Next in Media

Next in Media spoke with Fuse Media's chief business officer Patrick Courtney about what advertisers get wrong about multicultural audiences media habits, the challenges in programming in the FAST space, and why cable TV still makes sense for some media companies.Takeways:• Inclusive Entertainment Leadership: Fuse Media is a Latino-owned, diverse entertainment company targeting a multicultural audience. • Young Multicultural Audience: The primary demographic is 18-34-year-olds, though the audience varies by platform. • Platform-Specific Programming Strategies: Fuse tailors content strategies differently for pay TV, FAST, and subscriptions, reflecting the unique demands and user behaviors of each medium.• Evolution of FAST Channels: Initially a repository for legacy content, Fuse has applied structured programming techniques to FAST channels, seeing exponential audience growth by leveraging day-parting and scheduling.• Challenges in FAST: Discovery, lack of standardization across platforms, limited data analytics, and inconsistent measurement pose significant hurdles in FAST. • Subscription Services Strategy: Unlike many subscription services struggling with high churn, Fuse leans into partnerships and reseller marketplaces over direct-to-consumer strategies. • Adapting to Industry Changes: Fuse has successfully integrated traditional linear and newer FAST/CTV ad sales models, capitalizing on its historical experience while navigating shifts like increasing automation and programmatic buying.Guest: Patrick CourtneyHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative

Next in Creator Media spoke with Ian Schafer, co-founder and president of Ensemble, on how he's trying to help brands connect with the top 1% of creators, while helping those folks build out full fledged media businesses.Takeaways:• Unique Positioning of Ensemble: Ensemble differentiates itself in the creator economy by focusing on a curatorial approach to creators, similar to a studio, instead of a marketplace model.• Equity in the Creator Economy: Schafer highlights a systemic inequality in brand partnerships, with creators from underrepresented communities getting fewer deals. • 0.1% of Creators: In the creator economy, only about 0.1% of creators achieve significant success. • Shift to Long-Term Brand Integrations: Schafer observes a shift from treating creators as media inventory to viewing them as collaborative partners. • The Importance of Infrastructure for Creators: Schafer notes that while creators have management, they often lack a structured infrastructure to help them scale. • Potential for Original Programming: Ensemble is developing episodic series and original shows that incorporate brand sponsorships. • Demand for Audience-First Content: Schafer emphasizes the need for content that resonates with audiences before brands. • Future of Creator Partnerships in Advertising: Ensemble and Schafer envision a future where brands can lock in annual or seasonal "slates" of creator-led series, similar to TV upfronts. Guest: Ian SchaferHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in media spoke with Megan Jones, Chief Digital Officer at Digitas, about what she tells clients about a possible Google break up, and the never ending cookies saga. Jones also talked about why it's so hard to bake creators into traditional media planning, and what's really going on with sustainability.Takeaways:• Post-Cookie Environment: Despite long discussions around a "post-cookie world," urgency has waned due to delays. • Challenges in Connected TV: The fragmented CTV landscape lacks unified audience targeting and measurement standards. • TikTok's Growing Influence: As TikTok remains a cultural hub, Digitas advises clients to use it actively and authentically. • Creator Economy and Social Strategy: Digitas leverages creators through its S.W.A.T. (Share worthy and Trending) program, which identifies trends and pairs creators with brands to produce authentic, real-time content, with a focus on diversity and cultural relevance.• Integrating Media and CRM: There’s a significant, underutilized potential in linking CRM with media for seamless customer engagement.• Sustainability in Digital Advertising: Though it’s not a top priority for clients, sustainability is expected to become essential within the next five years, similar to brand safety. Guest: Megan JonesHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative

Next in Creator Media spoke with Laurie Buckle CEO and Founder, CookIt Media, about her journey from print's golden age to trying to wrangle the YouTube ecosystem. Buckle also talked about what brands get right and wrong about this space, and why food is so perfect for other revenue streams.Takeaways:• Cook It's Origin: Laurie Buckle transitioned from traditional food media to establishing CookIt, initially as a consulting firm helping food bloggers professionalize their content. • Food Creators as Businesses: Buckle emphasizes that CookIt’s mission is to help food content creators see their work as a viable business. • Agency's Dual Role: CookIt functions as both an influencer marketing agency and a talent management company. • Collaborative Brand Partnerships: CookIt places creators at the forefront of brand collaborations, advocating for a balanced approach where creators' authentic voices are respected. • Evolving Revenue Streams: CookIt is helping creators diversify revenue beyond brand partnerships. • The Future of Food Content: Buckle discusses the broader lifestyle aspect of food creators, noting that food content increasingly includes elements of travel, beauty, and wellness. Guest: Laurie BuckleHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media talked to the founder and CEO of Taboola about the state of the open web, what he thinks about the Google trial, and why publishers may have to start working together to compete for consumers' time and advertisers' wallets.Takeaways:• Google’s Market Power and Tensions: Adam highlights concerns in the industry regarding Google's practices, such as keeping users within its ecosystem rather than directing them to other publishers. • Optimism for the Open Web: Despite challenges, Adam expresses strong optimism for the open web, emphasizing the opportunities for AI in personalizing content, improving user engagement, and increasing revenue per user.• Importance of Quality News: He stresses the role of quality news and journalism, arguing against reliance on user-generated content platforms for important information, which could pose risks due to lack of editorial oversight.• AI in Advertising: Taboola is exploring AI, particularly through their tool, "Abby," which uses a conversational layer to help advertisers design campaigns. • Expansion of Retail Media: Adam predicts significant growth in retail media as it begins to look beyond its own platforms for audience reach. • Apple Partnership: Taboola’s partnership with Apple allows it to serve ads on Apple News in several markets. • Opportunities with Generative AI: He describes a future where AI-driven media buying can lower churn rates and increase ad spend efficiency, giving brands control while enabling faster decision-making.• Rise of New Distribution Channels: Adam foresees the open web expanding into non-traditional environments, such as cars and kitchens, providing news and other digital content in more everyday settings.• Yahoo’s Revival: Adam credits Yahoo’s recent success to its management team and a culture focused on execution and transparency, which he believes has transformed Yahoo into a strong partner in the open web ecosystem.Guest: Adam SingoldaHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative

