The Podcast Episode The Universe Tried To Destroy (Eric Franchi)

Lucky number 13

Hey Ya’ll,

Long time no talk. I’ll keep it brief. This podcast episode I had full intentions to release about three weeks ago but the universe conspired in a number of ways to *almost* kill it.

First, the audio-only recording somehow got corrupted or something because the file wouldn’t load into audacity (editing software) and when I could play it it was just a very high-pitched noise. Luckily I was able to use the audio from the video recording. Not a great start.

Next, my company’s IT team sent an update to some security software that broke my computer. It got stuck in an infinite cycle of restarting, loading, freezing, restarting. Which meant even after I had edited the damn thing I couldn’t access the file.

And that’s where I was stuck for two weeks. Twiddling my thumbs while trying to do work on my daughter’s 7-year-old MacBook.

Anyway, it got sorted out and this Lazarus episode will finally see the light of day.

For our first episode of season two Erik and I chat with Adtech OG Eric Franchi. On top of being the oracle of adtech (Partner @ MathCapital) Eric is also side-gigging as one of the co-hosts of The Click on Clubhouse.

If you don’t know The Click, honestly, figure out a way to get an invite. And if you haven’t had the chance to hear Eric speak before then this is the episode for you. Hell even if you have this is the episode for you.

Towards the end of the episode, Eric gets out his crystal ball and his first answer to my “what’s 6 years from now look like?” question is something I’ve literally never heard of or thought of before but if he’s right (and he probably is) it’s a HUGE opportunity.

Anyway, that’s enough for me. Check us out in your podcast app or if you want to see faces in boxes you can watch the video below.

Episode 12: Making Up People Who Like Mercedes w/ Keith Gooberman (Programmatic Mechanics)

The phenominon I find most offensive to publishers today is that, in a DSP, I can say “Give me $50k worth of ads for _____ audience.” And if I’m not an experienced buyer I’ll just pick … ya know… data from this company and this company. And then I’ll go into my inventory selection and I’ll just say all of it.

The people that are doing that are doing publishers a giant disservice because, guess what? They ain’t all real ads.

All due respect to our previous episodes and guests, this is our best episode ever.

It has everything. We get the rolling start off with Canadian beer stories. We talk about how online dating and audience targeting got it wrong. Keith saves us from a naked child. This episode is an adventure.

But it’s also FILLED with great insights. Now I’m sure you, person smart enough to sign up for my emails, already know a lot of this stuff and will scoff at this notion. “Ryan’s just overhyping this episode”. Guess fucking what? I’m not. If you don’t take away something from this episode I will personally… I dunno call you a liar on Twitter.

At the very least you’ll be entertained. Keith has such a unique point of view and a willingness to tell it like he sees it. Anyway, I should stop delaying and just let you watch the video. If you haven’t already, please subscribe.

If you’re sick of looking at faces on screens you can also find us on Spotify or Apple’s Podcast app.

Oh and a reminder for those of you who do prefer to listen to us on youtube (or you just really want to see the chaos that is my background) we’ve moved to a new channel.

Episode 11: Getting a Data Education with Dave Pond (Buzzfeed)

There's this long-held notion that programmatic/online advertising unlocks this "magic" ability to put the right message in front of the right person at the right time. For the last few years, it’s felt like most of the industry's efforts have been around the first two-thirds of that equation while largely ignoring the last third.

This week Erik and I have a fantastic conversation with Dave Pond on how publishers can approach the discussion of "the right time" with buyers and agencies.

It’s about context but it’s about more than context. It’s about publishers actually taking ownership of what happens on their sites and helping brands and buyers make sense of it. I really like this notion as publishers as data consultants for brands.

We also spend some time talking about how to prevent burnout in your adops team and how to handle this new world of compressed timelines and stressed sales reps.

If you’re sick of looking at faces on screens you can also find us on Spotify or Apple’s Podcast app.

Oh and for those of you who do prefer to listen to us on youtube (or you just really want to see the chaos that is my background) we’ve moved to a new channel.

Make sure you subscribe to the right one since I won’t be posting new videos on the old one. I’m sure this sent a shiver down the spine of real, professional marketers (and Erik) but I am who I am.

Episode 10: Demystifying the Supply Path with Chris Kane (Jounce Media)

Our second boomerang! Chris Kane and I spoke on my old podcast a little over three years ago. Since then Jounce Media has grown from a little startup thing to the master of the supply path. They’re the reason bid caching became a hot topic. They put Google on blast for a half-assed sellers.json file. They put out the definitive guide to reselling. Oh and their blog is the single best source of SPO knowledge out there.

This is a damn interesting conversation and exactly the sort of thing we want to do every week. Chris is so smart and so knowledgable about this *very tricky* part of the industry it’s amazing how easily he can break down and explain the finer points of the supply path and the differences in understanding between the buy and sell-side. If you find yourself in the position of “getting” what SPO is but not actually understanding what that means in actions or reporting… this is the episode for you.

Episode 9: Picking the brain of Paul Bannister (CafeMedia)

Paul Bannister walked into a trap.

Well, trap is too strong a word. If you're invited to the podcast don't worry, I'm not trying to trap you. I really just mean I was hyping myself up for a debate. And Paul is one of the first guests where I knew I had a philosophic disagreement.

The disagreement is my mistrust/leeriness towards "publisher monetization partners". You know the Monetize More's, and Freestar's, and CafeMedia's of the world. On one hand, I totally understand that not all small/mid-sized publishers have the resources to hire someone like me to handle their ad setup. On the other hand, the pressure to make margin can cause perverse incentives between what is best for the publisher/user and what it best for these monetization partners.

It's worth noting, I'm a giant hypocrite. My own podcast partner (who is probably reading this post in horror) runs a publisher monetization type company. I've yet to trap him. And if I'm being 100% honest, my feelings aren't even specific to CafeMedia. They're a holdover of various other companies that occupied a similar space.

Anyway, so I went into this week's episode fully expecting to walk out feeling the way I came in. I had no doubts Paul was smart (very, intimidatingly, smart) but I had my doubts as to the need for his company or companies like his in the industry.

Then we started talking and I realized... shit I might be wrong. I still don't love the incentive structure and am generally distrustful of anyone getting between a publisher and their money. But in our conversation about the W3C it became crystal clear to me that when it comes to privacy and getting into these nitty-gritty details... CafeMedia, Media Tradecraft, a few others... these partners may actually be our industry's best hope.

Let's be honest. Most publishers aren't rolling in extra engineering resources. It's often one of the rev ops team's biggest pain points. So then who is going to have the resources to go through dozens of github conversations and in-the-weeds conversations around the browser privacy controls and actually stand up for publisher interests? Facebook, Google, and Amazon can easily spare a few megabrains. Ad exchanges can too. But publishers?

Enter Cafe fucking Media.

Anyway, I don't want to give too much away but this was a fantastic conversation and if you don't have any idea what the W3C is or why you should care... it's worth the 30 minutes of your life. And you should definitely be following Paul on Twitter. It'll wrinkle your brain.

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