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class="ml-5 inline-block"><button class="transition ease-in-out duration-300 whitespace-nowrap h-[38px] inline-flex items-center transition-colors ease-in-out duration-300 text-center justify-center uppercase px-5 type-theta bg-dark-blue text-white hover:bg-subtle hover:text-black hidden lg:inline-block">Subscribe</button></div></div></div><p class="logo-tagline mt-4 flex items-center text-center"><span class="whitespace-nowrap px-2 text-tagline font-medium uppercase leading-extra-tight tracking-wider text-[color:var(--header-text-color)] opacity-80 lg:px-10">News from the open internet</span></p></div></div></div></div><div hidden="" style="position:fixed;top:1px;left:1px;width:1px;height:0;padding:0;margin:-1px;overflow:hidden;clip:rect(0, 0, 0, 0);white-space:nowrap;border-width:0;display:none"></div></header><main class="mt-[95px] flex-1 lg:mt-[108px]"><article data-component="ArticleTemplate" lang="en-US"><header class="py-12 text-center mb-8 lg:mb-14" style="background-color:#007c77"><div data-component="Container" class="mx-auto w-full max-w-8xl px-6 md:px-12.5 lg:px-4 xl.5:px-0"><p class="type-eyebrow" style="color:#ffffff"><a href="/sections/opinion">Opinion</a></p><h1 class="type-alpha mb-8 lg:mb-11 lg:px-52.5" style="color:#ffffff">The 2025 CTV opportunity: Where retail media and premium inventory converge</h1></div><figure class="block aspect-auto"><img alt="A person looks up at a giant-sized smart tv remote." loading="lazy" width="1920" height="1080" decoding="async" data-nimg="1" class="object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fwww.thetradedesk.com%2Fassets%2Fglobal%2FTheCurrent_196_OpEdDanLarkman_NoLogo_1920x1080px_v2.jpg&w=1920&q=75 1x, /_next/image?url=https%3A%2F%2Fwww.thetradedesk.com%2Fassets%2Fglobal%2FTheCurrent_196_OpEdDanLarkman_NoLogo_1920x1080px_v2.jpg&w=3840&q=75 2x" src="/_next/image?url=https%3A%2F%2Fwww.thetradedesk.com%2Fassets%2Fglobal%2FTheCurrent_196_OpEdDanLarkman_NoLogo_1920x1080px_v2.jpg&w=3840&q=75"/><div data-component="Container" class="mx-auto w-full max-w-8xl px-6 md:px-12.5 lg:px-4 xl.5:px-0"><div style="color:#ffffff"><p class="type-caption mt-2 text-right">Illustration by Reagan Hicks / Shutterstock / The Current</p></div></div></figure></header><div class="relative mx-auto max-w-3.5 px-6 md:px-12.5 xl:px-0"><div class="mb-8 lg:mb-0 xl:absolute xl:left-[-240px] xl:top-0 xl:max-w-[200px] xl:px-6"><aside class="space-y-6"><div class="space-y-4"><div class="flex items-start space-x-3.5 border-b border-gray-150 pb-4 md:flex-col md:space-x-0 md:space-y-2 md:border-0 md:pb-0" data-component="CardAuthor"><div class="space-y-0.5"><a class="text-black type-epsilon" href="/writers/dan-larkman"><span class="text-black type-epsilon">Dan Larkman</span></a><p class="type-p-small text-gray-500 ">CEO, Keynes Digital</p></div></div></div><div><p class="type-eyebrow mb-4 hidden md:block">Share</p><ul class="flex items-center gap-9 lg:gap-4"><li class="flex justify-center"><button class="react-share__ShareButton text-black transition"><svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none" class="fill-current"><path fill="currentColor" d="M21 10.564C21 4.73 16.299 0 10.5 0S0 4.73 0 10.564C0 15.837 3.84 20.208 8.86 21v-7.382H6.192v-3.054H8.86V8.237c0-2.648 1.568-4.11 3.966-4.11 1.149 0 2.35.208 2.35.208v2.6h-1.323c-1.305 0-1.711.814-1.711 1.65v1.981h2.912l-.466 3.054H12.14V21C17.16 20.208 21 15.837 21 10.564"></path></svg></button></li><li class="flex items-center justify-center"><button class="react-share__ShareButton text-black transition"><svg xmlns="http://www.w3.org/2000/svg" width="100" height="100" viewBox="0 0 50 50" class="size-6 fill-current"><path d="M11 4a7 7 0 0 0-7 7v28a7 7 0 0 0 7 7h28a7 7 0 0 0 7-7V11a7 7 0 0 0-7-7zm2.086 9h7.937l5.637 8.01L33.5 13H36l-8.21 9.613L37.913 37H29.98l-6.541-9.293L15.5 37H13l9.309-10.896zm3.828 2 14.107 20h3.065L19.979 15z"></path></svg></button></li><li class="flex justify-center"><button class="react-share__ShareButton text-black transition"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="17" fill="none" class="fill-current"><g fill="currentColor" clip-path="url(#nav-linkedin_svg__a)"><path d="M.264 5.315H3.58V16.01H.264zM1.923 0c1.06 0 1.921.863 1.921 1.927a1.926 1.926 0 0 1-1.921 1.927 1.927 1.927 0 0 1 0-3.854M5.66 5.317h3.18v1.46h.045c.443-.84 1.524-1.726 3.138-1.726C15.38 5.05 16 7.266 16 10.145v5.865h-3.313v-5.2c0-1.24-.023-2.835-1.723-2.835s-1.99 1.35-1.99 2.746v5.29H5.66z"></path></g><defs><clipPath id="nav-linkedin_svg__a"><path fill="#fff" d="M0 0h16v16.009H0z"></path></clipPath></defs></svg></button></li><li class="flex justify-center"><button class="react-share__ShareButton text-black transition"><svg xmlns="http://www.w3.org/2000/svg" width="28" height="18" fill="none" class="fill-current"><path fill="currentColor" d="M2.049 0c-.269 0-.523.057-.758.151l11.888 10.255c.52.45 1.1.45 1.622 0L26.698.141A2 2 0 0 0 25.951 0zM.02 1.774Q0 1.922 0 2.077v13.846C0 17.073.913 18 2.049 18H25.95A2.06 2.06 0 0 0 28 15.923V2.077q0-.155-.021-.303L16.134 11.986a3.29 3.29 0 0 1-4.29 0z"></path></svg></button></li></ul></div></aside></div><div><p class="type-eyebrow mb-2.5"></p></div></div><div class="prose space-y-8"><div data-component="RichText" class="prose mx-auto"><p>As we approach 2025, the growing connected TV (CTV) market holds great promise for marketers eyeing new, data-driven opportunities in streaming video. The power of CTV lies in its ability to not only engage viewers more dynamically than traditional linear TV, but also reshape the advertising strategy — especially as it intersects with retail and commerce media. With major brands and newcomers alike poised to double down on CTV investment in 2025, the stage is set for transformative shifts in ad spend, premium inventory, and the value proposition that CTV offers. </p> <h2 class="type-epsilon font-medium"><strong>From linear TV to CTV: A shift long in the making </strong></h2> <p>The widespread migration of viewers to streaming media has been well documented. Despite this shift, ad spend has been slower to follow. Why? Linear TV’s longstanding annual contracts and low CPMs have kept many brands locked in, a dynamic that has kept the balance tipping in favor of traditional channels. However, with major linear TV upfronts coming soon, 2025 is likely to tell a different story. Brands that previously “tested” CTV in smaller measures are now witnessing competitors pivoting budget to streaming. This momentum suggests a powerful trend of brands ramping up their CTV budgets.</p> <p>Vendors of all sizes are touting CTV offerings, which can lead to brand confusion and the need for more education on what CTV truly entails. Investment firms and major holding companies have placed their bets on CTV to drive revenue, seeing it as a channel poised to reshape the entire media buying industry. </p> <h2 class="type-epsilon font-medium"><strong>Creative development and consolidation </strong></h2> <p>Despite the hype around CTV, high-quality creative remains an issue. Brands need TV-quality assets that engage viewers — something that can be a costly investment. While AI-powered creative companies have emerged in response to this demand, quality often remains subpar. For CTV to deliver on its promise, marketers need to prioritize strong, effective creative work that matches the channel’s potential. As the creative services supporting CTV grow and evolve, they’ll play a critical role in accelerating adoption and improving ad quality.</p> <p>Big Tech’s grip on the streaming world likewise remains strong, with companies vying for dominance through content consolidation and streamlined pricing models. Just as Warner integrated HBO Max into a single interface with “Max,” we may soon see similar moves from other industry giants. Disney could unify Disney+, Hulu and ESPN into a single platform — or even sell off ESPN, consolidating Hulu and Disney content under one roof.</p> <p>The low barrier to entry for streaming means that we can likely expect an influx of new platforms, often catering to niche audiences through specialized content. Free ad-supported streaming TV (FAST) is also on the rise, offering consumers more options and reshaping traditional release schedules. FAST mirrors the legacy format of movie-release timelines, but in reverse; instead of moving from theater to TV, content moves from streaming to ad-supported models, making premium content more accessible. Although some international markets still prefer traditional theater releases, the U.S. continues to embrace streaming-first releases, positioning the nation as a leader in the streaming transformation. </p> <h2 class="type-epsilon font-medium"><strong>Defining premium inventory </strong></h2> <p>When it comes to “premium” CTV inventory, it’s essential to look beyond traditional definitions and embrace a tiered approach. There’s a tier 1 category — Netflix, Hulu, Disney, Peacock and live sports — where audiences are most engaged with top-quality, professionally produced content. Tier 2 channels like HGTV, News, Tubi and Pluto still offer valuable inventory, albeit with different content and ad placement contexts. Tier 3 encompasses channels with niche or highly specific audiences, including local news and unique sports.</p> <p>To determine what constitutes premium CTV inventory, advertisers need to factor in both the content quality and audience engagement levels. If we focus only on content quality, we may miss the opportunity to reach engaged viewers with high intent — the ones most likely to convert. True premium inventory, then, isn’t solely about where an ad appears but content quality, who is watching and how likely they are to become a customer. Conversely, non-premium inventory includes platforms like YouTube and user-generated content that, while popular, sometimes lack the professional curation that makes CTV impactful. </p> <h2 class="type-epsilon font-medium"><strong>How CTV has redefined the value proposition for advertisers </strong></h2> <p>CTV has democratized TV advertising, opening doors for brands of all descriptions. In the past, TV ad breaks were dominated by big spenders in CPG, automotive and insurance. Now, direct-to-consumer brands, small-to-medium enterprises and hyper-targeted campaigns share the same screen space. Unlike traditional TV, which matches ads to shows, CTV empowers advertisers to deliver ads based on individual viewer profiles, enhancing the connection and driving higher engagement.</p> <p>Furthermore, CTV’s advanced metrics allow advertisers to measure return on ad spend, customer acquisition cost, cost per action and other metrics directly tied to business outcomes. The ability to track these KPIs enables brands to make data-driven decisions, helping them ensure their marketing dollars are well spent and directly impactful. CTV’s shift from reach-based metrics (like gross rating points) to actionable insights has reshaped its role from a supporting channel to a critical driver in marketing strategies, positioning it as a game changer for advertisers looking to grow and scale.</p> <p>The opportunity in CTV in 2025 is vast, with premium inventory options expanding and retail media integrations adding new layers of engagement. As brands, vendors and platforms converge in this space, the competitive landscape will continue to evolve, presenting both challenges and exciting opportunities. For brands ready to invest in quality creatives, target high-intent audiences and leverage data-driven insights, CTV will prove to be an essential channel for achieving growth and meaningful engagement in a highly saturated market. </p></div><div class="prose" data-component="HorizontalLine"><hr class="border-t border-gray-200"/></div><div data-component="RichText" class="prose mx-auto"><p><em>This op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk.</em></p></div><section class="subscribe-form px-6 md:px-12.5 lg:px-0" data-component="SubscribeBlock"><div class="border-dark-blue-opacity border-y py-10"><div class="mx-auto w-full px-0 sm:flex sm:items-center sm:justify-between lg:max-w-[54.125rem] lg:px-12.5"><div class="mb-6 sm:mb-0"><h2 class="type-delta mb-3">Subscribe to The Current</h2><p class="type-caption mb-0 ml-0 max-w-[300px] text-gray-500 sm:max-w-none">Get the latest in modern marketing straight to your inbox weekly.</p></div><button class="transition ease-in-out duration-300 whitespace-nowrap h-[38px] inline-flex items-center transition-colors ease-in-out duration-300 text-center justify-center uppercase px-5 type-theta bg-dark-blue text-white hover:bg-subtle hover:text-black w-full max-w-[400px] sm:w-auto">Sign Up</button></div></div></section></div><div class="flex justify-center py-2"><svg role="status" 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The power of CTV lies in its ability to not only engage viewers more dynamically than traditional linear TV, but also reshape the advertising strategy — especially as it intersects with retail and commerce media. With major brands and newcomers alike poised to double down on CTV investment in 2025, the stage is set for transformative shifts in ad spend, premium inventory, and the value proposition that CTV offers. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eFrom linear TV to CTV: A shift long in the making \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eThe widespread migration of viewers to streaming media has been well documented. Despite this shift, ad spend has been slower to follow. Why? Linear TV’s longstanding annual contracts and low CPMs have kept many brands locked in, a dynamic that has kept the balance tipping in favor of traditional channels. However, with major linear TV upfronts coming soon, 2025 is likely to tell a different story. Brands that previously “tested” CTV in smaller measures are now witnessing competitors pivoting budget to streaming. This momentum suggests a powerful trend of brands ramping up their CTV budgets.\u003c/p\u003e\n\u003cp\u003eVendors of all sizes are touting CTV offerings, which can lead to brand confusion and the need for more education on what CTV truly entails. Investment firms and major holding companies have placed their bets on CTV to drive revenue, seeing it as a channel poised to reshape the entire media buying industry. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eCreative development and consolidation \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eDespite the hype around CTV, high-quality creative remains an issue. Brands need TV-quality assets that engage viewers — something that can be a costly investment. While AI-powered creative companies have emerged in response to this demand, quality often remains subpar. For CTV to deliver on its promise, marketers need to prioritize strong, effective creative work that matches the channel’s potential. As the creative services supporting CTV grow and evolve, they’ll play a critical role in accelerating adoption and improving ad quality.\u003c/p\u003e\n\u003cp\u003eBig Tech’s grip on the streaming world likewise remains strong, with companies vying for dominance through content consolidation and streamlined pricing models. Just as Warner integrated HBO Max into a single interface with “Max,” we may soon see similar moves from other industry giants. Disney could unify Disney+, Hulu and ESPN into a single platform — or even sell off ESPN, consolidating Hulu and Disney content under one roof.\u003c/p\u003e\n\u003cp\u003eThe low barrier to entry for streaming means that we can likely expect an influx of new platforms, often catering to niche audiences through specialized content. Free ad-supported streaming TV (FAST) is also on the rise, offering consumers more options and reshaping traditional release schedules. FAST mirrors the legacy format of movie-release timelines, but in reverse; instead of moving from theater to TV, content moves from streaming to ad-supported models, making premium content more accessible. Although some international markets still prefer traditional theater releases, the U.S. continues to embrace streaming-first releases, positioning the nation as a leader in the streaming transformation. \u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eDefining premium inventory \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eWhen it comes to “premium” CTV inventory, it’s essential to look beyond traditional definitions and embrace a tiered approach. There’s a tier 1 category — Netflix, Hulu, Disney, Peacock and live sports — where audiences are most engaged with top-quality, professionally produced content. Tier 2 channels like HGTV, News, Tubi and Pluto still offer valuable inventory, albeit with different content and ad placement contexts. Tier 3 encompasses channels with niche or highly specific audiences, including local news and unique sports.\u003c/p\u003e\n\u003cp\u003eTo determine what constitutes premium CTV inventory, advertisers need to factor in both the content quality and audience engagement levels. If we focus only on content quality, we may miss the opportunity to reach engaged viewers with high intent — the ones most likely to convert. True premium inventory, then, isn’t solely about where an ad appears but content quality, who is watching and how likely they are to become a customer. Conversely, non-premium inventory includes platforms like YouTube and user-generated content that, while popular, sometimes lack the professional curation that makes CTV impactful. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eHow CTV has redefined the value proposition for advertisers \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eCTV has democratized TV advertising, opening doors for brands of all descriptions. In the past, TV ad breaks were dominated by big spenders in CPG, automotive and insurance. Now, direct-to-consumer brands, small-to-medium enterprises and hyper-targeted campaigns share the same screen space. Unlike traditional TV, which matches ads to shows, CTV empowers advertisers to deliver ads based on individual viewer profiles, enhancing the connection and driving higher engagement.\u003c/p\u003e\n\u003cp\u003eFurthermore, CTV’s advanced metrics allow advertisers to measure return on ad spend, customer acquisition cost, cost per action and other metrics directly tied to business outcomes. The ability to track these KPIs enables brands to make data-driven decisions, helping them ensure their marketing dollars are well spent and directly impactful. CTV’s shift from reach-based metrics (like gross rating points) to actionable insights has reshaped its role from a supporting channel to a critical driver in marketing strategies, positioning it as a game changer for advertisers looking to grow and scale.\u003c/p\u003e\n\u003cp\u003eThe opportunity in CTV in 2025 is vast, with premium inventory options expanding and retail media integrations adding new layers of engagement. As brands, vendors and platforms converge in this space, the competitive landscape will continue to evolve, presenting both challenges and exciting opportunities. For brands ready to invest in quality creatives, target high-intent audiences and leverage data-driven insights, CTV will prove to be an essential channel for achieving growth and meaningful engagement in a highly saturated market. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThis op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. 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cart opened by a cursor reveals a shopping bag with a checkmark on it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_DataDrivenRetailData_1920x1080_NoLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A door on a shopping cart opened by a cursor reveals a shopping bag with a checkmark on it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_DataDrivenRetailData_1200px_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A door on a shopping cart opened by a cursor reveals a shopping bag with a checkmark on it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_DataDrivenRetailData_1920x1080_NoLogo_v2_2024-09-18-133055_zrlt.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1611149,"slug":"zac-wang","fullName":"Zac Wang","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Zac Wang, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/HeadshotBW.png","width":1200,"height":1200,"isLandscape":false},"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWalking through supermarket aisles these days, it’s hard to miss the loyalty-program logos touting discounted prices.\u003c/p\u003e\n\u003cp\u003eIt’s just one indication that retailers are prioritizing gathering customer data, whether in stores or online. And that data is a boon to retailers worldwide, from Walmart to Amazon to Tesco, which are all \u003ca href=\"https://www.marketingbrew.com/stories/2024/08/23/walmart-and-target-report-ads-business-grew-by-double-digits-in-q2\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereporting\u003c/a\u003e significant growth in profits from their retail media arms.\u003c/p\u003e\n\u003cp\u003eThat opportunity was top of mind for executives at the \u003cem\u003eFinancial Times\u003c/em\u003e’ Future of Retail conference in London this week. Two themes emerged: the importance of integrating loyalty programs more closely with the shopping experience and bolstering revenue to better compete with Amazon. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eFirst things first\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eLoyalty programs are already ubiquitous, but they could soon become “smart” too.\u003c/p\u003e\n\u003cp\u003eFor now, retailers are \u003ca href=\"https://www.vox.com/money/354191/loyalty-rewards-programs-sephora-vib-amazon\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebusy growing\u003c/a\u003e loyalty memberships, and in turn, their data. Shoppers, for their part, are happy to receive the discounts offered in exchange for their data amid persistently tough economic conditions, said several executives at the conference.\u003c/p\u003e\n\u003cp\u003eThe most apparent benefit of retail data is improved targeting for advertisers, which means — ideally — more relevant ads for shoppers. Marketers can also see whether the ad dollars they’re investing are really generating sales.\u003c/p\u003e\n\u003cp\u003e“Especially in a space where [fast-moving consumer goods] brands have historically not had the luxury of understanding whether a sale is happening […] they're now looking at a world where retail data allows them to understand in real time whether their ad investment has actually driven a purchase,” said Lukas Fassbender, senior vice president of EMEA revenue at The Trade Desk, during the conference.