Next in Creator Media spoke with Jamie Gutfreund, founder of Creator Vision, about why some brands still don't have a strategy for creators, and whether Hollywood is missing the moment in harvesting YouTube and TikTok for talent.Takeaways:• Creator Economy Shift: Goodfriend discussed how traditional media strategies are outdated for the creator economy. • Strategic Gap in Brand Approaches: Many brands lack a clear creator strategy and often make ad-hoc partnerships without defined objectives, resulting in suboptimal returns.• Challenges with Current Media Agencies: Large agencies face difficulties integrating creators due to scalability issues and outdated metrics focused on paid media. • Creator Selection Pitfalls: Brands often rely on tools similar to Yellow Pages for finding creators, which can lead to mismatched partnerships. • Evolving Definitions of Premium Content: Premium content is now audience-defined, moving beyond traditional high-production-value constraints. Guest: Jamie GutfreundHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media, spoke with S4 Capital founder and executive chairman Sir Martin Sorrell about the state of the ad business heading into a very uncertain year. Sorrell gave his take on Google's trial, the US Election, the future of ad agencies, and why the media business is a tale of two cities.Takeways:• Advertising Market Growth: Despite global challenges, the advertising market is growing, with digital media leading the way. • Dominance of Key Platforms: Six major players—Google, Meta, Amazon, Alibaba, Tencent, and ByteDance—dominate digital advertising, with significant revenue growth expected. • Economic Uncertainty: Both in the US and globally, economic conditions are mixed, creating uncertainty that hampers investment. • Regulatory Dynamics: Sir Martin Sorrell stresses the importance of self-regulation within tech giants, comparing them to "countries" based on their market caps. • Tech Giants’ Push into AI and Efficiency: Major tech companies like Meta and Google have pivoted sharply towards AI investments, drastically increasing their capital expenditures in this area. Guest: Sir Martin SorrellHost: Mike ShieldsSponsor: Moloco & EpsilonProducer: FEL Creative

Next in Creator Media spoke with Gaz Alushi, President, Measurement and Analytics at Whalar about whether brands are spending enough with creators, and the challenge they face in how to measure these kinds of ad deals alongside all the rest of their more traditional media activations.Takeaways:• Whalar’s Role: Whaler is a creator marketing agency that connects brands with creators based on audience affinity.• Creator ROI: A study by Nielsen showed that creators can deliver 2.4x return on investment (ROI) despite representing less than 1% of media spend in personal care campaigns.• Measuring Creators: Creators are media, and their impact can be measured similarly to traditional media channels, with reach, impressions, and brand resonance included in media mix models. • Planning and Measurement: Good measurement requires planning. Brands need to set up proper tagging, attribution, and measurement methods early on, not as an afterthought, to accurately assess the success of creator campaigns​.• Platform-Specific Content: Alushi emphasizes that platforms like TikTok, YouTube, and LinkedIn cater to different user mindsets and purposes. Therefore, the same content or ads cannot be effective across all platforms​.Guest: Gaz AlushiHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Blockgraph CEO Jason Manningham talked about the TV joint venture is courting local and small advertisers by promising them an easy way to do targeted ads on streaming.Sponsored By Moloco & EpsilonTakeaways:• Blockgraph's Mission: The company provides a privacy-focused collaboration platform and household identity framework, enabling advanced video strategies for around 50 clients in the U.S.• Addressing Industry Fragmentation: As the video industry has grown more fragmented, especially with the rise of streaming, Blockgraph aims to offer a consistent approach to integrating first-party data across various video platforms.• Data-Driven TV: Blockgraph's goal is to centralize the way brands use data for Connected TV (CTV) advertising, making it more seamless for advertisers across different platforms.• Capabilities: Blockgraph's collaborative framework allows the use of first-party data for targeting and measurement across the entire video ecosystem, benefiting both large and small advertisers.• Challenges with Streaming and Privacy: One of the issues Blockgraph addresses is signal loss in the open web, which makes it harder to measure advertising performance effectively compared to TV.• Future Vision: Blockgraph aims to grow its customer base from 50 to 500 clients, with the goal of making CTV more effective and driving ROI for advertisers.Guest: Jason ManninghamHost: Mike ShieldsSponsor: Moloco & EpsilonProducer: FEL Creative

Next in Media spoke with Peter Hamilton, Head of Ad Innovation at Roku, about the state of CTV ad products, the company's new self-serve ad product, and what's holding back more social media brands from taking the plunge into CTV.Sponsored By Moloco & EpsilonTakeaways:• CTV Advertising Innovation: Roku is constantly releasing and testing new products in CTV advertising, including interactive capabilities, commerce integrations, and unique user experiences like Roku City and discovery destinations like the Sports Zone and Food Zone​.• Focus on Consumer Experience: Roku prioritizes the viewer experience over profit, ensuring that ads do not disrupt the simplicity and delight of TV viewing. • Scalability and Long-term Innovation: Roku focuses on creating scalable, long-term advertising products rather than short-term flashy innovations. • Interactive and Shoppable Ads: Consumers have shown a growing interest in interactive and shoppable ads on TV, with research indicating they expect these options. • TV as an Entertainment Device: Roku emphasizes that TV is fundamentally different from digital devices, serving as an entertainment medium rather than a work, search, or social tool. • Leveraging Roku's Ecosystem: Roku, as a TV-focused company, offers a platform that integrates with various CTV apps without competing with them. • Remote as Central Interaction Tool: Despite the rise of mobile devices, Roku finds that the TV remote remains the preferred tool for interacting with TV content. Guest: Peter HamiltonHost: Mike ShieldsSponsor: Moloco & EpsilonProducer: FEL Creative

Next in Media spoke with Julia Moonves, pocket.watch’s SVP, Advertising Sales & Brand Partnerships, about navigating the kids ad market in YouTube era, and whether we're about to see a number of kid YouTubers become movie stars.Sponsored By Moloco & EpsilonTakeaways:• PocketWatch Overview: pocket.watch is a kids' media company that partners with popular YouTube content creators, primarily families and kids, to expand their businesses beyond YouTube into areas like merchandise and franchising​.• YouTube's Influence on Kids Media: pocket.watch's growth was driven by the rise of YouTube as a primary platform for kids' content. • Popular Creators: Ryan's World, Kids Diana Show, and Toys and Colors are some of pocket.watch's biggest creators, with massive followings. • Business Model: pocket.watch operates as a modern multi-channel network, distributing its partners' content across various platforms, including YouTube, Hulu, Peacock, and Roku. • Kids’ Media and Advertising: Traditional advertising methods, like targeting through Saturday morning cartoons, have shifted. Now, YouTube pre-roll ads and branded content partnerships are the most effective ways to reach younger audiences​.• YouTube Kids App and Compliance: The YouTube Kids app, with its made-for-kids designation, ensures COPPA compliance by limiting data collection. • Ryan's World Franchise Growth: pocket.watch helped Ryan’s World evolve from a YouTube channel into a major franchise, including a toy line, Nickelodeon show, and the first creator-led wide theatrical movie release​.• The Power of Gen Alpha: Gen Alpha (born 2010 onwards) wield significant influence over household purchasing decisions, from vacations to tech purchases.Guest: Julia MoonvesHost: Mike ShieldsSponsor: Moloco & EpsilonProducer: FEL Creative

