Marketecture: Get Smart. Fast.

Andy Schonfeld, CRO of Tatari, joins Ari Paparo from Cannes Lions to discuss Tatari’s bold message to the DSP ecosystem, why programmatic TV only captures a fraction of the market, the evolution of convergent TV buying, and how direct access to premium inventory is reshaping the future of television advertising. They also explore Tatari’s Upstream platform, the role of data and AI in media planning, recent industry shakeups involving Publicis, The Trade Desk, Fox, and Roku, and why transparency and supply paths are becoming table stakes in CTV. Takeaways Tatari’s Cannes campaign highlights the limitations of relying exclusively on programmatic TV buying. Major tentpole events like the Super Bowl, Olympics, and World Cup are still primarily bought through direct relationships. Convergent TV requires access to both linear and streaming inventory to maximize reach and outcomes. Data remains a key differentiator, but inventory access is equally important in a supply-constrained TV market. Tatari leverages more than a decade of performance data to optimize campaigns based on outcomes. Tatari’s Upstream platform enables direct publisher integrations, reducing intermediaries and improving transparency across CTV buying. Increased scrutiny around fees and transparency is prompting agencies and brands to reevaluate their supply chains. The Fox-Roku partnership signals a shift toward deeper integration between content owners and distribution platforms. AI is accelerating media planning and workflow automation, but its effectiveness depends on the quality of underlying data. Chapters 00:09 Introduction and Tatari’s Cannes Billboard Campaign01:03 Why Tatari Says DSPs Are on the TV Sidelines02:44 Can You Buy Sports and Premium TV Through a DSP?03:56 Why Inventory Matters as Much as Data06:14 What Is Tatari’s Upstream Platform?07:15 Direct Publisher Integrations and Supply Path Optimization08:12 Publicis and The Trade Desk Reconciliation Explained08:54 Why Brands Are Reexamining Transparency and Fees09:22 What the Fox-Roku Partnership Means for CTV10:02 Why Direct Relationships Matter More in Streaming11:11 AI, Automation, and Agentic Buying12:00 How Tatari Uses Historical Performance Data13:07 Tatari’s Biggest Advantage13:10 Tatari’s Biggest Challenge13:13 Lightning Round: If Tatari Were an Animal Guests: Ari Paparo, Andy Schonfeld Learn more about your ad choices. Visit megaphone.fm/adchoices

Ryan Mayward, SVP and GM of Walmart Connect, joins Ari Paparo to discuss Walmart's new partnership with Yahoo and Magnite, the role of Vizio in Walmart's CTV strategy, retail media measurement, incrementality, and the future of in-store advertising. Learn how Walmart is making its audience data more accessible while focusing on outcomes and advertiser flexibility. Takeaways Walmart Connect integrated its audience and measurement capabilities with Magnite, enabling Yahoo DSP advertisers to activate campaigns on Vizio inventory. The partnership aims to make Walmart data more accessible while maintaining control over audience targeting and measurement. Walmart plans to expand access to additional DSPs and buying paths over time. Vizio OS has become a major growth driver, powering a significant share of smart TVs sold in the U.S. Walmart Connect is focused on outcomes-based advertising, including customer acquisition, sales lift, and incremental return on ad spend (iROAS). Walmart is expanding in-store media opportunities through digital screens and retail media innovations. Chapters00:00 Introduction & Walmart Connect Overview00:36 Walmart, Yahoo, Magnite & Vizio Partnership Explained03:34 Why Walmart Chose a Sell-Side Integration Strategy04:25 Future DSP Expansion Plans05:42 The Evolution of Connected TV Advertising06:50 Outcomes-Based Measurement & Walmart DSP08:56 Incrementality and iROAS in Retail Media10:24 Measuring Online vs. In-Store Sales Impact11:32 Walmart's In-Store Media & Digital Screen Strategy13:28 Walmart Connect's Biggest Advantage13:54 Walmart Connect's Biggest Challenge14:20 Lightning Round: If Walmart Connect Were an Animal15:17 Closing Remarks Guests: Ari Paparo, Ryan Mayward Learn more about your ad choices. Visit megaphone.fm/adchoices