{"store":{"baseInfo":{"podcastTitle":"3Basic - The Digital Marketing Automation Podcast","slug":"threebasic","podcastDescription":"The retail ecommerce marketing automation podcast focused on the three foundational pillars of Automate, Optimize, and Scale. \n\nOur goal is to demystify ecommerce marketing automation, providing you with actionable knowledge that you can implement immediately to improve your business. \n\nSponsored by Iron Pulley, the leading boutique performance marketing agency for retailers with complex catalogs.","podcastLogo":"https://pbcdn1.podbean.com/imglogo/image-logo/19748592/BrandAffinitylogo.png","podcastShareLogo":"https://d2bwo9zemjwxh5.cloudfront.net/image-logo/19748592/BrandAffinitylogo_1200x628.jpg?s=7d5060267a5d8e9f4d036ef1cd16cebd&e=png","podcastUrl":"https://www.3basic.com","podcastCanSearched":true,"feedUrl":"https://www.3basic.com/feed.xml","theme":"elegant","podcastDeepLink":"https://www.podbean.com/pw/pbblog-mvgiy-12d56f0?from=usersite","removePodbeanBranding":"no","brandingLogo":null,"timeZone":{"timeZoneId":17,"gmtAdjustment":"GMT-04:00","useDaylightTime":1,"value":-4,"text":"(GMT-04:00) Atlantic Time (Canada)","daylightStartTime":"Second Sunday Of March +2 Hours","daylightEndTime":"First Sunday Of November +2 Hours","timezone":"America/Halifax"},"podcastDownloads":null,"totalEpisodes":1,"showComments":true,"iOSAppDownloadLink":null,"customizeCssUrl":null,"androidAppDownloadLink":null,"showPostShare":true,"showLike":true,"author":"Tony Zara","enableEngagementStats":true,"shareEmbedLink":"https://admin5.podbean.com/embed.html?id=pbblog-mvgiy-12d56f0-playlist","language":"en","sensitivitySessionExpireTime":3600,"podcastApps":[{"name":"Podbean App","link":"https://www.podbean.com/pw/pbblog-mvgiy-12d56f0?from=usersite","image":"https://pbcdn1.podbean.com/fs1/site/images/admin5/podbean-app.png","title":null}],"components":{"base":[{"id":"MainStyle","val":"light"},{"id":"Font","val":"Geometric Humanist"},{"id":"SecondaryFont","val":"Geometric Humanist"},{"id":"PlayerColor","val":"#8fc31f"},{"id":"PlayerStyle","val":"player1"},{"id":"PlayerWave","val":"show"},{"id":"Favicon","val":null},{"id":"CookiesNotice","val":"hide"},{"id":"CookiesNoticeContent","val":"

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Tony Zara of Iron Pulley

Tony started in the infomercial era of the 90s on both sides of the camera both as an infomercial producer and sometimes the on screen talent. Tony was drawn to the analytical side of the business, the idea that every placement had to have a return on ad spend. Since those infomercial days Tony has worked to help build major brands like Rogue Fitness, DSW, and Scotts Miracle Grow.
Now Tony runs Iron Pulley, a thoughtfully built boutique direct response advertising agency focused on catalog automation and the best use of AI.

Iron Pulley's flagship product, Waterbucket, is a tool that augments advertising platform AI by adding context to images and videos that get more attention. Attention is the primary platform signal. Attention has become more important that audiences and has replaced cookies. Waterbucket use attention to create positive algorithmic feedback loops that often boost conversions by 40%.

When Tony's not at work you might find him sailing his boat, training jiu jitsu, or flying gliders.

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In this pod Tony Zara talks about three common ways Google takes money from advertisers through dark patterns.

1. Misleading budget rules - that force you to overspend

2. Bid floors - that break the auction process
3. PMax - bids on your competitors terms.

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In this pod Tony Zara talks about three common ways Google takes money from advertisers through dark patterns.

1. Misleading budget rules - that force you to overspend

2. Bid floors - that break the auction process
3. PMax - bids on your competitors terms.