Marketecture: Get Smart. Fast. Episode 150: Thanksgiving Mailbag. Listeners ask questions, Eric and Ari give answers
23 snips
Nov 26, 2025 Ari and Eric dive into the implications of the ongoing Google trial, discussing why a spin-out seems unlikely. They explore how AI is revolutionizing advertising, emphasizing its role as an enabler rather than a replacement. The conversation shifts to consulting strategies for data companies and the importance of focusing on specific use cases. As Thanksgiving approaches, the duo playfully debates pizza preferences while reflecting on the cultural significance of different side dishes, including the rise of mac and cheese.
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Spin-Out Looks Unlikely In Google Case
- The judge in the Google trial seems unlikely to force an ad tech spin-out given timing and appeal risks.
- Ari Paparo believes practical remedies that can be implemented quickly will likely prevail over a lengthy divestiture.
Sell Use Cases, Not Raw Data
- Focus your GTM on use cases, not on selling raw data as a commodity.
- Translate transaction-level data into marketer outcomes like sales lift and build case studies with curators or partners.
Curation Rewrote Data Business Economics
- Curation has changed data business economics by letting data be bundled with media to capture more value.
- Ari Paparo argues ad networks, curation, or pure data licensing have different investment and infrastructure needs.