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Feel free to \u003ca href=\"https://www.thetradedesk.com/us/contact-us\"\u003econtact us\u003c/a\u003e.\u003c/p\u003e"}}}},"fulfilledTimeStamp":1740037738400},"getContentData({\"slug\":\"consumers-streaming-tv-ctv-ads-line\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"5y7DHoMmcWOGrt7VOqxsW","originalArgs":{"slug":"consumers-streaming-tv-ctv-ads-line","token":""},"startedTimeStamp":1740034521916,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug consumers-streaming-tv-ctv-ads-line","code":0,"status":404}}},"getContentData({\"slug\":\"brian-decicco-choreograph-marketers-data-strategies\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Gor6Q6lP0SszPyepCov2W","originalArgs":{"slug":"brian-decicco-choreograph-marketers-data-strategies","token":""},"startedTimeStamp":1740034524810,"data":{"metadata":{"datePosted":"2024-08-01T07:58:00-07:00","dateCreated":"2024-08-01T07:28:11-07:00","dateUpdated":"2024-08-16T08:31:45-07:00","title":"A new set of realities is forcing marketers to rethink their data strategies | The Current","description":"The turnabout on cookies magnifies a new set of realities that will continue to disrupt the value chain of digital marketing, writes Choreograph's Brian DeCicco in a new op-ed.","image":{"alt":"A train carrying cookies redirects on a new purple train track that someone is drawing.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E181_OpEd_BrianDecicco_Choreograph_All-Dims_v1_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A train carrying cookies redirects on a new purple train track that someone is drawing.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E181_OpEd_BrianDecicco_Choreograph_All-Dims_v1_1920x1080_v1_2024-08-01-144806_bjam.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Brian DeCicco","themes":["Opinion","Premium","Op-ed"],"url":"https://www.thecurrent.com/brian-decicco-choreograph-marketers-data-strategies","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3253413,"slug":"brian-decicco-choreograph-marketers-data-strategies","postDate":"2024-08-01T07:58:00-07:00","heading":"A new set of realities is forcing marketers to rethink their data strategies","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#cfbef5","textHex":"#000000"},"featuredImage":{"alt":"A train carrying cookies redirects on a new purple train track that someone is drawing.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E181_OpEd_BrianDecicco_Choreograph_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A train carrying cookies redirects on a new purple train track that someone is drawing.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E181_OpEd_BrianDecicco_Choreograph_1200px_Square_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Sarah Kim / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A train carrying cookies redirects on a new purple train track that someone is drawing.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E181_OpEd_BrianDecicco_Choreograph_1920x1080_NoLogo_v1_2024-08-01-144854_sfnt.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3253483,"slug":"brian-decicco-president-of-data-strategy-choreograph-north-america","fullName":"Brian DeCicco","positionTitle":"president of data strategy, Choreograph North America","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":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"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\u003eGoogle announced last week that it will no longer deprecate third-party cookies from its Chrome web browser and will instead opt for a model that “elevates user choice.” The news quickly made the rounds, in an industry still reeling from when Google executives first shared their cookie-deprecation intentions in 2019. Agencies spent countless hours consulting on a path forward, marketers made accelerated tech investments and numerous ad tech businesses closed their doors — all sparked by the initial announcement.\u003c/p\u003e\n\u003cp\u003eBut here’s the thing: While the decision can be reversed, the work cannot be undone. We’ve already changed. Advertisers, buyers, and suppliers have put in time and effort to mature, leading to a reformation of the industry.\u003c/p\u003e\n\u003cp\u003eWhile Google has not yet shared guidance on the new user-choice experience, we can look at the adoption rate of similar functionality in other ecosystems and estimate that as much as 80% of third-party cookies will be lost in time. Whatever that looks like, marketers must accept a new set of realities that will continue to disrupt the value chain of digital marketing and require us to rethink data strategies. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eMore data, less access\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eWe’ve got more data than ever, but less access than ever. Privacy regulations are certainly a factor, but beyond that, five global platforms — which control 70% of all ad spend — are limiting access to data and setting the rules of consumer engagement. While there is an argument to be made about the height of the walls around that data and to whose benefit they’re raised, there’s no debate that consumer awareness and expectations around how their data is being used are leading them to take action to restrict access to that data. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe fragmentation of identity\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eIdentity doesn’t have a common currency anymore. Even without the deprecation of the third-party cookie in the Chrome web browser, the erosion of digital identifiers (e.g., mobile ad IDs, hashed emails and third-party cookies in Safari and Firefox, all broadly designed around a common principle across access points) will bring an end to the current era of digital advertising and ad tech as we know it. Innovation is promising, but the rules of the game have changed, as have the technologies to advance data-driven marketing. As a result, the scalability of first-party data, and specifically personally-identifiable-information-based (PII-based) connectivity, will continue to erode, albeit at a slower pace and differentially across cohorts of the population. You won’t know everyone, everywhere, all the time. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe evolution of the open web\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe open web is a vibrant and necessary part of the ecosystem, but it’s currently at risk, only capturing 48% of ad dollars, despite consumers spending \u003ca href=\"https://www.thecurrent.com/open-internet-advertising-survey-digital\"\u003e59% of their online time\u003c/a\u003e there. This is partly due to gaps in addressability for marketers. Publishers with scaled and unique data will be tempted to take a page out of the platform playbook and move more premium, data-targeted inventory behind new walls, fencing off owned-and-operated solutions. This is the inconvenient truth that marketers and the industry can’t ignore, and only increases the urgency of testing and coalescing around scaled solutions that enable impacted targeting and measurement use cases — and in doing so, energizing the value of the open web. Understanding how consumers behave in and respond to media shouldn’t be a fractured, platform-by-platform proposition. \u003c/p\u003e\n\u003ch2\u003eWidening the data aperture\u003c/h2\u003e\n\u003cp\u003eThere’s a common misconception that the value of data is measured only in its deterministic qualities. We should decide the value of data by the action it informs — and importantly, by its ability to inform actions more confidently, faster, at lower costs and higher returns. Some forecasts suggest that over 50% of all ad spend is coming from advertisers who may never have first-party data at scale. So why is the singular answer to the forces of change above often to amass as many consumer records as possible and leverage PII-based keys to transit that signal around the web? The economics of collecting, managing and activating millions of consumer records don’t work for all brands. \u003c/p\u003e\n\u003cp\u003eRethinking data strategy means understanding how to harness \u003cem\u003eevery \u003c/em\u003edata signal available to you to add value. With wider data and the evolution of data federation, machine learning, and Generative AI, privacy and “personalization” are no longer at odds. Combined, these technologies can be used to create increasingly relevant experiences over time, often in more cost-effective ways, to deliver on the promise of personalization in a privacy-forward manner. In short, the future-fit solution lies in a flexible approach, embracing a new set of requirements. \u003cbr /\u003e\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":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1740034525371},"getHomeData({\"token\":\"\"})":{"status":"fulfilled","endpointName":"getHomeData","requestId":"G17LQt4m1b2MeanZrmidb","originalArgs":{"token":""},"startedTimeStamp":1740037721958,"data":{"metadata":{"datePosted":"2023-03-01T04:44:00-08:00","dateCreated":"2023-03-01T04:44:10-08:00","dateUpdated":"2025-02-19T09:22:51-08:00","title":"News from the open internet | The Current","description":"A news resource and community for marketers providing context to open internet trends across retail, CTV, data, digital marketing strategy and more.","image":{"alt":"The Current: News from the open internet","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MetadataImage_NewsFromTheOpenInternet_Sohne_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current: News from the open internet","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MetadataImage_NewsFromTheOpenInternet_Sohne_v2.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/","noIndex":false,"type":"home"},"data":{"topRow":{"latestTheme":{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""},"featuredArticle":{"id":3393914,"slug":"car-shoppers-ctv-ads-influence-purchase","title":"61% of car shoppers say CTV ads influenced them to purchase","heading":"61% of car shoppers say CTV ads influenced them to purchase","metaTitle":"61% of car shoppers say CTV ads influenced them to purchase","metaDescription":"A recent study explores the role digital media plays in moving auto shoppers along the path to purchase.","postDate":"2025-02-19T09:21:00-08:00","author":{"id":2453409,"slug":"zharmer-hardimon","title":"Zharmer Hardimon","fullName":"Zharmer Hardimon"},"theme":{"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":""},"featuredPreviewImage":{"alt":"Hands share a set of car keys on a TV screen with a play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition207_Readout_AutoShoppersCTV_1200x1200_v1.jpg","width":1200,"height":1200,"isLandscape":false},"thumbnail":{"alt":"Hands share a set of car keys on a TV screen with a play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition207_Readout_AutoShoppersCTV_1920x1080_NoLogo_v1_2025-02-19-170117_oxyn.jpg","width":1920,"height":1080,"isLandscape":true}},"latestArticles":[{"id":3391446,"slug":"nfl-viewership-records-streaming-super-bowl","title":"How the NFL keeps breaking viewership records","heading":"How the NFL keeps breaking viewership records","metaTitle":"How the NFL keeps breaking viewership records","metaDescription":"The Super Bowl was the biggest TV telecast of all time despite being a blowout. 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extends out of a megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition201_OpEdJoshYamuder_1200x1200px_v2.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis \u0026amp; Reagan Hicks / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A circular swing ride extends out of a megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition201_OpEdJoshYamuder_NoLogo_1920x1080_v2_2024-12-27-180158_gxiq.gif","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3376429,"slug":"amanda-jayne-robertson","fullName":"Amanda Jayne Robertson","positionTitle":"Programmatic Account Director, Numodo","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\u003eMusic and podcasts soundtrack my day — from music in the office, to a podcast at the gym, to the radio when cooking dinner. I listen to The News Agents podcast daily and often find myself speaking in unison over their sponsor’s tagline when it plays before the intro — an advertiser’s ad recall dream come true. \u003c/p\u003e\n\u003cp\u003eAs someone who has worked within media buying for over eight years, I’m not naive enough to think my own media consumption habits reflect those of consumers across the U.K., but in the case of audio, U.K. consumers are broadly exceeding my own audio use. GWI reports that 29% of consumers’ daily time spent with media is dedicated to podcasts and music streaming, compared to 25% on social media. \u003c/p\u003e\n\u003cp\u003e \u003cbr /\u003eAt the same time, research from IAB in 2023 found that in both 2021 and 2022, audio equated to 1% of total digital ad spend, with a moderate growth forecast. With so much opportunity, why does that gap between media usage and investment exist? Why isn’t audio investment more prominent across the programmatic plans that cross my desk? \u003c/p\u003e\n\u003cp\u003eAs programmatic digital audio matures, it is creating lots of new and innovative opportunities — in 2024, we saw clients tap in to interesting approaches using weather triggers, omnichannel activations and in-game audio on their digital audio campaigns. \u003c/p\u003e\n\u003cp\u003eI believe this will only accelerate in 2025. \u003c/p\u003e\n\u003cp\u003eMany of our clients are regional, and we have found that digital audio is effective in delivering a brand-awareness message to specific geos across the U.K. Programmatic enables us to be flexible and balance budget based on scale, while also being reactive and quickly switching on a campaign across premium digital radio, streaming and podcast environments at a moment’s notice.\u003c/p\u003e\n\u003cp\u003eAs digital audio gains more prominence across broader omnichannel media plans, we have found many clients looking at how to pair digital audio with other channels, with one popular combination being digital audio and programmatic digital out-of-home.\u003c/p\u003e\n\u003cp\u003eWe expect to see audio ads in different environments over the next few years, especially as media consumption continues to shift. Will we hear audio ads integrated within wearables, smart homes or in outdoor environments? There are a lot of hypotheticals, but here’s what I predict: \u003c/p\u003e\n\n\n\n\n\n\n\n\u003col\u003e\u003cli\u003eAn improvement in audience targeting abilities as more audio publishers continue to utilize their first-party data to create more off-the-shelf segments, as well as bespoke options. When targeting specific areas in the U.K., third-party data tends to limit reach and availability, especially when layered on within the demand-side platform. The option for more addressable targeting that is scalable will be a massive factor for driving digital audio growth across programmatic. \u003c/li\u003e\u003cli\u003eWith the increased availability of retail media within the U.K., this is likely to play a part in audience targeting options throughout next year. This offers really exciting opportunities for most clients, specifically fast-moving consumer goods advertisers that can tap in to rich data signals to feed their audio approaches, as well as their wider programmatic strategies. \u003c/li\u003e\u003cli\u003eOne current barrier we find with our clients for audio is production. From my experience, if a client isn’t considering radio within the briefing process, digital audio isn’t often considered an option due to the cost of creating the asset. Further access to audio creative support and automation — such as repurposing video assets by stripping the audio, or support and creation from AI tools may feed into more widespread digital audio adoption. \u003c/li\u003e\u003cli\u003eFollowing on from the above point, I expect to see the growth of personalization within audio ads supported by advancements in artificial intelligence. Previously, personalization at scale is often less accessible due to cost of production; however with more opportunities through AI, I expect to hear more ads that have dynamic messaging (e.g., location-based), are trigger-based (including potential bespoke triggers, aside from just weather), as well as have different voiceovers tailored to region or audience. \u003c/li\u003e\u003cli\u003eAs digital audio matures, we also expect this channel to broaden its approach across the funnel. Primarily we use audio as an awareness channel due to a mixture of broader audience targeting and fewer measurement options. Alongside the job it does at the top of the funnel, we see this moving into more of a consideration or performance driver as well — especially when more technology is becoming available in tracking actions taken from exposure to an audio ad. \u003c/li\u003e\u003cli\u003eWe expect more of a synergy between traditional audio (e.g., radio) and programmatic — looking at how these work together for incremental reach and how that can tackle fragmentation between planning teams. In 2024, we saw a significantly more briefs looking at linear TV and connected TV in relation to incrementality. As audio grows within programmatic plans, I expect to see similar conversations in relation to traditional audio buys, as well as other programmatic channels.\u003c/li\u003e\u003c/ol\u003e\n\u003cp\u003e\u003cbr /\u003eOverall, we see programmatic digital audio as a channel with new and exciting prospects. With channel maturity and innovation comes investment, so as we move into 2025, we expect that gap between share of investment and audio usage will continue to shrink.\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"}}],"readTime":5}},"fulfilledTimeStamp":1740034578553},"getContentData({\"slug\":\"tubi-streaming-platforms-audiences-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"-A1_MfYHGdTUp4Yuq8T_J","originalArgs":{"slug":"tubi-streaming-platforms-audiences-data","token":""},"startedTimeStamp":1740034585660,"data":{"metadata":{"datePosted":"2024-04-17T13:06:00-07:00","dateCreated":"2024-04-17T08:20:45-07:00","dateUpdated":"2024-08-07T13:08:54-07:00","title":"Streaming platforms have attracted vast audiences. Now we need data to keep them engaged. | The Current","description":"Streaming services can build audience engagement through content, leveraging machine learning and data, and by improving the advertising experience on their platforms.","image":{"alt":"A robot hand points at a streaming UI progress bar that ends in a sparkle as two people look on.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CreativityAI_1920x1080_Logo-1_2024-04-17-152403_odeo.png","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A robot hand points at a streaming UI progress bar that ends in a sparkle as two people look on.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CreativityAI_1920x1080_Logo-1_2024-04-17-152404_wwkw.png","width":1920,"height":1080,"isLandscape":true},"author":"Lady Learned","themes":["Opinion","Premium","Op-ed"],"url":"https://www.thecurrent.com/tubi-streaming-platforms-audiences-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2784022,"slug":"tubi-streaming-platforms-audiences-data","postDate":"2024-04-17T13:06:00-07:00","heading":"Streaming platforms have attracted vast audiences. Now we need data to keep them engaged.","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A robot hand points at a streaming UI progress bar that ends in a sparkle as two people look on.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CreativityAI_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A robot hand points at a streaming UI progress bar that ends in a sparkle as two people look on.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CreativityAI_1200px.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 robot hand points at a streaming UI progress bar that ends in a sparkle as two people look on.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CreativityAI_1920x1080_NoLogo_2024-04-17-152345_efcj.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":2784029,"slug":"lady-learned","fullName":"Lady Learned","positionTitle":"Senior Director of Content Programming and Strategy, Tubi","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":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"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\u003eCapturing — and maintaining — audience engagement can make or break your platform. With a plethora of services to choose from, and a seemingly endless scroll of content, it’s a challenge for streaming services to break through the noise and remain top of mind for consumers.\u003c/p\u003e\n\u003cp\u003eOur collective success across the industry in drawing in hundreds of millions of viewers means that we have to serve an ever-increasing diversity of interests through the same product surface area as we did when we had smaller audiences with more focused interests.\u003c/p\u003e\n\u003cp\u003eSo how can platforms build a strategy that captivates and retains attention, while balancing a deep library? This strategy is threefold: address audience engagement through content, leverage machine learning and data, and improve the advertising experience.\u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eUsing content to drive audience engagement \u003c/strong\u003e\u003c/h2\u003e\n\n\n\n\n\n\n\n\u003cp\u003eA good content programming mix of movies and TV series catering to diverse audience preferences leads to multiple user touchpoints and can drive user engagement. When audiences engage with a service that matches these preferences — whether that is AVOD or FAST channels — it better resonates with viewers and influences user retention.\u003c/p\u003e\n\u003cp\u003eContent acquisition should be done through a viewer-first lens to ensure compelling and highly anticipated titles for all consumers. In fact, according to Gen Z Insights, \u003ca href=\"https://www.genzinsights.com/win-gen-z-streamers\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e88% of Gen Z viewers\u003c/a\u003e pick streaming services based on content. But it’s important that it is a \u003cem\u003evariety\u003c/em\u003e. While Tubi’s The Stream data reported that 74% of Gen Z and millennial streamers prefer original titles, according to Mashable, \u003ca href=\"https://mashable.com/article/most-streamed-tv-shows-popular-2023-suits-bluey\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eexisting shows topped the charts in 2023\u003c/a\u003e, indicating a clear need for new and original topics balanced with library titles to maintain audience engagement. Tubi data also found that \u003ca href=\"https://www.foxadsolutions.com/landing_page/tubi-the-stream-2024-streaming-insights-for-marketers/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e96% of Americans\u003c/a\u003e are interested in streaming shows that are 10+ years old.\u003c/p\u003e\n\u003cp\u003eIn conjunction, the product has to be built to both deliver user delight and, for machine learning to work, high quality signal on user preferences. By leveraging advanced machine learning, platforms can enhance their programming mix, tailoring content to audience preferences. Programming recommendations serve as a good use case here. With a deep understanding of Tubi audiences via signals from personalization, machine learning is capable of matching and prioritizing external programming with Tubi audience fit. In aggregate, this could help identify potential movies and series targets for content acquisition. On a larger scale, these algorithms can also determine what is culturally relevant – tracking and highlighting external trends to create buzz around new or existing content to drive conversations beyond the streaming platform.\u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eLeveraging machine learning in decision making \u003c/strong\u003e\u003c/h2\u003e\n\n\n\n\u003cp\u003eA \u003ca href=\"https://www.mediaplaynews.com/nielsen-study-streaming-consumers-confounded-by-choice/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estudy from Nielsen\u003c/a\u003e found that viewers spend an average of over 10 minutes per session deciding what to watch, and one in five who couldn’t find something compelling to watch turned to another activity. As a \u003ca href=\"https://www.scientificamerican.com/article/how-recommendation-algorithms-work-and-why-they-may-miss-the-mark/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003evast majority of viewers\u003c/a\u003e watch content based on search recommendations according to \u003cem\u003eScientific American\u003c/em\u003e, having strong algorithms to support personalization can speed up the decision process and avoid user drop off.\u003c/p\u003e\n\u003cp\u003eWith machine learning applied to audience segmentation and content personalization, proprietary algorithms can offer a unique experience catered to viewers’ preferences and habits. This helps them discover relevant programming faster and reduces doom scrolling to find suitable titles.\u003c/p\u003e\n\u003cp\u003eFrom there, it’s important to constantly test various ways to keep audiences engaged. At Tubi, that has come to life with modifications for specific audiences — like Tubi en Espanol and Tubi Kids.\u003c/p\u003e\n\u003cp\u003eWith these algorithms in place, that data can then be leveraged to meaningfully drive growth and build connections. A deep understanding of audiences can identify programming gaps and opportunities to invest, while allowing the exploration of new audience cohorts, new content categories, and new platform features. Having a data-driven strategy, with data-driven decision making at all levels, allows you to optimize the audiences’ experiences.\u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eImproving the advertising landscape \u003c/strong\u003e\u003c/h2\u003e\n\n\n\n\n\n\n\n\n\n\u003cp\u003eBy prioritizing content, leveraging machine learning and cultivating a better advertising experience, streaming platforms can redefine audience engagement at the forefront of the future of streaming.\u003c/p\u003e\n\u003cp\u003eLarge scale platforms and services within an incredible library have a unique opportunity to personalize viewer engagement based on the programming genres and titles you know they enjoy. Unsurprisingly, the more engaged a user is on your platform, the more you can personalize their experience — and the more time they are likely to spend on the platform, which is a win for everyone. \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\u003cbr /\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":4}},"fulfilledTimeStamp":1740034585708},"getContentData({\"slug\":\"us-consumers-willing-share-personal-information-brands-retailers\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"gPXq-8MQBysLQrUwLemtl","originalArgs":{"slug":"us-consumers-willing-share-personal-information-brands-retailers","token":""},"startedTimeStamp":1740034586918,"data":{"metadata":{"datePosted":"2024-01-03T05:00:00-08:00","dateCreated":"2024-01-02T08:37:24-08:00","dateUpdated":"2024-01-02T14:30:07-08:00","title":"74 percent of U.S. consumers are willing to share personal information with brands and retailers | The Current","description":"The biggest reason people share personal information with brands and retailers is for access to deals and exclusive perks, according to a new study.","image":{"alt":"Black and white hand holding four playing cards with a family photo, suburban house, dog, and a person with a camera on them.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition151_ReadoutPrivateData_1920x1080px_Logo_v1.png","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Black and white hand holding four playing cards with a family photo, suburban house, dog, and a person with a camera on them.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition151_ReadoutPrivateData_1920x1080px_Logo_v1_2024-01-02-203400_wctx.png","width":1921,"height":1081,"isLandscape":true},"author":"Travis Clark","themes":["The Readout"],"url":"https://www.thecurrent.com/us-consumers-willing-share-personal-information-brands-retailers","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2483493,"slug":"us-consumers-willing-share-personal-information-brands-retailers","postDate":"2024-01-03T05:00:00-08:00","heading":"74 percent of U.S. consumers are willing to share personal information with brands and retailers","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Black and white hand holding four playing cards with a family photo, suburban house, dog, and a person with a camera on them.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition151_ReadoutPrivateData_1920x1080px_NoLogo_v1.png","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{"alt":"Black and white hand holding four playing cards with a family photo, suburban house, dog, and a person with a camera on 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them.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition151_ReadoutPrivateData_1920x1080px_NoLogo_v1_2024-01-02-203324_vily.png","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":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\u003c/strong\u003e the thing: \u003c/h2\u003e\n\u003cp\u003eAdvertisers might be entering 2024 with some anxiety about Google’s plan to phase out third-party cookies on its Chrome web browser. But new research shows most U.S. consumers would be willing to share their personal information — key data in a cookie-free world — with brands and retailers. \u003c/p\u003e\n\n\u003cp\u003eAccording to the study, 74 percent of respondents surveyed say they would be willing to share personal information with brands and retailers when prompted. The top factors motivating consumers to do so include coupons and deals, product prices, and access to exclusive products and perks. \u003c/p\u003e\n\n\u003ch2\u003eData debrief: \u003c/h2\u003e\n\u003cp\u003eCoupons or deals are the top reason why people would share personal information with a brand or retailer, with 33 percent of respondents saying it’s a factor. This is followed by product price (30 percent), free-product resource (22 percent), access to exclusive products or perks (18 percent), and product information (also 18 percent). \u003c/p\u003e\n\n\u003cp\u003eFifty-eight percent of Americans surveyed would be more willing, though, to share personal information with a retailer if the only requirement was providing an email address. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eWhy it matters: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe survey’s findings take on a new meaning when considering Google’s cookie deprecation plan, set to go into effect in 2024. Without the third-party cookies that allow marketers to track consumers across websites, which also allow for retargeting, it could be harder for advertisers to personalize ads and measure their effectiveness on websites. But retailers and brands that foster a relationship with customers and earn their trust may have an advantage by gathering valuable first-party data should those customers choose to share personal information. In doing so, those businesses likely will be able to serve potential customers more relevant ads across channels. \u003c/p\u003e\n\n\u003cp\u003eThe Trade Desk Intelligence and YouGov surveyed 2,149 U.S. adults 18 years of age and older from September through October in 2023 for a Consumer CPG/Apparel Buying Behaviors Study. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Bar chart outlines top reasons for sharing personal information.","url":"https://www.thetradedesk.com/assets/global/v1mobile_thecurrent_readout__sharingpersonalinfo_datavis.png","width":960,"height":891,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"Bar chart outlines top reasons for sharing personal information.","url":"https://www.thetradedesk.com/assets/global/v1desktophomepage_thecurrent_readout_sharingpersonalinfo_dataviz_whitebg.png","width":1200,"height":880,"isLandscape":true}}},{"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 newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1740034586952},"getContentData({\"slug\":\"sir-martin-sorrell-ai-ctv-economies-to-watch-cannes-cairns-australia\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"VSL8Sk8U7bjXC4Jri-lW8","originalArgs":{"slug":"sir-martin-sorrell-ai-ctv-economies-to-watch-cannes-cairns-australia","token":""},"startedTimeStamp":1740034659479,"data":{"metadata":{"datePosted":"2023-06-05T11:26:00-07:00","dateCreated":"2023-06-05T10:27:18-07:00","dateUpdated":"2023-06-12T12:23:37-07:00","title":"Sir Martin Sorrell talks AI, CTV, and economies to watch at the Cannes in Cairns event in Australia | The Current","description":"S4 Capital’s executive chairman, Sir Martin Sorrell, shares predictions on AI, the 5 biggest economies of 2050, and the shift to CTV as linear declines, during the Cannes in Cairns event in Australia.","image":{"alt":"An image of Martin Sorrell on a connected TV sits above a man surfing a smartphone with a play button kite.