Martech Interview with Daniel Pantelo CEO of Marpipe

Daniel Pantelo talks about audience data considering advertising function. He expresses the need for precision analytics focusing on customer privacy.

Creative automation is transforming the way creatives go about the creative workflow. For many decades, the creative workflow has been rooted in arbitrary taste making and a ‘guess and check’ workflow to see what works.

1. Tell us about yourself and your role at Marpipe?
I’m the founder and CEO at Marpipe.

2. Can you venture your journey into the market for our audience?
In our past life before Marpipe, I ran a creative production and marketing agency with my early team. We were always under a performance mandate with our customers, so we were always trying to hack through ways to get to better performance. During this process, we discovered that the most important element to performance was the actual ad creative itself. When we would change even the most granular variables within an ad, like the background color or the words, we would notice a massive impact on performance volatility. Eventually, this led us down a rabbit hole where we discovered the importance of testing even the most granular elements within the ad creative, which is where the idea for a software to automate creative testing was born.

3. What according to you are the top Martech trends ruling the market?
With consumer privacy regulations like iOS14, ATT, and GDPR ushering in a new era where invasive audience identifiers are no longer a viable path to performance, advertisers are flocking into two major alternatives. The first of these major alternatives is contextual advertising, which is dominated by companies like IAS, DoubleVerify and Moat. The second alternative path to performance is better creative, which is why the creative data industry is getting a major influx of demand right now. Advertisers seemingly no longer have a choice but to embrace these alternatives, transforming them from ‘nice to haves’ to ‘must haves.’

4. In which ways do you think the marketing & advertising functions are adopting technology in their day-to-day routine?

Creative automation is transforming the way creatives go about the creative workflow. For many decades, the creative workflow has been rooted in arbitrary taste making and a ‘guess and check’ workflow to see what works.

Now, creatives have the power to render out hundreds of versions of their creative ideas, run rapid experiments live, and use data to inform their creative workflow from the very beginning. Not only does this save them time, but it ensures that what they creative performs better and better over time.

5. What is one unique benefit that Marpipe provides to its customers ?
With multivariate testing, Marpipe enables customers to understand WHY their ad creative works – we break down which visual variables in the ad creative most contribute to success or failure. This goes far beyond what AB testing could ever hope to provide.

6. What is the importance of precision analytics in today’s day and age, and how does it impact businesses?
Precision analytics are more important than ever, especially in a time when consumer privacy regulations are deprecating attribution capability. Advertisers are starting to focus increasingly on collecting data about their creative rather than their audiences.

7. How according to you, is technology is bringing change in the marketing sector?
Data and automation underpin every part of the marketing process today except for creative. Marpipe hopes to bring the benefits of data science and automation to the creative workflow for the first time at scale.

8. As an evolution curve, can you take us through the journey of change that Marpipe was able to bring to the tech arena over the years?
In the short amount of time that Marpipe has been around, we’ve helped our customers transform how they produce and scale their ad creative. In the process, we’re able to collect a new type of data about which visual variables most contribute to success, which enables us to eventually be able to predict what types of ad creative will perform well and which are likely to fail.

9. How do you think Marpipe has contributed in the revolutionizing of the automation sector?
By enabling creatives to automatically render out large creative experiments at scale within minutes, we bring a new type of automation to the creative workflow that hasn’t been seen before.

10. Can you share one story through which Marpipe was able to solve a complex problem with its customized approach for one of its clients?
All of our clients come to us with a similar problem – they spend way too much time and money on testing ad creative but don’t end up learning anything immediately actionable. With Marpipe, they’re able to automate the production of their ad tests, the deployment of those experiments, and the analysis of them – which typically takes a dedicated army of people, but now can we done by a single person within just minutes or hours.

11. Which is the movie that inspires you the most?
The Matrix.

12. Would you like to share your all-time favorite motivational quote with us?
“Learn to be indifferent to what makes no difference.”

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Dan is a marketing technology executive and the founder/CEO of Marpipe. Prior to founding Marpipe, Dan launched a marketing consultancy from his dorm room in college, which turned into a fast-growing agency based in Soho, Manhattan that specialized in creative production and demand generation for DTC businesses. Marpipe was initially developed when the agency ran into trouble with creative testing, and today, Marpipe has raised over $10m from the likes of Adobe, Samsung, and executives at Buzzfeed, Hubspot, MediaMath, and Criteo.

Marpipe is the world's first independent martech platform that automates the creative testing process for brands & Agencies.

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