Marketecture: Get Smart. Fast.
00:36:51 · Eric Franchi, Ari Paparo
[00:36:51] S2: If I understand it on its surface, it sounds like it's a great option for SMB or mid market retailers to build an advertising business, like, right away. Not have to build a Salesforce, not have to worry about the tech, all all of that stuff. I would imagine that this becomes a alternative to Criteo and CitrusAd and, you know, some of those, I think, you know, full solution monetization for the upper end. But I think it makes perfect sense. Like, if if you are a large retailer or a large, you know, kind of commerce media entrant generally, like handing over the keys to Amazon fully, I don't think you're gonna do that. But then again, we've been saying like there needs to be some sort of aggregation play for the Wawas of the of the world. Shout out shout out to Wawa. And this could be like the the the way you get that from a buyer perspective. Either that or we don't understand it. [00:37:45] S1: I'll just stick with I don't understand it. [00:37:47] S2: Okay. Alright, cool. What else we have? We have maybe the first new vertical ad net, first new RMN of the year launching. Mohegan Sun launched their ad network, and it's being built on LiveRamp. So if you're looking to reach gamblers, we got a place for you. [00:38:08] S1: Alright. So what does LiveRamp have to do with this? It's just LiveRamp is the data exchange so you can reach these users elsewhere? Yeah. Right.
00:38:08 · Ari Paparo, Eric Franchi
[00:38:08] S1: Alright. So what does LiveRamp have to do with this? It's just LiveRamp is the data exchange so you can reach these users elsewhere? Yeah. Right. [00:38:17] S2: Yeah. Alright. Audience audience extension play. So reach them reach them on the Mohegan Sun properties, but then also reach them, you know, across across the border web. Makes sense? [00:38:25] S1: Sure. [00:38:26] S2: DoorDash and TTD are partnering similarly on audience extension. Talk about that one, Ari.
00:38:26 · Eric Franchi, Ari Paparo
[00:38:26] S2: DoorDash and TTD are partnering similarly on audience extension. Talk about that one, Ari. [00:38:31] S1: Yeah. So I think this is a pretty big announcement for the partnership. And once again, press release was really confusing, but what it seems to be is similar to the Walmart TTD deal where you can use DoorDash's data in TTD to reach the same customers off DoorDash, and then you can also use it for attribution, which which is probably a big deal for QSR. So, like, DoorDash is very is very much, like, a lot of long tail folks, advertisers that use it, a lot of, like, little one off restaurants, they're not gonna care about this. But if you're, you know, a QSR company that... With hundreds or thousands of locations, the ability to use DoorDash's ad platform, but then also empower your agency with the mid funnel, upper funnel data to be able to reach those customers. That seems like it's, you know, a really nice powerful move. I I like to say that The Trade Desk is trying to build a walled garden, like, brick by brick, you know, whereas someone who has owned and operated properties has a giant dataset they can control, Trade Desk doesn't. So they're kind of creating this coalition. They get a little Walmart data, a little DoorDash data, a little Samba TV data, a little, you know, a little bit of this and that. And the more exclusive data plays they have, the more they become like the must buy.
00:39:52 · Eric Franchi, Ari Paparo
[00:39:52] S2: Yeah, that makes sense, right? You combine the premium web SP 500 plus combined with, you know, some of this like really really interesting data. You got your wall guard, you got your third wall guard or fourth? Yeah, best. And then finally, we have an answer to who the next CEO of Criteo is going to be. The CEO of Criteo, incoming CEO is Michael Komasinski, who I believe was previously a Dentsu executive. Right? [00:40:23] S1: The agency guy, Dentsu. [00:40:24] S2: Yeah. Yeah. Agency guy. Any thoughts on that? [00:40:28] S1: It's tough job, man. Very very political. [00:40:32] S2: If you have slugged it out in the agency world, you probably have the skin, the thick skin for a tough job. So shout out to Michael. [00:40:40] S1: We'll be watching here. Stock's doing well. Yeah. But still a tough job. [00:40:44] S2: Anyway, alright. Let's let's get to this Google story that that you wanna spend some time talking about, Ari. Go
00:40:49 · Ari Paparo
[00:40:49] S1: ahead. Yeah. So we don't talk about search that much on this show Nope. But I think this is worth it. So the search engine land reported that Google's market share went down a tiny bit. It's below 90% for the last three quarters of twenty twenty four, and you may be saying, well, poor Google 90%. That's just such a tough position to have them in. But I think this is this is interesting because for the past, like, I don't know, year, eighteen months, we've all been saying the same thing, which is AI is a massive threat to Google's core search business for... Because first of all, changes consumers' behavior. Second of all, changes the results that they they give answers instead of links, and that doesn't match with their ad revenue. And then thirdly, you may just have less clicks. The actual ads may be worth less. So there's a triple threat here, and Google is working their ass off with Gemini, etcetera. But we've had, like, anecdotally, you know, people in this sort of tech forward group, probably many of the listeners of this podcast, are using AI to replace search results. And we've all been kinda waiting to see if it was real or not or if it was just, like, the behavior of a tiny, tiny, meaningless elite. And so the results, they did not say where the search results were going. It actually went to the other category, which is kind of indicative that it might be AI. But, you know, every percentage of share that Google loses is, like, I don't know, a billion dollars in revenue or something like that. Just round numbers, Google makes, like, 300,000,000,000 in off search a year, I think. So 1% would be $3,000,000,000 less in ad revenue depending on the mix of which types of queries are being replaced. But it's... This is definitely a watch this space kind of news item.
00:42:35 · Eric Franchi
[00:42:35] S2: This is a very big deal. For every search that Google loses, they're losing the click, they're losing the data, they're losing the customer habit, and then they're losing the monetization opportunity. This is not like a triple like kind of loss. This is I mean, I don't know what the term for this is, but this is big. This is why like before, Tim, you asked me like where we would like to see more innovation. I mean, think about this one as an opportunity. Anecdotally, you know, I I, you know, tweeted about this to... X about this, to to you, Ari. You know, I I fashion myself as, like, trying to be better at DIY. And I used to just go to Google, do a search, end up on YouTube, have to sift through like YouTube videos to just find how to fix a little thing. Now ChatGPT, I just ask the question, it tells me what to do. I maybe lose the kind of janky video of the person holding their phone while they're trying to get something done, but it has been a habit change. And I don't know... No longer go to Google for this stuff. And I'm just like one meaningless elite amongst, I think, a growing subset.