Next in Media spoke with Ronan Shields, who covers ad tech for Digiday, about how the DOJ's case against Google is going in the ongoing ad tech trial, and whether he thinks this case will really reshape the digital ad market anytime soon. Ronan also discussed why some publishers are worried about a potential Google loss, and what Meta and Amazon might be thinking.Sponsored By MolocoTakeaways:• Google's Antitrust Case: The current trial is focused on Google's ad tech business, specifically regarding accusations of monopolistic practices. • DOJ's Strong Case: The Department of Justice (DOJ) seems to be in a favorable position due to damaging internal communications from Google executives. • Damning Evidence: Internal Google emails suggest the company used its dominant position to force publishers into using its ad tech stack, thus limiting competition and harming alternatives in the market.• Impact on Publishers: Many publishers are rooting for Google's loss, but some are concerned about the immediate impact on their monetization strategies if Google is forced to divest its ad tech stack.• Google’s Defense: Google argues that competition exists from companies like Microsoft, Amazon, and others. Their defense suggests they are simply better at what they do, not monopolistic.• Future Ramifications for Other Tech Giants: If Google loses, it could set a precedent for future antitrust actions against other big tech players like Meta (Facebook) and Amazon, who are also in the crosshairs of regulators.Guest: Ronan ShieldsHost: Mike ShieldsSponsor: MolocoProducer: FEL Creative

Next in Media spoke to Karen Benson, EVP of integrated media at Deutsch New York about why she's worried that some brands have gone overboard on spending with ROI-friendly vehicles like social platforms and retail media. Benson also discussed the realities of AI in the agency world, and why it's not so easy to figure out how to fund creator programs.Takeaways:• Fragmentation of Media Choices: The biggest change in media has been the fragmentation of options. This shift impacts both media planning and creative development, making media and creative teams more intertwined in their efforts.• Over-Rotation to Performance Marketing: Benson discusses how there’s been an over-focus on performance marketing, which can limit a brand’s ability to grow long-term. • Challenges with Over-Reliance on Platforms like Amazon and Meta: Many businesses rely heavily on platforms like Amazon and Meta for the bulk of their sales, leading to difficulties in scaling or diversifying their business if they don’t invest in brand building.• TV's Role in the Media Mix: While some claim that TV is dead, Benson highlights that TV still has a role in mass marketing, though targeted digital media like YouTube or CTV is more effective for specific audience segments.• Navigating TV Currency and Metrics Changes: The TV industry is changing in terms of accountability and metrics, but these transitions are happening more slowly than anticipated. • Importance of Creator and Influencer Marketing: Deutsch New York’s Sochi Studio specializes in social media, with a focus on creators and influencers. • Artificial Intelligence in Media: AI is making significant impacts in media planning, particularly in optimizing campaigns for meaningful metrics like brand awareness, rather than just clicks or views. • Balance Between Brand and Performance: One of the ongoing challenges is finding a balance between performance and brand marketing. Guest: Karen BensonHost: Mike ShieldsSponsored by: Precise TVProduced by: FEL Creative

Next in Media spoke with Rob Sands, Crunchyroll’s Senior Vice President of Business Development, about how the anime-centric media company became an under the radar juggernaut in streaming, gaming and events. Sands talked about why anime has had such a massive breakout in the US, and what brands need to know about this growing audience.Takeaways:• Crunchyroll's Growth and Business Model: Crunchyroll has evolved from a user-generated video site to a global anime streaming platform with over 15 million paying subscribers.• Sony Ownership and Strategic Fit: Crunchyroll is owned by Sony, which aligns well with its Japanese background and expertise in storytelling, innovation, and technology. • Anime's Global Popularity: Anime is not a niche genre but a storytelling medium that transcends genres. Its global influence is seen across industries like sports, music, and fashion.• Audience Demographics: Crunchyroll's audience is diverse, with 42% of Gen Z watching anime weekly. • Diverse Content Offerings: Crunchyroll offers a wide range of content, from action and drama to comedy and female-driven stories. • Business Development and Partnerships: Rob Sands leads global business development, focusing on areas like streaming services, theatrical releases, gaming, e-commerce, and live events. • Live Events and Brand Collaborations: Crunchyroll hosts over 200 live events annually, including major conventions like New York Comic Con. • Gaming Synergies: Anime and gaming have a strong affinity, with Crunchyroll offering free-to-play mobile games for subscribers. Guest: Rob SandsHost: Mike ShieldsSponsored by: Precise TVProduced by: FEL Creative

Next in Media spoke with former Google executive Denis Crushell, CCO of Precise.TV, about the early days of YouTube's ads and programming strategy, and how the company is doing surging into TV while fighting off TikTok.Takeaways:• YouTube's Growth and Evolution: Denis discussed YouTube's transformation from a platform for user-generated content to becoming a major player in TV watch time.• YouTube's Strategy for Ads and Monetization: In the early days, YouTube was cautious about ads, but over time, ads became integral. Skippable ads helped balance the experience for viewers, creators, and advertisers.• Safety and Contextual Advertising: Denis emphasized the importance of brand safety and contextual advertising, stating that Precise TV focuses on ensuring ads are placed in suitable environments, helping brands gain better results and avoid inappropriate content.• Competing with TikTok: YouTube’s introduction of Shorts was a response to TikTok’s success. Denis believes YouTube has done well in competing, especially by leveraging its existing user base and search data, offering a broader reach.• Challenges with Premium Content: There is still skepticism about YouTube’s premium content when compared to traditional TV. Competitors like Netflix, Disney, and Amazon are considered stronger in offering premium content, but YouTube’s vast addressable ad inventory is unmatched.• The Creator Economy: YouTube has focused more on supporting creators, providing them with tools to monetize effectively, unlike earlier when it sought to attract celebrities and traditional media figures.• Contextual Relevance on Platforms: Precise TV is working with advertisers to create contextually relevant personas and target audiences more precisely on platforms like YouTube.• Challenges with In-App and CTV Advertising: Denis highlighted how in-app advertising and CTV platforms like Roku, Samsung, and LG are growing but still face issues related to measurement and targeting that need improvement.Guest: Denis CrushellHost: Mike ShieldsSponsored by: Precise TVProduced by: FEL Creative

Next in Media spoke with Sean Cunningham, president and CEO of the Video Advertising Bureau, on the industries debate over what constitutes premium content, and why in his view brands should demand far more control and transparency for their campaigns on social platforms.Takeaways:• State of the TV Ad Market: The TV ad market is in flux, influenced by shifts to streaming, social video, and significant changes in major players and distribution formats.• Importance of Premium Content: Premium video content is defined by being professionally produced, long-form, significantly engaging, and brand-safe, which distinguishes it from user-generated content and social videos.• Brand Safety Concerns: There is a growing emphasis on brand safety, with many advertisers becoming increasingly cautious about where their ads are placed, particularly on platforms that lack transparency.• Role of AI in Media Buying: AI and automation are becoming more integrated into media buying and planning, raising concerns about transparency and the potential for decreased brand safety.• Granularity in Ad Placement: Advertisers are demanding greater granularity and transparency in ad placement, including details about platform type, device, content length, and the nature of the content.• Trust and Partnership: The trust between marketers and media partners is crucial, particularly in ensuring that investments lead to effective advertising and that there is a clear path to remedy any issues that arise.• Evolving Role of Media Agencies: Media agencies must continue to evolve, offering sophisticated tools and strategies that go beyond traditional media buying to thrive in the changing landscape.• Dual Focus on Brand and Performance: Successful marketing strategies should balance long-term brand-building efforts with short-term performance goals.• Future of Premium Advertising: The industry needs to clearly define what constitutes a premium advertising experience to avoid commoditization and ensure continued investment in high-quality content. Guest: Sean CunninghamHost: Mike ShieldsSponsored by: Acast & Precise TVProduced by: FEL Creative

