Eric Franchi

@OpenMarketPod why do you choose the worst image of me and the best of @joe_zappa for these thumbnails?

Tremendous feedback on this one youtu.be/FYNu_hXg4Ko?is…

@JonathanMoffie It’s you Moffie

@ericfranchi Do tell

Best part of doing a podcast: finding out someone awesome listens who you had no idea was tuning in.

@MadConnectai is not another tool in your stack. It connects the tools across your stack. Heather Macaulay joins Open Market with @ericfranchi and @joe_zappa to discuss enterprise connectivity, building a company later in her career, and turning industry experience into stronger decisions. youtu.be/FYNu_hXg4Ko open.spotify.com/episode/2O0HSq…

@MenloRajeev @pbannist Love it

@pbannist Thrilled to partner with you on this Paul. We have led on agentic execution for programmatic and we intend to lead on agentic execution for IOs.

So last week I alluded to the fact that we were finally getting an agentically-bought deal live, and it happened! Agentic has been the talk of the town for a while now, but from every conversation I've had, there really wasn't any volume (sans a handful of CTV deals)... 1/

@MetaplyAI @AppLovin V interesting. @oliviaakory @aripap maybe this helps expand the pool of advertisers? Per tomorrow

Huge @AppLovin update. Reporting now includes view-through attribution, not just clicks. That means you’ll finally see users who viewed an ad, didn’t click, but came back and converted later. Better reporting. Better understanding of AppLovin’s true contribution to your growth. #AppLovin #Shopify #MetaAds #DTC #EcommerceMarketing #ROAS

Our @cloudx agent is now live for everyone! It has full context on your whole monetization stack, can make changes, can pull reports and is available to you everywhere in the tool. Sizzle reel below:

I’m happy adtech X is back

@101Programmatic I was also reminded today just how complex of an idea this could be. Reconciling numbers and billing alone!

yeah that makes sense, especially if they can eliminate fragmentation - like right now if you don't have a seat you're finding a ttd reseller, then an amazon reseller, then dv360, or signing contract with some smaller dsp just for access and at the same time actually drive value - propose campaign structure based on the goals, run optimizations, consolidate reporting, etc.

2007 is known as the year the adtech 1.0 chessboard was set (DCLK -> Google, Acquantive/AdECN -> MSFT, RM -> Yahoo). ... crucially, it was also the founding year of Appnexus, Rubicon Project (Magnite), Mediamath/Invite Media, BlueKai and others, which established programmatic... ... which then led to DV, TTD and the Lumascape. There is absolutely that level of new-company and -category formation energy happening right now in 2026. I can't believe we are getting to run it back. We will all look back on this time similarly.

@douglauretano @101Programmatic Many are saying that the next DSP is a DSP

@101Programmatic @ericfranchi Containerization & agentic applications may be able to solve (known & much lesser known) issues that have plagued automated advertising, but the real unlock is trust & collaboration amongst platforms...which is why you will see the new players leapfrog legacy platforms 👀

@adamheimlich no mercy

@ericfranchi ...and now we will have our revenge

Yes, that.... and! Specific example, we are seeing companies creating a layer on top of API accessible media platforms, adding AI workflow and creative and optimization layers while removing costs at the same time. Its sort of like what BOK was talking about with agentic being the portfolio manager to programmatic's trader financial analogy. What is this? Is it a DSP or post-DSP? What happens if this becomes the system of record?

@ericfranchi what are you pointing at specifically - AdCP, ARTF/ companies forming around containerization?

@jamesIII lol thank you for listening!

@ericfranchi I’m not sure what it says about me that this teaser about a new mid roll format got me excited to listen (more so than the baseline) … but here we are

Fairly certain that @aepstein_ of @gigico_ai is the most AI-pilled founder in adtech. Awesome episode with Adam and @joe_zappa today on @OpenMarketPod. If you think you're more AI-pilled than Adam, please show receipts (or come on the pod!)

@tkawaja Many people are saying!

@ericfranchi Agreed. Company and category formation as well as long-overdue rationalization and consolidation.

@JonathanMoffie @aepstein_ @gigico_ai @joe_zappa @OpenMarketPod Tbh, it's a battle between the two of you guys. We'll let the OM audience judge after your next episode drops. Soon!

@ericfranchi @aepstein_ @gigico_ai @joe_zappa @OpenMarketPod Fighting words. Good pod. The super deep focus on Amazon DSP to start is very smart

Also this week we get to have some fun with a new mid-roll ad format!

@aripap @larakiara Well reported @larakiara. I think there is a third speculative, reason they might consider this. I will formally speculate on @marketecturetv when we discuss this week's news.

@larakiara They have plenty of O&O inventory so the only reason to do a network would be if they think they need video and display ads to give advertisers a full funnel product.

An intriguing OpenAI ads mystery: The company posted a job ad hinting at ambitions to build "publisher-side monetization tools." Maybe an ad network? After I asked about it, the company edited the job ad to remove any references to publishers 🤷‍♀️businessinsider.com/openai-job-lis…

@joe_zappa @JohnathanBarnes @BishPlsOk Get @HatesAdtech in here

@JohnathanBarnes @BishPlsOk DEBATE tho for sure the attribution issue is the biggest one

Why is there no AppLovin of the open internet? Will AI allow an existing company or startup to build a $100B performance advertising juggernaut on the open web?