Marketecture: Get Smart. Fast.

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

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

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

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

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

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

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

Anthony Katsur explores the Trusted Server initiative, its impact on ad tech, and how it addresses challenges like browser privacy, signal loss, and ad blocking while enhancing attribution and transparency. Learn more about your ad choices. Visit megaphone.fm/adchoices

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

Chris Kane, and Mike O'Sullivan have a spirited debate on the Marketecture Live stage. Eric and Ari break down the latest on ad verification, Applovin's response to short-seller attacks, the ongoing DSP fee wars, and major moves by X and XAi. Learn more about your ad choices. Visit megaphone.fm/adchoices

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

This interview was recorded at Marketecture Live. Sean Black from DailyMotion talks about myths and misunderstandings in the CTV market. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari, Eric, and Brian Wieser dive into the revised 2025 ad forecast, what's driving uncertainty, and the potential impact of pharma ad bans. Plus, AI advancements reshaping media buying, IAB's latest technology, and YouTube allowing host-read ads. Learn more about your ad choices. Visit megaphone.fm/adchoices

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

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

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

SuperAwesome is a leading marketing company focused on kids and teens. Kate, the CEO, comes on the show to talk about the challenges with marketing to this regulated market. Learn more about your ad choices. Visit megaphone.fm/adchoices

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

Lotame acquired by Publicis Lockr acquired by Viant Blis acquired by T-Mobile Learn more about your ad choices. Visit megaphone.fm/adchoices

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

Telly is giving away free TVs. Seriously. We find out how exactly they can make enough money on ads to support this. Learn more about your ad choices. Visit megaphone.fm/adchoices

The interview with JP Schmetz, the Chief of Ads at Brave, explores the company's role as a privacy-focused browser and search engine with over 80 million monthly users. Schmetz discusses Brave's integration of AI-powered search, its stance against third-party trackers, and its unique ad ecosystem that supports first-party ads while blocking programmatic advertising. Brave also offers advertising formats like search ads, a "New Tab Takeover," and push notifications, with a focus on incremental ad value for major advertisers. The conversation touches on Brave's historical connection to crypto, noting that while the token reward system still exists, regulatory hurdles have significantly reduced participation. Schmetz highlights the company's biggest challenge—competing against Google's monopolistic control over browser search defaults—and discusses the difficulty in attracting advertisers, despite strong performance metrics. Ultimately, Brave positions itself as an alternative for privacy-conscious users and brands looking for a differentiated digital ad experience. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ross Benes has been a senior analyst at eMarketer for over seven years. He shares some stats, and some color on how the stats are created. Plus Juggalos! Learn more about your ad choices. Visit megaphone.fm/adchoices

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

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

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

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

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

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

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

Eric and Ari are joined by digital out of home expert Tim Rowe who helps us dissect the $600 million acquisition of Vistar by T-Mobile. We also discuss the surprise Sincera acquisition by The Trade Desk. Learn more about your ad choices. Visit megaphone.fm/adchoices

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

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

Tercept is a data infrastructure provider specializing in supporting ad tech and media companies by streamlining the collection, processing, and visualization of monetization and marketing-related data. Founded in 2018, the company offers tools and services to integrate, normalize, and manage data from over 400 sources, enabling clients to transform raw data—such as logs from ad servers and third-party platforms—into actionable insights through customizable dashboards and role-based access. Tercept caters to both companies with limited technical resources through fully managed solutions and more sophisticated teams seeking customizable pipelines, positioning itself as a flexible partner for addressing complex data infrastructure challenges. Recorded: January, 2025 Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari and Eric review the best and the worst of 2014 and make some predictions about the future.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

Andrew Lipsman is an Independent analyst, formerly eMarketer, NPD, Comscore. We talk retail media trends, Walmart-Vizio, etc.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

Jeremy Bloom interviews Aashish from TikTokFor more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

The latest on S4 Capital, how AI is shaping the holding companies of the future, and more.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

Jeremy Bloom interviews Achim Schlosser, the VP of Global Data Standards at Bertelsmann about the challenges of working with data in today's privacy environment.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

PCH, or Publisher's Clearing House, has been around for 70 years, and had a lot to teach us about user data, consent, and direct marketing.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

Jeremy Bloom interviews Manny Puentes of Genius sports. Genius has been a leader in visual enhancements to live sporting events and is now building an advertising business.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

Legendary marketing whisperer Michael Kassan comes on the show to help up celebrate our 100th episode. We talk about pretty much everything!For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

Mathieu talks about how ID5 is trying to replace third party cookies with something better.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

Ari is joined by Cadi Jones, the GM for EMEA for Index Exchange to talk about curation, CTV, and more.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

Marc is the CEO of Adelaide and he gives Eric and Ari a crash course in everything about attention measurement and metrics. In the News, we talk about the awful Forrester chart and the allegations against Zeta.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

Shopsense.ai is a platform that enables broadcasters to transform into commerce destinations by capitalizing on "second screen" experiences, where viewers use a mobile device while watching TV. The platform allows audiences to shop for products seen on-screen through dedicated microsites, interactive content, and AI-powered image recognition. With partnerships with over a thousand retailers, Shopsense offers product suggestions for items inspired by media content, like fashion from red carpet events or gear from sports broadcasts. By doing so, Shopsense helps broadcasters tap into consumer purchases inspired by media, creating a seamless link between entertainment and e-commerce.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

Ari interviews Shailley Singh the CEO of the IAB Tech Lab from their big event in London. And we announce our first ever conference, MarketectureLive (www.marketecturelive.com)For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

Streamr.ai is a platform that enables small and medium-sized businesses to create and launch AI-generated video ads on Connected TV (CTV). The platform uses generative AI, called Streamr GPT, which leverages models from OpenAI and other providers to automatically create commercials by pulling brand assets from sources like business profiles or websites. Streamr.ai's goal is to simplify CTV advertising for non-technical users by handling the creative and ad placement, targeting local audiences effectively. The company operates remotely, is currently bootstrapped, and has begun testing international campaigns.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

We took advantage of Advertising Week by conducting a number of in-person interviews. We spoke to Elizabeth ChapmanVP, Tech Partnerships & Channels of Nextroll (formerly AdRoll) about their work with the Privacy Sandbox and how they are approaching the cookieless future as a retargeting company.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.