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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The podcast currently has 410 episodes available.

Marketecture: Get Smart. Fast. episodes:

June 15, 2026Walmart Connect's Ryan Mayward on Their Big CTV Move: Yahoo, Magnite and Vizio Explained
Ryan 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.
Chapters
00:00 Introduction & Walmart Connect Overview
00:36 Walmart, Yahoo, Magnite & Vizio Partnership Explained
03:34 Why Walmart Chose a Sell-Side Integration Strategy
04:25 Future DSP Expansion Plans
05:42 The Evolution of Connected TV Advertising
06:50 Outcomes-Based Measurement & Walmart DSP
08:56 Incrementality and iROAS in Retail Media
10:24 Measuring Online vs. In-Store Sales Impact
11:32 Walmart's In-Store Media & Digital Screen Strategy
13:28 Walmart Connect's Biggest Advantage
13:54 Walmart Connect's Biggest Challenge
14:20 Lightning Round: If Walmart Connect Were an Animal
15:17 Closing Remarks
Guests: Ari Paparo, Ryan Mayward

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16min
June 12, 2026Episode 177: Scott Ensign of Butler/Till on Innovation at Indy Agencies
Scott 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.
Chapters
00:00 Introduction to Scott Ensign and Butler/Till
00:41 What makes Butler/Till unique as an employee-owned agency
01:24 The history behind Butler/Till's ESOP structure
02:25 Independent agencies vs. holding companies
03:47 Product development and technology investments at Butler/Till
04:33 Why Butler/Till hired a Chief Product Officer
05:08 How clients approach AI and workflow innovation
06:33 The changing landscape of pharmaceutical advertising
08:31 Regulatory concerns and the future of pharma marketing
10:44 Reaching healthcare professionals in the digital age
12:15 Why mobile gaming is an overlooked advertising opportunity
14:19 Butler/Till's early agentic AI and AdCP media transaction
16:25 How buyer and seller AI agents could negotiate media deals
19:28 Why pharma is a strong fit for agentic media buying
21:24 Expanding AdCP into audio and offline media channels
23:01 AI, efficiency, and the future of agency work
23:57 Butler/Till's growth, hiring plans, and closing thoughts
Guests: Ari Paparo, Scott Ensign

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59min
June 08, 2026Damian Garbaccio and Doug Campbell on Affinity's Outcomes Marketing Council
Ari 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

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19min
June 05, 2026Episode 176: Alex Chatfield on How Influencers are Leveraging Data Technology
Alex Chatfield, Co-Founder and President of Endorsable, joins Ari Paparo and Eric Franchi to discuss how data technology is transforming influencer and celebrity marketing. Drawing on his ad tech background from AppNexus, Alex explains how brands can move beyond traditional influencer metrics by leveraging fandom intelligence, audience data, and identity signals to build more effective endorsement partnerships. The conversation explores the growing intersection of influencer marketing, audience ownership, first-party data, programmatic advertising, and measurement.
Takeaways
Most creators and athletes don't truly own their audience data. Ticketing platforms, merch providers, social networks, and link-in-bio tools often control valuable fan information.

Organic social reach continues to decline. Brands increasingly need paid amplification beyond social platforms to effectively reach a creator's fan base.

Measurement remains a major challenge in influencer marketing. Many partnerships are still structured around content deliverables rather than business outcomes or audience performance metrics.

Social platforms have an opportunity to improve influencer measurement. Platforms like Meta and YouTube could make campaign reporting more transparent and actionable for brands.

