Luke Schoenberger on Simplifying Publisher Ad Tech with Playwire’s Wrapper

Marketecture: Get Smart. Fast.

Ari Paparo interviews Luke Schoenberger, Executive Vice President of Product Engineering at Playwire. They discuss Playwire's role as a major sales house for publishers, the development of a custom wrapper for ad monetization, and the challenges and opportunities in the display advertising landscape. Luke shares insights on the transition to in-app monetization, the competitive advantages of Playwire's offerings, and the future of display advertising amidst changing market dynamics.

Takeaways

• Playwire is one of the largest sales houses in the industry.

• They provide a simple integration for publishers to monetize their websites.

• Playwire is building its own wrapper to improve ad monetization.

• The new wrapper allows for A/B testing and custom configurations.

• Publishers can benefit from a single payment instead of multiple SSPs.

• In-app monetization is a growing focus for Playwire.

• The app ecosystem has different monetization needs compared to the web.

• Analytics is a key feature of Playwire's wrapper solution.

• Competition in the ad tech space is increasing.

• The display advertising market is facing challenges due to generative AI.

Chapters

00:00 Introduction to Playwire and Its Business Model

02:57 Building a Custom Wrapper for Publishers

05:49 Advantages of Playwire's Wrapper Over Prebid

08:54 The Role of GAM and Alternatives

11:46 Expanding into App Monetization

14:55 Challenges in App Monetization

17:52 Competitive Landscape and Market Challenges

20:43 Conclusion and Final Thoughts

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