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Tech Bytes

In-depth, technical interviews with technical marketing technology leaders. Martech TechBytes are a deep dive into the technological aspects of Martech.

Prediction Series 2019: Interview with Jennifer Toton, VP of Marketing, Rollworks

What is your vision of the Marketing Technology landscape for 2019? Marketing is constantly changing as the underlying technology for many key marketing functions is innovating and enabling new insights and achievements for global marketers. Although change does not happen overnight, we still expect to see massive shifts in Marketing Technology in 2019 on both the B2B and B2C sides. This is in part driven by the increasing need to target key companies, accounts and targets with buying power in efficient, effective and…

Prediction Series 2019: Interview with Daniel Hurwitz, Chief Revenue Officer, Penthera

Tell us about your role at Penthera and how did you start here. For over a year, I’ve been CRO for Penthera. Before that, I spent more than two decades building and scaling cutting-edge media/marketing tech companies that push the boundaries of innovation in their industry. Today, my team and I work with the most well-known streaming media providers in the world — media and entertainment companies such as CBS, AMC, Showtime, Starz, and more, OTT players, and even brands and publishers venturing into video — to innovate…

Prediction Series 2019: Interview with Elle Woulfe, VP Marketing, PathFactory

Tell us about the most challenging task you managed to fulfill in 2018. Not surprisingly, it was the rebrand of LookBookHQ to PathFactory in May 2018. We were working on a very tight timeline of about 3-4 months to execute everything and, like most marketing departments, we didn’t have endless resources or budget. While there was no magic to pulling it off, it really came down to flawless project management, an obsessive amount of organization, and near constant communication among the team. If anyone is considering a…

Prediction Series 2019: Interview with Ron Downey, CEO, Massive Interactive

Tell us about your role and what inspired you to start Massive Interactive. I founded Massive Interactive with Derek Ellis, our Chief Creative Officer, in 1996. The goal was to create a tech company that fundamentally changed the way people engage with entertainment. Since then, we’ve worked with broadcasters and operators around the world — including AT&T, BBC, Sony Pictures Television, and DAZN — to deliver some of the most widely used entertainment experiences. In November 2018, Massive became part of the…

Prediction Series 2019: Interview with Dan Bladen, Co-Founder and CEO, Chargifi

What opportunities and challenges did you and/or Chargifi identify at the start of 2018 and have things worked out as planned? One of the biggest opportunities seized by Chargifi was to piggy-back on the excitement created by Apple’s commitment to Qi wireless charging in Autumn 2017 followed by their Autumn 2018 announcement that saw wireless charging brought to every phone in their line up — it was a monumental moment for the industry, and a stake in the ground as to what the future will bring. Key partnerships with…

Prediction Series 2019: Interview with Fred Maude, Product Development Manager, NMPi

What trends had the biggest impact on digital advertising in 2018? The confidence that people have in platforms to protect their information and allow them a safe environment to create and engage dwindled last year. Digital trust had been declining over the course of the year with the implications of GDPR on businesses. For companies, distrust has negative financial consequences and this growing distrust has certainly hit a number of companies this year. Outside of the ongoing technology trends, when people look back…

Prediction Series 2019: Interview with Nicholas Wootten, SVP of Marketing, Billups

Tell us more about your role at Billups and what the company is doing to transform the out-of-home experience through technology. I recently joined Billups as SVP of Marketing & Innovation. The out-of-home (OOH) industry is going through its largest transformation in technology and user adoption, so I was very excited to lead product adoption and growth for the largest, independent OOH technology and managed services company in the US The Billups Outdoor Advertising Platform (DSP) helps clients execute smarter OOH…

Prediction Series 2019: Interview with Peter Gillett, CEO, Zuant

What opportunities and challenges did you and/or Zuant identify at the start of 2018 and have things worked out as planned? Well, the big one here, of course, has been GDPR. By the start of 2018, we were already 18 months into the complete redesign of Zuant’s server-side having seen this as an opportunity to add a lot of other data management facilities along with the requirements of GDPR. This really has been one of our biggest projects, and total elapsed time has been about three years. But we now have a very…

Super Bowl 2019: Interview with Scott Ings, VP of Product, Apptimize

Tell us about your role at Apptimize and the team/technology you handle. I joined Apptimize as VP of Product this past June. In my role, I work with the product team to understand what our customers want out of our platform, help them find new ways to leverage the data at their fingertips, and then work with developers to build and ship new features. What is the overall state of Mobile Marketing in the tech industry? Mobile Marketing tends to be a blanket term that includes everything from advertising on Facebook and…

Prediction Series 2019: Interview with Hagai Shechter, CEO, Fraudlogix

How big is your Marketing and Sales team? Our marketing team is under 10 — a majority of our team is dedicated to data science and development. What opportunities and challenges did you and Fraudlogix identify at the start of 2018 and have things worked out as planned? The digital advertising industry is constantly evolving and 2018 saw new challenges around GDPR and ads.txt implementation. We addressed GDPR by adjusting our products to comply with the regulation. Additionally, ads.txt implementation…

