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Feel free to \u003ca href=\"https://www.thetradedesk.com/us/contact-us\"\u003econtact us\u003c/a\u003e.\u003c/p\u003e"}}}},"initialState":{"layout":{"activeModal":"NONE","navDropdownState":"NONE","modalParams":{},"searchTerm":"","headerThemeColors":{"backgroundColor":"#ffff","textColor":"#000000"}},"api":{"queries":{"getContentData({\"slug\":\"whats-happening-at-the-google-ad-tech-trial\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"aeu5R22mAaENa-BrNhbdw","originalArgs":{"slug":"whats-happening-at-the-google-ad-tech-trial","token":""},"startedTimeStamp":1732413487674,"data":{"metadata":{"datePosted":"2024-09-23T05:53:00-07:00","dateCreated":"2024-09-20T12:35:05-07:00","dateUpdated":"2024-09-27T13:01:54-07:00","title":"‘They were holding us hostage’: Inside the groundbreaking Google ad tech trial | The Current","description":"The Department of Justice argued that Google gave publishers no choice but to do business with it by maintaining a monopoly over several ad tech markets.","image":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1920x1080px_Logo_v1-2.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1920x1080px_Logo_v1-2_2024-09-20-193743_awsd.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Travis Clark","themes":["Data Privacy"],"url":"https://www.thecurrent.com/whats-happening-at-the-google-ad-tech-trial","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3333076,"slug":"whats-happening-at-the-google-ad-tech-trial","postDate":"2024-09-23T05:53:00-07:00","heading":"‘They were holding us hostage’: Inside the groundbreaking Google ad tech trial","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1920x1080px_NoLogo_v1_2024-09-20-194404_hgxf.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692063,"title":"Data Privacy","slug":"data-privacy","uri":"sections/data-privacy","description":"Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eOver the last three weeks, ad tech aficionados watched closely during the revelatory antitrust trial over Google’s digital advertising business. On Sept. 27, the \u003ca href=\"https://x.com/BigTechOnTrial/status/1839707609412063241\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etrial concluded\u003c/a\u003e, with \u003ca href=\"https://x.com/BigTechOnTrial/status/1839708965803901219\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eclosing arguments\u003c/a\u003e set for Nov. 25.\u003c/p\u003e\n\u003cp\u003eThe trial shined a light on Google’s business practices, as the Department of Justice made the case that Google maintained a monopoly in three ad tech markets by stifling competition. It alleged that Google “monopolizes key digital advertising technologies” across the entire supply chain, according to the lawsuit filed last year.\u003c/p\u003e\n\u003cp\u003e“There's this expression where if the law is on your side, pound the law,” attorney Tom Blakely, who covered the trial for \u003cem\u003eBig Tech on Trial, \u003c/em\u003etold \u003ca href=\"https://www.thecurrent.com/google-ad-tech-antitrial-defense-tom-blakely\"\u003eThe Current Report\u003c/a\u003e this week. “If the facts are on your side, pound the facts and when neither is on your side, you pound the table. And it seems like what's been going on here is the government has heavily pounded the facts.”\u003c/p\u003e\n\u003cp\u003eGoogle challenged the DOJ’s case, arguing that the ad tech industry is competitive and that it was \u003ca href=\"https://www.nytimes.com/2024/09/27/technology/google-antitrust-case-lawsuit.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emeeting the demands\u003c/a\u003e of publishers.\u003c/p\u003e\n\u003cp\u003eMark Israel, an economist who created an expert report for Google, \u003ca href=\"https://apnews.com/article/google-antitrust-virginia-advertising-technology-trial-1e416f23c550de6481c3179653e5ede0\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etestified on Sept. 26\u003c/a\u003e that the DOJ “seems to miss where the competition is today,” pointing to social media companies like Facebook and TikTok, as well as online retailers like Amazon as rivals.\u003c/p\u003e\n\u003cp\u003eAs the trial wraps up, \u003cem\u003eThe Current\u003c/em\u003e compiled the most important news to come out of the courtroom that marketers need to know. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eOpening statements outline\u003c/strong\u003ed each side’s case \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAttorney Julia Tarver Wood made the DOJ’s opening statement, \u003ca href=\"https://digiday.com/media/googles-ad-tech-impact-on-publishers-front-and-center-during-opening-day-of-dojs-antitrust-trial/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccusing Google\u003c/a\u003e of maintaining “a trifecta of monopolies,” which the department’s lawsuit claimed was in three markets depending on the geo: publisher ad servers, ad exchanges and advertiser ad networks.\u003c/p\u003e\n\u003cp\u003eThe DOJ has claimed that Google controls between \u003ca href=\"https://www.adexchanger.com/antitrust/your-day-one-recap-doj-vs-google-goes-deep-into-the-ad-tech-weeds/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e87% and 91%\u003c/a\u003e of the ad server market; Wood said that publishers are “totally dependent” on the company.\u003c/p\u003e\n\u003cp\u003eGoogle attorney Karen Dunn argued that the three markets in question are not distinct markets, and that the DOJ is “gerrymandering its way to market reality.” \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/e5d79680-fe7a-4bb1-9030-27cbab843ed7?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/e5d79680-fe7a-4bb1-9030-27cbab843ed7?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eGoogle\u003c/strong\u003e’s apparent impact on publishers \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe DOJ has taken aim at how much money Google has kept from ad transactions. According to \u003cem\u003eThe Verge\u003c/em\u003e, Google has typically kept a 20% commission for these transactions; Brian O’Kelley, founder of AppNexus, said in a video testimony that the fee was “dramatically higher than competitors’.”\u003c/p\u003e\n\u003cp\u003eOne former Google exec wrote in an email in 2018, which was presented in court, that the fee was “not long-term defensible.”\u003c/p\u003e\n\u003cp\u003eIn a statement to \u003cem\u003eThe Verge\u003c/em\u003e, a Google \u003ca href=\"https://www.theverge.com/2024/9/16/24244357/google-adx-take-rate-commission-antitrust-trial\" target=\"_blank\" rel=\"noreferrer noopener\"\u003espokesperson said\u003c/a\u003e, in part: “Publishers keep the vast majority of the revenue when they use Google’s advertising technology, and our fees are transparent and in line with industry rates.”\u003c/p\u003e\n\u003cp\u003eThe DOJ aimed to make the case that customers still did business with Google despite the alleged higher fees because the company only allowed access to its substantial advertiser base through its own Google Ad Network, \u003ca href=\"https://www.theverge.com/2024/9/16/24244357/google-adx-take-rate-commission-antitrust-trial\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to\u003c/a\u003e \u003cem\u003eThe Verge\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eIn 2019, Google started preventing publishers from setting higher floor prices for Google Ad Exchange, which could have encouraged competition during ad auctions; Stephanie Layser, a former NewsCorp programmatic exec who is currently with AWS, said \u003ca href=\"https://www.theverge.com/2024/9/11/24241386/former-news-corp-executive-google-doj-ad-tech-trial\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eduring a testimony\u003c/a\u003e on the second day of the trial, “I felt like they were holding us hostage.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHeader bidding takes center stage\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThat leads us to header bidding, which \u003ca href=\"https://www.thecurrent.com/what-the-tech-google-antitrust-trial-digital-advertising-ad\"\u003eallows publishers\u003c/a\u003e to offer ad inventory to multiple buyers, which could increase the price. But it also allowed publishers to receive bids before making those impressions available in Google’s ad exchange.\u003c/p\u003e\n\u003cp\u003eChris LaSala, a former Google exec, \u003ca href=\"https://www.justice.gov/atr/media/1367896/dl\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote in a 2016 email\u003c/a\u003e released during the trial that the company needed to “fight off the existential threat posed by header bidding.”\u003c/p\u003e\n\u003cp\u003eGoogle introduced “exchange bidding” in the 2010s as an apparent response to header bidding; one internal Google email presented in court described exchange bidding as a “way to stem the bleeding” being caused by header bidding, \u003ca href=\"https://digiday.com/marketing/google-antitrust-trial-reveals-the-succeed-at-all-costs-culture-behind-the-pursuit-of-ad-market-domination/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to\u003c/a\u003e \u003cem\u003eDigiday\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eIn a \u003ca href=\"https://mlexmarketinsight.com/news/insight/google-told-employees-to-make-its-own-auction-tool-only-slightly-better-than-header-bidding-us-doj\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2016 email\u003c/a\u003e, former Google employee Jonathan Bellack, who testified during the trial on Sept. 20, said that header bidding was “measurably impacting” the company’s revenue and that the goal was to make exchange bidding “slightly better” than header bidding. Bellack confirmed that this was the company’s guidance during his testimony.\u003c/p\u003e\n\u003cp\u003e“It would be the equivalent of Coca-Cola selling their product to a local bodega for 70 cents and to Walmart for $1,” Jed Dederick, chief revenue officer at The Trade Desk, said during a testimony on the third day of the trial. “It didn’t, and wouldn’t, make sense to us unless there was something else happening.”  \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eGoogle’s approach to competition\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eIn its lawsuit, the DOJ alleged that Google maintained an ad tech monopoly, partly, by making acquisitions that would “neutralize or eliminate ad tech competitors,” including DoubleClick. Another such acquisition, the DOJ argued on Sept. 16 (as the trial entered its second week), was Admeld, which created yield management tools.\u003c/p\u003e\n\u003cp\u003eA 2010 email from current YouTube CEO Neal Mohan, presented in court, said that Google had “missed the yield manager threat.” The company bought AdMeld in 2011, integrated the tech into its ad exchange and shut it down two years later, \u003ca href=\"https://www.bloomberg.com/news/articles/2024-09-16/us-says-google-saw-ad-startup-as-a-threat-and-bought-it\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to\u003c/a\u003e \u003cem\u003eBloomberg\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eMohan, though, said in court that Google only bought AdMeld because the tech was a “gap in our portfolio” that the company need to close “as quickly as possible.” \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThis story was updated on Sept. 27 to reflect the conclusion of the trial. Closing arguments are scheduled for Nov. 25. \u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc. An individual from The Trade Desk is among the 68 people included on the trial witness list. \u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e \u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732413487722},"getShellData(undefined)":{"status":"fulfilled","endpointName":"getShellData","requestId":"fSupiKsyIFBNG36tEHtaw","startedTimeStamp":1732417179592,"data":{"data":{"navigation":{"mainThemes":[{"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":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of 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Heritage brands like Pedialyte, Airstream and Goodyear Tires came together to discuss how they’re ensuring they remain relevant to modern consumers.\u003c/p\u003e\n\u003cp\u003eSpeaking on a panel, Josephine Severe, senior brand manager at Abbott’s Pedialyte and previously a manager of global branding and marketing at Tupperware Brands Corp., said the heritage brand failed to innovate and adapt to meet the demands of today’s shoppers. She pointed out that it wasn’t until 2022, after the peak of the pandemic, that the brand decided to introduce e-commerce.\u003c/p\u003e\n\u003cp\u003e“Right now on TikTok people are saying, ‘My mom will be devastated,\" said Severe. “So it was forgotten. Not taking the risks you need pins you into this box. It’s not enough to keep doing the same thing — you have to evolve with what consumers want.”\u003c/p\u003e\n\u003cp\u003ePedialyte, for instance, knows that it primarily caters to hydrating children, but that isn’t stopping it from showing consumers how adults can use its product — particularly those who have a soft spot for the brand from growing up with it. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=y-xJLKjAvYg","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn fact, the driving force behind Pedialyte’s strategy is nostalgia. David Sonderman, chief creative officer of The Shipyard, says heritage brands are uniquely positioned to tap into that emotion.\u003c/p\u003e\n\u003cp\u003e“Nostalgia is one of the most powerful tools,” Sonderman explained in a presentation called “Cheating Death.” “And here’s the thing— only older brands get to do it, because it’s authentic.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eNostalgia wins \u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eSonderman pointed to Barbie, Stanley and the Shipyard’s own work for the San Francisco Ballet as examples of brands that are surviving by incorporating nostalgia into their products or marketing, but also innovating along the way.\u003c/p\u003e\n\u003cp\u003eThe 65-year-old Barbie brand, for instance, kept its bright pink world and brought back past dolls to \u003ca href=\"https://www.thecurrent.com/hasbro-toy-game-companies-kidults-marketing-advertising-demographic\"\u003eappeal to adults\u003c/a\u003e who grew up with its brand, while refocusing how Barbie is all women (and not just the blonde bombshell) in its 2023 Warner Bros. film. Along with a \u003ca href=\"https://www.cnn.com/2023/09/13/business/barbie-toy-sales-circana/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e25% boost\u003c/a\u003e in sales of dolls, the film saw \u003ca href=\"https://www.foley.com/insights/publications/2023/12/barbie-movie-brand-placement-partnerships/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$1 billion\u003c/a\u003e at the box office in the first month it was out. The 111-year-old Stanley brand, on the other hand, changed its product’s appearance to target a \u003ca href=\"https://www.thecurrent.com/stanely-brands-women-advertising\"\u003enew gender demographic\u003c/a\u003e and saw its annual sales explode from an average of $70 million to \u003ca href=\"https://www.cnn.com/2024/03/01/business/stanley-maker-plans-for-product-launches/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$750 million in 2023\u003c/a\u003e. It also continues to partner with relevant brands on new designs, including Barbie.\u003c/p\u003e\n\u003cp\u003eWhen the SF Ballet was struggling to gain younger ballet attendees, it needed to find a way to could relate to this tech-savvy crowd, Sonderman said. So The Shipyard incorporated ChatGPT into the ballet’s digital and out-of-home ads, merging a centuries-old art form with AI-generated critiques. Sonderman said the clever campaign quadrupled the number of first-time ballet attendees.\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=hgxKDl2aZow","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003ePartnerships and new channels \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe way heritage brands keep their marketing relevant varies from brand to brand, but overall, they’re incorporating nostalgic elements while innovating with messaging and channels.\u003c/p\u003e\n\u003cp\u003eAirstream, the 93-year-old trailer company, is embracing it’s past while partnering with trending brands like REI, Pottery Barn and American Girl — the latter of which was to “purely get little girls excited about Airstream,” even though it would take maybe a decade until the fruits of the partnership might be realized. “We have to be incredibly patient as marketers,” said Hansen at the summit. \u003c/p\u003e\n\u003cp\u003eAirstream shares its historic story across its website and social channels, showing how it has changed through time. “As a heritage brand, a lot of people would shy away from the past, but what we’ve done is embrace our past,” said Hansen. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"A doll sitting in a toy airstream.","url":"https://www.thetradedesk.com/assets/global/Airstream_2024-09-23-213138_styl.jpg","width":624,"height":416,"isLandscape":true},"caption":"(Courtesy of Airstream)","horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"A doll sitting in a toy airstream.","url":"https://www.thetradedesk.com/assets/global/Airstream.jpg","width":624,"height":416,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“Fail forward and do it scared,” said Linda Lollo, global external digital communications manager at The Goodyear Tire \u0026amp; Rubber Company. The company recognized there was a disconnect between its popular blimp and the fact that it sells tires.\u003c/p\u003e\n\u003cp\u003eTo bridge that gap, it’s celebrating the Goodyear blimp’s 100th birthday next year with activations, merchandise and the tagline “Blimps are cool, buy tires.” \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003cblockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"\u003e\u003cdiv style=\"padding:16px;\"\u003e \u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" background:#FFFFFF; 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border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"\u003e\u003c/div\u003e \u003cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"\u003e\u003c/div\u003e\u003c/div\u003e\u003c/a\u003e\u003cp style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"\u003e\u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\"\u003eA post shared by Goodyear Blimp (@goodyearblimp)\u003c/a\u003e\u003c/p\u003e\u003c/div\u003e\u003c/blockquote\u003e\n\u003cscript async src=\"//www.instagram.com/embed.js\"\u003e\u003c/script\u003e","height":null,"mobileEmbedCode":"\u003cblockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\"\u003eView this post on Instagram\u003c/div\u003e\u003c/div\u003e\u003cdiv style=\"padding: 12.5% 0;\"\u003e\u003c/div\u003e \u003cdiv style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"\u003e\u003cdiv\u003e \u003cdiv style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"\u003e\u003c/div\u003e \u003cdiv style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"\u003e\u003c/div\u003e \u003cdiv style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"\u003e\u003c/div\u003e\u003c/div\u003e\u003cdiv style=\"margin-left: 8px;\"\u003e \u003cdiv style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"\u003e\u003c/div\u003e \u003cdiv style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"\u003e\u003c/div\u003e\u003c/div\u003e\u003cdiv style=\"margin-left: auto;\"\u003e \u003cdiv style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"\u003e\u003c/div\u003e \u003cdiv style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"\u003e\u003c/div\u003e \u003cdiv style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"\u003e\u003c/div\u003e\u003c/div\u003e\u003c/div\u003e \u003cdiv style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"\u003e \u003cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"\u003e\u003c/div\u003e \u003cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"\u003e\u003c/div\u003e\u003c/div\u003e\u003c/a\u003e\u003cp style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"\u003e\u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\"\u003eA post shared by Goodyear Blimp (@goodyearblimp)\u003c/a\u003e\u003c/p\u003e\u003c/div\u003e\u003c/blockquote\u003e\n\u003cscript async src=\"//www.instagram.com/embed.js\"\u003e\u003c/script\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eSometimes it’s about the right mix of nostalgic spokespeople and new channels. Scott’s Miracle-Gro is running a series of spots featuring Martha Stewart across new channels, like CTV and Home Depot’s \u003ca href=\"https://www.adexchanger.com/commerce/scotts-miracle-gro-is-seeing-green-with-retail-media/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eretail media network\u003c/a\u003e. “What we need to do is connect to new audiences and grow a relationship with them,” said Saakait Mathur, brand director at The Scotts Miracle-Gro Company, on a panel.\u003c/p\u003e\n\u003cp\u003eMartha Stewart is a natural spokesperson for the brand, as she appeals to multiple generations and is still relevant today thanks to her partnerships with celebrities like Snoop Dogg, Mathur tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=-M0UC6WL2PA","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eNo matter the strategy, what’s apparent is that no heritage brand wants to end up like Tupperware, dying and left behind by its consumers.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732417162246},"getContentData({\"slug\":\"streaming-wars-ctv-netflix-disney\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"jnHytZ7btyqX9Hii-G6py","originalArgs":{"slug":"streaming-wars-ctv-netflix-disney","token":""},"startedTimeStamp":1732408965189,"data":{"metadata":{"datePosted":"2023-01-04T17:30:00-08:00","dateCreated":"2023-01-04T06:59:48-08:00","dateUpdated":"2023-05-03T08:37:25-07:00","title":"Streaming wars, episode I: ‘The Big Picture’ | The Current","description":"Netflix, Disney+, and company are in for the adventure of a lifetime as they wade through the global jungle of streaming — a quest they cannot afford to fail","image":{"alt":"A seated audience watches a connected TV showing stars rushing towards the viewer. The play-button in the center shows a globe background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition101_StreamingWars_1920x1080_FacebookMetadata_v1sm.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A seated audience watches a connected TV showing stars rushing towards the viewer. The play-button in the center shows a globe background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition101_StreamingWars_1920x1080_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Streaming","The Latest","Stay up to date"],"url":"https://www.thecurrent.com/streaming-wars-ctv-netflix-disney","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1662748,"slug":"streaming-wars-ctv-netflix-disney","postDate":"2023-01-04T17:30:00-08:00","heading":"Streaming wars, episode I: ‘The Big Picture’","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"A seated audience watches a connected TV showing stars rushing towards the viewer. The play-button in the center shows a globe background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition101_StreamingWars_1920x1080_PreviewImage_v1sm-2.gif","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A seated audience watches a connected TV showing stars rushing towards the viewer. The play-button in the center shows a globe background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition101_StreamingWars_1920x1080_PreviewImage_v1sm-2_2023-01-04-222213_befd.gif","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":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","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":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\u003eAmerican streaming giants like \u003ca href=\"https://author.thetradedesk.com/netflix-draw-lessons-cable-advertising-launch\"\u003eNetflix\u003c/a\u003e, \u003ca href=\"https://author.thetradedesk.com/disneys-record-breaking-9-billion-in-upfront-commitments-signals-growth-for-ad-supported-streaming\"\u003eDisney\u003c/a\u003e, and \u003ca href=\"https://author.thetradedesk.com/peacock-paramount-are-eating-into-netflixs-market-share-heres-what-it-means-for-advertisers\"\u003eParamount\u003c/a\u003e have long enjoyed hegemony over the global entertainment industry: From iconic Hollywood movies to heartwarming TV sitcoms, these firms have dictated the global cultural agenda, and reaped billions in return. \u003c/p\u003e\n\u003cp\u003eThe explosion of streaming worldwide has also meant viewers have never had more options for what to watch. And the transition from linear TV to on-demand programming has forced many studios to jump on the content creation treadmill in order to keep up with audiences’ voracious viewing appetites. \u003c/p\u003e\n\u003cp\u003eAs the American streaming market \u003ca href=\"https://www.kantar.com/inspiration/technology/us-video-streaming-market-growth-stalls\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebecomes saturated\u003c/a\u003e and competition among streamers picks up, many streamers have little choice but to look abroad for growth — and fierce competition, cultural differences, and inflationary pressures mean success isn’t guaranteed. \u003c/p\u003e\n\u003cp\u003eDisney+ has expanded across dozens of countries in Africa and Eastern Europe in 2022. Amazon Prime Video already has a strong presence in India and is making inroads into Southeast Asia. And of course, Netflix is available in over 190 countries, with an international content library to match. \u003c/p\u003e\n\u003cp\u003eAmerican streaming giants’ arsenal of top-shelf content, sizable funds, and brand recognition has so far given many of them a smooth path to expansion. But some are now starting to realize the story they have embarked on looks more like an epic chronicle. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eChallengers emerge \u003cbr /\u003e\u003c/strong\u003eMany American streaming firms are caught in a balancing act: holding on to their current customers, mostly in Western countries, while onboarding new viewers abroad, mostly in non-Western countries. \u003c/p\u003e\n\u003cp\u003e“When you launch a new service, the first thing you are concerned about is bringing an audience into the service,” Marco Nobili, executive VP and international general manager of Paramount+, wrote on the topic of global expansion in a company \u003ca href=\"https://www.paramount.com/news/streaming-strategy/marco-nobili-on-why-streaming-is-a-global-game\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eblog post.\u003c/a\u003e “You want to develop […] big blockbusters with big stars, so people can really associate very quickly and have a reason to come in. Now, we have to […] make sure that they stay on the service.” \u003c/p\u003e\n\u003cp\u003eThat relatively slow march abroad has given local and regional players the chance to advance. In Europe, Viaplay has emerged as a strong regional streamer in Scandinavia, while legacy \u003ca href=\"https://author.thetradedesk.com/itvx-itv-launch-british-tv-changed-forever\"\u003eU.K. broadcasters like ITV\u003c/a\u003e and Channel 4 have moved into video on demand. In the Middle East, Shahid and StarzPlay are resonating with viewers. Meanwhile, in Asia, the likes of Viu, Vidio, and Eros Now are jostling with Netflix, Amazon, and Disney for dominance. \u003c/p\u003e\n\u003cp\u003eThese markets are also seeing double-digit growth in \u003ca href=\"https://forecasts-na1.emarketer.com/5b3baa8781f26a04c8be09a4/5c53728f8920aa04b4b77af7\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eover-the-top (OTT) subscriptions\u003c/a\u003e, with APAC and MENA registering 10.3 percent and 22.9 percent growth, respectively. North America and Europe, in contrast, only grew 2.2 percent and 3.9 percent in 2022. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eInner struggles\u003cbr /\u003e\u003c/strong\u003eThe international streaming market is therefore increasingly fragmented. Even though viewers still tune in for Hollywood classics like \u003cem\u003eTop Gun: Maverick \u003c/em\u003eand \u003cem\u003eFast \u003c/em\u003e\u0026amp; Furious 9, the emergence of \u003ca href=\"https://www.screendaily.com/features/how-local-streamers-are-holding-up-against-global-competition-in-southeast-asia/5164031.article%22%20/h%20%20HYPERLINK%20%22https://www.screendaily.com/features/how-local-streamers-are-holding-up-against-global-competition-in-southeast-asia/5164031.article\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewell-financed content\u003c/a\u003e in local languages is giving consumers more choice than ever, as are \u003ca href=\"https://techcrunch.com/2022/11/06/amazon-introduces-a-7-3-annual-prime-video-subscription-tier-in-india/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecleverly designed cheaper plans\u003c/a\u003e aimed at audiences in lower-income countries. \u003c/p\u003e\n\u003cp\u003eU.S. streaming giants are also beset by internal worries that could hamper their expansion plans. Disney brought back \u003ca href=\"https://www.theguardian.com/film/2022/nov/28/bob-iger-disney-returns-as-ceo\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eBob Iger as CEO\u003c/a\u003e after its Q4 earnings report showed a $1.5 billion loss from its streaming business in just three months, compared to a loss of $630 million for the same period last year. Warner Bros. Discovery, owner of HBO Max and Discovery+, \u003ca href=\"https://www.hollywoodreporter.com/tv/tv-news/warner-bros-discovery-europe-layoffs-1235205772/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eshut down several European operations\u003c/a\u003e in search of $3 billion in cost savings last summer. \u003c/p\u003e\n\u003cp\u003eNetflix, on the other hand, “is fighting rear-guard action as the incumbent,” says Tim Mulligan, executive VP and research director at MIDiA Research, and is seeing its hose of cheap credit dry up as interest rates spike worldwide. \u003c/p\u003e\n\u003cp\u003e“They can’t borrow money at the rates they used to, an average of a 4 percent coupon rate for its bonds, funding the investment in content. It’s going to cost at least twice as much going forward, and the market expects them to be profitable,” Mulligan adds. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eA new chapter\u003cbr /\u003e\u003c/strong\u003eFor streaming giants eyeing global expansion, choosing their next ports of landing will be crucial for their ongoing success. As they venture beyond familiar shores, many will have to figure out the plot of a story they’ve never told before. \u003c/p\u003e\n\u003cp\u003e“Outside of the U.S. and the Eurosphere, due to the declining scale of potential addressable markets, investment becomes less efficient, and for marketing to be effective, it needs to be bespoke, which can be inefficient and expensive when the market is small,” Tom Harrington, head of television at Enders Analysis, tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003e“The markets with the greatest subscriber growth potential, such as India and Indonesia, are also troubled by lower abilities to pay. They are also very competitive, with a number of low-cost services focused entirely on them. The sheer size of those regions still makes them great opportunities, however,” Harrington adds. \u003c/p\u003e\n\u003cp\u003eBut don’t write streaming giants off quite yet; they still have a few aces up their sleeves as well as considerable monetary advantages over their regional competitors. Will that be enough as the streaming wars ramp up? Find out next week in \u003ca href=\"https://author.thetradedesk.com/streaming-wars-ctv-funding-content\"\u003eepisode II: “Funding the Content Machine.”\u003c/a\u003e \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Form not loading? Click here to get in touch.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732408965244},"getContentData({\"slug\":\"streaming-ctv-advertising-euid-france\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"avqcX-UlEutn4srS7NKwD","originalArgs":{"slug":"streaming-ctv-advertising-euid-france","token":""},"startedTimeStamp":1732409125148,"data":{"metadata":{"datePosted":"2024-04-09T07:51:00-07:00","dateCreated":"2024-04-09T06:31:09-07:00","dateUpdated":"2024-04-09T08:59:43-07:00","title":"Streaming giants will face stiffer competition for CTV ad dollars in France | The Current","description":"Two of France’s biggest broadcasters to adopt alternative identifier EUID.","image":{"alt":"The Arc de Triomphe casting a shadow reading \"EUID\".","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_FrenchBroadcasters_Logo_1920x1080px-v2-1.png","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Arc de Triomphe casting a shadow reading \"EUID\".","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_FrenchBroadcasters_Logo_1920x1080px-v2-1_2024-04-09-133717_jpqu.png","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Data Privacy"],"url":"https://www.thecurrent.com/streaming-ctv-advertising-euid-france","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2727531,"slug":"streaming-ctv-advertising-euid-france","postDate":"2024-04-09T07:51:00-07:00","heading":"Streaming giants will face stiffer competition for CTV ad dollars in France","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"The Arc de Triomphe casting a shadow reading \"EUID\"","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_FrenchBroadcasters_NoLogo_1920x1080px-v2.png","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Arc de Triomphe casting a shadow reading \"EUID\".","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_FrenchBroadcasters_NoLogo_1200x1200px-v2.png","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Reagan Hicks / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"The Arc de Triomphe casting a shadow reading \"EUID\".","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_FrenchBroadcasters_NoLogo_1920x1080px-v2_2024-04-09-133657_qoov.png","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":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\u003eFrench broadcasters TF1 and M6 just heated up the competition for Connected TV (CTV) ad budgets in France.\u003c/p\u003e\n\u003cp\u003eThe advertising arms of two of France’s \u003ca href=\"https://www.bbc.co.uk/news/world-europe-17299010\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elargest broadcasters\u003c/a\u003e announced last month they will be adopting EUID, among other alternative identity solutions.\u003c/p\u003e\n\u003cp\u003eFor advertisers, EUID on TF1 and M6 means more choice of platforms to reach authenticated French consumers on CTV, as \u003ca href=\"https://www.thecurrent.com/disney-advertising-streaming-campaigns-hulu\"\u003econsumers flock\u003c/a\u003e to ad-supported models.\u003c/p\u003e\n\u003cp\u003eFor European broadcasters, this is a big moment: used to dominating the linear TV airwaves, for the past few years they have watched as American streamers like Netflix and Prime Video \u003ca href=\"https://deadline.com/2023/10/mipcom-cannes-european-tv-streaming-1235568716/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecaptivated viewers\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eNow, they are equipping themselves with the tools to help claim back their share of TV viewership and advertiser budgets.\u003c/p\u003e\n\u003cp\u003eIntegrating EUID will \"continue to position TF1 PUB as […] an ally of choice with our advertisers who are looking for increasingly relevant and innovative advertising targeting solutions,” Sonia Ferreira, pub and data project director at TF1 PUB, said in a statement. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe big picture\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eFrench viewers are turning to streaming in growing numbers.\u003c/p\u003e\n\u003cp\u003eM6 is developing a \u003ca href=\"https://www.digitaltveurope.com/2024/02/14/de-tavernost-bows-out-as-frances-m6-preps-new-streaming-platform/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enew streaming platform\u003c/a\u003e, M6+, after its current offering had a record year and saw usage by a third of French internet users under 35, the company said.\u003c/p\u003e\n\u003cp\u003eTF1 relaunched its streaming operation as TF1+ in January and has already recorded a 70% increase in daily users since 2023. Its previous embodiment, MYTF1, saw a \u003ca href=\"https://www.digitaltveurope.com/2024/02/15/tf1-records-strong-streaming-growth-in-2023-but-overall-revenue-sees-slight-decline/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e15.7% increase\u003c/a\u003e in ad revenue from 2022 to 2023.\u003c/p\u003e\n\u003cp\u003eOne likely reason behind this trend is better infrastructure: growth in very-high-speed broadband connections was up 13% at the end of 2023, compared to the spring of 2021. Connected TV usage is now at \u003ca href=\"https://www.captifytechnologies.com/latest/press/offre-media-75-of-french-people-have-a-connected-tv-according-to-groupm-and-captify/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e75% of the population\u003c/a\u003e, according to GroupM.\u003c/p\u003e\n\u003cp\u003eThis all adds up to many advertisers investing more budgets in CTV environments, with Médiamétrie predicting an up to \u003ca href=\"https://www.mediametrie.fr/en/tvctv-advertising-revenues-could-rise-5-2024-eu38-billion\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e200% increase\u003c/a\u003e in media spend on HVoD (hybrid video on demand) platforms in 2024. Linear TV ad spend is predicted to grow only 2%.\u003c/p\u003e\n\u003cp\u003eTime will tell if the trend continues. For now, the firm predicts AVoD and FAST will still take up only 1% of market share, with linear TV still commanding 85%. But TF1 and M6’s actions show change is coming. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe state of alternative IDs, and what’s next \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe news comes just over two years since LiveRamp and The Trade Desk announced they would collaborate on bringing a GDPR-conscious version of Unified ID 2.0 — EUID — to the European market.\u003c/p\u003e\n\u003cp\u003eSince then, a plethora of alternative identifiers have emerged, from RampID to ID5 to Utiq. They all aim to give advertisers the precision and scale of third-party cookies, while being more privacy-conscious. And they will also enable omnichannel targeting across open internet environments like audio, news media, and CTV ads.\u003c/p\u003e\n\u003cp\u003eThese alternative identity solutions have already \u003ca href=\"https://www.thecurrent.com/id-brands-euid-cookies-identity-advertising\"\u003egained support\u003c/a\u003e among some large advertisers and publishers. Global consumer goods giant Unilever, for example, leaned on UID2 to find audiences \u003ca href=\"https://www.thecurrent.com/uid2-unilever-audience-disney\"\u003e12 times more effectively\u003c/a\u003e across Disney than with traditional identifiers.\u003c/p\u003e\n\u003cp\u003eFor publishers, the potential benefit of adopting alternative identifiers is clear: research from ID5 showed a \u003ca href=\"https://www.thecurrent.com/advertising-identity-privacy-marketing-media-cookies\"\u003e406 percent increase\u003c/a\u003e in cost per mille (CPM) value when there was an ID associated with an impression.\u003c/p\u003e\n\u003cp\u003eAs European law makers enact \u003ca href=\"https://www.thecurrent.com/europe-data-legislation-marketers-privacy\"\u003enew privacy legislation\u003c/a\u003e, more and more broadcasters and publishers are likely to turn to alternative identity solutions that deliver privacy-conscious targeting for a cookieless reality. \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":3}},"fulfilledTimeStamp":1732409125258},"getContentData({\"slug\":\"5-minutes-with-spotify-emma-vaughn\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"SgusuN5kTLaHvtxQhBuCF","originalArgs":{"slug":"5-minutes-with-spotify-emma-vaughn","token":""},"startedTimeStamp":1732412103468,"data":{"metadata":{"datePosted":"2024-07-18T08:51:00-07:00","dateCreated":"2024-07-17T11:02:42-07:00","dateUpdated":"2024-08-12T13:27:56-07:00","title":"5 Minutes with Spotify's Emma Vaughn | The Current","description":"Spotify’s head of advertising talks about the company’s advertising strategy, innovations in AI and knowing its audience’s moods.","image":{"alt":"5 minutes with Spotify's Emma Vaughn.","url":"https://www.thetradedesk.com/assets/global/GIF_1920px_5MinWith_EmmaVaughn-ezgif.com-optimize.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Spotify's Emma Vaughn.","url":"https://www.thetradedesk.com/assets/global/GIF_1920px_5MinWith_EmmaVaughn-ezgif.com-optimize_2024-07-18-163130_cjbb.gif","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Opinion","Premium","5 minutes with - Video page","5 minutes with - Voices page (Video section)"],"url":"https://www.thecurrent.com/5-minutes-with-spotify-emma-vaughn","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3239321,"slug":"5-minutes-with-spotify-emma-vaughn","postDate":"2024-07-18T08:51:00-07:00","heading":"5 Minutes with Spotify's Emma Vaughn","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"5 minutes with Spotify's Emma Vaughn.","url":"https://www.thetradedesk.com/assets/global/GIF_1200px_5MinWith_EmmaVaughn-ezgif.com-optimize.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=T_i2si14l9o","captionLinkable":"","previewImage":{"alt":"5 minutes with Spotify's Emma Vaughn.","url":"https://www.thetradedesk.com/assets/global/GIF_1920px_5MinWith_EmmaVaughn-ezgif.com-optimize_2024-07-18-163145_hqod.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":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","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":""},{"id":3267105,"title":"5 minutes with - Voices page (Video section)","slug":"voices-videos","uri":"sections/voices-videos","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eSpotify, an industry leader in everything audio, is innovating in a surprising space: video. Driven by a surge in talk show-style podcasts and a younger generation looking for flexible multimedia experiences, Spotify is building beyond your earbuds.\u003c/p\u003e\n\u003cp\u003eThat, of course, is music to advertisers’ ears. And Emma Vaughn, the company’s head of advertising, business development and partnerships, is leading the strategy to bring more brands onto the platform. She sat down with \u003cem\u003eThe Current\u003c/em\u003e editor in chief Stephanie Paterik to discuss new ad formats, the attention economy and the data that makes her bullish on audio’s growth. \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity.\u003c/em\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eTo start, I want to talk about what our team refers to as big swings. What’s that big, ambitious, maybe scary goal or project that you’re working on right now?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAbsolutely. There are a few, but one of them is video. Spotify is super invested in video based on the consumption that we’ve seen. It’s grown year over year by 48% across the board.\u003c/p\u003e\n\u003cp\u003eBut it’s not that we’re trying to be just another video platform. What we’re trying to be is to have that flexibility, for the consumer and for the brands, of foreground and background consumption. It’s that intimacy. And because our users use Spotify more than two hours a day and the engagement is so, so high, we want to be able to provide every kind of service for them.\u003c/p\u003e\n\u003cp\u003eSo that’s a really, really big bet. And also, how does Spotify do video uniquely? It can be adjacent to music, it can be a video podcast, it can be a music video. There are so many different elements. Video is a big part of our ad strategy. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eRight now, we’re rewriting the rules of creativity for an omnichannel environment. I’m thinking constantly, “How do we break out of that 30-second spot?” Do you have any creative insights that you’re passing along to the brands you’re working with? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eYes, a ton. Rockstar is actually one of our first clients with Creative Lab, and what we realized is we know the intent of a consumer in different settings.\u003c/p\u003e\n\u003cp\u003eSo, a podcast consumer is very unique. It’s usually very fan based because it’s a host-based format. The host reads obviously are effective because [audiences] have the relationship with the talent, but simultaneously because they have that loyalty with the show. Even if [the ad is] not a hosted read, even if it’s dynamically inserted, there’s already a trust level there with that podcast. So, knowing how to tap in to what the consumer sentiment is in that moment and how they’re listening.\u003c/p\u003e\n\u003cp\u003eAnd it’s the same with music. We know the mood that the person is in. One of the things that we are constantly testing and learning about is that consumers are 15% happier and calmer when they’re listening to Spotify. It is a happy consumption experience. So how do we then take the creative and amplify that, so it continues to make people feel good? \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThere is so much innovation happening in our space right now. We’ve talked about some of it. If you had to name one piece of innovation that is going to change our industry the most in the next year, what would you choose? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eSo, I’m of course going to be the cliche and say AI, but AI means so much right now. The ability to make content that really resonates in a faster and easier way is going to be huge.\u003c/p\u003e\n\u003cp\u003eBut I don’t mean it as a supplant to the creative minds really understanding your consumer and understanding your brand message, etc. It’s a compliment to it. I think that a lot of people in the industry, on the marketing side [and] the sales side will be able to focus more on the strategic aspects of creative and then use AI to get that done efficiently. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat’s the biggest challenge facing our industry? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe biggest thing is we often forget that there’s only 24 hours in the day. So, the attention economy, in terms of the competition to grab people’s eyeballs, ears, whatever it is and keep people really engaged is one of the biggest challenges out there. And we’re really lucky in that sense, not only just because of the consumer stickiness [of audio], but because of the intent when you’re listening to Spotify and the amount of consumption per day that people are doing. We have their attention.\u003c/p\u003e\n\u003cp\u003eThe reason that video is so important is it’s something that can be foreground or background. Making advertising effective, whether it’s foreground or background, is something that is a challenge but also super exciting.\u003c/p\u003e\n\u003cp\u003eI’m a New Yorker, so I always give the example that in the subway,15 years ago, everybody would have a book. Then six years ago, everybody would be looking at their phone. And now you just have your AirPods. And it’s this evolution of how we take people’s attention and how we optimize against that, given that there’s so many options out there. I think the potential is huge. I’m excited about it. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAs a leader, you’re clearly forward-looking. So how do you stay current? How do you make sure you’re seeing around corners and getting past your own blind spots? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eIt’s so interesting because I constantly think about this question too. What else should I be reading? What else should you know? And what I realize is obviously, one should be reading as much as possible and staying up to date with all of the trades out there, but also the bigger geopolitical trends.\u003c/p\u003e\n\u003cp\u003eMy husband is a foreign-policy journalist, so I might be biased in this, but I do think what’s so interesting is when I take a step back from reading my usual tech and media trades and I sit down with \u003cem\u003eThe Economist\u003c/em\u003e, for example, understanding what’s happening in the world. Taking yourselves outside of our digital ad silo helps to understand, “Oh, these are the trends.”\u003c/p\u003e\n\u003cp\u003eEverything is about human trends, human sentiments, that are going to start to impact us. The other thing is — and it’s cliche — but having relationships in the industry and conversations with people from different areas is just a game changer in terms of really understanding what their incentives are. Not just people from different companies but different functions.\u003c/p\u003e\n\u003cp\u003eI actively try to make sure that I’m out there in-market hearing about what other companies are solving for, what people care about, what their KPIs are. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732412103500},"getAllAuthorsData(undefined)":{"status":"fulfilled","endpointName":"getAllAuthorsData","requestId":"XJS2CvaEDDWfaca5zip_n","startedTimeStamp":1732414683319,"data":{"metadata":{"datePosted":"2023-03-01T04:44:00-08:00","dateCreated":"2023-03-01T04:44:11-08:00","dateUpdated":"2024-07-18T11:02:55-07:00","title":"Writers | The Current","description":null,"image":{},"imageTwitter":{},"author":"Chris Brooklier, Damian Fowler, Ilyse Liffreing, Zac Wang, Travis Clark","themes":[],"url":"https://www.thecurrent.com/writers","noIndex":false,"type":"writers"},"data":{"title":"Writers","description":null,"totalFeaturedAuthors":5,"authorTypes":[{"label":"Staff","value":"staff","default":"1"},{"label":"Contributor","value":"contributor","default":""}],"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/"}],"article":{"id":3359298,"slug":"doj-google-chrome-advertisers-data","title":"DOJ urges Google to sell Chrome and give advertisers more control","heading":"DOJ urges Google to sell Chrome and give advertisers more control","metaTitle":"DOJ urges Google to sell Chrome and give advertisers more control","metaDescription":"Google potentially being forced to sell Chrome, could give more information to advertisers and allow them to have more control would create fundamental changes in the ad industry.","postDate":"2024-11-20T09:43:00-08:00","author":{"id":1508364,"slug":"chris-brooklier","title":"Chris Brooklier","fullName":"Chris Brooklier"},"theme":{"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":""},"featuredPreviewImage":{"alt":"A pixellated cursor with a grassy blue sky landscape within it, with a grassy road leading into the landscape.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_GoogleDOJ_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"thumbnail":{"alt":"A pixellated cursor with a grassy blue sky landscape within it, with a grassy road leading into the landscape.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_GoogleDOJ_1920x1080px_NoLogo_v1_2024-11-20-162116_nswh.jpg","width":1921,"height":1081,"isLandscape":true}}},{"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"}],"article":{"id":3113164,"slug":"cannes-lions-2024-ai-technology-advertising-media","title":"Beyond the buzz at Cannes Lions, AI becomes the new norm","heading":"Beyond the buzz at Cannes Lions, AI becomes the new norm","metaTitle":"Beyond the buzz at Cannes Lions, AI becomes the new norm","metaDescription":"As the 2024 Cannes Lions Festival approaches, AI’s role has shifted from a hot topic to an essential tool. 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gums.\u003c/p\u003e\n\u003cp\u003eThat’s something that Brigitte King, global chief digital officer at Colgate-Palmolive, understands all too well. But even though many of its products are household names around the world, she has been busy adapting the company’s marketing in response to consumers’ shifting demands and media’s relentless fragmentation.\u003c/p\u003e\n\u003cp\u003e“Purchase and, fundamentally, the zero moment of truth was at the physical shelf in the store,” King tells The Current Podcast. “That’s no longer just the case. The moment of truth can happen anywhere, and on any platform.” This shift brings a need to deploy content and ads on a multitude of channels, at the right time — no small feat for a sprawling, global consumer goods giant.\u003c/p\u003e\n\u003cp\u003eTo do that, Colgate-Palmolive has been rethinking its approach to media investment. “We are a business grounded in many years of legacy, that has often been TV first and TV heavy, and that’s no longer the case,” says King, adding that the company’s global media spend is now over 65% on digital media.\u003c/p\u003e\n\u003cp\u003eElsewhere, King shares why Colgate-Palmolive is focusing its media investments on connected TV, why she thinks the marketing funnel looks more like a seesaw and how she’s thinking about riding the retail media wave. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current 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sports fans, and brands see a way to score | The Current","description":"More and more people are engaging with sports around the world, and brands can capitalize on these fans’ newfound interest.","image":{"alt":"A cursor pulls a jersey off of Travis Kelce's back, leaving a dotted-line space in its place.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition147_RetailDataNewSportsFans_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A cursor pulls a jersey off of Travis Kelce's back, leaving a dotted-line space in its place.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition147_RetailDataNewSportsFans_1920x1080_WithLogo_v1_2023-11-27-214830_zchj.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis 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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":692072,"title":"Retail","slug":"retail","uri":"sections/retail","description":"Stories about the emerging retail media market, including the latest brand partnerships.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eOn Sept. 24, Taylor Swift — you \u003ca href=\"https://www.thecurrent.com/taylor-swift-content-eras-marketing-data-nfl-content\"\u003emight have heard of her\u003c/a\u003e — attended an NFL game to watch her beau, Kansas City Chiefs tight end Travis Kelce, help his team defeat the Chicago Bears 41–10.\u003c/p\u003e\n\u003cp\u003eThat same day, sales for Kelce jerseys \u003ca href=\"https://www.espn.com/nfl/story/_/id/38496220/taylor-swift-effect-travis-kelce-jersey-sales-spike-nearly-400\" target=\"_blank\" rel=\"noreferrer noopener\"\u003espiked 400 percent\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe Kelce phenomenon reflects how major sports organizations are leaning into the stardom of their most popular players, and the stories surrounding them, to expand their audience; the NFL even briefly changed its header photo on X, formerly Twitter, to one of Swift.\u003c/p\u003e\n\u003cp\u003e“This is our moment to capture [Swift fans] and bring them into the sport so that they engage ongoing,” Marissa Solis, the NFL’s SVP of global and consumer marketing, tells \u003cem\u003e\u003ca href=\"https://www.thecurrent.com/nfl-marissa-solis-svp-football-marketing\"\u003eThe Current Podcast\u003c/a\u003e\u003c/em\u003e. “Whether the Taylor Swift effect lasts or doesn’t last, we want to keep that fan base and we’ll do so by being culturally relevant; bringing in their life, their music, their fashion, the way they really want to engage [with] the game.”\u003c/p\u003e\n\u003cp\u003eThis also highlights the opportunity for brands to capitalize on new sports fans who might be going all-in on their newfound passion. Or they can capture casual participants more interested in the personalities and culture surrounding the sport than the sport itself. Whatever the case, the last few years have seen rising engagement with sports, both in the U.S. and around the world, that goes well beyond Swift and the NFL. The brands that tap in to that consumer interest could benefit.\u003c/p\u003e\n\u003cp\u003eSome have already taken advantage of the Swift-Kelce relationship. After Swift attended that Sept. 24 game, a photo appeared on the X social media platform with the caption “Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!”\u003c/p\u003e\n\u003cp\u003eBrands \u003ca href=\"https://adage.com/article/marketing-news-strategy/taylor-swift-and-travis-kelce-heinz-dunkin-and-other-brands-react-relationship/2519136\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ejumped on the opportunity\u003c/a\u003e. Heinz announced limited-edition bottles of ketchup and ranch mix called “Ketchup and Seemingly Ranch.” Similarly, Primal Kitchen released a “Seemingly Ranch” limited-edition bottle.\u003c/p\u003e\n\u003cp\u003e“There are brands that naturally fit into storylines where it’s super relevant to them, whether it’s technology integration, lifestyle, travel — all these things that are speaking to an athlete’s life,” says Bob Lynch, CEO of SponsorUnited, a sports-and-entertainment-focused intelligence firm. “Brands want to reach people that are interested in those things.” \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eMore people are engaging with sports\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAccording to data provided to \u003cem\u003eThe Current \u003c/em\u003eby consumer research firm GWI, engagement with the NBA outside the U.S. has grown 10 percent from 2022 to this year; the number of sports fans in the U.K. who engage with the NFL is up 21 percent since last year; and U.S. engagement with the English Premier League has grown 53 percent since 2020.\u003c/p\u003e\n\u003cp\u003eSo what’s going on? Matt Smith, trends manager at GWI, attributes it partly to easier access. Thanks to social media and video streaming services, “the barrier to entry to follow sport has been lowered for many,” he says. Speaking of streamers, brands have more opportunities than ever to engage with sports and get in front of audiences; Netflix, for instance, recently debuted its first livestreamed sports event, a golf tournament that featured brand sponsorships.\u003c/p\u003e\n\u003cp\u003eFurthermore, Smith says that says that women’s leagues are “finding their own, new audience, perhaps one which hasn’t engaged with sport traditionally.” According to Smith, the number of soccer fans that do not follow the Men’s World Cup but do follow the Women’s World Cup has increased 20 percent since 2021.\u003c/p\u003e\n\u003cp\u003eNiche and emerging sports are seeing engagement too. Smith says that \u003ca href=\"https://www.thecurrent.com/streaming-live-sports-game-broadcasting-rights-online\"\u003eniche sports\u003c/a\u003e, particularly combat sports, have seen more than a 20 percent increase in engagement over the last three years, for instance. And brands have followed the fan enthusiasm: according to SponsorUnited, mixed martial arts has seen a nearly 100 percent increase in sponsorship deals over the last year.\u003c/p\u003e\n\u003cp\u003eLynch, the SponsorUnited CEO, noted that some athletes, like Kelce or soccer phenom Lionel Messi, are “bigger than the leagues or the teams they play for,” which can contribute to more casual sports fans following along.