Next in Media

In this episode of Next in Media, Mike Shields speaks with Peter Hamilton, Head of Ad Innovation at Roku, about the rapid evolution of connected TV (CTV) advertising and how Roku is bridging the gap between big-brand budgets and small-business accessibility.Peter shares what’s really happening behind the scenes as digital-first advertisers and DTC brands move into television, the challenges of onboarding thousands of SMBs, and how Roku’s self-serve ad tools and shoppable innovations are reshaping the CTV landscape. He also explains Roku’s partnership with Amazon, the growth of shoppable TV, and why “press OK to text” could redefine viewer engagement.With clarity and insider perspective, Peter outlines what’s next for CTV—from AI-driven creative experimentation to real-time data loops that empower advertisers of all sizes. Key Highlights📈 CTV’s Fastest-Growing Segment: How performance-driven advertisers, not traditional TV buyers, are fueling Roku’s rapid growth.💡 SMBs Meet Streaming: Why onboarding small advertisers takes time—and how Roku’s self-serve tools are solving it.📺 Amazon Partnership Explained: Why Roku isn’t competing with Amazon but collaborating to improve advertiser reach and data performance.📱 Shoppable TV & “OK to Text”: How one button on the Roku remote is changing interactive ad engagement forever.🧠 AI in Creative Production: The rise of self-serve advertisers testing dozens of AI-generated ads and what’s working so far.⚙️ The Open Platform Approach: Roku’s strategy to stay partner-first while integrating performance data and real-time conversions. Resources & Next Steps 📊 Learn about Roku’s performance tools and integrations🎧Subscribe to Next in Media on Apple Podcasts YouTube Chapter Timestamps00:00 Setting the stage – CTV’s transformation 00:53 Introducing Peter Hamilton of Roku 02:00 Why new advertisers are coming to TV 03:31 The challenge of onboarding SMBs 05:01 How performance marketers are driving CTV growth 06:07 Roku Ads Manager and self-serve evolution 07:32 Moving beyond search and social saturation 09:12 Why analysts underestimate CTV’s growth 10:02 Fundamentals of marketing still apply 11:18 Building new DR paths for DTC brands 12:28 How Roku attracts small businesses 13:59 Success stories: Shopify and Fatty 15 15:15 What’s holding CTV adoption back? 16:00 Inside Roku’s partnership with Amazon 17:51 The open-platform strategy 18:52 Acquiring Friendly and launching Howdy 20:25 Experimenting with subscription bundles 21:15 The rise of shoppable TV and “OK to Text” 22:51 How interactivity and texting are becoming normalized 24:18 Building habitual shoppable behavior 25:43 Why creative clarity drives conversions 26:54 The future of AI-generated ads on CTV 27:46 Data loops, APIs, and intelligent optimization 28:04 Closing thoughts – what’s next for CTV advertising

In this episode of Next in Media, Mike Shields sits down with Jordan Matter, the YouTuber, photographer, and entrepreneur behind one of the most surprising creator success stories of the year. What started as a simple series of dance photography videos turned into a global family brand with more than 300 million monthly views—and now, a Sephora skincare line that drew an unbelievable 87,000 fans to its launch.Jordan opens up about his journey from photographing dancers in New York to building a thriving father-daughter YouTube channel with his daughter Salish, how they created an authentic bond with Gen Alpha viewers, and the lessons learned from turning that trust into a real-world business. He also reflects on the emotional chaos of their record-breaking Sephora event, balancing parenthood with content creation, and why he believes authenticity—not virality—is the real currency of influence. Key Highlights📸 From Photographer to Creator: How Jordan’s 10-Minute Photo Challenge videos transformed a niche dance-photography channel into a viral YouTube phenomenon.👨‍👧 The Power of Relationship: Why shifting focus to his daughter Salish created a stronger emotional bond with viewers—and opened up an untapped “father–daughter” niche on YouTube.💡 Avoiding Creator Pitfalls: Jordan’s take on why so many influencers burn out chasing money—and why his team refuses to flood their audience with endless brand deals.🧴 Skincare Meets Storytelling: How Salish’s new “Sincerely Yours” line with Sephora became the Gen Alpha skincare brand—selling out instantly and drawing *twice the crowd of MrBeast’s burger launch.😱 87,000 Fans, One Mall: Behind the scenes of the record-breaking American Dream launch event that shut down highways and had teens camping overnight.❤️ Authenticity Over Hype: Why Jordan believes creators should focus on connection, care, and consistency instead of algorithms and short-term trends.🎬 Beyond YouTube: His future plans for animation, apparel, and storytelling beyond the camera—while still keeping Salish’s childhood sacred. Resources & Next Steps📺 Watch Jordan Matter’s videos on YouTube🧴 Explore Sincerely Yours skincare at Sephora.com📲 Follow @JordanMatter and @saysaymatter on Instagram🎧Subscribe to Next in Media on Apple Podcasts

In this episode of Next in Media, Mike Shields sits down with Janina Lundy, EVP and Head of Marketing & Brand Partnerships at Hartbeat, the production company founded by comedian and actor Kevin Hart. Heartbeat has become a creative force at the intersection of comedy, culture, and branded entertainment — developing hit shows like Cold as Balls with Old Spice and original films like Group Therapy with AXA.Janina and Mike discuss how Hartbeat helps brands navigate the tricky but powerful blend of humor and marketing, the rise of brand-funded entertainment, and why comedy isn’t dead — it’s just evolving. From collaborating with emerging comedians to educating brands on YouTube’s premium value, this episode explores how Heartbeat is redefining what it means to be a talent-led media company in 2025. Key Highlights:🎬 From Ad Agencies to Entertainment: How Janina ’s 20+ year career in advertising and media led her to bridge the gap between brands and comedy at Heartbeat.😂 Comedy + Culture: Why Heartbeat sits “at the intersection of comedy and culture” — and how humor can bring levity to topics like mental health or allergies without losing authenticity.💡 Brand-Funded Entertainment: Behind-the-scenes of Group Therapy — a feature-length film on Amazon created with AXA and WPP, blending purpose-driven storytelling with laughs.🏆 Award-Winning Collaborations: How Hartbeat projects like Group Therapy have earned Cannes Lions, proving that branded entertainment can also be creative entertainment.🧊 100+ Episodes of “Cold as Balls”: The hit Old Spice–backed series with Kevin Hart in an ice bath interviewing athletes — now in its 12th season.📺 Distribution Power: Why Hartbeat LOL Network gives them a unique edge, reaching audiences via YouTube, FAST channels, SiriusXM, Netflix, Hulu, Peacock, and more.🚀 Comedy Isn’t Cancelled: How brands can safely embrace humor even in a cautious social climate — and why audiences still crave laughter.🎭 Comedy’s Next Wave: Sketch, music-comedy fusion, and emerging creators — how Heartbeat is nurturing the next generation of comedic talent. Resources & Next Steps: 🎥 Watch Cold as Balls on YouTube (presented by Old Spice)📺 Stream Group Therapy on Amazon Prime Video🎧Subscribe to Next in Media on Apple Podcasts Episode Breakdown:00:00 Intro00:48 Meet Janina Lundy & Heartbeat 02:00 How Heartbeat Was Born 03:10 Kevin Hart’s Vision for Creators 04:20 Co-Creating with Brands 05:15 Group Therapy: Comedy Meets Mental Health 06:40 The New Branded Storytelling 07:20 When Brands Become Movie Stars 08:30 Finding the Next Great Comedians 09:45 Balancing Creativity & Business 11:20 How Brands Reach Heartbeat 13:00 The Fear of Being Funny 14:00 Keeping Brands & Artists Aligned 15:00 Inside LOL Network & Distribution 16:10 Why YouTube Is Premium Now 17:20 Heartbeat’s Big Partnerships 18:10 Measuring Creative Success 19:45 The Future of Comedy 21:00 Can Sitcoms Come Back? 22:10 Smart Brand Investments in Entertainment

In this episode of Next in Media, Mike Shields sits down with Michael Komasinski, CEO of Criteo, to unpack how one of ad tech’s best-known companies has reinvented itself for a privacy-first world. Once synonymous with retargeting, Criteo has successfully evolved into a powerhouse in retail media, supporting more than 230 retailers and $160 billion in GMV.Michael shares how the company’s early investments in addressability technology and diversification under Megan Clarkin laid the foundation for long-term resilience. He also discusses the industry’s next big shifts from the end of “easy money” in retail media to the rise of agentic workflows, AI-powered ad optimization, and Criteo’s surprising new partnership with Google. Key Highlights:🌐 From Retargeting to Retail Media: How Criteo transformed from a cookie-based ad firm to a retail media leader serving hundreds of partners worldwide.🔒 Future-Proofing Addressability: Why early investments in weak-signal harvesting and privacy-first tech weren’t wasted, and how they keep Criteo competitive post-cookie.⚙️ Independent & Neutral: The value of being a tech provider that supports both the sell and buy sides of retail media without owning retail inventory.📉 “The Easy Money Is Over”: What Criteo’s leadership means by this and why the next growth phase depends on cross-retailer buying, measurement consistency, and reduced friction.🤖 AI & Agentic Buying: How Criteo is already experimenting with conversational campaign setup through Claude and what that means for SMB advertisers.📺 CTV and Commerce: Insights on how retail media is converging with connected TV, including a major partnership between Roku, WPP, and Criteo.🤝 The Google Partnership: Why Criteo’s deal with Google’s SA360 is less surprising than it seems, and what it signals for future ad tech collaboration.💬 The Open Web Isn’t Dead: Michael’s view on why the web is becoming more efficient, not obsolete, in the age of AI and conversational search. Resources & Next Steps:🔗 Learn more about Criteo and its retail media solutions🎧Subscribe to Next in Media on Apple Podcasts📺 Explore Next in Media episodes on the evolution of ad tech and retail partnerships📰 Read Eric Seufert & Andrew Sussman’s analysis on agentic systems and automation

