Marketecture: Get Smart. Fast.
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.
00:10:32 · Jeremy Bloom, Kyle Spraker
[00:10:32] S1: So with that trifecta, let's also talk about the open web. Okay? If trends continue and publishers keep losing traffic, what does that mean for most of us sitting in this room? What does it mean for advertising? It's it's probably the question I hear the most amongst my team. And I'm glad I asked you the same question. [00:11:00] S2: You know, it's it's it's interesting. I... You could look at this and say this is a publisher problem. I look at this and say this is an industry problem. And and let's just kinda use an an example here. You know, publisher consolidation is likely to happen. Is that a good thing? Is that a bad thing? I look at it as kind of in the middle of... [00:11:20] S1: It's a it's a thing.
00:11:21 · Kyle Spraker
[00:11:21] S2: It's definitely a thing. But if but if you thought about it, you know, you've got a bunch of publishers, you know, the broadcasters and very high profile publishers that are out there that advertisers have built trust with. And if we start to consolidate and start to see new publishers arise from it, you know, a new conglomerate for some some odd reason here, I... Does that trust kind of get eroded? Do they start to lose transparency in terms of what publishers they're working with or what publishers they're not? And what's the role of AI, you know, ultimately layering on top of that? And I think that's, again, where this really, really gets interesting is what are the different types of insights we can start to see, you know, from a direct publisher if they do start to consolidate because that's likely the only, you know, route that's gonna kinda sit out there with with traffic going down. But at the same time, I... You know, it can create a direct relationship between the brand and that publisher that might not have been there previously. So do they open ourselves up to more and better and more quality content versus quantity? And I think that's kind of... But my marketer in the room, that's what I start looking at. I start to look at the quality that I get, you know, of content versus just the quantity. I... You know, and we start to look at that. And that's probably where we're gonna start to see some of the fee stuff come into play is is quantity worth more at less... Is quality worth more at less quantity? That's super relevant because we're talking