Marketecture: Get Smart. Fast. Marketecture Live: Bill Wise and Grant Parker on the New Innovid
Mar 24, 2025
Join Bill Wise, CEO of Mediaocean, and Grant Parker, President of Innovid, as they delve into the transformative merger of Flashtalking and Innovid. They discuss how AI is reshaping ad tech, emphasizing campaign automation and supply path optimization. The duo highlights the importance of transparency and brand safety for advertisers in a competitive landscape dominated by Google. Their innovative Harmony initiative aims to enhance ad performance across various channels, showcasing their commitment to scalable, neutral solutions for enterprise advertisers.
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Scale Enables Competition with Google
- Combining FlashTalking and Innovid achieves critical scale and profitability in ad tech.
- Scale enables investment needed to compete effectively with Google's ecosystem.
Best of Both: Ease and Control
- Consolidated ad tech solutions can offer both ease of use plus control and transparency.
- This balances the choice between easy stack consolidation and fragmented point solutions.
AI Focuses on Tactical Automation
- AI is primarily leveraged to automate tactical ad campaign execution tasks like trafficking and optimization.
- Agencies invest in AI to increase operational efficiency rather than solely strategic innovation.