\u003c/p\u003e\n\u003cp\u003eBut this all may be just the start. What consultants at McKinsey \u003ca href=\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/members-only-delivering-greater-value-through-loyalty-and-pricing\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecall\u003c/a\u003e the “gold opportunity” for retailers is dipping into that retail data to offer “tailored promotions, member benefits, marketing and personalized customer journeys.” Through pilot programs, McKinsey has seen “a two to four percentage-point margin improvement on gross margin dollars.”\u003c/p\u003e\n\u003cp\u003eSpeaking at the conference, Tesco CEO Ken Murphy offered a glimpse of that future. He mused that an AI-powered loyalty program could say, for example, “I've noticed over time, in your shopping basket, that your sodium content is 250% of your daily recommended allowance. I would recommend you substitute this, this and this for lower-sodium products to improve your heart health.”\u003c/p\u003e\n\u003cp\u003eAdvertisers could then use the data from those AI recommendations to put forward hyper-targeted offers. We may not be quite there yet, but it’s likely something that retailers are already working toward.\u003c/p\u003e\n\u003cp\u003e“[Personalization] is the No. 1 thing to improve loyalty, to improve profitability, to improve relevance. And consumers want relevance,” said Mark Adams, senior vice president and general manager for EMEA at BigCommerce, during the conference. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eHere’s\u003c/strong\u003e what else \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe growth of retail media could also heat up competition in a space dominated by Amazon. Retailers’ new revenue stream is unlocking cash for technology investments while giving advertisers more ways to reach shoppers online.\u003c/p\u003e\n\u003cp\u003eAmazon’s advertising revenue grew by double digits in the last quarter, but so did \u003ca href=\"https://www.marketingdive.com/news/walmart-q2-2024-earnings-retail-media-networks/724470/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eWalmart's\u003c/a\u003e and \u003ca href=\"https://www.adweek.com/commerce/roundels-sarah-travis-on-how-the-retail-media-network-is-preparing-for-the-future/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eTarget's\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eRetail media’s margins — \u003ca href=\"https://www.bcg.com/publications/2022/how-media-is-shaping-retail\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eup to 90%\u003c/a\u003e for on-site media and up to 40% for off-site — can mean the difference between extra money to invest in new tech, like AI integrations and being left behind.\u003c/p\u003e\n\u003cp\u003e“The success of [Walmart’s] ad business justifies the expense associated with other innovations,” \u003ca href=\"https://www.emarketer.com/content/walmarts-advertising-business-outpaces-amazon-with-q2-growth-of-26\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote\u003c/a\u003e Jeremy Goldman, an analyst at EMarketer. That seemed to confirm the report of Walmart CEO Doug McMillon, who \u003ca href=\"https://www.marketingdive.com/news/walmart-q2-2024-earnings-retail-media-networks/724470/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaid\u003c/a\u003e advertising was among the units “contributing, diversifying our profits and reinforcing the resilience of our business model” in a statement after the company’s latest earnings.\u003c/p\u003e\n\u003cp\u003eAs the number of retail media players worldwide \u003ca href=\"https://airtable.com/appv96up7Z8K6OL5w/shrTT2rEfH7kfg00K/tbl8dGWUcAul1JBW7?viewControls=on\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eexceeds\u003c/a\u003e 200, aggregating their data and advertisers’ demand for their ad inventory could, finally, give retailers a playing field where they may better compete with Amazon.\u003c/p\u003e\n\u003cp\u003e“The opportunity for a retailer is to harness and look at their own data and partner with platforms like ours to expand their reach into the entire internet,” said Fassbender.\u003c/p\u003e\n\u003cp\u003eAs retailers benefit from being more competitive, so can advertisers, thanks to more channels to reach shoppers online and innovations like \u003ca href=\"https://internetretailing.net/half-of-connected-tv-users-want-option-to-buy-advertised-products-research-finds/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eshoppable connected TV ads\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e“For the manufacturer or the brand, being able to put themselves higher up in front of a consumer is going to drive more sales and ultimately better performance. So, it's a win-win situation,” said Adams. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current 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pioneering them.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eLast week, Tupperware — the once-beloved 78-year-old food-container brand that was found in kitchens across America — filed for bankruptcy.\u003c/p\u003e\n\u003cp\u003eThe news underscores a difficult, truth for heritage brands: Age-old fan love by itself isn’t enough to gain the favor of new generations.\u003c/p\u003e\n\u003cp\u003eFittingly, \"relevancy\" was the theme of last week’s Engineering Brand Love Summit in Columbus, Ohio, hosted by networking community Brand Innovators and independent agency The Shipyard. Heritage brands like Pedialyte, Airstream and Goodyear Tires came together to discuss how they’re ensuring they remain relevant to modern consumers.\u003c/p\u003e\n\u003cp\u003eSpeaking on a panel, Josephine Severe, senior brand manager at Abbott’s Pedialyte and previously a manager of global branding and marketing at Tupperware Brands Corp., said the heritage brand failed to innovate and adapt to meet the demands of today’s shoppers. She pointed out that it wasn’t until 2022, after the peak of the pandemic, that the brand decided to introduce e-commerce.\u003c/p\u003e\n\u003cp\u003e“Right now on TikTok people are saying, ‘My mom will be devastated,\" said Severe. “So it was forgotten. Not taking the risks you need pins you into this box. It’s not enough to keep doing the same thing — you have to evolve with what consumers want.”\u003c/p\u003e\n\u003cp\u003ePedialyte, for instance, knows that it primarily caters to hydrating children, but that isn’t stopping it from showing consumers how adults can use its product — particularly those who have a soft spot for the brand from growing up with it. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=y-xJLKjAvYg","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn fact, the driving force behind Pedialyte’s strategy is nostalgia. David Sonderman, chief creative officer of The Shipyard, says heritage brands are uniquely positioned to tap into that emotion.\u003c/p\u003e\n\u003cp\u003e“Nostalgia is one of the most powerful tools,” Sonderman explained in a presentation called “Cheating Death.” “And here’s the thing— only older brands get to do it, because it’s authentic.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eNostalgia wins \u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eSonderman pointed to Barbie, Stanley and the Shipyard’s own work for the San Francisco Ballet as examples of brands that are surviving by incorporating nostalgia into their products or marketing, but also innovating along the way.\u003c/p\u003e\n\u003cp\u003eThe 65-year-old Barbie brand, for instance, kept its bright pink world and brought back past dolls to \u003ca href=\"https://www.thecurrent.com/hasbro-toy-game-companies-kidults-marketing-advertising-demographic\"\u003eappeal to adults\u003c/a\u003e who grew up with its brand, while refocusing how Barbie is all women (and not just the blonde bombshell) in its 2023 Warner Bros. film. Along with a \u003ca href=\"https://www.cnn.com/2023/09/13/business/barbie-toy-sales-circana/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e25% boost\u003c/a\u003e in sales of dolls, the film saw \u003ca href=\"https://www.foley.com/insights/publications/2023/12/barbie-movie-brand-placement-partnerships/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$1 billion\u003c/a\u003e at the box office in the first month it was out. The 111-year-old Stanley brand, on the other hand, changed its product’s appearance to target a \u003ca href=\"https://www.thecurrent.com/stanely-brands-women-advertising\"\u003enew gender demographic\u003c/a\u003e and saw its annual sales explode from an average of $70 million to \u003ca href=\"https://www.cnn.com/2024/03/01/business/stanley-maker-plans-for-product-launches/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$750 million in 2023\u003c/a\u003e. It also continues to partner with relevant brands on new designs, including Barbie.\u003c/p\u003e\n\u003cp\u003eWhen the SF Ballet was struggling to gain younger ballet attendees, it needed to find a way to could relate to this tech-savvy crowd, Sonderman said. So The Shipyard incorporated ChatGPT into the ballet’s digital and out-of-home ads, merging a centuries-old art form with AI-generated critiques. Sonderman said the clever campaign quadrupled the number of first-time ballet attendees.\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=hgxKDl2aZow","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003ePartnerships and new channels \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe way heritage brands keep their marketing relevant varies from brand to brand, but overall, they’re incorporating nostalgic elements while innovating with messaging and channels.\u003c/p\u003e\n\u003cp\u003eAirstream, the 93-year-old trailer company, is embracing it’s past while partnering with trending brands like REI, Pottery Barn and American Girl — the latter of which was to “purely get little girls excited about Airstream,” even though it would take maybe a decade until the fruits of the partnership might be realized. “We have to be incredibly patient as marketers,” said Hansen at the summit. \u003c/p\u003e\n\u003cp\u003eAirstream shares its historic story across its website and social channels, showing how it has changed through time. “As a heritage brand, a lot of people would shy away from the past, but what we’ve done is embrace our past,” said Hansen. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"A doll sitting in a toy airstream.","url":"https://www.thetradedesk.com/assets/global/Airstream_2024-09-23-213138_styl.jpg","width":624,"height":416,"isLandscape":true},"caption":"(Courtesy of Airstream)","horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"A doll sitting in a toy airstream.","url":"https://www.thetradedesk.com/assets/global/Airstream.jpg","width":624,"height":416,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“Fail forward and do it scared,” said Linda Lollo, global external digital communications manager at The Goodyear Tire \u0026amp; Rubber Company. The company recognized there was a disconnect between its popular blimp and the fact that it sells tires.\u003c/p\u003e\n\u003cp\u003eTo bridge that gap, it’s celebrating the Goodyear blimp’s 100th birthday next year with activations, merchandise and the tagline “Blimps are cool, buy tires.” \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003cblockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"\u003e\u003cdiv style=\"padding:16px;\"\u003e \u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" background:#FFFFFF; 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border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"\u003e\u003c/div\u003e \u003cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"\u003e\u003c/div\u003e\u003c/div\u003e\u003c/a\u003e\u003cp style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"\u003e\u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\"\u003eA post shared by Goodyear Blimp (@goodyearblimp)\u003c/a\u003e\u003c/p\u003e\u003c/div\u003e\u003c/blockquote\u003e\n\u003cscript async src=\"//www.instagram.com/embed.js\"\u003e\u003c/script\u003e","height":null,"mobileEmbedCode":"\u003cblockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; 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flex-grow: 0; height: 20px; width: 20px;\"\u003e\u003c/div\u003e \u003cdiv style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"\u003e\u003c/div\u003e\u003c/div\u003e\u003cdiv style=\"margin-left: auto;\"\u003e \u003cdiv style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"\u003e\u003c/div\u003e \u003cdiv style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"\u003e\u003c/div\u003e \u003cdiv style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"\u003e\u003c/div\u003e\u003c/div\u003e\u003c/div\u003e \u003cdiv style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"\u003e \u003cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"\u003e\u003c/div\u003e \u003cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"\u003e\u003c/div\u003e\u003c/div\u003e\u003c/a\u003e\u003cp style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"\u003e\u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\"\u003eA post shared by Goodyear Blimp (@goodyearblimp)\u003c/a\u003e\u003c/p\u003e\u003c/div\u003e\u003c/blockquote\u003e\n\u003cscript async src=\"//www.instagram.com/embed.js\"\u003e\u003c/script\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eSometimes it’s about the right mix of nostalgic spokespeople and new channels. Scott’s Miracle-Gro is running a series of spots featuring Martha Stewart across new channels, like CTV and Home Depot’s \u003ca href=\"https://www.adexchanger.com/commerce/scotts-miracle-gro-is-seeing-green-with-retail-media/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eretail media network\u003c/a\u003e. “What we need to do is connect to new audiences and grow a relationship with them,” said Saakait Mathur, brand director at The Scotts Miracle-Gro Company, on a panel.\u003c/p\u003e\n\u003cp\u003eMartha Stewart is a natural spokesperson for the brand, as she appeals to multiple generations and is still relevant today thanks to her partnerships with celebrities like Snoop Dogg, Mathur tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=-M0UC6WL2PA","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eNo matter the strategy, what’s apparent is that no heritage brand wants to end up like Tupperware, dying and left behind by its consumers.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732424436955},"getSectionData({\"slug\":\"political\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"snQsodqhWIdc48R6yZzct","originalArgs":{"slug":"political","token":""},"startedTimeStamp":1732424311099,"data":{"metadata":{"datePosted":"2023-11-08T12:23:00-08:00","dateCreated":"2023-11-08T12:20:47-08:00","dateUpdated":"2024-07-24T07:49:58-07:00","title":"Political | The Current","description":"The latest on how ad tech is advancing political marketing in this election year, expected to be more digital than ever.","image":{"alt":"A TV with a graphic of three arrows in red, white and blue coming out of the screen","url":"https://www.thetradedesk.com/assets/global/image002_01DA08EE210CDA20.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A TV with a graphic of three arrows in red, white and blue coming out of the screen","url":"https://www.thetradedesk.com/assets/global/image002_01DA08EE210CDA20.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/sections/political","noIndex":false,"type":"themes"},"data":{"id":2411143,"title":"Political","heading":null,"image":{},"description":"In this election year, discover the latest topics and trends in political marketing as a new era of digital-first advertising is emerging.","themeHighlightColor":"","generateAnchors":false,"themeContent":[{"componentType":"RecentArticles","content":{"heading":null,"filterByTheme":"auto","theme":[]}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"recentArticles":"auto","showSubscribe":"hidden"}},"fulfilledTimeStamp":1732424311198},"getContentData({\"slug\":\"5-minutes-kroger-cara-pratt-svp-retail-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"YQi4Q133w9zgzOROjoxdX","originalArgs":{"slug":"5-minutes-kroger-cara-pratt-svp-retail-media","token":""},"startedTimeStamp":1732424984236,"data":{"metadata":{"datePosted":"2024-10-01T05:00:00-07:00","dateCreated":"2024-09-27T10:29:49-07:00","dateUpdated":"2024-10-23T12:28:20-07:00","title":"5 Minutes with Kroger’s Cara Pratt | The Current","description":"Pratt has a reputation as one of the key innovators of retail media. She dives into the importance of cultivating sustainable media through tracking emissions and more.","image":{"alt":"5 minutes with Cara Pratt, SVP, Kroger Precision Marketing.","url":"https://www.thetradedesk.com/assets/global/GIF_1920px_5MinWith_CaraPratt_v1.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Cara Pratt, SVP, Kroger Precision Marketing.","url":"https://www.thetradedesk.com/assets/global/Still_1920px_5MinWith_CaraPratt_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Opinion","5 minutes with - Voices page (Video section)","5 minutes with - Video page"],"url":"https://www.thecurrent.com/5-minutes-kroger-cara-pratt-svp-retail-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3335163,"slug":"5-minutes-kroger-cara-pratt-svp-retail-media","postDate":"2024-10-01T05:00:00-07:00","heading":"5 Minutes with Kroger’s Cara Pratt","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"5 minutes with Cara Pratt, SVP, Kroger Precision Marketing.","url":"https://www.thetradedesk.com/assets/global/GIF_1200px_5MinWith_CaraPratt_v1.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=aP4NiTQUEq0","captionLinkable":"\u003cp\u003eHolly Warfield / Getty / \u003cem\u003eThe Current\u003c/em\u003e\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"5 minutes with Cara Pratt, SVP, Kroger Precision Marketing.","url":"https://www.thetradedesk.com/assets/global/GIF_NoLogo_1920px_5MinWith_CaraPratt_v1.gif","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":3267105,"title":"5 minutes with - Voices page (Video section)","slug":"voices-videos","uri":"sections/voices-videos","description":null,"themeHighlightColor":""},{"id":3266713,"title":"5 minutes with - Video page","slug":"5-minutes-with-video","uri":"sections/5-minutes-with-video","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eKroger’s Cara Pratt is on the front line of retail media innovation. In fact, she helped pioneer the concept of using retail data to help marketers get more strategic about connecting to their audiences. Retail media may be the hottest space in ad tech, but Pratt reminds us that it’s still young. And she is positively excited about how the space will mature.\u003c/p\u003e\n\u003cp\u003eThere are plenty of jaw-dropping figures about the rise of retail media, but this one may sit among the top: By 2026, Emarketer projects that retail media ad spend in the U.S. will grow to just over $84 billion, which is almost a quarter (24%) of all U.S. media ad spending. Moreover, retail media ad dollars will exceed the spend for all \u003ca href=\"https://content-na1.emarketer.com/retail-media-ad-spending-forecast-h1-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etraditional media channels\u003c/a\u003e combined. That includes linear TV, newspapers, radio and out-of-home. In short, it looks like the future.\u003c/p\u003e\n\u003cp\u003ePratt spoke with \u003cem\u003eThe Current\u003c/em\u003e Editor-in-Chief Stephanie Paterik about how to leverage the retail media opportunity, leaning on business outcomes and being courageous in the ad space. \u003c/p\u003e\n\n\n\n\n\n\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity. \u003c/em\u003e\u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eHow do you stay current? How do you see \u003c/strong\u003ewhat’s coming down the pike?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIt’s an awesome question because if you’re planning for today, you’re going to be left behind. And so, it is one of those spaces where we have to have courage and commitment to take steps forward before other people. I’m a firm believer that to be one of the leaders in this space, you have to set the bar and you have to set a high bar for others to rise up to.\u003c/p\u003e\n\u003cp\u003eIt’s a special opportunity and responsibility that we have. One of the anchor points that we build all of our planning around is consumer experiences. When we’re designing new experiences with the customer in mind, good things will happen. Good things for brands, good things for publishers and good things for retailers. The sales velocity that you can see through. [There are] good things for non-endemic brands, too, is what we’re learning.\u003c/p\u003e\n\u003cp\u003eThere’s a fabulous quote from Winston Churchill that speaks to [the idea that] success is not final and failure is not fatal — it’s the courage to go on that counts. And that’s one of those spaces that really is front of mind for me.\u003c/p\u003e\n\u003cp\u003eIf we are not courageous and not leaning forward, it’s okay to fail fast. We’ve got to learn. We’ve got to push the boundaries responsibly but do so [while] setting a really high bar. That’s what this industry deserves. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eYou mentioned accountability. What does that mean to you in the industry?\u003c/strong\u003e \u003c/h2\u003e\n\n\u003cp\u003eIf you look historically from the very start, it was really anchored in business outcomes. Now it’s business outcomes and we can continue to layer on some other components, including sustainability within media, as an accountable and responsible commitment that we have.\u003c/p\u003e\n\u003cp\u003eOne of the spaces that we’ve been exploring and committing to and learning and optimizing against is the carbon footprint of the ads that we’re deploying. In fact, we’ve been doing that work with Scope3.\u003c/p\u003e\n\u003cp\u003eWhen we’ve been deploying our campaigns, naturally, because we have the right audience and you can deploy fewer impressions, we’ve actualized 17% less carbon than the average U.S. ad campaign. And we’ve overlaid some extra optimizations against that. The latest runs were 37% less reduction in our ad campaigns on carbon.\u003c/p\u003e\n\u003cp\u003eSo that is an extraordinary commitment that we think is very important as a complement to and a commitment on the actual business outcomes. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eSo\u003c/strong\u003e if an impression is efficient, meaning the right ad goes to the right person at the right time in the right place, it can be sustainable. \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eYes, and efficiency and effectiveness can coexist. