Episode 188: Rich Greenfield on the Meta Settlement and TTD's Stock Woes

Rich Greenfield, Co-Founder of LightShed Partners, joins Ari Paparo and Paul Knegten, CMO of Large, to break down the biggest shifts across media and ad tech, from Meta’s social media settlement and AppLovin’s next move to Fox’s Roku strategy and the growing pressure on The Trade Desk. Takeaways: Meta’s social media restrictions could reduce ad inventory and make younger audiences harder to reach. AppLovin’s biggest challenge is expanding its advertising technology beyond gaming into areas like e-commerce and CTV. Fox’s Roku acquisition could give it a powerful digital gateway into the streaming and CTV ecosystem. Rich argues that The Trade Desk’s reluctance to own first-party data is a major strategic weakness. AI-driven media buying could put DSPs under increasing pressure while creating new opportunities for SSPs. Chapters: 00:00 Intro and Corgi’s viral marketing strategy 05:49 Can higher ad prices offset declining web traffic? 07:17 Marketecture Live Chicago preview 08:28 Introducing Rich Greenfield, Co-Founder of LightShed Partners 09:48 Meta’s $17.1B settlement and the impact on advertisers 15:03 Ad scarcity, pricing and social media regulation 20:02 AppLovin’s next growth opportunity 24:44 Why Fox and Roku make sense together 30:48 AI’s potential impact on the future of television 32:33 What’s wrong with The Trade Desk’s strategy? 36:58 Walmart’s growing advertising ambitions 40:37 Meta restrictions and the news of the week 43:45 Scope3 teases its next product move 46:30 Netflix advertising leadership changes 48:09 The Taboola and NBC deal 50:57 AI-driven ad buying and the threat to DSPs 55:03 Reddit’s changing role in AI and AEO 56:54 Closing though Guests: Ari Paparo, Richard Greenfield Learn more about your ad choices. Visit megaphone.fm/adchoices