Zach Lain, Director of Global Data Partnerships at PepsiCo, shares insights from his unique journey through law and data strategy in marketing. He emphasizes the shift from vanity metrics to meaningful outcomes in advertising. Lain discusses the transformative role of clean rooms in data collaboration and how AI can spark creativity, turning errors into innovation at events like Cannes. He also raises awareness about the growing threat of CTV ad fraud, reinforcing the vital need for integrity in digital advertising.
26:57
forum Ask episode
web_stories AI Snips
view_agenda Chapters
auto_awesome Transcript
info_circle Episode notes
question_answer ANECDOTE
From Chinese Language to Data
Zach's childhood fascination with Chinese characters and structure led him to study law in China.
This curiosity for structured meaning naturally transitioned into a career in data and advertising.
insights INSIGHT
Data Fuels Creative Storytelling
Data should not just optimize marketing but fuel creativity and storytelling.
Effective marketing must feel emotional and real, with creativity making it memorable.
question_answer ANECDOTE
Cannes Connects People and Partnerships
At Cannes, Zach realized strong partnerships, not just tech, drive success.
True relationships build over time through consistent value and collaboration beyond networking.
Get the Snipd Podcast app to discover more snips from this episode
In this episode of the AdTech God Pod, Zach Lain, Director of Global Data Partnerships at PepsiCo, dives into the evolving intersection of data, creativity, and marketing outcomes. He shares his unique path from Chinese language and law studies to running global data strategy at one of the world’s biggest brands. Zach discusses the importance of clean signal infrastructure, the cultural shift away from vanity metrics, and how clean rooms are reshaping collaboration. He also highlights AI's creative potential and the persistent challenge of ad fraud.
Takeaways
Zach explains how his childhood fascination with Chinese characters and structure led him to study law in China, eventually channeling that passion for structured meaning into a career in data and advertising.
Zach shares how data doesn’t just optimize media but fuels creativity. He references Cannes Lions and tools like Springboards that use “generative hallucinations” to inspire new creative directions—turning AI errors into a spark for innovation.
He argues clean rooms are becoming the "cloud for media" and will soon be foundational to how brands collaborate, measure, and activate data. This includes work with platforms like Infosum and Habu.
Zach highlights a major internal change at PepsiCo: moving from vanity metrics like CTRs to true business outcomes. This is altering how campaigns are briefed, partners are chosen, and success is defined.
Zach warns that CTV ad fraud is growing faster than detection can keep up. He calls for industry-wide standards and collaboration, comparing the current state to a "game of whack-a-mole" that can only be solved collectively.
AdTechGod Pod