying. The episode also covers Google's latest earnings, AI search trends, OpenAI's advertising ambitions, and the challenges of measuring podcast advertising. Takeaways: Olivia explains why incrementality measures causation while attribution measures correlation. AppLovin delivers strong short-term performance, particularly for lower-cost, impulse purchases. Incrementality testing is becoming essential for validating ad platform performance. AI is reshaping media measurement, budget allocation, and campaign optimization. The hosts discuss Google's AI investments, OpenAI's potential ad network, and why podcast measurement still needs major improvements. Chapters:00:00 Introduction & Olivia Kory Returns05:47 Attribution vs. Incrementality Explained07:48 Do AppLovin Ads Really Work?10:53 Which Products Perform Best on AppLovin?12:30 Affiliate Marketing & Incrementality Challenges16:04 CAPI vs. Pixels: The Future of Measurement20:13 AppsFlyer, Attribution & Daily Optimization23:30 AI-Powered Budget Allocation & Agentic Media Buying28:48 Google's Earnings & AI Growth32:36 AI Search and Google's Changing SERP34:30 Is OpenAI Building an Ad Network?41:51 Business Insider's FAST Channel Launch43:50 Why Podcast Measurement Is Still Broken49:16 Should Olivia Start Her Own Podcast?50:19 Closing Remarks Guests: Ari Paparo, Eric Franchi, Olivia Kory Learn more about your ad choices. Visit megaphone.fm/adchoices

AppsFlyer President and General Manager Brian Quinn joins Ari Paparo and Eric Franchi to discuss the company’s $1 billion funding round backed by Google, Meta, Unity, and Moloco. They explore independent measurement, mobile commerce, CTV attribution, and the future of AI advertising. Takeaways: - AppsFlyer’s strategic investors hold minority, non-controlling stakes, allowing the company to remain independent. - Google, Meta, Unity, and Moloco rely on independent measurement signals to improve advertising optimization. - E-commerce and retail are among AppsFlyer’s fastest-growing categories. - Connecting CTV, web, and app activity is essential for measuring the complete customer journey. - Last-click attribution remains vulnerable to manipulation and affiliate fraud. - AI advertising growth will depend on proving incremental returns for marketers. Chapters: 00:00 Introduction with Ari Paparo and Eric Franchi 01:09 Marketecture’s new MADDB MCP server 04:14 Brian Quinn joins the conversation 04:45 What is AppsFlyer? 05:39 Inside AppsFlyer’s $1 billion funding round 06:41 Why AppsFlyer selected strategic investors 07:19 Protecting independent measurement 08:34 Why Google and Meta invested 09:49 AppsFlyer as an optimization signal 11:28 How the unusual funding round came together 12:31 Strategic investors versus private equity 13:20 Competing with Adjust while partnering with AppLovin 15:56 Mobile advertising beyond gaming 17:35 Growth in retail and e-commerce apps 19:25 Connecting CTV, web, and mobile measurement 23:52 Ad tech news of the week 25:19 Fia and the affiliate attribution controversy 27:35 The problems with last-click attribution 31:13 Can AI advertising meet its revenue forecasts? 35:01 Questions around IP-based CTV targeting 37:03 Open-web ad supply falls sharply 38:35 The Trade Desk expands its leadership team 40:20 PubMatic exits the wrapper-management business 41:28 Closing thoughts Learn more about your ad choices. Visit megaphone.fm/adchoices

What happens when AI agents become media buyers and shopping assistants? Ari Paparo sits down with Abhay Singhal, Co-Founder and CEO of InMobi Advertising, to discuss the future of agentic advertising, AI-powered commerce, and conversational ad experiences, and how InMobi is preparing for a world where AI makes purchasing decisions. They also explore Glance's expansion to Samsung TVs, InMobi's acquisition of MobileAction, and how traditional ad tech workflows are being reimagined through AI. Takeaways: - Why AI agents will fundamentally change digital advertising - How InMobi's Agentic Selling Platform works - The future of conversational advertising - Glance's expansion to Samsung TVs and AI-powered shopping - How AI is reshaping the customer journey - Why advertisers need to move closer to the point of transaction - What the MobileAction acquisition means for app marketers - How conversational CTV ads are improving engagement Chapters: 00:00 Introduction 01:07 InMobi's Agentic Advertising vision 01:58 Inside the Agentic Selling Platform 03:01 Why advertising is moving closer to conversion 04:27 AI agents, DSPs & the future of media buying 06:34 Glance explained 08:13 Samsung TV partnership 09:38 Measuring AI-powered commerce 11:07 Why InMobi acquired MobileAction 12:58 Conversational AI ads on Connected TV 15:36 Lightning Round 16:01 Closing Learn more about your ad choices. Visit megaphone.fm/adchoices

