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Marketecture: Get Smart. Fast.

Ari Paparo

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. On Mondays there's an in-depth vendor interview where you learn about interesting companies.

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#184
July 10 · 48 min
Episode 181: Alex Kantrowitz on OpenAI and Big Tech's Latest Approach to Advertising
Alex Kantrowitz, Founder of Big Technology, joins Ari Paparo and Eric Franchi to discuss how OpenAI, Google, Meta, Anthropic, Amazon, and other tech leaders are transforming digital advertising. They also dive into AI-powered media buying, agentic commerce, Criteo acquisition rumors, Cloudflare's monetization strategy, and the future of ad tech. Takeaways: - Why OpenAI is rapidly building an advertising business. - How Meta, Google, and Anthropic are approaching AI differently. - The future of AI-powered advertising and agentic commerce. - Why Criteo could become an attractive acquisition target. - How Cloudflare is changing publisher monetization with AI payments. Chapters: 00:00 Introduction & Marketecture Live Chicago 01:55 Meet Alex Kantrowitz 05:20 OpenAI's Advertising Strategy 12:07 Why Anthropic Is Avoiding Ads 14:45 Meta's AI and Advertising Future 17:45 Snap's Business Challenges 18:55 Pinterest's Advertising Opportunity 21:54 Amazon's Sports & AI Strategy 24:15 AppLovin's Rise in Mobile Advertising 25:15 Criteo Acquisition Rumors 30:57 AI Negotiating Media Deals (ADCP) 33:05 Cloudflare's AI Monetization Gateway 36:40 Warner Bros. Discovery's AI Ad Tech 38:40 WPP's AI Consulting Expansion 42:25 Leadership Changes at IAS 44:20 Final Thoughts Guests: Ari Paparo, Eric Franchi, Alex Kantrowitz Learn more about your ad choices. Visit megaphone.fm/adchoices
July 7 · 13 min
How CMO at Locala, Grant Gudgel, Uses AI and Location Intelligence to Power Adaptive Advertising
Ari Paparo speaks with Grant Gudgel, Chief Marketing Officer at Locala, about adaptive advertising, AI-powered planning, location intelligence, omnichannel marketing, privacy, and how brands can improve campaign performance through localized insights. Takeaways Locala helps brands optimize campaigns using market-level insights instead of national averages. AI agents analyze local data to improve campaign planning and performance. The platform supports omnichannel activation across CTV, DOOH, mobile, audio, and more. Adaptive advertising enables brands to adjust budgets, messaging, and channels by market. Privacy and location intelligence remain central to Locala's long-term strategy. Chapters 00:00 Introduction 00:21 Grant Gudgel joins Locala as CMO 00:37 What Locala does and its evolution 01:30 Planning platform vs. traditional DSPs 02:15 How brands optimize campaigns market by market 03:37 Measuring campaign performance and learnings 03:52 AI's role in campaign planning 05:42 Solving complex retail and QSR marketing challenges 07:08 What adaptive advertising means 08:07 Location intelligence beyond retail 09:30 Competitive analysis with location data 09:58 Omnichannel planning with DOOH and CTV 10:22 Privacy and location data 11:05 Locala's goals at Cannes 11:35 Competitive advantages and growth challenges 12:21 Lightning round: Why Locala is a narwhal Learn more about your ad choices. Visit megaphone.fm/adchoices
July 6 · 20 min
How Criteo's Todd Parsons Is Reinventing Performance Marketing with AI
Ari Paparo sits down with Todd Parsons, President of Performance Media and Chief Product Officer at Criteo, to discuss the launch of Criteo GO, an AI-powered performance platform that unifies cross-channel advertising across the open web, Meta, TikTok, and OpenAI. They explore AI-driven campaign automation, commerce data, retail media, agentic AI, GEO, and what the future of digital advertising looks like. Takeaways Criteo GO simplifies cross-channel performance marketing with AI. Commerce intelligence powers better campaign optimization and outcomes. AI reduces onboarding from weeks to just hours. Agentic AI is beginning to automate media planning and execution. GEO could reshape how brands compete for AI-driven discovery. Chapters 00:00 Introduction to Todd Parsons and Criteo 00:50 What is Criteo GO? 02:05 Who is Criteo GO built for? 03:12 Cross-channel performance marketing explained 04:00 Commerce data and retail media strategy 06:00 Measuring real performance outcomes 09:20 How AI powers Criteo GO 11:45 Agentic AI and the future of media buying 13:05 Self-service advertising and SMB growth 15:38 Lightning round: competition, roadmap, and GEO 18:08 Closing thoughts Guests: Ari Paparo, Todd Parsons Learn more about your ad choices. Visit megaphone.fm/adchoices
