Podcast
Marketecture: Get Smart. Fast.
Hosted by Ari Paparo · EN
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
186episodes
Episodes
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Episode 182: Brian Quinn from AppsFlyer on the Billion Dollar Investment from Google and Meta
1w ago00:44:31Summary readyAppsFlyer 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
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How InMobi Is Reinventing Advertising with AI Agents
1w ago00:17:05Summary readyWhat 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
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Episode 181: Alex Kantrowitz on OpenAI and Big Tech's Latest Approach to Advertising
2w ago00:48:10Summary readyAlex 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
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How CMO at Locala, Grant Gudgel, Uses AI and Location Intelligence to Power Adaptive Advertising
2w ago00:13:46Summary readyAri 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 Learn more about your ad choices. Visit megaphone.fm/adchoices
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How Criteo's Todd Parsons Is Reinventing Performance Marketing with AI
3w ago00:20:15Summary readyAri 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 thoughtsGuests: Ari Paparo, Todd Parsons Learn more about your ad choices. Visit megaphone.fm/adchoices
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Episode 180: How PMG Is Scaling Creator Marketing With AI with Jennifer Quigley-Jones
3w ago01:00:46Summary readyAri 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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How SQREEM's Large Behavioral Model Predicts Consumer Intent with René Raiss
3w ago00:12:43Summary readyLive 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
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How Criteo Is Bringing Commerce Media to OpenAI with Michael Komasinski
4w ago00:24:41Summary readyAt 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
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Episode 179: The Good Vibe(s) at Cannes, Plus UTA's Michael Burke on the Creator and Influencer Takeover
4w ago00:46:23Summary readySet 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
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Exclusive: Arthur Querou, CEO of Vibe, Talks about the Blockbuster Acquisition by Walmart
Jun 2400:08:23Summary readyFrom 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 RemarksGuests: Ari Paparo, Arthur QUEROU Learn more about your ad choices. Visit megaphone.fm/adchoices
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