\u003c/p\u003e\n\u003cp\u003eOne example: Kelce’s podcast, \u003cem\u003eNew Heights \u003c/em\u003e— which he co-hosts with his brother, who plays for the NFL’s Philadelphia Eagles — sees 35 times more social engagement per branded post than any other sports podcast, according to SponsorUnited. Brands that hang in their orbit could reap the halo effect. Some brands that already have deals with Travis Kelce \u003ca href=\"https://www.businessinsider.com/travis-kelces-brand-partnerships-boosted-by-taylor-swift-rumors-2023-10\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaw higher engagement\u003c/a\u003e after Swift attended his game in September, according to \u003cem\u003eBusiness Insider\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003e“Brands that are doing deals with athletes are seeing a gateway to getting into the leagues,” Lynch says. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eThe retail opportunities are substantial\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eTravis Kelce jerseys are just the start. The global licensed sports merchandise market could see a boom in the next five years; India-based Mordor Intelligence \u003ca href=\"https://www.mordorintelligence.com/industry-reports/licensed-sports-merchandise-market\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprojects it to increase\u003c/a\u003e from about $33 billion this year to over $43 billion by 2028, partly due to what it says is the “rising number of sports fans.”\u003c/p\u003e\n\u003cp\u003eOver in the other football, Adidas has seen \u003ca href=\"https://www.nytimes.com/2023/10/23/business/lionel-messi-inter-miami-jersey.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eextraordinary demand for\u003c/a\u003e Messi’s jersey after the star joined Major League Soccer’s Inter Miami team — the culmination of \u003ca href=\"https://www.cnn.com/2022/12/12/football/soccer-popularity-us-world-cup-spt-intl/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea steady rise in popularity\u003c/a\u003e of soccer in the U.S. According to GWI, the number of American MLS fans who say they’ve purchased a Messi jersey in the last six months has increased by 14 percent year over year.\u003c/p\u003e\n\u003cp\u003eRecognizing the opportunity there, Adidas \u003ca href=\"https://www.espn.co.uk/football/story/_/id/38895237/lionel-messi-goes-back-90s-new-retro-argentina-jersey\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecently announced\u003c/a\u003e a line of retro-style Messi jerseys that offer consumers more options than the iconic pink jersey that’s been flying off shelves.\u003c/p\u003e\n\u003cp\u003e“These new sports fans may be less interested in the technical aspects of sports apparel, for example, but they want to rep their favorite teams because it’s fashionable to do so,” Smith says. “So recently, we’ve seen more casual, retro-inspired lines of merchandise which are more fashion focused, first and foremost.”\u003c/p\u003e\n\u003cp\u003eTrends like this showcase how brands can strategically partner with athletes or organizations in the retail space. For instance, fans of the French soccer club Paris Saint-Germain say they were 50 percent more likely than the average soccer fan to buy a team jersey in the last six months, according to GWI — thanks largely to a collaboration with Nike’s Jordan brand.\u003c/p\u003e\n\u003cp\u003eAnd the opportunities aren’t limited to jerseys.\u003c/p\u003e\n\u003cp\u003e“In the U.S., there’s been a year-on-year increase in the number of soccer and basketball fans who say they’ve bought souvenirs — cups and mugs, keyrings, stationery, toys — and casualwear, so there’s plenty to be gained by broadening the scope of merchandising options,” Smith 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":6}},"fulfilledTimeStamp":1732416212599},"getContentData({\"slug\":\"peacock-nfl-netflix-wwe-sports-streaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"7FJ90vlvn_g2DzfaqHA_N","originalArgs":{"slug":"peacock-nfl-netflix-wwe-sports-streaming","token":""},"startedTimeStamp":1732413032593,"data":{"metadata":{"datePosted":"2024-01-30T05:00:00-08:00","dateCreated":"2024-01-29T16:47:35-08:00","dateUpdated":"2024-01-30T08:09:25-08:00","title":"What Peacock’s NFL playoff game and Netflix’s WWE deal signal for the future of sports streaming | The Current","description":"Some experts predict the NFL will continue to experiment with streaming to learn more about its audience","image":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1920x1080_FeaturedImage_Logo_v1.png","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1920x1080_FeaturedImage_Logo_v1_2024-01-30-004837_zrxe.png","width":1921,"height":1081,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/peacock-nfl-netflix-wwe-sports-streaming","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2549691,"slug":"peacock-nfl-netflix-wwe-sports-streaming","postDate":"2024-01-30T05:00:00-08:00","heading":"What Peacock’s NFL playoff game and Netflix’s WWE deal signal for the future of sports streaming","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1920x1080px_FeaturedImage_v1.png","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1080x1080px_FeaturedImage_v1.png","width":1080,"height":1080,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Reagan Hicks / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1920x1080px_FeaturedImage_v1_2024-01-30-005043_pjpe.png","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhen the masses got wind that an NFL playoff game was going to stream exclusively on the NBCUniversal-owned platform Peacock this year, many football fans and industry observers were up in arms. Mike Francesa, a sports radio host, \u003ca href=\"https://www.fox6now.com/news/peacock-nfl-stream-chiefs-dolphins-playoff-game-irks-fans\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecalled it a “disgrace.”\u003c/a\u003e Rep. Pat Ryan, a congressman from New York, \u003ca href=\"https://deadline.com/2024/01/nfl-playoffs-peacock-nbc-sports-congress-1235726256/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecalled on the NFL\u003c/a\u003e to “end this Peacock bait-and-switch BS and offer the Dolphins–Chiefs game on TV.”\u003c/p\u003e\n\u003cp\u003eNever mind that the \u003ca href=\"https://www.nfl.com/news/peacock-becomes-home-of-first-ever-exclusive-live-streamed-nfl-playoff-game\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eNFL had announced\u003c/a\u003e the Peacock playoff game way back in May. Never mind that the NFL and other sports leagues have been inching toward streaming in recent years, including a previous regular-season Peacock-exclusive NFL game. The damage was done — or was it?\u003c/p\u003e\n\u003cp\u003eThe game between the Chiefs and Dolphins, which streamed on Jan. 13, attracted 23 million viewers, making it the \u003ca href=\"https://www.cnn.com/2024/01/15/media/peacock-nfl-ratings-chiefs-dolphins/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emost-streamed live event\u003c/a\u003e in the U.S. of all time, according to NBCU. Research firm Antenna estimates that it generated \u003ca href=\"https://variety.com/2024/digital/news/peacock-signups-nfl-wild-card-game-chiefs-dolphins-1235885957/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2.8 million new signups\u003c/a\u003e for Peacock, the biggest subscription acquisition event it has measured. Could it mean more streaming-only games in the NFL’s future? The league has been balancing traditional linear TV audiences with cord-cutters in recent years, with streaming-first partnerships with Amazon Prime Video for \u003cem\u003eThursday Night Football \u003c/em\u003eand YouTube TV for its Sunday Ticket package. Some experts say the Peacock experiment could hasten the shift to streaming.\u003c/p\u003e\n\u003cp\u003eJosh Walker, co-founder and CEO of research firm Sports Innovation Lab, calls the Peacock playoff game “another major iron in the fire” for the trend.\u003c/p\u003e\n\u003cp\u003eIt’s not just football moving toward streaming. Major League Soccer and Major League Baseball have deals with Apple TV+, for instance. Last week, Netflix announced its biggest push into live sports events yet, \u003ca href=\"https://www.nytimes.com/2024/01/23/business/netflix-wwe-raw-wrestling.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eacquiring the streaming rights\u003c/a\u003e to WWE’s \u003cem\u003eRaw\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003e“We’ve seen this play out before; it’s reminiscent of what happened in cable TV, where networks like ESPN taking on major sports tentpoles meant viewers had to pay for what was once free content on broadcast television,” says Shasta Cafarelli, SVP of media strategy at performance marketing firm Tinuiti.\u003c/p\u003e\n\u003cp\u003eShe adds: “Though the quantity of cable households is now retracting, the model was highly successful in reaching mass audiences for decades, showing us that this is not only possible but can be largely embraced by both consumers and advertisers over time.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAdvertisers face a fragmented audience\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eFor now, sports fans will still have to navigate games across different streaming platforms as well as on linear television.\u003c/p\u003e\n\u003cp\u003e“It’s like if you go into the supermarket and cereal was in aisle four, but now it’s in aisle 12,” Walker says. “But if the consumer cares enough about the game they will find it. What the NFL may lose is the casual fan that doesn’t want to discover where a game is.”\u003c/p\u003e\n\u003cp\u003eHowever, Walker notes, the NFL has also made strides in unscripted content — focusing on narratives around teams or athletes — that could appeal to casual fans. The league is also intent on broadening its fan base and capturing younger viewers and women, a demographic that has been \u003ca href=\"https://www.thecurrent.com/sports-brands-streaming-sponsorship-nfl-kelce-swift\"\u003eengaging more with sports\u003c/a\u003e in recent years. Keeping Taylor Swift fans interested in the sport, for instance, is key for the league.\u003c/p\u003e\n\u003cp\u003e“Whether the Taylor Swift effect lasts or doesn’t last, we want to keep that fan base and we’ll do so by being culturally relevant — bringing in their life, their music, their fashion, the way they really want to engage [with] the game,” Marissa Solis, the NFL’s SVP of global and consumer marketing, \u003ca href=\"https://www.thecurrent.com/nfl-marissa-solis-svp-football-marketing\"\u003etold \u003cem\u003eThe Current Podcast\u003c/em\u003e \u003c/a\u003e in November.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=_LJDHaM9-lM","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eFor advertisers, they’ll face a more fragmented audience, which is where advancements in programmatic advertising — targeting specific consumers in real time — could come in.\u003c/p\u003e\n\u003cp\u003e“Advertisers will start to focus on the consumer and not the platform,” Walker says. “The big shift for the industry is not thinking about eyeballs but thinking about behaviors and people.”\u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eThe NFL is still learning about its fans\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003ePeacock has had previous success in reeling in new subscribers during sports events, particularly when it streamed the Super Bowl in 2022. According to a \u003ca href=\"https://www.sportsilab.com/free-reports/the-impact-of-sports-fandom-on-the-ott-market\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e from Sports Innovation Lab, Peacock captured about 30 percent of the new sports-streaming market from January 2021 through March 2023.\u003c/p\u003e\n\u003cp\u003eBut the big question for Peacock and other platforms: How do they halt subscriber churn and keep those new customers? In the short term, Peacock has another big sports event coming up to potentially entice them.\u003c/p\u003e\n\n\u003cp\u003e“While some attrition is inevitable, Peacock’s offering is going to remain highly relevant with their carriage of the 2024 Summer Olympics,” Cafarelli says. “I would venture that they will reward subscribers with additional streaming-exclusive opportunities on the heels of this success.”\u003c/p\u003e\n\u003cp\u003eBut sports rights are costly, and long term, the companies that “have multiple pathways to recoup costs and drive revenue” are likely going to come out on top, Cafarelli says. This includes tech companies, as well as media companies “with a highly diversified offering, either within their own platforms or from acquiring others,” she adds.\u003c/p\u003e\n\u003cp\u003eThe NFL still has \u003ca href=\"https://www.nfl.com/news/nfl-completes-long-term-media-distribution-agreements-through-2033-season\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edistribution agreements\u003c/a\u003e with broadcast networks, as well as Amazon, through the 2033 season. But in that time, Walker expects more streaming experimentation from the league to figure out consumers’ shifting habits.\u003c/p\u003e\n\u003cp\u003e“The NFL still needs to learn more about their consumer,” he says. “They want to see how the NFL performs on Amazon because they want to know if their games are a conduit for e-commerce. Amazon’s their best way to test that. They want to see if their games are exclusive draws for new subscriptions. The playoff game on Peacock was a way to test that. They want to see if they can provide NFL Network content that’s exclusive to the NFL to drive their own ownership of their audience, so NFL+ is a way to test that.”\u003c/p\u003e\n\u003cp\u003eHe adds: “The NFL knows they have a long rights deal with all their different rights holders […] They will use that window of time to test and methodically measure how to maximize those rights when they come up in the future.”\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732413032626},"getContentData({\"slug\":\"wms\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"GAigCCUYsm5bTWtGGvCsg","originalArgs":{"slug":"wms","token":""},"startedTimeStamp":1732409249207,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug wms","code":0,"status":404}}},"getContentData({\"slug\":\"what-the-tech-google-antitrust-trial-digital-advertising-ad\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"kR81G06-jkd0knQPGvaxB","originalArgs":{"slug":"what-the-tech-google-antitrust-trial-digital-advertising-ad","token":""},"startedTimeStamp":1732414615415,"data":{"metadata":{"datePosted":"2024-09-09T05:00:00-07:00","dateCreated":"2024-09-06T11:34:44-07:00","dateUpdated":"2024-09-09T11:11:41-07:00","title":"What the Tech is the Google antitrust trial all about? | The Current","description":"Google is accused of monopolizing the digital advertising market in a case with enormous implications for the industry.","image":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTT_GoogleDOJTrial_1920x1080px_FacebookMetadata_v1.gif","width":480,"height":270,"isLandscape":true},"imageTwitter":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTT_GoogleDOJTrial_1920x1080px_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"John McDermott","themes":["Office Hours"],"url":"https://www.thecurrent.com/what-the-tech-google-antitrust-trial-digital-advertising-ad","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3327441,"slug":"what-the-tech-google-antitrust-trial-digital-advertising-ad","postDate":"2024-09-09T05:00:00-07:00","heading":"What the Tech is the Google antitrust trial all about?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTTGoogleDOJTrial_1920x1080px_PreviewImage_v1_2024-09-06-184903_jlmm.gif","width":480,"height":270,"isLandscape":true},"featuredMobileImage":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTT_GoogleDOJTrial_1920x1080px_FeaturedImage_v1_2024-09-06-184815_grno.jpg","width":1920,"height":1080,"isLandscape":true},"featuredPreviewImage":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTT_GoogleDOJTrial_1200px_Square.gif","width":400,"height":400,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTTGoogleDOJTrial_1920x1080px_PreviewImage_v1.gif","width":480,"height":270,"isLandscape":true},"authors":[{"id":1508844,"slug":"john-mcdermott","fullName":"John McDermott","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":869692,"title":"Office Hours","slug":"office-hours","uri":"sections/office-hours","description":"Everything digital marketers need to know to make their jobs easier.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe American public is about to get a crash course in the esoteric world of advertising technology this week as Google goes on trial for allegedly monopolizing the digital advertising industry. \u003cbr /\u003e\u003cbr /\u003eThe trial, which starts on Sept. 9, is the culmination of years of complaints that Google holds too much power in the digital ad space and engages in an array of anticompetitive practices, such as self-dealing, operating a biased advertising exchange, and short-changing both advertisers and publishers in the name of capturing more market share. Now the Department of Justice is going to make that case against Google in federal court. \u003c/p\u003e\n\u003cp\u003eThe trial has tremendous implications not just for Google but for the industry at large. If the DOJ wins, Google’s grip on the advertising market could loosen, to the benefit of its competitors, publishers and advertisers. If Google wins, it will further empower tech behemoths, likely to the detriment of the open, independent web, according to Google critics. \u003cbr /\u003e \u003cbr /\u003eThis is obviously, huge news, but as mentioned before, the case itself is highly complex. To break it down, we’ve assembled this handy explainer. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat is Google accused of, exactly?\u003c/strong\u003e \u003cbr /\u003e \u003c/h2\u003e\n\u003cp\u003eThe Justice Department, along with the Attorneys General of California, Colorado, Connecticut, New Jersey, New York, Rhode Island, Tennessee and Virginia, \u003ca href=\"https://www.justice.gov/opa/pr/justice-department-sues-google-monopolizing-digital-advertising-technologies\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efiled a civil antitrust suit\u003c/a\u003e in January 2023 against Google, claiming the company has monopolized the digital advertising industry “through serial acquisitions and anticompetitive manipulation” — according to the DOJ — thus violating Sections 1 and 2 of the Sherman Act. (Passed in 1890, the Sherman Act was originally \u003ca href=\"https://www.archives.gov/milestone-documents/sherman-anti-trust-act\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edesigned to rein in the robber barons\u003c/a\u003e behind Standard Oil, the American Sugar Refining Company and other late-19th-century American monopoly businesses. The Act gives the government the ability to seek the break up of monopolistic businesses to preserve free, competitive markets, and it \u003ca href=\"https://www.ftc.gov/advice-guidance/competition-guidance/guide-antitrust-laws/antitrust-laws\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elaid the foundation\u003c/a\u003e for the establishment of the Federal Trade Commission in 1914.) \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow did the antitrust trial come about?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe genesis for this antitrust case actually hearkens back to 2008 when Google acquired the ad server company DoubleClick.  \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eAn ad server is the decision-maker in the ad delivery process — it determines which ads show to which audiences and ensures the placement of those as in a timely fashion (a tenth of a second, to be exact). At the time, DoubleClick was the dominant ad server in the industry and Google, though not even double digits in age, had already become one of the most powerful tech companies in the world. \u003c/p\u003e\n\u003cp\u003eWhen the DoubleClick acquisition was announced, it raised concerns that the merged companies could have too much control over the burgeoning digital advertising industry. By owning both an ad server and an advertising exchange, Google could control both sides of the market, using its supposedly independent ad serving technology to direct purchases to its ad exchange and its owned-and-operated advertising inventory. This would be a case of self-dealing and, according to the DOJ, constitute an anticompetitive business practice. \u003cbr /\u003e \u003cbr /\u003eThe \u003ca href=\"https://www.ftc.gov/news-events/news/press-releases/2007/12/federal-trade-commission-closes-googledoubleclick-investigation\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eFTC investigated the Google-DoubleClick acquisition\u003c/a\u003e but eventually decided, in December 2007, to not block the merger. The Commission did warn Google about bundling its different ad products together, an industry practice generally referred to as “tying,” to edge out competition, however. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eSo why is this suit happening now?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe DOJ alleges that Google engaged in the exact conduct the FTC had warned against. \u003c/p\u003e\n\u003cp\u003eSince 2007, Google has acquired other ad tech companies — AdMob, a mobile ad network, in 2009; Invite Media, a real-time bidding exchange, in 2010; and Admeld, a \u003ca href=\"https://www.thecurrent.com/what-the-tech-are-dsps-ssps-and-dmps\"\u003esupply-side platform\u003c/a\u003e, in 2011. Google also owns YouTube, which it bought in 2006, giving it access to one of the biggest video advertising platforms in the world. These acquisitions have given Google a presence at every stage of the ad-delivery supply chain, further consolidating its hold on the digital advertising market. \u003c/p\u003e\n\u003cp\u003eFor a while, the DOJ said there was nothing to see here about Google gobbling up more of the online ad market. Regulators briefly looked into the AdMeld acquisition, for instance, before concluding the deal was not likely to “\u003ca href=\"https://www.justice.gov/opa/pr/statement-department-justices-antitrust-division-its-decision-close-its-investigation-google\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esubstantially lessen competition in the sale of display advertising\u003c/a\u003e.” \u003c/p\u003e\n\u003cp\u003eBut then Google started to bundle its products together, according to brands and agencies, raising the suspicions of federal regulators. Google would incentivize, and in some cases demand, ad buyers use its various ad tech tools in conjunction with one another, according to a \u003ca href=\"https://digiday.com/media/google-bundling-ad-tech-inventory-raising-anti-competitive-concerns/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2014 investigative report\u003c/a\u003e into Google’s ad tech business. According to the DOJ, this violates the anti-tying guidance and constitutes anticompetitive behavior. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow is bundling anticompetitive?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAccording to the DOJ, Google’s control over both the buy and sell sides of the market, affords it control over the entire industry and allowing it to squeeze competitors. \u003c/p\u003e\n\u003cp\u003eGoogle’s ad exchange, AdX, provides an auction marketplace for brands and agencies to buy ads. An exchange is supposed to be impartial, providing an unbiased platform for buyers and sellers to connect. But Google, through YouTube and its various ad exchanges acquisitions, also controls the advertising space being sold. The DOJ argues Google has no incentive to provide an unbiased marketplace and every incentive to direct buyers to its inventory, collecting fees for both the purchase and sale of any ad deal — hence, self-dealing. \u003cbr /\u003e \u003cbr /\u003eThis has a potentially negative impact on the industry at large. Google’s alleged anticompetitive practices are “increasing costs for advertisers and cutting revenue for publishers,” \u003ca href=\"https://www.economicliberties.us/dept-of-justice-v-google-adtech/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to the American Economic Liberties Project\u003c/a\u003e, a non-partisan non-profit organization aimed at breaking up modern monopolies. \u003c/p\u003e\n\n\u003cp\u003eHow Google responded to the rise of header bidding is a good example of this. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat happened with Google and header bidding?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAs publishers grew concerned about Google’s hold on the advertising market, they developed header bidding. Also called “pre-bidding” and “holistic yield management” (yikes), header bidding allows publishers to offer their ad inventory to buyers and receive bids before making those impressions available in Google’s ad exchange. The thought being that Google’s exchange was exerting downward pressure on their ad prices, preventing them from receiving the best possible price. \u003c/p\u003e\n\u003cp\u003eGoogle responded with a series of tools that (Google said) would address publishers’ worries about using Google’s ad exchange and ensure they were receiving top prices for their inventory. But in reality, the tools \u003ca href=\"https://www.adexchanger.com/platforms/thanks-to-the-doj-we-now-know-what-google-really-thought-about-header-bidding/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprevent publishers from referencing other ad exchanges\u003c/a\u003e, according to internal Google documents made public in the antitrust case. \u003cbr /\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eShifting regulatory landscape?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eFor years, the DOJ was reluctant to pursue antitrust cases, taking a decidedly\u003cem\u003e laissez faire\u003c/em\u003e approach to market regulation. But the political calculus has shifted against Big Tech in recent years, with politicians and voters growing concerned about the outsize power large tech companies have over our information and commerce ecosystems.\u003c/p\u003e\n\u003cp\u003eWhen a company controls too much of the advertising market, it can hinder publishers’ ability to earn revenue. If publishers can’t earn enough revenue to operate, then our information ecosystem suffers, and so does our democracy. (Many governments, including Canada, Australia and the state of California, are trying to force Google, through legislation, to \u003ca href=\"https://www.latimes.com/california/story/2024-08-21/california-lawmakers-bill-requires-tech-platforms-pay-for-news-journalism-preservation-act\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eshare more of its revenue\u003c/a\u003e with news publishers for this very reason.) On a grand scale, the Google antitrust case is about the health of the marketplace of ideas as much as it is about the digital advertising marketplace.\u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc. An individual from\u003c/em\u003e \u003cem\u003eThe Trade Desk is among the 68 \u003c/em\u003e\u003cem\u003epeople included on the trial witness list.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"gray","marketoForm":{"formId":"2571"},"blurb":null,"dictionary":{"submitLabel":null,"fallbackText":null},"tagline":"Subscribe to The Current newsletter"}}],"readTime":7}},"fulfilledTimeStamp":1732414615463},"getContentData({\"slug\":\"marketers-social-media-omnichannel-media-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"4t3Xq7JCBG9SOWCq_CQVU","originalArgs":{"slug":"marketers-social-media-omnichannel-media-advertising","token":""},"startedTimeStamp":1732412943644,"data":{"metadata":{"datePosted":"2024-10-22T10:06:00-07:00","dateCreated":"2024-10-22T09:53:54-07:00","dateUpdated":"2024-10-22T10:06:47-07:00","title":"Are marketers spending too much on social media? | The Current","description":"Media buyers might be overspending on social channels compared to the actual time people spend on them.","image":{"alt":"A hand turns a carousel with a variety of different screens such as a smartphone, a browser window and a connected TV as onlookers watch.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_OmnichannelLifecycle_1920x1080_Logo-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A hand turns a carousel with a variety of different screens such as a smartphone, a browser window and a connected TV as onlookers watch.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_OmnichannelLifecycle_1920x1080_Logo-1_2024-10-22-165817_esfv.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/marketers-social-media-omnichannel-media-advertising","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3345546,"slug":"marketers-social-media-omnichannel-media-advertising","postDate":"2024-10-22T10:06:00-07:00","heading":"Are marketers spending too much on social media?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hand turns a carousel with a variety of different screens such as a smartphone, a browser window and a connected TV as onlookers watch.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_OmnichannelLifecycle_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hand turns a carousel with a variety of different screens such as a smartphone, a browser window and a connected TV as onlookers watch.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_OmnichannelLifecycle_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 hand turns a carousel with a variety of different screens such as a smartphone, a browser window and a connected TV as onlookers watch.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_OmnichannelLifecycle_1920x1080_NoLogo_2024-10-22-165857_ufwa.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":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\u003eA recent \u003ca href=\"https://uk.themedialeader.com/brands-could-be-spending-three-times-too-much-on-social-you-read-that-right/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eanalysis\u003c/a\u003e by EssenceMediacom using GroupM and Ebiquity data argues media buyers may be spending too much money on paid social channels — up to three times more than the ideal amount for growth.\u003c/p\u003e\n\u003cp\u003eSome industry leaders quickly \u003ca href=\"https://uk.themedialeader.com/dont-go-cutting-spend-on-paid-social-yet-hear-me-out/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epushed back\u003c/a\u003e, advising marketers to take a breath before revising their budgets.\u003c/p\u003e\n\u003cp\u003eStill, the hubbub raised significant questions about prioritizing paid social at all costs: Now that people are spending more of their time on open internet channels like connected TV (CTV) and audio than on social media, should marketers shift their spend too?\u003c/p\u003e\n\u003cp\u003e“Larger brands or those with niche targeting might risk hitting diminishing returns without even realizing it,” says Anna McIvor, biddable business director at Havas Media Network, on hitting the paid social ceiling.\u003c/p\u003e\n\u003cp\u003eShe adds that a combination of marketing mix modeling, attribution methods, and test-and-learn activities help identify “when a channel’s impact has peaked and when it’s time to explore new options.”\u003c/p\u003e\n\u003cp\u003eThe report’s warning comes as several social media platforms meet scrutiny from government, the marketplace and consumers. TikTok faces \u003ca href=\"https://www.ft.com/content/b1c4c19f-094f-4e2c-a7c3-4285851e88fe\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea legal battle\u003c/a\u003e threatening its existence in the U.S.; X has all but \u003ca href=\"https://www.theguardian.com/media/article/2024/sep/05/advertiser-exodus-x-survey-2025-elon-musk\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elost the confidence\u003c/a\u003e of major advertisers; and Meta’s Facebook and Instagram are repeatedly \u003ca href=\"https://www.theguardian.com/technology/article/2024/may/16/eu-investigates-facebook-owner-meta-over-child-safety-and-mental-health-concerns\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eunder fire\u003c/a\u003e for their alleged effects on users’ mental health. \u003c/p\u003e\n\u003cp\u003eAll of this adds up to uncertainty about the future value of social media investments. Some marketers are looking beyond the confines of social channels. In a \u003ca href=\"https://www.thetradedesk.com/us/resource-desk/pepsi-drives-incremental-reach-among-gen-z-omnichannel-case-study\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecent campaign\u003c/a\u003e, Pepsi went omnichannel to spread the word about a major rebrand. The drinks giant used display, video and digital out-of-home to reach 4.6 million additional consumers beyond social media ads. Kraft Heinz \u003ca href=\"https://www.thetradedesk.com/us/resource-desk/kraft-heinz-reduces-cost-per-reach-with-programmatic-omnichannel-strategy-case-study\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaw\u003c/a\u003e similarly impressive results with its own recent omnichannel campaign across Southeast Asia.\u003c/p\u003e\n\u003cp\u003e“The most effective channels are dependent on factors specific to each campaign,” says Zoe Osinnowo, head of influencer and social at FCB London. “It can be easy to pay for reach, but to generate successful results and incrementality, it is key to diversify across relevant platforms and to tailor the content to fit each channel’s unique benefits and user behaviors.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eDig deeper\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe EssenceMediacom analysis relies on a media planning tool hosted on Thinkbox, a TV industry trade body. It’s not surprising, then, that it argues for more investment in linear TV, even as it sees \u003ca href=\"https://www.theguardian.com/film/article/2024/aug/08/traditional-tv-is-dying-can-networks-pivot-and-survive\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea decline\u003c/a\u003e in viewership with people flocking to streaming and CTV.\u003c/p\u003e\n\u003cp\u003eBut tweaking the tool to create the most social-friendly scenario possible still reportedly showed that spend on social should be cut by at least half across all brands in the study.\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“Marketers are more enthusiastic about social media than consumers are.”\u003c/p\u003e","caption":"Ethan Cramer-Flood, analyst, Emarketer"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eTo be sure, judging from TikTok’s explosive popularity and Reddit’s recent rise to prominence, social media is far from losing its appeal.\u003c/p\u003e\n\u003cp\u003e“While we may have reached peak time spent for the total population, this still varies by audience. The opportunity for planners comes from understanding where incremental audiences can still be found on platforms such as TikTok and Reddit,” says Libby Darley, head of planning in the U.K. at iProspect.\u003c/p\u003e\n\u003cp\u003eBut cracks are becoming visible.\u003c/p\u003e\n\u003cp\u003eResearch from GWI shows that last year, U.S. consumers already spent \u003ca href=\"https://www.thetradedesk.com/assets/global/documents/TTD-Sellers-and-Publishers-Report-May-2024.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e61% of their online time\u003c/a\u003e on the open internet, and 39% on walled gardens like Facebook and Google.\u003c/p\u003e\n\u003cp\u003eNearly half of Gen Zers surveyed in a recent poll say they \u003ca href=\"https://fortune.com/well/article/nearly-half-of-gen-zers-wish-social-media-never-invented/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewished\u003c/a\u003e that platforms like TikTok, Snapchat and X were never invented. Whether that’s in spite or because of the hours spent on those platforms is up for debate. What’s telling, however, is that only 17% say they wished the same on another platform where people sometimes spend countless hours: Netflix.\u003c/p\u003e\n\u003cp\u003eAs for marketers — they may be aware of streaming and CTV’s importance, but their ad spend allocation often doesn’t yet reflect that.\u003c/p\u003e\n\u003cp\u003eA recent Mediaocean \u003ca href=\"https://www.marketingdive.com/news/ad-spend-forecast-to-grow-in-h2-ctv-generative-ai-report/724805/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e found that more than half of respondents thought CTV to be “the most critical consumer technology and media trend.” Yet, while U.S. adults spend 17.9% of their media time on CTV, the channel will only take up 7.4% of media spend this year, according to Emarketer \u003ca href=\"https://chart-na1.emarketer.com/267643/connected-tv-share-of-time-spent-per-day-with-media-by-us-adults-vs-share-of-total-ad-spending-2019-2026-of-time-spent-with-media-of-total-ad-spending\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprojections\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e“Focus on the channels that capture the most attention,” says Havas’ McIvor. “Connected TV and digital audio are particularly noteworthy based on recent studies.” \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eLooking ahead\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eTime spent on social media’s big three — Facebook, Instagram and TikTok — is \u003ca href=\"https://content-na1.emarketer.com/reddit-outpacing-social-media-rivals-tiktok-facebook-instagram-comes-engagement-social\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egoing down\u003c/a\u003e irrespective of generation, according to Comscore data. Even Gen Z darling Snapchat saw a 26% reduction in time spent year on year compared to June 2023. Reddit was the only major social platform that saw increased engagement..\u003c/p\u003e\n\u003cp\u003e“Marketers are more enthusiastic about social media than consumers are,” \u003ca href=\"https://content-na1.emarketer.com/us-ad-spending-vs-time-spent-2024?_ga=2.36437538.341726081.1723637778-2028126259.1721141669\u0026amp;_gl=1*11jqe6o*_gcl_au*ODc4MDEwMDY1LjE3MjExNDE2Njk.*_ga*MjAyODEyNjI1OS4xNzIxMTQxNjY5*_ga_XXYLHB9SXG*MTcyMzYzNzc3OC4yLjEuMTcyMzYzNzc4Mi41Ni4wLjA.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote\u003c/a\u003e Emarketer analyst Ethan Cramer-Flood in a recent report. “Ad dollars are heavily overinvested compared with user time spent. Furthermore, social is taking an ever-higher share of ad spending, whereas consumer time with the medium is set to decline.”\u003c/p\u003e\n\u003cp\u003eStill, Kashif Dalvi, head of strategy at Assembly Europe, thinks marketers shouldn’t just focus on time spent or ad-spend levels. Instead, he argues it’s about “whether that investment is leading to profitable growth, both long and short term.”\u003c/p\u003e\n\u003cp\u003eThe core challenge for brands investing in paid social, then, is measurement, Dalvi says. “Investing in social media appears to be the ‘safe’ choice for large brands, thanks to its instant reporting capabilities and the abundance of metrics available, which simplifies the justification of the investment. However, without a robust measurement framework in place, accurately measuring the true impact becomes a daunting task.\u003c/p\u003e\n\u003cp\u003eRecent innovations within social platforms and the focus on AI continue to pose challenges to measurement and therefore investment, Dalvi adds.\u003c/p\u003e\n\u003cp\u003eBeyond social media, Fabian Kietzmann, chief products and services officer at GroupM Germany, says he sees strong results from integrated video campaigns, such as those combining linear, addressable and connected TV as well as online video. He also sees out-of-home and digital out-of-home “growing strongly in terms of reach generation.”\u003c/p\u003e\n\u003cp\u003e“Our clients are demanding these cross-channel solutions more and more. Because planning and activation in silos is not state of the art,” says Kietzmann.\u003c/p\u003e\n\u003cp\u003e“We’d recommend focusing on the business challenge first,” adds Assembly’s Dalvi. “The dynamics of how individuals engage in the journey are evolving, and ultimately, you need to be where your audience is most active.” \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":6}},"fulfilledTimeStamp":1732412943686},"getContentData({\"slug\":\"china-consumer-wealth-luxury-retail-culture\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"H_utQQ-JqoTM3xo8TPB5X","originalArgs":{"slug":"china-consumer-wealth-luxury-retail-culture","token":""},"startedTimeStamp":1732410794556,"data":{"metadata":{"datePosted":"2023-10-26T09:13:00-07:00","dateCreated":"2023-10-25T11:18:41-07:00","dateUpdated":"2023-10-26T13:43:37-07:00","title":"China’s Gen Zers are poised to become the most affluent generation in world history. Here’s how to reach them. | The Current","description":"Marketers need to understand the cultural, economic, and social dynamics of Chinese Gen Zers if they want to attract one of the wealthiest consumers in the world.","image":{"alt":"A woman with a gold z-shaped earring looks at her phone as a variety of shopping bags float around her.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition143_WealthyChineseGenZers_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A woman with a gold z-shaped earring looks at her phone as a variety of shopping bags float around her.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition143_WealthyChineseGenZers_1920x1080_WithLogo_v1_2023-10-25-183937_azpo.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Emma Shepherd","themes":["Culture"],"url":"https://www.thecurrent.com/china-consumer-wealth-luxury-retail-culture","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2379707,"slug":"china-consumer-wealth-luxury-retail-culture","postDate":"2023-10-26T09:13:00-07:00","heading":"China’s Gen Zers are poised to become the most affluent generation in world history. Here’s how to reach them.","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A woman with a gold z-shaped earring looks at her phone as a variety of shopping bags float around her.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition143_WealthyChineseGenZers_1920x1080_NoLogo_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A woman with a gold z-shaped earring looks at her phone as a variety of shopping bags float around her.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition143_WealthyChineseGenZers_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A woman with a gold z-shaped earring looks at her phone as a variety of shopping bags float around her.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition143_WealthyChineseGenZers_1920x1080_NoLogo_v1-1_2023-10-25-183830_avjr.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1709184,"slug":"emma-shepherd","fullName":"Emma Shepherd","positionTitle":null,"authorType":"staff","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":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\u003eGen Z consumers — born between 1997 and 2012 — are undeniably the torchbearers of future consumption trends, but among them, Chinese Gen Z stands out as the vanguard of economic prowess. \u003c/p\u003e\n\u003cp\u003e\"Chinese Gen Z consumers are the most affluent generation in history, and their spending power is only going to grow in the coming years,” Shaun Rein, founder and CEO of China Market Research Group, tells \u003cem\u003eThe Current.\u003c/em\u003e “Marketers and brands who want to succeed in China need to understand their unique needs and preferences and develop strategies to reach them effectively.\" \u003c/p\u003e\n\u003cp\u003eGen Z, also known as Zoomers in China, have the \u003ca href=\"https://www.bloomberg.com/news/features/2022-05-24/china-s-gen-z-has-the-power-to-make-or-break-western-brands?embedded-checkout=true\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efastest spending growth\u003c/a\u003e out of any generation in the country, with spending expected to quadruple to 16 trillion yuan ($2.4 trillion USD) by 2035. To capitalize on this opportunity, global brands need to understand the distinctions that set Chinese Gen Z consumers apart from their peers in other regions. Key characteristics — such as shopping trends, how and where to reach them, and cultural influences — may help businesses engage this customer set early on and establish long-term affinity for their brand. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eStrategies to reach the one of the wealthiest consumers in history\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eMuch like \u003ca href=\"https://www.thecurrent.com/spending-wealth-money-technology-finance-dupe\"\u003emembers of Gen Z\u003c/a\u003e from other parts of the globe, establishing \u003ca href=\"https://newdigitalage.co/strategy/beyond-the-great-wall-navigating-chinese-gen-z-consumer-behaviour-for-digital-marketing-success/#:~:text=Authenticity%3A%20building%20trust%20and%20genuine,easily%20identify%20insincere%20marketing%20efforts.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eauthentic connections\u003c/a\u003e with Chinese Gen Z consumers is important, and, according to industry experts, could be achieved through active engagement on their preferred social media platforms and the creation of culturally resonant campaigns. And given their ever-evolving preferences, staying adaptable and informed about Chinese consumer trends is equally important. \u003c/p\u003e\n\u003cp\u003e“[Marketers] should not ‘sell’ but rather focus on sharable experiences to achieve resonance with Gen Z,” says Sharon Ho, managing director of Digitas China. “This is a very dynamic group, so a personalized end-to-end journey approach from brand to performance media is required.” \u003c/p\u003e\n\u003cp\u003eShe adds that at Digitas China, colleagues use data, insights, and creative cross-channel executions, to segment Gen Z into personas to reach them even more precisely. \u003c/p\u003e\n\u003cp\u003eJocelyn Tse, chief strategy officer at IPG Mediabrands’ UM China, explains that with advanced data and technology solutions in China now, everything the agency does is algorithm-based. That includes connecting a specific demographic group such as Gen Z with related psychographic and behavioral signals. \u003c/p\u003e\n\u003cp\u003e“At the same time, we supplement it with a more granular bottom-up approach by diving deep into their different habitats, to understand changing patterns on a target base and behaviors in each platform or ecosystem,” she says. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe evolving digital landscape of Chinese Gen Z consumers\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWhile many Gen Z consumers in the Western world spend their time scrolling the likes of TikTok, Snapchat, and Instagram, according to Ho, many Chinese Gen Z are dedicating their time on ByteDance’s-owned, Douyin, [TikTok's mainland Chinese counterpart] or Little Red Book, which also has the slogan ‘Finding stuff overseas’. \u003c/p\u003e\n\u003cp\u003e“In terms of content consumption and entertainment, Chinese Gen Z turn to more ‘decentralized’ platforms [away from traditional tech giants like Baidu and Alibaba] such as Little Red Book for beauty, video live-streaming service Douyu, and gaming platform Huya for eSports live-streaming,” says Tse. \u003c/p\u003e\n\u003cp\u003eLittle Red Book, [referred to in China as Xiaohongshu] is a \u003ca href=\"https://nealschaffer.com/little-red-book-china-social-media-engage-chinese-customers/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esocial lifestyle platform\u003c/a\u003e that allows users to share short video and photo reviews about fashion, beauty, food, and travel. Compared to other e-commerce platforms’ live-streaming reviews, Little Red Book boasts a higher sale price, higher repeat purchase rate, and lower refund rates. In addition, Little Red Book is seen as a more \u003ca href=\"https://daxueconsulting.com/xiaohongshu-china/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etrustworthy source\u003c/a\u003e of information for Chinese youngsters than traditional advertising, according to Daxue Consulting. It’s a great place for smaller and lesser-known brands to build brand awareness. \u003c/p\u003e\n\u003cp\u003eAs specialty apps become more popular, people's preferences are changing based on the specific needs that these apps meet. For instance, fashion enthusiasts may lean towards DeWu, a luxury streetwear commerce platform, while dedicated fitness enthusiasts might opt for daily use of KEEP, a fitness and training platform, explains Tse.\u003c/p\u003e\n\u003cp\u003e“This shift in patterns of media consumption is a good illustration of how the already very rich and diversified Chinese digital media landscape has become even more fragmented,” she adds. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe rise of the ‘Guochao’ trend in post-pandemic China\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIn a post-pandemic world, Chinese consumers seem to be turning inward, embracing their national identity and demanding high-quality products made in China. This trend, known as \u003ca href=\"https://thechinaproject.com/2023/06/12/chinas-new-era-of-guochao-benefits-domestic-and-foreign-brands-alike/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eGuochao\u003c/a\u003e, which translates to “national trend” — or can be more eloquently translated as 'China chic' — is driven by young people who want to see their culture and traditions reflected in the consumer goods they buy, particularly luxury goods. And the evolving nature of Guochao also means foreign brands who know about this have more opportunities to reach Chinese Gen Z consumers. \u003c/p\u003e\n\u003cp\u003eFor example, \u003ca href=\"https://daxueconsulting.com/xiaohongshu-china/#:~:text=Especially%20some%20well-known%20luxury,opened%20Little%20Red%20Book%20accounts.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewestern luxury brands\u003c/a\u003e like Dior, Louis Vuitton, and Chanel established a presence on platforms like Little Red Book. Meanwhile, Adidas collaborates with Chinese celebrities, such as Jackson Yee and Angelababy, to design exclusive collections that combine celebrity influence with Chinese cultural elements. \u003c/p\u003e\n\u003cp\u003eHanyu Liu, project manager at Daxue Consulting China elucidates a common misconception prevalent among businesses venturing into the Chinese market. They often assume the strategies that have proven successful in their home countries will yield similar results in China. If they do not add a cultural significance to their products, then they won’t attract China’s Gen Z.\u003c/p\u003e\n\u003cp\u003e“This isn’t just Western brands, but even domestic brands that have taken massive investments to keep up with the ever-changing habits of China’s Gen Z and adding that cultural significance [to their products],” 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":5}},"fulfilledTimeStamp":1732410794601},"getSectionData({\"slug\":\"the-latest\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"COnuFAWN2Og-H7YIqINhC","originalArgs":{"slug":"the-latest","token":""},"startedTimeStamp":1732415681976,"data":{"metadata":{"datePosted":"2022-03-22T09:38:00-07:00","dateCreated":"2022-03-22T09:38:02-07:00","dateUpdated":"2024-07-24T07:53:17-07:00","title":"The Latest | The Current","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","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/sections/the-latest","noIndex":false,"type":"themes"},"data":{"id":1049784,"title":"The Latest","heading":null,"image":{},"description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":"","generateAnchors":false,"themeContent":[{"componentType":"RecentArticles","content":{"heading":null,"filterByTheme":"all","theme":[]}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"recentArticles":"all","showSubscribe":"hidden"}},"fulfilledTimeStamp":1732415682016},"getContentData({\"slug\":\"what-the-tech-is-incrementality\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"DSQg3_PB-2F7QHGSkJwQF","originalArgs":{"slug":"what-the-tech-is-incrementality","token":""},"startedTimeStamp":1732409283456,"data":{"metadata":{"datePosted":"2021-06-09T17:00:00-07:00","dateCreated":"2021-06-09T16:51:00-07:00","dateUpdated":"2023-03-06T13:54:46-08:00","title":"What the Tech is incrementality? | The Current","description":"How incrementality solves for advertising’s attribution problem","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/INCREMENTALITY-WITH-LOGO_metadata_FB.gif","width":576,"height":324,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_Increment_1920x1080_logo.jpg","width":1920,"height":1080,"isLandscape":true},"author":"John McDermott","themes":["Office Hours","The Latest"],"url":"https://www.thecurrent.com/what-the-tech-is-incrementality","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":635707,"slug":"what-the-tech-is-incrementality","postDate":"2021-06-09T17:00:00-07:00","heading":"What the Tech is incrementality?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_Increment_1920x1080_nologo_FeaturedImage.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_Increment_1920x1080_nologo_FeaturedImage.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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003ch4\u003eHow incrementality solves for advertising’s attribution problem\u003c/h4\u003e\n\u003cp\u003eAdvertising is often described as part art, part science. (Although the creatives and the data wonks are sure to tell you it’s more one than the other.)\u003c/p\u003e\n\u003cp\u003eWith the advent of Big Data, however, advertising has been able to combine the artistic and scientific parts of the practice and develop a better sense of what kinds of messages resonate best with different kinds of audiences.\u003c/p\u003e\n\u003cp\u003eContemporary advertising campaigns span so many different mediums, though, that it’s a challenge to determine the effectiveness of each individual component. Thus, the industry has developed \u003cstrong\u003eincrementality\u003c/strong\u003e, a practice for measuring exactly that.\u003c/p\u003e\n\u003ch5\u003eSo, what is \u003cstrong\u003eincrementality\u003c/strong\u003e?\u003c/h5\u003e\n\u003cp\u003eOne of the biggest issues in digital advertising is \u003cstrong\u003eattribution\u003c/strong\u003e. That is, when evaluating the effectiveness of an advertising campaign, how much credit should be attributed to the various aspects of the campaign?\u003c/p\u003e\n\u003cp\u003eA contemporary ad campaign includes a variety of messages disseminated across a host of mediums, including everything from TV to email to Snapchat. Given how wide-ranging campaigns have become, it can be difficult to determine how each discrete channel contributed to the campaign’s overall success.\u003c/p\u003e\n\u003cp\u003eIncrementality aims to solve for that and measure how effective each distinct part of a campaign is.\u003c/p\u003e\n\u003ch5\u003eHow does it work?\u003c/h5\u003e\n\u003cp\u003eUsing the good old-fashioned scientific method. Much like you were taught in your middle school science class, conducting a sound incrementality\nassessment requires creating a control group and an experimental (or test) group — although in the context of advertising, this is often referred to as \u003cstrong\u003eA/B testing\u003c/strong\u003e.\u003c/p\u003e\n\u003cp\u003eIn an incrementality study, a group of consumers is randomly sorted into two groups: groups A and B. Group A, the test group, will be exposed to different elements of the ad campaign. Group B, the control group, will not. The advertiser then studies how members of each group behaved — specifically, whether they interacted with the brand being advertised. \u003c/p\u003e\n\u003cp\u003eDid the people exposed to the ad campaign visit the brand’s website at a higher rate than the control group? If so, what was their reaction at each stage of the ad campaign? Did they buy the product being advertised at a greater rate?\u003c/p\u003e\n\u003cp\u003eAnswering those questions helps determine the incremental value of the campaign.\u003c/p\u003e\n\u003ch5\u003eSo why does it matter?\u003c/h5\u003e\n\u003cp\u003eFor advertisers, incrementality matters because it helps them better allocate their advertising budgets. And for publishers, incrementality\nmatters because it helps prove that their ad inventory provides value to brands. \u003c/p\u003e\n\u003cp\u003eUsing incrementality, brands can identify which tactics of their campaign are most effective (and which are lagging behind) and thus be more efficient about how and where they spend their ad dollars. Publishers use incrementality\nto show brands that their ads have a demonstrably positive effect for brands, and thus charge higher rates.\u003c/p\u003e\n\u003ch5\u003eHow does it compare to other forms of measurement?\u003c/h5\u003e\n\u003cp\u003eWithout incrementality, advertisers have to resort to less precise forms of measurement, such as\u003cstrong\u003e last-click attribution\u003c/strong\u003e. As the name indicates, last-click attributes the success of the campaign to the very last action a consumer makes before converting.\u003c/p\u003e\n\u003cp\u003eSay, for instance, a brand runs a multi-faceted campaign that includes CTV ads, email blasts to existing customers and display ads across a host of different websites. A consumer, John Doe, watches one of the CTV ads and learns about the brand. A day later, he sees a display ad for the same website, clicks on it, gets sent to the brand’s website and learns even more about the brand. While on the website, he gives the brand his email address. A week later, he gets an email from the brand advertising a discount, and he clicks on it and finally decides to buy the product being advertised.\u003c/p\u003e\n\u003cp\u003eUsing last-click attribution, the email ad would receive all the credit for persuading the consumer to buy the product, when in fact it was all aspects of the campaign, working in conjunction, that collectively convinced the consumer to buy.\u003c/p\u003e\n\u003cp\u003eIncrementality is a more involved process, but it solves advertising's attribution challenges by taking everything into account and measuring its unique value.\u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1732409283504},"getContentData({\"slug\":\"jeff-green-the-trade-desk-new-os-can-ventura-ctv\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Hlb8nNUWMPwyD764YZbDV","originalArgs":{"slug":"jeff-green-the-trade-desk-new-os-can-ventura-ctv","token":""},"startedTimeStamp":1732412891384,"data":{"metadata":{"datePosted":"2024-11-20T06:25:00-08:00","dateCreated":"2024-11-20T06:07:39-08:00","dateUpdated":"2024-11-20T06:44:29-08:00","title":"Jeff Green on how The Trade Desk’s new OS can improve the CTV ecosystem | The Current","description":"The founder and CEO of The Trade Desk, Jeff Green, reflects on the transformation of the ad tech marketplace since 2009 when he founded the company.","image":{"alt":"The Current Podcast: Jeff Green, Founder \u0026 CEO, The Trade Desk.","url":"https://www.thetradedesk.com/assets/global/TTD_16x9_Editorial_Orange_v2-1.jpg","width":1920,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast: Jeff Green, Founder \u0026 CEO, The Trade Desk.","url":"https://www.thetradedesk.com/assets/global/TTD_16x9_Editorial_Orange_v2-1_2024-11-20-142026_cmrw.jpg","width":1920,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","The Current Podcast"],"url":"https://www.thecurrent.com/jeff-green-the-trade-desk-new-os-can-ventura-ctv","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3359031,"slug":"jeff-green-the-trade-desk-new-os-can-ventura-ctv","postDate":"2024-11-20T06:25:00-08:00","heading":"Jeff Green on how The Trade Desk’s new OS can improve the CTV ecosystem","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Podcast: Jeff Green, Founder \u0026 CEO, The Trade Desk.","url":"https://www.thetradedesk.com/assets/global/TTD_1x1_Orange_v2-1.jpg","width":1200,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast: Jeff Green, Founder \u0026 CEO, The Trade Desk.","url":"https://www.thetradedesk.com/assets/global/TTD_16x9_Editorial_Orange_v2-1_2024-11-20-142134_vouz.jpg","width":1920,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/785de9bf-8ceb-4479-b564-4d7a72083cd4?