Next in Media

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

Next in Creator Media talked with Business Insider media correspondent Lucia Moses about why Netflix is suddenly paying more attention to creators and YouTube, and what this might mean for the future of talent deals and distribution.Moses also weighed in on Amazon's Beast Games, Netflix's ad business and the state of Hollywood.Takeaways:Netflix’s Creator Strategy EvolutionNetflix is shifting its approach, recognizing YouTube as both a competitor and a source of creator talent. They aim to bring podcasters onto the platform to revamp talk show content.YouTube’s Dominance on TV ScreensYouTube now leads in TV viewing time, surpassing traditional networks. This shift signals a transformation in how audiences consume video content, influencing ad spend and media strategy.The Role of Authenticity in Creator-Led ContentAudiences prefer unpolished, authentic content over heavily produced talk shows. Netflix and others are learning that overproduction can diminish engagement with creator-led shows.Amazon’s Aggressive Creator InvestmentsAmazon is pushing creator-led content aggressively, with deals like MrBeast’s Beast Games. Legacy studios remain hesitant due to past failed investments in creators.The Rise of Video Podcasting on YouTubeYouTube is actively positioning itself as a home for video podcasts, appealing to Gen Z and advertisers who see potential in habitual, TV-like viewing patterns.Netflix’s Ad Tier ExpansionNetflix’s ad-supported tier is growing, with over 45–50 million U.S. users. However, it lags behind Disney and Amazon, which have twice the ad-tier audience.Brand Safety Perceptions Are ChangingThe shift in advertiser sentiment suggests that concerns over brand safety on platforms like YouTube are diminishing, making it easier for YouTube to compete for TV ad dollars.Sports Streaming Is Fragmenting the MarketSports fans now face a complex streaming landscape with multiple providers like Disney, Amazon, YouTube, and cable alternatives. Consolidation may be inevitable.Media Industry Mergers & UncertaintyMajor mergers loom in the media and ad industries, with legacy networks being spun off. The uncertain political climate may delay some deals but will likely reshape the industry.Guest: Lucia MosesHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with David Kostman, CEO of Teads (formerly Outbrain) about the company's plans to bring together performance advertising, web video and TV, and move beyond its reputation as haven for 'cheap' ads. Kostman also talked about how publishers are preparing for more AI-driven search and content discovery, and whether brands are as invested as they should be in news and the open web.Takeaways:Outbrain & Teads: A Game-Changing Merger for the Open InternetThe Outbrain-Teads merger creates a $1.7 billion ad powerhouse, merging native performance and premium video advertising to serve brands across the entire marketing funnel.The Power of Controlled Real Estate & First-Party DataUnlike traditional ad networks, Teeds secures exclusive publisher inventory, ensuring premium ad placement without competing in an auction model.AI & The Future of Digital Advertising OptimizationTeeds is integrating AI-driven predictive analytics for automated media buying and ad optimization, enhancing real-time targeting.CTV Advertising & The Evolution of Small Business ReachTeeds is making a strong push into Connected TV (CTV), with exclusive placements on OEM home screens like LG and Hisense.AI, Content Discovery & The Fight for Quality JournalismWith the rise of AI-generated content, premium publishers are at risk. Teeds is doubling down on supporting quality journalism, ensuring trusted news sites get premium monetization opportunities.📢 Final Thought:Teeds is reshaping the future of digital advertising, combining premium video, performance-driven targeting, and AI-powered optimization to create a brand-safe, full-funnel solution that rivals the biggest players in the industry.Guest: David KostmanHost: Mike ShieldsSponsor: ElementalTVProducer: FEL Creative

Next in Creator Media spoke with Paul Greenberg, CEO of Butter Works, on how his company uses AI to help brands make more successful social video content, and why so far, the technology has been a net positive. Still, Greenberg talked about the dangers of the proliferation of AI slop and why it's going to become challenging for consumers and brands to sort through what's real, what's not, and what kind of attention is most valuable.