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CannesCairns_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"An image of Martin Sorrell on a connected TV sits above a man surfing a smartphone with a play button kite.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CannesCairns_1920x1080_Logo_2023-06-05-174929_jqme.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Emma Shepherd","themes":["Marketing Strategy","Stay up to date"],"url":"https://www.thecurrent.com/sir-martin-sorrell-ai-ctv-economies-to-watch-cannes-cairns-australia","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1950451,"slug":"sir-martin-sorrell-ai-ctv-economies-to-watch-cannes-cairns-australia","postDate":"2023-06-05T11:26:00-07:00","heading":"Sir Martin Sorrell talks AI, CTV, and economies to watch at the Cannes in Cairns event in Australia","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"An image of Martin Sorrell on a connected TV sits above a man surfing a smartphone with a play button kite.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CannesCairns_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"An image of Martin Sorrell on a connected TV sits above a man surfing a smartphone with a play button kite.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CannesCairns_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003ePhoto by Drew Angerer/Getty Images. Illustration by Dave Cole / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"An image of Martin Sorrell on a connected TV sits above a man surfing a smartphone with a play button kite.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CannesCairns_1920x1080_NoLogo_2023-06-05-174834_oudv.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1709184,"slug":"emma-shepherd","fullName":"Emma Shepherd","positionTitle":null,"authorType":"contributor","featuredImage":{"alt":"Emma Shepherd, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/EmmaShepherd_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"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/emma-shepherd-73854418/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","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\u003eIn an \u003ca href=\"https://www.forbes.com/sites/forbestechcouncil/2023/03/08/media-is-fragmenting-ai-can-help-brands-keep-it-together/?sh=29b19345e63a\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eever-fragmented\u003c/a\u003e media landscape, where audiences are dispersed across multiple channels and platforms, every facet of the advertising industry is even more focused on \u003ca href=\"https://www2.deloitte.com/si/en/pages/strategy-operations/articles/AI-in-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eeffectively reaching\u003c/a\u003e target audiences. But that’s not without its complexities. \u003c/p\u003e\n\u003cp\u003eLooking for guidance on how to navigate the challenges presented in today’s landscape, hundreds of brands, advertisers, and agencies at the Cannes in Cairns event in Queensland, Australia, came to an experienced source: Sir Martin Sorrell, executive chairman of S4 Capital and founder of WPP. \u003c/p\u003e\n\u003cp\u003eIn front of a jam-packed room, Sorrell provided a sense of focus for the crowd, deeming AI, connected TV, and first-party data as the three essential priorities for marketers. One might say the “Godfather of advertising” has spoken. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eAdvertisers welcoming\u003c/strong\u003e AI and AGI \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIt’s no secret that Sorrell’s businesses are built around digital media and data. He says clients are emphasizing the \u003ca href=\"https://influencermarketinghub.com/ai-marketing-benchmark-report/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003euse of AI\u003c/a\u003e and \u003ca href=\"https://www.techtarget.com/searchenterpriseai/definition/artificial-general-intelligence-AGI\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAGI\u003c/a\u003e (Artificial General Intelligence) more than he’s seen before. There is a big difference between the two. AGI refers to highly autonomous systems or machines that possess intelligence and cognitive abilities comparable to those of humans — a customer service chat bot, for instance. It typically goes beyond specialized tasks or narrow domains and aims to exhibit human-like intelligence across a wide range of tasks. \u003c/p\u003e\n\u003cp\u003eHe adds that he’s seen the impact of AI firsthand in his latest venture, S4 Capital — a tech-led digital advertising, marketing, and technology services company established by the ad veteran in 2018. S4 has experienced rapid growth in size following a sequence of acquisitions since its opening, including Dutch company MediaMonks. Presently, S4 boasts a workforce of 8,900 individuals spanning 32 countries. Notably, the Americas contribute to 70 percent of its total revenues. \u003c/p\u003e\n\u003cp\u003e“AI is a super tool to improve performance, copywriting, and visualization. The other area [where clients are using AI] is media planning and buying,” he says. \u003c/p\u003e\n\u003cp\u003eThe holding companies currently employ 400,000 individuals involved in media planning, Sir Sorrell says, adding that he foresees significant changes in this profession within the coming years. \u003c/p\u003e\n\u003cp\u003e“If you look at Meta and Google producing tools for small- and medium-sized companies, as opposed to the enterprise market, they are already starting to execute algorithmic systems that will do that. It’s already coming, and it will be applied in greater measure to the bigger companies in time,” he says. \u003c/p\u003e\n\u003cp\u003eSorrell notes S4’s clients utilize AI to improve cost-efficiency and streamline their digital transformation and expansion efforts. This involves dedicating more resources from their advertising budgets toward these specific areas. \u003c/p\u003e\n\u003cp\u003e\"Clients are starting to focus more and more heavily on AI to reduce costs, become more efficient, and accelerate their digital transformation and digital growth. Now [digital ads] are currently around 60-65 percent by 2025; this will grow to around 75 percent,” he explains.\u003cstrong\u003e\u003cbr /\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eLinear TV experiences decline while CTV gains \u003c/strong\u003emomentum \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAccording to \u003ca href=\"https://www.insiderintelligence.com/content/currency-upheaval-hits-tv-ctv-market-closes-on-100-billion-ad-spending-milestone\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eInsider Intelligence’s eMarketer\u003c/a\u003e, advertisers in the U.S. are expected to allocate around $86.4 billion for linear and connected TV (CTV) advertising this year, accounting for roughly one-quarter of total U.S. ad spending. This combined figure shows a slight decline compared to the previous year's $87.33 billion, but that’s primarily due to a decrease in linear TV ad spending. Sorrell notes that Australia is not far behind. \u003c/p\u003e\n\u003cp\u003e“Analog and Free-To-Air (FTA) TV, traditional radio, traditional outdoor, is going to continue to decline,” says Sir Sorrell. “It’s already happening everywhere, but if you look at Australia, the switches that FTA networks have made to Video-On-Demand, and to addressable television [Connected TV]— as well as streaming — this is the traditional broadcasters’ answer [for survival] — I don’t see this trend slowing down.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eEconomies\u003c/strong\u003e predicted to boom by 2050 and leveraging first-party data \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eDue to the gradual yet inevitable \u003ca href=\"https://www.mckinsey.com/mgi/our-research/how-our-interconnected-world-is-changing\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eeastward shift\u003c/a\u003e of the world's dynamics, Sorrell emphasized that by 2050, the five largest economies for marketers to consider are China, the U.S., India, Germany, and Indonesia, in that order. With the concurrent rise of Asian economies and AI, his advice to individuals contemplating a career in marketing and advertising remains consistent: It is essential to acquire coding skills and proficiency in the Chinese language, as well as lean into first-party data. \u003c/p\u003e\n\u003cp\u003e“My dad was always saying, ‘Find an industry that you enjoy and enjoy the people within it,’” says Sorrell. “That still applies to this industry — but my advice for any young person is still to learn Chinese and learn code — whether the West likes it or not.” \u003c/p\u003e\n\u003cp\u003eFurther to this, Sir Sorrell says that the advertising landscape worldwide is heavily influenced by data. In S4 and Media.Monks’ operations in Australia, he explains there is a clear emphasis on leveraging first-party data due to Apple’s move away from IDFA and Google’s deprecation of \u003ca href=\"https://www.thecurrent.com/marketers-in-asia-pacific-must-solve-the-privacy-personalization-paradox-ahead-of-the-potential-loss-of-cookies\"\u003ethird-party cookies\u003c/a\u003e. Those shifts necessitate the utilization of first-party data and \u003ca href=\"https://www.thecurrent.com/marketers-double-down-retail-media-2023\"\u003eretail media\u003c/a\u003e in advertising strategies. \u003c/p\u003e\n\u003cp\u003e“Over the last few years, we have focused on data and data driving the creation, production, and distribution of content through digital media, and using technology to track your digital transformation to transform the cost structures and digital development,” he says. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The 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research from Circana finds that the effectiveness of CTV offsets higher CPMs, resulting in larger return on ad spend.","image":{"alt":"Streaming remote standing on a rocky shore with light coming from the top like a lighthouse.","url":"https://www.thetradedesk.com/assets/global/CircanaCaseStudy_1920x1080px_Logo_v1.png","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Streaming remote standing on a rocky shore with light coming from the top like a lighthouse.","url":"https://www.thetradedesk.com/assets/global/CircanaCaseStudy_1920x1080px_Logo_v1_2023-12-19-172805_eird.png","width":1921,"height":1081,"isLandscape":true},"author":"Travis Clark","themes":["Streaming","gated content"],"url":"https://www.thecurrent.com/consumers-streaming-tv-ctv-ads-linear-circana","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2469920,"slug":"consumers-streaming-tv-ctv-ads-linear-circana","postDate":"2024-01-04T05:00:00-08:00","heading":"As consumers flock to streaming TV, CTV ads prove more effective than linear ones","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Streaming remote standing on a rocky shore with light coming from the top like a lighthouse.","url":"https://www.thetradedesk.com/assets/global/CircanaCaseStudy_1920x1080px_NoLogo_v1.png","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Streaming remote standing on a rocky shore with light coming from the top like a lighthouse.","url":"https://www.thetradedesk.com/assets/global/CircanaCaseStudy_1200px_Square-_v1.png","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Streaming remote standing on a rocky shore with light coming from the top like a lighthouse.","url":"https://www.thetradedesk.com/assets/global/CircanaCaseStudy_1920x1080px_NoLogo_v1_2023-12-19-172729_lxck.png","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":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\u003eIn December, a little over a year after Netflix launched its advertising tier, the company’s VP of Global Ad Sales, Peter Naylor, boasted during the Future of TV Advertising Global event in London that the \u003ca href=\"https://the-media-leader.com/netflix-pledges-to-set-a-new-standard-for-year-two-of-advertising/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estreamer now offered\u003c/a\u003e “more options to reach and target your desired audience, more transparency to help measure and prove success, and more opportunities to drive impact.”\u003c/p\u003e\n\u003cp\u003eHe was of course talking about Netflix, but his comments reflect the larger benefits of ad-supported connected TV (CTV), which really came of age in 2023.\u003c/p\u003e\n\u003cp\u003eThe channel has shown impressive signs of growth as linear TV continues its slow decline. Streamers like Netflix and Disney+ that launched into the ad space over a year ago are driving that acceleration in the CTV marketplace for advertisers. According to an Insider Intelligence report, CTV ad spending is \u003ca href=\"https://www.insiderintelligence.com/content/despite-reduction-ad-inventory-market-tv-ctv-ad-spending-will-grow-by-billions\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprojected to grow\u003c/a\u003e by around 20 percent in 2023 and 2024, and by low double digits through 2027.\u003c/p\u003e\n\u003cp\u003eBut because marketers have allocated more of their budgets into CTV, they’ve been more focused on what they’re getting out of their investments. One potential concern was whether the sometimes-higher CPMs on streaming platforms were translating into value for brands.\u003c/p\u003e\n\u003cp\u003eNew data suggests the answer is a resounding yes. A recent study that research firm Circana shared with \u003cem\u003eThe Current\u003c/em\u003e shows that while CPMs on CTV have increased since 2019, effectiveness — measured by marketers meeting their campaign goals — has also grown, offsetting higher costs and resulting in a greater ROAS. The study also found that ROAS for CTV has increased since 2020, and surpassed that of linear TV last year, which saw a decline from 2021 through 2022.\u003c/p\u003e\n\u003cp\u003eCircana’s report was based on marketing mix studies it delivered to clients from 2018 through the first half of 2023. Circana calculated the incremental dollars driven by CTV, and divided that by impressions to get effectiveness.\u003c/p\u003e\n\u003cp\u003eDan Larkman, CEO and founder of Keynes Digital, says that those potentially higher CPMs could be a “crucial barrier” for some advertisers when considering making the jump from linear TV to CTV. But for any who haven’t seen the light, he puts it bluntly: “Any marketer focusing on CPM over outcome is looking at the wrong thing.”\u003c/p\u003e\n\u003cp\u003e“If a brand is targeting people under 40, yet is spending 70 percent of their budget on linear — why? Because of the CPM,” Larkman tells \u003cem\u003eThe Current\u003c/em\u003e. “Your audience isn’t watching those shows; they’ve cut the cord, or they never had it. Yet, there’s still that blocker [against CTV] because they trust [linear].”\u003c/p\u003e\n\u003cp\u003eNitin Sinha, VP of paid media at ad agency Laundry Service, told \u003cem\u003eDigiday\u003c/em\u003e \u003ca href=\"https://digiday.com/marketing/why-advertisers-are-still-waiting-on-the-ctv-promised-land/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ein an April story\u003c/a\u003e that CPMs are not “so high that it’s becoming prohibitive, but [they are] high enough that we’re constantly reevaluating our investment levels in CTV.”\u003c/p\u003e\n\u003cp\u003eBut Circana’s research highlights how the perception of CPMs seems to be changing. In fact, Insider Intelligence wrote in October that CPM impression rates \u003ca href=\"https://content-na1.emarketer.com/what-narrowing-range-of-streaming-service-cpms-mean-advertisers\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewere trending downward\u003c/a\u003e. CTV is leading to better outcomes, and as more people move to streaming, more advertisers are likely to follow to find their audiences at scale. That means CTV effectiveness is likely to grow and attract more ad dollars, according to Susan Kelly, solutions architect at Circana.\u003c/p\u003e\n\u003cp\u003eDisney, for instance, has been \u003ca href=\"https://www.adexchanger.com/programmatic/disney-uses-self-service-to-attract-new-buyers-with-a-focus-on-local/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eupgrading its platform\u003c/a\u003e to make it easier for marketers to buy across its media properties, which include Hulu, Disney+, and ESPN+.\u003c/p\u003e\n\u003cp\u003e“Advertising is undergoing a technology transformation. It’s why you’ve seen the development of ad tech platforms, a search for alternative solutions for [identity] currency, and expanded measurement,” Matt Barnes, Disney Advertising’s VP of programmatic sales, \u003ca href=\"https://www.thecurrent.com/disney-advertising-streaming-campaigns-hulu\"\u003erecently told \u003c/a\u003e\u003cem\u003eThe Current\u003c/em\u003e. “Automation has allowed us to increase the diversity of our advertising base, which ultimately creates a better user experience for customers and provides results for the industry.” \u003c/p\u003e\n\u003cp\u003eThe bottom line is that the growth of CTV, and the decline of linear TV, will be hard to avoid. Insider Intelligence \u003ca href=\"https://www.insiderintelligence.com/content/ctv-filling-gaps-declining-linear-tv-ad-spend\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprojected in a report\u003c/a\u003e in July that CTV ad spend in the U.S. would grow from $25 billion this year to nearly $41 billion by 2027. It expects linear TV ad spend to decline from $61 billion to $56 billion in the same period. Even viewership-wise, streaming is making gains on linear TV: In a July report, Nielsen said that the share of combined cable and broadcast viewership in the U.S. \u003ca href=\"https://techcrunch.com/2023/08/15/linear-tv-viewing-sinks-below-50-nielsen-july-2023-report/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efell below 50 percent\u003c/a\u003e for the first time.\u003c/p\u003e\n\u003cp\u003eEven Disney CEO Bob Iger has noticed the shifts in the traditional TV business. He said \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/disney-earnings-bob-iger-linear-tv-networks-1235560246/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eduring a company earnings call\u003c/a\u003e in August that “the trends fueled by cord cutting are unmistakable.”\u003c/p\u003e\n\u003cp\u003eLarkman says, “CTV should be one of those channels that advertisers consider as always on. If you’re picking a team, it’s always on the roster…It’s a needle-moving channel.” \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":1740035255450},"getContentData({\"slug\":\"power-news-journalism-advertising-marketers-democracy-lou-paskalis-ad-fontes-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"2D7ytlhbMj1SB7EpHZ4oO","originalArgs":{"slug":"power-news-journalism-advertising-marketers-democracy-lou-paskalis-ad-fontes-media","token":""},"startedTimeStamp":1740035271933,"data":{"metadata":{"datePosted":"2024-12-16T05:00:00-08:00","dateCreated":"2024-12-13T13:53:27-08:00","dateUpdated":"2024-12-13T14:16:57-08:00","title":"The power of news advertising: A win-win for marketers and democracy | The Current","description":"Lou Paskalis shares why its time for a paradigm shift in how marketers view news advertising — not as a risky proposition, but as a powerful opportunity with far-reaching benefits.","image":{"alt":"The U.S. capitol building seen with a web browser window in front of it. The building is blurry outside the window and clear inside.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition201_OpEd_LouPaksalis_NewsAdvertisingandDemocracy_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The U.S. capitol building seen with a web browser window in front of it. The building is blurry outside the window and clear inside.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition201_OpEd_LouPaksalis_NewsAdvertisingandDemocracy_1920x1080px_Logo_v1_2024-12-13-215833_vfvx.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Lou Paskalis","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/power-news-journalism-advertising-marketers-democracy-lou-paskalis-ad-fontes-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3368990,"slug":"power-news-journalism-advertising-marketers-democracy-lou-paskalis-ad-fontes-media","postDate":"2024-12-16T05:00:00-08:00","heading":"The power of news advertising: A win-win for marketers and democracy","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#024cb7","textHex":"#ffffff"},"featuredImage":{"alt":"The U.S. capitol building seen with a web browser window in front of it. The building is blurry outside the window and clear inside.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition201_OpEd_LouPaksalis_NewsAdvertisingandDemocracy_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The U.S. capitol building seen with a web browser window in front of it. The building is blurry outside the window and clear inside.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition201_OpEd_LouPaksalis_NewsAdvertisingandDemocracy_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":"The U.S. capitol building seen with a web browser window in front of it. The building is blurry outside the window and clear inside.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition201_OpEd_LouPaksalis_NewsAdvertisingandDemocracy_1920x1080px_NoLogo_v1_2024-12-13-215937_itku.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":2434782,"slug":"lou-paskalis","fullName":"Lou Paskalis","positionTitle":"Chief Strategy Officer, Ad Fontes Media","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\u003eIn an age of media fragmentation and growing societal tension, the importance of quality journalism has never been greater. Yet paradoxically, many marketers are shying away from advertising in news media, a trend that not only undermines their own business interests but also threatens the very fabric of our information ecosystem. It’s time for a paradigm shift in how we view news advertising — not as a risky proposition, but as a powerful opportunity with far-reaching benefits.\u003c/p\u003e\n\u003cp\u003eFirst and foremost, let’s consider the audience. News consumers represent a highly \u003ca href=\"https://americanpressinstitute.org/social-demographic-differences-news-habits-attitudes-2/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edesirable demographic\u003c/a\u003e for advertisers. They tend to be more educated, engaged and affluent than the average media consumer. This translates to significant purchasing power and influence. By advertising in news media, marketers gain access to a premium audience that is primed to make informed decisions about products and services and in possession of the resources required to take immediate action on those decisions. Here are just a few insights about news audience behaviors as revealed by Stagwell’s recent Future of News research, which surveyed 49,990 U.S. adults across key demographics — including age, gender, region, race/ethnicity, education and income — to align with the U.S. census: \u003c/p\u003e\n\u003col\u003e\u003cli\u003e75% of Americans follow the news closely. \u003c/li\u003e\u003cli\u003e25% of Americans describe themselves as “news junkies.” News junkies check the news six times a day and read an average of seven articles. \u003c/li\u003e\u003cli\u003e11% of Americans say that they \u003cem\u003eonly\u003c/em\u003e read or watch the news\u003cbr /\u003e\u003cbr /\u003e\u003c/li\u003e\u003c/ol\u003e\n\u003cp\u003eBut the advantages of news advertising extend far beyond demographics. Recent \u003ca href=\"https://www.forbes.com/sites/bradadgate/2021/11/03/advertising-in-reliable-news-sources-provides-stronger-brand-effectiveness/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estudies \u003c/a\u003e have consistently shown that news environments offer superior ROAS compared to virtually all other content verticals, including sports and lifestyle. This is partly due to the high level of trust and engagement that quality journalism engenders with its core users. When consumers encounter ads alongside credible news content, they are more likely to view those ads favorably and act on them.\u003c/p\u003e\n\u003cp\u003eNews audiences provide a unique opportunity for unduplicated reach. In an era when many consumers are retreating into echo chambers and walled gardens, news media continue to attract diverse readership across political and social spectrums. This allows advertisers to connect with valuable segments of the population that might be difficult to reach through other channels and deliver that all-too-important growth that shareholders demand.\u003c/p\u003e\n\u003cp\u003eBut the case for investing in news advertising goes beyond mere business metrics. As marketers, we have a civic responsibility to support the institutions that uphold our democratic society. Quality journalism serves as a crucial watchdog, holding power to account and providing citizens with the information they need to make informed decisions. By directing our advertising dollars toward reputable news outlets, we play a vital role in sustaining this essential pillar of democracy that nurtures business via a generally robust economy and a “level playing field” that creates commercial opportunities.\u003c/p\u003e\n\u003cp\u003eThe current trend of advertisers fleeing from news content is deeply concerning. Many are citing brand-safety concerns, but this fear is almost entirely misplaced. Recent \u003ca href=\"https://www.stagwellglobal.com/future-of-news/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eresearch\u003c/a\u003e by Stagwell has definitively debunked the notion that advertising alongside highly controversial news content poses a risk to brand or corporate reputation. In fact, the opposite is true — brands that support quality journalism are often viewed more favorably by consumers who value transparency and social responsibility.\u003cbr /\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}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eWe must also consider the broader implications of abandoning news advertising. As advertising revenue dries up, many news outlets are forced to erect paywalls, reduce newsroom staff or shut down entirely. This creates a dangerous information divide, where only those who can afford to pay have access to quality journalism. The result is a less-informed populace that is forced to turn to accessible sources, which may not be as reliable as those disappearing from their view behind a paywall.\u003c/p\u003e\n\u003cp\u003eInstead of retreating from news advertising, marketers should be doubling down on their investments in this critical sector. This means revising outdated brand-safety protocols that rely on crude keyword blocking, instead embracing more nuanced, context-based approaches. It means recognizing the value of news environments not just for their audience demographics, but for the trust and engagement they foster. The good news is that returning news advertising to their media diet can inevitably help increase the return on their advertising investments — to the delight of their CFOs.\u003c/p\u003e\n\u003cp\u003eFurthermore, we need to challenge the implicit yet inexplicable notion that walled gardens like YouTube and TikTok are inherently safer or more effective advertising environments than news sites. While these platforms certainly have their place in a comprehensive marketing strategy, they should not come into the plan at the expense of supporting quality journalism, particularly in the painfully ironic context of brand safety.\u003c/p\u003e\n\u003cp\u003eThe stakes could not be higher. In the past six years alone, 1 in 4 news publishers have folded, with many more teetering on the brink. If this trend continues, we risk losing the diverse, independent voices that are essential to a healthy democracy. The consequences of such a loss would extend far beyond the marketing world, potentially undermining the very foundations of our society.\u003c/p\u003e\n\u003cp\u003eAs marketers, we have the power to change this trajectory. By recognizing the true value of news advertising — both in terms of business outcomes and societal impact — we can help ensure a vibrant, sustainable future for quality journalism. This is not just about corporate social responsibility; it’s about making smart, strategic decisions that benefit our brands, our consumers and our democracy.\u003c/p\u003e\n\u003cp\u003eThe time for action is now. CEOs and marketing leaders must take a hard look at their companies’ policies on advertising in news media. Are you inadvertently contributing to the decline of quality journalism? Or are you seizing the opportunity to reach valuable audiences, drive superior ROAS and support a crucial pillar of our democratic society in the bargain? The choice is clear. Investing in news advertising is not just good business — it’s a vital step toward preserving the open, informed society that we all depend on. Take steps today to return to advertising in news, for the benefit of our brands, our communities and our shared future.\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"}}],"readTime":6}},"fulfilledTimeStamp":1740035271991},"getContentData({\"slug\":\"the-current-podcast-haleon-cmo-katie-williams\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"CnokKj6jsY4gyZo0sPvhh","originalArgs":{"slug":"the-current-podcast-haleon-cmo-katie-williams","token":""},"startedTimeStamp":1740036350465,"data":{"metadata":{"datePosted":"2023-02-22T03:00:00-08:00","dateCreated":"2023-02-10T13:57:08-08:00","dateUpdated":"2024-08-02T12:43:38-07:00","title":"The Current Podcast: Haleon’s Katie Williams | The Current","description":"Haleon CMO Katie Williams talks about building the healthcare company, which includes brands like Advil, Theraflu, and ChapStick, after GSK spun off its consumer business.","image":{"alt":"The Current Podcast, Episode 31: Katie Williams, CMO, U.S., Haleon","url":"https://www.thetradedesk.com/assets/global/16x9_Editorial_Ep31-1_2023-02-12-221341_qvha.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast, Episode 31: Katie Williams, CMO, U.S., Haleon","url":"https://www.thetradedesk.com/assets/global/16x9_Editorial_Ep31-1_2023-02-12-221344_xwsh.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","Premium","The Current Podcast"],"url":"https://www.thecurrent.com/the-current-podcast-haleon-cmo-katie-williams","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1716989,"slug":"the-current-podcast-haleon-cmo-katie-williams","postDate":"2023-02-22T03:00:00-08:00","heading":"Haleon’s Katie Williams compares marketing to the scientific method","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast, Episode 31: Katie Williams, CMO, U.S., Haleon","url":"https://www.thetradedesk.com/assets/global/16x9_Editorial_Ep31-1_2023-02-12-221335_qxfc.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 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/c1e5f664-fb00-4ed2-aa3d-52d20b0e4c36?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":null,"mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eNot many marketers go from being scientists to CMOs, but Haleon’s Katie Williams did just that. After earning a degree in biology and starting off her career advancing haircare technology at Procter \u0026amp; Gamble, Williams says on \u003cem\u003eThe Current Podcast\u003c/em\u003e that she was “bit by the marketing bug.” More than 20 years later, she has translated her scientific skills into marketing prowess through problem-solving and finding connections to consumers in her own way. \u003cbr /\u003e\u003cbr /\u003e“For me, particularly as an African American woman,” Williams says, “sometimes when you’re in groups that are not necessarily always represented, you have a passion to really understand people in a deep way, bring their stories to life, and ensure that when we’re doing our work as marketers to build brands, that we’re able to connect with a broad range of consumers in a way that’s meaningful and compelling to them.” \u003cbr /\u003e\u003cbr /\u003eIn this episode, she talks about making health care more accessible and guiding marketing after GSK split its consumer health care business into Haleon, which includes brands like Advil, Theraflu, and ChapStick. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":1}},"fulfilledTimeStamp":1740036350503},"getContentData({\"slug\":\"www.sql.gz\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"tDmU1Uj_IOJdtQ2ZVYlLm","originalArgs":{"slug":"www.sql.gz","token":""},"startedTimeStamp":1740035278468,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug www.sql.gz","code":0,"status":404}}},"getSectionData({\"slug\":\"retail\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"dtsSLLrnQggJpf3MujHDW","originalArgs":{"slug":"retail","token":""},"startedTimeStamp":1740035286271,"data":{"metadata":{"datePosted":"2021-07-27T12:27:00-07:00","dateCreated":"2021-07-27T12:27:48-07:00","dateUpdated":"2024-07-24T07:55:28-07:00","title":"Retail | The Current","description":"Stories about the emerging retail media market, including the latest brand partnerships.","image":{"alt":"Illustration of a hand holding a megaphone coming out of a computer monitor and a card reader and scanner underneath. 