Alex Kantrowitz, Founder of Big Technology, joins Ari Paparo and Eric Franchi to discuss how OpenAI, Google, Meta, Anthropic, Amazon, and other tech leaders are transforming digital advertising. They also dive into AI-powered media buying, agentic commerce, Criteo acquisition rumors, Cloudflare's monetization strategy, and the future of ad tech. Takeaways:- Why OpenAI is rapidly building an advertising business.- How Meta, Google, and Anthropic are approaching AI differently.- The future of AI-powered advertising and agentic commerce.- Why Criteo could become an attractive acquisition target.- How Cloudflare is changing publisher monetization with AI payments. Chapters:00:00 Introduction & Marketecture Live Chicago01:55 Meet Alex Kantrowitz05:20 OpenAI's Advertising Strategy12:07 Why Anthropic Is Avoiding Ads14:45 Meta's AI and Advertising Future17:45 Snap's Business Challenges18:55 Pinterest's Advertising Opportunity21:54 Amazon's Sports & AI Strategy24:15 AppLovin's Rise in Mobile Advertising25:15 Criteo Acquisition Rumors30:57 AI Negotiating Media Deals (ADCP)33:05 Cloudflare's AI Monetization Gateway36:40 Warner Bros. Discovery's AI Ad Tech38:40 WPP's AI Consulting Expansion42:25 Leadership Changes at IAS44:20 Final Thoughts Guests: Ari Paparo, Eric Franchi, Alex Kantrowitz Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo speaks with Grant Gudgel, Chief Marketing Officer at Locala, about adaptive advertising, AI-powered planning, location intelligence, omnichannel marketing, privacy, and how brands can improve campaign performance through localized insights. Takeaways Locala helps brands optimize campaigns using market-level insights instead of national averages. AI agents analyze local data to improve campaign planning and performance. The platform supports omnichannel activation across CTV, DOOH, mobile, audio, and more. Adaptive advertising enables brands to adjust budgets, messaging, and channels by market. Privacy and location intelligence remain central to Locala's long-term strategy. Chapters00:00 Introduction00:21 Grant Gudgel joins Locala as CMO00:37 What Locala does and its evolution01:30 Planning platform vs. traditional DSPs02:15 How brands optimize campaigns market by market03:37 Measuring campaign performance and learnings03:52 AI's role in campaign planning05:42 Solving complex retail and QSR marketing challenges07:08 What adaptive advertising means08:07 Location intelligence beyond retail09:30 Competitive analysis with location data09:58 Omnichannel planning with DOOH and CTV10:22 Privacy and location data11:05 Locala's goals at Cannes11:35 Competitive advantages and growth challenges12:21 Lightning round: Why Locala is a narwhal Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo sits down with Todd Parsons, President of Performance Media and Chief Product Officer at Criteo, to discuss the launch of Criteo GO, an AI-powered performance platform that unifies cross-channel advertising across the open web, Meta, TikTok, and OpenAI. They explore AI-driven campaign automation, commerce data, retail media, agentic AI, GEO, and what the future of digital advertising looks like. Takeaways Criteo GO simplifies cross-channel performance marketing with AI. Commerce intelligence powers better campaign optimization and outcomes. AI reduces onboarding from weeks to just hours. Agentic AI is beginning to automate media planning and execution. GEO could reshape how brands compete for AI-driven discovery. Chapters00:00 Introduction to Todd Parsons and Criteo00:50 What is Criteo GO?02:05 Who is Criteo GO built for?03:12 Cross-channel performance marketing explained04:00 Commerce data and retail media strategy06:00 Measuring real performance outcomes09:20 How AI powers Criteo GO11:45 Agentic AI and the future of media buying13:05 Self-service advertising and SMB growth15:38 Lightning round: competition, roadmap, and GEO18:08 Closing thoughts Guests: Ari Paparo, Todd Parsons Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo talks with Jennifer Quigley-Jones of PMG, about the ins and outs of working with creators. Takeaways Why creator marketing has become a must-have channel for brands.How PMG uses AI and proprietary data to improve influencer campaigns. The importance of platform APIs, measurement, and creator relationships. Why authenticity consistently outperforms scripted influencer content. Industry updates on OpenAI, Comcast, Meta, and the evolving ad tech landscape. Chapters00:00 Welcome Back From Cannes02:55 Meet Jennifer Quigley-Jones, VP of Strategy & Innovation at PMG04:39 Building Digital Voices and Selling to PMG08:53 How Brands Approach Creator Marketing11:54 Using Data and AI to Find the Right Creators14:38 Why Authentic Content Beats Scripts18:38 Creator Ads, Media Strategy, and Platform APIs22:46 Creators Beyond Social Media29:16 The Future of AI and Creator Marketing32:06 Advertising News: OpenAI, Comcast, Meta & More Learn more about your ad choices. Visit megaphone.fm/adchoices

Live at Cannes, Ari Paparo sits down with René Raiss, Founder of SQREEM, to discuss how the company's Large Behavioral Model (LBM) analyzes real-world behavior instead of language to predict intent, improve advertising performance, and power AI-driven insights across industries. Takeaways- Why SQREEM built a Large Behavioral Model instead of a Large Language Model.- How behavioral data provides deeper consumer insights than keywords alone.- Why AI models, not proprietary data, are becoming the competitive advantage.- How brands use SQREEM to improve targeting and lower customer acquisition costs.- Real-world applications of behavioral AI across media, healthcare, finance, and government.- How AI libraries and MCPs are replacing traditional software platforms.- - - Why understanding intent is the future of marketing and advertising. Chapters 00:00 Introduction to René Raiss and SQREEM00:49 The Story Behind the SQREEM Name01:20 What Is a Large Behavioral Model (LBM)?02:11 Why Consumer Behavior Matters More Than Keywords04:21 How SQREEM Collects and Models Behavioral Data05:44 AI Libraries vs Traditional Marketing Platforms06:48 Using Behavioral AI for Better Ad Targeting07:31 Campaign Performance and Lower CPA Results08:11 Applications Beyond Advertising and Marketing09:11 MCPs and the Future of AI Workflows09:43 SQREEM's Growth Strategy and Competitive Advantage10:24 Why the Model Matters More Than the Data11:14 Lightning Round and Closing Remarks Learn more about your ad choices. Visit megaphone.fm/adchoices

At Cannes Lions, Criteo CEO Michael Komasinski joins Ari Paparo to discuss the future of commerce media, OpenAI advertising, AI-powered discovery, retail media, agentic commerce, and how brands can measure success in the evolving AI ecosystem. Takeaways How Criteo's OpenAI partnership is reshaping AI advertising. Why commerce media is expanding beyond traditional retail media. The importance of measurement, incrementality, and AI-driven discovery. How retailers can stay competitive in the era of AI shopping assistants. Chapters00:00 Welcome & Criteo's Evolution01:31 Privacy Sandbox, AI & Industry Changes04:31 Inside Criteo's OpenAI Partnership06:16 How OpenAI Advertising Works for Brands08:19 Where AI Ad Budgets Will Come From10:17 The Reality of Agentic Commerce11:40 AI Shopping Assistants & Retail Media15:12 Measuring AI Advertising Success17:46 Retail Media Challenges & Brand Expectations19:13 Why Criteo's Buy & Sell Strategy Matters20:51 The Future of Commerce Media22:24 Why Retailers Can Win in the AI Era Guests: Ari Paparo Learn more about your ad choices. Visit megaphone.fm/adchoices

