Open Market
Joe Zappa & Eric Franchi
Open Market is a podcast about building companies in the advertising space. This is not another news podcast. Rather, hosts Eric Franchi and Joe Zappa will dive deep into the stories of successful companies and growth strategies to help listeners understand how to replicate that success. For example, how did Eric build Undertone to a $180M exit? How would you reverse-engineer a $10M adtech exit? Why do you need a chief audience officer? Entrepreneurs, execs, and GTM professionals in advertising should walk away from each week’s episode with new ideas on how to build their companies.
Episodes
Mentioned books
46 snips
Jan 1, 2025 • 47min
Lessons from 2024 and Predictions for 2025
The hosts dive into the powerful role of content in shaping reputations and relationships. They review the major players in adtech from 2024 and highlight those to watch in 2025. The evolving balance of quality and performance in digital advertising is discussed, alongside innovations from companies like Audigent. AI and Connected TV are predicted to revolutionize advertising strategies. Plus, a humorous note: Eric's notorious dislike for dogs adds a quirky touch to the conversation!
Dec 18, 2024 • 43min
Inventing Performance TV with Jason Fairchild
tvScientific CEO and co-founder Jason Fairchild joins Eric Franchi and Joe Zappa to talk about the lessons he brought from OpenX to tvScientific, inventing the performance TV category, and which big players, including The Trade Desk and AppLovin, might get into performance TV (or not).
9 snips
Dec 11, 2024 • 35min
Rising from the Ashes of MediaMath with AdLib CEO Mike Hauptman
Mike Hauptman, CEO and co-founder of AdLib, dives into the dramatic reinvention of his company after the collapse of MediaMath in 2023. He shares the emotional rollercoaster of the shutdown and how AdLib turned adversity into opportunity. Hauptman highlights the launch of Adlet, a revolutionary ad platform for mid-sized marketers, and emphasizes the importance of strong client communication during crises. The conversation also touches on modern visibility strategies for business leaders in ad tech, focusing on personal engagement and effective content marketing.
36 snips
Dec 4, 2024 • 39min
Charting New Territory for DMPs with Permutive CEO Joe Root
Joe Root, CEO and co-founder of Permutive, dives into the evolution of Data Management Platforms and their significance for publishers and advertisers. He discusses the nuances between DMPs and Customer Data Platforms, as well as the importance of redefining marketing strategies in a shifting landscape. The conversation also highlights the move towards audience activation platforms, especially in light of cookie deprecation, and emphasizes balancing privacy with operational efficiency in ad tech.
Nov 25, 2024 • 43min
Getting in the Arena with Matt Barash
Matt Barash, a leading influencer in the ad tech industry, shares his mastery of networking and content creation. He discusses the misconceptions surrounding building influence and reveals his attention theory. Barash emphasizes why executives shouldn’t shy away from controversy, highlighting its potential as a catalyst for discussion. He also dives into the evolving opportunities within advertising, particularly for mid-market sectors, showcasing how strategic relationships can drive success in a competitive landscape.
14 snips
Nov 20, 2024 • 39min
Moving Marketing to the Boardroom with Goodway Group CEO Jay Friedman
Jay Friedman, CEO of Goodway Group, a 95-year-old evolving marketing firm, shares his insights with Eric Franchi and Joe Zappa. They discuss the importance of elevating marketing's role within corporate strategy and the need for collaboration between CMOs and financial leaders. Jay emphasizes building trust through transparency and showcasing marketing's impact with data. He addresses challenges in creating a positive workplace culture while fostering growth, and the necessity for bold, innovative marketing strategies that truly connect with audiences.
Nov 13, 2024 • 38min
Preaching in the Desert with ID5's Mathieu Roche
In this engaging discussion, Mathieu Roche, CEO and co-founder of ID5, shares insights on pioneering identity solutions in the ad tech space. He highlights the challenges of advocating for universal identification amidst skepticism and competition from industry giants. Mathieu also explores the importance of collaboration in the shift away from cookies, emphasizing trust and client success. Additionally, he discusses the benefits and challenges of a remote-first workplace, illustrating the balance between flexible talent acquisition and team cohesion.
13 snips
Nov 4, 2024 • 37min
Expanding CTV Access to SMBs with Vibe’s Arthur Querou
Arthur Querou, founder and CEO of Vibe, dives into unconventional ad tech strategies aimed at empowering SMBs. He discusses a recent AI-powered product launch that showcases innovative marketing tactics and the creation of a standout promotional video reminiscent of Apple Keynotes. The conversation highlights the nuances between enterprise and SMB sales, while emphasizing the importance of customer engagement and transparent communication. Querou also shares insights on maintaining company culture amid rapid growth, from 40 to 120 employees.
5 snips
Oct 30, 2024 • 50min
Deep Dive on Acquisitions with LUMA’s Terry Kawaja
Terry Kawaja, Founder and CEO of LUMA, shares his expertise in ad tech mergers and acquisitions. He discusses the critical role of marketing in driving successful acquisitions, especially for startups. The conversation highlights the unique marketing strategies in the liquor industry that mirror investment banking. Terry also delves into navigating capital raising challenges in ad tech, valuation trends, and the intricate dynamics of M&A negotiations, emphasizing how founder attitudes can significantly impact outcomes.
7 snips
Oct 23, 2024 • 48min
“The Most Anticlimactic Moment” and Other Lessons from Undertone
In this conversation, Eric Franchi, co-founder of the successful advertising technology firm Undertone, shares lessons learned from his entrepreneurial journey. He discusses the critical importance of strategic hiring and the impact of key team members on company culture. Eric also dives into the unique challenges faced by ad networks amid industry shifts, the often anticlimactic nature of success, and navigating life after an exit. His reflections on personal reintegration and maintaining a balanced life in ad tech offer valuable insights for entrepreneurs.