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with a photo of the earth held in the center of the hands.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition150_AnimeGlobalAppeal_1920x1080px_NoLogo_v1_optimized_2024-02-16-192904_ihvw.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1709184,"slug":"emma-shepherd","fullName":"Emma Shepherd","positionTitle":null,"authorType":"contributor","featuredImage":{"alt":"Emma Shepherd, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/EmmaShepherd_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"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/emma-shepherd-73854418/"}]}],"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\u003eAnime is seizing the attention of India, sweeping across the subcontinent and in a variety of languages. The once-niche Japanese phenomenon is building fans from Bangalore to Mumbai, driven by a youthful market and a surge of content from powerhouse streaming services.\u003c/p\u003e\n\u003cp\u003eUntil recently, only a few anime titles, like \u003cem\u003ePokémon\u003c/em\u003e and \u003cem\u003eNaruto\u003c/em\u003e, broke through to mainstream culture, largely overshadowing the broader genre. Now, new access points via connected TV (CTV) and over-the-top (OTT) are making anime readily available to the burgeoning fandom in India and around the world.\u003c/p\u003e\n\u003cp\u003eNoted for its inspirational and complex storylines as well as its distinctive art, anime has captured 83% of Indians’ preference over other animated content options, according to JetSynthesys. Additionally, the anime market in India is projected to exhibit a growth rate (CAGR) of 13% from 2023 to 2028.\u003c/p\u003e\n\u003cp\u003eGlobal streaming platforms have taken note of this surge in interest: Anime-focused \u003ca href=\"https://m.economictimes.com/news/new-updates/crunchyroll-brings-anime-streaming-to-india-check-subscription-plan/articleshow/97399002.cms\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estreaming platform\u003c/a\u003e Crunchyroll launched in India last January; Amazon Prime Video launched its first dedicated anime channel, Anime Times, in India last December; and Netflix India regularly expands its anime library of licensed and original content, most recently releasing its own \u003cem\u003eOne Piece\u003c/em\u003e Film: Red movie in December.\u003c/p\u003e\n\u003cp\u003eAkshat Sahu, director of marketing for APAC at Crunchyroll, shared with \u003cem\u003eThe Current\u003c/em\u003e that the company is expecting 60% of its platform growth to come from India, which recently jumped over the U.S. as the second-largest market behind China.\u003c/p\u003e\n\u003cp\u003e“Today, streaming platforms and online communities are boosting the growth of anime in India. In the region, we recently surveyed fans and found that Indian anime fans [are] watching a daily average of over 60 minutes of anime,” says Sahu.\u003c/p\u003e\n\u003cp\u003eConsidering the average Indian viewer is \u003ca href=\"https://www.medianews4u.com/young-india-spends-96-min-per-day-on-ott-platforms-60-min-on-tv-december-csi-survey/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewatching OTT\u003c/a\u003e for 61 minutes per day, with younger viewers reportedly spending 96 minutes with OTT each day, this insight from Crunchyroll indicates some fans are spending most of their streaming time with anime.\u003c/p\u003e\n\u003cp\u003eHe adds that Crunchyroll is currently the only platform dubbing anime in Indian regional languages like Hindi, Tamil, and Telugu, to engage a diverse audience within the country and to make the platform an appealing option for marketers trying to connect with those viewers in their native language.\u003c/p\u003e\n\u003cp\u003eIndeed, Indian streaming viewership has generally exploded over the last year, with an OTT audience of \u003ca href=\"https://dazeinfo.com/2023/11/08/indias-ott-audience-reached-481-million-in-2023-only-7-6-are-directly-paying-to-streaming-platforms/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e481.1 million\u003c/a\u003e, up 13.5% from 2022 according to \u003cem\u003eThe\u003c/em\u003e Ormax OTT Audience Report: 2023. At nearly 500 million viewers, it still only represents 34% market penetration for OTT, which suggests there is opportunity for even more growth in the coming years. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eGlobal markets indicate how marketers can capitalize on Indian anime fandom \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eFor marketers looking to tap in to Indian anime fandom, they need to understand the diverse preferences within the country, as well as within the genre’s community, and tailor strategies accordingly, explains Sahu.\u003c/p\u003e\n\u003cp\u003e“Embracing localization, fostering community engagement, and staying attuned to emerging trends will be key to tapping in to this vibrant and dynamic audience,” he says.\u003c/p\u003e\n\u003cp\u003eInterestingly, while well-known segments like luxury, consumer goods, fashion, and quick-service restaurants have done some very high-profile collaborations and embraced anime’s influence globally — such as \u003cem\u003eSailor Moon \u003c/em\u003eand Jimmy Choo, \u003cem\u003ePokémon \u003c/em\u003eand Converse and McDonald’s — unexpected brands from the tourism, education, government, and B2B sectors have also shown interest in the category. Language-learning app Duolingo, for instance, \u003ca href=\"https://www.campaignlive.com/article/brands-court-gen-z-anime-popularity-surges/1839694\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epartnered with\u003c/a\u003e Crunchyroll to educate fans on Japanese phrases from popular anime titles. This diversity of industry illustrates that any brand in any segment may find value in the anime space based on their goals.\u003c/p\u003e\n\u003cp\u003eTo Robin Lau, global strategist of digital and entertainment at Dentsu, “a focus on younger audiences, a deep understanding of anime’s significance in the streaming era, a collaborative approach beyond merchandising” are all key factors to keep in mind for successful collaborations.\u003c/p\u003e\n\u003cp\u003eExperts also suggest leaning in to the varying subgenres of anime to better contextually connect with an audience. For instance, healing anime (or “iyashikei”) is typically set in alternate realities, usually showcasing nature’s serene beauty and focusing its storytelling on the simple things in life. The rise in iyashikei viewership started \u003ca href=\"https://variety.com/2022/global/news/japan-anime-industry-new-peak-1235413602/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eduring the pandemic\u003c/a\u003e, when people were confined to their homes and likely looking for escapist content.\u003c/p\u003e\n\u003cp\u003eHealing anime is one example of how marketers can connect with a specific subset of anime’s fandom — these viewers are not only anime enthusiasts but also \u003ca href=\"https://thewaveclinic.com/blog/exploring-anime-and-adolescent-mental-health/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epeople who seek\u003c/a\u003e comfort and serenity through the content they consume. The healing aspect of this subgenre of anime content, acknowledged for its positive impact on viewers’ mental health, offers marketers an opportunity to align their messaging with a genre that goes beyond mere entertainment.\u003c/p\u003e\n\u003cp\u003eLau says the way to look at the effect of anime on our well-being and mental health is more akin to how other art forms like literature, visual arts, and music elicit feelings and emotions in us, and adds that the reason anime is such a powerful form of entertainment is that it is multiple art forms combined.\u003c/p\u003e\n\u003cp\u003e“Fans often express that the characters, stories, and concepts have the biggest impact on the overall lasting impression,” Lau tells \u003cem\u003eThe Current\u003c/em\u003e. “[These] well-written stories take us on a journey, with characters that help us view the world from a different perspective and ultimately an entire experience that inspires us.” 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Current","url":"https://www.thetradedesk.com/assets/global/IlyseLiffreing_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/IlyseLiffreing"},{"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/ilyseliffreing/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692081,"title":"Leaders","slug":"leaders","uri":"sections/leaders","description":"A spotlight on leaders from across the advertising industry","themeHighlightColor":""},{"id":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","themeHighlightColor":""},{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn November, NASCAR will kick off a multi-year plan to get its brand in front of young gamers on the wildly popular platform Roblox. For starters, NASCAR is dropping a digital car in the platform’s breakout \u003cem\u003eJailbreak\u003c/em\u003e game and is selling apparel for players’ avatars. Players will also be able to design their own NASCAR uniforms as part of a fan contest, with the game’s developers acting as influencers to promote it on social media. \u003c/p\u003e\n\u003cp\u003eNASCAR’s activation is one example of how brands — from Chipotle to HBO — are advertising in spaces known as “the metaverse” to reach new audiences and cater to consumers accustomed to digital realms. \u003c/p\u003e\n\u003cp\u003eInitially envisioned as a form of a decentralized open internet, the metaverse — first coined in Neal Stephenson’s 1991 novel \u003cem\u003eSnow Crash \u003c/em\u003e— allows users, as digital avatars, to move and interact across digital worlds, and use or exchange digital items across platforms. Although interoperability is a long way off, the term has become a catch-all for new digital, immersive, and social spaces encompassing gaming platforms like Roblox, \u003cem\u003eFortnite\u003c/em\u003e and Zen Racing, or NFTs, VR, AR, cryptocurrencies and online marketplaces like Decentraland, all of which have ballooned in popularity during the pandemic. \u003c/p\u003e\n\u003cp\u003e“Every brand and company will need a metaverse strategy,” Cathy Hackl, chief metaverse officer and CEO of metaverse-focused consulting agency Futures Intelligence Group, tells \u003cem\u003eThe Current\u003c/em\u003e. Hackl, who recently worked with Clinique to develop the brand’s first NFTs which unlock early access to in-demand products, says that being part of the metaverse will become brands’ calling cards similar to how social media profiles and websites work today. \u003cbr /\u003e\u003c/p\u003e\n\u003ch4\u003e\u003cstrong\u003eThe power of the metaverse\u003c/strong\u003e\u003c/h4\u003e\n\u003cp\u003eBrands like Warner Bros., Hyundai and Gucci have built their own virtual worlds; Coca-Cola, Anheuser-Busch and Crockpot are tiptoeing into the space by selling NFTs—non-fungible tokens bought and sold on blockchain technology allowing people to own digital items like images or videos—and Sephora, Nike and HBO are leaning into AR and VR experiences. Facebook is so enraptured that the social media giant intends to spend $10 billion to become a metaverse company in the next five years, with immediate plans to change its name and hire 10,000 people in Europe to oversee what many predict will be a holding company under which Facebook, Instagram, WhatsApp, Oculus and others will exist, according to \u003ca href=\"https://www.theverge.com/2021/10/19/22735612/facebook-change-company-name-metaverse\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eThe Verge\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eThe reason? There are so many eyeballs and interactive opportunities. On Roblox, more than 200 million monthly active users, about half of whom are under the age 13, play hundreds of thousands of virtual games, many of which now incorporate brand activations. WarnerMedia’s \u003cem\u003eWonder Woman: The Themyscira Experience\u003c/em\u003e has been visited nearly 30 million times on the platform.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=ccTku5lUwjI","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eBeyond creating branded digital worlds or items, brands are also showing up in metaverse environments through digital advertising. Anzu, for instance, places ads that track viewability in real-time within gaming environments across mobile, console and now recently Roblox for brands like WarnerMedia and Paramount+. The ads mimic real life and blend into gameplay —so billboard ads or branded clothing appears in-game just as it would in real life. These can be bought programmatically, or dynamically in Roblox, at CPMs ranging from $6 to $12 across platforms.\u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TC_game1.png","width":1255,"height":629,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eFor brands, the promise of a world in which fans can interact across multiple platforms with the same branded assets or ads is powerful, says Alex Wills, chief experience officer at The Mill, which creates 3D experiences for brands like Riot Games, Electronic Arts and HBO. These brands, he says, fundamentally understand the building blocks of the metaverse and the gaming engines they’re being built upon. “Suddenly you’re not creating things bespoke on one platform, you have an ability to create experiences that transcend the barriers that have been up,” he says. Wills sees a future where platforms like Facebook’s Oculus and \u003cem\u003eFortnite\u003c/em\u003e will become more open if consumers demand and expect it. \u003c/p\u003e\n\u003ch4\u003e\u003cstrong\u003eGrowing pains\u003c/strong\u003e\u003c/h4\u003e\n\u003cp\u003eAs of now, the metaverse is still very nascent and comes with some learning lessons for marketers. For one thing, brands need to first embrace their own digital transformation. Much of the work being done now is updating asset libraries, says Wills. “Systems that were normally 2D, forward-facing brands are realizing they need them to be 3D,” he says. \u003c/p\u003e\n\u003cp\u003eNFTs are proving an entry area for many brands to experiment with metaverse properties. Chris Robbins, CEO of home appliances at Newell, parent company to Crockpot, says NFTs are becoming more understood and therefore “a nice bridge between more traditional consumers and digitally-savvy buyers.”\u003c/p\u003e\n\u003cp\u003eAnother issue is determining return-on-investment. Building out entire worlds can be costly and time-consuming. Not being able to track return on ad spend as clearly as other digital channels is making marketers pause. “Some [brands] are cautious because of the inability to measure everything from A-Z,” says Natalia Vasilyeva, VP of marketing at Anzu. “My stance is that the early days of social media were not perfect. Right? You can’t expect the new medium to be perfect in terms of everything.” \u003c/p\u003e\n\u003cp\u003eStill, being first to the space has its advantages. Brands expect to reap rewards with a long-term strategy in place. Nick Rend, managing director, gaming and esports at NASCAR, calls the brand’s new Roblox partnership “critical” to the brand’s long-term success in reaching new consumers, especially those who will grow up knowing NASCAR. “The community makes this platform incredible, and it is essential for us to show up authentically,” writes Rend in a \u003ca href=\"https://www.linkedin.com/posts/activity-6857503476860239872-If4d/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eLinkedIn post\u003c/a\u003e. “We are also well aware that brand impact and engagement KPIs aren’t necessarily driven by traditional licensing models in platforms like Roblox. Growth comes from how users interact with, interpret, and incorporate your brand as part of their virtual escapades.” \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TC_game2.jpg","width":714,"height":376,"isLandscape":true}}}],"readTime":5}},"fulfilledTimeStamp":1740035308894},"getContentData({\"slug\":\"backup_www.sql.gz\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"Ji49Sqlbw0H8OPnMormIT","originalArgs":{"slug":"backup_www.sql.gz","token":""},"startedTimeStamp":1740035336913,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug 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sparkles.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ProgramticAdsLuxuryBrands_1920x1080_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/europe-brands-programmatic-marketing-advertising-luxury","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2098397,"slug":"europe-brands-programmatic-marketing-advertising-luxury","postDate":"2023-09-19T10:11:00-07:00","heading":"Why Europe’s storied luxury brands are delving into programmatic","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A ring box containing a golden megaphone sparkles.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ProgramticAdsLuxuryBrands_1920x1080_PreviewImage_v1.gif","width":1600,"height":900,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A ring box containing a golden megaphone sparkles.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ProgramticAdsLuxuryBrands_1200x1200_Square.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Jen Satzger / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A ring box containing a golden megaphone sparkles.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ProgramticAdsLuxuryBrands_1920x1080_PreviewImage_v1_2023-09-19-135257_kjmt.gif","width":1600,"height":900,"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":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eNot everyone may know Kering, Richemont, or LVMH, but most people are sure to be familiar with the brands housed under their umbrellas, like Gucci, Cartier, and Dom Pérignon. \u003c/p\u003e\n\u003cp\u003eAs these and other European luxury giants expanded in recent years, they amassed a constellation of the world’s most prestigious brands — and the clout to leverage advertising firepower normally reserved for the world’s biggest marketing outfits. \u003c/p\u003e\n\u003cp\u003eNow some are combining their centuries-old heritage with cutting-edge marketing as they chase after a global personal luxury market that is predicted to grow more than \u003ca href=\"https://www.bain.com/insights/renaissance-in-uncertainty-luxury-builds-on-its-rebound/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e50 percent\u003c/a\u003e by 2030 from its 2022 size. \u003c/p\u003e\n\u003cp\u003eAgency leaders who spoke to \u003cem\u003eThe Current \u003c/em\u003esaid Europe’s luxury giants are drawn to programmatic because of its transparency and effectiveness, although for now the interest is relatively nascent, at least compared to their mass-market peers. \u003c/p\u003e\n\u003cp\u003eBut as formats like connected TV (CTV) and digital out-of-home (DOOH) grow in popularity \u003ca href=\"https://www.campaignlive.co.uk/article/global-marketers-fall-rapidly-love-tv-according-kantar-study/1836346?bulletin=campaign_breakfast_briefing\u0026amp;utm_medium=EMAIL\u0026amp;utm_campaign=eNews%20Bulletin\u0026amp;utm_source=20230907\u0026amp;utm_content=Campaign%20Breakfast%20Briefing%20(137)::\u0026amp;email_hash=\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eamong marketers\u003c/a\u003e, luxury brands are increasingly finding that programmatic advertising can help deliver the kind of brand-boosting performance previously reserved for glossy magazines and high-budget TV ads. \u003c/p\u003e\n\u003cp\u003e“There has been an uptake in spend across programmatic activity for luxury buyers, who are reaping the benefits of things like transparency, consolidation, and performance,” says Josh Wilson, client director at Dentsu who leads programmatic work on the Kering Group for the agency\u003c/p\u003e\n\u003cp\u003e“There’s an appetite to grow more in this space with new topics like attention and green media, looking at what efficiencies you can get out of your spend,” he adds. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eStringent parameters\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eLuxury brands’ primary concerns revolve around their reputations, which means they seek “exclusivity, special ad formats, and high-quality inventory to showcase their products and image effectively,” says Fabian Kietzmann, chief products and services officer at GroupM Germany. \u003c/p\u003e\n\u003cp\u003eFrom precise targeting to brand safety tools to specific inventory deals, programmatic advertising lets luxury brands cherry-pick their approach, says Kietzmann, adding that it can also deliver cost savings through a more efficient buying strategy. \u003c/p\u003e\n\u003cp\u003eWhen it comes to targeting, luxury brands are stringent on their parameters. “For [Kering-owned] Bottega Veneta, they are very interested in driving quality traffic to the website, getting users through the door, and [customers] spending a prolonged period of time on the website so that they can flick through the products and the price points,” says Theo Reisz-Gervis, account manager at Dentsu. \u003c/p\u003e\n\u003cp\u003eAnd since Bottega Veneta doesn’t have a social media presence, its paid ad media is “programmatically focused,” he adds. Reisz-Gervis notes he is also seeing growing interest from luxury brands in channels like CTV and DOOH. \u003c/p\u003e\n\u003cp\u003eFor Porsche, which works with Omnicom Media Group (OMG) globally, one of the key metrics is qualified leads and the corresponding KPI is cost per qualified lead, says Uwe Roschmann, managing director at OMG Germany, which works with clients such as Bentley and Chanel. \u003c/p\u003e\n\u003cp\u003e“The more interesting part is having the opportunity to do better targeting than with any kind of IO [insertion order] or price-list booking, and therefore being more relevant for those consumers that I actually want to address,” says Roschmann. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eProtecting their brand\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eProtecting and amplifying their brands is paramount for luxury firms, which often means striving for 100 percent share of voice in their campaigns. “From a user’s point of view, if I saw Gucci next to Chanel, and one placement was bigger than the other, immediately I’d be thinking, ‘Well, why is one video dominating that space?’” says Dentsu’s Wilson. \u003c/p\u003e\n\u003cp\u003eEven though Europe’s top luxury brands often make their names on the new and different, it can still be a challenge to get them to consider a diverse selection of publishers. But consumers may not “spend hours on end on Vogue,” says Wilson. \u003c/p\u003e\n\u003cp\u003eMisconceptions hinder some luxury brands from diversifying their media strategies, says Roschmann, such as that programmatic means “cheaper.” Others are keying into premium content on the open internet, from CTV to podcasts, and programmatic’s ability to create a consistent and coherent consumer journey. \u003c/p\u003e\n\u003cp\u003e“I have to understand what I have told a target consumer [in order] to make sure I’m telling the next most relevant thing, and programmatic arguably is the one solution that allows you to do just that,” says Roschmann. This can be achieved with exclusive/inclusive lists, PMP deals, and very stringent and clear targeting, he adds. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eA new(er) opportunity\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAnother factor for luxury brands to consider is generative \u003ca href=\"https://www.thecurrent.com/technology-data-programmatic-advertising-ai\"\u003eAI\u003c/a\u003e. New technology could flood the internet with easily produced, low-quality content, which could drive up the cost of ads, says Roschmann. He theorizes that the relative amount of high-quality content will decrease, resulting in the same few luxury brands growing their ad spend on a small number of publishers. \u003c/p\u003e\n\u003cp\u003eFor the marketers guiding luxury brands along this path, it’ll be about identifying the right moment and media to deliver the right message to the right target groups. \u003c/p\u003e\n\u003cp\u003e“It’s been true for 30 years, it’s just that programmatic is a newer opportunity to get there,” says Roschmann. \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":1740035481491},"getContentData({\"slug\":\"adsct\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"I_vT6Vxcr7y-zwZN76knO","originalArgs":{"slug":"adsct","token":""},"startedTimeStamp":1740035482587,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug adsct","code":0,"status":404}}},"getContentData({\"slug\":\"www_db.tar\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"b0kWNoKDviRrpILOAV-ik","originalArgs":{"slug":"www_db.tar","token":""},"startedTimeStamp":1740035739630,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug www_db.tar","code":0,"status":404}}},"getContentData({\"slug\":\"www-db.tar\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"nE0RF0EL4hkPkNdLG6uj4","originalArgs":{"slug":"www-db.tar","token":""},"startedTimeStamp":1740035741718,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug www-db.tar","code":0,"status":404}}},"getContentData({\"slug\":\"infosum-zeroes-in-on-identity-partnership-as-brands-double-down-on-data-collabs\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Qcnq6y1OX1Ezmmp0fsD5s","originalArgs":{"slug":"infosum-zeroes-in-on-identity-partnership-as-brands-double-down-on-data-collabs","token":""},"startedTimeStamp":1740035742432,"data":{"metadata":{"datePosted":"2022-04-28T06:30:00-07:00","dateCreated":"2022-04-27T11:18:36-07:00","dateUpdated":"2023-03-01T04:46:39-08:00","title":"InfoSum zeroes in on identity partnership as brands double down on data collabs | The Current","description":"The partnership builds on the foundation of providing marketers with interoperable identity solutions","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition67_InfoSumAndUnifiedID_1920x1080_FacebookMetadata_v1.gif","width":900,"height":506,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition67_InfoSumAndUnifiedID_1920x1080_TwitterMetadata_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"George P. Slefo","themes":["Data Privacy","The Latest"],"url":"https://www.thecurrent.com/infosum-zeroes-in-on-identity-partnership-as-brands-double-down-on-data-collabs","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1199153,"slug":"infosum-zeroes-in-on-identity-partnership-as-brands-double-down-on-data-collabs","postDate":"2022-04-28T06:30:00-07:00","heading":"InfoSum zeroes in on identity partnership as brands double down on data collabs","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition67_InfoSumAndUnifiedID_1920x1080_FeaturedImage_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Getty / The Current\u003c/p\u003e","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition67_InfoSumAndUnifiedID_1920x1080_PreviewImage_v1.gif","width":900,"height":506,"isLandscape":true},"authors":[{"id":1508882,"slug":"george-p-slefo","fullName":"George P. Slefo","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"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":""},{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eSo-called collabs are all the rage among brands: McDonald’s–Burger King, Cheetos–Forever 21, and Doritos–Taco Bell are among a few of many successful ones. Arizona Iced Tea, for example, collaborated with Adidas to make \u003ca href=\"https://www.cnn.com/2019/07/18/us/arizona-iced-tea-adidas-crossover-trnd/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea pair of sneakers for $0.99\u003c/a\u003e, a hallmark of the beverage maker’s appealing price point. \u003c/p\u003e\n\u003cp\u003eWhile collabs are popular, they’re also not exclusively limited to a consumer-facing experience. In fact, data clean-room firms such as InfoSum help large companies like Disney, Omnicom Media Group, and Axel Springer match their first-party data with one another in a privacy-conscious manner. This allows brands to find relevant audiences across a publisher’s suite of prosperities. Data collaborations have also become increasingly popular given the imminent demise of third-party cookies. \u003c/p\u003e\n\u003cp\u003eAnd today, InfoSum and The Trade Desk announced plans to collaborate toward a new integration that equips advertisers with the ability to activate first-party data with \u003ca href=\"https://author.thetradedesk.com/us/article/what-the-tech-is-unified-id-2-0\"\u003eUnified ID 2.0\u003c/a\u003e. The partnership is significant, as it builds on the foundation of providing marketers with \u003ca href=\"https://author.thetradedesk.com/us/article/will-there-be-one-identity-solution-to-rule-them-all\"\u003einteroperable\u003c/a\u003e identity solutions in a digital media ecosystem where third-party cookies will soon no longer exist and where consumer privacy is paramount. \u003c/p\u003e\n\u003cp\u003e“Our clients want to build more efficient campaigns through collaborations, but they also want to make it very simple when activating on platforms like The Trade Desk,” Valerie Mercurio, director of business development at InfoSum, tells \u003cem\u003eThe Current\u003c/em\u003e. “The interoperability from this partnership allows our clients to leverage collaborations, but then also build out an activation with UID 2.0 through The Trade Desk for more sufficient scale.”  \u003c/p\u003e\n\u003cp\u003eMercurio went on to say that the partnership would aim to give advertisers improved security with their first-party data, better control and transparency when planning and executing campaigns, as well as greater people-based activation at scale, even as cookies deprecate. In doing so, as advertisers adapt their strategies to activate more \u003ca href=\"https://author.thetradedesk.com/us/article/what-the-tech-is-first-and-third-party-data\"\u003efirst-party data\u003c/a\u003e, this partnership would work toward providing improved audience-based decisioning. It would also bolster the control and effectiveness of activating on the open internet through data-driven advertising. \u003c/p\u003e\n\u003cp\u003eMeanwhile, holding companies such as Omnicom Media Group welcomed the news. The agency can now offer its clients the ability to leverage its own identity solution with UID 2.0. This would help give brands greater performance without sacrificing control of their data, says Tim Petrycki, senior director of data strategy at Annalect, Omnicom’s data and analytics division. “Omnicom Media Group sees this partnership between InfoSum and The Trade Desk as a positive step forward in our shared commitment to providing privacy-first data interoperability,” says Petrycki. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":null,"marketoForm":{"formId":"2571"},"blurb":"Each week, The Current gives you a rundown of the biggest stories and latest trends from the world of data-driven marketing, including topics like Connected TV and the future of identity — all delivered directly to your inbox.","dictionary":{},"tagline":"Subscribe to The Current"}}],"readTime":3}},"fulfilledTimeStamp":1740035742468},"getContentData({\"slug\":\"www_database.tar\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"6adcMXforXZolH9bPcw1I","originalArgs":{"slug":"www_database.tar","token":""},"startedTimeStamp":1740035745132,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug www_database.tar","code":0,"status":404}}},"getContentData({\"slug\":\"mondelēz-international-rachel-lawson-brand-marketing-retail-media-diversity\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"VrVy1xmb3tdjl5SJJkWXG","originalArgs":{"slug":"mondelēz-international-rachel-lawson-brand-marketing-retail-media-diversity","token":""},"startedTimeStamp":1740035746229,"data":{"metadata":{"datePosted":"2024-11-08T09:48:00-08:00","dateCreated":"2024-11-07T13:18:20-08:00","dateUpdated":"2024-11-13T11:12:02-08:00","title":"Mondelēz International’s Rachel Lawson on brand marketing, retail media and the importance of diversity | The Current","description":"Rachel Lawson, the director of brand marketing at Mondelēz International, joins The Current studio to talk brand love.","image":{"alt":"The Current: 5 Minutes with Rachel Lawson, Mondelez International Director of shopper marketing.","url":"https://www.thetradedesk.com/assets/global/GIF_Logo_1920px_5MinWith_RachelLawson.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current: 5 Minutes with Rachel Lawson, Mondelez International Director of shopper marketing.","url":"https://www.thetradedesk.com/assets/global/STILL_Logo_1920px_5MinWith_RachelLawson.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/mondelēz-international-rachel-lawson-brand-marketing-retail-media-diversity","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3348758,"slug":"mondelēz-international-rachel-lawson-brand-marketing-retail-media-diversity","postDate":"2024-11-08T09:48:00-08:00","heading":"Mondelēz International’s Rachel Lawson on brand marketing, retail media and the importance of diversity","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current: 5 Minutes with Rachel Lawson, Mondelez International Director of shopper marketing.","url":"https://www.thetradedesk.com/assets/global/GIF_1200px_5MinWith_RachelLawson.