Marketecture: Get Smart. Fast.
00:00:00 · Ari Paparo, Eric Franchi
Ad[00:00:00] S0: Marketecture Live is back on March ninth and tenth two thousand twenty seven. The event returns to New York City for our fourth edition. Over the course of two days, we'll be bringing the same electric energy and high caliber conversations to the stages of Glasshouse NYC. Join fellow brand agency and tech leaders to not just talk about the trends redefining the industry right now, but actually tackle them. Early bird pricing is live now through November 30. All previous events have sold out, so you wanna head to marketecturelive.com today to secure your ticket at the lowest price offered. Again, that's marketecturelive.com. We look forward to seeing you this spring at our Marketecture Live four event. Alright. Welcome to the Marketecture podcast. I'm Ari Paparo. I'm here with Eric Franchi, and we have a guest this week that's been on before, Alex Cone from Google. So last time we had Alex on, it was an epic, like, knockdown, drag out, talk about the sandbox. I wouldn't let him up. I'd like Adam pinned to the mat, and I was trying to get all the information. This is a much friendlier conversation. It's just about metrics. Nothing controversial. Right? So Eric, you know Alex, you see him at all the conferences. Right? [00:01:18] S1: Yeah. Alex is a cool dude. I like him a lot. I'm just... I had a visual of you pinning Alex to the mat, and I can't think about anything else. So don't move on.
00:01:18 · Eric Franchi, Ari Paparo
[00:01:18] S1: Yeah. Alex is a cool dude. I like him a lot. I'm just... I had a visual of you pinning Alex to the mat, and I can't think about anything else. So don't move on. [00:01:29] S0: Yeah. I mean, I'm not a very tough guy, but then you get get into like browser privacy stuff, and I'm just not gonna let let that go. That was that was... Those were the those were the fun days of AdTech. Oh, the sandbox and the poppy and all that stuff. So I I don't know about you, Eric, but I'm, like, kind of in the middle of, like, events, events, events. I'm I'm... As we're recording this on Thursday, I'm about to head off to Bid Switch Summit. Bid Switch, thank you. That's having me and Joe Sawatzky. We have... We do this, like, comedy routine where I... We sit next to each other, and I'm, as always, making fun of him, and he's always being the straight man. It's kinda like this podcast, but with your partner. [00:02:08] S1: Thank god it's not me. And [00:02:12] S0: then you have your big event next week? [00:02:14] S1: Yes. Next week, back to back New York ad tech. So Luma, by DMS... DMS by Luma is Monday, and then the Appearance Summit is Tuesday. And that was triggering because as I mentioned in our prepod, banter, I'm just stressed out beyond belief, and events are hard. And thank god we have an awesome events person. But even so, events are freaking hard.
00:02:14 · Eric Franchi, Ari Paparo, Alex Cone
[00:02:14] S1: Yes. Next week, back to back New York ad tech. So Luma, by DMS... DMS by Luma is Monday, and then the Appearance Summit is Tuesday. And that was triggering because as I mentioned in our prepod, banter, I'm just stressed out beyond belief, and events are hard. And thank god we have an awesome events person. But even so, events are freaking hard. [00:02:37] S0: Events are hard. Everyone's got, like, dietary restrictions and weird stuff and, you know, it's just... And people wanna show up at the last minute. So Luma DMS is a great event. I'll be there moderating a panel about supply and data with a bunch of really great names. I don't believe you can bother Terry to get a ticket. Like, it's usually invite only, and your event's invite only. So we're just teasing people if you're not invited to those [00:03:01] S1: Yeah. Yeah. We're we're way past capacity. I apologize for that. And I hope it's gonna be a great event, and hopefully next year, it will be much bigger, and we can invite more people. [00:03:09] S0: Alright. You heard it here first. Alright. Let's get into it with Alex Cone from Google talking about the Chrome User Experience Report, which is a new set of data that Google's offering that could help the advertising use cases. So it might be interesting if you need more data. So listen up. Alright. Welcome. Alex Cone coming to us from London. Alex, how you been? [00:03:31] S2: I've been really well. How are you guys? [00:03:34] S0: Since the last time you were on the pod, lots changed.
