Marketecture: Get Smart. Fast.

Ari Paparo
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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

  1. 2일 전

    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. Chapters00:00 Introduction00:21 Grant Gudgel joins Locala as CMO00:37 What Locala does and its evolution01:30 Planning platform vs. traditional DSPs02:15 How brands optimize campaigns market by market03:37 Measuring campaign performance and learnings03:52 AI's role in campaign planning05:42 Solving complex retail and QSR marketing challenges07:08 What adaptive advertising means08:07 Location intelligence beyond retail09:30 Competitive analysis with location data09:58 Omnichannel planning with DOOH and CTV10:22 Privacy and location data11:05 Locala's goals at Cannes11:35 Competitive advantages and growth challenges12:21 Lightning round: Why Locala is a narwhal Guests: Ari Paparo, Eric Franchi Learn more about your ad choices. Visit megaphone.fm/adchoices

    14분

  2. 3일 전

    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. Chapters00:00 Introduction to Todd Parsons and Criteo00:50 What is Criteo GO?02:05 Who is Criteo GO built for?03:12 Cross-channel performance marketing explained04:00 Commerce data and retail media strategy06:00 Measuring real performance outcomes09:20 How AI powers Criteo GO11:45 Agentic AI and the future of media buying13:05 Self-service advertising and SMB growth15:38 Lightning round: competition, roadmap, and GEO18:08 Closing thoughts Guests: Ari Paparo, Todd Parsons Learn more about your ad choices. Visit megaphone.fm/adchoices

    20분

  3. 7월 2일

    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. Chapters00:00 Welcome Back From Cannes02:55 Meet Jennifer Quigley-Jones, VP of Strategy & Innovation at PMG04:39 Building Digital Voices and Selling to PMG08:53 How Brands Approach Creator Marketing11:54 Using Data and AI to Find the Right Creators14:38 Why Authentic Content Beats Scripts18:38 Creator Ads, Media Strategy, and Platform APIs22:46 Creators Beyond Social Media29:16 The Future of AI and Creator Marketing32:06 Advertising News: OpenAI, Comcast, Meta & More Learn more about your ad choices. Visit megaphone.fm/adchoices

    1시간 1분

  4. 6월 30일

    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 SQREEM00:49 The Story Behind the SQREEM Name01:20 What Is a Large Behavioral Model (LBM)?02:11 Why Consumer Behavior Matters More Than Keywords04:21 How SQREEM Collects and Models Behavioral Data05:44 AI Libraries vs Traditional Marketing Platforms06:48 Using Behavioral AI for Better Ad Targeting07:31 Campaign Performance and Lower CPA Results08:11 Applications Beyond Advertising and Marketing09:11 MCPs and the Future of AI Workflows09:43 SQREEM's Growth Strategy and Competitive Advantage10:24 Why the Model Matters More Than the Data11:14 Lightning Round and Closing Remarks Learn more about your ad choices. Visit megaphone.fm/adchoices

    13분

  5. 6월 29일

    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. Chapters00:00 Welcome & Criteo's Evolution01:31 Privacy Sandbox, AI & Industry Changes04:31 Inside Criteo's OpenAI Partnership06:16 How OpenAI Advertising Works for Brands08:19 Where AI Ad Budgets Will Come From10:17 The Reality of Agentic Commerce11:40 AI Shopping Assistants & Retail Media15:12 Measuring AI Advertising Success17:46 Retail Media Challenges & Brand Expectations19:13 Why Criteo's Buy & Sell Strategy Matters20:51 The Future of Commerce Media22:24 Why Retailers Can Win in the AI Era Guests: Ari Paparo Learn more about your ad choices. Visit megaphone.fm/adchoices

    25분

  6. 6월 26일

    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. Chapters00:00 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

    46분

  7. 6월 24일

    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 Announcement00:23 Why Announcing the Deal at Cannes Was Special01:00 The Origin Story of Vibe.co01:12 Selling KMTX to Fund Vibe.co01:49 Building a French Ad Tech Success Story02:18 France's Impact on Global Ad Tech02:30 Vibe.co vs. Mountain: Market Comparisons03:22 Growth Metrics and ARR Discussion03:40 What Happens Next at Walmart04:18 The Future of Performance TV05:10 Why Vibe.co Focuses on SMB Advertisers05:47 How Vibe.co Complements Walmart Connect06:01 The Entire Team Is Joining Walmart06:16 Arthur's Walmart Story07:01 Final Congratulations and Closing Remarks Guests: Ari Paparo, Arthur QUEROU Learn more about your ad choices. Visit megaphone.fm/adchoices

    8분

  8. 6월 24일

    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 Campaign01:03 Why Tatari Says DSPs Are on the TV Sidelines02:44 Can You Buy Sports and Premium TV Through a DSP?03:56 Why Inventory Matters as Much as Data06:14 What Is Tatari’s Upstream Platform?07:15 Direct Publisher Integrations and Supply Path Optimization08:12 Publicis and The Trade Desk Reconciliation Explained08:54 Why Brands Are Reexamining Transparency and Fees09:22 What the Fox-Roku Partnership Means for CTV10:02 Why Direct Relationships Matter More in Streaming11:11 AI, Automation, and Agentic Buying12:00 How Tatari Uses Historical Performance Data13:07 Tatari’s Biggest Advantage13:10 Tatari’s Biggest Challenge13:13 Lightning Round: If Tatari Were an Animal Guests: Ari Paparo, Andy Schonfeld Learn more about your ad choices. Visit megaphone.fm/adchoices

    14분
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예고편

소개

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

정보

  • 제작진
    Ari Paparo
  • 방송 연도
    2022년 - 2026년
  • 에피소드
    398
  • 등급
    무삭제판
  • 저작권
    © Copyright 2025 Marketecture Media, Inc.
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    Marketecture: Get Smart. Fast.

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