Marketecture: Get Smart. Fast. Podcast Por Ari Paparo arte de portada

Marketecture: Get Smart. Fast.

Marketecture: Get Smart. Fast.

De: Ari Paparo
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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 cover that week's most important news. Every Monday there's an in-depth vendor interview where you learn about interesting companies. https://www.marketecture.tvCopyright 2025 Marketecture Media, Inc. Economía Finanzas Personales Marketing Marketing y Ventas
Episodios
  • Episode 167: How Infillion Bought Catalina and How it Fits with MediaMath

    Episode 167: How Infillion Bought Catalina and How it Fits with MediaMath
    Apr 3 2026
    Rob Emrich, founder and executive chairman of Infillion, joins to talk about the Catalina acquisition, why retail data matters, and how his company is building a full-stack ad tech platform through acquisitions and integration. The conversation touches on DSP strategy, data advantages, and how the industry is shifting toward outcomes-driven advertising. Takeaways Catalina evolved from coupon printing into a powerful retail data asset SKU-level purchase data is a key differentiator in advertising Infillion’s strategy is to integrate data, media, and tech into one platform DSPs are increasingly defined by proprietary data and a unique supply Acquisition strategy matters more than just collecting assets Retail media is a continuation of older data-driven advertising models Financial vs strategic ownership can shape how companies evolve Chapters 00:00 Intro and Catalina acquisition context 01:00 What Catalina actually is today 02:00 From coupons to retail media data 03:00 Why SKU level data matters 04:00 Digital products like Buyer Vision 05:00 How Infillion approached the acquisition 07:00 Why Catalina became available 08:30 Strategic vs financial buyers 10:00 MediaMath plus data equals full stack vision 11:00 Rob’s background and early company days 13:00 Pivot from rewards to DSP 15:00 Building through acquisitions (Gimbal, Drawbridge) 17:00 The “factory” approach to ad tech 19:00 Avoiding the “collection of assets” trap 21:00 Customer types and key verticals 23:00 Where Infillion fits in the market 24:00 IPO thoughts and employee ownership Learn more about your ad choices. Visit megaphone.fm/adchoices
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    57 m
  • The Parallel Infrastructure: Why Premium CTV Publishers Are Building Outside the Programmatic Stack

    The Parallel Infrastructure: Why Premium CTV Publishers Are Building Outside the Programmatic Stack
    Mar 30 2026
    At Marketecture Live, Ari Paparo from Marketecture Media joins Philip Inghelbrecht, Co-Founder & CEO at Tatari, Bill Murray, Head of Growth and Performance at Warner Bros Discovery, and Michael Reidy, Senior Vice President, Ad Sales at NBCUniversal. They unpack how streaming inventory is bought and sold, the balance between programmatic and direct deals, and why premium inventory often sits outside traditional programmatic pipes. The discussion also explores live events, automation, and how new solutions like Tatari’s Upstream aim to reshape access to high-quality CTV inventory. Takeaways The U.S. TV ad market is ~$90B, with $60B still in linear and $30B in streaming Only about half of streaming inventory is programmatic, and much of the premium supply is sold directly Direct buying offers advantages like guaranteed inventory, brand safety, and fewer intermediary fees Programmatic excels in targeting, flexibility, and discovery of new audience opportunities Publishers view direct and programmatic as complementary, not competing channels Live events and moment-driven content create spikes that favor guaranteed direct deals Automation is reshaping direct buying, making premium inventory more accessible to smaller advertisers Tatari’s Upstream aims to automate direct deals and bypass traditional programmatic layers The future of CTV will likely be hybrid, combining automation, data, and direct relationships Chapters 00:00 Introduction to the Marketecture Live discussion 00:21 Breaking down the $90B TV and CTV market 02:04 Overlap between direct and programmatic inventory 02:30 Publisher perspective on inventory strategy 04:03 Advertiser value targeting vs premium placement 05:03 Why direct and programmatic are complementary 06:07 Benefits of direct buying for brands 07:30 Brand safety, fraud, and cost efficiencies 08:40 The importance of publisher relationships 09:30 Live events and operational challenges 10:08 Peacock strategy and nowness content 11:35 Dynamic ad insertion vs linear pass-through 12:34 Audience behavior and shared viewing moments 13:14 Managing unpredictable live inventory 14:08 Introducing Tatari’s Upstream platform 15:40 Automation of direct deals 16:00 Concentration of CTV supply among top publishers 17:04 Lowering barriers for new advertisers 18:15 How Upstream benefits publishers and buyers 19:45 Future roadmap and machine learning optimization 22:07 Performance vs brand programmatic vs direct debate 22:33 Growth of CTV and advertiser adoption 23:12 The future coexistence of direct and programmatic Learn more about your ad choices. Visit megaphone.fm/adchoices
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    26 m
  • Episode 166: Alicia Richardson, Winner of the Marketecture Start-up Showcase, on Experiential Marketing and Whether Cannes Is Worth it

    Episode 166: Alicia Richardson, Winner of the Marketecture Start-up Showcase, on Experiential Marketing and Whether Cannes Is Worth it
    Mar 27 2026
    Alicia Richardson, co-founder and managing partner of CrowdAxis and winner of the Markecture Live Startup Showcase, joins the pod to break down how brands approach experiential marketing, how to measure its impact, and whether major events like Cannes are actually worth the investment. Takeaways Experiential marketing connects brands directly with consumers in physical settings. Marketers often rely on gut and repeat past event choices. Measurement is inconsistent and still focused on basic metrics. The industry lacks a standardized way to evaluate performance. ROI depends on both the event and the brand’s execution. Delayed data limits post-event conversion opportunities. Chapters 00:09 Intro & Guest Introduction 03:33 What is Experiential Marketing 04:20 The Measurement Problem 07:11 CrowdAxis Solution 08:05 Experiential Power Index 10:08 Marketer Perspective 13:35 Data Sources 21:19 Founding Story of CrowdAxis 25:11 Paid Marketing Debate 43:22 Shopify Agentic Storefronts Learn more about your ad choices. Visit megaphone.fm/adchoices
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    55 m
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