Next in Media talked to Michael Wayne, co-founder and CEO of Kin, about his nearly 20-year journey building a media company alongside YouTube's evolution. Wayne shared how his company navigated multiple business model shifts—from the MCN era to working with traditional celebrities on digital platforms, licensing content to streaming services and cable networks during the pandemic, and experimenting with FAST channels. The conversation explored the challenges of the changing creator economy, why YouTube is no longer the sole focus for content distribution, and how AI might transform storytelling and the media industry. Wayne also discussed his work with AI LA and his optimistic view on technology's potential to create new opportunities rather than just displacement.Join us for this fascinating conversation about adapting to constant change in digital media.🔖 Chapters:00:00 - Introduction and Early Days: From Blogging to YouTube04:40 - The Smosh Discovery and Early MCN Era11:00 - The Funded Channels Project and Working with Traditional Celebrities17:00 - The Pandemic Opportunity: Licensing to Streaming and Cable19:44 - The FAST Channel Experiment and Why They Shuttered It23:12 - The Changing YouTube Landscape and Creator Economy Challenges28:00 - Getting Involved in AI: From Paper Cup to AI LA32:00 - AI Avatars and the Future of Lifestyle Content34:00 - Hollywood's Challenges Beyond AI and Reasons for Optimism💡 Takeaways:🎬 Kin's core mission has always been creating and monetizing IP, even as distribution models constantly evolved over 18 years.📺 The pandemic created unexpected opportunities to license YouTube content to streaming platforms and cable networks hungry for programming.⚡ FAST channels require significant resources to operate successfully—licensing content proved more profitable for Kin than running their own channel.📉 The middle class of YouTube creators faces more challenges post-COVID, with changing monetization models and the rise of short-form content.🔄 YouTube is no longer the only starting point—many creators now build audiences on TikTok or Instagram before expanding to long-form platforms.🤖 AI might impact lifestyle creators first through avatar technology, allowing fans to interact with AI versions of personalities like Gordon Ramsay.🎯 The media industry is bifurcating: tech giants with massive resources on one end, the creator economy on the other, with traditional media in the middle facing consolidation.💡 New technologies historically create more jobs than they eliminate—the key is being open to opportunities we can't yet imagine.🎪 Working with traditional celebrities on YouTube required a true partnership model with shared equity, not traditional talent deals. Follow Michael Wayne: https://linkedin.com/in/michael-wayne-kinKin Community: https://www.kincommunity.com

Next in Media talked to Selina Sykes, Global Marketing Transformation Leader for Beauty and Wellbeing at Unilever, about the company's ambitious goal to allocate half of its media budget to creators. The conversation explored how a legacy CPG giant is reimagining its marketing model to stay relevant in a social-first world.Sykes discussed Unilever's shift from traditional broadcast advertising to a "many-to-many" model that harnesses communities and creators. She shared insights on building authentic creator partnerships, the success of campaigns like Vaseline Verified, and how AI is being integrated into their content supply chain. The conversation also covered social commerce opportunities, the balance between scaled operations and authentic creator relationships, and the future of AI-driven shopping experiences.Join us for this insightful discussion on how traditional brands can successfully navigate the creator economy while maintaining authenticity at scale.🔖Chapters:[00:01:18] Introduction and Selina's Role at Unilever[00:03:02] Staying Relevant in Beauty's Fast-Moving Landscape[00:06:30] The Decision to Spend Half Media Budget on Creators[00:08:29] Executing Creator Partnerships at Scale[00:12:45] Case Study: Vaseline Verified Campaign Success[00:15:24] Social Commerce and TikTok Shop Strategy[00:18:18] AI Integration in Content Creation and Media[00:21:53] The Future of AI Shopping Agents💡Takeaways:🎯 Unilever is shifting from "one-to-many" broadcast to "many-to-many" creator-driven marketing to stay culturally relevant📊 The company aims to allocate exactly 50% of its media budget to creator partnerships and content🤝 Creator relationships range from long-term "co-founder" collaborations to scaled content partnerships with smaller creators✨ The Vaseline Verified campaign leveraged 3.5 million organic brand mentions, working with creators to scientifically verify popular "hacks"🛒 Social commerce is viewed as a key channel, with emphasis on affiliate programs and shoppable content experiences🤖 AI is being integrated across the marketing ecosystem through "AI studios" in each market, focusing on human-AI collaboration🎨 Quality control remains paramount - AI augments human creativity rather than replacing human oversight🛍️ AI shopping agents are expected to become a new channel complementing rather than replacing existing shopping experiences🔄 The creator economy allows brands to tap into authentic community conversations that were previously happening without brand involvement🌟 Success requires balancing brand authenticity with the need to operate at Unilever's massive scaleFollow Silena Sykes: https://linkedin.com/in/selina-sykes-0619b62b?originalSubdomain=uk Unilever: https://unilever.com

Next in Media talked to Dhar Mann, Creator and founder of Dhar Mann Studios, and Sean Atkins, CEO of Dhar Mann Studios, about building one of YouTube's most successful scripted content operations. They discussed creating family-friendly scripted series at scale, working with brands beyond traditional advertising, and expanding their studio model to support other creators.Mann and Atkins also covered why scripted content is breaking through on YouTube, their Samsung TV Plus deal, and positioning as the future of creator-driven media.🔖Chapters:00:00 - Introduction to Dhar Mann and Sean Atkins02:36 - From Personal Stories to Scripted Content at Scale06:00 - Building Infrastructure and Leadership08:22 - Expanding to Multi-Creator Studio Model11:50 - Why Scripted Content Works on YouTube14:49 - Traditional Media's Failed Creator Acquisitions18:20 - Brand Partnerships Beyond Platform Revenue22:17 - YouTube's Role in Creator-Brand Relationships26:00 - Television and Fast Channels for Creators29:00 - What Brands Need for Creator Success💡Takeaways:🎬 Dhar Mann Studios produces five shows weekly on a 21-day script-to-screen cycle, enabling real-time cultural relevance.📺 The company operates 66 sets across 125,000 square feet with creator-level efficiency and economics.🚀 Unlike talent-dependent creators, Dhar Mann built a scalable format not requiring his appearance in every video.👨‍👩‍👧‍👦 Family-friendly co-viewing content serves a massive underserved audience.💰 Bootstrapped and profitable since day one through platform revenue before expanding to brand partnerships.🎯 Brands are shifting from transactional relationships to long-term partnerships including co-developed studios.⚡ The 21-day production cycle lets brands move at culture's speed for scripted content.🏢 Fifth Quarter agency helps other creators build sustainable businesses using their infrastructure.📱 Samsung TV Plus provides validation and revenue diversification while reaching traditional viewing audiences.🔮 Creators will become challenger brands in verticals where they've built expertise through partnerships.Follow Dhar Mann: linkedin.com/in/dharmann

🔖Chapters:[00:01:12] - Kelly's Background: From Soccer to Ad Tech[00:03:22] - Making the Move from Meta to Amazon[00:04:44] - Amazon DSP's Evolution from Single to Multi-Purpose[00:06:10] - Adapting to the Streaming TV Revolution[00:07:31] - Technical Differentiators and Competitive Positioning[00:13:30] - AI Integration and the "Crystal Box" Approach[00:16:54] - The Future of Automated Advertising Agents[00:18:03] - Impact of Changing Consumer Search Behavior[00:19:56] - What's Next and Amazon Unboxed Preview💡Takeaways:🏆 Kelly MacLean's competitive background as a professional soccer player shaped her approach to building fast-moving, high-performing ad tech teams.🔧 Amazon completely re-architected their DSP backend and frontend, moving from single-purpose to fully functioning multi-purpose platform, improving overall performance by over 40%.📺 Amazon DSP is now the only platform offering authenticated reach to over 80 million CTV households in the US through partnerships with Roku and other premium publishers.🤖 Amazon's "crystal box" approach to AI provides transparency and control while leveraging automation, contrasting with traditional "black box" systems.💰 Amazon offers industry-leading low fees: 0% for programmatic guaranteed deals on Amazon properties and 1% across premium streaming publishers.🎯 Performance Plus campaigns have driven over 51% improvement in customer acquisition costs through AI-powered optimization.📱 Amazon launched Complete TV ahead of upfronts, using AI to help marketers plan, manage, and measure holistic streaming TV buys across platforms.🔮 The future will likely combine simplified AI-driven products with complex expert features, as different campaigns and brands will require varying degrees of automation.🏈 Live sports remains one of the "last best places" where consumers are truly engaged for long durations, making it increasingly valuable for advertisers.📊 Amazon's approach focuses on deterministic identity and frequency capping to provide more efficient spend and clearer impact measurement.Amazon DSP: https://advertising.amazon.com/solutions/products/amazon-dsp

🔖Chapters:00:00 - Introduction and DAZN Overview01:12 - DAZN's Global Sports Streaming Scale03:58 - Creating the FIFA Club World Cup Tournament07:43 - Managing Complex Global Live Streaming14:26 - The State of Sports and Streaming Industry18:40 - Lessons from Amazon's Thursday Night Football Launch27:30 - DAZN's US Growth Strategy and Original Content💡Takeaways:🌍 DAZN operates as the world's largest sports streaming service, handling over 90,000 live events annually across 200+ countries and territories.⚽ The FIFA Club World Cup represented the most ambitious global streaming project ever attempted, featuring 64 matches in 13 languages across 196 countries with just six months of preparation time.🤝 Strategic partnerships with linear broadcasters like TNT Sports and Univision helped maximize reach while building the DAZN brand in new markets.📺 80 of the top 100 broadcasts in 2024 were live sports, highlighting the critical importance of sports content for both traditional and streaming platforms.🎯 When entering established sports advertising markets, new streaming platforms should focus on "not screwing up" the basics before attempting to revolutionize the experience.📱 DAZN is integrating its Whistle Sports original content division with its live streaming platform, creating DAZN Originals that will be exclusive initially before going wide.🏈 The company is expanding its US footprint beyond boxing with Spanish-language soccer rights and new NFL-themed original programming.🚀 Success in global sports streaming requires massive technical preparation, with CDN capacity planning and platform stability being critical for simultaneous worldwide viewership.Follow Walker Jacobs: https://linkedin.com/in/walkerjacobs DAZN: https://dazn.com