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/785de9bf-8ceb-4479-b564-4d7a72083cd4?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhen Jeff Green founded The Trade Desk in 2009, the concept of streaming premium content on the internet was nascent. In fact, Netflix was still shipping DVDs in those tell-tale red envelopes direct to people’s homes. (Incidentally, the No. 1 movie that year was Avatar, a futuristic spectacle). Well, 15 years later, everything has changed. We live in an age of streaming content, with connected TV (CTV) replacing traditional ways of watching.\u003c/p\u003e\n\u003cp\u003eSince then, The Trade Desk has grown into one of the world’s leading independent digital advertising platforms, designed to help clients access and plan campaigns on the open internet. And these days, the open internet includes the very best streaming content — Hollywood movies, high-production TV shows, live sports (Jake Paul versus Mike Tyson, anyone?), as well as quality journalism and podcasts. And increasingly, much of this content is monetized by ads.\u003c/p\u003e\n\u003cp\u003eFor Green, that transformation has enabled The Trade Desk to thrive as a demand-side platform that allows its clients to lean into the power of programmatic ad campaigns, especially within CTV. The aim is to serve more relevant ads to the right audience in the most efficient way. When Green started the company, his ambition was to enable true price discovery of an ad and thus to create a more efficient marketplace.\u003c/p\u003e\n\u003cp\u003eTo that end, in this episode of The Current Podcast, Green explains why The Trade Desk is launching Ventura, a streaming TV operating system named after the California beach town — beloved by surfers — where the company was founded. It’s a full-circle moment, he tells the podcast, not just because of the name. “I believe we’re uniquely positioned to improve the supply chain of television, of CTV, and as a result of fixing the supply chain and the way that money flows, actually improve the TV experience to make certain that the future of television is different,” he says.\u003c/p\u003e\n\u003cp\u003eGreen likes to say the arc of markets bends toward efficiency. “Really, all we’re trying to do is make it so that the supply chain is as effective as possible, and that we’re enabling price discovery so that people know what they’re buying and that the ecosystem gets better,” he says.\u003c/p\u003e\n\u003cp\u003eChallenges remain, he admits. The ad tech supply chain is complex and intimidating to some. Green offers insights into the company’s strategy to make the supply chain better for all, explaining why he believes The Trade Desk is in a good position to bend the arc in the direction of efficiency. \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":"Get the latest in modern marketing straight to your inbox 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it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_DataDrivenRetailData_1920x1080_NoLogo_v2_2024-09-18-133055_zrlt.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1611149,"slug":"zac-wang","fullName":"Zac Wang","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Zac Wang, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/HeadshotBW.png","width":1200,"height":1200,"isLandscape":false},"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWalking through supermarket aisles these days, it’s hard to miss the loyalty-program logos touting discounted prices.\u003c/p\u003e\n\u003cp\u003eIt’s just one indication that retailers are prioritizing gathering customer data, whether in stores or online. And that data is a boon to retailers worldwide, from Walmart to Amazon to Tesco, which are all \u003ca href=\"https://www.marketingbrew.com/stories/2024/08/23/walmart-and-target-report-ads-business-grew-by-double-digits-in-q2\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereporting\u003c/a\u003e significant growth in profits from their retail media arms.\u003c/p\u003e\n\u003cp\u003eThat opportunity was top of mind for executives at the \u003cem\u003eFinancial Times\u003c/em\u003e’ Future of Retail conference in London this week. Two themes emerged: the importance of integrating loyalty programs more closely with the shopping experience and bolstering revenue to better compete with Amazon. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eFirst things first\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eLoyalty programs are already ubiquitous, but they could soon become “smart” too.\u003c/p\u003e\n\u003cp\u003eFor now, retailers are \u003ca href=\"https://www.vox.com/money/354191/loyalty-rewards-programs-sephora-vib-amazon\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebusy growing\u003c/a\u003e loyalty memberships, and in turn, their data. Shoppers, for their part, are happy to receive the discounts offered in exchange for their data amid persistently tough economic conditions, said several executives at the conference.\u003c/p\u003e\n\u003cp\u003eThe most apparent benefit of retail data is improved targeting for advertisers, which means — ideally — more relevant ads for shoppers. Marketers can also see whether the ad dollars they’re investing are really generating sales.\u003c/p\u003e\n\u003cp\u003e“Especially in a space where [fast-moving consumer goods] brands have historically not had the luxury of understanding whether a sale is happening […] they're now looking at a world where retail data allows them to understand in real time whether their ad investment has actually driven a purchase,” said Lukas Fassbender, senior vice president of EMEA revenue at The Trade Desk, during the conference.\u003c/p\u003e\n\u003cp\u003eBut this all may be just the start. What consultants at McKinsey \u003ca href=\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/members-only-delivering-greater-value-through-loyalty-and-pricing\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecall\u003c/a\u003e the “gold opportunity” for retailers is dipping into that retail data to offer “tailored promotions, member benefits, marketing and personalized customer journeys.” Through pilot programs, McKinsey has seen “a two to four percentage-point margin improvement on gross margin dollars.”\u003c/p\u003e\n\u003cp\u003eSpeaking at the conference, Tesco CEO Ken Murphy offered a glimpse of that future. He mused that an AI-powered loyalty program could say, for example, “I've noticed over time, in your shopping basket, that your sodium content is 250% of your daily recommended allowance. I would recommend you substitute this, this and this for lower-sodium products to improve your heart health.”\u003c/p\u003e\n\u003cp\u003eAdvertisers could then use the data from those AI recommendations to put forward hyper-targeted offers. We may not be quite there yet, but it’s likely something that retailers are already working toward.\u003c/p\u003e\n\u003cp\u003e“[Personalization] is the No. 1 thing to improve loyalty, to improve profitability, to improve relevance. And consumers want relevance,” said Mark Adams, senior vice president and general manager for EMEA at BigCommerce, during the conference. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eHere’s\u003c/strong\u003e what else \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe growth of retail media could also heat up competition in a space dominated by Amazon. Retailers’ new revenue stream is unlocking cash for technology investments while giving advertisers more ways to reach shoppers online.\u003c/p\u003e\n\u003cp\u003eAmazon’s advertising revenue grew by double digits in the last quarter, but so did \u003ca href=\"https://www.marketingdive.com/news/walmart-q2-2024-earnings-retail-media-networks/724470/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eWalmart's\u003c/a\u003e and \u003ca href=\"https://www.adweek.com/commerce/roundels-sarah-travis-on-how-the-retail-media-network-is-preparing-for-the-future/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eTarget's\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eRetail media’s margins — \u003ca href=\"https://www.bcg.com/publications/2022/how-media-is-shaping-retail\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eup to 90%\u003c/a\u003e for on-site media and up to 40% for off-site — can mean the difference between extra money to invest in new tech, like AI integrations and being left behind.\u003c/p\u003e\n\u003cp\u003e“The success of [Walmart’s] ad business justifies the expense associated with other innovations,” \u003ca href=\"https://www.emarketer.com/content/walmarts-advertising-business-outpaces-amazon-with-q2-growth-of-26\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote\u003c/a\u003e Jeremy Goldman, an analyst at EMarketer. That seemed to confirm the report of Walmart CEO Doug McMillon, who \u003ca href=\"https://www.marketingdive.com/news/walmart-q2-2024-earnings-retail-media-networks/724470/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaid\u003c/a\u003e advertising was among the units “contributing, diversifying our profits and reinforcing the resilience of our business model” in a statement after the company’s latest earnings.\u003c/p\u003e\n\u003cp\u003eAs the number of retail media players worldwide \u003ca href=\"https://airtable.com/appv96up7Z8K6OL5w/shrTT2rEfH7kfg00K/tbl8dGWUcAul1JBW7?viewControls=on\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eexceeds\u003c/a\u003e 200, aggregating their data and advertisers’ demand for their ad inventory could, finally, give retailers a playing field where they may better compete with Amazon.\u003c/p\u003e\n\u003cp\u003e“The opportunity for a retailer is to harness and look at their own data and partner with platforms like ours to expand their reach into the entire internet,” said Fassbender.\u003c/p\u003e\n\u003cp\u003eAs retailers benefit from being more competitive, so can advertisers, thanks to more channels to reach shoppers online and innovations like \u003ca href=\"https://internetretailing.net/half-of-connected-tv-users-want-option-to-buy-advertised-products-research-finds/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eshoppable connected TV ads\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e“For the manufacturer or the brand, being able to put themselves higher up in front of a consumer is going to drive more sales and ultimately better performance. So, it's a win-win situation,” said Adams. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732411493849},"getAuthorData({\"slug\":\"zac-wang\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"2WuoidUN_mEOjIfhWr8cN","originalArgs":{"slug":"zac-wang","token":""},"startedTimeStamp":1732414682558,"data":{"metadata":{"datePosted":"2022-11-30T07:58:00-08:00","dateCreated":"2022-11-30T07:46:46-08:00","dateUpdated":"2024-10-15T07:33:25-07:00","title":"Zac Wang | The Current","description":"Zac Wang is a writer for The Current. 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A few factors will determine that, namely the responses of regulators in the U.S. and abroad; how Google would deploy “user choice” in the browser; the progress of alternative identifiers; and what channels are gaining more share (including cookieless ones like connected TV (CTV) and audio).\u003c/p\u003e\n\u003cp\u003eWhile multiple people \u003cem\u003eThe Current\u003c/em\u003e spoke with said they are eager to learn the particulars of how Google will implement its latest plan, they are not undoing the infrastructure they’ve developed since 2020, when Google first announced its plan to deprecate cookies.\u003c/p\u003e\n\u003cp\u003e“We’re going to continue to build for the future state of advertising instead of hanging onto the past,” Dave Olesnevich, head of data and advertising products at The Weather Company, tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eThe privacy and regulation front\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAfter Google dropped that it was \u003ca href=\"https://www.thecurrent.com/google-cookie-deprecation-european-british-marketers-identity-privacy\"\u003ereversing course\u003c/a\u003e in July, the Information Commissioner’s Office (ICO), the U.K.’s data protection regulator, \u003ca href=\"https://ico.org.uk/about-the-ico/media-centre/news-and-blogs/2024/07/ico-statement-in-response-to-google-announcing-it-will-no-longer-block-third-party-cookies/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereleased a statement\u003c/a\u003e saying that while it was “disappointed that Google has changed its plans,” it would “continue to encourage the digital advertising industry to move to more private alternatives to third-party cookies — and not to resort to more opaque forms of tracking.”\u003c/p\u003e\n\u003cp\u003eIt’s hard to overstate the industry power of Google Chrome, which controls around \u003ca href=\"https://www.statista.com/chart/1438/browser-market-share-since-2008/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e60% of browser traffic\u003c/a\u003e, according to Statista. The scale of its user base has implications when it comes down to potential regulation, according to Arielle Garcia, director of intelligence at ad-industry watchdog Check My Ads Institute.\u003c/p\u003e\n\u003cp\u003e“The industry’s collective future is tethered to the whims and schemes of a monopolist,” Garcia \u003ca href=\"https://www.campaignasia.com/article/google-says-informed-choice-is-the-future-and-we-are-holding-them-to-it/497421\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote in an op-ed\u003c/a\u003e published on Campaign Asia. “Equally clear: This whole debacle has very little to do with privacy. For those in the ad world tracking real privacy-related developments, it was always evident that this was a blend of end-running regulators and commercial opportunism. This was about maintaining control and preemptively distorting the concept of privacy to suit Big Tech interests.”\u003c/p\u003e\n\u003cp\u003eWhat’s more, Google’s latest plan comes months before the tech giant is involved in its \u003ca href=\"https://apnews.com/article/google-antitrust-trial-virginia-summary-judgment-a91a387407f240534630adf922d3f4e0\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esecond antitrust trial\u003c/a\u003e, with September’s trial focusing on allegations that it holds a monopoly over the digital advertising industry. Rob Norman, former CEO of GroupM North America, wonders whether that scrutiny informed Google’s ultimate decision to support consumer choice in its Chrome web browser rather than full-scale cookie deprecation.\u003c/p\u003e\n\u003cp\u003e“In doing that, they probably stave off the attentions of the regulator a little bit,” Norman tells \u003cem\u003eThe Current\u003c/em\u003e. “We’ll see sort of a slow and lumbering process toward the same inevitable outcome that we would have had had they deprecated cookies completely.”\u003c/p\u003e\n\u003cp\u003eWith so much at stake, regulators don’t have an easy decision on their hands. The Competition and Markets Authority (CMA), which is overseeing Google’s changes to cookies, and the ICO, said they would work together to consider Google’s new plan. The CMA is postponing its quarterly report, originally due out in July, to at least August. Making wholesale changes to cookies, which have been a cornerstone to advertisers for decades, is proving to be a monumental task.\u003c/p\u003e\n\u003cp\u003e“This shift reflects an industrywide struggle to identify privacy-protective and functional ad tech options that don’t run afoul of a growing digital rulebook governing not only privacy, but also competition, AI, online safety and more,” Caitlin Fennessy, VP and chief knowledge officer at the International Association of Privacy Professionals, tells \u003cem\u003eThe Current\u003c/em\u003e. “Recent enforcement actions have pushed the industry toward consent and user choice, while questioning the validity and practicality of that choice.” \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eMarketers move their chips around\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe fastest-growing channels in digital media — like CTV, audio, retail media and mobile apps — are \u003ca href=\"https://www.thecurrent.com/post-cookie-playbook-identity-ids\"\u003ecookieless environments\u003c/a\u003e already, making the cookie overall less important to marketers. According to Kim Gilberti, chief product officer at Experian, marketers who continue to develop new approaches to audience targeting will likely be in the best position for future-proofing their media strategies.\u003c/p\u003e\n\u003cp\u003e“A significant portion of web traffic does not support cookies today —and that number will grow as Google rolls out [its] new solution,” Gilberti tells \u003cem\u003eThe Current\u003c/em\u003e. “This means that the industry shouldn't slow down investments in cookieless solutions, including alternative IDs, first-party data and data-driven contextual targeting.”\u003c/p\u003e\n\u003cp\u003eAs John Donahue, partner at programmatic consultancy Up and to the Right, \u003ca href=\"https://www.thecurrent.com/john-donahue-rob-norman-digital-data-identity\"\u003epreviously stated\u003c/a\u003e, the cookie’s upheaval forces many to “evolve or die.”\u003c/p\u003e\n\u003cp\u003eA sizable chunk of that evolution comes from authentication on channels like CTV, and the audience data that can be reaped from it. In the upgraded internet era, first-party data is a critical part of the future of monetization and advertising.\u003c/p\u003e\n\u003cp\u003e“As the cookie turns, we see yet again everything has changed and yet nothing has changed,” Amol Waishampayan, CTO at fullthrottle.ai, tells \u003cem\u003eThe Current\u003c/em\u003e. “Whether you’re an advertiser, agency or publisher, the only course of action is to control your own revenue destiny through the pursuit of addressable first-party data — as its acceleration in the market continues unabated.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current 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biases","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Women stands on a series of blue building blocks and looks into the distance.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition197_WomenInAI_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Women stands on a series of blue building blocks and looks into the distance.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition197_WomenInAI_1200x1200_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Women stands on a series of blue building blocks and looks into the distance.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition197_WomenInAI_1920x1080_NoLogo_v1_2024-11-22-173909_gnho.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\u003eJust like humans, artificial intelligence is prone to bias.\u003c/p\u003e\n\u003cp\u003eIvana Bartoletti, the global chief privacy and AI governance officer at consultancy Wipro and co-founder of the Women Leading in AI Network, recalled one example at last week’s inaugural Women in AI Summit.\u003c/p\u003e\n\u003cp\u003eWhen ChatGPT was asked to create a conversation between a boy and a girl about what they want to study in school, Bartoletti said, the boy stated: “I’m going to study engineering,” while the girl said “I’m going to study art because I do not understand numbers.”\u003c/p\u003e\n\u003cp\u003eThe example served as a call to action for the women gathered at Webster Hall in New York at the summit presented by nonprofit The Female Quotient and digital media company ATTN. Speakers from Chelsea Clinton and Ashley Graham to leading AI experts like Bartoletti discussed the ethical ramification and practical business applications of AI. One alarm bell they rang: If women aren’t in the room for the creation and regulation of AI programs, the technology will be flawed and perpetuate bias.\u003c/p\u003e\n\u003cp\u003eAlready, there’s a gender gap in AI roles, with women representing only 26% of the workforce globally, according to a \u003ca href=\"https://www2.deloitte.com/us/en/pages/consulting/articles/state-of-women-in-ai-today.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2020 World Economic Forum report\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eBrands like \u003ca href=\"https://www.forbes.com/sites/virgietovar/2024/04/18/dove-becomes-first-beauty-brand-to-ban-ai-generated-women-in-ads/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eDove\u003c/a\u003e,\u003ca href=\"https://adage.com/article/digital-marketing-ad-tech-news/thinx-ad-challenges-ais-harmful-depictions-women/2549791\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e Thinx \u003c/a\u003eand \u003ca href=\"https://adage.com/article/digital-marketing-ad-tech-news/how-sephora-used-chatgpt-write-ads-new-awareness-campaign/2532491\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eSephora\u003c/a\u003e have created entire campaigns about AI’s tendencies to stereotype women. Similarly, a video for the event underscored the problem, with an AI-generated image of a female astronaut, complete with supermodel looks and eyelash extensions.\u003c/p\u003e\n\u003cp\u003e“Our rights, our values, our power, our interests are simply going to be written out,” warned Reshma Saujani, CEO and founder of nonprofit Moms First and founder of Girls Who Code.\u003c/p\u003e\n\u003cp\u003e“As we speak today, seven days after the election, there is nothing that we should be thinking about other than the fact of how we should maintain our power, our relevance, our voice. And that means if there’s a tool — AI — that is rising in prominence, that is going to disrupt everything, including the rest of our world — you better believe we better be sitting around the table,” continued Saujani. “We have to take it like we have to take everything.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eLeading from here\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eEven with the constraints in place, women in leading roles at major brands like Pepsi, the NFL and Spotify are working to make AI more inclusive.\u003c/p\u003e\n\u003cp\u003eOn one of the panels, Umi Patel, VP of consumer insights and analytics at PepsiCo Inc. North America, said the brand is working with AI and “empathy partners” like Discuss.io and Voxpopme to surface deeper consumer insights around perceptions of products like iced coffee. Not only does PepsiCo collect data but it then films certain surveys to see how some customers arrive at their takeaways, adding a human element to AI data collection and analysis.\u003c/p\u003e\n\u003cp\u003e“The data will tell you what people are doing, not why,” Patel said on the panel about AI and storytelling.\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\u003e\u003cbr /\u003eMeanwhile, the NFL is using AI to create a platform where people can find where their favorite games are playing on a daily basis.\u003c/p\u003e\n\n\u003cp\u003e“I can speak for probably everybody that when you go to find an NFL game, it’s not necessarily cut and dry — it could be on Fox or CBS or ESPN. So we used audience data to build out a ‘ways to watch’ platform,” said Ashley Downey, senior director of marketing at the NFL.\u003c/p\u003e\n\u003cp\u003eAnd this, The Female Quotient founder and CEO Shelley Zallis pointed out, can help people discover more women’s sports games, further driving up its popularity after the \u003ca href=\"https://www.thecurrent.com/nfl-marissa-solis-svp-football-marketing\"\u003eTaylor Swift effect\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eFor Spotify, which has used AI to help with discovery on the platform through an AI DJ called DJ X, continues to have trouble with it recommending men over female artists, said Brittney Le Roy, global head of product and technology communications at Spotify on a panel.\u003c/p\u003e\n\u003cp\u003e“How do we ensure diversity in the mix? It goes back to the algorithm,” said Le Roy. “You have to train the machine.”\u003c/p\u003e\n\u003cp\u003eWhat’s clear is that every AI machine is only as productive as the women steering the way.\u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1732414430270},"getContentData({\"slug\":\"what-the-tech-is-unified-id-2-0\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"aG6L0eQKNZUXOBZ2qXr55","originalArgs":{"slug":"what-the-tech-is-unified-id-2-0","token":""},"startedTimeStamp":1732413459817,"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":1732413459853},"getContentData({\"slug\":\"what-the-tech-are-dsps-ssps-and-dmps\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"fSy_6oNK98hEe8shRbnbc","originalArgs":{"slug":"what-the-tech-are-dsps-ssps-and-dmps","token":""},"startedTimeStamp":1732410079257,"data":{"metadata":{"datePosted":"2021-03-30T14:37:00-07:00","dateCreated":"2021-03-30T14:50:00-07:00","dateUpdated":"2024-08-23T14:01:34-07:00","title":"What the Tech are DSPs, SSPs, and DMPs? | The Current","description":"Digital advertising is stuffed full with esoteric verbiage. The Current is making it more digestible.","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_DMP_DSP_SSP_1920x1080_logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_DMP_DSP_SSP_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-are-dsps-ssps-and-dmps","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":515547,"slug":"what-the-tech-are-dsps-ssps-and-dmps","postDate":"2021-03-30T14:37:00-07:00","heading":"What the Tech are DSPs, SSPs, and DMPs?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_DMP_DSP_SSP_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_DMP_DSP_SSP_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\u003e\u003cstrong\u003eDigesting ad tech’s alphabet soup. \u003cbr /\u003e\u003c/strong\u003eThe digital advertising industry is stuffed full with esoteric verbiage, and there’s no better example than demand-side platform, supply-side platform and data management platform. \u003c/p\u003e\n\n\u003cp\u003eDSP, SSP and DMP for short, each term represents a vital part of the ad tech ecosystem. They also all sound vaguely similar. To make matters confusing, they work in conjunction with one another and their functions often overlap. \u003c/p\u003e\n\u003cp\u003eTrying to make sense of this alphabet soup is never easy. Which is why we’ve compiled this handy dandy explainer about what each of these terms mean, how their respective technologies work and how they provide value for advertisers. \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eLet’s start with DSP.\u003cbr /\u003e\u003c/strong\u003eActually, before we do that, it might be helpful to explain what an ad exchange is. \u003c/p\u003e\n\n\u003cp\u003eMuch like a stock exchange is a place for buyers and sellers to come together and execute stock transactions, an ad exchange is an online marketplace for buying and selling digital advertising spots. Sellers (in this case, publishers) make their advertising inventory available on an exchange, and buyers (brands and advertising agencies) can bid on and purchase it. \u003c/p\u003e\n\u003cp\u003eExchanges allow brands and agencies to bid on ad inventory in real-time. When an exchange is working well, it allows advertisers to buy ad placements efficiently and for publishers to receive the most competitive price for their ads, optimizing revenue. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEasy enough. But what's that got to do with a DSP? \u003cbr /\u003e\u003c/strong\u003eRemember that’s an abbreviation for demand-side platform. In this instance, demand refers to the organizations buying ads (brands and agencies), thus providing demand for the advertising inventory. \u003c/p\u003e\n\n\u003cp\u003eA DSP, then, is a platform where brands and agencies can buy ads across several different advertising exchanges. That is, it aggregates advertising inventory from several exchanges all in one place, allowing for even greater efficiency. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAha. So an SSP must be the opposite, right? \u003cbr /\u003e\u003c/strong\u003eRight, indeed. \u003c/p\u003e\n\n\u003cp\u003eAn SSP is the inverse of a DSP. Whereas a DSP lets advertisers buy across several different ad exchanges at the same time, an SSP lets publishers sell their ad inventory across different ad exchanges. The thinking is that by making their ad inventory widely available via an SSP, publishers can ensure they’re receiving the best possible offer and maximizing revenue. \u003c/p\u003e\n\u003cp\u003eA simple way to think about this is that DSPs are for marketers, and SSPs are for publishers. They’re part of the same ad marketplace and they use similar technologies, but they work on opposite sides of a transaction. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat makes this process more efficient? \u003cbr /\u003e\u003c/strong\u003eHistorically, buying ads meant a lengthy negotiation between a media buyer at an agency and a salesperson at a publisher. Hashing out the particulars of a campaign could take weeks of phone calls, faxes, client approvals, and boozy, schmoozy business dinners. \u003c/p\u003e\n\n\u003cp\u003eWith DSPs and SSPs, the entire process is automated through a web portal. This is what people refer to when they talk about programmatic advertising, which was once an industry buzzword, but is increasingly the standard way of doing business. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat about the third one?\u003cbr /\u003e\u003c/strong\u003eWho could forget DMPs! \u003c/p\u003e\n\n\u003cp\u003eA DMP is slightly different in that, as the name implies, it deals primarily with data. Advertisers use all kinds of data to ensure their digital ad campaigns are relevant to the consumer. A DMP allows brands and agencies to store all of this data in one convenient place so they can call upon it and use it whenever they run an ad campaign. \u003c/p\u003e\n\u003cp\u003eSay an auto company wants to target only those consumers in the market for a car with a campaign for their newest model. They would use their DMP to build the target audience. Then, they would port that data to their DSP, so they could begin buying ads aimed at that demographic. \u003c/p\u003e\n\u003cp\u003eMeanwhile, a group of automotive blogs make their ad inventory available via an SSP. The DSP and SSP meet in the middle and, using data from the DMP, determine there’s a match. Once a price is settled, the ad gets served, and voila — you have car ads on the auto blog, where they can reach their intended audience. And we don’t all have to look at car ads when we’re not interested in buying one. \u003cbr /\u003e\u003cbr /\u003eFrom the DMP to the DSP to the SSP. They’re all core pieces of one, interlocking ad-buying ecosystem. \u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1732410079341},"getSubscribeData(undefined)":{"status":"fulfilled","endpointName":"getSubscribeData","requestId":"wqI2NvePJbTKFXjjjHykP","startedTimeStamp":1732415314781,"data":{"metadata":{"datePosted":"2023-10-12T04:09:00-07:00","dateCreated":"2023-10-12T04:09:57-07:00","dateUpdated":"2023-10-13T10:20:21-07:00","title":"Sign Up - Email newsletter | The Current","description":"The most critical innovations in advertising are happening on the open internet identity, the future of TV, consumer privacy, retail media, and beyond. Subscribe to The Current.","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/subscribe","noIndex":false,"type":"subscribe"},"data":{"eyebrow":"Email newsletter","heading":"Your all-access pass to the industry’s hottest topics straight to your inbox","blurb":"The most critical innovations in advertising are happening on the open internet identity, the future of TV, consumer privacy, retail media, and beyond. Subscribe to The Current.","ctaText":"Sign Up","featuredImage":{"alt":"Illustration of drones flying over a city with a midnight sky and a hand holding a megaphone in the middle","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition135_DronesInAsia_1200px_v1_2023-10-13-171800_dbyr.jpg","width":1200,"height":1200,"isLandscape":false},"featuredMobileImage":{}}},"fulfilledTimeStamp":1732415315019},"getContentData({\"slug\":\"streaming-live-sports-game-broadcasting-rights-online\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"nTmu652IXNILKMQPiuIet","originalArgs":{"slug":"streaming-live-sports-game-broadcasting-rights-online","token":""},"startedTimeStamp":1732413240386,"data":{"metadata":{"datePosted":"2023-09-13T12:15:00-07:00","dateCreated":"2023-09-13T11:13:59-07:00","dateUpdated":"2023-09-13T13:16:34-07:00","title":"Ready to stream cricket matches and catamaran races? Niche sports get in the game | The Current","description":"What’s driving the push to stream more than just the biggest sports in the world?","image":{"alt":"A fragmented connected TV screen shows a cricket bat and ball, a man sailing, and a man cycling as a progress bar passes across them.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition137_DiversificationOfSports_1920x1080_WithLogo_v1_2023-09-13-184317_qxgm.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A fragmented connected TV screen shows a cricket bat and ball, a man sailing, and a man cycling as a progress bar passes across them.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition137_DiversificationOfSports_1920x1080_WithLogo_v1_2023-09-13-184320_isdk.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Stokel-Walker ","themes":["Streaming"],"url":"https://www.thecurrent.com/streaming-live-sports-game-broadcasting-rights-online","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2091354,"slug":"streaming-live-sports-game-broadcasting-rights-online","postDate":"2023-09-13T12:15:00-07:00","heading":"Ready to stream cricket matches and catamaran races? Niche sports get in the game","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A fragmented connected TV screen shows a cricket bat and ball, a man sailing, and a man cycling as a progress bar passes across them.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition137_DiversificationOfSports_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A fragmented connected TV screen shows a cricket bat and ball, a man sailing, and a man cycling as a progress bar passes across them.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition137_DiversificationOfSports_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A fragmented connected TV screen shows a cricket bat and ball, a man sailing, and a man cycling as a progress bar passes across them.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition137_DiversificationOfSports_1920x1080_NoLogo_v1_2023-09-13-184257_wasi.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":2091355,"slug":"chris-stokel-walker","fullName":"Chris Stokel-Walker ","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhen Spain beat England in the finals of the women’s soccer World Cup in Australia in August, millions \u003ca href=\"https://www.reuters.com/sports/soccer/womens-world-cup-final-draws-record-tv-figures-spain-england-2023-08-21/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewatched\u003c/a\u003e through \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003estreaming\u003c/a\u003e services. The 2023 tournament has been a landmark one for women’s sports, but the fact that FIFA had to \u003ca href=\"https://www.theguardian.com/football/2023/may/02/fifa-threatens-womens-world-cup-broadcast-blackout-in-europe-offers-rights-infantino\" target=\"_blank\" rel=\"noreferrer noopener\"\u003echastise\u003c/a\u003e broadcast rights bidders for undervaluing the tournament suggests that there’s still a way to go. \u003c/p\u003e\n\u003cp\u003eNevertheless, for broadcasters like Fox Sports in the U.S. and the BBC and ITVX in the U.K., the bet paid off. This was particularly clear in the U.K., where the BBC \u003ca href=\"https://www.bbc.com/sport/football/66567881#:~:text=Across%20the%20World%20Cup%20there,2019%20World%20Cup%20in%20France.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaw\u003c/a\u003e a 75 percent increase in streams over the 2019 World Cup in France. \u003c/p\u003e\n\u003cp\u003eAround the world, more and more broadcast companies are scouring available streaming rights across a diverse range of sports — from cricket to sailing — to boost viewership and provide differentiation for both established and burgeoning platforms. The plot thickens in a \u003ca href=\"https://www.thecurrent.com/sports-subscription-streaming-ctv-media-entertainment-linear-tv\"\u003enew chapter\u003c/a\u003e of the streaming wars. \u003c/p\u003e\n\u003cp\u003e“I wouldn’t say that streaming is sort of transforming sport,” says Tim Westcott, senior principal analyst for digital content and channels at Omdia. “But it’s certainly being transformed [by sport].” \u003c/p\u003e\n\u003cp\u003eBy hitching their wagons to a streaming sports franchise that may traditionally be overlooked, marketers may seize on its potential to build up a huge audience. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eShattering into fragments\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe emergence of streaming rights for sports outside the English Premier League (EPL), NFL, NBA, NHL, and MLB is the result of the growing appetite for content to fill the raft of streaming services available worldwide. \u003c/p\u003e\n\u003cp\u003e“The sports market is definitely fragmenting,” says Minal Modha, consumer research lead specializing in sports at Ampere Analysis. In 2022, Ampere’s Sports – \u003ca href=\"https://www.ampereanalysis.com/products/about/sports-media-rights\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eMedia Rights data\u003c/a\u003e showed that there were 47 unique U.S. broadcasters that held live sports rights, compared to 23 in 2019. \u003c/p\u003e\n\u003cp\u003eThey include NBCUniversal — which \u003ca href=\"https://www.cyclingnews.com/news/nbc-sports-peacock-retain-tour-de-france-broadcast-rights-in-us-through-2029-north-american-roundup/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eearlier this year\u003c/a\u003e snapped up the rights to live Tour de France coverage for Peacock — and Paramount, which \u003ca href=\"https://sailgp.com/news/23/cbs-sports-extends-partnership-sailgp-season-4/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebought the rights\u003c/a\u003e to sailing league SailGP for Paramount+. \u003c/p\u003e\n\u003cp\u003eThe ballooning of diverse sporting events is happening for a number of reasons, experts say, as streaming platforms look to differentiate themselves from competitors and keep audiences engaged. “Live sport is arguably the last bastion of appointment-to-view TV so, in theory, it provides guaranteed eyeballs, which can either result in subscription or advertising revenues,” says Modha. \u003c/p\u003e\n\u003cp\u003eBut there’s also another reason that niche sports are starting to see interest from big broadcasters. “Sport-rights holders are now more willing to sell to online platforms because the technology for streaming has advanced to a place where there isn’t a compromise in the quality of the content,” she says. \u003c/p\u003e\n\u003cp\u003eThat’s good news for sports with committed audiences that just happen to exist in areas that aren’t in close geographical proximity. \u003c/p\u003e\n\u003cp\u003eStreaming can attract viewers to niche sports in a way that linear TV could not, says Westcott, as they can pull small audiences all over the world into one big global audience, rather than having to rely on a big audience within one country. \u003c/p\u003e\n\u003cp\u003e“When you put together lots of people who are interested in road cycling or sailing or windsurfing, that has potential,” Westcott adds. For example, last year’s Rip Curl WSL Finals, a surfing competition, drew \u003ca href=\"https://www.worldsurfleague.com/posts/506724/2022-rip-curl-wsl-finals-takes-the-lead-as-the-most-watched-day-of-surfing-in-wsl-history\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e8.3 million views\u003c/a\u003e across WSL digital channels. While this figure is considerably smaller than the 13.08 million who \u003ca href=\"https://www.nba.com/news/2023-nba-playoffs-are-most-watched-in-five-years\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etuned in\u003c/a\u003e to watch this year’s NBA championship Game 5, it was still up 22 percent on 2021’s figures. The NBA final’s viewership, however, only grew 1 percent versus last year’s Game 5. \u003c/p\u003e\n\u003cp\u003eStreamers like DAZN have upended the sports streaming market, diversifying it beyond mainstream sports and big competitions to create a more holistic market. And it’s notable that DAZN has part rights \u003ca href=\"https://www.dazn.com/en-GB/news/cricket/dazn-to-broadcast-ipl-in-the-uk-and-ireland/c99sei6ptlmy1l605deyf0ncq\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eto stream\u003c/a\u003e Indian Premier League (IPL) cricket in the U.K. alongside linear broadcaster ITV. In the U.S., Willow TV has the \u003ca href=\"https://timesofindia.indiatimes.com/world/us/how-to-watch-ipl-2023-in-us/articleshow/99069682.cms?from=mdr\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estreaming rights\u003c/a\u003e to the IPL, which has a committed fan base among Indian migrants in the country. \u003c/p\u003e\n\u003cp\u003eDemographics are also at play: older sports fans are happy to pay for a single cable TV subscription to see their favorite sport. Younger fans less so, says Westcott. “They prefer to cherry-pick.” \u003c/p\u003e\n\u003cp\u003eYet that younger audience typically has disposable income \u003ca href=\"https://www.forbes.com/sites/jefffromm/2022/07/20/as-gen-zs-buying-power-grows-businesses-must-adapt-their-marketing/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eto spend\u003c/a\u003e, making them rich pickings for marketers — which is why nabbing rights to European football in the U.S. is becoming such a \u003ca href=\"https://www.thecurrent.com/europe-soccer-football-league-american-streaming-live-sports\"\u003ehotbed of competition\u003c/a\u003e. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eMore choice, more revenue?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe diversification of sports means consumers can now log on to a streaming platform and watch live sports from around the world at a rate that was never previously possible. But the competition for increasingly niche sports rights is such that it’s no longer possible for viewers to get their sport fix from a single streamer, and instead have to keep track of an endless array of app icons on their smartphones or smart TV screens. \u003c/p\u003e\n\u003cp\u003eAny story about the growth and diversification of sports rights can’t ignore what’s happening off the field too. The amount of content linked to non-mainstream sports has increased. “We’ve seen the impact [the Netflix series] \u003cem\u003eDrive to Survive\u003c/em\u003e has had on F1’s [Formula One’s] following and there are reports suggesting that the recent Tour de France documentary [Netflix’s \u003cem\u003eTour de France: Unchained\u003c/em\u003e] also helped to boost viewership numbers this year,” Modha says. \u003c/p\u003e\n\u003cp\u003eIt all adds up to interesting times for the smaller sports organizations looking to build their brand. “There are opportunities for more niche sports,” says Westcott. “I think we’re going to see more creativity about how sports are marketed to consumers online.” \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":1732413240421},"getContentData({\"slug\":\"spotlight-luis-romero-senior-vice-president-advertising-guardian-us-brand-strategy-ad-dollars\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"KFaW76xNRM_4TCHHk-Wi6","originalArgs":{"slug":"spotlight-luis-romero-senior-vice-president-advertising-guardian-us-brand-strategy-ad-dollars","token":""},"startedTimeStamp":1732413212491,"data":{"metadata":{"datePosted":"2023-07-26T07:37:00-07:00","dateCreated":"2023-07-26T07:01:12-07:00","dateUpdated":"2023-07-26T10:00:42-07:00","title":"The Guardian U.S.' SVP of ads on brand strategy, green ad dollars, and soccer | The Current","description":"The Guardian US has increased its ad revenue 42 percent year over year. Luis Romero, the head of sales in North America, shares insights into his strategy: branded content, green ad dollars, and leaning into lifestyle/sports coverage.","image":{"alt":"Luis Romero, SVP of Ads, The Guardian","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_CMOSpotlight_Guardian_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Luis Romero, SVP of Ads, The Guardian","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_CMOSpotlight_Guardian_v1-1_2023-07-26-140513_mudy.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Damian Fowler","themes":["Leaders"],"url":"https://www.thecurrent.com/spotlight-luis-romero-senior-vice-president-advertising-guardian-us-brand-strategy-ad-dollars","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2029168,"slug":"spotlight-luis-romero-senior-vice-president-advertising-guardian-us-brand-strategy-ad-dollars","postDate":"2023-07-26T07:37:00-07:00","heading":"The Guardian US' SVP of ads on brand strategy, green ad dollars, and soccer","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Luis Romero, SVP of Ads, The Guardian","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_CMOSpotlight_Guardian_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Luis Romero, SVP of Ads, The Guardian","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_CMOSpotlight_Guardian_1200px_Square_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":"Luis Romero, SVP of Ads, The Guardian","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_CMOSpotlight_Guardian_NoLogo_v1_2023-07-26-140508_swzm.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":692081,"title":"Leaders","slug":"leaders","uri":"sections/leaders","description":"A spotlight on leaders from across the advertising industry","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhen Luis Romero joined \u003cem\u003eThe Guardian\u003c/em\u003e US as their head of sales in March 2022, it helped that he was already a big soccer — make that football — fan. “When \u003cem\u003eThe Guardian\u003c/em\u003e knocked on my door to help lead their U.S. marketing, the first thing that came to mind was their football coverage, because I’m a huge fan,” Romero says. \u003c/p\u003e\n\u003cp\u003eHe’s followed the Portuguese coach José Mourinho from his days at Chelsea to his current role as coach of Roma. But beyond \u003cem\u003eThe Guardian’s\u003c/em\u003e football coverage, Romero quickly realized he was dealing with a publication that had a tremendous legacy in the United Kingdom — a newspaper harking back to 1821. His team’s challenge was to create more awareness in the United States ad-buying community to keep pace with a growing American readership, with an average of over 50 million unique visitors per month. \u003c/p\u003e\n\u003cp\u003eMore than a year into the role, Romero and his marketing team seem to have found a winning formula, despite the economic downturn of the last year. At the end of its first 2023 fiscal quarter, which ended on June 30, \u003cem\u003eThe Guardian\u003c/em\u003e US reported that ad revenues \u003ca href=\"https://www.adweek.com/media/guardian-us-uptick-ad-revenue-2023/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewere up 42 percent\u003c/a\u003e year over year, a remarkable uptick given the contemporary challenges for ad-supported digital media. When Romero posted this news on LinkedIn, one commenter posted, “Results are synonymous with Luis Romero.” \u003c/p\u003e\n\u003cp\u003eOn July 25, The Guardian Media Group (GMG) announced “double-digit international revenue growth” for 2022/2023— up 17 percent to over $119 million, which accounts for 35 percent of the publication’s revenues overall. Such growth is part of GMG’s strategy to become “more global, more digital.” \u003c/p\u003e\n\u003cp\u003eGiven his more than 20 years of success in sales and marketing with the likes of Group Nine Media, NBCUniversal, and Univision, Romero is an old hand at driving revenue growth for media companies. Romero credits his experiences selling multicultural audiences to advertisers as fundamental to his success. “You know, 20 years ago, when you were selling the Hispanic audience, you had to talk about what that audience profile looked like and why it was important,” he tells \u003cem\u003eThe Current\u003c/em\u003e. “And I find that you need to do that with news as well. This is probably the best audience because they’re highly engaged with the content that we’re creating.” \u003c/p\u003e\n\u003cp\u003eFor Romero, the key to getting \u003cem\u003eThe Guardian\u003c/em\u003e US into the consideration set for advertisers was being “unapologetic about the brand,” showing them that the publication was a news force to be reckoned with, having been in the American market for over a decade. It even won a Pulitzer Prize with \u003cem\u003eThe Washington Post\u003c/em\u003e back in 2014 for its groundbreaking reporting on the National Security Agency’s surveillance activities based on the leaks of Edward Snowden. \u003c/p\u003e\n\u003cp\u003eRomero was able to lean into this brand strategy because he knew the value of what he was offering. “There’s a kind of cycle back to quality. And I think news isn’t typically viewed that way,” Romero says. “We are a quality, premium site in terms of the content and what we produce. And advertisers are looking for that.” \u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe Guardian\u003c/em\u003e\u003cem\u003e \u003c/em\u003eUS generates between $40 million and $50 million in annual revenue, the lion’s share of which is split between advertising and reader support, according to figures shared with \u003cem\u003eThe Current\u003c/em\u003e. The publication doesn’t have a paywall subscription but instead opts for a strategy that asks dedicated readers to sign up and contribute voluntarily. “That’s one of those differentiating points that sets us apart from most of our competition,” says Romero. And it helps drive scale.\u003c/p\u003e\n\u003cp\u003eRomero’s perceptions about the importance of that kind of trust are well founded. A recent poll by YouGov compared the \u003ca href=\"https://today.yougov.com/topics/politics/articles-reports/2023/05/08/2023-trust-in-media-what-news-outlets-trust-poll\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enet trust in media\u003c/a\u003e organizations among Democrats and Republicans, asking respondents to rate a media property’s trustworthiness. Among Democrats, \u003cem\u003eThe Guardian\u003c/em\u003e held its own alongside big U.S. publications like \u003cem\u003eT\u003c/em\u003ehe \u003cem\u003eWall Street Journal \u003c/em\u003eand \u003cem\u003eBusiness Insider\u003c/em\u003e. Some assert that ad effectiveness on a given media property is indexed to consumer trust, regardless of political affiliation. “I want to see publishers and advertisers unite around the idea that originality and quality matter for business results,” Adam Heimlich, the co-founder and CEO of Chalice Custom Algorithms, tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eTo hear Romero tell it, \u003cem\u003eThe Guardian\u003c/em\u003e \u003cem\u003eUS\u003c/em\u003e is attracting advertisers because of the quality of its journalism, its long-standing liberal values, and because it knows its audience. “We have a vetting system on our end to make sure that if we’re going to bring on an advertiser, they align with what we believe in, and also what our readers believe in,” he says. \u003c/p\u003e\n\u003cp\u003eA case in point is \u003cem\u003eThe Guardian’s \u003c/em\u003ecommitment to sustainability. The newspaper was one of the first to use the term “climate change” in 1978, and more recently, published its \u003ca href=\"https://www.theguardian.com/environment/ng-interactive/2019/oct/16/the-guardians-climate-pledge-2019\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eEnvironmental Pledge 2019\u003c/a\u003e and formally updated its editorial style guide to introduce terms that more accurately describe the environmental crises facing the world, using “climate emergency, crisis or breakdown” and “global heating.” In 2020, the company announced that it would no longer accept advertising from “fossil fuel extractive companies” on any of its websites, apps, or print publications.\u003c/p\u003e\n\u003cp\u003eAs head of ad sales in North America, Romero is on the front lines of this commitment. “As much as we’re courting green dollars, it’s really a two-way street. Those corporations that have green dollars to spend are actively looking for the right environment to place those ad dollars,” he says. “They see \u003cem\u003eThe Guardian\u003c/em\u003e \u003cem\u003eUS\u003c/em\u003e as a true leader in the green space where we walk the talk.”\u003c/p\u003e\n\u003cp\u003eAt the same time, \u003cem\u003eThe Guardian \u003c/em\u003ehas boosted the output of its custom-content offerings by means of editorial series that yield ad solutions for advertisers. Romero is quick to point out that there’s a clear line of separation between editorial and sales. One series called \u003ca href=\"https://www.theguardian.com/environment/series/green-light\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eGreen Light\u003c/a\u003e — exploring the critical role that corporations play in curbing the climate crisis — was sponsored by Amazon; Radical Thinking — exploring how innovative ideas (“\u003ca href=\"https://www.theguardian.com/us-news/2023/jan/09/canned-wine-industry-environment\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eA Six-Pack of Sauvignon\u003c/a\u003e: Could Canned Wine Help Save the Planet?”) might change the planet — was sponsored by Lexus. Last year about 30 percent of total ad revenues came from custom content and this year it’s pacing closer to 40 percent. \u003c/p\u003e\n\u003cp\u003eIn addition to branded content like this, \u003cem\u003eThe Guardian \u003c/em\u003eUS makes up the balance of its ad revenue from its other inventory, which is divided between direct deals and programmatic. “We want to trade with our advertisers,” says Romero. That said, he has shifted the publication’s strategy toward direct deals, calling it a “more controlled environment” for news, especially in a world where marketers are cognizant of brand-safety issues and use keyword blockers to avoid campaigns being juxtaposed with potentially “bad” news. Such a scenario can lead to programmatic dips for publications like \u003cem\u003eThe Guardian\u003c/em\u003e \u003cem\u003eUS \u003c/em\u003ethat cover breaking news. \u003c/p\u003e\n\u003cp\u003e Which brings us back to the brand-trusted realm of soccer. It’s a huge draw for readership and advertisers alike, says Romero. \u003cem\u003eThe Guardian\u003c/em\u003e US has 16 million readers who are soccer fans and who spend an average of 2 minutes and 31 seconds on its soccer channel, the highest engagement versus all other sports channels. With its three global editions, \u003cem\u003eThe Guardian \u003c/em\u003ecan offer live real-time reporting for readers. And since there’s no paywall, the company can claim it’s democratizing soccer coverage. “We have legacy and authority in this space,” says Romero. \u003c/p\u003e\n\u003cp\u003eFor Romero, the explosion of soccer in the United States is a commercial opportunity, and he says he plans on putting more focus on the sport. His timing is good. With the FIFA Women’s World Cup underway, drawing huge interest in the U.S., Romero says \u003cem\u003eThe Guardian\u003c/em\u003e\u003cem\u003e \u003c/em\u003eUS is well positioned to capture diverse audiences, which can potentially segue into the Premier League, and greater engagement around Major League Soccer (MLS). The buzz around Argentine football legend Lionel Messi making his debut at Inter Miami is already creating an \u003ca href=\"https://www.cnbc.com/2023/07/18/lionel-messi-signing-to-double-inter-miami-revenue-owner-says.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eeconomic ripple effect\u003c/a\u003e for the franchise.\u003c/p\u003e\n\u003cp\u003eThese are all milestones leading up to the next men’s FIFA World Cup, which will take place in North America — Canada, Mexico, and the U.S. — in 2026. “The more we cover the game now and the more we put our stamp on it, the more we’re going to continue to grow,” says Romero. \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":1732413212528},"getContentData({\"slug\":\"siriusxm-media-lizzie-collins-podcasts-influencers-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"76dzszziCqzFSYgITMMYy","originalArgs":{"slug":"siriusxm-media-lizzie-collins-podcasts-influencers-marketing","token":""},"startedTimeStamp":1732409587952,"data":{"metadata":{"datePosted":"2024-10-23T05:00:00-07:00","dateCreated":"2024-10-22T08:23:02-07:00","dateUpdated":"2024-10-22T14:14:48-07:00","title":"SiriusXM Media’s Lizzie Collins on the power of podcasts for influencers | The Current","description":"SiriusXM Media’s Lizzie Collins joins The Current Podcast to discuss artificial intelligence, omnichannel campaigns and how influencers should utilize podcasts.","image":{"alt":"The Current Podcast, Season 10, Lizzie Collins, SVP, SiriusXM Media","url":"https://www.thetradedesk.com/assets/global/SiriusXM_16x9_Editorial_Orange_v1.jpg","width":1920,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast, Season 10, Lizzie Collins, SVP, SiriusXM Media","url":"https://www.thetradedesk.com/assets/global/SiriusXM_16x9_Editorial_Orange_v1_2024-10-22-152405_yzbp.jpg","width":1920,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","The Current Podcast"],"url":"https://www.thecurrent.com/siriusxm-media-lizzie-collins-podcasts-influencers-marketing","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3345462,"slug":"siriusxm-media-lizzie-collins-podcasts-influencers-marketing","postDate":"2024-10-23T05:00:00-07:00","heading":"SiriusXM Media’s Lizzie Collins on the power of podcasts for influencers","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Podcast, Season 10, Lizzie Collins, SVP, SiriusXM Media","url":"https://www.thetradedesk.com/assets/global/SiriusXM_1x1_Orange_v1.jpg","width":1200,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast, Season 10, Lizzie Collins, SVP, SiriusXM Media","url":"https://www.thetradedesk.com/assets/global/SiriusXM_16x9_Editorial_Orange_v1_2024-10-22-152509_nwsz.jpg","width":1920,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/6de58646-6abc-48e1-83a6-5b17b3d7fa8b?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/6de58646-6abc-48e1-83a6-5b17b3d7fa8b?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eMore people are listening to podcasts than ever before.\u003c/p\u003e\n\u003cp\u003eThat’s according to this year’s \u003ca href=\"https://www.edisonresearch.com/wp-content/uploads/2024/05/The-Podcast-Consumer-2024-Presentation.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eThe Podcast Consumer report\u003c/a\u003e from Edison Research, which also found that young people especially are deeply engaged with podcasts. According to survey results, 66% of U.S. listeners ages 13 to 24 listen to stay up to date with news and 84% listen to dig deeper into topics they’re interested in. \u003c/p\u003e\n\u003cp\u003eSo are podcasters the new “more-trusted” social influencers?