Episode 191: Corey Ferengul on the Newest Start-Up Category -- UMPs

Corey Ferengul, Managing Partner at Aperiam, joins Ari Paparo and Eric Franchi to explore the rise of Unified Media Platforms (UMPs), a new category of AI-powered tools designed to manage media buying, optimization, creative, and budgets across multiple advertising platforms. Plus, Ari and Eric break down Google’s latest ad tech remedies, AI-driven ad spend growth, Mediaocean’s new AI venture initiative, and other major industry moves. Takeaways Unified Media Platforms use AI to manage campaigns across multiple advertising platforms from one interface. UMPs can continuously adjust budgets, analyze performance, and adapt creative with less manual work. Vendors are differentiating through customer segments and capabilities such as creative, data, and optimization. Google’s remedies could give publishers more flexibility to move away from Google Ad Manager while retaining access to AdX demand. AI-powered advertising tools are contributing to increased ad spend, particularly across major platforms. Chapters 01:11 Welcome to Marketecture Podcast 02:18 Marketecture Live Chicago and Madjobs.ai 05:23 Corey Ferengul Joins the Podcast 05:49 The Rise of Unified Media Platforms 07:46 What Makes UMPs Different? 08:58 Companies Building Unified Media Platforms 11:33 Who Are UMPs Built For? 13:34 How Major Platforms Could Respond 15:56 Can UMPs Become Sustainable Businesses? 17:59 How UMPs Could Reshape Agencies and Ad Tech 20:38 Where to Find Aperiam’s UMP Market Map 22:18 The Refresh 23:01 Google’s Ad Tech Remedies Explained 29:56 Ad Tech M&A and DoubleVerify 32:02 AI Is Driving Ad Spend Growth 34:20 Mediaocean Launches AI Ventures 37:31 Adam Soroka Becomes CEO of PebblePost 40:31 33Across Becomes Wealthstage 42:49 FLAM and Profound Raise New Funding 45:17 OpenAI and Sponsored Agents 46:10 Closing Thoughts and Marketecture Live Chicago Guests: Ari Paparo, Eric Franchi, Corey Ferengul Learn more about your ad choices. Visit megaphone.fm/adchoices