Marketecture: Get Smart. Fast.

By Ari Paparo

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 co... more

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How many episodes does Marketecture: Get Smart. Fast. have?

The podcast currently has 420 episodes available.

Marketecture: Get Smart. Fast. episodes:

July 07, 2026How 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.
Chapters
00:00 Introduction
00:21 Grant Gudgel joins Locala as CMO
00:37 What Locala does and its evolution
01:30 Planning platform vs. traditional DSPs
02:15 How brands optimize campaigns market by market
03:37 Measuring campaign performance and learnings
03:52 AI's role in campaign planning
05:42 Solving complex retail and QSR marketing challenges
07:08 What adaptive advertising means
08:07 Location intelligence beyond retail
09:30 Competitive analysis with location data
09:58 Omnichannel planning with DOOH and CTV
10:22 Privacy and location data
11:05 Locala's goals at Cannes
11:35 Competitive advantages and growth challenges
12:21 Lightning round: Why Locala is a narwhal

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14min
July 06, 2026How 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.
Chapters
00:00 Introduction to Todd Parsons and Criteo
00:50 What is Criteo GO?
02:05 Who is Criteo GO built for?
03:12 Cross-channel performance marketing explained
04:00 Commerce data and retail media strategy
06:00 Measuring real performance outcomes
09:20 How AI powers Criteo GO
11:45 Agentic AI and the future of media buying
13:05 Self-service advertising and SMB growth
15:38 Lightning round: competition, roadmap, and GEO
18:08 Closing thoughts
Guests: Ari Paparo, Todd Parsons

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21min
July 02, 2026Episode 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.
Chapters
00:00 Welcome Back From Cannes
02:55 Meet Jennifer Quigley-Jones, VP of Strategy & Innovation at PMG
04:39 Building Digital Voices and Selling to PMG
08:53 How Brands Approach Creator Marketing
11:54 Using Data and AI to Find the Right Creators
14:38 Why Authentic Content Beats Scripts
18:38 Creator Ads, Media Strategy, and Platform APIs
22:46 Creators Beyond Social Media
29:16 The Future of AI and Creator Marketing
32:06 Advertising News: OpenAI, Comcast, Meta & More

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1h 1min
June 30, 2026 How SQREEM's Large Behavioral Model Predicts Consumer Intent with René Raiss
Live 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 SQREEM
00:49 The Story Behind the SQREEM Name
01:20 What Is a Large Behavioral Model (LBM)?
02:11 Why Consumer Behavior Matters More Than Keywords
04:21 How SQREEM Collects and Models Behavioral Data
05:44 AI Libraries vs Traditional Marketing Platforms
06:48 Using Behavioral AI for Better Ad Targeting
07:31 Campaign Performance and Lower CPA Results
08:11 Applications Beyond Advertising and Marketing
09:11 MCPs and the Future of AI Workflows
09:43 SQREEM's Growth Strategy and Competitive Advantage
10:24 Why the Model Matters More Than the Data
11:14 Lightning Round and Closing Remarks

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13min
June 29, 2026 How Comcast Advertising and Affinity Solutions Are Making Premium TV a Performance Marketing Channel
At Cannes Lions, Jackelyn Keller speaks with Dawn Lee Williamson, Chief Revenue Officer at Comcast Advertising, and Damian Garbaccio, Chief Commercial & Marketing Officer at Affinity Solutions, about Outcomes Plus, closed-loop measurement, transaction data, and how premium TV is driving measurable business outcomes across the full marketing funnel.
Takeaways
Why deterministic transaction data is essential for accurate advertising measurement.
How Comcast's Outcomes Plus connects premium TV campaigns to real business outcomes.
The role of closed-loop measurement in optimizing campaigns across the marketing funnel.
Why premium video is evolving from a brand-building channel into a performance marketing channel.
How the Comcast and Affinity Solutions partnership helps advertisers measure and improve ROI.
Chapters
00:00 Introduction to Comcast Advertising and Affinity Solutions
00:40 Why measurement is critical to marketing success
01:20 Connecting transaction data, technology, and premium media
02:20 Affinity Solutions' data capabilities across key industries
02:51 Comcast introduces Outcomes Plus
04:15 How premium TV is becoming a performance channel
05:09 Why all media is now performance media
05:52 Defining success for the Comcast and Affinity partnership
07:20 The value of closed-loop measurement for advertisers
08:01 The future of measurable premium video advertising

