The Advertising Forum by Marketecture

In this episode of the Advertising Forum, Mark McKee, EVP and General Manager at FreeWheel, discusses the growing importance of live advertising and the integration of programmatic solutions. He highlights Freewheel's investments in live events, the challenges of monetizing live content, and the need for collaboration within the advertising ecosystem. Mark emphasizes the role of AI in enhancing li...

In this episode, Reed Barker, head of advertising at Philo discusses streaming TV. He emphasizes the importance of nimbleness, partnerships, and a focus on content. He shares insights on how Philo differentiates itself in the market and the strategies that have contributed to its success in the competitive streaming environment. Takeaways Philo targets audiences seeking affordable lifestyle and en...

In this episode of the Advertising Forum, Jason Fairchild, co-founder and CEO of tvScientific, discusses streaming advertising. He emphasizes the need for performance marketers to adapt their strategies to the new environment, focusing on ROI and the importance of data analytics. The conversation explores how brands can blend performance and brand strategies, the significance of understanding audi...

In this episode of the Advertising Forum sponsored by Philo, Rob Norman discusses the transformation of streaming from a disruptor to a mainstream advertising platform. He emphasizes the importance of understanding diverse user experiences across platforms, the significance of data and audience signals, and the shift from brand safety to brand suitability. Norman also highlights the evolving natur...

In this episode of the Advertising Forum sponsored by Philo, Mike Laband from Magnite chats with us about streaming television, emphasizing the importance of strategic partnerships, a robust tech stack, and user experience. He highlights how tech agility and collaboration with publishers enhance monetization and creativity in the programmatic space, while busting myths about the limitations of pro...

In this episode of The Advertising Forum sponsored by Viant, Jeremy Bloom and AdTechGod are joined by Molly Schultz, EVP, Investment Strategy at IPG Mediabrands and Field Garthwaite Co-Founder and CEO, IRIS.TV. They discuss the growing importance of contextual targeting in CTV advertising, the challenges of data limitations, and the introduction of Acxiom Contextual CTV as a solution. Real-world a...

In this episode of the Advertising Forum sponsored by MiQ, Keith Roberson, Chief Innovation Officer at Annalect discusses the transformative role of AI in the advertising industry. He highlights how AI is shifting from a background tool to a central element in driving data-led strategies and enhancing workflow efficiency. Keith shares insights on the tools his team uses, the misconceptions surroun...

In this episode, Charlie Neer, co-CEO of MiQ, discusses the impact of AI on the advertising industry, focusing on the launch of Sigma, MiQ's AI-powered platform. He highlights the need for centralization in a fragmented industry and emphasizes the importance of human intelligence alongside AI. The conversation explores how MiQ is adapting to AI's rapid growth and the cultural shifts required for s...

In this episode sponsored by TripleLift, Meredith Brace, CMO of TripleLift, discusses the vital role of creativity in advertising, particularly in the context of commerce and CTV. She shares her journey to TripleLift, emphasizing the importance of working with inspiring people and fostering a creative-first culture. The conversation explores the balance between data-driven strategies and compellin...

In this episode, Vinny Rinaldi, Vice President of Media and Marketing Technology at Hershey, discusses the evolution of creative storytelling in Connected TV (CTV) compared to traditional television. He emphasizes the importance of data and technology in creating personalized and interactive advertising experiences. Vinny shares insights on innovative ad formats, the balance between creativity and...

In this episode, Alexis Gossard, Senior Manager of Media Strategy at Bayer, discusses the critical role of creative in advertising, the signs of bad creative, and the importance of rigorous testing and strategy. She emphasizes the need for brands to stick to their essence and effectively engage their audience through well-executed creative. The conversation also highlights the collaboration betwee...

In this episode sponsored by TripleLift, James Trott, Senior Director of Global Addressable Media at Coca-Cola, discusses the growth of retail media networks and their benefits for consumers, retailers, and advertisers. He emphasizes the importance of dynamic creative and personalization in advertising, as well as the need for effective campaign performance analysis. James also shares insights on...

When Divine Intervention Hits Different… Sometimes, the universe (or maybe AdTechGod ®️) puts the right people in the right room at the right time. Matthew C. Doherty, CEO of EXTE North America, and Jeremy Bloom 🌞 reunite and dive into something bigger than just a catch-up. They’re talking about building the future of outcome-based media, backed by a decade of innovation most of the U.S. market h...

