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PODCAST

Marketecture: Get Smart. Fast.

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

business marketing

All Episodes

59:50

Episode 161: The State of AI with eMarketer’s Nate...

Marketecture: Get Smart. Fast. ·

2026/02/20

Nate Elliott, Principal Analyst at eMarketer, joins Ari Paparo and Eric Franchi to talk through what’s actually happening with AI adoption in marketing and commerce. He shares a practical view on how many consumers actively use AI tools, why usage stats are often misleading, and why most AI influence on shopping still happens outside chatbots. The group also digs into GEO and AEO, agency and CMO priorities, and the growing debate over content licensing and the health of the open web.Takeaways

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55:24

Episode 160: Matthew Egol on Why We Need an...

Marketecture: Get Smart. Fast. ·

2026/02/13

Matthew Egol, Founder & CEO of JourneySpark Consulting, joins Ari Paparo and Eric Franchi to break down agentic advertising and what AdCP means for the industry, from AI’s Super Bowl moment to standards governance, Prebid collaboration, IAB alignment, and how AI agents are reshaping planning, creative, and measurement across marketing.Takeaways AI took over the Super Bowl, with roughly a quarter of ads tied to AI. Agentic advertising expands from buying to planning, discovery, and

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54:51

Episode 159: Bob Lord of Horizon on How Indie...

Marketecture: Get Smart. Fast. ·

2026/02/06

Bob Lord, President of Horizon Media, joins Ari Paparo and Eric Franchi to talk about why independent agencies can move faster, how Horizon OS is built around an open partner ecosystem, and how AI is changing day to day agency work. They also cover Blu ID, performance-based pricing, the LLM ad debate, and key takeaways from IAB ALM.Takeaways Indie agencies move faster because they don’t carry legacy tech and data debt. Horizon OS keeps the stack open so brands can swap partners as

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24:40

Ari Paparo on the Era of Outcomes in Digital...

Marketecture: Get Smart. Fast. ·

2026/02/02

Ari Paparo explains why outcomes have become the defining metric in digital advertising, how AI and platform consolidation are reshaping the buy and sell sides, and what the decline of the open web means for marketers, publishers, and ad tech moving forward.Takeaways Outcomes have always existed in digital advertising, but pressure on CMOs has made measurable results unavoidable. Closed loop platforms outperform the open web because scale, identity, and measurement live in one system.

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61:30

Episode 158: Rajeev Goel Is Making Agentic...

Marketecture: Get Smart. Fast. ·

2026/01/30

Rajeev Goel, CEO of PubMatic, joins Ari Paparo and Eric Franchi to discuss how agentic AI and AdCP are reshaping the media buying process, collapsing the ad tech value chain, and creating new opportunities for publishers and advertisers to compete with walled gardens. Takeaways Agentic AI can automate planning, buying, and optimization beyond today’s DSP workflows. PubMatic’s AgenticOS lets advertisers transact through AI agents using AdCP. AI efficiency may grow digital ad spend

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53:20

Episode 157: Marketing Ad Tech in 2026 with Paul Knegten

Marketecture: Get Smart. Fast. ·

2026/01/23

Paul Knegten draws on his experience as a former Beeswax CMO and long-time ad tech marketer to explain what actually works in marketing as the industry heads into 2026. The conversation covers AI hype versus real value, why founder voice matters more than positioning decks, how buyers actually make decisions, and the difference between a marketing problem and a real business problem. Paul also breaks down where ad tech companies lose the plot when talking to brands and agencies, and why relevance

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51:35

Episode 156: Does quality really matter? Erez Levin...

Marketecture: Get Smart. Fast. ·

2026/01/16

Ari Paparo and Eric Franchi are joined by Erez Levin, a former Googler who focuses on media and inventory quality. They dig into what “quality” really means in programmatic advertising, why short-term outcomes can be misleading, and how incentive structures have pushed spend toward lower-value impressions.Takeaways Quality is best understood through effectiveness, but most measurement overweights short-term signals. “Not all impressions are created equal.” quality varies by context,

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21:53

Tim and Chris Vanderhook on Viant’s Lattice Brain:...

Marketecture: Get Smart. Fast. ·

2026/01/12

From CES, Ari Paparo talks with Co-founder and CEO Tim Vanderhook and Co-founder and COO Chris Vanderhook of Viant about what automation looks like in a DSP workflow, using Viant’s Lattice Brain and Outcomes as the framing. They cover how goal-based optimization is set up (CPA/ROAS), what they observed in tests comparing automated and human-managed campaigns, and why “decision latency” is a recurring issue in day-to-day programmatic execution. Takeaways They describe Outcomes as a goal-based

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49:23

Episode 155: Ari Missed CES, but Eric and AI Were...

Marketecture: Get Smart. Fast. ·

2026/01/09

Ari Paparo and Eric Franchi break down the biggest themes coming out of CES and across ad tech. Ari speaks with Mike Khristo, CEO of Layers, about turning code directly into customers, automating marketing for developers, and how vibe coding is enabling a new wave of profitable niche apps. Ari and Eric then cover AI-powered ad platforms, agentic buying and selling, and major industry announcements from Walmart, Viant, Reddit, Amazon, and The Trade Desk. Takeaways Layers automates marketing

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19:57

Inside Walmart Connect: From Retail Media to...

Marketecture: Get Smart. Fast. ·

2026/01/06

Walmart Connect has quickly evolved from a search-driven retail media platform into a full-funnel advertising powerhouse. In this episode, Ari Paparo sits down with Khurrum Malik, VP of Business and Product Marketing at Walmart Connect, to unpack how Walmart is combining on-site search, off-site media, CTV via Vizio, and closed-loop measurement to spark real sales impact. Khurrum shares why he joined Walmart Connect, how “couch to cart” is becoming a reality, what performance TV means for

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21:19

Playwire with Jayson Dubin: Human Intelligence vs...

