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Marketecture: Get Smart. Fast.

Marketecture: Get Smart. Fast.

Von: Ari Paparo
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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.tvCopyright 2025 Marketecture Media, Inc. Marketing & Vertrieb Persönliche Finanzen Ökonomie
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  • Tim and Chris Vanderhook on Viant’s Lattice Brain: How Autonomous Advertising Beats Human Traders

    Tim and Chris Vanderhook on Viant’s Lattice Brain: How Autonomous Advertising Beats Human Traders
    Jan 12 2026
    From CES, Ari Paparo talks with Co-founder and CEO Tim Vanderhook and Co-founder and COO Chris Vanderhook of Viant about what automation looks like in a DSP workflow, using Viant’s Lattice Brain and Outcomes as the framing. They cover how goal-based optimization is set up (CPA/ROAS), what they observed in tests comparing automated and human-managed campaigns, and why “decision latency” is a recurring issue in day-to-day programmatic execution. Takeaways They describe Outcomes as a goal-based workflow where an advertiser provides key inputs and the system handles ongoing optimization decisions. The guests share results from internal tests comparing automated vs human-managed campaigns, and discuss what signals they looked at beyond the final CPA. A main theme is “decision latency”; humans operate on meeting and approval cycles, while automated systems can adjust continuously. They distinguish between transparency and control: visibility into where spending goes, but limited ability to override optimization choices. They expect a hybrid approach, with some budgets remaining hands-on and others shifting toward more automation. Chapters 00:00 CES check-in and episode setup 00:55 The AI-assisted song launch tangent 01:54 What “Lattice Brain” refers to 02:39 What Outcomes is meant to do 03:42 CPA/ROAS now, incrementality later 05:21 Why run an AI vs human comparison 06:36 Test setup, including excluding retargeting 08:06 What the results suggested and what they focused on 10:25 What automation changes reveal about typical workflows 12:19 Transparency vs manual overrides 14:16 Why open-web performance has been difficult historically 16:29 What they think needs to be true for better open-web performance 17:33 Hybrid buying and where automation fits Learn more about your ad choices. Visit megaphone.fm/adchoices
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    22 Min.
  • Episode 155: Ari Missed CES, but Eric and AI Were There. Plus, Mike Khristo Creates Marketing Plans from GitHub

    Episode 155: Ari Missed CES, but Eric and AI Were There. Plus, Mike Khristo Creates Marketing Plans from GitHub
    Jan 9 2026
    In this conversation, Ari Paparo speaks with Mike Khristo, Founder of Layers, about the intersection of coding and marketing. Layers aims to automate marketing for developers who may not have the expertise or desire to market their products. They discuss the concept of “vibe coding,” where non-professional developers can create viable applications using AI tools. The conversation also covers marketing strategies, the importance of organic growth, and the future of app development in a rapidly evolving tech landscape. Takeaways Layers automates marketing for developers who lack marketing skills. Vibe coding allows non-professionals to create viable apps. AI tools are improving the quality of code produced by non-developers. Organic growth is becoming increasingly important for app distribution. App Store Optimization is crucial for visibility in app stores. TikTok and Meta are key platforms for app marketing. Non-technical individuals can successfully build and market apps. The rise of niche apps is creating new opportunities in the market. Developers can focus on building features rather than marketing. The future of app development is empowering individuals to create without needing extensive technical backgrounds. Chapters 00:00 Introduction to Layers and Their Purpose 03:00 The Role of Code in Marketing 06:04 Vibe Coding: The New Frontier 09:02 Marketing Strategies for Vibe Coders 12:02 Organic Growth and App Store Optimization 14:49 The Future of App Development and Marketing Learn more about your ad choices. Visit megaphone.fm/adchoices
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    49 Min.
  • Inside Walmart Connect: From Retail Media to Full-Funnel Performance with Khurrum Malik

    Inside Walmart Connect: From Retail Media to Full-Funnel Performance with Khurrum Malik
    Jan 6 2026
    Walmart Connect has quickly evolved from a search-driven retail media platform into a full-funnel advertising powerhouse. In this episode, Ari Paparo sits down with Khurrum Malik, VP of Business and Product Marketing at Walmart Connect, to unpack how Walmart is combining on-site search, off-site media, CTV via Vizio, and closed-loop measurement to spark real sales impact. Khurrum shares why he joined Walmart Connect, how “couch to cart” is becoming a reality, what performance TV means for emerging advertisers, and why incrementality is the new gold standard for retail media. The conversation also previews Walmart Connect’s CES announcements, including AI-driven ad tools, search incrementality GA, and new third-party benchmarks that position Walmart Connect against digital and social media. Takeaways Walmart Connect is a multi-billion-dollar retail media business growing 30%+ by focusing on sales impact, not just media delivery Search and PLAs remain the core, but Walmart Connect is expanding aggressively into brand, video, CTV, and off-site media Vizio enables true “couch to cart” activation by connecting CTV exposure directly to Walmart sales outcomes Incrementality and IROAS are becoming the measurement bar for retail media, not just attribution Walmart’s omni-channel footprint of 4,600+ stores and 150M weekly shoppers is a core competitive advantage CES announcements highlight AI-powered tools, search incrementality GA, and third-party benchmarks that outperform digital and social media norms Chapters 00:00 Welcome & Introduction 00:38 Why Khurrum Joined Walmart Connect 02:18 What Is Walmart Connect Today 03:57 Beyond PLAs and Search 05:03 Scale, Brand, and Performance 06:33 Measurement and Incrementality 06:47 Vizio and “Couch to Cart” 09:30 Performance TV for Emerging Advertisers 11:09 Third-Party Measurement & Trust 13:50 CES Preview 17:10 Lightning Round 19:31 Wrap-Up Learn more about your ad choices. Visit megaphone.fm/adchoices
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    20 Min.
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