Marketecture: Get Smart. Fast.
00:24:32 · Eric Franchi, Ari Paparo
[00:24:32] S1: Everybody has an agentic announcement. Horizon builds buying agents into Horizon Blue. Nexxen opens up to AI agents across everything. Right? So there are DSPs and and an SSP. DV launched Nora, which is a cognitive engine. Fox launched their own AgenTex solution. Disney, they launched their thing. Like, where do we even start here? [00:24:58] S2: It's... Nothing here is very exciting. It's like all... Yeah. It's like, you know, just added AI to it. Great. Like, the d... DV is, like, the first time you can use AI to pull in verification data. It's like, okay. Sure. It's the first time... It's like the first time anyone did a website with a cooking... With a recipe on it. Like, it's the new thing. Yeah. It's new. Okay. If that's true. I don't even know if it's true. Horizon is sort of interesting. So I get... Horizon announced their sort of AI suite, their partnership suite last year at Cannes, and it was things like measurement and verification. So adding the ability to buy stuff is... I think that one's more on the interesting side, mostly just because we don't hear enough about what these agencies are doing with their AI. They're not really putting out any details, so this is maybe maybe something... A little glimpse into how it might be developing.
00:24:58 · Ari Paparo, Eric Franchi
[00:24:58] S2: It's... Nothing here is very exciting. It's like all... Yeah. It's like, you know, just added AI to it. Great. Like, the d... DV is, like, the first time you can use AI to pull in verification data. It's like, okay. Sure. It's the first time... It's like the first time anyone did a website with a cooking... With a recipe on it. Like, it's the new thing. Yeah. It's new. Okay. If that's true. I don't even know if it's true. Horizon is sort of interesting. So I get... Horizon announced their sort of AI suite, their partnership suite last year at Cannes, and it was things like measurement and verification. So adding the ability to buy stuff is... I think that one's more on the interesting side, mostly just because we don't hear enough about what these agencies are doing with their AI. They're not really putting out any details, so this is maybe maybe something... A little glimpse into how it might be developing. [00:25:49] S1: Of the five announcements, three of them were about agentic transactions. So buyer agents, seller agents. And I think that's a good signal that this thing is picking up some steam. The Disney... So that included Fox, by the way. Like full, you know, fully supposedly, according to the announcement, like full fully agenda capabilities including buyer and seller agents. Disney was, you know, I guess Disney like in that they're offering an AI creative tool for [00:26:21] S2: Right. Some
00:26:21 · Ari Paparo, Eric Franchi
[00:26:21] S2: Right. Some [00:26:21] S1: creatives to... Right? So like a first step in, you know, I think appropriate for for Disney, but like three of the five getting into Gen Zix transactions. Like, it's still early, but I think that's a a nice signal here. [00:26:33] S2: Yeah. Disney's announcement is sort of a universal ad similar to what Comcast has been doing. Because Disney has had self-service buying for a while, so now they're doing creative. The other ones, yeah, have have to do with buying and coordinating, and we reported, I think, last week that Ignite had had this sort of, like, area in its system for AIs to talk to each other. You know, I would love to see some detailed case studies, some actual examples, because I think I think it really is one of those things where everyone is launching stuff, and it's trials and tests and whatnot. [00:27:07] S1: Yeah. Yeah. For sure. It's it's announcements then pilot time. Last one before we we let you go into the the Paris evening. Snap launched Spectacles. So Snap's answer, guess, to the meta Ray Bans. Have you seen these? Have they made their way out to to Paris? [00:27:25] S2: Mostly people making fun of them on Twitter and elsewhere because they look like nineteen seventies, like, you know, car dealer glasses, more or less. [00:27:34] S1: They do. They do. And they cost $2,000 to... That's a lot. Don't know what the meta... The price point of the meta's might be in like the $2.03 hundreds.
