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