Marketecture: Get Smart. Fast.

Ari Paparo and Eric Franchi sit down with Carlo Palomino, President of OpenFortune, to explore how the company transformed fortune cookies into a powerful advertising channel. Carlo shares how OpenFortune built its global distribution network, drives brand engagement through creative campaigns, and partners with brands and creators like MrBeast. Plus, in The Refresh, Ari and Eric discuss Meta's ea...

Recorded at Marketecture Live Chicago, Will Hoyt of Blis, part of T-Mobile Advertising Solutions, sits down with Danielle Mathews, Senior Director of Integrated Marketing at Pura, to explore how mobile data, first-party insights, and omnichannel advertising are transforming retail marketing. Danielle shares how Pura evolved from a direct-to-consumer brand into an omnichannel business, using behavi...

Ari Paparo and Eric Franchi welcome Scott Messer, founder of Messer Media and co-founder of AdTech Therapy, to discuss the challenges facing digital publishers as AI reshapes advertising and the open web. They explore declining publisher traffic, AI content licensing, Google's antitrust ruling, and how agentic advertising could transform direct media buying by reducing programmatic fees. The conve...

Live from Amazon unBoxed in San Francisco, Marketecture host Ari Paparo sits down with Claire Magruder, Director of GO Studio, Global Overview, and Santosh Gunaseelan, Director, Amazon Ads, Creative Intelligence & Optimization, Amazon, to explore how AI-powered creative tools are making streaming TV advertising more accessible. They discuss Amazon's Creative Agent, the importance of human creativi...

Ari Paparo and Eric Franchi recap Advertising Week and break down the biggest developments shaping ad tech. From Apple's Safari tracking restrictions and Walmart's expanding retail media ambitions to agentic AI in TV buying, OpenWeb's financial troubles, Zeta's acquisitions, and the future of Paramount's ad tech strategy, they explore what these shifts mean for advertisers, publishers, and the bro...

Adam Epstein, CEO of Gigi, joins Ari Paparo and Eric Franchi to explore the rise of agentic commerce and what AI agents like Meta’s Muse could mean for shopping, advertising, and consumer behavior. They discuss Amazon’s decision to restrict third-party AI agents, the role of advertising revenue in protecting commerce ecosystems, opportunities in travel and retail, and whether consumers will trust...

Ari Paparo sits down with Ryan Walker, Senior Director of Commerce at PMG, at Amazon unBoxed to explore how PMG helped IQBAR expand its full-funnel marketing strategy. Ryan explains how Amazon Marketing Cloud, audience segmentation, CTV, video, and AI-powered campaign tools helped the brand reach new shoppers, improve acquisition, and connect advertising performance to long-term customer value. Ta...

Ari Paparo and Eric Franchi recap Marketecture Live Chicago before sharing a live conversation with Steven Galanis, Co-Founder & CEO of Cameo, and Johnny Hilbrant, Creator of PE Guy. They explore how Cameo is expanding beyond personalized videos into brand partnerships, how creators are building diversified revenue streams, and why platforms like LinkedIn are becoming valuable channels for creator...

Corey Ferengul, Managing Partner at Aperiam, joins Ari Paparo and Eric Franchi to explore the rise of Unified Media Platforms (UMPs), a new category of AI-powered tools designed to manage media buying, optimization, creative, and budgets across multiple advertising platforms. Plus, Ari and Eric break down Google’s latest ad tech remedies, AI-driven ad spend growth, Mediaocean’s new AI venture init...

Life360 CMO Mike Zeman joins Ari Paparo and Eric Franchi to unpack what CMOs really want from advertising partners, why relationships and business outcomes matter more than buzzwords, and how Life360 balances brand building, performance marketing, and incrementality. Then, Ari and Eric break down the latest ad tech news, including The Trade Desk’s layoffs, Amazon and OpenAI’s ChatGPT ads partnersh...

Ari Paparo and Eric Franchi sit down with Jeremy Hobson, host of The Middle with Jeremy Hobson, to explore the shift from traditional radio to digital podcasting, audience growth, monetization, and the changing media landscape. Plus, Ari and Eric break down Google’s ad-tech remedies, OpenAI’s advertising growth, and Amazon’s alleged ad auction practices. Takeaways: Radio meets digital: Jeremy Hobs...

Ari Paparo sits down with Nick Troiano, CEO of Cadent, to discuss how Cadent is evolving from its linear TV roots into a unified advertising platform spanning CTV, digital, YouTube, and more. They explore audience-first advertising, measurement, AI-powered optimization, walled gardens, and why marketers should prioritize business outcomes over individual channels. Takeaways: Unified advertising is...

Rich Greenfield, Co-Founder of LightShed Partners, joins Ari Paparo and Paul Knegten, CMO of Large, to break down the biggest shifts across media and ad tech, from Meta’s social media settlement and AppLovin’s next move to Fox’s Roku strategy and the growing pressure on The Trade Desk. Takeaways: Meta’s social media restrictions could reduce ad inventory and make younger audiences harder to reach....

Ari Paparo and guest co-host Paul Knegten sit down with Jack Raines, author of Young Money, to discuss how viral LinkedIn posts, humor, and attention-driven marketing helped him build a 61,000-subscriber newsletter, land a book deal, and create a personal brand. The episode also covers OpenAI, WPP, Walmart Connect, Taboola, Google’s AI advertising strategy, LiveRamp, and Higgsfield. Takeaways: Jac...

Ari Paparo and Eric Franchi sit down with Matthew Drengler, Head of Partnerships at Podscribe, to unpack the messy reality of podcast measurement. They explore attribution, incrementality, the shift from audio to video, social clips, HLS, and why advertisers still need reliable performance data. The conversation then turns to the changing ad tech landscape, including the open web, Nielsen’s acquis...

Ari Paparo and Eric Franchi are joined by Nikhil Lai, Principal Analyst at Forrester, to discuss the evolution of performance marketing, Answer Engine Optimization (AEO), connected TV, incrementality, AI-powered advertising, and the future of marketing measurement. They also examine the latest ad tech news, including ChatGPT advertising, Walmart's acquisition of Vibe, AppLovin, retail media, and Q...

Ben Edelman, independent consultant and longtime ad fraud investigator, joins Ari Paparo and Eric Franchi to discuss the Phia affiliate controversy, the evolution of ad fraud, AppLovin's install practices, and what marketers should know about trust and attribution. They also cover Meta and Microsoft earnings, Google's Buyer Direct, creator marketing trends, FreeWheel's latest CTV update, and more....

Ari Paparo and Eric Franchi welcome Olivia Kory, Chief Marketing Strategy Officer at Haus, to unpack one of advertising's biggest questions: do ads actually work? Olivia explains the critical difference between attribution and incrementality, shares why AppLovin has become a standout performance channel. She discusses the future of media measurement, AI-driven optimization, and agentic media buyin...

AppsFlyer President and General Manager Brian Quinn joins Ari Paparo and Eric Franchi to discuss the company’s $1 billion funding round backed by Google, Meta, Unity, and Moloco. They explore independent measurement, mobile commerce, CTV attribution, and the future of AI advertising. Takeaways: - AppsFlyer’s strategic investors hold minority, non-controlling stakes, allowing the company to remain...

What happens when AI agents become media buyers and shopping assistants? Ari Paparo sits down with Abhay Singhal, Co-Founder and CEO of InMobi Advertising, to discuss the future of agentic advertising, AI-powered commerce, and conversational ad experiences, and how InMobi is preparing for a world where AI makes purchasing decisions. They also explore Glance's expansion to Samsung TVs, InMobi's acq...

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 advert...

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 c...

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 lo...

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...

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 de...