Ari Paparo talks with OpenX CRO Matt Sattel about how supply-side platforms are evolving in 2025, from simple “pipes” to intelligent systems focused on quality, transparency, and outcomes. They discuss trends shaping the ecosystem, including curation, data-driven SPO, MFA, and request duplication, as well as the growing influence of AI and automation. The conversation also looks at the challenges of operating in a two-sided marketplace and why agility and accountability matter more than ever.

Takeaways

OpenX positions itself as a “smart pipe,” emphasizing innovation and quality over raw scale.

SPO should be data-driven, not just a commercial negotiation.

Request duplication and MFA inflate metrics—OpenX focuses on clean, direct supply.

OpenX Select enables agencies and partners to curate transparent, self-built deals.

Real-time automated data-fee discounts push more dollars into working media.

AI powers “Results by OpenX,” optimizing toward performance outcomes like CTR and CPA.

Transparency and reporting through Snowflake-based tools remain central to OpenX’s pitch.

AI’s impact on web traffic is most visible in commerce and shopping verticals.

OpenX’s agility and independence let it respond faster than larger SSPs.

Sattel sees rebuilding trust and collaboration in the two-sided marketplace as the industry’s biggest challenge.

Chapters

00:00 Introduction and Advertising Week Banter

01:31 OpenX’s Evolution and Buy-Side Perspective

02:59 Defining the “Smart Pipe” Approach

05:09 Redefining Supply Path Optimization (SPO)

07:07 Quality, Duplication, and Clean Supply

10:27 Curation and the OpenX Select Platform

14:06 Automated Discounts and Data Transparency

17:25 AI-Driven Performance: Results by OpenX

20:58 The Broader Impact of AI on Audiences

22:06 Agility, Independence, and Market Challenges

23:45 Closing Thoughts and the “Sleeping Giant” Analogy

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Ari Paparo and Eric Franchi speak with Omar Tawakol, CEO of Rembrand, about how artificial intelligence is influencing advertising and media. They explore the role of virtual product placement, its implications for creators and publishers, and how automation is shifting the ways audiences engage with content. The conversation also covers broader industry movements—from The Trade Desk’s evolving strategy to Amazon’s DSP and emerging ad networks from PayPal and Amex—offering perspective on the changing dynamics of attention and monetization.

Takeaways

Consumers are seeking fewer interruptions, pushing brands toward more natural ad integrations.

AI tools are making virtual product placement more scalable and adaptable.

Future ad innovation may focus on blending into content rather than surrounding it.

Successful acquisitions depend on maintaining team culture and creative integrity.

The intersection of retail media, AI, and creator monetization signals a major industry shift.

Chapters 

00:00 Ari and Eric welcome Omar and joke about his old Facebook photo. 

01:30 Omar explains why ad-light consumer behavior is reshaping advertising.

04:00 Rembrand uses AI to automate and scale virtual product placement.

08:30 Automation reduces friction and improves brand safety for advertisers.

10:50 Attention-based metrics show “New News” campaigns perform best. 

14:00 Rembrand grows through Spaceback and Myriad acquisitions. 

20:00 Omar shares lessons on keeping acquired teams’ culture intact. 

29:30 The group discusses AI, retail media, and industry headlines. 

38:40 They close with thoughts on AI’s creative impact and media’s future.

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In this session, Eric Franchi, Alan Chapell, and Ari Paparo discuss the Google remedies antitrust trial. They also cover OpenAI’s approach to monetization and Amazon’s recent collaborations with Spotify and Netflix.

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Ari Paparo and Eric Franchi speak with Josh Walsh, founder and CEO of BranchLab, about how pharmaceutical advertising is changing. The discussion covers BranchLab’s use of neural networks with non-health data, the impact of new privacy regulations, and recent funding from Lance Armstrong’s Next Ventures. The conversation also touches on Deep Intent’s acquisition, ongoing federal policy debates, and the broader implications for healthcare marketing.

Takeaways

Chapters

00:00 – Introductions
02:00 – What BranchLab Does
05:00 – Funding from Next Ventures
07:30 – Industry Context
09:30 – Data and Privacy
13:00 – Federal Policy
16:30 – The Road Ahead
20:00 – Wrap-Up

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In this episode of the Marketecture Podcast, hosts Ari Paparo and Eric Franchi engage with Art Muldoon, Co-Founder of ArcSpan, to discuss the changing landscape of publisher data in ad tech. They explore topics such as leveraging AI to scale first-party data, the evolving future of the open web, and the intricacies of curation and transaction IDs (TIDs), emphasizing how publishers can regain control and succeed in a dynamic environment. The latter part of the episode covers industry updates, including mergers and acquisitions, shifts in DSPs, AI-driven creative tools, legal challenges facing Google, and the completion of the TikTok US deal.

Takeaways

Chapters
00:00 - Ari and Eric introduce Art Muldoon from ArcSpan.
02:00 - Explanation of Aggregate, Amplify, Activate.
06:30 - Strategies for making 100% of audiences addressable.
09:30 - Market caution and publisher pain points discussed.
12:00 - How ArcSpan builds confidence on the buy-side.
15:00 - Is it an opportunity or are margins being siphoned?
17:00 - Comparing gaming, news, and sports publishers.
19:00 - Reformulation, AI’s role, and the future of publishing.
21:00 - TIDs, Prebid, and the risks of arbitrage.
25:00 - Partnerships: Rembrandt + Spaceback, Verve + Captify.
30:00 - Amazon’s GenAI tools and Yahoo’s discount strategy vs. TTD.
35:00 - Agency transformation insights.
38:00 - Privacy remedies and lawsuits involving Magnite & Pubmatic.
42:00 - Discussion on a US-led governance framework.
45:00 - Reflections and a preview of next week.

