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. Every Monday there's an in-depth vendor interview where you learn about interesting companies. https://www.marketecture.tv

  1. 1d ago

    Episode 184: Ben Edelman Will Send You to Affiliate Jail

    Ben Edelman, independent consultant and longtime ad fraud investigator, joins Ari Paparo and Eric Franchi to discuss the Phia affiliate controversy, the evolution of ad fraud, AppLovin's install practices, and what marketers should know about trust and attribution. They also cover Meta and Microsoft earnings, Google's Buyer Direct, creator marketing trends, FreeWheel's latest CTV update, and more. Takeaways: - Ben Edelman explains how affiliate fraud has evolved and why it remains a major issue. - A deep dive into the Phia browser extension controversy and affiliate attribution. - Lessons from the Blinkx adware scandal and AppLovin's forced install investigation. - Ari and Eric discuss Meta and Microsoft earnings, Google's Buyer Direct, and the future of creator marketing. - The latest updates from FreeWheel, Amazon, X, and the broader ad tech industry. Chapters: 00:00 Introduction 01:12 Podcast updates and industry news preview 02:19 Meet Ben Edelman 03:20 The Blinkx adware investigation 10:04 How Ben investigates ad fraud 13:28 The Phia affiliate controversy explained 19:02 Can affiliate marketing be trusted? 23:50 AppLovin's install practices 27:37 Where to follow Ben Edelman 27:51 Meta and Microsoft earnings 33:37 Amazon becomes the largest Fortune 500 company 36:06 Google's Buyer Direct and antitrust concerns 40:14 The rise of micro and nano creators 42:44 AI-generated content in programmatic advertising 43:59 FreeWheel's new CTV reporting capabilities 45:08 X and the WFA legal settlement 46:25 Final thoughts Learn more about your ad choices. Visit megaphone.fm/adchoices

  2. Jul 24

    Episode 183: Ask Olivia Kory Whether AppLovin Ads Work & She Explains Attribution vs Incrementality

    Ari Paparo and Eric Franchi welcome Olivia Kory, Chief Marketing Strategy Officer at Haus, to unpack one of advertising's biggest questions: do ads actually work? Olivia explains the critical difference between attribution and incrementality, shares why AppLovin has become a standout performance channel. She discusses the future of media measurement, AI-driven optimization, and agentic media buying. The episode also covers Google's latest earnings, AI search trends, OpenAI's advertising ambitions, and the challenges of measuring podcast advertising. Takeaways: Olivia explains why incrementality measures causation while attribution measures correlation. AppLovin delivers strong short-term performance, particularly for lower-cost, impulse purchases. Incrementality testing is becoming essential for validating ad platform performance. AI is reshaping media measurement, budget allocation, and campaign optimization. The hosts discuss Google's AI investments, OpenAI's potential ad network, and why podcast measurement still needs major improvements. Chapters:00:00 Introduction & Olivia Kory Returns05:47 Attribution vs. Incrementality Explained07:48 Do AppLovin Ads Really Work?10:53 Which Products Perform Best on AppLovin?12:30 Affiliate Marketing & Incrementality Challenges16:04 CAPI vs. Pixels: The Future of Measurement20:13 AppsFlyer, Attribution & Daily Optimization23:30 AI-Powered Budget Allocation & Agentic Media Buying28:48 Google's Earnings & AI Growth32:36 AI Search and Google's Changing SERP34:30 Is OpenAI Building an Ad Network?41:51 Business Insider's FAST Channel Launch43:50 Why Podcast Measurement Is Still Broken49:16 Should Olivia Start Her Own Podcast?50:19 Closing Remarks Guests: Ari Paparo, Eric Franchi, Olivia Kory Learn more about your ad choices. Visit megaphone.fm/adchoices

  3. Jul 17

    Episode 182: Brian Quinn from AppsFlyer on the Billion Dollar Investment from Google and Meta