\u003c/p\u003e\n\u003cp\u003e“The short answer is yes, but I don’t think it’s just podcasts,” says Lizzie Collins on The Current Podcast. “Any influencer out there that is very invested in their craft and their trade, and having a commercial opportunity in being an influencer, understands the power of how podcasting, and how audio more specifically, helps them reach their audience.”\u003c/p\u003e\n\u003cp\u003eCollins points to podcaster Ashley Flowers as an example, saying that what Flowers’ audience discusses on social often informs her show.\u003c/p\u003e\n\u003cp\u003e“This ecosystem connection is what these influencers are after, and I think with the power of the podcast format they can tell deeper stories and deeper ‘why-to-buys’ for the products that are integrated,” Collins adds.\u003c/p\u003e\n\u003cp\u003eCollins also talks about the most popular podcast genres across the SiriusXM network, the growth of women’s sports, utilizing AI and how podcasting fits into omnichannel strategies. \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":1732409587991},"getSectionData({\"slug\":\"[slug]\",\"token\":\"\"})":{"status":"rejected","endpointName":"getSectionData","requestId":"-gcavE-zAgcxeMpI3_hp4","originalArgs":{"slug":"[slug]","token":""},"startedTimeStamp":1732414429957,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find a Section with slug [slug]","code":0,"status":404}}},"getAuthorData({\"slug\":\"chris-feo\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"VWaCepn_UxynaAA1OBWrG","originalArgs":{"slug":"chris-feo","token":""},"startedTimeStamp":1732410806310,"data":{"metadata":{"datePosted":"2022-11-21T07:49:00-08:00","dateCreated":"2022-11-21T07:49:17-08:00","dateUpdated":"2024-07-29T08:04:48-07:00","title":"Chris Feo | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/chris-feo","noIndex":false,"type":"authors"},"data":{"id":1599082,"title":"Chris Feo","featuredImage":{},"fullName":"Chris Feo","positionTitle":"SVP sales and partnerships at Experian","blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"0"}},"fulfilledTimeStamp":1732410806345},"getSectionData({\"slug\":\"video\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"Ij4ckLhd6xIpCbBgKGrul","originalArgs":{"slug":"video","token":""},"startedTimeStamp":1732415702280,"data":{"metadata":{"datePosted":"2021-09-09T10:36:00-07:00","dateCreated":"2021-08-30T13:38:16-07:00","dateUpdated":"2024-08-08T08:42:04-07:00","title":"Video | The Current","description":"Keep up to date with all our video content — from thought leadership to industry perspectives to educational series.","image":{"alt":"Clapper board with a video player placed over and a hand closing it. 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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":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003e“Last year at Advertising Week, we didn’t even talk about generative AI. This year, it’s all we’re talking about.”\u003c/p\u003e\n\u003cp\u003eThat’s how Jennifer Creegan, vice president of global marketing and operations at Microsoft Advertising, succinctly summed up this year’s Advertising Week NY during a talk on Tuesday. \u003c/p\u003e\n\u003cp\u003eSure, artificial intelligence wasn’t the \u003cem\u003eonly \u003c/em\u003ething discussed at the annual event, which brings together industry professionals in New York for a week of panels and networking. But the topic was certainly top of mind for advertisers.\u003c/p\u003e\n\u003cp\u003e“We’re talking about how this tool can help us as a co-pilot, as an assistant, to build the future of advertising,” Creegan said. “We’re talking about it as something that will change both how we work and what we can offer. We’re talking about how we can rebuild and reimagine the relationship between all of us and our customers.” \u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.thecurrent.com/what-the-tech-is-ctv\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eConnected TV (CTV)\u003c/a\u003e remained a major topic this year. What stuck out during the discourse is how much AI and CTV are starting to converge. Bottom line: Advertisers have more options than ever regarding their media buying strategies and how and where they’re implemented — and more tools at their disposal to help launch campaigns and reach audiences where they are. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAI applications\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThroughout the week, marketers positioned generative AI as a tool rather than a stand-in to help enhance campaigns, media buying strategies, and decision-making.\u003c/p\u003e\n\u003cp\u003eCreegan noted such uses for marketers as helping with brainstorming sessions, email customization, and bulk social media posts.\u003c/p\u003e\n\u003cp\u003e“It doesn’t do everything for you,” Creegan said. “It’s super important that we all think about it as an assistant. […] It helps you drive impact and get the tedious production-oriented tasks of your job out of the way.” \u003c/p\u003e\n\u003cp\u003eIn the CTV space, speakers talked up AI as transformative but also recognized that the industry has a lot to learn about using it.\u003c/p\u003e\n\u003cp\u003e“We’re on a journey that has begun, but we’re nowhere near the finish line,” said Tony Marlow, chief marketing officer at LG Ad Solutions, who appears on this week’s \u003cem\u003e\u003ca href=\"https://www.thecurrent.com/current-podcast-tony-marlow-lg-advertising-cmo-tv-retail-data\"\u003eThe Current Podcast\u003c/a\u003e\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003e“There are really two avenues: One is application of AI for creative purposes, rapidly building creative,” he said, “and I think the other very obvious use case is for targeting and quickly finding relevant, large — meaning scaled — audiences that are defined by data, sometimes data that humans may not be able to understand.” \u003c/p\u003e\n\u003cp\u003eMarlow predicted that generative AI will eventually enable advertisers to custom build creative assets and messaging in real time based on audience data. \u003c/p\u003e\n\u003cp\u003e Michael Guth, senior vice president and chief marketing officer at Spectrum Reach, described a partnership with AI video-creating company Waymark that he said has “fundamentally changed everything that we do in the sales process.” \u003c/p\u003e\n\u003cp\u003e“The thing that we’re most excited about is a partnership with Waymark essentially allows us to create a commercial for our prospective advertisers in about 90 seconds,” he said, adding that they’ve created “close to 15,000 of these commercials” over the last six months. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eStreaming and CTV growth\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIndustry professionals gushed at how much CTV advertising has advanced over the past year. \u003c/p\u003e\n\u003cp\u003e“The amount of change that has happened from what was once purely an SVOD [subscription video on demand] long-form content vehicle, for lack of a better word, is considerable,” said Dani Benowitz, president of U.S. and global at Magna. She noted Netflix and Prime Video’s jump into advertising as an example, plus the shift of sports to streaming. \u003c/p\u003e\n\u003cp\u003eSpeaking of streaming sports, Netflix’s Vice President of Global Advertising Sales, Peter Naylor, made waves on Tuesday when he announced that Netflix was diving into live sports. \u003c/p\u003e\n\u003cp\u003eBefore you get too excited, Netflix hasn’t scooped up major sports rights like some of its rivals. Instead, the company plans to livestream an original golf tournament next month featuring athletes from its sports-focused programming. And in lieu of advertising, it will likely include integrated sponsorships. But the news of Netflix getting into live sports at all could be consequential. \u003c/p\u003e\n\u003cp\u003e“Lots more opportunity for advertisers, lots more opportunity for consumers obviously, [and] lots more opportunity to reach people where they are when they are receptive to ads; it’s an exciting time,” Benowitz added. \u003c/p\u003e\n\u003cp\u003eBut the prospect of so many opportunities, and options for audiences, also carries the risk of fragmentation, or difficulty getting in front of consumers. This word was uttered on more than one occasion throughout the week. \u003c/p\u003e\n\u003cp\u003e“We need to find ways that are AI-enabled or intuitive to get the content in front of people,” Benowitz said. “As we start trading more programmatically, as we start thinking about outcomes, as we start thinking about ROI, we want to know where we’re going. And we want to know where the people are that are receptive to ads.”\u003c/p\u003e\n\u003cp\u003eNevertheless, TV advertising spend will likely continue to move to digital. Dish Media Senior Vice President Kevin Arrix even predicted during a panel on Monday that all TV advertising will be impression-based within the next five years.\u003c/p\u003e\n\u003cp\u003eKarsten Weide, principal and chief analyst at W Media Research, tells \u003cem\u003eThe Current\u003c/em\u003e\u003cem\u003e \u003c/em\u003ethat the TV industry has reached “landslide territory” in terms of how many ad dollars have already shifted from linear TV to digital. \u003c/p\u003e\n\u003cp\u003e“The question is not so much ‘Will it [shift]?’ but the question is ‘How fast?’” 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":5}},"fulfilledTimeStamp":1732413015358},"getContentData({\"slug\":\"marketers-video-tv-converges-ctv-streaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"I3rleXmissXYvY4c7OSlJ","originalArgs":{"slug":"marketers-video-tv-converges-ctv-streaming","token":""},"startedTimeStamp":1732412957848,"data":{"metadata":{"datePosted":"2024-10-28T05:00:00-07:00","dateCreated":"2024-10-25T13:42:02-07:00","dateUpdated":"2024-10-28T13:53:22-07:00","title":"Marketers are closer to seeing across the entire video landscape as TV converges | The Current","description":"Linear TV and streaming measurement and attribution are coming together, so marketers can optimize their campaigns using data-driven insights.","image":{"alt":"an antique TV split in half to reveal a glowing new flatscreen TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition176_linearlikeCTV_1920x1080px_Logo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"An antique TV split in half to reveal a glowing new flatscreen TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition176_linearlikeCTV_1920x1080px_Logo_v1-1_2024-10-25-204604_eqka.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming"],"url":"https://www.thecurrent.com/marketers-video-tv-converges-ctv-streaming","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3346432,"slug":"marketers-video-tv-converges-ctv-streaming","postDate":"2024-10-28T05:00:00-07:00","heading":"Marketers are closer to seeing across the entire video landscape as TV converges","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"An antique TV split in half to reveal a glowing new flatscreen TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition176_linearlikeCTV_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"An antique TV split in half to reveal a glowing new flatscreen TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition176_linearlikeCTV_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"An antique TV split in half to reveal a glowing new flatscreen TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition176_linearlikeCTV_1920x1080px_NoLogo_v1_2024-10-25-204643_txda.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\u003eCanada’s longest-running drama, Heartland, recently began its 18th season on CBC and its streaming platform, CBC Gem.\u003c/p\u003e\n\u003cp\u003eSeventeen years after the show first premiered, fans are now accustomed to watching on-demand, a prime example of the before and after split with traditional TV and streaming. TV executives have shifted their distribution strategies and with that have keyed in on the fragmentation that can come from all the ways people watch their favorite shows.\u003c/p\u003e\n\u003cp\u003eBuying models, as well as cross-screen measurement between broadcast TV and streaming, are becoming more sophisticated. TV in all forms, even on the \u003ca href=\"https://www.adweek.com/convergent-tv/fox-linear-tv-buying-data-driven/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etraditional side\u003c/a\u003e, is becoming more data driven and \u003ca href=\"https://adage.com/article/special-report-cannes-lions/what-local-tv-gets-right-about-data-driven-measurement-and-targeting/2566836\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaddressable\u003c/a\u003e. Marketers are getting closer to seeing across the entire video landscape so they can optimize their campaigns.\u003c/p\u003e\n\n\n\n\u003cp\u003e“The ad opportunities on streaming apps are continuing to grow,” Sue Haas tells The Current. She is interim president and CEO of Numeris as well as president and COO of NLogic. “It has hit a critical point where there’s a lot of ad-supported video outside of linear, so you want to be able to see it together. When you’re buying and planning campaigns, you want to see the measurement holistically.” \u003c/p\u003e\n\u003cp\u003eTo that end, Numeris — and its subsidiary software company NLogic — recently \u003ca href=\"https://numeris.ca/wp-content/uploads/2024/PDFs/Press-Releases/Announcing%20an%20Exclusive%20First-to-Market%20Partnership%20with%20The%20Trade%20Desk.pdf\"\u003elaunched a solution\u003c/a\u003e that allows marketers in Canada to activate audience segments off its linear TV currency data for the first time. It’s an integration that enables marketers to bridge the gap between linear TV and streaming channels.\u003c/p\u003e\n\u003cp\u003eWhile Numeris acknowledges that nobody has all the data, this is a step in the right direction, allowing marketers to match up first-party data across channels so they know who saw which ad, when and how often.\u003c/p\u003e\n\u003cp\u003e“The request for innovative data solutions is so profound from the market as streaming usage continues to increase,” Haas says. “That’s changed significantly in the last 12 months. The pressure has increased for us to answer those demands.”\u003c/p\u003e\n\u003cp\u003eRecognizing what is missing in the market, Haas says media agencies have long struggled with wasted buys, stemming from blind spots that can make it difficult to know if they’re hitting incremental audiences, along with an inability to manage frequency.\u003c/p\u003e\n\u003cp\u003e“The silos are slowly coming down,” Haas says. “The ability to target using linear TV segments is a huge step forward. The segments will help cross-platform incremental audience reach and planned frequency targets.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eMore modern solutions to break down silos\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWhile Numeris hopes to provide a true source of truth agnostically across the industry in Canada, global media companies are developing their own solutions. These solutions are not exactly the same but show there’s a push by multiple parties to improve measurement across all video channels.\u003c/p\u003e\n\u003cp\u003eEarlier this year, Comcast Advertising launched its \u003ca href=\"https://comcastadvertising.com/wp-content/uploads/2024/02/CA_Signal-Authentication_Final-PR_02292024.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eSignal Authentication Service\u003c/a\u003e, a tool to validate that ad impressions reached the right authenticated households. Comcast believes it will allow advertisers to better reach audiences with more precise frequency controls.\u003c/p\u003e\n\u003cp\u003eBlockgraph — the data collaboration firm owned by Comcast NBCUniversal, Charter and Paramount — is supplying the technology that’s the back end of the service. Its CEO and Co-Founder, Jason Manningham, told The Current in 2023 that he believes TV is going in the direction of being “all addressable, all IP based. I think that’s where we see the future.”\u003c/p\u003e\n\u003cp\u003eFor marketers eyeing the scale that traditional TV has, making it more addressable can offer the best of both worlds as scale, precision and real-time data all come together.\u003c/p\u003e\n\u003cp\u003eAfter AMC Networks broke through into new territory last year by successfully creating a path for programmatic buying on three of its linear networks, it marked \u003ca href=\"https://www.amcnetworks.com/press-releases/amc-networks-enables-programmatic-ad-buying-on-linear-networks-a-major-industry-first/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethe first time\u003c/a\u003e live linear inventory was purchased programmatically. Another \u003ca href=\"https://about.dish.com/2023-05-31-DISH-Media-Brings-Linear-TV-to-the-Digital-Ad-Marketplace-with-DISH-Connected-TM\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efirst came last year\u003c/a\u003e when Dish Media made it possible for advertisers to transact programmatically on Dish’s set-top-box inventory. Both of these instances subvert traditional TV practices by reshaping them to involve more digital components.\u003c/p\u003e\n\n\n\n\u003cp\u003eThese innovations led Larry Allen, VP and GM of data and addressable enablement at Comcast Advertising, to tell The Current that he predicted 2024 would be the year when linear TV and digital finally converge. \u003c/p\u003e\n\u003cp\u003e“With this breakthrough, we can expect to see a considerable increase in addressable ad inventory being made available programmatically in 2024,” Allen said. “This, tied with a stronger push and emphasis on authenticated identity, will help pave the way for even more accurate audience targeting and measurement innovation across the TV ad ecosystem.” \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":1732412957893},"getContentData({\"slug\":\"march-madness-womens-sports-advertisers-basketball\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"vWVrFMF-pRGIZ9KTlVd3q","originalArgs":{"slug":"march-madness-womens-sports-advertisers-basketball","token":""},"startedTimeStamp":1732412915342,"data":{"metadata":{"datePosted":"2024-04-10T07:52:00-07:00","dateCreated":"2024-04-10T07:08:37-07:00","dateUpdated":"2024-08-23T13:45:19-07:00","title":"March Madness just proved the power and scale of women’s sports. Advertisers are watching. | The Current","description":"Record March Madness ratings is putting women’s basketball in the spotlight, and advertisers are taking notice by increasing their media spend.","image":{"alt":"Female hand holding streaming remote with a basketball spinning on top of it","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition165_womenssportsstreaming_1920x1080px_FacebookMetadata_v1-1.gif","width":1800,"height":1013,"isLandscape":true},"imageTwitter":{"alt":"Female hand holding streaming remote with a basketball spinning on top of it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition165_womenssportsstreaming_1920x1080px_Logo_TwitterMetadata_v1.png","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming","gated content"],"url":"https://www.thecurrent.com/march-madness-womens-sports-advertisers-basketball","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2749117,"slug":"march-madness-womens-sports-advertisers-basketball","postDate":"2024-04-10T07:52:00-07:00","heading":"March Madness just proved the power and scale of women’s sports. Advertisers are watching.","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Female hand holding streaming remote with a basketball spinning on top of it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition165_Womenssportsstreaming_1920x1080px_PreviewImage_v1.gif","width":1800,"height":1013,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Female hand holding streaming remote with a basketball spinning on top of it","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition165_Womenssportsstreaming_1200px_Square-_v1.gif","width":1000,"height":1000,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eRobyn Phelps / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"Female hand holding streaming remote with a basketball spinning on top of it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition165_Womenssportsstreaming_1920x1080px_PreviewImage_v1_2024-04-10-141225_ldwh.gif","width":1800,"height":1013,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":3302064,"title":"gated content","slug":"gated-content","uri":"sections/gated-content","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eSunday’s women’s college basketball national championship blew viewership records out of the water, with \u003ca href=\"https://espnpressroom.com/us/press-releases/2024/04/2024-ncaa-womens-championship-and-final-four-on-espn-platforms-is-most-watched-on-record/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e18.9 million people\u003c/a\u003e tuning in on ABC and ESPN. At its peak, 24.1 million viewers watched South Carolina beat Iowa and star point guard Caitlin Clark to win its second title in three years.\u003c/p\u003e\n\u003cp\u003eThe huge ratings \u003ca href=\"https://thewaltdisneycompany.com/ncaa-women-basketball-national-championship-ratings-espn-abc/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enumber is up 89%\u003c/a\u003e from last year’s title game and 285% from 2022, cementing the match-up as the most-watched sporting event across all networks since Game 7 of the 2019 World Series, outside of the NFL and the Olympics. Still, these figures prove that women’s basketball can go toe-to-toe with football, with \u003ca href=\"https://variety.com/2023/tv/news/most-watched-shows-2023-ncis-oscars-blue-bloods-super-bowl-yellowstone-1235854795/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eonly 15 NFL games\u003c/a\u003e last year attracting more viewers than the women’s title game. And for the first time ever, the women’s title game \u003ca href=\"https://www.hollywoodreporter.com/tv/tv-news/womens-ncaa-final-bigger-tv-ratings-than-mens-first-time-1235870291/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eoutdrew the men\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThose statistics stack up on top of the mountain of evidence that women’s sports are surging, as sports fans and advertisers are realizing their emerging power. Disney’s ad revenue for the women’s basketball tournament doubled from last year, with ad space for the national championship and \u003ca href=\"https://www.marketingbrew.com/stories/2024/03/21/womens-march-madness-disney-espn-basketball\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eFinal Four sold out\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eAmpersand, a data-driven TV advertising sales and tech company, saw a 1,000% increase in ad revenue for the women’s basketball tournament from two years ago, according to the company’s Director of Sports Partnerships Dave Solomon. Solomon notes demand for women’s basketball was near zero in 2022.\u003c/p\u003e\n\u003cp\u003e“We've seen this huge wave,” Solomon tells \u003cem\u003eThe Current\u003c/em\u003e. “Last week for me was insane. Here within the walls of Ampersand, the amount of brands that were calling us trying to get in to these Final Four games and the Finals game was just something that I've never seen before. I really haven't seen it really in any other sport. Again, [it’s] that cultural moment.”\u003c/p\u003e\n\u003cp\u003eOverall, women’s elite sports are projected to generate more than \u003ca href=\"https://www2.deloitte.com/uk/en/pages/press-releases/articles/womens-elite-sports-to-generate-more-than-one-billion-in-revenue-in-2024.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$1 billion ($1.28 billion)\u003c/a\u003e in global revenue this year for the first time ever, according to Deloitte, a staggering 300% increase from three years ago. The surge doesn’t stop there, though.\u003c/p\u003e\n\u003cp\u003eGroupM has committed to \u003ca href=\"https://www.groupm.com/newsroom/groupm-commits-to-double-media-investment-in-annual-womens-sports-advertising-opportunities/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edouble its yearly advertising investment\u003c/a\u003e in women’s sports, with the global media buying agency launching an upfront marketplace that brands like Unilever, Adidas, Ally, Coinbase, Discover, Google, Mars, Nationwide and Universal Pictures have joined.\u003c/p\u003e\n\u003cp\u003eSo, what’s behind this explosion? It’s a combination of stars like Clark and LSU’s Angel Reese capturing America’s attention as bona fide marketable stars, major sports media giving March Madness more coverage, more access to games, and networks/advertisers leveraging live sports as arguably the last great unifier of people in the fragmented world we live in.\u003c/p\u003e\n\u003cp\u003e“We’re in full demand and everybody else around the country wants to see women’s basketball,” South Carolina head coach Dawn Staley said after she won her third title as a coach. Staley also noted that the increased access to be able to watch more games, either through traditional TV or streaming, has been key to growing the game. “The decision-makers are making the right decision. I don’t think we’re going anywhere.”\u003c/p\u003e\n\u003cp\u003e“When I think about women’s basketball going forward, obviously it’s just going to continue to grow, whether it’s at the WNBA level, whether it’s at the college level,” Clark, the \u003ca href=\"https://youtu.be/NE6rI8Dkcvw?si=lE35kb9tz3_Knn4B\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eall-time leading scorer\u003c/a\u003e in Division 1 (men or women) said after losing to Staley’s Gamecocks. “Everybody sees it. Everybody knows. Everybody sees the viewership numbers. When you’re given an opportunity, women’s sports just kind of thrives.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eSpring boarding to the WNBA\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eClark is expected to be selected as the No. 1 pick in the WNBA draft by the Indiana Fever on April 15. Her star power — featured in major campaigns from State Farm, Nike and Gatorade — will be a boon for the WNBA as it negotiates a new media rights deal to replace one that will expire in 2025. The league saw viewership records of its own, posting its \u003ca href=\"https://www.wnba.com/news/2023-season-record-breaking-success-recap\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emost-watched regular season\u003c/a\u003e in 21 years as ratings went up 21% last season.\u003c/p\u003e\n\u003cp\u003eDays after the league extended a \u003ca href=\"https://press.amazonstudios.com/us/en/press-release/prime-video-and-the-wnba-announce-multiyear-rights\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edeal to stream games\u003c/a\u003e on Amazon Prime Video, WNBA Commissioner Cathy Englebert told CNBC Monday that she is hoping to at least \u003ca href=\"https://youtu.be/tV8U4brbYHU?si=gdIJ2Q9GG6Ql_3A3\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edouble the league’s rights\u003c/a\u003e revenue. The WNBA makes around \u003ca href=\"https://frontofficesports.com/wnba-new-media-deal-clark/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$60 million a year\u003c/a\u003e, according to Front Office Sports, as Disney, Paramount and Scripps Networks’ Ion also air games on traditional TV and streaming, meaning the league is pushing for well over $100 million a year.\u003c/p\u003e\n\u003cp\u003eIt’s easy to compare the WNBA and NBA side-by-side, but it’s also easy to forget the NBA had a 50-year head start founding the league. Zooming out shows the WNBA, which started in 1996, is still establishing the foundation for its future.\u003c/p\u003e\n\u003cp\u003e“We’re setting this league up not for the next three to five years with this media rights deal, but for the next 30,” Englebert said. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe NBA wasn’t always the NBA\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAnother detail lost in the high-flying nature of the NBA’s business dealings today – the NBA finals were on \u003ca href=\"https://www.nba.com/news/nba-things-have-been-ghosted\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etape delay until 1982\u003c/a\u003e. Behind legendary \u003ca href=\"https://www.nytimes.com/2020/01/01/sports/basketball/david-stern-dead.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecommissioner David Stern\u003c/a\u003e, the league placed a bigger emphasis on stars like Magic Johnson and Larry Bird, and two years later Michael Jordan was drafted. The rest is history.\u003c/p\u003e\n\u003cp\u003eNow, the WNBA is trying to take those lessons into its next era.\u003c/p\u003e\n\u003cp\u003e“If you look at the history of men’s sports, do we have our Bird-Magic moment like the NBA had when they were on tape delay,” Englebert said. “It is media rights that funds a lot of what happens in men’s sports, as well as corporate partnerships. We’ve been doing great in corporate partnerships. [We’ve] doubled our corporate partnerships revenue over the last three years.” \u003c/p\u003e\n\u003cp\u003eRob Brett, VP of Digital Sales at media agency Playfly Sports, along with Mark Francis, sports business professor at the University of Oregon, both pointed to the NBA’s progression from tape delay to cultural giant as a comparable path for the WNBA. Francis used the growing star power of women’s basketball in the NCAA and WNBA as recent examples for his sports brand management class. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eCreating storylines and stars\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eBeyond just showing the games and covering the sport, broadcasters play an important role in making the players into stars. Weaving in the storylines and narratives that make people care and fall in love with the game is crucial to the growth of the sport and helps marketers connect with potential consumers. In 2022, \u003ca href=\"https://www.wearethecollective.com/15percent\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e15% of sports media coverage\u003c/a\u003e went to women’s sports, triple what it was in 2018, according to a study done by sports marketing agency Wasserman. The study projects that number may go up to 20% by next year.\u003c/p\u003e\n\u003cp\u003eWith ESPN being the main rights holder for women’s basketball, on top of being the number one sports network, they are finally leveraging that power to make the product more popular. The network only started broadcasting every March Madness game \u003ca href=\"https://theathletic.com/5178340/2024/01/04/ncaa-college-sports-media-rights-explained/#\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enationally in 2021\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e“It's amazing to me how American media can turn a person into a superstar overnight,” Francis tells \u003cem\u003eThe Current\u003c/em\u003e. “It's awesome. And [the media’s] certainly done that, they did that with [Caitlin Clark] after last year's tournament.”\u003c/p\u003e\n\u003cp\u003eSports media personality Jemele Hill, who spent 12 years at ESPN, said on \u003cem\u003eThe Dan Le\u003c/em\u003e Batard Show with Stugotz that it’s up to several parties to \u003ca href=\"https://youtu.be/sggmb0pmx8E?si=yzCdNMnHQrYoqBrp\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ekeep this upward growth going\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e“We have reached these inflection points many times before in this game,” Hill said. “And what's usually happened is that the gatekeepers have decided not to have consistent investments in the game, and that's kept it from propelling forward. And so more than anything, I'm hoping that this is the moment where the media, the brands, the fans, everybody aligns to continue to support this game and not just one or two players and understanding overall that this is just a wonderful product to be attached to.”\u003c/p\u003e\n\u003cp\u003eOn the brand side, Ally Financial poured in \u003ca href=\"https://www.marketingbrew.com/stories/2024/03/29/womens-basketball-march-madness-ad-campaigns\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etwice the amount\u003c/a\u003e of money into advertising during the women’s tournament compared to the men’s. Coca-Cola increased its media spend on the women’s tournament, as did AT\u0026amp;T, which \u003cem\u003eFast Company\u003c/em\u003e reports went up \u003ca href=\"https://www.fastcompany.com/91066519/why-march-madness-is-marketing-madness-for-brands-and-womens-basketball\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e117% year-over-year\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThinking about how this massive string of success plays into the future, Playfly Sports’ Brett paraphrased the play \u003cem\u003eHamilton\u003c/em\u003e by telling \u003cem\u003eThe Current\u003c/em\u003e “it's not a moment, it's a movement.”\u003c/p\u003e\n\u003cp\u003eUConn coach Geno Auriemma, who has won 11 titles, the most of any college basketball coach, took the alliteration one step further.\u003c/p\u003e\n\u003cp\u003e“It's a moment, but it's more than a moment,” \u003ca href=\"https://www.youtube.com/watch?v=5jl_nI7aG94\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAuriemma said\u003c/a\u003e after his team lost to Clark and Iowa in the Final Four. “Sometimes moments become minutes, and minutes become hours, and hours become days. And the next thing you know it becomes part of the national pastime.” \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":8}},"fulfilledTimeStamp":1732412915371},"getContentData({\"slug\":\"holiday-spending-retail-data-instacart\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"G0MabPOcx3kjH1aquxsXW","originalArgs":{"slug":"holiday-spending-retail-data-instacart","token":""},"startedTimeStamp":1732412771928,"data":{"metadata":{"datePosted":"2023-11-01T10:34:00-07:00","dateCreated":"2023-11-01T09:28:12-07:00","dateUpdated":"2023-11-08T07:04:04-08:00","title":"‘A living, breathing pulse’: As Thanksgiving approaches, online grocery data is more valuable than ever | The Current","description":"As Thanksgiving approaches, brands have more options to use grocery data across channels like connected TV and display via shopping platforms like Instacart.","image":{"alt":"An open oven with a steaming pixel art turkey inside.","url":"https://www.thetradedesk.com/assets/global/ThanksgivingGroceryData_16X9_logo.png","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"An open oven with a steaming pixel art turkey inside.","url":"https://www.thetradedesk.com/assets/global/ThanksgivingGroceryData_16X9_logo_2023-11-01-163151_hids.png","width":1921,"height":1081,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Retail"],"url":"https://www.thecurrent.com/holiday-spending-retail-data-instacart","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2394943,"slug":"holiday-spending-retail-data-instacart","postDate":"2023-11-01T10:34:00-07:00","heading":"‘A living, breathing pulse’: As Thanksgiving approaches, online grocery data is more valuable than ever","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"An open oven with a steaming pixel art turkey inside.","url":"https://www.thetradedesk.com/assets/global/ThanksgivingGroceryData_16X9_nologo.png","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"An open oven with a steaming pixel art turkey inside.","url":"https://www.thetradedesk.com/assets/global/ThanksgivingGroceryData_1200X1200.png","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"An open oven with a steaming pixel art turkey inside.","url":"https://www.thetradedesk.com/assets/global/ThanksgivingGroceryData_16X9_nologo_2023-11-01-163003_ykiq.png","width":1921,"height":1081,"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":692072,"title":"Retail","slug":"retail","uri":"sections/retail","description":"Stories about the emerging retail media market, including the latest brand partnerships.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eJust in time for Thanksgiving — one of the biggest grocery buying holidays of the year — grocery retail data is having a moment on the menu. \u003c/p\u003e\n\u003cp\u003eIt’s no secret that Americans buy a lot of groceries. On average, they spend \u003ca href=\"https://www.fool.com/the-ascent/research/average-monthly-expenses/?utm_source=nasdaq\u0026amp;utm_medium=feed\u0026amp;utm_campaign=article\u0026amp;referring_guid=7b7133ad-6af4-4db5-8c18-2ca35ffe2c6c\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$475 a month on groceries\u003c/a\u003e and in today’s digital economy, those groceries are increasingly landing in an online shopping cart. According to a 2022 Gallup poll, \u003ca href=\"https://news.gallup.com/poll/397706/person-grocery-shopping-rebounds-online.aspx\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e28 percent\u003c/a\u003e of the American population shop for groceries online at least once a month, a nearly 20-point increase from just 9 percent in 2017. And when it comes to turkey day, shoppers are ravenous. Last year, \u003ca href=\"https://www.8451.com/knowledge-hub/insights-and-activation/consumer-digest-october-2022/?utm_source=Media\u0026amp;utm_medium=email\u0026amp;utm_campaign=CIL_ConsumerDigest\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e30 percent\u003c/a\u003e of Americans surveyed bought Thanksgiving supplies exclusively online or through a combination of in-store and online shopping, according to a study from 84.51°, Kroger’s retail media company. \u003c/p\u003e\n\u003cp\u003eThe rise of delivery apps that send groceries straight to consumers’ front doors, often with same-day delivery, means more insightful, fresher consumer insights for brands. \u003c/p\u003e\n\u003cp\u003e“We buy groceries to feed our kids, entertain our friends, get going for work, and countless other personal and everyday things. Grocery data is a living, breathing pulse. With immediate ways to fill a basket and get it delivered, demand moves at light speed, and grocery data helps us keep up,” says Lee Dunbar, SVP of retail media at Starcom, which is currently working with global brands like Kraft Heinz, Kellogg’s, and Grupo Bimbo to integrate grocery data into channels and objectives. \u003c/p\u003e\n\u003cp\u003eAnd luckily for brands, retail media is maturing. Platforms that sell groceries, such as Instacart, Uber Eats, Gopuff, DoorDash, and others are becoming more sophisticated in how they work with brands to capture audiences using retail data, \u003ca href=\"https://www.thecurrent.com/food-delivery-apps-retail-media-advertising\"\u003eon and off their platforms\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eDuring \u003ca href=\"https://www.thecurrent.com/netflix-advertising-ctv-ai-netflix-sports-streaming-media\"\u003eAdvertising Week New York\u003c/a\u003e in October, Instacart — which its VP of Ad Product, Ali Miller, says is one of the largest apps in the space, with roughly 1,400 retailers — made a major announcement in its growth as a retail media platform. In a partnership with demand-side platform The Trade Desk, brands will be able to use \u003ca href=\"https://adage.com/article/digital-marketing-ad-tech-news/how-instacart-working-trade-desk-expand-programmatic-ads-brands/2523541\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eretail data\u003c/a\u003e from Instacart shoppers to reach consumers off the app in their omnichannel campaigns across connected TV (CTV), mobile, and display for instance. The pilot phase kicks off with brands Beam Suntory and Nestlé, with the help of GroupM.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eA ’treasure trove’ of fresh data \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe old adage that one can tell a lot about a person by the company they keep also rings true for what appears in a person’s grocery cart. The cart of someone ordering full meals for a family of four looks very different from that of someone purchasing for themself and their dog, for instance. \u003c/p\u003e\n\u003cp\u003ePartnering with a retail media network like Instacart can be particularly appealing to consumer product brands like Beam Suntory and Nestlé, which sell to stores or online through third parties, and therefore might not have as much first-party consumer data to inform their marketing strategies and campaign reach. \u003c/p\u003e\n\u003cp\u003e“By tracking buying behavior across retailers and channels, delivery services like Instacart sit on a treasure trove of unique, high-quality consumer insights,” explains Ben Sylvan, VP of data partnerships at The Trade Desk. “These insights allow for a 360-degree customer view, which advertisers can use to activate audiences across important channels such as CTV.” \u003c/p\u003e\n\u003cp\u003eThe wider availability and portability of grocery audiences and measurement allows brands to be more intentional overall, Dunbar says, to get sharper with targeting no matter where consumers might be online. “Having this data directly connected to our marketing enables us to keep up and find unique opportunities more quickly, ideally as it happens,” he says. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eLoyal and new \u003c/strong\u003eg\u003cstrong\u003erocery segments\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eMiller says the platform is going a step further than simply delivering insights into shopping carts with its latest push to deliver retail data to brands. According to her, it’s just as valuable to see loyal consumers as it is to understand possible buyers. Marketers will be able to see not only shoppers who have already bought their brand but also shoppers who bought in a category, just not their specific brand; the last shoppers to buy the brand; and shoppers who have not yet bought their brand.\u003c/p\u003e\n\u003cp\u003eThe first step is creating category-based purchase segments, which can then be built out through audience modeling and applied across other digital channels. For example, a person looking to purchase laundry detergent but who might be unsure of what exact brand they really want would be part of an aggregated, anonymized group of consumers that could then be reached on connected TV, says Miller. Of course, the end goal is an uptick in sales, which Miller describes as Instacart’s “bread and butter.” Miller says the app delivers an average 15 percent sales lift for brands on its platform. \u003c/p\u003e\n\u003cp\u003e“What we can offer is that broader understanding of what consumers are doing across North America, what they are actually interested in buying, where they show intent to purchase, and where they’ve purchased in the past. We think that’s a really powerful set of consumer intent data that CPGs can reach off platform,” says Miller.\u003c/p\u003e\n\u003cp\u003eInstacart’s move reflects the growth of retail data. A recent report from Material+ and The Trade Desk Intelligence found that \u003ca href=\"https://www.thecurrent.com/advertising-retail-data-survey-marketing-media\"\u003e53 percent of U.S. advertisers\u003c/a\u003e plan to increase their retail data investment by 2027. Starcom’s Dunbar says the industry is indeed moving toward more subcategories in tighter windows of time. \u003c/p\u003e\n\u003cp\u003e“For consumers and shoppers, the hope is this allows brands to find need states more easily, perhaps ones that haven’t occurred to them before,” says Dunbar. “We’ve all had that serendipity of going down the aisle and seeing just what you need. Smarter targeting puts that in a banner ad or video, but I think we’ll find more moments of serendipity powered by this data.” \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\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":5}},"fulfilledTimeStamp":1732412771968},"getContentData({\"slug\":\"for-context-cable-connected-tv-live-sports-streaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"kxT50_iOLb54U1pZ2pYrP","originalArgs":{"slug":"for-context-cable-connected-tv-live-sports-streaming","token":""},"startedTimeStamp":1732412619445,"data":{"metadata":{"datePosted":"2024-08-29T08:40:00-07:00","dateCreated":"2024-08-28T11:21:24-07:00","dateUpdated":"2024-08-29T08:40:07-07:00","title":"For Context: From cable to connected TV: Live sports on screen | The Current","description":"In this episode of For Context, we look back on the history of sports broadcasting and its ongoing evolution on streaming TV.","image":{"alt":"For Context: From Cable to connected TV: Live sports on screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ForContextLiveSports_Thumbnailmage_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"For Context: From Cable to connected TV: Live sports on screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ForContextLiveSports_Thumbnailmage_1920x1080_WithLogo_v1_2024-08-28-182225_wmsx.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Video","For Context"],"url":"https://www.thecurrent.com/for-context-cable-connected-tv-live-sports-streaming","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3314667,"slug":"for-context-cable-connected-tv-live-sports-streaming","postDate":"2024-08-29T08:40:00-07:00","heading":"For Context: From cable to connected TV: Live sports on screen","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"For Context: From Cable to connected TV: Live sports on screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ForContextLiveSports_Thumbnailmage_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=yBxNK4qiBdc","captionLinkable":"","previewImage":{"alt":"For Context: From Cable to connected TV: Live sports on screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ForContextLiveSports_Thumbnailmage_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":746430,"title":"Video","slug":"video","uri":"sections/video","description":"Keep up to date with all our video content — from thought leadership to industry perspectives to educational series.","themeHighlightColor":""},{"id":3247783,"title":"For Context","slug":"for-context","uri":"sections/for-context","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe sports media story of the year has been the boardroom drama of the NBA’s media rights deal, which was finalized in July 2024. In a matter of four decades, the league will have advanced from broadcasting the NBA Finals on tape delay to live streaming its games in 2025, an essential component of its $76 billion rights deal.\u003c/p\u003e\n\u003cp\u003eThe NBA deal is emblematic of the rise of live sports in general, which have become ever more lucrative for networks, leagues and advertisers.\u003c/p\u003e\n\u003cp\u003eThe world and our attention have become more fragmented, but sports remain a massive draw for fans young and old. Sports broadcasts are arguably the last great unifier of live audiences, where advertisers can deliver their message on a mass scale.\u003c/p\u003e\n\u003cp\u003eAs live games have migrated to streaming platforms like Peacock, which aired every Olympic event for the first time ever, marketers can now mix the precision, targeting and measurement that streaming helps deliver with the scale that live sports offers. This is a monumental shift in how viewers, advertisers, networks and leagues all operate. \u003c/p\u003e\n\u003cp\u003eOn this episode of \u003cem\u003eFor Context\u003c/em\u003e, we’re diving into the history of live sports on screen, as the world’s biggest leagues, from the NFL to the NBA, have moved from cable to connected TV. \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":1732412619482},"getContentData({\"slug\":\"gaming-ecosystem-advertising-omdia-video-roblox-open-internet\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"QEUAxiJYWO2YqUoXBGE4E","originalArgs":{"slug":"gaming-ecosystem-advertising-omdia-video-roblox-open-internet","token":""},"startedTimeStamp":1732412649925,"data":{"metadata":{"datePosted":"2023-09-07T08:46:00-07:00","dateCreated":"2023-09-07T06:20:26-07:00","dateUpdated":"2023-11-20T11:16:04-08:00","title":"‘A big step forward’: Gaming ecosystems are increasingly opening up to ads | The Current","description":"Gaming is a growing space, but advertisers should be aware of its walled ecosystems.","image":{"alt":"A walled garden maze with a pixelated diamond at its opening.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition135_Gaming_1920x1080_withLogo_v3_2023-09-07-132526_vspg.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A walled garden maze with a pixelated diamond at its opening.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition135_Gaming_1920x1080_withLogo_v3_2023-09-07-132530_inqu.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/gaming-ecosystem-advertising-omdia-video-roblox-open-internet","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2085311,"slug":"gaming-ecosystem-advertising-omdia-video-roblox-open-internet","postDate":"2023-09-07T08:46:00-07:00","heading":"‘A big step forward’: Gaming ecosystems are increasingly opening up to ads","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#007c77","textHex":"#ffffff"},"featuredImage":{"alt":"A walled garden maze with a pixelated diamond at its opening.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition135_Gaming_1920x1080_noLogo_v3.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A walled garden maze with a pixelated diamond at its opening.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition135_Gaming_1200pxSquare_v3.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Esther Park / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A walled garden maze with a pixelated diamond at its opening.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition135_Gaming_1920x1080_noLogo_v3_2023-09-07-132512_xaut.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eGameloft, a mobile games developer, recently \u003ca href=\"https://www.anzu.io/news/gangstar-vegas\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epartnered\u003c/a\u003e with in-game advertising company Anzu to bring ads to its mobile game “Gangstar Vegas.” \u003c/p\u003e\n\u003cp\u003eItamar Benedy, co-founder and CEO of Anzu, says the company is on a mission to educate game publishers about the benefits of opening up their advertising ecosystems. He says they’re “stronger together,” because partnering with companies like Anzu opens opportunities “to have a better yield, better results, [and] better performance, which will eventually make your ad revenue bigger and more meaningful.” \u003c/p\u003e\n\u003cp\u003eVideo games are a burgeoning space for advertisers. Research company \u003ca href=\"https://www.linkedin.com/posts/liamdeane_in-app-spending-on-mobile-games-fell-for-activity-7092513641878429697-JG8H?utm_source=share\u0026amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eOmdia\u003c/a\u003e projects that global in-game advertising revenue will reach $71 billion this year, compared to \u003ca href=\"https://www.thecurrent.com/untapped-advertising-potential-video-games-marketing-strategy\"\u003e$67 billion\u003c/a\u003e in 2022. \u003c/p\u003e\n\u003cp\u003eBut gaming can be a tricky channel for advertisers because not all games are accessible via the open internet; some are operated instead within closed ecosystems, or \u003ca href=\"https://www.thecurrent.com/what-the-tech-walled-gardens\"\u003ewalled gardens\u003c/a\u003e. On the open internet, outside of walled gardens, advertisers have more control over decisioning, budget allocation, and access to consumer data. The future of gaming on the open internet is being led by the companies that support omnichannel campaigns, where advertisers can use the same identifiers to reach audiences across CTV, gaming, mobile, display and more. \u003c/p\u003e\n\u003cp\u003eMore opportunities are emerging for advertisers to be in the driver’s seat. For instance, Roblox — which has been a closed advertising ecosystem — recently \u003ca href=\"https://devforum.roblox.com/t/immersive-ads-are-rolling-out/2253760\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elaunched\u003c/a\u003e an immersive advertising format in which eligible developers could place ad units within their games on the platform, calling it a “potential way for our developers to earn incremental revenue from their experiences.” \u003c/p\u003e\n\u003cp\u003eBenedy says this could be a move toward “opening up their ecosystem” and is a “big step forward.” \u003c/p\u003e\n\u003cp\u003e“\u003ca href=\"https://blogs.microsoft.com/on-the-issues/2023/08/21/microsoft-activision-restructure-acquisition/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eOver time\u003c/a\u003e, more and more publishers will realize the value of being outside of a walled garden. It’s early days, but there are positive trends, and that will continue,” he adds. \u003c/p\u003e\n\u003cp\u003eWhile in-game advertising is a massive opportunity for advertisers on the open internet, there’s also “game \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003estreaming\u003c/a\u003e,” as in livestreamed gameplay. This format is dominated by platforms like Amazon-owned Twitch, TikTok, and Google’s YouTube — all of which are walled gardens, says Natrian Maxwell, general manager of emerging channels at The Trade Desk.\u003c/p\u003e\n\u003cp\u003e“But given the changes over the years to how [live game] streamers are being compensated, smaller platforms are being created [and] used as alternatives,” Maxwell says, citing examples such as the livestreaming services Kick and DLive. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe potential of gaming on the open internet\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAdvertising within the gaming space is relatively new and still evolving. A subscription-based platform like Microsoft-owned Xbox Game Pass, which offers subscribers access to older library games and some new Xbox games at no extra cost, may need to include advertising in the future to offset the costs of game production, according to Maxwell. \u003c/p\u003e\n\u003cp\u003e“When you think about subscription-based services and the cost to make content, you have to ask yourself if subscriptions are going to be enough,” Maxwell says. \u003c/p\u003e\n\u003cp\u003eA potential parallel is the TV and video-streaming industry, which is embracing advertising to boost revenue after making significant investments in producing original content. Speaking of video streaming: Netflix launched its own games in 2021, which remain ad-free. \u003c/p\u003e\n\u003cp\u003eIn the future, Maxwell says the game publishers that lean into supporting open standards of advertising will dictate what’s on the open internet. \u003c/p\u003e\n\u003cp\u003e“The same identifiers that brands are starting with, such as customer data, that they use for CTV [connected TV] campaigns, audio campaigns, or standard display, will be the same identifiers that can be used across the gaming ecosystem, as well,” Maxwell says. \u003c/p\u003e\n\u003cp\u003eHe adds, “When I think about the future of gaming, I think there will be a handful of companies that are able to use highly authenticated environments to improve the user experience for gamers, while increasing value for brand advertisers. This is imperative as more game developers are searching for more personalized brand experiences within the gaming ecosystem.” \u003c/p\u003e\n\n\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":4}},"fulfilledTimeStamp":1732412649967},"getContentData({\"slug\":\"doj-google-chrome-advertisers-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"rN1WCnSIpDZhLW1fnvakY","originalArgs":{"slug":"doj-google-chrome-advertisers-data","token":""},"startedTimeStamp":1732413240968,"data":{"metadata":{"datePosted":"2024-11-20T09:43:00-08:00","dateCreated":"2024-11-20T08:20:34-08:00","dateUpdated":"2024-11-21T08:28:07-08:00","title":"DOJ urges Google to sell Chrome and give advertisers more control | The Current","description":"Google potentially being forced to sell Chrome, could give more information to advertisers and allow them to have more control would create fundamental changes in the ad industry.","image":{"alt":"A pixellated cursor with a grassy blue sky landscape within it, with a grassy road leading into the landscape.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_GoogleDOJ_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A pixellated cursor with a grassy blue sky landscape within it, with a grassy road leading into the landscape.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_GoogleDOJ_1920x1080px_Logo_v1_2024-11-20-162059_hjki.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Data Privacy"],"url":"https://www.thecurrent.com/doj-google-chrome-advertisers-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3359298,"slug":"doj-google-chrome-advertisers-data","postDate":"2024-11-20T09:43:00-08:00","heading":"DOJ urges Google to sell Chrome and give advertisers more control","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A pixellated cursor with a grassy blue sky landscape within it, with a grassy road leading into the landscape.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_GoogleDOJ_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A pixellated cursor with a grassy blue sky landscape within it, with a grassy road leading into the landscape.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_GoogleDOJ_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A pixellated cursor with a grassy blue sky landscape within it, with a grassy road leading into the landscape.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_GoogleDOJ_1920x1080px_NoLogo_v1_2024-11-20-162116_nswh.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692063,"title":"Data Privacy","slug":"data-privacy","uri":"sections/data-privacy","description":"Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe Department of Justice is proposing that Google be forced to \u003ca href=\"https://storage.courtlistener.com/recap/gov.uscourts.dcd.223205/gov.uscourts.dcd.223205.1062.0.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esell its Chrome browser\u003c/a\u003e as a remedy following the court’s antitrust ruling last August.\u003c/p\u003e\n\u003cp\u003eAntitrust officials laid out this and other proposed remedies in a court filing on Wednesday. It includes other requirements the government wants the judge will impose with the aim of leveling the playing field for competitors. It wants Google to share more information with advertisers and give them more control over where their ads appear — a move that would chip away at the walled gardens.\u003c/p\u003e\n\u003cp\u003e“The remedy must enable and encourage the development of an unfettered search ecosystem that induces entry, competition, and innovation as rivals vie to win the business of consumers and advertisers,” the filing reads. \u003c/p\u003e\n\u003cp\u003eThe tech giant will have until December 20th to respond to the proposed remedies. \u003c/p\u003e\n\u003cp\u003eSpinning out Chrome would have huge implications for the digital advertising industry. It’s the world’s most popular browser with around 66% of browser traffic, according to \u003ca href=\"https://gs.statcounter.com/browser-market-share\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eStatcounter\u003c/a\u003e. Web activity on Chrome allows Google to collect massive amounts of user data to enable targeting capabilities for advertisers. Google made \u003ca href=\"https://abc.xyz/assets/71/a5/78197a7540c987f13d247728a371/2024q3-alphabet-earnings-release.