Set against the backdrop of UTA Beach at Cannes Lions, Ari Paparo sits down with Michael Burke, Principal at UTA and MediaLink, to discuss creator-led marketing, cultural relevance, AI adoption, brand discovery, and why human relationships matter more than ever in the AI era. Takeaways Culture and creators are becoming core media channels for brands. AI success depends on strong data, processes, and infrastructure. Brand discovery in AI is driven by reputation, reviews, and open web presence. Human relationships become more valuable as AI automates workflows. Curiosity and adaptability are critical skills for future marketing leaders. Chapters00:00 Welcome from UTA Beach at Cannes Lions 01:14 Why UTA invests heavily in Cannes 02:23 The creator, media, and brand triangle 03:06 How brands should approach influencer strategy 04:05 The role of data and technology in culture marketing 05:30 Why cultural relevance is every marketer's priority 06:29 AI's biggest impact: workflow and discovery 07:16 Why AI requires better data foundations 08:07 GEO, AEO, and the future of brand discovery 10:09 Marketers' interest in OpenAI advertising 10:55 Publicis and LiveRamp industry implications 12:28 Why AI won't replace Cannes networking 13:10 The human skills that matter in an AI era 15:19 What Michael Burke is most excited about at Cannes Guests: Ari Paparo, Michael Burke Learn more about your ad choices. Visit megaphone.fm/adchoices

From Cannes Lions, Ari Paparo sits down with Vibe.co CEO Arthur Querou, following the announcement that Walmart is acquiring Vibe.co. Arthur shares the company's journey from a French startup to a leading performance TV platform, how Vibe.co was funded after selling KMTX, and what the future of performance CTV looks like inside Walmart Connect. Takeaways Walmart announced plans to acquire Vibe.co, with reports valuing the deal at approximately $1.2 billion plus incentives. Vibe.co originated as a spin-off of KMTX, a QR-targeting company founded in France. The founders sold KMTX to fund and accelerate Vibe.co's growth. Vibe.co grew rapidly by focusing on performance-driven CTV advertising for SMBs and performance marketers. The company achieved a reported run rate of approximately $227 million ARR. Vibe.co operates primarily in the U.S., while maintaining its product and engineering team in France. Arthur credits France's strong ad tech ecosystem for helping produce global success stories. Walmart Connect and Vibe.co serve complementary customer segments, creating expansion opportunities. The entire Vibe.co team is expected to join Walmart following the acquisition. Arthur's focus remains on building technology that unlocks the full potential of performance TV advertising. Chapters 00:00 Introduction and Walmart Acquisition Announcement00:23 Why Announcing the Deal at Cannes Was Special01:00 The Origin Story of Vibe.co01:12 Selling KMTX to Fund Vibe.co01:49 Building a French Ad Tech Success Story02:18 France's Impact on Global Ad Tech02:30 Vibe.co vs. Mountain: Market Comparisons03:22 Growth Metrics and ARR Discussion03:40 What Happens Next at Walmart04:18 The Future of Performance TV05:10 Why Vibe.co Focuses on SMB Advertisers05:47 How Vibe.co Complements Walmart Connect06:01 The Entire Team Is Joining Walmart06:16 Arthur's Walmart Story07:01 Final Congratulations and Closing Remarks Guests: Ari Paparo, Arthur QUEROU Learn more about your ad choices. Visit megaphone.fm/adchoices

Andy Schonfeld, CRO of Tatari, joins Ari Paparo from Cannes Lions to discuss Tatari’s bold message to the DSP ecosystem, why programmatic TV only captures a fraction of the market, the evolution of convergent TV buying, and how direct access to premium inventory is reshaping the future of television advertising. They also explore Tatari’s Upstream platform, the role of data and AI in media planning, recent industry shakeups involving Publicis, The Trade Desk, Fox, and Roku, and why transparency and supply paths are becoming table stakes in CTV. Takeaways Tatari’s Cannes campaign highlights the limitations of relying exclusively on programmatic TV buying. Major tentpole events like the Super Bowl, Olympics, and World Cup are still primarily bought through direct relationships. Convergent TV requires access to both linear and streaming inventory to maximize reach and outcomes. Data remains a key differentiator, but inventory access is equally important in a supply-constrained TV market. Tatari leverages more than a decade of performance data to optimize campaigns based on outcomes. Tatari’s Upstream platform enables direct publisher integrations, reducing intermediaries and improving transparency across CTV buying. Increased scrutiny around fees and transparency is prompting agencies and brands to reevaluate their supply chains. The Fox-Roku partnership signals a shift toward deeper integration between content owners and distribution platforms. AI is accelerating media planning and workflow automation, but its effectiveness depends on the quality of underlying data. Chapters 00:09 Introduction and Tatari’s Cannes Billboard Campaign01:03 Why Tatari Says DSPs Are on the TV Sidelines02:44 Can You Buy Sports and Premium TV Through a DSP?03:56 Why Inventory Matters as Much as Data06:14 What Is Tatari’s Upstream Platform?07:15 Direct Publisher Integrations and Supply Path Optimization08:12 Publicis and The Trade Desk Reconciliation Explained08:54 Why Brands Are Reexamining Transparency and Fees09:22 What the Fox-Roku Partnership Means for CTV10:02 Why Direct Relationships Matter More in Streaming11:11 AI, Automation, and Agentic Buying12:00 How Tatari Uses Historical Performance Data13:07 Tatari’s Biggest Advantage13:10 Tatari’s Biggest Challenge13:13 Lightning Round: If Tatari Were an Animal Guests: Ari Paparo, Andy Schonfeld Learn more about your ad choices. Visit megaphone.fm/adchoices

Patrick Dolan, COO of the Out of Home Advertising Association of America (OAAA), joins Ari Paparo to discuss the rapid evolution of out-of-home advertising. From digital billboards and programmatic buying to retail media integration, CTV convergence, measurement challenges, and the growing role of AI, Patrick explains why out-of-home is experiencing renewed growth and how marketers can take advantage of its expanding capabilities. Takeaways OOH has grown for 19 consecutive quarters and continues to set revenue records. Digital OOH now represents 36% of total OOH revenue. Programmatic buying is making OOH more accessible to modern marketers. Retail media and OOH are increasingly converging around the path to purchase. Measurement standards continue to evolve with industry collaboration. CTV and OOH are creating new hybrid advertising opportunities. AI is improving workflows, planning, and campaign execution across OOH. National advertisers increasingly view OOH as part of omnichannel campaigns. Standardization and taxonomy remain key industry priorities. OOH benefits from strong real-world visibility and consumer attention. Chapters 00:00 Cannes Travel & AdTech Tuxedo Discussion07:18 Introduction to Patrick Dolan and OOH Advertising09:20 What OOH, DOOH, and Industry Acronyms Mean10:54 Current State of the OOH Industry12:11 Digital OOH Growth and Programmatic Adoption15:02 How Advertisers Buy and Plan OOH Campaigns15:58 Measurement Challenges and Attribution18:03 The Convergence of OOH and Connected TV19:48 Retail Media's Expanding Role in OOH22:11 Connecting In-Store and Out-of-Store Media24:11 AI's Impact on OOH Advertising26:07 AI, Automation, and Workflow Improvements28:03 Lessons from Digital Advertising's Early Days30:01 The Future of AI and OOH30:51 Final Thoughts and Closing Remarks Guests: Ari Paparo, Patrick Dolan Learn more about your ad choices. Visit megaphone.fm/adchoices