Next in Media spoke with Drew Muller, VP and General Manager of House of Highlights, about how the Warner Discovery-owned property is looking to bridge sports fandom with top creators' content via the Creator League. The event, founded in 2023, features top creators such as Kai Cenat, Jesser and FaZe Rug playing a series of tournaments in sports such as slamball, dodgeball and basketball for big prize money, both on social platforms and streaming services like HBO Max.💡Takeaways:🔄 Evolving Beyond Aggregation: Media brands are transitioning from being simple content aggregators to becoming original content producers to keep their audience engaged. 🎯 Prioritizing the Youth Audience: Despite reaching a mass scale of over 100 million followers, House of Highlights focuses on its core under-34 sports fan base to maintain its brand voice and avoid being diluted by trying to appeal to everyone. 📈 The Rise of CTV and YouTube: The growth of YouTube consumption on TV devices (CTV) signifies a new "lean-back" viewing environment for younger audiences, which presents a significant opportunity for advertisers. 🤝 Partnerships Beyond Traditional Ads: Brands are moving past traditional ad placements and integrating themselves into the "fabric of the competition" within custom content. 🏆 Creating Owned Sports Leagues: Instead of only covering traditional sports, media companies can create their own leagues, like the "Creator League" by House of Highlights, featuring creators and personalities. 🎙 Guest: Dan Muller🎤 Host: Mike Shields📺 Sponsor: VuePlanner🎬 Producer: FEL Creative

Next in Media chatted with Rich Bloom, GM, Creator Programs & EVP, Business Development at Tubi, about the Fox-owned streamers new creator program, which has quickly expanded for five to 50 participants. Bloom also talked about Tubi's overall growth, Gen Z misconceptions, and whether TV needs to adopt more YouTube-like qualities.💡Takeaways:🎬 Creator Content is Blurring the Lines with Traditional TV: The distinction between content from native digital creators and traditional Hollywood content is becoming increasingly blurry, with creators now producing longer-form, high-quality content that is being watched on television.🤝 Collaborative Partnerships are a New Path to Hollywood: Tubi is creating a program called "Tubi For Creators" that provides native digital creators with a path to elevate their careers and businesses by giving them a way to work with Tubi.📈 Success Comes from Leveraging Existing Audiences: The success of Tubi’s original movie Sideline was a result of bringing together the built-in fandoms of a popular Wattpad novel and a huge TikTok star, Noah Beck, who was eager to cross over into acting.🚫 Accessibility and Low Friction are Key to Attracting Young Viewers: The absence of a paywall on Tubi makes it an accessible platform that encourages young audiences, like those on TikTok, to easily transition from a clip on their phone to watching the full content on Tubi.💰 Creators Are the New Media Startups: Creators are seen as sophisticated media startups that produce content, own their own IP, have large distribution channels, and have huge, loyal fan bases.🎙 Guest: Rich Bloom🎤 Host: Mike Shields📺 Sponsor: Elemental TV & Linkedin🎬 Producer: FEL Creative

Next in Media spoke with Marketecture CEO Ari Paparo, author of the new book "Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance" about how Google was able to build a monopoly on programmatic ads, despite so many people in the ad industry shouting about it for years - and whether we can stop the next one.💡Takeaways:🏛️ The initial small scale of programmatic advertising in the early 2000s made it difficult for regulators to foresee its future dominance, allowing Google's DoubleClick acquisition to proceed with less scrutiny than it might warrant today.⚔️ Google's ownership of the ad server provided a significant competitive advantage, enabling it to "snipe" bids and secure ad inventory by having insight into auction prices.🔍 Regulators initially overlooked the critical advantage of Google's ad server being connected to its exchange, a factor that proved more significant than simply a company selling ads also owning a marketplace.🤫 Google's acquisition of Invite Media (which became DV360) for a relatively low price (around $80 million) reportedly allowed it to avoid significant antitrust scrutiny, highlighting a potential loophole in regulatory oversight based on transaction size.⚖️ The lack of specific regulations governing advertising market transactions, unlike financial markets, meant that the ad industry operated largely on "best behavior and contract law," creating vulnerabilities for anti-competitive practices.🗣️ Publisher dissatisfaction with Google's actions, such as removing features like UPR, played a significant role in fueling antitrust scrutiny and demonstrating the company's "total arrogance".🌍 Unlike the US, the Digital Markets Act in Europe provides regulators with tools to intervene based on a company's scale of power, offering a potential model for preventing future monopolies in the digital advertising space.🎙 Guest: Ari Paparo🎤 Host: Mike Shields📺 Sponsor: Elemental TV🎬 Producer: FEL Creative

Next in Media spoke with WPP Media's Jessica Brown and Spark Foundry Worldwide's Kelly Metz, focusing on YouTube's growing role in the TV marketplace, the shift towards holistic video measurement, the increasing importance of AI and streamlined approaches in media buying, and the evolving challenges and opportunities in creator partnerships and cross-platform attribution.💡Takeaways:📺 YouTube's Growing TV Presence: YouTube is increasingly seen as a significant part of the TV landscape, with viewership numbers supporting its inclusion in TV consumption.📱 Short-Form Content on TV: YouTube Shorts are surprisingly popular on television, prompting discussions on whether short-form content like TikTok and YouTube Shorts should be considered alongside traditional TV in video strategies.🚀 Social-First and Short-Form Strategies: Brands should consider starting with social-first and short-form content, depending on their audience and message, as there are various options for reaching consumers.🤝 Streamlined Creator Partnerships: While finding and activating creators at scale remains challenging, companies are making strategic acquisitions and developing agile processes to simplify creator deals and get campaigns to market quickly.📊 Need for Holistic Measurement: There's a strong demand for better, more comprehensive, and consistent measurement across all media platforms, including walled gardens, to compare performance effectively and understand ROI.🤖 AI and Tech in Media Buying: Technology and AI are becoming increasingly important for media buying, helping to streamline approaches, inform product choices, and create more effective and impactful campaigns.🎙 Guests: Jessica Brown & Kelly Metz🎤 Host: Mike Shields📺 Sponsor: Elemental TV🎬 Producer: FEL Creative

This episode is brought to you by Walmart Connect. From homepage to home improvement. Win Carts and Minds with Walmart Connect.Next in Media spoke with Sarah Hofstetter, chairwoman of Profitero, a division of Publicis, about the haves and have nots in retail media, whether the big players TV presence is going to cause a bifurcation in the market, and what agentic shopping might do to the whole category.💡Takeaways:💸 Retail Media Explosion & Consolidation: The retail media sector has seen significant growth, with major players like Amazon and Walmart developing substantial advertising businesses, leading to a tiered market with a few dominant players and a long tail of smaller networks.🔄 Buyer vs. Seller Disconnect: There's a fundamental disconnect between media buyers who desire consolidation and retailers who view retail media as a crucial revenue stream from suppliers, creating tension in the market.🛍️ Shifting Budget Allocation & Mindset: Traditional shopper marketing budgets, historically controlled by sales teams for in-store presence, are now clashing with digital media spending, requiring a shift in mindset within brands to prioritize "digital end-caps" like search and display.🛒 Omnichannel Attribution Complexity: Measuring the impact of digital shelf presence on in-store purchases and vice-versa is a significant challenge, as current attribution models often fail to connect these fluid customer journeys.🤖 AI's Impact on Shopping & Search: Agentic AI is poised to disrupt traditional search and shopping behaviors, compelling retailers, agencies, and brands to collaborate on co-creating future shopping experiences and leveraging AI for workflow automation and efficiency.🎙 Guest: Sarah Hofstetter🎤 Host: Mike Shields📺 Sponsor: Walmart Connect🎬 Producer: FEL Creative

In this episode of Next in Media, Mike Shields interviews Dani Mariano, CEO of Razorfish, about their research into Gen Alpha, highlighting this generation's unique media consumption habits, brand maturity, and influence on household purchasing decisions, as well as Razorfish's "creator collab" program designed to meet the evolving demands of creator-centric marketing.💡 Takeaways:👶 Gen Alpha is more "Gen Z than Gen Z" at age 10 and will fundamentally change marketing, moving beyond the "mini-millennial" or "mini-Gen Z" expectations that marketers had for previous generations.🤝 Gen Alpha seeks co-creation with brands, desiring to be part of shaping a brand's future rather than just earning loyalty through transactional means.👨‍👩‍👧‍👦 Gen Alpha, referred to as the "gateway generation," holds significant influence over household purchasing decisions, including major items like smart refrigerators and cars, due to their consumption of influencer content.📈 Gen Alpha exhibits extreme brand maturity, favoring sophisticated brands like Nike, Apple, and Samsung at age 10, unlike previous generations who preferred typical young-people brands such as cookies and cereal.🎯 Gen Alpha has twice as many interests as Gen Z did at the same age, requiring marketers to consider how influencer programs can scale and break through a high volume of content consumption.📝 Razorfish utilizes an in-house "creator collab" with on-staff creators to quickly produce polished, on-brief social content for clients' organic feeds, distinct from traditional influencer programs focused on creator followings.🤖 AI-powered decisioning tools, like those at Publicis Groupe, are crucial for understanding audiences at an individual level, enabling marketers to match content format with media platforms for targeted reach and efficient media strategy.🎙 Guest: Dani Mariano🎤 Host: Mike Shields📺 Sponsor: VuePlanner🎬 Producer: FEL Creative

Grace Kao, CMO of Snap, discusses Snapchat's unique position as a platform focused on authentic connection and creativity, highlighting its diverse audience (consumers, B2B, developers) and innovative features like Promoted Places on the Snap Map and opportunities for brands in Chat, emphasizing the platform's ease of use and its appeal to a generation valuing real self-expression.💡Takeaways:📸 Camera-First Communication: Snapchat's core design, opening directly to a camera, has fostered a culture where anyone can create and easily share their point of view, emphasizing connection over curated perfection. 🤝 Diverse Audience Engagement: Snap's CMO, Grace Kao, emphasizes that Snapchat serves multiple audiences, including consumers, B2B marketers/advertisers, and developers, indicating the importance of a multi-faceted marketing approach for platforms.🔄 Beyond Single-Use Platforms: Snapchat's integration of various functionalities like video, messaging, and maps into one experience provides diverse canvases for advertisers, moving beyond the limitations of single-use platforms.🗺️ Social Maps & Promoted Places: The surprising social use of Snap's map feature, where users connect by seeing friends' locations, has led to "Promoted Places," allowing brands to appear on the map for real-life experiences and discovery. 💬 Brand-Friendly Chat: Snapchat is opening its chat feature for brands to have one-on-one conversations with their audiences. 🧘‍♀️ Authenticity and Imperfection: The "Snapchat Generation" prioritizes authenticity, embracing imperfect and uncurated content (e.g., blurry snaps, empty food plates). 🎙️ Rise of Voice Memos & Mini-Podcasts: An unexpected trend is the significant growth of voice memo usage on Snapchat, with users creating "mini intimate one-on-one podcasts" with friends. 🎙 Guest: Grace Kao🎤 Host: Mike Shields📺 Sponsors: Elemental TV & Linkedin🎬 Producer: FEL Creative