🎙 Episode Highlights: Next in Creator Media🔥 Featuring Paul Greenberg, CEO of ButterworksAI in Content Strategy: How Butter Works Uses AI to Power SuccessButterworks has been leveraging AI since 2018, using natural language processing and computer vision to predict video performance.The Evolution of Creator Media & The Rise of Long-Form ContentShort-form video isn’t dead—but TikTok, YouTube Shorts, and Reels are now embracing long-form.Viewers crave deeper connections with creators (e.g., MrBeast, Kai Cenat), making longer videos more engaging and monetizable.The Changing Landscape of Social Algorithms & The YouTube ShiftYouTube’s algorithm is now personalized per user, making it harder for creators to game the system.Thumbnail and title optimization still matter, but authenticity and audience loyalty are key.AI-Generated Influencers & The Limits of Digital PersonasAI-driven influencers (e.g., Lil Miquela) are gaining traction, but lack deep engagement compared to human creators.The Coming AI Flood: Should Brands Worry?Platforms like Google and Meta struggle to filter out AI-generated content, leading to potential content overload.The shift toward AI-curated search results (e.g., Google’s Gemini) makes SEO and brand visibility more challenging.AI’s Role in Brand Marketing & Media StrategyAI is not about replacing humans, but rather enhancing creativity and efficiency.🎧 Listen to the full episode for more expert insights on AI, creators, and the future of media marketing!Guest: Paul GreenbergHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with David Levy, CEO of OpenAP, about some of the misconceptions in the market when it comes to data-driven TV advertising, and how TV networks can balance collaboration and competition in the face of the growth of Big Tech in TV.Takeaways:The Evolution of OpenAP: Standardizing TV AdvertisingOpenAP was founded to unify ad innovations across TV networks, creating scalable, standardized solutions for advertisers.Bridging Linear TV and Streaming for AdvertisersWhile linear TV dominated ad spending, OpenAP has expanded its infrastructure to solve audience fragmentation in Connected TV (CTV).The Role of First-Party Data in TV AdvertisingBrands investing in first-party data need standardized methods to target consumers consistently across multiple media platforms.The Transparency Challenge in CTV Ad TargetingUnlike digital, CTV ad targeting lacks transparency due to multiple data transformations from audience lists to device-level identifiers.Solving Audience Measurement DiscrepanciesDifferences in identity-matching methods among media companies create inconsistencies in audience targeting and measurement.The Push for a Unified Ad Planning InfrastructureOpenAP aims to establish a seamless way for advertisers to plan and execute campaigns across different streaming services and TV networks.The Need for Scalable TV Advertising for Small BusinessesUnlike Google and Meta, TV lacks an easy-to-use, cost-effective ad buying platform for small advertisers—a gap the industry must address.Guest: David LevyHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative

Next in Creator Media spoke with Cristina Lawrence, EVP of Consumer & Content Experience at Razorfish about the march toward more TV-like seasons for many top creators, and whether this is making it easier to move ad dollars over from TV. Lawrence also talked about TikTok's future, who might grab the social commerce mantle, and whether Joe Rogan is a podcaster or a YouTuber.Takeaways:Long-Form Content is Winning the Creator EconomyPlatforms like YouTube are shifting towards structured, episodic content (e.g., video podcasts, multi-part series).Creators are becoming media networks, with brands integrating organically into their content strategies.Creators Are the New Media NetworksInfluencers now function as full-scale media companies, reaching highly engaged audiences.Brands must approach them as partners, not just ad placements.The Rise of Creator-Led Brand PartnershipsMega-creators like MrBeast, Hailey Bieber, and Charli D’Amelio are launching their own DTC (direct-to-consumer) brands.These businesses succeed when they align authentically with the creator’s identity.Social Commerce is Gaining Traction, but Still EvolvingPlatforms like TikTok Shops and Amazon Live are making inroads in live shopping.However, U.S. adoption lags behind Asia, where live shopping is deeply integrated into culture.Micro-Influencers & Niche Creators Are EssentialBrands are shifting to micro-influencers for more targeted, authentic engagement.Agencies use AI-powered discovery tools (e.g., Publicis' Influential) to identify high-performing niche creators.The TikTok Uncertainty & the Future of Short-Form VideoIf TikTok were to disappear, YouTube Shorts and Instagram Reels could fill the gap.However, each platform serves distinct user behaviors, with YouTube favored for long-form content. Guest: Cristina LawrenceHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with Jamie Power, Disney's SVP, Addressable Sales, about ongoing measurement challenges in streaming, what happened with the so-called currency wars, and why it's a big deal that ESPN and Disney are now on the same ad server.Takeaways:The Rise of Actionable Tech at CES 2025Jamie Power highlighted that CES 2025 felt more actionable than ever, with tools and technologies ready to be leveraged immediately, marking a shift from futuristic concepts to practical implementation.Disney's Transparent Data StrategyDisney introduced ad-supported Monthly Active Users (MAU) metrics across platforms like Hulu, ESPN, and Disney+, emphasizing