Marketecture: Get Smart. Fast.

Matthew Goldstein joins Ari Paparo and Eric Franchi to break down how AI is reshaping publishing, why traffic declines are less scary than content theft, and what it will take for publishers to get paid in an agentic future. They dig into licensing deals, bot blocking, Microsoft’s content marketplace, and the idea of a real-time exchange for fresh, metadata-rich articles. The conversation also hits Google’s growing advantage, OpenAI’s code-red moment, and what all of this means for ads, agencies, and where digital media revenue goes next. Takeaways Publishers are more focused on getting compensated for AI training and retrieval than on raw traffic drops. Bot blocking is rising, but without a shared, reliable block list, it stays messy and uneven. Content marketplaces only work if buyers show up, and right now sellers massively outnumber demand. A split web is coming: humans browse homepages, while agents pull content at scale from trusted sources. Google’s integrated ecosystem gives it a structural edge over everyone in search plus AI. Chapters 00:09 Welcome and setup for AI and content licensing discussion with MSG 02:10 What happened to MSG’s newsletter and why LinkedIn feels better for feedback 05:11 Birthdays, Spotify Wrapped, and shout outs to the pod’s biggest fans 08:18 State of publishers right now: traffic concerns vs AI taking content 10:26 Upfront licensing deals: why the headlines cooled off and what renewals mean 13:12 Blocking AI bots: Cloudflare rollout, inconsistency, and need for a shared list 15:20 Human web vs agentic web and why the publisher business model must change 18:20 Content marketplaces: how many exist, the demand problem, and Microsoft’s approach 20:36 Marketplace mechanics explained through a finance app example 24:00 Real time per article payments and RAG style usage as the likely model 28:21 What marketplaces imply for publisher ads and MSG’s timeline prediction 31:30 News: BroadSign acquires Place Exchange, and why out of home is heating up 35:17 News: Omnicom IPG deal closes and what it means for agencies 38:41 News: OpenAI code red and the rapid rise of Google Gemini 44:52 Rumors of ads in AI search and in ChatGPT 47:19 LLM referral traffic to retail rises over Black Friday weekend 48:40 Trade Desk talent moves and pricing pressure Learn more about your ad choices. Visit megaphone.fm/adchoices

Jenny Wall from VideoAmp joins Ari Paparo to unpack why CTV measurement has to evolve past impressions and demos. They dig into outcomes, advanced audiences, clean room data, and the growing need for multiple currencies across linear, streaming, and walled gardens. Expect practical examples, a clear case for audience first buying, and a candid look at what happens if the industry stays locked to legacy metrics. Takeaways TV works, but modern measurement must prove business outcomes instead of just delivery. Advanced audiences reduce waste and can lift sales by focusing on the right households. Cross channel measurement is essential now that viewing and spend are split across many platforms. Third party validation matters because platforms grading their own homework limits trust. Dual currencies and clean room matching are messy today, but they create price flexibility and innovation. Chapters00:10 Ari sets up the shift from impressions to outcomes in CTV measurement. 02:16 Jenny explains why TV is a really emotional video and why that still drives results. 02:59 The conversation moves to tying fragmented channels to real KPIs like sales. 04:11 Jenny argues that advanced audiences beat demo buying for most brands. 05:18 Examples show how deep audience targeting can go, from retail intent to pharma switching. 10:53 Walled gardens and the need for independent measurement come into focus. 12:48 Dual currencies are framed as painful now but necessary for the market to progress. 15:14 Jenny warns that unstable metrics could wipe out long tail networks. 18:02 Real time optimization in TV is closer than most marketers think. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi discuss a variety of topics, ranging from the latest developments in the Google trial to the implications of AI in advertising. They provide insights on consulting strategies for data companies, share their personal pizza preferences, and explore the future of marketing mix models. The conversation also touches on job security in ad tech, the impact of media personalities on careers, and the cultural significance of Thanksgiving side dishes. Takeaways The Google trial's outcome may not favor a spin-out. Data companies should focus on use cases rather than just data. AI serves as an enabler in advertising, not a standalone solution. Job security in ad tech is closely tied to revenue generation roles. Identifying AI native companies requires understanding their vision and strategy. The cultural significance of Thanksgiving side dishes varies regionally. Mac and cheese has become a modern staple in Thanksgiving dinners. The pace of AI innovation is rapidly changing the advertising landscape. OpenAI is likely to enter the advertising space due to market demands. The future marketing mix will see shifts among search, walled gardens, and open platforms. Chapters 00:00 Thanksgiving Greetings and Podcast Introduction 00:58 Insights from the Google Trial 04:22 Consulting Advice for New Entrants in Data Marketing 08:05 The Role of AI in Advertising 12:01 Pizza Preferences and Cultural Reflections 15:45 AI Innovation and M&A in Advertising 18:57 OpenAI's Potential Move into Advertising 20:31 The Future of Advertising and OpenAI 22:41 Marketing Mix Modeling in Fortune 500 Brands 25:09 Shifts in Advertising Spend: Search vs. LLMs 29:02 Job Security in Ad Tech Amidst AI 30:40 Identifying AI Native Companies vs. AI Posers 33:04 The Impact of Media Personality on Career 37:34 Thanksgiving Traditions and Food Preferences Learn more about your ad choices. Visit megaphone.fm/adchoices