Next in Media spoke with Daniel Folkman, Gopuff's SVP of business, about the company's growing footprint in the ad business despite the fact that he thinks there are way too many retail media networks.Takeaways:• Business Overview and Evolution: Gopuff started over 10 years ago, focusing on delivering convenience products like snacks and drinks. It has since evolved to carry over 5,000 SKUs, including groceries, home essentials, and alcohol. • Target Customer Demographics: Gopuff’s primary demographic is 18-35 year olds, with a strong focus on young parents. • Sustainable Business Model: The company uses its funds to build infrastructure, technology, and fulfillment centers, focusing on long-term sustainability rather than short-term customer acquisition​.• Retail Media and Advertising: Gopuff entered the retail media space with its own advertising platform, which leverages the company’s unique selling points: instant delivery, a young and targeted demographic, and specialized consumer data. • In-house Ad Platform: Gopuff decided to build its ad platform internally to maintain control over its unique consumer data and optimize targeting. • Future of Retail Media: The company sees consolidation challenges in the retail media space, arguing that many current retail media networks are not sustainable long-term. • Customer-Centric Advertising: Gopuff focuses on delivering ads that feel like relevant content rather than spam. This strategy aims to enhance user experience while also improving ad performance and profitability​. Guest: Daniel FolkmanHost: Mike ShieldsSponsored by: Acast & Precise TVProduced by: FEL Creative

Next in Media spoke to Jason Kint, CEO of the publisher-focused trade group Digital Content Next, about the potential impact of Google's recent anti trust ruling, and what to expect next month when a more advertising-focused decision regarding Google comes to a head.Takeaways• Google's Monopoly and Antitrust Cases: Google has been found to be a monopoly in both the App Store and search markets. • Impact on Media and Advertising: These antitrust cases are seen as unlocking competition, which is beneficial for media companies and small businesses. • Importance of Data Scale: Google's dominance in search, with 98% of unique queries, provides it an unparalleled data scale. • Microsoft's Struggles: Despite being a tech giant, Microsoft struggles to compete with Google in the search market due to the latter's vast data advantage.• Potential Breakup of Google: There is speculation that the ad tech trial could lead to Google being forced to divest parts of its business, possibly Chrome and Android, due to their critical roles in data collection.• Google's Internal Practices: The trial revealed nefarious internal practices, such as coordination between different Google departments to meet quarterly targets, despite public claims of separation.• Google's Defense and Market Impact: Google argues that its dominance in search is pro-competitive and beneficial for consumers due to its superior search experience. • Implications for Publishers: The outcome of these cases could validate the concerns of publishers who have long complained about Google's market power. • Future of Competition: Kint emphasizes that real change will come when there is actual competition in the market, with revenue directed towards where consumers want it. Guest: Jason KintHost: Mike ShieldsSponsored by: AcastProduced by: FEL Creative

Next in Media spoke with Michael Scott, VP, Head of Sales & Operations, Samsung Ads, about where the South Korean TV manufacturer fits in the TV ad ecosystem.Scott also talked about why Samsung is pushing into gaming, whether it wants to compete in measurement, and if he is a believer in CTV commerce. Takeaways • How Samsung uses this data to power content recommendations and precision targeting for advertisers. • Navigating the evolving TV advertising landscape and currency discussions. • Samsung's gaming initiatives and reaching the gaming audience. • Samsung's fast-growing CTV platform and content partnerships. • Emerging opportunities around shoppable TV and innovative ad formats. Guest: Michael ScottHost: Mike ShieldsSponsored by: Acast

Next in Media spoke with IAB Tech Lab CEO Anthony Katsur about the organization's infamous report on Google's Privacy Sandbox -and where the industry goes from here now that cookies may never go away. Katsur also talked about the state of industry regulation, and whether Trump or Harris would ever push for a national privacy law. Takeaways• The IAB Tech Lab has been monitoring Google's Privacy Sandbox and raising concerns about its functionality and impact on the advertising ecosystem.• Data minimization is an important concept in privacy regulation, emphasizing the need to only collect and retain necessary data for a limited period of time.• The industry is facing challenges such as signal loss, privacy compliance, and competition from social media and AI platforms.• The outcome of the US election may have an impact on privacy regulation, but state laws and global privacy frameworks will continue to shape the industry.• Google remains committed to innovating on the Privacy Sandbox and working with regulators and the industry to address privacy concerns. Guest: Anthony KatsurHost: Mike ShieldsSponsored by: AcastProduced by: Fresh Take

Next in Media talked to Sportico sports media reporter Anthony Crupi about why on demand streaming on Peacock plus old fashioned prime time might work for the Paris Games. Plus his thoughts on NBA rights, the rise of women's sports, and MLB marketing stumbles. Takeaways• The Olympics may not achieve the same live audience numbers as in the past, but NBC could still generate decent ratings by combining live coverage with prime time programming.• Younger generations consume media in shorter, fragmented formats, which may impact their interest in watching live sports events in their entirety.• The lack of a 'big bad' or a unifying narrative in the Olympics, along with societal and political divisions, may affect viewership.• Co-viewing with family members remains a strong factor in sports viewership, but the trend of individualized screen consumption is prevalent among younger audiences.• Traditional media companies are facing challenges in competing for media rights, especially with the rise of streaming platforms and non-traditional advertisers.• The NBA's decision to divide its media rights among multiple players reflects the changing landscape of media consumption and the value of broadcast reach. Networks face obstacles in terms of legal limitations and financial sustainability.• There is a demand for women's sports, but the limited inventory poses a challenge.• Broadcast television is declining, and younger generations have different viewing preferences.• Baseball struggles with marketing and attracting younger audiences.• The media industry is constantly evolving, and there are challenges in balancing content and revenue. Guest: Anthony CrupiHost: Mike ShieldsSponsored by: AcastProduced by: Fresh Take