Ryan Mayward, SVP and GM of Walmart Connect, joins Ari Paparo to discuss Walmart's new partnership with Yahoo and Magnite, the role of Vizio in Walmart's CTV strategy, retail media measurement, incrementality, and the future of in-store advertising. Learn how Walmart is making its audience data more accessible while focusing on outcomes and advertiser flexibility. Takeaways Walmart Connect integrated its audience and measurement capabilities with Magnite, enabling Yahoo DSP advertisers to activate campaigns on Vizio inventory. The partnership aims to make Walmart data more accessible while maintaining control over audience targeting and measurement. Walmart plans to expand access to additional DSPs and buying paths over time. Vizio OS has become a major growth driver, powering a significant share of smart TVs sold in the U.S. Walmart Connect is focused on outcomes-based advertising, including customer acquisition, sales lift, and incremental return on ad spend (iROAS). Walmart is expanding in-store media opportunities through digital screens and retail media innovations. Chapters00:00 Introduction & Walmart Connect Overview00:36 Walmart, Yahoo, Magnite & Vizio Partnership Explained03:34 Why Walmart Chose a Sell-Side Integration Strategy04:25 Future DSP Expansion Plans05:42 The Evolution of Connected TV Advertising06:50 Outcomes-Based Measurement & Walmart DSP08:56 Incrementality and iROAS in Retail Media10:24 Measuring Online vs. In-Store Sales Impact11:32 Walmart's In-Store Media & Digital Screen Strategy13:28 Walmart Connect's Biggest Advantage13:54 Walmart Connect's Biggest Challenge14:20 Lightning Round: If Walmart Connect Were an Animal15:17 Closing Remarks Guests: Ari Paparo, Ryan Mayward Learn more about your ad choices. Visit megaphone.fm/adchoices

Scott Ensign, Chief Strategy Officer at Butler/Till, joins Ari Paparo to discuss the advantages of being a 100% employee-owned agency, the rise of agentic AI in media buying, AdCP adoption, and the future of pharmaceutical advertising. Learn how Butler/Till is leveraging AI-powered workflows, healthcare expertise, mobile gaming inventory, and programmatic innovation to drive growth in a rapidly evolving media landscape. Takeaways Butler/Till operates as a 100% employee-owned ESOP, giving employees ownership stakes and allowing the agency to remain independent and agile. The agency is a women-owned and women-led business, with roughly two-thirds of employees being women. Thanks to its status as an independent agency, Butler/Till can operate with agility, making faster decisions and investing strategically without outside shareholder pressure. Butler/Till takes a product-focused approach, building technology and solutions around client needs rather than creating products solely for commercialization. Pharmaceutical advertising is shifting away from broad-reach TV campaigns toward addressable, data-driven digital media channels. Even if pharmaceutical advertising regulations change, opportunities will remain through disease-state education and targeted healthcare professional outreach. Mobile gaming remains an undervalued advertising channel, particularly for reaching healthcare professionals during everyday moments. Butler/Till participated in one of the industry's earliest agentic AI-powered media transactions using AdCP technology. Agentic AI can automate traditionally manual workflows such as RFPs, publisher negotiations, and media planning. The agency views AI primarily as a tool for accelerating work and solving talent shortages rather than replacing employees. Chapters00:00 Introduction to Scott Ensign and Butler/Till00:41 What makes Butler/Till unique as an employee-owned agency01:24 The history behind Butler/Till's ESOP structure02:25 Independent agencies vs. holding companies03:47 Product development and technology investments at Butler/Till04:33 Why Butler/Till hired a Chief Product Officer05:08 How clients approach AI and workflow innovation06:33 The changing landscape of pharmaceutical advertising08:31 Regulatory concerns and the future of pharma marketing10:44 Reaching healthcare professionals in the digital age12:15 Why mobile gaming is an overlooked advertising opportunity14:19 Butler/Till's early agentic AI and AdCP media transaction16:25 How buyer and seller AI agents could negotiate media deals19:28 Why pharma is a strong fit for agentic media buying21:24 Expanding AdCP into audio and offline media channels23:01 AI, efficiency, and the future of agency work23:57 Butler/Till's growth, hiring plans, and closing thoughts Guests: Ari Paparo, Scott Ensign Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo sits down with Damian Garbaccio, Chief Commercial and Marketing Officer at Affinity Solutions, and Doug Campbell, Chief Strategy Officer at DoubleVerify, to discuss why 91% of marketers distrust platform-reported results, the rise of outcome-based measurement, the role of verified purchase data, AI-driven optimization, media waste, and the future of advertising accountability.  Takeaways  91% of marketers distrust platform-reported results, signaling a major measurement credibility gap. Brands want to optimize toward real purchase outcomes, but technical and organizational barriers remain. Verified transaction data and independent measurement are becoming essential for improving accountability.  Reducing delays and complexity between purchase data and optimization systems can improve campaign performance.  AI can enhance marketing outcomes, but its effectiveness depends on the quality of the data it receives.  CMOs face growing pressure to prove measurable business results and justify marketing investments.  Chapters  00:00 Introduction to the Affinity Solutions Outcome Marketing Council  00:29 Why the council was created and its mission  01:34 The new report: Measurement's Tipping Point  02:28 Challenges connecting ad exposure to purchase behavior  03:06 Key survey findings and marketer sentiment  03:19 Why 91% of marketers distrust platform-reported results  05:31 Why marketers still rely on proxy metrics  07:10 The value of real purchase and transaction data  08:21 Barriers preventing outcome-based optimization  09:17 Platform measurement challenges and attribution overlap  09:38 Speed, data paths, and optimization challenges  10:53 The importance of third-party measurement  11:10 How much waste exists in media measurement?  13:04 Best practices for verified outcomes and optimization  14:20 How far the industry has progressed in recent years  14:44 AI, data quality, and marketing performance  16:45 Advice for CMOs navigating measurement uncertainty  17:43 Organizational change and financial accountability  18:30 Why the opportunity for innovation remains strong  Guests: Ari Paparo, Damian Garbaccio, Doug Campbell Learn more about your ad choices. Visit megaphone.fm/adchoices