#180
July 2 · 1 hr
Episode 180: How PMG Is Scaling Creator Marketing With AI with Jennifer Quigley-Jones
Ari Paparo talks with Jennifer Quigley-Jones of PMG, about the ins and outs of working with creators. Takeaways Why creator marketing has become a must-have channel for brands. How PMG uses AI and proprietary data to improve influencer campaigns. The importance of platform APIs, measurement, and creator relationships. Why authenticity consistently outperforms scripted influencer content. Industry updates on OpenAI, Comcast, Meta, and the evolving ad tech landscape. Chapters 00:00 Welcome Back From Cannes 02:55 Meet Jennifer Quigley-Jones, VP of Strategy & Innovation at PMG 04:39 Building Digital Voices and Selling to PMG 08:53 How Brands Approach Creator Marketing 11:54 Using Data and AI to Find the Right Creators 14:38 Why Authentic Content Beats Scripts 18:38 Creator Ads, Media Strategy, and Platform APIs 22:46 Creators Beyond Social Media 29:16 The Future of AI and Creator Marketing 32:06 Advertising News: OpenAI, Comcast, Meta & More Learn more about your ad choices. Visit megaphone.fm/adchoices
June 30 · 12 min
How SQREEM's Large Behavioral Model Predicts Consumer Intent with René Raiss
Live at Cannes, Ari Paparo sits down with René Raiss, Founder of SQREEM, to discuss how the company's Large Behavioral Model (LBM) analyzes real-world behavior instead of language to predict intent, improve advertising performance, and power AI-driven insights across industries. Takeaways - Why SQREEM built a Large Behavioral Model instead of a Large Language Model. - How behavioral data provides deeper consumer insights than keywords alone. - Why AI models, not proprietary data, are becoming the competitive advantage. - How brands use SQREEM to improve targeting and lower customer acquisition costs. - Real-world applications of behavioral AI across media, healthcare, finance, and government. - How AI libraries and MCPs are replacing traditional software platforms.- - - Why understanding intent is the future of marketing and advertising. Chapters 00:00 Introduction to René Raiss and SQREEM 00:49 The Story Behind the SQREEM Name 01:20 What Is a Large Behavioral Model (LBM)? 02:11 Why Consumer Behavior Matters More Than Keywords 04:21 How SQREEM Collects and Models Behavioral Data 05:44 AI Libraries vs Traditional Marketing Platforms 06:48 Using Behavioral AI for Better Ad Targeting 07:31 Campaign Performance and Lower CPA Results 08:11 Applications Beyond Advertising and Marketing 09:11 MCPs and the Future of AI Workflows 09:43 SQREEM's Growth Strategy and Competitive Advantage 10:24 Why the Model Matters More Than the Data 11:14 Lightning Round and Closing Remarks Learn more about your ad choices. Visit megaphone.fm/adchoices
June 29 · 24 min
How Criteo Is Bringing Commerce Media to OpenAI with Michael Komasinski
At Cannes Lions, Criteo CEO Michael Komasinski joins Ari Paparo to discuss the future of commerce media, OpenAI advertising, AI-powered discovery, retail media, agentic commerce, and how brands can measure success in the evolving AI ecosystem. Takeaways How Criteo's OpenAI partnership is reshaping AI advertising. Why commerce media is expanding beyond traditional retail media. The importance of measurement, incrementality, and AI-driven discovery. How retailers can stay competitive in the era of AI shopping assistants. Chapters 00:00 Welcome & Criteo's Evolution 01:31 Privacy Sandbox, AI & Industry Changes 04:31 Inside Criteo's OpenAI Partnership 06:16 How OpenAI Advertising Works for Brands 08:19 Where AI Ad Budgets Will Come From 10:17 The Reality of Agentic Commerce 11:40 AI Shopping Assistants & Retail Media 15:12 Measuring AI Advertising Success 17:46 Retail Media Challenges & Brand Expectations 19:13 Why Criteo's Buy & Sell Strategy Matters 20:51 The Future of Commerce Media 22:24 Why Retailers Can Win in the AI Era Guests: Ari Paparo Learn more about your ad choices. Visit megaphone.fm/adchoices
