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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

23:19

Signal vs. Static: How We Get to True CTV Transparency

Marketecture: Get Smart. Fast. ·

2026/04/13

At Marketecture Live III in New York City, Mario Diez, Chief Executive Officer, Peer39, and David Nyurenberg, SVP of Digital, InterMedia Advertising, broke down the biggest challenge in CTV today: the lack of signal transparency.They explored how missing or inconsistent data in the bidstream leads to inefficient buying, commoditized inventory, and limited optimization. Backed by real research and case studies, the conversation highlights why richer signals, better supply paths, and industry-wide

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56:40

Episode 168: A Guide for Using AI Agents in Media...

Marketecture: Get Smart. Fast. ·

2026/04/10

John Hoctor, CEO of Newton Research, joins Ari Paparo and Eric Franchi to break down how AI agents are reshaping marketing analytics. From automating complex workflows to enabling faster experimentation, the conversation explores what “agent-native” really means and how brands can move beyond basic AI usage. Takeaways AI agents act like junior data scientists, automating complex analytics workflows. Consistency and methodology matter more than raw AI capability in enterprise use. Most

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24:00

The Publisher’s Guide to Thriving in the AI Era

Marketecture: Get Smart. Fast. ·

2026/04/06

Neil Vogel, Chief Executive Officer, People Inc., and Mark Stenberg, Senior Media Reporter, ADWEEK, share how modern publishers can survive and thrive amid declining search traffic and the rise of AI. From diversifying revenue streams to building durable brands, Neil breaks down the strategies that helped People Inc. achieve consistent growth despite industry disruption.Takeaways Strong brands are the most valuable asset in media today Relying on a single platform like Google is risky

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56:39

Episode 167: How Infillion Bought Catalina and How it...

Marketecture: Get Smart. Fast. ·

2026/04/03

Rob Emrich, Founder and Executive Chairman of Infillion, joins to talk about the Catalina acquisition, why retail data matters, and how his company is building a full-stack ad tech platform through acquisitions and integration. The conversation touches on DSP strategy, data advantages, and how the industry is shifting toward outcomes-driven advertising.Takeaways Catalina evolved from coupon printing into a powerful retail data asset SKU-level purchase data is a key differentiator in

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25:47

The Parallel Infrastructure: Why Premium CTV...

Marketecture: Get Smart. Fast. ·

2026/03/30

At Marketecture Live, Ari Paparo from Marketecture Media joins Philip Inghelbrecht, Co-Founder & CEO at Tatari, Bill Murray, Head of Growth and Performance at Warner Bros Discovery, and Michael Reidy, Senior Vice President, Ad Sales at NBCUniversal. They unpack how streaming inventory is bought and sold, the balance between programmatic and direct deals, and why premium inventory often sits outside traditional programmatic pipes. The discussion also explores live events, automation, and how new

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54:36

Episode 166: Alicia Richardson, Winner of the...

Marketecture: Get Smart. Fast. ·

2026/03/27

Alicia Richardson, co-founder and managing partner of CrowdAxis and winner of the Markecture Live Startup Showcase, joins the pod to break down how brands approach experiential marketing, how to measure its impact, and whether major events like Cannes are actually worth the investment.Takeaways Experiential marketing connects brands directly with consumers in physical settings. Marketers often rely on gut and repeat past event choices. Measurement is inconsistent and still focused on

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22:56

Show Me the Money: Terence Kawaja’s 10 Bold Bets on...

Marketecture: Get Smart. Fast. ·

2026/03/23

Terence Kawaja, founder and CEO of LUMA Partners, took the stage live at Marketecture Live to break down the collision of AI and advertising with his signature mix of candor and sharp analysis. While acknowledging the uncertainty ahead, he made one thing clear: the industry is moving fast from AI hype to real, measurable impact, and the winners will be the ones who prove it in their numbers. Takeaways Show me the money for AI in 2026 Advertising will fuel LLMs Shift from CPM to

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54:36

Episode 165: Melissa Burdick from Pacvue on the state...

Marketecture: Get Smart. Fast. ·

2026/03/20

Melissa Burdick of Pacvue breaks down how commerce media is evolving beyond retail, why fragmentation is still the biggest challenge for brands, and how AI is reshaping product discovery across platforms. The conversation covers the rise of agentic commerce, Amazon’s dominance, and what the future of buying, measurement, and optimization looks like in a rapidly changing ecosystem.Takeaways Commerce media goes beyond retail and includes discovery, AI driven experiences, and new buying

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33:42

Episode 164: Ari and Jeff Green talk about his giant...

Marketecture: Get Smart. Fast. ·

2026/03/13

Ari Paparo sits down with Jeff Green, CEO of The Trade Desk, at Marketecture Live for a wide-ranging conversation about the future of advertising. Jeff discusses his massive insider stock purchase, the evolving role of AI in programmatic advertising, and potential new ad opportunities inside AI chat platforms and retail media. The discussion also covers the future of Amazon’s DSP, open vs. closed advertising ecosystems, OpenPath supply chain efficiency, CTV strategy through Ventura, and why

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53:44

Episode 163: Advertising is Growing Faster than the...

Marketecture: Get Smart. Fast. ·

2026/03/06

Brian Wieser, founder of Madison and Wall, joins Ari Paparo and Eric Franchi to discuss why the digital ad market is stronger than expected and what recent earnings reveal about platforms and ad tech companies. The conversation covers retail media growth, DSP competition, and how companies like Amazon, OpenAI, and The Trade Desk are approaching the next phase of advertising, along with Brian’s view on AI’s impact on agencies, CTV, and the broader ad ecosystem.Takeaways The digital ad market

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65:07

Episode 162: Eric Seufert on the SaaS-pocolypse,...

Marketecture: Get Smart. Fast. ·

2026/02/27

Eric Seufert (Mobile Dev Memo) joins Ari Paparo and Eric Franchi for a wide-ranging conversation on the future of apps, AI agents, walled gardens, and the shifting power dynamics in digital advertising. They dive into the so-called “SaaS-pocalypse” and discuss whether AI agents could replace apps entirely. They also discuss Apple’s emerging AI gatekeeping strategy (and what it means for developers), Meta’s acquisition of Manus and the automation of advertising, and AppLovin’s reported ambitions to

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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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396 results

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