Marketecture: Get Smart. Fast.

SuperAwesome is a leading marketing company focused on kids and teens. Kate, the CEO, comes on the show to talk about the challenges with marketing to this regulated market.

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Barak Witkowski, Chief Product Officer at AppsFlyer, explains that the company specializes in mobile measurement and marketing analytics, helping advertisers attribute business outcomes to their marketing efforts. Founded in 2012 and based in Tel Aviv, AppsFlyer has grown to 1,500 employees across 20 offices, serving over 100,000 apps. The platform provides a comprehensive view of marketing performance, cleaning ad fraud, and integrating various marketing data. Witkowski discusses the challenges of the evolving measurement landscape, including privacy concerns and the fragmentation of platforms, and emphasizes the importance of providing actionable insights to help clients make informed marketing decisions.

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Copyright (C) 2024 Marketecture Media, Inc.

In this interview with Marketecture contributor Jeremy Kagan, DoorDash describes its variety of advertising solutions, catering primarily to two customer segments: merchants (like restaurants) and brands/manufacturers (like CPG companies). For merchants, the primary advertising product is sponsored listings, which are native and blend seamlessly into the DoorDash interface. Additionally, restaurants have access to a premium advertising spot through the homepage banner. For brands, the offerings include sponsored products, which are also native and resemble organic search results, and the newly introduced sponsored brands, akin to digital end caps in retail stores, allowing brands to feature their products more prominently and tell their story in a richer, more immersive manner.

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Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors.

Copyright (C) 2023 Marketecture Media, Inc.

Equativ, previously known as Smart Ad Server, offers a suite of ad tech solutions including an enterprise ad server and a supply-side platform (SSP). The company emphasizes its ability to provide customized ad serving solutions that cater to specific enterprise needs rather than offering a one-size-fits-all product, which sets it apart in competing with giants like Google. Moreover, Equativ's SSP is tailored for the European market but is expanding in the U.S. and Latin America, offering distinct advantages in handling diverse publisher requirements across different regions. The interview also touches on Equativ's efforts in "curation," aiming to integrate media and audience targeting more effectively within their platform, showcasing their strategic pivot towards enhancing digital advertising efficacy and privacy compliance.

For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tv

Copyright (C) 2024 Marketecture Media, Inc.

The interview with Jo Kinsella from XR (formerly Extreme Reach) delves into the rebranding and expansion of the company, highlighting its evolution from TV distribution to a comprehensive platform marrying creative and media. Kinsella outlines XR's focus on streamlining the advertising workflow through technology, emphasizing the integration of asset management, distribution, creation, and informative insights. The discussion also touches on XR's role in addressing industry challenges like creative asset utilization and global rights management, illustrating the company's ambition to innovate within the advertising technology space while serving a broad spectrum of clients, including 98% of the top 200 advertisers.

Visit Marketecture.tv to join our community and get access to full-length in-depth interviews.

Marketecture is a new way to get smart about technology. Our team of real industry practitioners helps you understand the complex world of technology and make better vendor decisions through in-depth interviews with CEOs and product leaders at dozens of platforms. We are launching with extensive coverage of the marketing and advertising verticals with plans to expand into many other technology sectors.

Copyright (C) 2023 Marketecture Media, Inc.