Alex credits his AppNexus experience for shaping his entrepreneurial journey. His current business combines expertise in programmatic advertising, identity, and data with the entertainment and talent ecosystem.
Chapters
00:00 Introduction and podcast preview
01:50 Meet Alex Chatfield and the story behind Endorsable
02:17 What is a "fandom intelligence engine"?
02:55 How Endorsable differs from traditional influencer marketing platforms
04:07 Understanding celebrity fandom and audience profiling
04:47 Why creators and athletes lack ownership of fan data 0
6:27 Lessons from fan databases and audience relationships
06:41 Building a modern fan database through digital platforms
07:44 How link-in-bio platforms generate audience identity signals
08:39 Why audience ownership matters for creators and athletes
09:10 How fandom data changes brand sponsorship negotiations
10:21 Extending influencer campaigns beyond social media
11:14 The impact of declining organic social reach
11:58 How brands and agencies currently discover influencers
13:20 The limitations of platform-native influencer discovery tools
14:06 The influencer negotiation process and talent representation
14:59 Audience data gaps in influencer marketing today
16:38 Why measurement remains difficult in influencer campaigns
17:36 Can Meta, YouTube, and social platforms solve measurement?
18:37 Lessons from AppNexus and becoming an entrepreneur
20:08 Bridging ad tech and Hollywood
20:50 Why talent should demand access to audience data
21:06 The significance of Ticketmaster data access for artists
21:32 Closing thoughts and where to learn more about Endorsable
Guests: Ari Paparo, Eric Franchi, Alex Chatfield

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54min
June 01, 2026 Deterministic? Prove It.
In this Marketecture Live session, Keith Petri, SVP of Data, Identity, and Supply at Viant, and Sam Khoury of Marketecture Media discuss deterministic identity, supply path optimization (SPO), contextual targeting, attribution, and the challenges of measuring true advertising effectiveness in CTV. Learn why advertisers need proof, not promises, to maximize performance and incrementality.
Takeaways
- Deterministic Identity Requires Proof
- Publisher Login Data Isn't Fully Available to Buyers
- IP Addresses Are an Imperfect Identity Signal
- Too Many Supply Chain Intermediaries Create Problems
- Supply Path Optimization Is About Quality, Not Just Cost Savings
- Identity and Context Must Work Together
- Content-Level Context Remains Limited in CTV
- Incrementality Is the Ultimate Goal
- Identity Resolution Requires a Holistic View
- Collaboration Across the Ecosystem Is Critical
Chapters
00:00 Introduction and Session Overview
00:27 Why CTV Identity Is More Complicated Than Expected
01:43 The MacKenzie-Childs Case Study: The Ideal CTV Attribution Story
03:03 Why Publisher Data Doesn't Reach Buyers
04:25 What "Deterministic, Prove It" Really Means
05:35 Where Identity Breaks Down in Programmatic Advertising
07:23 The Real Purpose of Supply Path Optimization
09:05 Identity vs. Context: Why Both Matter
10:37 The Contextual Targeting Gap in CTV
11:58 The Measurement and Attribution Unlock
14:15 Advice for Advertisers and Buyers
16:00 Closing Remarks

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18min
May 29, 2026 Episode 175: Tejas Manohar, co-CEO of Hightouch, on the Company's Giant Fundraise, Agentic Ads, and LiveRamp
Tejas Manohar, co-founder and co-CEO of Hightouch, joins Ari Paparo and Eric Franchi to discuss composable CDPs, replacing LiveRamp, enterprise AI workflows, and why marketers still need SaaS in the age of vibe coding. They also cover Meta’s new apps, OpenAI ads, AppLovin’s social ambitions, X’s ad business, and the rise of clipping in political campaigns.
Takeaways:
- Hightouch is emerging as a strong alternative to LiveRamp for identity onboarding and data activation.
- Tejas Manohar explains why composable CDPs and enterprise AI workflows are gaining momentum.
- The team discusses agentic AI, OpenAI ads, Meta’s new apps, and the future of marketing automation.
- X, AppLovin, and Meta are all evolving their platforms around AI, data, and advertising scale.
- Political campaigns are increasingly using clipping and influencer distribution over traditional media.
Chapters:
00:00 Intro & Marketecture Live Chicago announcement
01:28 IAB Tech Summit and industry association discussion
02:43 Introducing Hightouch co-founder Tejas Manohar
04:20 What Hightouch actually does
05:22 Composable CDPs explained
07:32 SaaS apocalypse vs enterprise software reality
11:08 Can Hightouch replace LiveRamp?
13:58 Hightouch’s vision for agentic AI marketing
17:09 Why CDPs matter for AI workflows
20:48 Tejas Manohar’s background and Segment experience
23:32 Running Hightouch as co-CEOs
24:37 AppLovin launches social app “Gist”
28:11 Meta launches Reddit-style Forums app
30:41 Meta’s AI consulting and enterprise ambitions
34:42 X ad revenue, xAI, and social graph advantages
37:14 OpenAI ads and “conversational intent”
40:51 The rise of clipping in politics and media
44:28 FTC settlement over “active listening” claims
46:52 All Eyes On raises funding in the CTV space
48:57 Closing thoughts and outro
Guests: Ari Paparo, Eric Franchi, Tejas Manohar