transparency in streaming data to aid better planning for advertisers and agencies.The Role of Disney Compass in Data IntegrationDisney Compass enables seamless integration of data into agency tools, empowering advertisers to deduplicate reach and enhance campaign planning. AI's Transformative Impact on Media PlanningDisney Select AI and partnerships like Publicis Core AI were showcased as tools to generate audience insights, driving strategic decisions and elevating media planning to predictive precision.Balancing Automation with Human ExpertiseJamie addressed concerns about AI replacing jobs, emphasizing its role in streamlining tasks and allowing professionals to focus on impactful, thoughtful strategies.Live Sports on CTV: Game-Changing AdvertisingDisney's advancements in dynamic ad insertion during live sports events ensure scalability and seamless viewer experiences, reshaping how advertisers engage with audiences in real time.Self-Serve Advertising Platforms for SMBsDisney's self-service platform has empowered thousands of small advertisers to access measurable, localized campaigns, from florists targeting specific zip codes to brands leveraging audience-specific tools.Guest: Jamie PowerHost: Mike ShieldsSponsor: ElementalTVProducer: FEL Creative

Next in Creator Media spoke with Erica Ortega, Director of Product Marketing at Tubular Labs about whether users bailed on TikTok during the very short ban, which platforms might win if TikTok disappears, and why not every short form platform is the same.Takeaways:Tubular Labs: The Leader in Social Video InsightsTubular Labs provides unparalleled analytics on audience behaviors across platforms like YouTube, TikTok, Instagram, Facebook, and Twitch.Social Video Trends: Staying AdaptiveTikTok Resilience: Despite uncertainties, TikTok continues to dominate short-form content, with creators adapting quickly to trends. Charlie D'Amelio's three-day blitz showcased the platform's potential for rapid impact.Short-Form vs. Long-Form: A Strategic BalanceBrands are leveraging both long-form and short-form video strategies. Long-form videos offer monetization opportunities (e.g., YouTube ads), while short-form content appeals to quick, algorithm-driven engagements.TikTok Alternatives: Shifting AudiencesPlatforms like YouTube Shorts and Instagram Reels are vying for attention, but Gen Z loyalty to TikTok suggests unique challenges for competitors.Effective Brand Strategies for Social MediaPartnerships with Influencers: Collaborating with niche creators ensures authenticity and targeted reach. Tubular’s tools help brands find emerging talent before they become too costly.Data Trends Driving InnovationClients seek real-time, actionable data to identify new trends and streamline strategies. Tubular offers advanced filtering to cut through noise and spotlight key opportunities.Guest: Erica OrtegaHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with Ross Benes, senior analyst at eMarketer about the flood of new ad inventory in CTV, whether brands are really embracing addressable TV ads in a big way, and why we're currently obsessed with 90s trash culture.Check out Benes' book 1999: The Year Low Culture Conquered America and Kickstarted Our Bizarre Times (Politics and Popular Culture)Takeaways:• Streaming Dominance: Streaming accounts for nearly 50% of TV time but only 15% of ad revenue. • Linear TV's Revenue Lead: Despite streaming's popularity, linear TV generates six times the ad revenue of streaming due to higher ad loads and traditional viewer habits.• Shift in Viewer Habits: Streaming time is expected to surpass linear TV soon, with ad spending following a few years later. Businesses should prepare for this gradual migration of ad budgets.• Emergence of Smaller Advertisers: Streaming platforms like Roku and Disney+ are developing tools to attract small to mid-size advertisers, following the model of social platforms like Facebook.• Challenges in Streaming Metrics: Advertisers face confusion with inconsistent measurement systems across platforms. • AI in Media Buying: The adoption of AI in programmatic advertising is growing, but many tools are repackaged versions of existing technologies. • Generational Shifts in Content Nostalgia: Millennials and young Gen Xers are driving a revival of 1990s culture, offering opportunities for marketers to leverage nostalgia in campaigns.• Streaming Platforms Entering Sports: Netflix is experimenting with sports events, signaling a potential major push into sports broadcasting. • YouTube's Growing Role in Sports: YouTube's acquisition of NFL Sunday Ticket shows its ambitions in sports broadcasting. Guest: Ross BenesHost: Mike ShieldsSponsor: Epsilon Producer: FEL Creative