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eWhat’s\u003c/strong\u003e the piece of innovation that you have your eye on and think is really going to change digital marketing? \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eIt’s really an awesome time to reflect on the very young journey that retail media is in. And what we think is critically important is to distinctively separate retail media from retail data.\u003c/p\u003e\n\u003cp\u003eThat is a component where retail media definitely can influence low-funnel retailers as publishers, but retail data can act more as a layer across channels, and that’s where the effectiveness and efficiency can come forward no matter where those dollars are being spent. And it goes back to that connection and audience as well. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eDo you have an unpopular opinion about anything? Is there a misconception in the industry that you wish you could clear up?\u003c/strong\u003e \u003c/h2\u003e\n\n\u003cp\u003eListen, I have for years talked about the vanity metrics that exist in this industry. There is no doubt that performance signals have to be at the forefront of measuring the impact of advertising. And that can play out in a really special way. The impact on audiences, the impact on creative, the impact on channel mix.\u003c/p\u003e\n\u003cp\u003eBut we have to be looking at business outcomes. [We’re] building this puzzle piece to understand performance as a starting point. And how do business outcomes and sales velocity compare to household engagement? What is the correlation to attention metrics, which was the next layer of understanding? Are click-through rate and viewability good monikers into success?\u003c/p\u003e\n\u003cp\u003eThe answer is no, there isn’t a sales correlation with high click-through rate. There isn’t a sales correlation with high viewability. We’re not even seeing a sales correlation to high attention metrics that are coming through. Now, is that another lens that organizations should be looking at? Sure, it’s just another KPI.\u003c/p\u003e\n\u003cp\u003eWe’re all trying to change behavior, so we’re trying to move inspiration to activation and see those actions. We’re excited to continue to push the envelope there. And that’s what this industry needs. They need folks that are shining lights on challenging [the] myth-busting ways of the past. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732424984267},"getAuthorData({\"slug\":\"stuart-colman\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"L2QgPYAKWCO-47mcLJtsb","originalArgs":{"slug":"stuart-colman","token":""},"startedTimeStamp":1732424526993,"data":{"metadata":{"datePosted":"2024-04-24T07:43:00-07:00","dateCreated":"2024-04-24T07:42:51-07:00","dateUpdated":"2024-11-12T11:43:26-08:00","title":"Stuart Colman | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/stuart-colman","noIndex":false,"type":"authors"},"data":{"id":2816094,"title":"Stuart 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predicting 2024 will be a big year for mergers and consolidation in the streaming space, some are speculating on how this could impact the upfronts.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition157_StreamingConsolidation_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"With many predicting 2024 will be a big year for mergers and consolidation in the streaming space, some are speculating on how this could impact the upfronts.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition157_StreamingConsolidation_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"With many predicting 2024 will be a big year for mergers and consolidation in the streaming space, some are speculating on how this could impact the upfronts.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition157_StreamingConsolidation_1920x1080_NoLogo_v1_2024-02-12-181640_qqkm.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The 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content","slug":"gated-content","uri":"sections/gated-content","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eSwiftie mania finds its way into everything, even conversations around streaming consolidation.\u003c/p\u003e\n\u003cp\u003eDescribing unlikely pairs, Jennifer Kohl, chief media officer of the global agency VML, compared streaming services merging to celebrity couples (à la Taylor Swift and Travis Kelce) that end up together — their combined fit is natural and makes so much sense.\u003c/p\u003e\n\u003cp\u003eIn the past two years, we’ve seen multiple major streaming services consolidate and combine, from HBO Max and Discovery+ \u003ca href=\"https://www.thecurrent.com/streamers-consolidate-advertisers-ctv-disney-max-paramount\"\u003emerging into Max,\u003c/a\u003e to \u003ca href=\"https://www.thecurrent.com/streaming-live-sports-digital-disney-nfl-football\"\u003eShowtime folding into Paramount+\u003c/a\u003e, to name a few. And 2024 seems primed to be a big year for even more consolidation, with \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/nbcuniversal-plus-warner-bros-discovery-comcast-ceo-1235806791/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erumors\u003c/a\u003e regularly popping into the news.\u003c/p\u003e\n\u003cp\u003eThese dynamics can also affect the strategies that media buying agencies will take into upfronts season. According to agency leaders \u003cem\u003eThe Current \u003c/em\u003espoke with, consolidation could help fix fragmentation issues and increase scale for brands. Still, on the other side, consolidation could mean fewer players holding increased pricing leverage. These colliding factors are likely keeping leaders’ attention as potential ripple effects.\u003c/p\u003e\n\u003cp\u003e“We know [consolidation is] inevitable, and ultimately, it’s going to make it easier for us on the agency side, but it will also simplify it for our client partners,” Guy Rancourt, AMP Agency’s vice president and group media director, tells \u003cem\u003eThe Current\u003c/em\u003e\u003cem\u003e.\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003eBut as Rancourt sees the potential to target fewer platforms, it comes down to supply and demand for David Campanelli, Horizon Media’s chief investment officer.\u003c/p\u003e\n\u003cp\u003e“Controlling more of the supply is always problematic from the buyer side,” Campanelli tells \u003cem\u003eThe Current\u003c/em\u003e. “The fewer sellers in the marketplace, the less competition; the less competition, the higher the pricing. It’s always good as buyers to have options to negotiate with two different entities and help drive the price down.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eFinding value in an increasingly crowded market\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eA decade ago, right when cord cutting was making major waves in the cable TV industry, major \u003ca href=\"https://www.columbian.com/news/2015/jun/05/tv-providers-a-look-at-consolidation-wave/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eTV networks consolidated\u003c/a\u003e. Now the same is happening in the streaming world.\u003c/p\u003e\n\u003cp\u003eSince Netflix has been streaming for over 15 years, it’s easy to think of the connected TV (CTV) market as highly developed. Still, advertising is a relatively new concept in the streaming world, and \u003ca href=\"https://www.thecurrent.com/netflix-advertising-streaming-amazon-media\"\u003ead plans\u003c/a\u003e have grown a dramatically bigger share \u003ca href=\"https://www.thecurrent.com/disney-advertising-streaming-campaigns-hulu\"\u003esince late 2022\u003c/a\u003e. Sticking with the laws of supply and demand, consolidation could be seen as a natural market correction after the explosion of streaming services that have launched in the past few years.\u003c/p\u003e\n\u003cp\u003e“There’s a lot of platforms today, and there’s not really demand for the volume of platforms that are out there,” Disney’s President of Global Advertising, Rita Ferro, recently \u003cem\u003e\u003ca href=\"https://adage.com/article/media/disneys-rita-ferro-ai-new-ad-formats-and-media-consolidation-2024/2534586\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold Ad Age\u003c/a\u003e\u003c/em\u003e. “And I think a lot of people may have gotten into this space because they saw it as an opportunity in a depressed market in linear to look at other ways to leverage content on different platforms. But I think a consumer has a specific amount of time that they can spend.”\u003c/p\u003e\n\u003cp\u003eDisney reported that half of new Disney+ subscribers from March to September 2023 chose the ad plan. With the average U.S. household subscribing to \u003ca href=\"https://www.parksassociates.com/blogs/in-the-news/streaming-users-could-save-366-per-year-by-switching-to-ad-supported-streaming-average-customer-has-56-services\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e5.6 streaming services\u003c/a\u003e, according to research from Parks Associates, the cost of streaming is adding up and is likely leading more consumers to accept ads in the name of having access to more content. \u003cbr /\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eTargeting takes center \u003c/strong\u003estage \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe most concrete example of two platforms merging around the upfronts is when Warner Bros. Discovery (WBD) debuted Max last year. In its latest earnings statement from November, WBD reported that while subscribers did go down, streaming ad revenue skyrocketed \u003ca href=\"https://ir.wbd.com/investor-relations/default.aspx\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e29% year over year\u003c/a\u003e. As Max reaches its first anniversary in May, it’s looking to continue that success during this year’s upfronts presentation on May 15.\u003c/p\u003e\n\u003cp\u003eWhile the upfronts have historically evoked glitzy, star-filled presentations promoting what could be the next big network hit, the back-end technology powering the streaming operations is getting more of an applause. In fact, WBD’s Head of Digital Ad Sales and Client Partnerships, Ryan Gould, tells \u003cem\u003eThe Current\u003c/em\u003e, “Some would argue [it’s] the unsung hero in ad-supported streaming environments.”\u003c/p\u003e\n\u003cp\u003eVML’s Kohl adds that the differentiator is not just the scale a streaming platform can offer, but the targeting tools they can use to identify and unlock the right audiences. This will likely play a crucial role this year, as the summer Olympics and the upcoming presidential election in the U.S. may cast a shadow over the upfronts.\u003c/p\u003e\n\u003cp\u003e“At the core of what I do, I need to make sure that my client’s message is reaching the right person,” she says. “And it really doesn’t matter if it’s in a knitting show, a cooking show or Formula One. I just need to know it’s the right message to the right person at a fair and efficient price.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732424477046},"getContentData({\"slug\":\"RemoteApplicationMetadata.rem\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"BWQ1kuS0gszM7TMBglumw","originalArgs":{"slug":"RemoteApplicationMetadata.rem","token":""},"startedTimeStamp":1732424503702,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug 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news.","image":{"alt":"The Current Report: Changing the perception of advertising alongside news with hard data.","url":"https://www.thetradedesk.com/assets/global/Blue_CurrentReport_16x9Thumbnail_11424_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: Changing the perception of advertising alongside news with hard data.","url":"https://www.thetradedesk.com/assets/global/Blue_CurrentReport_16x9Thumbnail_11424_v1_2024-11-04-204501_azwf.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","The Current Report"],"url":"https://www.thecurrent.com/presidential-election-advertising-news-data-dentsu-fil-lourenco","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3348332,"slug":"presidential-election-advertising-news-data-dentsu-fil-lourenco","postDate":"2024-11-04T12:49:00-08:00","heading":"Changing the perception of advertising alongside news with hard data","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: Changing the perception of advertising alongside news with hard data.","url":"https://www.thetradedesk.com/assets/global/Blue_CurrentReport_1200px_11424_v1.png","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report: Changing the perception of advertising alongside news with hard data.","url":"https://www.thetradedesk.com/assets/global/Blue_CurrentReport_16x9Thumbnail_11424_v1_2024-11-04-204538_sjea.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and 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dissipate. A \u003ca href=\"https://www.medill.northwestern.edu/news/2024/medill-report-shows-local-news-deserts-expanding.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecent report\u003c/a\u003e from Northwestern University found 127 newspapers across America closed down in 2023, leaving nearly 55 million Americans with limited or no access to local news.\u003c/p\u003e\n\u003cp\u003eThis continues the expanding trend of \u003ca href=\"https://www.axios.com/2024/10/24/most-us-counties-have-little-to-no-local-news-sources\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enews deserts\u003c/a\u003e we’ve seen over the years, as now more than half of counties in the U.S. have one or zero local news outlets.\u003c/p\u003e\n\u003cp\u003eStill, the report finds there is some room for optimism. 81 standalone digital local news sites opened in 2023, increasing the total number of those sites to 740.\u003c/p\u003e\n\u003cp\u003eA persistent challenge for news publishers has been capturing advertisers dollars. Multiple recent studies are hoping to turn that tide, showing it’s safe and valuable to advertise alongside news coverage.\u003c/p\u003e\n\u003cp\u003eThe latest success story comes up north in Canada, where Dentsu found some big time results for the effectiveness of local news. The holding company's VP of performance and platforms, Fil Lourenco, shared those results with me during our conversation.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":1}},"fulfilledTimeStamp":1732424871797},"getContentData({\"slug\":\"for-context-cookies-consent-identity-authenticated-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"cgr0UqAPLi3QcHl9cJyMp","originalArgs":{"slug":"for-context-cookies-consent-identity-authenticated-data","token":""},"startedTimeStamp":1732424983467,"data":{"metadata":{"datePosted":"2024-07-10T05:00:00-07:00","dateCreated":"2024-07-03T08:07:11-07:00","dateUpdated":"2024-07-29T14:04:39-07:00","title":"For Context: From cookies to consent: Identity and authenticated data | The Current","description":"The internet is moving into a new era as the third-party cookie will be phased out. New solutions are bringing data privacy to center stage.","image":{"alt":"For Context: From Cookies to consent: Identity and authenticated data.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ForContextDataPrivacy_Thumbnailmage_1920x1080_WithLogo_v1-4.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"For Context: From Cookies to consent: Identity and authenticated data.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ForContextDataPrivacy_Thumbnailmage_1920x1080_WithLogo_v1-4_2024-07-09-155204_yxjh.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Video","Premium","For Context"],"url":"https://www.thecurrent.com/for-context-cookies-consent-identity-authenticated-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3208523,"slug":"for-context-cookies-consent-identity-authenticated-data","postDate":"2024-07-10T05:00:00-07:00","heading":"For Context: From cookies to consent: Identity and authenticated data","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"For Context: From Cookies to consent: Identity and authenticated data.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ForContextDataPrivacy_Thumbnailmage_1200px_v1-1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=uFEpQ_i_1Dk","captionLinkable":"","previewImage":{"alt":"For Context: From Cookies to consent: Identity and authenticated data.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ForContextDataPrivacy_Thumbnailmage_1920x1080_NoLogo_v1-3.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":746430,"title":"Video","slug":"video","uri":"sections/video","description":"Keep up to date with all our video content — from thought leadership to industry perspectives to educational series.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""},{"id":3247783,"title":"For Context","slug":"for-context","uri":"sections/for-context","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eSince the early days of the internet, cookies have been an essential part of web tracking. But how did this little piece of code evolve into the framework for how so many things are transacted on the internet, especially advertising? Despite changing the timeline for the deprecation of third-party cookies, Google maintains that it will \u003ca href=\"https://www.thecurrent.com/google-chrome-cookie-deprecation\"\u003estart the process again\u003c/a\u003e next year. Change is coming sooner or later. Where could the internet — and as an extension, the digital advertising industry — go next?\u003c/p\u003e\n\u003cp\u003eOn this episode of \u003cem\u003eFor Context\u003c/em\u003e, we’re diving into identity and authenticated data, as the digital advertising industry goes from cookies to consent.\u003c/p\u003e\n\u003cp\u003eFrom data privacy and regulation like the General Data Protection Regulation to the power of first-party data, to how journalism will be affected by the move to a full cookieless future that’s powered by streaming and smartphones, there is a lot to unpack. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk, Inc.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current 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channels’","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A \"Thank You\" plastic shopping bag seen through the screens of a TV, smartphone and tablet.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_Readout_61PercentofGlobalShopperswantSeamlessExperience_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A \"Thank You\" plastic shopping bag seen through the screens of a TV, smartphone and tablet.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_Readout_61PercentofGlobalShopperswantSeamlessExperience_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A \"Thank You\" plastic shopping bag seen through the screens of a TV, smartphone and tablet.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_Readout_61PercentofGlobalShopperswantSeamlessExperience_1920x1080px_NoLogo_v1_2024-11-19-153314_swho.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":2453409,"slug":"zharmer-hardimon","fullName":"Zharmer Hardimon","positionTitle":null,"authorType":"staff","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":1726870,"title":"The Readout","slug":"the-readout","uri":"sections/the-readout","description":"Bite-size articles and infographics featuring the latest data every marketer should know.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eHere’s the thing: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eGlobal agency VML released its annual \u003ca href=\"https://www.vml.com/insight/the-future-shopper-2024-has-landed\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eFuture Shopper survey\u003c/a\u003e, a vast exploration of the habits and online shopping trends of consumers across 20 countries. This year’s report features a consistent theme throughout: shoppers want more innovation from their retail experiences.\u003c/p\u003e\n\u003cp\u003eMarketers can deliver on this shopper preference by keeping a sharp focus on consumer engagement. For starters, 61% of shoppers surveyed want seamless communication across sales channels, and they want their journey to feel cohesive at every turn. That number represents an increase from 2023, when 56% of respondents shared that same preference. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eData debrief:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003ePacked with insight from 31,500 residents from Thailand, Brazil, Colombia, India, France, Italy, the U.S. and more, the report offers retailers and brands a revealing lens into the modern customer journey.\u003c/p\u003e\n\u003cp\u003eA subset of the findings indicate that people want more memorable connections from their online and in-store shopping experiences.\u003c/p\u003e\n\u003cp\u003eFor instance, 64% of respondents say they would prefer to shop at a retailer or brand that has both a physical and online store vs 60% in 2023. Meanwhile, 60% of people surveyed agree they want their physical shopping experience to be immersive, futuristic and creative; just as 64% of shoppers in the survey prefer brands and retailers make the online shopping experience more entertaining. Shoppers also indicate they’re looking for maximum efficiency this year, as 63% say they want to move from inspiration to purchase as quickly as possible.\u003c/p\u003e\n\u003cp\u003eAdditionally, according to the report, 36% of all online spending is done via mobile phones and 53% of shoppers prefer to use their mobile phone when making purchases, even though 40% in the survey say they find shopping on mobile phones “difficult.”\u003c/p\u003e\n\u003cp\u003eWith technology providing consumers the ability to transverse shopping journeys in unprecedented ways, it’s no wonder expectations for friction-free intersections are rising. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhy it matters:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eIf the Future Shopper survey is any indication, retailers that lean into customer preferences for more dynamic and engaging shopping experiences this holiday shopping season are poised to win brand loyalty all year round.