Ep. 88 From Data Lakes to Rosé at Cannes: PepsiCo's Zach Lain on Clean Signals and Creative Sparks

In this episode of the AdTech God Pod, Zach Lain, Director of Global Data Partnerships at PepsiCo, dives into the evolving intersection of data, creativity, and marketing outcomes. He shares his unique path from Chinese language and law studies to running global data strategy at one of the world’s biggest brands. Zach discusses the importance of clean signal infrastructure, the cultural shift away from vanity metrics, and how clean rooms are reshaping collaboration. He also highlights AI's creative potential and the persistent challenge of ad fraud.

Takeaways

• Zach explains how his childhood fascination with Chinese characters and structure led him to study law in China, eventually channeling that passion for structured meaning into a career in data and advertising.
• Zach shares how data doesn’t just optimize media but fuels creativity. He references Cannes Lions and tools like Springboards that use “generative hallucinations” to inspire new creative directions—turning AI errors into a spark for innovation.
• He argues clean rooms are becoming the "cloud for media" and will soon be foundational to how brands collaborate, measure, and activate data. This includes work with platforms like Infosum and Habu.
• Zach highlights a major internal change at PepsiCo: moving from vanity metrics like CTRs to true business outcomes. This is altering how campaigns are briefed, partners are chosen, and success is defined.
• Zach warns that CTV ad fraud is growing faster than detection can keep up. He calls for industry-wide standards and collaboration, comparing the current state to a "game of whack-a-mole" that can only be solved collectively.

Chapters

03:25 The Unlikely Path to AdTech

08:25 Where Data Meets Art

14:00 Clean Rooms as Infrastructure

15:54 Culture Shift: Outcomes Over Impressions

22:56 Ad Fraud Is Everyone’s Problem

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