Next in Creator Media spoke with Sol Betesh Co-Founder & CEO at Fallen Media, the company behind viral hits like Street Hearts and What's Popping, on why he's bullish on predictable, original series on short form platforms.Betesh also talked about why brands are still asking lots of elementary questions when working with creators, and how he's planning to deal with a potential TikTok ban.Takeaways:• Short-form Video is King: Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate modern content consumption. • Content Development is Strategic: Successful short-form series like "What's Poppin'" demonstrate the importance of iterative testing and audience feedback to refine formats and achieve viral success.• Monetization Evolves Over Time: Initial revenue streams for creators may start modestly, but with consistent hits and engagement, brands begin seeking partnerships, as seen with collaborations from Adidas and Expedia.• Brand Partnerships Benefit from Custom Integration: Creative campaigns, such as Westin's king-size bed in Central Park, showcase how unique content concepts can elevate brand visibility and audience connection.• Consistency Builds Trust: Regular posting and series predictability resonate with both audiences and brands, much like traditional entertainment models adapted for short-form platforms.• Agile Adaptation Across Platforms: While TikTok leads short-form innovation, creators hedge risks by maintaining strong presences on Instagram Reels, YouTube Shorts, and emerging alternatives like Snap Spotlight.• Creative Collaboration Over Focus Groups: Brands increasingly entrust creators to align with their vision while retaining creative control, simplifying processes to deliver authentic and engaging content.• Future of Short-form to Long-form: Successful short-form series often act as testbeds for scaling into longer formats, bridging gaps between digital platforms and traditional media outlets.Guest: Sol BeteshHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with Mark Wagman, Managing Director, MediaLink and Partner, UTA about his CES takes, particularly why the conversation around AI may be shifting from cost cutting to growth. Mark also discussed whether the TV industry is getting in its own way when it comes to identity and buying platforms, and whether any retail media networks will pivot to Amazon.Takeaways:AI Integration for Marketing EfficiencyAI has transitioned from a cost-cutting tool to a potential superpower that enhances team performance, offering 20-30% better productivity and up to 50% improved ROI.Identity and Targeting Challenges in CTVCross-platform identity graphs and collaborative targeting, such as those by Disney and OpenAP, are emerging trends to address complexities in connected TV (CTV) advertising.Retail Media Growth and ConsolidationAmazon's "retail media in a box" strategy signals potential consolidation as companies streamline operations to leverage existing data and ad technologies.The Rise of Incrementality in MeasurementMarketers focus on measuring incremental value and reducing overlap in campaigns, leveraging tools like media mix modeling (MMM) and AI-driven multi-touch attribution (MTA).Micro-Influencers Over Traditional AdsBrands are increasingly investing in micro-influencers, leveraging niche audiences for higher engagement and ROI compared to traditional banner ads or large-scale influencer deals.Streamlining TV Advertising for SMBsEfforts are being made to simplify TV and streaming ad purchases for small and mid-sized businesses, moving away from complex traditional setups.Ad Tech and MarTech ConvergenceThe merging of advertising and marketing technologies, powered by clean rooms and shared datasets, offers new possibilities for seamless customer journey management.Guest: Mark WagmanHost: Mike ShieldsSponsor: Epsilon Producer: FEL Creative

Next in Creator Media spoke with Reza Izad, co-founder and partner, Underscore Talent about whether Hollywood or Madison Avenue were further ahead when it comes to adapting to a more creator-centric media verse. Izad talked about why some categories, like beauty and fashion, are far ahead more mass categories such as packaged goods, and why Pinterest is a creator dark horse in 2025.Takeaways:• Evolution of Talent Representation in Digital Media: The shift from traditional management to digital-first approaches highlights the importance of platforms like YouTube, TikTok, and Instagram for creators.• Underscore Talent’s Multi-Niche Approach: Serving over 500 clients across gaming, sports, beauty, culinary, and lifestyle industries demonstrates the potential of diversified talent management.• MCN (Multi-Channel Network) Legacy and Transformation: Studio 71's development shows how early digital content networks combined advertising with IP development to create sustainable business models.• Opportunities in Extended Video Formats: Longer YouTube formats like podcasts and scripted content enable multiple ad placements, increasing revenue potential.• Integration of Digital Creators with Brands: Case studies like Mr. Beast’s Amazon deal and beauty brands leveraging platforms like Tribal illustrate how creators align with business objectives.Guest: Reza IzadHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with Rich Muhlstock, president of Chase Media Solutions, about his company's push into commerce media, where the bank fits in the flow of media budgets, and what it's like to sell ads in a highly regulated industry.Takeaways:• Chase Media Solutions' Unique Approach: By leveraging first-party data from its 80 million customers, Chase Media Solutions bridges the gap between brands and consumers, emphasizing precision targeting without third-party cookies.