Marketecture: Get Smart. Fast.

Tony Marlow, CMO of LG Ad Solutions, shares insights on the cutting-edge of advertising, particularly for smart TVs. He discusses innovative formats like shoppable and 3D ads, which enhance viewer engagement. The conversation dives into the unique challenges faced by OEMs in the advertising landscape and the critical role of AI in transforming media strategies. Marlow emphasizes how AI is reshaping targeting and creative processes, driving more effective ad campaigns, and highlighting the emergence of pause ads for impactful brand storytelling.

Join Philip Inghelbrecht, CEO and co-founder of Tatari, a pioneering tech company in TV advertising. He dives into how TV advertising is evolving with an emphasis on outcome-based measurement and the role of AI in enhancing creative processes. Philip discusses the democratization of TV advertising, allowing smaller brands to compete effectively. He critiques traditional programmatic models and advocates for direct publisher integrations to boost transparency. Excitingly, he previews an AI-generated commercial set to air during the NBA finals!

Mark Grether, GM of PayPal Ads, shares insights on the unique advertising strategies evolving at PayPal. He discusses how PayPal harnesses data from its platforms like Venmo and Honey to enhance targeted advertising. Grether elaborates on the powerful concept of commerce media, integrating transaction data for innovative marketing campaigns. He also hints at upcoming innovations aimed at transforming shopping experiences. The conversation reveals the strategic advantages PayPal holds in the competitive market, highlighting its significant, yet often underestimated, influence.

Louqman Parampath, VP of Product for Ads and Commerce at Roblox, shares insights into the gaming giant's innovative ad platform. He discusses the platform's massive user base and how brands are creatively engaging with Gen Z through immersive ads. Topics include the integration of rewarded videos and sponsored content, and the commitment to brand safety in a youth-centric space. Louqman also dives into the future of digital advertising in gaming and the unique challenges Roblox faces in this competitive landscape.

Todd Braverman, CRO of Ampersand, discusses the transition from linear TV to streaming and how data-driven advertising is reshaping the landscape. He delves into Ampersand’s strategy of merging TV and streaming ad inventory, emphasizing the importance of targeted approaches. The conversation also explores Meta's ambitious plans for AI-generated ads by 2026, the evolving role of Amazon in digital advertising, and the innovative AI strategies from WPP and MIQ. This episode uncovers the intricate challenges and opportunities that AI presents in advertising.

Ari Paparo talks with Matthew Doherty, CEO of EXTE North America, about the company's bold rebranding and strategic leap into the U.S. market. They dive into the world of contextual targeting, showcasing how advanced tech and AI enhance media optimization across various platforms. The conversation highlights the challenges of blending new innovations within existing ad tech workflows while emphasizing the power of creativity in driving performance. Matthew even likens their agile approach to that of a honey badger, embodying tenacity in a competitive landscape.

Ari Paparo and Eric Franchi are joined by David Berkowitz, a longtime marketer and founder of Serial Marketers and the AI Marketers Guild. They talk about the evolving role of community in marketing, how AI is reshaping creative work, and the uncertain future of entry-level marketing jobs. Plus, reflections on Mountain’s IPO, WPP’s AI push, and what it’s like to build a brand when your name comes with unexpected baggage. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo speaks with Aaron McKee, CTO of Blis, recently acquired by T-Mobile. They discuss Blis’s unique geo-based approach to omnichannel media planning and measurement, how it delivers performance across hard-to-reach environments like iOS and CTV, and why traditional cookie-dependent strategies may fall short. Aaron also explains how Blis handles optimization, measurement through geo holdout groups, and compliance in a shifting regulatory landscape. Learn more about your ad choices. Visit megaphone.fm/adchoices

Eric and Ari are joined by Jenny Wall, CMO of VideoAmp, to discuss the week's biggest stories—from DoubleVerify’s defamation lawsuit to Walmart’s retail media momentum. Jenny shares her perspective on the state of measurement, advanced audiences, and why the industry still has work to do when it comes to connecting data, outcomes, and real consumer behavior. Learn more about your ad choices. Visit megaphone.fm/adchoices

Join Lauren Wetzel, former CEO of InfoSum, and JiYoung Kim, COO of GroupM North America, as they delve into the future of advertising. They discuss how privacy and performance can coexist, advocating for signal-based models over traditional ID-based ones. JiYoung emphasizes the need for agencies to rethink data practices and harness AI to personalize messaging. They explore the challenges CPG companies face with data-driven strategies and highlight the evolution of advertising metrics towards business outcomes, stressing the importance of collaboration.