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
All content for Marketecture: Get Smart. Fast. is the property of Ari Paparo and is served directly from their servers
with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.
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 140: What is publisher data really worth? With Arcspan’s Art Muldoon
Marketecture: Get Smart. Fast.
52 minutes
1 month ago
Episode 140: What is publisher data really worth? With Arcspan’s Art Muldoon
In this episode of the Marketecture Podcast, hosts Ari Paparo and Eric Franchi engage with Art Muldoon, Co-Founder of ArcSpan, to discuss the changing landscape of publisher data in ad tech. They explore topics such as leveraging AI to scale first-party data, the evolving future of the open web, and the intricacies of curation and transaction IDs (TIDs), emphasizing how publishers can regain control and succeed in a dynamic environment. The latter part of the episode covers industry updates, including mergers and acquisitions, shifts in DSPs, AI-driven creative tools, legal challenges facing Google, and the completion of the TikTok US deal.
Takeaways
ArcSpan helps publishers unify data and scale audiences.
Publishers should expand beyond logged-in users using AI and surveys.
Third-party validation boosts buy-side confidence.
The open web is evolving, not dying.
Curation can be a revenue opportunity if it is transparent.
TIDs raise questions about fairness.
M&A shows AI merging with media solutions.
DSP competition is intensifying.
Agencies are shifting towards AI workflows.
Legal pressures on Google are increasing.
Chapters00:00 - Ari and Eric introduce Art Muldoon from ArcSpan.02:00 - Explanation of Aggregate, Amplify, Activate.06:30 - Strategies for making 100% of audiences addressable.09:30 - Market caution and publisher pain points discussed.12:00 - How ArcSpan builds confidence on the buy-side.15:00 - Is it an opportunity or are margins being siphoned?17:00 - Comparing gaming, news, and sports publishers.19:00 - Reformulation, AI’s role, and the future of publishing.21:00 - TIDs, Prebid, and the risks of arbitrage.25:00 - Partnerships: Rembrandt + Spaceback, Verve + Captify.30:00 - Amazon’s GenAI tools and Yahoo’s discount strategy vs. TTD.35:00 - Agency transformation insights.38:00 - Privacy remedies and lawsuits involving Magnite & Pubmatic.42:00 - Discussion on a US-led governance framework.45:00 - Reflections and a preview of next week.
Learn more about your ad choices. Visit megaphone.fm/adchoices
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
