Art Muldoon, co-founder of ArcSpan, dives deep into the evolving landscape of publisher data and ad tech. He discusses strategies for making all audiences addressable through AI, and how transparency in curation can become a revenue stream. The conversation shifts to industry trends, including the increasing competition among DSPs and the rising legal pressures on Google. Muldoon highlights the necessity for publishers to adapt and gain control in this dynamic environment, unraveling opportunities amidst market caution.
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insights INSIGHT
Publishers Need A Unified Data Stack
ArcSpan aggregates scattered publisher signals into a normalized first-party data platform to build audiences and deals.
The platform then models, filters, and activates those audiences into chosen activation environments to drive revenue.
volunteer_activism ADVICE
Make Your Full Audience Addressable
Make 100% of your audience addressable by combining contextual signals, modeling, and third-party enrichments.
Use AI and surveys to expand deterministic data beyond logged-in users for scale and accuracy.
insights INSIGHT
Trust Comes From Third-Party Validation
Buy-side trust requires third-party validation and transparent processing standards across publishers.
Transparent controls and quality filters build confidence that audience claims are verifiable.
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In this episode of the Marketecture Podcast, hosts Ari Paparo and Eric Franchi engage with Art Muldoon, Co-Founder of ArcSpan, to discuss the changing landscape of publisher data in ad tech. They explore topics such as leveraging AI to scale first-party data, the evolving future of the open web, and the intricacies of curation and transaction IDs (TIDs), emphasizing how publishers can regain control and succeed in a dynamic environment. The latter part of the episode covers industry updates, including mergers and acquisitions, shifts in DSPs, AI-driven creative tools, legal challenges facing Google, and the completion of the TikTok US deal.
Takeaways
ArcSpan helps publishers unify data and scale audiences.
Publishers should expand beyond logged-in users using AI and surveys.
Curation can be a revenue opportunity if it is transparent.
TIDs raise questions about fairness.
M&A shows AI merging with media solutions.
DSP competition is intensifying.
Agencies are shifting towards AI workflows.
Legal pressures on Google are increasing.
Chapters 00:00 - Ari and Eric introduce Art Muldoon from ArcSpan. 02:00 - Explanation of Aggregate, Amplify, Activate. 06:30 - Strategies for making 100% of audiences addressable. 09:30 - Market caution and publisher pain points discussed. 12:00 - How ArcSpan builds confidence on the buy-side. 15:00 - Is it an opportunity or are margins being siphoned? 17:00 - Comparing gaming, news, and sports publishers. 19:00 - Reformulation, AI’s role, and the future of publishing. 21:00 - TIDs, Prebid, and the risks of arbitrage. 25:00 - Partnerships: Rembrandt + Spaceback, Verve + Captify. 30:00 - Amazon’s GenAI tools and Yahoo’s discount strategy vs. TTD. 35:00 - Agency transformation insights. 38:00 - Privacy remedies and lawsuits involving Magnite & Pubmatic. 42:00 - Discussion on a US-led governance framework. 45:00 - Reflections and a preview of next week.
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