00:03:34 · Ari Paparo, Alex Cone
[00:03:34] S0: Since the last time you were on the pod, lots changed. [00:03:38] S2: A lot. It has changed a little bit. I will say I... I'm a... As you know, I'm an avid listener, and I I don't know if I need to have a fortune cookie ads take You can? [00:03:48] S0: To get going. Is is Google... Is... Are we gonna have g cookie coming out soon? [00:03:52] S2: I I guess I have no idea. [00:03:53] S0: You try to stay away from cookies. [00:03:55] S2: No. It has been a while. Thanks for having me back back on. Last time you're I'm on I'm working for my jacket. [00:04:01] S0: Last time you're on was an epic episode. It's literally my favorite episode because we just, like, hammered it out, like, for forty five minutes about The Sandbox. But we have you on again because you have new news. What are you doing in London? What's going on in London? [00:04:14] S2: So I came actually to just see a bunch of industry folks that are at the IAB Tech Lab Summit. It's always a great place to go to, have conversations similar to Marketecture Live, which I was at in Chicago. [00:04:29] S0: Appreciate that. Appreciate you being a loyal Marketecture attendee. So, you know, let's start with your job. Like, you're kind of in an interesting job because you don't sell ads. You don't buy ads. You don't really help with the ad tech stuff. Like, you're in the Chrome team. So tell us what is your job?
00:04:29 · Ari Paparo, Alex Cone
[00:04:29] S0: Appreciate that. Appreciate you being a loyal Marketecture attendee. So, you know, let's start with your job. Like, you're kind of in an interesting job because you don't sell ads. You don't buy ads. You don't really help with the ad tech stuff. Like, you're in the Chrome team. So tell us what is your job? [00:04:45] S2: Yeah. So I work work, on the part of the Chrome team that's focused on the web ecosystem, and that includes the platform that is the web. I think a lot of people think about the web as just the browser, but it is... It's a platform, and it happens to be an open platform. And so in addition to building things like APIs for developers and businesses to use, to build out really awesome experiences, we also do things that are focused on, like, can we advance things in the ecosystem? To give you an example of that, you may be asking about this in a second. The thing that I'm gonna talk about is actually inspired by something we've done called Core Web Vitals, which is like a feature of the browser to share data with the ecosystem to focus folks on, like, things like speed. So I... I'm only telling you that to say, like, think about a product manager in Chrome working on the web ecosystem team. Like, yes, we build APIs, but we also think about ways that we can get the ecosystem focus on improving experiences. [00:05:47] S0: Oh, yeah. So why don't we start with Web Vitals because they've been around for a while. So Sure. Why don't you just set the baseline for people who don't know what Web Vitals are?
00:05:47 · Ari Paparo, Alex Cone
[00:05:47] S0: Oh, yeah. So why don't we start with Web Vitals because they've been around for a while. So Sure. Why don't you just set the baseline for people who don't know what Web Vitals are? [00:05:55] S2: Yeah. So Web Vitals, there's there's three, and we call them Core Web Vitals. And they measure three things. How fast the page is loading or the user perceives the page loading, how responsive the site is. So think about when you like tap something and it doesn't immediately respond, that's very annoying. Yeah. It is. And then how stable the layout of the page is. So, like, if the page is, like, janking around on you, also not the best thing in the world. [00:06:23] S0: Hate that. [00:06:24] S2: So Core Web Vitals does two things. It it gives people, like, basically, census level data about how they kind of compare to their peers. So it's, like, web wide data that we share, but we also build APIs that allow folks to measure them for themselves. [00:06:40] S0: Right. Like a developer can open up the Chrome developer Yep. Little panel on the right side, and they can measure the Core Web Vitals of their own website while they're developing.