Marketecture: Get Smart. Fast.

Ari Paparo
  • 5.0 (24)
  • Marketing
  • Updated Weekly

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. 6h ago

    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. Chapters00:00 Introduction to Scott Ensign and Butler/Till00:41 What makes Butler/Till unique as an employee-owned agency01:24 The history behind Butler/Till's ESOP structure02:25 Independent agencies vs. holding companies03:47 Product development and technology investments at Butler/Till04:33 Why Butler/Till hired a Chief Product Officer05:08 How clients approach AI and workflow innovation06:33 The changing landscape of pharmaceutical advertising08:31 Regulatory concerns and the future of pharma marketing10:44 Reaching healthcare professionals in the digital age12:15 Why mobile gaming is an overlooked advertising opportunity14:19 Butler/Till's early agentic AI and AdCP media transaction16:25 How buyer and seller AI agents could negotiate media deals19:28 Why pharma is a strong fit for agentic media buying21:24 Expanding AdCP into audio and offline media channels23:01 AI, efficiency, and the future of agency work23:57 Butler/Till's growth, hiring plans, and closing thoughts Guests: Ari Paparo, Scott Ensign Learn more about your ad choices. Visit megaphone.fm/adchoices

    59 min

  2. 4d ago

    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

    19 min

  3. Jun 5

    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

    54 min

  4. Jun 1 ·  Bonus

    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

    17 min

  5. May 29

    Episode 175: Tejas Manohar, co-CEO of Hightouch, on the Company's Giant Fundraise, Agentic Ads, and LiveRamp

    Tejas Manohar, co-founder and co-CEO of Hightouch, joins Ari Paparo and Eric Franchi to discuss composable CDPs, replacing LiveRamp, enterprise AI workflows, and why marketers still need SaaS in the age of vibe coding. They also cover Meta’s new apps, OpenAI ads, AppLovin’s social ambitions, X’s ad business, and the rise of clipping in political campaigns. Takeaways: - Hightouch is emerging as a strong alternative to LiveRamp for identity onboarding and data activation. - Tejas Manohar explains why composable CDPs and enterprise AI workflows are gaining momentum. - The team discusses agentic AI, OpenAI ads, Meta’s new apps, and the future of marketing automation. - X, AppLovin, and Meta are all evolving their platforms around AI, data, and advertising scale. - Political campaigns are increasingly using clipping and influencer distribution over traditional media. Chapters: 00:00 Intro & Marketecture Live Chicago announcement 01:28 IAB Tech Summit and industry association discussion 02:43 Introducing Hightouch co-founder Tejas Manohar 04:20 What Hightouch actually does 05:22 Composable CDPs explained 07:32 SaaS apocalypse vs enterprise software reality 11:08 Can Hightouch replace LiveRamp? 13:58 Hightouch’s vision for agentic AI marketing 17:09 Why CDPs matter for AI workflows 20:48 Tejas Manohar’s background and Segment experience 23:32 Running Hightouch as co-CEOs 24:37 AppLovin launches social app “Gist” 28:11 Meta launches Reddit-style Forums app 30:41 Meta’s AI consulting and enterprise ambitions 34:42 X ad revenue, xAI, and social graph advantages 37:14 OpenAI ads and “conversational intent” 40:51 The rise of clipping in politics and media 44:28 FTC settlement over “active listening” claims 46:52 All Eyes On raises funding in the CTV space 48:57 Closing thoughts and outro Guests: Ari Paparo, Eric Franchi, Tejas Manohar Learn more about your ad choices. Visit megaphone.fm/adchoices

    52 min

  6. May 26 ·  Bonus

    How to Reach a Mass Audience When There’s No Mass Media

    At Marketecture Live III in New York, James Wilhite, VP of Product, Index Exchange, sat down with Alan Wolk, Co-Founder & Lead Analyst, TVREV, to discuss how advertisers can still reach massive audiences in today’s fragmented media landscape. The conversation explores the evolution of CTV advertising, the rise of contextual targeting, transparency challenges, privacy-safe audience activation, and how Index Exchange is helping brands better understand and curate streaming inventory. Takeaways - Mass audiences still exist, but they’re spread across fragmented platforms. - Contextual targeting is becoming critical for CTV advertising. - Show-level transparency helps buyers understand what they’re purchasing. - Privacy regulations are accelerating interest in contextual solutions. - Curation at the SSP level gives advertisers better inventory visibility. - AI and metadata partnerships are improving scene-level targeting. - Probabilistic targeting helps estimate who is watching in a household. - Contextual advertising reduces brand safety risks in CTV. Chapters 00:00 Introduction to the James Wilhite and Alan Wolk 01:00 How media activation has changed from traditional TV to streaming 02:27 Why fragmented audiences are still massive audiences 03:42 The transparency challenges in CTV advertising 05:10 What contextual targeting actually means 06:14 How scene-level and show-level contextual data works 07:13 Why contextual targeting is growing now 07:57 AI and Gracenote’s role in metadata analysis 09:35 How Index Exchange enables contextual targeting in CTV 11:15 Why curation is moving to the SSP layer 12:35 Probabilistic targeting and household viewing data 13:35 How contextual targeting improves brand safety 14:53 The future of contextual targeting in CTV 16:20 Challenges with first-party data quality 17:27 Why privacy concerns differ between web and CTV 18:31 Final thoughts on reaching mass audiences today Learn more about your ad choices. Visit megaphone.fm/adchoices