\u003c/p\u003e\n\u003cp\u003e“We know that 63% of how a person feels about a brand is how they experience it, so brands need to reassess how and where their equity is now being built — and that means across all channels,” says Naomi Troni, VML global chief marketing officer. “Welcome to the new era of brand building.” \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Graph showing what to know about global shoppers.","url":"https://www.thetradedesk.com/assets/global/v5mtce196readout60percentglobalshoppers.png","width":1920,"height":1200,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"Graph showing what to know about global shoppers.","url":"https://www.thetradedesk.com/assets/global/v5dtce196readout60percentglobalshoppers.png","width":1920,"height":1150,"isLandscape":true}}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732424983676},"getContentData({\"slug\":\"gen-z-viewers-watch-3-times-streaming-content-live-television-ctv\",\"token\":\"r0z_8aK0ZOKynt5-F5Ks02s8xLAZOiSw\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"cxuAPq2LA2aIsQQHpowY2","originalArgs":{"slug":"gen-z-viewers-watch-3-times-streaming-content-live-television-ctv","token":"r0z_8aK0ZOKynt5-F5Ks02s8xLAZOiSw"},"startedTimeStamp":1732425024279,"data":{"metadata":{"datePosted":"2023-04-07T11:42:00-07:00","dateCreated":"2023-04-07T06:30:24-07:00","dateUpdated":"2023-06-12T12:37:15-07:00","title":"Gen Z viewers watch 3 times as much streaming content as live television | The Current","description":"A new GWI survey finds that Gen Z and millennial viewers are spending significantly more time streaming content than watching live TV, a generational shift that has implications for marketers looking to reach younger audiences on CTV.","image":{"alt":"An arm comes through the screen of a connected TV while holding a stopwatch with a green play button in its center.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition113_HoursSpentStreaming_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"An arm comes through the screen of a connected TV while holding a stopwatch with a green play button in its center.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition113_HoursSpentStreaming_1920x1080_v1_2023-04-07-182611_xjtc.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Damian Fowler","themes":["The Readout","Stay up to 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Current","url":"https://www.thetradedesk.com/assets/global/DamianFowler_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/fowlerdf"}]}],"categories":[],"filterValues":[],"themes":[{"id":1726870,"title":"The Readout","slug":"the-readout","uri":"sections/the-readout","description":"Bite-size articles and infographics featuring the latest data every marketer should know.","themeHighlightColor":""},{"id":1895301,"title":"Stay up to date","slug":"sign-up-for-the-current","uri":"sections/sign-up-for-the-current","description":"The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eGen Z and millennial viewers are spending significantly more time \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003estreaming\u003c/a\u003e content than watching live TV, a generational shift that has implications for marketers looking to tap into younger audiences, according to new survey-based research by GWI. \u003c/p\u003e\n\u003cp\u003eGen Z viewers say they spend an average of 1 hour and 51 minutes streaming versus 38 minutes watching live television daily; that’s almost three times as much streaming as cable. Likewise, millennials spend 1 hour and 58 minutes streaming versus 1 hour and 3 minutes on live television daily — almost twice as much time on streaming than cable. For context, the report finds that the average American TV viewer spends 1 hour and 40 minutes every day watching streaming channels and a similar amount of time on live television, which shows that attrition of live/linear television is happening at a generational level (hello, cord-nevers). \u003c/p\u003e\n\u003cp\u003eThe most popular streaming platform for Gen Z is Netflix, with 75 percent saying they watch every month, according to a related GWI report, \u003cem\u003eGen Z in the US\u003c/em\u003e. Other competitors lag behind — with Hulu (54 percent), Disney+ (48 percent), and Amazon Prime Video (40 percent) rounding out the survey’s top four — but are catching up as more Gen Zers acquire different streaming services. HBO Max has seen a boost in Gen Z interest, especially thanks to hit shows like \u003cem\u003eWhite Lotus\u003c/em\u003e that have generated buzz on social media. \u003c/p\u003e\n\u003cp\u003eThat said, the report finds a 35 percent year-on-year increase in the proportion of Gen Zers who say streaming services are getting too expensive. Ad tiers on many of these platforms can help subsidize the aggregate costs of multiple subscriptions. Figures from the GWI research highlight the opportunity for advertisers: Gen Z consumers say they are 77 percent more likely to discover a new brand during ads that play before an online video than the average consumer. “It’s important for brands to think about how they can reach U.S. Gen Z across different viewing platforms to maximize exposure,” states the GWI report. \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe src=\"https://e.infogram.com/_/y1FHW6jJC4qBzJchhJZs?src=embed\" title=\"v2_TheCurrent_HoursSpentStreaming\" width=\"1000\" height=\"952\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe src=\"https://e.infogram.com/_/enMBDXlyyU865mPL2ggB?src=embed\" title=\"v2mobile_TheCurrent_HoursSpentStreaming\" width=\"760\" height=\"986\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732425024769},"getContentData({\"slug\":\"olympics-2024-advertising-streaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"QMmAqdiTZo6560VldFiVu","originalArgs":{"slug":"olympics-2024-advertising-streaming","token":""},"startedTimeStamp":1732425327232,"data":{"metadata":{"datePosted":"2024-04-17T00:00:00-07:00","dateCreated":"2024-04-16T11:40:57-07:00","dateUpdated":"2024-08-23T13:40:39-07:00","title":"The Olympics’ role in culture is evolving, and advertisers are moving with it | The Current","description":"NBCUniversal and the Olympics are evolving with viewers. Advertisers are responding with $1.2 billion in ad commitments and counting.","image":{"alt":"The Olympics’ role in culture is evolving, and advertisers are moving with it","url":"https://www.thetradedesk.com/assets/global/DAMFinalExports_TheCurrent_Newsletter_edition166_ProgrammaticOlympics_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Olympics’ role in culture is evolving, and advertisers are moving with it","url":"https://www.thetradedesk.com/assets/global/DAMFinalExports_TheCurrent_Newsletter_edition166_ProgrammaticOlympics_1920x1080px_Logo_v1_2024-04-16-184741_bioa.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming","gated content"],"url":"https://www.thecurrent.com/olympics-2024-advertising-streaming","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2779072,"slug":"olympics-2024-advertising-streaming","postDate":"2024-04-17T00:00:00-07:00","heading":"The Olympics’ role in culture is evolving, and advertisers are moving with it","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#002f87","textHex":"#ffffff"},"featuredImage":{"alt":"The Olympics’ role in culture is evolving, and advertisers are moving with it.","url":"https://www.thetradedesk.com/assets/global/DAMFinalExports_TheCurrent_Newsletter_edition166_ProgrammaticOlympics_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Olympics’ role in culture is evolving, and advertisers are moving with it.","url":"https://www.thetradedesk.com/assets/global/DAMFinalExports_TheCurrent_Newsletter_edition166_ProgrammaticOlympics_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"The Olympics’ role in culture is evolving, and advertisers are moving with it.","url":"https://www.thetradedesk.com/assets/global/DAMFinalExports_TheCurrent_Newsletter_edition166_ProgrammaticOlympics_1920x1080px_NoLogo_v1_2024-04-16-184833_udzc.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":3302064,"title":"gated content","slug":"gated-content","uri":"sections/gated-content","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eMonths before the opening ceremonies, NBCUniversal announced it had already sold \u003ca href=\"https://nbcsportsgrouppressbox.com/2024/04/09/transcript-nbcuniversal-paris-olympics-advertising-sales-update/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$1.2 billion\u003c/a\u003e in ad commitments for the upcoming Summer Olympics in Paris, France, which run from July 26 to August 11.\u003c/p\u003e\n\u003cp\u003eThe broadcaster is on track to set a new record for ad revenue, according to Dan Lovinger, NBCU’s President of Olympic and Paralympic partnerships. Ad space is sold out for both the opening and closing ceremonies across NBC’s linear TV and Peacock, its streaming platform. Lovinger adds that new records have been set for digital advertising revenue. And a boatload of new money is expected, with \u003ca href=\"https://www.thecurrent.com/b2b-sponsorship-2024-olympics-marketing-live-sports\"\u003e$350 million\u003c/a\u003e so far coming from first-time advertisers.\u003c/p\u003e\n\u003cp\u003e“In a world where audiences have become more and more fragmented, we expect the Games to be the most watched media event of the year,” Lovinger said in a press briefing.\u003c/p\u003e\n\u003cp\u003eThe growth of Peacock is an important factor in opening up access to viewers. For the first time ever, every single event will stream live on the streaming app, enabling more inventory, which \u003ca href=\"https://www.thecurrent.com/streaming-disney-nbcuniversal-paramount-ctv-programmatic\"\u003egives more advertisers\u003c/a\u003e the opportunity to get involved.\u003c/p\u003e\n\u003cp\u003e“With the ability to market one to few rather than one to everyone, it opens up the aperture of how many advertisers can be part of the Olympic experience,” Lovinger said at a press briefing. “No other property can change the vector of a brand’s business or drive results like the Olympics can.”\u003c/p\u003e\n\u003cp\u003eAdvertisers see the opportunity, says Rob Brett, VP of Digital Sales at media agency Playfly Sports. He explains that because streaming is being picked up at such a massive scale, he no longer needs to make the case to his clients about its value.\u003c/p\u003e\n\u003cp\u003e“The Olympics has so many sports that don't necessarily have as defined a fan base, so you can sample more,” Brett tells \u003cem\u003eThe Current\u003c/em\u003e. “There's more long-tailed content. And I think that through a digital platform, you just will have [that] advantage. You'll be able to present the Games in a way that you could never do some place else.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eOlympics’ role in culture as our habits evolve\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e Peacock and the streaming industry's evolution in society has changed the calculus for an iconic event like the Olympics. In a world that’s increasingly fragmented — not that the Games are completely immune to those changes — they yet remain as one of the few global media events that can unite fans around the world.\u003c/p\u003e\n\u003cp\u003e“The Olympics used to be monoculture when it was only on NBC and there were [only] three channels,” Robert Lambrechts, chief strategy officer at creative agency Pereira O’Dell tells \u003cem\u003eThe Current\u003c/em\u003e. “NBC had the Olympics and you had no choice. But then the fragmentation of media has actually made the Olympics more of a niche player, probably in a good way, a targetable play for people.”\u003c/p\u003e\n\u003cp\u003eComparing the Olympics to a massive sporting event like the Super Bowl, which also exists as a cultural moment where some tune in only for the commercials, shows the Olympics could zig where the Super Bowl zags. The Games offer a chance for advertisers to be much more targeted with the combination of international audiences that all have disparate interests. NBCUniversal recently announced it’s opening up \u003ca href=\"https://www.thecurrent.com/2024-paris-olympics-programmatic-peacock-nbcuniversal\"\u003eprogrammatic access\u003c/a\u003e to the Olympics for the first time, which will enable advertisers to reach their desired audience.\u003c/p\u003e\n\u003cp\u003eThe way Lambrechts sees it, the Olympics make sense for two types of brands – global advertisers hoping to land a message across the world, and those looking to target a specific audience with the immense scale the Games offer.\u003c/p\u003e\n\u003cp\u003eNBCUniversal says it has sold out nearly 95% of its custom primetime marketing integrations, with several categories like non-alcoholic beverages, CPG, financial services, retail and entertainment seeing increases in ad spend. \u003c/p\u003e\n\n\n\u003ch2\u003e\u003cstrong\u003eConnecting to the feel good\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e Streaming is adding another layer for advertisers who traditionally have favored the upfronts for events like the Olympics, says Jennifer Kohl, chief media officer of the global agency VML. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://youtu.be/hoosqLDWIHM?si=FJIWHee0ovFGMWJH","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAnother reason the Olympics are a place brands can rally around is they provide feel-good content on a global scale, according to Kohl. That is especially important during an election year in the U.S., even considering this will be the first Olympics coming off the COVID-19 pandemic.\u003c/p\u003e\n\u003cp\u003e“Brands are looking for places where they can put their brand message that feel more happy and light,” Kohl tells \u003cem\u003eThe Current\u003c/em\u003e. “Something with a good aura around it.\u003c/p\u003e\n\u003cp\u003eA huge part of that connection is building a relationship with the stars of the Games through tales of triumph and tragedy. And in a \u003ca href=\"https://www.thecurrent.com/march-madness-womens-sports-advertisers-basketball\"\u003esign of the times\u003c/a\u003e, Kohl asked who the Caitlin Clark of the Olympics might be.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732425327274},"getContentData({\"slug\":\"nfl-marissa-solis-svp-football-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"IqN1q5CpI8qDfQAvJ5WzQ","originalArgs":{"slug":"nfl-marissa-solis-svp-football-marketing","token":""},"startedTimeStamp":1732425247478,"data":{"metadata":{"datePosted":"2023-11-15T06:37:00-08:00","dateCreated":"2023-11-15T06:29:15-08:00","dateUpdated":"2024-08-06T14:44:12-07:00","title":"NFL’s Marissa Solis on the Taylor Swift effect and how she’s helping the league maintain its legacy while staying relevant | The Current","description":"The NFL’s Marissa Solis on the Taylor Swift effect, expanding globally, and the powerful messaging coming for the Super Bowl.","image":{"alt":"The Current Podcast: Marissa Solis, NFL's SVP of global brand and consumer marketing","url":"https://www.thetradedesk.com/assets/global/NFL_16x9_Social_v2_2023-11-15-143005_qzua.jpg","width":1920,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast: Marissa Solis, NFL's SVP of global brand and consumer marketing","url":"https://www.thetradedesk.com/assets/global/NFL_16x9_Social_v2_2023-11-15-143008_fqky.jpg","width":1920,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","Premium","The Current Podcast"],"url":"https://www.thecurrent.com/nfl-marissa-solis-svp-football-marketing","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2430405,"slug":"nfl-marissa-solis-svp-football-marketing","postDate":"2023-11-15T06:37:00-08:00","heading":"NFL’s Marissa Solis on the Taylor Swift effect and how she’s helping the league maintain its legacy while staying relevant","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Podcast: Marissa Solis, NFL's SVP of global brand and consumer marketing","url":"https://www.thetradedesk.com/assets/global/NFL_1x1_v2_2023-11-15-143105_mbfp.jpg","width":1201,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast: Marissa Solis, NFL's SVP of global brand and consumer marketing","url":"https://www.thetradedesk.com/assets/global/NFL_16x9_Editorial_v2_2023-11-15-143108_rmrs.jpg","width":1920,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/fbf6ed25-5ded-48ce-ad74-9a8f7e0ab9fb?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/fbf6ed25-5ded-48ce-ad74-9a8f7e0ab9fb?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eDespite the many conspiracy theories, Marissa Solis, the NFL’s SVP of global and consumer marketing says the Taylor Swift-Travis Kelce romance is not an elaborate set up by the NFL and Swift to drum up attention.\u003c/p\u003e\n\u003cp\u003eBut when sparks flew for the couple, the NFL was ready to stoke the fire, leaning on its fast-moving social media and influencer marketing arm. Solis shared on \u003cem\u003eThe Current Podcast\u003c/em\u003e that the league moved into its own Taylor Swift era by creating football 101 videos for Swifties new to the game, as well as introducing Swift to a new fanbase of football lovers.\u003c/p\u003e\n\u003cp\u003e“It's a really good lesson for marketers,” Solis says. “Culture happens at the speed of light and you just have to be ready. We like to say or think we create culture, but culture is organic and embedded. Culture just happens and we just happened to be ready at the moment.”\u003c/p\u003e\n\u003cp\u003eElsewhere on the podcast, Solis gives a preview of the powerful messaging coming for the Super Bowl, how the NFL is gaining international influence, and meeting consumers where they are by balancing traditional TV, streaming, and other digital channels. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":1}},"fulfilledTimeStamp":1732425247522},"getContentData({\"slug\":\"whats-happening-at-the-google-ad-tech-trial\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"z0FYyZgd8qUJ41qit8Fqf","originalArgs":{"slug":"whats-happening-at-the-google-ad-tech-trial","token":""},"startedTimeStamp":1732425107510,"data":{"metadata":{"datePosted":"2024-09-23T05:53:00-07:00","dateCreated":"2024-09-20T12:35:05-07:00","dateUpdated":"2024-09-27T13:01:54-07:00","title":"‘They were holding us hostage’: Inside the groundbreaking Google ad tech trial | The Current","description":"The Department of Justice argued that Google gave publishers no choice but to do business with it by maintaining a monopoly over several ad tech markets.","image":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1920x1080px_Logo_v1-2.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1920x1080px_Logo_v1-2_2024-09-20-193743_awsd.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Travis Clark","themes":["Data Privacy"],"url":"https://www.thecurrent.com/whats-happening-at-the-google-ad-tech-trial","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3333076,"slug":"whats-happening-at-the-google-ad-tech-trial","postDate":"2024-09-23T05:53:00-07:00","heading":"‘They were holding us hostage’: Inside the groundbreaking Google ad tech trial","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1920x1080px_NoLogo_v1_2024-09-20-194404_hgxf.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692063,"title":"Data Privacy","slug":"data-privacy","uri":"sections/data-privacy","description":"Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eOver the last three weeks, ad tech aficionados watched closely during the revelatory antitrust trial over Google’s digital advertising business. On Sept. 27, the \u003ca href=\"https://x.com/BigTechOnTrial/status/1839707609412063241\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etrial concluded\u003c/a\u003e, with \u003ca href=\"https://x.com/BigTechOnTrial/status/1839708965803901219\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eclosing arguments\u003c/a\u003e set for Nov. 25.\u003c/p\u003e\n\u003cp\u003eThe trial shined a light on Google’s business practices, as the Department of Justice made the case that Google maintained a monopoly in three ad tech markets by stifling competition. It alleged that Google “monopolizes key digital advertising technologies” across the entire supply chain, according to the lawsuit filed last year.\u003c/p\u003e\n\u003cp\u003e“There's this expression where if the law is on your side, pound the law,” attorney Tom Blakely, who covered the trial for \u003cem\u003eBig Tech on Trial, \u003c/em\u003etold \u003ca href=\"https://www.thecurrent.com/google-ad-tech-antitrial-defense-tom-blakely\"\u003eThe Current Report\u003c/a\u003e this week. “If the facts are on your side, pound the facts and when neither is on your side, you pound the table. And it seems like what's been going on here is the government has heavily pounded the facts.”\u003c/p\u003e\n\u003cp\u003eGoogle challenged the DOJ’s case, arguing that the ad tech industry is competitive and that it was \u003ca href=\"https://www.nytimes.com/2024/09/27/technology/google-antitrust-case-lawsuit.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emeeting the demands\u003c/a\u003e of publishers.\u003c/p\u003e\n\u003cp\u003eMark Israel, an economist who created an expert report for Google, \u003ca href=\"https://apnews.com/article/google-antitrust-virginia-advertising-technology-trial-1e416f23c550de6481c3179653e5ede0\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etestified on Sept. 26\u003c/a\u003e that the DOJ “seems to miss where the competition is today,” pointing to social media companies like Facebook and TikTok, as well as online retailers like Amazon as rivals.\u003c/p\u003e\n\u003cp\u003eAs the trial wraps up, \u003cem\u003eThe Current\u003c/em\u003e compiled the most important news to come out of the courtroom that marketers need to know. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eOpening statements outline\u003c/strong\u003ed each side’s case \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAttorney Julia Tarver Wood made the DOJ’s opening statement, \u003ca href=\"https://digiday.com/media/googles-ad-tech-impact-on-publishers-front-and-center-during-opening-day-of-dojs-antitrust-trial/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccusing Google\u003c/a\u003e of maintaining “a trifecta of monopolies,” which the department’s lawsuit claimed was in three markets depending on the geo: publisher ad servers, ad exchanges and advertiser ad networks.\u003c/p\u003e\n\u003cp\u003eThe DOJ has claimed that Google controls between \u003ca href=\"https://www.adexchanger.com/antitrust/your-day-one-recap-doj-vs-google-goes-deep-into-the-ad-tech-weeds/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e87% and 91%\u003c/a\u003e of the ad server market; Wood said that publishers are “totally dependent” on the company.\u003c/p\u003e\n\u003cp\u003eGoogle attorney Karen Dunn argued that the three markets in question are not distinct markets, and that the DOJ is “gerrymandering its way to market reality.” \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/e5d79680-fe7a-4bb1-9030-27cbab843ed7?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/e5d79680-fe7a-4bb1-9030-27cbab843ed7?