Marketecture: Get Smart. Fast.

Ari Paparo
  • 5.0 (21)
  • 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. 1D AGO

    Playwire with Jayson Dubin: Human Intelligence vs Machine Learning in AdTech at Marketecture Live

    On Marketecture Live, Jayson Dubin, CEO and Founder of Playwire, explains how publishers can grow revenue and improve performance by combining machine learning with human intelligence. He shares concrete results from AI-driven traffic shaping and price floor optimization, walks through Playwire’s Quality, Performance, Transparency (QPT) initiative, and discusses major ecosystem issues like supply chain opacity, malicious ads, and the shifting realities of AI-driven discovery. He also introduces RAMP, Playwire’s Revenue Amplification Management Platform, built to give enterprise publishers control, visibility, and optional AI automation. Takeaways AI is best for repetitive, rapid decisions; humans are best for contextual strategy and judgment in a gray, complex ad ecosystem. AI traffic shaping drove a 21% lift in Revenue Per Session versus 9% without it. AI price flooring delivered about a 20% uplift in RPM through multidimensional, per-request adjustments. Cutting bid requests can increase performance and revenue while also improving page speed and traffic. QPT shifted Playwire from quantity to quality, strengthening trust with buyers and partners. Transparency remains uneven: publishers still struggle to identify buyers and stop malicious ads across the bidstream. RAMP unifies traffic shaping, bid shaping, and flooring into a platform designed for enterprise publisher control and visibility. Chapters 00:00 Intro Jayson Dubin and the core theme 00:55 What Playwire does and why automation matters at scale 01:23 The false choice: automation vs human involvement 01:38 Decision framework where AI wins vs where humans win 02:31 Traffic shaping explained feed DSPs and SSPs what they eat 03:15 Traffic shaping results 21% RPS lift and fewer bid requests 04:01 AI price flooring moving beyond GAM rule limits 05:23 Origin story industry feedback and the shift to quality 05:57 QPT Quality Performance Transparency 06:57 Two-year impact: fewer requests, higher CPM, higher revenue 09:37 Marketecture Live Q&A: What AI means for publishers now 18:56 Scale and leverage who gets to command better terms Learn more about your ad choices. Visit megaphone.fm/adchoices

    21 min

  2. DEC 23

    Episode 154: Marketecture Wrapped: Predictions, Year-in-Review, and Shout-Outs from Eric and Ari

    In this episode, Ari Paparo and Eric Franchi reflect on the past year in ad tech and discuss their predictions from the previous year, the growth of Marketecture, and the biggest news stories in the industry. They highlight key CEOs and companies, explore current trends, and make predictions for the upcoming year, particularly focusing on the impact of AI and the evolving landscape of CTV advertising. Takeaways Our audience was up 200% year over year on Spotify. This year was the year of strategic M&A in ad tech. AI tools were rolled out by many companies this year. TikTok didn't get banned, but it will be controlled by a US entity. Live streaming continued to grow significantly this year. Sundar Pichai of Google had an incredible turnaround year. YouTube and Netflix are creating a duopoly in streaming. Content marketplaces will become a big thing next year. The in-app advertising space is heating up due to competition. 2026 will see a significant rise in M&A activity. Chapters 00:00 Year-End Reflections and Predictions 03:04 Marketecture's Growth and Achievements 06:03 Evaluating Last Year's Predictions 11:55 Biggest News in Ad Tech 15:01 CEO Highlights and Trends 20:58 Current Trends in Ad Tech 22:31 The Streaming Duopoly: YouTube and Netflix 24:18 The Impact of CTV Consolidation on Advertising 25:44 The Rise of Agentic AI in Advertising 26:49 Spotlight on Hot Startups: Swivel and Branch Labs 29:28 Predictions for 2026: M&A and Market Dynamics 32:33 Learning from the Best: Key Podcast Insights 37:08 The Future of Google and CTV Advertising 41:13 The In-App Advertising Landscape: A New Era 43:21 The TikTok Election: Shaping Political Advertising Learn more about your ad choices. Visit megaphone.fm/adchoices

    46 min

  3. DEC 22

    PayPal Open Commerce with Dr. Mark Grether: Retail Media, Agentic Commerce at Marketecture Live

