Episode 197: Chris Harihar on What Aristotle Can Teach Us About AdTech PR

What makes great PR in ad tech, and how is AI reshaping the advertising industry? Ari Paparo and Eric Franchi welcome Chris Harihar, EVP at Mod Op, to discuss the future of ad tech PR, effective storytelling, and the challenges of communicating AI and agentic advertising strategies. The conversation explores Yahoo DSP's agentic vision, PubMatic's AI announcements, and why traditional PR tactics are no longer enough. Chris also shares how Aristotle's principles of persuasion can help brands build credibility and connect with audiences. Plus, the team breaks down Google's and Microsoft's earnings, FreeWheel's future with NBCUniversal, Pinterest's partnership with Magnite, Stagwell's acquisition of Freestar, the announced DoorDash and Instacart deal, and Walmart's move into agentic commerce. Takeaways Why traditional ad tech PR needs a fresh approach. How Yahoo DSP and PubMatic are shaping agentic AI messaging. The role of storytelling and credibility in effective PR. Google's AI monetization challenges and advertising growth. FreeWheel's future and the evolving CTV landscape. How major acquisitions are reshaping ad tech and retail media. Walmart's move into AI-powered shopping and agentic commerce. Chapters 00:00 Marketecture Live 2027 Announcement 00:55 Welcome to Marketecture Podcast 02:34 Chris Harihar Joins: The Fortune Cookie Advertising Debate 07:46 What Makes Great PR in Ad Tech? 09:29 Yahoo DSP and PubMatic's Agentic AI Strategies 13:24 When AI Advertising PR Backfires 18:52 Apple, Privacy, and Industry Backlash 20:43 Aristotle's Three Principles of Effective Storytelling 23:17 PR Lightning Round: Research, Executives, and Social Media 24:58 Do Press Releases Still Matter in AI Search? 27:04 Google Earnings and the Future of Search Advertising 31:33 YouTube's Growth and Instagram's CTV Opportunity 33:00 Chris Harihar on AI Tools and Muse 34:16 Microsoft Earnings and Cloud Growth 35:11 FreeWheel, Universal Ads, and NBCUniversal 38:44 Could Paramount Skydance Move Away From FreeWheel? 39:51 Pinterest Opens Programmatic Advertising With Magnite 41:38 Stagwell Acquires Freestar: Agency and Publisher Tech Converge 44:03 DoorDash and Instacart: Retail Media Consolidation 47:04 Walmart's MCP Server and the Future of Agentic Commerce 50:11 Closing Remarks Guests: Ari Paparo, Eric Franchi, Chris Harihar Learn more about your ad choices. Visit megaphone.fm/adchoices