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eGoogle\u003c/strong\u003e’s apparent impact on publishers \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe DOJ has taken aim at how much money Google has kept from ad transactions. According to \u003cem\u003eThe Verge\u003c/em\u003e, Google has typically kept a 20% commission for these transactions; Brian O’Kelley, founder of AppNexus, said in a video testimony that the fee was “dramatically higher than competitors’.”\u003c/p\u003e\n\u003cp\u003eOne former Google exec wrote in an email in 2018, which was presented in court, that the fee was “not long-term defensible.”\u003c/p\u003e\n\u003cp\u003eIn a statement to \u003cem\u003eThe Verge\u003c/em\u003e, a Google \u003ca href=\"https://www.theverge.com/2024/9/16/24244357/google-adx-take-rate-commission-antitrust-trial\" target=\"_blank\" rel=\"noreferrer noopener\"\u003espokesperson said\u003c/a\u003e, in part: “Publishers keep the vast majority of the revenue when they use Google’s advertising technology, and our fees are transparent and in line with industry rates.”\u003c/p\u003e\n\u003cp\u003eThe DOJ aimed to make the case that customers still did business with Google despite the alleged higher fees because the company only allowed access to its substantial advertiser base through its own Google Ad Network, \u003ca href=\"https://www.theverge.com/2024/9/16/24244357/google-adx-take-rate-commission-antitrust-trial\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to\u003c/a\u003e \u003cem\u003eThe Verge\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eIn 2019, Google started preventing publishers from setting higher floor prices for Google Ad Exchange, which could have encouraged competition during ad auctions; Stephanie Layser, a former NewsCorp programmatic exec who is currently with AWS, said \u003ca href=\"https://www.theverge.com/2024/9/11/24241386/former-news-corp-executive-google-doj-ad-tech-trial\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eduring a testimony\u003c/a\u003e on the second day of the trial, “I felt like they were holding us hostage.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHeader bidding takes center stage\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThat leads us to header bidding, which \u003ca href=\"https://www.thecurrent.com/what-the-tech-google-antitrust-trial-digital-advertising-ad\"\u003eallows publishers\u003c/a\u003e to offer ad inventory to multiple buyers, which could increase the price. But it also allowed publishers to receive bids before making those impressions available in Google’s ad exchange.\u003c/p\u003e\n\u003cp\u003eChris LaSala, a former Google exec, \u003ca href=\"https://www.justice.gov/atr/media/1367896/dl\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote in a 2016 email\u003c/a\u003e released during the trial that the company needed to “fight off the existential threat posed by header bidding.”\u003c/p\u003e\n\u003cp\u003eGoogle introduced “exchange bidding” in the 2010s as an apparent response to header bidding; one internal Google email presented in court described exchange bidding as a “way to stem the bleeding” being caused by header bidding, \u003ca href=\"https://digiday.com/marketing/google-antitrust-trial-reveals-the-succeed-at-all-costs-culture-behind-the-pursuit-of-ad-market-domination/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to\u003c/a\u003e \u003cem\u003eDigiday\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eIn a \u003ca href=\"https://mlexmarketinsight.com/news/insight/google-told-employees-to-make-its-own-auction-tool-only-slightly-better-than-header-bidding-us-doj\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2016 email\u003c/a\u003e, former Google employee Jonathan Bellack, who testified during the trial on Sept. 20, said that header bidding was “measurably impacting” the company’s revenue and that the goal was to make exchange bidding “slightly better” than header bidding. Bellack confirmed that this was the company’s guidance during his testimony.\u003c/p\u003e\n\u003cp\u003e“It would be the equivalent of Coca-Cola selling their product to a local bodega for 70 cents and to Walmart for $1,” Jed Dederick, chief revenue officer at The Trade Desk, said during a testimony on the third day of the trial. “It didn’t, and wouldn’t, make sense to us unless there was something else happening.”  \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eGoogle’s approach to competition\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eIn its lawsuit, the DOJ alleged that Google maintained an ad tech monopoly, partly, by making acquisitions that would “neutralize or eliminate ad tech competitors,” including DoubleClick. Another such acquisition, the DOJ argued on Sept. 16 (as the trial entered its second week), was Admeld, which created yield management tools.\u003c/p\u003e\n\u003cp\u003eA 2010 email from current YouTube CEO Neal Mohan, presented in court, said that Google had “missed the yield manager threat.” The company bought AdMeld in 2011, integrated the tech into its ad exchange and shut it down two years later, \u003ca href=\"https://www.bloomberg.com/news/articles/2024-09-16/us-says-google-saw-ad-startup-as-a-threat-and-bought-it\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to\u003c/a\u003e \u003cem\u003eBloomberg\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eMohan, though, said in court that Google only bought AdMeld because the tech was a “gap in our portfolio” that the company need to close “as quickly as possible.” \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThis story was updated on Sept. 27 to reflect the conclusion of the trial. Closing arguments are scheduled for Nov. 25. \u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc. An individual from The Trade Desk is among the 68 people included on the trial witness list. \u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e \u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732425107550},"getSectionData({\"slug\":\"video\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"D71FdTLywN6YeMM7donRE","originalArgs":{"slug":"video","token":""},"startedTimeStamp":1732426594555,"data":{"metadata":{"datePosted":"2021-09-09T10:36:00-07:00","dateCreated":"2021-08-30T13:38:16-07:00","dateUpdated":"2024-08-08T08:42:04-07:00","title":"Video | The Current","description":"Keep up to date with all our video content — from thought leadership to industry perspectives to educational series.","image":{"alt":"Clapper board with a video player placed over and a hand closing it. 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The Current logo is fixed to the left top corner of the image.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RetailMetadata_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/sections/retail","noIndex":false,"type":"themes"},"data":{"id":692072,"title":"Retail","heading":null,"image":{},"description":"Stories about the emerging retail media market, including the latest brand partnerships.","themeHighlightColor":"","generateAnchors":false,"themeContent":[{"componentType":"RecentArticles","content":{"heading":null,"filterByTheme":"auto","theme":[]}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"recentArticles":"auto","showSubscribe":"hidden"}},"fulfilledTimeStamp":1732425147728},"getContentData({\"slug\":\"what-the-tech-google-antitrust-trial-digital-advertising-ad\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"GQ_coy3SrfKZWfojGJNli","originalArgs":{"slug":"what-the-tech-google-antitrust-trial-digital-advertising-ad","token":""},"startedTimeStamp":1732425149108,"data":{"metadata":{"datePosted":"2024-09-09T05:00:00-07:00","dateCreated":"2024-09-06T11:34:44-07:00","dateUpdated":"2024-09-09T11:11:41-07:00","title":"What the Tech is the Google antitrust trial all about? | The Current","description":"Google is accused of monopolizing the digital advertising market in a case with enormous implications for the industry.","image":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTT_GoogleDOJTrial_1920x1080px_FacebookMetadata_v1.gif","width":480,"height":270,"isLandscape":true},"imageTwitter":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTT_GoogleDOJTrial_1920x1080px_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"John McDermott","themes":["Office Hours"],"url":"https://www.thecurrent.com/what-the-tech-google-antitrust-trial-digital-advertising-ad","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3327441,"slug":"what-the-tech-google-antitrust-trial-digital-advertising-ad","postDate":"2024-09-09T05:00:00-07:00","heading":"What the Tech is the Google antitrust trial all about?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTTGoogleDOJTrial_1920x1080px_PreviewImage_v1_2024-09-06-184903_jlmm.gif","width":480,"height":270,"isLandscape":true},"featuredMobileImage":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTT_GoogleDOJTrial_1920x1080px_FeaturedImage_v1_2024-09-06-184815_grno.jpg","width":1920,"height":1080,"isLandscape":true},"featuredPreviewImage":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTT_GoogleDOJTrial_1200px_Square.gif","width":400,"height":400,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTTGoogleDOJTrial_1920x1080px_PreviewImage_v1.gif","width":480,"height":270,"isLandscape":true},"authors":[{"id":1508844,"slug":"john-mcdermott","fullName":"John McDermott","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":869692,"title":"Office Hours","slug":"office-hours","uri":"sections/office-hours","description":"Everything digital marketers need to know to make their jobs easier.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe American public is about to get a crash course in the esoteric world of advertising technology this week as Google goes on trial for allegedly monopolizing the digital advertising industry. \u003cbr /\u003e\u003cbr /\u003eThe trial, which starts on Sept. 9, is the culmination of years of complaints that Google holds too much power in the digital ad space and engages in an array of anticompetitive practices, such as self-dealing, operating a biased advertising exchange, and short-changing both advertisers and publishers in the name of capturing more market share. Now the Department of Justice is going to make that case against Google in federal court. \u003c/p\u003e\n\u003cp\u003eThe trial has tremendous implications not just for Google but for the industry at large. If the DOJ wins, Google’s grip on the advertising market could loosen, to the benefit of its competitors, publishers and advertisers. If Google wins, it will further empower tech behemoths, likely to the detriment of the open, independent web, according to Google critics. \u003cbr /\u003e \u003cbr /\u003eThis is obviously, huge news, but as mentioned before, the case itself is highly complex. To break it down, we’ve assembled this handy explainer. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat is Google accused of, exactly?\u003c/strong\u003e \u003cbr /\u003e \u003c/h2\u003e\n\u003cp\u003eThe Justice Department, along with the Attorneys General of California, Colorado, Connecticut, New Jersey, New York, Rhode Island, Tennessee and Virginia, \u003ca href=\"https://www.justice.gov/opa/pr/justice-department-sues-google-monopolizing-digital-advertising-technologies\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efiled a civil antitrust suit\u003c/a\u003e in January 2023 against Google, claiming the company has monopolized the digital advertising industry “through serial acquisitions and anticompetitive manipulation” — according to the DOJ — thus violating Sections 1 and 2 of the Sherman Act. (Passed in 1890, the Sherman Act was originally \u003ca href=\"https://www.archives.gov/milestone-documents/sherman-anti-trust-act\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edesigned to rein in the robber barons\u003c/a\u003e behind Standard Oil, the American Sugar Refining Company and other late-19th-century American monopoly businesses. The Act gives the government the ability to seek the break up of monopolistic businesses to preserve free, competitive markets, and it \u003ca href=\"https://www.ftc.gov/advice-guidance/competition-guidance/guide-antitrust-laws/antitrust-laws\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elaid the foundation\u003c/a\u003e for the establishment of the Federal Trade Commission in 1914.) \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow did the antitrust trial come about?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe genesis for this antitrust case actually hearkens back to 2008 when Google acquired the ad server company DoubleClick.  \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eAn ad server is the decision-maker in the ad delivery process — it determines which ads show to which audiences and ensures the placement of those as in a timely fashion (a tenth of a second, to be exact). At the time, DoubleClick was the dominant ad server in the industry and Google, though not even double digits in age, had already become one of the most powerful tech companies in the world. \u003c/p\u003e\n\u003cp\u003eWhen the DoubleClick acquisition was announced, it raised concerns that the merged companies could have too much control over the burgeoning digital advertising industry. By owning both an ad server and an advertising exchange, Google could control both sides of the market, using its supposedly independent ad serving technology to direct purchases to its ad exchange and its owned-and-operated advertising inventory. This would be a case of self-dealing and, according to the DOJ, constitute an anticompetitive business practice. \u003cbr /\u003e \u003cbr /\u003eThe \u003ca href=\"https://www.ftc.gov/news-events/news/press-releases/2007/12/federal-trade-commission-closes-googledoubleclick-investigation\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eFTC investigated the Google-DoubleClick acquisition\u003c/a\u003e but eventually decided, in December 2007, to not block the merger. The Commission did warn Google about bundling its different ad products together, an industry practice generally referred to as “tying,” to edge out competition, however. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eSo why is this suit happening now?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe DOJ alleges that Google engaged in the exact conduct the FTC had warned against. \u003c/p\u003e\n\u003cp\u003eSince 2007, Google has acquired other ad tech companies — AdMob, a mobile ad network, in 2009; Invite Media, a real-time bidding exchange, in 2010; and Admeld, a \u003ca href=\"https://www.thecurrent.com/what-the-tech-are-dsps-ssps-and-dmps\"\u003esupply-side platform\u003c/a\u003e, in 2011. Google also owns YouTube, which it bought in 2006, giving it access to one of the biggest video advertising platforms in the world. These acquisitions have given Google a presence at every stage of the ad-delivery supply chain, further consolidating its hold on the digital advertising market. \u003c/p\u003e\n\u003cp\u003eFor a while, the DOJ said there was nothing to see here about Google gobbling up more of the online ad market. Regulators briefly looked into the AdMeld acquisition, for instance, before concluding the deal was not likely to “\u003ca href=\"https://www.justice.gov/opa/pr/statement-department-justices-antitrust-division-its-decision-close-its-investigation-google\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esubstantially lessen competition in the sale of display advertising\u003c/a\u003e.” \u003c/p\u003e\n\u003cp\u003eBut then Google started to bundle its products together, according to brands and agencies, raising the suspicions of federal regulators. Google would incentivize, and in some cases demand, ad buyers use its various ad tech tools in conjunction with one another, according to a \u003ca href=\"https://digiday.com/media/google-bundling-ad-tech-inventory-raising-anti-competitive-concerns/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2014 investigative report\u003c/a\u003e into Google’s ad tech business. According to the DOJ, this violates the anti-tying guidance and constitutes anticompetitive behavior. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow is bundling anticompetitive?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAccording to the DOJ, Google’s control over both the buy and sell sides of the market, affords it control over the entire industry and allowing it to squeeze competitors. \u003c/p\u003e\n\u003cp\u003eGoogle’s ad exchange, AdX, provides an auction marketplace for brands and agencies to buy ads. An exchange is supposed to be impartial, providing an unbiased platform for buyers and sellers to connect. But Google, through YouTube and its various ad exchanges acquisitions, also controls the advertising space being sold. The DOJ argues Google has no incentive to provide an unbiased marketplace and every incentive to direct buyers to its inventory, collecting fees for both the purchase and sale of any ad deal — hence, self-dealing. \u003cbr /\u003e \u003cbr /\u003eThis has a potentially negative impact on the industry at large. Google’s alleged anticompetitive practices are “increasing costs for advertisers and cutting revenue for publishers,” \u003ca href=\"https://www.economicliberties.us/dept-of-justice-v-google-adtech/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to the American Economic Liberties Project\u003c/a\u003e, a non-partisan non-profit organization aimed at breaking up modern monopolies. \u003c/p\u003e\n\n\u003cp\u003eHow Google responded to the rise of header bidding is a good example of this. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat happened with Google and header bidding?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAs publishers grew concerned about Google’s hold on the advertising market, they developed header bidding. Also called “pre-bidding” and “holistic yield management” (yikes), header bidding allows publishers to offer their ad inventory to buyers and receive bids before making those impressions available in Google’s ad exchange. The thought being that Google’s exchange was exerting downward pressure on their ad prices, preventing them from receiving the best possible price. \u003c/p\u003e\n\u003cp\u003eGoogle responded with a series of tools that (Google said) would address publishers’ worries about using Google’s ad exchange and ensure they were receiving top prices for their inventory. But in reality, the tools \u003ca href=\"https://www.adexchanger.com/platforms/thanks-to-the-doj-we-now-know-what-google-really-thought-about-header-bidding/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprevent publishers from referencing other ad exchanges\u003c/a\u003e, according to internal Google documents made public in the antitrust case. \u003cbr /\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eShifting regulatory landscape?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eFor years, the DOJ was reluctant to pursue antitrust cases, taking a decidedly\u003cem\u003e laissez faire\u003c/em\u003e approach to market regulation. But the political calculus has shifted against Big Tech in recent years, with politicians and voters growing concerned about the outsize power large tech companies have over our information and commerce ecosystems.\u003c/p\u003e\n\u003cp\u003eWhen a company controls too much of the advertising market, it can hinder publishers’ ability to earn revenue. If publishers can’t earn enough revenue to operate, then our information ecosystem suffers, and so does our democracy. (Many governments, including Canada, Australia and the state of California, are trying to force Google, through legislation, to \u003ca href=\"https://www.latimes.com/california/story/2024-08-21/california-lawmakers-bill-requires-tech-platforms-pay-for-news-journalism-preservation-act\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eshare more of its revenue\u003c/a\u003e with news publishers for this very reason.) On a grand scale, the Google antitrust case is about the health of the marketplace of ideas as much as it is about the digital advertising marketplace.\u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc. An individual from\u003c/em\u003e \u003cem\u003eThe Trade Desk is among the 68 \u003c/em\u003e\u003cem\u003epeople included on the trial witness list.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"gray","marketoForm":{"formId":"2571"},"blurb":null,"dictionary":{"submitLabel":null,"fallbackText":null},"tagline":"Subscribe to The Current newsletter"}}],"readTime":7}},"fulfilledTimeStamp":1732425149145},"getContentData({\"slug\":\"peacock-nfl-netflix-wwe-sports-streaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"mrSnEJ_TwZr4fBEd09fIq","originalArgs":{"slug":"peacock-nfl-netflix-wwe-sports-streaming","token":""},"startedTimeStamp":1732425236235,"data":{"metadata":{"datePosted":"2024-01-30T05:00:00-08:00","dateCreated":"2024-01-29T16:47:35-08:00","dateUpdated":"2024-01-30T08:09:25-08:00","title":"What Peacock’s NFL playoff game and Netflix’s WWE deal signal for the future of sports streaming | The Current","description":"Some experts predict the NFL will continue to experiment with streaming to learn more about its audience","image":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1920x1080_FeaturedImage_Logo_v1.png","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1920x1080_FeaturedImage_Logo_v1_2024-01-30-004837_zrxe.png","width":1921,"height":1081,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/peacock-nfl-netflix-wwe-sports-streaming","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2549691,"slug":"peacock-nfl-netflix-wwe-sports-streaming","postDate":"2024-01-30T05:00:00-08:00","heading":"What Peacock’s NFL playoff game and Netflix’s WWE deal signal for the future of sports streaming","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1920x1080px_FeaturedImage_v1.png","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1080x1080px_FeaturedImage_v1.png","width":1080,"height":1080,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Reagan Hicks / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1920x1080px_FeaturedImage_v1_2024-01-30-005043_pjpe.png","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhen the masses got wind that an NFL playoff game was going to stream exclusively on the NBCUniversal-owned platform Peacock this year, many football fans and industry observers were up in arms. Mike Francesa, a sports radio host, \u003ca href=\"https://www.fox6now.com/news/peacock-nfl-stream-chiefs-dolphins-playoff-game-irks-fans\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecalled it a “disgrace.”