Episode 157: Marketing Ad Tech in 2026 with Paul Knegten

Rajeev Goel, CEO of PubMatic, joins Ari Paparo and Eric Franchi to discuss how agentic AI and AdCP are reshaping the media buying process, collapsing the ad tech value chain, and creating new opportunities for publishers and advertisers to compete with walled gardens. Takeaways Agentic AI can automate planning, buying, and optimization beyond today’s DSP workflows. PubMatic’s AgenticOS lets advertisers transact through AI agents using AdCP. AI efficiency may grow digital ad spend and shift more ROI budgets to the open internet. Seller agents and marketplaces could help publishers unlock demand without big sales teams. The open web will compete better with stronger identity, measurement, and a simpler supply chain. Chapter 00:00 Travel check and AI kickoff 01:05 Moltbot and why autonomous assistants matter 01:56 Rajeev Goel on agentic AI at PubMatic 07:00 RTB automates only the impression moment 08:37 RFPs, emails, spreadsheets — the manual reality 10:05 Agents scaling campaign management 15:15 Butler Till and Clubtails case study setup 18:37 PubMatic agent recommends inventory, audiences, and data 22:34 Agents compress the value chain, weaken DSP lock-in 45:05 OpenAI ads debate, CPM economics, answer engine ads Learn more about your ad choices. Visit megaphone.fm/adchoices

Paul Knegten draws on his experience as a former Beeswax CMO and long-time ad tech marketer to explain what actually works in marketing as the industry heads into 2026. The conversation covers AI hype versus real value, why founder voice matters more than positioning decks, how buyers actually make decisions, and the difference between a marketing problem and a real business problem. Paul also breaks down where ad tech companies lose the plot when talking to brands and agencies, and why relevance beats buzz every time. Takeaways AI does not fix weak positioning and only works when it solves a real customer problem. Founder-led communication often outperforms polished brand messaging in ad tech. Buyers care more about results than transparency when performance is strong. LinkedIn and major industry events remain the two most effective channels to reach decision makers. Many companies think they have a marketing issue when they actually have a product-market fit problem. Chapters 00:09 Intro and guest welcome, Paul Knegten 01:04 Marketecture Live and Startup Showcase 04:05 Paul’s background in ad tech marketing 05:34 State of ad tech and the AI rush 06:39 Consolidation and “quietly winning” ad networks 08:44 Transparency vs performance for buyers 10:11 Founder-led marketing and being the face of the brand 13:13 Avoiding the ad tech echo chamber 15:26 Reaching buyers on LinkedIn and tentpole events 20:15 Brands and agencies vs ad tech priorities 22:06 AI hype and differentiation 24:05 “Marketing problem” vs “problem problem.” 28:39 OpenAI rolls out ads in the free tier 38:58 CTV News, EDO vs iSpot TV lawsuit 47:48 Gamera launch and open-web signals Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi are joined by Erez Levin, a former Googler who focuses on media and inventory quality. They dig into what “quality” really means in programmatic advertising, why short-term outcomes can be misleading, and how incentive structures have pushed spend toward lower-value impressions. Takeaways Quality is best understood through effectiveness, but most measurement overweights short-term signals.  “Not all impressions are created equal.”  quality varies by context, format, and goal.  Video definition loopholes led to premium pricing for lower-attention formats and contributed to market confusion.  MFA, SPO, and curation are connected symptoms of incentives that reward cheap scale and vanity metrics.  Verification helps, but quality needs to be addressed across the full media workflow, including experimentation and MMM.  Agentic buying could either improve quality controls or make it easier to optimize only to what’s measurable in the near term.  Publisher traffic declines reinforce the difference between commoditized content and differentiated journalism or creator-led media.  Chapters 00:00 Welcome and introduction to media quality 01:29 Marketecture Live updates and announcements 04:18 Erez Levin on why advertising quality matters 06:00 Defining quality vs outcomes in digital advertising 08:30 Brand impact, long-term effectiveness, and mental availability 09:43 Lessons from Google AdX and DV360 10:58 Video misclassification, IAB definitions, and market fallout 14:03 Outstream video, pricing, and mobile gaming use cases 17:00 MFA, SPO, and the real causes of inventory quality problems 19:03 Tools, verification, and the role of measurement frameworks 20:30 Agentic buying, AI, and control over media quality 22:41 AI news: Google UCP, AdCP, and agentic commerce 30:13 Apple, Siri, and Google Gemini’s implications 34:16 Publisher traffic decline and the future of content 36:23 Agentic buying vs RTB and portfolio theory 42:34 AppleCart funding and influence-based advertising 45:04 Liftoff IPO filing and the mobile ad tech landscape 47:57 Google antitrust lawsuits update 49:03 Closing thoughts and wrap-up Learn more about your ad choices. Visit megaphone.fm/adchoices

