Marketecture: Get Smart. Fast.

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.

In this engaging conversation, David Berkowitz, a veteran marketer and founder of Serial Marketers and the AI Marketers Guild, unpacks the evolving role of community in marketing. He delves into how AI is reshaping creative work and expresses concerns about the future of entry-level marketing positions. The discussion also touches on Mountain’s IPO, the competitive landscape for small businesses, and the intriguing emergence of AI-powered media agencies like WPP Media, blending human insight with cutting-edge technology.

Aaron McKee, CTO of Blis and recently acquired by T-Mobile, dives into the world of location intelligence and its impact on omnichannel advertising. He explains how geo-targeting surpasses traditional methods, enhancing audience engagement through innovative measurement strategies. The conversation touches on navigating regulatory challenges like GDPR and the shift away from cookie-centric strategies. McKee playfully compares Blis to a clever raccoon, illustrating the brand's knack for uncovering overlooked advertising opportunities amidst major tech competition.

Jenny Wall, CMO of VideoAmp and former executive at Hulu and Netflix, shares her insights into the evolving media landscape. She discusses the critical need for improved measurement techniques in digital advertising and the challenges around connecting data to real consumer behavior. The conversation touches on significant topics including Walmart's growth in retail media, the importance of customer retention in CTV advertising, and innovative solutions for overcoming ad fraud. Wall's experience brings a unique perspective to the pressing issues facing the industry today.

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.

Olivia Kory, Chief Strategy Officer at Haus, dives into YouTube's underrated potential for advertisers, revealing how it can reshape digital marketing. She shares insights on navigating the mobile app ecosystem and the innovative strategies used by companies like AppLovin. The discussion also covers the impending shutdown of Xandr Invest and Microsoft's shift in advertising tech. Kory emphasizes the rise of AI in media analytics and the evolving landscape of influencer marketing, providing listeners with fresh perspectives on these pressing topics.