Chief Media Officer at Known, Kasha Cacy, discusses YouTube's growing prominence against traditional television, despite challenges for brands regarding content predictability and measurement. Cacy, also touches on the evolving landscape of big creators acting as media companies and the current economic outlook from a business perspective.💡Takeaways:📈 YouTube's Continued Growth: YouTube consistently gains viewership from traditional television, stealing audience year over year. 🤷‍♀️ Content Predictability Challenges: A key hurdle for brands on YouTube is the less predictable nature of its content compared to TV, leading to uncertainty about ad placement. 👴📺 Generational Perception Gap: There's a "snobbiness in media" where older generations may perceive YouTube content as "not high quality," despite younger audiences (like 14 and 16-year-olds) spending significant time on the platform.🤝 Evolving Creator Ecosystem: Large creators are now operating like media companies, with "creator studios" producing content that can jump from YouTube to other platforms like Netflix. ⚖️ Embrace "Good Enough" Measurement: Media professionals are often too "precious" in seeking perfect measurement solutions. 🎙 Guest: Kasha Cacy🎤 Host: Mike Shields📺 Sponsor: Elemental TV🎬 Producer: FEL Creative

Next in Media discusses the evolving role of influencers in marketing with Megan Pagliuca, Chief Product Officer at Omnicom Media Group, and Khurrum Malik, Head of Marketing for Walmart Connect, focusing on how data and new strategies are integrating influencers into broader media plans to drive sales and brand building.💡Takeaways:🛒 Retail Data for Influencer Selection: The integration of retail data, particularly from large retailers like Walmart, is revolutionizing how brands select influencers. 📈 Shift to Niche and Rising Influencers: There's a growing recognition that niche and rising influencers can offer more resonance and relevance due to their authentic connections with smaller communities, leading to more impactful campaigns compared to relying solely on celebrity endorsements.💡 Influencers as Content and Performance Channels: Influencers are no longer just a PR function or a branding tool. 🔗 Convergence of Social Commerce and Retail Media: The lines between social commerce (driven by influencers) and retail media (focused on direct outcomes) are blurring. 📊 Influencer Marketing Becoming Programmatic: The process of working with influencers is becoming more programmatic and scalable, moving away from purely custom, one-off integrations. 🤖 AI's Role in Content Creation: AI is emerging as a significant factor in content creation, particularly for small to medium-sized businesses, by simplifying content generation and enabling one-click buying. 🎙 Guests: Megan Pagliuca & Khurrum Malik🎤 Host: Mike Shields📺 Sponsor: Walmart Connect🎬 Producer: FEL Creative

In this episode of Next in Media, Mike Shields interviews Ann Harrell, Head of Product Enablement at Pacvue, about the evolving landscape of retail media. Harrell explains the challenges of data availability and cross-channel attribution in retail media, highlighting the role of data clean rooms and the blurring lines between retail, social, and traditional search as all become channels for commerce.💡Takeaways:The Challenge of Cross-Platform Attribution: While closed-loop attribution is effective within single retail platforms, the major challenge lies in attributing performance across various retail media channels and broader marketing channels due to data silos and retailers' reluctance to share data outside their own networks.🔒 Data Clean Rooms as a Solution: Data clean rooms are emerging as a key tool to overcome data availability challenges. 💰 Cross-Channel Measurement Drives Budgets: Demonstrating cross-channel measurement to retailers is crucial because it often leads to increased and sustained budgets for brands. 🛍️ Evolution of Social Shopping: Social platforms like TikTok are actively integrating commerce features, moving beyond organic social strategy to offer "shop ads" that link creative content directly to products. 🌐 Building Retailer Ecosystems: Major retailers like Walmart are building comprehensive ecosystems that span various media touchpoints, including on-site display, off-site programmatic (e.g., through Trade Desk), and connected TV (CTV) via partnerships like Vizio. 🎯 Custom Incrementality Models: A one-size-fits-all approach to incrementality modeling is ineffective due to varying data and attribution capabilities across retailers. 🎙 Guest: Anne Harrell🎤 Host: Mike Shields📺 Sponsor: Walmart Connect🎬 Producer: FEL Creative

As part of its exclusive series on the YouTube Ecosystem, Next in Media spoke with John Terrana, President, Americas at VaynerMedia, about why most clients aren't racing to lock up much inventory beyond sports this year, and the 'weirdo' spot YouTube still finds itself in.💡Takeaways:🏈 Sports Media Dominance: Live sports, particularly NFL and NBA, are highly competitive and fast-moving in the media marketplace, unlike other content which is experiencing slower movement and caution from buyers.⚠️ Post-Upfront Caution: Following the upfronts, there's a prevailing sense of caution, with buyers proceeding slowly due to concerns about inventory value, viewership trends, macroeconomic conditions, and political environments.📊 Increased Optionality and CTV/OTT Shift: Clients are seeking increased optionality for next year, prioritizing sports while shifting other media spend towards CTV (Connected TV) and OTT (Over-The-Top) to maintain flexibility.📺 YouTube's Misunderstood Potential: YouTube, especially the proper app on TV, is still largely misunderstood and underutilized by many in terms of its reach as the number one app on smart TVs, its creative potential, and its targeting capabilities.🔁 Always-On Creator Engagement: The trend for creators and influencers is moving from campaign-by-campaign activations to an "always-on" strategy, continuously sourcing and testing new talent, similar to the shift seen in performance marketing.🛍️ Rise of Social Commerce and Live Shopping: Social commerce, particularly through platforms like TikTok Shops, is a major growth area and a significant bet for agencies, driving substantial commercial outcomes and offering branding opportunities through integrated commerce units in feeds.🎙 Guest: John Terrana🎤 Host: Mike Shields📺 Sponsor: VuePlanner🎬 Producer: FEL Creative

Next in Media sat down with Chloe Wix, Head of Global Product & Commercial Growth at Spotify at the company's beach venue in Cannes, to talk about AI-generated audio ads, why Spotify is leaning more into monetizing non-subscribers, and whether the 'background' medium can graduate into the video ad market.💡Takeaways:🎧 Shifting Perception of Spotify's Business Model: While initially perceived primarily as a subscription service, Spotify is increasingly demonstrating its commitment to advertising, investing significantly in its ad-supported side.🎬 Rise of Video Podcasting: Spotify observes a strong user desire for deeper engagement with podcasters, extending to visual elements like set design and mannerisms. 🔄 Breaking Traditional Media Plans: Spotify's integration of both audio and video advertising is disrupting conventional media buying, where teams are often segmented for audio, video, or social. 🤝 Demand for Native and Upfront Deals: Brands continue to value authentic relationships with creators, leading to an increase in annual, upfront deals with major podcasters. ⚙️ Automation as a Key Goal in Advertising: Spotify's number one goal on the advertising side is automation. 📊 Enhanced Measurement Solutions: Spotify is heavily investing in robust first-party measurement tools (e.g., Spotify Ad Analytics, Pixel) and deepening partnerships with third-party measurement providers like Claritas, Podscribe, and Arts.ai to provide comprehensive data and analytics for advertisers.🤖 AI in Ad Delivery and Creation: Spotify is leveraging AI for ad delivery, allowing advertisers to set goals (e.g., maximize spend, unique reach, purchases) and have ads delivered to users most likely to take a desired action. 🎙 Guest: Chloe Wix🎤 Host: Mike Shields📺 Sponsor: Elemental TV & VuePlanner🎬 Producer: FEL Creative

Next In Media spoke with Ryan Mayward, SVP of Retail Media Sales for Walmart Connect, about the company's expansion of its retail media capabilities beyond its own platforms. Walmart Connect is focusing on off-platform strategies through partnerships in CTV (NBC Universal, Disney, Paramount Plus), social media (Meta, TikTok, Pinterest), and new integrations like Vizio. 💡Takeaways:🌐 Off-Platform Retail Media Expansion: Walmart Connect is significantly expanding its retail media capabilities beyond its owned platforms, focusing on reaching Walmart customers wherever they consume content, including CTV and social media, to drive sales outcomes. 📊 Full-Funnel Measurement and Consideration Metrics: The focus is moving towards understanding how each touchpoint contributes to overall sales, emphasizing "consideration" metrics like attributed visits to product detail pages or brand shops, which are effectively driven by offsite media like CTV and social. 📺 Strategic CTV Integrations: Walmart Connect is actively integrating with major CTV players like NBC Universal, Disney, and Paramount Plus to reach Walmart audiences and measure sales outcomes. 🤝 Social Media Partnerships for Sales Outcomes: Walmart Connect has integrated with top social platforms such as Meta, TikTok, and Pinterest, observing strong results in reaching Walmart customers and measuring sales outcomes from content consumption and live experiences on these platforms.💡 AI-Enabled Creative Tools for Advertisers: Walmart Connect is developing AI-enabled creative tools, starting with display and moving into video, to lower the barrier to entry for smaller and medium-sized brands, making it easier for them to advertise on platforms like TV.📈 Expansion to Non-Endemic Brands: Beyond brands selling products in Walmart stores, Walmart Connect is increasingly working with non-endemic advertisers from sectors like financial services, travel, quick-serve restaurants, and automotive, signaling a broader market play in retail media.🎙 Guest: Ryan Mayward🎤 Host: Mike Shields🎬 Producer: FEL Creative

Next in Media and Sean Downey of Google discuss YouTube's evolving role in connecting brands with creators, highlighting new platforms like Brand Connect and "Peak Points" to foster authentic partnerships and drive full-funnel outcomes for advertisers. They also touch on YouTube's expansion into live events like the NFL's global broadcast and the growing potential of shoppable content across all formats.💡Takeaways:🤝 Creator-Brand Connection: There's a growing emphasis on connecting brands with authentic creators to leverage the creator's voice and trusted relationship with their audience for brand messaging. 📈 Trust in Creators: A significant insight is that 98% of users trust YouTube creators more than any other platform or even the brand itself when seeking recommendations. 🔄 Full-Funnel Approach on YouTube: YouTube serves as a comprehensive platform where consumers engage in searching, streaming, scrolling (especially with Shorts), and shopping. 🔗 AI-Powered Connections & Advertising: Technology, particularly AI, is crucial for scaling connections between brands and creators and for optimizing ad placement to reach the right audience. 💡 Authentic Storytelling: The most effective brand integrations with creators are not scripted but allow the creator to authentically incorporate the brand message into their voice and content. ⏱️ Real-time Trending Content: Brands are looking to tap into trending moments and creators who are currently "popping". 🏈 Beyond In-Game Ads for Live Events: For live events like the NFL, the strategy extends beyond traditional in-game ad units to encompass the surrounding cultural and content moments.🎙 Guest: Sean Downey🎤 Host: Mike Shields📺 Sponsor: VuePlanner🎬 Producer: FEL Creative

