Marketecture: Get Smart. Fast.
00:00:00 · Ari Paparo, Jeremy Bloom, Kyle Spraker
[00:00:00] S0: Marketecture Live is back on March ninth and tenth two thousand twenty seven. The event returns to New York City for our fourth edition. Over the course of two days, we'll be bringing the same electric energy and high caliber conversations to the stages of Glasshouse NYC. Join fellow brand agency and tech leaders to not just talk about the trends redefining the industry right now, but actually tackle them. Early bird pricing is live now through November 30. All previous events have sold out, so you wanna head to marketecturelive.com today to secure your ticket at the lowest price offered. Again, that's marketecturelive.com. We look forward to seeing you this spring at our Marketecture Live four event. Following recording was made at our Marketecture Live Chicago event. It's called In AI We Trust, and it's a conversation between Kyle Spraker, the SVP of North America for IAS, and Jeremy Bloom, the CEO of Marketecture Media. And what it's about is whether AI is everywhere and whether you can trust in it. Before Claude and the current AI gold rush, some companies were already building machine learning and learning how the technology works where it fails and human judgment is required. So this conversation is about that and how the industry will actually adopt AI and learn to trust it. So I think it's a really interesting conversation. I hope you enjoy it. [00:01:35] S1: Oh, hello, Kyle. [00:01:36] S2: We doing? I'm feeling great. [00:01:38] S1: Look at this audience. [00:01:39] S2: This is a great audience. I'm glad we're here in Chicago.
00:01:39 · Kyle Spraker, Jeremy Bloom
[00:01:39] S2: This is a great audience. I'm glad we're here in Chicago. [00:01:42] S1: There's no better city. [00:01:44] S2: I got I got here with no delays also. [00:01:47] S1: No delays coming from SFO. Thank you for being here. We appreciate our partnership with IAS. But this is not an IAS song and dance. This is... We're here to talk about an AI we trust. So we're gonna jump right into this. Ads in AI and answer engines are sometimes thought of as an evolution of search. Agree, disagree, and why? [00:02:17] S2: Yeah. I mean, I think it's it's definitely, you know, an an evolution of what we've seen in search. I think there's a lot of interesting different types of things that AI ultimately brings that search, you know, couldn't. You could have a conversation with it. It can take in your attend, your emotions, the sensitivities that you've got. It starts to learn about you. You know, so to to answer the, you know, the question bluntly, yes, 100%. It's an evolution. I I don't think it's a replacement, though.
00:02:17 · Kyle Spraker, Jeremy Bloom
[00:02:17] S2: Yeah. I mean, I think it's it's definitely, you know, an an evolution of what we've seen in search. I think there's a lot of interesting different types of things that AI ultimately brings that search, you know, couldn't. You could have a conversation with it. It can take in your attend, your emotions, the sensitivities that you've got. It starts to learn about you. You know, so to to answer the, you know, the question bluntly, yes, 100%. It's an evolution. I I don't think it's a replacement, though. [00:02:44] S1: I respect that you said it's not a replacement because it is something that's constantly moving and changing. Just like consumer mindsets are evolving. So as consumer mindsets in AI are considered more... We use AI right now. We're using ChatGPT, and Claude from a discoverability perspective. I would say mid funnel. That's how I see it. I don't think it's top of funnel. I don't think it's the bottom of the funnel. What does that mean though for measurement? As we just had Molson Coors, Kenvue, we've got so many amazing brands and agencies with us today. When we think about the measurement component and actually showcasing ROI, give me your thoughts.
00:03:30 · Kyle Spraker, Jeremy Bloom
[00:03:30] S2: Yeah. I I I like to compare this to kind of the the past life. Right? You... Ten years ago, maybe a little bit before that, you had mobile app that kinda came into play and measurement was kinda the big question. How do we measure it? How do we create an industry standard, you know, outside of the IAS walls just in general too? But you've got CTV now that's a fragmented space. A lot of marketers are looking for different ways in which to measure that. Do you measure it digitally? Do you measure it like you did linear? I... But it all kinda sits with, like, the trust layer that an advertiser can have and how do they start to push more budget into these new environments and that's kinda where we sit today. Right? Is you've got all of these LLMs. You've got all of the different types of, you know, AI chatbots that you can start to, you know, put up on your own sites and things like that. But what I think it means for measurement is there's gotta be a standard set of metrics that you start to look at as a marketer and can look across your entire investment and say, yes, we are getting more out of, you know, x, y, or z, and this is where we ultimately wanna start to place our budgets. And I think we're seeing that today. Right? We see, you know, budgets start to be tested in new environments like LLM. I think that's only gonna start to get fast tracked here. We were kinda joking behind stage that whatever we say up here might change by tomorrow with I will. It's moving. [00:04:50] S1: It will. It's gonna change on the stage. Yeah.
00:04:50 · Jeremy Bloom, Kyle Spraker
[00:04:50] S1: It will. It's gonna change on the stage. Yeah. [00:04:53] S2: So, you know, I I I think it's it's a very interesting time to, you know, be part of the advertising ecosystem. I I think right now is where we're gonna start to see things really start to take off over the next, you know, couple months here. I, you know, I I can remember, you know, a year ago, we were talking about AI. We're gonna continue to talk about AI and it's not gonna stop. And so I think it's something we're all gonna have to accept and come together as an industry as to, hey, what is it that we really truly wanna measure? And who are the partners that are gonna be able to do that and do that kind of cross platform to be able to give you kind of a siloed look into everything from a standardized perspective. [00:05:33] S1: What is being measured? What are you measuring? When you're working with the different brands and agencies and working across so many different ad tech platforms, what specifically?
00:05:43 · Kyle Spraker
[00:05:43] S2: Yeah. That's that's shifted as well. You know, every marketer that we walk into a room with, they wanna understand, you know, what's leading to that end outcome that we're trying to drive towards, and you kinda go back a little bit, and it was what's driving awareness, what's driving, you know, upper funnel, lower funnel, mid funnel, and it's all kind of blending together now. It's... Let me put a dollar in and I wanna see a dollar 50 come out and if it doesn't, how do we make that happen? How do we adjust? How do we optimize? And so, you know, from, you know, the industry perspective, the measurement component really needs to be kind of that foundation and then it's what are the activations that we can go do off of this to make sure that we're driving, you know, again, that dollar to be worth a dollar 50 at the end of the day. And that's where I think this really gets interesting is that it's a whole new space to play. It's not just budget shifting from one environment to another where there's already measurements sitting there. It's... We've got kind of a blank canvas right now as an industry to really kinda scope this out and make sure that every marketer that's, you know, sitting in the room or vendors that are sitting in the room that we've all got the right things that we're building towards to make the ecosystem move quicker, move and adapt more quickly because AI, as we all know, is is moving at a rapid pace that, even ad tech, don't think has seen yet. Well, as we talk