#179
June 26 · 46 min
Episode 179: The Good Vibe(s) at Cannes, Plus UTA's Michael Burke on the Creator and Influencer Takeover
Set against the backdrop of UTA Beach at Cannes Lions, Ari Paparo sits down with Michael Burke, Principal at UTA and MediaLink, to discuss creator-led marketing, cultural relevance, AI adoption, brand discovery, and why human relationships matter more than ever in the AI era. Takeaways Culture and creators are becoming core media channels for brands. AI success depends on strong data, processes, and infrastructure. Brand discovery in AI is driven by reputation, reviews, and open web presence. Human relationships become more valuable as AI automates workflows. Curiosity and adaptability are critical skills for future marketing leaders. Chapters 00:00 Welcome from UTA Beach at Cannes Lions 01:14 Why UTA invests heavily in Cannes 02:23 The creator, media, and brand triangle 03:06 How brands should approach influencer strategy 04:05 The role of data and technology in culture marketing 05:30 Why cultural relevance is every marketer's priority 06:29 AI's biggest impact: workflow and discovery 07:16 Why AI requires better data foundations 08:07 GEO, AEO, and the future of brand discovery 10:09 Marketers' interest in OpenAI advertising 10:55 Publicis and LiveRamp industry implications 12:28 Why AI won't replace Cannes networking 13:10 The human skills that matter in an AI era 15:19 What Michael Burke is most excited about at Cannes Guests: Ari Paparo, Michael Burke Learn more about your ad choices. Visit megaphone.fm/adchoices
June 24 · 8 min
Exclusive: Arthur Querou, CEO of Vibe, Talks about the Blockbuster Acquisition by Walmart
From Cannes Lions, Ari Paparo sits down with Vibe.co CEO Arthur Querou, following the announcement that Walmart is acquiring Vibe.co. Arthur shares the company's journey from a French startup to a leading performance TV platform, how Vibe.co was funded after selling KMTX, and what the future of performance CTV looks like inside Walmart Connect. Takeaways Walmart announced plans to acquire Vibe.co, with reports valuing the deal at approximately $1.2 billion plus incentives. Vibe.co originated as a spin-off of KMTX, a QR-targeting company founded in France. The founders sold KMTX to fund and accelerate Vibe.co's growth. Vibe.co grew rapidly by focusing on performance-driven CTV advertising for SMBs and performance marketers. The company achieved a reported run rate of approximately $227 million ARR. Vibe.co operates primarily in the U.S., while maintaining its product and engineering team in France. Arthur credits France's strong ad tech ecosystem for helping produce global success stories. Walmart Connect and Vibe.co serve complementary customer segments, creating expansion opportunities. The entire Vibe.co team is expected to join Walmart following the acquisition. Arthur's focus remains on building technology that unlocks the full potential of performance TV advertising. Chapters 00:00 Introduction and Walmart Acquisition Announcement 00:23 Why Announcing the Deal at Cannes Was Special 01:00 The Origin Story of Vibe.co 01:12 Selling KMTX to Fund Vibe.co 01:49 Building a French Ad Tech Success Story 02:18 France's Impact on Global Ad Tech 02:30 Vibe.co vs. Mountain: Market Comparisons 03:22 Growth Metrics and ARR Discussion 03:40 What Happens Next at Walmart 04:18 The Future of Performance TV 05:10 Why Vibe.co Focuses on SMB Advertisers 05:47 How Vibe.co Complements Walmart Connect 06:01 The Entire Team Is Joining Walmart 06:16 Arthur's Walmart Story 07:01 Final Congratulations and Closing Remarks Guests: Ari Paparo, Arthur QUEROU Learn more about your ad choices. Visit megaphone.fm/adchoices