Next in Media spoke with Michael Krans, VP Macy’s Media Network, about his recent move from Walmart, how he's trying to evangelize an ad sales ulture inside a giant shopping organization, and why he's not worried about retail media saturation. Takeaways• Macy's Media Network is recognized as a growth area in the business, generating significant revenue and offering real-time, transparent measurement and reporting.• The retail media landscape is evolving and changing rapidly, with a growing number of retail media networks. Collaboration and sharing best practices among competitors can lead to collective growth and improvement.• Shifting the mindset of vendors to see retail media networks as strategic media partners is a challenge, but it is crucial for long-term success.• Measurement and analytics play a vital role in driving performance and optimizing campaigns. The ability to provide closed-loop, omni-level reporting is a competitive advantage.• CTV is an effective upper-funnel tactic that can have a halo effect on other advertising channels. The focus is on reaching addressable audiences and driving overall sales impact.• The integration of retail media planning and buying with other marketing functions is a positive trend, allowing for a holistic approach to media spend and better collaboration within organizations.• The future of retail media includes exploring new opportunities for in-store advertising, such as digital screens and audio, to enhance the customer journey and complete the omnichannel experience. Guest: Michael KransHost: Mike ShieldsSponsored by: AcastProduced by: Fresh Take

Next in Media caught up with three top industry observers at Cannes - Human Ventures Joe Marchese, Pfizer's Wendy Aldrich and former Ernst & Young analyst Janet Balis on what AI is going to require of marketers, whether there is a generational dividing line in TV, and what YouTube crashing the CTV market means for the future. Guest(s): Joe Marchese, Wendy Aldrich, Josh Palau, Janet BalisHost: Mike ShieldsProduced by: Fresh Take

