Marketecture: Get Smart. Fast.

Scott Howe, CEO of LiveRamp and a former Microsoft exec, explores the dynamic changes in ad tech. He discusses LiveRamp's evolution from data onboarding to fostering secure, collaborative environments. Howe emphasizes the importance of proprietary data for AI effectiveness as cookies fade and authenticated connections emerge. He also shares captivating examples of how mid-sized players can thrive against giants through unique data collaboration. The need for clear industry standards is highlighted to avoid past mistakes.

Next in Media chatted with Rich Bloom, GM, Creator Programs & EVP, Business Development at Tubi, about the Fox-owned streamers new creator program, which has quickly expanded for five to 50 participants. Bloom also talked about Tubi's overall growth, Gen Z misconceptions, and whether TV needs to adopt more YouTube-like qualities. Learn more about your ad choices. Visit megaphone.fm/adchoices

Brian Wieser, CEO of Madison and Wall, dives into the current landscape of advertising and media, offering expert insights on agency dynamics at firms like WPP and Publicis. He discusses the impact of AI and recent economic forecasts, revealing a more optimistic outlook amidst policy challenges. The conversation also tackles Google's antitrust woes and the shifts in the advertising strategies of major platforms. Humorous takes on recent earnings reports highlight the evolving challenges and opportunities in the competitive advertising arena.

Casey Saran, CEO of Spaceback, dives into the evolving landscape of advertising shaped by social media and AI tools. He discusses how brands can integrate organic and creator content into paid campaigns for better engagement. The conversation highlights the surge in creative assets and how brands are adjusting their internal processes. They also explore exciting updates from platforms like Meta and TikTok, focusing on innovative strategies for navigating the competitive video advertising space.

In this engaging conversation, Stephen Upstone, CEO and founder of LoopMe, dives into the transformative role of AI in brand performance advertising. He shares insights on the evolution of mobile advertising, highlighting its potential for engaging younger audiences. The discussion also explores brand advertising strategies in the gaming industry, showcasing innovative measurement techniques. Additionally, Stephen examines the challenges publishers face in a rapidly changing ad landscape and hints at exciting future trends influenced by AI.

Chris Feo, Chief Business Officer at Experian, dives into the evolving advertising data ecosystem. He discusses Experian's innovative approach to identity and audience data, especially following their acquisition of Audigent. The conversation highlights how curation is changing the ad tech landscape and improving engagement. They explore AI's growing influence on DSP value and media workflows, all while employing humorous Italian food metaphors. Expect insights on industry shifts and the future of advertising technology!

Nikhil Jain, VP of Insights and Marketing Solutions at Dailymotion Ads, shares insights on the company's innovative approach to attention measurement and AI. He discusses how attention is defined and predicted through advanced methodologies, including eye tracking. Jain reveals the importance of creative analysis, sentiment, and inventory quality in shaping campaign outcomes. He also highlights Dailymotion's use of video-level analysis to enhance targeting strategies and improve media planning, fostering a deeper understanding of audience engagement.

Erin Foxworthy, Global Head of Marketing and Advertising at Snowflake, shares her journey from agencies to tech, highlighting the seismic shifts in data management. She discusses the transition from outdated tools to composable Customer Data Platforms, emphasizing data governance and ownership. The conversation also dives into clean rooms, identity resolution, and the nascent role of AI in enhancing structured marketing data. Erin's insights offer a fresh perspective on modern marketing challenges and the importance of evolving strategies in a data-driven world.

Ramsey McGrory, President of Prisma at MediaOcean, dives into the evolution of the advertising infrastructure. He discusses how recent acquisitions, like Innovid, reshape media planning and verification in a fragmented ecosystem. Ramsey highlights the critical role of AI in optimizing ad serving and the move towards integrated platforms. He sheds light on the challenges of buy-side ad servers and the necessity of transparency, revealing how Prisma aims to revolutionize TV advertising by blending linear and digital workflows.

In this discussion, Adam Epstein, co-founder and CEO of Gigi, shares insights on his AI assistant tailored for automating tasks within Amazon DSP. He discusses Gigi's transformation from a streaming TV tool to a versatile AI powerhouse for media agencies. Epstein reveals the challenges of training a vertical AI agent and why a chat-based interface is crucial. He emphasizes the potential of AI to enhance agency workflows without sacrificing creativity, while also touching on recent leadership changes in the tech sector and their impact on the advertising industry.