From CES, Ari Paparo talks with Co-founder and CEO Tim Vanderhook and Co-founder and COO Chris Vanderhook of Viant about what automation looks like in a DSP workflow, using Viant’s Lattice Brain and Outcomes as the framing. They cover how goal-based optimization is set up (CPA/ROAS), what they observed in tests comparing automated and human-managed campaigns, and why “decision latency” is a recurring issue in day-to-day programmatic execution.  Takeaways They describe Outcomes as a goal-based workflow where an advertiser provides key inputs and the system handles ongoing optimization decisions. The guests share results from internal tests comparing automated vs human-managed campaigns, and discuss what signals they looked at beyond the final CPA. A main theme is “decision latency”; humans operate on meeting and approval cycles, while automated systems can adjust continuously. They distinguish between transparency and control: visibility into where spending goes, but limited ability to override optimization choices. They expect a hybrid approach, with some budgets remaining hands-on and others shifting toward more automation. Chapters 00:00 CES check-in and episode setup 00:55 The AI-assisted song launch tangent 01:54 What “Lattice Brain” refers to 02:39 What Outcomes is meant to do 03:42 CPA/ROAS now, incrementality later 05:21 Why run an AI vs human comparison 06:36 Test setup, including excluding retargeting 08:06 What the results suggested and what they focused on 10:25 What automation changes reveal about typical workflows 12:19 Transparency vs manual overrides 14:16 Why open-web performance has been difficult historically 16:29 What they think needs to be true for better open-web performance 17:33 Hybrid buying and where automation fits Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi break down the biggest themes coming out of CES and across ad tech. Ari speaks with Mike Khristo, CEO of Layers, about turning code directly into customers, automating marketing for developers, and how vibe coding is enabling a new wave of profitable niche apps. Ari and Eric then cover AI-powered ad platforms, agentic buying and selling, and major industry announcements from Walmart, Viant, Reddit, Amazon, and The Trade Desk. Takeaways Layers automates marketing for developers who lack marketing skills. Vibe coding allows non-professionals to create viable apps. AI tools are improving the quality of code produced by non-developers. Organic growth is becoming increasingly important for app distribution. App Store Optimization is crucial for visibility in app stores. TikTok and Meta are key platforms for app marketing. Non-technical individuals can successfully build and market apps. The rise of niche apps is creating new opportunities in the market. Developers can focus on building features rather than marketing. The future of app development is empowering individuals to create without needing extensive technical backgrounds. Chapters 00:00 Intro and CES check-in 02:05 Upcoming interviews and announcements 04:00 MADDB product update 05:26 Interview begins: Mike Khristo, CEO of Layers 10:10 Vibe coding and production-quality apps 15:02 App growth channels: Meta, Apple Search Ads, and ASO 17:58 Managed UGC and creator scale 25:20 News of the Week begins 29:34 Amazon DSP and Reddit automation (“Max” modes) 31:06 Viant Lattice Brain and outcomes-based buying 37:27 Agentic advertising and IAB roadmap 46:59 Closing and Marketecture Live reminder Learn more about your ad choices. Visit megaphone.fm/adchoices