\u003c/a\u003e Rep. Pat Ryan, a congressman from New York, \u003ca href=\"https://deadline.com/2024/01/nfl-playoffs-peacock-nbc-sports-congress-1235726256/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecalled on the NFL\u003c/a\u003e to “end this Peacock bait-and-switch BS and offer the Dolphins–Chiefs game on TV.”\u003c/p\u003e\n\u003cp\u003eNever mind that the \u003ca href=\"https://www.nfl.com/news/peacock-becomes-home-of-first-ever-exclusive-live-streamed-nfl-playoff-game\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eNFL had announced\u003c/a\u003e the Peacock playoff game way back in May. Never mind that the NFL and other sports leagues have been inching toward streaming in recent years, including a previous regular-season Peacock-exclusive NFL game. The damage was done — or was it?\u003c/p\u003e\n\u003cp\u003eThe game between the Chiefs and Dolphins, which streamed on Jan. 13, attracted 23 million viewers, making it the \u003ca href=\"https://www.cnn.com/2024/01/15/media/peacock-nfl-ratings-chiefs-dolphins/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emost-streamed live event\u003c/a\u003e in the U.S. of all time, according to NBCU. Research firm Antenna estimates that it generated \u003ca href=\"https://variety.com/2024/digital/news/peacock-signups-nfl-wild-card-game-chiefs-dolphins-1235885957/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2.8 million new signups\u003c/a\u003e for Peacock, the biggest subscription acquisition event it has measured. Could it mean more streaming-only games in the NFL’s future? The league has been balancing traditional linear TV audiences with cord-cutters in recent years, with streaming-first partnerships with Amazon Prime Video for \u003cem\u003eThursday Night Football \u003c/em\u003eand YouTube TV for its Sunday Ticket package. Some experts say the Peacock experiment could hasten the shift to streaming.\u003c/p\u003e\n\u003cp\u003eJosh Walker, co-founder and CEO of research firm Sports Innovation Lab, calls the Peacock playoff game “another major iron in the fire” for the trend.\u003c/p\u003e\n\u003cp\u003eIt’s not just football moving toward streaming. Major League Soccer and Major League Baseball have deals with Apple TV+, for instance. Last week, Netflix announced its biggest push into live sports events yet, \u003ca href=\"https://www.nytimes.com/2024/01/23/business/netflix-wwe-raw-wrestling.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eacquiring the streaming rights\u003c/a\u003e to WWE’s \u003cem\u003eRaw\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003e“We’ve seen this play out before; it’s reminiscent of what happened in cable TV, where networks like ESPN taking on major sports tentpoles meant viewers had to pay for what was once free content on broadcast television,” says Shasta Cafarelli, SVP of media strategy at performance marketing firm Tinuiti.\u003c/p\u003e\n\u003cp\u003eShe adds: “Though the quantity of cable households is now retracting, the model was highly successful in reaching mass audiences for decades, showing us that this is not only possible but can be largely embraced by both consumers and advertisers over time.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAdvertisers face a fragmented audience\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eFor now, sports fans will still have to navigate games across different streaming platforms as well as on linear television.\u003c/p\u003e\n\u003cp\u003e“It’s like if you go into the supermarket and cereal was in aisle four, but now it’s in aisle 12,” Walker says. “But if the consumer cares enough about the game they will find it. What the NFL may lose is the casual fan that doesn’t want to discover where a game is.”\u003c/p\u003e\n\u003cp\u003eHowever, Walker notes, the NFL has also made strides in unscripted content — focusing on narratives around teams or athletes — that could appeal to casual fans. The league is also intent on broadening its fan base and capturing younger viewers and women, a demographic that has been \u003ca href=\"https://www.thecurrent.com/sports-brands-streaming-sponsorship-nfl-kelce-swift\"\u003eengaging more with sports\u003c/a\u003e in recent years. Keeping Taylor Swift fans interested in the sport, for instance, is key for the league.\u003c/p\u003e\n\u003cp\u003e“Whether the Taylor Swift effect lasts or doesn’t last, we want to keep that fan base and we’ll do so by being culturally relevant — bringing in their life, their music, their fashion, the way they really want to engage [with] the game,” Marissa Solis, the NFL’s SVP of global and consumer marketing, \u003ca href=\"https://www.thecurrent.com/nfl-marissa-solis-svp-football-marketing\"\u003etold \u003cem\u003eThe Current Podcast\u003c/em\u003e \u003c/a\u003e in November.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=_LJDHaM9-lM","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eFor advertisers, they’ll face a more fragmented audience, which is where advancements in programmatic advertising — targeting specific consumers in real time — could come in.\u003c/p\u003e\n\u003cp\u003e“Advertisers will start to focus on the consumer and not the platform,” Walker says. “The big shift for the industry is not thinking about eyeballs but thinking about behaviors and people.”\u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eThe NFL is still learning about its fans\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003ePeacock has had previous success in reeling in new subscribers during sports events, particularly when it streamed the Super Bowl in 2022. According to a \u003ca href=\"https://www.sportsilab.com/free-reports/the-impact-of-sports-fandom-on-the-ott-market\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e from Sports Innovation Lab, Peacock captured about 30 percent of the new sports-streaming market from January 2021 through March 2023.\u003c/p\u003e\n\u003cp\u003eBut the big question for Peacock and other platforms: How do they halt subscriber churn and keep those new customers? In the short term, Peacock has another big sports event coming up to potentially entice them.\u003c/p\u003e\n\n\u003cp\u003e“While some attrition is inevitable, Peacock’s offering is going to remain highly relevant with their carriage of the 2024 Summer Olympics,” Cafarelli says. “I would venture that they will reward subscribers with additional streaming-exclusive opportunities on the heels of this success.”\u003c/p\u003e\n\u003cp\u003eBut sports rights are costly, and long term, the companies that “have multiple pathways to recoup costs and drive revenue” are likely going to come out on top, Cafarelli says. This includes tech companies, as well as media companies “with a highly diversified offering, either within their own platforms or from acquiring others,” she adds.\u003c/p\u003e\n\u003cp\u003eThe NFL still has \u003ca href=\"https://www.nfl.com/news/nfl-completes-long-term-media-distribution-agreements-through-2033-season\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edistribution agreements\u003c/a\u003e with broadcast networks, as well as Amazon, through the 2033 season. But in that time, Walker expects more streaming experimentation from the league to figure out consumers’ shifting habits.\u003c/p\u003e\n\u003cp\u003e“The NFL still needs to learn more about their consumer,” he says. “They want to see how the NFL performs on Amazon because they want to know if their games are a conduit for e-commerce. Amazon’s their best way to test that. They want to see if their games are exclusive draws for new subscriptions. The playoff game on Peacock was a way to test that. They want to see if they can provide NFL Network content that’s exclusive to the NFL to drive their own ownership of their audience, so NFL+ is a way to test that.”\u003c/p\u003e\n\u003cp\u003eHe adds: “The NFL knows they have a long rights deal with all their different rights holders […] They will use that window of time to test and methodically measure how to maximize those rights when they come up in the future.”\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732425236273},"getContentData({\"slug\":\"resy-hannah-kelly-cmo-restaurant-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"7nJNzNlb498aTRuhfPEua","originalArgs":{"slug":"resy-hannah-kelly-cmo-restaurant-data","token":""},"startedTimeStamp":1732425524249,"data":{"metadata":{"datePosted":"2024-10-16T05:00:00-07:00","dateCreated":"2024-10-15T08:40:04-07:00","dateUpdated":"2024-10-16T06:29:33-07:00","title":"Resy’s Hannah Kelly on building community and connection | The Current","description":"The reservation platform Resy centers itself around the communal experience that comes from dining, affirming and building connection between restaurants and diners, according to CMO Hannah Kelly.","image":{"alt":"The Current Report: Season 10, Hannah Kelly, CMO","url":"https://www.thetradedesk.com/assets/global/Resy_16x9_Editorial_Orange_v1-1.jpg","width":1920,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: Season 10, Hannah Kelly, CMO","url":"https://www.thetradedesk.com/assets/global/Resy_16x9_Editorial_Orange_v1-1_2024-10-15-154741_nuwe.jpg","width":1920,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","The Current Podcast"],"url":"https://www.thecurrent.com/resy-hannah-kelly-cmo-restaurant-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3343935,"slug":"resy-hannah-kelly-cmo-restaurant-data","postDate":"2024-10-16T05:00:00-07:00","heading":"Resy’s Hannah Kelly on building community and connection","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: Season 10, Hannah Kelly, CMO.","url":"https://www.thetradedesk.com/assets/global/Resy_1x1_Orange_v1.jpg","width":1200,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report: Season 10, Hannah Kelly, CMO.","url":"https://www.thetradedesk.com/assets/global/Resy_16x9_Editorial_Orange_v1-1_2024-10-15-154804_kcrz.jpg","width":1920,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/094a7153-9fa7-47c4-a5d6-38a259945b39?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/094a7153-9fa7-47c4-a5d6-38a259945b39?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eResy transcends its practical use as a restaurant-booking platform.\u003c/p\u003e\n\u003cp\u003eSo says Hannah Kelly, the CMO of Resy. It goes well beyond that transaction, Kelly tells The Current Podcast. Rather, she says, it’s about building relationships between diners and restaurants.\u003c/p\u003e\n\u003cp\u003eA lot of fine dining has been booked through the app — more than 600 million reservations — so Kelly is on a mission to transform that data to build a community, while helping restaurants thrive.\u003c/p\u003e\n\u003cp\u003e“Reservations are a form of cultural currency, which is something that we talk about inside Resy,” she says. “So, our job is to really harness that cultural zeitgeist moment and really use that as a way to help prop up more restaurants, keep them in business and drive more demand.”\u003c/p\u003e\n\u003cp\u003eConnection is at the core of Resy’s brand story; “It’s not about us,” she says. “People care about Resy because of the restaurants on our platform.”\u003c/p\u003e\n\u003cp\u003eIn keeping with that, Resy has expanded its operation to enable discovery, acting as a cultural curator by making it easier for diners to discover the next great restaurant: it offers content on everything from the most popular eateries to shareable collections to underrepresented cuisines.\u003c/p\u003e\n\u003cp\u003eIn the first three months of 2024, Resy spotlighted 2,000 restaurants in 300 stories through its published content. And when people discover a new place through Resy, that can likely bolster the consumer love and trust of the brand.\u003c/p\u003e\n\u003cp\u003e“It’s really about being that trusted partner...when [consumers] don’t know where to go,” Kelly says.\u003c/p\u003e\n\u003cp\u003eElsewhere on the podcast, Kelly talks about how Resy fits into parent company American Express’ brand mission, how experiential marketing is key to its strategy and the power of connection at restaurants after the COVID-19 pandemic. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732425524286},"getContentData({\"slug\":\"canada-broadcasters-ctv\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"cQExDQzRYKDWWL3-XSzrw","originalArgs":{"slug":"canada-broadcasters-ctv","token":""},"startedTimeStamp":1732426064349,"data":{"metadata":{"datePosted":"2023-05-08T10:58:00-07:00","dateCreated":"2023-05-05T07:10:42-07:00","dateUpdated":"2023-06-12T12:32:39-07:00","title":"Canada’s biggest broadcasters on the future of CTV | The Current","description":"Some of the country’s top TV leaders see a unique opportunity for advertisers as CTV grows but linear viewing remains relevant.","image":{"alt":"A group of businesspeople approach an oversized connected TV and pull back the red maple leaf curtain on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Forward23Toronto_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A group of businesspeople approach an oversized connected TV and pull back the red maple leaf curtain on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Forward23Toronto_1920x1080_Logo_2023-05-05-141553_buzm.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Streaming","Stay up to date"],"url":"https://www.thecurrent.com/canada-broadcasters-ctv","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1896260,"slug":"canada-broadcasters-ctv","postDate":"2023-05-08T10:58:00-07:00","heading":"Canada’s biggest broadcasters on the future of CTV","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A group of businesspeople approach an oversized connected TV and pull back the red maple leaf curtain on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Forward23Toronto_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A group of businesspeople approach an oversized connected TV and pull back the red maple leaf curtain on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Forward23Toronto_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A group of businesspeople approach an oversized connected TV and pull back the red maple leaf curtain on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Forward23Toronto_1920x1080_NoLogo-1.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":1895301,"title":"Stay up to date","slug":"sign-up-for-the-current","uri":"sections/sign-up-for-the-current","description":"The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eNearly half of Canadians watch TV on a \u003ca href=\"https://www.insiderintelligence.com/content/canada-trends-watch-2023\" target=\"_blank\" rel=\"noreferrer noopener\"\u003econnected or smart TV\u003c/a\u003e, and advertisers have realized some of that potential. \u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003eConnected TV (CTV)\u003c/a\u003e ad spend is expected to hit $1 billion this year, accounting for 25 percent of total TV ad spend in Canada. Compared to the US, which is expected to surpass \u003ca href=\"https://content-na1.emarketer.com/us-ad-spending-2023\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$4 billion\u003c/a\u003e in \u003cem\u003enew\u003c/em\u003e CTV ad spending this year, Canada is still a small market. And the UK is estimated to reach about \u003ca href=\"https://www.insiderintelligence.com/content/uk-ad-spending-2023\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$1.9 billion\u003c/a\u003e in CTV ad spending. But Canada’s biggest broadcasters see a unique opportunity \u003c/p\u003e\n\u003cp\u003eExecutives from those top broadcasters — Corus Entertainment, Bell Media, Rogers Sports and Media, and Canadian Broadcasting Corporation (CBC) — gathered in Toronto on Thursday to discuss the future of CTV in Canada at Forward ’23, an event hosted by The Trade Desk. \u003c/p\u003e\n\u003cp\u003eAmong the biggest takeaways? Digital and linear TV can coexist, and will continue to. Aligning programmatic strategies with this in mind will maximize the value for advertisers and broadcasters alike. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHarnessing CTV and linear strategies\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWhile CTV has grown in Canada, traditional linear TV viewing is still huge in the country, the panelists said. \u003c/p\u003e\n\u003cp\u003e“When I look at the Canadian landscape compared to others, the cable ecosystem in this country is not imploding on itself like it is in some other countries,” said Alan Dark, senior VP of revenue at Rogers Sports and Media. “We’re still close to 70 percent cable penetration and our audience through those linear platforms is still very strong.” \u003c/p\u003e\n\u003cp\u003eThe panelists agreed that broadcasters and advertisers have to find ways to complement their existing linear TV strategies with their programmatic digital strategies. \u003c/p\u003e\n\u003cp\u003eDark added that “you can’t plan one without the other.” \u003c/p\u003e\n\u003cp\u003e“If you are really focused on a video strategy around premium video in this country, you need to be focused on both channels and not over-tilt towards one versus the other,” Dark said. \u003c/p\u003e\n\u003cp\u003ePerry MacDonald, VP of advertising sales and partnerships at Bell Media, said that the company is readying an initiative to “streamline that process” and to “help significantly with targeting both linear and nonlinear, and providing a much-improved experience not only for viewers of the content but also for brands that are placing their message in that content.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eFlexibility and data abilities can win advertisers\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eBecause CTV is growing, but linear TV is still so much of the media ecosystem in Canada, it could give advertisers more flexibility in their approach. \u003c/p\u003e\n\u003cp\u003eExecutive VP and Chief Revenue Officer at Corus Entertainment Greg McLelland said that cable rates in Canada are half of what they are in the U.S. He added that the four broadcasters represented at the panel account for at least 80 percent of the share of TV viewing in the country. \u003c/p\u003e\n\u003cp\u003eFor advertisers, he said that means: “We have all of our segments, whether it’s of linear television or VOD [video on demand] or direct digital or programmatic, all aligned with different data segments that we have in all of our ecosystems, and in some cases we share those. So you can actually buy common segments across all of our inventory, which in the U.S. is absolutely impossible.” \u003c/p\u003e\n\u003cp\u003e“Canada is quite ahead in a lot of this technology and how you can buy holistically,” McLelland added. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eEducation will be key to CTV growth \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWhen it comes to real-time ad bidding, Canadian broadcasters are enthusiastic about the opportunities. \u003c/p\u003e\n\u003cp\u003eDark said, “Because we’re opening up impressions literally to the postal code, the opportunity is immense for us to bring new marketers into that ecosystem, through programmatic.” \u003c/p\u003e\n\u003cp\u003e“With the power that we bring to the table for connected TV, we’re actually disrupting the old programmatic way of doing business, and there’s an interesting opportunity there,” said Julie Kerr, senior director of digital ad product and revenue management at CBC and Radio-Canada Media Solutions. \u003c/p\u003e\n\u003cp\u003eShe added that broadcasters need to educate and train their teams on programmatic, and a platform like Forward ’23 was a great way to get the conversation going: “We need to do it from all sides together to have that sustainable ecosystem.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732426064883},"getSectionData({\"slug\":\"data-privacy\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"Td8lHdJa1SUgotCi098GG","originalArgs":{"slug":"data-privacy","token":""},"startedTimeStamp":1732426115397,"data":{"metadata":{"datePosted":"2021-07-27T12:27:00-07:00","dateCreated":"2021-07-27T12:27:14-07:00","dateUpdated":"2024-07-24T07:56:54-07:00","title":"Data Privacy | The Current","description":"Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.","image":{"alt":"Illustration of two hands shaking over a map representing data privacy, with The Current logo in the bottom left corner","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Identity_Thumbnail_1920x1080_2023-03-01-151000_soop.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Illustration of two hands shaking over a map representing data privacy, with The Current logo in the bottom left corner","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Identity_Thumbnail_1920x1080_2023-03-01-151000_soop.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/sections/data-privacy","noIndex":false,"type":"themes"},"data":{"id":692063,"title":"Data Privacy","heading":null,"image":{},"description":"Exploring the latest in consumer data, including innovations in 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an eye-opening year for many in the media industry.\u003c/p\u003e\n\u003cp\u003eThe Google ad tech antitrust trial showed just \u003ca href=\"https://www.washingtonpost.com/technology/2024/09/09/google-antitrust-doj-adtech-monopoly/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehow dependent\u003c/a\u003e news publishers are on the search giant for revenue and traffic. Likewise, when Meta \u003ca href=\"https://www.thecurrent.com/meta-media-news-publishers-facebook-traffic\"\u003eturned off\u003c/a\u003e its news feed in major markets earlier this year, publishers faced declines in traffic, engagement and revenue.\u003c/p\u003e\n\u003cp\u003eThat sense of dependence was on the minds of news media executives last week as they gathered for the Web Summit in Lisbon. And it’s providing fresh impetus for some to reimagine their content and advertising models.\u003c/p\u003e\n\u003cp\u003e“We are absolutely lost in the scroll. This is existential for media owners,” said Julia Beizer, chief operating officer at Bloomberg Media, during a panel.\u003c/p\u003e\n\u003cp\u003e“We have an opportunity to innovate on how people are consuming,” said Beizer. “Media owners need to learn about what formats audiences need, how do we double down on what our content can do and what it means for our audiences.”\u003c/p\u003e\n\u003cp\u003eFor some news publishers, this rethink starts with the content that made them household names in the first place.\u003c/p\u003e\n\u003cp\u003e“It is wrong to assume that because we have always produced this kind of content and are expected to, that this needs to continue,” said Jennie Baird, chief product officer at BBC Studios, during the panel. “Younger audiences, especially under-35s, are not really tuning in to that kind of [deeply researched] content.”