Marketecture: Get Smart. Fast.15 Aug 2025

Episode 135: Scott Howe from LiveRamp and The Trade Desk’s very bad week

Ari Paparo and Eric Franchi sit down with Scott Howe, CEO of LiveRamp, for an open conversation about how the ad tech world is changing. They talk about LiveRamp’s shift from simply “data onboarding” to helping companies work together securely, how AI gets a real boost when you feed it the right kind of data, and what’s actually happening now that cookies are fading away. Scott also shares real-world stories, from loyalty programs to connected TV, that show why smart collaboration might be the best way to stand out against the biggest players. Takeaways LiveRamp has moved from moving data around to helping partners actually use it together AI works best when powered by private, permissioned data instead of just public information Cookies are losing importance, and direct, authenticated connections are taking the lead Mid-sized players with unique data can compete more effectively with walled gardens The industry needs clear, open standards for sharing data to avoid repeating past mistakes Chapters 00:00 – Catching Up and News of the Week: Streaming deals, TTD updates, and AI chatter 02:34 – What LiveRamp Is Now: From onboarding to true collaboration 03:40 – AI’s Data Diet: Why proprietary signals matter most 05:20 – Clean Rooms in Action: A snack brand, a retailer, and a social platform walk into a campaign 06:55 – Life After Cookies: Authenticated reach is already ahead 09:26 – Hedged Gardens: Where smaller but mighty players fit in 13:31 – The UCP Idea: Building shared rules for sharing data Learn more about your ad choices. Visit megaphone.fm/adchoices

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Episoder(406)

Episode 187: Jack Raines Trolls LinkedIn and Ends Up with a Book Deal

Ari Paparo and guest co-host Paul Knegten sit down with Jack Raines, author of Young Money, to discuss how viral LinkedIn posts, humor, and attention-driven marketing helped him build a 61,000-subscri...

21 Aug 54min

Episode 186: Matt Drengler on Why Ari is Wrong About Podcasting

Ari Paparo and Eric Franchi sit down with Matthew Drengler, Head of Partnerships at Podscribe, to unpack the messy reality of podcast measurement. They explore attribution, incrementality, the shift f...

14 Aug 58min

Episode 185: Nikhil Lai of Forrester on the State of AEO and Performance Marketing

Ari Paparo and Eric Franchi are joined by Nikhil Lai, Principal Analyst at Forrester, to discuss the evolution of performance marketing, Answer Engine Optimization (AEO), connected TV, incrementality,...

7 Aug 50min

Episode 184: Ben Edelman Will Send You to Affiliate Jail

Ben Edelman, independent consultant and longtime ad fraud investigator, joins Ari Paparo and Eric Franchi to discuss the Phia affiliate controversy, the evolution of ad fraud, AppLovin's install pract...

31 Jul 49min

Episode 183: Ask Olivia Kory Whether AppLovin Ads Work & She Explains Attribution vs Incrementality

Ari Paparo and Eric Franchi welcome Olivia Kory, Chief Marketing Strategy Officer at Haus, to unpack one of advertising's biggest questions: do ads actually work? Olivia explains the critical differen...

24 Jul 52min

Episode 182: Brian Quinn from AppsFlyer on the Billion Dollar Investment from Google and Meta

AppsFlyer President and General Manager Brian Quinn joins Ari Paparo and Eric Franchi to discuss the company’s $1 billion funding round backed by Google, Meta, Unity, and Moloco. They explore independ...

17 Jul 44min

How InMobi Is Reinventing Advertising with AI Agents

What happens when AI agents become media buyers and shopping assistants? Ari Paparo sits down with Abhay Singhal, Co-Founder and CEO of InMobi Advertising, to discuss the future of agentic advertis...

15 Jul 17min

Episode 181: Alex Kantrowitz on OpenAI and Big Tech's Latest Approach to Advertising

Alex Kantrowitz, Founder of Big Technology, joins Ari Paparo and Eric Franchi to discuss how OpenAI, Google, Meta, Anthropic, Amazon, and other tech leaders are transforming digital advertising. They ...

10 Jul 48min