Walmart Connect has quickly evolved from a search-driven retail media platform into a full-funnel advertising powerhouse. In this episode, Ari Paparo sits down with Khurrum Malik, VP of Business and Product Marketing at Walmart Connect, to unpack how Walmart is combining on-site search, off-site media, CTV via Vizio, and closed-loop measurement to spark real sales impact. Khurrum shares why he joined Walmart Connect, how “couch to cart” is becoming a reality, what performance TV means for emerging advertisers, and why incrementality is the new gold standard for retail media. The conversation also previews Walmart Connect’s CES announcements, including AI-driven ad tools, search incrementality GA, and new third-party benchmarks that position Walmart Connect against digital and social media. Takeaways Walmart Connect is a multi-billion-dollar retail media business growing 30%+ by focusing on sales impact, not just media delivery Search and PLAs remain the core, but Walmart Connect is expanding aggressively into brand, video, CTV, and off-site media Vizio enables true “couch to cart” activation by connecting CTV exposure directly to Walmart sales outcomes Incrementality and IROAS are becoming the measurement bar for retail media, not just attribution Walmart’s omni-channel footprint of 4,600+ stores and 150M weekly shoppers is a core competitive advantage CES announcements highlight AI-powered tools, search incrementality GA, and third-party benchmarks that outperform digital and social media norms Chapters 00:00 Welcome & Introduction 00:38 Why Khurrum Joined Walmart Connect 02:18 What Is Walmart Connect Today 03:57 Beyond PLAs and Search 05:03 Scale, Brand, and Performance 06:33 Measurement and Incrementality 06:47 Vizio and “Couch to Cart” 09:30 Performance TV for Emerging Advertisers 11:09 Third-Party Measurement & Trust 13:50 CES Preview 17:10 Lightning Round 19:31 Wrap-Up Learn more about your ad choices. Visit megaphone.fm/adchoices

On Marketecture Live, Jayson Dubin, CEO and Founder of Playwire, explains how publishers can grow revenue and improve performance by combining machine learning with human intelligence. He shares concrete results from AI-driven traffic shaping and price floor optimization, walks through Playwire’s Quality, Performance, Transparency (QPT) initiative, and discusses major ecosystem issues like supply chain opacity, malicious ads, and the shifting realities of AI-driven discovery. He also introduces RAMP, Playwire’s Revenue Amplification Management Platform, built to give enterprise publishers control, visibility, and optional AI automation. Takeaways AI is best for repetitive, rapid decisions; humans are best for contextual strategy and judgment in a gray, complex ad ecosystem. AI traffic shaping drove a 21% lift in Revenue Per Session versus 9% without it. AI price flooring delivered about a 20% uplift in RPM through multidimensional, per-request adjustments. Cutting bid requests can increase performance and revenue while also improving page speed and traffic. QPT shifted Playwire from quantity to quality, strengthening trust with buyers and partners. Transparency remains uneven: publishers still struggle to identify buyers and stop malicious ads across the bidstream. RAMP unifies traffic shaping, bid shaping, and flooring into a platform designed for enterprise publisher control and visibility. Chapters 00:00 Intro Jayson Dubin and the core theme 00:55 What Playwire does and why automation matters at scale 01:23 The false choice: automation vs human involvement 01:38 Decision framework where AI wins vs where humans win 02:31 Traffic shaping explained feed DSPs and SSPs what they eat 03:15 Traffic shaping results 21% RPS lift and fewer bid requests 04:01 AI price flooring moving beyond GAM rule limits 05:23 Origin story industry feedback and the shift to quality 05:57 QPT Quality Performance Transparency 06:57 Two-year impact: fewer requests, higher CPM, higher revenue 09:37 Marketecture Live Q&A: What AI means for publishers now 18:56 Scale and leverage who gets to command better terms Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, Ari Paparo and Eric Franchi reflect on the past year in ad tech and discuss their predictions from the previous year, the growth of Marketecture, and the biggest news stories in the industry. They highlight key CEOs and companies, explore current trends, and make predictions for the upcoming year, particularly focusing on the impact of AI and the evolving landscape of CTV advertising. Takeaways Our audience was up 200% year over year on Spotify. This year was the year of strategic M&A in ad tech. AI tools were rolled out by many companies this year. TikTok didn't get banned, but it will be controlled by a US entity. Live streaming continued to grow significantly this year. Sundar Pichai of Google had an incredible turnaround year. YouTube and Netflix are creating a duopoly in streaming. Content marketplaces will become a big thing next year. The in-app advertising space is heating up due to competition. 2026 will see a significant rise in M&A activity. Chapters 00:00 Year-End Reflections and Predictions 03:04 Marketecture's Growth and Achievements 06:03 Evaluating Last Year's Predictions 11:55 Biggest News in Ad Tech 15:01 CEO Highlights and Trends 20:58 Current Trends in Ad Tech 22:31 The Streaming Duopoly: YouTube and Netflix 24:18 The Impact of CTV Consolidation on Advertising 25:44 The Rise of Agentic AI in Advertising 26:49 Spotlight on Hot Startups: Swivel and Branch Labs 29:28 Predictions for 2026: M&A and Market Dynamics 32:33 Learning from the Best: Key Podcast Insights 37:08 The Future of Google and CTV Advertising 41:13 The In-App Advertising Landscape: A New Era 43:21 The TikTok Election: Shaping Political Advertising Learn more about your ad choices. Visit megaphone.fm/adchoices