Alex Chatfield, Co-Founder and President of Endorsable, joins Ari Paparo and Eric Franchi to discuss how data technology is transforming influencer and celebrity marketing. Drawing on his ad tech background from AppNexus, Alex explains how brands can move beyond traditional influencer metrics by leveraging fandom intelligence, audience data, and identity signals to build more effective endorsement partnerships. The conversation explores the growing intersection of influencer marketing, audience ownership, first-party data, programmatic advertising, and measurement. Takeaways Most creators and athletes don't truly own their audience data. Ticketing platforms, merch providers, social networks, and link-in-bio tools often control valuable fan information. Organic social reach continues to decline. Brands increasingly need paid amplification beyond social platforms to effectively reach a creator's fan base. Measurement remains a major challenge in influencer marketing. Many partnerships are still structured around content deliverables rather than business outcomes or audience performance metrics. Social platforms have an opportunity to improve influencer measurement. Platforms like Meta and YouTube could make campaign reporting more transparent and actionable for brands. Alex credits his AppNexus experience for shaping his entrepreneurial journey. His current business combines expertise in programmatic advertising, identity, and data with the entertainment and talent ecosystem. Chapters 00:00 Introduction and podcast preview  01:50 Meet Alex Chatfield and the story behind Endorsable  02:17 What is a "fandom intelligence engine"?  02:55 How Endorsable differs from traditional influencer marketing platforms 04:07 Understanding celebrity fandom and audience profiling  04:47 Why creators and athletes lack ownership of fan data 0 6:27 Lessons from fan databases and audience relationships  06:41 Building a modern fan database through digital platforms  07:44 How link-in-bio platforms generate audience identity signals  08:39 Why audience ownership matters for creators and athletes  09:10 How fandom data changes brand sponsorship negotiations  10:21 Extending influencer campaigns beyond social media  11:14 The impact of declining organic social reach  11:58 How brands and agencies currently discover influencers  13:20 The limitations of platform-native influencer discovery tools  14:06 The influencer negotiation process and talent representation  14:59 Audience data gaps in influencer marketing today  16:38 Why measurement remains difficult in influencer campaigns  17:36 Can Meta, YouTube, and social platforms solve measurement?  18:37 Lessons from AppNexus and becoming an entrepreneur  20:08 Bridging ad tech and Hollywood  20:50 Why talent should demand access to audience data  21:06 The significance of Ticketmaster data access for artists  21:32 Closing thoughts and where to learn more about Endorsable Guests: Ari Paparo, Eric Franchi, Alex Chatfield Learn more about your ad choices. Visit megaphone.fm/adchoices

In this Marketecture Live session, Keith Petri, SVP of Data, Identity, and Supply at Viant, and Sam Khoury of Marketecture Media discuss deterministic identity, supply path optimization (SPO), contextual targeting, attribution, and the challenges of measuring true advertising effectiveness in CTV. Learn why advertisers need proof, not promises, to maximize performance and incrementality. Takeaways - Deterministic Identity Requires Proof - Publisher Login Data Isn't Fully Available to Buyers - IP Addresses Are an Imperfect Identity Signal - Too Many Supply Chain Intermediaries Create Problems - Supply Path Optimization Is About Quality, Not Just Cost Savings - Identity and Context Must Work Together - Content-Level Context Remains Limited in CTV - Incrementality Is the Ultimate Goal - Identity Resolution Requires a Holistic View - Collaboration Across the Ecosystem Is Critical Chapters 00:00 Introduction and Session Overview 00:27 Why CTV Identity Is More Complicated Than Expected 01:43 The MacKenzie-Childs Case Study: The Ideal CTV Attribution Story 03:03 Why Publisher Data Doesn't Reach Buyers 04:25 What "Deterministic, Prove It" Really Means 05:35 Where Identity Breaks Down in Programmatic Advertising 07:23 The Real Purpose of Supply Path Optimization 09:05 Identity vs. Context: Why Both Matter 10:37 The Contextual Targeting Gap in CTV 11:58 The Measurement and Attribution Unlock 14:15 Advice for Advertisers and Buyers 16:00 Closing Remarks Learn more about your ad choices. Visit megaphone.fm/adchoices

Tejas Manohar, co-founder and co-CEO of Hightouch, joins Ari Paparo and Eric Franchi to discuss composable CDPs, replacing LiveRamp, enterprise AI workflows, and why marketers still need SaaS in the age of vibe coding. They also cover Meta’s new apps, OpenAI ads, AppLovin’s social ambitions, X’s ad business, and the rise of clipping in political campaigns. Takeaways: - Hightouch is emerging as a strong alternative to LiveRamp for identity onboarding and data activation. - Tejas Manohar explains why composable CDPs and enterprise AI workflows are gaining momentum. - The team discusses agentic AI, OpenAI ads, Meta’s new apps, and the future of marketing automation. - X, AppLovin, and Meta are all evolving their platforms around AI, data, and advertising scale. - Political campaigns are increasingly using clipping and influencer distribution over traditional media. Chapters: 00:00 Intro & Marketecture Live Chicago announcement 01:28 IAB Tech Summit and industry association discussion 02:43 Introducing Hightouch co-founder Tejas Manohar 04:20 What Hightouch actually does 05:22 Composable CDPs explained 07:32 SaaS apocalypse vs enterprise software reality 11:08 Can Hightouch replace LiveRamp? 13:58 Hightouch’s vision for agentic AI marketing 17:09 Why CDPs matter for AI workflows 20:48 Tejas Manohar’s background and Segment experience 23:32 Running Hightouch as co-CEOs 24:37 AppLovin launches social app “Gist” 28:11 Meta launches Reddit-style Forums app 30:41 Meta’s AI consulting and enterprise ambitions 34:42 X ad revenue, xAI, and social graph advantages 37:14 OpenAI ads and “conversational intent” 40:51 The rise of clipping in politics and media 44:28 FTC settlement over “active listening” claims 46:52 All Eyes On raises funding in the CTV space 48:57 Closing thoughts and outro Guests: Ari Paparo, Eric Franchi, Tejas Manohar Learn more about your ad choices. Visit megaphone.fm/adchoices

