Marketecture: Get Smart. Fast.

The podcast delves into the history and impact of the openRTB protocol, aiming to standardize online advertising communication. It discusses the challenges of early programmatic advertising, evolution of industry standards, and ensuring trust in transactions. An animal analogy is used to explain the importance of accuracy in ad request origins.

Ron Jacobson from Rockerbox talks attribution, the walled gardens, and the future of MMM. Plus Ari goes deep on the Colossus situation.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo, expert in digital advertising and developer of the VAST standard, discusses the importance and evolution of the VAST standard in digital advertising. Topics include challenges faced in implementing VAST, the impact on ad networks, the decline of VPade, challenges with VAST 4 adoption, and future trends of VAST. The podcast also explores the significance of VAST in the evolving video advertising landscape and its role in the video commerce industry.

Also, earnings coverage, SERP disasters, and more.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

The Transparency and Consent Framework (TCF), discussed by Julia Shullman of Telly, addresses key challenges in digital advertising related to the GDPR and ePrivacy Regulation. TCF standardizes the presentation of information about advertising vendors and user choices across the digital ad ecosystem, facilitating compliance with European regulations. It enables users to make informed choices about the vendors processing their data, while allowing publishers and vendors to communicate these choices efficiently. Furthermore, TCF grants publishers control over which vendors can collect and use data on their digital properties, enhancing their ability to manage privacy and data governance. The framework was developed as a response to the need for standardized, real-time consent management across an increasingly complex digital advertising landscape.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

Kym Insana, founder of an agency built with remote WFH moms, discusses her journey from radio to digital ad tech. The podcast also covers Google Network issues, Trade Desk - Roku partnership, FCC's fine for telecoms sharing location data, and data privacy concerns in digital advertising.

Stephan Pretorius, WPP's CTO, discusses investing $300 million/year in AI. Topics include AI in marketing, challenges of one-to-one marketing, Google's cookie delay, tech launch challenges, TikTok acquisition speculation, and Palantir's data solutions.

Chris Kane, programmatic advertising expert, discusses the shift in open internet advertising, bid stream compositions, ad placement quality, brand safety, AI's influence on the industry. Highlights include challenges publishers face in revenue diversification, bid stream congestion, importance of ad placements optimization, and AI's impact on bidding platforms and contextual advertising.

Lara Koenig, from MiQ, discusses the complexities of buying CTV inventory, challenges in ad-supported content, allegations against Forbes for ad verification, evolution of digital advertising with Harmony Direct, privacy legislation impacts on targeted advertising, and tech industry fundraising including potential Google's acquisition of HubSpot.

Richard Raddon from Zefr discusses AI, politics, and misinformation in upcoming elections. They explore challenges within walled gardens, the impact of AI on spreading misinformation, and the role of platforms in combating false narratives. The conversation also touches on brand safety with AI-generated content, challenges in media measurement, and the need for innovative measurement methods to adapt in the industry.