Marketecture Media

TV advertising is being rearchitected for the agentic era. What do agent-orchestrated workflows look like? How will humans and AI agents work side by side? And what does a systems approach to AI mean for the future of TV advertising? In the debut episode of New Rules: How AI Is Rewriting the Future of TV Advertising, presented in partnership with FreeWheel, Marketecture Media’s Jackelyn Keller sits down with David Dworin, Chief Product Officer at FreeWheel, and Joseph Hirsch, CEO of Swivel, to explore how open platforms, APIs, and intelligent agents are transforming the architecture of modern TV advertising. Listen to the full episode now.

Ari Paparo talks with Jennifer Quigley-Jones of PMG about the ins and outs of working with creators. From influencer partnerships and platform APIs to measurement and authenticity, this conversation breaks down what brands need to know about the future of creator marketing. Listen to the full episode via the link below or wherever you get your podcasts. https://lnkd.in/eyBmsY9R

One of the most powerful questions a leader can ask: "Whose voice is missing from this room?" Stephani Estes, Chief Media Officer at The Shipyard, joins Stacy Bohrer to share why psychological safety, diverse perspectives, and speaking up are essential for innovation and growth.

Booked and busy? So is the modern traveler. Jackelyn Keller catches up with Jay Wardle, President & GM of Sojern, to discuss how connecting fragmented travel data creates a more complete view of travelers, helping brands engage people with greater relevance throughout the journey. Hot Takes from Cannes continue all summer long in partnership with the IAB Tech Lab.

What does it take to build a brand that stands out in today's attention economy? In this episode of The Brand Forum, Jeremy Bloom 🌞and Joshua Palau are joined by Alyssa Collier, Brand Marketing at Etsy, for a conversation about modern brand building, audience-first marketing, and why authentic storytelling continues to outperform traditional advertising. They discuss: • Why psychographics matter more than demographics • How Etsy empowers sellers to become brand ambassadors • Building customer loyalty through authentic storytelling • Social media's role in shaping modern retail brands • Lessons from Alyssa's unique career journey into marketing https://lnkd.in/gqDZVyqF

Premium TV is no longer just a brand awareness channel. At Cannes Lions, Dawn Lee Williamson, Chief Revenue Officer of Media Solutions, Comcast Advertising, and Damian Garbaccio, Chief Commercial & Marketing Officer, Affinity Solutions, join Jackelyn Keller to discuss how transaction data, closed-loop measurement, and Comcast’s Outcomes Plus are bridging the gap between brand-building and performance, enabling advertisers to use television as a tool for "performance storytelling.”

Cheap is expensive. The bill just shows up later. This week, Scott Messer and Jana Meron get into the true cost of running monetization. Junior versus senior hires, the rev shares quietly eating your revenue, DIY versus managed Prebid, and the meeting culture burning your team out. Bring your crisis or conundrum to adtechtherapy.com. 🛋️ AdTech Therapy. The session starts now. 🎧 Listen and follow: Spotify: https://lnkd.in/en2XYv-s Apple: https://lnkd.in/ej2UZHZi YouTube: https://lnkd.in/ewBUvb8E

I have to admit, Vibe.co's acquisition by Walmart was not on my bingo card (and more important, congrats to the Vibe team - truly amazing). There's so much to unpack here but I like Ari Paparo analysis and Lightning Round the best so far (except perhaps for the Amazon assessment - I suspect it's more "We don't care" ;-). We started Tatari 9+yrs ago with performance measurement (before touching media). This deal and the industry focus is a strong validation of what we understood back then. Tatari has grown brands from their first TV dollars (and tiny budgets of a few thousand dollars) into multi-million $ Super Bowl spenders. We have since then evolved well beyond. Today, our performance TV measurement (and the data gathered across billions of $ and hundreds of brands over time) fuels Tatari's planning and media execution LLMs (under Upstream TV). It allows us to deliver TV campaigns not only with great performance, but also all the benefits of buying publisher direct (zero fraud, brand safe, and no programmatic fees). Measurement is the beginning; flexing the data with AI across linear and CTV is the real trophy. https://lnkd.in/esrWPNni

How do you predict consumer intent without depending on keywords or traditional audience segments? Ari Paparo sits down with Rene Raiss, Founder of SQREEM Technologies, to discuss how Large Behavioral Models analyze real-world behavior to uncover intent, improve marketing performance, and deliver AI-powered insights across advertising, healthcare, finance, and government. They discuss: - What a Large Behavioral Model is - Why behavior is more valuable than language for AI - How SQREEM improves customer acquisition performance - The shift from AI platforms to AI libraries and MCPs Why models, not data, will define the next generation of AI https://lnkd.in/eRS-bJpP