Next in Media spoke with Alban Villani, CEO of Europe and Asia for Epsilon, about the state of ad targeting overseas, how that impacts spending trends and the growth of commerce media. Takeaways• Retail media is at the crossroads of multiple digital dimensions and has seen a significant acceleration in recent years.• There is confusion around the potential applications of retail media outside of retail and whether companies should in-house the work or work with third parties.• Privacy regulations, such as GDPR, play a crucial role in the European market, and Epsilon focuses on creating campaigns for individuals while ensuring GDPR compliance.• Measurement in retail media is a key point of discussion, and identity resolution is essential for accurate tracking and attribution.• Staying above the noise in the industry requires delivering honest and humble messages and explaining the value and impact of the work being done. Guest: Alban VillaniHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Megan Ramm Global Director, Head of CPG Partnerships at Uber about how the ride share app has looked to turn Uber Eats into the next great ad platform. Ramm also talked about the tradeoffs inherent in building versus buying ad tech, and how Uber is looking to play both sides of the performance vs. branding markets. Takeaways• Uber Ads was born out of the pandemic, which accelerated their delivery business while ride-sharing was temporarily halted.• Uber Ads offers a range of advertising solutions, leveraging their large user base and extensive data sets.• Partnerships with companies like Google and Criteo help Uber Ads scale quickly.• Uber Ads has seen success in driving new-to-brand and market share for advertisers.• The challenge for Uber Ads is scaling their product and engineering teams and improving measurement and attribution capabilities in a crowded ad network landscape. Guest: Megan RammHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with U of Digital Founder Shiv Gupta about the Trade Desk's recent ranking of the top 100 publishers, why he thinks Nextflix has moved too slowly into advertising, and whether ad tech is really contracting. Takeaways• Salespeople in the digital advertising industry often struggle to contextualize their products within the larger industry landscape.• There is a need for scaled structured enablement to help people in the industry stay ahead of the rapidly changing landscape.• The ad tech industry may experience a contraction as the internet becomes more dominated by walled gardens.• The post-cookie world presents challenges for the industry, including limitations on addressability.• The integration of advertising in streaming platforms varies, with Disney taking a more proactive approach and Netflix being more cautious.• Addressability in television is limited due to the lack of rich data and the challenges of identity mapping. Guest: Shiv GuptaHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke to Jason Mitchell, Founder and CEO of social media agency Movement Strategy about why his team is constantly pushing brands to put their own social media output at the center of their strategies. Mitchell also gave his take on which platforms are up and down of late, and whether brands need a plan B for a possible TikTok ban. Takeaways• The evolution of social media marketing has shifted the focus to organic social presence and the importance of getting people to talk about brands on social media.• AI has a significant impact on content creation, with behind-the-scenes AI being incredibly impactful in optimizing media and improving efficiency.• Convergence in marketing teams and the role of creators are crucial in building trust in the AI-driven content landscape.• Linear TV is facing challenges in adapting to the changing media landscape and the rise of AI-driven content.• The creator economy is expected to continue growing, fueled by AI tools and technologies. Guest: Jason MitchellHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Ashley McCollum, Head of Immersive Media Solutions at Roblox about the company's recent push into ad tech, and why brands need to get to know creators on the platform. McCollum also talked about some recent success stories among brands building immersive experiences via Roblox, and what a generation raised in these environments wants from brand and media companies. Takeaways• Roblox is a unique platform that combines social interaction with gaming mechanics in 3D virtual worlds.• The platform has a strong focus on music, artists, and intellectual property, and offers a variety of experiences beyond traditional gaming.• Roblox is expanding its advertising business and aims to build a new market around immersive media.• The company is committed to maintaining a high bar for content and user experience while monetizing the platform.• Roblox provides opportunities for brands to collaborate with creators and reach a highly engaged audience. Chapters00:00 - Introduction and Ashley's Role at Roblox04:12 - Evolution of Advertising on Roblox08:51 - Balancing Advertising and User Experience11:32 - Navigating the Organization and Industry13:46 - Impact on Media Habits and Expectations24:11 - Ashley's Journey to Roblox Guest: Ashley McCollumHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Alison Levin, President, Advertising and Partnerships at NBCUniversal, about how the company is opening up the Olympics to a whole new crop of advertisers while trying to cater to Gen Z's viewing habits. Levin also talked about TV's attribution challenge and whether this is the year of "T-Commerce." Takeaways• Brands are leaning in to tell bigger stories and are interested in surrounding content with meaningful narratives.• Strategic audiences and attribution are top of mind for advertisers, as they seek to move beyond age and gender targeting.• The Olympics on Peacock will offer new advertising opportunities, including programmatic buying and shoppable ad units.• Live sports continue to be a valuable asset for NBCU, with high viewership and co-viewing.• The TV market is evolving, and NBCU is focused on proving the value of its full portfolio and driving purchase behavior.• Attribution and measurement are key challenges, but NBCU is working on partnerships and tools to address them.• Clean rooms and programmatic buying are growing in importance, attracting both big advertisers and new brands.• Programmatic buying in live sports has seen significant growth, fueling client diversity and increasing spend. Chapters00:00 - Introduction and Upfront Season02:46 - Strategic Audiences and Attribution: Moving Beyond Age and Gender05:36 - Reimagining the Olympics on Peacock07:33 - The Value of Live Sports11:26 - Challenges and Opportunities in the TV Market15:02 - The Need for Better Attribution and Measurement25:58 - Programmatic Growth in Live Sports Guest: Alison LevinHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Tim Natividad, US Head of Enterprise Sales at TikTok, about how the company is trying to vie for traditional TV dollars - while also helping brands embrace a whole new form of marketing on what he calls a "participation engine.' Guest: Tim NatividadHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Melanie Brown, head of advanced TV at Tubi, about the company's unique origin story, and how the company is looking to lead a wider crop of brands to embrace CTV. Brown also provided a reality check on CTV's ad targeting capabilities at the moment, and gave her unique take on the future of media buying and measurement. Guest: Melanie BrownHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Lartease Tiffith, Executive Vice President, Public Policy at the IAB about why we haven't seen more action resulting from the various state privacy laws, and whether the FTC has it in for digital ads in general. Plus, what happens to regulation if Trump comes back? Guest: Lartease TiffithHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Amanda Martin, SVP, Monetization & Business Strategy at Mediavine, about whether small to mid sized publishers are feeling the effects of cookies going away, and if they've gravitated to any viable solutions. Martin also gave an update on Google's Privacy Sandbox initiative, and why it's so complex and challenging for the industry to test and implement. Guest: Amanda MartinHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Amanda Rubin, EVP, Brand Solutions at Enthusiast Gaming, about some of the obstacles holding back gaming from becoming the next great ad medium. Rubin also helped break down the state of eSports, the difference between athletes and influencers, and whether big game publishers will ever care about advertising. Guest: Amanda RubinHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Fernando Romero SVP, U.S. Digital Ad Sales at TelevisaUnivision about the company's efforts to push marketers out of viewing the Latino community as a separate silo, and its quest to ensure that measurement companies count this audience accurately. Guest: Fernando RomeroHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Nicole Rechtszaid, co-founder and CEO of Ghost Agency and her colleage Jeremiah Neil, who serves as the company's Creator Success Manager about the prospects of TikTok Shopping, and whether the platform can really become the next Amazon. Rechtszaid and Neil also talked how brands can work with creators who specialize in turning viewers into shoppers, and the many misconceptions about this emerging sector. Guest(s): Nicole Rechtszaid & Jeremiah NeilHost: MIke ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke to Lisa Herdman SVP, Executive Director National Video Investment & Marketplace Intelligence at RPA about the push to make TV advertising more data driven, and whether that could - or should - cause brands to rethink the medium's very purpose. Takeaways• The adoption of data-driven targeting and measurement in TV is making progress, but the extent to which TV should be data-driven depends on the goals and objectives of advertisers.• The industry is moving towards a more performance-driven approach to TV advertising, but it is important to consider the specific needs and objectives of each brand.• Measurement evolution is a key challenge in the industry, and there is a need for standardization and holistic measurement across linear TV and streaming.• Consolidation in the industry can have both positive and negative impacts on agencies and clients, with the potential for streamlining processes and resources, but also the risk of limited competition.• The future of TV advertising will be influenced by the growth of individual influencers, the expansion of Netflix's ad business, and the changing landscape of sports rights and streaming platforms. Chapters00:00 - Introduction02:08 - Data-driven targeting and measurement04:22 - The objective of TV and performance marketing06:18 - Measurement evolution10:42 - Consolidation and its impact on agencies and clients13:20 - Strategic thinking and the balance between thinking and doing20:29 - The future of individual influencers and upfronts21:16 - Netflix and the growth of their ad business22:14 - The future of sports and the impact of big tech companies25:37 - Changes in the upfront and data-driven tactics27:29 - The role of digital platforms like TikTok and Meta29:21 - Uncertainty and decision-making with platforms like TikTok31:48 - The need for expertise in navigating the industry31:59 - Conclusion Guest: Lisa HerdmanHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke with Dave Peterson. general manager, global head of retail media at Epsilon, about his experience building out Target's retail media business, why the industry desperately needs standards and consolidation, and why he's bullish on CTV shopping. Takeaways• Retail media is a growing industry that has its origins in the early 2010s, with only a few players at the time.• There is still a lot of room for growth and innovation in retail media, with only 37% of retailers having offsite media capabilities.• The industry needs to focus on standardization in measurement and address challenges such as fragmentation and identity.• Retail media is not just a bottom-of-the-funnel solution; it can be a full-funnel solution that combines brand and performance marketing.• The future of retail media lies in a consumer-centric approach, reaching individuals with relevant ads in the context of where they are. Chapters00:00 - Introduction and Background00:44 - The Origin Story of Retail Media08:31 - Expanding Retail Media to the Open Web12:39 - Different Approaches in the Retail Media Landscape14:06 - Challenges in Retail Media and the Need for Innovation20:23 - The Potential for Consolidation in Retail Media22:33 - Bridging Retail Media and CTV28:59 - Retail Media Beyond the Bottom of the Funnel31:37 - The Consumer-Centric Approach to Retail Media Guest: Dave PetersonHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media talked with Cognitiv CEO Jeremy Fain about what ad industry execs really need to understand about the difference between LLMs and Deep Learning and Computer Vision -and how all this stuff is actually going to shake up advertising - or not. Takeaways• Deep learning is a powerful tool in performance advertising, allowing for more efficient and effective targeting of impressions.• Deep learning differs from traditional machine learning in its ability to generalize and understand complex patterns and contexts.• The death of cookies presents challenges for the industry, but deep learning algorithms can still deliver strong performance by leveraging other signals and data.• Transparency and customization are key factors in successful media buying, and deep learning can provide insights and analytics to support these efforts. Chapters00:00 - Introduction and Background00:31 - The Origins of Cognitiv01:27 - Understanding Deep Learning04:33 - The Power of Deep Learning06:01 - The Role of Generalization in Deep Learning09:24 - The Focus on Performance Advertising10:13 - The Evolution of Deep Learning11:19 - Large Language Models and their Training15:44 - The Use of Deep Learning in Media Buying21:16 - The Implications of the Death of Cookies25:07 - The Role of AI in Media Buying27:17 - The Future of Generative AI31:06 - The Impact of the Cookie's Demise35:35 - Transparency in Media Buying Guest: Jeremy FainHost: Mike ShieldsSponsored by: EpsilonProduced by: Fresh Take

Next in Media spoke to creator economy expert Jim Louderback about his theory regarding the growth of YouTube subscriptions. Jim also discussed the growing creators-launching-brands trend, and the problems at Twitch. Takeaways• YouTube is likely moving towards a subscription model to generate more revenue, similar to other media platforms.• Creators are finding success in monetizing their content through shared subscription revenue rather than relying solely on advertising.• TikTok is facing challenges in appealing to older demographics and ensuring a safe environment for children.• Traditional media companies should consider the changing consumption habits of younger audiences and explore new formats and platforms.• Creators have a unique connection with their audience that traditional media and brands should understand and leverage. Chapters00:00 - Introduction and Background01:22 - YouTube's Subscription Model04:11 - Challenges of Transitioning to a Subscription Model05:27 - The Potential of Windowing Content06:31 - The Rise and Fall of Vessel07:35 - The Role of Brands in the Creator Economy09:46 - Brands' Allocation of Resources10:43 - Trends and Challenges in TikTok13:05 - Competition from TikTok Copycats15:52 - Challenges at Twitch23:33 - The Potential of Creators Forming Their Own Network26:49 - The Unique Connection Between Creators and Their Audience Guest: Jim LouderbackHost: Mike ShieldsProduced by: Fresh Take

