Marketecture: Get Smart. Fast.
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.
00:08:44 · Jeremy Bloom
[00:08:44] S1: That was a perfect pivot to the next question and the next theme of what we're gonna be talking about. Let's talk about agentic ad tech. Obviously, this year, there's a lot of buzz and noise about true... About agents, about agentic ad tech. What will the use of agents in media buying actually do to DSPs, SSPs, the fees associated with each, and the actual ad trading workflows?
00:09:09 · Kyle Spraker
[00:09:09] S2: Yep. Yeah. I think... I mean, anything that is done manually today, I think we could probably look at that as a thing in the past. Probably by January would be my guess, if I had to throw a hit on it. Pressure test. But... Yeah. No. I mean, any... Anything that's done manually, think, you know, everybody in this room could probably admit if you got to get rid of a lot of the manual tasks, you're gonna probably use something and leverage something that that allows you to do that. I I think at the same time, we're probably too early to sit here and say, hey. What's the impact on AgenTic buying gonna have on DSP and SSP fees? I think what's gonna end up happening here is we're gonna take a look at a different DSP likely in the future. Are there different features? Are there different functions that fit within this agentic buying concept that allow a marketer to move more quickly, to gain more transparency, to understand, hey. What do we need to do to make changes mid campaign as opposed to, hey, we learned something, you know, after the fact, and therefore, we're gonna buy a little bit differently on the next campaign. You know, that transparent lens into exactly how the agentic buying is gonna work, I think, either helps the DSPs and SSPs or they separate themselves out, and you've got kind of a trifecta here sitting, and you've got agentic buying versus DSPs versus SSPs at the end of the day.