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=04O_8m5H_0s\u0026feature=youtu.be","captionLinkable":"","previewImage":{"alt":"The Current: 5 Minutes with Rachel Lawson, Mondelez International Director of shopper marketing.","url":"https://www.thetradedesk.com/assets/global/GIF_NoLogo_1920px_5MinWith_RachelLawson.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\u003eFor Rachel Lawson, brand marketing is a labor of love. With almost 12 years of experience at Mondelēz International, she’s seen the rapid rise of e-commerce and now — as the director of shopper marketing — is on the front lines of another evolution: retail media.\u003c/p\u003e\n\u003cp\u003eLawson joined Editor-in-Chief Stephanie Paterik in The Current studio at Advertising Week New York in October. There, she shared her insights on the power of retail data, which is not only enhancing brand campaigns with more targeted media but also opening up new channels of communication between the marketers and sales teams.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat has surprised you most this year? Is there a trend, a news story, an insight that has changed your own personal call to action and how you’re going to go into 2025? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAs a marketer, I grew up being very precious with my brand, and very precious with the role I had. What I recognized this year is we all love marketing.\u003c/p\u003e\n\u003cp\u003eWe all really want to drive the best results we can get. And once we start really teaching each other and talking to each other, it’s really made our marketing campaigns stronger. I don’t want to sound cynical, but the surprise was how easy it was to actually collaborate with better communication. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThat seems like a more recent unlock across the board. And sets up 2025 to be a different kind of year. \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIt does. Right now, we’re planning for 2025, and I approached the planning season totally different. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat do you think the shift has been? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eRetail media. We’re all excited about the fact that we can get more data, that we can get data that’s more believable because this is the shopper. You can literally say, this many shoppers, this customer, saw this piece of content and acted this way. So having that information created a new opportunity for us.\u003c/p\u003e\n\u003cp\u003eAnd then also a lot of our retailers have gone out of their way to really stay at the forefront of advertising. This is a huge shift for them. There are lots of opportunities to test and to learn. And that’s one thing that Mondelēz absolutely loves to do and I do as well — try to figure out how we can push content and media to the next level. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAnd it is no secret that retail media and retail data have really taken the industry by storm. What do you see as the greatest promise of retail media? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eTwo things: One, I see the collaboration that I have as a marketer with the trade team, with my sales team and with the retailer that we didn’t really have before.\u003c/p\u003e\n\u003cp\u003eThat’s what excites me the most about retail media. It’s really up to our education on both sides in terms of the role that media plays in influencing, communicating with the shopper.\u003c/p\u003e\n\u003cp\u003eAnd then the more obvious answer is the targeting. We really are able to target consumers. I love the fact that I’m able to make sure that I’m talking to people who I know are interested in my products. Or people I know have never purchased my products at that retailer. So, the targeting as well as a collaboration have really opened up the doors in terms of making my job more efficient and more effective. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eRetail media is expected to grow a lot in the next couple of years, catching up to social media in terms of spend. What challenges do you see, if any, to that growth? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eResources. I think the biggest one is that that’s kind of the pull we’re in right now, in terms of [the fact that] budgets really aren’t getting bigger. For the most part, they’re not getting bigger.\u003c/p\u003e\n\u003cp\u003eSo it’s really kind of, how do we make sure we’re being as clear to our goals as possible, continu[ing] to redefine the roles of different levers that we have and having strong analysis? \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat is your hot take on advertising? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eMy hot take is — I think we all know this — but we sometimes forget how important it is to have diversity. Not just of thought, but actually of background and experience in advertising. That was really kind of popular to kind of buzzy a couple of years ago. And the buzz is kind of worn down, but it’s still really important to have empathy with our consumers and recognize how diverse our consumers are. And we need to make sure that we’re continuing to ensure that we have diversity throughout the advertising cycle. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eYes, diversity cannot be a trend that comes and goes. \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eExactly. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow are you approaching your work or your team in a way that brings that to the fore\u003c/strong\u003e\u003cbr /\u003e \u003c/h2\u003e\n\u003cp\u003eIn a couple of ways. One, being more collaborative. So I’ve offered up to my teammates and to others that I can always be a sounding board. If you are communicating something or going after a target and you might want a Black woman’s perspective, I can provide that, and I try to seek that out as well.\u003c/p\u003e\n\u003cp\u003eI also provide my comments and thoughts openly with my advertising teams to make sure they understand and are hearing my point of view. And I do ask questions in terms of who’s working on this content.\u003c/p\u003e\n\u003cp\u003eI do remind people that it is important for my own team — but for other teams, it’s really important that we do have a huge variety of voices at the table. \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":1740035746257},"getContentData({\"slug\":\"what-is-header-bidding\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"lb0TkqLGEAT7-HG3H86n7","originalArgs":{"slug":"what-is-header-bidding","token":""},"startedTimeStamp":1740036911104,"data":{"metadata":{"datePosted":"2025-01-28T05:00:00-08:00","dateCreated":"2025-01-27T11:37:40-08:00","dateUpdated":"2025-01-27T12:57:00-08:00","title":"What the Tech is header bidding? | The Current","description":"We break down the programmatic advertising technique known as “header bidding”.","image":{"alt":"What the Tech is header bidding?","url":"https://www.thetradedesk.com/assets/global/1920x1080_HeaderBidding_Logo.gif-ezgif.com-optimize.gif","width":960,"height":540,"isLandscape":true},"imageTwitter":{"alt":"What the Tech is header bidding?","url":"https://www.thetradedesk.com/assets/global/1920x1080_HeaderBidding_Logo.gif-ezgif.com-optimize_2025-01-27-194543_usei.gif","width":960,"height":540,"isLandscape":true},"author":"John McDermott","themes":["Office Hours"],"url":"https://www.thecurrent.com/what-is-header-bidding","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3386728,"slug":"what-is-header-bidding","postDate":"2025-01-28T05:00:00-08:00","heading":"What the Tech is header bidding?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"What the Tech is header bidding?","url":"https://www.thetradedesk.com/assets/global/Static_WTT_HEADER-BIDDING_NO-LOGO.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"What the Tech is header bidding?","url":"https://www.thetradedesk.com/assets/global/square_HeaderBidding_NoLogo.gif-ezgif.com-optimize.gif","width":540,"height":540,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"What the Tech is header bidding?","url":"https://www.thetradedesk.com/assets/global/1920x1080_HeaderBidding_NoLogo-ezgif.com-optimize_2025-01-27-195034_btzt.gif","width":960,"height":540,"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 programmatic advertising technique known as “header bidding” became a focal point in the Department of Justice’s (DOJ) antitrust case against Google. It’s rare that the arcane world of advertising technology becomes national news, but the DOJ’s antitrust case against Google has shone a harsh spotlight on the tech giant’s ad tech operations — specifically its response to header bidding.\u003c/p\u003e\n\u003cp\u003ePublishers introduced header bidding a decade ago to increase the number of non-Google ad exchanges bidding on their ad inventory. By increasing the number of bidders, publishers would ensure the best possible price for their ad inventory, maximizing their advertising revenue. According to the DOJ, Google subsequently \u003ca href=\"https://adage.com/article/digital-marketing-ad-tech-news/how-google-ad-tech-change-could-win-over-programmatic-publishers/2584756\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eintroduced\u003c/a\u003e a number of tools to neutralize the practice and maintain its hold on the digital advertising market. The DOJ alleges that this conduct was anticompetitive and allowed Google to maintain an illegal monopoly. In response, Google argued that its products were “better at addressing publisher needs.” \u003cbr /\u003e \u003c/p\u003e\n\u003cp\u003eTo a layperson, that brief synopsis may make little sense, which is why we’ve compiled a primer on header bidding — what it is, how it works, and why it bears so much weight in a legal case that could radically transform the digital media industry.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat is header bidding?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eSometimes referred to as “advanced bidding” or “pre-bidding,” header bidding launched in 2014 to allow multiple \u003ca href=\"https://www.thecurrent.com/what-the-tech-are-dsps-ssps-and-dmps\"\u003esupply-side platforms\u003c/a\u003e (SSPs) to bid on a publisher’s inventory before the ads went to the publisher’s ad server.\u003c/p\u003e\n\u003cp\u003eSSPs are ad tech platforms that allow publishers to make their advertising inventory available across different ad exchanges simultaneously. (Ad exchanges are auction marketplaces where brands place bids on ads offered by publishers.) In doing so, publishers can field a larger number of bids, and in theory, receive the best-possible price for their ads. At the onset, publishers reported \u003ca href=\"https://digiday.com/media/wtf-header-bidding/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eearning 10%\u003c/a\u003e more from their ads when using header bidding. This made header bidding wildly popular with publishers, which adopted the practice in droves in the late 2010s.\u003c/p\u003e\n\u003cp\u003eBut the DOJ has called into question whether publishers are dealing in a fair marketplace, because most use an ad server, Google Ad Manager (GAM), that’s owned by Google. And that piece of technology has allegedly tipped the competitive scales in Google’s favor.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat’s an ad server? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAn ad server is the decision-maker in the ad tech process. It ingests all of the data that goes into an ad campaign, such as who the intended target audience is, and makes sure the correct ad is placed in front of the right consumer on the publisher’s website. Ad servers also house all the creative assets for a campaign and help track performance. An ad server, in short, is the central platform for executing and measuring ads.\u003c/p\u003e\n\u003cp\u003eThe vast majority of publishers in the U.S. use Google’s ad server, Google Ad Manager. (For years, the product was called DoubleClick for Publishers, or DFP, and many in the digital advertising industry still refer to GAM as DFP.) According to the DOJ, \u003ca href=\"https://www.theverge.com/2024/9/24/24253293/google-ad-tech-antitrust-trial-doj-case\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eGAM’s market share is 90%\u003c/a\u003e, and that level of market penetration constitutes a monopoly on the ad server market and further proof of Google’s anticompetitive conduct.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow does Google’s ad server relate to header bidding?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003ePublishers created header bidding because GAM was funneling publishers’ ads to AdX, its owned and operated ad exchange, before making the ad inventory available across multiple SSPs. In industry jargon, Google’s AdX got “first look” at a publisher’s ads and was able to make a bid on them before other SSPs even had a chance. The DOJ alleges this allowed Google to buy up lots of the most valuable publisher inventory (as long as it hit the publisher’s floor price) and then to pass the table scraps on to other SSPs. (Google bundling its various ad tech services together, such that it can be on both sides of a transaction, is a self-dealing practice called “tying” and is the basis for the DOJ’s case against Google.)\u003c/p\u003e\n\u003cp\u003eTo circumvent Google’s first look, publishers developed header bidding, which sent ad inventory to multiple SSPs before GAM ever got a chance to take a look at it. Internal Google emails revealed in the antitrust case that Google employees were \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\"\u003efrustrated by publishers\u003c/a\u003e adopting header bidding and acknowledging that header bidding delivered better revenue for publishers. So Google countered with a new tool, called Open Bidding, that the DOJ alleges allowed it to squash header bidding and reestablish its dominance of the digital market.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow does Google’s Open Bidding tool work? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eHeader bidding negated Google’s first-look advantage, but Google nullified header bidding with a last-look advantage.\u003c/p\u003e\n\u003cp\u003eIn 2016, GAM began \u003ca href=\"https://doubleclick-publishers.googleblog.com/search?q=exchange+bidding\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebeta-testing\u003c/a\u003e Open Bidding, a tool that Google said would be a better alternative to header bidding and ensure revenue optimization for publishers. Open bidding would allow competing SSPs into Google AdX, where they could — Google claimed — all compete on equal footing and engage in a transparent, open auction for publishers’ ads.\u003c/p\u003e\n\u003cp\u003eBut because GAM operated as a second-price auction, Open Bidding allowed Google to simply outbid its rivals and \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\"\u003estill win\u003c/a\u003e all the most sought-after advertising inventory. When a bid came in from a rival exchange, Google would allow its own demand partners to bid mere pennies more and win the auction (i.e., the “last look” at the inventory). \u003c/p\u003e\n\u003cp\u003eLast-look was just as effective as first-look, and a tacit acknowledgment that header bidding posed an existential threat to Google’s monopoly on the digital ad industry, the DOJ argues. “Open bidding decimated header bidding,” Jed Dederick, chief revenue officer of The Trade Desk, \u003ca href=\"https://www.adweek.com/programmatic/the-trade-desk-testifies-at-google-antitrust-trial/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etestified in the case\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eGoogle ceded its last-look advantage in 2019 when it moved to a \u003ca href=\"https://www.adexchanger.com/online-advertising/google-switches-to-first-price-auction/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efirst-price auction\u003c/a\u003e for GAM, and internal documents show that it lost revenue as a result. Google \u003ca href=\"https://pub.doubleverify.com/blog/what-googles-move-to-a-unified-first-price-auction-means-for-publishers/#:~:text=What%20Google's%20Move%20to%20a%20Unified%20First%20Price%20Auction%20Means%20for%20Publishers\u0026amp;text=In%20March%2C%20Google%20announced%20that,Part%201:%20What's%20going%20on?\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereplaced\u003c/a\u003e its last-look advantage with unified pricing rules in GAM, a tool that it, again, said would help publishers increase their ad yield. But unified pricing rules prevented publishers from setting different price floors for different demand sources, and publishers were upset with the loss of control. Again, there have been internal Google emails revealed at the antitrust trial in which Google executives \u003ca href=\"https://www.theverge.com/2024/9/13/24243342/google-doj-ad-tech-antitrust-unified-pricing-rules\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eacknowledged\u003c/a\u003e that unified pricing rules would be unpopular with publishers, but they went ahead with it anyway.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhere do things stand now?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e It’s still up in the air.\u003c/p\u003e\n\u003cp\u003eTrial proceedings in the Google ad tech antitrust case have ceased, with closing arguments presented In November 2024. The judge’s ruling, expected soon, could determine the future of the advertising industry.\u003c/p\u003e\n\u003cp\u003eIn the meantime, header bidding and the quest for optimal ad pathways live on. \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"}}],"readTime":6}},"fulfilledTimeStamp":1740036911145},"getContentData({\"slug\":\"backup-www.7z\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"IPXb0p1Zf-c40izWg4Puk","originalArgs":{"slug":"backup-www.7z","token":""},"startedTimeStamp":1740036031284,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug backup-www.7z","code":0,"status":404}}},"getContentData({\"slug\":\"backup_www.7z\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"Bso8rakLETovQKhotuYvH","originalArgs":{"slug":"backup_www.7z","token":""},"startedTimeStamp":1740036038337,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug backup_www.7z","code":0,"status":404}}},"getContentData({\"slug\":\"consu\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"okTJLQZWHigsWfDQHYF5Y","originalArgs":{"slug":"consu","token":""},"startedTimeStamp":1740036039976,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug consu","code":0,"status":404}}},"getContentData({\"slug\":\"5-minutes-with-tmobile-kevin-mcgurn-streaming-ctv-retail-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"O2FHWeekCIM3m6DxVNALU","originalArgs":{"slug":"5-minutes-with-tmobile-kevin-mcgurn-streaming-ctv-retail-media","token":""},"startedTimeStamp":1740036192481,"data":{"metadata":{"datePosted":"2024-09-13T06:37:00-07:00","dateCreated":"2024-09-11T07:03:25-07:00","dateUpdated":"2024-10-23T12:28:45-07:00","title":"5 Minutes with T-Mobile’s Kevin McGurn | The Current","description":"T-Mobile is growing its marketer-focused offering, becoming a valuable data provider and launching an in-store retail media network.","image":{"alt":"5 Minutes with Kevin McGurn","url":"https://www.thetradedesk.com/assets/global/Still_Logo_1920px_5MinWith_KevinMcGurn_workingfile.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 Minutes with Kevin McGurn","url":"https://www.thetradedesk.com/assets/global/Still_Logo_1920px_5MinWith_KevinMcGurn_workingfile_2024-09-12-214302_gais.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Opinion","5 minutes with - 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We’re trying to create some synergies between how the inventory is surfaced, walled garden by walled garden, and then how you can target it. So, we think CTV’s a big growth area for us. \u003c/p\u003e\n\n\u003cp\u003eThe second one is something that I think is very authentic to T-Mobile, which is digital out-of-home. Why is it authentic to T-Mobile? Because we are a network, we can connect things such as [remote] digital out-of-home screens and centralize the content management system in an ad server. \u003c/p\u003e\n\n\u003cp\u003eSo, from an innovation perspective, we’re bringing a lot of network connectivity to those places. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eYou\u003c/strong\u003e recently created an in-store retail media network. How’s it going so far?\u003c/h2\u003e\n\u003cp\u003eIt’s great. We wanted to first and foremost connect our own screens in 12,000 stores that are all around the United States for T-Mobile and Metro. 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And in order to get large dollars that used to transact, like in broadcast television [for example], that measurement needs to be brought back and to be standardized. We can be a participant in that. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eWhat do you think the outlook is on that? Do you see movement in the right direction\u003c/strong\u003e?\u003c/h2\u003e\n\u003cp\u003eThe same technology that fragmented everything actually has the connectivity and the architecture to unify it from a measurement standpoint. It’s an industry problem that needs to be solved by the entirety of the industry. Not one walled garden, not one monopoly. \u003c/p\u003e\n\n\u003cp\u003eIt has to be solved by a third party that has an unbiased approach to it. And I do think the technology is there to be able to get it done. 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We’re trying to create some synergies between how the inventory is surfaced, walled garden by walled garden, and then how you can target it. So, we think CTV’s a big growth area for us. \u003c/p\u003e\n\n\u003cp\u003eThe second one is something that I think is very authentic to T-Mobile, which is digital out-of-home. Why is it authentic to T-Mobile? Because we are a network, we can connect things such as [remote] digital out-of-home screens and centralize the content management system in an ad server. \u003c/p\u003e\n\n\u003cp\u003eSo, from an innovation perspective, we’re bringing a lot of network connectivity to those places. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eYou\u003c/strong\u003e recently created an in-store retail media network. How’s it going so far?\u003c/h2\u003e\n\u003cp\u003eIt’s great. We wanted to first and foremost connect our own screens in 12,000 stores that are all around the United States for T-Mobile and Metro. That gives us the ability to control the message, control the content [and] control some select ad space that goes into the stores. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eWhat would you point to as the biggest challenge facing the industry right now?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWithout question, it’s always going to be measurement. You know, the way that we get messages out there is getting easier and easier and less expensive and less expensive, but measuring it is hard. \u003c/p\u003e\n\n\u003cp\u003eWe do think that we have a unique place in that world to contribute to the measurement. You can’t create your own homework. So, we do want to work with third parties and syndicated research to be able to do that. \u003c/p\u003e\n\n\u003cp\u003eBut the fact is, there are very few standards today as the media landscape is fragmented, starting with television and into every other line item on a plan. The measurement is fully broken. And in order to get large dollars that used to transact, like in broadcast television [for example], that measurement needs to be brought back and to be standardized. We can be a participant in that. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eWhat do you think the outlook is on that? Do you see movement in the right direction\u003c/strong\u003e?\u003c/h2\u003e\n\u003cp\u003eThe same technology that fragmented everything actually has the connectivity and the architecture to unify it from a measurement standpoint. It’s an industry problem that needs to be solved by the entirety of the industry. Not one walled garden, not one monopoly. \u003c/p\u003e\n\n\u003cp\u003eIt has to be solved by a third party that has an unbiased approach to it. And I do think the technology is there to be able to get it done. In the TV space, ACR [automatic content recognition] data can do that on an unbiased level. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eWhat\u003c/strong\u003e’s your hot take or prediction for what’s next?\u003c/h2\u003e\n\u003cp\u003eMy big issue right now is that on average, it’s taking people between streaming apps 12 minutes to figure out what they want to watch next. And there’s no unbiased way to have a search and a recommendation engine for simple enjoyment when you’re sitting in a passively delivered television environment in a living room. \u003c/p\u003e\n\n\u003cp\u003eIt’s much easier on a mobile phone. Can the mobile phone connect to the television to create a search recommendation engine that actually works and isn’t just the show in that app that that company made? You can either bring all those things together or you can put a layer on top that lets me find what I want. \u003c/p\u003e\n\n\u003cp\u003eAnd that hopefully will be the thing that grows this entire business exponentially in the next five years. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"gray","marketoForm":{},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1740036137751},"getContentData({\"slug\":\"nintendo-brand-gaming-marketing-media-partnership-innovation\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"hTw5VQ8_gp8eV3tNOyj1w","originalArgs":{"slug":"nintendo-brand-gaming-marketing-media-partnership-innovation","token":""},"startedTimeStamp":1740036140993,"data":{"metadata":{"datePosted":"2023-09-05T07:20:00-07:00","dateCreated":"2023-09-05T06:39:46-07:00","dateUpdated":"2023-09-06T11:31:54-07:00","title":"The year of Nintendo: What brands can learn from the gaming giant | The Current","description":"Nintendo reported record profits in its most recent quarter. Marketing experts say it’s a sign of the brand’s longevity and innovation.","image":{"alt":"A gloved hand punches a box with a question mark as a flashing megaphone powerup hovers above.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_TheYearOfNintendo_1920x1080_FacebookMetadata_v2sm.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A gloved hand punches a box with a question mark as a flashing megaphone powerup hovers above.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_TheYearOfNintendo_1920x1080_TwitterMetadata_v2.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/nintendo-brand-gaming-marketing-media-partnership-innovation","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2078322,"slug":"nintendo-brand-gaming-marketing-media-partnership-innovation","postDate":"2023-09-05T07:20:00-07:00","heading":"The year of Nintendo: What brands can learn from the gaming giant","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A gloved hand punches a box with a question mark as a flashing megaphone powerup hovers above.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_TheYearOfNintendo_1920x1080_PreviewImage_v2sm_2023-09-05-142752_xeaq.gif","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A gloved hand punches a box with a question mark as a flashing megaphone powerup hovers above.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_TheYearOfNintendo_1200px_v2sm.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Jen Satzger and Nick DeSantis / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A gloved hand punches a box with a question mark as a flashing megaphone powerup hovers above.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_TheYearOfNintendo_1920x1080_PreviewImage_v2sm.gif","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\u003eMore than a century since it was founded, Nintendo is still hitting new highs. \u003c/p\u003e\n\u003cp\u003eThe Japanese gaming giant recently reported \u003ca href=\"https://www.theverge.com/2023/8/3/23818357/nintendo-earnings-q1-2024-zelda-totk-mario-movie-profits\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecord profits\u003c/a\u003e for the second quarter. Three moves fueled that growth: “The Super Mario Bros. Movie,” which debuted in theaters in April and grossed over $1 billion worldwide in ticket sales; the video game “Legend of Zelda: Tears of the Kingdom,” which the company sold 18.5 million units of since its release in May; and increased sales of its Switch console compared to the same quarter last year. \u003c/p\u003e\n\u003cp\u003e“Nintendo holds such high trust among consumers due to its proven ability to develop and curate iconic game franchises — the company is responsible for several of the bestselling consoles of all time,” Kevin Tran, media and entertainment analyst at Morning Consult, tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eMarketing experts say Nintendo’s earnings are a reminder of the company’s brand trust and longevity, which other brands should take note of. Lesson No. 1 seems to be the value of striking partnerships that allow for cross-promotional opportunities. \u003c/p\u003e\n\u003cp\u003eMartin Harbech, a group leader at Meta and a LinkedIn “Top Voice” in tech and innovation, wrote in a LinkedIn \u003ca href=\"https://www.linkedin.com/feed/update/urn:li:activity:7092813561801924608?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A7092813561801924608%29\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epost\u003c/a\u003e, “Much is written about companies that fail to reinvent themselves […] but we rarely celebrate the ones that [succeed].” \u003c/p\u003e\n\u003cp\u003eHe added, “Nintendo is one of my favorite examples.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eGoing beyond core business\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe company has “reinvented” itself at various points throughout its 134-year history. As Harbech pointed out in his post, Nintendo’s first product was a playing card, and it eventually transitioned into toys before the video games that propelled it into a global entertainment titan. And it’s still trying new things that helped it beat expectations during the most recent quarter. \u003c/p\u003e\n\u003cp\u003eNintendo has a history of keeping its game intellectual property (IP) close to the chest. This year’s “Mario” movie was the first since a 1993 live-action adaptation that flopped at the box office. Gaming expert Jeff Ryan, author of the 2012 book “Super Mario: How Nintendo Conquered America,” told “\u003ca href=\"https://www.pbs.org/newshour/arts/8-things-you-didnt-know-about-super-mario-bros\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ePBS NewsHour\u003c/a\u003e” in April that former Nintendo President Hiroshi Yamauchi swore off the movie business over its poor performance. \u003c/p\u003e\n\u003cp\u003eThree decades later, that could be changing. “The Super Mario Bros. Movie” is currently the highest-grossing film of the year at the global box office. While no follow-ups have been officially announced, the movie’s success suggests there could be a bright future for Nintendo IP on the big screen — if the company so chooses — and that could be a good thing for the rest of its business. \u003c/p\u003e\n\u003cp\u003eChris Sarandos, a marketing executive at Reddit, \u003ca href=\"https://www.linkedin.com/posts/chrissarandos_gaming-gamingindustry-videogames-activity-7092880309901283330-t8zM\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote\u003c/a\u003e on LinkedIn that the success of the movie and “Tears of the Kingdom” “created a ripple effect across other parts of Nintendo’s business.” He noted that the former “reinvigorated interest in Mario game titles” and that “Mario Kart 8,” a nine-year-old game, sold another 1.67 million copies after the movie’s release. And the six-year-old Switch console sold nearly 7 million units during the most recent quarter, coinciding with the new “Zelda” game release. \u003c/p\u003e\n\u003cp\u003e“Nintendo has been historically hesitant to leverage its IP outside of its core gaming business, but these earnings results should be a clear indicator of the growth opportunity that lies ahead,” Sarandos wrote. “Expanding their IP will help introduce new audiences to Nintendo’s franchises while giving longtime fans a new way to experience their most beloved characters.