• Personalized, Value-Driven Offers: Offers through Chase Media Solutions are not just ads—they are personalized experiences that provide value to both consumers and brands. • Trust and Security as Core Pillars: Chase’s emphasis on customer trust, privacy, and security ensures a unique selling point for advertisers, maintaining a brand-safe environment for campaigns.• High ROI through Transparent Attribution: Chase offers a performance-based model where brands only pay for actual conversions, ensuring a measurable and high return on ad spend.• Expanding Advertising Ecosystem: From mobile apps and websites to ATMs, branches, and even billboards, Chase Media Solutions is integrating offers across multiple touchpoints, creating a diverse and comprehensive advertising network.• Data-Driven Consumer Insights: Chase’s ability to analyze customer spending habits across categories offers marketers actionable insights for more effective campaign strategies.Guest: Rich MuhlstockHost: Mike ShieldsSponsor: Epsilon Producer: FEL Creative

Next in Media spoke with Michael Pollack Managing Director, Digital Media Solutions at Epsilon, about why marketers don't like spending all their dollars with a few digital giants, and how relying on a single cookie replacement won't cut it in a signal loss world.Takeaways:• Challenges of Walled Gardens:A logged-in world dominated by walled gardens (like Google and Facebook) limits marketers' ability to understand and engage customers fully. • Unified View of Customers: Epsilon's "One View, Vision, and Voice" strategy emphasizes creating a comprehensive customer understanding by resolving disparate identifiers into a single identity for more effective engagement.• Identity Resolution: Relying solely on email or singular identifiers is insufficient. A robust identity solution, like Epsilon's with nine forms of identification, ensures accuracy and adaptability despite industry changes.• AI Integration: AI, when combined with strong data foundations, enables personalized, predictive marketing across open web channels, addressing gaps left by static methods like retargeting with outdated ads.• Importance of Incremental Reach: Brands grow by reaching new audiences rather than over-targeting existing ones. • Balancing Privacy and Personalization: While privacy is critical, personalization strengthens customer relationships. • Adaptability to Signal Loss: Solutions must address the decline of third-party cookies, unreliable IP/device IDs, and other signal losses. Guest: Michael PollackHost: Mike ShieldsProducer: FEL Creative

Next in Media spoke with Joe Doran Chief Product Officer at Epsilon, about whether we're likely to see a slew of walled garden anti-trust battles, why brands need to prepare for a world with less data regardless of what happens with cookies, and whether AI is taking over media buying.Takeaways:Consumer Choice and PrivacyThe industry's focus is shifting toward respecting consumer choice and privacy, driven by regulatory scrutiny and evolving technology.Marketers must adapt strategies to align with a more privacy-conscious ecosystem.Post-Cookie StrategiesThe decline of third-party cookies necessitates investing in first-party data management.Marketers should leverage identity-based systems, data collaboration, and advanced technologies like AI to overcome tracking challenges.Adapting to Regulatory ChangesRegardless of political or regulatory changes, marketers must prepare for a consumer-centric privacy landscape.Businesses that hesitate to adapt risk falling behind in a rapidly evolving digital ecosystem.Retail Media GrowthRetail media networks are expanding rapidly, with major players like Amazon and Walmart leading the charge.Smaller retailers face challenges in aggregating and optimizing their media offerings, presenting opportunities for consolidation and innovation.AI in Media Planning and ExecutionAI is transforming media planning and buying by automating repetitive tasks and optimizing outcomes.Strategic decisions still rely on human input, but AI supports scalability and efficiency.Guest: Joe DoranHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Creator Media spoke with Aditi Rajvanshi, Head of Strategy - Portal A, about what mistakes brands continue to make when working with creators, why YouTube is quietly pushing for content that scores well on 'viewer satisfaction' and the idea that some brands may want to move away from contributing to 'brain rot.'Takeaways:Portal A's Niche in Content CreationPortal A specializes in premium, elevated storytelling for brands, creating marquee brand properties that focus on long-term growth and brand engagement rather than mass-scale advertising.Shift in Brand-Creator DynamicsBrands now view creators as essential marketing channels rather than