Marketecture: Get Smart. Fast.

Ari Paparo
  • 4.8 (26)
  • 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. On Mondays there's an in-depth vendor interview where you learn about interesting companies. https://www.marketecture.tv Interested in sponsoring the show? Contact ⁠Marketecture Media.⁠ Marketecture® and AdTechGod® are registered trademarks of Marketecture Media, Inc. all rights reserved.

  1. 5d ago

    Episode 193: Adam Epstein on Muse & Agentic Commerce, Plus TTD Blocked on Safari and Amazon UnBoxed

    Adam Epstein, CEO of Gigi, joins Ari Paparo and Eric Franchi to explore the rise of agentic commerce and what AI agents like Meta’s Muse could mean for shopping, advertising, and consumer behavior. They discuss Amazon’s decision to restrict third-party AI agents, the role of advertising revenue in protecting commerce ecosystems, opportunities in travel and retail, and whether consumers will trust AI to make purchases on their behalf. Plus, Ari Paparo and Eric Franchi break down The Trade Desk’s Safari ad-serving issue, Amazon unBoxed announcements, AI assistants, and the growing battle for consumer AI adoption. Takeaways AI agents are shifting from answering questions to taking actions for consumers. Consumer trust and permissions will be critical to agentic commerce adoption. Amazon has strong incentives to protect its shopping experience and advertising revenue from third-party AI agents. Travel could become a major use case for AI-powered transactions and bookings. Meta’s ecosystem could give Muse a powerful path to adoption, particularly for commerce and small businesses. Chapters00:00 Amazon unBoxed and conference highlights03:02 Meta Muse and real-world AI agent use cases06:37 The Trade Desk blocked from serving ads on Safari11:37 Amazon’s AI-powered advertising updates12:38 Branded Conversations and conversational commerce15:14 Delta enters the travel media network space17:19 OpenAI, LiveRamp and AI advertising19:00 The battle for consumer AI assistants20:45 Meta expands Muse for SMBs and enterprise23:11 Anthropic, AI economics and the future of adtech26:15 Adam Epstein joins the podcast26:49 Amazon unBoxed and Sponsored Reviews30:00 Is agentic commerce really the future?31:00 What makes an effective AI agent?33:30 Will mainstream consumers adopt AI agents?36:06 Why AI agents still struggle with everyday tasks38:00 Why Amazon is blocking third-party AI agents42:46 Instacart, AI agents and grocery commerce44:18 Why travel could be transformed by agentic commerce45:21 How brands could compete inside AI agents48:12 Testing Muse in real-world situations51:35 Meta, Shopify and the future of agentic commerce53:39 Closing thoughts Guests: Ari Paparo, Eric Franchi, Adam Epstein Learn more about your ad choices. Visit megaphone.fm/adchoices

  2. 6d ago

    How PMG Brought in New Customers for IQBAR Using Full-Funnel Advertising

    Ari Paparo sits down with Ryan Walker, Senior Director of Commerce at PMG, at Amazon unBoxed to explore how PMG helped IQBAR expand its full-funnel marketing strategy. Ryan explains how Amazon Marketing Cloud, audience segmentation, CTV, video, and AI-powered campaign tools helped the brand reach new shoppers, improve acquisition, and connect advertising performance to long-term customer value. Takeaways Full-funnel marketing goes beyond conversion: PMG builds messaging around each stage of the customer journey, from discovery to purchase. New customer acquisition required a targeting shift: Amazon Marketing Cloud helped PMG identify that IQBAR was repeatedly reaching existing audiences and needed to expand to new shoppers. CTV helped expand reach: Live sports and other CTV inventory helped IQBAR acquire new customers while measuring profitability against expected lifetime value. Closed-loop measurement connects media to sales: Amazon allowed PMG to connect upper-funnel video and display exposure with actual purchases. Chapters00:00 Introduction: Ari Paparo and Ryan Walker00:38 Full-Funnel Marketing at Amazon unBoxed01:17 How PMG and IQBAR Use Amazon Marketing Cloud02:54 Reaching Customers Across the Purchase Journey03:22 Identifying IQBAR’s Growth Plateau04:39 Shifting Targeting Toward New Customers05:34 Tailoring Creative and Messaging06:03 Performance Plus and Brand Plus06:33 Expanding Across CTV and Video07:11 Using Live Sports to Reach New Audiences08:29 Amazon’s Closed-Loop Measurement Advantage09:46 What’s Next for Full-Funnel Advertising10:51 If PMG Commerce Were an Animal Guests: Ari Paparo Learn more about your ad choices. Visit megaphone.fm/adchoices

