Marketecture: Get Smart. Fast.
00:14:46 · Ari Paparo
[00:14:46] S0: So Mobian Times... So Mobian announced that they were advertising two LLMs using... On... Two agents on time to influence what the agents thought. And and I think on the positive side, like, it was pretty breakthrough. I think they were the first ever ever do that. On the negative side, like, yeah, I I think you're right. It's kind of pointed out as a dystopian thing. Like, it's like, oh god. What's happening? So how would you... What would your advice be for them? Well, how would you have done it differently?
00:15:15 · Chris Harihar, Eric Franchi
[00:15:15] S2: You know, I think it's a... Don't be so narrow in the thinking. I mean, like, what's what's interesting about ad tech is that we're talking about a topic. People don't like advertising, generally speaking, I'll say a lot of people don't like it, know, and so we have to have to be sober to the reality of that. Like you look at a business like Apple, Apple has built an advertising business off saying that advertising to people is not privacy safe. I mean essentially they're continuing to build an advertising business by having a great brand while advertising in general does not have a great brand, right? And so I think it's it's important to be sober and not like drink your own Kool Aid on like your wares, like you have to be really thoughtful about like, okay, if we're talking about advertising to agents that are you know, that might influence a decision for a consumer, like what does the consumer think about that? So you have to do like, you know, really holistic thinking here, not just on the part that you own, but what are the implications of that and how might other people respond because no story lives in a silo at this point. And I think that's really I [00:16:24] S1: don't know because it's like... [00:16:25] S2: Hit the... Come on. [00:16:26] S1: Yeah. Yeah. [00:16:28] S2: And I'm I'm gonna
00:16:28 · Chris Harihar, Eric Franchi
[00:16:28] S2: And I'm I'm gonna [00:16:29] S1: take the other side. We've all been doing this for so long and have seen like, basically, like every breakthrough, whether that's, like, on the on the technology side or on the platform side. Right? Technology side, let's say programmatic. On the platform side, you know, let's say, like, new forms of advertising. They always go through this cycle that's, like, maybe the reverse. And maybe you're right. It's because the nature of it is advertising where rather than, like, getting tiered first, it gets, like, booed first. Maybe it's the nature of this stuff. And and you... I I can... I I think it was such a a technical breakthrough and could... And and, you know, opening up what could be a a a new market that, like, this stuff is gonna happen. And, you know, again, maybe it's just that the the nature of my job versus your job is to, you know, be like eternally optimistic. Yeah. [00:17:21] S2: I don't... I I... I'm not convinced. Really important to balance these things where it's [00:17:25] S1: like Yeah.
00:17:25 · Eric Franchi, Chris Harihar
[00:17:25] S1: like Yeah. [00:17:26] S2: I love that technology, I think is super fascinating. And at the same time, I have to be the person often saying, you know, this is extremely exciting. But we also have to consider how this might be perceived negatively by others in in our space beyond and and well beyond that. I mean, right, you know, if we say something that drives a story now in this publication, six months from now will regulators for example say that this area should be, you know, this is a concern, you know, like this is like... I I feel like a few years ago, was really... Perhaps maybe I'm butchering this example, but I think a few years ago, a lot of retail players for example were talking about like dynamic pricing. Maybe they weren't talking about it in those terms, but now you see dynamic pricing being this massive boogeyman that a lot of retailers are are now needing a sort of grapple with because we're seeing the regulatory hammer come down. And, you know, things that were said two years ago are now going to be the focal point of... Or focal points of, you know, testimony and you know, regulatory actions, and I think you have to have a long term view as a PR person, while also like respecting how innovative something might be or seem in the immediate term.
00:18:47 · Ari Paparo
[00:18:47] S0: And one of one of the things that we don't consider enough is not regulators, but actually industry participants. I mean, Apple watches what ad tech people say, and then they they evaluate it. And I think, you know, years ago, there was this wave of location companies that were reading, like, the MAC address from your phone and and saying how many people were visiting stores, and they built... Raised venture capital. And then as soon as Apple and and Android found out that was what happening, they they removed that, and their whole business is cratered. And I'm not saying to do things secretly, but you have... There is a a blowback on some of this stuff.
00:19:23 · Chris Harihar, Ari Paparo
[00:19:23] S2: 100%. It's just holistic thinking. Like, you have to just, you know, think about all of the audiences that might receive something. And Apple Apple is such a good example. I mean, when you look at what's happening on the identity front in relation to to Safari, it's a very good example of a company that could, you know, and that has really hurt the ad tech and advertising industry, but nobody cares because ultimately Apple's got a great brand. People, you know, like like a data broker does not and and, like, it's it's funny to see, like, folks, I think, shit talking, for example, like the recent moves that Apple has taken. And it's like, you know, regulators aren't gonna do anything because no no consumer in their district is is saying, actually, I I really like having, you know, my identity tracked, and I really like the ads that I get on every website that I go to. There are 40 of them on this one, you know, one page I was [00:20:20] S0: on and I delusional. [00:20:22] S2: What's that? [00:20:22] S0: People are delusional when they talk about Apple. I mean, you wanna get people upset. You talk about, like, cords, and they cost $20, and they change them all the time. And that actually turned into, like, legislation and and actual politicians doing things about it. No one gives a crap about Apple and what they do to our industry. I wanna move on to a little bit of a left turn for those of you who don't follow you on Twitter. What is... What does Aristotle have to say about public relations?