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e75% of its revenue\u003c/a\u003e last quarter through advertising.\u003c/p\u003e\n\u003cp\u003eJudge Amit Mehta ruled in August that Google “is a monopolist” and \u003ca href=\"https://www.thecurrent.com/advertisers-google-search-ruling\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eillegally maintained\u003c/a\u003e its monopoly over search. Next year, he will decide how the tech giant must remedy the infringement.\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e“It is refreshing to see the DOJ pursuing future-looking remedies that crack open the black box and put transparency and control rightfully back in the hands of advertisers,” Arielle Garcia, director of intelligence at ad-industry watchdog Check My Ads, tells The Current.\u003c/p\u003e\n\u003cp\u003eOther industry watchers say this level of government intervention could reshape the online search marketplace, leveling the playing field for rivals. The filing also leaves open the possibility that Google would have to spin out its Android operating system should it not satisfy the government’s demands.\u003c/p\u003e\n\u003cp\u003e“This is a chance to reset and rebuild a healthier ecosystem — one where publishers, advertisers, and consumers all benefit from greater balance, transparency, and innovation,” Josh Brandau, CEO of AI company Nota, tells The Current. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eOrder through chaos\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe proposal would force Google to let websites opt out of content scraped by Google’s AI products, and license data from Chrome.\u003c/p\u003e\n\u003cp\u003eAnother proposed remedy would uncouple the tech giant’s Android smartphone operating system from its other products, like search and Google Play. That would likely give the Justice Department a chance to rein in the massive amount of data influence Google has.\u003c/p\u003e\n\u003cp\u003e “Chrome isn’t just a browser — it’s Google’s digital vacuum cleaner, sucking up every crumb of user behavior to fuel its ad behemoth. Without Chrome, Google’s ad empire might start looking a lot less like Caesars Palace and a lot more like a sad strip mall,” Pesach Lattin, executive consultant at Bondstark, \u003ca href=\"https://www.linkedin.com/posts/pesach-lattin_doj-to-google-chromes-gotta-go-and-we-activity-7264420519242866689-ISb4?utm_source=share\u0026amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote on LinkedIn\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe greatest changes within the industry come through sudden disruption rather than gradual forces, according to Brandau, as the free market takes over and the best solutions rise to the top without “relying on monopolized data pipelines.”\u003c/p\u003e\n\u003cp\u003e“Disruption like this is always messy at first, but that’s how the best ideas emerge,” Brandau says. “The industry will adapt, find its footing and come out the other side with a greater degree of choice.”\u003c/p\u003e\n\u003cp\u003eMeanwhile, Google’s Vice President of Regulatory Affairs Lee-Anne Mulholland told Bloomberg that the Justice Department “continues to push a radical agenda that goes far beyond the legal issues in this case.” Mulholland adds, “The government putting its thumb on the scale in these ways would harm consumers, developers and American technological leadership at precisely the moment it is most needed.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow publishers fit in\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003ePublishers would be among the most affected by any remedies to the search ruling, including a sale of Chrome. They collectively \u003ca href=\"https://www.adweek.com/media/cookie-deprecation-disrupt-adtech/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epoured in millions\u003c/a\u003e into testing solutions that work with Google’s Privacy Sandbox before Google pulled the plug on deprecating third-party cookies within its Chrome web browser.\u003c/p\u003e\n\u003cp\u003eWith unpredictable market forces bearing down on online publishers — \u003ca href=\"https://digiday.com/media/media-briefing-this-years-search-referral-traffic-shifts-are-giving-publishers-whiplash/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eincluding changes\u003c/a\u003e in Google’s search algorithm, the rising power of \u003ca href=\"https://www.nytimes.com/2024/06/01/technology/google-ai-search-publishers.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAI on search\u003c/a\u003e, an often inefficient \u003ca href=\"https://www.newsmediaalliance.org/google-ad-revenue-op-ed-70-percent/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esupply chain\u003c/a\u003e stripping them of revenue and social platforms \u003ca href=\"https://www.cnbc.com/2024/01/22/metas-retreat-from-news-accelerated-in-2023-leaving-media-scrambling.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edeprioritizing news\u003c/a\u003e — a potential sale of Chrome would be the latest bombshell.\u003c/p\u003e\n\u003cp\u003e“This is a chance to take more control over their revenue and escape being boxed in by a single system,” Brandau says. “That said, there’s a real downside here: An already distressed market is going to have to tackle tech evaluation and integration, and smaller players simply don’t have the resources to handle that well. In the short term, this could mean decreased efficiency and revenue. But looking further ahead, publishers stand to gain more transparency, flexibility and — the dream — predictability.”\u003c/p\u003e\n\u003cp\u003eIn the last major tech antitrust ruling two decades ago, a judge \u003ca href=\"https://www.politico.com/story/2012/06/this-day-in-politics-077127#:~:text=On%20this%20day%20in%202000,Sherman%20Antitrust%20Act%20of%201890.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eordered Microsoft\u003c/a\u003e to spin off its web browser, Internet Explorer. But that ruling was overturned on appeals, and Microsoft never had to break up its company.\u003c/p\u003e\n\u003cp\u003eIn Google’s case, the judge will hear remedies in April and issue a final ruling by August, which experts believe the tech company will appeal. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Get the latest in modern marketing straight to your inbox weekly.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732413240999},"getContentData({\"slug\":\"ctv-user-experience-streaming-sports-leagues-fans\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"WOJpCNKwxukmadkQ4gSrs","originalArgs":{"slug":"ctv-user-experience-streaming-sports-leagues-fans","token":""},"startedTimeStamp":1732412719420,"data":{"metadata":{"datePosted":"2024-09-19T08:20:00-07:00","dateCreated":"2024-09-19T08:06:51-07:00","dateUpdated":"2024-09-19T08:20:29-07:00","title":"‘The next great user experience’: How streaming is bringing sports leagues closer to fans | The Current","description":"Streaming is opening up possibilities for sports leagues to connect with fans in ways traditional TV never could.","image":{"alt":"A football player inside a TV screen, preparing to kick a play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_CTVSportsFanData_1920x1080_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A football player inside a TV screen, preparing to kick a play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_CTVSportsFanData_1920x1080_v1-1_2024-09-19-151050_bhji.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/ctv-user-experience-streaming-sports-leagues-fans","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3332849,"slug":"ctv-user-experience-streaming-sports-leagues-fans","postDate":"2024-09-19T08:20:00-07:00","heading":"‘The next great user experience’: How streaming is bringing sports leagues closer to fans","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A football player inside a TV screen, preparing to kick a play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_CTVSportsFanData_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A football player inside a TV screen, preparing to kick a play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_CTVSportsFanData_1200x1200_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A football player inside a TV screen, preparing to kick a play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_CTVSportsFanData_1920x1080_NoLogo_v1_2024-09-19-151206_blqk.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eDuring Peacock’s exclusive kickoff-week NFL game on September 6, an unexpected prompt popped up on screen early in the game. “Want to hear directly from the NFL and its clubs?,” it asked. Choosing “Yes” would allow Peacock to share a viewer’s account information, such as an email address, with the league.\u003c/p\u003e\n\u003cp\u003eThe Peacock prompt is yet another sign that connected TV (CTV) is enabling a more interactive experience for sports fans in ways that traditional linear TV can’t, experts tell \u003cem\u003eThe Current\u003c/em\u003e. It could connect consumers and leagues like never before.\u003c/p\u003e\n\n\u003cp\u003e“The bigger and stronger the relationship is with fans, the more ability leagues and teams have to leverage that information,” says Pete Giorgio, principal analyst for Deloitte’s sports division. “Every single league wants to understand who those fans are and deepen those relationships.”\u003c/p\u003e\n\n\u003cp\u003eSports leagues are already investing more heavily in fan data to personalize their marketing and promotions, according to a recent \u003ca href=\"https://www2.deloitte.com/content/dam/Deloitte/us/Documents/technology-media-telecommunications/us-2024-tmt-outlook-sports.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eDeloitte report\u003c/a\u003e. It's no wonder then that the major leagues have prioritized some kind of streaming component in their \u003ca href=\"https://www.thecurrent.com/guide-us-streaming-sports-rights-ctv\"\u003elatest media rights deals\u003c/a\u003e.\u003c/p\u003e\n\n\u003cp\u003e“Data is everything to sports leagues,” says Anthony Amey, a professor of practice for sports media at Virginia Tech. “It is a major focus of every decision that is made.” \u003cbr /\u003e\u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eFostering sports fandom\u003c/strong\u003e \u003cbr /\u003e \u003c/h2\u003e\n\u003cp\u003eFor fans who want to be as ingrained in their favorite sports as possible, they need to have access to a bevy of different TV networks and platforms. Take the NFL for instance: Thursday Night Football streams on Amazon Prime Video, Sunday matches are spread out across the broadcast networks (and their streaming counterparts) while Monday night football airs on ESPN.\u003c/p\u003e\n\u003cp\u003eFor the leagues, that fragmentation of sports content is more of a feature than a bug, as it gives fans more ways to engage and the leagues more opportunity to learn who that fan is, according to Josh Walker, co-founder and CEO of Sports Innovation Lab.\u003c/p\u003e\n\n\u003cp\u003eAnd it’s not just about maintaining a loyal fanbase but fostering casual fans — and younger fans who might be consuming sports in different ways — into engaged consumers, too.\u003c/p\u003e\n\n\u003cp\u003e“The more interactive something is, the less lean-back someone is,” Walker says of the proliferation of sports streaming, adding that this justifies the enormous value of recent sports rights deals. The more engaged viewers are, the more value they can bring to advertisers and in turn, media companies. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003e15 ways to watch a game\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe possibilities go far beyond the sort of prompt we saw on Peacock. The evolution of sports viewing over CTV will ultimately be a seamless integration of fans’ engagement across the sports ecosystem, experts tell \u003cem\u003eThe Current\u003c/em\u003e, as broadcasts and data become more intertwined, from fantasy and betting odds to merchandise.\u003c/p\u003e\n\u003cp\u003e“What you’re going to see is 15 different ways to watch a game: The in-depth sports-betting view with data everywhere; the shopping view; the co-view; the kids view; you’re going to have all these alt-streams,” Walker predicts. “And if you don’t want any of that, you’ll be able to turn it off. But that’s what we’re talking about here: ultimate personalization.”\u003c/p\u003e\n\n\u003cp\u003eWe’re already starting to see that, says Scott Robson, a senior research analyst at S\u0026amp;P Global Market Intelligence.\u003c/p\u003e\n\n\u003cp\u003e“We’ve seen how Amazon has been able to offer multiple broadcast options for Thursday Night Football with enhanced statistics and probabilities,” Robson says. “I would expect to see more of that type of experimentation.”\u003c/p\u003e\n\n\u003cp\u003eESPN is also on this trajectory. The network recently laid out a \u003ca href=\"https://www.axios.com/2024/08/29/espns-business-cable-streaming-sports-betting\" target=\"_blank\" rel=\"noreferrer noopener\"\u003evision for its future\u003c/a\u003e that includes the launch of a new streaming product that would include all of its programming; integrate betting, stats and merchandise; and offer AI-powered personalized versions of \u003cem\u003eSportsCenter\u003c/em\u003e.\u003c/p\u003e\n\n\u003cp\u003eOverall, sports engagement is reaching a major inflection point, where a number of factors — advancements in AI, cleaner data collection and widespread content distribution — are all happening at the same time.\u003c/p\u003e\n\n\u003cp\u003e“Those three things come together and you have a perfect storm of what the next great user experience looks like,” Walker 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":1732412719456},"getContentData({\"slug\":\"cannes-lions-2024-ai-technology-advertising-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"eCXDRKmyAiC2m7yMeXJeI","originalArgs":{"slug":"cannes-lions-2024-ai-technology-advertising-media","token":""},"startedTimeStamp":1732415319088,"data":{"metadata":{"datePosted":"2024-06-10T09:19:00-07:00","dateCreated":"2024-06-10T08:49:00-07:00","dateUpdated":"2024-07-09T08:32:45-07:00","title":"Beyond the buzz at Cannes Lions, AI becomes the new norm | The Current","description":"As the 2024 Cannes Lions Festival approaches, AI’s role has shifted from a hot topic to an essential tool. The ad industry is embracing AI’s utility over its novelty.","image":{"alt":"Browser windows layered on top of a blue sky background, windows showing boats, megaphones, the beach and a lion.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes2024_ProgrammaticAdvertisersGuidetoCannes_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Browser windows layered on top of a blue sky background, windows showing boats, megaphones, the beach and a lion.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes2024_ProgrammaticAdvertisersGuidetoCannes_1920x1080px_Logo_v1_2024-06-10-160235_news.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Damian Fowler","themes":["Culture","Cannes Lions"],"url":"https://www.thecurrent.com/cannes-lions-2024-ai-technology-advertising-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3113164,"slug":"cannes-lions-2024-ai-technology-advertising-media","postDate":"2024-06-10T09:19:00-07:00","heading":"Beyond the buzz at Cannes Lions, AI becomes the new norm","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Browser windows layered on top of a blue sky background, windows showing boats, megaphones, the beach and a lion.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes2024_ProgrammaticAdvertisersGuidetoCannes_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Browser windows layered on top of a blue sky background, windows showing boats, megaphones, the beach and a lion.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes2024_ProgrammaticAdvertisersGuidetoCannes_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Browser windows layered on top of a blue sky background, windows showing boats, megaphones, the beach and a lion.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes2024_ProgrammaticAdvertisersGuidetoCannes_1920x1080px_NoLogo_v1_2024-06-10-160257_abci.jpg","width":1921,"height":1081,"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":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""},{"id":1948691,"title":"Cannes Lions","slug":"the-current-cannes","uri":"sections/the-current-cannes","description":"The news and trends you need to know from the annual Festival of Creativity along the Croisette.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhat a difference a year makes.\u003c/p\u003e\n\u003cp\u003eThis time last year, as the ad industry looked ahead to the Cannes Lions International Festival of Creativity, the topic of AI loomed large. It featured heavily on the official agenda and dominated conversations up and down the Croisette. For those in the business of creating award-worthy content, would it prove a friend or a foe? For those tasked with buying media, how would it help drive performance?\u003c/p\u003e\n\u003cp\u003eThis year such questions are academic: AI is here to stay and is already being deployed by creative shops, holding companies and media agencies alike, even as many in the industry are left breathless by the pace of innovation. The genie is out of the bottle. For the first time this year, the festival has introduced a new \u003ca href=\"https://www.canneslions.com/awards/awards-support/whats-new\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emandatory question\u003c/a\u003e asking entrants to disclose whether they used AI in their work or not.\u003c/p\u003e\n\u003cp\u003e“We are shifting into is a kind of AI 2.0 space where, to my mind, that means AI is no longer the idea. It’s an underlying technology that enables an idea in a powerful way that we don’t even really need to talk about because it’s ubiquitous,” says Iain Thomas, chief vision officer at \u003ca href=\"https://www.soundsfun.co/about\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eSounds Fun\u003c/a\u003e, a creative agency focused on new technology.\u003c/p\u003e\n\u003cp\u003eIn short, the gee-whiz factor around Generative AI is waning and giving way to its utility.\u003c/p\u003e\n\u003cp\u003eNevertheless, AI will likely take center stage again at Cannes Lions, says Dave Kersey, the chief media officer at GSD\u0026amp;M, part of Omnicom. In the rush to plug the tech into their operations, major holding companies have been \u003ca href=\"https://martech.org/how-the-big-holding-companies-are-handling-genai/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003einvesting in partnerships\u003c/a\u003e with AI companies. It’s already being applied on the media side, though some clients are still just curious about it, says Kersey.\u003c/p\u003e\n\u003cp\u003e“I would say what we’re trying to think through for our media clients, and even social clients, is how can we get to insights quicker, how can we get to performance or spending allocations or optimizations quicker so we can be more agile in our decisioning, so we can use a lot of our brand power and resources for that strategic thinking,” he says.\u003c/p\u003e\n\u003cp\u003eAs Cannes Lions evolves — \u003ca href=\"https://www.thecurrent.com/cannes-lions-trends-ai-diversity-creativity\"\u003elast year it turned 70\u003c/a\u003e — the ad tech presence has grown. Kersey jokes it’s like the Consumer Electronics Showcase by the Mediterranean. Still, he’s hopeful that we’re seeing a reemergence of creativity, supported by media activations that fully leverage technology.\u003c/p\u003e\n\u003cp\u003e“Bringing it back together, being more intentional with decisioning based on the brand and the audience, is critical for brands to succeed. And we’re starting to see that at these types of festivals,” he says. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eCommerce\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eA buzzword doing the rounds ahead of this year’s Cannes Lions is “commerce” — as in commerce strategy, which includes shoppable ads. As the customer journey from discovery to purchase becomes more complex, agencies are looking for ways to engage shoppers at different touchpoints along their journey.\u003c/p\u003e\n\u003cp\u003eRecognizing these changing market dynamics, the Cannes Lions festival introduced the Creative Commerce Lions in 2022 to celebrate “innovative and creative approaches to online and offline commerce, payment solutions and transactional journeys.” Since its inception, the Creative Commerce Lion has seen a growing number of submissions, as agencies and brands place stronger emphasis on the commercial aspect of their creative work.\u003c/p\u003e\n\u003cp\u003e“Whether that’s AI in creative production of deeper first-party audience insights, better solutions to evaluate creative performance and pipe those learnings back into continuous optimization, or by connecting the dots between brand and performance media activations […] we see data as a way to supercharge creative, not constrain it,” says Michael Mothner, the CEO and founder of \u003ca href=\"https://www.wpromote.com/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eWpromote\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eTo that end, shops like VML have integrated commerce to marry data and creative, another indication of how ad tech is changing advertising. “Having an agency that has a weaponry to do advertising, customer experience and commerce all interlinked, it’s not just efficient and impactful, it’s also redefining how a brand is built,” says Jon Cook, the global CEO of VML. \u003c/p\u003e\n\u003cp\u003eFor more insights on Cannes Lions 2024 from VML’s Jon Cook, listen to his interview with \u003cem\u003e\u003ca href=\"https://www.thecurrent.com/podcast-vml-jon-cook-cannes-lions-news-publishers\"\u003eThe Current Report\u003c/a\u003e\u003c/em\u003e.\u003c/p\u003e"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“In the past, a brand was built through advertising and then pulled through commerce and transaction or customer experience. And the truth is all those things are contributing to the way that you think about a brand. We’re trying to think about creativity that way,” he adds. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eDigital-first\u003c/strong\u003e media \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe newly appointed president of the Stagwell-owned Doner agency, Ben Grossman, agrees that a digital-first media landscape is inspiring work that’s “more data-driven, less interruptive and authentically connecting with everyday people.” To that end, the agency has submitted selected work for award consideration in this commerce category, “inherently built for nonlinear, digital-first storytelling,” he says.\u003c/p\u003e\n\u003cp\u003eFor instance, the agency created an app-based platform for Saucony to encourage users to move their feet more than their thumbs scrolling through digital feeds, called \u003ca href=\"https://www.saucony.com/en/marathumb-landing/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eThe Marathumb Challenge\u003c/a\u003e. Another example is Chrysler. The auto company inspired digital headlines and social conversations by inventing \u003ca href=\"https://www.youtube.com/watch?v=xdfJeoh2pNw\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eCalm Cabins\u003c/a\u003e to support the needs of travelers with autism. Lastly, The UPS Store targeted the next generation of Gen Z small-business owners by creating \u003cem\u003e\u003ca href=\"https://www.roblox.com/games/14782583053/Main-Street-Moguls\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eMain Street Moguls\u003c/a\u003e\u003c/em\u003e, a game in Roblox.\u003c/p\u003e\n\u003cp\u003e“Digital media is forcing creatives to think beyond the conventional, pushing them to integrate technology and storytelling seamlessly. The result is campaigns that are not only more engaging but also more effective in capturing the audience’s attention,” says Amir Sahba, CEO at Thinkingbox. \u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eStreaming\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAnd this year, the major streaming platforms will have a more conspicuous presence at the festival than ever. Last year, Netflix made its first official appearance at the festival hosting guests on a rooftop space at the J.W, Marriott, where it showcased vignettes from its major titles. This year, the heavyweight streamer will likely build on that, especially now it has scaled its ad tier, which now has a reported \u003ca href=\"https://www.nbcnews.com/business/business-news/netflix-ad-supported-tier-40-million-monthly-users-rcna152463\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e40 million users\u003c/a\u003e signed up. The programmatic space around this kind of inventory is, in Mothner’s phrase, “one of the most exciting frontiers in tech.”\u003c/p\u003e\n\u003cp\u003e“CTV [connected TV] and retail media are particularly fertile ground for innovation because tech is responsible for bringing new solutions to the table as demand for improvements from advertisers is on the rise, including better ad products to make the most of inventory, more and better audience targeting capabilities that maintain privacy, and stronger measurement that ties media activations to overall business outcomes,” 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":6}},"fulfilledTimeStamp":1732415319187},"getContentData({\"slug\":\"attention-metrics-digital-advertising-measurement\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"hKILY62hlgYFBVLSTnnef","originalArgs":{"slug":"attention-metrics-digital-advertising-measurement","token":""},"startedTimeStamp":1732409597958,"data":{"metadata":{"datePosted":"2023-10-26T08:49:00-07:00","dateCreated":"2023-10-26T08:16:24-07:00","dateUpdated":"2023-10-26T08:49:59-07:00","title":"Attention metrics: Next frontier of digital ad measurement or red herring? | The Current","description":"Attention metrics may be dethroning viewability as the industry-wide measurement standard but key questions stand in the way.","image":{"alt":"A scale with a blinking eye on the lower side and a rising chart and graph paper on the higher side","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition143_Attentionmetrics_1920x1080px_FacebookMetadata.gif","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A scale with a blinking eye on the lower side and a rising chart and graph paper on the higher side","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition143_attentionmetrics_1920x1080px_TwitterMetadata_v1_Static.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Damian Fowler","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/attention-metrics-digital-advertising-measurement","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2382352,"slug":"attention-metrics-digital-advertising-measurement","postDate":"2023-10-26T08:49:00-07:00","heading":"Attention metrics: Next frontier of digital ad measurement or red herring?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A scale with a blinking eye on the lower side and a rising chart and graph paper on the higher side","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition1XX_ArticleSummary_1920x1080px_PreviewImage_v1.gif","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A scale with a blinking eye on the lower side and a rising chart and graph paper on the higher side","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition143_Attentionmetrics_1200px_Square-_v1.gif.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eImage credits: Illustration by Robyn Phelps / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A scale with a blinking eye on the lower side and a rising chart and graph paper on the higher side","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition1XX_ArticleSummary_1920x1080px_PreviewImage_v1_2023-10-26-152723_vsch.gif","width":1921,"height":1081,"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":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\u003e“If your advertising goes unnoticed, everything else is academic.” \u003c/p\u003e\n\u003cp\u003eThat piece of wisdom — attributed to advertising legend Bill Bernbach — has even more resonance these days as marketers attempt to measure campaign performance in a digital omnichannel world. How does an advertiser know if a consumer is paying attention to their ads? \u003c/p\u003e\n\u003cp\u003eSome advertisers are exploring a buzzy new trend — attention metrics. According to a \u003ca href=\"https://www.insiderintelligence.com/content/attention-metrics-next-frontier-of-digital-ad-measurement\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecent study\u003c/a\u003e by Insider Intelligence, attention metrics may be the next frontier of digital ad measurement. For more than a decade, the report argues, viewability has been the “it” standard with industry wide recognition, \u003ca href=\"https://mediaratingcouncil.org/sites/default/files/Standards/062816%20Mobile%20Viewable%20Guidelines%20Final.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eas defined by\u003c/a\u003e the Media Rating Council (MRC). However, “attention is dethroning viewability as the metric du jour,” says Evelyn Mitchell-Wolf, the author of the study.\u003c/p\u003e\n\u003cp\u003eBut the jury is still out on whether marketers need yet another metric in a \u003ca href=\"https://www.insiderintelligence.com/data-metrics/video-marketing/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eworld where KPIs \u003c/a\u003e— think click-through-rate (CTR), video-completion-rate (VCR), or viewability — are abundant. Around 60 percent of advertisers surveyed say they’re using attention metrics in some of their buys, with a further 36 percent surveyed using it for most of their buys, according to DoubleVerify figures cited in the report. “However, there are key questions that stand in the way of attention becoming a currency at this time,” says Mitchell-Wolf. “The biggest hurdle that needs to be overcome is defining what they are.” \u003c/p\u003e\n\u003cp\u003eIn a nutshell, attention metrics calculate the likelihood of attention paid to any given ad placement. That’s the definition drafted by the Association of National Advertisers (ANA). It uses loose proxies like viewability with biometric indicators like eye-tracking that record gaze and focus, conducted through opt-in panels. The underlying intention is to allow advertisers an apples-to-apples comparison of how their media is performing across different channels in a fragmented digital ecosystem. \u003c/p\u003e\n\u003cp\u003e“The focus and conversation around attention really signals that we are dissatisfied with the metrics that we have today,” Jonathan Stringfield, the VP of global business research and marketing at Activision Blizzard, tells \u003cem\u003eThe Current\u003c/em\u003e. “Fundamentally, most of the media that we're buying on is through the same metrics and lenses that we used circa 1970. It's reach and frequency, which is great and has its purposes.” \u003c/p\u003e\n\u003cp\u003eBut, Stringfield argues, the emphasis on reach and frequency has led to an industry that prizes scale and execution above everything else, a reductive view that ignores how consumers interact with media in more complex ways, across many different channels and different devices. That is especially true for interactive gaming environments for which current measurement falls short, he says.\u003c/p\u003e\n\u003cp\u003eOne of the companies Insider Intelligence consulted for its study was Eye Square, which describes itself as a global leader in market research and consumer insights that helps marketers better understand real-time digital experiences. The company studies how consumers interact with ads live and in the context of the platform they’re using whether social, ecommerce, or pre-roll streaming video – as opposed to the more common method of conducting a consumer survey after the fact. Eye Square maintains actions speak louder than words. \u003c/p\u003e\n\u003cp\u003eSuch contextual insights can lead toward a more comprehensive understanding of the consumer, Jeff Bander, the president of Eye Square, tells \u003cem\u003eThe Current\u003c/em\u003e. That means tracking what happened after the ad was viewed in context. In one single-blind study for a CPG brand, the company ran six ads on three different platforms to assess which ad provoked interaction, interest, and ultimately led to a purchase. This is what Bander calls “meaningful attention.”\u003c/p\u003e\n\u003cp\u003eAnd yet, if purchase is the end goal, some marketers question the value of measuring attention. “There’s this attention economy they keep talking about. Attention is great but I want revenue,” says Dan Larkman, the CEO and co-founder of Keynes Digital. “I think attention is a red herring.” \u003c/p\u003e\n\u003cp\u003e“If you are running direct response marketing, I don't want you to pay attention to the ad. I want you to see the ad and I want you to pick your phone up and start writing the URL in. I don't want your eyes on the TV screen,” he adds. “I don't think a marketer will be able to turn around to the CMO of a company and explain how awareness metrics are valuable in comparison to ROI, customer acquisition costs, brand growth.” \u003c/p\u003e\n\u003cp\u003eWhether attention becomes a currency is still TBD, according to the Insider Intelligence report. It does note that programmatic pathways are being developed to handle attention metrics, with some ad tech players getting in on the trend. According to the same report, companies like Adelaide, Lumen, and Amplified Intelligence are said to be working with agency holding companies to test attention metrics for advertisers. Meanwhile, Double Verify and IAS have both launched attention products that evaluate things like exposure and engagement. \u003c/p\u003e\n\u003cp\u003eWhile some marketers are curious about the potential around this new way of measuring, questions remain about scalability and privacy compliance (especially around biometric data). Its success may turn on whether advertisers ultimately buy in to the trend, adding this new KPI to their dashboard. \u003c/p\u003e\n\u003cp\u003e“Attention is a valid metric,” says Tony Marlow, the global CMO of LG Ad Solutions.\u003c/p\u003e\n\u003cp\u003e“Once you do your homework to understand how attention translates into the various outcomes you're trying to achieve, then you can understand how to leverage it. Then you can tweak your creative units, your targeting, to optimize in the ways that you will drive the outcomes you want,” he says. \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":1732409597990},"getContentData({\"slug\":\"ai-models-journalism-google\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"L42gbMl6WZ1Hw1fSfV66O","originalArgs":{"slug":"ai-models-journalism-google","token":""},"startedTimeStamp":1732412306857,"data":{"metadata":{"datePosted":"2024-04-29T05:00:00-07:00","dateCreated":"2024-04-26T13:18:27-07:00","dateUpdated":"2024-08-02T12:11:00-07:00","title":"Why it makes business sense for A.I. models to keep journalism around | The Current","description":"If journalism isn't around, how will generative A.I. models feed new information?","image":{"alt":"The Current Report: April 29, 2024.","url":"https://www.thetradedesk.com/assets/global/240429_CurrentReport_16x9Thumbnail_grey_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: April 29, 2024.","url":"https://www.thetradedesk.com/assets/global/240429_CurrentReport_16x9Thumbnail_grey_v1_2024-04-26-203006_atlp.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","The Current Report"],"url":"https://www.thecurrent.com/ai-models-journalism-google","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2822728,"slug":"ai-models-journalism-google","postDate":"2024-04-29T05:00:00-07:00","heading":"Why it makes business sense for A.I. models to keep journalism around","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: April 29, 2024.","url":"https://www.thetradedesk.com/assets/global/240429_CurrentReport_1200px_Grey_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report: April 29, 2024.","url":"https://www.thetradedesk.com/assets/global/240429_CurrentReport_16x9Thumbnail_grey_v1_2024-04-26-203040_agtz.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":3250897,"title":"The Current Report","slug":"the-current-report","uri":"sections/the-current-report","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/87451c4c-3a8a-45af-8e61-740dd46f8656?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/87451c4c-3a8a-45af-8e61-740dd46f8656?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIf journalism isn't around, how will generative A.I. models feed new information?\u003c/p\u003e\n\u003cp\u003eIn part two of \u003ca href=\"https://www.thecurrent.com/tech-journalism-legislation-california\"\u003eour interview\u003c/a\u003e with former LA Times journalist Matt D Pearce on the \u003ca href=\"https://www.thecurrent.com/ai-news-publishers-google-digital-media\"\u003efuture of journalism\u003c/a\u003e and the California Journalism Preservation Act, we break down why it makes business sense for A.I. models to \u003ca href=\"https://www.thecurrent.com/meta-media-news-publishers-facebook-traffic\"\u003ekeep reporters\u003c/a\u003e around. \"Google should pay its fair share for the work of journalism, even if only not out of charity. Not because Google needs to feel good about itself. Google needs quality information to continue grounding its A.I. models,\" Pearce 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":1}},"fulfilledTimeStamp":1732412306895},"getContentData({\"slug\":\"ai-model-predicted-president-election-data-resonate\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"pe1SxMcO8LYeWVgRFvxsD","originalArgs":{"slug":"ai-model-predicted-president-election-data-resonate","token":""},"startedTimeStamp":1732412858293,"data":{"metadata":{"datePosted":"2024-11-11T06:36:00-08:00","dateCreated":"2024-11-08T06:37:37-08:00","dateUpdated":"2024-11-12T06:16:51-08:00","title":"How an AI model correctly predicted the president 3 elections in a row | The Current","description":"What’s the secret to its success? Resonate uses AI modeling to analyze 15,000 data points across 250 million profiles.","image":{"alt":"How an AI model correctly predicted the president 3 elections in a row","url":"https://www.thetradedesk.com/assets/global/241111_CurrentReport_16x9Thumbnail_Blue_v2-1_2024-11-11-143358_fwoy.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"How an AI model correctly predicted the president 3 elections in a row","url":"https://www.thetradedesk.com/assets/global/241111_CurrentReport_16x9Thumbnail_Blue_v2-1_2024-11-11-143404_szxd.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","The Current Report"],"url":"https://www.thecurrent.com/ai-model-predicted-president-election-data-resonate","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3348763,"slug":"ai-model-predicted-president-election-data-resonate","postDate":"2024-11-11T06:36:00-08:00","heading":"How an AI model correctly predicted the president 3 elections in a row","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"How an AI model correctly predicted the president 3 elections in a row","url":"https://www.thetradedesk.com/assets/global/241111_CurrentReport_1200px_Blue_v2-1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"How an AI model correctly predicted the president 3 elections in a row","url":"https://www.thetradedesk.com/assets/global/241111_CurrentReport_16x9Thumbnail_Blue_v2-1.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":3250897,"title":"The Current Report","slug":"the-current-report","uri":"sections/the-current-report","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/a6eb09ce-80b9-4bef-825f-153fbbc637b9?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/a6eb09ce-80b9-4bef-825f-153fbbc637b9?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eDonald Trump was once again elected as the President of the United States last week, becoming the first president since Grover Cleveland in 1892 to win back the presidency after losing a re-election bid.\u003c/p\u003e\n\u003cp\u003eOne tech company is 3 for 3 in successfully predicting who would become the president in the last 3 elections. That company, Resonate, relies on consumer data and intelligence to deliver data-driven insights.\u003c/p\u003e\n\u003cp\u003eSo, what’s the secret to its success? Resonate uses AI modeling to analyze 15,000 data points across 250 million profiles.\u003cbr /\u003e\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eThose data points could include anything from what news sources people read to what streaming services they subscribe to or whether they’re in the market for a car.\u003c/p\u003e\n\u003cp\u003eTo dive more into how Resonate made the call, the company’s CEO Bryan Gernert, chief data scientist Daniel Scantlebury and CMO Ericka McCoy joined The Current Report.\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":1}},"fulfilledTimeStamp":1732412858323},"getContentData({\"slug\":\"advertising-week-new-york-2024-google-commerce-networks-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"iERhs24BS89g3rjSUer1M","originalArgs":{"slug":"advertising-week-new-york-2024-google-commerce-networks-media","token":""},"startedTimeStamp":1732412232251,"data":{"metadata":{"datePosted":"2024-10-10T07:12:00-07:00","dateCreated":"2024-10-10T06:47:31-07:00","dateUpdated":"2024-10-15T07:15:09-07:00","title":"Live from Advertising Week New York: Google, commerce networks and quality media | The Current","description":"Google’s antitrust ad tech trial, commerce media networks and prioritizing quality over cheap reach all stood out as key themes at this year’s Advertising Week New York.","image":{"alt":"Three cursors flying out of an open birdcage, with bars colored in red, blue, green and yellow","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition191_AWNY_Roundup_MarketersFeelingFreePostGoogleTrial_1920x1080px_Logo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Three cursors flying out of an open birdcage, with bars colored in red, blue, green and yellow","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition191_AWNY_Roundup_MarketersFeelingFreePostGoogleTrial_1920x1080px_Logo_v1-1_2024-10-10-134804_cqvi.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Culture"],"url":"https://www.thecurrent.com/advertising-week-new-york-2024-google-commerce-networks-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3337883,"slug":"advertising-week-new-york-2024-google-commerce-networks-media","postDate":"2024-10-10T07:12:00-07:00","heading":"Live from Advertising Week New York: Google, commerce networks and quality media","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Three cursors flying out of an open birdcage, with bars colored in red, blue, green and yellow","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition191_AWNY_Roundup_MarketersFeelingFreePostGoogleTrial_1920x1080px_NoLogo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Three cursors flying out of an open birdcage, with bars colored in red, blue, green and yellow","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition191_AWNY_Roundup_MarketersFeelingFreePostGoogleTrial_1200px_Square-_v1-1.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":"Three cursors flying out of an open birdcage, with bars colored in red, blue, green and yellow","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition191_AWNY_Roundup_MarketersFeelingFreePostGoogleTrial_1920x1080px_NoLogo_v1-1_2024-10-10-134824_efep.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":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\u003eMore than 17,000 marketers \u003ca href=\"https://www.marketingdive.com/news/marketers-guide-advertising-week-new-york-2024/728621/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egathered this week\u003c/a\u003e in Midtown Manhattan for the annual Advertising Week New York, which comes in the wake of the U.S. v. Google antitrust trial. Inevitably, the biggest story in ad tech this year drove conversations on the ground. The lid was off and marketers felt emboldened to share their thoughts on Google as they looked ahead to the future.\u003c/p\u003e\n\u003cp\u003eBeyond the trial's ripple effects, other talking points across panels included the emergence of commerce networks and the valuation of premium content over cheap reach.\u003c/p\u003e\n\u003cp\u003eBut let’s start with Google.\u003c/p\u003e\n\u003cp\u003eWhether or not the judge in the trial will declare Google a monopoly, \u003ca href=\"https://www.thecurrent.com/whats-happening-at-the-google-ad-tech-trial\"\u003eas the DOJ alleges\u003c/a\u003e, is not expected until December. But that hasn’t stopped marketers from opening up about the tech giant. One person likened it to a culture of silence being lifted.\u003c/p\u003e\n\u003cp\u003e“Being able to talk about this stuff openly, it's been very cathartic because our process of discovery and everything allows people to talk openly about things that everyone kind of suspected,” Will Luttrell, a veteran product and technology leader, said onstage.\u003c/p\u003e\n\u003cp\u003eLuttrell said one of the U.S. government’s attorneys reached out to him years ago as the government was putting together its case when he was the founder and CEO of Amino Payments (Luttrell was the CEO from 2017 to 2021), but because Luttrell had $10 million of investors’ money tied up in his company, he felt like he had to pass on talking altogether. But he wasn’t alone in the sentiment.\u003c/p\u003e\n\u003cp\u003e“They [Google] own and control the market,” Matt Wasserlauf, CEO and co-founder of connected TV company Blockboard, said during the panel. “If you’re running any business or agency, you don’t want to piss off the company that controls your advertising.”\u003c/p\u003e\n\u003cp\u003eWasserlauf said the outcome of the trial will likely set the direction for the future of the digital advertising industry. But Justin Choi, CEO and founder of Nativo, believes the trial arrived too late and is a missed opportunity to change the market for the better.\u003c/p\u003e\n\u003cp\u003e“The sad part is that I think the DOJ is now fighting yesterday's war,” Choi said onstage. “And no matter what the result is, the damage is done. By the time they have a remedy, the environment is going to be so different.”\u003c/p\u003e\n\u003cp\u003eOne of the DOJ’s key witnesses, Stephanie Layser, worldwide head of publisher ad tech at AWS, noted that a growing \u003ca href=\"https://www.thecurrent.com/justin-wohl-snopes-us-google-ad-exchange-header-bidding\"\u003enumber of publishers\u003c/a\u003e have been building their own ad servers to exert more control in response to Google’s market force over the years.\u003c/p\u003e\n\u003cp\u003eOne of the big takeaways from the trial, according to Layser, is that when publishers lose the ability to control their ad decisioning, they can be taken advantage of. \u003cbr /\u003e \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/0b82b9dd-85c4-41ef-b5ea-dcd2e41e8a6e?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/0b82b9dd-85c4-41ef-b5ea-dcd2e41e8a6e?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eWith more companies looking to the future, Choi spotlighted retail media and commerce networks as a positive development for marketers, which allow for the integration of privacy-conscious identity solutions that aren’t beholden to Google. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eCommerce networks flex their muscles \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eUber, Lyft, \u003ca href=\"https://www.thecurrent.com/united-airlines-mike-petrella-media\"\u003eUnited Airlines\u003c/a\u003e and Chase were all featured on different panels speaking to how they built their respective ad businesses. A number of these commerce networks have sprung up in the past two years as nontraditional advertising companies are realizing the power of brands to leverage their consumer data. These commerce networks are riding the momentum of retail media’s growth.\u003c/p\u003e\n\u003cp\u003eA panel on Uber’s ad business revealed that 38% of Americans have made a purchase with a brand after seeing an ad in a ride-share app, according to a consumer sentiment survey from NCSolutions. And that’s paying off, with Uber projecting its ad revenue to surpass \u003ca href=\"https://digiday.com/marketing/ubers-1-billion-ad-business-expected-to-remain-untouched-amidst-googles-third-party-cookie-fallout/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$1 billion this year\u003c/a\u003e after launching in 2022. Still, Uber marketers say that their ad business is in the very early stages of its growth.\u003c/p\u003e\n\u003cp\u003e“We’re building a startup inside of Uber,” Megan Ramm head of the Americas at Uber Advertising, said during a panel. \u003cbr /\u003e \u003c/p\u003e\n\u003cp\u003eSo why are all these nontraditional companies starting up their own ad networks? The answer is simple, according to Mark Wagman, managing director at MediaLink. The technology and data that now exists is enabling rapid growth.\u003c/p\u003e\n\u003cp\u003e“As more of these companies need to grow and they look at growth drivers, this is an easy one,” Wagman tells The Current.\u003c/p\u003e\n\u003cp\u003eChase Media Solutions is months into launching its commerce network, the \u003ca href=\"https://media.chase.com/news/chase-launches-chase-media-solutions\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efirst type of network\u003c/a\u003e in its industry. It’s anchored on the strong purchase data they’re able to garner from their customers.\u003c/p\u003e\n\u003cp\u003e“We took a step back and [realized that] if we own the platform and the data never left us, then suddenly we can actually leverage that data to really give our customers even greater value and in exhchange, drive sales,” said Rich Muhlstock, Chase Media Solutions’ president said. “That becomes the great differentiator. And it’s not just one type of retail data, it’s every retailer online and offline.”\u003c/p\u003e\n\u003cp\u003eThese troves of banking data can strengthen marketers’ consumer signals. It’s an opportunity that could inspire more networks from nontraditional advertising companies to enter the market.\u003c/p\u003e\n\u003cp\u003e“I think every major brand in the world is sitting on top of an unmonetized resource probably in the range of the total economy of billions of dollars,” Charlie Neer, co-CEO of programmatic partner MiQ, said during a panel focused on unlocking the potential of media networks beyond retail. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eQuality content is at a premium \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eQuality and relevance in media were key themes across almost every panel this week. As brands battle fragmentation, it can be easy to think about leaning into a strategy based purely on reach. There was a clear shared opinion among many panel speakers that moving toward quality, not quantity, is a key to success.\u003c/p\u003e\n\u003cp\u003e“We've been in a world where everyone is just focused on blasting as much media out there,” Good-Loop Head of Product Erez Levin tells The Current. “And if we start to differentiate the quality of different media […] you can drive both results for your business as well as align to some of these other brand values and social goods that you care about.”\u003c/p\u003e\n\u003cp\u003ePart of that quality is placing ads next to quality content like trusted news sources, which AWS’ Layser said too many advertisers are blocking because of brand safety — a mistake and missed opportunity, in her view.\u003c/p\u003e\n\u003cp\u003e“Sitting there and continuing to follow down this path and not embracing signal loss as an opportunity for publishers that create high-quality, good content is really a loss for the industry,” Layser — who spent 10 years in the business side of the news industry, from News Corp to MailOnline — said during a panel. “It’s a loss for advertisers and it’s a loss for consumers.” \u003c/p\u003e\n\n\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":6}},"fulfilledTimeStamp":1732412232287},"getContentData({\"slug\":\"advertising-australia-generative-artificial-intelligence-data-ctv-retail-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"TTMsuoLwRhlCcoegBCS-c","originalArgs":{"slug":"advertising-australia-generative-artificial-intelligence-data-ctv-retail-media","token":""},"startedTimeStamp":1732412178505,"data":{"metadata":{"datePosted":"2023-08-03T08:30:00-07:00","dateCreated":"2023-08-03T06:22:29-07:00","dateUpdated":"2023-08-14T06:23:43-07:00","title":"Retail media, total TV, and AI dominate Advertising Week Australia | The Current","description":"Retail media, total TV, and generative artificial intelligence (AI) dominate conversations at Advertising Week Australia 2023.","image":{"alt":"Three people are seen through a magnifying glass speaking using megaphones on a stage.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition131_AdWeekAustralia_1920x1080_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Three people are seen through a magnifying glass speaking using megaphones on a stage.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition131_AdWeekAustralia_1920x1080_v2_2023-08-03-132527_cmay.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Emma Shepherd","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/advertising-australia-generative-artificial-intelligence-data-ctv-retail-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2037353,"slug":"advertising-australia-generative-artificial-intelligence-data-ctv-retail-media","postDate":"2023-08-03T08:30:00-07:00","heading":"Retail media, total TV, and AI dominate Advertising Week Australia","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Three people are seen through a magnifying glass speaking using megaphones on a stage.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition131_AdWeekAustralia_1920x1080_NoLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Three people are seen through a magnifying glass speaking using megaphones on a stage.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition131_AdWeekAustralia_1200x1200_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Three people are seen through a magnifying glass speaking using megaphones on a stage.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition131_AdWeekAustralia_1920x1080_NoLogo_v2_2023-08-03-132453_jkfn.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1709184,"slug":"emma-shepherd","fullName":"Emma Shepherd","positionTitle":null,"authorType":"staff","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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eOne of the advertising industry’s biggest events in the Asia Pacific region, Advertising Week Australia, commenced in Sydney’s iconic Luna Park on Tuesday, with three topics capturing advertisers’ attention: \u003ca href=\"https://www.thecurrent.com/sections/retail\"\u003eretail media\u003c/a\u003e, total TV data, and generative AI.\u003c/p\u003e\n\u003cp\u003eAmid the \u003ca href=\"https://www.adnews.com.au/opinion/tough-times-call-for-smart-marketers\" target=\"_blank\" rel=\"noreferrer noopener\"\u003echallenges posed\u003c/a\u003e by the rising cost of living, surging interest rates, and high inflation, consumer confidence and spending have been \u003ca href=\"https://www.ibisworld.com/au/bed/consumer-sentiment-index/93/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eimpacted significantly\u003c/a\u003e. Some industry players are facing marketing \u003ca href=\"https://www.marketingmag.com.au/featured/new-study-reveals-top-challenges-for-aussie-marketers/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebudget cuts\u003c/a\u003e, while other brands still push for maximum growth and results. Given these circumstances, many of the event’s speakers centered their remarks around ROI, including tools to help marketers squeeze every dollar from their budgets.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eMaximizing the power of retail media\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e\u003ca href=\"https://www.thecurrent.com/endemic-non-brands-retail-media-data-advertising-walmart-home-depot\"\u003eRetail media\u003c/a\u003e is experiencing significant growth, likely accelerated by the pandemic’s effects on consumer behavior. It is now considered the \u003ca href=\"https://www.insiderintelligence.com/content/why-retail-media-will-third-biggest-wave-of-digital-advertising\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethird wave\u003c/a\u003e of digital advertising, after search and social media. Moreover, PwC forecasts the Australian retail media market to reach \u003ca href=\"https://powerretail.com.au/retail-media-forecast-to-see-1-2-billion-boost-to-ad-market-by-2026/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAU$2 billion\u003c/a\u003e by mid-2026, while the \u003ca href=\"https://www.thebusinessresearchcompany.com/report/retail-media-networks-global-market-report\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eglobal retail media\u003c/a\u003e market size is expected to grow to USD$ 20.8 billion this year. As the reliance on third-party cookies fades away, retail media is taking center stage with its focus on first-party data, contextual targeting, direct access to shoppers, closed-loop measurement, and transparent partnerships. This powerful combination positions it as a formidable and effective alternative for advertisers.\u003c/p\u003e\n\u003cp\u003e“To thrive in this environment, businesses must go beyond their own boundaries and get closer to their customers,” says Chloe Hunter, enterprise enablement lead at LiveRamp ANZ. “Strategic partnerships and trusted allies will become essential for success. A strong focus on first-party data strategies will be crucial in navigating this shifting landscape.” \u003c/p\u003e\n\u003cp\u003eThis new digital marketing era, Hunter explains, will empower marketers to leverage first-party data to build stronger connections with customers and deliver more personalized experiences that resonate with them.\u003c/p\u003e\n\u003cp\u003eHayden Skelton, head of digital at toy retailer Zuru Group adds that he thinks the demise of cookies and rise of retail media will benefit the business. “With the use of retail data, we can measure better than we ever could before,” he says. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eTV data drives better outcomes\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIn the fervent pursuit of enhanced analytics and laser-targeted advertising, the TV industry is witnessing a surge in the adoption of novel video currencies. Among these new technologies, \u003ca href=\"https://www.adexchanger.com/data-exchanges/what-tv-advertisers-need-to-know-about-acr-in-2023/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eautomatic content recognition\u003c/a\u003e (ACR) has emerged as the Holy Grail for programmers and advertisers alike, serving as an indispensable data set for precise measurement and targeting strategies. \u003c/p\u003e\n\u003cp\u003eAt its core, ACR monitors TV viewership across a diverse range of devices, harnessing the potential of sophisticated software that graces nearly every smart TV. By decoding content preferences of audiences and capturing their viewing habits, ACR can open a Pandora’s box of valuable preference and behavior data for advertisers, offering a deeper understanding of their target demographics. \u003c/p\u003e\n\u003cp\u003e“We’ve seen a huge increase in briefs using ACR-targeted data and measurement, and this trend is indicative of a transformative shift in adoption and clients’ growing acceptance of this invaluable data,” says Fiona Roberts, managing director for ANZ at MiQ, a programmatic media partner for brands and agencies. \u003c/p\u003e\n\u003cp\u003e“There’s been progress in being able to assess the usage of ACR beyond just implementation, but also looking at it from a total TV perspective,” she says, adding that the company measures total TV to include broadcast video on demand, linear TV, anything on a connected TV, and YouTube. