From GRPs to Outcomes: The New Playbook for Convergent TV with Tatari

Episode 171: Dispatch from Possible plus Andrew Casale on Index's cloud computing initiative

This week, Ari Paparo sits down with Andrew Casale, CEO of Index Exchange, for a detailed look at the company’s latest push into cloud containerization. The discussion explores how deploying DSPs and data applications directly inside Index’s cloud infrastructure could reframe economic and technical dynamics across programmatic advertising. Key themes include maturing industry standards (ARTF), how the move impacts privacy, data security, and efficiency, and the wider implications for buyers and partners. Ari and Andrew break down technical trade-offs, the economic upside, and what shifting core infrastructure into exchange clouds could mean for the future of bidding, measurement, and AI-driven performance. The episode also delivers a recap of the Possible event and analyzes current trends: ad tech consolidation, the expanding footprint of CTV and commerce media, identity solution shifts, and ongoing investment in AI and cloud from major platforms. If you want a practical take on current ad tech developments and where things are headed, this conversation is worth your time. Guests: Ari Paparo, Andrew Casale Chapters 00:00 Possible event recap and industry themes 02:00 Ad tech maturity and consolidation trends 05:00 AI, measurement, and optimism in the market 07:10 Episode format and upcoming interview preview 10:28 Big Tech earnings overview begins 10:43 Meta performance and AI driven growth 15:44 Google, Microsoft, and Amazon cloud surge 18:28 Key announcements from Possible 18:58 Pinterest data expands into CTV 19:54 PayPal launches deterministic Ad ID 21:12 TTD and commerce media integrations 23:03 Walmart pushes into CTV and SMB market 24:19 Magnite introduces agentic AI tools 26:03 HighTouch funding and CDP evolution 27:53 Universal Commerce Protocol adoption 29:45 Interview with Andrew Casale begins 30:47 Index Exchange containerization explained 33:16 Cost and speed advantages of edge compute 35:16 Agentic frameworks and future potential 39:03 DSP orchestration challenges 41:11 Privacy and data control benefits 44:29 Future of bidding and exchange infrastructure Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

From GRPs to Outcomes: The New Playbook for Convergent TV with Tatari

At Possible in Miami, Ari Paparo sits down with Mike Fogarty, Head of Client Development, Brand & Agency Partnerships at Tatari, for a fast-moving conversation on how TV advertising is being rewritten in real time. They dig into the shift from legacy metrics like reach and frequency toward outcome-driven measurement, unpack the evolving balance between programmatic and direct buying, and explore why “convergent TV” is becoming less of a buzzword and more of an operating system. Along the way, they touch on everything from pause ads and shoppable formats to AI-powered media planning and the future of linear in a streaming-first world. If you’re thinking about how brands actually drive results across modern TV, this one delivers clarity without the fluff. Takeaways * TV measurement is shifting from GRPs and reach toward real business outcomes. * Advertisers are demanding clearer proof of performance across linear and streaming. * Convergent TV is becoming a unified way to plan, buy, and measure across channels. * Programmatic CTV still has limitations compared to direct buying. * Not all inventory is equally accessible or measurable in automated systems. * Live sports and major events remain critical for scale and attention. * New ad formats like pause ads and shoppable units are expanding creative options. * AI is starting to influence both creative production and media planning. * Adoption of AI varies, with some teams moving faster than others. * Data and automation are improving how campaigns are executed and optimized. * Linear TV continues to play a role alongside streaming platforms. * The industry is still working through how to standardize measurement across environments. Chapters 00:00 Welcome & Possible Conference Vibes 00:48 The Shift in TV: From GRPs to Outcomes 01:27 What “Outcomes” Really Mean 02:21 Measurement Challenges & Testing Methods 03:06 Buildable vs. Non-Biddable Inventory Explained 04:43 The Reality of Programmatic CTV 05:20 Sports & Tentpole Events 06:00 Interactive TV Ads & Creative Innovation 07:15 AI in Creative Production 08:08 AI in Media Planning & Buying 09:25 How Brands & Agencies Are Adopting AI 10:31 AI in Execution & Buying Intelligence 11:05 The Future of Convergent TV 12:12 Closing Thoughts Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

The State of Audio Measurement & What The Data Reveals

At Marketecture Live, Peter Birsinger, Founder & CEO, Podscribe, with Matthew Drengler, Head of Partnerships, Podscribe, breaks down the current state of audio measurement and what the data really shows about podcast and streaming performance. From conversion benchmarks to ad formats and incrementality, this session reveals how brands can measure, optimize, and scale audio advertising like any other digital channel. Takeaways * Audio is fully measurable today with real-time dashboards, attribution, and incrementality * Podcast ads often outperform streaming audio in conversion efficiency * Host-read ads deliver stronger performance and lower acquisition costs * Buying individual shows drives better engagement, but programmatic can balance cost * Earlier ad placement in episodes leads to higher conversion rates * Longer ads tend to perform better due to storytelling and host trust * Frequency caps are critical to avoid diminishing returns * Incrementality is key to understanding true performance beyond attribution Chapters 00:00 Introduction to audio measurement and Podscribe 01:03 Audio is now a fully measurable digital channel 04:12 Podcast industry growth and market opportunity 06:19 Benchmark data on conversion rates and performance 08:14 Why host-read ads perform best 09:20 Single show vs. programmatic buying strategies 11:13 Best ad placement within podcast episodes 12:46 Why longer ads drive better results 15:04 Frequency caps and diminishing returns 17:10 Attribution vs. incrementality explained 20:25 Audience reach and overlap in audio channels Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

Episode 170: The Streaming Measurement Mess. Jonathan Carson Helps Us Make Sense of the Chaos.

