Next in Media

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

Next in Media spoke with Brian Wieser, who runs the substack/ad consultancy Madison and Wall, about the state of the ad market, which is promising strong - but far from universal growth. One sector that needs to change its philosophy and products, says Wieser, is TV, which risks getting left behind by the tech platforms and retail media. Guest: Brian WieserHost: Mike ShieldsSponsored by: Publica by IAS and KochavaProduced by: Fresh Take

Next in Media's new Week In Review show features Ari Paparo and Mike breaking down the biggest stories in media and advertising this week, including the debacle that is The Messenger and the worst case scenario for cookies.TakeawaysThe failure of The Messenger highlights the challenges faced by digital media companies in the current landscape.Mainstream media companies need to adapt to changing consumer preferences and business models to stay relevant.Personal biases can influence opinions and perceptions of media companies and their success or failure.The advertising industry is facing challenges with the proliferation of retail media networks and the impending cookie deprecation.Chapters00:00 Introduction and Experimentation00:28 Discussion on The Messenger01:47 The Failure of The Messenger03:01 The Challenges of Mainstream Media04:33 Personal Bias and Schadenfreude05:09 High Paying Journalism Jobs06:30 The Success of Semaphore07:59 Quibi's Failed Partnership08:55 Quibi's Unusual Content11:10 Issues in the Ad Business11:56 Proliferation of Retail Media Networks12:56 Frustration with Cookie Deprecation14:08 The Impact of Cookie Deprecation17:22 Shift to CTV and Disruption in Advertising19:12 Consolidation in the Streaming Industry

Next in Media spoke with Catherine Perloff, platforms reporter at Adweek, about the biggest stories of 2023 in media and advertising, why programmatic can't seem to shake its reputation for opacity, and whether brands are truly ready for all of the big changes on the horizon in 2024.TakeawaysTransparency remains a significant issue in ad tech, particularly with the rise of AI media buying tools.Ad tech consolidation is happening, with SSPs moving to the buy side and DSPs moving to the sell side.Google has faced scandals and pushback regarding transparency and quality issues.The use of AI in media buying is slowly changing the industry, but there are concerns about relinquishing control.TikTok has become a major platform for marketing, especially in social commerce.The ad tech industry is experiencing inefficiency, with only a small percentage of bid requests resulting in monetization.The future of ad tech is uncertain due to cookie deprecation and the expansion of retail media and ad networks.Advertiser perception of Twitter is mixed, with some brands staying and others potentially reducing their spending.Chapters00:00 Introduction and Overview00:35 Transparency in Ad Tech02:01 Ad Tech Consolidation03:18 Challenges with Transparency and Quality05:29 Google's Scandals and Pushback08:13 The Rise of AI in Media Buying10:09 The Comeback of Meta (formerly Facebook)12:39 The Success and Impact of TikTok17:56 Consolidation in the Ad Tech Industry20:20 Inefficiency in the Ad Tech System23:51 The Future of Ad Tech and Cookie Deprecation26:17 The Expansion of Retail Media and Ad Networks28:11 Advertiser Perception of Twitter29:47 Conclusion Guest: Catherine PerloffHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media talked with Jason Bunge, CMO of Hasbro, on why there are more options than ever to advertise to kids, and why the kids landscape is also more challenging and uncertain to navigate. Guest: Jason BungeHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take TakeawaysThe landscape of kids media and marketing is constantly evolving, with digital platforms and streaming services playing a significant role in content consumption.Creating impactful and authentic content is crucial in engaging with young audiences, and user-generated content can be highly effective in driving engagement and virality.Marketing to gamers requires authenticity and a deep understanding of the gaming community, with partnerships and collaborations with gaming platforms offering valuable opportunities.Co-viewing is a growing trend among families, providing marketers with the opportunity to tell compelling stories that resonate with a broader audience.Owned social presence is becoming increasingly important, as paid media alone is less effective in reaching and engaging consumers, and an always-on approach is necessary for building brand health and driving demand.Chapters00:00 Introduction00:42 State of Kids Media and Marketing03:20 Changing Landscape of Content Consumption05:08 Content and Engagement in Marketing07:48 Creating Impactful Content09:48 Engaging with User-Generated Content14:25 Authenticity in Marketing to Gamers17:07 Co-Viewing and Changing Family Dynamics18:55 Approaching Kids and Parents as Target Audiences20:30 The Role of Video Games in Marketing21:30 Leveraging Brands and IP in Advertising22:39 The Importance of Owned Social Presence24:12 Moving Away from Seasonal Marketing25:00 Transition from Video Games to Toys27:08 Savviness of Kids and Influencing Parents28:23 Conclusion

