Marketecture: Get Smart. Fast.

Episode 154: Marketecture Wrapped: Predictions, Year-in-Review, and Shout-Outs from Eric and Ari

21 snips
Dec 23, 2025
Join Ari and Eric as they reflect on a transformative year in ad tech. They discuss the explosive growth of their platform and review predictions with surprising accuracy. Key takeaways include the rise of agentic AI, the dynamic between YouTube and Netflix as streaming giants, and the strengthening competition in in-app advertising. Dive into the impact of strategic M&A in the industry and what to expect for the future, especially regarding content marketplaces and CTV evolution.
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INSIGHT

Marketecture's Rapid Growth

  • Marketecture grew fast: Spotify audience up 200% year-over-year and multiple top-performing episodes early in the year.
  • The brand expanded via events, acquisitions, and a new product (Mad DB) to reach more listeners and industry practitioners.
INSIGHT

Strategic M&A Dominated 2025

  • 2025 was the year of strategic M&A across ad tech with many mid-market acquisitions.
  • Deals focused on capabilities and channels rather than the giant nine-figure exits of prior years.
INSIGHT

AI: Momentum, Not Maturity

  • AI proliferation accelerated across many ad tech companies but mostly as incremental UI features and experimental pilots.
  • Major platforms (Google, Meta) pushed deeper, while many vendors added small chat assistants instead of substantive products.
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