Next in Media spoke with Kelly Metz, Chief Investment Officer, OMD USA about why she's not shedding a tear for third party cookies, whether the currency wars are dying, and the different between YouTube and TikTok when it comes to grabbing TV budgets. Guest: Kelly MetzHost: Mike ShieldsSponsored by: PublicaProduced by: Fresh Take

Mike Shields sat down with Kochava CEO Charles Manning to talk about how the mobile marketing world sees the end of cookies after having gone through Apple's ID changes a few years ago - and why mobile ad companies have any business moving into CTV. Guest: Charles ManningHost: Mike ShieldsSponsored by: PublicaProduced by: Fresh Take

Next in Media talked with Ryan Meerstein, Managing Partner at Targeted Victory, about the state of digital advertising for the 2024 election. Ryan talked about why his job is harder than ever, in a post cookie, post Cambridge Analytica, disinformation heavy world - and why candidates plan to ramp up spending regardless. Guest: Ryan MeersteinHost: Mike ShieldsSponsored by: PublicaProduced by: Fresh Take

Next in Media spoke to Ben Mathews, general partner at Night Ventures, about creators like Mr. Beast becoming product marketing moguls, where investors are looking to spend in the creator economy, the latest on TikTok and ongoing woes at Twitch. He highlights the shift in funding and customer acquisition strategies, with a focus on talent-led businesses. Matthews emphasizes the success and influence of Mr. Beast and the unique approach he takes to his business. He also discusses the challenges and opportunities in the creator economy, including the limitations of automating the industry and the potential for creators to launch their own products. Matthews concludes by discussing the impact of the disappearance of cookies on the advertising industry. Takeaways• The creator economy is on the rise, with talent-led businesses gaining traction and changing the way customer acquisition is approached.• Mr. Beast is a prime example of a creator who has successfully monetized his audience and treated his business like a hypergrowth startup.• The advertising market in the creator economy is disorganized and challenging, with a lack of automation and data available for both creators and advertisers.• The disappearance of cookies and the shift towards a cookie-less internet will have significant implications for the advertising industry. Chapters00:00 Introduction and Background02:16 The Rise of the Creator Economy03:25 The Role of Knight Ventures in the Creator Economy04:53 The Shift in Funding and Customer Acquisition06:30 The Changing Landscape of Direct-to-Consumer Brands08:14 The Influence and Success of Mr. Beast09:46 The Business Approach of Mr. Beast11:37 The Marketing Challenges in the Creator Economy13:30 The Advertising Market and YouTube16:08 The Limitations of Automating the Creator Economy18:03 The Opportunity in the Middle Tail of Creators19:08 The Potential for Creators to Launch Products21:11 The Role of Short-Form Content Platforms22:29 The Challenges of Monetizing Gaming Content25:15 The Disappearance of Cookies and its Impact on Advertising26:30 Conclusion Guest: Ben MathewsHost: Mike ShieldsSponsored by: PublicaProduced by: Fresh Take

Mike & Ari talk Google earnings, Sandbox, and whether anyone cares about Tech and Congress. They also express concerns about the future of advertising and the impact of privacy changes. The conversation touches on Google's earnings and the success of YouTube. They discuss the congressional testimony and its limited impact on advertisers. The conversation also explores the challenges faced by journalism and the ownership of publications. They share podcast recommendations and discuss the upcoming Super Bowl and a unique advertising stunt. The conversation concludes with a discussion on the attacks on pop culture figures by Republicans. Takeaways• The privacy sandbox and the future of advertising are topics of concern in the industry.• Google's earnings and the success of YouTube are noteworthy.• Congressional testimony has limited impact on advertisers.• The challenges faced by journalism and the ownership of publications are discussed.• Podcast recommendations and the upcoming Super Bowl are mentioned. Chapters00:00 Introduction and IAB Conference01:17 Criticizing the Privacy Sandbox02:10 Concerns about the Future of Advertising03:17 The Impact of Privacy Changes on Advertising04:02 Google's Earnings and YouTube's Success05:19 The Perception of Google's Performance06:14 The Future of Search and AI07:38 Congressional Testimony and its Impact on Advertising08:46 Advertisers' Response to Social Media Failings09:45 The Influence of Advertisers on Social Media Platforms10:30 The Potential Breakup of Google's Network Business12:06 The Decline of Digital Publishing13:09 The Challenges Faced by Journalism14:15 Ownership of Publications: Billionaires vs. Private Equity15:16 The Possibility of Government Funding for Journalism16:31 Media Consumption and Podcast Recommendations18:15 Disappointment with the Pivot Podcast19:37 Expectations for Super Bowl Ratings20:18 Flash Talking's Super Bowl Ad Stunt21:13 Taylor Swift and Political Endorsements22:45 Republicans' Attacks on Pop Culture Figures

Next in Media spoke to Tim Huelskamp, founder and CEO of 1440 Media, about how the company built a media business of 3 million plus daily readers by focusing on non partisan news and treating a newsletter like a direct to consumer brand. Tim discusses the history and mission of the daily email newsletter. He explains how 1440 aims to provide comprehensive and non-partisan news to busy professionals who want to stay informed across various topics. Tim shares insights into the company's business model, including their focus on unit economics and paid growth. He also discusses the value of attention and the importance of brand safety in working with advertisers. Tim explores the potential for expansion into new areas and verticals, as well as the future of newsletters in the creator economy. Takeaways• 1440 aims to provide comprehensive and non-partisan news to busy professionals across various topics.• The company focuses on unit economics and paid growth to monetize their audience and ensure profitability.• Brand safety is a priority for 1440, and they work with advertisers who value their brand-safe environment.• The future of newsletters is promising, with the potential for more creators utilizing the medium to share knowledge and engage with their audience. Chapters00:00 Introduction and Background03:00 The Birth of 144006:00 The Need for Comprehensive and Non-Partisan News09:00 Business Model and Growth Strategy12:00 The Importance of Unit Economics15:00 Paid Growth and the Value of Attention18:00 Working with Advertisers and Brand Safety21:00 Expanding into New Areas and Verticals24:00 The Future of Newsletters and the Creator Economy29:00 Closing Remarks Guest: Tim HuelskampHost: Mike ShieldsSponsored by: KochavaSponsored by: PublicaProduced by: Fresh Take