Next in Media spoke with Dr. Mark Grether SVP & General Manager, PayPal Ads, on why he thinks the company's 'transaction graph' may be even more powerful than some retailers' data for advertising, and why there's nothing to worry about with a company that has so many people's banking information to use that data for ad targeting. 💡Takeaways:🌐 The Power of Transaction Graphs: PayPal's advertising strategy is built on its "transaction graph," which captures consumer spending across 30 million merchants globally, offering a much broader and deeper understanding of purchase behavior than single-retailer data. 🔗 Cross-Retailer Attribution: Unlike traditional retail media that operates in silos, PayPal can provide closed-loop attribution across all merchants where a brand's products are sold. 🛍️ Beyond Single-Category Insights: PayPal's transaction graph enables connections across diverse spending categories (e.g., sporting goods, groceries, travel). 🔒 Trust and Data Security in Advertising: Despite handling sensitive financial data, PayPal emphasizes that trust and data safety are central to its advertising business. 🤝 Agency Collaboration: Advertising agencies are actively "leaning in" to PayPal advertising because of its ability to offer a cross-media view and help optimize and plan campaigns across many outlets in their ecosystem.📈 Evolution to Offsite and Full-Funnel: PayPal is naturally expanding into "offsite" ads and full-funnel marketing due to its existing transaction data across numerous merchants. 🎙 Guest: Dr. Mark Grether🎤 Host: Mike Shields📺 Sponsor: Rembrand🎬 Producer: FEL Creative

Mike and Emily Riley talk media agency paralysis, Amazon vs Trade Desk, Paramount Drama and Sydney Sweeney Soap.💡Takeaways:📉 Agency Turmoil and Risk Aversion: Ad agencies are experiencing significant internal issues, including layoff fears, client shifts, and restructuring (e.g., WPP). 🤝 Innovation Through Established Channels: While direct sales to agencies are difficult, ad tech innovation is still happening by "hitching wagons" to established platforms. 🛍️ Retail Media's Rise: Retail media, particularly through platforms like Amazon, is a significant area of opportunity for ad spending. 🧱 Amazon's Walled Garden Advantage: Amazon is increasingly influential in the ad tech space, acting as a "walled garden" with rich shopping data. 🔍 Google's Potential Shift and Amazon's Search Play: The potential breakup of Google (e.g., selling Chrome) could open up the search market significantly.📉 Legacy Media's Struggle and Live Content's Value: Traditional media companies like Paramount are facing significant challenges due to outdated business structures and internal conflicts. 📱 Mobile-First TV Consumption: Younger generations are increasingly watching TV content on their phones, highlighting a shift in consumption habits. 🤖 AI's Role in Creative - Automation vs. Innovation: There's a debate about AI's role in creative advertising. 🎙 Guest: Emily Riley🎤 Host: Mike Shields📺 Sponsor: LinkedIn🎬 Producer: FEL Creative

Canvas CEO Paul Woolmington on why everyone needs the NFL, and why brands need to weigh the value of running ads in live games vs. becoming part of the religion of sports fandom - with creators' help.💡Takeaways:Sports Dominance & Cultural Anchor: Sports have become a dominant force in media, serving as a critical aspect of live content and a shared cultural experience that transcends demographics and connects communities. 🏈Rise of the Creator Economy: The upfronts are increasingly focused on the creator economy, highlighting the significance of authentic voices and emergent stars on platforms like YouTube, which is a top viewing platform across all video. 🌟The "Anthropologist in Media": The current media landscape is at a fascinating "inflection point" with the maturation of new platforms and the pivots of incumbent players, making it an interesting time for media "anthropologists" to study evolving trends. 🧐Shift to Outcome-Based Planning: There's a strong industry shift towards outcome-based planning and focusing on outcomes across the entire marketing funnel, moving beyond just bottom-of-the-funnel metrics. 🎯Importance of the "Data Storyteller": A new and vital discipline is emerging: the "data storyteller," who can connect disparate data points, explain complex algorithms to C-suite executives, and facilitate holistic integration across various media disciplines. 📊🎙 Guest: Paul Woolmington🎤 Host: Mike Shields📺 Sponsor: Rembrand🎬 Producer: FEL Creative

Emily and Mike talk about the ad world's new obsession with models, and whether brands are too trusting of AI ad buying.💡Takeaways:The resurgence of Marketing Mix Models (MMMs) is a significant topic in Ad Tech, with varying opinions on their effectiveness, especially when pitted against AI-driven tools from major platforms like Meta and Google. 📊Historically, MMMs were expensive and data-intensive, primarily accessible to large advertisers like P&G for high-level media allocation decisions. 💰Today, MMMs are becoming more affordable, partly due to advancements in AI, making them more accessible to a wider range of companies. 🧠While AI optimizers from large platforms can be beneficial for small advertisers, larger, more complex companies and their agencies may find completely handing over control problematic. 🔑The debate between traditional, high-level MMMs and more granular, data-driven approaches highlights the need for advertisers to balance macro and micro strategic dials. 🎛️The evolution of content consumption, particularly among younger generations who prefer video platforms like YouTube and TikTok for news, indicates a necessary shift for media companies towards more diversified, visually-driven content formats. 📱🎙 Guest: Emily Riley🎤 Host: Mike Shields📺 Sponsor: Elemental TV🎬 Producer: FEL Creative

Next in Media spoke with Conor McKenna, partner at Luma Partners, about what's held ad tech back from exploiting the creator economy, and why creators themselves - along with a new competitive dynamic among the tech platforms - may lead the industry in a whole new direction.💡Takeaways:Creator Economy's Spending Gap 🤯: Despite excitement and increased brand activity, there's a significant gap between time spent with creator content and advertising spend in that area.Media Consumption Convergence 📺📱: Major platforms like Spotify, Meta, YouTube, and CTV are increasingly converging around video formats and distribution, with creators at the core. YouTube is a prime example, competing with both TikTok (YouTube Shorts) and traditional TV (YouTube app on smart TVs).Shifting Platform Dynamics 💪: Creators, especially mega-creators, are gaining more leverage over platforms as platforms compete for their presence. This reduces the ability of platforms to control creators as much as they once did.Creators as Cross-Platform Marketers 🌐: Creators are strategically moving their audiences across different platforms and monetizing them in various ways, using short-form content as a top-of-funnel strategy to drive engagement on other channels like podcasts or Substack.Challenges in Creator Ad Buying ⚖️: Buying creator content at scale is difficult due to workflow complexities, the need for authenticity, and challenges in measuring ROI compared to traditional ad channels.AI's Role in Creator Measurement 🤖: AI is expected to create more opportunities to measure creator spend in unique ways, such as tying it to user acquisition costs or understanding content context for better value.Evolution of Creator Monetization 💰: Creators are increasingly demanding a larger share of monetization directly, rather than relying solely on platform payouts, which could drive demand for new tools and technologies.Brands Driving Change 📈: Major brands like Unilever are significantly increasing their investment in social and creator content, pushing the industry to figure out better measurement and integration for these channels.🎙 Guest: Conor McKenna🎤 Host: Mike Shields📺 Sponsor: VuePlanner🎬 Producer: FEL Creative

The ad industry is seeing major shifts, with Microsoft stepping back from Xandr amidst the rise of AI and the complexities of CTV advertising at the forefronts. Meanwhile, the value of local advertising is in question, as it struggles to keep up with the evolution of digital platforms and measurement.💡Takeaways:Microsoft Exits Ad Tech (Again): 📉 The tech giant is sunsetting Xandr, citing a shift towards AI. Is this a strategic pivot or another retreat from the complex ad tech landscape? 🤔AI is the New Ad Focus: 🤖 Microsoft frames its exit as a dedication to AI-powered advertising. Expect more industry buzz (and investment?) around AI's role. 🚀Xandr's Legacy Fades: 👻 The significant investment and evolution of AppNexus, now Xandr, sees a quiet end, highlighting the volatile nature of ad tech acquisitions. 💨CTV Upfronts Remain Key: 📺 Despite industry shifts, the upfronts are still a major event and source of discussion, showcasing the importance of traditional TV in the media mix. 💰Advertiser Pushback on Platform Demands: 📢 Advertisers are increasingly willing to challenge platforms on content decisions, asserting their right to choose where their budgets go. 💪Shifting Power Dynamics: 👑 There's a sense that Elon Musk's influence in DC might be waning, potentially emboldening advertisers to push back against platform pressures. 🏛️Content Neutrality Matters: ⚖️ The principle of separation between content and advertising decisions is being reaffirmed by advertisers.

