Marketecture: Get Smart. Fast. Episode 146: Terry Kawaja Lets Loose on the Marketecture Live Stage
8 snips
Oct 31, 2025 
Terry Kawaja, Founder of Luma Partners and ad tech guru, takes the stage to discuss the transformative role of AI in the advertising landscape. He predicts an upcoming M&A wave driven by small AI team acquisitions, highlighting the impact of AI on performance-based pricing. The conversation dives into the evolving ad tech landscape, differentiating between true AI innovators and pretenders, and stresses the importance of transparency in media buying. Kawaja’s energetic insights paint a vivid picture of a rapidly changing industry.
AI Snips
Chapters
Transcript
Episode notes
Cloud+AI Drive Big Tech Growth
- Major platforms show strong ad and AI-driven growth even amid spending concerns and reorgs.
- Cloud and AI convergence is driving revenue and strategic investment across big tech.
Meta's Ad Strength Vs AI Leadership
- Meta's ad innovations (Reels, Advantage Plus) are producing massive revenue but require heavy AI-related spending.
- Strong AI-driven ad performance doesn't mean Meta leads broadly in AI models or consumer AI adoption.
Sell On Outcomes Not Impressions
- Charge on outcomes (CPA/CPI) to neutralize viewability and fraud concerns that plague impression pricing.
- If you sell on outcomes, bot impressions and old measurement systems become irrelevant.