Next in Media

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

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