    Dr. Mark Grether, SVP & General Manager, PayPal, unpacks how PayPal is reshaping commerce media by leveraging its transaction graph across 30 million merchants and 400 million consumers at Marketecture Live. From democratizing retail media for SMBs to monetizing Venmo’s social feed and enabling agentic commerce with trusted payments, this conversation explores why PayPal sits at the center of advertising, AI, and the future of buying online. Takeaways PayPal’s transaction graph spans 30 million merchants and 400 million consumers, giving it a horizontal view that powers audience targeting, market share insights, and closed-loop measurement. The new SMB Ads Manager unifies demand and supply so smaller merchants can both buy previously unreachable audiences and monetize their own site traffic. Venmo’s social feed and Gen Z heavy user base create high demand, upper funnel ad inventory tied to real spending behavior and cultural signals like emoji usage. Honey contributes large-scale intent and catalog visibility, letting PayPal connect discovery to checkout and measure impact even for off-site channels like CTV. In agentic commerce, PayPal aims to be the trust and payments layer that reduces friction while humans still make emotional final decisions. Chapters 00:00 PayPal Today: Scale, Brands, and the Transaction Graph 01:09 Retail Media Fragmentation and the SMB Challenge 01:53 PayPal Ads: On-Site, Off-Site, and Storefront Ads 03:57 Ads Manager: Unifying Demand and Monetizing SMB Eyeballs 06:37 Open Commerce: Relevance and Brand Safety at Scale 08:24 Venmo Ads: Social, Gen Z, and Upper-Funnel Moments 10:36 Honey: Intent Signals, Catalog Data, and Targeting 12:15 Closed-Loop Measurement and CTV Attribution 16:14 Agentic Commerce: Trust, Payments, and In-Flow Checkout 24:04 Five-Year Outlook: What Changes and What Doesn’t Learn more about your ad choices. Visit megaphone.fm/adchoices

    27 min

  4. DEC 19

    Episode 153: Scott Spencer invented RTB, now he’s taking on cookie banners

    Scott Spencer, co-founder of Rewarded Interest and former DoubleClick and Google product leader, explains why cookie banners failed, how consumer privacy still feels broken, and what it takes to give users real control without hurting publishers or advertisers. Takeaways RTB wasn’t invented in a single moment. It emerged organically as multiple teams solved latency, bidding, and scale problems in parallel. Cookie banners fail both consumers and regulators by creating friction without real control or understanding. Rewarded Interest aims to replace site-by-site consent with centralized, programmatic privacy preferences across devices. Privacy control likely belongs above the browser level, especially as agentic browsing and AI assistants become mainstream. Changes proposed to GDPR may reduce protections around pseudonymous identifiers, increasing the need for user-centric control tools. The industry risks pushing users toward ad blocking if it can’t offer meaningful, trusted privacy solutions. Scott’s biggest regret from the RTB era isn’t technical. It’s not taking time to appreciate the magnitude of the transformation and the people behind it. Chapters 00:00 Intro: Scott Spencer’s DoubleClick and Google legacy 01:29 Year-end notes: Marketecture Wrapped and MadDB.ai 03:35 Why Scott founded Rewarded Interest 05:00 Coalition for Better Ads and reducing ad blocking 06:20 Why cookie banners are broken 07:55 Centralized privacy control across the web 08:52 Browsers, OS-level identity, and agentic browsing 10:54 Minor mode and protecting children from tracking 12:10 Do consumers want granular control? Rewards and defaults 13:43 GDPR, Digital Omnibus, and Europe’s direction 18:21 Aligning incentives for users, publishers, and ad tech 21:56 22 years at DoubleClick and Google 22:12 Did Scott invent RTB? Network proxy bidding explained. 31:00 The Refresh: Google, Meta scams, and agentic ads 54:15 Wrap-up: YouTube vs Netflix and the Oscars move Learn more about your ad choices. Visit megaphone.fm/adchoices

    56 min

  5. DEC 15

    Programmatic Innovation in Live Sports with Andrew Casale and Megan Pagliuca at Marketecture Live

    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 addressable through programmatic. Targeting is shifting to moment-level signals, not broad demos. Standards like podding and advanced ad requests reduce live break spikes. Pre-fetching and smarter pacing keep delivery stable. Sell-side decisioning now happens earlier and faster. That speed opens new optimization before bids reach DSPs. The supply chain may be split into modular parts to cut fees. AI is already boosting inclusion lists, safety, and creative workflows. Chapter 00:10 Intro to live sports and programmatic. 00:45 Megan on addressable “magic moments” in live sports. 03:12 Andrew on podding standards for live streams. 04:23 How advanced ad requests prevent break spikes. 06:36 What sell-side decisioning is and why it’s faster now. 09:50 Two futures: bundled platforms or unbundled chain. 15:07 Megan on SPO and tighter partner sets. 17:45 Practical AI wins in lists, safety, and creativity. 23:20 Rapid-fire predictions for 2026. Learn more about your ad choices. Visit megaphone.fm/adchoices