Jonathan Carson, Co-founder and CEO of Antenna, discusses how measurement in streaming is evolving and why it remains inconsistent across platforms. With experience from Nielsen, The Trade Desk, and Vevo, he shares how subscription data, signups, and shifting viewing behavior are influencing how performance is tracked today. The conversation looks at the gap between traditional measurement approaches and the current streaming landscape.  Takeaways * The shift from linear TV to streaming is complex and requires measuring both systems at the same time * Measurement challenges are driven more by industry transition than by any single company’s failure * Nielsen’s role is evolving, but legacy pressures make rapid change difficult * Subscription, churn, and content engagement data are becoming increasingly important signals * Programming plays a major role in driving signups and cancellations across streaming platforms * The future of measurement will involve multiple providers rather than a single standard * Data’s role in CTV is significantly larger than it was in traditional linear TV * Sports and live content are accelerating the need for better streaming measurement * Ad-supported streaming tiers are growing quickly and changing how inventory is sold * Measurement is expanding beyond audience reach into performance, retention, and content impact Chapters 00:02 Introduction to Jonathan Carson and streaming measurement 03:26 The state of chaos in streaming measurement 06:56 What Nielsen’s Gauge is and why it matters 09:44 Alternative currencies and the post-Nielsen measurement push 12:32 What Antenna does and its subscriber measurement model 13:30 Subscriber Views and content-driven churn 14:52 Netflix ad-plan growth and show-based CTV buying 16:15 The future: multiple measurement providers 17:41 Podcasting, YouTube, and measurement fragmentation 19:08 Sports rights and streaming measurement pressure 20:41 Paramount, UFC, and subscriber retention 22:01 News refresh: platforms, AI, and people moves 22:20 Index Cloud and SSP-side compute 26:12 Unity data through Index curated marketplaces 27:06 The Trade Desk launches Kokai Agents 29:49 TTD replaces the periodic table UI 30:35 Claude Design and AI-generated collateral 33:14 ChatGPT ad pricing shifts to CPC and lower CPMs 34:19 Kevin Weil leaves OpenAI 34:42 Magnite executive departures 35:55 Fluency hires Eric Picard 36:20 Netflix ad revenue and programmatic growth 37:24 Ari’s Beeswax SSP integration dilemma 38:28 Closing and where to find Jonathan Carson Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]

Fluency’s Mike Lane on Automating Digital Ad Ops, AI Scale, and Execution Infrastructure

Mike Lane, CEO of Fluency, explains how automation and AI are transforming digital ad execution at scale. Learn how brands and agencies save time, reduce errors, and scale campaigns across channels. Takeaways * Fluency positions itself as a digital advertising operating system, automating the full execution layer of campaigns. * The platform eliminates manual ad ops work, saving up to 92% of time and clicks through automation. * It enables massive-scale execution, such as launching hundreds of TikTok accounts instantly instead of taking years to do manually. * Brands and agencies use Fluency to do more with constrained budgets and limited headcount. * AI (via Muse) enhances workflows with automated reporting, insights, and even video summaries for clients. * The platform supports rule-based automation, allowing campaigns to react dynamically to data like weather, inventory, or occupancy. * Cross-channel execution is unified, helping teams manage budgets and performance across platforms in one system. * Media companies use Fluency to scale advertising services for small businesses efficiently through automation and AI-generated creative. * AI is lowering creative costs dramatically, making high-quality ads accessible even to small advertisers. * The biggest market challenge today is AI confusion and decision paralysis among businesses. Chapters 00:10 Intro & Guest Welcome 00:22 What is Fluency? 00:54 Digital Advertising Operating System Explained 01:46 Who Uses Fluency? (Brands vs Agencies) 04:08 Real Example: Launching TikTok at Scale 05:34 Smart Automation & Data-Driven Campaign Logic 05:49 AI vs Automation in Ad Ops 07:08 Introducing Muse AI 08:18 Automated Reporting & AI-Generated Video Summaries 09:14 Cross-Channel Advertising Challenges 10:29 Sell-Side & Media Company Use Cases 12:07 AI’s Impact on Creative Production Costs 13:29 Vision: Scaling to $100B in Ad Spend 15:30 Biggest Market Challenge: AI Overload 15:56 Competitive Advantage & Ecosystem Role 16:46 Lightning Round & Fun Close Learn more about your ad choices. Visit megaphone.fm/adchoices [https://megaphone.fm/adchoices]