Episode 144: Rich Greenfield on the State of Dying Media and What’s Going on with Paramount

Marketecture: Get Smart. Fast.

Ari Paparo and Eric Franchi speak with Rich Greenfield from LightShed Ventures about the state of traditional and digital media. They discuss Paramount’s evolving strategy, Larry Ellison’s growing role in media and technology, TikTok’s U.S. restructuring, and The Trade Desk’s Ventura OS. The conversation also touches on how AI and new ad protocols may reshape advertising and what these shifts mean for the broader media landscape.

Takeaways

• Legacy media struggles with tech execution
• Larry Ellison connects media, capital, and AI
• TikTok’s U.S. setup eases advertiser uncertainty
• Ventura OS success depends on key app adoption
• AdCP could streamline agent-based transactions
• TV ads decline as digital engagement expands
• Spotify video boosts reach but product issues persist
• Ad tech contracts need better legal protection

Chapters
00:00 Intro and housekeeping
03:30 Traditional media updates and Paramount–Skydance
09:00 Larry Ellison’s media influence
15:00 Why advertisers should care about these mergers
20:30 TikTok’s U.S. ownership structure explained
26:00 The Trade Desk’s Ventura OS and its hurdles
33:00 Ad Context Protocol and AI in ad buying
41:00 Shifting search behavior and Google’s AI role
48:00 Spotify video, Netflix deal, and ad strategy
54:00 Rich Media Club lawsuits and wrap-up

Learn more about your ad choices. Visit megaphone.fm/adchoices