June 24 · 14 min
Andy Schonfeld of Tatari on Taking Shots at DSPs and Why TV is Different
Andy Schonfeld, CRO of Tatari, joins Ari Paparo from Cannes Lions to discuss Tatari’s bold message to the DSP ecosystem, why programmatic TV only captures a fraction of the market, the evolution of convergent TV buying, and how direct access to premium inventory is reshaping the future of television advertising. They also explore Tatari’s Upstream platform, the role of data and AI in media planning, recent industry shakeups involving Publicis, The Trade Desk, Fox, and Roku, and why transparency and supply paths are becoming table stakes in CTV. Takeaways Tatari’s Cannes campaign highlights the limitations of relying exclusively on programmatic TV buying. Major tentpole events like the Super Bowl, Olympics, and World Cup are still primarily bought through direct relationships. Convergent TV requires access to both linear and streaming inventory to maximize reach and outcomes. Data remains a key differentiator, but inventory access is equally important in a supply-constrained TV market. Tatari leverages more than a decade of performance data to optimize campaigns based on outcomes. Tatari’s Upstream platform enables direct publisher integrations, reducing intermediaries and improving transparency across CTV buying. Increased scrutiny around fees and transparency is prompting agencies and brands to reevaluate their supply chains. The Fox-Roku partnership signals a shift toward deeper integration between content owners and distribution platforms. AI is accelerating media planning and workflow automation, but its effectiveness depends on the quality of underlying data. Chapters 00:09 Introduction and Tatari’s Cannes Billboard Campaign 01:03 Why Tatari Says DSPs Are on the TV Sidelines 02:44 Can You Buy Sports and Premium TV Through a DSP? 03:56 Why Inventory Matters as Much as Data 06:14 What Is Tatari’s Upstream Platform? 07:15 Direct Publisher Integrations and Supply Path Optimization 08:12 Publicis and The Trade Desk Reconciliation Explained 08:54 Why Brands Are Reexamining Transparency and Fees 09:22 What the Fox-Roku Partnership Means for CTV 10:02 Why Direct Relationships Matter More in Streaming 11:11 AI, Automation, and Agentic Buying 12:00 How Tatari Uses Historical Performance Data 13:07 Tatari’s Biggest Advantage 13:10 Tatari’s Biggest Challenge 13:13 Lightning Round: If Tatari Were an Animal Guests: Ari Paparo, Andy Schonfeld Learn more about your ad choices. Visit megaphone.fm/adchoices
#178
June 19 · 48 min
Episode 178: Cannes Fashion Choices, Plus Patrick Dolan on the State of OOH Advertising
Patrick Dolan, COO of the Out of Home Advertising Association of America (OAAA), joins Ari Paparo to discuss the rapid evolution of out-of-home advertising. From digital billboards and programmatic buying to retail media integration, CTV convergence, measurement challenges, and the growing role of AI, Patrick explains why out-of-home is experiencing renewed growth and how marketers can take advantage of its expanding capabilities. Takeaways OOH has grown for 19 consecutive quarters and continues to set revenue records. Digital OOH now represents 36% of total OOH revenue. Programmatic buying is making OOH more accessible to modern marketers. Retail media and OOH are increasingly converging around the path to purchase. Measurement standards continue to evolve with industry collaboration. CTV and OOH are creating new hybrid advertising opportunities. AI is improving workflows, planning, and campaign execution across OOH. National advertisers increasingly view OOH as part of omnichannel campaigns. Standardization and taxonomy remain key industry priorities. OOH benefits from strong real-world visibility and consumer attention. Chapters 00:00 Cannes Travel & AdTech Tuxedo Discussion 07:18 Introduction to Patrick Dolan and OOH Advertising 09:20 What OOH, DOOH, and Industry Acronyms Mean 10:54 Current State of the OOH Industry 12:11 Digital OOH Growth and Programmatic Adoption 15:02 How Advertisers Buy and Plan OOH Campaigns 15:58 Measurement Challenges and Attribution 18:03 The Convergence of OOH and Connected TV 19:48 Retail Media's Expanding Role in OOH 22:11 Connecting In-Store and Out-of-Store Media 24:11 AI's Impact on OOH Advertising 26:07 AI, Automation, and Workflow Improvements 28:03 Lessons from Digital Advertising's Early Days 30:01 The Future of AI and OOH 30:51 Final Thoughts and Closing Remarks Guests: Ari Paparo, Patrick Dolan Learn more about your ad choices. Visit megaphone.fm/adchoices