  3. Sep 25

    Episode 192: The PE Guy and Cameo CEO Steven Galanis Close Out Marketecture Live Chicago

    Ari Paparo and Eric Franchi recap Marketecture Live Chicago before sharing a live conversation with Steven Galanis, Co-Founder & CEO of Cameo, and Johnny Hilbrant, Creator of PE Guy. They explore how Cameo is expanding beyond personalized videos into brand partnerships, how creators are building diversified revenue streams, and why platforms like LinkedIn are becoming valuable channels for creator content. Ari and Eric also break down Meta’s Muse AI agent, recent ad tech M&A, Scope3’s rebrand, and the rise of new commerce media networks. Takeaways: Cameo is expanding its role in brand and creator partnerships. Creators are diversifying revenue beyond traditional sponsored posts. LinkedIn is becoming a stronger distribution channel for creator content. AI agents could reshape how consumers discover and buy products. Commerce media is expanding into finance, restaurants, and other industries. Chapters:00:00 Marketecture Live Chicago Recap01:53 How LLMs Source Brand Information02:59 What Marketers Were Talking About in Chicago05:49 Steven Galanis on Cameo’s Growth07:35 Cameo for Business and Brand Endorsements12:04 The Rise of Micro-Influencers13:44 Is Everyone an Influencer Now?17:10 How Creators Diversify Their Revenue19:12 The Future of Creator Platforms20:40 Jonny Hilbrant, Creator of PE Guy, Joins22:29 How PE Guy Was Created25:15 Creator Platforms and Distribution28:06 Why PE Guy Is Working on LinkedIn30:18 Building Long-Term Brand Partnerships33:02 Do Creators Still Need Agents?35:25 Meta’s Muse AI Agent45:00 Infillion Acquires Foursquare47:33 Taboola Acquires Dianomi49:08 Scope3 Rebrands52:46 Citi Launches a Commerce Media Network55:33 McDonald’s Launches Its Media Network57:40 Closing Thoughts Guests: Ari Paparo, Eric Franchi, Steven Galanis, Johnny Hilbrant Learn more about your ad choices. Visit megaphone.fm/adchoices

  4. Sep 18

    Episode 191: Corey Ferengul on the Newest Start-Up Category -- UMPs

    Corey Ferengul, Managing Partner at Aperiam, joins Ari Paparo and Eric Franchi to explore the rise of Unified Media Platforms (UMPs), a new category of AI-powered tools designed to manage media buying, optimization, creative, and budgets across multiple advertising platforms. Plus, Ari and Eric break down Google’s latest ad tech remedies, AI-driven ad spend growth, Mediaocean’s new AI venture initiative, and other major industry moves. Takeaways Unified Media Platforms use AI to manage campaigns across multiple advertising platforms from one interface. UMPs can continuously adjust budgets, analyze performance, and adapt creative with less manual work. Vendors are differentiating through customer segments and capabilities such as creative, data, and optimization. Google’s remedies could give publishers more flexibility to move away from Google Ad Manager while retaining access to AdX demand. AI-powered advertising tools are contributing to increased ad spend, particularly across major platforms. Chapters01:11 Welcome to Marketecture Podcast02:18 Marketecture Live Chicago and Madjobs.ai05:23 Corey Ferengul Joins the Podcast05:49 The Rise of Unified Media Platforms07:46 What Makes UMPs Different?08:58 Companies Building Unified Media Platforms11:33 Who Are UMPs Built For?13:34 How Major Platforms Could Respond15:56 Can UMPs Become Sustainable Businesses?17:59 How UMPs Could Reshape Agencies and Ad Tech20:38 Where to Find Aperiam’s UMP Market Map22:18 The Refresh23:01 Google’s Ad Tech Remedies Explained29:56 Ad Tech M&A and DoubleVerify32:02 AI Is Driving Ad Spend Growth34:20 Mediaocean Launches AI Ventures37:31 Adam Soroka Becomes CEO of PebblePost40:31 33Across Becomes Wealthstage42:49 FLAM and Profound Raise New Funding45:17 OpenAI and Sponsored Agents46:10 Closing Thoughts and Marketecture Live Chicago Guests: Ari Paparo, Eric Franchi, Corey Ferengul Learn more about your ad choices. Visit megaphone.fm/adchoices