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10min
June 29, 2026How Criteo Is Bringing Commerce Media to OpenAI with Michael Komasinski
At 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.
Chapters
00:00 Welcome & Criteo's Evolution
01:31 Privacy Sandbox, AI & Industry Changes
04:31 Inside Criteo's OpenAI Partnership
06:16 How OpenAI Advertising Works for Brands
08:19 Where AI Ad Budgets Will Come From
10:17 The Reality of Agentic Commerce
11:40 AI Shopping Assistants & Retail Media
15:12 Measuring AI Advertising Success
17:46 Retail Media Challenges & Brand Expectations
19:13 Why Criteo's Buy & Sell Strategy Matters
20:51 The Future of Commerce Media
22:24 Why Retailers Can Win in the AI Era
Guests: Ari Paparo

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25min
June 26, 2026Episode 179: The Good Vibe(s) at Cannes, Plus UTA's Michael Burke on the Creator and Influencer Takeover
Set 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.
Chapters
00:00 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

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47min
June 24, 2026Exclusive: Arthur Querou, CEO of Vibe, Talks about the Blockbuster Acquisition by Walmart
From 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 Announcement
00:23 Why Announcing the Deal at Cannes Was Special
01:00 The Origin Story of Vibe.co
01:12 Selling KMTX to Fund Vibe.co
01:49 Building a French Ad Tech Success Story
02:18 France's Impact on Global Ad Tech
02:30 Vibe.co vs. Mountain: Market Comparisons
03:22 Growth Metrics and ARR Discussion
03:40 What Happens Next at Walmart
04:18 The Future of Performance TV
05:10 Why Vibe.co Focuses on SMB Advertisers
05:47 How Vibe.co Complements Walmart Connect
06:01 The Entire Team Is Joining Walmart
06:16 Arthur's Walmart Story
07:01 Final Congratulations and Closing Remarks
Guests: Ari Paparo, Arthur QUEROU

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9min
June 24, 2026Andy Schonfeld of Tatari on Taking Shots at DSPs and Why TV is Different
Andy 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.
Chapters
00:09 Introduction and Tatari’s Cannes Billboard Campaign
01:03 Why Tatari Says DSPs Are on the TV Sidelines
02:44 Can You Buy Sports and Premium TV Through a DSP?
03:56 Why Inventory Matters as Much as Data
06:14 What Is Tatari’s Upstream Platform?
07:15 Direct Publisher Integrations and Supply Path Optimization
08:12 Publicis and The Trade Desk Reconciliation Explained
08:54 Why Brands Are Reexamining Transparency and Fees
09:22 What the Fox-Roku Partnership Means for CTV
10:02 Why Direct Relationships Matter More in Streaming
11:11 AI, Automation, and Agentic Buying
12:00 How Tatari Uses Historical Performance Data
13:07 Tatari’s Biggest Advantage
13:10 Tatari’s Biggest Challenge
13:13 Lightning Round: If Tatari Were an Animal
Guests: Ari Paparo, Andy Schonfeld

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15min
June 19, 2026Episode 178: Cannes Fashion Choices, Plus Patrick Dolan on the State of OOH Advertising
Patrick 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 Discussion
07:18 Introduction to Patrick Dolan and OOH Advertising
09:20 What OOH, DOOH, and Industry Acronyms Mean
10:54 Current State of the OOH Industry
12:11 Digital OOH Growth and Programmatic Adoption
15:02 How Advertisers Buy and Plan OOH Campaigns
15:58 Measurement Challenges and Attribution
18:03 The Convergence of OOH and Connected TV
19:48 Retail Media's Expanding Role in OOH
22:11 Connecting In-Store and Out-of-Store Media
24:11 AI's Impact on OOH Advertising
26:07 AI, Automation, and Workflow Improvements
28:03 Lessons from Digital Advertising's Early Days
30:01 The Future of AI and OOH
30:51 Final Thoughts and Closing Remarks
Guests: Ari Paparo, Patrick Dolan

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...more
49min

FAQs about Marketecture: Get Smart. Fast.:

How many episodes does Marketecture: Get Smart. Fast. have?

The podcast currently has 420 episodes available.

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