This week, Mike and Emily dive into the recent positive performance of The Trade Desk, questioning if the earlier concerns about the ad tech market were overblown, and then shift gears to discuss the evolving landscape of search with the rise of sophisticated AI prompting and its implications for information access and optimization.💡Takeaways:Trade Desk's Resilience: Despite earlier concerns, Trade Desk has shown strong performance, indicating potential stabilization in the ad tech market. 📈 CTV Growth & Complexity: Connected TV (CTV) is expanding, with platforms like Samsung, LG, and Vizio becoming significant players, yet the space faces challenges in balancing automation and relationships. 📺 AI Impact on Ad Tech: AI is increasingly influential in ad tech, with discussions around "agentic AI" and its potential to automate ad buying, but concerns remain about transparency and control. 🤖 Transparency vs. Automation: There's an ongoing debate about balancing the need for transparency in ad buying with the efficiency promised by automation, especially with AI. ⚖️ Agency Evolution: Agencies are adapting to technological changes, with some restructuring and incorporating AI, raising questions about the future of media planning and buying. 🏢 Search Advertising Disruption: The search landscape is potentially undergoing a significant transformation, with AI influencing how search and advertising interact and the emergence of conversational search. 🔍 Data Accuracy Concerns: There are growing concerns about the accuracy of data used by AI in ad tech, with reports of AI "hallucinations" and inaccuracies in data-driven decisions. ⚠️ Balancing Automation and Human Element: The industry is grappling with how to integrate automation technologies like AI while preserving the value of human relationships and judgment in media buying and advertising. 🤝

Next in Media spoke with Brian Albert, Managing Director, YouTube Media Partnerships & Creative Works, about YouTube's ascent on the TV screen, how the company plans to bring top creators to the table during upfront talks, and whether brands are about to pull back on commitments amidst all this tariff uncertainty.💡Takeaways:YouTube's Enduring Influence: Even after 20 years, YouTube remains a central force in the digital landscape, particularly in advertising. 🚀The Evolution of Ad Formats: The journey of YouTube's ad products over the past 15 years highlights a period of rapid and significant innovation. 📈Strategic Upfront Negotiations: YouTube actively engages in upfront negotiations, demonstrating a structured and proactive approach to securing advertising partnerships. 🤝Emphasis on Creative Best Practices: Ensuring ad quality and variety (6s, 15s, 30s, vertical) is a key focus for YouTube and its partners. 🎨Creator Collaboration as a Service: Facilitating connections between advertisers and creators is a valuable service YouTube provides to enhance campaigns. 🧑‍🤝‍🧑The Power of Creator Scale: The production capabilities of top creators like Mr. Beast and Dude Perfect rival traditional media, offering unique partnership opportunities. 🤯Brittany Broski Emceeing the Brandcast: Leveraging popular and relevant online personalities to host key industry events signals a keen understanding of current internet culture.🎤Mr. Beast and Lady Gaga on the Same Stage: The convergence of mainstream celebrity and digital creator talent at YouTube events underscores the platform's broad appeal and influence.👩🏼‍🎤🎙 Guest: Brian Albert🎤 Host: Mike Shields📺 Sponsor: VuePlanner🎬 Producer: FEL Creative

Next in Media spoke with Tim Vanderhook and Chris Vanderhook, co-Founders of Viant Technologies. The CEO and COO of the ad tech firm talked about their Trade Desk rivalry, whether a Google breakup will be good for their business and the open web, and why CTV offers a chance for fewer monopolies.💡Takeaways:Google's Monopoly & Ad Tech ⚖️: The discussion emphasizes the impact of Google's monopoly on the ad tech industry and suggests that a breakup could foster a fairer marketplace.Privacy & Regulation 🛡️: The interview highlights the ongoing debate about privacy czars, self-regulation, and the necessity for more proactive government involvement in setting privacy standards.The Evolving Ad Tech Ecosystem 🔄: There's a focus on the continuous evolution of the ad tech landscape, with discussions around the shift away from cookies and the importance of adapting to new measurement methodologies.Challenges to Established Players 🥊: The dialogue examines the increasing dominance of certain ad tech companies and the need for a level playing field to foster competition and prevent lock-in tactics.Effectiveness of Household Data 🏠: The speakers advocate for the use of household IDs as a more effective and privacy-friendly approach to ad targeting compared to traditional methods like hashed emails.The Pitfalls of Last Touch Attribution 📉: The conversation sheds light on the drawbacks of last-touch attribution models and how they can lead to misguided advertising strategies and wasted spend.CTV and the Shift in Advertising 📺: Connected TV (CTV) is identified as a key area of growth and innovation in the ad industry, with a focus on the importance of accurate measurement and attribution in this space.The Role of AI in Advertising 🤖: AI's transformative potential in advertising is explored, with a spotlight on its ability to automate processes, simplify workflows, and enhance ad targeting and optimization🎙 Guests: Tim and Chris Vanderhook🎤 Host: Mike Shields📺 Sponsor: Elemental TV🎬 Producer: FEL Creative

"I think it will be blunt and arbitrary" - Goodway Group CEO Jay Friedman on what happens if marketers have to slash budget during TariffmageodonNext in Media talked to Goodway Group CEO Jay Friedman about the state of brands' decision making amidst an uncertain economy and a rise in AI automation. And of course, we talked about cookies and the various court decisions facing Google.💡Takeaways:Google's Ecosystem is Massive 🐘:Google's influence extends far beyond ad tech, with a vast ecosystem that includes Android, Maps, YouTube, and Search, making it a complex entity to regulate.Acquisitions Shaped Google 🏢:Google's dominance was built largely through strategic acquisitions like Overture, DoubleClick, and YouTube, which has led to a powerful network of data sharing.Regulatory Challenges ⚖️:Antitrust cases against Google are complex, with debates focusing on specific areas like the Apple payment and ad tech, but may not address Google's broader power.The Future of Publishing ✍️:The focus is shifting from traditional websites to content creation on platforms like Substack, YouTube, and TikTok, which is changing how media empires are built.Retail Media's Rise 🛍️:Retail media has grown significantly, partly as a replacement for lost targeting capabilities due to changes in cookie policies and Apple's ATT.Ad Tech Transparency 🕵️‍♀️:There's a lack of transparency and some misrepresentation in the ad tech industry, which affects advertisers' ability to make informed decisions.AI's Impact on Decision Making 🤖:AI is expected to play a key role in de-biasing decision-making processes, providing deeper insights by analyzing historical data and various economic factors.Upfronts are Changing 🔄:Advertisers are advised to approach upfronts strategically, using retail data and delaying commitments to maximize their leverage and ensure more effective ad placements.🎙 Guest: Jay Friedman🎤 Host: Mike Shields📺 Sponsor: Elemental TV🎬 Producer: FEL Creative

Host Mike Shields and ad consultant Emily Riley return to break down the major developments in media and advertising, from the Google antitrust trial to the latest on Google's cookie changes.📡Takeaways:Google's Influence: Google's actions significantly impact market competition, even amidst antitrust scrutiny. ⚖️The Evolving Role of Cookies: The diminishing importance of third-party cookies is pushing the industry towards first-party data strategies. 🍪➡️📊Ad Tech Challenges: Changes in ad tech, partly due to regulatory pressure on Google, are causing short-term pain but may lead to a future renaissance. 😣➡️✨The AI Impact: AI is becoming a significant factor in search behavior, especially among younger demographics, and its growing influence may lead to new monopolies. 🤖Amazon's Dominance: Amazon is a dominant force in retail search and is expanding its influence in the ad tech world. 🛍️🔍CTV Evolution: Connected TV is experiencing a creative transformation with AI-driven, interactive ads, which is enhancing competition. 📺🎨Regulatory Complexity: Regulating tech giants is difficult due to the intricate nature of the technology and defining what constitutes a monopoly. 🏛️🤔Shifting Power Dynamics: The ad tech industry is seeing a power shift, with SSPs and publishers exploring new strategies to bypass traditional players and consolidate their positions. 🔄

Next in Media talked to Tyler Price, head of content at Bleacher Report about the company's evolving connected TV strategy, how it works with its own talent and YouTube creators, and making decisions about growing it's audience versus leaning into revenue. Prince also talked about the company's big plans to dive deep into the NFL draft this year. 💡Takeaways:📣 Bleacher Report sees itself as a voice of the fan, joining the conversations already happening.📱 The company focuses on a personalized, fan-driven experience, now largely through video.🚀 Social media has been huge for Bleacher Report, but there's an increasing emphasis on their app for a more interactive fan experience.🎬 Bleacher Report uses a multifaceted video production approach to cover sports at scale, from high-end shows to social media-style content.🤝 Partnerships, like the one with TNT Sports, have given Bleacher Report access to rights and the ability to bring athletes into their coverage.🏈 Bleacher Report’s NFL draft coverage focuses on fan interaction and includes athlete reactions and NFL highlights.👂 The company prioritizes listening to its audience across platforms and iterating on its content strategy.⭐ Bleacher Report is embracing partnerships with creators, recognizing their importance in reaching Gen Z sports fans. 🎙 Guest: Tyler Price🎤 Host: Mike Shields📺 Sponsor: Elemental TV🎬 Producer: FEL Creative

Next in Media spoke to Marc McCollum. Chief Innovation Officer at Raptive, about how smaller publishers are enduring in the face of AI search, Google search changes, and the supposed death of cookies.💡Takeaways:🤝 Raptive's Mission: Raptive champions ~6,000 independent creators on the open web, helping them monetize, grow audiences, and build sustainable businesses.📊 Google's Grip: Google Search is the lifeblood, driving a massive 58% of traffic to Raptive's network, making any changes highly impactful.📉 "Helpful Content" Hurdles: Recent Google updates, while aiming for quality, have disproportionately hurt mid-size and smaller creators, often favoring larger sites and forums like Reddit.🤖 The AI Answer Engine Threat: Google's pivot to AI Overviews signals a move from search to "answer engine," potentially slashing publisher traffic (~25% estimate) and raising serious copyright infringement concerns by repurposing content without compensation.🔗❓ AI's Attribution Issues: Even when creator content is used in AI answers, attribution is often missing, inaccurate, or doesn't lead to clicks, breaking the traditional traffic model.💪 Advertisers Still Value the Open Web: Despite traffic woes, advertiser demand for authentic creator content is strong, with Raptive seeing record direct sales, valuing the trust and connection creators build.🎯 Smarter Ads with AI: Raptive is leveraging AI (Raptive Intelligence) not just as a threat, but as a tool to analyze content nuances and create powerful mindset-based targeting for advertisers, commanding premium rates.🚀 Diversification is Key: Creators must reduce reliance on Google by building audiences on platforms like Pinterest, YouTube, and especially email newsletters, a strategy Raptive actively supports.🎙 Guests: Marc McCollum🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with George Karalexis, Co-Founder & CEO of TEN2 Media and his partner and COO Donna Budica, about the company's focus on helping artists think - and make money - like digital creators.💡Takeaways:🎵 Bridging the Gap: TEN2 Media assists artists, especially musicians, in maximizing their YouTube presence, moving beyond simply hosting music videos.📱 YouTube's Evolution: The platform has become a multi-format "super app" (Shorts, long-form, live, etc.), offering significant monetization opportunities that were previously underserviced in music.🤝 Unique Expertise: TEN2 Media's strength lies in its founders' combined experience in music, business, and YouTube, allowing them to understand artists' needs deeply.💰 Monetization & IP Protection: They utilize advanced tools and YouTube's systems (like Content ID) to track fan-created content (UGC), protect intellectual property, and optimize revenue for artists.📈 Significant Revenue Growth: Their strategies have led to substantial revenue increases (up to 5-7x) for clients ranging from independent artists building careers to major legacy acts.👑 YouTube vs. Other Platforms: While platforms like TikTok drive virality and Instagram excels at aesthetics, YouTube provides a more robust environment for building an authentic brand, community, and diverse income streams.🎬 Shorts are Key: Engaging with short-form video is now essential for discovery and reaching new audiences, complementing the deeper engagement and higher revenue potential of long-form content.🤯 Modern Music Challenge: While it's easier than ever for independent artists to distribute music, the overwhelming content volume makes standing out and achieving discovery without a unique point of view and smart platform strategy extremely difficult.🎙 Guests: George Karalexis & Donna Budica🎤 Host: Mike Shields📺 Sponsor: VuePlanner🎬 Producer: FEL Creative