    27 min

  6. DEC 12

    Episode 152: Jim Payne is back! His new SDK lets you control monetization with AI

    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 media, and the next wave of ad tech. Takeaways CloudX lets mobile publishers manage their ad stack as code. Jim built CloudX with Meta to power a more secure mobile auction. Line items and targeting live in files instead of spreadsheets. Trusted execution environments keep bidder data locked down. AI agents can now traffic ads and tweak setups automatically. Jim looks back on Mopub, Max and big outcomes for early teams. The crew also breaks down Pinterest TV Scientific and other ad tech news. Chapters 00:00 Intro and why Jim finally joins. 02:10 Jim’s path through Mopub, Max and Meta. 06:00 What monetization as code actually means. 11:30 How AI agents can traffic ads. 15:00 Secure auctions and why Meta cares. 20:30 Why messy mobile stacks need flexibility. 27:00 Jim on AppLovin and mobile versus desktop. 33:30 Jim Payne legends and big career bets. 44:00 Pinterest buys tvScientific news reaction. 52:00 DSP fees, CTV buying and meta layers. Learn more about your ad choices. Visit megaphone.fm/adchoices

    55 min

  7. DEC 8

    Meta Advantage+ & Incrementality: Findings From 640 Tests with Olivia Kory at Marketecture Live

    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 strong overall impact from Meta, but mixed performance from Advantage+ versus manual, along with signs that mid-funnel optimization can change outcomes. She ends with practical cautions on interpreting automation results and the need to test by brand. Takeaways Incrementality testing helps separate real lift from conversions that would have happened anyway. Meta tends to deliver measurable lift quickly, though attribution settings change what you see. Advantage+ performs inconsistently against manual campaigns and can skew toward low funnel intent. Mid-funnel signal engineering may broaden reach and improve omnichannel effects, but needs validation. Chapters 00:00 Overview of the research question on AI buying and outcomes. 03:10 How Meta buying moved from manual controls to automated setups. 06:05 Why incrementality matters more than reported conversions. 09:00 Geolift holdout method and cross-channel measurement. 12:10 What the wider Meta test set shows about lift and timing. 16:05 Advantage+ versus manual results and efficiency gaps. 19:20 Possible reasons for the Advantage+ pattern and open questions. 21:10 Signal engineering and mid-funnel optimization approach. 24:20 Final cautions and how to apply testing to your own brand. Learn more about your ad choices. Visit megaphone.fm/adchoices

    27 min

  8. DEC 5

    Episode 151: How Publishers Can Get Paid for AI, with Matthew Goldstein

    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 hits Google’s growing advantage, OpenAI’s code-red moment, and what all of this means for ads, agencies, and where digital media revenue goes next. Takeaways Publishers are more focused on getting compensated for AI training and retrieval than on raw traffic drops. Bot blocking is rising, but without a shared, reliable block list, it stays messy and uneven. Content marketplaces only work if buyers show up, and right now sellers massively outnumber demand. A split web is coming: humans browse homepages, while agents pull content at scale from trusted sources. Google’s integrated ecosystem gives it a structural edge over everyone in search plus AI. Chapters 00:09 Welcome and setup for AI and content licensing discussion with MSG 02:10 What happened to MSG’s newsletter and why LinkedIn feels better for feedback 05:11 Birthdays, Spotify Wrapped, and shout outs to the pod’s biggest fans 08:18 State of publishers right now: traffic concerns vs AI taking content 10:26 Upfront licensing deals: why the headlines cooled off and what renewals mean 13:12 Blocking AI bots: Cloudflare rollout, inconsistency, and need for a shared list 15:20 Human web vs agentic web and why the publisher business model must change 18:20 Content marketplaces: how many exist, the demand problem, and Microsoft’s approach 20:36 Marketplace mechanics explained through a finance app example 24:00 Real time per article payments and RAG style usage as the likely model 28:21 What marketplaces imply for publisher ads and MSG’s timeline prediction 31:30 News: BroadSign acquires Place Exchange, and why out of home is heating up 35:17 News: Omnicom IPG deal closes and what it means for agencies 38:41 News: OpenAI code red and the rapid rise of Google Gemini 44:52 Rumors of ads in AI search and in ChatGPT 47:19 LLM referral traffic to retail rises over Black Friday weekend 48:40 Trade Desk talent moves and pricing pressure Learn more about your ad choices. Visit megaphone.fm/adchoices

    53 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 - 2025
  • Episodes
    348
  • Rating
    Clean
  • Copyright
    © Copyright 2025 Marketecture Media, Inc.
  • Show Website
    Marketecture: Get Smart. Fast.

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