Next in Media spoke with Evan Hovorka, VP Product and Innovation Albertsons Media Collective, about his experience in the earliest days of retail media inside of Target, and how he's taken those lessons to Albertsons, which has become a serious ads player in just a few short years. Hovorka also discussed how the retail media category needs to graduate beyond advertising 101, and AI might help bring things to a new level. Guest: Evan HovorkaHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media, I spoke with Larry Fitzgibbon, co-founder and CEO of Tastemade - the food and travel centric media brand that was born on YouTube but now produces for every major social video platform. Today Tastemade has pushed aggressively into TV, and Larry and I how the production and business models in that medium are radically different. Guest: Larry FitzgibbonHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke with Ryan Detert, CEO of Influential, one of the top firms helping brands sort through the world of influencers and social platforms. Detert talked about the state of TikTok, and what many marketers miss regarding its power over younger audiences. Detert also talked about whether he sees potential in social shopping in the US, and which influencers are on the rise. Guest: Ryan DetertHost:Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke with Freewheel's GM Mark McKee about the problem with repetitive, messy ad delivery on FAST channels, and why the TV industry has to clean up its supply chains asap. McKee also talked about whether we're seeing too much CTV ad inventory too soon, and whether this market will be fully programmatic next year. Guest: Mark McKeeHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke with Gonzalo Del Fa, President at GroupM Multicultural about the challenge of changing currencies in TV, while also trying to accurately account for Hispanic audiences. Del Fa also talked about when and where brands should advertise in Spanish, and why most brands' efforts toward diverse media spending is still a work in progress. Guest: Gonzalo Del FaHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke with Rachel Chukura, Head of Consumer, Products, The Weather Company, about whether brands are scared off by being aligned with all this volatility in weather patterns of late. Chukura also talked about the inherent tension for publishers in designing consumer friendly services and advertising-appealing products, and whether mobile advertising has ever fully reached its promise. Guest: Rachel ChukuraHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke to Rich Lehrfeld, SVP & GM Walmart Connect, about how the company built a multibillion dollar, highly profitable ad business in just a few short years. Lehrfeld also talked about the potential to connect Walmart data to TV advertising, and whether the slew of other retail media networks are in for the long haul. Guest: Rich LehrfeldHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke with Mike O'Donnell, Chief Revenue/ Strategic Growth Officer at Vizio about the company's evolution from a TV manufacturer to an ad sales firm/programmer. O'Donnell talked about the challenges in shifting a company's entire business model while trying to build credibility in a fast changing marketplace. Guest: Mike O'DonnellHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media chatted with Pooja Midha EVP, General Manager at Effectv, a division of Comcast Advertising, about how local advertising is evolving beyond old fashioned spot cable. Midha also gave an update on the state of addressable TV, and why she things the influx of local brands to CTV could lead to a much longer tail for the medium. Guest: Pooja MidhaHost: Mike ShieldsSponsored by: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke with Mike Bregman, chief data officer at Havas, about his unique background, where he sees AI being applied to advertising (and what is just noise) and why the media industry needs a Joint Industry Committee. Guest: Mike BregmanHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke with Kate Ward - Chief Content Officer - Betches Media, about how the publisher has avoided the fate of so many digital native brands, how the company figures out how to produce content effectively on so many different platforms, and whether AI ever do what Betches does. Guest: Kate WardHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke with Paramount Advertising President John Halley about the state of measurement in connected TV, whether Nielsen is on the comeback trail, and why he thinks TV networks can steal dollars from social media. Guest: John HalleyHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke with Lex Josephs, GM of Sam’s Club Member Access Platform, about the inherent challenges in turning a retail membership product into an ad vehicle, and how the company took the strong part of Walmart Inc.'s tech and customized it for the membership model.. Lex also weighed in on whether she thinks more standards and consolidation are inevitable in this sector. Guest: Lex JosephsHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke with Pinterest CRO Bill Watkins about the company's foray into generative AI for both consumers and advertisers. Watkins also spoke about the company's unique approach to video, and how Pinterest has weathered the Apple ATT storm. Guest: Bill WatkinsHost: Mike ShieldsIn Partnership with: Comcast AdvertisingProduced by: Fresh Take

