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

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.

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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

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.

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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

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.

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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

Chapters

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

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Jenny Wall from VideoAmp joins Ari Paparo to unpack why CTV measurement has to evolve past impressions and demos. They dig into outcomes, advanced audiences, clean room data, and the growing need for multiple currencies across linear, streaming, and walled gardens. Expect practical examples, a clear case for audience first buying, and a candid look at what happens if the industry stays locked to legacy metrics.

Takeaways

Chapters
00:10 Ari sets up the shift from impressions to outcomes in CTV measurement.

02:16 Jenny explains why TV is a really emotional video and why that still drives results.

02:59 The conversation moves to tying fragmented channels to real KPIs like sales.

04:11 Jenny argues that advanced audiences beat demo buying for most brands.

05:18 Examples show how deep audience targeting can go, from retail intent to pharma switching.

10:53 Walled gardens and the need for independent measurement come into focus.

12:48 Dual currencies are framed as painful now but necessary for the market to progress.

15:14 Jenny warns that unstable metrics could wipe out long tail networks. 18:02 Real time optimization in TV is closer than most marketers think.

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Ari Paparo and Eric Franchi discuss a variety of topics, ranging from the latest developments in the Google trial to the implications of AI in advertising. They provide insights on consulting strategies for data companies, share their personal pizza preferences, and explore the future of marketing mix models. The conversation also touches on job security in ad tech, the impact of media personalities on careers, and the cultural significance of Thanksgiving side dishes.

Takeaways

Chapters

00:00 Thanksgiving Greetings and Podcast Introduction

00:58 Insights from the Google Trial

04:22 Consulting Advice for New Entrants in Data Marketing

08:05 The Role of AI in Advertising

12:01 Pizza Preferences and Cultural Reflections

15:45 AI Innovation and M&A in Advertising

18:57 OpenAI's Potential Move into Advertising

20:31 The Future of Advertising and OpenAI

22:41 Marketing Mix Modeling in Fortune 500 Brands

25:09 Shifts in Advertising Spend: Search vs. LLMs

29:02 Job Security in Ad Tech Amidst AI

30:40 Identifying AI Native Companies vs. AI Posers

33:04 The Impact of Media Personality on Career

37:34 Thanksgiving Traditions and Food Preferences

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At Marketecture Live, Alexis Gossard, Senior Manager of Media Strategy at Bayer, and Lisa Perez, General Manager for Pain/Cardio/Derm and Nutritionals, discuss the recent shift in strategy behind the One A Day brand. They outline how the team revisited brand fundamentals, updated the visual identity, refined audience-specific messaging, and adjusted the media approach across video, social, retail, and emerging channels. The conversation offers a clear look at the decision-making process, cross-functional collaboration, and early learnings from the brand’s updated direction.

Takeaways

Bayer Consumer Health aims to reach more households.

The mission is described as the road to billions.

A dedicated team focuses on media outcomes.

Every media plan outcome is linked to new brand initiatives.

The strategy involves analyzing various channels for effectiveness.

Household penetration is a key performance indicator.

The company is committed to understanding market dynamics.

Media planning is crucial for brand growth.

The focus is on measurable outcomes in marketing.

Bayer is leveraging data to inform its strategies.

Chapters

00:10 Opening & Brand Challenge

00:50 Brand Overview & Market Realities

01:06 Audience Complexity & Strategic Shift

03:06 Rebuilding the Brand Foundation

04:39 Visual Identity & Packaging Refresh

06:32 Cross-Functional Collaboration

08:45 Turning Insights Into Media Strategy

09:48 Awareness Strategy & Football Integration

13:23 Advanced Targeting, AI, and Geo-Clustering

18:38 What’s Next & Q&A Highlights

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Ari Paparo and Eric Franchi sit down with Steven Liss, CEO of OpenAds, to discuss the company’s shift from placing ads inside AI chat to using AI to transform display advertising. They explore why contextual intelligence is gaining new traction, how AI-generated creative performs in practice, and what the new IAB standards AdCP and UCP signal for the future of programmatic buying. The conversation also covers the challenges of embedding interoperability, the complexities of building an AI native DSP, and how agencies are adopting creative generation tools.