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52min
May 26, 2026 How to Reach a Mass Audience When There’s No Mass Media
At Marketecture Live III in New York, James Wilhite, VP of Product, Index Exchange, sat down with Alan Wolk, Co-Founder & Lead Analyst, TVREV, to discuss how advertisers can still reach massive audiences in today’s fragmented media landscape. The conversation explores the evolution of CTV advertising, the rise of contextual targeting, transparency challenges, privacy-safe audience activation, and how Index Exchange is helping brands better understand and curate streaming inventory.
Takeaways
- Mass audiences still exist, but they’re spread across fragmented platforms.
- Contextual targeting is becoming critical for CTV advertising.
- Show-level transparency helps buyers understand what they’re purchasing.
- Privacy regulations are accelerating interest in contextual solutions.
- Curation at the SSP level gives advertisers better inventory visibility.
- AI and metadata partnerships are improving scene-level targeting.
- Probabilistic targeting helps estimate who is watching in a household.
- Contextual advertising reduces brand safety risks in CTV.
Chapters
00:00 Introduction to the James Wilhite and Alan Wolk
01:00 How media activation has changed from traditional TV to streaming
02:27 Why fragmented audiences are still massive audiences
03:42 The transparency challenges in CTV advertising
05:10 What contextual targeting actually means
06:14 How scene-level and show-level contextual data works
07:13 Why contextual targeting is growing now
07:57 AI and Gracenote’s role in metadata analysis
09:35 How Index Exchange enables contextual targeting in CTV
11:15 Why curation is moving to the SSP layer
12:35 Probabilistic targeting and household viewing data
13:35 How contextual targeting improves brand safety
14:53 The future of contextual targeting in CTV
16:20 Challenges with first-party data quality
17:27 Why privacy concerns differ between web and CTV
18:31 Final thoughts on reaching mass audiences today

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22min
May 22, 2026Episode 174: Auren Hoffman Wants to Make LiveRamp Great Again
Auren Hoffman, founder of LiveRamp, joins Ari Paparo and Eric Franchi to discuss Publicis’ acquisition of LiveRamp, the company’s biggest missed opportunities, and why connectivity is becoming even more important in the AI era.
They also dive into Google I/O, AI-powered search, publisher challenges, product-led companies, and how AI is changing the way operators work.
Takeaways
LiveRamp’s biggest strength is still its network and connectivity.

Auren believes better product execution could unlock much larger growth.

AI agents will increase the need for fast data movement across platforms.

Product-focused leadership continues to define successful ad tech companies.

Google’s AI-first search experience is reshaping web traffic and publishing.