We stopped by Viant Technology’s suite where the vibes and signals were strong as usual. Jon Schulz, CMO of Viant, kicked it off with a clear message that this year isn’t just going to be bigger, it’s going to be better. Field Garthwaite of IRIS.TV showed us how CTV is finally delivering on its promise, with Iris-enabled data driving 2x–5x lift in awareness, recall, and favorability. Then Keith Pe...

David Dworin and Soo Jin Oh dropped in to announce FreeWheel’s new Streaming Hub a fully integrated platform built to simplify how publishers manage and monetize streaming and TV inventory. From cutting out middlemen, to fixing live sports monetization at scale, to unlocking new opportunities for brands who’ve never touched CTV before, FreeWheel is tearing down barriers and making premium video mo...

In this episode sponsored by Intent IQ, the discussion revolves around the challenges and opportunities in the advertising industry, particularly focusing on identity solutions for publishers. Gil Dudkiewicz and Roy Shkedi share insights on how publishers can unlock value through innovative partnerships and technology. They emphasize the importance of collaboration, transparency, and leveraging fi...

In this episode sponsored by Intent IQ , the conversation revolves around identity solutions in advertising, focusing on the collaboration between Intent IQ and Start.io. The discussion highlights the challenges faced by publishers in the current advertising landscape, including privacy regulations and the disappearance of third-party cookies. Both Roy Shkedi and Gil Dudkiewicz emphasize the impor...

In this episode sponsored by IntentIQ, the discussion revolves around identity solutions in advertising technology, focusing on Intent IQ's offerings. The guests share real-world examples of successful implementations, address the skepticism surrounding new partnerships, and emphasize the importance of curiosity and innovation in overcoming challenges. The conversation also touches on the complexi...

In this episode of the Advertising Forum, hosts Jeremy Bloom and AdTech God engage with Fabrice Beer-Gabel and Art Binder to discuss the evolving landscape of identity in digital marketing. They explore the importance of precision in targeting, the challenges posed by cookie-less environments, and the misconceptions surrounding identity solutions. The conversation highlights the need for advertise...

In this episode sponsored by Mediaocean, Zvika Netter, CEO and co-founder of Innovid, discusses the recent merger with Mediaocean and Flashtalking. He shares insights into the journey of Innovid, the impact of the merger on the advertising technology landscape, and the importance of company culture in integrating teams. Zvika emphasizes the vision for the future, focusing on innovation, AI, and cr...

In this episode of The Advertising Forum sponsored by Comscore, Karen Babcock from Comcast Advertising and Drew Kane from Mediaocean discuss the evolution of currency in advertising. They explore the complexities of measurement, the operational challenges faced by publishers and advertisers, and the need for consistency and comparability across various metrics. The conversation also touches on the...

In this episode sponsored by vibe.co, the founders Arthur Querou and Franck Tetzlaff, discuss their journey in creating a platform tailored for small and medium-sized businesses (SMBs) in the advertising space. They emphasize the importance of simplicity and user-friendliness in their technology, while also addressing the common misconceptions and challenges SMBs face in advertising, particularly...

Aulden Kaye Yi, Head of Advertising Partnerships at Philo, discusses the unique advertising needs of small and mid-sized businesses (SMBs) and how Vibe is facilitating their entry into the connected television (CTV) advertising space. She emphasizes the importance of accessibility, audience targeting, and the role of AI in creating effective advertising campaigns. Aulden also highlights the need f...

Sophia Popova, a Partner at Summit Partners, discusses the current state of SMBs and the venture capital opportunities they present. With a record number of new businesses emerging, the cost of starting a business has significantly decreased, making it an attractive market for software companies. Sophia highlights the challenges SMBs face, including high customer acquisition costs and the need for...

Justin Rankin, CMO of Lion + Panda, discusses the advantages of connected TV (CTV) advertising through Vibe.co. He shares insights on how Vibe's unique offerings allow for targeted advertising with the reach of traditional TV, making it an attractive option for small and mid-sized businesses (SMBs). Justin elaborates on the diverse range of clients his agency serves, the creative strategies employ...