The Advertising Forum by Marketecture

The Advertising Forum by Marketecture

By AdTechGod and Jeremy BloomBusinessNewsMarketingTech News
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The Advertising Forum by Marketecture episodes

  • How AI Is Transforming CTV Advertising and Ad Monetization | Charlie Goodman, Skydance

    Charlie Goodman, Senior Vice President of Product Management at Skydance, joins Jeremy Bloom and AdTechGod's Built-In, Built-On series, sponsored by FreeWheel, to discuss smarter sell-side advertising. He explores how AI, automation, agentic media buying, and advanced ad decisioning are transforming CTV advertising, improving ad relevance, driving measurable outcomes, and unlocking greater value for advertisers and publishers.

    Takeaways

    - How Skydance manages advertising across multiple streaming platforms while prioritizing viewer experience.

    - Why flexible ad tech partnerships help publishers improve ad decisioning and innovation.

    - How AI and automation are improving ad relevance, targeting, and campaign performance.

    - Why CTV can drive measurable results across the entire marketing funnel.

    - How agentic media buying and interactive ad formats are shaping the future of streaming monetization.

    Chapters

    00:00 Introduction to Jeremy Bloom and AdTechGod

    00:21 Meet Charlie Goodman of Skydance

    01:26 Managing Complexity Across Streaming Platforms

    02:41 Building Flexible Ad Tech Partnerships

    04:13 AI and Automation in Ad Decisioning

    06:02 CTV as a Performance Advertising Channel

    08:58 Agentic Media Buying and Monetization

    10:09 Maximizing Ad Relevance and Inventory Value

    11:40 Data, Activation, and Premium Video Advertising

    12:29 Interactive CTV Ad Formats

    13:32 Final Thoughts and Closing

    15 min
  • What Happens When AI Starts Buying the Ads? | Horizon's John Koenigsberg & Nav Singh

    AI is changing the way programmatic advertising works, but turning that innovation into real business value takes more than just technology.

    On this episode of The Advertising Forum, sponsored by FreeWheel, AdTechGod and Jeremy Bloom sit down with John Koenigsberg, EVP, Head of Product Partnerships at Horizon, and Nav Singh, SVP, Programmatic Innovation at Horizon, to discuss agentic AI, smarter automation, data complexity, and why human expertise remains essential to the future of media buying.

    Takeaways

    • Data & Expertise: Turning data into actionable insights drives competitive advantage.
    • AI Innovation: Real-world testing separates measurable value from hype.
    • Agentic Automation: AI reduces repetitive tasks and creates more time for strategy.
    • Human Judgment: Trusted measurement and oversight remain essential.
    • Collaboration: Connected AI workflows require teamwork across the advertising ecosystem.

    Chapters
    00:00 Introduction to Built In, Built On
    00:24 Meet John Koenigsberg and Nav Singh
    00:54 Data and Technology Complexity
    02:51 AI: Real Value vs. Hype
    04:04 Agentic AI and Media Buying
    06:40 Data Signals and Human Judgment
    08:36 Connected AI Advertising Workflows
    09:04 Challenges of AI Integration
    10:43 Technology Evolution and Partnerships
    12:04 Closing Remarks

    13 min
  • Building Trust, Attention & Authenticity in the AI Advertising Era with Luis Di Como

    In Episode 3 of The Great AI Advertising Reset Series, sponsored by DoubleVerify, Luis Di Como, former EVP of Global Media at Unilever, joins Jeremy Bloom and AdTechGod to discuss the growing complexity of digital advertising, the rise of AI agents, and why audiences, authenticity, and attention are becoming the defining pillars of modern marketing.

    Takeaways

    • AI is shifting from a tool that answers questions to a system that helps shape decisions.
    • Marketers must plan for both human audiences and AI agents.
    • Authenticity is becoming more important as AI-generated content proliferates.
    • Content performs best when paired with the right context.
    • Media quality directly influences business outcomes.
    • Automation is essential for managing marketing complexity at scale.
    • Human judgment remains critical in AI-powered workflows.
    • Trust in AI grows through transparency, standards, and guardrails.
    • Brands need clear risk tolerances when deploying AI systems.
    • Attention that drives measurable business outcomes is the ultimate goal.