  5. Sep 11

    Episode 190: Mike Zeman from Life360 on Selling to CMOs and Buying as a CMO

    Life360 CMO Mike Zeman joins Ari Paparo and Eric Franchi to unpack what CMOs really want from advertising partners, why relationships and business outcomes matter more than buzzwords, and how Life360 balances brand building, performance marketing, and incrementality. Then, Ari and Eric break down the latest ad tech news, including The Trade Desk’s layoffs, Amazon and OpenAI’s ChatGPT ads partnership, emerging privacy concerns, AI personal assistants, and advertising auction lawsuits. Takeaways: Sell business outcomes, not buzzwords: CMOs want solutions tied to revenue, profitability, and company value. Start small and prove value: Mike recommends pilots that demonstrate measurable results before scaling. Incrementality matters: Life360 uses marketing mix modeling and long-term customer value to evaluate marketing effectiveness. Creative needs to break through: Life360 embraces bold advertising designed to make audiences laugh or cry rather than blend in. Ad tech keeps shifting: Ari and Eric discuss The Trade Desk, ChatGPT ads, privacy risks, AI assistants, and auction practices. Chapters:01:24 Ari Paparo and Eric Franchi Open the Show03:39 Meet Mike Zeman, CMO of Life36004:06 Lessons From Both Sides of Marketing04:57 Why Relationships Still Matter06:06 What CMOs Really Want From Vendors07:13 How Ad Tech Vendors Can Differentiate07:53 Start With a Pilot, Then Scale08:11 Inside Life360’s Marketing Strategy09:21 CTV as a Performance Channel09:41 Measuring Long-Term Customer Value10:15 Why Incrementality Matters10:52 Building Life360’s Advertising Business11:09 Life360’s Location Data Advantage11:30 The Nativo Acquisition12:07 Proving Footfall and Winning New Business14:46 Building Life360 as an Advertising Brand16:40 Why Life360 Embraces Bold Creative19:19 The Refresh: Ad Tech News19:31 The Trade Desk Layoffs24:17 The Trade Desk and the S&P 50027:09 Amazon, OpenAI and ChatGPT Ads30:08 The Future of ChatGPT Advertising31:20 LG and Smart TV Privacy Concerns33:53 U.S. Military Disables Mobile Ad Trackers35:20 AI Personal Assistants and Privacy37:07 AI Bots Meet Restaurant Reservations38:39 Meta and Second-Price Auction Lawsuit40:25 Closing Thoughts Guests: Ari Paparo, Eric Franchi, Mike Zeman Learn more about your ad choices. Visit megaphone.fm/adchoices

  6. Sep 4

    Episode 189: Jeremy Hobson is Bringing Live Radio to the Digital Era, Plus Google's Big Win in Court

    Ari Paparo and Eric Franchi sit down with Jeremy Hobson, host of The Middle with Jeremy Hobson, to explore the shift from traditional radio to digital podcasting, audience growth, monetization, and the changing media landscape. Plus, Ari and Eric break down Google’s ad-tech remedies, OpenAI’s advertising growth, and Amazon’s alleged ad auction practices. Takeaways: Radio meets digital: Jeremy Hobson shares how The Middle combines live call-in radio, podcasts, video, and social media. Building a sustainable media business: Station fees, grants, crowdfunding, and advertising all contribute to The Middle’s revenue model. Google avoids an ad-tech breakup: Ari explains why behavioral remedies could still create meaningful changes for competition. AI advertising is evolving: Ari and Eric examine OpenAI’s advertising growth and why AI ads may develop differently from traditional search advertising. Amazon faces scrutiny: The FTC and 22 states accuse Amazon of using soft floors in its ad auctions, raising questions about auction transparency. Chapters:01:04 Welcome to the Marketecture Podcast04:18 Introducing Jeremy Hobson07:03 Jeremy Hobson Joins the Show08:01 Building The Middle11:23 Radio vs. Podcast Advertising13:25 YouTube Shorts & Podcast Growth16:16 From Public Radio to Entrepreneurship17:21 Building a Sustainable Revenue Model21:43 Politics, Podcasts & the Influencer Era25:10 The Future of Political Media & AI28:29 This Week’s Ad-Tech News30:01 Google Avoids an Ad-Tech Breakup30:28 Ari’s Three Takes on Google’s Remedies38:21 OpenAI’s Advertising Growth41:01 How AI Ads Differ From Search Ads45:21 Amazon’s Ad Auction Controversy50:06 Closing Thoughts Guests: Ari Paparo, Eric Franchi, Jeremy Hobson Learn more about your ad choices. Visit megaphone.fm/adchoices

