Marketecture: Get Smart. Fast.
00:28:22 · Ari Paparo, Eric Franchi
[00:28:22] S1: I'll put it in my newsletter on Monday. [00:28:25] S2: Good. And you should. You know, it's funny. When I when I first, saw their demo, this is in 2022, I said something to the effect of, hey, this this like... This reminds me of Moat. This feels like early days of Moat when Moat just had unique data, like across the whole the whole web as it related to to viewability. And Mike and Ian didn't like that. They were like, we're not Moat two point o. We're building something different. But at the end of the day, like, think TTD picked up perhaps the next Moat.
00:28:56 · Ari Paparo
[00:28:56] S1: Yeah. I I think there's definitely an analogy there. The taboo has always been that you can't measure what you also transact. Right? See an independent measurement. I think that taboo has some validity, especially when it's a currency, like the Nielsen measurement. But a lot of what the verification folks do is not currency. I mean, the closest they come to currency is viewability measurement, which maybe continues to be independent. So a good example, and Michael talks about this, is, like, the question of what is an MFA site. So an MFA site, some people will say everything's MFA because there's advertising. Sure. Okay. Great. But there are certain factors that you can measure to make it a judgment about MFA. The number of ads on the page, the ratio of ads to content, how often the ads refresh. There's, like, five or six or maybe 10 variables that go into a determinate of MFA. So let's just put it two ways. On the one hand, you could pay an outside vendor to take all those signals and just tell you, yes, no, MFA, not MFA, and then blacklist the the MFA. On the other hand, you could give each agency the opportunity to take those signals and build their own model to say what they think MFA is or maybe to have a sliding scale of how much they're willing to bid based on some of those variables. It seems like that second approach is the better approach and and kind of the way a lot of things in advertising have been headed. Makes sense. I'm really excited about this acquisition. I still don't know what the price is, though. Do you... You don't know what the price is, do you, Eric?
00:30:24 · Eric Franchi, Ari Paparo
[00:30:24] S2: Nope. No comment. Final word on this because I think you bring up really good points around, you know, TTD having DV and IAS in their sites. Ryan Barwick from Morning Brew, who is awesome, shout out to Ryan, He asks, TTD, like, what does this mean, from other companies using Sincera data? And, you know, what what the answer was, hi, Ryan. We won't stop working with ad tech companies. We will evolve the way we work with them. I think that's interesting because the other question is, with Sincera, do you continue to work with DV and IAS? And obviously it's a customer's decision, so the customers will kind of always weigh out there. But that's the real question here. And I think all this is gonna be to to be determined. [00:31:11] S1: I'm gonna say one other thing, which is someone pinged me like, you know, if Sincera is shutting down its data feeds to these other companies, which we don't know if they are or not, wouldn't it be a great time to start a new Sincera? And my answer to that is literally no one on earth besides Michael and Ian could have created this company. Like, I couldn't. Like, there's just no way. There's... These guys understand this topic better than anyone... You know, maybe a handful of people on the Earth could create Sincera's dataset. So if you're one of those people, ask Eric for a funding round because it'll be a great business. But Yeah. It's it's, like, impossible.
00:31:11 · Ari Paparo, Eric Franchi
[00:31:11] S1: I'm gonna say one other thing, which is someone pinged me like, you know, if Sincera is shutting down its data feeds to these other companies, which we don't know if they are or not, wouldn't it be a great time to start a new Sincera? And my answer to that is literally no one on earth besides Michael and Ian could have created this company. Like, I couldn't. Like, there's just no way. There's... These guys understand this topic better than anyone... You know, maybe a handful of people on the Earth could create Sincera's dataset. So if you're one of those people, ask Eric for a funding round because it'll be a great business. But Yeah. It's it's, like, impossible. [00:31:46] S2: If you're out there, my DMs are open, and we got a spot for you on the stage in March if you're using AI. We'll talk about that later. Yeah. Anyway, let's go on. Second big deal of the week, mParticle is I guess acquired by Rokt. So Rokt, if you're not familiar with it, very cool company. They have, basically built, a retail media network, retail media business monetizing the post transaction. So if you've ever bought something on a d to c brand or basically anywhere and you start getting, you know, very relevant offers based on what you just bought, Rokt is the company behind that. It's strangely sort of kind of positioned by Rokt as a merger by MK... Shout out to MK, Michael Katz as a... As an acquisition. Ari, sounds like you might have a little bit insight on this one.
00:31:46 · Eric Franchi, Ari Paparo, Tim Rowe
[00:31:46] S2: If you're out there, my DMs are open, and we got a spot for you on the stage in March if you're using AI. We'll talk about that later. Yeah. Anyway, let's go on. Second big deal of the week, mParticle is I guess acquired by Rokt. So Rokt, if you're not familiar with it, very cool company. They have, basically built, a retail media network, retail media business monetizing the post transaction. So if you've ever bought something on a d to c brand or basically anywhere and you start getting, you know, very relevant offers based on what you just bought, Rokt is the company behind that. It's strangely sort of kind of positioned by Rokt as a merger by MK... Shout out to MK, Michael Katz as a... As an acquisition. Ari, sounds like you might have a little bit insight on this one. [00:32:34] S1: DMing with Michael. So it was announced as a $300 investment and merger, and he said it was just confusing language. It's a $250,000,000 acquisition with another 50 in investment in the m particle product. So, they're going to operate the two as sort of separate companies within Rokt, but it is an acquisition. And, you know, shout out to Nas for his great investment. So, one of the angel investors in mParticle, you know. Oh, no. Sorry. So give him that. [00:33:04] S2: Some other guy was an angel investor in m particle too. [00:33:07] S1: Oh, were you? Look at you. [00:33:09] S3: You don't say.
00:33:09 · Tim Rowe, Eric Franchi, Ari Paparo
[00:33:09] S3: You don't say. [00:33:10] S2: Yeah. So Rokt is a cool company. So a, they're kind of monetizing something interesting, you know, that I think is not being done by some of the bigger guys. I think it's a big biz. This morning, in addition to the m particle announcement, they announced secondary transactions that value the business at 3,500,000,000. Yeah. This is, like, big biz. [00:33:31] S1: I had never heard of this company. I went to their website and checked it out. Yeah. I'm not as in... Plugged in as you are. And, you know, their website doesn't make any sense. It's all about ecommerce transactions. But then they give actual examples, and it makes sense, which is, like, you take an Uber, and then it recommends a restaurant kind of thing. The... Uber is probably not a client of theirs, but that's the basic idea or, you know, financing of offers. They offer you a credit card after you buy a travel ticket, that sort of thing. So it makes a ton of sense. [00:33:59] S3: I'm curious, Eric, your thoughts on... With all the M and A happening and consolidation at large, the the companies that are interesting to you, what problems are they solving? Like, where where should... Where are startups standing out?