We touch on Netflix, the Currency Wars, Amazon Prime ads, and the bloodbath in digital media. In this episode, Mike and Ari discuss the recent challenges faced by the digital media and journalism industry, including layoffs and declining ad revenue. They explore the impact of social and search platforms on journalism and the rise of AI-generated content. The conversation also touches on the decline of newspapers and the short-sightedness of pay-to-link legislative efforts. They then shift their focus to the dominance of Netflix in the streaming industry and its advertising trajectory. The discussion concludes with a mention of Amazon Prime's advertising moves and the potential reaction of consumers to ads on the platform. Chapters00:00 Introduction and Hangover00:26 Brutal Week for Digital Media and Journalism Industry02:10 Impact of Social and Search on Journalism03:12 AI-generated Content and SEO03:59 Short-sightedness of Pay-to-Link Legislative Efforts06:05 Decline of Journalism and Newspapers07:19 Trends in the Advertising Market09:00 Decline of Journalism and Rise of Fake Content09:39 Netflix's Dominance in the Streaming Industry10:29 Nielsen's Resilience in the TV Currency Wars12:20 Netflix's Advertising Trajectory14:19 Netflix's Success in Licensing Content16:08 Netflix's Deal with WWE and Advertising Strategy17:11 Amazon Prime's Advertising Moves19:20 Consumer Reaction to Ads on Prime Video20:39 Importance of Free Shipping in Prime Membership21:19 Conclusion

Next in Media sat down with Google's Senior Director of Product Management Victor Wong to break down what is really going on now that cookies are going away, while trying to help make sense of this vitally important new digital ad targeting initiative. Wong discusses the journey towards improving privacy on the web and the development of the Privacy Sandbox. The Privacy Sandbox is a set of privacy-preserving technologies that support various web functionalities, including online advertising. Wong explains the different APIs within the Privacy Sandbox and how they can be used to replace third-party cookies while protecting user privacy. He also addresses concerns about transparency, confusion in the industry, and the role of AI in the future of advertising. Wong emphasizes the importance of collaboration and adoption within the industry to ensure a successful transition to a more private web. Takeaways• The Privacy Sandbox is a set of privacy-preserving technologies developed by Google to improve privacy on the web.• The Privacy Sandbox includes various APIs that allow developers to build new solutions while protecting user privacy.• The transition from third-party cookies to the Privacy Sandbox is a complex process that requires collaboration and industry-wide adoption.• The Privacy Sandbox aims to provide transparency to brands while protecting user privacy and offering effective advertising solutions. Chapters00:00 Introduction00:40 The Journey to Privacy Improvement02:11 Timeline Changes and Industry Collaboration04:12 Understanding the Privacy Sandbox05:30 Using Privacy Sandbox APIs08:32 Transitioning from Third-Party Cookies09:51 Targeting and Audience Extension12:56 Different APIs in Privacy Sandbox14:09 User Experience in the 1% Tracking Protection16:29 Separation of Privacy Sandbox and Ad Sales18:16 Addressing Confusion and Complexity20:05 Deterministic vs. Probabilistic Approaches22:47 Advancements in AI and Privacy24:14 Transparency for Brands25:47 Testing and Adoption of Privacy Sandbox27:06 Google's Interest in the Open Web Guest: Victor WongHost: Mike ShieldsSponsored by: PublicaSponsored by: KochavaProduced by: Fresh Take

Mike and Ari discuss various topics including Peacock's streaming of NFL games, Google's layoffs and the shift to automation, the challenges of implementing clean rooms, and the future of trade shows like CES. They also touch on the importance of technical execution in streaming, the decline of linear TV, and the rise of sports streaming and advertising. The conversation provides insights into the current state of the media and advertising industry. TakeawaysPeacock's streaming of NFL games was a technical success, but the long-term business impact is still uncertain.Google's recent layoffs may be a result of a shift towards automation and a focus on smaller advertisers.The implementation of clean rooms in the advertising industry has faced challenges, and the future of the space is unclear.The decline of linear TV and the rise of streaming platforms present both opportunities and challenges for the sports industry.Trade shows like CES may face changes in the future, with possible alternatives like Possible gaining traction. Chapters00:00 Introduction and No Prep, No Insights01:04 Peacock's NFL Game Streaming02:20 Peacock's Business Success and Content03:06 Google's Layoffs and Clean Rooms06:16 The Importance of Technical Execution in Streaming07:22 The Future of Sports Streaming and Advertising08:26 The Decline of Linear TV and the Rise of Streaming09:25 Google's Layoffs and the Shift to Automation10:09 Privacy Sandbox and the Challenges of Implementation11:06 Google's Shifting Approach and Antitrust Issues12:21 The Challenges of Implementing Clean Rooms14:06 CES and the Future of Trade Shows18:16 The LiveRamp-Habu Deal and the Clean Room Space Guest: Ari PaparoHost: Mike ShieldsProduced by: Fresh Take

Next in Media spoke to Dylan Collins, former executive at Epic Games, about the evolution of gaming over the past decade, and what brands and media companies need to understand about Gen Z and Gen Alpha's love of social, UGC gaming platforms like Fortnite and Roblox. Guest: Dylan CollinsHost: Mike ShieldsSponsored by: KochavaSponsored by: PublicaProduced by: Fresh Take TakeawaysSuper Awesome started as a kids media company and evolved into a provider of tools for kids digital media.Fortnite and Roblox have become popular gaming platforms for young audiences.Brands and advertisers are increasingly interested in reaching young audiences on platforms like Fortnite and Roblox.In-game advertising on user-generated content platforms is still evolving and faces challenges in terms of ease of buying and scalability.The future of advertising on these platforms may involve rewarded mechanics and long-term partnerships with brands.Chapters00:00 Introduction and Background01:14 Starting Super Awesome02:08 Challenges in Financing03:29 Expanding Beyond Kids Ad Tech04:20 Building Tools for Kids Digital Media05:09 Importance of Parental Consent06:08 Expansion into Content and Community Tools07:15 Expansion of Customer Base08:11 Rise of Kids as a Visible Audience09:42 Success of Fortnite and Roblox10:47 Fortnite's Appeal to Young Audiences12:16 Fortnite as a Social and Gaming Platform13:39 Shift from Social Platforms to Gaming Platforms15:09 Brands and Advertising in Fortnite and Roblox18:28 Long-Term Partnerships with Brands20:23 Transition to Long-Term Thinking22:37 Challenges in In-Game Advertising24:24 Importance of Making Buying Ads Easy25:18 Supporting Brands and Advertisers on UGC Platforms26:16 The Future of Advertising on UGC Platforms27:43 Acquisition by Epic Games29:27 Growing Importance of Young Audiences30:23 Generational vs. Cohort Platforms32:37 Future of Fortnite and Roblox34:12 Empowerment of Younger Audiences37:30 Conclusion