This episode of 'Let's Talk Marketing' explores Google's transformation from search engine to advertising monopolist. Host Katya Allison interviews Ari Paparo, author of "Yield" and ad tech veteran, about Google's systematic conquest of digital advertising. Paparo reveals how Google leveraged programmatic advertising to control both sides of ad transactions, effectively cornering the market through strategic acquisitions like DoubleClick. The conversation unpacks the antitrust implications, discusses AI's role in further consolidating power, and examines what this dominance means for marketers navigating attribution challenges, platform dependency, and the evolving landscape of connected TV and open web advertising.

Listeners will walk away with insights on:

• Google controls 90% market share in some advertising sectors outside search
• Programmatic advertising revolution allowed Google to dominate buy and sell sides simultaneously
• Antitrust trial revealed internal emails showing deliberate customer manipulation tactics
• AI-driven advertising platforms are pushing "give us your budget, we'll handle everything" approach
• Attribution measurement remains problematic across all platforms, not just Google
• Connected TV offers marketers more control and granular targeting than traditional channels
• Open web definition has expanded beyond banner ads to include streaming platforms
• Turning off marketing channels temporarily provides most accurate attribution testing
• Google Analytics 4 transition exemplifies how platform changes can hurt user experience
• Marketing scaling strategy should add platforms incrementally based on budget growth

This episode of 'Let's Talk Marketing' explores rebranding strategy with real-world insights. Host Katya Allison interviews Andrew Thomas, Head of Marketing at Archer Meat Snacks, about transforming Country Archer Provisions into a distinctive, consumer-focused brand. Thomas shares his journey from General Mills to leading Archer's comprehensive rebrand, revealing how data-driven consumer insights, internal stakeholder alignment, and strategic positioning created a bold new brand identity. Listeners will discover the critical importance of brand distinctiveness, the lengthy timeline of successful rebranding, and practical frameworks for evaluating when a rebrand is necessary versus optimizing existing assets.

Listeners will walk away with insights on:

• Consumer insights become more valuable when you're not the target customer yourself
• Meeting-heavy culture can stifle rapid growth companies' strategic thinking capabilities
• LinkedIn curation and pattern recognition help identify emerging marketing trends effectively
• Detaching trend discussions from business creates subconscious creative connections over time
• Traffic time and constrained environments often generate the most innovative marketing ideas
• Consumer segmentation studies require 6-8 months minimum for proper foundation building
• Brand books should extend beyond packaging to create versatile asset suites
• Internal selling requires different approaches for executives, boards, and key customers
• Visual distinctiveness testing through Google Images reveals competitive brand positioning gaps
• Sales team connectivity early in marketing careers strengthens overall business understanding

This episode of 'Let's Talk Marketing' explores the human connection in social media marketing. Host Katya Allison interviews Robin Nathaniel, TEDx speaker, acclaimed author, and Telly Award Gold Winner, about creating authentic connections through social platforms rather than just chasing algorithms and trends. Robin shares his unique journey from musician and event organizer to social media strategist, offering insights on algorithm-proof content, audience-first thinking, and the importance of serving your community with intention. Listeners will discover practical strategies for moving beyond superficial metrics to build genuine relationships that drive real business results, plus learn about emerging platforms and the future of owned versus borrowed social media presence.



Listeners will walk away with insights on:

• Stop chasing algorithms and trends - focus on serving your audience with intention
• Take time to identify your ideal customer's pain points before creating content
• Human connection requires understanding what keeps your audience up at night
• Algorithm-proof content comes from serving people, not satisfying platform requirements
• Test one social platform thoroughly before expanding to multiple channels
• User-generated content has low barriers to entry through subscription services
• Reserve your brand handles on all platforms even if not actively posting
• Substack represents the future shift from borrowed to owned social media
• Content repurposing works but customization for each platform drives better results
• Community engagement requires speaking your audience's language through consistent icons and messaging