transactional tools, fostering deeper, long-term partnerships that emphasize authentic collaboration.The Power of Content MarketingSuccessful branded content focuses on storytelling and providing value to audiences, distinguishing itself from traditional promotional ads. Multi-Platform StrategiesDiversification across platforms like YouTube, TikTok, and Instagram ensures resilience against changes in platform performance or regulations. Mid-Tier Creator GrowthSupporting emerging and mid-tier creators represents a significant untapped opportunity, as this group can uniquely connect with niche audiences and drive authentic engagement.Evolving Creator RolesCreators no longer rely solely on single platforms. Instead, they tailor content for multiple platforms, balancing experimentation, scalability, and community building to enhance their careers and partnerships.Guest: Aditi RajvanshiHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with Regine Fung - Sr. Director, US & Global Paid Media at ELF Beauty, about how the brand's media strategy has evolved from a pure DTC player to one that is embracing live sports, CTV, and out-of-home. In addition, Fung talked about Elf's huge TikTok presence, and why she think social commerce is finally breaking out in the US.Takeaways:Leverage Social Media Platforms for Community Building e.l.f. effectively uses platforms like TikTok, Twitch, and Pinterest to connect with their audience, emphasizing authentic engagement and understanding platform-specific nuances.Expand Beyond Social MediaWhile rooted in social-first strategies, e.l.f. successfully diversified into TV, out-of-home, and radio channels, enhancing mass reach and brand awareness.Creator Partnerships with Clear KPIsThey segment creators based on goals such as driving traffic or sales, integrating creators authentically into their campaigns while tracking ROI effectively through tools like affiliate links.Focus on Cultural Relevancee.l.f. prioritizes understanding its community's interests and cultural trends, ensuring campaigns resonate on an emotional and practical level.Measurement Tailored to ChannelsMetrics and KPIs are customized per platform, recognizing the distinct roles and limitations of mediums like TV, social, and digital ads. Guest: Regine FungHost: Mike ShieldsSponsor: Epsilon Producer: FEL Creative

Next in Creator Media spoke with analyst Doug Shapiro, author of The Mediator, about how fundamentally the growth of creators is shifting consumption habits and media economics, and what Hollywood and Madison Avenue should do about it.Takeaways:Shift in Media Consumption HabitsTraditional media is facing stagnation due to a fixed amount of consumer attention, while creator media is rapidly growing, now contributing to roughly half of media industry growth globally.Dominance of Creator MediaThe creator economy, including YouTube, TikTok, and other platforms, produces content at an unprecedented scale, significantly outpacing traditional media in volume and engagement.Changing Definition of QualityYounger audiences prioritize authenticity, relatability, and quick gratification in their media consumption, reshaping traditional definitions of quality content.Inevitability of the Creator EconomyThe shift towards creator-led platforms is described as "relentless and inevitable," with traditional media unable to reverse this trend entirely.Challenges for Traditional MediaInstitutional media companies struggle to adapt to the democratization of content creation and distribution, hampered by their entrenched focus on high production values and limited competitor sets.Generational Shift and SustainabilityThe shift toward creator media is not a passing trend but represents a deeper generational shift, emphasizing consumer preferences for user-generated content.Guest: Doug ShapiroHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with Mike Romoff, Reddit's newly installed Chief Revenue Officer, about how the company has thrived amidst so many changes in consumer's social and digital habits, and why he thinks the company is 'having a moment' that brands are looking to capitalize.Takeaways:• Cultural Moment and Growth: Reddit is undergoing significant growth, transitioning from niche to mainstream as more users realize its utility for finding reliable, community-driven answers.• Search Integration: A recent partnership with Google has boosted Reddit's traffic by making its vast user-generated content more accessible through search engines.• Rich Data Asset: Reddit boasts an unmatched repository of historical and real-time user insights, making it a goldmine for advertisers looking for authentic audience engagement.• Unique Value Proposition: Reddit is an antidote to AI-generated or paid-influencer content, offering authentic, community-driven discussions.• Advertising Sweet Spot: Reddit effectively caters to brands seeking mid-funnel engagement—helping users move from general interest to purchase consideration through organic and intentional interactions.• Community Power in Advertising: Communities serve as hubs of influence where brands can engage authentically. For example, initiatives like Samsung's custom content and AMA sessions showcase how advertisers can resonate with Reddit's ethos.Guest: Mike RomoffHost: Mike ShieldsSponsor: Epsilon & VuePlannerProducer: FEL Creative