June 15 · 15 min
Walmart Connect's Ryan Mayward on Their Big CTV Move: Yahoo, Magnite and Vizio Explained
Ryan Mayward, SVP and GM of Walmart Connect, joins Ari Paparo to discuss Walmart's new partnership with Yahoo and Magnite, the role of Vizio in Walmart's CTV strategy, retail media measurement, incrementality, and the future of in-store advertising. Learn how Walmart is making its audience data more accessible while focusing on outcomes and advertiser flexibility. Takeaways Walmart Connect integrated its audience and measurement capabilities with Magnite, enabling Yahoo DSP advertisers to activate campaigns on Vizio inventory. The partnership aims to make Walmart data more accessible while maintaining control over audience targeting and measurement. Walmart plans to expand access to additional DSPs and buying paths over time. Vizio OS has become a major growth driver, powering a significant share of smart TVs sold in the U.S. Walmart Connect is focused on outcomes-based advertising, including customer acquisition, sales lift, and incremental return on ad spend (iROAS). Walmart is expanding in-store media opportunities through digital screens and retail media innovations. Chapters 00:00 Introduction & Walmart Connect Overview 00:36 Walmart, Yahoo, Magnite & Vizio Partnership Explained 03:34 Why Walmart Chose a Sell-Side Integration Strategy 04:25 Future DSP Expansion Plans 05:42 The Evolution of Connected TV Advertising 06:50 Outcomes-Based Measurement & Walmart DSP 08:56 Incrementality and iROAS in Retail Media 10:24 Measuring Online vs. In-Store Sales Impact 11:32 Walmart's In-Store Media & Digital Screen Strategy 13:28 Walmart Connect's Biggest Advantage 13:54 Walmart Connect's Biggest Challenge 14:20 Lightning Round: If Walmart Connect Were an Animal 15:17 Closing Remarks Guests: Ari Paparo, Ryan Mayward Learn more about your ad choices. Visit megaphone.fm/adchoices
#177
June 12 · 58 min
Episode 177: Scott Ensign of Butler/Till on Innovation at Indy Agencies
Scott Ensign, Chief Strategy Officer at Butler/Till, joins Ari Paparo to discuss the advantages of being a 100% employee-owned agency, the rise of agentic AI in media buying, AdCP adoption, and the future of pharmaceutical advertising. Learn how Butler/Till is leveraging AI-powered workflows, healthcare expertise, mobile gaming inventory, and programmatic innovation to drive growth in a rapidly evolving media landscape. Takeaways Butler/Till operates as a 100% employee-owned ESOP, giving employees ownership stakes and allowing the agency to remain independent and agile. The agency is a women-owned and women-led business, with roughly two-thirds of employees being women. Thanks to its status as an independent agency, Butler/Till can operate with agility, making faster decisions and investing strategically without outside shareholder pressure. Butler/Till takes a product-focused approach, building technology and solutions around client needs rather than creating products solely for commercialization. Pharmaceutical advertising is shifting away from broad-reach TV campaigns toward addressable, data-driven digital media channels. Even if pharmaceutical advertising regulations change, opportunities will remain through disease-state education and targeted healthcare professional outreach. Mobile gaming remains an undervalued advertising channel, particularly for reaching healthcare professionals during everyday moments. Butler/Till participated in one of the industry's earliest agentic AI-powered media transactions using AdCP technology. Agentic AI can automate traditionally manual workflows such as RFPs, publisher negotiations, and media planning. The agency views AI