      • Chapters
      00:00 Introduction to The Great AI Advertising Reset Series
      00:32 Why Digital Advertising Has Become More Complex
      01:31 The Three A's: Audiences, Authenticity & Attention
      04:55 How AI Is Reshaping Marketing Organizations
      07:26 Moving Beyond Basic AI Automation
      08:55 Why Human Judgment Still Matters
      09:22 Connecting Media Quality to Business Outcomes
      11:12 Content Plus Context Equals Better Results
      11:38 Building Trust in AI Decision Making
      12:07 The Self-Driving Car Analogy for AI Adoption
      14:20 Final Thoughts on AI, Trust & Marketing

      15 min
    • The Great AI Advertising Reset: DoubleVerify CEO Mark Zagorski on AI Slop and Fraud

      In Episode 1 of The Great AI Advertising Reset Series, sponsored by DoubleVerify, AdTechGod and Jeremy Bloom sit down with Mark Zagorski, CEO of DoubleVerify, to discuss the future of AI-driven advertising. Mark shares how DoubleVerify's newly launched DV Neura powers trust, transparency, and control across digital media, while helping brands combat AI-generated content, ad fraud, and the growing challenges of an agentic advertising ecosystem. From AI slop to CTV fraud, learn how advertisers can navigate the next era of advertising with greater confidence.

      Takeaways

      • DV Neura is the AI engine powering DoubleVerify's measurement, optimization, and verification capabilities.
      • AI has been embedded in DoubleVerify's technology for nearly 18 years through machine learning and automation.
      • Agentic advertising is still in its early stages and requires stronger transparency and industry standards.
      • Independent verification will play a critical role in validating AI agents and automated media buying.
      • AI-generated content is rapidly increasing across social and digital platforms.
      • DoubleVerify developed "SlopStopper" to help advertisers avoid low-quality AI-generated content.
      • AI is accelerating ad fraud, particularly within Connected TV environments.
      • DoubleVerify uses AI to detect and combat AI-driven fraud and misinformation.
      • Neura helps advertisers move from insights to action faster.
      • The core benefits of Neura are speed, confidence, and control.

        • Chapters

        00:00 Introduction to The Great AI Advertising Reset Series
        01:15 Why DoubleVerify Built DV Neura
        02:48 The Future of Agentic Advertising
        04:22 Building Trust and Transparency in AI Ecosystems
        04:37 The Growing Threat of AI Slop
        05:56 Introducing SlopStopper
        06:27 AI's Role in Rising Ad Fraud
        07:40 What Makes DV Neura Different
        08:31 Real-World Results and ROI from Neura
        09:22 Benefits Marketers Will Feel Immediately
        10:39 Speed, Confidence, and Control
        10:59 Final Thoughts and Closing Remarks

