Marketecture: Get Smart. Fast.

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...

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 me...

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...

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 hit...

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 l...

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 personaliti...

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,...

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...

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 AW...

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...

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....

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...

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 Playw...

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 f...

Pixability Chief Product Officer Jackie Paulino joins Ari Paparo to discuss how their new AI agent, Pixie, is revolutionizing YouTube ad curation. Discover how Pixability combines data, agentic AI, and human insight to enhance performance, ensure brand safety, and navigate the world of AI-generated video content. Takeaways Pixability introduces Pixie, its first agentic AI tool for YouTube ad curat...

Ari Paparo and Eric Franchi sit down with Scott Stedman, founder and CEO of The Imaginarium, to unpack how business-to-business marketing is changing. They discuss the evolution of account-based marketing, the move toward more flexible and data-driven strategies, and why distinctiveness, not just differentiation, is what makes brands stand out. Takeaways ABM is shifting from single platforms to fl...

Ari Paparo interviews Steven Yap, the Global Chief Revenue Officer of Perion Network, during Advertising Week in New York. They discuss the evolution of Perion, the launch of Perion One, and the importance of unifying technology in advertising. The conversation delves into the role of AI in optimizing marketing strategies, the future of CMOs as portfolio managers, and the state of the open web. Th...

Ari Paparo and Eric Franchi speak with Rich Greenfield from LightShed Ventures about the state of traditional and digital media. They discuss Paramount’s evolving strategy, Larry Ellison’s growing role in media and technology, TikTok’s U.S. restructuring, and The Trade Desk’s Ventura OS. The conversation also touches on how AI and new ad protocols may reshape advertising and what these shifts mean...

Ari Paparo talks with OpenX CRO Matt Sattel about how supply-side platforms are evolving in 2025, from simple “pipes” to intelligent systems focused on quality, transparency, and outcomes. They discuss trends shaping the ecosystem, including curation, data-driven SPO, MFA, and request duplication, as well as the growing influence of AI and automation. The conversation also looks at the challenges...

Ari Paparo and Eric Franchi speak with Omar Tawakol, CEO of Rembrand, about how artificial intelligence is influencing advertising and media. They explore the role of virtual product placement, its implications for creators and publishers, and how automation is shifting the ways audiences engage with content. The conversation also covers broader industry movements—from The Trade Desk’s evolving st...

In this session, Eric Franchi, Alan Chapell, and Ari Paparo discuss the Google remedies antitrust trial. They also cover OpenAI’s approach to monetization and Amazon’s recent collaborations with Spotify and Netflix. Takeaways The trial highlights whether behavioral fixes are enough or if divestiture is needed. Google once considered selling ADX, complicating its defense. OpenAI looks set to lean o...

Ari Paparo and Eric Franchi speak with Josh Walsh, founder and CEO of BranchLab, about how pharmaceutical advertising is changing. The discussion covers BranchLab’s use of neural networks with non-health data, the impact of new privacy regulations, and recent funding from Lance Armstrong’s Next Ventures. The conversation also touches on Deep Intent’s acquisition, ongoing federal policy debates, an...

In this episode of the Marketecture Podcast, hosts Ari Paparo and Eric Franchi engage with Art Muldoon, Co-Founder of ArcSpan, to discuss the changing landscape of publisher data in ad tech. They explore topics such as leveraging AI to scale first-party data, the evolving future of the open web, and the intricacies of curation and transaction IDs (TIDs), emphasizing how publishers can regain contr...

In this episode, Ari Paparo and Eric Franchi talk with Lisa Utzschneider, CEO of Integral Ad Science (IAS), about the latest shifts in digital advertising. They explore how the industry is moving from simple verification toward performance, why metrics like attention and carbon are getting more attention, what AI is doing behind the scenes, and how retail media and streaming are changing the game....

In this conversation, Ari Paparo interviews Ajit Thupil, Chief Product Officer of Bombora, discussing the unique challenges and strategies in B2B marketing. They explore how Bombora leverages data to enhance sales and marketing efforts, the importance of audience targeting, and the evolving role of AI in the industry. Ajit shares insights on the competitive landscape and the significance of unders...