    21 min

  7. May 22

    Episode 174: Auren Hoffman Wants to Make LiveRamp Great Again

    Auren Hoffman, founder of LiveRamp, joins Ari Paparo and Eric Franchi to discuss Publicis’ acquisition of LiveRamp, the company’s biggest missed opportunities, and why connectivity is becoming even more important in the AI era.  They also dive into Google I/O, AI-powered search, publisher challenges, product-led companies, and how AI is changing the way operators work.  Takeaways  LiveRamp’s biggest strength is still its network and connectivity.  Auren believes better product execution could unlock much larger growth.  AI agents will increase the need for fast data movement across platforms.  Product-focused leadership continues to define successful ad tech companies.  Google’s AI-first search experience is reshaping web traffic and publishing.  AI tools are rapidly changing how executives and teams operate.  Chapters  00:00 Publicis acquires LiveRamp  01:14 Auren’s perspective on LiveRamp’s evolution  02:17 The biggest product opportunities ahead  05:35 Middleware, clean rooms, and connectivity  07:20 Pricing and growth challenges  09:13 Why AI changes the value of data infrastructure  12:03 What Publicis could improve  15:37 Product leadership in ad tech  19:45 Trade Desk, UID2, and the competitive landscape  21:13 Google I/O and AI-powered search  26:27 Why AI is changing how operators work  29:28 The changing economics of publishing  34:21 Vox, podcasts, and creator-led media  36:32 Amazon affiliate cuts and publisher impact Guests: Ari Paparo, Eric Franchi, Auren Hoffman Learn more about your ad choices. Visit megaphone.fm/adchoices

    46 min

  8. May 18 ·  Bonus

    ADCP in Action: Let the AIs Rip with PubMatic & MiQ

    In this Marketecture Live session, Harry Tong from PubMatic and Georgie Haig from MiQ demonstrate how ADCP and AI agents can automate campaign setup, audience discovery, supply recommendations, and media activation in seconds instead of days. They also explore how agentic workflows and open standards are shaping the future of programmatic advertising.  Takeaways  ADCP standardizes communication and workflows across the advertising ecosystem.  PubMatic and MiQ demonstrated live AI-powered media buying workflows.  Campaign setup times were reduced from days to seconds.  MiQ reported up to 98% time savings in campaign setup testing.  Human approval and transparency remain central to agentic workflows.  Existing RTB infrastructure is being augmented, not replaced.  AI agents can automate discovery, setup, optimization, and reporting.  Open standards like ADCP help scale agentic advertising collaboration.  Buyers gain more visibility into fees and optimization opportunities.  Early testing and experimentation create long-term competitive advantages.  Chapters  00:00 Introduction to ADCP and Agentic Advertising  01:21 Harry Tong and Georgie Haig Introductions  02:23 What ADCP Actually Means  03:18 Why the Current RTB Ecosystem Needs Improvement  04:21 ADCP vs MCP vs A2A Explained  05:38 How MiQ Is Using ADCP Today  07:18 MiQ’s 98% Campaign Setup Time Savings  08:35 Overview of the Live Demo Workflow  10:18 Connecting Claude to PubMatic’s Agentic OS  11:26 AI-Powered Supply and Product Discovery  13:17 Audience Discovery and Signal Recommendations  14:39 Creating the Media Buy with AI  15:48 Campaign Goes Live Inside PubMatic  16:12 Shrinking Multi-Day Workflows into Seconds  16:49 Future Features and Automated Optimizations  18:39 Biggest Learnings from Testing ADCP  19:28 Will Agentic Advertising Become Mainstream?  20:28 Final Thoughts on the Future of AI in Advertising Learn more about your ad choices. Visit megaphone.fm/adchoices

    22 min
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About

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

Information

  • Creator
    Ari Paparo
  • Years Active
    2022 - 2026
  • Episodes
    388
  • Rating
    Explicit
  • Copyright
    © Copyright 2025 Marketecture Media, Inc.
  • Show Website
    Marketecture: Get Smart. Fast.

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