        12 min
      • From Show to Scene: How Contextual CTV Targeting Is Transforming Programmatic Advertising
        Dave Bernath, CEO of WURL, joins Jeremy Bloom and AdTechGod to discuss the evolution of CTV targeting from broad audience and show-level approaches to scene-level contextual targeting. The conversation explores how AI-powered content analysis is improving ad relevance, performance, and viewer engagement while helping advertisers better align with content in real time.
        Takeaways
        - Scene-level targeting provides more precision than traditional show-level targeting.
        - AI enables real-time analysis of content, emotion, and context.
        - Emotional alignment between ads and content can improve campaign performance.
        - Contextual targeting drives stronger engagement, recall, and purchase intent.
        - Brand safety, transparency, and measurement remain critical priorities.
        - Industry collaboration is needed to scale scene-level targeting across CTV.
        - CTV continues to offer a premium advertising experience for brands.
        Chapters
        00:00 Introduction to the From Show to Scene Series
        00:29 The Early Days of CTV Targeting
        01:54 Where Traditional Targeting Fell Short
        02:41 Why Show-Level Targeting Hasn't Worked in CTV
        04:37 The Shift from Shows to Scenes
        05:04 How AI Unlocks Scene-Level Contextual Targeting
        06:34 The Signals That Matter Most in Contextual Advertising
        08:30 Performance Results from Scene-Level Targeting
        09:42 What Still Needs to Happen for Scale
        11:28 Why CTV Remains a Premium Advertising Opportunity
        12:05 Closing Remarks and Key Takeaways
        13 min
      • From Show to Scene: Why Contextual Targeting Matters More Than Ever with Emily Kennedy, Dentsu
        In Episode 2 of From Show to Scene sponsored by Wurl, Emily Kennedy, EVP and Head of Marketplace at Dentsu, joins Jeremy Bloom and AdTechGod to discuss how contextual targeting is evolving from a planning tool into a true optimization signal. Emily shares how brands can create stronger consumer connections through scene level targeting, why quality signals matter more than signal volume, and how the industry can overcome fragmentation challenges across streaming and video. The conversation also explores measurement, scalability, audience orchestration, and the future of contextual advertising in premium video.
        Takeaways
        - Contextual targeting is evolving into a powerful optimization signal
        - Message relevance drives stronger engagement and performance
        - Quality signals matter more than signal volume
        - Scene-level targeting creates more meaningful brand moments
        - Fragmentation continues to limit innovation and scale
        - Brands are shifting focus from reach to business outcomes
        - Strong consumer connections remain the ultimate goal
        Chapters
        00:00 Introduction to From Show to Scene
        00:11 Emily Kennedy joins the conversation
        00:27 How Dentsu approaches contextual targeting
        01:41 Channel, show, and scene level targeting explained
        03:05 Measuring contextual performance effectively
        04:04 What signals matter most to brands and agencies
        05:08 The challenge of fragmentation in streaming
        06:35 What contextual targeting can scale today
        07:48 Why one to one consumer connections matter
        08:02 Helping clients understand advanced targeting
        09:05 The future of contextual targeting and measurement
        10:38 Closing thoughts and key takeaways
        11 min
      • From Show to Scene: Why Moment-Based Targeting Is the Future of CTV with Lauri Baker from KERV

        In episode 1 of From Show to Scene, Lauri Baker, Senior Vice President, Head of Partnerships at KERV, explains why audience targeting alone is no longer enough in CTV. She explores the shift from broad audience and genre-based buying toward scene-level, moment-based targeting, where ads align with what is happening on screen in real time.

        Lauri also breaks down how this approach improves performance by increasing attention, recall, and intent, while addressing challenges like fragmentation, measurement, and scalability. She shares how advancements in video analysis and real-time activation are making moment-based targeting a powerful and viable strategy for modern advertisers.
        Takeaways
        • Scene-level targeting outperforms traditional audience targeting by aligning ads with real-time content moments
        • Matching ad creative to the scene increases attention, recall, and intent
        • Contextual signals act as a unifying layer across fragmented CTV ecosystems
        • Standardization and measurement remain key challenges for scaling moment-based buying
        • Advances in video analysis and real-time activation make scene targeting viable today
        Chapters
        00:00 Introduction to the From Show to Scene series
        00:55 Why audience buying is no longer enough
        01:27 Where performance gains actually come from
        02:00 The shift from broad targeting to moment-based signals
        04:10 Why the scene is the new audience
        05:18 Tackling fragmentation in CTV
        07:15 What is scalable versus still experimental
        10:05 Technology enabling scene-level targeting
        12:17 What is needed to scale this approach
        15:03 Closing thoughts and key takeaways


        15 min
      • From Screen to Store: How Tiffany Lee Drives Local Growth at Fleet Feet

        In this episode of From Screen to Store, sponsored by JamLoop, Tiffany Lee from Fleet Feet breaks down how a national brand scales local impact across 285+ stores while balancing eCommerce and in-store performance.


        She shares how Fleet Feet leverages Connected TV as an awareness driver, measures real business impact across online and offline channels, and empowers local store owners with efficient, testable media strategies.


