Episode 140: What is publisher data really worth? With Arcspan’s Art Muldoon

Marketecture: Get Smart. Fast.

In this episode of the Marketecture Podcast, hosts Ari Paparo and Eric Franchi engage with Art Muldoon, Co-Founder of ArcSpan, to discuss the changing landscape of publisher data in ad tech. They explore topics such as leveraging AI to scale first-party data, the evolving future of the open web, and the intricacies of curation and transaction IDs (TIDs), emphasizing how publishers can regain control and succeed in a dynamic environment. The latter part of the episode covers industry updates, including mergers and acquisitions, shifts in DSPs, AI-driven creative tools, legal challenges facing Google, and the completion of the TikTok US deal.

Takeaways

• ArcSpan helps publishers unify data and scale audiences.
• Publishers should expand beyond logged-in users using AI and surveys.
• Third-party validation boosts buy-side confidence.
• The open web is evolving, not dying.
• Curation can be a revenue opportunity if it is transparent.
• TIDs raise questions about fairness.
• M&A shows AI merging with media solutions.
• DSP competition is intensifying.
• Agencies are shifting towards AI workflows.
• Legal pressures on Google are increasing.

Chapters
00:00 - Ari and Eric introduce Art Muldoon from ArcSpan.
02:00 - Explanation of Aggregate, Amplify, Activate.
06:30 - Strategies for making 100% of audiences addressable.
09:30 - Market caution and publisher pain points discussed.
12:00 - How ArcSpan builds confidence on the buy-side.
15:00 - Is it an opportunity or are margins being siphoned?
17:00 - Comparing gaming, news, and sports publishers.
19:00 - Reformulation, AI’s role, and the future of publishing.
21:00 - TIDs, Prebid, and the risks of arbitrage.
25:00 - Partnerships: Rembrandt + Spaceback, Verve + Captify.
30:00 - Amazon’s GenAI tools and Yahoo’s discount strategy vs. TTD.
35:00 - Agency transformation insights.
38:00 - Privacy remedies and lawsuits involving Magnite & Pubmatic.
42:00 - Discussion on a US-led governance framework.
45:00 - Reflections and a preview of next week.

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