At Marketecture Live III in New York, James Wilhite, VP of Product, Index Exchange, sat down with Alan Wolk, Co-Founder & Lead Analyst, TVREV, to discuss how advertisers can still reach massive audiences in today’s fragmented media landscape. The conversation explores the evolution of CTV advertising, the rise of contextual targeting, transparency challenges, privacy-safe audience activation, and how Index Exchange is helping brands better understand and curate streaming inventory. Takeaways - Mass audiences still exist, but they’re spread across fragmented platforms. - Contextual targeting is becoming critical for CTV advertising. - Show-level transparency helps buyers understand what they’re purchasing. - Privacy regulations are accelerating interest in contextual solutions. - Curation at the SSP level gives advertisers better inventory visibility. - AI and metadata partnerships are improving scene-level targeting. - Probabilistic targeting helps estimate who is watching in a household. - Contextual advertising reduces brand safety risks in CTV. Chapters 00:00 Introduction to the James Wilhite and Alan Wolk 01:00 How media activation has changed from traditional TV to streaming 02:27 Why fragmented audiences are still massive audiences 03:42 The transparency challenges in CTV advertising 05:10 What contextual targeting actually means 06:14 How scene-level and show-level contextual data works 07:13 Why contextual targeting is growing now 07:57 AI and Gracenote’s role in metadata analysis 09:35 How Index Exchange enables contextual targeting in CTV 11:15 Why curation is moving to the SSP layer 12:35 Probabilistic targeting and household viewing data 13:35 How contextual targeting improves brand safety 14:53 The future of contextual targeting in CTV 16:20 Challenges with first-party data quality 17:27 Why privacy concerns differ between web and CTV 18:31 Final thoughts on reaching mass audiences today Learn more about your ad choices. Visit megaphone.fm/adchoices

Auren Hoffman, founder of LiveRamp, joins Ari Paparo and Eric Franchi to discuss Publicis’ acquisition of LiveRamp, the company’s biggest missed opportunities, and why connectivity is becoming even more important in the AI era.  They also dive into Google I/O, AI-powered search, publisher challenges, product-led companies, and how AI is changing the way operators work.  Takeaways  LiveRamp’s biggest strength is still its network and connectivity.  Auren believes better product execution could unlock much larger growth.  AI agents will increase the need for fast data movement across platforms.  Product-focused leadership continues to define successful ad tech companies.  Google’s AI-first search experience is reshaping web traffic and publishing.  AI tools are rapidly changing how executives and teams operate.  Chapters  00:00 Publicis acquires LiveRamp  01:14 Auren’s perspective on LiveRamp’s evolution  02:17 The biggest product opportunities ahead  05:35 Middleware, clean rooms, and connectivity  07:20 Pricing and growth challenges  09:13 Why AI changes the value of data infrastructure  12:03 What Publicis could improve  15:37 Product leadership in ad tech  19:45 Trade Desk, UID2, and the competitive landscape  21:13 Google I/O and AI-powered search  26:27 Why AI is changing how operators work  29:28 The changing economics of publishing  34:21 Vox, podcasts, and creator-led media  36:32 Amazon affiliate cuts and publisher impact Guests: Ari Paparo, Eric Franchi, Auren Hoffman Learn more about your ad choices. Visit megaphone.fm/adchoices

In this Marketecture Live session, Harry Tong from PubMatic and Georgie Haig from MiQ demonstrate how ADCP and AI agents can automate campaign setup, audience discovery, supply recommendations, and media activation in seconds instead of days. They also explore how agentic workflows and open standards are shaping the future of programmatic advertising.  Takeaways  ADCP standardizes communication and workflows across the advertising ecosystem.  PubMatic and MiQ demonstrated live AI-powered media buying workflows.  Campaign setup times were reduced from days to seconds.  MiQ reported up to 98% time savings in campaign setup testing.  Human approval and transparency remain central to agentic workflows.  Existing RTB infrastructure is being augmented, not replaced.  AI agents can automate discovery, setup, optimization, and reporting.  Open standards like ADCP help scale agentic advertising collaboration.  Buyers gain more visibility into fees and optimization opportunities.  Early testing and experimentation create long-term competitive advantages.  Chapters  00:00 Introduction to ADCP and Agentic Advertising  01:21 Harry Tong and Georgie Haig Introductions  02:23 What ADCP Actually Means  03:18 Why the Current RTB Ecosystem Needs Improvement  04:21 ADCP vs MCP vs A2A Explained  05:38 How MiQ Is Using ADCP Today  07:18 MiQ’s 98% Campaign Setup Time Savings  08:35 Overview of the Live Demo Workflow  10:18 Connecting Claude to PubMatic’s Agentic OS  11:26 AI-Powered Supply and Product Discovery  13:17 Audience Discovery and Signal Recommendations  14:39 Creating the Media Buy with AI  15:48 Campaign Goes Live Inside PubMatic  16:12 Shrinking Multi-Day Workflows into Seconds  16:49 Future Features and Automated Optimizations  18:39 Biggest Learnings from Testing ADCP  19:28 Will Agentic Advertising Become Mainstream?  20:28 Final Thoughts on the Future of AI in Advertising Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, Ari Paparo and Eric Franchi take an in-depth look at the evolving landscape of sports advertising, featuring insights from Tony Marlow. The conversation explores the latest innovations in how brands and media companies are approaching sponsorship, fan engagement, and measurement within live sports environments. Marlow addresses current market challenges, including increased audience fragmentation and the complexities brands face in creating meaningful connections both in-stadium and across digital channels. The episode also dives into the impact of data and technology on sports marketing. In the "Refresh" segment, Eric shifts gears to spotlight a rising trend in global entertainment: Chinese microdramas. He breaks down the commercial logic behind ultra-short scripted video, its surging popularity with younger audiences, and why Western media companies are keeping a close eye on this format. The discussion offers context on the opportunities and challenges presented by micro-content ecosystems in a rapidly changing attention economy. Key topics covered include: - How innovations in sports advertising are changing the way marketers connect with fans and measure impact - The increasing role of sponsorship data and analytics in sports media deals - Sports media fragmentation and its effect on brand strategy - The rise of Chinese microdramas and what advertisers can learn from their rapid adoption - Practical recommendations for advertisers navigating new consumer behaviors and digital platforms The Marketecture Podcast, hosted by Ari Paparo and Eric Franchi, delivers expert interviews and analysis every week, drawing on deep knowledge of media, advertising, and ad tech. Stay up to date on the latest trends, strategic insights, and behind-the-scenes perspectives shaping the industry. For the full interview archive and video episodes, visit Marketecture.tv. Guests: Ari Paparo, Eric Franchi, Tony Marlow Learn more about your ad choices. Visit megaphone.fm/adchoices

