The World Cup has US audiences from South America, the Caribbean, and Europe watching the same matches and caring about completely different things. Greg Joseph says brands finally have the tools to show up for each of those communities individually.
As VP of Inventory Development at StackAdapt, he works where CTV inventory meets the AI tools rewriting creative production. He explains how buyers now run 20–30 tailored video assets per campaign instead of three, how an ad can change in real time during a blowout game, and why most AI hallucinations trace back to sloppy inputs rather than bad models. He also names the martech skill he values most: the willingness to break processes with millions of dollars attached. Subscribe to 10 Minute MarTech for more sharp marketing conversations in under 20 minutes.
3 Takeaways:
Most AI hallucinations in ad platforms come from what the AI is asked to read, not the model itself. Be intentional with inputs, and keep a human QA layer between automation and the live ad.
The output deserves as much scrutiny as the prompt. Skipping the final double-check is the most common mistake people make when adopting AI tools.
The most valuable skill in martech right now is willingness — the readiness to break legacy processes even when millions of dollars are tied to keeping them.
Subscribe to 10 Minute Martech for fast, practical insights from senior B2B marketing leaders on what’s working right now.
Chapters:
[00:40] CTV meets AI
[02:39] AI video at scale
[03:45] How to prevent hallucinations
[06:39] The personalization playbook
[08:42] Top marketing skill: willingness
[12:36] Greg’s MarTech hot take
About the Guest: Greg Joseph is VP of Inventory Development at StackAdapt, where he leads the expansion of premium supply and strategic partnerships across channels including CTV, DOOH, audio, and digital. He focuses on building high-quality, context-driven inventory that enables advertisers to reach audiences in moments of peak attention and drive measurable performance.
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