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
181episodes
Episodes
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Episode 180: How PMG Is Scaling Creator Marketing With AI with Jennifer Quigley-Jones
Today01:00:46Summary 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
2d 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 Guests: Ari Paparo 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
3d 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
1w 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
1w ago00:08:23Summary 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
SummaryAndy Schonfeld of Tatari on Taking Shots at DSPs and Why TV is Different
1w ago00:14:26Summary readyAndy Schonfeld, CRO of Tatari, joins Ari Paparo from Cannes Lions to discuss Tatari’s bold message to the DSP ecosystem, why programmatic TV only captures a fraction of the market, the evolution of convergent TV buying, and how direct access to premium inventory is reshaping the future of television advertising. They also explore Tatari’s Upstream platform, the role of data and AI in media planning, recent industry shakeups involving Publicis, The Trade Desk, Fox, and Roku, and why transparency and supply paths are becoming table stakes in CTV.Takeaways Tatari’s Cannes campaign highlights the limitations of relying exclusively on programmatic TV buying. Major tentpole events like the Super Bowl, Olympics, and World Cup are still primarily bought through direct relationships. Convergent TV requires access to both linear and streaming inventory to maximize reach and outcomes. Data remains a key differentiator, but inventory access is equally important in a supply-constrained TV market. Tatari leverages more than a decade of performance data to optimize campaigns based on outcomes. Tatari’s Upstream platform enables direct publisher integrations, reducing intermediaries and improving transparency across CTV buying. Increased scrutiny around fees and transparency is prompting agencies and brands to reevaluate their supply chains. The Fox-Roku partnership signals a shift toward deeper integration between content owners and distribution platforms. AI is accelerating media planning and workflow automation, but its effectiveness depends on the quality of underlying data. Chapters00:09 Introduction and Tatari’s Cannes Billboard Campaign01:03 Why Tatari Says DSPs Are on the TV Sidelines02:44 Can You Buy Sports and Premium TV Through a DSP?03:56 Why Inventory Matters as Much as Data06:14 What Is Tatari’s Upstream Platform?07:15 Direct Publisher Integrations and Supply Path Optimization08:12 Publicis and The Trade Desk Reconciliation Explained08:54 Why Brands Are Reexamining Transparency and Fees09:22 What the Fox-Roku Partnership Means for CTV10:02 Why Direct Relationships Matter More in Streaming11:11 AI, Automation, and Agentic Buying12:00 How Tatari Uses Historical Performance Data13:07 Tatari’s Biggest Advantage13:10 Tatari’s Biggest Challenge13:13 Lightning Round: If Tatari Were an AnimalGuests: Ari Paparo, Andy Schonfeld Learn more about your ad choices. Visit megaphone.fm/adchoices
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Episode 178: Cannes Fashion Choices, Plus Patrick Dolan on the State of OOH Advertising
2w ago00:48:38Summary readyPatrick Dolan, COO of the Out of Home Advertising Association of America (OAAA), joins Ari Paparo to discuss the rapid evolution of out-of-home advertising. From digital billboards and programmatic buying to retail media integration, CTV convergence, measurement challenges, and the growing role of AI, Patrick explains why out-of-home is experiencing renewed growth and how marketers can take advantage of its expanding capabilities. Takeaways OOH has grown for 19 consecutive quarters and continues to set revenue records. Digital OOH now represents 36% of total OOH revenue. Programmatic buying is making OOH more accessible to modern marketers. Retail media and OOH are increasingly converging around the path to purchase. Measurement standards continue to evolve with industry collaboration. CTV and OOH are creating new hybrid advertising opportunities. AI is improving workflows, planning, and campaign execution across OOH. National advertisers increasingly view OOH as part of omnichannel campaigns. Standardization and taxonomy remain key industry priorities. OOH benefits from strong real-world visibility and consumer attention. Chapters 00:00 Cannes Travel & AdTech Tuxedo Discussion07:18 Introduction to Patrick Dolan and OOH Advertising09:20 What OOH, DOOH, and Industry Acronyms Mean10:54 Current State of the OOH Industry12:11 Digital OOH Growth and Programmatic Adoption15:02 How Advertisers Buy and Plan OOH Campaigns15:58 Measurement Challenges and Attribution18:03 The Convergence of OOH and Connected TV19:48 Retail Media's Expanding Role in OOH22:11 Connecting In-Store and Out-of-Store Media24:11 AI's Impact on OOH Advertising26:07 AI, Automation, and Workflow Improvements28:03 Lessons from Digital Advertising's Early Days30:01 The Future of AI and OOH30:51 Final Thoughts and Closing Remarks Guests: Ari Paparo, Patrick Dolan Learn more about your ad choices. Visit megaphone.fm/adchoices
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Walmart Connect's Ryan Mayward on Their Big CTV Move: Yahoo, Magnite and Vizio Explained
2w ago00:15:03Summary readyRyan Mayward, SVP and GM of Walmart Connect, joins Ari Paparo to discuss Walmart's new partnership with Yahoo and Magnite, the role of Vizio in Walmart's CTV strategy, retail media measurement, incrementality, and the future of in-store advertising. Learn how Walmart is making its audience data more accessible while focusing on outcomes and advertiser flexibility. Takeaways Walmart Connect integrated its audience and measurement capabilities with Magnite, enabling Yahoo DSP advertisers to activate campaigns on Vizio inventory. The partnership aims to make Walmart data more accessible while maintaining control over audience targeting and measurement. Walmart plans to expand access to additional DSPs and buying paths over time. Vizio OS has become a major growth driver, powering a significant share of smart TVs sold in the U.S. Walmart Connect is focused on outcomes-based advertising, including customer acquisition, sales lift, and incremental return on ad spend (iROAS). Walmart is expanding in-store media opportunities through digital screens and retail media innovations. Chapters00:00 Introduction & Walmart Connect Overview00:36 Walmart, Yahoo, Magnite & Vizio Partnership Explained03:34 Why Walmart Chose a Sell-Side Integration Strategy04:25 Future DSP Expansion Plans05:42 The Evolution of Connected TV Advertising06:50 Outcomes-Based Measurement & Walmart DSP08:56 Incrementality and iROAS in Retail Media10:24 Measuring Online vs. In-Store Sales Impact11:32 Walmart's In-Store Media & Digital Screen Strategy13:28 Walmart Connect's Biggest Advantage13:54 Walmart Connect's Biggest Challenge14:20 Lightning Round: If Walmart Connect Were an Animal15:17 Closing Remarks Guests: Ari Paparo, Ryan Mayward Learn more about your ad choices. Visit megaphone.fm/adchoices
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Episode 177: Scott Ensign of Butler/Till on Innovation at Indy Agencies
3w ago00:58:31Summary readyScott 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
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Damian Garbaccio and Doug Campbell on Affinity's Outcomes Marketing Council
3w ago00:18:54Summary readyAri 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
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