The Intelligent Marketer Everything is an Ad Network with Eric Seufert
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Jun 23, 2025 
In this conversation, Eric Seufert, a marketing expert and general partner at Heracles Capital, shares insights on the future of advertising, particularly emphasizing the role of AI in shaping ad networks. He discusses the evolution from deterministic to probabilistic measurement due to privacy shifts, including Apple's App Tracking Transparency. Eric explores how e-commerce must adapt to new marketing signals and the transformative potential of AI in pricing strategies. He also humorously critiques traditional agency dynamics, highlighting the evolving landscape of digital marketing.
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Post-ATT Measurement Shift
- Measurement changed most due to Apple's ATT, forcing marketers to adopt probabilistic methods.
- Better measurement benefits all legitimate traffic sources, improving investment efficiency in ads.
Better Measurement Helps All
- Better measurement is a win-win, allowing advertisers to spend more wisely and increase budgets.
- Legitimate sources gain more as improved measurement weeds out fraud and optimizes spend.
Platform Tools Drive Adoption
- Platforms force adoption as tools improve, e.g., Meta's Advantage Plus demands probabilistic measurement.
- Measurement needs evolve as advertising shifts beyond identity-based targeting to retail and CTV media.