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eFuture brand partnerships in gaming \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003ePerhaps that kind of restraint is what has built trust for the Nintendo brand among its fans over the years. It ranks No. 9 among the top 10 most trusted media and entertainment brands of the year, according to Morning Consult’s 2023 “\u003ca href=\"https://pro.morningconsult.com/analyst-reports/most-trusted-brands-2023\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eMost Trusted Brands” report\u003c/a\u003e. RepTrak, which analyzes brand and corporate reputations, also ranked it No. 9 on this year’s \u003ca href=\"https://www.reptrak.com/rankings/company/nintendo\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elist\u003c/a\u003e of its top 100 most trusted global brands. \u003c/p\u003e\n\u003cp\u003eMorning Consult’s Tran adds that “the company’s vigilant eye on prioritizing family-friendly titles on its platforms has certainly helped it maintain secure trust among consumers.” \u003c/p\u003e\n\u003cp\u003eEven so, Tran thinks Nintendo can continue expanding its IP without losing trust by remaining true to the family-friendly reputation it has built. There’s also the opportunity to drive foot traffic to cinemas and back to its games, and vice versa. \u003c/p\u003e\n\u003cp\u003eMore broadly, Nintendo’s success and the loyalty of its fans is one of the best examples of why media brands should consider collaborations with gaming companies, according to Tran. For instance, when Paramount+ debuted its “Halo” TV series, based on the hit Xbox video game of the same name, Xbox Game Pass offered subscribers a 30-day free trial to the streaming service. \u003c/p\u003e\n\u003cp\u003e“There should be much more time spent within media companies exploring partnership opportunities with gaming companies in the coming years,” Tran 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":4}},"fulfilledTimeStamp":1740036141029},"getContentData({\"slug\":\"consumers-streaming-tv-ctv-ads-linear-c\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"M7TTtjt6KqmGIlbu-d2BQ","originalArgs":{"slug":"consumers-streaming-tv-ctv-ads-linear-c","token":""},"startedTimeStamp":1740036141625,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug consumers-streaming-tv-ctv-ads-linear-c","code":0,"status":404}}},"getContentData({\"slug\":\"india-digital-advertising-market-retail-ctv-2025\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Dx7ZZxbspr5YpJ8yg_vQ1","originalArgs":{"slug":"india-digital-advertising-market-retail-ctv-2025","token":""},"startedTimeStamp":1740036141895,"data":{"metadata":{"datePosted":"2024-12-05T06:37:00-08:00","dateCreated":"2024-12-04T06:21:25-08:00","dateUpdated":"2024-12-05T06:37:40-08:00","title":"Why India is the market to watch in 2025 | The Current","description":"If you’re not paying attention to India’s digital advertising landscape, you’re missing out on one of the most dynamic transformations happening globally.","image":{"alt":"A comet with orange, white and green light emitting from it, magnified by a pixellated magnifying glass.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition199_IndiaMarkettoWatch2025_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A comet with orange, white and green light emitting from it, magnified by a pixellated magnifying glass.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition199_IndiaMarkettoWatch2025_1920x1080px_Logo_v1_2024-12-05-143129_dnem.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Tejinder Gill","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/india-digital-advertising-market-retail-ctv-2025","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3365130,"slug":"india-digital-advertising-market-retail-ctv-2025","postDate":"2024-12-05T06:37:00-08:00","heading":"Why India is the market to watch in 2025","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#f98321","textHex":"#000000"},"featuredImage":{"alt":"A comet with orange, white and green light emitting from it, magnified by a pixellated magnifying glass.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition199_IndiaMarkettoWatch2025_1920x1080px_NoLogo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A comet with orange, white and green light emitting from it, magnified by a pixellated magnifying glass.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition199_IndiaMarkettoWatch2025_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 comet with orange, white and green light emitting from it, magnified by a pixellated magnifying glass.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition199_IndiaMarkettoWatch2025_1920x1080px_NoLogo_v1-1_2024-12-05-143157_gden.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":3365376,"slug":"tejinder-gill","fullName":"Tejinder Gill","positionTitle":"Managing Director India, The Trade Desk ","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\u003eIf you’re not paying attention to India’s digital advertising landscape, you’re missing out on one of the most dynamic transformations happening globally. The open internet is becoming the go-to destination for premium content, fueled by young, digitally savvy consumers who are reshaping how brands connect with their audiences.\u003c/p\u003e\n\u003cp\u003eConsider the numbers: nearly \u003ca href=\"https://www.thetradedesk.com/us/open-internet-india#download\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e80% of young Indians\u003c/a\u003e have increased their time on the open internet, and most say they plan to keep spending more time there. Platforms like OTT and CTV are at the forefront of this shift, with young adults being 27% more likely to choose OTT/CTV over social media platforms for their preferred content. Additionally, they are 55% more likely to view brands advertising on OTT/CTV as premium compared to user-generated content (UGC) video platforms. These trends highlight that young adults now view OTT/CTV as offering the best of the open internet.\u003c/p\u003e\n\n\u003cp\u003eFor advertisers, 2024 marked a critical inflection point. While Google and Meta continue to dominate India’s digital ad spend, marketers are increasingly exploring scalable alternatives that offer independent measurement, transparency and omnichannel optimization. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eIndia’s untapped potential\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe premium open internet in India presents a fascinating paradox that sets it apart from markets like the U.S. and Europe. While Indian consumers spend 52% of their digital time on platforms such as OTT/CTV, music streaming, gaming, mobile apps and websites, only 15% of digital ad budgets are allocated to these channels. This massive disconnect represents one of the largest untapped opportunities globally – one that forward-thinking marketers are beginning to seize.\u003c/p\u003e\n\u003cp\u003eHistorically, India’s digital advertising landscape has been heavily reliant on direct media deals and social media platforms, focusing on low CPMs. This cost-first approach has often prioritized cheap reach at the expense of high-quality ad impressions. As a result, the market in India faced an imbalance between ad supply and demand, with more inventory transacting at lower CPMs than in any other major market worldwide.\u003c/p\u003e\n\n\u003cp\u003eHowever, the landscape is evolving rapidly. Advertisers are shifting toward audience-first, programmatic strategies, delivering personalized ads in premium environments on the open internet. This marks a significant departure from broad, low-cost social media campaigns, as brands increasingly invest in higher-value ecosystems that can yield better performance and stronger returns.\u003cbr /\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}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhat’s also driving this transformation is India’s adoption of advanced technology, with AI at the forefront. AI-powered solutions are enabling a move away from traditional programmatic guaranteed (PG) buys, which focus on media-first strategies, toward dynamic, audience-first programmatic transactions. This evolution is paving the way for a future where all digital advertising will be transacted programmatically.\u003c/p\u003e\n\u003cp\u003eIf there’s one area that’s still flying under the radar, it’s live sports advertising, \u003ca href=\"https://www.thecurrent.com/cricket-advertising-america-live-sports-streaming\"\u003eparticularly cricket\u003c/a\u003e — the heartbeat of Indian sports culture. Cricket’s unmatched ability to unite millions provides brands with an emotional connection unlike any other medium. When paired with the precision of programmatic advertising, this creates a golden opportunity for brands to craft high-impact campaigns that truly resonate with India’s passionate sports fans. As programmatic continues to integrate more deeply into live sports, the stage is set for explosive growth.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eIndia isn’t just growing, it’s rewriting the rules of digital advertising\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWith 5G adoption projected to reach \u003ca href=\"https://www.thehindu.com/sci-tech/technology/5g-subscriptions-in-india-are-expected-to-account-for-more-than-half-of-all-mobile-subscriptions-by-end-of-2029/article68339659.ece\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e65% of all mobile subscriptions\u003c/a\u003e, accounting for 840 million users by 2029, the stage is set for a seismic shift. Immersive, high-quality video and audio ad experiences will likely soon become the norm, transforming how brands engage with consumers. Adding to this evolution is the rapid ascent of CTV advertising, which is already disrupting traditional viewing habits. Last year, CTV claimed \u003ca href=\"https://www.campaignindia.in/article/why-connected-tv-will-be-a-disruptive-force-in-the-indian-digital-media-space/495693#:~:text=Furthermore%2C%20the%20share%20of%20CTV%20ad%20spends,to%20rise%20further%20to%2041.8%25%20in%202027.\u0026amp;text=Moreover%2C%205G%20penetration%20in%20India%20is%20expected,CY29%2C%20a%20CAGR%20of%2037%25%20over%20CY23-29.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e29% of total TV ad spend\u003c/a\u003e, and this is projected to soar to 42% by 2027, solidifying CTV’s role as a cornerstone of India’s advertising ecosystem.\u003c/p\u003e\n\u003cp\u003eAt the same time, retail media is carving out a significant role in reshaping the digital advertising landscape. By leveraging retailer data and aligning it with consumers’ preferred media channels on the open internet, marketers can now connect with highly relevant shoppers beyond retailer-owned platforms. As loyalty programs and e-commerce data integrate more seamlessly into advertising strategies, the retail media ecosystem in India is set for a major transformation.\u003c/p\u003e\n\u003cp\u003eAll of these transformative developments make one thing clear: India isn’t just evolving, it’s setting the pace and redefining the standards of digital advertising for the future.\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"}}],"readTime":4}},"fulfilledTimeStamp":1740036141932},"getContentData({\"slug\":\"consumers-streaming-tv-ctv-ads\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"u8XxqWt0PoIM3bb0l01MD","originalArgs":{"slug":"consumers-streaming-tv-ctv-ads","token":""},"startedTimeStamp":1740036191726,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug consumers-streaming-tv-ctv-ads","code":0,"status":404}}},"getContentData({\"slug\":\"what-the-tech-is-unified-id-2-0\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Ew2-qt6A08Q7JZix-NmEN","originalArgs":{"slug":"what-the-tech-is-unified-id-2-0","token":""},"startedTimeStamp":1740036314559,"data":{"metadata":{"datePosted":"2021-02-23T08:28:00-08:00","dateCreated":"2021-02-24T10:31:07-08:00","dateUpdated":"2024-08-23T14:00:18-07:00","title":"What the Tech is Unified ID 2.0? | The Current","description":"Unpacking the basics of identity on the internet","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_UnifiedID2_1920x1080_logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_UnifiedID2_1920x1080_nologo.jpg","width":1920,"height":1080,"isLandscape":true},"author":"John McDermott","themes":["Office Hours","The Latest","Open Internet","Premium","gated content"],"url":"https://www.thecurrent.com/what-the-tech-is-unified-id-2-0","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":453126,"slug":"what-the-tech-is-unified-id-2-0","postDate":"2021-02-23T08:28:00-08:00","heading":"What the Tech is Unified ID 2.0?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_UnifiedID2_1920x1080_nologo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_UnifiedID2_1920x1080_nologo.jpg","width":1920,"height":1080,"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":""},{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""},{"id":1902599,"title":"Open Internet","slug":"open-internet","uri":"sections/open-internet","description":"The latest news and perspectives on the internet outside the walled gardens.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"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\u003eIf you’ve spent any time on the internet over the past two years, you’ve almost certainly encountered website pop-ups asking you to accept “cookies.” And you’ve probably asked yourself, \u003cem\u003eWhat exactly is a cookie?\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003eCookies might be indecipherable to the average consumer, but they’re hugely important in terms of how the internet operates and pays for itself. For more than two decades, cookies have been the primary method for driving relevance in advertising on the internet.\u003c/p\u003e\n\u003cp\u003eChanges to internet platforms’ privacy policies threaten to render cookies\nobsolete in the near future, leaving the digital advertising industry to find a viable alternative. \u003c/p\u003e\n\u003cp\u003eHence the emergence of identity solutions like \u003cstrong\u003e\u003ca href=\"https://unifiedid.com/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eUnified ID 2.0\u003c/a\u003e\u003c/strong\u003e, an upgrade to cookies that preserves the essential value exchange of relevant advertising, while improving consumer controls. Many believe that Unified ID 2.0 will be one of several solutions that will replace cookies as an industry standard. Unified ID 2.0 is just as inscrutable a term as an advertising cookie, though. So to help you better understand language of internet identity, we’ve answered some basic questions you might have.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eLet’s back up. First, what’s a cookie?\u003c/strong\u003e\u003cbr /\u003eA cookie is a tiny piece of software code that gets installed on your web browser when you visit a website. Cookies help the website identify you and recognize you on subsequent visits.\u003c/p\u003e\n\u003cp\u003eFor example, your favorite retailer puts a cookie on your web browser when you visit the store's website, for example. (A so-called “first-party cookie.”) That allows the retailer to recognize your account so you don’t have to sign in every time you visit.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eCarry on… \u003cbr /\u003e\u003c/strong\u003eBut there are also third-party cookies, which are created by companies other than the website the user is visiting, such as advertising companies. Third-party cookies enable advertisers to serve up digital ads relevant to the user’s preferences and interests. These ads, in turn, help fund the content that the user enjoys. The more relevant those ads are to the user, the more valuable the ad is to the publisher, the better content they can produce.\u003c/p\u003e\n\u003cp\u003eIn an ideal world, cookies are also intended to improve the consumer experience, too. If advertisers have a better sense of consumer interests, they can deliver ads more relevant to those interests. Imagine not having to watch endless ads for products we’re not interested in?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhy are cookies going out of fashion?\u003cbr /\u003e\u003c/strong\u003eCookies are an archaic technology. They were first developed in 1994 when inventors at Netscape realized that, without a technology such as cookies, websites were essentially blind and deaf, and therefore not well suited for commercial activities, such as selling stuff. \u003c/p\u003e\n\u003cp\u003eHowever, we’ve come a long way since 1994. For one thing, the internet is everywhere, not just on your desktop. More and more internet usage now occurs in mobile apps and connected TV devices, where cookies are largely irrelevant and new identifying technologies have been developed. \u003c/p\u003e\n\u003cp\u003eAt the same time, major tech platforms such as Apple, Firefox and Google have all started to limit the use of third-party cookies on their web browsers.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYikes. What’s the industry going to do?\u003cbr /\u003e\u003c/strong\u003eThe simple answer is that the industry needs a better alternative to cookies: One that works across all digital channels; one that better explains its value to consumers; as well as providing the consumer with greater control.\u003c/p\u003e\n\u003cp\u003eEnter Unified ID 2.0. If the cookie was the ad internet’s first universal identifier, then Unified ID 2.0 is a new and improved version. And in lieu of cookies, Unified ID 2.0 uses consumers’ anonymized email addresses which is gathered from a user logging into a website or app (mobile or connected TV). \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhy is it called Unified ID?\u003cbr /\u003e\u003c/strong\u003eWhen a consumer logs into a website with their email address, an identifier is created based on a hashed and salted, or anonymized version of that email. The identifier regularly regenerates itself, ensuring security. At the point of login, the consumer gets to see why the industry wants to create this identifier and understand the value exchange of relevant advertising, in simple terms (unlike today’s cookies). They also get to set their preferences on how their data is shared. So the consumer is in the driver’s seat. \u003c/p\u003e\n\u003cp\u003eIf the consumer is logging in through a supply partner that’s interoperable with Unified ID 2.0 they get the added benefit of being automatically logged in to any site that’s part of that supply network.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eSo... who’s behind this thing?\u003cbr /\u003e\u003c/strong\u003ePart of what made cookies so useful is they were the industry standard. Everyone — brands, publishers, ad tech companies — used them. The same dynamic is starting to happen with Unified ID 2.0. \u003c/p\u003e\n\u003cp\u003ePretty much the entire ad tech ecosystem has signed on. Index Exchange, Magnite, PubMatic, OpenX, SpotX, Criteo, LiveRamp and Neustar are all on board. Publishers such as MediaVine and FuboTV are now part of the UID community, along with The Washington Post and their Zeus technology platform that powers over 100 other media publishers including some of the leading daily newspapers in the US. Nielsen, the gold standard in media measurement, is making Unified ID 2.0 a core element of their upgraded measurement portfolio. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow does privacy factor in here?\u003cbr /\u003e\u003c/strong\u003eIt’s huge. One of the biggest knocks on cookies, and the primary reason they’re going away, is growing concern and regulation around user privacy. UID 2.0 aims to fix that problem in several ways:\u003cbr /\u003e\u003c/p\u003e\n\u003col\u003e\u003cli\u003e\u003cstrong\u003ePseudonymization.\u003c/strong\u003e A person’s UID 2.0 contains zero information about who they are in the real world. Rather, a person’s UID 2.0 is a string of numbers and letters that cannot be reverse engineered to an email address or any other form of identification. The UID 2.0 system also has no central storage of the mapping of UID 2.0’s to emails (there is no notion of ‘state’).\u003c/li\u003e\n \u003cli\u003e\u003cstrong\u003eGreater control for users.\u003c/strong\u003e UID 2.0 allows consumers to log in and monitor and adjust how their personal data is being used.\u003c/li\u003e\n \u003cli\u003e\u003cstrong\u003eGreater transparency.\u003c/strong\u003e When consumers opt in, it allows publishers and advertisers to give them a more personalized experience. It also allows many publishers to provide consumers free access to their websites, because of the value of the advertising. UID 2.0 will also better communicate this value exchange with consumers in a way that never consistently happened with cookies.\u003c/li\u003e\n\u003c/ol\u003e"}}],"readTime":6}},"fulfilledTimeStamp":1740036314638},"getContentData({\"slug\":\"google-chrome-data-cookie-free-advertising-identity\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Hw5_ywlp7kevv2VK4UAAr","originalArgs":{"slug":"google-chrome-data-cookie-free-advertising-identity","token":""},"startedTimeStamp":1740036339208,"data":{"metadata":{"datePosted":"2024-01-02T05:00:00-08:00","dateCreated":"2023-12-20T14:24:37-08:00","dateUpdated":"2023-12-21T09:57:15-08:00","title":"Forget about the Chrome deadline. The cookie-free future is already here. | The Current","description":"Even as Google deprecates third-party cookies from its Chrome browser, advertisers can use alternative solutions to reach and measure their audiences today.","image":{"alt":"A cracked piggy bank with broken cookies spilling out.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition151_CookieDepreciation_1920x1080_v1_withLogo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A cracked piggy bank with broken cookies spilling out.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition151_CookieDepreciation_1920x1080_v1_withLogo_2023-12-20-222909_llve.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Damian Fowler","themes":["Data Privacy"],"url":"https://www.thecurrent.com/google-chrome-data-cookie-free-advertising-identity","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2478220,"slug":"google-chrome-data-cookie-free-advertising-identity","postDate":"2024-01-02T05:00:00-08:00","heading":"Forget about the Chrome deadline. The cookie-free future is already here.","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A cracked piggy bank with broken cookies spilling out.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition151_CookieDepreciation_1920x1080_v1_noLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A cracked piggy bank with broken cookies spilling out.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition151_CookieDepreciation_1200pxSquare_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Esther Park / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A cracked piggy bank with broken cookies spilling out.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition151_CookieDepreciation_1920x1080_v1_noLogo_2023-12-20-222945_tfmp.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508408,"slug":"damian-fowler","fullName":"Damian Fowler","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Damian Fowler, reporter, The 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":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\u003eTo paraphrase an old saying: Nothing focuses the mind like a deadline.\u003c/p\u003e\n\u003cp\u003eThe deadline in question is Google’s stated intention to phase out third-party cookies from its Chrome browser by the end of 2024. According to \u003ca href=\"https://privacysandbox.com/open-web/#the-privacy-sandbox-timeline\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eits timeline\u003c/a\u003e, it will start this process gradually in January to give marketers a chance to prepare for its final deprecation by year’s end.\u003c/p\u003e\n\u003cp\u003eWill advertisers be prepared for this impending signal loss? For all their failings, third-party cookies became the main mechanism that enabled cross-site tracking, so for many marketers, finding new strategies is mission critical. \u003cem\u003eThe Current \u003c/em\u003espoke with several agencies and brands to hear how they’re preparing for the long-awaited demise of the cookie. What we found is that the future is already here if marketers choose to embrace it.\u003c/p\u003e\n\u003cp\u003e“You don’t need to wait for the Chrome deadline,” says Sarah Polli, the senior director of marketing technology at Hearts \u0026amp; Science. “The great news is there are a lot of solutions that you can already do today. It behooves you to just start taking advantage of them.”\u003c/p\u003e\n\u003cp\u003eTo hear Polli tell it, now is the time for marketers to start testing different approaches to data, which include everything from modeling to predictive audiences to contextual targeting. “I like to compare this to a toolbox. To run media properly today — in order to build a house — you need multiple tools. You can’t do everything with just a wrench. And cookies are wrenches,” she says.\u003c/p\u003e\n\u003cp\u003e“And the same thing [goes] for targeting. We may want to use contextual, or a mix of predictive. And if you have any first-party data that we could enrich and bid on, we absolutely want to use that,” she says. “It’s just going to be all the tools and signals that are available.”\u003c/p\u003e\n\u003cp\u003eIn short, companies need to diversify their strategies based on their goals and leverage all signals available to them.\u003c/p\u003e\n\u003cp\u003ePolli isn’t the only marketer to point out that, effectively, cookie deprecation has already happened on Apple’s Safari (or any browser running on an iOS device), which has over \u003ca href=\"https://appleworld.today/apples-safari-browser-now-has-over-one-billion-users/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e1 billion users\u003c/a\u003e worldwide. (Chrome has nearly 3.4 billion and is the world’s most popular browser). “We’ve already moved toward a disrupted identity ecosystem,” says Sara Owens, the SVP of analytics and data science at Media Matters Worldwide. “We’ve already seen the negative impacts when it comes to reaching audiences, targeting audiences, but also with measurement.”\u003c/p\u003e\n\u003cp\u003eBrands that still rely heavily on third-party cookies are “leaving significant money on the table,” according to \u003ca href=\"https://blog.adobe.com/en/publish/2023/03/09/adobe-study-brands-rely-heavily-third-party-cookies-are-leaving-money-on-table-today-risking-long-term-business-harm\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea 2023 study\u003c/a\u003e by Adobe. It found that “83 percent of leaders at cookie-dependent companies say that at least 30 percent of their total potential market is in environments where third-party cookies don’t work, such as social media platforms and on Apple devices.” Meanwhile, nearly half say that 50 percent or more of their potential market is in cookie-free environments.\u003c/p\u003e\n\u003cp\u003eNot surprisingly, there’s a renewed focus on the value of identity data in driving an effective return on investment. Many brands are enriching their identity graphs using alternative identifiers such as Core ID, RampID, or Unified ID 2.0 (UID2). Such identifiers, for example, may be built on pseudonymized versions of a user’s email, allowing marketers to extend their campaigns at an individual level without compromising privacy.\u003c/p\u003e\n\u003cp\u003e“There is no one single answer to identity and there won’t be a single answer to identity. And that’s OK,” says the marketing lead of a global cosmetics company. “The question becomes, like [with] any other tech-stack solution that you come up with in order to run your business, ‘What is the stack of identity graphs that we’re going to use? What do we use them for? What are their purposes, and what do they deliver for us?’ That’s what we’re trying to make sure we have lined up and ready to go over the course of this coming year.”\u003c/p\u003e\n\u003cp\u003eBrands that have used alternative identifiers don’t necessarily see them as cookie replacements. Rather they represent a more effective way to use first-party data in an ecosystem that has evolved significantly since cookies showed up in 1994. Whereas cookies allow advertisers to track users across websites on a desktop, these days customers are everywhere, from mobile apps to connected TV — all environments that do not rely on cookies.\u003c/p\u003e\n\u003cp\u003eWith that in mind, the software and device manufacturer HP started testing UID2 last year to help improve addressability across all digital channels. The brand’s media buys focused on Disney and Hulu inventory, its primary CTV supplier, which has already integrated into UID2. “Adopting UID2 is HP’s way of continuing to target audiences without wasting money,” says Freddie Liversidge, VP of global media at HP. The move was triggered by an MIT study that found a large percentage of HP’s digital ad spend was directed toward people already retired.\u003c/p\u003e\n\u003cp\u003eBecause of the improved targeting accuracy that HP saw with UID2, the brand decided to double its budget behind the ID between Q2 and Q3 in 2023, as Caitlin Nardi, programmatic lead at HP’s North America business, told \u003cem\u003eThe Current\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eThis rethink on identity is not limited to the United States. The FairPrice Group — the largest supermarket chain in Singapore, with access to over 90 percent of the country’s households — wanted to find a new way to reach its target audience without compromising privacy. It tapped its extensive first-party data to create a seed audience for lookalike targeting to reach new consumers who shared similar qualities with current customers who’d shopped at FairPrice.\u003c/p\u003e\n\u003cp\u003eIt tested this new approach during its Diwali campaign in October 2022, comparing the effectiveness of building lookalike audiences from device IDs and mobile ad IDs with those built using customers’ hashed email addresses, translated into UID2 identifiers. The results of the UID2-powered approach showed a twofold increase in incremental reach but also demonstrated efficiency, driving a 33 percent lower CPA. “This compelling evidence established that UID2 is an innovative pathway to connect with our target audiences across the open internet without relying on third-party cookies,” says Iris Paulase, the performance marketing lead at FairPrice Group.\u003c/p\u003e\n\u003cp\u003eThis type of modeling is going to be a key piece of an advertiser’s strategy when it comes to reaching audiences on the internet, says Sara Owens. “If it’s modeled, it’s not about any one person, and I still think they’re strong signals,” she says.\u003c/p\u003e\n\u003cp\u003eFor Owens and her team at Media Matters Worldwide, another area of focus is measurement. “We want to be able to measure across our plan and you can no longer do that deterministically because you don’t have full visibility into user identity,” she says. The company is beta testing its own AI-powered proprietary solution called Agile Mix Model, which doesn’t rely on user-level data and can measure everything from digital channels to walled gardens, any media vehicle where the company can track spend over time.\u003c/p\u003e\n\u003cp\u003e“Whether you’re running a brand campaign and you’re measuring attitudinal metrics like lift in awareness or purchase consideration, or if it’s more of an acquisition campaign and you’re tracking sales and conversion rate, those are outcomes. And that’s what every marketer should be using, and that’s available today,” she says. “It’s agnostic of cookies and whether they’re there or not. [Cookie deprecation] changes the how, but it shouldn’t change the what.”\u003c/p\u003e\n\u003cp\u003eAs the clock ticks down, it seems agencies and brands are alert to the challenges and opportunities of the post-cookie world, even if there is no industry consensus on what comes next. “A lot of people have ideas, and whether or not they’ve been tested thoroughly enough remains to be seen,” says Kevin Telkamp, VP of media operations at Ocean Media. “The important factor is to choose trusted partners, to be testing thoroughly, to have these solutions front of mind.”\u003c/p\u003e\n\u003cp\u003e“I don’t think anyone’s going to have the full understanding of the impact until the lights go out. On judgment day, we get to see what happens.” \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 newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":7}},"fulfilledTimeStamp":1740036339252},"getContentData({\"slug\":\"consumers-streaming-tv-ctv-ads-linear-circan\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"-PY9HinetVmiB7N2e2PdU","originalArgs":{"slug":"consumers-streaming-tv-ctv-ads-linear-circan","token":""},"startedTimeStamp":1740036342291,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug consumers-streaming-tv-ctv-ads-linear-circan","code":0,"status":404}}},"getContentData({\"slug\":\"ctv-media-saudi-arabia-genz-generation-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"PgEKZExcY2FMKZa-f6FIu","originalArgs":{"slug":"ctv-media-saudi-arabia-genz-generation-advertising","token":""},"startedTimeStamp":1740036345987,"data":{"metadata":{"datePosted":"2024-08-29T10:26:00-07:00","dateCreated":"2024-08-29T09:45:01-07:00","dateUpdated":"2024-08-29T11:16:17-07:00","title":"Decoding Saudi Arabia’s Gen Z, a generation on the ascent | The Current","description":"In a region crazy for social media, connected TV and audio could help advertisers break through with people under 30 — a key audience.","image":{"alt":"Hand holding an ipad with Saudi Arabia's skyline emerges from a sandy desert.