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eGenerative AI is still dominating conversations\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIf you’ve tried Open AI’s ChatGPT or Google’s Bart, you’ve ventured into the world of generative AI. Its potential to affect the advertising industry has sparked diverse opinions. \u003ca href=\"https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-state-of-b2b-marketing/pdf/the-b2b-benchmark-report-2023-final.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eRecent research\u003c/a\u003e commissioned by LinkedIn and online audience measurement company Ipsos Iris finds that 8 out of 10 marketers surveyed don’t yet know how to use AI in their marketing plans.\u003c/p\u003e\n\u003cp\u003e“Marketing leaders in the room today need to adapt to new paradigms and embrace the potential of this new tool to drive innovation, creativity, efficiency at the scale,” explains Helen Girdlestone, head of agency development for ANZ at LinkedIn. \u003c/p\u003e\n\u003cp\u003eRose Herceg, president for ANZ at WPP, adds that ChatGPT has become an essential tool. “Our global clients and brands, including Coca-Cola, have fully embraced this technology in their daily operations,” she says. “We utilize the tools provided by Nvidia to educate our teams worldwide, equipping them with the software necessary to seamlessly integrate generative AI into brand platforms, campaigns, and assets.” \u003c/p\u003e\n\u003cp\u003eShe adds that WPP’s content venture, Hogarth, incorporates it routinely for everyday shoots, enabling the company to execute projects at scale with exceptional speed and intelligence.\u003c/p\u003e\n\u003cp\u003e“It’s exhilarating because generative AI opens up a whole new realm of possibility, propelling us in directions we might not have explored otherwise,” says Herceg. “For us, it has become standard practice, and we aim to encourage others to embrace it wholeheartedly, recognizing that AI can lead us into innovative territories beyond our wildest imagination.” \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":1732412178549},"getContentData({\"slug\":\"activision-blizzard-jonathan-stringfield-vp-marketing-research-gaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ZC3Qq1sRPZKH6KAkRZod7","originalArgs":{"slug":"activision-blizzard-jonathan-stringfield-vp-marketing-research-gaming","token":""},"startedTimeStamp":1732412165842,"data":{"metadata":{"datePosted":"2023-12-06T05:00:00-08:00","dateCreated":"2023-12-05T08:00:05-08:00","dateUpdated":"2024-08-06T14:44:33-07:00","title":"Activision Blizzard’s Jonathan Stringfield on creating for the unseen gamer | The Current","description":"Activision Blizzard’s Jonathan Stringfield on how advertisers can attach themselves to gamers’ loyalty to specific franchises and finding community in gaming.","image":{"alt":"The Current Podcast, Season 7: Jonathan Stringfield, VP, Global Business Research and Marketing, Activision Blizzard","url":"https://www.thetradedesk.com/assets/global/ActivisionBlizzard_16x9_Social_v1_2023-12-05-160149_kcxu.jpg","width":1920,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast, Season 7: Jonathan Stringfield, VP, Global Business Research and Marketing, Activision Blizzard","url":"https://www.thetradedesk.com/assets/global/ActivisionBlizzard_16x9_Social_v1.jpg","width":1920,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","Premium","The Current Podcast"],"url":"https://www.thecurrent.com/activision-blizzard-jonathan-stringfield-vp-marketing-research-gaming","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2446421,"slug":"activision-blizzard-jonathan-stringfield-vp-marketing-research-gaming","postDate":"2023-12-06T05:00:00-08:00","heading":"Activision Blizzard’s Jonathan Stringfield on creating for the unseen gamer","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Podcast, Season 7: Jonathan Stringfield, VP, Global Business Research and Marketing, Activision Blizzard","url":"https://www.thetradedesk.com/assets/global/ActivisionBlizzard_1x1_v1.jpg","width":1201,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast, Season 7: Jonathan Stringfield, VP, Global Business Research and Marketing, Activision Blizzard","url":"https://www.thetradedesk.com/assets/global/ActivisionBlizzard_16x9_Editorial_v1.jpg","width":1920,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/0a0c13b9-b3b6-44a6-ad59-6c11d6708dee?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/0a0c13b9-b3b6-44a6-ad59-6c11d6708dee?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe whole world of gaming is opening up — from who plays to the devices they play on to the immense amount of \u003ca href=\"https://www.thecurrent.com/gaming-ecosystem-advertising-omdia-video-roblox-open-internet\"\u003eadvertising possibilities\u003c/a\u003e in the gaming world.\u003c/p\u003e\n\u003cp\u003eResearch company Omdia projects that global in-game advertising revenue will reach \u003ca href=\"https://www.linkedin.com/posts/liamdeane_in-app-spending-on-mobile-games-fell-for-activity-7092513641878429697-JG8H/?utm_source=share\u0026amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$71 billion\u003c/a\u003e in 2023, up from $67 billion. In addition, Omdia predicts that gaming will nearly equal traditional TV ad revenue by 2027.\u003c/p\u003e\n\u003cp\u003eWith an estimated \u003ca href=\"https://www.latimes.com/entertainment-arts/business/story/2023-08-21/global-gaming-industry-report-2023-league-of-legends-activision-electronic-arts-nintendo-mobile-gaming-mario-bros\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e3.38 billion gamers\u003c/a\u003e worldwide — 1 in 5 of which are \u003ca href=\"https://www.thecurrent.com/moms-increase-online-gaming-india-readout\"\u003emoms with kids\u003c/a\u003e — it’s time to redefine who is seen as a gamer.\u003c/p\u003e\n\u003cp\u003e“When we think about what it means to play a video game more generally, you kind of get that classic view of like someone with a controller or maybe at a PC,” Activision Blizzard’s VP of global business research and marketing, Jonathan Stringfield, shared on \u003cem\u003eThe Current Podcast\u003c/em\u003e. “But realistically, one of the biggest segments of gaming fans out there is mobile. And since virtually everyone has a mobile device globally that can handle games like \u003cem\u003eCandy Crush\u003c/em\u003e, what we found is that the surface area for people that enjoy games is just that much bigger.”\u003c/p\u003e\n\u003cp\u003eElsewhere on the podcast, Stringfield breaks down why he thinks \u003ca href=\"https://www.thecurrent.com/untapped-advertising-potential-video-games-marketing-strategy\"\u003ethe future of gaming\u003c/a\u003e will happen on any screen with an internet connection, how advertisers can attach themselves to gamers’ loyalty to specific franchises, and how he found community in gaming. \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":1732412165876},"getContentData({\"slug\":\"5-minutes-with-tmobile-kevin-mcgurn-streaming-ctv-retail-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"JTpMYVmNxVTCPfl-zLaoP","originalArgs":{"slug":"5-minutes-with-tmobile-kevin-mcgurn-streaming-ctv-retail-media","token":""},"startedTimeStamp":1732412113198,"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 - Video page","5 minutes with - Voices page (Video section)"],"url":"https://www.thecurrent.com/5-minutes-with-tmobile-kevin-mcgurn-streaming-ctv-retail-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3327812,"slug":"5-minutes-with-tmobile-kevin-mcgurn-streaming-ctv-retail-media","postDate":"2024-09-13T06:37:00-07:00","heading":"5 Minutes with T-Mobile’s Kevin McGurn","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{"alt":"5 Minutes with Kevin McGurn","url":"https://www.thetradedesk.com/assets/global/V2_GIF_1920px_5MinWith_KevinMcGurn_workingfile_2024-09-12-214209_dnaj.gif","width":1920,"height":1080,"isLandscape":true},"featuredPreviewImage":{"alt":"5 Minutes with Kevin McGurn","url":"https://www.thetradedesk.com/assets/global/V2_GIF_1200px_5MinWith_KevinMcGurn_workingfile_2024-09-12-214159_rhhr.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://youtu.be/71uWsP85J5A","captionLinkable":"\u003cp\u003eRobyn Phelps / Getty / \u003cem\u003eThe Current\u003c/em\u003e\u003c/p\u003e","previewImage":{"alt":"5 Minutes with Kevin McGurn","url":"https://www.thetradedesk.com/assets/global/V2_GIF_1920px_5MinWith_KevinMcGurn_workingfile_2024-09-12-214246_bhbo.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":3266713,"title":"5 minutes with - Video page","slug":"5-minutes-with-video","uri":"sections/5-minutes-with-video","description":null,"themeHighlightColor":""},{"id":3267105,"title":"5 minutes with - Voices page (Video section)","slug":"voices-videos","uri":"sections/voices-videos","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eLong known as a consumer telecom giant, T-Mobile has set its sights on marketers as its next growth opportunity. New projects — rooted in connected TV (CTV), digital out-of-home and, most recently, the launch of an in-store retail media network in April — marked big strides for the company in making its name more known as a marketing solution. \u003c/p\u003e\n\n\u003cp\u003eThe company offers 20,000 screens within stores, as well as ads served through mobile and CTV, thanks to a partnership with Plex. This initiative enables marketers to reach a whopping 240 million people via T-Mobile. \u003c/p\u003e\n\n\u003cp\u003eHelping to lead this charge is Kevin McGurn, T-Mobile’s VP and head of sales, marketing and distribution. McGurn spoke with \u003cem\u003eThe Current \u003c/em\u003eEditor-In-Chief Stephanie Paterik about why measurement is the biggest challenge in the digital advertising industry, the company’s latest innovations for marketers and cutting down the time it takes to pick a show on streaming. \u003c/p\u003e\n\n\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity.\u003c/em\u003e \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eWhat kind of innovation is capturing your interest right now and \u003c/strong\u003ewhat do you think has the potential to be the most transformative? \u003c/h2\u003e\n\n\u003cp\u003eWe started our business in the mobile world, obviously, but we identified two big parts of the media landscape that we wanted to focus on. \u003c/p\u003e\n\n\u003cp\u003eOne is CTV, something that’s near and dear to my heart. 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":1732412113238},"getContentData({\"slug\":\"5-minutes-with-digital-content-next-jason-kint-google-antitrust-trial\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"usGOOK7G9d-tjsYimZhNc","originalArgs":{"slug":"5-minutes-with-digital-content-next-jason-kint-google-antitrust-trial","token":""},"startedTimeStamp":1732413851812,"data":{"metadata":{"datePosted":"2024-09-09T11:15:00-07:00","dateCreated":"2024-09-09T09:34:59-07:00","dateUpdated":"2024-09-09T11:15:29-07:00","title":"5 Minutes with Digital Content Next’s Jason Kint | The Current","description":"Google’s landmark antitrust ad tech trial starts this week. A veteran marketer with a background in journalism lays out the potential impact of the trial.","image":{"alt":"5 minutes with Jason Kint, CEO of Digital Context Next","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_5MinutesWith_JasonKint_1920x1080px_FacebookMetadata_v1.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Jason Kint, CEO of Digital Context Next","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_5MinutesWith_JasonKint_1920x1080px_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["Opinion","5 minutes with - Voices page (Q\u0026A section)"],"url":"https://www.thecurrent.com/5-minutes-with-digital-content-next-jason-kint-google-antitrust-trial","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3327576,"slug":"5-minutes-with-digital-content-next-jason-kint-google-antitrust-trial","postDate":"2024-09-09T11:15:00-07:00","heading":"5 Minutes with Digital Content Next’s Jason Kint","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"5 minutes with Jason Kint, CEO of Digital Context Next","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_5MinutesWith_JasonKint_1920x1080px_PreviewImage_v1.gif","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{"alt":"5 minutes with Jason Kint, CEO of Digital Context Next","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_5MinutesWith_JasonKint_1920x1080px_FeaturedImage_v1_2024-09-09-170354_fhkf.jpg","width":1920,"height":1080,"isLandscape":true},"featuredPreviewImage":{"alt":"5 minutes with Jason Kint, CEO of Digital Context Next","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_5MinutesWith_JasonKint_1200px_Square-_v1.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eHolly Warfield / Getty / \u003cem\u003eThe Current\u003c/em\u003e\u003c/p\u003e","previewImage":{"alt":"5 minutes with Jason Kint, CEO of Digital Context Next","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_5MinutesWith_JasonKint_1920x1080px_PreviewImage_v1_2024-09-09-170406_oeev.gif","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":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":3250899,"title":"5 minutes with - Voices page (Q\u0026A section)","slug":"5-minutes-with","uri":"sections/5-minutes-with","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhen it comes to monopoly-busting campaigns launched by the U.S. Department of Justice, there are some obvious landmarks in the 20th century — Standard Oil, AT\u0026amp;T and Microsoft. As it goes to trial this week, the government is aiming to add one more name to that list: Google. The DOJ alleges that the tech giant has illegally monopolized the ad tech marketplace. This trial comes hot on the heels of another DOJ antitrust case, which concluded in August with a verdict that found Google had monopolized the search-engine marketplace. \u003c/p\u003e\n\u003cp\u003eIn the lead-up to this second trial, the DOJ has unsealed several documents that offer a glimpse into how Google talked about its own products. Trade publications have been trawling through these legal documents and \u003ca href=\"https://www.adweek.com/programmatic/3-key-areas-of-focus-in-googles-upcoming-adtech-antitrust-trial/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epublished their revelations\u003c/a\u003e. The ad tech world is bracing for more as the trial gets underway in a federal courthouse in Alexandria, Virginia. \u003c/p\u003e\n\u003cp\u003eAhead of the trial, reporter Chris Brooklier \u003ca href=\"https://www.thecurrent.com/jason-kint-ceo-digital-content-next-google-trial\"\u003esat down\u003c/a\u003e with Jason Kint, the CEO of Digital Content Next, a trade group for digital content providers. An outspoken critic of Google and Facebook, Kint attended some of the pretrial hearings and offers his take on the meaning of this potentially landmark case. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity. \u003c/em\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eI\u003c/strong\u003ef we zoom out, who do you think is harmed overall by Google’s alleged monopoly of the ad tech market?  \u003c/h2\u003e\n\u003cp\u003e The first part of the complaint in this case is that Google’s dominance over the search business and the search text ads business is where the market power starts. I appreciate that these are allegations for this case, but we now have a federal judge who decided that Google has \u003ca href=\"https://www.politico.com/news/2024/08/05/google-antitrust-lawsuit-00172678#:~:text=In%20a%20277-page%20ruling,makers%20and%20mobile%20carriers%20such\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emonopoly power over search and over search text ads.\u003c/a\u003e    \u003c/p\u003e\n\u003cp\u003eThat market power then allowed Google — and this is where the allegations start [for this trial] — to dominate three other areas of the supply chain. The companies that were harmed in those various phases would include publishers, ad tech companies — both on the buy and the sell sides — and possibly exchanges. And so that’s going to be the case that they’re going to have to make. And [the government has] got a wealth of evidence behind it. \u003c/p\u003e\n\u003cp\u003eYou have a supply chain, and you’ve got a dominant company that sits on all sides of it, with clear conflicts of interest, that’s able to extract what has clearly been an enormous amount of revenue and profit out of it.    \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eC\u003c/strong\u003ean you say just how much Google has impacted the journalism industry specifically? How have these online publishers been affected by the system that Google has created?  \u003c/h2\u003e\n\u003cp\u003e As you look across the entire industry, Google plays a role in which they clearly dominate the distribution of news and entertainment. [For instance,] 98% of the queries on a mobile device go through Google for general search. So that’s distribution. And then they clearly have a significant advantage in deciding the rules around data and how it’s able to be used. And then the monetization piece. For a good number of years, the rest of the industry was stagnant or shrinking while Google and Facebook collectively were taking almost all of the growth. And so, in round numbers, if the business was $100 billion and it grew by $20 billion, then Google and Facebook would take all of that $20 billion.   \u003cbr /\u003e\u003cbr /\u003eThat’s when the discussions and concern started, about seven or eight years ago. Ultimately there’s a zero-sum game. And that money was being taken by two major intermediaries.    \u003c/p\u003e\n\u003cp\u003eTo hear more from Jason, listen to this episode of \u003cem\u003eThe Current Report\u003c/em\u003e:\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/155f7ed1-1f5d-4976-a4bd-99eb1330236d?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":null,"mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eYou know, this is clearly being touted as a landmark antitrust case. Do you have any sense of how \u003c/strong\u003ethe outcome might reshape the power that these Big Tech firms have?    \u003c/h2\u003e\n\u003cp\u003eIt depends on ultimately where we get to with remedies. Even the search decision that came out a few weeks ago, that also will start a whole new set of hearings focused on the remedies. What Judge [Amit] Mehta decides to do there is going to be really important. If it’s as simple as saying that Google can’t buy the default spot on Safari and on iOS and on Samsung devices for search, then that will be a very unfortunate remedy because it probably won’t affect and solve for the issue that we’ve seen in the opinion.    \u003c/p\u003e\n\u003cp\u003eMore likely he’ll lean toward something that involves structural separation. And so, you can imagine Google having to divest itself of Android or Chrome and ultimately start competing with itself in different ways and separate companies. That would be landmark. And that will take a few years to happen and ultimately will go to the Supreme Court. But this is a big deal.    \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eTo what extent does the\u003c/strong\u003e search trial connect to what might happen in this trial? What are the differences? \u003c/h2\u003e\n\u003cp\u003eThere are connection points that I think aren’t readily understood. One is that the ad tech dominance all stems from the search dominance. And so that will be clear, I think, in the arguments. Number two, you’ve got to come back to the common issue of \u003ca href=\"https://www.adweek.com/programmatic/the-doj-alleged-google-destroyed-relevant-evidence-ahead-of-its-antitrust-adtech-trial/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eevidence that was purged\u003c/a\u003e and that’s run across all the trials. And then three, and this will come out in the remedies, this recognition that when you have 98% of the mobile queries, the data and the scale at which you’re able to operate, gives you an advantage in entrenchment in all future business. So, you can run experiments and large-scale experiments much more rapidly than anybody else that can inform and help you train your AI, for example. It can help you make decisions about how you want auctions to work in the advertising marketplace. You can do things that no one else can do to shape the market in the future.    \u003c/p\u003e\n\u003cp\u003eJudge Mehta understands that. It was striking that even Microsoft was sitting there testifying and saying that they didn’t have the scale and queries to remotely compete with Google.   \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eIf we look from a historical perspective, do you have any thinking on how this trial compares to any other \u003c/strong\u003elandmark antitrust cases, such as Microsoft in 2000? \u003c/h2\u003e\n\u003cp\u003eI’m not an expert in the history of antitrust, but I would point you to Jonathan Kanter, the assistant attorney general of the Department of Justice, who’s leading these cases. He said it would be “on the Mount Rushmore of antitrust cases,” along with AT\u0026amp;T and Microsoft and Standard Oil. That says something there.    \u003c/p\u003e\n\u003cp\u003eIt’s also interesting that the search decision was very much tied to and relied upon the Microsoft decision, which also makes it a pretty clean decision. It means it will probably make it through appeals, too, because [it’s] the same court that made the decision on Microsoft.   \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eT\u003c/strong\u003ehis ad tech trial, now starting in September, could push into next year until we have a decision. If I asked you to look ahead a year from now, what might happen?  \u003c/h2\u003e\n\u003cp\u003eWe’ll have a remedy on from the search decision likely before the end of this year. And I think the ad tech trial might inform legislation. You’ll probably hear more and more about something called the \u003ca href=\"https://www.lee.senate.gov/2023/3/the-america-act\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAmerica Act\u003c/a\u003e, [a bipartisan bill] which Senators [Mike] Lee [R-U.T.] and [Amy] Klobuchar [D-M.N.] have introduced. It’s kind of a custom-designed piece of legislation that fits a lot of symptoms here.    \u003c/p\u003e\n\u003cp\u003eThere’ll be more activity based on this for sure, both in Congress and in the courts. And, that decision from search will probably be at the appellate court being heard next year. And the one thing I should also I should flag, too, is the state attorneys general, led by Texas, brought the first ad tech case against Google back in December of 2020. And that’s scheduled to go to court for trial in the first quarter of 2025. It’s going to be an eventful year for ad tech.    \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc. An individual from The Trade Desk is among the 68 people included on the trial witness list.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"gray","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":7}},"fulfilledTimeStamp":1732413851893},"getContentData({\"slug\":\"3-takeaways-prebid-summit-compliance-google-publishers-identity\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"0XgjMbk1j4RRMCZaA4Z2s","originalArgs":{"slug":"3-takeaways-prebid-summit-compliance-google-publishers-identity","token":""},"startedTimeStamp":1732417081958,"data":{"metadata":{"datePosted":"2024-10-17T10:43:00-07:00","dateCreated":"2024-10-17T07:49:20-07:00","dateUpdated":"2024-10-17T12:57:39-07:00","title":"3 takeaways from the Prebid Summit: Compliance whiplash, a Google-less offering and publishers leaning on log-ins | The Current","description":"At this year’s Prebid Summit in New York City, media publishers like Gannett, Mediavine and Raptive reflected on gathering first-party data and compliance.","image":{"alt":"A camel struggles under the weight of oversized legislative papers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_192_PreBidSummit_Logo_1920x1080px_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A camel struggles under the weight of oversized legislative papers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_192_PreBidSummit_Logo_1920x1080px_v1-1_2024-10-17-145329_esrk.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Culture","Marketing Strategy"],"url":"https://www.thecurrent.com/3-takeaways-prebid-summit-compliance-google-publishers-identity","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3344903,"slug":"3-takeaways-prebid-summit-compliance-google-publishers-identity","postDate":"2024-10-17T10:43:00-07:00","heading":"3 takeaways from the Prebid Summit: Compliance whiplash, a Google-less offering and publishers leaning on log-ins","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A camel struggles under the weight of oversized legislative papers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_192_PreBidSummit_NoLogo_1920x1080px_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A camel struggles under the weight of oversized legislative 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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":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eFor publishers, the past year has seen a flurry of regulatory activity across the adtech space from the \u003ca href=\"https://iapp.org/resources/article/us-state-privacy-legislation-tracker/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edata privacy laws\u003c/a\u003e sweeping U.S. states to the upcoming ruling for the Department of Justice’s \u003ca href=\"https://www.thecurrent.com/whats-happening-at-the-google-ad-tech-trial\"\u003eantitrust lawsuit\u003c/a\u003e against Google.\u003c/p\u003e\n\u003cp\u003eAt Prebid’s annual summit, publishers grappled with the challenge of how to react in a timely fashion to all the change within their industry, with some industry leaders raising questions about how to adapt.\u003c/p\u003e\n\u003cp\u003e“Every time there is some regulation passed or some regulation that is enforceable, within six months, there’s something new we have to deal with in the industry,” said Tony Katsur, CEO of IAB Tech Lab, in a fireside chat with Mike Racic, president of Prebid.\u003c/p\u003e\n\u003cp\u003ePublishers are hyperaware of the need to adopt new solutions to effectively monetize their content. Gannett, Mediavine and Raptive, as well as industry communities like IAB Tech Lab, reflected on strategies to gather more first-party data while complying with regulation, and how to balance both commitments. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eRegulation whiplash? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eKatsur emphasized the need for the industry to pay attention to compliance while maintaining its forward momentum. His fear is that the industry takes time to comply and with every new regulation, progress is delayed. With Google walking back on its decision to sunset cookies, for instance, he said there has been hesitation with implementing identity solutions, with many on hiatus.\u003c/p\u003e\n\u003cp\u003e“[The government] is watching how the industry is attempting to self-regulate,” Katsur said, pointing to his recurring meetings with regulators in Washington, D.C. “Compliance is critical, unless we want government to continue to hyper-regulate the industry. […] If we wait, all the innovation that could have happened this year will be lost.”\u003c/p\u003e\n\u003cp\u003eGannett/USA Today Network is one publisher that has been watching the outcome of the Google antitrust closely. Ahead of Katsur’s talk, Jeff Burkett, VP of product and display media at Gannett/USA Today Network, said that all the Google litigation has created indecision around its identity strategy efforts. “That has definitely given us some pause as to who we can partner with based on who’s suing who,” he said. “So you have to test, but more and more details come up every day.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eLife without GAM?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAmid the ongoing Google antitrust trials, one media publisher is paving the way for small publishers to pivot away from the Google Ad Manager (GAM).\u003c/p\u003e\n\u003cp\u003eAt the beginning of the year, Mediavine launched Journey — a new ad management platform for smaller publishers that see under 10,000 sessions a month — as a competitive offering that gives them access to Mediavine’s first-party data and identity solutions.\u003c/p\u003e\n\u003cp\u003eAs Amanda Martin, chief revenue officer at Mediavine, explained in a keynote speech during the Prebid Summit, Journey creates a platform outside of Google-controlled solutions, offering an option for small publishers that didn’t really exist before, when they were either “either you’re going to AdSense or a partner who relies on AdSense pretty heavily for that offering.”\u003c/p\u003e\n\u003cp\u003eMartin said the initial idea wasn’t to launch Journey without Google Ad Manager. Instead, in order to scale the platform among small publishers, the company had no choice but to step away from Google, due to the manual and technical requirements GAM sets. “We started to venture to see, could we do this ourselves and still have a competitive ad offering?”\u003c/p\u003e\n\u003cp\u003eOver the past year, Martin said Journey has brought on 3,500 small publishers and is finding a decrease in discrepancies, competitive CPMs and revenue per mille, and a quicker path to scale. It also accomplishes a space where GAM has to bid against others and ends the need to run a second auction, speeding up page- load rates. Plus,. Martin said Journey can deliver “all the reporting publishers aren’t able to get with GAM.”\u003c/p\u003e\n\u003cp\u003e“There’s the hope we can do this for all publishers,” she added. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eGetting the logins \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eJust as consumer privacy is at the forefront of publishers’ minds, so, too, are identity and gathering the first-party data that will keep their sites monetizable for the long term.\u003c/p\u003e\n\u003cp\u003ePublishers are finding crafty ways to get consumers to log -in and come back for more content. As Gannett/USA Today’s Burkett said: A paywall can only go so far. The audience segment who signs in with a real email and continues to come back will be the segment that is the most loyal, and should make up the largest piece of traffic, he said. Gannett, he added, is even debating restoring reader comments — \u003ca href=\"https://www.poynter.org/reporting-editing/2023/gannett-ends-news-website-comments-sections/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewhich it ended\u003c/a\u003e in February 2023 for most of its news sites — to build up that community factor.\u003c/p\u003e\n\u003cp\u003e“You never know what Google is going to do — you can never control any of that stuff,” said Burkett. “If you can get people to log in, you can at least control that piece.”\u003c/p\u003e\n\u003cp\u003ePatrick McCann, SVP of research at Raptive, said one thing that helps with logins is the increasing ubiquity of single-sign-on solutions like Google’s One Click and The Trade Desk’s OpenPass. “People are more comfortable than expected in terms of identity,” he said, pointing to the fact that Raptive’s percentage of authenticated audiences is much higher than the 5% it was seeing two years ago. \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":5}},"fulfilledTimeStamp":1732417082002},"getContentData({\"slug\":\"2025-ctv-retail-media-data-strategy-dan-larkman-keynes-digital\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"nRwYOI_OiIxAu_P1u4pOC","originalArgs":{"slug":"2025-ctv-retail-media-data-strategy-dan-larkman-keynes-digital","token":""},"startedTimeStamp":1732411966232,"data":{"metadata":{"datePosted":"2024-11-14T05:00:00-08:00","dateCreated":"2024-11-13T10:49:18-08:00","dateUpdated":"2024-11-13T13:55:16-08:00","title":"The 2025 CTV opportunity: Where retail media and premium inventory converge | The Current","description":"As we approach 2025, the growing connected TV (CTV) market holds great promise for marketers eyeing new, data-driven opportunities in streaming video.","image":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_Logo_1920x1080px_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_Logo_1920x1080px_v2_2024-11-13-185930_hfwb.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Dan Larkman","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/2025-ctv-retail-media-data-strategy-dan-larkman-keynes-digital","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3349929,"slug":"2025-ctv-retail-media-data-strategy-dan-larkman-keynes-digital","postDate":"2024-11-14T05:00:00-08:00","heading":"The 2025 CTV opportunity: Where retail media and premium inventory converge","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#007c77","textHex":"#ffffff"},"featuredImage":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_NoLogo_1920x1080px_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_1200x1200px_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Reagan Hicks / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_NoLogo_1920x1080px_v2_2024-11-13-190044_jull.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3349955,"slug":"dan-larkman","fullName":"Dan Larkman","positionTitle":"CEO, Keynes Digital","authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":3266231,"title":"Op-ed","slug":"op-ed","uri":"sections/op-ed","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eAs we approach 2025, the growing connected TV (CTV) market holds great promise for marketers eyeing new, data-driven opportunities in streaming video. The power of CTV lies in its ability to not only engage viewers more dynamically than traditional linear TV, but also reshape the advertising strategy — especially as it intersects with retail and commerce media. With major brands and newcomers alike poised to double down on CTV investment in 2025, the stage is set for transformative shifts in ad spend, premium inventory, and the value proposition that CTV offers. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eFrom linear TV to CTV: A shift long in the making \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eThe widespread migration of viewers to streaming media has been well documented. Despite this shift, ad spend has been slower to follow. Why? Linear TV’s longstanding annual contracts and low CPMs have kept many brands locked in, a dynamic that has kept the balance tipping in favor of traditional channels. However, with major linear TV upfronts coming soon, 2025 is likely to tell a different story. Brands that previously “tested” CTV in smaller measures are now witnessing competitors pivoting budget to streaming. This momentum suggests a powerful trend of brands ramping up their CTV budgets.\u003c/p\u003e\n\u003cp\u003eVendors of all sizes are touting CTV offerings, which can lead to brand confusion and the need for more education on what CTV truly entails. Investment firms and major holding companies have placed their bets on CTV to drive revenue, seeing it as a channel poised to reshape the entire media buying industry. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eCreative development and consolidation \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eDespite the hype around CTV, high-quality creative remains an issue. Brands need TV-quality assets that engage viewers — something that can be a costly investment. While AI-powered creative companies have emerged in response to this demand, quality often remains subpar. For CTV to deliver on its promise, marketers need to prioritize strong, effective creative work that matches the channel’s potential. As the creative services supporting CTV grow and evolve, they’ll play a critical role in accelerating adoption and improving ad quality.\u003c/p\u003e\n\u003cp\u003eBig Tech’s grip on the streaming world likewise remains strong, with companies vying for dominance through content consolidation and streamlined pricing models. Just as Warner integrated HBO Max into a single interface with “Max,” we may soon see similar moves from other industry giants. Disney could unify Disney+, Hulu and ESPN into a single platform — or even sell off ESPN, consolidating Hulu and Disney content under one roof.\u003c/p\u003e\n\u003cp\u003eThe low barrier to entry for streaming means that we can likely expect an influx of new platforms, often catering to niche audiences through specialized content. Free ad-supported streaming TV (FAST) is also on the rise, offering consumers more options and reshaping traditional release schedules. FAST mirrors the legacy format of movie-release timelines, but in reverse; instead of moving from theater to TV, content moves from streaming to ad-supported models, making premium content more accessible. Although some international markets still prefer traditional theater releases, the U.S. continues to embrace streaming-first releases, positioning the nation as a leader in the streaming transformation. \u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eDefining premium inventory \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eWhen it comes to “premium” CTV inventory, it’s essential to look beyond traditional definitions and embrace a tiered approach. There’s a tier 1 category — Netflix, Hulu, Disney, Peacock and live sports — where audiences are most engaged with top-quality, professionally produced content. Tier 2 channels like HGTV, News, Tubi and Pluto still offer valuable inventory, albeit with different content and ad placement contexts. Tier 3 encompasses channels with niche or highly specific audiences, including local news and unique sports.\u003c/p\u003e\n\u003cp\u003eTo determine what constitutes premium CTV inventory, advertisers need to factor in both the content quality and audience engagement levels. If we focus only on content quality, we may miss the opportunity to reach engaged viewers with high intent — the ones most likely to convert. True premium inventory, then, isn’t solely about where an ad appears but content quality, who is watching and how likely they are to become a customer. Conversely, non-premium inventory includes platforms like YouTube and user-generated content that, while popular, sometimes lack the professional curation that makes CTV impactful. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eHow CTV has redefined the value proposition for advertisers \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eCTV has democratized TV advertising, opening doors for brands of all descriptions. In the past, TV ad breaks were dominated by big spenders in CPG, automotive and insurance. Now, direct-to-consumer brands, small-to-medium enterprises and hyper-targeted campaigns share the same screen space. Unlike traditional TV, which matches ads to shows, CTV empowers advertisers to deliver ads based on individual viewer profiles, enhancing the connection and driving higher engagement.\u003c/p\u003e\n\u003cp\u003eFurthermore, CTV’s advanced metrics allow advertisers to measure return on ad spend, customer acquisition cost, cost per action and other metrics directly tied to business outcomes. The ability to track these KPIs enables brands to make data-driven decisions, helping them ensure their marketing dollars are well spent and directly impactful. CTV’s shift from reach-based metrics (like gross rating points) to actionable insights has reshaped its role from a supporting channel to a critical driver in marketing strategies, positioning it as a game changer for advertisers looking to grow and scale.\u003c/p\u003e\n\u003cp\u003eThe opportunity in CTV in 2025 is vast, with premium inventory options expanding and retail media integrations adding new layers of engagement. As brands, vendors and platforms converge in this space, the competitive landscape will continue to evolve, presenting both challenges and exciting opportunities. For brands ready to invest in quality creatives, target high-intent audiences and leverage data-driven insights, CTV will prove to be an essential channel for achieving growth and meaningful engagement in a highly saturated market. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThis op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. 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frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/9b10aaf8-751e-4eaa-b95b-ebc8e0284c08?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/9b10aaf8-751e-4eaa-b95b-ebc8e0284c08?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eDubbing itself “the world’s most global bank,” Citi is evolving its approach to be on the frontlines of marketing, as it strives to set the brand apart from others in the competitive financial services category. Leading with a sharp, data-driven digital marketing strategy, Citi relies on its brand efforts to connect with customers and differentiate the banking experience. \u003c/p\u003e\n\u003cp\u003eIn this episode, we speak with Mike Venables, the head of media, managing 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emerging retail media market, including the latest brand partnerships.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eStreaming is opening the door for more small and local businesses to get in on the action, as the barriers to entry for video advertising come down.\u003c/p\u003e\n\u003cp\u003eDisney CEO Bob Iger revealed during the company’s latest earnings report that more than \u003ca href=\"https://thewaltdisneycompany.com/app/uploads/2024/01/q1-fy24-earnings-transcript.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e1,000 new advertisers\u003c/a\u003e joined Disney+ during the first quarter, a 1,000% increase from launch in late 2022. Meanwhile, Peacock has seen a \u003ca href=\"https://www.thecurrent.com/2024-paris-olympics-programmatic-peacock-nbcuniversal\"\u003e40% increase in advertisers\u003c/a\u003e over the past year. And Paramount is also making it a priority to \u003ca href=\"https://www.thecurrent.com/paramount-advertising-steve-ellis-coo-sports-streaming\"\u003ebring more small businesses\u003c/a\u003e onto Paramount+, with Paramount Advertising COO Steve Ellis noting that Paramount now serves thousands of advertisers.\u003c/p\u003e\n\u003cp\u003e“Premium video is the one space left in media with scale that SMBs [small-and medium-size businesses] have not really had an optimized experience for,” Ellis \u003ca href=\"https://www.thecurrent.com/paramount-advertising-streaming-coo-steve-ellis\"\u003erecently told\u003c/a\u003e \u003cem\u003eThe Current\u003c/em\u003e. “There is an excellent opportunity in expanding the number of advertisers we work with. It’s streaming and ad-supported streaming and that scale that allows us to even investigate that opportunity.”\u003c/p\u003e\n\u003cp\u003eWith streaming comes the possibility of better measurement. New measurement tactics are driving even more development. A case in point is the expansion of the Comscore Campaign Ratings (CCR) Local, which overlays streaming data on linear TV data in 128 of Comscore’s local markets. This allows for reporting down to the person level, rather than just households, which the company believes sets this solution apart.\u003c/p\u003e\n\u003cp\u003eEarly results show upwards of 33% in \u003ca href=\"https://www.comscore.com/Insights/Press-Releases/2024/2/Comscore-Transforms-Local-and-National-Ad-Campaigns\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eincremental reach\u003c/a\u003e over linear TV for clients leveraging the solution for connected TV (CTV) buys, according to Comscore. This all could have a huge impact on SMBs and political advertising for the U.S. election in the fall, as a bigger number of advertisers can target more precisely and optimize locally.\u003c/p\u003e\n\u003cp\u003e“Local, linear advertising and the impacts of advertising at the local level is sometimes thought of as static and slow to innovate,” Rachel Gantz, managing director of Proximic by Comscore, tells \u003cem\u003eThe Current\u003c/em\u003e. “But if you think about it, cars are bought locally, groceries are bought locally, QSR [quick-service restaurants] is bought locally. It’s a political year, votes are cast locally.”\u003c/p\u003e\n\u003cp\u003eLocal and regional advertisers now can jump into streaming and target their audience efficiently, in large part thanks to programmatic advertising gaining more prominence.\u003c/p\u003e\n\u003cp\u003e“[It’s] really critical to make sure that we’re reaching audiences at the local level through good targeting tools, as well as optimizing at the local level,” Gantz says. “Even if the campaigns are being executed nationally, the importance being that they’re being optimized locally because that’s where the product is ultimately moving.”\u003c/p\u003e\n\u003cp\u003eWith projections from Intuit estimating consumers would spend \u003ca href=\"https://quickbooks.intuit.com/r/small-business-data/holiday-shopping-survey-2023/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$125 billion\u003c/a\u003e at small businesses this past holiday season, a 42% jump from 2022, local dollars can make a massive impact on the economy. As Gantz puts it simply, local matters. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eProgrammatic power\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eProgrammatic’s role can’t be understated here, enabling local advertisers access to marquee events they might have been shut out of before. For the first time ever, NBCUniversal is opening up programmatic \u003ca href=\"https://www.thecurrent.com/2024-paris-olympics-programmatic-peacock-nbcuniversal\"\u003eaccess to the Olympics\u003c/a\u003e on Peacock. Ryan McConville, EVP of ad platforms and operations at NBCUniversal, recently told \u003cem\u003eThe Current\u003c/em\u003e that “This is going to open up the ability for small- and medium-size agencies and advertisers to access the Olympics. They’ve just never been able to do that before.”\u003c/p\u003e\n\u003cp\u003eDisney is making major strides in this arena too. The media giant is aiming to automate \u003ca href=\"https://www.thecurrent.com/disney-drax-ctv-advertising-ad-revenue\"\u003e75% of its advertising business\u003c/a\u003e by 2027, after recently hitting its goal of 50% last year.\u003c/p\u003e\n\u003cp\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,” Matt Barnes, Disney Advertising’s VP of programmatic sales, \u003ca href=\"https://www.thecurrent.com/disney-advertising-streaming-campaigns-hulu\"\u003etold\u003c/a\u003e \u003cem\u003e\u003ca href=\"https://www.thecurrent.com/disney-advertising-streaming-campaigns-hulu\"\u003eThe Current\u003c/a\u003e\u003c/em\u003e last December.\u003c/p\u003e\n\u003cp\u003eThat acceleration by major media players, along with the new measurement tools available, can help to create a more accessible and easier-to-use environment for marketers, potentially driving better business results.\u003c/p\u003e\n\u003cp\u003e“If you think about the future of television advertising, it’s all going programmatic,” Gantz shares. “So, the fact that we are accelerating the tools available to make these decisions before we even get to that end stage is going to make advertisers’ lives endlessly easier for being able to get more bang for their buck.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003ePolitical power\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eWith 2024 a presidential election year in the U.S., Comscore’s advancements could deliver more accurate metrics during election season. CCR Local knows which people have been served linear TV political ads, giving advertisers the chance to retarget voters through digital channels. The lion’s share of political advertising, \u003ca href=\"https://www.emarketer.com/content/us-political-ad-spending-forecast-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eabout 70%\u003c/a\u003e, is still done through traditional TV, so being able to measure that alongside streaming is where the melding of linear TV and CTV is magnified.\u003c/p\u003e\n\u003cp\u003eGantz says this will give political advertisers the power to make sure their linear TV actions are informing the digital and programmatic environments. This presidential election will also be the first one in the 21st century to take place as third-party cookies for all Chrome users are being deprecated, meaning advertisers must adjust to that signal loss.\u003c/p\u003e\n\u003cp\u003eRecord amounts of political spend are projected to come in this year. Overall, advertisers are forecasted to throw in \u003ca href=\"https://content-na1.emarketer.com/us-political-ad-spending-forecast-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$12.32 billion\u003c/a\u003e, a 29% increase from 2020, according to eMarketer. And digital ad spend will shatter figures from 2020, with $3.46 billion projected to be coming in, a 155% increase. CTV is expected to make up 45% of that digital spend, a \u003ca href=\"https://content-na1.emarketer.com/us-political-ad-spending-forecast-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e500% increase\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThis level of spend makes it even more important to hit measurement targets from the outset, because make goods don’t matter within political, Gantz says. Once the election happens, there’s no making up chances to influence voters. \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":1732410080527},"getContentData({\"slug\":\"the-current-podcast-citis-mike-venables\",\"token\":\"%61%38%37%62%39%64%31%36%36%30\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"rE9slgSIXK9l542_LZ5kB","originalArgs":{"slug":"the-current-podcast-citis-mike-venables","token":"%61%38%37%62%39%64%31%36%36%30"},"startedTimeStamp":1732410081903,"data":{"metadata":{"datePosted":"2022-02-16T02:00:00-08:00","dateCreated":"2022-02-09T10:57:23-08:00","dateUpdated":"2024-08-02T12:32:51-07:00","title":"The Current Podcast: Citi's Mike Venables | The Current","description":"How the Head of Media's background of leading media 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frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/9b10aaf8-751e-4eaa-b95b-ebc8e0284c08?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/9b10aaf8-751e-4eaa-b95b-ebc8e0284c08?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eDubbing itself “the world’s most global bank,” Citi is evolving its approach to be on the frontlines of marketing, as it strives to set the brand apart from others in the competitive financial services category. Leading with a sharp, data-driven digital marketing strategy, Citi relies on its brand efforts to connect with customers and differentiate the banking experience. \u003c/p\u003e\n\u003cp\u003eIn this episode, we speak with Mike Venables, the head of media, managing director at Citi — a longtime agency leader who recently made the switch to his first client-side gig — to understand his media strategy and how his background of leading media efforts across clients like AT\u0026amp;T, IBM, and Merck is helping him drive better outcomes and accelerate growth during a moment of transformation for this iconic brand.\u003c/p\u003e"}}],"readTime":1}},"fulfilledTimeStamp":1732410082316},"getContentData({\"slug\":\"colgate-palmolive-european-media-sabrina-mucig\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"6QUl8gqtw8o336HsLteW0","originalArgs":{"slug":"colgate-palmolive-european-media-sabrina-mucig","token":""},"startedTimeStamp":1732410451173,"data":{"metadata":{"datePosted":"2024-08-22T04:00:00-07:00","dateCreated":"2024-08-21T10:49:26-07:00","dateUpdated":"2024-08-21T13:52:52-07:00","title":"Why Colgate-Palmolive’s European media lead believes premium content builds brands | The Current","description":"Marketing across 30-plus European countries requires deep insight into shared traits.","image":{"alt":"Sabrina Mucig, EMEA media lead, Colgate.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_Spotlight_SabrinaMucig_Colgate_WithLogo_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Sabrina Mucig, EMEA media lead, Colgate.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_Spotlight_SabrinaMucig_Colgate_WithLogo_v1-1_2024-08-21-203117_riql.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Leaders"],"url":"https://www.thecurrent.com/colgate-palmolive-european-media-sabrina-mucig","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3293816,"slug":"colgate-palmolive-european-media-sabrina-mucig","postDate":"2024-08-22T04:00:00-07:00","heading":"Why Colgate-Palmolive’s European media lead believes premium content builds brands","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Sabrina Mucig, EMEA media lead, Colgate","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_Spotlight_SabrinaMucig_Colgate_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Sabrina Mucig, EMEA media lead, Colgate","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_Spotlight_SabrinaMucig_Colgate_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eSabrina Mucig of Colgate / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Sabrina Mucig, EMEA media lead, Colgate","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_Spotlight_SabrinaMucig_Colgate_NoLogo_v1_2024-08-21-204623_yhon.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":692081,"title":"Leaders","slug":"leaders","uri":"sections/leaders","description":"A spotlight on leaders from across the advertising industry","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eFrance is celebrated for its wine, luxury fashion and romance, but it also does pharmacies better than arguably anywhere else in the world.\u003c/p\u003e\n\u003cp\u003eWalk into one and you’ll be surrounded by gleaming, clinical displays of wellness and personal-care products. What makes them special is that you will almost certainly find brands that are niche and probably cultish, but always \u003ca href=\"https://www.vogue.com/article/french-pharmacy-finds\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehigh quality\u003c/a\u003e and often at surprising prices.\u003c/p\u003e\n\u003cp\u003eIt was the desire to bring this quality to the mass market that inspired the creation of Sanex, the personal-care brand scooped up by Colgate-Palmolive in 2011.\u003c/p\u003e\n\u003cp\u003eSabrina Mucig, senior director of media and digital transformation in Europe for the home-care giant, was a Sanex patron before ever working on the brand. That came with its own challenges.\u003c/p\u003e\n\u003cp\u003e“When you love the brand, you think that you’re part of [its] target audience, but it’s not always the case,” Mucig, who is based in Switzerland, tells \u003cem\u003eThe Current\u003c/em\u003e. “You just have to be very disciplined in terms of who is your target audience and what they think.”\u003c/p\u003e\n\u003cp\u003eThat need to understand audiences deeply is essential to Mucig’s work at Colgate-Palmolive, where she oversees creative and media activations across Europe as part of a 20-year-long career at the company.\u003c/p\u003e\n\u003cp\u003eSpanning more than 30 countries, almost as many languages, and disparate societal preferences around personal and home care, Colgate-Palmolive’s European advertising needs to feel both intimately localized and part of a coherent, overarching strategy.\u003c/p\u003e\n\u003cp\u003eAnd of course, it needs to resonate in \u003ca href=\"https://www.thgingenuity.com/resources/infographics/beauty-industry-trends-across-the-european-market\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea demanding market\u003c/a\u003e for personal- and home-care products. Mucig says she often turns to premium content to “cut through the clutter.”\u003c/p\u003e\n\u003cp\u003e“We know that today, people are bombarded with advertising. The premium context allows us to build better connections with our consumers and be there when they are most engaged and in places that they trust,” says Mucig. “By extension, our brands will also be more trustworthy.” \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eCommon insights\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eTo reach across such a diverse market requires leaning on insights that can resonate with people, whether they’re Danish, Spanish or French, says Mucig.\u003c/p\u003e\n\u003cp\u003eIn the case of the flagship Colgate toothpaste, she says one key insight was realizing that the pressures of life can lead to self-doubt and anxiety. This insight helped inform the company’s sponsorship of the show \u003cem\u003eMarried at First Sight\u003c/em\u003e, popular across Europe, with its whitening toothpaste product — a natural fit in context of the show’s premise. “Dating and wedding preparation are key moments when people want to be at their best, and having white teeth is key to feeling confident,” says Mucig.\u003c/p\u003e\n\u003cp\u003eThe company also sponsored the historic Sanremo Festival in Italy, knowing that it would be a sure draw for Italians and would help create “a positive image in the minds of consumers, helping position the brand as premium, trustworthy and close to people’s interests.”\u003c/p\u003e\n\u003cp\u003e“It’s a balance that we need to have, between common programming that could be beneficial across Europe, and then some more local ones that also make sense,” Mucig says. “It still needs to have scale or at least the potential to scale if it’s successful.”\u003c/p\u003e\n\u003cp\u003eOn the digital side of its marketing efforts, Colgate-Palmolive has found success tapping in to connected TV’s scale for a recent campaign in Germany. Splitting its budget across as many publishers as possible, the brand expanded its overall reach by 84% with this campaign.\u003c/p\u003e\n\u003cp\u003e“Investing in ads on premium content helps us garner better attention and viewability,” says Mucig. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eSafety and accountability\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eFor Colgate-Palmolive, investing in premium media is not just about being on the same wavelength as its would-be customers. It’s also about protecting brands with reputations that have often taken decades to build.\u003c/p\u003e\n\u003cp\u003eAgencies, too, are increasingly focusing on the positive ROI impact that a strong brand reputation can bring, says Mucig. And as the future of brand safety standards comes \u003ca href=\"https://www.thecurrent.com/garm-discontinues-elon-musk-x-files-suit\"\u003eunder the spotlight\u003c/a\u003e, the importance of advertising on brand-safe inventory is only likely to increase.\u003c/p\u003e\n\u003cp\u003eJust like French people walk into pharmacies knowing they’ll find quality products, so, too, do audiences tune in to premium media knowing they’ll be greeted with top-quality content.\u003c/p\u003e\n\u003cp\u003eBut for advertisers like Colgate-Palmolive that choose to invest in ads on premium media, it’s about more than appearing alongside zeitgeisty shows: In the end, it comes down to cold, hard results.