Marketecture: Get Smart. Fast.

In an insightful discussion, Erin Lanuti, Chief Innovation Officer at Omnicom PR Group, shares how AI is transforming brand visibility. She emphasizes the shift from traditional SEO to conversational AI, stressing the importance of accurate messaging to combat misinformation. The conversation dives into new marketing metrics and the role of micro-influencers in AI-driven landscapes. Lanuti also highlights proactive strategies brands must adopt to remain relevant in a rapidly changing consumer environment.

Adam Singolda, CEO and founder of Taboola, shares insights into content discovery and advertising in the digital age. He discusses the evolution of publisher monetization and how AI is reshaping content personalization. The conversation highlights the balance between quality and relevance while navigating advertising strategies amid evolving market dynamics. Singolda also delves into Taboola's innovative approaches to performance advertising and the challenges of driving user engagement on publisher platforms.

Dan Goikhman, CEO of Dappier, shares insights into how his company empowers media brands with AI agents for enhanced online interactions. He discusses the unique features of these agents, focusing on user personalization and engagement. The conversation also touches on innovative monetization strategies and the shift from traditional web pages to AI-driven solutions. Additionally, they explore the technological backbone that supports seamless content distribution and even dive into a lighthearted discussion on animal symbolism in branding.

David Kostman, CEO of Teads and former CEO of Outbrain, shares insights on the strategic merger between the two companies. He discusses balancing brand and performance advertising in the open web landscape. The conversation also covers highlights from the Possible event, including networking challenges and opportunities. Additionally, Kostman delves into recent developments in Google’s antitrust case, Apple’s loss in court, and the implications for the ad tech industry. AI’s role in content creation and future monetization strategies are also explored.

Andy Batkin, CEO of Duration Media, introduces Curation Media, a game-changer in programmatic advertising. The conversation delves into cutting out middlemen to connect publishers and advertisers directly. Batkin explains how real-time viewability technology enhances ad quality and performance. The concept of 'scarcity at scale' is examined, focusing on maximizing visibility and revenue. He also discusses the importance of setting clear visibility KPIs, paving the way for more efficient and sustainable advertising practices.

Michael Walrath, CEO of Yext and founder of Right Media, dives into the expanding role of structured data in an AI-driven world. He highlights the challenges businesses face in managing local visibility and adapting to the evolving landscape of digital marketing. The discussion also covers Google's postponed cookie phase-out, scrutinizing its ripple effects on ad tech. Additionally, they explore the historical stagnation at Yahoo compared to current innovations and the regulatory hurdles affecting advertising strategies.

TripleLift CEO Dave Helmreich joins Ari Paparo to discuss his first 60 days at the helm and how the company is evolving beyond its native roots. They explore TripleLift’s push into creative as a differentiator for programmatic, its role in powering retail media through adaptive commerce solutions, and how it’s helping publishers and advertisers innovate in CTV. Dave also shares thoughts on balancing infrastructure with innovation, where the biggest growth opportunities lie, and why he thinks TripleLift is like a hummingbird. Learn more about your ad choices. Visit megaphone.fm/adchoices

Mark Zagorski, CEO of DoubleVerify, shares insights on the evolving role of measurement and AI in advertising. He addresses how his company is tackling external scrutiny while ensuring effective ad performance. Meanwhile, Alan Chapell from The Monopoly Report analyzes the recent antitrust ruling against Google’s ad tech, diving into its potential implications for competition and regulatory landscapes. Together, they discuss the urgent need for transparency and the industry's challenges in building advertiser trust amidst evolving technologies.

Eric Tilbury, Head of Operations at Inuvo, shares insights into the revolutionary concept graph technology that enhances digital ad targeting. He explains how this approach goes beyond simple keyword strategies to capture the genuine sentiment of content, increasing precision even without direct user identifiers. Tilbury also discusses Inuvo's roots in UCLA's machine learning lab, its dual ad tech and publishing model, and the ongoing challenges of attribution in a post-ID landscape. Plus, he touches on partnerships with major platforms like Microsoft.

Anthony Katsur, Head of the IAB Tech Lab, dives into the groundbreaking Trusted Server initiative aimed at revolutionizing ad tech. He explains how this initiative tackles browser privacy and signal loss while boosting attribution and transparency for publishers. The conversation highlights the shift from client-side to server-side technology, emphasizing the importance of consumer privacy amidst evolving marketing strategies. Katsur also delves into the intersection of advertising, trade dynamics, and innovative partnerships that are reshaping the industry.