Takeaways

Ads inside AI chat are constrained by a limited supply, while ads powered by AI offer far more scale

New language models improve contextual classification, which leads to more accurate targeting

AI creative becomes stronger when grounded in a real webpage context and variety

Agencies are driving demand for efficient AI-powered creative, while creative and media teams remain separate

Building a DSP from scratch is now possible because coding models accelerate engineering work

AdCP helps unify signals between buyers and publishers, which cuts waste in programmatic

UCP faces hurdles because embeddings created by different models cannot interpret one another

Open source or shared industry models may be needed to support reliable embedding exchange

Chapters

00:00 Introduction and guest setup

02:10 Thanksgiving banter and mailbag announcement

06:40 Stephen Liss joins the show

07:30 The “OpenAds” naming confusion with TTD

10:00 Why ads inside AI did not scale

15:45 Rise of contextual and AI-driven creative

21:00 Building an AI-native DSP

25:25 Examples of surprising AI-generated creative

31:00 ADCP and UCP: standards, embeddings, and challenges

47:20 Why shared models matter + closing thoughts and wrap-up

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Ari Paparo sits down with Sergio Serra, PM Lead for RTB Fabric at AWS, to explore how Amazon is transforming the foundations of programmatic advertising. They break down how RTB Fabric eliminates data egress costs, improves latency through deterministic routing, and introduces a per-billion transaction model built specifically for ad tech. Recorded at Marketecture, this conversation reveals how AWS is creating purpose-built infrastructure for SSPs and DSPs, the power of modular services like real-time throttling and OpenRTB filtering, and why Fabric might redefine the economics of ad exchanges.

Takeaways

RTB Fabric removes the dual tax of data egress and load balancing costs.

Deterministic availability zone routing cuts latency and boosts reliability.

Built-in modules add rate limiting, filtering, and error masking without extra cost.

The pricing model aligns with ad tech’s transaction-based economics.

AWS is opening Fabric beyond its own backbone, allowing external connectivity.

Chapters

00:00 Introduction and AWS’s Focus on Ad Tech

01:00 What RTB Fabric Solves for SSPs and DSPs

03:00 Eliminating Data Egress and Load Balancing Costs

05:00 How Deterministic Routing Improves Latency

07:00 Built-In Modules: Rate Limiting, Filtering, Error Masking

10:00 Pricing Model Based on Transactions

12:00 Internal vs. External Fabric Connections

14:00 Launch Partners and Future Expansion

15:30 Competitive Edge and Vision for RTB Fabric

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Ari Paparo and Eric Franchi sit down with Paul Bannister, Chief Strategy Officer of Raptive, unpack new research on how audiences respond to AI-written content, why trust changes depending on labeling and experience, and what shifting traffic patterns mean for publishers. The conversation moves from consumer behavior to the realities of the open web, the role of strong brands, and how AI tools are reshaping ad operations.

Takeaways

Readers trust AI content less when labeling is unclear.

Suspicion of AI drops trust more than actual AI writing.

People struggle to identify whether content is AI or human.

Heavy AI users become highly skeptical of AI content.

Traffic declines hit factual verticals harder than lifestyle.

Strong brands cushion publishers from search volatility.

Smaller sites dependent on SEO face the greatest risk.

Reducing ad clutter can improve both outcomes and revenue.

AI tools are speeding up slow ad ops and campaign setup.

CTV continues to drive most of the open web growth.

Chapters

00:00 Introduction and Guest Introduction

03:00 AI and Content Trust Issues

09:00 Impact of AI on Traffic and Branding

15:00 Earnings Reports and Industry News

21:00 AI in Programmatic Advertising

27:00 Challenges for Small Publishers

33:00 The Role of Human Involvement in AI Content

39:00 Future Trends in Digital Advertising

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