AI tools are rapidly changing how executives and teams operate.
Chapters
00:00 Publicis acquires LiveRamp
01:14 Auren’s perspective on LiveRamp’s evolution
02:17 The biggest product opportunities ahead
05:35 Middleware, clean rooms, and connectivity
07:20 Pricing and growth challenges
09:13 Why AI changes the value of data infrastructure
12:03 What Publicis could improve
15:37 Product leadership in ad tech
19:45 Trade Desk, UID2, and the competitive landscape
21:13 Google I/O and AI-powered search
26:27 Why AI is changing how operators work
29:28 The changing economics of publishing
34:21 Vox, podcasts, and creator-led media
36:32 Amazon affiliate cuts and publisher impact Guests: Ari Paparo, Eric Franchi, Auren Hoffman

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47min
May 18, 2026ADCP in Action: Let the AIs Rip with PubMatic & MiQ
In this Marketecture Live session, Harry Tong from PubMatic and Georgie Haig from MiQ demonstrate how ADCP and AI agents can automate campaign setup, audience discovery, supply recommendations, and media activation in seconds instead of days. They also explore how agentic workflows and open standards are shaping the future of programmatic advertising.
Takeaways
ADCP standardizes communication and workflows across the advertising ecosystem.

PubMatic and MiQ demonstrated live AI-powered media buying workflows.

Campaign setup times were reduced from days to seconds.

MiQ reported up to 98% time savings in campaign setup testing.

Human approval and transparency remain central to agentic workflows.

Existing RTB infrastructure is being augmented, not replaced.

AI agents can automate discovery, setup, optimization, and reporting.

Open standards like ADCP help scale agentic advertising collaboration.

Buyers gain more visibility into fees and optimization opportunities.

Early testing and experimentation create long-term competitive advantages.
Chapters
00:00 Introduction to ADCP and Agentic Advertising
01:21 Harry Tong and Georgie Haig Introductions
02:23 What ADCP Actually Means
03:18 Why the Current RTB Ecosystem Needs Improvement
04:21 ADCP vs MCP vs A2A Explained
05:38 How MiQ Is Using ADCP Today
07:18 MiQ’s 98% Campaign Setup Time Savings
08:35 Overview of the Live Demo Workflow
10:18 Connecting Claude to PubMatic’s Agentic OS
11:26 AI-Powered Supply and Product Discovery
13:17 Audience Discovery and Signal Recommendations
14:39 Creating the Media Buy with AI
15:48 Campaign Goes Live Inside PubMatic
16:12 Shrinking Multi-Day Workflows into Seconds
16:49 Future Features and Automated Optimizations
18:39 Biggest Learnings from Testing ADCP
19:28 Will Agentic Advertising Become Mainstream?
20:28 Final Thoughts on the Future of AI in Advertising

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23min
May 15, 2026 Episode 173: Tony Marlow Talks Innovation in Sports Advertising and Eric Gets into Microdramas
In this episode, Ari Paparo and Eric Franchi take an in-depth look at the evolving landscape of sports advertising, featuring insights from Tony Marlow. The conversation explores the latest innovations in how brands and media companies are approaching sponsorship, fan engagement, and measurement within live sports environments. Marlow addresses current market challenges, including increased audience fragmentation and the complexities brands face in creating meaningful connections both in-stadium and across digital channels.
The episode also dives into the impact of data and technology on sports marketing.
In the "Refresh" segment, Eric shifts gears to spotlight a rising trend in global entertainment: Chinese microdramas. He breaks down the commercial logic behind ultra-short scripted video, its surging popularity with younger audiences, and why Western media companies are keeping a close eye on this format. The discussion offers context on the opportunities and challenges presented by micro-content ecosystems in a rapidly changing attention economy.
Key topics covered include:
- How innovations in sports advertising are changing the way marketers connect with fans and measure impact
- The increasing role of sponsorship data and analytics in sports media deals
- Sports media fragmentation and its effect on brand strategy
- The rise of Chinese microdramas and what advertisers can learn from their rapid adoption
- Practical recommendations for advertisers navigating new consumer behaviors and digital platforms
The Marketecture Podcast, hosted by Ari Paparo and Eric Franchi, delivers expert interviews and analysis every week, drawing on deep knowledge of media, advertising, and ad tech. Stay up to date on the latest trends, strategic insights, and behind-the-scenes perspectives shaping the industry.
For the full interview archive and video episodes, visit Marketecture.tv.
Guests: Ari Paparo, Eric Franchi, Tony Marlow

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52min

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

The podcast currently has 410 episodes available.

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