The Marketecture Podcast is hosted by industry experts Ari Paparo and Eric Franchi. Every Friday they publish an interview with an important thinker in the advertising and marketing industries, and cover that week's most important news. Every Monday there's an in-depth vendor interview where you learn about interesting companies. https://www.marketecture.tv
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The Marketecture Podcast is hosted by industry experts Ari Paparo and Eric Franchi. Every Friday they publish an interview with an important thinker in the advertising and marketing industries, and cover that week's most important news. Every Monday there's an in-depth vendor interview where you learn about interesting companies. https://www.marketecture.tv
Episode 139: Lisa Utzschneider on carbon, attention, AI, and why being the CEO is fun!
Marketecture: Get Smart. Fast.
53 minutes
1 month ago
Episode 139: Lisa Utzschneider on carbon, attention, AI, and why being the CEO is fun!
In this episode, Ari Paparo and Eric Franchi talk with Lisa Utzschneider, CEO of Integral Ad Science (IAS), about the latest shifts in digital advertising. They explore how the industry is moving from simple verification toward performance, why metrics like attention and carbon are getting more attention, what AI is doing behind the scenes, and how retail media and streaming are changing the game. Along the way, they dig into trust, complexity, and what brands really care most about today.
Takeaways
IAS has moved beyond verification, focusing on performance and transparency.
Attention and carbon are part of the metrics mix, not replacements for existing standards.
AI powers classification and validation at scale, speeding up processing and accuracy.
Retail media and CTV are rapidly growing areas with unique challenges.
Brands still prioritize simple goals: reach consumers, protect reputation, and drive outcomes.
Chapters01:00 Open Web vs. Walled Gardens04:40 From Verification to Optimization07:30 Carbon as a Metric09:00 Attention Metrics12:00 Cutting through the Complexity12:40 AI in Practice16:15 Startups, Scale, and Data19:00 Retail Media’s Rise21:00 Trust and Perception
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Marketecture: Get Smart. Fast.
The Marketecture Podcast is hosted by industry experts Ari Paparo and Eric Franchi. Every Friday they publish an interview with an important thinker in the advertising and marketing industries, and cover that week's most important news. Every Monday there's an in-depth vendor interview where you learn about interesting companies. https://www.marketecture.tv