Next in Creator Media spoke with Ashley Rudder, Chief Creator Officer, DNY, about how brands need to not just let go of their creative control when working with creators on YouTube and TikTok, but may need to bring this talent in much earlier in the development process to best take advantage of their cultural connections.Takeaways:• The Evolution of Creative Leadership: Ashley Rudder's role as Chief Creator Officer highlights a modern, multidisciplinary approach to creative leadership, integrating brand marketing, social adaptability, and production expertise.• Importance of Authentic Partnerships: Successful creator collaborations move beyond transactional relationships. • Platform-Specific Expertise: Each social platform requires tailored strategies. Brands benefit from working with creators adept at navigating platform nuances to deliver culturally relevant content.• Metrics Beyond Vanity: Meaningful success metrics include post shares, bookmarks, and community engagement, rather than superficial vanity metrics like impressions or EMVs.• Integration into Product Development: Creators' real-time audience insights make them invaluable contributors to product development and go-to-market strategies. • Sustained Creator Relationships: Long-term partnerships with creators foster authenticity and loyalty among their audiences, enhancing the brand's credibility and influence.Guest: Ashley RudderHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with Kepler's head of retail media Zach Ricchiuti about the state of eCommerce 2024, whether Cyber Monday still matters, and why Amazon is changing its story as it plays the long game.Takeaways:• Retail Media Trends: The shift in retail media is moving beyond Black Friday and Cyber Monday into a two-week "Cyber Week marathon," transforming the way brands approach seasonal e-commerce strategies​.• Evolving Media Investments: Retailers are extending ad spend into "off-site" platforms, leveraging programmatic web, social media, and connected TV to expand their advertising reach beyond owned properties​.• Amazon Dominance: Amazon leads the retail media space by offering robust ad tech and measurement tools that enable brands to evaluate campaign success and connect upper and lower funnel strategies​.• Importance of Off-Platform Advertising: Off-platform solutions are growing as retailers partner with platforms like Roku and TikTok, ensuring their ads align with changing consumer habits and media landscapes​.• Holiday Shopping Dynamics: Retailers like Amazon and Walmart capitalize on late-shipping capabilities and post-holiday "fifth quarter" shopping trends, maximizing revenue opportunities through last-minute gifting and gift card redemptions​.• Future of Retail Media: Social media emerges as a key opportunity for retail media growth, with platforms facilitating direct connections to retail networks and enabling marketers to optimize campaigns seamless.Guest: Zach RicchiutiHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative

Next in Creator Media spoke with Arthur Leopold, co-founder and CEO of Agentio, on how the startup promises to bring some order to creator and brand matchmaking. Leopold also talked about why other tech startups have failed in this realm, and why AI will help brands feel more safe about which creators they hand the keys to.Takeaways:• Agentio is an ad platform automating creator content buying, bridging brands and creators for frictionless collaboration. Its innovative approach targets inefficiencies in traditional influencer marketing.• By shifting focus from small influencer budgets ($10-$15 billion) to the massive $600 billion paid media market, Agentio enables brands to scale creator partnerships with unprecedented efficiency.• Unlike fragmented tools, Agentio offers end-to-end automation—covering creator matching, contracting, brand safety, and performance optimization—all in a unified platform.• Leveraging AI and large language models, Agenteo streamlines complex processes like campaign optimization and brand safety checks, reducing manual effort by over 113 human years in certain tasks.• Many leading YouTubers, even giants like Rhett and Link, struggle to fully sell their inventory. Agenteo aggregates demand, ensuring creators monetize effectively while brands access highly engaged audiences.• Agentio positions itself at the forefront of the creator economy, championing personalized storytelling as the most effective advertising strategy, outperforming traditional banner ads and skippable video ads.• With YouTube as the starting platform, Agentio taps into the world’s largest streaming audience, combining high engagement with scalable advertising. Future expansions include TikTok and Instagram.Guest: Arthur LeopoldHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative