Oscar Garza

Ugh, on a Sunday. But I've had a coffee so here we go. Attribution broadly describes analytics approaches to giving credit to an advertising source (channel, publisher, etc) for generating an action (visit, conversion, etc). 1/7

@aqkraft AI is only as useful as human supervision allows.

Agentic advertising is moving fast. But what happens when the AI hallucinates or its context drifts? The answer: humans. More in Kraftisms 25 - The "Are You Sure?" Button open.substack.com/pub/kraftisms/…

@EricTilbury_RTB Soon

@garza I didn’t!!! I need to, we know when it’s closing?

@EricTilbury_RTB I hope you checked out Compleat Strategist in NYC. Apparently they're closing. Historic store.

@robleathern Casual gaming. LLMs can walk you through unity no problem.

What’s a good summer coding project for a junior in high school that could make them some ‘burrito money’? Eg a category with a shallow moat/little differentiation. I’m thinking “AI engine optimization” (SEO for LLMs) but explain why I’m wrong?

@airgups23 @Myles_Younger @marketecturetv @aripap Aww y'all are awesome.

@Myles_Younger @garza @marketecturetv @aripap

Thanks to @marketecturetv @aripap and the whole team. Great show. Enjoyed the REAL talk about the industry and spots of innovation with smart people that populate many generations of ad tech.

@aripap @robleathern @ww_us @kargo @chapell68 @FreeWheel @PubMatic @AdalyticsHQ I immediately started checking all my devices

@robleathern @ww_us @kargo @chapell68 @FreeWheel @PubMatic @AdalyticsHQ It was pretty bleak

Day 2 of #MarketectureLive mega thread 🧵 kicking off strong with @jowyang talking about advertising to agents!

My son Gabriel wanted to honor @TheRealStanLee for his school Wax Museum project. We're a Marvel family and he was very excited. He's got a little excelsior pin to boot.

@dieworkwear Hard agree. Steve Jobs with his black shirt and jeans. Zuck and his grey tshirt. All SF tech culture is hoodies and vests. Fancy dress and wealth are not necessarily correlated.

ok? so what are we proposing here? force people who are having a hard time in life to dress up for your pleasure?

My friend Art was one of the most selfless people to walk this earth. He drove to Hunt, Tx everyday after the catastrophic floods to feed first responders on his own dime. He leaves behind a wife and sons. Every little bit helps. givesendgo.com/GNMN3

@EricTilbury_RTB @aripap @AdtechGod I've barely skimmed the itinerary. Grab a drink, Eric?

@garza @aripap @AdtechGod

Time to get back out there. @aripap @AdtechGod

@AdtechGod @aripap Eww

@garza @aripap Put this on LI and we’ll promote it!

@VoiceOfTheStar do we want/need Tyreek hill? He's the fastest person I've ever seen live.

@aripap @antoniogm I tend to agree. These tools appealed to people that wanted to leave the ad experience..this could be a turnoff.

@antoniogm The ad reinforces the consumer's suspicion that they can't trust the AI if the model is ad supported. This is very strong counter positioning since many consumers will ultimately choose an AI based on brand and trust (just like search).

Everyone seeing this as a dunk, but this ads man thinks this is stupid and Claude is missing the point. Google doesn't even run ads alongside informational queries typically. Ads in AI won't look like a Black Mirror episode. They'll look like you prompting: Book me a 6-day trip to Paris from NYC leaving in early March, only non-stop flights and top-ranked Airbnbs, and pre-book dinner every night at a Michelin-star restaurant within 20 minutes walk. Don't spend more than $4,000. And it's going to show you one big red 'reserve' button with one fee for all of it, with a little 'saved 10% thanks to personalized rewards' and people are going to hit that button all day long, and OpenAI's ARPUs will go to the moon as Claude's stagnates in long-tail SaaS seat license land. Like it or not, that's how this ends.

@mxsafiri1 @FergSZN Quantify "always"

@garza @FergSZN it rarely snows in the texas and the roof is always open

@AdtechGod It's a small community at the end of the day. Everyone you meet will be your rep or your client some day.

AdTech is a fascinating world to live and work in. It’s a relatively small community, yet the technology stretches across borders and powers billions in ad spend. We often talk about this industry through the lens of innovation, constant technological advancement, ongoing pivots, and continuous change driven by regulation, new devices, and evolving delivery methods. And that’s all true. But over the years, what’s stayed with me most isn’t just the technology. It’s the people. The relationships, the collaboration, the shared curiosity, and the collective problem-solving. For an industry built on technology, its real strength has always come from the people behind it. In 2026, I hope to see increased collaboration, less infighting and bickering, and more outputs that push the industry in a direction that is positive for everyone. Happy New Year. -ATG

@mjbarash Ugh

Your reminder that the Aria Sky Suites are waiting for you in just over a week

@tommyhousewx @KXAN_Weather I had to kick it on today

Running the AC on Christmas Eve? Only in Texas! lol