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In this episode, Ari Paparo and Eric Franchi talk with Lisa Utzschneider, CEO of Integral Ad Science (IAS), about the latest shifts in digital advertising. They explore how the industry is moving from simple verification toward performance, why metrics like attention and carbon are getting more attention, what AI is doing behind the scenes, and how retail media and streaming are changing the game. Along the way, they dig into trust, complexity, and what brands really care most about today.

Takeaways

Chapters
01:00 Open Web vs. Walled Gardens
04:40 From Verification to Optimization
07:30 Carbon as a Metric
09:00 Attention Metrics
12:00 Cutting through the Complexity
12:40 AI in Practice
16:15 Startups, Scale, and Data
19:00 Retail Media’s Rise
21:00 Trust and Perception

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In this conversation, Ari Paparo interviews Ajit Thupil, Chief Product Officer of Bombora, discussing the unique challenges and strategies in B2B marketing. They explore how Bombora leverages data to enhance sales and marketing efforts, the importance of audience targeting, and the evolving role of AI in the industry. Ajit shares insights on the competitive landscape and the significance of understanding the distinct nature of B2B compared to B2C marketing.

Takeaways

Bombora focuses on the P2P space, serving sales and marketing needs.

B2B marketing involves long and complex sales cycles.

Data is crucial for targeting the right accounts in B2B.

Activation of data is available through major DSPs and social channels.

Granularity in audience targeting helps overcome company size disparities.

AI's role in B2B marketing is evolving but remains data-dependent.

Understanding customer behavior is key to effective targeting.

Frequency capping at the account level is essential for B2B campaigns.

Bombora's partnerships with publishers enhance data quality.

Specialization in B2B marketing differentiates Bombora from larger platforms.

Chapters

00:00 Introduction to Bombora and Its Mission

03:07 Understanding B2B Marketing Dynamics

06:09 Data Utilization in B2B Marketing

08:47 Targeting Strategies and Audience Granularity

11:50 The Role of AI in B2B Marketing

14:58 Competitive Landscape and Challenges

18:01 Lightning Round and Fun Insights

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In this episode of the Marketecture Podcast, hosts Ari Paparo and Eric Franchi discuss the recent Google search remedies and their implications for the market. They delve into the antitrust issues surrounding Google, the upcoming ad tech trial, and the complexities of Epsilon's SSP. The conversation also touches on Perplexity's struggles in advertising, OpenAI's strategic acquisition, and emerging trends in ad tech and AI. Additionally, they explore insights from the CTV landscape, including Roku's growth and the NFL Red Zone's new commercial strategy, concluding with a discussion on Paramount's potential acquisition of The Free Press.

Takeaways

Chapters

03:00Antitrust Implications and Market Dynamics

05:54Ad Tech Trial and Its Consequences

08:53Epsilon's SSP and Agency Dynamics

11:42Perplexity's Advertising Challenges

14:48OpenAI's Acquisition and Strategic Moves

17:54Emerging Trends in Ad Tech and AI

20:43CTV Insights and NFL Red Zone Controversy

23:46Paramount's Potential Acquisition of The Free Press

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In this emergency episode of the Market Texture Podcast, Ari Paparo and Alan Chapell discuss the recent ruling by Judge Metta regarding Google's monopoly status. They analyze the implications of the ruling, including the decision not to divest Chrome or Android, the impact of distribution deals, and the challenges of data sharing. The conversation also touches on the missed opportunity for choice screens, the future of Google's search monopoly, and the DOJ's approach to antitrust cases. The episode concludes with thoughts on potential settlements and the global implications of the ruling.

Takeaways

Chapters

00:00 Introduction to the Emergency Episode

01:08 Judge Metta's Ruling Overview

02:02 Chrome and Android: The Monopoly Debate

05:37 Distribution Deals and Their Implications

09:13 Data Sharing and Its Challenges

14:41 Choice Screens: A Missed Opportunity

15:31 The Future of Google's Search Monopoly

19:42 Natural Monopoly vs. Competition

21:13 DOJ's Approach and Future Antitrust Cases

22:55 Next Steps for Google and Potential Settlements

26:36 Global Implications and Future Legislation

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In this episode, Ari Paparo moderates a debate about the role of transaction IDs in the ad tech industry with Mike O’Sullivan, co-founder of Sincera and now part of The Trade Desk, and Chris Kane, founder of Jounce Media. The conversation covers the benefits and drawbacks of transaction IDs, publisher concerns about revenue and data privacy, and the influence of the Trade Desk. The episode also looks into the complexities of auction duplication and the need for transparency and standardization in digital advertising. In The Refresh, Ari and Eric Franchi discuss related topics, including CTV pause ads, AI payment models, and Amazon’s decision to block AI bots from scraping data.

00:00 Introduction to Transaction IDs

02:15 Understanding Transaction IDs and Their Controversy

05:15 Publisher Concerns and Revenue Implications

09:01 The Impact of Request Duplication

14:35 Practical Uses of Transaction IDs for DSPs

18:46 The Future of Transaction IDs in Ad Tech

19:22 The Pre-Bid Controversy

20:53 Skepticism in the Market

25:11 Fear of Trade Desk's Power

30:12 Navigating Publisher Concerns

35:03 Advice for Publishers Moving Forward

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