EP5 (GUEST) – Twitter’s former Global Head of Partnerships, Greg Lieber, breaks down the evolving ad tech partner ecosystem and talks about areas of opportunity

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This week's guest: Greg Lieber

Greg is an experienced Business Development, Partnerships, and Product leader with over 15 years of experience in ad tech. Greg, along with James Borow, co-founded SHIFT, one of the earliest and largest ads API partners to Facebook, Twitter, Pinterest, and LinkedIn. Following SHIFT’s acquisition in 2015, Greg joined VaynerMedia where he lead partnerships, was an early employee at VidMob leading partnerships, and most recently was the Global Head of Partnerships at Twitter.

You can find Greg on Twitter @greglieber and LinkedIn

News Roundup:

• Google Marketing Live 2023:
  • https://www.googlemarketinglive.com/
  • https://support.google.com/google-ads/answer/13579260
• Meta’s Shop mandate poses a challenge for brands: https://www.adweek.com/programmatic/metas-in-app-purchase-push-poses-operational-issues-for-marketers/
• AI podcast ads that sound like real people: https://techcrunch.com/2023/05/23/spotify-may-use-ai-to-make-host-read-podcast-ads-that-sound-like-real-people/

Interview with Greg:

• What’s in store for AI and creative? (11:36)
• How does the value of agencies change as a result of AI + creative? (14:40)
• New era of partners in the new environment (16:47)
• POV from Greg and Daniel leading platform partnerships (20:32)
• Companies doing innovative work that brands should know (24:36)
• Predicting ad tech in 5 years (26:48)
• What macro areas is Greg excited about? (28:34)