Charles Manning on Why Measurement Is the Secret Weapon in the Age of Agentic AI скачать в хорошем качестве

Charles Manning on Why Measurement Is the Secret Weapon in the Age of Agentic AI

In this episode of Next in Media, recorded live at the Kochava Summit in Sandpoint, Idaho, I sit down with Charles Manning, founder and CEO of Kochava. We explore the rapid shift to agentic advertising and AI-driven workflows. Charles argues this isn’t a slow evolution like programmatic — it’s a fundamental workflow transformation. The companies that treat first-party data as a strategic asset, rather than handing it to walled gardens, will win. We also discuss Kochava’s expansion from mobile to CTV, powering measurement for platforms like LG, Samsung, Vizio, and Roku, and how TV + mobile is unlocking outcome-based measurement. Finally, we cover ad tech consolidation, what holding companies must fix, and introduce Station One — Kochava’s AI hub designed to give teams powerful AI workflows without sacrificing data control. Key Highlights: ⚡ AI vs. Programmatic: The shift to agentic advertising is moving breathtakingly faster than programmatic did, with the entire workflow set to transform within the next 16 months. 🔒 Protect Your Data: Brands risk leaking their proprietary data to platforms like Meta. 📺 CTV Measurement Evolution: Kochava's Atlas Performance connects TV impressions to mobile actions, giving brands like LG, Samsung, Vizio, and Roku customers a real picture of business outcomes from their CTV spend. 🤖 Station One, a Slack for AI: Kochava's Station One is an integrative AI hub that lets teams connect models, codify skills, and share workflows, all while keeping full control of their own data. 📉 Ad Tech Consolidation Is Coming: Charles predicts a wave of take-privates and roll-ups over the next 16 months as companies restructure for the AI era, followed by a major bonanza of public offerings. 💼 The Future Workforce: The most valuable skill in media is shifting from data science to clear communication. Resources & Next Steps: 🌐 Explore Kochava and learn more about Atlas Performance and Station One 🔗 Follow Charles Manning on LinkedIn 🎧 Subscribe to Next in Media on Apple Podcasts YouTube Chapter Timestamps: 00:00 Cold open - AI disruption and the next 16 months 01:00 Welcome and introducing Charles Manning of Kochava 01:20 Revisiting a past conversation and what has changed 01:45 Setting the stage - agentic advertising and the metaverse PTSD problem 02:20 The next decade is really the next 16 months 03:10 How fast is this vs. the programmatic shift? 03:50 MCP, APIs, and how AI wraps the workflow 05:20 Machine learning from reach optimization to business outcomes 06:10 From post-campaign briefs to real-time workflow automation 07:20 Why big platforms like Meta and Google got even stronger with AI 08:00 The two biggest risks brands face in the AI era 09:00 The "how" is as important as the "what" - competitive differentiation 09:50 Can agencies avoid being commoditized by AI? 10:20 Vertical AI and why domain expertise matters 13:20 The racing clutch analogy - agile measurement for agile goals 14:00 Who fills the seats next? The shift from data scientists to communicators 15:00 Tasks that get reallocated and skills that become more valuable 16:00 How far away is autonomous agentic media buying? 16:30 Guardrails, budget constraints, and agent managers 17:10 Introducing Station One - Kochava's AI workflow hub 18:10 How teams transition from human workflows to AI-assisted execution 19:00 Kochava's CTV journey - from mobile app roots to the living room 20:10 The 80-inch mobile device and why OEMs saw the pattern 21:20 Why OEMs pushed back and how Atlas Performance was born 22:10 LG, Samsung, Vizio, Roku - how they became Kochava customers 23:00 Is CTV performance TV? How should we measure it? 23:40 The view-and-do combo - TV impressions and mobile actions 24:10 QSR and loyalty programs - CTV driving real consumer behavior 26:00 Station One as the connective tissue for CTV and the broader ecosystem 27:20 Will more ad dollars flow to television? Charles says yes, and soon 28:30 Audience Q&A - how to prove CTV incrementality to your CFO 31:30 Why media mix modeling finally works in the AI era 32:10 What happens to ad tech? The daisy chain gets disrupted 33:00 SSPs and DSPs are already moving into each other's territory 35:00 Premium inventory, exclusive access, and the sports betting parallel 36:10 IO-level programmatic guaranteed - a bold prediction 37:00 The biggest obstacle ahead - take-privates, roll-ups, and an IPO bonanza 38:30 Wrap-up and closing thoughts