primarily as a tool for accelerating work and solving talent shortages rather than replacing employees. Chapters 00:00 Introduction to Scott Ensign and Butler/Till 00:41 What makes Butler/Till unique as an employee-owned agency 01:24 The history behind Butler/Till's ESOP structure 02:25 Independent agencies vs. holding companies 03:47 Product development and technology investments at Butler/Till 04:33 Why Butler/Till hired a Chief Product Officer 05:08 How clients approach AI and workflow innovation 06:33 The changing landscape of pharmaceutical advertising 08:31 Regulatory concerns and the future of pharma marketing 10:44 Reaching healthcare professionals in the digital age 12:15 Why mobile gaming is an overlooked advertising opportunity 14:19 Butler/Till's early agentic AI and AdCP media transaction 16:25 How buyer and seller AI agents could negotiate media deals 19:28 Why pharma is a strong fit for agentic media buying 21:24 Expanding AdCP into audio and offline media channels 23:01 AI, efficiency, and the future of agency work 23:57 Butler/Till's growth, hiring plans, and closing thoughts Guests: Ari Paparo, Scott Ensign Learn more about your ad choices. Visit megaphone.fm/adchoices
June 8 · 18 min
Damian Garbaccio and Doug Campbell on Affinity's Outcomes Marketing Council
Ari Paparo sits down with Damian Garbaccio, Chief Commercial and Marketing Officer at Affinity Solutions, and Doug Campbell, Chief Strategy Officer at DoubleVerify, to discuss why 91% of marketers distrust platform-reported results, the rise of outcome-based measurement, the role of verified purchase data, AI-driven optimization, media waste, and the future of advertising accountability. Takeaways 91% of marketers distrust platform-reported results, signaling a major measurement credibility gap. Brands want to optimize toward real purchase outcomes, but technical and organizational barriers remain. Verified transaction data and independent measurement are becoming essential for improving accountability. Reducing delays and complexity between purchase data and optimization systems can improve campaign performance. AI can enhance marketing outcomes, but its effectiveness depends on the quality of the data it receives. CMOs face growing pressure to prove measurable business results and justify marketing investments. Chapters 00:00 Introduction to the Affinity Solutions Outcome Marketing Council 00:29 Why the council was created and its mission 01:34 The new report: Measurement's Tipping Point 02:28 Challenges connecting ad exposure to purchase behavior 03:06 Key survey findings and marketer sentiment 03:19 Why 91% of marketers distrust platform-reported results 05:31 Why marketers still rely on proxy metrics 07:10 The value of real purchase and transaction data 08:21 Barriers preventing outcome-based optimization 09:17 Platform measurement challenges and attribution overlap 09:38 Speed, data paths, and optimization challenges 10:53 The importance of third-party measurement 11:10 How much waste exists in media measurement? 13:04 Best practices for verified outcomes and optimization 14:20 How far the industry has progressed in recent years 14:44 AI, data quality, and marketing performance 16:45 Advice for CMOs navigating measurement uncertainty 17:43 Organizational change and financial accountability 18:30 Why the opportunity for innovation remains strong Guests: Ari Paparo, Damian Garbaccio, Doug Campbell Learn more about your ad choices. Visit megaphone.fm/adchoices
#176
June 5 · 53 min
Episode 176: Alex Chatfield on How Influencers are Leveraging Data Technology