  7. Aug 31

    How Cadent Is Unifying Advertising Across TV, CTV, YouTube & AI with CEO Nick Troiano

    Ari Paparo sits down with Nick Troiano, CEO of Cadent, to discuss how Cadent is evolving from its linear TV roots into a unified advertising platform spanning CTV, digital, YouTube, and more. They explore audience-first advertising, measurement, AI-powered optimization, walled gardens, and why marketers should prioritize business outcomes over individual channels. Takeaways: Unified advertising is about intelligence, not a single vendor. Troiano explains why unification should connect audience planning, activation, and measurement while preserving data throughout the workflow. Audience and ROI should come before channel. Instead of starting with separate TV or YouTube budgets, marketers should begin with their audience and business objectives. AI is only as powerful as the data behind it. Fragmented data and disconnected AI tools can limit the technology's ability to improve advertising performance. Walled gardens are creating new silos. Independent platforms can play an important role in connecting advertising strategies across multiple closed ecosystems and the open web. Chapters:00:00 Introduction: Ari Paparo and Nick Troiano00:35 What Cadent Looks Like Today01:14 From Linear TV to a Unified Advertising Platform02:06 Building Cadent's Identity and Audience Capabilities03:13 Expanding Into Performance, Digital, and YouTube04:06 Why Marketers Are Moving Beyond Point Solutions05:37 What Advertising Unification Really Means06:35 Connecting Audiences Across DSPs, SSPs, and YouTube08:18 Why Advertising Should Be Audience and ROI First09:40 Cadent's Approach to AI11:29 Where AI Still Falls Short13:14 Walled Gardens, the Open Web, and Advertising's Future14:59 Lightning Round with Nick Troiano Guests: Ari Paparo, Nick Troiano Learn more about your ad choices. Visit megaphone.fm/adchoices

  8. Aug 28

    Episode 188: Rich Greenfield on the Meta Settlement and TTD's Stock Woes

    Rich Greenfield, Co-Founder of LightShed Partners, joins Ari Paparo and Paul Knegten, CMO of Large, to break down the biggest shifts across media and ad tech, from Meta’s social media settlement and AppLovin’s next move to Fox’s Roku strategy and the growing pressure on The Trade Desk. Takeaways: Meta’s social media restrictions could reduce ad inventory and make younger audiences harder to reach. AppLovin’s biggest challenge is expanding its advertising technology beyond gaming into areas like e-commerce and CTV. Fox’s Roku acquisition could give it a powerful digital gateway into the streaming and CTV ecosystem. Rich argues that The Trade Desk’s reluctance to own first-party data is a major strategic weakness. AI-driven media buying could put DSPs under increasing pressure while creating new opportunities for SSPs. Chapters:00:00 Intro and Corgi’s viral marketing strategy05:49 Can higher ad prices offset declining web traffic?07:17 Marketecture Live Chicago preview08:28 Introducing Rich Greenfield, Co-Founder of LightShed Partners09:48 Meta’s $17.1B settlement and the impact on advertisers15:03 Ad scarcity, pricing and social media regulation20:02 AppLovin’s next growth opportunity24:44 Why Fox and Roku make sense together30:48 AI’s potential impact on the future of television32:33 What’s wrong with The Trade Desk’s strategy?36:58 Walmart’s growing advertising ambitions40:37 Meta restrictions and the news of the week43:45 Scope3 teases its next product move46:30 Netflix advertising leadership changes48:09 The Taboola and NBC deal50:57 AI-driven ad buying and the threat to DSPs55:03 Reddit’s changing role in AI and AEO56:54 Closing though Guests: Ari Paparo, Richard Greenfield Learn more about your ad choices. Visit megaphone.fm/adchoices

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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. On Mondays there's an in-depth vendor interview where you learn about interesting companies. https://www.marketecture.tv Interested in sponsoring the show? Contact ⁠Marketecture Media.⁠ Marketecture® and AdTechGod® are registered trademarks of Marketecture Media, Inc. all rights reserved.

Information

  • Creator
    Ari Paparo
  • Years Active
    2022 - 2026
  • Episodes
    414
  • Rating
    Explicit
  • Copyright
    © Copyright 2025 Marketecture Media, Inc.
  • Show Website
    Marketecture: Get Smart. Fast.

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