Marketecture: Get Smart. Fast.
00:19:52 · Ari Paparo, Alex Cone
[00:19:52] S0: Yeah. I've been hearing that the viewability vendors are gonna go out of business, like, five years because of exactly what said. The browsers can do it. So why are paying anybody? But I'll leave that to another episode also. So is Google using these signals for advertising? [00:20:06] S2: Google is exploring the use of these signals. Our friends at DV three sixty had provided a supportive quote like some other folks that aren't in Google for the initial launch. I'm, like, I'm trying to get those guys to use it just the same way that I'm I'm out here in London. Right? Like, trying to get more folks to use it. It it will be great when they do, and I'm glad that they're exploring it. It's like, they're kind of at the same stage as everybody else [00:20:32] S0: on Right. It's on the road map. How many meetings do Let... [00:20:36] S2: Let's get this on the road map. [00:20:37] S0: How many meetings... Internal meetings did it take to get that supportive quote? [00:20:43] S2: It it it helps it helps that a lot of the people that work on ads are people that, like... Because I've worked in ads for so long, like, at various companies, like, happen to also now work here. So it wasn't it wasn't so bad. I... The... But, yeah, you you worked here before. You know it takes... You have to bring everybody along. [00:21:02] S0: Yeah. You need you need to get a... Create a deck, and then the most important thing is you have to get to the meeting first so you could plug in your deck and someone else doesn't present their deck. It's like deck priority.
00:21:02 · Ari Paparo, Alex Cone
[00:21:02] S0: Yeah. You need you need to get a... Create a deck, and then the most important thing is you have to get to the meeting first so you could plug in your deck and someone else doesn't present their deck. It's like deck priority. [00:21:12] S2: Oh, that's a good... Yeah. Yeah. Definitely. Don't want [00:21:15] S0: somebody else to beat [00:21:16] S2: the deck. [00:21:16] S0: Yeah. It's like the fight over... It's like teenagers fighting over the aux. It's like Google product managers fighting over the presentation cord. It's really Remember [00:21:25] S2: that that Ari sample is from a long time ago. I've never seen this happen. [00:21:30] S0: Yeah. No. I would go into meetings, and they'd present decks about my product and what I should be building. It was great. Yeah. So No. [00:21:37] S2: They they were they were they were helpful in terms of just like other folks that we talked to and like, does this even make sense to do this? No. And we got good feedback from them. And, yeah, they... I I I enjoy working with those guys. [00:21:51] S0: So how does this fit in with what Sincera did and OpenSincera that's currently available? Is it duplicative? Is it different? You're inspired by it? You wanna give shout outs to the Sincera team?
00:21:51 · Ari Paparo, Alex Cone
[00:21:51] S0: So how does this fit in with what Sincera did and OpenSincera that's currently available? Is it duplicative? Is it different? You're inspired by it? You wanna give shout outs to the Sincera team? [00:22:00] S2: I would start by saying inspired by it. When we were thinking about things we could do to improve ad experiences, the inspiration was like, hey, it seems like the ecosystem is starting to pay attention to this, which is a really good sign that, like, maybe there's some, like, wind we can put in these sails. So our... Like, my goal would be that these get pulled into Sincera in some way, shape, or form. Meaning, like, hey. They could be used, I don't know, like, from a scale perspective. They could be used from a, hey. Let's compare what we're getting to what Chrome's getting to just, like, check. That said, like, two of the metrics in there came from feedback from talking to Mike and Ian, the the weight metrics. So, like, I want to see people using these metrics in their products, like, full stop. We don't have a business around this. And at the end of the day, whether you use our metrics or somebody else's, if the outcome is that it... It's reducing overwhelming ads and publishers get rewarded in in that, like, world and don't just lose on that, that's a good outcome. So I think... I... I'm hopeful that those guys, like, find value, in in the metrics, but they're definitely inspiring to them.