At Marketecture Live, Alexis Gossard, Senior Manager of Media Strategy at Bayer, and Lisa Perez, General Manager for Pain/Cardio/Derm and Nutritionals, discuss the recent shift in strategy behind the One A Day brand. They outline how the team revisited brand fundamentals, updated the visual identity, refined audience-specific messaging, and adjusted the media approach across video, social, retail, and emerging channels. The conversation offers a clear look at the decision-making process, cross-functional collaboration, and early learnings from the brand’s updated direction. Takeaways Bayer Consumer Health aims to reach more households. The mission is described as the road to billions. A dedicated team focuses on media outcomes. Every media plan outcome is linked to new brand initiatives. The strategy involves analyzing various channels for effectiveness. Household penetration is a key performance indicator. The company is committed to understanding market dynamics. Media planning is crucial for brand growth. The focus is on measurable outcomes in marketing. Bayer is leveraging data to inform its strategies. Chapters 00:10 Opening & Brand Challenge 00:50 Brand Overview & Market Realities 01:06 Audience Complexity & Strategic Shift 03:06 Rebuilding the Brand Foundation 04:39 Visual Identity & Packaging Refresh 06:32 Cross-Functional Collaboration 08:45 Turning Insights Into Media Strategy 09:48 Awareness Strategy & Football Integration 13:23 Advanced Targeting, AI, and Geo-Clustering 18:38 What’s Next & Q&A Highlights Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi sit down with Steven Liss, CEO of OpenAds, to discuss the company’s shift from placing ads inside AI chat to using AI to transform display advertising. They explore why contextual intelligence is gaining new traction, how AI-generated creative performs in practice, and what the new IAB standards AdCP and UCP signal for the future of programmatic buying. The conversation also covers the challenges of embedding interoperability, the complexities of building an AI native DSP, and how agencies are adopting creative generation tools. Takeaways Ads inside AI chat are constrained by a limited supply, while ads powered by AI offer far more scale New language models improve contextual classification, which leads to more accurate targeting AI creative becomes stronger when grounded in a real webpage context and variety Agencies are driving demand for efficient AI-powered creative, while creative and media teams remain separate Building a DSP from scratch is now possible because coding models accelerate engineering work AdCP helps unify signals between buyers and publishers, which cuts waste in programmatic UCP faces hurdles because embeddings created by different models cannot interpret one another Open source or shared industry models may be needed to support reliable embedding exchange Chapters 00:00 Introduction and guest setup 02:10 Thanksgiving banter and mailbag announcement 06:40 Stephen Liss joins the show 07:30 The “OpenAds” naming confusion with TTD 10:00 Why ads inside AI did not scale 15:45 Rise of contextual and AI-driven creative 21:00 Building an AI-native DSP 25:25 Examples of surprising AI-generated creative 31:00 ADCP and UCP: standards, embeddings, and challenges 47:20 Why shared models matter + closing thoughts and wrap-up Learn more about your ad choices. Visit megaphone.fm/adchoices