Marketecture: Get Smart. Fast.

Explore the intricate dynamics of modern branding as industry experts tackle marketing complexities. Discover how to balance multiple brands while engaging with younger consumers authentically. Dive into the importance of aligning internal perceptions with external feedback to meet expectations. Get insights on collaborative strategies using data-driven approaches and surprising culinary metaphors. Finally, reflect on personal career journeys in marketing and sports, emphasizing meaningful consumer connections.

This interview was recorded at Marketecture Live. Sean Black from DailyMotion talks about myths and misunderstandings in the CTV market. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari, Eric, and Brian Wieser dive into the revised 2025 ad forecast, what’s driving uncertainty, and the potential impact of pharma ad bans. Plus, AI advancements reshaping media buying, IAB’s latest technology, and YouTube allowing host-read ads. Learn more about your ad choices. Visit megaphone.fm/adchoices

At the Marketecture Live event, Bill Wise (CEO of Mediaocean) and Grant Parker (President of Innovid) discussed the merger of Flashtalking and Innovid, emphasizing scale, independence, and AI-driven innovation in ad tech. They highlighted balancing control and transparency for advertisers while competing with Google’s ecosystem. The conversation covered AI’s role in campaign automation, supply path optimization, and the Harmony initiative, which enhances ad performance across multiple channels. They also touched on brand safety, DSP market fragmentation, and future ad tech trends, underscoring their commitment to neutral, scalable solutions for enterprise advertisers. Learn more about your ad choices. Visit megaphone.fm/adchoices

Brian O'Kelley joins Ari on stage at Marketecture Live where they go in depth on the latest product announcements from Scope3. Also, Ari and Eric discuss highlights from Marketecture Live, including Innovid’s brand launch, Netflix’s Ad Suite, updates in ad tech, and recent media M&A activity. Learn more about your ad choices. Visit megaphone.fm/adchoices

Sovrn's Signal product is an on-page measurement and data enrichment tool designed to help publishers increase the value of their ad inventory. In the interview, Peter Cunha, Managing Director of Signal at Sovrn, explains that the product enhances bid requests by incorporating attention metrics, dynamic floor pricing, and identity signals to improve ad performance. Signal originated from Sovrn’s acquisition of OnScroll, a company that pioneered viewable engaged time as an early attention metric. Sovrn differentiates itself by eliminating revenue share on its SSP and instead charging publishers a volumetric CPM fee only when Signal improves yield. The conversation also touches on the growing role of attention-based advertising, the challenges of industry adoption, and why major platforms like Google and Amazon don’t offer similar data transparency to publishers. Learn more about your ad choices. Visit megaphone.fm/adchoices

SuperAwesome is a leading marketing company focused on kids and teens. Kate, the CEO, comes on the show to talk about the challenges with marketing to this regulated market. Learn more about your ad choices. Visit megaphone.fm/adchoices

The interview with Alex Persky-Stern, CEO of Waymark, explores the company's AI-powered video production platform, which simplifies ad creation for media companies and advertisers. Waymark automates video generation by pulling assets from business websites, leveraging AI to create motion graphics, voiceovers, and scripting, while integrating with Shutterstock for additional content. The platform primarily serves TV, streaming, and ad tech industries, enabling efficient video ad creation for mid-market and local advertisers. Persky-Stern highlights Waymark’s shift towards automated, large-scale video generation and its expansion into ad tech. The company follows a SaaS-based pricing model and sees platforms, not advertisers, as the key stakeholders in AI-powered ad creation. Addressing concerns about AI limitations, he emphasizes Waymark’s focus on real business assets rather than purely AI-generated visuals. Looking ahead, he foresees the rise of automated, data-optimized video content as a major industry shift. Learn more about your ad choices. Visit megaphone.fm/adchoices

Brian Quinn, President and GM of AppsFlyer, dives deep into the world of mobile measurement and attribution. He shares insights on the challenges posed by Apple’s App Tracking Transparency and how it reshapes data management. The conversation highlights conflicts of interest in app measurement, especially with recent acquisitions like AppLovin's purchase of Adjust. Quinn also discusses the ripple effects of strategic acquisitions in the digital advertising space and the evolving role of AI in enhancing brand interactions.

In this engaging conversation, Guy Titanovich, CEO of Cheq.ai, dives into the world of cybersecurity for marketers. He discusses the critical challenges posed by bot-driven fraud and how his platform protects ad spend by distinguishing real users from bots. Titanovich highlights the risks associated with AI and third-party marketing tools, stressing the need for robust defenses. He also shares insights on pricing models tailored for businesses of all sizes, even offering savings for Shopify merchants, making anti-fraud solutions accessible for all.