Prediction Series 2019: Interview with Carlo De Marchis, Chief Product and Marketing Officer, Deltatre

Tell us about your role and what first led you to join Deltatre. I’m currently Chief Product and Marketing officer at Deltatre, the global sport media services company. Incredibly enough, I joined Deltatre 30 years ago, when the company was just five people. It’s been a fascinating journey since then, and I have been at the forefront of innovation in the sports tech world — from launching the first website with real-time results in 1995, to today’s OTT revolution. My latest passion is finding new ways to delight paying…

Prediction Series 2019: Interview with Avinoam Rubinstain, CEO, my6sense

Tell us about your role and journey into technology. What galvanized you to found my6sense? I’m a serial entrepreneur who sold his last two startups to multinational corporations after disrupting existing markets. And that’s what we’re doing at my6sense. The native ad market is a closed market, with Google, Facebook, Outbrain, and Taboola forcing publishers to accept their solution exclusively. My6sense is trying to disrupt the native ad market by innovating through openness and transparency to enable publishers to…

Prediction Series 2019: Interview with Marty Greenlow, CEO, Ensighten

Tell us about your role at Ensighten and how you started there. Before Ensighten, I spent 15 years with Spectrum Equity, a leading growth equity firm in the software and internet markets. When I departed, after spending a long time deep in the operational and financial realms, I was looking for something new. Ensighten was the perfect fit as it was about to embark on its next chapter in the realm of Marketing Security (MarSec). That’s a focus that I’m excited to be leading as I help our clients tackle the challenges in…

Prediction Series 2019: Interview with Harry Kargman, Founder and CEO, Kargo

What are the major mobile ad trends that dominated the industry in 2018? Have there been any surprises? Fighting ad fraud and ensuring quality is a major industry priority. Kargo’s ads.txt compliance is a major step in the right direction in this regard, especially as they became something of an industry leader as a result. Brand safety and assuring quality across outlets has also become a major focus. Distrust of the duopoly continued from 2017 into 2018, with numerous stories around Facebook’s sloppy reporting and…

Prediction Series 2019: Interview with Julian Baring, GM North America, Adform

Tell us about your role and how you got here. What inspired you to join Adform? I had been handling partnerships at Adslot and before that, I worked at Facilitate Digital. From my experiences at those two companies, I learned how important global strategic partnerships are and got an education in the programmatic media trading ecosystem. I had also been at Operative and had agency experience when I worked at Saatchi so, I got to see the inner workings of those kinds of organizations. Throughout all of this, I lived in…

Prediction Series 2019: Interview with John Cate, CEO, Mediasmith

Tell us how you came to be at Mediasmith. Before recently becoming CEO, I was the COO for eight years. And, prior to joining Mediasmith, I was EVP and General Manager for Carat/Aegis and had worked at Leftfield, TBWA\Chiat\Day, and McCann-Erickson. So, I’ve been in similar roles at media agencies for a large part of my career. What really drew me to Mediasmith was what still makes it a compelling agency today, it’s independent and transparent, and the people here are dedicated to client success, which means we’re…

Prediction Series 2019: Interview with Udayan Bose, Founder and CEO, NetElixir

Tell us about your role at the company and how you started here. Udayan Bose, Founder and CEO, NetElixir, a retail search marketing agency. I founded the company in 2004 to help retailers win new online shoppers through data-driven search marketing. What opportunities and challenges did you and/or the company identify at the start of 2018 and have things worked out as planned? We have been focusing on three trends this year. The first is voice search, which is changing search from being keyword led to context led. The…

Prediction Series 2019: Interview with Latane Conant, CMO, 6sense

What was the most impactful moment of the year for you at 6sense? We had a case study breakout session at the Gartner Sales & Marketing event to discuss the importance of Artificial Intelligence for executing ABM at scale, and ultimately competing and winning in the age of B2B buying, which requires a much more data-driven approach to Sales and Marketing. It was supposed to be a small roundtable discussion, but the room was packed. Still new to 6sense, I was incredibly nervous. Fortunately, Olivier Thierry, the CMO…

Prediction Series 2019: Interview with Elizabeth Walton, VP Marketing, Yext

Tell us about your role at Yext and the team/technology you handle. I am the VP of Marketing at Yext. I’ve been with Yext for more than six years and have held nearly every role within the Marketing Department in that time. In my current role, I lead Demand Generation, Content, and Marketing Operations. I consider myself an entrepreneur first and a marketer second — I love the effect good marketing has on a company’s growth.  I joined the company in 2012 when we had just 75 employees, and today we have about 1000…

Prediction Series 2019: Interview with Irina Kovalenko, CMO, SmartyAds

Tell us about your role and how you got here. What inspired you to be part of the Marketing Technology company — SmartyAds? It was June 2016, when I officially joined SmartyAds as the brand’s “lifesaver” and dedicated advisor. Such responsibilities may sound epic, but they had no chance to be average after several DDos attacks and a series of poor-quality outbursts of weblinks, leading to our website and referencing our brand out of blue. Reputation is very important for every brand. Ours, obviously, needed urgent…