Marketecture: Get Smart. Fast. Episode 45: PrograMADic, the Musical with Tom Triscari
Nov 3, 2023
Tom Triscari, an independent analyst and researcher, shares insights into his latest creative venture: 'Programmatic the Musical.' He discusses how to blend humor and storytelling with the complexities of programmatic advertising. The conversation explores valuations of ad tech companies and the financial viability of niche players. Listeners also get a peek into the changing landscape of agency dynamics and the strategic moves of major players like Disney and Netflix, all sprinkled with a lighthearted take on internet culture.
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Musical Started As A Movie Script
- Tom wrote a movie-style script first to explain programmatic before adding musical elements.
- He plans local productions (Westport Playhouse) and released scenes episodically to test the story.
Programmatic Behaves Like A Lemon Market
- Tom frames programmatic as a 'lemon market' driven by information asymmetry and incentives to lower quality.
- He questions whether advertising outcomes or mere media spend is what the ecosystem actually delivers.
Audience Data ≠ Placement Quality
- Buyers can target audiences but still lack reliable placement quality signals like viewability or human exposure.
- That asymmetry lets cheap reach proliferate and degrades ad quality across the open web.