Next in Media spoke with Adam Roodman, Yahoo's SVP Product Strategy and Management on the company's decision to shut down its SSP to focus exclusively on the buy side of business - and why he thinks we'll see more exclusive deals as the ad tech ecosystem consolidates. Adam also talked about how he explains Yahoo's relevance to ad buyers in 2023, and why being owned by private equity has revitalized the company Guest: Adam RoodmanHost: Mike ShieldsProduced by: Fresh Take

Next in Media talked with Captify CEO Mike Welch - who served as GM for Xandr at both AT&T and Microsoft - on whether the ad tech marketing is about to see a thinning of the herd, and what that means for the open web. Welch also talked about how his new search-focused company is both prepping for a post cookie world while also trying to set itself for the coming AI-driven, conversational search era. Guest: Mike WelchHost: Mike ShieldsProduced by: Fresh Take

Next in Media spoke with Conor McKenna, partner at Luma Partners, about why we're seeing so many companies enter the ad business for the first time, and whether recent upticks in ad spending bode well for the rest of this year. Guest: Conor McKennaHost: Mike ShieldsProduced by: Fresh Take

Next in Media spoke with Rita Ferro, President of Disney Advertising, about this year's prolonged upfront, the company's overarching push to move the TV ad market to programmatic pipes, and why a traditional media company bothers to own its own tech stack and data graph. Guest: Rita FerroHost: Mike ShieldsIn Partnership with: Beet.TVProduced by: FreshTake

This week on Next in Media spoke with James Rooke, president of Comcast Advertising about what is fueling frustration among TV buyers and sellers, from the lack of uniform metrics, to walled gardens, to what he sees are a series of double standards between how traditional media and tech companies get graded. Guest: James RookeHost: Mike ShiledsIn Partnership with: Beet.TVProduced by: Fresh Take

Next in Media spoke with Kya Sainsbury-Carter, Corporate Vice President, Microsoft Advertising about how consumers are responding to more chat-based searches on Bing, thanks to the incorporation of lots of Generative AI-tech - and what that means for brands and publishers. Sainsbury-Carter also laid out the case for Microsoft to become a central player in commerce media, as it helps retailers both channel more demand and provide brands with more one-stop shopping. Guest: Kya Sainsbury-CarterHost: Mike ShieldsSponsored by: Beet.TVProduced by: Fresh Take

Next in Media chatted with Wall Street Journal reporter Patience Haggin about her recent bombshell piece on Google delivering ads for YouTube all across the web while violating the company's own terms of service. Patience talks about why this sort of thing keeps happening, what the ramifications are, and what this might mean in the broader context as regulators assess whether to break up Google. Guest: Patience HagginHost: Mike ShieldsSponsored by: MiQIn partnership with: Beet.TVProduced by: Fresh Take

Next in Media spoke with Charlie Neer, chief commercial officer at MiQ, about why retail media is poised to dominate even further this year, whether brands are actually ready for a post-cookie world, and why in-game advertising is a sleeping programmatic giant. Guest: Charlie NeerHost: Mike ShieldsIn partnership with: Beet.TVSponsored by: MiQ (https://www.wearemiq.com/next-in-media)Produced by: Fresh Take

Next in Media spoke to LG Ads' CMO Tony Marlow about the company's push to control more of the TV user interface, and why he believes 'controlling the glass' provides a major measurement and targeting advantage. Tony also talked about how AI might change TV commercial production and why he's changed his mind about shoppable TV ads. Guest: Tony MarlowHost: Mike ShieldsIn partnership with: Beet.TVSponsored by: MiQProduced by: Fresh Take

Next in Media talked to Morning Brew's Ryan Barwick on how the ad industry is prepping for increased regulation, why DC lawmakers may be more tuned into the inner workings of Google and Facebook than you think, and how everything has become an ad tech story. Guest: Ryan BarwickHost: Mike ShieldsIn partnership with: Beet.TVSponsored by: Miq (https://www.wearemiq.com/next-in-media)Produced by: Fresh Take

"When we talk about augmented reality to brands, we talk about enriching all of their marketing". This week on Next in Media, we spoke to Adam Shlachter, Head of Marketing, Strategic & Brand Partnerships at Niantic. Adam talked about how Niantic is bring brands into Pokemon GO, while helping to make augmented reality shopping an standard behavior. Adam is also bullish on bringing more brands to gaming, and thinks consumers are ready to start wearing digital glasses on an everyday basis. Guest: Adam ShlachterHost: Mike ShieldsIn partnership with: Beet.TVSponsored by: MiQ (https://www.wearemiq.com/next-in-media)Produced by: Fresh Take