        Takeaways

        • Fleet Feet blends national branding with local ownership to drive community-first retail experiences
        • Awareness remains a major growth opportunity even in markets with physical stores
        • CTV is primarily used as an awareness channel to fuel the top of the funnel
        • Measurement focuses on incrementality, store visits, and site traffic
        • Budget flexibility and transparency are critical when choosing media partners
        • Testing new strategies can unlock more efficient and profitable channels


          • Chapters
          00:00 Introduction to the episode

          00:13 Tiffany Lee joins from Fleet Feet

          00:33 What Fleet Feet is and how the business operates nationally and locally

          02:05 Challenges of maintaining brand consistency across local markets

          03:35 The role of CTV in Fleet Feet’s marketing strategy

          05:01 Measuring impact across online and in-store performance

          06:32 Choosing the right CTV partner and budget considerations

          08:22 Proving ROI and tying awareness to conversions

          09:25 Why brands shouldn’t be afraid to test new strategies

          10:48 Closing thoughts and sponsor shoutout

          11 min
        • How Franchise Brands Use CTV to Drive Real Growth with Mosquito Squad

          In Episode 4 of the From Screen to Store series, sponsored by JamLoop, Jay Blecker, President of Mosquito Squad, shares how franchise operators are leveraging connected TV (CTV) to scale customer acquisition and drive measurable growth.

          Jay breaks down the evolution from traditional guerrilla marketing to data-driven CTV strategies, revealing how better targeting, attribution, and media control dramatically reduced acquisition costs while doubling leads, even during off-season periods.


          Takeaways

          • CTV can significantly lower customer acquisition costs when properly optimized
          • Attribution and tracking are essential to proving marketing effectiveness
          • Not all impressions are equal—placement quality matters more than volume
          • Growth comes from a mix of channels, not a single “silver bullet”
          • Franchise businesses benefit from hyper-local targeting and control
          • CTV can drive results even during traditionally slow seasons


            • Chapters

            00:01 Introduction to the episode and guest

            00:23 Overview of Mosquito Squad’s business model

            00:41 Educating customers as a key growth driver

            01:27 Why CTV became a strategic channel

            01:50 Early marketing challenges and scaling issues

            03:00 Importance of attribution and measurement

            04:11 Why customer acquisition cost is the key metric

            05:10 Subscription model and focus on new customers

            06:02 Initial CTV struggles and inefficiencies

            06:30 The issue with low-quality ad placements (free TV)

            07:00 Optimizing media placement and targeting

            07:30 Cutting CAC from $350 to under $200

            08:00 Doubling leads during off-season months

            08:30 Scaling results and improving efficiency further

            09:26 Advice for SMBs and franchise marketers

            09:38 Importance of control, targeting, and attribution

            11:22 Final thoughts on testing and measurement

            12 min
          • From Screen to Store: What Actually Works in Modern Marketing with Alex Back From Couch

            In Episode 3 of the From Screen to Store series, sponsored by JamLoop, Alex Back, CEO of Couch, breaks down what actually works today from CTV and video to holistic media strategies. Learn why influencer marketing falls short for high-ticket items and how brands can drive real ROI through smarter attribution, creative testing, and full-funnel presence.


            Takeaways

            • The furniture industry remains highly traditional due to legacy ownership, operational complexity, and low prioritization of marketing.
            • Influencer marketing is ineffective for high-consideration purchases like furniture, but creators are valuable for content production.
            • A holistic, omnichannel approach is critical for brands to stay visible across TV, social, and search when customers are in-market.
            • Attribution remains a major challenge, especially with TV and CTV, making ROI difficult to measure precisely.
            • Success should be measured through blended signals like traffic, engagement, and overall sales trends, not just direct conversions.
            • CTV works best as an awareness and consideration channel, not a direct-response tool.
            • Creative strategy matters; ads should be memorable, actionable, and include trackable elements like QR codes.
            • The key to modern marketing success is finding the right media mix, not relying on a single channel.


              • Chapters

              00:00 Introduction & Guest Overview

              00:40 Meet Alex Back (CEO, Couch)

              01:18 Why Furniture Marketing Is Stuck in the Past

              03:19 What’s Actually Working Today

              03:42 Why Influencer Marketing Falls Short

              05:00 The Power of Holistic Marketing

              06:06 The Attribution Problem in Traditional TV

              08:13 How to Measure Marketing Success Today

              10:54 The Role of CTV in the Media Mix

              11:20 How to Make CTV Work

              12:00 Closing Thoughts & Key Lessons

              13 min

            About The Advertising Forum by Marketecture

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            The Advertising Forum was created to address popular adtech, media and advertising topics and foster innovation by bringing together industry thought leaders, innovators, and experts from AdTech, Agency, and Brand sectors.