\u003c/p\u003e\n\u003cp\u003eBaird didn’t share what this new world of content looks like for the over-100-year-old broadcaster. But as one of world’s preeminent media institutions, the fact that the BBC seems willing to consider a new playbook indicates just how far publishers are willing to go to appeal to advertisers and remain financially viable operations.\u003c/p\u003e\n\u003cp\u003eDon’t hold your breath on the BBC going all in on short-form videos yet, though. Baird said that while “not everyone wants a highly polished thing” and that “the diversification of formats, types and people is very good” for media, what is bad is “when that takes you down a path that wasn't the path you intended on and narrows [your worldview].”\u003c/p\u003e\n\u003cp\u003eStill, TikTok’s fast \u003ca href=\"https://www.theinformation.com/articles/tiktok-maintains-solid-first-half-revenue-growth-despite-u-s-ban-threat?rc=6vdzxa\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egrowth\u003c/a\u003e in ad revenue shows that advertisers are willing to take a punt on running ads alongside short-form content. But others argued that media owners need to forge their own path to establish their own audiences, without caving in to yet another one of big platforms’ formats. \u003c/p\u003e\n\u003cp\u003e“We don’t want to give more money to the big platforms, but they own those audiences at that moment,” said Nick Halstead, founder at video analysis firm DataMarked, during the panel. “Media owners should build their own ways of broadcasting.” \u003c/p\u003e\n\u003cp\u003eBut even if publishers create the content, will advertisers come?\u003c/p\u003e\n\u003cp\u003eTwo recent Stagwell \u003ca href=\"https://www.stagwellglobal.com/u-s-and-u-k-respondents-agree-brands-can-and-should-safely-advertise-alongside-quality-news/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estudies\u003c/a\u003e showed that ads run alongside news content were safe irrespective of topic. “Yet your 26-year-old media buyer is blocking news,” said Baird. “News gets the short end of the stick on brand safety.”\u003c/p\u003e\n\u003cp\u003eBaird said that advertisers should consider what makes good ad placements for quality brands. “Anyone can have content on YouTube. Really, you're going to put the BBC next to Joe Schmoe?” she quipped.\u003c/p\u003e\n\u003cp\u003e“News is a phenomenal investment. Marketers should give news a second look. It’s a highly affluent and educated audience,” added Beizer.  \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAchieving (more) independence\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAdvertisers are attracted to the breadth and depth of data that media owners can make available for ad targeting, said Halstead, though for now, “the big platforms own most of the big analytics data,” he said. “Media businesses are scared to allow more of that data onto their platforms because they are walled gardens.”\u003c/p\u003e\n\u003cp\u003eInstead, publishers are \u003ca href=\"https://www.performancemarketingworld.com/article/1867029/cookie-deprecation-78-publishers-investing-first-party-data-solutions\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eturning to\u003c/a\u003e first-party data to achieve more insight into their audiences. Bloomberg Media, for example, is \u003ca href=\"https://pressgazette.co.uk/paywalls/bloomberg-media-subscriptions-growth/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eleaning on\u003c/a\u003e subscriber data to power its first-party data offering for advertisers.\u003c/p\u003e\n\u003cp\u003eFor media companies that aim to claw back ad spend from the big platforms, first-party data is the one nonnegotiable, Baird said.\u003c/p\u003e\n\u003cp\u003e“Regardless of what you’re doing, every media company needs to have a first-party data relationship to monetize that audience better,” said Baird. \u003c/p\u003e\n\n\u003cp\u003e \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Get the latest in modern marketing straight to your inbox weekly.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732426588132},"getAuthorData({\"slug\":\"ilyse-liffreing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"CI08wZpSw3v8lvVlgWeNE","originalArgs":{"slug":"ilyse-liffreing","token":""},"startedTimeStamp":1732426588353,"data":{"metadata":{"datePosted":"2022-10-07T07:01:00-07:00","dateCreated":"2022-10-07T07:01:27-07:00","dateUpdated":"2024-07-29T14:59:59-07:00","title":"Ilyse Liffreing | The Current","description":"Ilyse Liffreing is a writer for The Current. 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He previously worked as a reporter at Insider, writing on the entertainment, tech, and media industries.","image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/travis-clark","noIndex":false,"type":"authors"},"data":{"id":1824889,"title":"Travis Clark","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"fullName":"Travis Clark","positionTitle":null,"blurb":"Travis Clark is an editorial manager at The Current, reporting on digital marketing, ad-based streaming, and more for The Current. He was previously a senior reporter at Insider, writing about the entertainment, tech, and media industries from 2018 to 2023. He joined The Current in March 2023.","contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}],"authorType":"staff","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"hidden"}},"fulfilledTimeStamp":1732426593839},"getAuthorData({\"slug\":\"damian-fowler\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"-XezPmYxw3As5t8n6nOu6","originalArgs":{"slug":"damian-fowler","token":""},"startedTimeStamp":1732426594983,"data":{"metadata":{"datePosted":"2022-10-07T07:08:00-07:00","dateCreated":"2022-10-07T07:08:47-07:00","dateUpdated":"2024-07-29T08:22:05-07:00","title":"Damian Fowler | The Current","description":"Damian Fowler is a writer for The Current. He’s a former BBC journalist and Vanity Fair contributor with decades of experience reporting on arts, culture, and media.","image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/damian-fowler","noIndex":false,"type":"authors"},"data":{"id":1508408,"title":"Damian Fowler","featuredImage":{"alt":"Damian Fowler, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/DamianFowler_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"fullName":"Damian Fowler","positionTitle":null,"blurb":"Damian Fowler is a former BBC journalist who has reported on American arts, culture, and media for more than two decades. He has also been a contributing writer for The Guardian, Vanity Fair, and many others. He is the author of an acclaimed nonfiction book, Falling Through Clouds. He lives in New York City with his family and subscribes to way too many streaming services.","contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/fowlerdf"}],"authorType":"staff","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"hidden"}},"fulfilledTimeStamp":1732426595010},"getAuthorData({\"slug\":\"mathieu-roche\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"LOBOBXdW8ldMwtawVS5_g","originalArgs":{"slug":"mathieu-roche","token":""},"startedTimeStamp":1732426595353,"data":{"metadata":{"datePosted":"2024-04-22T13:15:00-07:00","dateCreated":"2024-04-22T13:14:54-07:00","dateUpdated":"2024-11-12T11:43:52-08:00","title":"Mathieu Roche | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/mathieu-roche","noIndex":false,"type":"authors"},"data":{"id":2813438,"title":"Mathieu Roche","featuredImage":{},"fullName":"Mathieu Roche","positionTitle":"Co-founder and CEO, ID5.io","blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732426595392},"getContentData({\"slug\":\"doj-google-chrome-advertisers-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ffPOfbD4UWhzCaQEAuH8w","originalArgs":{"slug":"doj-google-chrome-advertisers-data","token":""},"startedTimeStamp":1732426595661,"data":{"metadata":{"datePosted":"2024-11-20T09:43:00-08:00","dateCreated":"2024-11-20T08:20:34-08:00","dateUpdated":"2024-11-21T08:28:07-08:00","title":"DOJ urges Google to sell Chrome and give advertisers more control | The Current","description":"Google potentially being forced to sell Chrome, could give more information to advertisers and allow them to have more control would create fundamental changes in the ad industry.","image":{"alt":"A pixellated cursor with a grassy blue sky landscape within it, with a grassy road leading into the landscape.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_GoogleDOJ_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A pixellated cursor with a grassy blue sky landscape within it, with a grassy road leading into the landscape.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_GoogleDOJ_1920x1080px_Logo_v1_2024-11-20-162059_hjki.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Data Privacy"],"url":"https://www.thecurrent.com/doj-google-chrome-advertisers-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3359298,"slug":"doj-google-chrome-advertisers-data","postDate":"2024-11-20T09:43:00-08:00","heading":"DOJ urges Google to sell Chrome and give advertisers more control","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A pixellated cursor with a grassy blue sky landscape within it, with a grassy road leading into the landscape.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_GoogleDOJ_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A pixellated cursor with a grassy blue sky landscape within it, with a grassy road leading into the landscape.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_GoogleDOJ_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A pixellated cursor with a grassy blue sky landscape within it, with a grassy road leading into the landscape.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_GoogleDOJ_1920x1080px_NoLogo_v1_2024-11-20-162116_nswh.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692063,"title":"Data Privacy","slug":"data-privacy","uri":"sections/data-privacy","description":"Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe Department of Justice is proposing that Google be forced to \u003ca href=\"https://storage.courtlistener.com/recap/gov.uscourts.dcd.223205/gov.uscourts.dcd.223205.1062.0.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esell its Chrome browser\u003c/a\u003e as a remedy following the court’s antitrust ruling last August.\u003c/p\u003e\n\u003cp\u003eAntitrust officials laid out this and other proposed remedies in a court filing on Wednesday. It includes other requirements the government wants the judge will impose with the aim of leveling the playing field for competitors. It wants Google to share more information with advertisers and give them more control over where their ads appear — a move that would chip away at the walled gardens.\u003c/p\u003e\n\u003cp\u003e“The remedy must enable and encourage the development of an unfettered search ecosystem that induces entry, competition, and innovation as rivals vie to win the business of consumers and advertisers,” the filing reads. \u003c/p\u003e\n\u003cp\u003eThe tech giant will have until December 20th to respond to the proposed remedies. \u003c/p\u003e\n\u003cp\u003eSpinning out Chrome would have huge implications for the digital advertising industry. It’s the world’s most popular browser with around 66% of browser traffic, according to \u003ca href=\"https://gs.statcounter.com/browser-market-share\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eStatcounter\u003c/a\u003e. Web activity on Chrome allows Google to collect massive amounts of user data to enable targeting capabilities for advertisers. Google made \u003ca href=\"https://abc.xyz/assets/71/a5/78197a7540c987f13d247728a371/2024q3-alphabet-earnings-release.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e75% of its revenue\u003c/a\u003e last quarter through advertising.\u003c/p\u003e\n\u003cp\u003eJudge Amit Mehta ruled in August that Google “is a monopolist” and \u003ca href=\"https://www.thecurrent.com/advertisers-google-search-ruling\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eillegally maintained\u003c/a\u003e its monopoly over search. Next year, he will decide how the tech giant must remedy the infringement.\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e“It is refreshing to see the DOJ pursuing future-looking remedies that crack open the black box and put transparency and control rightfully back in the hands of advertisers,” Arielle Garcia, director of intelligence at ad-industry watchdog Check My Ads, tells The Current.\u003c/p\u003e\n\u003cp\u003eOther industry watchers say this level of government intervention could reshape the online search marketplace, leveling the playing field for rivals. The filing also leaves open the possibility that Google would have to spin out its Android operating system should it not satisfy the government’s demands.\u003c/p\u003e\n\u003cp\u003e“This is a chance to reset and rebuild a healthier ecosystem — one where publishers, advertisers, and consumers all benefit from greater balance, transparency, and innovation,” Josh Brandau, CEO of AI company Nota, tells The Current. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eOrder through chaos\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe proposal would force Google to let websites opt out of content scraped by Google’s AI products, and license data from Chrome.\u003c/p\u003e\n\u003cp\u003eAnother proposed remedy would uncouple the tech giant’s Android smartphone operating system from its other products, like search and Google Play. That would likely give the Justice Department a chance to rein in the massive amount of data influence Google has.\u003c/p\u003e\n\u003cp\u003e “Chrome isn’t just a browser — it’s Google’s digital vacuum cleaner, sucking up every crumb of user behavior to fuel its ad behemoth. Without Chrome, Google’s ad empire might start looking a lot less like Caesars Palace and a lot more like a sad strip mall,” Pesach Lattin, executive consultant at Bondstark, \u003ca href=\"https://www.linkedin.com/posts/pesach-lattin_doj-to-google-chromes-gotta-go-and-we-activity-7264420519242866689-ISb4?utm_source=share\u0026amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote on LinkedIn\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe greatest changes within the industry come through sudden disruption rather than gradual forces, according to Brandau, as the free market takes over and the best solutions rise to the top without “relying on monopolized data pipelines.”\u003c/p\u003e\n\u003cp\u003e“Disruption like this is always messy at first, but that’s how the best ideas emerge,” Brandau says. “The industry will adapt, find its footing and come out the other side with a greater degree of choice.”\u003c/p\u003e\n\u003cp\u003eMeanwhile, Google’s Vice President of Regulatory Affairs Lee-Anne Mulholland told Bloomberg that the Justice Department “continues to push a radical agenda that goes far beyond the legal issues in this case.” Mulholland adds, “The government putting its thumb on the scale in these ways would harm consumers, developers and American technological leadership at precisely the moment it is most needed.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow publishers fit in\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003ePublishers would be among the most affected by any remedies to the search ruling, including a sale of Chrome. They collectively \u003ca href=\"https://www.adweek.com/media/cookie-deprecation-disrupt-adtech/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epoured in millions\u003c/a\u003e into testing solutions that work with Google’s Privacy Sandbox before Google pulled the plug on deprecating third-party cookies within its Chrome web browser.\u003c/p\u003e\n\u003cp\u003eWith unpredictable market forces bearing down on online publishers — \u003ca href=\"https://digiday.com/media/media-briefing-this-years-search-referral-traffic-shifts-are-giving-publishers-whiplash/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eincluding changes\u003c/a\u003e in Google’s search algorithm, the rising power of \u003ca href=\"https://www.nytimes.com/2024/06/01/technology/google-ai-search-publishers.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAI on search\u003c/a\u003e, an often inefficient \u003ca href=\"https://www.newsmediaalliance.org/google-ad-revenue-op-ed-70-percent/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esupply chain\u003c/a\u003e stripping them of revenue and social platforms \u003ca href=\"https://www.cnbc.com/2024/01/22/metas-retreat-from-news-accelerated-in-2023-leaving-media-scrambling.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edeprioritizing news\u003c/a\u003e — a potential sale of Chrome would be the latest bombshell.\u003c/p\u003e\n\u003cp\u003e“This is a chance to take more control over their revenue and escape being boxed in by a single system,” Brandau says. “That said, there’s a real downside here: An already distressed market is going to have to tackle tech evaluation and integration, and smaller players simply don’t have the resources to handle that well. In the short term, this could mean decreased efficiency and revenue. But looking further ahead, publishers stand to gain more transparency, flexibility and — the dream — predictability.”\u003c/p\u003e\n\u003cp\u003eIn the last major tech antitrust ruling two decades ago, a judge \u003ca href=\"https://www.politico.com/story/2012/06/this-day-in-politics-077127#:~:text=On%20this%20day%20in%202000,Sherman%20Antitrust%20Act%20of%201890.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eordered Microsoft\u003c/a\u003e to spin off its web browser, Internet Explorer. But that ruling was overturned on appeals, and Microsoft never had to break up its company.\u003c/p\u003e\n\u003cp\u003eIn Google’s case, the judge will hear remedies in April and issue a final ruling by August, which experts believe the tech company will appeal. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Get the latest in modern marketing straight to your inbox weekly.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732426595696},"getContentData({\"slug\":\"marketers-holiday-shopping-season-retail\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"omiOQE6NRKrM_b9spXZLM","originalArgs":{"slug":"marketers-holiday-shopping-season-retail","token":""},"startedTimeStamp":1732426597270,"data":{"metadata":{"datePosted":"2024-10-08T05:57:00-07:00","dateCreated":"2024-10-07T14:10:34-07:00","dateUpdated":"2024-10-08T08:19:13-07:00","title":"Marketers gear up for an earlier, more frugal holiday shopping season | The Current","description":"This holiday season, marketers are getting creative to drive consumer spending sooner rather than later.","image":{"alt":"a browser window with a holiday themed store window display","url":"https://www.thetradedesk.com/assets/global/TheCurrent_191_HolidayShopping_Logo_1920x1080px_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"a browser window with a holiday themed store window display","url":"https://www.thetradedesk.com/assets/global/TheCurrent_191_HolidayShopping_Logo_1920x1080px_v2_2024-10-08-151904_oixs.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Samantha Kelly","themes":["Retail"],"url":"https://www.thecurrent.com/marketers-holiday-shopping-season-retail","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3337512,"slug":"marketers-holiday-shopping-season-retail","postDate":"2024-10-08T05:57:00-07:00","heading":"Marketers gear up for an earlier, more frugal holiday shopping season","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Man looks into a festive storefront that's in the shape of a browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_191_HolidayShopping_Logo_1920x1080px_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Man looks into a festive storefront that's in the shape of a browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_191_HolidayShopping_1200x1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Reagan Hicks / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Man looks into a festive storefront that's in the shape of a browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_191_HolidayShopping_Logo_1920x1080px_v1_2024-10-08-125654_wnwd.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3337513,"slug":"samantha-kelly","fullName":"Samantha Kelly","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692072,"title":"Retail","slug":"retail","uri":"sections/retail","description":"Stories about the emerging retail media market, including the latest brand partnerships.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe holiday shopping season may be shorter on the calendar this year but more retailers are starting earlier than ever to make up for it. \u003c/p\u003e\n\u003cp\u003eWith inflation squeezing budgets and only \u003ca href=\"https://www.forbes.com/sites/jasongoldberg/2024/05/29/the-holiday-2024-shopping-season-will-be-unlike-any-other/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e26 days\u003c/a\u003e between Black Friday and Christmas, many merchants are launching promotions this week to capture early demand and drive sales before the traditional rush. Amazon’s Prime Day may have started the trend, but Walmart, Target, Kohl’s and others are \u003ca href=\"https://corporate.target.com/press/release/2024/09/target-circle-week-returns-oct-6-12-with-seven-days-of-deals-up-to-50-off\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eequally embracing it\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eLast year, over one-third of U.S. online shoppers started their holiday shopping in October or earlier, according to \u003ca href=\"https://www.forrester.com/blogs/holiday-shopping-has-started-so-has-our-research-to-help/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edata\u003c/a\u003e from Forrester Research. That number is projected to rise in 2024, at a time when \u003ca href=\"https://www.retaildive.com/news/pwc-holiday-spending-store-traffic-largest-increase/728477/#:~:text=Dive%20Brief%3A\u0026amp;text=Nearly%2030%25%20say%20they'll,except%20for%20pandemic-era%202020.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e30%\u003c/a\u003e of shoppers said they have less money to spend this year than last. \u003c/p\u003e\n\u003cp\u003e“Retailers are anticipating consumers will want to get on board with holiday shopping earlier and not wait until the last minute for once, so they can make the most of the deals and get their ducks in a row,” says Hitha Herzog, a retail expert and chief research officer of H Squared Research. “We saw some of this last year but not at the same cadence that’s happening now.” \u003c/p\u003e\n\u003cp\u003eMarketers are predicted to focus less on last-minute deals and more on getting holiday shopping done now, faster and cheaper. \u003c/p\u003e\n\u003cp\u003e“They’ll capitalize on FOMO and how shoppers should act early,” she said. “That’s a big change for the holiday this year.”