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition185_SaudiArabiaGenZ_1920x1080_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Hand holding an ipad with Saudi Arabia's skyline emerges from a sandy desert.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition185_SaudiArabiaGenZ_1920x1080_v1-1_2024-08-29-164703_lgfx.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Culture"],"url":"https://www.thecurrent.com/ctv-media-saudi-arabia-genz-generation-advertising","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3321091,"slug":"ctv-media-saudi-arabia-genz-generation-advertising","postDate":"2024-08-29T10:26:00-07:00","heading":"Decoding Saudi Arabia’s Gen Z, a generation on the ascent","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Hand holding an ipad with Saudi Arabia's skyline emerges from a sandy desert.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition185_SaudiArabiaGenZ_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Hand holding an ipad with Saudi Arabia's skyline emerges from a sandy desert.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition185_SaudiArabiaGenZ_1200x1200_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfeild / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Hand holding an ipad with Saudi Arabia's skyline emerges from a sandy desert.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition185_SaudiArabiaGenZ_1920x1080_NoLogo_v1_2024-08-29-164928_dcqh.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\u003eSaudi Arabia is \u003ca href=\"https://www.imf.org/en/News/Articles/2023/09/28/cf-saudi-arabias-economy-grows-as-it-diversifies\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etransforming\u003c/a\u003e, as it diversifies its oil-heavy economy with sports, tourism and high-tech industries. Powering this expansion is a young population — 63% of Saudis are \u003ca href=\"https://www.reuters.com/world/middle-east/saudi-population-322-mln-median-age-29-years-old-general-authority-statistics-2023-05-31/#:~:text=Middle%20East-,Saudi%20population%20at%2032.2%20million%2C%2063%25%20of%20Saudis%20under,30%20years%20old%2C%20census%20shows\u0026amp;text=RIYADH%2C%20May%2031%20(Reuters),for%20statistics%20said%20on%20Wednesday.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eunder 30\u003c/a\u003e — whose preferences and desires are set to redefine the Middle East’s consumer market, and its media and advertising.\u003c/p\u003e\n\u003cp\u003eAmid this generational shift, opportunities for marketers abound. The Saudi economy is \u003ca href=\"https://www.arabnews.com/node/2516236/business-economy\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eincreasingly powered\u003c/a\u003e by consumer spending. The country’s GDP per capita adjusted for purchasing power parity, at approximately $70,000, is already \u003ca href=\"https://www.imf.org/external/datamapper/PPPPC@WEO/SAU/QAT/KWT/ARE/BHR\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eabove\u003c/a\u003e that of many Western countries, such as Germany, Australia and the U.K. And retail sales in the country are projected to be on a steady \u003ca href=\"https://forecasts-na1.emarketer.com/65d662b3966a295d2ea0d7d7/65d65e82a87b4dc9d5d26320\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eupward trajectory\u003c/a\u003e for the next few years.\u003c/p\u003e\n\u003cp\u003eWilling to spend and optimistic about their prospects, young Saudis are up to twice as likely to opt for higher-priced brands and retailers compared to their peers in advanced economies, according to a recent McKinsey \u003ca href=\"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eCompanies pursuing Saudi Gen Zers, from \u003ca href=\"https://campaignme.com/nike-what-if-you-can/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eNike\u003c/a\u003e to \u003ca href=\"https://campaignme.com/samsung-makes-gen-z-marketing-flippin-possible/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eSamsung\u003c/a\u003e, are likely to find a receptive, digitally savvy audience ready to embrace new products and brands.\u003c/p\u003e\n\u003cp\u003e“No other country has had so much change, so rapidly, in recent years as Saudi Arabia. The economic and social transformation of the kingdom has opened up a world of new global influence on Saudi Gen Zers,” says Mohaned Lafi, managing director of corporate and business at Four Agency Worldwide.\u003c/p\u003e\n\u003cp\u003e“International advertisers should look to capitalize on the rising interest of Saudi youth in gaming, sport, travel and art, whilst recognizing the progress of the country and its national identity and heritage.” \u003c/p\u003e\n\u003cp\u003eLive sports, in particular, are a key focus of the kingdom’s Vision 2030 plan to diversify its economy. Investments in boxing, golf, tennis, soccer and esports are just some examples of the country’s ambition to reshape global athletics.\u003c/p\u003e\n\u003cp\u003eBrands will likely benefit from having more ways to reach this key demographic, as connected TV (CTV) and audio challenge social media for young Saudis’ attention.\u003c/p\u003e\n\u003cp\u003e“While social media is huge in the region, channels like CTV and audio offer different ways to engage Saudi Gen Zers,” says Alex Hawkins, director of strategic foresight at The Future Laboratory. “They allow for content that feels less intrusive and more in tune with how this generation consumes media.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eBlending in with Gen Z \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eSaudi Arabia’s media and advertising landscape is both similar and different to what advertisers are used to in places like the U.S. and Europe.\u003c/p\u003e\n\u003cp\u003eWhile global players like Instagram, Netflix and Spotify are household names in the country, local players like Saudi streamer Shahid and music app Anghami (MENA’s answer to Spotify) are also resonating with Saudis, thanks to their growing libraries of local content.\u003c/p\u003e\n\u003cp\u003eSaudi Gen Zers are more likely than their global peers to say they try to avoid advertising, says Matt Smith, trends manager at GWI. Religious considerations also play a crucial role, with digital marketing needing to align with local values and traditions, says Four Agency’s Lafi.\u003c/p\u003e\n\u003cp\u003e“Gen Z’s high skepticism to advertising combined with the Saudi youth’s national pride is a potent mix not to be taken lightly,” says Rawad El Dahouk, head of strategy at TBWA\\RAAD Saudi Arabia.\u003c/p\u003e\n\u003cp\u003eLike other Gen Z audiences around the world, Saudi youth increasingly value authenticity and are more likely to engage with campaigns that are genuine and relatable, adds Lafi. “They appreciate brands that understand the culture, history and context of the Kingdom of Saudi Arabia and its vision for the future.”\u003c/p\u003e\n\u003cp\u003eIndeed, The Future Laboratory’s \u003ca href=\"https://www.thefuturelaboratory.com/reports/new-codes-of-luxury-in-saudi-arabia\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elatest report\u003c/a\u003e on luxury in Saudi Arabia found that 95% of affluent 18- to 34-year-old Saudis believe it’s important to support and engage with Saudi-first enterprises and celebrate local craft and design.\u003c/p\u003e\n\u003cp\u003e“The days of simply localizing content for Saudi Arabia are long gone. Global and regional brands have to talk local to resonate,” says El Dahouk. That could mean focusing on women’s empowerment, celebrating local arts, enabling entrepreneurs, championing local sustainability efforts or simply being actively present during Ramadan or Eid.\u003c/p\u003e\n\u003cp\u003e“Content has to feel, sound and look as if it was ‘made for Saudi’ specifically — ‘made in Saudi’ being a definite bonus, and better yet, ‘made by a Saudi’ — for Gen Z’s final seal of approval,” adds El Dahouk. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eBeyond social media\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eWhile young Saudis spend a lot of time on social media, the experts who spoke to \u003cem\u003eThe Current \u003c/em\u003ebelieve CTV and audio can offer advertisers new ways to engage with this audience.\u003c/p\u003e\n\u003cp\u003e“CTV offers the advantage of combining the visual appeal of video with the precision of digital advertising, making it a powerful tool for capturing the attention of Saudi youth,” says Lafi.\u003c/p\u003e\n\u003cp\u003e“CTV is great for storytelling that goes beyond just a quick ad,” adds The Future Laboratory’s Hawkins. “On the audio front, whether through podcasts or music streaming, it’s all about connecting with Gen Z in a more intimate and personal way, which can build stronger brand relationships over time.”\u003c/p\u003e\n\u003cp\u003eSaudi Arabians already \u003ca href=\"https://content-na1.emarketer.com/gulf-streamers?_gl=1*hr02pl*_gcl_au*ODc4MDEwMDY1LjE3MjExNDE2Njk.*_ga*MjAyODEyNjI1OS4xNzIxMTQxNjY5*_ga_XXYLHB9SXG*MTcyMzY0MjMwMC4zLjAuMTcyMzY0MjMwMC42MC4wLjA\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elead the world\u003c/a\u003e on time spent streaming TV, ahead of even U.S. viewers. And \u003ca href=\"https://content-na1.emarketer.com/global-media-intelligence-2023-middle-east-africa?_gl=1*hr02pl*_gcl_au*ODc4MDEwMDY1LjE3MjExNDE2Njk.*_ga*MjAyODEyNjI1OS4xNzIxMTQxNjY5*_ga_XXYLHB9SXG*MTcyMzY0MjMwMC4zLjAuMTcyMzY0MjMwMC42MC4wLjA.#Saudi_Arabia\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ealmost all\u003c/a\u003e — 96% — of internet users aged 16 to 24 in Saudi Arabia are video -on-demand viewers, while 73% listen to digital audio.\u003c/p\u003e\n\u003cp\u003eThey aren’t just streaming more — figures show that the effectiveness of ads run on these channels is also increasing. According to GWI data shared by Smith, since 2021, the number of Saudi Gen Zers who say they discover new brands and products through ads on streaming TV and podcasts has increased by 19% and 9%, respectively.\u003c/p\u003e\n\u003cp\u003e“They’re spending over 30 minutes more than other Gen Zers globally listening to podcasts and watching streaming TV, and these channels’ influence on their purchase behavior is increasing too,” says Smith. \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":1740036346028},"getContentData({\"slug\":\"political-presidential-election-2024-podcasts\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"t7Y7djxcUzWx4-i_4MZAT","originalArgs":{"slug":"political-presidential-election-2024-podcasts","token":""},"startedTimeStamp":1740036352485,"data":{"metadata":{"datePosted":"2024-11-07T11:21:00-08:00","dateCreated":"2024-11-07T08:42:42-08:00","dateUpdated":"2024-11-12T06:09:41-08:00","title":"Why experts say this election showed the power of podcasts | The Current","description":"Millions of Americans listen to podcasts regularly, and Donald Trumps' and Kamala Harris’ campaigns tapped in to the platform like never before.","image":{"alt":"A person rides on a paper airplane with stars and stripes with sound waves behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_195_MarketReactions_Logo_1920x1080px_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A person rides on a paper airplane with stars and stripes with sound waves behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_195_MarketReactions_Logo_1920x1080px_v2_2024-11-07-164255_xcel.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Political","Streaming"],"url":"https://www.thecurrent.com/political-presidential-election-2024-podcasts","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3348676,"slug":"political-presidential-election-2024-podcasts","postDate":"2024-11-07T11:21:00-08:00","heading":"Why experts say this election showed the power of podcasts","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A person rides on a paper airplane with stars and stripes with sound waves behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_195_MarketReactions_NoLogo_1920x1080px_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A person rides on a paper airplane with stars and stripes with sound waves behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_195_MarketReactions_1200x1200px_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Reagan Hicks / Shutterstock / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A person rides on a paper airplane with stars and stripes with sound waves behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_195_MarketReactions_NoLogo_1920x1080px_v2_2024-11-07-165402_lopj.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":2411143,"title":"Political","slug":"political","uri":"sections/political","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":""},{"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\u003eIn the weeks leading up to the U.S. presidential election, Donald Trump and Kamala Harris were everywhere. Not just at rallies in battleground states or in political ads and interviews on our TV screens, which we’ve become accustomed to.\u003c/p\u003e\n\u003cp\u003eTheir voices were also in our ears like never before.\u003c/p\u003e\n\u003cp\u003eTrump appeared on The Joe Rogan Experience, the \u003ca href=\"https://podcastcharts.byspotify.com/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebiggest podcast\u003c/a\u003e in the U.S., as well as other shows. The Rogan episode was also posted to YouTube, where it has over 46 million views. To appeal to women voters, Harris visited SiriusXM's Call Her Daddy, the \u003ca href=\"https://chartable.com/podcasts/call-her-daddy\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emost-listened to podcast by women\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003e“2024 will be remembered as the Podcast Election,” said Steve Johnston, the former COO of FlexPoint Media, in a \u003ca href=\"https://x.com/StevenEJohnston/status/1853622064235634874\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epost on X\u003c/a\u003e. “Not because podcasts are new (they’re not), but because 2024 was the first time presidential nominees and their running mates leveraged them in a meaningful way.”\u003c/p\u003e\n\u003cp\u003ePolitical advertising spending this year hit \u003ca href=\"https://adimpact.com/2024-political-spending-projections-report/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecord highs\u003c/a\u003e, thanks to a race that was closely contested up until Election Day. But the candidates also reached out to voters beyond those ads and recognized the power of podcasting. According to an Edison Research report \u003ca href=\"https://www.forbes.com/sites/bradadgate/2024/04/02/over-100-million-americans-listen-to-a-podcast-each-week/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epublished in April\u003c/a\u003e, 100 million Americans listen to at least one podcast a week, up by 31% from 2023.\u003c/p\u003e\n\u003cp\u003eFurther, data indicates that podcast listeners are a politically engaged audience. According to a Sounds Profitable \u003ca href=\"https://soundsprofitable.com/research/safe-and-sound-from-sounds-profitable/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport published in 2022\u003c/a\u003e, 81% of podcast listeners surveyed voted in the 2020 election.\u003c/p\u003e\n\u003cp\u003eWhile it’s unclear just how much podcast appearances influenced this year’s election or led to Trump’s victory, there’s no denying they broke through the noise, according to Tom Webster, a partner at Sounds Profitable.\u003c/p\u003e\n\u003cp\u003e“Audience figures alone won’t tell the story of these appearances, because these kinds of shows also generate significant word of mouth and evangelism from a highly engaged audience,” Webster tells The Current. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eA changing advertising and communications landscape\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eMo Allibhai, a senior analyst at Forrester, reiterates that this election showed how important emerging channels were to the candidates’ outreach, not just streaming audio but also gaming.\u003c/p\u003e\n\u003cp\u003e“Both parties clearly understand that audiences are in these spaces, susceptible to messaging and not fully saturated with ads,” Allibhai says. “We saw advertising and influencing in podcasts and Twitch streams go mainstream across the entire political spectrum in the last 45 days.”\u003c/p\u003e\n\u003cp\u003eHe adds that it could have a “sizable impact on the advertising landscape.”\u003c/p\u003e\n\u003cp\u003eExperts had previously told The Current that audio was a \u003ca href=\"https://www.thecurrent.com/political-advertising-audio-ctv-omnichannel-programmatic\"\u003egrowing channel\u003c/a\u003e for political advertisers that could complement connected TV (CTV). An endorsement from a podcast host with a large following could be a “big push” for a candidate, according to Steven Kritzman, SVP of sales at SiriusXM Media. But experts also acknowledged that podcasts could be tricky if hosts don’t want to be associated with political messaging.\u003c/p\u003e\n\u003cp\u003eSo while it’s impossible to quantify right now if it had any impact on the election, it’s notable that Rogan ultimately endorsed Trump on Monday.\u003c/p\u003e\n\u003cp\u003e“[The candidates] reached massive audiences in long-form conversations with podcast hosts who, independent of the ‘mainstream media’ filter, were even willing to unapologetically proclaim their support for their preferred ticket,” Johnston said.\u003c/p\u003e\n\u003cp\u003eAshley Mann, co-founder of The Colab, \u003ca href=\"https://www.linkedin.com/posts/ashleymariemann_one-major-takeaway-from-the-election-mainstream-activity-7259973610411315200-iZqY/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote on LinkedIn\u003c/a\u003e that the phenomenon signals “a fundamental transformation in how Americans consume information.\u003c/p\u003e\n\u003cp\u003e“For communications professionals, the message is clear — if you're still prioritizing legacy media over podcasts and newsletters, you're fighting yesterday's battle.” \u003c/p\u003e\n\u003cp\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":3}},"fulfilledTimeStamp":1740036352515},"getSectionData({\"slug\":\"culture\\\"949105%40\",\"token\":\"\"})":{"status":"rejected","endpointName":"getSectionData","requestId":"7jV-3e152IejG-r89ZwHy","originalArgs":{"slug":"culture\"949105%40","token":""},"startedTimeStamp":1740036355335,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find a Section with slug culture\"949105@","code":0,"status":404}}},"getSectionData({\"slug\":\"culture;984638@\",\"token\":\"\"})":{"status":"rejected","endpointName":"getSectionData","requestId":"SX64xuuw2jcoxc_vvKGFI","originalArgs":{"slug":"culture;984638@","token":""},"startedTimeStamp":1740036356938,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find a Section with slug culture;984638@","code":0,"status":404}}},"getContentData({\"slug\":\"streaming-ai-ces-2024-identity-technology\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"O5MdvPT5H9byO7vmArUU6","originalArgs":{"slug":"streaming-ai-ces-2024-identity-technology","token":""},"startedTimeStamp":1740036360245,"data":{"metadata":{"datePosted":"2024-01-11T09:02:00-08:00","dateCreated":"2024-01-11T07:27:08-08:00","dateUpdated":"2024-01-11T11:41:44-08:00","title":"Simplifying the streaming experience and AI fatigue: 5 major insights from CES 2024 | The Current","description":"AI, streaming, identity, the smart home, spatial computing, and health tech dominates panels and the showroom floor at the 57th annual Consumer Electronics Showcase (CES).","image":{"alt":"People standing on floating boxes enter a digital landscape with a play button and VR goggles on the horizon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AWNYInnovationCreationCulture_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"People standing on floating boxes enter a digital landscape with a play button and VR goggles on the horizon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AWNYInnovationCreationCulture_1920x1080_Logo_2024-01-11-153401_qxyr.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Culture"],"url":"https://www.thecurrent.com/streaming-ai-ces-2024-identity-technology","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2485698,"slug":"streaming-ai-ces-2024-identity-technology","postDate":"2024-01-11T09:02:00-08:00","heading":"Simplifying the streaming experience and AI fatigue: 5 major insights from CES 2024","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#f7d031","textHex":"#000000"},"featuredImage":{"alt":"People standing on floating boxes enter a digital landscape with a play button and VR goggles on the horizon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AWNYInnovationCreationCulture_1920x1080_NoLogo-2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"People standing on floating boxes enter a digital landscape with a play button and VR goggles on the horizon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AWNYInnovationCreationCulture_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":"People standing on floating boxes enter a digital landscape with a play button and VR goggles on the horizon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AWNYInnovationCreationCulture_1920x1080_NoLogo-2_2024-01-11-153331_vrtk.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508376,"slug":"ilyse-liffreing","fullName":"Ilyse Liffreing","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Ilyse Liffreing, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/IlyseLiffreing_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/IlyseLiffreing"},{"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/ilyseliffreing/"}]}],"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\u003eThe annual Consumer Electronics Showcase, produced by the Consumer Technology Association, has brought a stream of marketers to an unusually chilly Las Vegas this week. With more than 130,000 attendees, 4,000 exhibitors, long Uber lines, and packed convention centers, it’s the place to be for the latest tech conversations and plenty of deal-making.\u003c/p\u003e\n\u003cp\u003e“The show has really come along in terms of importance and people prioritizing it,” says Benjamin Arnold, president at AI advertising platform Adludio.\u003c/p\u003e\n\u003cp\u003eIn speaking with \u003cem\u003eThe Current\u003c/em\u003e, Anthony Katsur, CEO at IAB Tech Lab, called out some major themes of this year’s showcase: AI, streaming, and identity solutions as Google begins to deprecate third-party cookies on Chrome. Katsur also noted some topics that are not as dominant as expected, such as audio and retail media, even though Walmart is a major event sponsor and the topic was everywhere at Cannes Lions.\u003c/p\u003e\n\u003cp\u003e“The major topics people are talking about are AI; streaming has a massive presence this year, which isn’t surprising with the massive growth from linear to streaming environments; and identity is at the forefront of conversations this year with cookie deprecation, and other forms of addressability,” he said.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Image of a sunset and conference building where the annual CES 2024 event took place.","url":"https://www.thetradedesk.com/assets/global/IMG_0302_2024-01-11-180608_saam.jpg","width":4032,"height":3024,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"Image of a sunset and conference building where the annual CES 2024 event took place.","url":"https://www.thetradedesk.com/assets/global/IMG_0302.jpg","width":4032,"height":3024,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eHere is a closer look at the trends that stood out:\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAI overload\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAI is not new, and yet it is nearly impossible to go to any panel at the Consumer Electronics Showcase (CES) this year without coming across AI hype, whether it’s in the form of AI for ad buying and planning (which is, by definition, the root of programmatic advertising and not necessarily “new”) or Generative AI (GenAI) for creative. And the amount of technology on the showcase floor utilizing some form of AI was overwhelming, covering all aspects of consumer goods and products — Walmart, for instance, introduced a feature in its app that uses AI to \u003ca href=\"https://corporate.walmart.com/news/2024/01/09/from-aisles-to-algorithms-walmarts-tech-forward-innovations-for-time-saving-shopping\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereplenish shopping goods\u003c/a\u003e, while Siemens and Microsoft introduced a \u003ca href=\"https://venturebeat.com/ai/siemens-teams-up-with-microsoft-on-cross-industry-ai-adoption/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eGenAI assistant\u003c/a\u003e to increase innovation and tackle labor shortages.\u003c/p\u003e\n\u003cp\u003e“We’re starting to see more actual AI embedded in more products, it’s just getting lost in the noise, and that’s the hype-cycle,” Josh Campo, CEO at Publicis-owned interactive agency Razorfish, tells \u003cem\u003eThe Current\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eEven as AI consumes the panel lineup and announcements, AI fatigue is just as prevalent. At one of the first CES panels on Monday night about streaming, moderator Greg Kahn joked that the session was already 10 minutes in and there was no mention of artificial intelligence. The crowd cheered. Several attendees also shared they are disappointed by the overall AI content thus far. “AI has been around for years, so I was expecting a lot of practical applications and maybe how some failed, but there hasn’t been a lot of that. It’s still very theoretical, with lots of projections and predictions,” says Arnold.\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eEven Peter Blacker, EVP of streaming and data products at NBCUniversal, talked about AI exhaustion the day after NBCUniversal announced its own \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/nbcuniversal-one-platform-total-audience-ces-2024-launch-1235781076/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAI-driven advertising tool\u003c/a\u003e: “It’s easy to get caught up in AI. I think we’re going to look back at these panels and go, ‘How many times did we say AI?’ It’s all about leveraging it smarter and better.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eStreaming takes a stand\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIt seems that streamers are having their largest appearance yet this year at CES. Netflix is on-site in full force for the first time in six years, with an \u003ca href=\"https://www.mediaplaynews.com/234432-2/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eimmersive activation\u003c/a\u003e on the show floor for its upcoming series called \u003cem\u003e3 Body Proble\u003c/em\u003em, which brings attendees who often had to wait in up to 30-minute lines to experience it. Disney released a number of new ad formats at its tech showcase on Wednesday, aiming to create a more engaging experience for consumers while making their offering overall simpler.\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“We have to move from a mindset of broadcasting to narrowcasting”\u003c/p\u003e","caption":"Emmanuel Marques, global head of media, Pfizer"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eOn a panel called “The New Streaming Formula” on Tuesday morning, Lisa Valentino, EVP of client and brand solutions at Disney, spoke about the platform’s recent move to bundle Hulu with Disney+ and ESPN, and how it’s a win for consumers. “I think the consumer is looking for the simplicity. We’re in beta and it’s blowing past our projections because the consumer doesn’t want a three-app experience, they want a one-app experience from Disney.”\u003c/p\u003e\n\n\u003cp\u003e“We have to move from a mindset of broadcasting to narrowcasting,” said Pfizer Global Head of Media Emmanuel Marques, agreeing that consumers want a simple experience and content tailored to them.\u003c/p\u003e\n\u003cp\u003ePeppered within streaming conversations and panels is the topic of identity, with a number of panelists bringing up their efforts to adopt identity solutions as a way to bolster streaming ad addressability across omnichannel campaigns with authenticated audiences.\u003c/p\u003e\n\u003cp\u003eStill, as Google begins to completely remove third-party cookies from existence, the general consensus is the industry is not yet prepared.\u003c/p\u003e\n\u003cp\u003e“I think [brands] are behind the curve,” says Katsur. “I don’t think brands have necessarily paid cookie deprecation and Privacy Sandbox enough attention. I think they’re relying a little bit too much on the industry to figure it out.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eThe \u003c/strong\u003esmart home gets smarter with AI\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eOne noticeable trend this year is AI is becoming more embedded in smart-home devices, which Campo believes could ramp up adoption, along with further simplification of those devices. For instance, Samsung’s new Ballie robot now \u003ca href=\"https://gizmodo.com/i-cant-handle-how-cute-samsungs-new-soccer-ball-sized-r-1851151475\" target=\"_blank\" rel=\"noreferrer noopener\"\u003euses AI\u003c/a\u003e to do things like controlling smart devices, turning lights on and off, acting like a pet, coming when called, and LG has a new \u003ca href=\"https://mashable.com/article/ces-2024-lg-announcement-ai-agent-smart-home-robot#:~:text=LG%20is%20entering%20its%20Jetsons,or%20disembodied%20AI%20voice%20assistant.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAI-empowered robot\u003c/a\u003e that helps with chores through other LG appliances.\u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Samsung logo with sign that says 'AI for all' from CES 2024.","url":"https://www.thetradedesk.com/assets/global/IMG_0292_2024-01-11-180352_jevu.jpg","width":5712,"height":4284,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"Samsung logo with sign that says 'AI for all' from CES 2024.","url":"https://www.thetradedesk.com/assets/global/IMG_0292.jpg","width":5712,"height":4284,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eCampo says that if these devices become more accessible and easier to use, then the monetization of them will be huge for brands, but he also reflects on the data privacy aspect, mirroring what some other panels are addressing this week at CES: AI regulation.\u003c/p\u003e\n\u003cp\u003e“If you’re doing a workout through your television and your television is watching you, with AI we can probably tell you what size pants you wear and that’s an interesting data set you can have,” he explains. “The industry has proven that if […] we can monetize data, we do it, unless it’s protected, like health care. It’s in an effort to create better personalization, I think it’s just — do consumers really understand what they’re handing over when they’re not intentionally handing over any data?”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eThe move to sp\u003c/strong\u003eatial computing\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThis week both Apple and Sony came out with new VR/AR headsets, and while the devices are similar, Apple took a decidedly different approach with the announcement of its \u003ca href=\"https://dataconomy.com/2024/01/10/what-is-spatial-computing/#:~:text=Spatial%20computing%20is%20characterized%20by,physical%2C%20real-world%20elements.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eApple Vision product\u003c/a\u003e, not calling the tech “VR” or “AR” at all, but rather referring to it as part of its advancement in “spatial computing.”\u003c/p\u003e\n\u003cp\u003e“It’s an indication that the whole industry is moving toward spatial computing,” says Michael Miraflor, chief brand officer at Hannah Grey VC, who was giving convention-floor tours all week. This could be why there’s no mention of AR or VR in any of Apple’s marketing materials.\u003c/p\u003e\n\u003cp\u003e“I think they’re clearly trying to define their own role in the space,” speculates Campo. “Historically, they’ve done a good job at taking something that has a broad definition and defin[ing] their role in a tight niche to create differentiation.”\u003c/p\u003e\n\u003cp\u003eWhether marketers are ready to put their ad dollars there is another question. “We need to see better adoption rates before this is a channel [marketers] double down in,” says Campo. “The price points are generally steep for something unproven. I think a general consumer looks at it and believes they could spend the money on a lot of different things.