00:27:34 · Eric Franchi, Ari Paparo, Patrick Dolan
[00:27:34] S1: They do. They do. And they cost $2,000 to... That's a lot. Don't know what the meta... The price point of the meta's might be in like the $2.03 hundreds. [00:27:44] S2: Yeah. So... The Metas are... Know, they're made with Ray brand Ray Ban, they have like some... And I think they have another higher end brand too. They're they have some juice, they they look nice. [00:27:55] S1: Yeah. The Metas look good. My question is, are you going to be buying these spectacles? [00:28:02] S2: Until the spectacles can tell... Do face recognition, just tell me how I know these people and what their names are, that's the only use case I want. I own... That I would pay $2,000 for a single use device that just did that. It really... I don't even need glasses. I could... They put them in my earbuds. They could just have a tiny camera that as I walk up to people, they could be like, you know, in your in your kid's class, parent name is John. And I would pay like... I'd pay more than 2... I'd paid like $10 for that. [00:28:30] S1: Alright. So context here for the audience. When our our friend Ari walks around Marketecture and Possible and can... I mean, you're a very you're a very well known guy. A lot of people know you, but there's some asymmetry there. You don't necessarily... You kinda have that that same recognition of other people. And and oftentimes, your boy is is is kept hanging like, oh, hey, how are you? Not how are you, Joe? How are you, Jin? [00:28:56] S3: Yeah. [00:28:56] S1: I mean, to be able to come finish the swing on that is pretty good.
00:28:56 · Eric Franchi, Ari Paparo, Patrick Dolan, S0
[00:28:56] S1: I mean, to be able to come finish the swing on that is pretty good. [00:29:00] S2: Well, the other thing is, like, I will say, I'm terrible at names, but I have, like, a Sherlock Holmes like ability to figure out who someone is from the slightest hints they give me. You know, I'll just hear one word in a sentence, something about their dog, and suddenly I'll just put it together like the hounds of Baskerville, like from a ten ten year old conversation I had about their dog. And I was just like, oh, it's that guy. I fixed his ad server at 1976. You know, like that's that's... So I have some things going for me. [00:29:31] S1: Amazing. Alright. Why don't we call it there and get on the interview with Patrick Dolan? [00:29:36] S2: Absolutely. Say hi to Eric and I at Cannes, and we're looking forward to talking to you. And I hope you enjoy the interview with Patrick Dolan. [00:29:43] S3: Thanks. Thanks, everybody. [00:29:47] S0: This episode is brought to you by Indeed. You're ready to level up your business, but the pressure to find the right person to make that happen is intense. Indeed Sponsored Jobs can help carry the load. [00:29:58] S1: It boosts your job post to help it reach quality talent fast. [00:30:02] S0: Cut through the chaos with Indeed sponsored jobs. Get a $75 sponsored job credit at indeed.com/podcast. Terms and conditions apply. Hiring now? Then this is a job for Indeed sponsored jobs.
00:30:02 · S0, Ari Paparo, Patrick Dolan, Eric Franchi
[00:30:02] S0: Cut through the chaos with Indeed sponsored jobs. Get a $75 sponsored job credit at indeed.com/podcast. Terms and conditions apply. Hiring now? Then this is a job for Indeed sponsored jobs. [00:30:16] S2: It's great to be here. We've known each other for a long time. I ran into you on the street outside my house recently. You run the DoubleClick reunion events. Right? So that's right. So you've been around for a while. [00:30:30] S3: Yes. I... I've been around since the dawn of the Internet age. Exactly. I hate to hate to say that, but it's true. [00:30:37] S2: Dawn of the Internet and the dawn of Internet advertising happened at the same time, which is, I guess, why we're still here. So now you find yourself in the Out of Home Advertising Association. So, it would be, remiss of me to not give you a little ribbing about the acronyms involved here. So you are the COO of the OOOA. Is that correct? [00:30:57] S3: That is correct. A lot of lot of acronyms, a lot of o's. Okay. [00:31:00] S2: So now what's the... The OOOOA is the Out of Home Advertising Association of America, which by my, estimation could be called the [00:31:08] S1: OOHAAOA, but you you cut out [00:31:11] S2: some letters there. Give me the... What is o o [00:31:15] S1: h versus o o h versus d o o h?