\u003c/p\u003e\n\u003cp\u003eThe trend partly stems from the COVID-19 pandemic, when \u003ca href=\"https://www.ey.com/en_us/insights/supply-chain/how-covid-19-impacted-supply-chains-and-what-comes-next\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eretailers streamlined\u003c/a\u003e supply chains and became more selective in procuring products. Advances in technology and AI have also improved inventory management, reducing excess stock at the end of the season.\u003c/p\u003e\n\u003cp\u003eAlthough Black Friday remains important, its significance has also shifted. Now, the entire Black Friday weekend through Cyber Monday drives retail strategy, with additional promotional days spread throughout the season. Some retailers, like Best Buy, Target and Walmart, even \u003ca href=\"https://www.washingtonpost.com/business/2023/11/20/thanksgiving-black-friday-stores-open/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eopted to remain closed\u003c/a\u003e on Thanksgiving evening last year or to open later on Black Friday morning.\u003c/p\u003e\n\u003cp\u003eAbout 3 in 10 U.K. and U.S. adults say they plan to shop in stores over Black Friday weekend, according to Forrester, while 32% of adults in the U.K. and 46% in the U.S. plan to shop online on Cyber Monday. \u003c/p\u003e\n\u003cp\u003e“In five years, I believe there will be even less focus on Black Friday and Cyber Monday, and a greater emphasis on this October shopping period,” Herzog says. \u003c/p\u003e\n\u003cp\u003eAlthough some consumers will be eager to take advantage of early October deals, others may hold back until after the election to make big purchases, as uncertainty surrounding the economy and political outcomes could cause them to delay their spending decisions, according to Neil Saunders, retail analyst and managing director at GlobalData Retail.\u003c/p\u003e\n\u003cp\u003eTighter budgets and ongoing concerns about inflation and job security could factor into spending this year too. As a result, shoppers may be more thoughtful and plan-oriented about their gift purchases this year.\u003c/p\u003e\n\u003cp\u003e“Marketers will put a bigger emphasis on providing gift ideas because consumers will want to buy things that are actually useful for friends and family,” Saunders says. “There will be more focus on value and avoiding wasteful spending. No one wants their gift to end up in the back of a drawer.”\u003c/p\u003e\n\u003cp\u003eRetailers are predicted to highlight budget-friendly options in stores and on websites this year for gifts under $5, $10 or $20 to help shoppers stick to their budgets. They’ll also likely stagger deals across different categories to keep the momentum going throughout the season. He predicts retailers will focus on daily or weekly deals, spotlighting products like decor, clothing or tech on specific days.\u003c/p\u003e\n\u003cp\u003e“Because many marketers will feel the pressure to drive consumer spending earlier and avoid running out of time this year, they’ll have to think creatively about how they spread out promotions and find new ways to meet their needs in a challenging economy,” Saunders says.\u003c/p\u003e\n\u003cp\u003eRetailers will also be doubling down on the in-store experience this year, offering more activities — such as cooking and makeup demonstrations or meet-and-greets with celebrity influencers — to attract shoppers. \u003c/p\u003e\n\u003cp\u003e“It’s less about shoppers getting into stores to buy the dress they want on sale and more about getting them to come in and hang out for a while, eat some food, grab some coffee and stay,” Herzog says. “It’s one part of marketing that’s gaining a lot more traction recently than in the past few years.”\u003c/p\u003e\n\u003cp\u003eShe believes as marketers think more about how to build loyalty among younger generations, there will be a greater emphasis on how packages are delivered to doorsteps in the years to come.\u003c/p\u003e\n\u003cp\u003e“For younger shoppers, it’s all about unpacking and the surprise and delight of getting a box delivered to your door,” she says. “My kids don’t know what the inside of the mall looks like but when the Amazon package comes, it feels like Christmas morning.”\u003c/p\u003e\n\u003cp\u003eShe expects marketers will start to specifically strategize how to make delivery boxes for the holidays more special to open. \u003c/p\u003e\n\u003cp\u003e“It’s things like this that will [help them] retain that customer for years on end,” Herzog says. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732426597307},"getContentData({\"slug\":\"netflix-advertising-business-growth-streaming-profits-rise\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Y7rVTY8Y2F42ZIWw6tZGx","originalArgs":{"slug":"netflix-advertising-business-growth-streaming-profits-rise","token":""},"startedTimeStamp":1732426597944,"data":{"metadata":{"datePosted":"2024-10-23T06:57:00-07:00","dateCreated":"2024-10-23T06:37:21-07:00","dateUpdated":"2024-10-24T10:55:01-07:00","title":"Netflix pushes ad business growth as streaming profits rise | The Current","description":"Netflix recently reported $2.9 billion in profit. More streaming players are reporting profits, too, as streaming is projected to overtake TV for the first time this year.","image":{"alt":"A hand reaching into a full wallet to pull out a streaming remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition193_StreamingTurning-aProfit_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A hand reaching into a full wallet to pull out a streaming remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition193_StreamingTurning-aProfit_1920x1080px_Logo_v1_2024-10-23-133915_fqoz.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming","gated content"],"url":"https://www.thecurrent.com/netflix-advertising-business-growth-streaming-profits-rise","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3345818,"slug":"netflix-advertising-business-growth-streaming-profits-rise","postDate":"2024-10-23T06:57:00-07:00","heading":"Netflix pushes ad business growth as streaming profits rise","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hand reaching into a full wallet to pull out a streaming remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition193_StreamingTurningaProfit_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hand reaching into a full wallet to pull out a streaming remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition193_StreamingTurningaProfit_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A hand reaching into a full wallet to pull out a streaming remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition193_StreamingTurningaProfit_1920x1080px_NoLogo_v1_2024-10-23-134214_jfme.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":3302064,"title":"gated content","slug":"gated-content","uri":"sections/gated-content","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhen Netflix launched its advertising business in November 2022, it repeated over and over that it would employ a “crawl, walk, run” strategy. Two years in, it isn’t running but it’s moving more quickly toward its goal.\u003c/p\u003e\n\u003cp\u003e“We’re on track to reach what we believe to be critical ad subscriber scale for advertisers in all of our ads countries in 2025, creating a strong base from which we can further increase our ad membership in 2026 and beyond,” it declared in its Q3 shareholder letter.\u003c/p\u003e\n\u003cp\u003eOverall, Netflix reported \u003ca href=\"https://s22.q4cdn.com/959853165/files/doc_financials/2024/q3/FINAL-Q3-24-Shareholder-Letter.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$2.9 billion\u003c/a\u003e in profit during its latest earnings report, up 52% from a year ago. This comes as the streaming giant reported 50% of new members are choosing its ad plan.\u003c/p\u003e\n\u003cp\u003eWhile co-CEO Greg Peters was quick to say advertising isn’t a material driver of its revenue yet and still won’t be in 2025, he predicts ad revenue to double next year. By that time, the ad server it is building will be up and running in all 12 markets that offer ad plans. This could enable Netflix to scale its ad monetization plan to catch up to the immense inventory it has, according to Peters.\u003c/p\u003e\n\u003cp\u003e“If we take the potential size of that opportunity, the growth trajectories that we’re seeing, that’s what makes us so excited about ads being one of those growing levers to support our sustaining healthy revenue and profit growth in the years to come,” Peters said during Netflix’s earnings call.\u003c/p\u003e\n\u003cp\u003eThe streaming giant has long been the moneymaking darling within the streaming space, but now other streaming platforms are turning a profit themselves.\u003c/p\u003e\n\u003cp\u003eWarner Bros. Discovery reported a full-year profit of \u003ca href=\"https://s201.q4cdn.com/336605034/files/doc_earnings/2023/q4/earnings-result/WBD-4Q23-Earnings-Release.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$103 million\u003c/a\u003e for its streaming business for the first time in 2023. It reported \u003ca href=\"https://s201.q4cdn.com/336605034/files/doc_earnings/2024/q1/earnings-result/WBD-1Q24-Earnings-Release.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$86 million\u003c/a\u003e in profit during the first quarter of 2024 and a \u003ca href=\"https://s201.q4cdn.com/336605034/files/doc_earnings/2024/q2/earnings-result/WBD-2Q24-Earnings-Release.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$107 million\u003c/a\u003e loss in the second quarter.\u003c/p\u003e\n\u003cp\u003eDisney reported its streaming business reached \u003ca href=\"https://thewaltdisneycompany.com/app/uploads/2024/08/q3-fy24-earnings.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprofitability for the first time\u003c/a\u003e in August, taking in $47 million in Q3 (compared to a $512 million loss a year ago). Paramount joined the party as well, revealing \u003ca href=\"https://ir.paramount.com/static-files/e1d635aa-b744-4965-96d0-1b7fbc0faf1f\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$26 million\u003c/a\u003e in profits for its streaming arm during the second quarter within its direct-to-consumer segment.\u003c/p\u003e\n\u003cp\u003eThere is a confluence of reasons for this market shift, from pricing increases to password crackdowns, bundling and maturing advertising businesses.\u003c/p\u003e\n\u003cp\u003e“There is a common playbook emerging which leading players are executing to increase the profitability of their services,” Chris Vollmer, managing director at MediaLink and partner at UTA tells The Current. “Major streaming services are all expanding their advertising tiers and related capabilities to strengthen the monetization of their user bases.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eStreaming is becoming the TV breadwinner \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWhile streaming viewership \u003ca href=\"https://www.nielsen.com/insights/2022/streaming-claims-largest-piece-of-tv-viewing-pie-in-july/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esurpassed cable\u003c/a\u003e for the first time two years ago (and is getting closer to outperforming \u003ca href=\"https://www.nielsen.com/data-center/the-gauge/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebroadcast and cable\u003c/a\u003e combined), streaming revenue is just catching up.\u003c/p\u003e\n\u003cp\u003eRevenue from streaming is projected to overtake traditional TV in the U.S. for the \u003ca href=\"https://www.ampereanalysis.com/insight/us-streaming-revenue-to-overtake-pay-tv-in-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efirst time ever\u003c/a\u003e this year, according to Ampere Analysis. Simply put, the scale has tipped.\u003c/p\u003e\n\u003cp\u003eStreaming showed up center stage within one of TV and advertising’s oldest annual traditions — the upfronts. Over \u003ca href=\"https://www.mediadynamicsinc.com/media-matters/august-15-2024/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$11 billion in upfronts dollars\u003c/a\u003e have been allocated to streaming video this year, a 35% increase from 2023, according to a report from Media Dynamics. Cable and broadcast allocations both declined by under 5%, according to the same report.\u003c/p\u003e\n\u003cp\u003eFor years, streaming has been called the way of the future. Now the future is finally here for these businesses.\u003c/p\u003e\n\u003cp\u003e“We know more and more eyeballs are leaning toward streaming,” Jennifer Kohl, chief media officer at global agency VML, tells The Current. “And where the eyeballs go, so does the advertising spending.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732426597987},"getAuthorData({\"slug\":\"mathieu-roche .swf\",\"token\":\"\"})":{"status":"rejected","endpointName":"getAuthorData","requestId":"q6fw_3SDOdpGD-hvtFo8q","originalArgs":{"slug":"mathieu-roche .swf","token":""},"startedTimeStamp":1732426603416,"error":{"status":"PARSING_ERROR","originalStatus":403,"data":"\u003c!DOCTYPE HTML PUBLIC \"-//IETF//DTD HTML 2.0//EN\"\u003e\n\u003chtml\u003e\u003chead\u003e\n\u003ctitle\u003e403 Forbidden\u003c/title\u003e\n\u003c/head\u003e\u003cbody\u003e\n\u003ch1\u003eForbidden\u003c/h1\u003e\n\u003cp\u003eYou don't have permission to access this resource.\u003c/p\u003e\n\u003chr\u003e\n\u003caddress\u003eApache/2.4.52 (Ubuntu) Server at author.thetradedesk.com Port 80\u003c/address\u003e\n\u003c/body\u003e\u003c/html\u003e\n","error":"SyntaxError: Unexpected token \u003c in JSON at position 0"}},"getContentData({\"slug\":\"2025-ctv-retail-media-data-strategy-dan-larkman-keynes-digital\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ypwu8bbUvto5fvxrMNCGi","originalArgs":{"slug":"2025-ctv-retail-media-data-strategy-dan-larkman-keynes-digital","token":""},"startedTimeStamp":1732426606607,"data":{"metadata":{"datePosted":"2024-11-14T05:00:00-08:00","dateCreated":"2024-11-13T10:49:18-08:00","dateUpdated":"2024-11-13T13:55:16-08:00","title":"The 2025 CTV opportunity: Where retail media and premium inventory converge | The Current","description":"As we approach 2025, the growing connected TV (CTV) market holds great promise for marketers eyeing new, data-driven opportunities in streaming video.","image":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_Logo_1920x1080px_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_Logo_1920x1080px_v2_2024-11-13-185930_hfwb.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Dan Larkman","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/2025-ctv-retail-media-data-strategy-dan-larkman-keynes-digital","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3349929,"slug":"2025-ctv-retail-media-data-strategy-dan-larkman-keynes-digital","postDate":"2024-11-14T05:00:00-08:00","heading":"The 2025 CTV opportunity: Where retail media and premium inventory converge","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#007c77","textHex":"#ffffff"},"featuredImage":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_NoLogo_1920x1080px_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_1200x1200px_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Reagan Hicks / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_NoLogo_1920x1080px_v2_2024-11-13-190044_jull.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3349955,"slug":"dan-larkman","fullName":"Dan Larkman","positionTitle":"CEO, Keynes Digital","authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":3266231,"title":"Op-ed","slug":"op-ed","uri":"sections/op-ed","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eAs we approach 2025, the growing connected TV (CTV) market holds great promise for marketers eyeing new, data-driven opportunities in streaming video. The power of CTV lies in its ability to not only engage viewers more dynamically than traditional linear TV, but also reshape the advertising strategy — especially as it intersects with retail and commerce media. With major brands and newcomers alike poised to double down on CTV investment in 2025, the stage is set for transformative shifts in ad spend, premium inventory, and the value proposition that CTV offers. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eFrom linear TV to CTV: A shift long in the making \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eThe widespread migration of viewers to streaming media has been well documented. Despite this shift, ad spend has been slower to follow. Why? Linear TV’s longstanding annual contracts and low CPMs have kept many brands locked in, a dynamic that has kept the balance tipping in favor of traditional channels. However, with major linear TV upfronts coming soon, 2025 is likely to tell a different story. Brands that previously “tested” CTV in smaller measures are now witnessing competitors pivoting budget to streaming. This momentum suggests a powerful trend of brands ramping up their CTV budgets.\u003c/p\u003e\n\u003cp\u003eVendors of all sizes are touting CTV offerings, which can lead to brand confusion and the need for more education on what CTV truly entails. Investment firms and major holding companies have placed their bets on CTV to drive revenue, seeing it as a channel poised to reshape the entire media buying industry. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eCreative development and consolidation \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eDespite the hype around CTV, high-quality creative remains an issue. Brands need TV-quality assets that engage viewers — something that can be a costly investment. While AI-powered creative companies have emerged in response to this demand, quality often remains subpar. For CTV to deliver on its promise, marketers need to prioritize strong, effective creative work that matches the channel’s potential. As the creative services supporting CTV grow and evolve, they’ll play a critical role in accelerating adoption and improving ad quality.\u003c/p\u003e\n\u003cp\u003eBig Tech’s grip on the streaming world likewise remains strong, with companies vying for dominance through content consolidation and streamlined pricing models. Just as Warner integrated HBO Max into a single interface with “Max,” we may soon see similar moves from other industry giants. Disney could unify Disney+, Hulu and ESPN into a single platform — or even sell off ESPN, consolidating Hulu and Disney content under one roof.\u003c/p\u003e\n\u003cp\u003eThe low barrier to entry for streaming means that we can likely expect an influx of new platforms, often catering to niche audiences through specialized content. Free ad-supported streaming TV (FAST) is also on the rise, offering consumers more options and reshaping traditional release schedules. FAST mirrors the legacy format of movie-release timelines, but in reverse; instead of moving from theater to TV, content moves from streaming to ad-supported models, making premium content more accessible. Although some international markets still prefer traditional theater releases, the U.S. continues to embrace streaming-first releases, positioning the nation as a leader in the streaming transformation. \u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eDefining premium inventory \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eWhen it comes to “premium” CTV inventory, it’s essential to look beyond traditional definitions and embrace a tiered approach. There’s a tier 1 category — Netflix, Hulu, Disney, Peacock and live sports — where audiences are most engaged with top-quality, professionally produced content. Tier 2 channels like HGTV, News, Tubi and Pluto still offer valuable inventory, albeit with different content and ad placement contexts. Tier 3 encompasses channels with niche or highly specific audiences, including local news and unique sports.\u003c/p\u003e\n\u003cp\u003eTo determine what constitutes premium CTV inventory, advertisers need to factor in both the content quality and audience engagement levels. If we focus only on content quality, we may miss the opportunity to reach engaged viewers with high intent — the ones most likely to convert. True premium inventory, then, isn’t solely about where an ad appears but content quality, who is watching and how likely they are to become a customer. Conversely, non-premium inventory includes platforms like YouTube and user-generated content that, while popular, sometimes lack the professional curation that makes CTV impactful. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eHow CTV has redefined the value proposition for advertisers \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eCTV has democratized TV advertising, opening doors for brands of all descriptions. In the past, TV ad breaks were dominated by big spenders in CPG, automotive and insurance. Now, direct-to-consumer brands, small-to-medium enterprises and hyper-targeted campaigns share the same screen space. Unlike traditional TV, which matches ads to shows, CTV empowers advertisers to deliver ads based on individual viewer profiles, enhancing the connection and driving higher engagement.\u003c/p\u003e\n\u003cp\u003eFurthermore, CTV’s advanced metrics allow advertisers to measure return on ad spend, customer acquisition cost, cost per action and other metrics directly tied to business outcomes. The ability to track these KPIs enables brands to make data-driven decisions, helping them ensure their marketing dollars are well spent and directly impactful. CTV’s shift from reach-based metrics (like gross rating points) to actionable insights has reshaped its role from a supporting channel to a critical driver in marketing strategies, positioning it as a game changer for advertisers looking to grow and scale.\u003c/p\u003e\n\u003cp\u003eThe opportunity in CTV in 2025 is vast, with premium inventory options expanding and retail media integrations adding new layers of engagement. As brands, vendors and platforms converge in this space, the competitive landscape will continue to evolve, presenting both challenges and exciting opportunities. For brands ready to invest in quality creatives, target high-intent audiences and leverage data-driven insights, CTV will prove to be an essential channel for achieving growth and meaningful engagement in a highly saturated market. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThis op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Get the latest in modern marketing straight to your inbox 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