At Marketecture Live, David Dworin, Chief Product Officer, FreeWheel, with Mike Treon, Head of CTV Strategy, PMG, shares how AI and agentic workflows are reshaping marketing and media operations. From accelerating campaign execution to enabling real-time decision making, David dives into how AI is unlocking speed, scale, and creativity across programmatic ecosystems. This conversation highlights how building with AI is not just about efficiency, but about fundamentally improving marketing performance. Takeaways • AI agents dramatically increase workflow speed and campaign output • Automation removes friction from reporting and analysis processes • Custom workflows can now be built rapidly outside traditional development cycles • Clean, connected data is critical for AI-driven decision making • Marketers are shifting toward becoming technology-enabled operators • AI enables deeper campaign optimization through micro segmentation • Capturing institutional knowledge allows repeatable and scalable execution Chapters 00:10 Introduction to David Dworin and AI in marketing 01:04 AI and agents enter the spotlight in media workflows 02:19 Faster development and collaboration with AI tools 02:35 Rapid prototyping and idea validation with AI 03:24 Transforming CTV campaign management with automation 04:50 AI agents handling daily campaign analysis tasks 05:53 Automating workflows to unlock productivity gains 06:35 The role of Alley and structured data in AI readiness 09:07 Balancing scalable products with rapid experimentation 10:37 Rise of vibe coding and agentic engineering 12:01 Alley Labs and democratizing internal innovation 14:06 Built-in vs built-on AI product strategy 15:17 The future of programmatic flexibility and APIs 16:36 Empowering marketers to build with AI 18:32 Importance of documenting workflows for AI success 20:04 AI infrastructure, APIs, and customization at FreeWheel Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and guest co host Paul Knegten are joined by Mark Stenberg, Senior Media Reporter at Adweek, for a conversation about the current state of digital media and publishing. They discuss Vox Media’s reported plans around its podcast business, how publishers are adjusting to declining search and social traffic, and why newsletters, podcasts, and direct audience relationships are becoming more important. The episode also touches on OpenAI’s advertising plans, Ziff Davis acquisitions, AppLovin’s growth, and broader shifts happening across media and ad tech. Takeaways Podcasts are becoming more valuable media assets than traditional websites. Publishers are shifting away from dependence on search and social traffic. Peer to peer sharing and push notifications are growing distribution channels. AI platforms are changing how users discover products and content. Ziff Davis is betting that legacy media brands still hold strong value. Media companies are increasingly focused on owning direct audience relationships. OpenAI advertising products could become a meaningful channel for marketers. AppLovin continues to expand its influence across digital advertising. Chapters 00:00 Introduction and guest welcome 01:59 Marketecture Live heads to Chicago 05:30 Why digital media is in chaos 06:23 Vox Media podcast network sale discussions 08:53 The future of Vox Media’s remaining brands 10:27 How media business models evolved over time 11:51 Why podcasts are more defensible than websites 16:04 Verson’s media acquisition strategy 18:08 Ziff Davis buying digital media brands 22:23 Publishers leaning into push notifications and sharing 26:02 The rise of dark social and private sharing 29:58 OpenAI launches advertising products 32:52 AI generated podcasts and content experiments 37:01 AppLovin’s continued growth in ad tech 40:19 Taboola earnings and publisher strategy 46:31 Kochava FTC settlement discussion 48:45 The end of Ask Jeeves Learn more about your ad choices. Visit megaphone.fm/adchoices

In this Marketecture Live session, Alex Boras (President of Bliss, part of T-Mobile Advertising) joins Crissi Cupak (Head of Product at PMG) to unpack how advertising is evolving in the era of consumer control. They explore why one-to-one targeting is fading, how agencies are building proprietary tech, and why data alone isn’t enough without intelligence. From AI foundations to new measurement frameworks, this conversation dives into how marketers can balance precision, scale, and privacy while still driving real business outcomes. Takeaways Data is everywhere, but real value comes from turning it into actionable intelligence One-to-one targeting is evolving toward cohort-based strategies Strong data foundations are critical for effective AI models Agencies must invest in proprietary technology to stay competitive Measurement is shifting from last-touch attribution to broader brand and population signals Consumer control is reshaping how brands build relationships and use data Chapters 00:00 Introduction to Marketecture Live and session topic 00:40 Bliss and T-Mobile’s omnichannel data strategy 01:12 The rise of product leadership inside agencies 03:15 Challenges of building AI models with messy data 05:04 Why intelligence matters more than raw data 06:20 Moving from individual IDs to cohort-based targeting 08:02 Consumer control and the shift in data dynamics 09:02 Building digital twins for audience planning 11:08 The decline of cookie-based attribution 12:18 New measurement models using brand signals 15:10 Is one-to-one identity dead? 17:31 Data collaboration and industry-wide intelligence 18:10 Creating meaningful value exchange with consumers 20:12 Key takeaway: the future beyond one-to-one Learn more about your ad choices. Visit megaphone.fm/adchoices

