Marketecture: Get Smart. Fast.
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
00:07:03 · Jeremy Bloom, Kyle Spraker
[00:07:03] S1: about adaptability and evolution, with adaptability and with evolution comes confidence. We're talking about how brands and agencies are gonna feel more confident about the evolution. So with that said, what does it take for advertisers to feel confident about ads in the chat interfaces that we use on a daily basis? [00:07:26] S2: Yeah. I I I think this is all about the transparency that they gain. [00:07:31] S1: Is this fifteen years ago? We're back at it.
00:07:31 · Jeremy Bloom, Kyle Spraker
[00:07:31] S1: Is this fifteen years ago? We're back at it. [00:07:34] S2: Yeah. I I mean, that's that's been a a foundational element, I would say, of any measurement partner that's out there. But I think, you know, in in today's day and age, I, you know, as agencies, as advertisers really start to gain trust, the thing that they don't want, they don't want a black box. Right? They don't wanna make an assumption that the AI is doing for them something that's specific for them. I think that's one of the concerns that we hear in market today is is the algorithm, is the AI that's working in the background actually working for my brand, or is it looking at kind of a whole holistic approach of things and saying, hey, this worked for CPG client x. It's gonna work for CPG client y, and that may not be the case. This needs to be very much personalized and tailored for the brand. And the only way to do that is to have that transparent lens into what's actually going on behind the scenes, and therefore, what else can we throw into this to make it work even harder. And I think that's what gets really interesting here too is is AI is really only what it is today based on the data that it inputs. What it then outputs could be something different in the future based on that level of trust and the additional data and signals that marketers are willing to kinda put into it.