Alex Chatfield, Co-Founder and President of Endorsable, joins Ari Paparo and Eric Franchi to discuss how data technology is transforming influencer and celebrity marketing. Drawing on his ad tech background from AppNexus, Alex explains how brands can move beyond traditional influencer metrics by leveraging fandom intelligence, audience data, and identity signals to build more effective endorsement partnerships. The conversation explores the growing intersection of influencer marketing, audience ownership, first-party data, programmatic advertising, and measurement. Takeaways Most creators and athletes don't truly own their audience data. Ticketing platforms, merch providers, social networks, and link-in-bio tools often control valuable fan information. Organic social reach continues to decline. Brands increasingly need paid amplification beyond social platforms to effectively reach a creator's fan base. Measurement remains a major challenge in influencer marketing. Many partnerships are still structured around content deliverables rather than business outcomes or audience performance metrics. Social platforms have an opportunity to improve influencer measurement. Platforms like Meta and YouTube could make campaign reporting more transparent and actionable for brands. Alex credits his AppNexus experience for shaping his entrepreneurial journey. His current business combines expertise in programmatic advertising, identity, and data with the entertainment and talent ecosystem. Chapters 00:00 Introduction and podcast preview 01:50 Meet Alex Chatfield and the story behind Endorsable 02:17 What is a "fandom intelligence engine"? 02:55 How Endorsable differs from traditional influencer marketing platforms 04:07 Understanding celebrity fandom and audience profiling 04:47 Why creators and athletes lack ownership of fan data 0 6:27 Lessons from fan databases and audience relationships 06:41 Building a modern fan database through digital platforms 07:44 How link-in-bio platforms generate audience identity signals 08:39 Why audience ownership matters for creators and athletes 09:10 How fandom data changes brand sponsorship negotiations 10:21 Extending influencer campaigns beyond social media 11:14 The impact of declining organic social reach 11:58 How brands and agencies currently discover influencers 13:20 The limitations of platform-native influencer discovery tools 14:06 The influencer negotiation process and talent representation 14:59 Audience data gaps in influencer marketing today 16:38 Why measurement remains difficult in influencer campaigns 17:36 Can Meta, YouTube, and social platforms solve measurement? 18:37 Lessons from AppNexus and becoming an entrepreneur 20:08 Bridging ad tech and Hollywood 20:50 Why talent should demand access to audience data 21:06 The significance of Ticketmaster data access for artists 21:32 Closing thoughts and where to learn more about Endorsable Guests: Ari Paparo, Eric Franchi, Alex Chatfield Learn more about your ad choices. Visit megaphone.fm/adchoices
June 1 · 17 min
Deterministic? Prove It.
In this Marketecture Live session, Keith Petri, SVP of Data, Identity, and Supply at Viant, and Sam Khoury of Marketecture Media discuss deterministic identity, supply path optimization (SPO), contextual targeting, attribution, and the challenges of measuring true advertising effectiveness in CTV. Learn why advertisers need proof, not promises, to maximize performance and incrementality. Takeaways - Deterministic Identity Requires Proof - Publisher Login Data Isn't Fully Available to Buyers - IP Addresses Are an Imperfect Identity Signal - Too Many Supply Chain Intermediaries Create Problems - Supply Path Optimization Is About Quality, Not Just Cost Savings - Identity and Context Must Work Together - Content-Level Context Remains Limited in CTV - Incrementality Is the Ultimate Goal - Identity Resolution Requires a Holistic View - Collaboration Across the Ecosystem Is Critical Chapters 00:00 Introduction and Session Overview 00:27 Why CTV Identity Is More Complicated Than Expected 01:43 The MacKenzie-Childs Case Study: The Ideal CTV Attribution Story 03:03 Why Publisher Data Doesn't Reach Buyers 04:25 What "Deterministic, Prove It" Really Means 05:35 Where Identity Breaks Down in Programmatic Advertising 07:23 The Real Purpose of Supply Path Optimization 09:05 Identity vs. Context: Why Both Matter 10:37 The Contextual Targeting Gap in CTV 11:58 The Measurement and Attribution Unlock 14:15 Advice for Advertisers and Buyers 16:00 Closing Remarks Learn more about your ad choices. Visit megaphone.fm/adchoices

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