Mike and ad consultant Emily Riley are back talking about the big headlines in media and advertising, including the plunge in consumer confidence, how brands are viewing retail media right now, the fate of Yahoo's DSP, and lawsuits against the Trade Desk.💡Takeaways:📉 Economic Uncertainty & Ad Spend: Advertisers face significant uncertainty due to factors like tariffs and fluctuating consumer confidence, potentially leading to budget cuts or shifts towards performance-driven advertising. 🔗 Supply Chain Resilience: Many companies are better prepared for supply chain disruptions now compared to the COVID era, having improved systems and diversification. 📊 Measurement Renaissance: There's a growing emphasis on better advertising measurement, incrementality, and outcome-based models. 📺 Streaming's Dual Market: The streaming ad market is bifurcated. Big brands are shifting linear TV budgets (especially for live events like sports) to streaming, buying for mass reach. 🛒 Retail Media Dynamics: Amazon dominates retail media, and much of the sector's growth is coming from offsite targeting (using retailer data for ads elsewhere on the web). 🔒 UID 2.0 & Privacy Questions: Lawsuits targeting The Trade Desk's UID 2.0 highlight concerns about how aggregated data (like hashed emails, mobile IDs, IP addresses) might create permanent identifiers, potentially conflicting with privacy laws and user expectations. 🤔 Yahoo's DSP Puzzle: Yahoo selling its highly-rated DSP is puzzling, especially since much of its perceived value comes from its integration with Yahoo's own content (like Finance and Sports).🎮 Integrated Campaign Success: The Minecraft movie's McDonald's campaign success highlights the power of deep, long-term, multi-platform integrations that tap into existing fandoms and nostalgia, feeling authentic rather than like a last-minute ad insertion.

Next in Media spoke with Sammy Rubin, Vice President of Integrated Media at Wpromote, about the blurring lines between retail media and everything else brands care about - and how big brands are still in the middle of a messy process to integrate budgets and teams.💡Takeaways:📈 Retail Media is Evolving: The lines are blurring! Retail media isn't just shopper marketing anymore; it now includes diverse channels like CTV, podcasts, and influencer marketing.🤝 Integration is Key: Silos are breaking down. Brands are increasingly looking for integrated strategies where all marketing investments work together cohesively to drive goals.❓ Ownership Challenges: With retail media expanding into areas like CTV and social, a key challenge is figuring out who owns these channels within an organization. Are search experts planning influencer campaigns? 📱 Social is the New Search: Consumers, especially younger demographics, increasingly discover brands and products passively through social media platforms like TikTok and Instagram Reels, rather than active searching.📊 Measurement Renaissance (MMM is Back!): Media Mix Modeling (MMM) is experiencing a comeback, driven by cookie deprecation and advancements in AI.🤖 AI's Role in Media: While AI is making analysis more powerful and efficient (especially with MMM), human strategists are still crucial. AI can extract insights, but lacks the historical context, understanding of consumer behavior nuances, and creativity that humans bring to media planning.📺 CTV Performance is Here: Connected TV (CTV) isn't just for brand awareness anymore. Performance-focused, digitally native agencies have been buying CTV programmatically for years, using advanced measurement to prove its impact on conversions, sales, and store traffic.🤔 Flexibility & Scenario Planning: Uncertainty (like potential tariffs or platform changes like TikTok) requires brands to build flexibility into their plans.🎙 Guests: Sammy Rubin🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Tariff panic, Adalytics fallout, the fate of the open web, and TikTok weirdness.Takeaways:Tariffs & Ad World Uncertainty 📉: Tariffs are causing major uncertainty in the ad world, leading to revised advertising forecasts and impacting consumer confidence. Phases of Economic Impact ⏳: The economic impact unfolds in two phases: initial uncertainty causing advertisers to pull back, followed by potential supply chain disruptions affecting product availability. Consumer Behavior 🛒: Consumer behavior is unpredictable, especially concerning how different demographics will react to economic pressures. Ad Tech Fraud Persistence 🚨: Ad tech continues to grapple with fraud, particularly in attribution, raising concerns about the effectiveness of brand safety measures. Brand Safety Challenges 🛡️: Brand safety is compromised by advertisers' demands for both safety and cost-effectiveness, pushing ad tech companies into risky situations. The Open Web's Future 🌐: The open web faces threats from declining search traffic and brand safety issues, but advertisers still follow audiences to the open web where valuable content remains. WPP's Data Play 📊: WPP's acquisition of InfoSum raises questions about the neutrality of data platforms and the ongoing shift of agencies towards becoming tech and data-driven.

This week, Next In Media brings you a special bonus episode of the new Marketecture podcast The Brand Forum.In this episode , marketing leaders look at the complexities of brand building in today's AdTech and data-centric world, emphasizing the importance of making meaningful connections with consumers. The discussion explores strategies for navigating the ever-changing marketing landscape, addressing challenges like aligning brand perception with consumer needs, and effectively using partnerships to drive brand growth.💡Takeaways:Brand Forum Focus 📣: The Brand Forum dives into advertising, media, and marketing through the eyes of those shaping brand strategies in an ad tech world. Marketing's Core 🎯: The heart of marketing is making a meaningful connection with consumers. Strong Brand Foundation 💪: Before marketing, ensure the product is superior, available for purchase, and aligns with consumer perceptions. Evolving Communication 📱: Marketing is no longer one-way; it's crucial to understand and align with consumer perceptions. Planning is Everything 🗓️: Today's marketing requires constant adjustments to strategies, creative messages, and partnerships. Legacy Brand Challenges 🕰️: Legacy brands must navigate changing consumer perceptions and leverage their history effectively.

Next in Media spoke with Jason Horowitz SVP US Marketing, Global Head of Media & Digital at Mattel about his long career at the brand, where his purview includes everything from Barbie and Hot Wheels. Jason talked about how much kids media has changed over the past decade, and how the company navigates media planning, creators, and privacy rules. Jason also talked about Mattel's unique Fast strategy, and why he's both a marketer and a media planner himself.Takeaways:Content is King 👑, Especially for Kids: Mattel focuses on creating engaging content on YouTube to build brand affinity. Think shows, not just ads. YouTube is a Powerhouse 💪: YouTube is the #1 streaming service for kids. Mattel invests heavily in its own content creation, from strategy to production, to connect with this audience. 📺Brand Affinity is Key🔑: Mattel uses YouTube to create content that fosters an emotional connection with their brands, driving long-term engagement. 🫶Balance Paid and Organic ⚖️: Mattel combines paid advertising with organic content on YouTube to maximize reach and effectiveness. Social Media for Shoppers & Fans 🛒: Mattel uses social platforms to target shoppers and fans, not kids. They focus on authentic content and influencer partnerships to drive engagement and sales. 📣Influencers are Gold ✨: Partnering with creators for authentic content on social media is a powerful strategy. Mattel collaborates with influencers to create resonant messaging and even boosts their content with paid promotion. 🤝🎙 Guest: Jason Horowitz🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