\u003c/p\u003e\n\u003cp\u003e“Everything we do at Colgate-Palmolive, when it comes to content and media, is to build our brands and to drive our business through strong ROI,” says Mucig.\u003c/p\u003e\n\u003cp\u003e“It’s very important that we don’t lose sight of these two elements because sometimes it’s easy to get lost in a lot of data, a lot of strategic thinking. But everything needs to ladder up to this.” \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":1732410451210},"getAuthorData({\"slug\":\"amanda-martin\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"D4N7b0ta_ozIRhbfSZUPp","originalArgs":{"slug":"amanda-martin","token":""},"startedTimeStamp":1732410471760,"data":{"metadata":{"datePosted":"2024-05-09T09:05:00-07:00","dateCreated":"2024-05-09T09:03:47-07:00","dateUpdated":"2024-11-08T13:50:57-08:00","title":"Amanda Martin | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/amanda-martin","noIndex":false,"type":"authors"},"data":{"id":2990246,"title":"Amanda Martin","featuredImage":{},"fullName":"Amanda 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multiply","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"A hand opens the top of a vintage cable box, which unleashes a cascade of streaming apps that rise into the air.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition104_StreamingBundles_1920x1080px_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A hand opens the top of a vintage cable box, which unleashes a cascade of streaming apps that rise into the air.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition104_StreamingBundles_1920x1080px_NoLogo_v1_2023-01-25-204414_myiv.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":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\u003eThose who recall the days when cable television was all the rage will also likely remember complaining about how rigid contracts locked them into a set number of channels and rate for an entire year. Today’s entertainment ecosystem has evolved to reflect consumers’ tastes of always-on viewing, and yet streaming services are taking a page out of the strategy playbook of cable with their own bundled offerings. This time around, however, viewers are getting more flexibility — and options — than ever before. \u003c/p\u003e\n\u003cp\u003eStreamers can choose from a myriad of bundle deals being offered by most of the major services, all touting more streaming content for less money. And if they’re tired of a service, or simply not using it, or have watched the one show they wanted to see, the viewer can simply cancel the next month with just a click online. For instance, the Disney+ bundle (Disney+, Hulu, and ESPN+ for $13.99 a month) or the Paramount+ and Showtime bundle (for $11.99 a month) offer this opt-out. \u003c/p\u003e\n\u003cp\u003eStreaming bundle deals are going through something of an evolution. Now, even offerings outside of TV are finding their way into the deals, providing more options across shopping, music, and beyond. Subscribers of the two-year-old loyalty program Walmart+ now get Paramount+ for $12.95 a month, for example. \u003c/p\u003e\n\u003cp\u003e“It’s a cleverer alternative to what the cable companies did years ago where you’d get stuck into these contracts, and they begin to just gradually hike your price, but you’re obligated to stay in there,” Joel Cox, co-founder and SVP of strategy and innovation at \u003ca href=\"https://author.thetradedesk.com/what-the-tech-is-ctv\"\u003econnected TV (CTV)\u003c/a\u003e media agency Strategus, tells \u003cem\u003eThe Current\u003c/em\u003e. “I would describe it as more carrot and less stick.” \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eToo much choice\u003cbr /\u003e\u003c/strong\u003eWhen streaming first grew to popularity, services were sold as individual subscription offerings, each existing on their own little islands of content. But platforms are now discovering that bundling offerings and adding options like ad-supported content helps manage subscriber churn, a key performance indicator, which Wall Street checks zealously to determine valuation not just for streaming platforms, but for cellular and broadband providers. As competition has ramped up among streamers and content is only getting more expensive to produce, keeping subscribers coming back month after month has become extremely important over the past few years, across both ad-supported and ad-free streaming channels. \u003c/p\u003e\n\u003cp\u003eJason Manningham, CEO of Blockgraph — a venture owned by Charter, Comcast NBCUniversal, and ViacomCBS that helps advertisers execute data-driven campaigns across platforms like CTV — says today’s streamers have so much choice, and with inflation hitting their wallets, consumers are looking for deals wherever they can find them. \u003c/p\u003e\n\u003cp\u003e“With today’s economic uncertainties, many consumers are understandably asking their streaming services: Which of you justifies my hard-earned $9.99 a month?” Manningham tells \u003cem\u003eThe Current\u003c/em\u003e. “By bundling services together, companies can offer a wider range of content streaming apps and other services at discounted prices compared to buying them individually. This provides customers with an incentive to sign up for more than they usually would and can help generate more subscribers for the media companies.” \u003c/p\u003e\n\u003cp\u003eBundling also helps platforms from an advertising perspective, Manningham adds, because they are able to move larger amounts of inventory in one transaction and increase their unique household reach. \u003c/p\u003e\n\u003cp\u003eLately, the space is getting even craftier, with offerings outside of TV being sold alongside the entertainment. In a challenge to Amazon Prime in August 2022, Walmart+ launched a bundle with Paramount+. As they watch \u003cem\u003ePenny Dreadful \u003c/em\u003eor \u003cem\u003eStar Trek\u003c/em\u003e: Picard, viewers can ship a pack of Oreos from Walmart.com to themselves for free. Students, meanwhile, can access Spotify’s bundle of Spotify Premium, Hulu with ads, and Showtime for $5 a month. \u003c/p\u003e\n\u003cp\u003eMeanwhile, telecommunication giants like Verizon and T-Mobile are making moves in the marketplace. Last year, Verizon (which \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/verizon-earnings-tv-subscriber-loss-broadband-1235306957/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elost 80,000 pay TV subscribers\u003c/a\u003e for Fios in the fourth quarter) launched its +play platform, which showcases various partnership deals with services like Netflix, Disney+, AMC+, Peloton, and more. These types of add-ons help produce what Cox calls a “flywheel effect” to slow or reduce the rate of subscriber churn. \u003c/p\u003e\n\u003cp\u003eManningham believes the industry is now entering the early stages of a transformation. “Many of today’s media companies are experimenting with new ways to bundle,” he says. “Some media companies are pursuing content-only bundles, while others are partnering with retailers and device manufacturers to combine streaming apps with other nonmedia services. What is clear is that companies with must-have products like next-day delivery will be best positioned to lead this next phase of consolidation.” \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eBundling works \u003cbr /\u003e\u003c/strong\u003eBundling services together might just be working. As a new January YouGov survey commissioned by The Trade Desk Intelligence found, 66 percent of U.S. adults (1,173 surveyed) say they are more likely to subscribe to a streaming service being offered as part of a bundle deal than subscribe to individual services, compared to 34 percent saying they were less likely to do so. \u003c/p\u003e\n\u003cp\u003eAge does play a factor when it comes to being attracted to bundle deals, with 77 percent of respondents aged 18 to 34 saying they would be more likely to subscribe to a streaming service due to a bundle deal. Meanwhile, 70 percent of respondents aged 35 to 54, and 55 percent of respondents above age 55, said the same. \u003c/p\u003e\n\u003cp\u003eStreamers are also keen to jump on bundle deals even when they are already subscribed to at least one of the services being offered. In fact, 50 percent of respondents said they were likely to quit that service and buy the bundle deal that includes it. \u003c/p\u003e\n\u003cp\u003eThe potential recession does not seem to be impacting streamers’ decisions to hold on to their streaming services or bundling deals. Overall, 63 percent of respondents said they were not planning on canceling a streaming service or a bundle deal, with 21 percent saying they would be canceling, and 17 percent saying they don’t know. \u003c/p\u003e\n\u003cp\u003e\u003cem\u003eAll figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1173 adults. Fieldwork was undertaken between 18th - 19th January 2023. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).\u003c/em\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":6}},"fulfilledTimeStamp":1732410517200},"getAuthorData({\"slug\":\"brenda-tuohig\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"ZdDNUxeL75YBHjZ5q61n-","originalArgs":{"slug":"brenda-tuohig","token":""},"startedTimeStamp":1732410651489,"data":{"metadata":{"datePosted":"2024-07-15T12:32:00-07:00","dateCreated":"2024-07-15T12:30:01-07:00","dateUpdated":"2024-11-08T13:48:01-08:00","title":"Brenda Tuohig | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/brenda-tuohig","noIndex":false,"type":"authors"},"data":{"id":3235707,"title":"Brenda 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rights","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A basketball, hockey puck and baseball suspend in air below a glowing 'play' button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition197_SportsStreaming_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A basketball, hockey puck and baseball suspend in air below a glowing 'play' button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition197_SportsStreaming_1200x1200_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty Images / The Current\u003c/p\u003e","previewImage":{"alt":"A basketball, hockey puck and baseball suspend in air below a glowing 'play' button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition197_SportsStreaming_1920x1080_NoLogo_v1_2024-11-19-231759_gyvt.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The 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television.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eDiamond Sports Group, the largest regional sports operator in the U.S., will prioritize streaming as it seeks to reorganize post-bankruptcy. A federal judge approved the business plan last week as a way for the beleaguered company to emerge from Chapter 11.\u003c/p\u003e\n\u003cp\u003eGoing forward, sports fans can stream local games for the 27 teams left in Diamond Sports’ portfolio (13 in the NBA, eight in the NHL and six in the MLB) in-market through the newly named FanDuel Sports Network. In-market streaming will also become available at some point on Amazon Prime Video, after Amazon agreed to \u003ca href=\"https://www.espn.com/mlb/story/_/id/42373474/diamond-sports-group-reaches-agreement-amazon\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eadd games\u003c/a\u003e as an add-on subscription.\u003c/p\u003e\n\u003cp\u003eThis opens up fresh ad inventory on these streaming platforms, giving advertisers more opportunities to access live sports. The ruling is a life raft to the regional sports product, but there are still major issues that lie ahead.\u003c/p\u003e\n\u003cp\u003eThe local rights to the 21 NBA and NHL teams with Diamond Sports \u003ca href=\"https://www.espn.com/mlb/story/_/id/42390864/rsn-diamond-sports-bally-fanduel-bankruptcy-tv-television-blackouts-faq\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eexpire after this season\u003c/a\u003e, and the six MLB rights reportedly run \u003ca href=\"https://www.espn.com/mlb/story/_/id/42390864/rsn-diamond-sports-bally-fanduel-bankruptcy-tv-television-blackouts-faq\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethrough 2028\u003c/a\u003e. That could potentially convert all the sports from local and regional products to more national ones.\u003c/p\u003e\n\u003cp\u003eNBA Commissioner Adam Silver and MLB Commissioner Rob Manfred have been clear that this is the future they want to see. The NBA’s new national rights deal, which was agreed to earlier this year, is built on \u003ca href=\"https://youtu.be/M5a_z6wCAyw?si=fNfue0RMTQ_25uFT\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estreaming and broadcast\u003c/a\u003e. This creates national scale, reach and positions streaming as the future of distribution, according to Silver.\u003c/p\u003e\n\u003cp\u003eFor advertisers, that national reach could pay dividends opening up a wider audience to their messaging. And with the tools that streaming offers (like targeting), brands could also zero in on the exact audience they want. Manfred has been open about his interest in a national package full of \u003ca href=\"https://www.sportsbusinessjournal.com/Articles/2024/07/16/mlb-rsns-rob-manfred-tony-clark\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elocal MLB rights\u003c/a\u003e, telling Sports Business Journal he met with many of the major streaming companies recently at the Sun Valley Conference.\u003c/p\u003e\n\u003cp\u003e“We know the future is going to be streaming,” Manfred said. “What we’re hearing from the streamers is they want a more national product, and we need to be responsive.” \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/yBxNK4qiBdc?si=bTkXU2NXA9QDA_jg\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/yBxNK4qiBdc?si=bTkXU2NXA9QDA_jg\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":true,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eMany regional sports networks (RSNs) have been ravaged by cord-cutting, hitting teams like the NBA’s Utah Jazz. The Jazz\u003ca href=\"https://www.sportsbusinessjournal.com/Articles/2024/11/11/nba-teams-rsn-market\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e left their RSN deal\u003c/a\u003e in 2023 and moved to showing their games for free on over-the-air broadcast. That move converted local-audience watch rates from 39% to 100%. The Jazz also created its own streaming app for fans.\u003c/p\u003e\n\u003cp\u003eThey’re part of an emerging trend, as 13 teams across the \u003ca href=\"https://www.axios.com/2024/10/24/tv-antennas-sports-game-channel\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eNBA, NHL and MLB\u003c/a\u003e move to a hybrid model — launching their own streaming services while also airing most of their games for free on broadcast channels. This strategy seems to prioritize broader distribution and reach over making money through local rights deals.\u003c/p\u003e\n\u003cp\u003e“Ultimately what we’re seeing is teams having to come up with alternatives to the RSNs’ distribution,” Geoff McQueen, managing director at L.E.K. Consulting, tells The Current.\u003c/p\u003e\n\u003cp\u003e“And I think the most effective path to that is going to be local-market over-the-air broadcast partnerships in conjunction with some sort of streaming product. Centralizing that with the league across all the teams that are in need of it probably makes the most sense.”\u003c/p\u003e\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eStoking local sports fandom\u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eCord-cutting is the key reason why RSNs have faltered, as fewer cable subscribers has translated to less money coming in. A recent survey of 8,000 internet households from Parks Associates found that 42% of internet households in the U.S. say they subscribe to a traditional pay-TV service as of Q3 2024, down from 75% in 2017.\u003c/p\u003e\n\u003cp\u003eMany teams are working toward driving revenue with over-the-air channels through advertising instead of receiving rights fees from RSNs, meaning they’re trading short-term revenue from RSN deals to hold more control over their futures. They’re hoping advertising revenue, their streaming operations and reaching fans at a higher clip will pay off.\u003c/p\u003e\n\u003cp\u003e“Ultimately, sports is still a locally driven fandom,” William Mao, senior vice president of media rights consulting at Octagon, tells The Current. “The first question is, how do the go-forward economics compare to the height of the cable sports network model on the local level we’re able to provide?”\u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eThe limitless streaming world\u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eAnother advantage to streaming games is the lack of programming limitations. Long gone is the need to fit games into specific channels, as a limitless number of games could be shown on streaming platforms. For the NBA’s and NHL’s 82-game seasons, along with the 162-game season for MLB, that’s a much bigger space to play in.\u003c/p\u003e\n\u003cp\u003e“There’s no reason why every single game couldn’t be available live [locally],” Jennifer Kent, VP of research at Parks Associates, tells The Current. “It’s just the blackouts. What we’re going to air tonight is totally about creating an exclusivity and maximizing the money that you can around that particular game. But they could stream [most] of these games today if they wanted to.”\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":1732412486499},"getContentData({\"slug\":\"jmQGG.txt\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"T6ww_c_UPO1TeS-VFMH7y","originalArgs":{"slug":"jmQGG.txt","token":""},"startedTimeStamp":1732411218940,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug jmQGG.txt","code":0,"status":404}}},"getAuthorData({\"slug\":\"steve-ellis\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"gf6HlzCo6i0EAXADcPYlF","originalArgs":{"slug":"steve-ellis","token":""},"startedTimeStamp":1732411311491,"data":{"metadata":{"datePosted":"2024-04-04T12:50:00-07:00","dateCreated":"2024-04-04T12:49:48-07:00","dateUpdated":"2024-11-12T11:45:29-08:00","title":"Steve Ellis | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/steve-ellis","noIndex":false,"type":"authors"},"data":{"id":2721679,"title":"Steve Ellis","featuredImage":{},"fullName":"Steve Ellis","positionTitle":"COO, Paramount Advertising","blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732411311534},"getContentData({\"slug\":\"asking-for-a-friend-ad-marketing-tiktok-kinney-edwards\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"TpbEn0p4o43sbCqUo8nUj","originalArgs":{"slug":"asking-for-a-friend-ad-marketing-tiktok-kinney-edwards","token":""},"startedTimeStamp":1732411223546,"data":{"metadata":{"datePosted":"2023-07-05T08:40:00-07:00","dateCreated":"2023-07-05T08:28:56-07:00","dateUpdated":"2024-07-29T14:07:05-07:00","title":"Asking for a friend: What makes for an impactful ad? | The Current","description":"In this edition of The Current's Asking For a Friend, TikTok's Global Head of Creative Lab Kinney Edwards dishes on creativity in advertising. He says ads just need to be authentic to cultivates \"brandships\" with consumers.","image":{"alt":"Asking for a friend: What makes for an impactful ad?","url":"https://www.thetradedesk.com/assets/global/Kinney-Edwards-16x9-Thumbnail-No-Logo0-1_2023-07-05-153201_yxup.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Asking for a friend: What makes for an impactful ad?","url":"https://www.thetradedesk.com/assets/global/Kinney-Edwards-16x9-Thumbnail-No-Logo0-1_2023-07-05-153158_fyah.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Video","Cannes Lions","Marketing Strategy","Office Hours","Asking for a friend"],"url":"https://www.thecurrent.com/asking-for-a-friend-ad-marketing-tiktok-kinney-edwards","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1976250,"slug":"asking-for-a-friend-ad-marketing-tiktok-kinney-edwards","postDate":"2023-07-05T08:40:00-07:00","heading":"Asking for a friend: What makes for an impactful ad?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Asking for a friend: What makes for an impactful ad?","url":"https://www.thetradedesk.com/assets/global/Kinney-Edwards-1x1-Thumbnail0.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=VS7sRtTd9SQ","captionLinkable":"","previewImage":{"alt":"Asking for a friend: What makes for an impactful ad?","url":"https://www.thetradedesk.com/assets/global/Kinney-Edwards-16x9-Thumbnail-No-Logo0-1.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":746430,"title":"Video","slug":"video","uri":"sections/video","description":"Keep up to date with all our video content — from thought leadership to industry perspectives to educational series.","themeHighlightColor":""},{"id":1948691,"title":"Cannes Lions","slug":"the-current-cannes","uri":"sections/the-current-cannes","description":"The news and trends you need to know from the annual Festival of Creativity along the Croisette.","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":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":3247785,"title":"Asking for a friend","slug":"asking-for-a-friend","uri":"sections/asking-for-a-friend","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn this edition of \u003cem\u003eThe Current's\u003c/em\u003e Asking For a Friend, TikTok's Global Head of Creative Lab Kinney Edwards dishes on creativity in advertising. He says ads today don't need to be expensive — they just need to be authentic, and that cultivates \"brandships\" with consumers.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"white","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":1}},"fulfilledTimeStamp":1732411224024},"getContentData({\"slug\":\"ai-advertising-data-retail-media-the-trade-desk-kokai\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"42q-yUj1iirMgGLQjn6X4","originalArgs":{"slug":"ai-advertising-data-retail-media-the-trade-desk-kokai","token":""},"startedTimeStamp":1732412301426,"data":{"metadata":{"datePosted":"2023-06-08T07:12:00-07:00","dateCreated":"2023-06-07T14:12:04-07:00","dateUpdated":"2023-06-12T12:22:33-07:00","title":"AI, ad efficiency, and transparency dominate the narrative at The Trade Desk’s Kokai launch event | The Current","description":"CVS Health, Albertsons, and media agency UM share their thoughts on data transparency and ad efficiency ahead of Cannes Lions 2023, at The Trade Desk’s Kokai launch.","image":{"alt":"3 cups upside down on a surface, with a hand lifting the middle one to reveal a megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ThreeThings_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"3 cups upside down on a surface, with a hand lifting the middle one to reveal a megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ThreeThings_1920x1080_Logo_2023-06-08-132748_tzsf.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Culture","Stay up to date"],"url":"https://www.thecurrent.com/ai-advertising-data-retail-media-the-trade-desk-kokai","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1954931,"slug":"ai-advertising-data-retail-media-the-trade-desk-kokai","postDate":"2023-06-08T07:12:00-07:00","heading":"AI, ad efficiency, and transparency dominate the narrative at The Trade Desk’s Kokai launch event","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#0372e2","textHex":"#ffffff"},"featuredImage":{"alt":"3 cups upside down on a surface, with a hand lifting the middle one to reveal a megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ThreeThings_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"3 cups upside down on a surface, with a hand lifting the middle one to reveal a megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ThreeThings_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":"3 cups upside down on a surface, with a hand lifting the middle one to reveal a megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ThreeThings_1920x1080_NoLogo_2023-06-08-132738_aaik.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":""},{"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\u003eThis week at The Trade Desk’s \u003ca href=\"https://www.adweek.com/programmatic/the-trade-desk-wants-to-be-the-app-store-for-ad-tech/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eKokai launch event in New York\u003c/a\u003e, CVS Health, Albertsons, and media agency UM gathered to discuss their approaches to ad efficiency, the importance of data transparency, and how both can be improved with artificial intelligence. \u003c/p\u003e\n\u003cp\u003eKokai, which means “open waters” in Japanese and slang for “open for business,” is The Trade Desk’s upgraded platform for AI-driven campaigns. New tools launched this week intend to help advertisers with items such as real-time decisioning, campaign optimization, budget prioritization, and forecasting across channels like connected TV (CTV) and retail media. While AI has been used in The Trade Desk’s Koa product since 2018, its features are improving to help marketers with decisioning. \u003c/p\u003e\n\u003cp\u003e“Every bid is a snowflake, and that distributed AI together can essentially take advantage of that covariance and capture the complexity,” said Jeff Green, CEO and founder of The Trade Desk, which owns \u003cem\u003e\u003ca href=\"https://www.thecurrent.com/\"\u003eThe Current\u003c/a\u003e\u003c/em\u003e. “We also can learn from new situations, including the apps and signals as we look at those 13 billion impressions every single second.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eMaking dollars go further with \u003c/strong\u003etransparent data \u003c/strong\u003e\u003cbr /\u003e\u003c/h2\u003e\n\u003cp\u003eAs the prospective of losing Google’s third-party cookies looms and with recession fears still \u003ca href=\"https://techcrunch.com/2023/06/05/tech-industry-layoffs-2023/?guccounter=1\u0026amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8\u0026amp;guce_referrer_sig=AQAAABhI332b3FAkFx2DX_q6z8C3msodO4daeE-MulBDqGUBdOMNnA_EdI1t7zuBRvVJxw5IdhXVsYcHxtv2WU50kov1OsQREVFfpfT_62rdedNlXgNmRaODFazcPUSOokgadCEast_pFJDfNgFqCH1W29YUsT6auQwr_SF7MmwzXhYu\" target=\"_blank\" rel=\"noreferrer noopener\"\u003espurring layoffs\u003c/a\u003e across the U.S., one of advertisers’ main worries, naturally, is how to remain cost-effective but still reach the audiences they need. \u003c/p\u003e\n\u003cp\u003eFor Diego Vaccarezza, VP of enterprise media at CVS Health, it all comes down to reach, frequency, and viewability to determine ad efficiency. But it’s not that easy, especially as CVS sees 5 million customers a day coming into its 9,500 stores in the U.S., according to Vaccarezza. \u003c/p\u003e\n\u003cp\u003e“The connection between the digital message and the conversion is broken,” he said at the event. It’s why the company is zeroing in on channels like programmatic CTV, where it can find the transparency and direct exposure it needs. Along with retail media, CTV is an area that can help drive the \u003ca href=\"https://www.thecurrent.com/what-the-tech-open-internet\"\u003eopen internet\u003c/a\u003e, since advertisers don’t have to comply with the restrictions of walled gardens. \u003c/p\u003e\n\u003cp\u003e“Decisioning costs money, but ultimately paying for that decisioning is helping to root out the waste overexposure, which is a bad experience in the CTV space,” said Vaccarezza. “We are using it to find the right audiences and make sure every dollar is going to that audience.” \u003c/p\u003e\n\u003cp\u003eAs an example, he shared that during the pandemic, the need for mental health services outstripped demand, making it hard for people to find care. CVS Health linked customer data, operations, and creative to serve flexible ads indicating appointment availability, helping nine out of 10 patients looking for appointments find care quickly when three-fourths of providers were not taking new patients. \u003c/p\u003e\n\u003cp\u003eMarcy Greenberger, EVP and managing partner at IPG’s UM, CVS Health’s media buying agency, would now like to see CTV’s targeting and data capabilities make their way into the traditional linear TV space, since health care brands cater to older populations that haven’t yet cut the cord. “It is not just about being able to hone in on the right audience, but being able to hone in on the right audience effectively and making every dollar work,” she said at the event. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eThe need for standardization\u003c/strong\u003e in retail media \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eRetail media has grown into a powerhouse of innovation with major players like Walmart, Walgreens, Macy’s, and Target all entering the arena in a dynamic way in the past few years, and continuing to expand their offerings. Insider Intelligence predicts that by 2024, digital retail media ad spend will make up 20 percent of all digital ad spend in the U.S., growing past $61 billion to surpass traditional TV. \u003c/p\u003e\n\u003cp\u003eAnother major player in the space is Albertsons, which launched its retail media network, Albertsons Media Collective, in 2021 to create an additional revenue stream. Half of the U.S. adult population comes through its 2,200 stores two and a half times a week, according to Kristi Argyilan, SVP of retail media at Albertsons, who spoke on a panel during the event. \u003c/p\u003e\n\u003cp\u003eWith large swaths of shopper data and the ability to pinpoint consumer purchase habits, Albertsons Media Collective offers the industry what Argyilan describes as “the possibility of a non-walled-garden future,” considering there’s a lot of “anxiety in the industry because people feel that they don’t get the transparency that we all wish to have.” \u003c/p\u003e\n\u003cp\u003eBut what’s still lacking in the industry is standardization, said Argyilan. Without a framework that frees advertisers up to compare their media spend across retail networks, consumer packaged goods companies are left to hire extra employees to interpret retail media networks on their own. \u003c/p\u003e\n\u003cp\u003e“In a space where there’s a new retail media network purged every day, it’s becoming more complex,” explained Argyilan. “Measurement needs to be standardized, because…we all grew up in very different ways. We do measurement a little bit differently, we built our audiences a little bit differently, so it is incredibly complicated for a client, or advertiser, to try to normalize us and make comparisons to each other…It’s on us to set those standards together so the barriers to engaging with us drop significantly.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eArtificial intelligence\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eLast, but certainly not least, is artificial intelligence’s hold on just about every aspect of culture right now. With AI sure to have a big presence at Cannes, marketers are exploring ways it can be used to automate onerous tasks and improve consumer modeling practices. \u003c/p\u003e\n\u003cp\u003eUltimately, Green believes that the power of AI can boost an open internet supported by CTV and retail media. In fact, he said he hasn’t seen anything quite like it since the dot-com boom, and he’s right. In the past week alone, tech companies — from Apple to Meta — touted new products catering to the hype, everything from Apple’s new $3,499 \u003ca href=\"https://www.independent.co.uk/tech/apple-vision-pro-review-b2353049.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emachine learning VR headset\u003c/a\u003e to Meta’s new \u003ca href=\"https://www.reuters.com/technology/meta-announces-ai-training-inference-chip-project-2023-05-18/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAI chips\u003c/a\u003e and its possible \u003ca href=\"https://www.theverge.com/2023/6/7/23752143/instagram-ai-chatbot-feature-advice-questions-personalities-leak-screenshot\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAI chatbot\u003c/a\u003e for Instagram. New upgrades are making their way into marketing and how media is bought and sold as well, with potential to make ad efficiency and transparency paramount. \u003c/p\u003e\n\u003cp\u003eGreen, who refers to AI as a copilot because launching creative campaigns also requires a human perspective, calls Koa a “cousin to ChatGPT,” but a family member that is seven times faster since bids need to be completed automatically. \u003c/p\u003e\n\u003cp\u003e“Koa is now a series of deep neural networks…What you are trying to mimic effectively is the human brain, and the human brain takes these decisions and separates them,” he said. “You separate them recognizing that for every path, there’s a different model you want to run.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732412301466},"getContentData({\"slug\":\"resy-hannah-kelly-cmo-restaurant-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ge25tx-hFRj_8W25v01rj","originalArgs":{"slug":"resy-hannah-kelly-cmo-restaurant-data","token":""},"startedTimeStamp":1732413024068,"data":{"metadata":{"datePosted":"2024-10-16T05:00:00-07:00","dateCreated":"2024-10-15T08:40:04-07:00","dateUpdated":"2024-10-16T06:29:33-07:00","title":"Resy’s Hannah Kelly on building community and connection | The Current","description":"The reservation platform Resy centers itself around the communal experience that comes from dining, affirming and building connection between restaurants and diners, according to CMO Hannah Kelly.","image":{"alt":"The Current Report: Season 10, Hannah Kelly, CMO","url":"https://www.thetradedesk.com/assets/global/Resy_16x9_Editorial_Orange_v1-1.jpg","width":1920,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: Season 10, Hannah Kelly, CMO","url":"https://www.thetradedesk.com/assets/global/Resy_16x9_Editorial_Orange_v1-1_2024-10-15-154741_nuwe.jpg","width":1920,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","The Current Podcast"],"url":"https://www.thecurrent.com/resy-hannah-kelly-cmo-restaurant-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3343935,"slug":"resy-hannah-kelly-cmo-restaurant-data","postDate":"2024-10-16T05:00:00-07:00","heading":"Resy’s Hannah Kelly on building community and connection","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: Season 10, Hannah Kelly, CMO.","url":"https://www.thetradedesk.com/assets/global/Resy_1x1_Orange_v1.jpg","width":1200,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report: Season 10, Hannah Kelly, CMO.","url":"https://www.thetradedesk.com/assets/global/Resy_16x9_Editorial_Orange_v1-1_2024-10-15-154804_kcrz.jpg","width":1920,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/094a7153-9fa7-47c4-a5d6-38a259945b39?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/094a7153-9fa7-47c4-a5d6-38a259945b39?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eResy transcends its practical use as a restaurant-booking platform.\u003c/p\u003e\n\u003cp\u003eSo says Hannah Kelly, the CMO of Resy. It goes well beyond that transaction, Kelly tells The Current Podcast. Rather, she says, it’s about building relationships between diners and restaurants.\u003c/p\u003e\n\u003cp\u003eA lot of fine dining has been booked through the app — more than 600 million reservations — so Kelly is on a mission to transform that data to build a community, while helping restaurants thrive.\u003c/p\u003e\n\u003cp\u003e“Reservations are a form of cultural currency, which is something that we talk about inside Resy,” she says. “So, our job is to really harness that cultural zeitgeist moment and really use that as a way to help prop up more restaurants, keep them in business and drive more demand.”\u003c/p\u003e\n\u003cp\u003eConnection is at the core of Resy’s brand story; “It’s not about us,” she says. “People care about Resy because of the restaurants on our platform.”\u003c/p\u003e\n\u003cp\u003eIn keeping with that, Resy has expanded its operation to enable discovery, acting as a cultural curator by making it easier for diners to discover the next great restaurant: it offers content on everything from the most popular eateries to shareable collections to underrepresented cuisines.\u003c/p\u003e\n\u003cp\u003eIn the first three months of 2024, Resy spotlighted 2,000 restaurants in 300 stories through its published content. And when people discover a new place through Resy, that can likely bolster the consumer love and trust of the brand.\u003c/p\u003e\n\u003cp\u003e“It’s really about being that trusted partner...when [consumers] don’t know where to go,” Kelly says.\u003c/p\u003e\n\u003cp\u003eElsewhere on the podcast, Kelly talks about how Resy fits into parent company American Express’ brand mission, how experiential marketing is key to its strategy and the power of connection at restaurants after the COVID-19 pandemic. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732413024108},"getAuthorData({\"slug\":\"stuart-colman\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"yzsuIyNcavJnCfLmI6JLI","originalArgs":{"slug":"stuart-colman","token":""},"startedTimeStamp":1732411344678,"data":{"metadata":{"datePosted":"2024-04-24T07:43:00-07:00","dateCreated":"2024-04-24T07:42:51-07:00","dateUpdated":"2024-11-12T11:43:26-08:00","title":"Stuart Colman | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/stuart-colman","noIndex":false,"type":"authors"},"data":{"id":2816094,"title":"Stuart Colman","featuredImage":{},"fullName":"Stuart Colman","positionTitle":"Senior Director, European Identity, The Trade Desk","blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732411344716},"getAuthorData({\"slug\":\"talia-arnold\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"gxNjISPdg7I5iVMMNlm5d","originalArgs":{"slug":"talia-arnold","token":""},"startedTimeStamp":1732411348167,"data":{"metadata":{"datePosted":"2024-04-02T13:33:00-07:00","dateCreated":"2024-04-02T13:32:32-07:00","dateUpdated":"2024-11-12T11:45:46-08:00","title":"Talia Arnold | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/talia-arnold","noIndex":false,"type":"authors"},"data":{"id":2712335,"title":"Talia Arnold","featuredImage":{},"fullName":"Talia Arnold","positionTitle":"Managing Director, Exverus Media","blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732411348208},"getContentData({\"slug\":\"\u003cblockquote class=\\\"twitter-tweet\\\" data-media-max-width=\\\"560\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003eG argues that the DOJ presented no direct evidence of monopoly power, i.e that G restricted input or has supracompetitive prices. 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tech.","label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition70_Five-Minutes-Anna-Wolk_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Sarah Kim / The Current\u003c/p\u003e","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition70_Five-Minutes-Anna-Wolk_1920x1080_v1_2022-05-18-202059_digt.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 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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\u003eAnna Wolk admits she was a computer geek growing up: She loved spending time “in the basement tinkering, and helping friends and family with their computer skills.” These days, Wolk is a director of marketplace quality at The Trade Desk, where she heads a global team to stop ad fraud and ensure a clean and transparent marketplace for buyers on the platform. \u003c/p\u003e\n\n\u003cp\u003eIt wasn’t a foregone conclusion that Wolk would pursue a career in tech, despite her early aptitude for computers, math, and science. With the benefit of hindsight, Wolk now recognizes the subtle cultural pressures that steered her — at first — toward roles that women have traditionally held. She eventually figured it out, but now Wolk is keen to share her experience “as a queer person, as a woman” to help others who may not consider a life in tech or who perceive that it’s beyond their reach. \u003c/p\u003e\n\n\u003cp\u003e“I want to see more people in my community making money, and creating opportunities, and managing people, and mentoring people,” she tells \u003cem\u003eThe Current\u003c/em\u003e. “It makes a difference in the world to create that transfer of power.” \u003c/p\u003e\n\n\u003cp\u003eIt wasn’t until she reached her 30s that Wolk decided to return to her tech roots, landing a job at MediaMath, where, as a support analyst, she came to appreciate the joys of programmatic advertising. Prior to this, she largely worked for nonprofit organizations such as Barnard College and GLAAD as a web administrator, plus as a counselor in homeless youth shelters in San Francisco, Portland, and New York. Some of those experiences proved key to her later success here at The Trade Desk. Anna Wolk spoke with \u003cem\u003eThe Current\u003c/em\u003e to share her experience and insights. This interview has been edited for brevity and clarity. \u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eTell us a bit about marketplace quality and why it’s important. \u003cbr /\u003e\u003c/strong\u003eFraud is a small but persistent part of the ecosystem. The Trade Desk quietly does the best job of any of our peers at keeping it out, keeping it off the platform, away from our clients. \u003c/p\u003e\n\n\n\u003cp\u003eWe were early adopters of transparency initiatives like ads.txt, sellers.json, and supplychain, which are designed to shine a light on inventory sourcing and authorization. These allow us to validate that an impression being sold is authorized by the publisher and that the company selling it is legitimate, and to understand the path of payment, given that many impressions are resold and not necessarily bought directly from the publisher. \u003c/p\u003e\n\n\u003cp\u003eWe require complete supply chains for our inventory so that every step of the way, from the publisher to the end seller where we’re buying, it is documented. We’re working to standardize that approach throughout the industry and use those specs to make sure we understand who we’re buying inventory from on behalf of our clients. \u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eHow much fraud exists in the ecosystem? \u003cbr /\u003e\u003c/strong\u003eHealthy inventory has less than 1 percent IVT, or invalid traffic. So, any healthy inventory is going to have a small percentage of nonhuman impressions. We scan all our impressions with HUMAN [a cybersecurity company, previously known as White Ops, that safeguards against bot attacks and fraud], which serves as our first layer of defense. There are different types of invalid traffic, and HUMAN has different algorithms for detection. While it blocks at the impression level, we monitor its blocks at the entity level and take additional enforcement action when we identify a problematic site, app, or seller. We also monitor for other types of inventory quality issues beyond just IVT. \u003c/p\u003e\n\n\n\u003cp\u003e\u003cstrong\u003eThe tech space has traditionally been a male domain, but that’s changing. Can you tell us about your experience as a woman in tech and the challenges you faced? \u003cbr /\u003e\u003c/strong\u003eI’ve always been very involved in feminist and queer activism. I have a lot of awareness of my place in the world as a queer person, as a woman. And I think that in some sense, when I was young, I didn’t realize the ways that I was making life choices that guided me toward careers traditionally dominated by women, even though I came from a progressive family and I had a feminist mom encouraging me to pursue math and science. In hindsight, it’s interesting that I didn’t do that even though that’s always where my interest was as a kid. If I had had different mentors or role models in place early to guide me in this direction in my career, it might have happened sooner. \u003c/p\u003e\n\n\n\u003cp\u003eIt’s really important that girls — and particularly teenage girls who are at their peak insecurity and then also pursuing their career choices — that they have opportunities. Internships and courses and teachers that are encouraging them to pursue math and science and tech. \u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eWhat can be done to encourage women and minorities to pursue a career in tech?\u003cbr /\u003e\u003c/strong\u003eThere’s a lot of discussion right now in tech about empowering women. There’s less discussion about empowering queer people in tech. Some of those social pressures are a little bit more subtle and harder to talk about. We’re not talking about 50 percent of the population; we’re talking about maybe 10 percent of the population. So maybe there’s less incentive for organizations to advocate for queer people in tech. But I can say that my experience, and that of a lot of my friends and community, is that they want to do something that makes a difference in the world. They want to do something that helps people. And a lot of times people can end up in that nonprofit track and then, at a later point in life, realize they want more for themselves, and they want more opportunities, and not really know how to create them. \u003c/p\u003e\n\n\n\u003cp\u003eFiguring out how to make a difference in the world, make a difference in your community, and then also be able to pursue a career in something like tech where that impact is less immediately felt, can be difficult to reconcile. \u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eHow do you think about your life in tech now?\u003cbr /\u003e\u003c/strong\u003eI did, to some extent, get lucky finding a field that nourished my curiosity and hunger for information. Obviously, all of us stay in programmatic because it’s really fast paced, it’s ever changing. There’s always something new to learn, and that’s what drew me in. And what’s kept me here is that the day-to-day work is fascinating. \u003c/p\u003e\n\n\n\u003cp\u003eIf you’re pursuing something that you’re passionate about and interested in, and you’re doing a good job in demonstrating leadership and making a difference, then doors open for you automatically, if you’re at a good company. \u003c/p\u003e\n\n\u003cp\u003eThat said, I’m very cautious of that mindset enforcing the idea that we live in a “meritocracy.” I have many levels of privilege as a cisgender, white, able-bodied person from a middle-class family. For many people, particularly those with more barriers to entry, it’s important that organizations put conscious and intentional energy into creating opportunities because aptitude and contribution often isn’t enough to open doors for everybody. \u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eI was fascinated to read that you’d spent several years as a counselor in homeless youth shelters in San Francisco and New York. You’ve commented on how that experience has impacted your current role in marketplace quality. How so? \u003cbr /\u003e\u003c/strong\u003eA lot of what we do on marketplace quality is about stakeholder management, crisis management, and de-escalation. We do have to constantly balance priorities, try to keep competing goals in mind to keep people happy. And we were doing the same thing in some sense with the youth when I was working in shelters and drop-in centers. I’m always surprised at how there’s still a link there, even though it’s such an unrelated field. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","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":{"submitLabel":null,"fallbackText":null},"tagline":"Subscribe to The Current"}}],"readTime":7}},"fulfilledTimeStamp":1732416298043},"getContentData({\"slug\":\"five-minutes-with-anna-wolk;.xlsx\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"HZKOlqTdUj2HlYce3h_tr","originalArgs":{"slug":"five-minutes-with-anna-wolk;.xlsx","token":""},"startedTimeStamp":1732411383867,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug five-minutes-with-anna-wolk;.xlsx","code":0,"status":404}}},"getAuthorData({\"slug\":\"will-doherty\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"4KNHyQH3VEKjfRFoEFgQr","originalArgs":{"slug":"will-doherty","token":""},"startedTimeStamp":1732411500075,"data":{"metadata":{"datePosted":"2023-05-24T12:18:00-07:00","dateCreated":"2023-05-24T12:17:48-07:00","dateUpdated":"2024-11-12T12:05:04-08:00","title":"Will Doherty | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/will-doherty","noIndex":false,"type":"authors"},"data":{"id":1939714,"title":"Will Doherty","featuredImage":{},"fullName":"Will Doherty","positionTitle":"VP Inventory Development, The Trade Desk","blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732411500108},"getContentData({\"slug\":\"five-minutes-with-anna-wolk.bmp\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"u_imCcGxiR3aYbbFjuQzl","originalArgs":{"slug":"five-minutes-with-anna-wolk.bmp","token":""},"startedTimeStamp":1732411391815,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug five-minutes-with-anna-wolk.bmp","code":0,"status":404}}},"getContentData({\"slug\":\"how-shows-like-psych-are-providing-marketers-with-new-opportunities-in-ctv\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Hnx4CowZJrIEqcu3p4ZzR","originalArgs":{"slug":"how-shows-like-psych-are-providing-marketers-with-new-opportunities-in-ctv","token":""},"startedTimeStamp":1732411733615,"data":{"metadata":{"datePosted":"2020-10-14T12:28:00-07:00","dateCreated":"2020-10-16T12:32:16-07:00","dateUpdated":"2023-03-01T04:48:03-08:00","title":"How shows like Psych are providing marketers with new opportunities in CTV | The Current","description":"The popular comedy-drama Psych is finding new audiences on NBCU’s digital platform Peacock. 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No doubt, viewers have more choice now than ever before, both in terms of the quality of available TV shows, and in terms of access to those shows through streaming. \u003c/p\u003e\n\u003cp\u003e“We’re at a sort of tipping point in terms of the consumer voting with their time on digital platforms where the convenience and the depth of the content from companies like ourselves… is just a very compelling offering,” says Krishan Bhatia, executive vice president of business operations and strategy at NBCUniversal’s advertising sales. Bhatia was one of several leading executives from global media companies who joined the Groundswell discussion about how and why this is a pivotal moment for television consumption. 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The show stars James Roday as a novice sleuth who fools the cops into thinking he’s a psychic, and Dulé Hill as his reluctant sidekick. Two TV movies followed, including \u003cem\u003ePsych 2: Lassie Come Home\u003c/em\u003e, which Peacock released on its launch day.\u003c/p\u003e\n\u003cp\u003eThe stars of the show, who also serve as executive producers, welcomed the fact that \u003cem\u003ePsych\u003c/em\u003e has found a new home on the Peacock platform. “I just wanted to make sure that we figured out a way where as many people, as many of our fans could see it as possible,” Roday said during the Groundswell Festival. The show has developed a cult-like following of fans, affectionately nicknamed as “PsychOs.” Referring to these devotees, Hill concurred. “I appreciate how [NBCU] allowed for the fanbase to find the product without having to pony up money,” he said. “The fact that there’s that much engagement all these years later and excitement for you… it always blows me away.”\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eCTV becoming a direct-to-consumer business\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis kind of direct engagement with a specific demographic of fans has far-reaching implications for a media company, says NBCU’s Bhatia. “When you think about offerings like Peacock, which has been on the market for the past few months, those are direct-to-consumer businesses now, where programmers like NBCU now have direct relationships with customers,” he said. Bhatia added that having a one-to-one relationship with the viewer also allows the company to tailor its entertainment, as well as advertising from brands. User experience is also better on CTV, says Bhatia, as Peacock doesn’t run more than five minutes of ads per hour — significantly less than its older counterpart, linear TV. “We’re engaging with distribution partners in particular around how we create data partnerships that are at the intersection of our content offerings and their distribution platforms,” he said.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDigital platforms help democratize access to content\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe consumer shift to digital platforms — especially ad-funded ones like Peacock— is democratizing consumer access to content. But this also helps to democratize access from marketers to those consumers. As a result, more people can be engaged because the cost of entry is lower in this new marketplace. “Way more marketers are now able to enter the premium video space in terms of getting their messages across to consumers and so as a result the utilization of that reach is far greater and therefore the value creation potential is much greater,” Bhatia said. This is a departure from the traditional television business, where the “legacy infrastructure” meant new marketers were locked out, he added.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYounger audiences engage with beloved TV shows\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eDuring the lockdown, audiences turned to television, both linear and CTV, watching binge-worthy shows in their entirety. This trend isn’t necessarily being driven solely by new productions, but rather reengagement with familiar, beloved shows that on NBCU’s Peacock includes \u003cem\u003ePsych\u003c/em\u003e, \u003cem\u003eParks and Recreation\u003c/em\u003e, or \u003cem\u003e30 Rock\u003c/em\u003e. CTV has boosted this reengagement, said Philippa Snare, the senior vice president for EMEA at The Trade Desk. “I think there’s a rekindling of this love affair with television and this kind of entertainment,” she said, noting that it’s young audiences who are the most engaged via digital platforms.\u003c/p\u003e\n\u003cp\u003eLikewise, in the United Kingdom, younger audiences are seeking out shows, especially comedies some of which were produced 10 or 15 years ago, shows such as \u003cem\u003eThe Inbetweeners\u003c/em\u003e, and \u003cem\u003eThe Friday Night Dinner\u003c/em\u003e. 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The show stars James Roday as a novice sleuth who fools the cops into thinking he’s a psychic, and Dulé Hill as his reluctant sidekick. Two TV movies followed, including \u003cem\u003ePsych 2: Lassie Come Home\u003c/em\u003e, which Peacock released on its launch day.\u003c/p\u003e\n\u003cp\u003eThe stars of the show, who also serve as executive producers, welcomed the fact that \u003cem\u003ePsych\u003c/em\u003e has found a new home on the Peacock platform. “I just wanted to make sure that we figured out a way where as many people, as many of our fans could see it as possible,” Roday said during the Groundswell Festival. The show has developed a cult-like following of fans, affectionately nicknamed as “PsychOs.” Referring to these devotees, Hill concurred. “I appreciate how [NBCU] allowed for the fanbase to find the product without having to pony up money,” he said. “The fact that there’s that much engagement all these years later and excitement for you… it always blows me away.”\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eCTV becoming a direct-to-consumer business\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis kind of direct engagement with a specific demographic of fans has far-reaching implications for a media company, says NBCU’s Bhatia. “When you think about offerings like Peacock, which has been on the market for the past few months, those are direct-to-consumer businesses now, where programmers like NBCU now have direct relationships with customers,” he said. Bhatia added that having a one-to-one relationship with the viewer also allows the company to tailor its entertainment, as well as advertising from brands. User experience is also better on CTV, says Bhatia, as Peacock doesn’t run more than five minutes of ads per hour — significantly less than its older counterpart, linear TV. “We’re engaging with distribution partners in particular around how we create data partnerships that are at the intersection of our content offerings and their distribution platforms,” he said.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDigital platforms help democratize access to content\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe consumer shift to digital platforms — especially ad-funded ones like Peacock— is democratizing consumer access to content. But this also helps to democratize access from marketers to those consumers. As a result, more people can be engaged because the cost of entry is lower in this new marketplace. “Way more marketers are now able to enter the premium video space in terms of getting their messages across to consumers and so as a result the utilization of that reach is far greater and therefore the value creation potential is much greater,” Bhatia said. This is a departure from the traditional television business, where the “legacy infrastructure” meant new marketers were locked out, he added.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYounger audiences engage with beloved TV shows\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eDuring the lockdown, audiences turned to television, both linear and CTV, watching binge-worthy shows in their entirety. 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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 newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":7}},"fulfilledTimeStamp":1732411639306},"getContentData({\"slug\":\"5-minutes-kroger-cara-pratt-svp-retail-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"0ngK97vogr70zDvaUgE62","originalArgs":{"slug":"5-minutes-kroger-cara-pratt-svp-retail-media","token":""},"startedTimeStamp":1732414889610,"data":{"metadata":{"datePosted":"2024-10-01T05:00:00-07:00","dateCreated":"2024-09-27T10:29:49-07:00","dateUpdated":"2024-10-23T12:28:20-07:00","title":"5 Minutes with Kroger’s Cara Pratt | The Current","description":"Pratt has a reputation as one of the key innovators of retail media. She dives into the importance of cultivating sustainable media through tracking emissions and more.","image":{"alt":"5 minutes with Cara Pratt, SVP, Kroger Precision Marketing.","url":"https://www.thetradedesk.com/assets/global/GIF_1920px_5MinWith_CaraPratt_v1.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Cara Pratt, SVP, Kroger Precision Marketing.","url":"https://www.thetradedesk.com/assets/global/Still_1920px_5MinWith_CaraPratt_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Opinion","5 minutes with - Voices page (Video section)","5 minutes with - Video page"],"url":"https://www.thecurrent.com/5-minutes-kroger-cara-pratt-svp-retail-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3335163,"slug":"5-minutes-kroger-cara-pratt-svp-retail-media","postDate":"2024-10-01T05:00:00-07:00","heading":"5 Minutes with Kroger’s Cara Pratt","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"5 minutes with Cara Pratt, SVP, Kroger Precision Marketing.","url":"https://www.thetradedesk.com/assets/global/GIF_1200px_5MinWith_CaraPratt_v1.