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHealth tech\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWith numerous panels featuring health brands like Pfizer, CVS, Moderna, and more, experts say there’s been more health-care-related content and tech than ever before. “Health generally seems to be everywhere,” says Campo. “I think we’re getting devices small enough and connected enough for them to add value.”\u003c/p\u003e\n\u003cp\u003eSome cool applications: EssilorLuxotica’s new Nuance Audio are glasses with \u003ca href=\"https://www.aop.org.uk/ot/industry/eyewear-and-lenses/2024/01/10/essilorluxottica-brings-smart-eyewear-tech-to-ces#:~:text=EssilorLuxottica%20has%20exhibited%20its%20smart,glasses%20with%20inbuilt%20hearing%20technology.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehearing aids built right in\u003c/a\u003e; Nuvilab can \u003ca href=\"https://www.nuvilab.com/products\" target=\"_blank\" rel=\"noreferrer noopener\"\u003escan a tray of food\u003c/a\u003e and, with AI, calculate food intake; and Minitailz uses \u003ca href=\"https://www.nbcrightnow.com/national/the-minitailz-a-smart-collar-for-dogs-and-cats-from-inoxia-at-the-consumer-electronics/image_46740240-d282-59e1-9dc8-5e37f75189ab.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAI in a collar\u003c/a\u003e to record pet health data.\u003c/p\u003e\n\u003cp\u003eMaggie Malek, North American president at Crispin Porter + Bogusky, says there’s a lot of opportunity when it comes to marketing and partnerships for wearable health care tech. “If your client is Chewy and you partner with [Minitailz] — that pet health device — then it’s a marketing gold mine,” she says.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current 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Stagwell Inc., reflects on his extraordinary career, driven by his passion for politics and marketing, and offers insights on why this is a good year for marketers on The Current Podcast.","image":{"alt":"Stagwell Chairman and CEO Mark Penn on The Current Podcast","url":"https://www.thetradedesk.com/assets/global/Stagwell_16x9_Social_Orange_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Stagwell Chairman and CEO Mark Penn on The Current Podcast","url":"https://www.thetradedesk.com/assets/global/Stagwell_16x9_Social_Orange_v1_2024-09-03-190734_afqi.jpg","width":1921,"height":1081,"isLandscape":true},"author":"","themes":["The Current Podcast"],"url":"https://www.thecurrent.com/stagwell-mark-penn-politics-media-current-podcast","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3325917,"slug":"stagwell-mark-penn-politics-media-current-podcast","postDate":"2024-09-04T03:00:00-07:00","heading":"Stagwell’s Mark Penn on polling, politics and media","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{"alt":"Stagwell Chairman and CEO Mark Penn on The Current Podcast","url":"https://www.thetradedesk.com/assets/global/Stagwell_16x9_Editorial_Orange_v1_2024-09-03-190858_hwby.jpg","width":1921,"height":1081,"isLandscape":true},"featuredPreviewImage":{"alt":"Stagwell Chairman and CEO Mark Penn on The Current Podcast","url":"https://www.thetradedesk.com/assets/global/Stagwell_1x1_Orange_v1.jpg","width":1201,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"Stagwell Chairman and CEO Mark Penn on The Current Podcast","url":"https://www.thetradedesk.com/assets/global/Stagwell_16x9_Editorial_Orange_v1_2024-09-03-190931_arlo.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"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/78bb8b68-b0e2-4141-a701-1b9d6ccf4397?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":null,"mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eBy any measure, Mark Penn has had a remarkable career, which spans more than 40 years. He started out as a political pollster in 1976 and is credited with developing unique ad and polling methods used by presidents and prime ministers. He became a go-to adviser to the likes of Bill and Hillary Clinton, Tony Blair and others. He also served as chief strategy officer for Microsoft. \u003c/p\u003e\n\n\u003cp\u003eDubbed “The Master of the Message” by \u003cem\u003eTime\u003c/em\u003e magazine, Penn built his reputation on being a tactical marketer, bringing his political background to bear on marketing. This led to the creation of Stagwell Inc. in 2021, now one of the world’s leading digital-first marketing companies. \u003c/p\u003e\n\n\u003cp\u003e“I feel we’re a teenager now,” he tells \u003cem\u003eThe Current Podcast\u003c/em\u003e. “We were a baby two or three years ago and we’re really now coming on as a challenger.” \u003c/p\u003e\n\n\u003cp\u003ePenn is bullish about the prospects for marketers in 2024, including the fact that this year is an election year with unprecedented levels of political ad spend in the U.S. At the same time, Penn has his eye on where marketers can find advantage in this fast-changing digital environment, touching upon AI, publishing and why advertisers should trust news pages as brand-safe. \u003c/p\u003e\n\n\u003cp\u003e\u003cem\u003eThis podcast was recorded during Cannes Lions \u003c/em\u003e2024. \u003c/p\u003e"}}],"readTime":2}},"fulfilledTimeStamp":1740036366277},"getContentData({\"slug\":\"3-reasons-advance-identity-strategy-2025-jaime-nash-product-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"8E5SP-qDUBH4LjPwbfp_Y","originalArgs":{"slug":"3-reasons-advance-identity-strategy-2025-jaime-nash-product-marketing","token":""},"startedTimeStamp":1740036367752,"data":{"metadata":{"datePosted":"2025-02-03T05:00:00-08:00","dateCreated":"2025-01-31T10:41:17-08:00","dateUpdated":"2025-01-31T13:55:26-08:00","title":"Don’t wait: 3 reasons to advance your identity strategy in 2025 | The Current","description":"The Trade Desk's Jaime Nash shares 3 reasons to advance your identity strategy in 2025.","image":{"alt":"A green traffic light with a person profile silhouette in the green light.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition201_OpEd_JaimieNash_ReEngageIdentityStrategy_1920x1080px_Logo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A green traffic light with a person profile silhouette in the green light.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition201_OpEd_JaimieNash_ReEngageIdentityStrategy_1920x1080px_Logo_v1-1_2025-01-31-184306_bsrm.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Jaime Nash","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/3-reasons-advance-identity-strategy-2025-jaime-nash-product-marketing","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3387176,"slug":"3-reasons-advance-identity-strategy-2025-jaime-nash-product-marketing","postDate":"2025-02-03T05:00:00-08:00","heading":"Don’t wait: 3 reasons to advance your identity strategy in 2025","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#007c77","textHex":"#ffffff"},"featuredImage":{"alt":"A green traffic light with a person profile silhouette in the green light.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition201_OpEd_JaimieNash_ReEngageIdentityStrategy_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A green traffic light with a person profile silhouette in the green light.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition201_OpEd_JaimieNash_ReEngageIdentityStrategy_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 green traffic light with a person profile silhouette in the green light.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition201_OpEd_JaimieNash_ReEngageIdentityStrategy_1920x1080px_NoLogo_v1_2025-01-31-184324_uham.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":3387182,"slug":"jaime-nash","fullName":"Jaime Nash","positionTitle":"Director of Product Marketing, The Trade Desk","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\u003eThere’s no doubt that 2024 was a volatile year for identity solutions. First, in April, Google delayed the timeline for phasing out third-party cookies, and then in July it called off deprecating third-party cookies in its Chrome browser. To many, this wasn’t a big surprise. But that doesn’t mean it didn’t send our LinkedIn feeds into a flurry of what-the-heck-just-happened commentary.\u003c/p\u003e\n\u003cp\u003eOnce the initial uproar died down, some in the industry seemed to find comfort in the idea that they could just stop “worrying about the cookie” and perhaps even stop focusing on identity all together. But this approach would miss an opportunity to seize the moment. As digital advertising expands across an ever-wider range of channels, this is the time for brands to pioneer new approaches to identity that can help drive precision and value in their campaigns, while respecting consumer privacy.\u003c/p\u003e\n\u003cp\u003eAs we continue into 2025, identity matters. Here are three reasons why it’s crucial to have an identity strategy. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eRetail data is going to become the identity spine of CPG\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eCPG brands might feel disadvantaged when it comes to first-party data, since their lack of a consumer-facing relationship at the point of sale makes it more challenging to collect identifiers directly from users, both online and in store. But the rise of retail data over the last year is changing the landscape rapidly. As emails and phone numbers are used for both online and offline purchases, they can become a consistent signal for marketers with persistent identifiers such as Unified ID 2.0 or RampID.\u003c/p\u003e\n\u003cp\u003eMajor CPG companies, for instance, which don't sell directly to consumers but have access to pseudonymized purchaser data from their retail partners can use identity to close the gap. This helps CPGs better understand how their campaign dollars lead to conversion, stoke loyalty and find new audiences who are likely to convert. Authentication is especially valuable in channels where the cookie doesn’t exist today, such as connected TV (CTV) and digital audio.\u003c/p\u003e\n\u003cp\u003eAnd if retailers can find ways to share measurement data with CPG brands for free it has the potential to create a virtuous circle, driving better returns thanks to this larger partnership opportunity. It’s another proof point that identity can support outcomes.\u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eIdentity is going to make CTV the cornerstone of an omnichannel strategy\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eTV has always been central to most major brand marketer campaigns. With consumers shifting rapidly to streaming, CTV advertising will only become a more essential advertising flywheel. Not only is CTV a signal-rich environment with high user authentication and more durable identifiers, but it’s evolving rapidly from a creative perspective. This year we’ve seen major advances in shoppable ads, more engaging CTV ad experiences, and widespread adoption of UID2 across the CTV ecosystem. As these innovations scale across more premium CTV providers on the open internet, so can the value of CTV within an omnichannel strategy. By pioneering new approaches to identity, CTV leaders are helping marketers understand how to drive addressability, personalization, measurement and campaign management across all digital channels. Because marketers want to apply what they’re learning in CTV across everything they are doing. And leaders in premium streaming — such as NBCU’s Peacock or Spotify — have the advantage of a directly addressable audience at scale, which brands also want to be able to leverage.\u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eThe cookie is going to lose its utility, no doubt about it \u003c/strong\u003e \u003c/h2\u003e\n\n\n\n\n\n\n\n\u003cp\u003eWe can’t predict what Google will do next with third-party cookies or Chrome consent mechanisms. But that should not stop the rest of the industry innovating to find new approaches to identity and addressability that reflect the needs to today’s omnichannel marketers. So let’s not wait. Agencies like GroupM, with their identity spine Choreograph at the helm, are implementing broad testing strategies that suit different advertisers. Brands like Hewlett-Packard and Samsung are using more durable first-party data to their advantage to improve workflows. Let’s join them in research and experimentation with better data. We’re going to need many collaborative solutions to solve the challenges that Google will present to the advertising industry. We’ve got time to make mistakes, to learn from them and to implement tactics that we can trust and scale. \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. UID2 is developed by The Trade Desk Inc.\u003c/em\u003e\u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1740036367780},"getContentData({\"slug\":\"roku-mlb-live-sports-fast-streaming\",\"token\":\"5Vo-JpizrzisVtoDBcQeHSOPaj3EZw4O\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"_en6L91V7Vq36JsBOLMjO","originalArgs":{"slug":"roku-mlb-live-sports-fast-streaming","token":"5Vo-JpizrzisVtoDBcQeHSOPaj3EZw4O"},"startedTimeStamp":1740036638737,"data":{"metadata":{"datePosted":"2024-05-17T06:12:00-07:00","dateCreated":"2024-05-16T13:18:42-07:00","dateUpdated":"2024-05-20T10:13:08-07:00","title":"Roku–MLB partnership marks a first for live sports on FAST platforms | The Current","description":"Roku offers scale, reaching an estimated 120 million households in the U.S., along with a low barrier to entry for fans on its free ad-supported platform.","image":{"alt":"Baseball player sliding home onto a 3 dimensional play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_edition170_MLBonFASTChannels_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Baseball player sliding home onto a 3 dimensional play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_edition170_MLBonFASTChannels_1920x1080px_Logo_v1_2024-05-16-202035_uxwq.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming"],"url":"https://www.thecurrent.com/roku-mlb-live-sports-fast-streaming","noIndex":true,"type":"article","language":"en","translations":[]},"data":{"id":3015162,"slug":"roku-mlb-live-sports-fast-streaming","postDate":"2024-05-17T06:12:00-07:00","heading":"Roku–MLB partnership marks a first for live sports on FAST platforms","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Baseball player sliding home onto a 3 dimensional play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_edition170_MLBonFASTChannels_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Baseball player sliding home onto a 3 dimensional play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_edition170_MLBonFASTChannels_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustrated by Robyn Phelps / Getty / The Current \u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Baseball player sliding home onto a 3 dimensional play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_edition170_MLBonFASTChannels_1920x1080px_NoLogo_v1_2024-05-16-202051_pvwb.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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eFor the first time, baseball fans will be able to watch Major League Baseball games on The Roku Channel beginning this Sunday when the Boston Red Sox take on the St. Louis Cardinals. The deal, giving Roku the rights to broadcast an exclusive MLB game every Sunday, was announced earlier this week. It marks a shift in the evolution of free ad-supported television (FAST) platforms.\u003c/p\u003e\n\u003cp\u003eIt’s the first time one of the four major sports in the U.S. (NFL, NBA, MLB, NHL), will air a live game on a FAST channel. The NBA G League (the NBA’s developmental league), UEFA Women’s Champions League, Liga F and the Saudi Women’s Premier League have all aired live games on FAST platforms in the past.\u003c/p\u003e\n\u003cp\u003eStill, this is the first time a FAST platform has entered the \u003ca href=\"https://www.thecurrent.com/appointment-tv-streaming-platforms\"\u003eappointment-TV lane\u003c/a\u003e with one of the four major sports, with more sports fans intentionally going to Roku as a destination. With FAST grabbing 24.2% of the connected TV (CTV) market (and growing), according to research that market intelligence company IDC shared with \u003cem\u003eThe Current\u003c/em\u003e, this could be the first step to a seemingly bigger future for free live sports.\u003c/p\u003e\n\u003cp\u003eRoku’s strategy is fully supported by ads, offering a low barrier to entry, which is increasingly important in the fragmented live sports space. Roku offers scale, reaching an estimated 120 million households in the U.S., and is one of the \u003ca href=\"https://www.nielsen.com/news-center/2024/nielsen-launches-the-media-distributor-gauge-first-convergent-tv-comparison-of-its-kind/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emost popular streaming services\u003c/a\u003e in terms of usage, according to Nielsen’s The Gauge.\u003c/p\u003e\n\u003cp\u003eCasting a wider net to audiences that aren’t restricted to content behind a paywall breaks down barriers,” Katina Papas Wachter, Roku's Head of integrated brand partnerships, tells \u003cem\u003eThe Current\u003c/em\u003e. \"The larger the audience opportunity, the higher the chance to find new customers and drive lower funnel performance. Being able to measure this impact will be one of the many benefits of this partnership.”\u003c/p\u003e\n\u003cp\u003e“It’s the best of both worlds to me,” Alex Holtz, research director of worldwide media and entertainment strategies at IDC, tells \u003cem\u003eThe Current\u003c/em\u003e. “You have a low barrier to entry because there’s no costs associated. You have that ability to maximize the monetization capability for the publisher because the more metadata they attach to that content, the more discovery and awareness for that content [happens] and the more advertisers want to advertise on it.”\u003c/p\u003e\n\u003cp\u003eIDC’s research finds that advertising revenue on FAST platforms will nearly double to an estimated $13 billion by 2028, up from $7.2 billion in 2023. With advertising as a driving force, industry experts believe FAST will take more share.\u003c/p\u003e\n\u003cp\u003e“My POV was and remains that the FAST apps, both those backed by legacy media and the independents like Roku, will gradually look to add live sports as a way to increase time spent in the app and therefore ARPU [average revenue per user],” says Joel Cox, co-founder and EVP of innovation and strategy at media agency Strategus.\u003c/p\u003e\n\u003cp\u003eLast year, when discussing whether major live sports would ever hit FAST channels, Cox told \u003cem\u003eThe Current\u003c/em\u003e it was likely given the incremental ad opportunities the platforms offer. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eOpening up\u003c/strong\u003e the biggest fan base possible\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAs more live sports move to streaming, it’s easy to see FAST as the modern-day streaming equivalent to over-the-air TV because of its free, plug-and-play nature. Over-the-air channels are having their own success recently, several NBA and NHL teams all \u003ca href=\"https://www.latimes.com/entertainment-arts/business/story/2023-10-11/why-sports-are-returning-to-free-broadcast-tv\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eincreasing the number of games\u003c/a\u003e they’re showing over the air to fill the void as \u003ca href=\"https://www.thecurrent.com/sports-streaming-disney-fox-warner-bros-discovery\"\u003eregional sports networks flounder\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eRyan McConnell, executive vice president at research firm Kantar, tells \u003cem\u003eThe Current\u003c/em\u003e this strategy makes total sense to him as leagues weigh keeping their existing fans happy while cultivating new fans. And for the MLB specifically, McConnell said that Roku’s scale could help the sport get more national attention.\u003c/p\u003e\n\u003cp\u003e“This scale unlocks more customers for advertisers to target audiences in real time,\" Katina Papas Wachter, says. \"Buying this way will not only drive incremental reach, but make the ad experience within sports a better, more targeted and more performant, format.\" \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eContext is everything\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eFAST platforms don’t always have the authenticated audiences that paywalled streaming services have because viewers aren’t required to log in. Holtz says platforms can get around this with contextual targeting based on what viewers watch. This harkens back to legacy ads through traditional TV, but with more precise viewership insights.\u003c/p\u003e\n\u003cp\u003eWith CTV emerging as a premium channel for advertisers, the first-party data offered along with collaboration from retail media networks has the potential to bolster this contextual targeting.\u003c/p\u003e\n\u003cp\u003eHoltz also believes Generative AI will play a huge role in marrying data with content. “The more efficiently you marry those two, the higher the CPM [cost per mille] values and the more trust the brand has. It’s like a flywheel,” he 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":4}},"fulfilledTimeStamp":1740036639308},"getContentData({\"slug\":\"big-game-ad-trends-in-2023-super-bowl-beer-brands-bubble-up-and-cross-branding-wins\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"HOhJ_CHnxZNjjIqPDCnI7","originalArgs":{"slug":"big-game-ad-trends-in-2023-super-bowl-beer-brands-bubble-up-and-cross-branding-wins","token":""},"startedTimeStamp":1740037363783,"data":{"metadata":{"datePosted":"2023-02-06T18:13:00-08:00","dateCreated":"2023-02-06T14:34:08-08:00","dateUpdated":"2023-03-01T04:45:41-08:00","title":"Big Game ad trends in 2023: Beer brands bubble up and cross-branding wins | The Current","description":"Beer brands like Coors Light and Bud Light are coming in strong to advertise at this year’s football showdown, as Netflix integrates with other brands.","image":{"alt":"A hand pulls a video modal out of a bowl-shaped football stadium.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SuperBowlRoundup_1920x1080_Logo_v2b.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A hand pulls a video modal out of a bowl-shaped football stadium.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SuperBowlRoundup_1920x1080_Logo_v2b_2023-02-06-223614_gfxl.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["Culture","The Latest"],"url":"https://www.thecurrent.com/big-game-ad-trends-in-2023-super-bowl-beer-brands-bubble-up-and-cross-branding-wins","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1709262,"slug":"big-game-ad-trends-in-2023-super-bowl-beer-brands-bubble-up-and-cross-branding-wins","postDate":"2023-02-06T18:13:00-08:00","heading":"Big Game ad trends in 2023: Beer brands bubble up and cross-branding wins","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"A hand pulls a video modal out of a bowl-shaped football stadium.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SuperBowlRoundup_1920x1080_NoLogo_v2b.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A hand pulls a video modal out of a bowl-shaped football stadium.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SuperBowlRoundup_1920x1080_NoLogo_v2b_2023-02-06-223605_npfs.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 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":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""},{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhat a difference a year makes. After cryptocurrency brought big money into the Super Bowl ad space last year, more traditional brands are taking charge for Super Bowl LVII. So, gone are the crypto spots, replaced by a bevy of beer ads.  \u003cbr /\u003e  \u003cbr /\u003eFor the first time in 33 years, Anheuser-Busch released its exclusivity rights as the sole beer sponsor, opening up the chance for multiple beer brands to advertise during the Big Game. And advertise they will. Heineken and Molson Coors-owned brands Coors Light and Miller Lite are joining Anheuser-Busch-owned brands Bud Light, Michelob Light, and Busch Light with spots in the game. This year, some 30-second spots are reportedly going for \u003ca href=\"https://deadline.com/2023/02/fox-sells-out-super-bowl-ad-inventory-30-second-spots-7-million-1235250591/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eover $7 million\u003c/a\u003e, a record-high price overtaking that of the Super Bowl LVI, when ads went for $6.5 million.  \u003cbr /\u003e\u003cbr /\u003e\u003cstrong\u003eBeer brands raise the bar\u003c/strong\u003e  \u003cbr /\u003eMiller Lite and Coors Light are teaming up with DraftKings on an interactive ad where viewers can bet on what will happen during the commercial. Winners will share the $500,000 prize, which DraftKings says is the largest nonsport contest in the company’s history. For Molson Coors, who created the ad with Droga5, putting a stamp on an innovative ad was important.  \u003cbr /\u003e  \u003cbr /\u003e“After being shut out of the Big Game for more than 30 years, we wanted to do something that had never been done before,” Molson Coors’ chief marketing officer Michelle St. Jacques said in a statement. “By giving people the chance to predict every detail of the ad before it even runs, we’re bringing our fans along for the ride and getting them just as excited about our return to the big stage as we are.”  \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=8Ydji9v9vdw ","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn another partnership, Heineken and Paul Rudd as Ant-Man are coming together to promote its new nonalcoholic beer. The ad is coming just days before \u003cem\u003eAnt-Man and the Wasp: \u003c/em\u003eQuantumania premieres in theatres February 17.  \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://youtu.be/miA1puOViJg ","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAnheuser-Busch giving up exclusive rights doesn’t mean the company is fully on the sidelines. Bud Light is throwing it back by featuring Sarah McLachlan and her memorably sad song “Angel,” often most famously associated with ASPCA commercials. This new Busch Light ad lightens up that infamous song with a humorous spin for the commercial.\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://youtu.be/cGZRMC3S9Ic ","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eBud Light features Miles Teller, his wife, Keleigh, and their dog, Bugsy, trying to make the best of being stuck on hold. The ad, which was created by Anomaly, aims to attract the younger audiences Anheuser-Busch is looking for.\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://youtu.be/azCNwGnxq0s ","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eMichelob Ultra is back with a star-studded commercial for the second year in a row. Serena Williams, Brian Cox, Jimmy Butler, and Alex Morgan are among the celebrities in the ad, which was created by Wieden+Kennedy.\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://youtu.be/iDGwwVki13Q ","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cstrong\u003eCross-branding rules\u003c/strong\u003e  \u003cbr /\u003eMichelob Ultra also worked with Netflix to promote its new \u003ca href=\"https://author.thetradedesk.com/netflix-news-not-host-big-league-sports-fans\"\u003esports docuseries\u003c/a\u003e \u003cem\u003eFull Swing\u003c/em\u003e, which premieres three days after the Super Bowl on February 15.\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://youtu.be/AKbXPXOQAmQ ","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eNetflix wasn’t done there. The streaming giant partnered on two commercials with GM, starring Will Ferrell. The first ad finds Ferrell getting philosophical with a character from \u003cem\u003eSquid Game\u003c/em\u003e. \u003cem\u003eVariety \u003c/em\u003ereports that Netflix will put an \u003ca href=\"https://variety.com/2023/tv/news/general-motors-netflix-super-bowl-commercial-electric-vehicles-streaming-1235510319/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eelectric car in every series\u003c/a\u003e or movie it directly produces.  \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://youtu.be/8IHYJK1uilA ","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=UlWZ9rTpBAc","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cstrong\u003eFilling up with snack brands\u003c/strong\u003e  \u003cbr /\u003eFor the second year in a row, Oikos Yogurt is leaning on NFL Hall of Famer Deion Sanders and his family to lead its Super Bowl efforts. Sanders has been a hot name in the news recently, after leaving Jackson State University to become the head football coach at the University of Colorado. Danone, Oikos’ parent company, says it has seen double-digit sales growth after its last three Super Bowl commercials.   \u003cbr /\u003e  \u003cbr /\u003eLast year, the yogurt brand saw a 17 percent jump in sales in the six weeks after the Super Bowl. Lindsey Lee, Oikos’ brand director, tells \u003cem\u003eThe Current\u003c/em\u003e that the brand hopes to make yogurt cooler and repeat the success of the past few years.    \u003c/p\u003e\n\u003cp\u003e“We really want to challenge those perceptions of healthy eating, and specifically around yogurt as boring, and create this campaign that frames up our product a little bit differently,” Lee says. “Bringing in some humor, some fun, and even leveraging the Sanders family to bring in that swagger.” \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://youtu.be/W2nVkM-ZcI8 ","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAnd a Super Bowl ad preview wouldn’t be complete without all the noise M\u0026amp;M’s is making. After Tucker Carlson and other Fox News broadcasters called out “woke M\u0026amp;M’s,” the candy brand responded by \u003ca href=\"https://twitter.com/mmschocolate/status/1617518785686274052?s=20\u0026amp;t=A7snYqsVUmerLH8wzbBAMA\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereleasing a statement\u003c/a\u003e that its “spokescandies” would be taking a step back from the spotlight.  \u003c/p\u003e\n\u003cp\u003eThe statement was the first step in an elaborate campaign to drum up attention leading up to the Super Bowl. Maya Rudolph, now M\u0026amp;M’s “chief of fun,” will star in the candy brand’s Super Bowl ad in the second quarter. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://youtu.be/gpkqS4vyKjs ","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1740037363815},"getContentData({\"slug\":\"pandemic-india-streaming-content-ctv\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"GBdxsU_HUTWxuSUbGynB_","originalArgs":{"slug":"pandemic-india-streaming-content-ctv","token":""},"startedTimeStamp":1740036892991,"data":{"metadata":{"datePosted":"2024-02-21T05:00:00-08:00","dateCreated":"2024-02-12T09:15:13-08:00","dateUpdated":"2024-02-13T13:44:16-08:00","title":"Post-pandemic, 34% of people in India — 481 million consumers — are now streaming content | The Current","description":"Over-the-top (OTT) users in India are up 13.5% as of the end of 2023; however, the rate of growth seen during the pandemic has since subsided.","image":{"alt":"Two hands with henna tattoos form a viewfinder, with the flag of India and a central play button sitting in-between the fingers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition149_Readout_OTTinIndia_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Two hands with henna tattoos form a viewfinder, with the flag of India and a central play button sitting in-between the fingers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition149_Readout_OTTinIndia_1920x1080_Logo_2024-02-12-184317_pmil.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Emma Shepherd","themes":["The Readout"],"url":"https://www.thecurrent.com/pandemic-india-streaming-content-ctv","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2581329,"slug":"pandemic-india-streaming-content-ctv","postDate":"2024-02-21T05:00:00-08:00","heading":"Post-pandemic, 34% of people in India — 481 million consumers — are now streaming content","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#f9a326","textHex":"#000000"},"featuredImage":{"alt":"Two hands with henna tattoos form a viewfinder, with the flag of India and a central play button sitting in-between the fingers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition149_Readout_OTTinIndia_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Two hands with henna tattoos form a viewfinder, with the flag of India and a central play button sitting in-between the fingers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition149_Readout_OTTinIndia_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Two hands with henna tattoos form a viewfinder, with the flag of India and a central play button sitting in-between the fingers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition149_Readout_OTTinIndia_1920x1080_NoLogo_2024-02-12-184231_fwjq.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1709184,"slug":"emma-shepherd","fullName":"Emma Shepherd","positionTitle":null,"authorType":"contributor","featuredImage":{"alt":"Emma Shepherd, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/EmmaShepherd_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"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/emma-shepherd-73854418/"}]}],"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\u003eOver-the-top (OTT) TV streaming continues to see wide expansion in India. Driven by increasing connected TV (CTV) penetration, greater content choices, and an increasing local language play, the market stands at an estimated 34% nationwide, according to \u003cem\u003e\u003ca href=\"https://www.ormaxmedia.com/insights/stories/just-short-of-500-million.