

Marketecture: Get Smart. Fast.
Ari Paparo
The Marketecture Podcast is hosted by industry experts Ari Paparo and Eric Franchi. Every Friday they publish an interview with an important thinker in the advertising and marketing industries, and cover that week's most important news. Every Monday there's an in-depth vendor interview where you learn about interesting companies. https://www.marketecture.tv
Episodes
Mentioned books

Oct 24, 2023 • 7min
Amaze Media Labs - Podcast promotion via contextual display ads
Amaze Media Labs offers an ad buying platform for podcast owners to serve digital ads alongside relevant content. They discuss their legacy product and a newer, more cost-effective solution. The use of display ads and 'trailer gram' is explored for promoting podcasts and driving engagement.

Oct 20, 2023 • 45min
Episode 43: Chris Kane on what makes an MFA site. Plus bid request shenanigans at Freewheel
Chris Kane from Jounce joins us to try to define what an MFA site is and what we should do about them. An anonymous blog post accuses Freewheel of duplicating bid requests. And Fenestra tries to Justify Its Existence.In this episode:
https://telegra.ph/Comcast-deliberately-inflates-bidding-requests-to-extract-extra-revenue-from-DSP-partners-10-15
https://jonathanmendezblog.com/2023/10/17/neuralift-ai-is-born-to-run/
Visit Marketecture.tv to join our community and get access to full-length in-depth interviews. Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors.Copyright (C) 2023 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

Oct 17, 2023 • 7min
Spaceback - Adapting social posts to display and video ads
Spaceback’s creative automation tools turn high-performing social posts into production-ready ads for brands like CB2, UGG, Ulta and Corkcicle. In our interview, Ari Paparo asks CEO Casey Saran to explain why brands need a vendor for this when they already have creative assets and production tools at hand (short answer: automation and authenticity). Saran also explains how Spaceback turns social video into production-ready CTV placements in 4K. Includes a demo. Visit Marketecture.tv to join our community and get access to full-length in-depth interviews. Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors.Copyright (C) 2022 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

Oct 13, 2023 • 46min
Episode 42: Comscore's Jon Carpenter on the JIC and the future of measurement. Plus Scope3 and Sincera funding
Jon Carpenter, the CEO of Comscore, joins us to talk about the company, the JIC, and the future of measurement. Plus Scope3 and Sincera funding rounds. Also Aderize tries to Justify Its Existence.Each week we'll bring you the latest news and perspective about advertising technology, trends, Copyright (C) 2023 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

Oct 10, 2023 • 6min
Captify - Activating search data for contextual buys
Captify has been around a long time. Historically, the company has used search intent data ingested from its partners’ on-site search to build cookie-based segments that it then licenses to media buyers — typically big agencies. In recent years the company has developed a contextual ad product for web and TV that uses the same search data without the need for persistent identifiers. In our interview led by Mike Shields, CEO Mike Welch and Chief Product Officer Amelia Waddington claim the contextual product outperforms the cookie-based approach thanks to machine learning models that link search search behaviors to content preferences. The full version of this episode if available at https://www.marketecture.tv/programs/captify-mike-welch-amelia-waddington .Visit Marketecture.tv to join our community and get access to full-length in-depth interviews. Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors.Copyright (C) 2022 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

Oct 6, 2023 • 48min
Episode 41: Adam Heimlich on custom algorithms, we pour one out for Sizmek, and BonBon justifies its existence.
Adam Heimlich from Chalice.ai tries to convince Ari to invest in custom algos. We pour one out for Sizmek. Elliot Easterling from BonBon tries to justify his existence.

Oct 2, 2023 • 7min
BrightLine - Interactive and shoppable CTV ad formats
BrightLine offers interactive and shoppable ad formats to large media companies like NBC Universal and Disney.For more information about our expert, Mike Shields: https://www.marketecture.tv/authors/author-Vh3qvaXix0gThe full version of this episode is available at https://www.marketecture.tv/programs/bright-line-robert-aksman .Visit Marketecture.tv to join our community and get access to full-length in-depth interviews. Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors.Copyright (C) 2022 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

Sep 29, 2023 • 53min
Episode 40: LightShed's Rich Greenfield weighs in on the media wars (updated)
LightShed's Rich Greenfield talks WGA strike, Charter-Disney, antitrust, and more. Also Justify Your Existence with Octane11.Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors.Copyright (C) 2023 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

Sep 25, 2023 • 7min
What flavor is your CDP? With ActionIQ CEO Tasso Argyros
ActionIQ is a customer data platform with a focus on data activation and orchestration.For more information about our expert, Ari Paparo: https://www.marketecture.tv/authors/ari-paparoThe full version of this episode is available at https://www.marketecture.tv/programs/action-iq-tasso-argyros .Visit Marketecture.tv to join our community and get access to full-length in-depth interviews. Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors.Copyright (C) 2022 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices

Sep 21, 2023 • 59min
Episode 39: Ryan Barwick from Morning Brew on covering the ad tech news
Ari and Eric are joined by reporter Ryan Barwick from Morning Brew to discuss Google, privacy, Twitter/X going programmatic, the Instacart IPO, and much, much more.Plus Justify Your Existence with Openads.aiVisit Marketecture.tv to join our community and get access to full-length in-depth interviews. Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors.Copyright (C) 2023 Marketecture Media, Inc. Learn more about your ad choices. Visit megaphone.fm/adchoices