Mary Gabrielyan, Chief Strategy Officer at AI Digital, joins Ari Paparo to learn about AI-driven supply path optimization, value-based bidding, media planning, and the future of ad tech. Insights on AI adoption, training gaps, and what skills will remain human. Takeaways AI Digital is an AI-native media consultancy built on machine learning and now evolving with generative AI and LLMs. The company offers managed services, smart supply curation, and AI Labs for client transformation and training. Elevate, their platform, provides end-to-end campaign management, including research, planning, reporting, and MMM insights. True AI-powered supply path optimization should be predictive and real-time, not just based on historical data. The industry is shifting from metric-based optimization (CPM, CTR) to value-based, outcome-driven AI bidding. AI-driven ad curation is evolving toward dynamic, real-time inventory optimization rather than static deal packaging. LLMs improve contextual targeting by understanding semantics, not just categories or keywords. Companies are underinvesting in AI training and tool adoption, limiting their ability to fully benefit from AI. Human skills like intuition, taste, empathy, and authenticity remain irreplaceable in an AI-driven world. Chapters 00:00 Introduction & Guest Overview 00:28 What is AI Digital? 01:21 Core Services: Managed Service, Smart Supply & AI Labs 02:07 Inside Elevate: AI-Powered Media Intelligence Platform 03:00 Target Customers & Market Positioning 03:41 How Elevate Works: Research, Planning & Reporting 05:26 AI in Supply Path Optimization (SPO) 06:40 Reactive vs Predictive AI in Programmatic Supply 08:25 AI Optimization: Metrics vs Outcomes 09:26 Value-Based AI Bidding Explained 10:14 AI in Ad Curation & Programmatic Future 11:20 Dynamic Curation & Real-Time Inventory Optimization 11:58 Contextual AI & Semantic Targeting with LLMs 13:31 Client Reactions to AI: Fear vs Adoption 13:58 AI Training & Talent Gaps in Organizations 14:27 Will AI Replace Jobs? Skills That Still Matter 15:09 Human Advantages: Intuition, Taste & Empathy 16:51 Lightning Round: Competitive Edge & Challenges 17:46 Fun Question: If AI Digital Were an Animal Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Ari Paparo sits down with Andrew Casale, CEO of Index Exchange, for a detailed look at the company’s latest push into cloud containerization. The discussion explores how deploying DSPs and data applications directly inside Index’s cloud infrastructure could reframe economic and technical dynamics across programmatic advertising. Key themes include maturing industry standards (ARTF), how the move impacts privacy, data security, and efficiency, and the wider implications for buyers and partners. Ari and Andrew break down technical trade-offs, the economic upside, and what shifting core infrastructure into exchange clouds could mean for the future of bidding, measurement, and AI-driven performance. The episode also delivers a recap of the Possible event and analyzes current trends: ad tech consolidation, the expanding footprint of CTV and commerce media, identity solution shifts, and ongoing investment in AI and cloud from major platforms. If you want a practical take on current ad tech developments and where things are headed, this conversation is worth your time. Guests: Ari Paparo, Andrew Casale Chapters 00:00 Possible event recap and industry themes 02:00 Ad tech maturity and consolidation trends 05:00 AI, measurement, and optimism in the market 07:10 Episode format and upcoming interview preview 10:28 Big Tech earnings overview begins 10:43 Meta performance and AI driven growth 15:44 Google, Microsoft, and Amazon cloud surge 18:28 Key announcements from Possible 18:58 Pinterest data expands into CTV 19:54 PayPal launches deterministic Ad ID 21:12 TTD and commerce media integrations 23:03 Walmart pushes into CTV and SMB market 24:19 Magnite introduces agentic AI tools 26:03 HighTouch funding and CDP evolution 27:53 Universal Commerce Protocol adoption 29:45 Interview with Andrew Casale begins 30:47 Index Exchange containerization explained 33:16 Cost and speed advantages of edge compute 35:16 Agentic frameworks and future potential 39:03 DSP orchestration challenges 41:11 Privacy and data control benefits 44:29 Future of bidding and exchange infrastructure Learn more about your ad choices. Visit megaphone.fm/adchoices

At Possible in Miami, Ari Paparo sits down with Mike Fogarty, Head of Client Development, Brand & Agency Partnerships at Tatari, for a fast-moving conversation on how TV advertising is being rewritten in real time. They dig into the shift from legacy metrics like reach and frequency toward outcome-driven measurement, unpack the evolving balance between programmatic and direct buying, and explore why “convergent TV” is becoming less of a buzzword and more of an operating system. Along the way, they touch on everything from pause ads and shoppable formats to AI-powered media planning and the future of linear in a streaming-first world. If you’re thinking about how brands actually drive results across modern TV, this one delivers clarity without the fluff. Takeaways TV measurement is shifting from GRPs and reach toward real business outcomes. Advertisers are demanding clearer proof of performance across linear and streaming. Convergent TV is becoming a unified way to plan, buy, and measure across channels. Programmatic CTV still has limitations compared to direct buying. Not all inventory is equally accessible or measurable in automated systems. Live sports and major events remain critical for scale and attention. New ad formats like pause ads and shoppable units are expanding creative options. AI is starting to influence both creative production and media planning. Adoption of AI varies, with some teams moving faster than others. Data and automation are improving how campaigns are executed and optimized. Linear TV continues to play a role alongside streaming platforms. The industry is still working through how to standardize measurement across environments. Chapters 00:00 Welcome & Possible Conference Vibes 00:48 The Shift in TV: From GRPs to Outcomes 01:27 What “Outcomes” Really Mean 02:21 Measurement Challenges & Testing Methods 03:06 Buildable vs. Non-Biddable Inventory Explained 04:43 The Reality of Programmatic CTV 05:20 Sports & Tentpole Events 06:00 Interactive TV Ads & Creative Innovation 07:15 AI in Creative Production 08:08 AI in Media Planning & Buying 09:25 How Brands & Agencies Are Adopting AI 10:31 AI in Execution & Buying Intelligence 11:05 The Future of Convergent TV 12:12 Closing Thoughts Learn more about your ad choices. Visit megaphone.fm/adchoices

At Marketecture Live, Peter Birsinger, Founder & CEO, Podscribe, with Matthew Drengler, Head of Partnerships, Podscribe, breaks down the current state of audio measurement and what the data really shows about podcast and streaming performance. From conversion benchmarks to ad formats and incrementality, this session reveals how brands can measure, optimize, and scale audio advertising like any other digital channel. Takeaways Audio is fully measurable today with real-time dashboards, attribution, and incrementality Podcast ads often outperform streaming audio in conversion efficiency Host-read ads deliver stronger performance and lower acquisition costs Buying individual shows drives better engagement, but programmatic can balance cost Earlier ad placement in episodes leads to higher conversion rates Longer ads tend to perform better due to storytelling and host trust Frequency caps are critical to avoid diminishing returns Incrementality is key to understanding true performance beyond attribution Chapters 00:00 Introduction to audio measurement and Podscribe 01:03 Audio is now a fully measurable digital channel 04:12 Podcast industry growth and market opportunity 06:19 Benchmark data on conversion rates and performance 08:14 Why host-read ads perform best 09:20 Single show vs. programmatic buying strategies 11:13 Best ad placement within podcast episodes 12:46 Why longer ads drive better results 15:04 Frequency caps and diminishing returns 17:10 Attribution vs. incrementality explained 20:25 Audience reach and overlap in audio channels Learn more about your ad choices. Visit megaphone.fm/adchoices

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

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

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