    AppsFlyer President and General Manager Brian Quinn joins Ari Paparo and Eric Franchi to discuss the company’s $1 billion funding round backed by Google, Meta, Unity, and Moloco. They explore independent measurement, mobile commerce, CTV attribution, and the future of AI advertising. Takeaways: - AppsFlyer’s strategic investors hold minority, non-controlling stakes, allowing the company to remain independent. - Google, Meta, Unity, and Moloco rely on independent measurement signals to improve advertising optimization. - E-commerce and retail are among AppsFlyer’s fastest-growing categories. - Connecting CTV, web, and app activity is essential for measuring the complete customer journey. - Last-click attribution remains vulnerable to manipulation and affiliate fraud. - AI advertising growth will depend on proving incremental returns for marketers. Chapters: 00:00 Introduction with Ari Paparo and Eric Franchi 01:09 Marketecture’s new MADDB MCP server 04:14 Brian Quinn joins the conversation 04:45 What is AppsFlyer? 05:39 Inside AppsFlyer’s $1 billion funding round 06:41 Why AppsFlyer selected strategic investors 07:19 Protecting independent measurement 08:34 Why Google and Meta invested 09:49 AppsFlyer as an optimization signal 11:28 How the unusual funding round came together 12:31 Strategic investors versus private equity 13:20 Competing with Adjust while partnering with AppLovin 15:56 Mobile advertising beyond gaming 17:35 Growth in retail and e-commerce apps 19:25 Connecting CTV, web, and mobile measurement 23:52 Ad tech news of the week 25:19 Fia and the affiliate attribution controversy 27:35 The problems with last-click attribution 31:13 Can AI advertising meet its revenue forecasts? 35:01 Questions around IP-based CTV targeting 37:03 Open-web ad supply falls sharply 38:35 The Trade Desk expands its leadership team 40:20 PubMatic exits the wrapper-management business 41:28 Closing thoughts Learn more about your ad choices. Visit megaphone.fm/adchoices

  4. Jul 15

    How InMobi Is Reinventing Advertising with AI Agents

    What happens when AI agents become media buyers and shopping assistants? Ari Paparo sits down with Abhay Singhal, Co-Founder and CEO of InMobi Advertising, to discuss the future of agentic advertising, AI-powered commerce, and conversational ad experiences, and how InMobi is preparing for a world where AI makes purchasing decisions. They also explore Glance's expansion to Samsung TVs, InMobi's acquisition of MobileAction, and how traditional ad tech workflows are being reimagined through AI. Takeaways: - Why AI agents will fundamentally change digital advertising - How InMobi's Agentic Selling Platform works - The future of conversational advertising - Glance's expansion to Samsung TVs and AI-powered shopping - How AI is reshaping the customer journey - Why advertisers need to move closer to the point of transaction - What the MobileAction acquisition means for app marketers - How conversational CTV ads are improving engagement Chapters: 00:00 Introduction 01:07 InMobi's Agentic Advertising vision 01:58 Inside the Agentic Selling Platform 03:01 Why advertising is moving closer to conversion 04:27 AI agents, DSPs & the future of media buying 06:34 Glance explained 08:13 Samsung TV partnership 09:38 Measuring AI-powered commerce 11:07 Why InMobi acquired MobileAction 12:58 Conversational AI ads on Connected TV 15:36 Lightning Round 16:01 Closing Learn more about your ad choices. Visit megaphone.fm/adchoices

  5. Jul 10

    Episode 181: Alex Kantrowitz on OpenAI and Big Tech's Latest Approach to Advertising

    Alex Kantrowitz, Founder of Big Technology, joins Ari Paparo and Eric Franchi to discuss how OpenAI, Google, Meta, Anthropic, Amazon, and other tech leaders are transforming digital advertising. They also dive into AI-powered media buying, agentic commerce, Criteo acquisition rumors, Cloudflare's monetization strategy, and the future of ad tech. Takeaways:- Why OpenAI is rapidly building an advertising business.- How Meta, Google, and Anthropic are approaching AI differently.- The future of AI-powered advertising and agentic commerce.- Why Criteo could become an attractive acquisition target.- How Cloudflare is changing publisher monetization with AI payments. Chapters:00:00 Introduction & Marketecture Live Chicago01:55 Meet Alex Kantrowitz05:20 OpenAI's Advertising Strategy12:07 Why Anthropic Is Avoiding Ads14:45 Meta's AI and Advertising Future17:45 Snap's Business Challenges18:55 Pinterest's Advertising Opportunity21:54 Amazon's Sports & AI Strategy24:15 AppLovin's Rise in Mobile Advertising25:15 Criteo Acquisition Rumors30:57 AI Negotiating Media Deals (ADCP)33:05 Cloudflare's AI Monetization Gateway36:40 Warner Bros. Discovery's AI Ad Tech38:40 WPP's AI Consulting Expansion42:25 Leadership Changes at IAS44:20 Final Thoughts Guests: Ari Paparo, Eric Franchi, Alex Kantrowitz Learn more about your ad choices. Visit megaphone.fm/adchoices

  6. Jul 7

    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

  7. Jul 6

    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

  8. Jul 2

    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

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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
    403
  • Rating
    Clean
  • Copyright
    © Copyright 2025 Marketecture Media, Inc.
  • Show Website
    Marketecture: Get Smart. Fast.

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