As part of an ongoing series focused on the YouTube Ecosystem (sponsored by VuePlanner) Next in Media spoke with Josh Stanley and Myra Dallas, founders of the startup Coaxial Collective and Adam Van Der Grift, better known on YouTube as the home improvement guru Haxman. The group talked about the need in the YouTube ad market for specialty firms focused on genres like home improvement, and how mid level creators can execute brand deals without alienating their users.Takeaways:Bridging the Creator-Brand Gap – Many brands still don’t fully understand creators, and vice versa. Coaxial Collective aims to fix that by helping brands and YouTube creators connect more effectively.YouTube’s Unique Space – Unlike Instagram and TikTok, YouTube is centered on long-form content, allowing for deeper relationships with audiences rather than just quick-hit influencer marketing.The Shift to TV Screens 📺 – More than half of some creators’ audiences watch on connected TVs, changing how they approach thumbnails, editing, and storytelling.Authenticity is Everything – Successful brand partnerships allow creators to integrate products naturally rather than reading a script like a TV commercial.Creators Are Often Underpaid 💰 – Many YouTubers don’t know their worth when starting out and get lowball offers, often leading to bad deals or even harming their channels.Home Improvement & DIY is a Hot Space 🔨 – The category has strong audience engagement and is a natural fit for endemic brand partnerships (e.g., tool companies sponsoring creators).Long-Term Brand Deals Are the Future – One-off sponsorships aren’t as effective as sustained partnerships that integrate products into content over time.🎙 Guests: Josh Stanley, Myra Dallas & Adam Van Der Grift (Haxman)🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with Matt Edelman, Chief Commercial Officer, Super League Gaming, about whether Fortnite still has a grip on gamers - and how brands can get involved. Edelman also talked about Roblox's growing ad ambitions, the overall gaming ad market, and why he thinks we need to ditch the word "gamer".Takeaways:The Evolution of Gaming and Advertising – Gaming has become an undeniable force in media, with 3.3 billion gamers worldwide. Generational Shift in Media Buying – Many CMOs and CEOs are Gen Xers who didn’t grow up with video games as a central part of their lives.The Concept of “Making Brands Playable” – Super League focuses on interactive advertising rather than just passive exposure. Fortnite's Two Worlds: Battle Royale vs. Creative Mode – Fortnite has both its first-party Battle Royale mode and a user-generated content (UGC) Creative mode where brands can build their own islands (maps). Roblox as an Expanding Advertising Platform – Roblox is scaling its ad solutions with programmatic ad products but still lags behind mobile gaming in measurement, attribution, and targeting. Playable Ads in Mobile Gaming Are the Future – Mobile gaming has a mature advertising ecosystem, but Super League is innovating by turning traditional video ads into interactive experiences that match gameplay styles, dramatically increasing engagement and click-through rates.Breaking Down the “Gamer” Stereotype – Marketers need to stop thinking of "gamers" as a niche audience and recognize that their existing target demographics are already playing games. 🎙 Guest: Matt Edelman🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with Scott Fisher, founder of Select Management Group and creator economy veteran, about whether top creators still want to seek out big streaming deals, given the success they can have on YouTube, and what happens next if TikTok Shop goes away.Takeaways:The Evolution of Digital Talent Management🌟 Select Management Group grew from managing early YouTubers to 450+ top creators across multiple platforms, shaping the modern creator economy. #TalentManagement #InfluencerGrowthYouTube’s Power Over Traditional Media📺 Early influencers wanted TV deals, but YouTube became the dominant platform—offering monetization, creative control, and massive reach. #YouTubeDominance #CreatorControlWhy Talent Managers Are Still Essential📞 Unlike agencies or tech platforms, managers offer career strategy, negotiate deals, and think 5-10 years ahead. They’re the ones handling midnight crisis calls! #TalentStrategy #InfluencerSuccessThe Creator Brand Boom & Bust💄 Between 2021-2023, influencer-led brands exploded. Now, only strategic, retail-backed brands succeed. #RetailFirst #SocialCommerceReality TV x Influencers = The Next Big Thing📡 The Secret Lives of Mormon Wives proved TikTok stars can thrive in reality TV, bringing authentic storytelling to mainstream entertainment. #RealityTV #TikTokStarsYouTube = The New Prime Time TV📊 YouTube now outperforms Netflix in TV viewership. Creators are pivoting to longer content, high-quality production, and deep audience engagement. #YouTubeGrowth #LongFormContentTikTok Shop is Changing Social Commerce🛍️ TikTok nailed live shopping, influencer-led sales, and viral product trends—a model Instagram and YouTube are still chasing. #SocialSelling #EcommerceTrends🎙 Guest: Scott Fisher🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with Malik Ducard, the company's content lead, about how the platform has evolved its relationship with creators, while trying to help users find the right products and deals, even if they are off Pinterest.Ducard also talked about how Pinterest is taking more of an active role of connecting creators with brands, while using machine learning to help figure out if users are browsing or ready to buy now.Takeaways:Pinterest’s Unique Positioning 🎯Unlike other platforms focused on passive engagement, Pinterest users arrive with intent—to create, plan, or purchase. This lean-in behavior makes it a goldmine for brands and creators.Content with Personality, Not Just Personalities with Content ✍️On Pinterest, content quality trumps personality. A great recipe or DIY tutorial wins, even if it’s not from an influencer. Expertise and authenticity matter most.The Power of Curation 🗂️With over 10 billion boards created, curation is a form of creation. Pinterest is the only true curation platform, where users mix and match content for personal inspiration.Visual Search Meets Commerce 🛍️Pinterest sits at the crossroads of search, social, and commerce. Unlike traditional e-commerce, 96% of product searches are unbranded, making it a discovery-first platform for brands.Data-Driven Trend Forecasting 🔮With 1.5 billion saves per week, Pinterest isn’t just tracking trends—it’s predicting them. The platform’s "Pinterest Predicts" report uses user behavior signals to forecast what’s next.A New Era of Social Commerce 💳Pinterest has shifted from window-shopping to action. Instead of just inspiring purchases, it now actively connects users to brands and retailers, making the buying process smoother.The Inclusion Fund & Emerging Creators 🌍Since 2021, Pinterest’s Inclusion Fund has helped over 200 emerging creators and merchants grow their businesses through funding, education, and platform insights.🎙 Guest: Malik Ducard🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with Larry Allen, VP & GM Data & Addressable Enablement at Comcast about the challenge in getting everyone in media to speak the same language when it comes to targeted TV ads. Allen also talked about why he think the TV business needs to ditch identifiers for old school household data, and why he thinks that media companies are ready to work together to broaden the TV ad pie.Takeaways:Addressable TV is Evolving – It’s no longer just about traditional cable ad slots. Today, addressable TV spans streaming, connected devices, and multi-screen environments 📱📺.The Power of First-Party Data – Comcast leverages its data for better audience targeting 🔍, enabling both internal and external partners like NBC to optimize ad reach 🎯.Challenges in Ad Buying – TV and digital ad teams still operate separately 🏢↔️💻, leading to inefficiencies in multi-screen targeting. There’s a push to unify these approaches 🔄.Programmatic ≠ Addressable – While programmatic is growing 📈, it’s not always true addressability. The challenge is making linear TV available programmatically without losing precision 🎚️.Live TV is Here to Stay – Despite streaming’s rise, live sports 🏈, news 📰, and appointment-based viewing keep linear TV relevant and valuable for advertisers 📆.Measurement is Still Messy – Cross-platform measurement is a work in progress 🧩. More platforms are sharing ad exposure data, but gaps remain in reach and frequency tracking 📊.Identity Matters More Than Cookies – Relying on email or IP-based identifiers can be inaccurate ⚠️. Physical home addresses provide better targeting and measurement accuracy 📍.🎙 Guest: Larry Allen🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with Simulmedia CEO Dave Morgan, about the new Secretary of Health's plan to ban pharma ads on TV, the many potential obstacles, and what such a move would do to the TV ad market.🎙️ Top Takeaways:RFK Jr.’s Pharma Ad Ban Proposal: A Legal & Media Storm 🌪️The proposed ban on pharmaceutical ads faces constitutional and regulatory challenges, colliding with FDA, FCC, and First Amendment protections.TV vs. Digital: Who Controls Health Advertising? 📺➡️📱While TV ads are heavily regulated, streaming and digital advertising remain the "Wild West," making enforcement complex.Pharma Ads: Public Health Benefit or Hype Machine? 🏥💊Studies show pharma ads lead to better-informed patients and improved health outcomes, raising legal challenges against an outright ban.TV Industry Impact: A $10+ Billion Shift 💰📉Pharma accounts for a significant chunk of TV ad revenue. If banned, networks, especially local broadcasters, could face devastating financial consequences.History Lesson: Why This Isn’t Like the Cigarette Ad Ban 🚬❌Unlike tobacco, which was universally deemed harmful, pharmaceuticals are FDA-approved as beneficial—making restrictions harder to justify.Regulatory Bottleneck: Can RFK Jr. Even Enforce This? ⚖️🚧The FDA is understaffed, making large-scale regulatory action nearly impossible without significant expansion.Shifting Budgets: Where Would Pharma Dollars Go? 📊🔄Expect a massive migration to social media, search, direct mail, and streaming, targeting more affluent audiences over TV’s broad reach.Who Wins & Who Loses? The Media Power Shift 🏆📢Digital giants (Google, Meta) may benefit from reallocated pharma budgets, while traditional TV networks and local stations could struggle.Could a Ban Disadvantage Marginalized Communities? 🤔👥TV is a crucial source of health info for lower-income and minority populations. A ban could reduce awareness and access to vital treatment options.🎙 Guest: Dave Morgan🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with Jeff Matisoff, Partner at Jellyfish, about how his company is trying to embrace AI-driven media buying, without giving up on branding or control. Jeff also discussed the current MMM renaissance and what's holding back some marketers from pushing out Gen AI creative faster.🎙️ Top Takeaways:Jellyfish’s Superpower: Global, Yet Nimble 🌍Jellyfish operates in 50+ countries with 1,800 experts, combining enterprise-scale digital marketing with customized, agile solutions for brands.Brand vs. Demand: Striking the Right Balance 🎯With a shift toward performance-driven marketing, brands are asking, "How do we reintegrate brand building with direct response?" The answer? Full-funnel strategies.MMM is Back—With AI 🔄Marketing Mix Modeling (MMM) is making a huge comeback thanks to AI-powered analytics, offering faster, more accurate insights without reliance on cookies.Retail Media & Walled Gardens: Friend or Foe? 🛒Retail giants like Amazon, Walmart, and Target dominate ad spend, but brands must connect insights across Google, Meta, and beyond to avoid fragmentation.AI-Powered Media Buying: The Rise of PMAX & A+ 🤖Google’s Performance Max and Meta’s Advantage+ automate media buying, but human oversight is key. Marketers must balance automation with strategic control.Creative AI: Pencil & The Future of Ad Testing ✍️Jellyfish’s Pencil AI tool generates ads 66% faster, 53% cheaper, and 44% more effective, linking directly to ad accounts for pre-launch performance predictions.CTV is Finally Killing Linear TV 📺Streaming giants, live sports, and big cultural moments (Super Bowl, Oscars, etc.) are accelerating the shift to Connected TV (CTV), making it a must-buy for advertisers.🎙 Guest: Jeff Matisoff🎤 Host: Mike Shields📺 Sponsor: ElementalTV🎬 Producer: FEL Creative

Next in Media spoke with Andrew Rosen, an analyst and author of the newsletter Medium Shift, about the struggles traditional media companies are having in catering to younger sports fans.Rosen also talked about the various attempts at recreating sports bundles, and whether we're headed toward a world where all sports are available via streaming, yet fans are more confused and overwhelmed than ever.Takeaways:The Shift from Streaming Wars to RebundlingThe streaming industry is moving past the "streaming wars" phase into a period of rebundling. Companies are seeking ways to package content more efficiently while keeping consumers engaged.The Role of Fandom in Media StrategySuccessful media companies hyper-serve niche fandoms, as seen with the New York Times acquiring The Athletic and Crunchyroll’s anime dominance.Legacy Media vs. Digital Native PlatformsTraditional media companies struggle with direct-to-consumer (DTC) strategies, while platforms like YouTube, Netflix, and Tubi personalize user experiences for higher engagement.The Future of Sports StreamingESPN faces challenges in making sports content discoverable. Apple is already outperforming ESPN in driving sports engagement through push notifications.AI’s Role in Content CreationGenerative AI isn’t replacing creators—it’s giving them superpowers. Those with storytelling skills will thrive, while others may struggle.Many decision-makers in legacy media lack a deep understanding of DTC logic. A younger generation, raised in the digital age, will likely reshape the future.The Long-Term Future of Sports RightsWhile sports streaming is growing, broadcast TV is still dominant. The real battle is understanding how sports fans engage and what they’ll pay for.Guest: Andrew RosenHost: Mike ShieldsSponsor: ElementalTVProducer: FEL Creative