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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

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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25:02

Bayer’s Alexis Gossard & Lisa Perez Reveal the One A...

Marketecture: Get Smart. Fast. ·

2025/11/24

At Marketecture Live, Alexis Gossard, Senior Manager of Media Strategy at Bayer, and Lisa Perez, General Manager for Pain/Cardio/Derm and Nutritionals, discuss the recent shift in strategy behind the One A Day brand. They outline how the team revisited brand fundamentals, updated the visual identity, refined audience-specific messaging, and adjusted the media approach across video, social, retail, and emerging channels. The conversation offers a clear look at the decision-making process,

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52:07

Episode 149: Steven Liss of OpenAds on AI start-up,...

Marketecture: Get Smart. Fast. ·

2025/11/21

Ari Paparo and Eric Franchi sit down with Steven Liss, CEO of OpenAds, to discuss the company’s shift from placing ads inside AI chat to using AI to transform display advertising. They explore why contextual intelligence is gaining new traction, how AI-generated creative performs in practice, and what the new IAB standards AdCP and UCP signal for the future of programmatic buying. The conversation also covers the challenges of embedding interoperability, the complexities of building an AI native

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17:01

Inside AWS’s RTB Fabric: Sergio Serra on Reinventing...

Marketecture: Get Smart. Fast. ·

2025/11/17

Ari Paparo sits down with Sergio Serra, PM Lead for RTB Fabric at AWS, to explore how Amazon is transforming the foundations of programmatic advertising. They break down how RTB Fabric eliminates data egress costs, improves latency through deterministic routing, and introduces a per-billion transaction model built specifically for ad tech. Recorded at Marketecture, this conversation reveals how AWS is creating purpose-built infrastructure for SSPs and DSPs, the power of modular services like

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42:05

Episode 148: Paul Bannister Shares Research on How...

Marketecture: Get Smart. Fast. ·

2025/11/14

Ari Paparo and Eric Franchi sit down with Paul Bannister, Chief Strategy Officer of Raptive, unpack new research on how audiences respond to AI-written content, why trust changes depending on labeling and experience, and what shifting traffic patterns mean for publishers. The conversation moves from consumer behavior to the realities of the open web, the role of strong brands, and how AI tools are reshaping ad operations.Takeaways Readers trust AI content less when labeling is unclear.

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20:11

From D2C to CTV: Nik Sharma and James Borow on...

Marketecture: Get Smart. Fast. ·

2025/11/10

Nik Sharma, CEO, Sharma Brands, and James Borow, VP, Product & Engineering, Comcast, explore how direct-to-consumer performance tactics are transforming traditional TV advertising. Recorded at Marketecture Live, they discuss the rise of real-time measurement, the merging of walled gardens and open web ecosystems, and how Universal Ads is making TV as accessible and data-driven as social platforms. The conversation highlights creative testing, AI’s growing role in production, and what marketers need

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59:46

Episode 147: Mathieu Roche on the TrueData...

Marketecture: Get Smart. Fast. ·

2025/11/07

Ari Paparo and Eric Franchi are joined by Mathieu Roche, CEO of ID5, to discuss the recent acquisition of TrueData and its implications for the identity market. They explore the integration of identity graphs and IDs, the challenges of maintaining privacy and data security, and the evolving landscape of identity solutions. The conversation also touches on the importance of match rates, the role of identity in advertising, and the future of identity technology.Takeaways ID5's acquisition of

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22:12

Luke Schoenberger on Simplifying Publisher Ad Tech...

Marketecture: Get Smart. Fast. ·

2025/11/03

Ari Paparo interviews Luke Schoenberger, Executive Vice President of Product Engineering at Playwire. They discuss Playwire's role as a major sales house for publishers, the development of a custom wrapper for ad monetization, and the challenges and opportunities in the display advertising landscape. Luke shares insights on the transition to in-app monetization, the competitive advantages of Playwire's offerings, and the future of display advertising amidst changing market dynamics.Takeaways

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60:18

Episode 146: Terry Kawaja Lets Loose on the...

Marketecture: Get Smart. Fast. ·

2025/10/31

Ari Paparo and Eric Franchi recap the highlights from Marketecture Live II, discussing the event's success, key speaker insights, and upcoming plans for the next event. They delve into recent earnings reports from major tech companies, including Meta and Google, analyzing market trends and the implications of Google's antitrust cases. The conversation also covers PayPal's partnership with OpenAI for payments on ChatGPT, and features a segment with Terry Kawaja, who shares his thoughts on the

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377 results

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