Marketecture: Get Smart. Fast. ·

2025/12/29

On Marketecture Live, Jayson Dubin, CEO and Founder of Playwire, explains how publishers can grow revenue and improve performance by combining machine learning with human intelligence. He shares concrete results from AI-driven traffic shaping and price floor optimization, walks through Playwire’s Quality, Performance, Transparency (QPT) initiative, and discusses major ecosystem issues like supply chain opacity, malicious ads, and the shifting realities of AI-driven discovery. He also introduces

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46:28

Episode 154: Marketecture Wrapped: Predictions,...

Marketecture: Get Smart. Fast. ·

2025/12/23

In this episode, Ari Paparo and Eric Franchi reflect on the past year in ad tech and discuss their predictions from the previous year, the growth of Marketecture, and the biggest news stories in the industry. They highlight key CEOs and companies, explore current trends, and make predictions for the upcoming year, particularly focusing on the impact of AI and the evolving landscape of CTV advertising.Takeaways Our audience was up 200% year over year on Spotify. This year was the year of

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27:10

PayPal Open Commerce with Dr. Mark Grether: Retail...

Marketecture: Get Smart. Fast. ·

2025/12/22

Dr. Mark Grether, SVP & General Manager, PayPal, unpacks how PayPal is reshaping commerce media by leveraging its transaction graph across 30 million merchants and 400 million consumers at Marketecture Live. From democratizing retail media for SMBs to monetizing Venmo’s social feed and enabling agentic commerce with trusted payments, this conversation explores why PayPal sits at the center of advertising, AI, and the future of buying online. Takeaways PayPal’s transaction graph spans 30

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56:09

Episode 153: Scott Spencer invented RTB, now he’s...

Marketecture: Get Smart. Fast. ·

2025/12/19

Scott Spencer, co-founder of Rewarded Interest and former DoubleClick and Google product leader, explains why cookie banners failed, how consumer privacy still feels broken, and what it takes to give users real control without hurting publishers or advertisers.Takeaways RTB wasn’t invented in a single moment. It emerged organically as multiple teams solved latency, bidding, and scale problems in parallel. Cookie banners fail both consumers and regulators by creating friction without real

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26:48

Programmatic Innovation in Live Sports with Andrew...

Marketecture: Get Smart. Fast. ·

2025/12/15

Andrew Casale, CEO, Index Exchange, and Megan Pagliuca, Chief Product Officer, Omnicom Media Group, unpack how live sports and streaming are becoming more addressable through programmatic, why new standards are fixing real-time “spike” problems, and how sell-side decisioning and AI-driven curation could reshape efficiency and fees across the open internet.Takeaways Live sports are becoming truly addressable through programmatic. Targeting is shifting to moment-level signals, not broad

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55:27

Episode 152: Jim Payne is back! His new SDK lets you...

Marketecture: Get Smart. Fast. ·

2025/12/12

Ari Paparo and Eric Franchi sit down with MoPub and MAX founder Jim Payne to unpack his new company CloudX, how “monetization as code” lets mobile publishers manage their entire ad stack in files that AI can edit, why he teamed up with Meta on a secure auction using trusted execution environments, and what all of this means for SDK complexity, mobile vs desktop, AppLovin, performance TV, retail media, and the next wave of ad tech.Takeaways CloudX lets mobile publishers manage their ad stack

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26:34

Meta Advantage+ & Incrementality: Findings From 640...

Marketecture: Get Smart. Fast. ·

2025/12/08

Olivia Kory, Chief Strategy Officer from Haus, walks through an 18-month review of 640 incrementality tests run by Haus to compare Meta’s Advantage+ campaigns with manual setups. She explains the shift from hands-on targeting to AI-led buying, why incrementality matters more than platform-reported conversions, and how Geolift holdouts estimate true lift without user-level data. The results show a strong overall impact from Meta, but mixed performance from Advantage+ versus manual, along with signs

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52:41

Episode 151: How Publishers Can Get Paid for AI, with...

Marketecture: Get Smart. Fast. ·

2025/12/05

Matthew Goldstein joins Ari Paparo and Eric Franchi to break down how AI is reshaping publishing, why traffic declines are less scary than content theft, and what it will take for publishers to get paid in an agentic future. They dig into licensing deals, bot blocking, Microsoft’s content marketplace, and the idea of a real-time exchange for fresh, metadata-rich articles. The conversation also hits Google’s growing advantage, OpenAI’s code-red moment, and what all of this means for ads, agencies,

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20:09

CTV Ads 2025: Proving Outcomes Beyond Impressions...

Marketecture: Get Smart. Fast. ·

2025/12/01

Jenny Wall from VideoAmp joins Ari Paparo to unpack why CTV measurement has to evolve past impressions and demos. They dig into outcomes, advanced audiences, clean room data, and the growing need for multiple currencies across linear, streaming, and walled gardens. Expect practical examples, a clear case for audience first buying, and a candid look at what happens if the industry stays locked to legacy metrics.Takeaways TV works, but modern measurement must prove business outcomes instead of

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40:51

Episode 150: Thanksgiving Mailbag. Listeners ask...

Marketecture: Get Smart. Fast. ·

2025/11/26

Ari Paparo and Eric Franchi discuss a variety of topics, ranging from the latest developments in the Google trial to the implications of AI in advertising. They provide insights on consulting strategies for data companies, share their personal pizza preferences, and explore the future of marketing mix models. The conversation also touches on job security in ad tech, the impact of media personalities on careers, and the cultural significance of Thanksgiving side dishes.Takeaways The

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385 results

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