00:22:00 · Alex Cone, Ari Paparo
[00:22:00] S2: I would start by saying inspired by it. When we were thinking about things we could do to improve ad experiences, the inspiration was like, hey, it seems like the ecosystem is starting to pay attention to this, which is a really good sign that, like, maybe there's some, like, wind we can put in these sails. So our... Like, my goal would be that these get pulled into Sincera in some way, shape, or form. Meaning, like, hey. They could be used, I don't know, like, from a scale perspective. They could be used from a, hey. Let's compare what we're getting to what Chrome's getting to just, like, check. That said, like, two of the metrics in there came from feedback from talking to Mike and Ian, the the weight metrics. So, like, I want to see people using these metrics in their products, like, full stop. We don't have a business around this. And at the end of the day, whether you use our metrics or somebody else's, if the outcome is that it... It's reducing overwhelming ads and publishers get rewarded in in that, like, world and don't just lose on that, that's a good outcome. So I think... I... I'm hopeful that those guys, like, find value, in in the metrics, but they're definitely inspiring to them. [00:23:25] S0: Alright. I think that's a great place to finish. So this is really interesting. The CrUX or Crux Chrome User Experience Report. How can people access? What's the quick way for... If someone's listening and doesn't know how to get this stuff?
00:23:25 · Ari Paparo, Alex Cone, Eric Franchi
[00:23:25] S0: Alright. I think that's a great place to finish. So this is really interesting. The CrUX or Crux Chrome User Experience Report. How can people access? What's the quick way for... If someone's listening and doesn't know how to get this stuff? [00:23:39] S2: Yeah. So on developer.chrome.com, there is now a section called ads. Oh, wow. Look at that. And that is like the home page for these metrics right now. But we've... There's other things in in the browser that we do around ads. So we'll start, like, in terms of just like giving developers tools. So you'll start to see more stuff there, but it is developer.chrome.com, and then you find the little ads tab. [00:24:09] S0: Sounds great. I'm gonna check it out. So Alex Cone, thanks so much for joining us. [00:24:13] S2: Yeah. Thank you, guys. It was great to join again. [00:24:15] S0: Yeah. And we'll be back with a ton of news, including a lot of earnings reports from m and a and stuff like that. So please, stay tuned. Alright. [00:24:24] S1: Welcome back, everybody. We are here with the news of the week. And my god, there's a lot of news. It's just our Emmy. Alex dropped off. So let's get into it. We wanna start with earnings. We wanna start with a m and [00:24:40] S0: Let's do m and a first. [00:24:42] S1: M and a. Okay. Okay. I like it. So two deals this week to talk about. The first is a company called Affle. [00:24:51] S0: I don't [00:24:52] S2: know. Never heard of them.
00:24:52 · Alex Cone, Eric Franchi
[00:24:52] S2: know. Never heard of them. [00:24:53] S1: I think it's Affle, a f f l e. We're gonna go with that. Sure. Okay. Company called Affle, which is an India based, it's called a holdco, but not an agency holdco, kinda like a, you know, a holding company for for technology and software. Largely focused on mobile, largely focused on performance ad tech is acquiring Perion. Perion is a Israeli based, but largely US focused. Not quite a holdco, but, you know, sort of kind of a diversified ad tech company that larger focuses on CTV, digital out of home, retail media, was the acquirer of my company Undertone about ten years ago, and was a public company. So another public company taken off the The acquisition was a $420,000,000 purchase price. So, you know, somewhat scaled. But if you take account into effect two things into account, it's probably worth diving into, as far as the state of the market. So number one, Perion was about 420,000,000 revenue, you know, on a trailing twelve months, right? So effectively one x revenue, But Perion had $200,000,000 cash on the books. So heavily discounted from a purchase price. Thesis here is pretty solid. Like, you know, it's a one plus one equals two type of play. Affle seems to be mobile performance. Perion is a lot of brand based stuff. Perion brings US distribution to, you know, a non US company. I I buy it, but certainly this is a consolidation play.