Dr. Mark Grether, SVP & General Manager, PayPal, unpacks how PayPal is reshaping commerce media by leveraging its transaction graph across 30 million merchants and 400 million consumers at Marketecture Live. From democratizing retail media for SMBs to monetizing Venmo’s social feed and enabling agentic commerce with trusted payments, this conversation explores why PayPal sits at the center of advertising, AI, and the future of buying online. Takeaways PayPal’s transaction graph spans 30 million merchants and 400 million consumers, giving it a horizontal view that powers audience targeting, market share insights, and closed-loop measurement. The new SMB Ads Manager unifies demand and supply so smaller merchants can both buy previously unreachable audiences and monetize their own site traffic. Venmo’s social feed and Gen Z heavy user base create high demand, upper funnel ad inventory tied to real spending behavior and cultural signals like emoji usage. Honey contributes large-scale intent and catalog visibility, letting PayPal connect discovery to checkout and measure impact even for off-site channels like CTV. In agentic commerce, PayPal aims to be the trust and payments layer that reduces friction while humans still make emotional final decisions. Chapters 00:00 PayPal Today: Scale, Brands, and the Transaction Graph 01:09 Retail Media Fragmentation and the SMB Challenge 01:53 PayPal Ads: On-Site, Off-Site, and Storefront Ads 03:57 Ads Manager: Unifying Demand and Monetizing SMB Eyeballs 06:37 Open Commerce: Relevance and Brand Safety at Scale 08:24 Venmo Ads: Social, Gen Z, and Upper-Funnel Moments 10:36 Honey: Intent Signals, Catalog Data, and Targeting 12:15 Closed-Loop Measurement and CTV Attribution 16:14 Agentic Commerce: Trust, Payments, and In-Flow Checkout 24:04 Five-Year Outlook: What Changes and What Doesn’t Learn more about your ad choices. Visit megaphone.fm/adchoices

Scott Spencer, co-founder of Rewarded Interest and former DoubleClick and Google product leader, explains why cookie banners failed, how consumer privacy still feels broken, and what it takes to give users real control without hurting publishers or advertisers. Takeaways RTB wasn’t invented in a single moment. It emerged organically as multiple teams solved latency, bidding, and scale problems in parallel. Cookie banners fail both consumers and regulators by creating friction without real control or understanding. Rewarded Interest aims to replace site-by-site consent with centralized, programmatic privacy preferences across devices. Privacy control likely belongs above the browser level, especially as agentic browsing and AI assistants become mainstream. Changes proposed to GDPR may reduce protections around pseudonymous identifiers, increasing the need for user-centric control tools. The industry risks pushing users toward ad blocking if it can’t offer meaningful, trusted privacy solutions. Scott’s biggest regret from the RTB era isn’t technical. It’s not taking time to appreciate the magnitude of the transformation and the people behind it. Chapters 00:00 Intro: Scott Spencer’s DoubleClick and Google legacy 01:29 Year-end notes: Marketecture Wrapped and MadDB.ai 03:35 Why Scott founded Rewarded Interest 05:00 Coalition for Better Ads and reducing ad blocking 06:20 Why cookie banners are broken 07:55 Centralized privacy control across the web 08:52 Browsers, OS-level identity, and agentic browsing 10:54 Minor mode and protecting children from tracking 12:10 Do consumers want granular control? Rewards and defaults 13:43 GDPR, Digital Omnibus, and Europe’s direction 18:21 Aligning incentives for users, publishers, and ad tech 21:56 22 years at DoubleClick and Google 22:12 Did Scott invent RTB? Network proxy bidding explained. 31:00 The Refresh: Google, Meta scams, and agentic ads 54:15 Wrap-up: YouTube vs Netflix and the Oscars move Learn more about your ad choices. Visit megaphone.fm/adchoices