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eThe Ormax OTT Audience Report: 2023\u003c/a\u003e\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eOther factors contributing to India’s \u003ca href=\"https://timesofindia.indiatimes.com/blogs/voices/the-shift-towards-digital-a-thriving-ott-market/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esurge in OTT viewership\u003c/a\u003e include the rise of internet access, diverse content, and disposable income.\u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eData debrief:\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWhat’s more, the total audience for OTT platforms reached more than an estimated 481 million in 2023, compared with over 424 million in 2022, an increase of 13.5% year over year.\u003c/p\u003e\n\u003cp\u003eThe survey, based on data collected from 12,000 respondents between July and September 2023, identifies the OTT universe as individuals in India who have viewed online videos at least once in the past month. Mobile continues to be India’s \u003ca href=\"https://www.businessinsider.in/tech/news/mobile-video-consumption-witnesses-a-steep-rise-in-india-with-365-million-viewers-says-report/articleshow/83742668.cms\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprimary viewing platform\u003c/a\u003e. In addition, the report segments the 481 million people into five categories, based on free versus paid usage, and profiles them demographically and geographically. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eWhy it matters:\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWhile this uptick is notable, OTT viewership saw an even bigger surge (20% ) in 2022, the report finds. The pandemic may have initially spurred the explosive growth of OTT, with more people looking for entertainment at home. Now, new entertainment options and a \u003ca href=\"https://www.livemint.com/industry/media/streaming-growth-slows-after-boom-11699206248093.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaturation of subscriptions\u003c/a\u003e in urban areas are driving growth in the region.\u003c/p\u003e\n\u003cp\u003eThe report finds that a majority of India’s OTT viewers opt for free, ad-supported consumption, with only 1 in 3 individuals reportedly paying for OTT services, totaling 153 million paid subscribers. Mumbai, Delhi, and Bengaluru account for the top three cities with paid subscribers, with more than 6 million paid subscribers each.\u003c/p\u003e\n\u003cp\u003eThe takeaway? The pace at which people in India are adopting OTT has slowed, but the data suggests the switch to streaming will persist, particularly on mobile as smartphone users grow by 30 million every quarter. These factors point to a fertile ground for digital initiatives and an opportunity for marketers to corner massive reach. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Readout graph: India's over-the-top (OTT) viewership grew by 13.5 percent in 2023","url":"https://www.thetradedesk.com/assets/global/v1mobile_thecurrent_ottindia_dataviz-1.png","width":720,"height":969,"isLandscape":false},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"Readout graph: India's over-the-top (OTT) viewership grew by 13.5 percent in 2023","url":"https://www.thetradedesk.com/assets/global/v3desktop_thecurrent_ottindia_dataviz.png","width":1200,"height":969,"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":1740036893047},"getContentData({\"slug\":\"chinese-brands-adapting-marketing-hunt-growth-overseas\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"y5T8yt13ES33O3fmFh2_6","originalArgs":{"slug":"chinese-brands-adapting-marketing-hunt-growth-overseas","token":""},"startedTimeStamp":1740037095732,"data":{"metadata":{"datePosted":"2023-04-10T05:00:00-07:00","dateCreated":"2023-04-07T13:37:37-07:00","dateUpdated":"2023-04-25T12:21:07-07:00","title":"How Chinese brands are adapting their marketing as they hunt for growth overseas | The Current","description":"Long known as the factories of the world, many Chinese brands have grown in sophistication in recent years – and so has their marketing.","image":{"alt":"A woman pulls a travel luggage covered in stickers showing a cursor, a megaphone, a target, a globe, and a bar chart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition112_ChineseMarketingAbraod_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A woman pulls a travel luggage covered in stickers showing a cursor, a megaphone, a target, a globe, and a bar chart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition112_ChineseMarketingAbraod_1920x1080_v1_2023-04-07-204111_gdee.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Retail","The Latest"],"url":"https://www.thecurrent.com/chinese-brands-adapting-marketing-hunt-growth-overseas","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1861911,"slug":"chinese-brands-adapting-marketing-hunt-growth-overseas","postDate":"2023-04-10T05:00:00-07:00","heading":"How Chinese brands are adapting their marketing as they hunt for growth overseas","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A woman pulls a travel luggage covered in stickers showing a cursor, a megaphone, a target, a globe, and a bar chart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition112_ChineseMarketingAbraod_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A woman pulls a travel luggage covered in stickers showing a cursor, a megaphone, a target, a globe, and a bar chart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition112_ChineseMarketingAbraod_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A woman pulls a travel luggage covered in stickers showing a cursor, a megaphone, a target, a globe, and a bar chart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition112_ChineseMarketingAbraod_1920x1080_NoLogo_v1_2023-04-07-204100_unqy.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":692072,"title":"Retail","slug":"retail","uri":"sections/retail","description":"Stories about the emerging retail media market, including the latest brand partnerships.","themeHighlightColor":""},{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eA recent court battle between Chinese fast-fashion retailer Shein and rival upstart Temu might not have \u003ca href=\"https://www.reuters.com/business/retail-consumer/shein-temu-fierce-fight-over-us-market-10-dresses-2023-03-09/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emade headlines\u003c/a\u003e in the West had it happened in China. Instead, the two companies faced off in the U.S. as they both attempt to conquer the American market, signaling the rise of an era in which Chinese commerce vies to \u003ca href=\"http://www.china.org.cn/business/2022-10/04/content_78450682.htm\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ego global again\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eBy battling it out in the U.S., these companies aim to write their own marketing playbook for global expansion, one that several industry experts say is focused on product-led narratives rather than brand pedigree stories, and anchored by a reverence for data-backed consumer insights. \u003c/p\u003e\n\u003cp\u003eThis matters for marketers of incumbent brands in Western countries, in industries ranging from consumer tech to clothing to alcohol. Chinese brands’ approach to marketing could signal an overture that appeals to cash-strapped consumers, who have been following the siren call of retailers’ own label lines, \u003ca href=\"https://www.kantar.com/uki/inspiration/fmcg/2023-wp-battle-for-shoppers-heats-up-as-grocery-price-inflation-hits-new-high\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esacrificing branded\u003c/a\u003e — but often more expensive — goods. \u003c/p\u003e\n\u003cp\u003e“[Chinese brands] are more likely to go product-led, brand second,” says Tim Durgan, APAC VP of strategy and insights at Assembly, an advertising agency that has worked with Lenovo. \u003c/p\u003e\n\u003cp\u003ePhilip Crampton, director of digital and partner at Tomoro, an advertising agency that has worked with Haier, concurs, pointing out that Chinese brands are very adept at identifying and addressing customer pain points. \u003c/p\u003e\n\u003cp\u003e“What people really need is a brand that understands their problem, and what the feature fixes and how it solves it. And I think Chinese brands do that very, very well,” he adds. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eFinding sustainable profit abroad\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eMany Chinese brands’ recent ascent has meant that they mostly lack the historical pedigree that their European and American counterparts often rely on for marketing. \u003c/p\u003e\n\u003cp\u003eSome of China’s most recognizable brands, like Huawei and Haier, began in 1987 and 1984, respectively. “Time-honored” brands, an official designation \u003ca href=\"http://english.scio.gov.cn/m/in-depth/2023-02/06/content_85089992.htm\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebestowed\u003c/a\u003e upon brands that are “embodiments of China's traditional culture,” such as liquor maker Kweichow Moutai and traditional Chinese medicine firm Tong Ren Tang, largely appeal to the Chinese diaspora rather than a global audience. \u003c/p\u003e\n\u003cp\u003eSo brands like Lenovo prefer to double down on key product features they know will resonate with customers, says Gunilla Huddleston, VP of marketing for Europe at Assembly, pointing to the agency’s work with the tech giant as an example. The company is now the top PC vendor \u003ca href=\"https://www.statista.com/statistics/267018/global-market-share-held-by-pc-vendors/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ein the world\u003c/a\u003e, starting from a relatively unknown Chinese upstart that acquired IBM’s personal computer business in 2005. \u003c/p\u003e\n\u003cp\u003e“Lenovo is very focused on the excellence of the product. They're confident enough in the product to market the product, and not spend their marketing dollars on image,” Huddleston says. \u003c/p\u003e\n\u003cp\u003eThis approach might stem from the need to address Western consumers’ preconceptions around the quality of Chinese-made products, which Huddleston says is still persistent. But amid a shifting and uncertain global landscape, it could pay off in the long term. \u003c/p\u003e\n\u003cp\u003e“If you have to do some digging to find that it’s a Chinese brand, that's probably part of the strategy of the brand,” Durgan says. “Sustainable profit and growth are probably safer if you're talking about your product and the product features, rather than being beholden to something external to yourself.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eLessons from taking Chinese brands global\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThis pragmatic focus filters all the way down to how Chinese brands like to work with local agencies, says Tomoro’s Crampton. \u003c/p\u003e\n\u003cp\u003e“They take time to really consider plans and results and when I compare them to working with U.S. companies, they’re less aggressive to get those initial results, which from a marketing agency’s point of view, is gold. Western companies will just switch channels off if they don't get paid back in the first couple of days.” \u003c/p\u003e\n\u003cp\u003eCrampton sees Chinese brands’ humility when coming into new markets as a key asset, which pushes them to rely heavily on hard proof to back up their campaigns. “They have an insatiable appetite for data and insights. That can lead on to a really granular kind of marketing plan.” \u003c/p\u003e\n\u003cp\u003eNonetheless, they don’t always get it right. “I worked with a Chinese brand a few years ago now, but they insisted on taking all the keywords from Baidu Search [China’s Google Search] and translating them. It just didn't work,” Crampton says. \u003c/p\u003e\n\u003cp\u003eIndeed, navigating new markets requires understanding the nuances needed to properly translate a brand into a new language and culture, says Benoit Thorp, joint managing director of UMM, an advertising agency that worked on a global campaign for Chinese beer brand Tsingtao. \u003c/p\u003e\n\u003cp\u003e“It is important to find commonalities and the bridges to connect cultures. Food is a great connector for humans, so this was a key consideration in the art direction and styling of the campaign photography. Featuring a multinational group of friends was another ‘bridge’,” he says. \u003c/p\u003e\n\u003cp\u003e“Wording, as well as cultural differences and norms, need to be considered when expanding into Western territories, and vice versa. It’s also important that the creative is ‘Westernised’. If not, this has the potential to limit success in resonating with the local market and being accepted as a quality export brand,” Thorp adds. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eCatering to new generations\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAs they navigate cultural hiccups and fierce competition from incumbent Western firms, Chinese brands might be only at the start of their long march abroad – especially as younger generations gain buying power. \u003c/p\u003e\n\u003cp\u003e“I would say there’s probably less of the anti-globalization view in the younger generations,” says Assembly’s Durgan. “If you are a sustainable luxury car from China, to a 20-year-old [in Europe], they probably go, ‘Great!’, versus you being a hybrid car from the U.K.” \u003c/p\u003e\n\u003cp\u003eIndeed, the real growth for Chinese brands abroad might be in the hands of Gen Alpha, who are “entirely digital, with no borders,” says Assembly’s Huddleston. “The media they consume is inherently global. It’ll be very exciting to see how they shop when they start having some real money.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1740037095776},"getContentData({\"slug\":\"co\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"pRcEMHEhPXfXy7dWhA9g_","originalArgs":{"slug":"co","token":""},"startedTimeStamp":1740037364489,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug co","code":0,"status":404}}},"getSectionData({\"slug\":\"@@nafhX\",\"token\":\"\"})":{"status":"rejected","endpointName":"getSectionData","requestId":"l_fDABNEo2UzFbKGia-6c","originalArgs":{"slug":"@@nafhX","token":""},"startedTimeStamp":1740037376038,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find a Section with slug @@nafhX","code":0,"status":404}}},"getContentData({\"slug\":\"what-is-domain-spoofing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"xU490T56385OhWDygkBVA","originalArgs":{"slug":"what-is-domain-spoofing","token":""},"startedTimeStamp":1740037383806,"data":{"metadata":{"datePosted":"2024-05-23T11:00:00-07:00","dateCreated":"2024-05-23T10:52:41-07:00","dateUpdated":"2024-08-23T14:02:58-07:00","title":"What the Tech is domain spoofing? | The Current","description":"An explanation of domain spoofing and why it’s a major issue for advertisers.","image":{"alt":"What the tech is domain spoofing?","url":"https://www.thetradedesk.com/assets/global/STATIC_DomainSpoofing-DiagonalDown-WITH-LOGO-twittermetadata.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"What the tech is domain spoofing?","url":"https://www.thetradedesk.com/assets/global/STATIC_DomainSpoofing-DiagonalDown-WITH-LOGO-twittermetadata_2024-05-23-175517_tirr.jpg","width":1920,"height":1080,"isLandscape":true},"author":"John McDermott","themes":["Office Hours","gated content"],"url":"https://www.thecurrent.com/what-is-domain-spoofing","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3051065,"slug":"what-is-domain-spoofing","postDate":"2024-05-23T11:00:00-07:00","heading":"What the Tech is domain spoofing?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"What the tech is domain spoofing?","url":"https://www.thetradedesk.com/assets/global/STATIC_DomainSpoofing-DiagonalDown-NOLOGO.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/DomainSpoofing-Diagonal-Down-1x1-optimize.gif","width":540,"height":540,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"What the tech is domain spoofing?","url":"https://www.thetradedesk.com/assets/global/DomainSpoofing-DiagonalDown-NOLOGO-optimize.gif","width":800,"height":450,"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":""},{"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\u003eWhenever there’s lots of money to be made in an industry, there are bound to be some bad actors who try to take advantage, and the digital advertising industry is no exception.\u003c/p\u003e\n\u003cp\u003eFraudulent activity can range from the minor (such as publishers that have poor viewability standards) to the egregious (such as publishers creating sham websites for the sole purpose of selling ads that will likely never be seen by consumers). One of the most common schemes on the egregious end of the spectrum is domain spoofing, which is when websites are designed to look like legitimate publishers but only exist to sell fraudulent ad inventory.\u003c/p\u003e\n\u003cp\u003eTo help you understand what domain spoofing is, how it works and why it’s a major issue for advertisers, we’ve assembled this explainer. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat is domain spoofing, exactly? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWhat makes domain spoofing so insidious is that to the untrained eye, a domain-spoofing website appears to be entirely legitimate.\u003c/p\u003e\n\u003cp\u003eIn domain spoofing, a scammer will design a website that resembles the website for a reputable publisher, even using a URL that closely mimics the reputable publisher’s domain. The faulty domain might have an extra letter or number added or have a different URL extension (“.co” or “.org” instead of the more common “.com”). The domain-spoofing website will have all the appearances of a trusted web publisher, and if you don’t notice the subtle difference in the URL, you might never know it’s illegitimate.\u003c/p\u003e\n\u003cp\u003eMost people have experienced something similar in the realm of spam emails. For example: You receive an email stating that you have an unpaid bill and that you need to send money immediately through PayPal. Upon closer inspection, you find that the email didn’t come from PayPal, but from a fraudulent email address whose name and registry are similar to PayPal’s. This is referred to as email spoofing. \u003c/p\u003e\n\u003cp\u003eDomain spoofing is the same concept, but with websites. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow does it work? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIn some cases, domain spoofing exists to distribute malware to consumers or to sell them an illegitimate product. A consumer visits a domain-spoofed consumer-review website, for instance, that extolls the virtues of some breakthrough health supplement. Problem is, the spoofed website was created by the company selling the product, and only appears to look like an objective third-party publisher.\u003c/p\u003e\n\u003cp\u003eOther domain-spoofing scams try to make money off of advertising. By creating a page that appears to be legitimate, a domain spoofer can trick marketers into buying ads on its page. Because these websites seem valid, domain-spoofed websites are often able to attract a fair number of visitors, allowing them to accrue substantial advertising revenue. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhy is this an issue? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eBecause it’s a bad experience for the consumer and it’s wasted ad spend for the advertiser. While domain spoofing has been noted as a threat for several years, it was recently in the news when advertising transparency vendor Adalytics \u003ca href=\"https://digiday.com/media-buying/more-distrust-in-the-marketplace-agency-execs-press-pause-with-forbes-after-domain-spoofing-report/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecalled out \u003cem\u003eForbes\u003c/em\u003e\u003c/a\u003e for running a made-for-advertising (MFA) site as a subdomain. Advertisers were none too happy.\u003c/p\u003e\n\u003cp\u003eDomain-spoofed websites are often overloaded with ads — more than the average consumer would care to tolerate and more than any advertiser would care to be associated with — to maximize revenue for the scam website.\u003c/p\u003e\n\u003cp\u003eEven if the consumer experience isn’t terrible, advertisers don’t want to spend their budgets on spammy websites. They’d rather place their ads with reputable publishers, where they know their advertising will provide a positive experience for the consumer and have a positive effect on their brand perception. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eIs domain spoofing the same as a made-for-advertising website? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eGood question. And not exactly. Most domain-spoofing websites are also MFA sites, but not all MFA websites involve domain spoofing. \u003c/p\u003e\n\u003cp\u003eMFA is a broad term to describe websites that offer little to no value to consumers and whose only purpose is to generate ad revenue. MFA sites include all kinds of shady ad tech behavior, such as pixel stuffing, click fraud and domain spoofing. Domain spoofing is one example of an MFA scheme. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow do advertisers address the issue? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eOne of the best ways to combat domain spoofing, and all other kinds of ad industry chicanery, is through \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-spo\"\u003esupply-path optimization\u003c/a\u003e (SPO). (If you want to go deeper on SPO, the Edge Academy has \u003ca href=\"https://edgeacademy.thetradedesk.com/the-future-of-the-open-internet\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea whole lesson on this\u003c/a\u003e.)\u003c/p\u003e\n\u003cp\u003eDomain spoofing works because the ad delivery process is so complex. It can be hard to spot a domain-spoofed URL when sifting through billions of pieces of individual ad inventory available on the various ad networks and buying platforms that make up the digital media ecosystem.\u003c/p\u003e\n\u003cp\u003eSPO can help solve this problem by bringing buyers and sellers closer together, and giving marketers a clearer idea of where their ads end up thereby minimizing extraneous fees. In using SPO, marketers are much less likely to engage with a domain spoofed website and thus much less likely to waste their ad spend — no matter how convincing the domain spoofing is.\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":1740037383845},"getSectionData({\"slug\":\"(select 198766*667891)\",\"token\":\"\"})":{"status":"rejected","endpointName":"getSectionData","requestId":"L7jTHn3vCfe6n16IVJEnE","originalArgs":{"slug":"(select 198766*667891)","token":""},"startedTimeStamp":1740037380701,"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 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programmatic on Peacock | The Current","description":"NBCUniversal is opening up Peacock ads to be purchased programmatically for all streamed 329 Olympic events this year.","image":{"alt":"A runner at the top of a staircase uses a torch to light a fire at the top of a large megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition162_OlympicsGoProgrammatic_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A runner at the top of a staircase uses a torch to light a fire at the top of a large megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition162_OlympicsGoProgrammatic_1920x1080_WithLogo_v1_2024-03-20-181248_zbbd.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Streaming","gated content"],"url":"https://www.thecurrent.com/2024-paris-olympics-programmatic-peacock-nbcuniversal","noIndex":true,"type":"article","language":"en","translations":[]},"data":{"id":2662059,"slug":"2024-paris-olympics-programmatic-peacock-nbcuniversal","postDate":"2024-03-20T12:04:00-07:00","heading":"The ‘crème de la crème’: 2024 Paris Olympics goes programmatic on Peacock","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A runner at the top of a staircase uses a torch to light a fire at the top of a large megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition162_OlympicsGoProgrammatic_1920x1080_NoLogo_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A runner at the top of a staircase uses a torch to light a fire at the top of a large megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition162_OlympicsGoProgrammatic_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A runner at the top of a staircase uses a torch to light a fire at the top of a large megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition162_OlympicsGoProgrammatic_1920x1080_NoLogo_v1-1_2024-03-20-181402_wmth.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508376,"slug":"ilyse-liffreing","fullName":"Ilyse Liffreing","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Ilyse Liffreing, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/IlyseLiffreing_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/IlyseLiffreing"},{"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/ilyseliffreing/"}]}],"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\u003eThis summer, NBCUniversal is helping advertisers win gold with streamers.\u003c/p\u003e\n\u003cp\u003eFor the first time, NBCUniversal is selling the Olympic Games programmatically. NBCUniversal, which owns the U.S. media rights to the Olympic Games through 2032, is opening up Peacock ads to be purchased programmatically for all streamed 329 medal events (representing the entirety of the 2024 Paris Olympics’ more than 5,000 hours of live sports).\u003c/p\u003e\n\u003cp\u003eAdvertisers will be able to bid on the Peacock spots through a partnership with The Trade Desk to reach highly engaged audiences, whether they stream traditional track and field and gymnastics, or this coming Olympics' newer sports, like surfing and skateboarding. NBCUniversal announced the news at One24, the media giant’s annual technology showcase at its New York City headquarters this week, ahead of its upcoming upfront presentation on May 13 at Radio City Music Hall.\u003c/p\u003e\n\u003cp\u003e“The Olympics obviously is the crème de la crème. It’s the biggest live event of the year, and certainly within our entire portfolio,” Ryan McConville, EVP of ad platforms and operations at NBCUniversal, tells \u003cem\u003eThe Current\u003c/em\u003e. “This is going to open up the ability for small and medium-sized agencies and advertisers to access the Olympics. They’ve just never been able to do that before.” Already, Peacock has seen a 40% uptick in advertisers over the past year, says McConville.\u003c/p\u003e\n\u003cp\u003eThe offering doesn’t stop at the Olympics. Advertisers will also be able to purchase spots programmatically on Peacock for the live coverage of the U.S. Olympics Trials and the Paralympic Games. These games will be Peacock’s largest live sports programmatic offering to date, the first being the World Cup in 2022.\u003c/p\u003e\n\u003cp\u003eAlison Levin, president of advertising and partnerships at NBCUniversal, says programmatic enables the marketers who want to buy in real time, and to optimize and measure as quickly as possible. Advertisers will be able to connect first-party data with three identifiers: The Trade Desk-developed Unified ID 2.0, Google’s Publisher Advertiser Identity Reconciliation or LiveRamp’s RampID.\u003c/p\u003e\n\u003cp\u003e“We’re taking back ownership of performance. We drive performance just as well, if not better than your Metas and your Googles,” says Levin, adding that NBCUniversal has a “larger living-room reach than anybody else, larger than YouTube,” with 90 million households. According to McConville, 97% of NBCUniversal content is watched on a big-screen TV. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"A look at Peacock's main Olympics Hub screen showing male gymnasts next to a 'Watch Now' button showing \"Men's Floor Exercise Final\".","url":"https://www.thetradedesk.com/assets/global/Peacock-Image-1_2024-03-20-184056_jlbx.png","width":1430,"height":809,"isLandscape":true},"caption":"A look a Peacock's main Olympics Hub. Credit: Peacock/NBCUniversal","horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"A look at Peacock's main Olympics Hub screen showing male gymnasts next to a 'Watch Now' button showing \"Men's Floor Exercise Final\".","url":"https://www.thetradedesk.com/assets/global/Peacock-Image-1.png","width":1430,"height":809,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe effort comes as live sports continue to see spikes of \u003ca href=\"https://www.thecurrent.com/streaming-sports-programmatic-data\"\u003epopularity on streaming services\u003c/a\u003e even during the traditional offseason. Peacock itself has been ramping up its live sports content — from having 8,000 hours of live sports content in 2023 to live events on 300 days out of the year in 2024, according to McConville. The Paris Olympics marks the first time NBCUniversal will stream all the medaled events, after seeing a decline in \u003ca href=\"https://www.forbes.com/sites/tylerroush/2023/05/11/nbc-livestreaming-every-event-from-2024-paris-olympics-on-peacock/?sh=6fa48dcf73bc\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elinear viewership\u003c/a\u003e for the 2021 Tokyo Olympics.\u003c/p\u003e\n\u003cp\u003eThese programmatic ads could also benefit from Peacock’s new approach in using Generative AI to power audience targeting and performance. NBCUniversal is pairing first- party data sets with over 300 AI-powered emotion-based segments to help determine the drivers of purchase behaviors and compare that to ad targeting.\u003c/p\u003e\n\u003cp\u003e“We used well-established behavioral science to map human emotion — things that describe motivational behavior like family values and empowerment — and asked the machine to map all the content and themes within it to see how people would react to that,” says John Lee, chief data officer at NBCUniversal.\u003c/p\u003e\n\u003cp\u003eNBCUniversal is also introducing a new measurement framework called One Platform Total Measurement that works alongside its One Platform Total Audience to merge viewership insights and outcome-based metrics together across platforms. McConville says NBCUniversal has over 300 different endpoints — from Peacock to the multitude of websites for its editorial properties. On average, McConville says NBCUniversal is reaching 40% more of intended households, and 28% more efficiently, according to the decreased cost of finding intended households. \u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“We’re taking back ownership of performance. We drive performance just as well, if not better than your Metas and your Googles.”\u003c/p\u003e","caption":"Alison Levin, president advertising and partnerships at NBCUniversal"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eNot only is Peacock going programmatic, but NBCUniversal is revamping the platform for an entirely new viewer experience for its Olympics fans. The Olympics hub will feature ways to browse by sports and athletes, to track medal counts by country, and to schedule the games they want to watch. What is even more innovative is a new offering called Virtual Concessions, wherein viewers can purchase food and beverages straight through Peacock ads before or during events and have them delivered to straight to their doors. Peacock plans to roll out Multiview to future live events on the platform.\u003c/p\u003e\n\u003cp\u003e“Americans are rethinking their relationship with their TV,” says McConville. “It’s becoming a two-way interactive device.”\u003c/p\u003e\n\u003cp\u003eFinally, with the option to stream all the Paris Olympics events (with roughly 40 live events happening simultaneously), the viewer has a ton to choose from — so many that NBCUniversal thought, \u003cem\u003eWhy not be the first streaming app to let them stream multiple events at once?\u003c/em\u003e Therefore, Peacock is also introducing what it calls “Discovery Multiview,” which allows fans to watch four different events at the same time for sports like soccer, track and field, and wrestling. Streamers have the ability to move the frames around on their screens and dictate which one they want to listen to. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"A look a Peacock's Multiview Olympics viewing option showing multiple videos on one screen of various olympic games.","url":"https://www.thetradedesk.com/assets/global/Peacock-image-2_2024-03-20-184410_vrov.png","width":1430,"height":809,"isLandscape":true},"caption":"A look a Peacock's Multiview Olympics viewing option. 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