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=aP4NiTQUEq0","captionLinkable":"\u003cp\u003eHolly Warfield / Getty / \u003cem\u003eThe Current\u003c/em\u003e\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"5 minutes with Cara Pratt, SVP, Kroger Precision Marketing.","url":"https://www.thetradedesk.com/assets/global/GIF_NoLogo_1920px_5MinWith_CaraPratt_v1.gif","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":3267105,"title":"5 minutes with - Voices page (Video section)","slug":"voices-videos","uri":"sections/voices-videos","description":null,"themeHighlightColor":""},{"id":3266713,"title":"5 minutes with - Video page","slug":"5-minutes-with-video","uri":"sections/5-minutes-with-video","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eKroger’s Cara Pratt is on the front line of retail media innovation. In fact, she helped pioneer the concept of using retail data to help marketers get more strategic about connecting to their audiences. Retail media may be the hottest space in ad tech, but Pratt reminds us that it’s still young. And she is positively excited about how the space will mature.\u003c/p\u003e\n\u003cp\u003eThere are plenty of jaw-dropping figures about the rise of retail media, but this one may sit among the top: By 2026, Emarketer projects that retail media ad spend in the U.S. will grow to just over $84 billion, which is almost a quarter (24%) of all U.S. media ad spending. Moreover, retail media ad dollars will exceed the spend for all \u003ca href=\"https://content-na1.emarketer.com/retail-media-ad-spending-forecast-h1-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etraditional media channels\u003c/a\u003e combined. That includes linear TV, newspapers, radio and out-of-home. In short, it looks like the future.\u003c/p\u003e\n\u003cp\u003ePratt spoke with \u003cem\u003eThe Current\u003c/em\u003e Editor-in-Chief Stephanie Paterik about how to leverage the retail media opportunity, leaning on business outcomes and being courageous in the ad space. \u003c/p\u003e\n\n\n\n\n\n\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity. \u003c/em\u003e\u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eHow do you stay current? How do you see \u003c/strong\u003ewhat’s coming down the pike?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIt’s an awesome question because if you’re planning for today, you’re going to be left behind. And so, it is one of those spaces where we have to have courage and commitment to take steps forward before other people. I’m a firm believer that to be one of the leaders in this space, you have to set the bar and you have to set a high bar for others to rise up to.\u003c/p\u003e\n\u003cp\u003eIt’s a special opportunity and responsibility that we have. One of the anchor points that we build all of our planning around is consumer experiences. When we’re designing new experiences with the customer in mind, good things will happen. Good things for brands, good things for publishers and good things for retailers. The sales velocity that you can see through. [There are] good things for non-endemic brands, too, is what we’re learning.\u003c/p\u003e\n\u003cp\u003eThere’s a fabulous quote from Winston Churchill that speaks to [the idea that] success is not final and failure is not fatal — it’s the courage to go on that counts. And that’s one of those spaces that really is front of mind for me.\u003c/p\u003e\n\u003cp\u003eIf we are not courageous and not leaning forward, it’s okay to fail fast. We’ve got to learn. We’ve got to push the boundaries responsibly but do so [while] setting a really high bar. That’s what this industry deserves. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eYou mentioned accountability. What does that mean to you in the industry?\u003c/strong\u003e \u003c/h2\u003e\n\n\u003cp\u003eIf you look historically from the very start, it was really anchored in business outcomes. Now it’s business outcomes and we can continue to layer on some other components, including sustainability within media, as an accountable and responsible commitment that we have.\u003c/p\u003e\n\u003cp\u003eOne of the spaces that we’ve been exploring and committing to and learning and optimizing against is the carbon footprint of the ads that we’re deploying. In fact, we’ve been doing that work with Scope3.\u003c/p\u003e\n\u003cp\u003eWhen we’ve been deploying our campaigns, naturally, because we have the right audience and you can deploy fewer impressions, we’ve actualized 17% less carbon than the average U.S. ad campaign. And we’ve overlaid some extra optimizations against that. The latest runs were 37% less reduction in our ad campaigns on carbon.\u003c/p\u003e\n\u003cp\u003eSo that is an extraordinary commitment that we think is very important as a complement to and a commitment on the actual business outcomes. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eSo\u003c/strong\u003e if an impression is efficient, meaning the right ad goes to the right person at the right time in the right place, it can be sustainable. \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eYes, and efficiency and effectiveness can coexist. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eWhat’s\u003c/strong\u003e the piece of innovation that you have your eye on and think is really going to change digital marketing? \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eIt’s really an awesome time to reflect on the very young journey that retail media is in. And what we think is critically important is to distinctively separate retail media from retail data.\u003c/p\u003e\n\u003cp\u003eThat is a component where retail media definitely can influence low-funnel retailers as publishers, but retail data can act more as a layer across channels, and that’s where the effectiveness and efficiency can come forward no matter where those dollars are being spent. And it goes back to that connection and audience as well. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eDo you have an unpopular opinion about anything? Is there a misconception in the industry that you wish you could clear up?\u003c/strong\u003e \u003c/h2\u003e\n\n\u003cp\u003eListen, I have for years talked about the vanity metrics that exist in this industry. There is no doubt that performance signals have to be at the forefront of measuring the impact of advertising. And that can play out in a really special way. The impact on audiences, the impact on creative, the impact on channel mix.\u003c/p\u003e\n\u003cp\u003eBut we have to be looking at business outcomes. [We’re] building this puzzle piece to understand performance as a starting point. And how do business outcomes and sales velocity compare to household engagement? What is the correlation to attention metrics, which was the next layer of understanding? Are click-through rate and viewability good monikers into success?\u003c/p\u003e\n\u003cp\u003eThe answer is no, there isn’t a sales correlation with high click-through rate. There isn’t a sales correlation with high viewability. We’re not even seeing a sales correlation to high attention metrics that are coming through. Now, is that another lens that organizations should be looking at? Sure, it’s just another KPI.\u003c/p\u003e\n\u003cp\u003eWe’re all trying to change behavior, so we’re trying to move inspiration to activation and see those actions. We’re excited to continue to push the envelope there. And that’s what this industry needs. They need folks that are shining lights on challenging [the] myth-busting ways of the past. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732414889642},"getAuthorData({\"slug\":\"dan-larkman\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"xYws7T5_sFolJPYzY0E_t","originalArgs":{"slug":"dan-larkman","token":""},"startedTimeStamp":1732414311064,"data":{"metadata":{"datePosted":"2024-11-13T11:00:00-08:00","dateCreated":"2024-11-13T10:59:56-08:00","dateUpdated":"2024-11-13T11:00:13-08:00","title":"Dan Larkman | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/dan-larkman","noIndex":false,"type":"authors"},"data":{"id":3349955,"title":"Dan Larkman","featuredImage":{},"fullName":"Dan Larkman","positionTitle":"CEO, Keynes Digital","blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732414311094},"getAuthorData({\"slug\":\"ilyse-liffreing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"kRVBNDuyEcTWaFk8Nyxrs","originalArgs":{"slug":"ilyse-liffreing","token":""},"startedTimeStamp":1732414543117,"data":{"metadata":{"datePosted":"2022-10-07T07:01:00-07:00","dateCreated":"2022-10-07T07:01:27-07:00","dateUpdated":"2024-07-29T14:59:59-07:00","title":"Ilyse Liffreing | The Current","description":"Ilyse Liffreing is a writer for The Current. 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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":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eNBCUniversal, one of the first TV networks to activate programmatic \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003econnected TV\u003c/a\u003e (CTV), is joining the growing number of networks, brands, and agencies that are integrating \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-unified-id-2-0\"\u003eUnified ID 2.0\u003c/a\u003e (UID2), to scale identity across its streaming service Peacock. \u003c/p\u003e\n\u003cp\u003eJoe Cady, EVP of advanced advertising at NBCUniversal, announced the news onstage Tuesday at Forward ’23, an event hosted by The Trade Desk, which convened many of the world’s largest TV networks — including NBCUniversal, Disney, Fox, Paramount, and Warner Bros. Discovery — with brands such as Hershey and L’Oréal to discuss the state of the TV ecosystem ahead of this year’s upfronts. \u003c/p\u003e\n\u003cp\u003eAt the event in midtown Manhattan, Cady said NBCUniversal is implementing UID2 on Peacock across all devices and consumer touchpoints, including on CTV, the web, apps, Roku, and FireTV. According to Cady, Peacock has 80 million users — 90 percent of whom subscribe to the ad-supported plan — streaming hits such as \u003cem\u003eYellowstone\u003c/em\u003e and \u003cem\u003eNew Amsterdam\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003e“We want to make the full suite of capabilities available across transaction methods. So we’ve been accessing identity solutions in the programmatic landscape and are thrilled to announce that we have officially partnered on UID2,” said Cady, who added that NBCUniversal is in final product testing right now, and the solution should be live next month. “It will help with addressability, add to efficiency and effectiveness, and I’m sure that’s just the beginning.” \u003c/p\u003e\n\u003ch2\u003eIdentity and interoperability\u003c/h2\u003e\n\u003cp\u003eIdentity and its role in reaching the right consumers across inventory was a common theme throughout the event, with nearly every network and brand touching on its importance to everything from frequency capping to interoperability among ad platforms. \u003c/p\u003e\n\u003cp\u003eShenan Reed, chief media officer at L’Oréal, who joined Cady onstage, said the brand saw a 10 percent lift in new consumers when using first-party data to control for ad frequency through NBCUniversal. The goal was to answer: “How do I reduce the frequency, making sure I’m giving you a better consumer experience at the end of the day with my advertising, and not follow you around with a lip balm that you already purchased?” \u003c/p\u003e\n\u003cp\u003eIndustry integration of identity solutions like UID2 has been steadily growing over the past year. Other leading media companies supporting UID2 include Disney, \u003ca href=\"https://www.paramount.com/press/paramount-advertising-adds-unified-id-20-to-scale-identity-on-connected-tv\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eParamount\u003c/a\u003e, and \u003ca href=\"https://www.thecurrent.com/fubotv-boosts-ad-revenue-thanks-to-unified-id-2.0\"\u003eFuboTV\u003c/a\u003e. And the results so far have been impressive. \u003c/p\u003e\n\u003cp\u003eSpeaking at the event, Lisa Valentino, EVP of client solutions and addressable enablement at Disney Advertising, says the company has seen upward of 80 percent match rates since \u003ca href=\"https://www.thecurrent.com/why-disney-sees-the-future-of-advertising-as-automated-and-addressable\"\u003eimplementing UID2\u003c/a\u003e in July 2022. “UID2 and clean rooms [are] the poster child[ren] of what will be ubiquitous everywhere,” said Valentino. “If incrementality is what you’re looking for and you can’t solve for identity, you’re in trouble.” \u003c/p\u003e\n\u003cp\u003eJeff Green, founder and CEO of The Trade Desk, told \u003cem\u003eAxios\u003c/em\u003e reporter Sara Fischer onstage, that these kinds of new approaches to identity are critical to the future of the internet and privacy-centric relevant advertising. \u003c/p\u003e\n\u003cp\u003e“This is a currency for the open internet that makes it possible for the consumer to take their privacy settings, their preferences, with them, so that they are not beholden to a device or a walled garden. Without a currency like that, where you can hand those preferences and state of identity, we don’t have anything to talk about today,” Green said. “We don’t have a way to manage universal reach and frequency. Anyone who says that this currency is superfluous, or unnecessary or a Band-Aid, doesn’t understand the mechanics of this industry.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":3}},"fulfilledTimeStamp":1732416791743},"getContentData({\"slug\":\"\u003cblockquote class=\\\"twitter-tweet\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003eWhelp, I don’t think our clients are going to go for that. 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subscriptions.","image":{"alt":"A ski lift holding people ascends from a Connected TV remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_Readout_FASTContent_1920x1080_WithLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A ski lift holding people ascends from a Connected TV remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_Readout_FASTContent_1920x1080_WithLogo_v2_2024-05-10-151742_ogmd.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zharmer Hardimon","themes":["The Readout"],"url":"https://www.thecurrent.com/66-us-streamers-ads-subscriptions","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2998777,"slug":"66-us-streamers-ads-subscriptions","postDate":"2024-05-10T08:26:00-07:00","heading":"66% of U.S. streamers would rather watch free video content with ads than pay for ad-free subscriptions","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A ski lift holding people ascends from a Connected TV remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_Readout_FASTContent_1920x1080_NoLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A ski lift holding people ascends from a Connected TV remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_Readout_FASTContent_1200px_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A ski lift holding people ascends from a Connected TV remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_Readout_FASTContent_1920x1080_NoLogo_v2_2024-05-10-151636_oasg.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":2453409,"slug":"zharmer-hardimon","fullName":"Zharmer Hardimon","positionTitle":null,"authorType":"staff","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":1726870,"title":"The Readout","slug":"the-readout","uri":"sections/the-readout","description":"Bite-size articles and infographics featuring the latest data every marketer should know.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eHere’s the thing:\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e As streaming continues to eat cable’s share of U.S. households, a new consumer study offers good news for marketers.\u003c/p\u003e\n\u003cp\u003eAccording to research from the Video Advertising Bureau (VAB), 66% of 18- to 34-year-old Americans surveyed say they prefer streaming video content with commercials instead of paying for a subscription without ads. Participants cite the cost benefit and value exchange as primary factors. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eData debrief:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eVAB’s report, first published in 2023 highlighting research conducted in November 2022, examines streaming trends marketers should know. Video consumption’s rapid evolution gave VAB an excuse to see how the trends are holding up one year later. The updated findings from March 2024 position the trends in solid or improved standings.\u003c/p\u003e\n\u003cp\u003eFor instance, the 66% of 18- to 34-year-olds who prefer ad-supported services instead of shelling out for commercial-free subscriptions is up 4 percentage points from last year’s 62%.\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eIn the U.S., the 18-to-34 age demographic is also steering the shift toward streaming for long-form content. We learn that 75% of viewers surveyed agree “streaming has replaced traditional TV for me” in terms of accessing their favorite long-form programming, up from 68% in 2023. What’s more, this trend is rising across all American adult age groups: 61% for streamers 18 and older (versus 56% last year); 67% for 35- to 49-year-olds (versus 63% in 2023); and 46% of respondents 50 and over (versus 42% in 2023).\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eWhy it matters:\u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eVAB’s data provides further evidence that audiences are increasingly adopting ad-supported streaming as their preferred source for video content.\u003c/p\u003e\n\u003cp\u003eRelatedly, additional VAB research released last month points to the action-driving success of pause ads, which appear whenever a streaming viewer pauses a show. The VAB represents major media companies including Hulu, Max, and NBCUniversal, and says all three have incorporated the feature into their services.\u003c/p\u003e\n\u003cp\u003eThese findings, along with ongoing negotiations between streaming providers and sports leagues for broadcast rights, suggest the migration away from linear TV is all but certain to persist.\u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Graphs shows Americans increasingly shift to streaming long-form content from November 20222 and March 2024 with various age groups.","url":"https://www.thetradedesk.com/assets/global/v3am_tc_e169_readout_fastcontent.png","width":960,"height":1156,"isLandscape":false},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"Graphs shows Americans increasingly shift to streaming long-form content from November 20222 and March 2024 with various age 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trends.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIt’s an omnichannel world, and we’re just living in it.\u003c/p\u003e\n\u003cp\u003eBack in 2021, quantitative marketer and author of \u003cem\u003eFreemium Economics\u003c/em\u003e Eric Seufert declared that “everything is an ad network” due to factors like the uptick in privacy restrictions, the industry moving past third-party cookies, and the rise of first-party data.\u003c/p\u003e\n\u003cp\u003eIf anything, 2023 has shown how accurate that assertion was. The amount of inventory and channels available to advertisers is at an all-time high. As IAB Tech Lab CEO Anthony Katsur tells \u003cem\u003eThe Current\u003c/em\u003e, “There is no question that advertisers have more options to reach their customers and prospects via more mediums across more environments than ever before.”\u003c/p\u003e\n\u003cp\u003eSeufert pinpoints the growth of retail media networks and connected TV (CTV) as the catalyst for more reach and inventory.\u003c/p\u003e\n\u003cp\u003e“Over the past year, the ad market has seen a torrent of retail media networks and CTV advertising offerings emerge as advertisers pursue expanded reach beyond traditional social channels, especially with products that can bring their first-party data to bear for ad targeting,” he tells \u003cem\u003eThe Current\u003c/em\u003e. “Advertising offerings from Netflix and Disney+ reached impressive scale, and an entire set of retail media channels from the likes of Uber, Lyft, Marriott Hotels, Dollar General, Roblox, and many others either surfaced or blossomed.”\u003c/p\u003e\n\u003cp\u003eAt the same time, there has been huge growth in digital out-of-home, as old billboards convert to digital screens and companies get increasingly crafty with screen placement at critical shopping opportunities — from the grocery aisle to electric vehicle charging stations.\u003c/p\u003e\n\u003cp\u003eWe reflect on three pivotal industry shifts this year that moved the needle on inventory and reach for advertisers. \u003c/p\u003e\u003ch2\u003e\u003cstrong\u003e1. Retail media networks went omnichannel\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThis year retail media networks truly came into their own, with Insider Intelligence projecting that retail media ad spend will \u003ca href=\"https://www.insiderintelligence.com/content/retail-media-ad-spending-on-track-surpass-tv\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eovertake linear TV ad spend\u003c/a\u003e by 2025. With brands wanting a piece of the retail media pie, it’s been a race for platforms to get their networks in place. For instance, in August, Lyft launched \u003ca href=\"https://www.lyft.com/blog/posts/lyft-media-launches-in-app-advertising-across-the-lyft-app-expands-tablets\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ein-app ads\u003c/a\u003e to further compete with Uber Eats, which added video ads and sponsored products to its app \u003ca href=\"https://adage.com/article/digital-marketing-ad-tech-news/uber-eats-expands-ads-pepsico-other-cpg-marketers/2492501\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea few months prior\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eAnd the race is not stopping at the platform level. In October, Instacart made a \u003ca href=\"https://www.thecurrent.com/holiday-spending-retail-data-instacart\"\u003ehuge announcement\u003c/a\u003e that it would start letting marketers use the app’s retail data to reach consumers off the app for omnichannel campaigns. In May, Macy’s introduced \u003ca href=\"https://www.thecurrent.com/macys-retail-media-strategy\"\u003ea new self-service option\u003c/a\u003e for marketers in which they can use shopper data to support digital campaigns on channels like display, CTV, and audio. And this month, Walmart’s Sam’s Club introduced \u003ca href=\"https://adage.com/article/digital-marketing-ad-tech-news/sams-club-launches-targeted-ctv-ads-video-search-and-3d-interactive-product-pages/2533471\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eways to reach consumers\u003c/a\u003e through video search ads and interactive product videos on its site, and off-site through CTV.\u003c/p\u003e\n\u003cp\u003e“In 2024, we’ll continue to see retail media mature and see more sophisticated campaigns that enable off-platform executions to have stronger performance muscles and stronger measurability,” Instacart CMO Laura Jones \u003ca href=\"https://www.thecurrent.com/digital-marketer-2024-predictions-ai-retail-media\"\u003epredicts\u003c/a\u003e. “The overall industry is headed in the same direction of measurability and really connecting those purchase loops. We’re just starting to see the power of retail media and next year will be a huge year to unlock what retail media can do for advertisers.”  \u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003e2. Streamers got into the live sports game \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIf there’s one major CTV story of 2023, it’s the addition of \u003ca href=\"https://www.thecurrent.com/streaming-live-sports-digital-disney-nfl-football\"\u003elive sports\u003c/a\u003e to viewers’ content lineups, which streamers see as an opportunity to gain more subscribers. In October, Max added live sports. And for the first time, Amazon’s new Black Friday NFL game — which sold out its ad slots — could be viewed by \u003ca href=\"https://www.aboutamazon.com/news/entertainment/nfl-black-friday-game-2023/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eanyone with an Amazon account,\u003c/a\u003e not just Prime members. Looking ahead, Disney+ is set to stream ESPN, and Netflix will introduce its \u003ca href=\"https://www.aboutamazon.com/news/entertainment/nfl-black-friday-game-2023/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efirst sports livestream\u003c/a\u003e next year.\u003c/p\u003e\n\u003cp\u003eStreamers are also opening more ad opportunities to advertisers across their content offerings. Disney+, for instance, just celebrated its \u003ca href=\"https://www.thecurrent.com/disney-advertising-streaming-campaigns-hulu\"\u003efirst year of ads\u003c/a\u003e, recently \u003ca href=\"https://thewaltdisneycompany.com/disney-plus-avod-advertising/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eexpanded its offerings\u003c/a\u003e to biddable private marketplace deals, and introduced more ad formats and targeting and measurement capabilities. Disney+ said \u003ca href=\"https://thewaltdisneycompany.com/disney-plus-avod-advertising/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehalf of all new subscribers\u003c/a\u003e chose its ad-supported plan.\u003c/p\u003e\n\u003cp\u003e“There’s a direct relationship between share of viewing and share of advertising and share of revenue,” Brian Wieser, CFA, principal at consultancy Madison and Wall, tells \u003cem\u003eThe Current.\u003c/em\u003e “If you spend more on content, you’ll get a greater share of viewing. That alone drives viewing into streaming environments.”\u003c/p\u003e\n\u003cp\u003eMeanwhile, the worlds of linear and streaming continue to merge. With the new \u003ca href=\"https://www.thecurrent.com/disney-charter-linear-tv-streaming-disney-charter-subscriber-data\"\u003eCharter and Disney agreement\u003c/a\u003e, ad-supported Disney+ and ESPN+ subscriptions are now offered as part of cable plans, and European media powerhouse RTL enabled marketers to purchase ads programmatically across \u003ca href=\"https://www.thecurrent.com/rtl-revenue-cannes-lions-linear-tv-programmatic-advertising\"\u003eboth linear and CTV inventory\u003c/a\u003e. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003e3. More digital screens, more inventory \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eMarketers can take their pick from a slew of new digital out-of-home (DOOH) ad slots. In the past year, Outernet London, a public gallery with Ultra HD screens, has become one of London’s \u003ca href=\"https://www.timeout.com/london/news/this-surprising-place-is-now-londons-most-popular-attraction-120923\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emost popular\u003c/a\u003e tourist and brand attractions; the NYC subway system matured to \u003ca href=\"https://www.adweek.com/programmatic/programmatic-advertising-comes-to-the-new-york-subway/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eselling ads programmatically\u003c/a\u003e; Lyft launched \u003ca href=\"https://www.lyft.com/blog/posts/lyft-media-launches-in-app-advertising-across-the-lyft-app-expands-tablets\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ein-app ads\u003c/a\u003e; and screens started popping up in grocery stores all over the U.S. from companies like Grocery TV.\u003c/p\u003e\n\u003cp\u003ePerhaps one of the largest stories the DOOH space has seen in a long time is the launch of Sphere in Las Vegas, the 366-foot-high, 516-foot-wide digital screen (four football stadiums long) that is shaped exactly as its name purports. Madison Square Garden Entertainment Corp., which built the massive structure, calls it the \u003ca href=\"https://deadline.com/2023/09/msg-sphere-inside-darren-aronofsky-video-postcard-from-earth-1235544769/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elargest screen on the planet\u003c/a\u003e with the highest resolution. A number of brands — from Xbox to the NBA to Autodesk — have already experimented with designing enticing campaigns for the enormous screen, which opened to the public in September. which opened to the public in September. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=tCnNKrd9hpw","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eDOOH is also increasingly becoming more omnichannel. Take Volta, a company that operates EV charging stations with more than 5,800 digital screens in front of locations with heavy foot traffic, like grocery stores or gas stations. “When a brand is targeting across CTV, they are also able to activate that same audience across Volta and follow that consumer and do it with different messages,” says Brandt Hastings, president and CEO of Volta.\u003c/p\u003e\n\u003cp\u003eThe company now sees a billion impressions a month and works with brands like Stellantis and Dole, the latter of which saw an 8 percent sales lift in front of grocery stores across the U.S., according to Hastings. “Marketers have a myriad of choices these days, but what really matters is what stands out,” he says. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and \u003c/em\u003e\u003cem\u003eoperated\u003c/em\u003e\u003cem\u003e 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":6}},"fulfilledTimeStamp":1732411934052},"getContentData({\"slug\":\"2024-paris-olympics-programmatic-peacock-nbcuniversal\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"rLqRn-6gxMA8NSjj6NNW2","originalArgs":{"slug":"2024-paris-olympics-programmatic-peacock-nbcuniversal","token":""},"startedTimeStamp":1732411956092,"data":{"metadata":{"datePosted":"2024-03-20T12:04:00-07:00","dateCreated":"2024-03-20T11:06:19-07:00","dateUpdated":"2024-08-23T13:38:29-07:00","title":"The ‘crème de la crème’: 2024 Paris Olympics goes 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":false,"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. Credit: Peacock/NBCUniversal","horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"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.png","width":1430,"height":809,"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":5}},"fulfilledTimeStamp":1732411956145},"getContentData({\"slug\":\"5-minutes-with-instacart-jasmine-taylor-brand-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"sGOTJSYOVUQvnRoOzYz0W","originalArgs":{"slug":"5-minutes-with-instacart-jasmine-taylor-brand-marketing","token":""},"startedTimeStamp":1732412076909,"data":{"metadata":{"datePosted":"2024-08-02T09:25:00-07:00","dateCreated":"2024-07-30T14:46:33-07:00","dateUpdated":"2024-08-12T13:27:47-07:00","title":"5 Minutes with Instacart's Jasmine Taylor | The Current","description":"Taylor dishes on retail media, fixing fragmentation in media and its new AI shopping carts. Watch to see why she thinks diversity is a direct line to innovation.","image":{"alt":"5 minutes with Jasmine Taylor, Head of Consumer Marketing at Instacart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition179_5MinutesWith_JasmineTaylor_1920px_Logo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Jasmine Taylor, Head of Consumer Marketing at Instacart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition179_5MinutesWith_JasmineTaylor_1920px_Logo_v1_2024-08-02-134108_ihye.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Opinion","Premium","5 minutes with - Video page","5 minutes with - Voices page (Video section)"],"url":"https://www.thecurrent.com/5-minutes-with-instacart-jasmine-taylor-brand-marketing","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3250015,"slug":"5-minutes-with-instacart-jasmine-taylor-brand-marketing","postDate":"2024-08-02T09:25:00-07:00","heading":"5 Minutes with Instacart's Jasmine Taylor","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"5 minutes with Jasmine Taylor, Head of Consumer Marketing at Instacart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition179_5MinutesWith_JasmineTaylor_1920px_v1.gif","width":1000,"height":563,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"5 minutes with Jasmine Taylor, Head of Consumer Marketing at Instacart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition179_5MinutesWith_JasmineTaylor_1200px_v1.gif","width":800,"height":800,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=Sty--IKjUOo","captionLinkable":"\u003cfigure\u003e\u003cp\u003eSarah Kim / Getty / \u003cem\u003eThe Current\u003c/em\u003e\u003cbr /\u003e\u003c/p\u003e\u003c/figure\u003e\n\u003cp\u003e\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"5 minutes with Jasmine Taylor, Head of Consumer Marketing at Instacart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition179_5MinutesWith_JasmineTaylor_1920px_v1_2024-08-02-134156_vfme.gif","width":1000,"height":563,"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":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","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":""},{"id":3267105,"title":"5 minutes with - Voices page (Video section)","slug":"voices-videos","uri":"sections/voices-videos","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWith its deep trove of purchase data, Instacart has a direct line to consumers’ habits. And in the increasingly data-filled world of retail, that’s worth a lot.\u003c/p\u003e\n\u003cp\u003eFrom recent partnerships with \u003ca href=\"https://www.instacart.com/company/pressreleases/nbcuniversal-and-instacart-expand-strategic-partnership/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ePeacock\u003c/a\u003e, \u003ca href=\"https://www.prnewswire.com/news-releases/instacart-and-albertsons-companies-expand-partnership-nationwide-launching-pickup-services-and-convenience-delivery-in-as-fast-as-30-minutes-302210484.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAlbertsons\u003c/a\u003e, \u003ca href=\"https://www.reuters.com/business/retail-consumer/instacart-partners-with-uber-offer-food-delivery-services-customers-us-2024-05-07/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eUber\u003c/a\u003e and \u003ca href=\"https://www.instacart.com/help/section/4524023334676/27224595662100\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eThe New York Times\u003c/a\u003e, to dipping a toe into AI, Instacart is clearly filling up its shopping cart by thinking outside the aisle. With an eye toward expanding the company’s customer base, Instacart’s Head of Consumer Marketing Jasmine Taylor is mining for opportunities to merge the digital and physical worlds consumers now transverse while grocery shopping.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe Current\u003c/em\u003e’s Editor-in-Chief Stephanie Paterik sits down with Taylor to get her perspective on why retail data is a huge unlock for marketers, fixing fragmentation in media and why she thinks diversity is a direct line to innovation. \u003cbr /\u003e \u003cbr /\u003e\u003cem\u003eThe following interview has been edited for length and clarity.\u003c/em\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eOur team talks a lot about taking big swings. And I'm really curious to know what the big swing is for your team right now. What's that big, ambitious, audacious goal or project that you're working on?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eOne that I would say is the big goal for us is a project around building the brand strategy for our Caper AI. Those are our AI-powered shopping carts and really, you know, Instacart is famous now for grocery delivery, and now with our grocery technology platform, we also can serve the in-store experience for consumers.\u003c/p\u003e\n\u003cp\u003eAnd so, from a consumer marketing perspective, it's really about thinking about the narrative end to end and sharing how the magic of the cart can really make the experience that much better. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eTell me more about an AI-powered shopping cart. How would I as a shopper experience that?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eIt’s exactly what it sounds like. In stores today, there's a shopping cart and you put your things in and you go through the experience. The smart cart really is a personalized AI-powered cart where everything you put in gives you more information about what you're shopping for. It enables more discovery, it helps you find value and coupons throughout the experience. Think of it as, like, bringing a shopping assistant to the store. It's really enhancing how people shop in the grocery store. And we know in the future people are going to choose online grocery, but they're also going to go to the store, the grocery store as a magical place. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eFor a few years in retail, \u003c/strong\u003ewe've been talking about this blending of digital and physical brick-and-mortar. This is bringing that data into the physical experience? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eYes, for grocery, it's the ultimate omnichannel experience. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eLet’s\u003c/strong\u003e talk about opportunities and challenges. What do you see as the biggest challenge facing digital advertising right now?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eI would have to say fragmentation of media is the biggest challenge. Whether it’s streaming or social, there are so many streaming platforms, there are so many social platforms, and it just has intensified the fight for consumer attention.\u003c/p\u003e\n\u003cp\u003eThe biggest thing in terms of fixing or addressing that challenge is first and foremost really understanding all the different platforms, no matter how hard that is to consume and keep track of. Understanding those platforms and then making sure that no matter what the platform is, you show up in a way that's universal for the consumer. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eI’m\u003c/strong\u003e always interested to know how leaders are thinking about what’s next. So for you, how do you stay current and how do you look to what's coming up? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eOf course, as a marketer I'm consuming publications and listening to podcasts and really trying to make sure I keep a pulse there. But I would say one of the main ways that I do that is by leveraging and really listening to the voices on my team. One of the things that I'm really proud of is just how diverse Instacart's marketing team is, both from a professional and experience standpoint.\u003c/p\u003e\n\u003cp\u003eWe have people who took a very technical route in marketing, people who are extremely creative and [those] have been an agency side. And so, I'm really proud of how diverse we are from a professional standpoint, but also we come from different backgrounds and different life stages.\u003c/p\u003e\n\u003cp\u003eBeing able to listen to what people are experiencing out in the world, they're tapping into different cultural conversations and really leveraging those voices in terms of how we think about moving forward. It's been a huge unlock in terms of helping me stay fresh. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eI love the way \u003c/strong\u003eyou're thinking about diversity with a direct line to innovation. And a direct line to seeing what's next. \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eYes, it's so clear to me. There are always conversations about diversity, but when it comes to marketing, I do believe having a diverse team is really a huge unlock. Because otherwise, if you build a team and it's just folks like you, then you're just talking to other folks like you. So, it’s really core to understanding how to reach people. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat innovation do you see coming down the pike that you think is going to have the biggest impact on advertising in the next year or more?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eIt’s already here, but I would say retail media. There's just been so many more advancements as retail media is able to go off platform. I think that is really going to be the unlock for marketers. As a marketer myself, being able to really connect the dots between “What am I doing from a marketing perspective on social versus on streaming?” “Who am I reaching?” and then “What are they buying?” That whole loop is going to continue to be something that marketers really desire and need. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eLast question: W\u003c/strong\u003ehat is your hot take on media? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThere’s so much happening in the media space. But one area that is really exciting is shoppable TV. Born out of the time of call-to-order, I remember watching those commercials late at night with my grandma, to now seeing the rebirth of shoppable TV, whether it be through QR code experiences, pause ads and so on. I think it's an interesting space that's going to continue to develop. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732412076943},"getContentData({\"slug\":\"82-percent-australian-media-agencies-intend-buy-audio-ads-programmatically\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"E8zc9rZNLyltq1kWvu1Jl","originalArgs":{"slug":"82-percent-australian-media-agencies-intend-buy-audio-ads-programmatically","token":""},"startedTimeStamp":1732417141982,"data":{"metadata":{"datePosted":"2023-04-20T11:02:00-07:00","dateCreated":"2023-04-20T08:07:10-07:00","dateUpdated":"2023-06-12T12:34:41-07:00","title":"82 percent of Australian media agencies intend to buy audio ads programmatically | The Current","description":"New IAB Australia audio study reveals more media buyers are planning to purchase audio advertising programmatically this year, as more consumers move towards digital channels.","image":{"alt":"A sound wave enters headphones while being manipulated by a hand holding a dial.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AustraliaRadio_1920x1080_Logo_2023-04-20-154550_wadu.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A sound wave enters headphones while being manipulated by a hand holding a dial.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AustraliaRadio_1920x1080_Logo_2023-04-20-154553_auhi.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Emma Shepherd","themes":["The Readout","Stay up to date"],"url":"https://www.thecurrent.com/82-percent-australian-media-agencies-intend-buy-audio-ads-programmatically","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1874305,"slug":"82-percent-australian-media-agencies-intend-buy-audio-ads-programmatically","postDate":"2023-04-20T11:02:00-07:00","heading":"82 percent of Australian media agencies intend to buy audio ads programmatically","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A sound wave enters headphones while being manipulated by a hand holding a dial.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AustraliaRadio_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A sound wave enters headphones while being manipulated by a hand holding a dial.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AustraliaRadio_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A sound wave enters headphones while being manipulated by a hand holding a dial.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AustraliaRadio_1920x1080_NoLogo_2023-04-20-154546_gsps.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1709184,"slug":"emma-shepherd","fullName":"Emma Shepherd","positionTitle":null,"authorType":"staff","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":""},{"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\u003eAs consumers increasingly shift their attention towards digital audio channels such as podcasting and streaming music — this presents opportunities for advertisers to invest in this growing rapidly fragmenting market. \u003c/p\u003e\n\u003cp\u003eProgrammatic advertising in audio has become known for its ability to offer media buyers a powerful \u003ca href=\"https://adage.com/article/media/why-programmatic-audio-advances-ad-buying-experience/2426981\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eset of tools\u003c/a\u003e for optimizing the effectiveness of their ad campaigns and improving ROI. By leveraging data-driven targeting and real-time optimization — ad buyers can create more efficient and effective campaigns that deliver better results. \u003c/p\u003e\n\u003cp\u003eInterestingly — intention to buy audio advertising programmatically continues to increase — according to IAB Australia's 2023 \u003cem\u003e\u003ca href=\"https://iabaustralia.com.au/news/digital-audio-continues-to-grow-with-increased-agency-expenditure-flagged-in-2023/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAudio Advertising State of the Nation\u003c/a\u003e\u003c/em\u003e report — with 82% of media agencies — up from 64% last year — intending to buy programmatic audio advertising over the next 12 months. \u003c/p\u003e\n\u003cp\u003eFurther — the report finds that media agencies intend to buy multiple types of programmatic — up to 69% — from 51% last year — as well as a healthy increase in intention to buy on open exchanges throughout this year. \u003c/p\u003e\n\u003cp\u003eThe survey was conducted by independent research company Hoop Research Group for IAB Australia and involved 198 Australian who are decision makers or influencers in the allocation of marketing spend and either placed or planned audio advertising campaigns, and the data was collected between December 2021 to January 2022. \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe src=\"https://e.infogram.com/_/K8wxTI4Blh0g00YtAhwp?src=embed\" title=\"v1_AustraliaRadioNetworks_Dataviz\" width=\"1040\" height=\"620\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe src=\"https://e.infogram.com/_/1lSy5zEQiB2tncz0SbeX?src=embed\" title=\"v1mobile_AustraliaRadioNetworks_Dataviz\" width=\"760\" height=\"1146\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":true,"isFullBleed":false}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732417142582},"getContentData({\"slug\":\"5-minutes-with-treasury-wine-estates-ben-oliver\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"1RVSu4OTwbjc09WvNpY6o","originalArgs":{"slug":"5-minutes-with-treasury-wine-estates-ben-oliver","token":""},"startedTimeStamp":1732412114367,"data":{"metadata":{"datePosted":"2024-08-07T05:00:00-07:00","dateCreated":"2024-08-06T06:46:14-07:00","dateUpdated":"2024-08-21T14:02:57-07:00","title":"5 Minutes with Treasury Wine Estates’ Ben Oliver | The Current","description":"How Australia’s biggest wine producer is investing in premium media.","image":{"alt":"5 Minutes with Ben Oliver, Head of Media at Treasury Wine Estates.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition182_5MinsWith_BenOliver_1920x1080px_Logo_v1.png","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"5 Minutes with Ben Oliver, Head of Media at Treasury Wine Estates.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition182_5MinsWith_BenOliver_1920x1080px_Logo_v1_2024-08-06-134641_qvpg.png","width":1921,"height":1081,"isLandscape":true},"author":"Zac Wang","themes":["Opinion","5 minutes with - Voices page (Q\u0026A section)","Premium"],"url":"https://www.thecurrent.com/5-minutes-with-treasury-wine-estates-ben-oliver","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3264155,"slug":"5-minutes-with-treasury-wine-estates-ben-oliver","postDate":"2024-08-07T05:00:00-07:00","heading":"5 Minutes with Treasury Wine Estates’ Ben Oliver","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"5 Minutes with Ben Oliver, Head of Media at Treasury Wine Estates.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition182_5MinsWith_BenOliver_1920x1080px_NoLogo_v1.jpg","width":1920,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"5 Minutes with Ben Oliver, Head of Media at Treasury Wine Estates.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition182_5MinsWith_BenOliver_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eRobyn Phelps / Getty / \u003cem\u003eThe Current\u003c/em\u003e\u003c/p\u003e","previewImage":{"alt":"5 Minutes with Ben Oliver, Head of Media at Treasury Wine Estates.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition182_5MinsWith_BenOliver_1920x1080px_NoLogo_v1_2024-08-06-134906_ydly.jpg","width":1920,"height":1081,"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":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":3250899,"title":"5 minutes with - Voices page (Q\u0026A section)","slug":"5-minutes-with","uri":"sections/5-minutes-with","description":null,"themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eAs Australia’s biggest wine producer, Treasury Wine Estates boasts a cellar of a veritable who’s who of the wine world, from Australian icon Penfolds to hip 19 Crimes to Napa Valley stalwart Stags’ Leap.\u003c/p\u003e\n\u003cp\u003eWhile these labels vary in price points and target markets, they all share strong, recognizable brands that appeal to everyone from wine aficionados to casual weekend wine drinkers.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe Current \u003c/em\u003ecaught up with Ben Oliver, head of media at Treasury Wine Estates’ in-house agency, Splash, to hear what’s top of mind for one of the world’s biggest wine companies and how Oliver thinks about its media plan. \u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity. \u003c/em\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat has been the biggest opportunity you’ve captured by investing in premium media?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eFor us, it’s less about premium media and more about quality attention. After all, what is “premium” is quite subjective, although most would agree [that] you know it when you see it.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe Age\u003c/em\u003e is more “premium” than \u003cem\u003eBreitbart\u003c/em\u003e. CTV [connected TV] is more premium than YouTube. What is considered premium is measured relatively, not absolutely. Ultimately, and generally, premium media means more attention, more impact and more brand uplift.\u003c/p\u003e\n\u003cp\u003eI think, however, it’s a fallacy to say more attention is more. How much attention you need as a brand depends entirely on your brand size, category, life cycle and more. Some brands need lots of active, high-quality attention, while for others, passive attention may be sufficient.\u003c/p\u003e\n\u003cp\u003eIt should go without saying, but you get what you pay for, and, funnily enough, higher quality costs more. We need to balance out the effectiveness of high-attention media with a nuanced view of efficiency to strike that balance, and ultimately grow our brands. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eOn the other hand, what has been the biggest challenge \u003c/strong\u003eyou’ve encountered? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eWe understand there’s a balance to be had between efficiency and effectiveness with all media buys. They do trade off against one another. But many of the people we chat to see the world primarily through an effectiveness lens — in other words, CPM [cost per mille]. It’s been, and in many ways still is, a journey to get people weaned off cheap CPMs.\u003c/p\u003e\n\u003cp\u003eWhether my CPM is $2 or $200 doesn’t really matter if I’m making no impact. We are getting better at this, with brand uplift tools and MMM [mixed media modeling] now talking to effectiveness, but we need to retrain ourselves (and general marketers) about the difference between the two, and how we are driving and balancing both outcomes. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eHow are younger generations’ wine drinking habits changing, and how do\u003c/strong\u003e your media plans reflect that? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eYounger cohorts are drinking less, and less frequently, which means there’s a volume downside. In other words, we are selling less. Younger cohorts are also not driven by the same wine cues as their parents. They want different things from their alcoholic beverages. Things like history, providence, terroir — all those traditional wine cues we used to rely on — are not as important for lower-priced wines.\u003c/p\u003e\n\u003cp\u003eThe only upside is when they drink, they tend to drink higher quality, which means there is a margin upside for us. But these trends are less important in some ways than ensuring our comms are reaching as many of a category as possible.\u003c/p\u003e\n\u003cp\u003eWe see the wine universe as every Australian over the age of 18 who drinks wine once a month (and even alcohol drinkers who are about to enter the wine category). So that’s about 13.3 million Australians, more than 50% of the adult population of 20.3 million.\u003c/p\u003e\n\u003cp\u003eOur media choices have to reflect the fragmented nature of media, and ensure we are hitting various touchpoints, and reaching as many of these consumers as possible. Put simply: less data overlays, more reach and more channels. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eTreasury Wine Estates owns many iconic wine brands, available all around the world. How do you plan successfully across so many diverse markets? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eIt’s about finding the right brand for the right category, and the right product for the right consumer and occasion. In some markets, that might mean Pepperjack reds, and for others it’s Matua whites. We’ve got plenty of data to help us make those decisions about where and when we play.\u003c/p\u003e\n\u003cp\u003eWe also are very mindful, beyond brands, of how format and occasion play a role. For example, we recently brought back the “goon bags,” or wine in a bag, under the new moniker “Bagnums.” The insight here is that consumers know that once they open a normal bottle, they need to drink it fairly quickly.\u003c/p\u003e\n\u003cp\u003eA Bagnum removes that friction as it stays fresh for much longer. But with goon bags being given a bad rap, we had to reframe the product in a way that would highlight the product’s advantages while overcoming perceptions that wine in a bag is poor quality.\u003c/p\u003e\n\u003cp\u003eSimilarly, we launched wine-in-a-can to compete in the ready-to-drink space and have several wine-based cocktail products either in-market or in development. Watch out for Squealini; that’s all I’m going to say! \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":1732412114399},"getContentData({\"slug\":\"5-minutes-with-american-express-reanna-gross\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"J2cMsDQQL2tS2DODgQc32","originalArgs":{"slug":"5-minutes-with-american-express-reanna-gross","token":""},"startedTimeStamp":1732411999123,"data":{"metadata":{"datePosted":"2024-08-08T07:03:00-07:00","dateCreated":"2024-08-08T06:42:45-07:00","dateUpdated":"2024-08-12T13:27:43-07:00","title":"5 Minutes with American Express’s Reanna Gross | The Current","description":"The head of OnBrand, American Express’ internal creative agency, discusses keeping the 174-year-old brand current, personalization and making sense of data.","image":{"alt":"5 minutes with Reanna Gross, Vice President, Head of OnBrand American Express.","url":"https://www.thetradedesk.com/assets/global/GIF_1920px_5MinWith_ReannaGross_logo-ezgif.com-optimize.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Reanna Gross, Vice President, Head of OnBrand American Express.","url":"https://www.thetradedesk.com/assets/global/STILL_1920px_5MinWith_ReannaGross_logo-1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Opinion","5 minutes with - Video page","Premium","5 minutes with - Voices page (Video section)"],"url":"https://www.thecurrent.com/5-minutes-with-american-express-reanna-gross","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3268290,"slug":"5-minutes-with-american-express-reanna-gross","postDate":"2024-08-08T07:03:00-07:00","heading":"5 Minutes with American Express’s Reanna Gross","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"5 minutes with Reanna Gross, Vice President, Head of OnBrand American Express.","url":"https://www.thetradedesk.com/assets/global/GIF_1200px_5MinWith_ReannaGross_-ezgif.com-optimize.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=Rz8ji1DIaEQ","captionLinkable":"\u003cp\u003eRobyn Phelps / Getty / \u003cem\u003eThe Current\u003c/em\u003e\u003c/p\u003e","previewImage":{"alt":"5 minutes with Reanna Gross, Vice President, Head of OnBrand American Express.","url":"https://www.thetradedesk.com/assets/global/GIF_1920px_5MinWith_ReannaGross_nologo-ezgif.com-optimize_2024-08-08-134735_hfxe.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":3266713,"title":"5 minutes with - Video page","slug":"5-minutes-with-video","uri":"sections/5-minutes-with-video","description":null,"themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""},{"id":3267105,"title":"5 minutes with - Voices page (Video section)","slug":"voices-videos","uri":"sections/voices-videos","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eHow does a premier legacy brand like American Express balance honoring its 174-year legacy, while also positioning itself for the future? In her role as the head of OnBrand, American Express’s internal creative agency, Reanna Gross actively negotiates between those two things. From recent partnerships with Formula 1 — AmEx’s first new sports partnership in more than a decade — to expanding its loyalty programs to give card holders exclusive access to things like concerts, the global payment company is certainly not complacent in its heritage when it comes to its creative vision.\u003c/p\u003e\n\u003cp\u003eGross sat down with \u003cem\u003eThe Current’s\u003c/em\u003e editor-in-chief, Stephanie Paterik, to discuss what keeps her up at night, how her team makes sense of data and how her team’s natural agility helps them stay ahead of the curve on trends. \u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eWhat's the biggest challenge facing your space at the moment? \u003c/strong\u003e\u003c/h2\u003e\n\n\n\n\u003cp\u003eThis industry is so dynamic and there's so much content across so many channels that a lot of it is how you guarantee that your content is consistent and high quality, while preserving this 174-year-old brand that I have the privilege to be the steward of in the way that protects and preserves it every day. And that balance is essential. \u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eHow do you as a leader see what's coming next? I love this about creative leaders. You're tapped into culture, you're tapped into people and consumers and what they want and their experience. So how are you staying ahead of the game on that? \u003c/strong\u003e\u003c/h2\u003e\n\n\n\n\u003cp\u003eA lot of it comes with research and data, and a lot of it is just natural agility. Change, I feel, is the only constant. A mentor years and years ago [told me] that ‘when the winds of change blow, some build walls, others build windmills.’\u003c/p\u003e\n\u003cp\u003eAnd I like to think that at OnBrand, we're adapting to change and innovation so that we're being proactive to garner that power through a windmill of learning and opportunity to drive our business growth versus staying fixed like a wall.\u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eThe financial services sector and everything around money has changed so much just in the past decade. I'm curious what innovation you see coming online that you think is going to be most transformative in the next year or so? \u003c/strong\u003e\u003c/h2\u003e\n\n\n\n\n\n\u003cp\u003eFor me, it's been a lot about data. I always tell my teams, if you can measure it, you can move it. And right now, with the abundance of data and personalization, the ability for us to just work more efficiently, but also serve our customers with the right personalized content is transformational if we use it in the right way. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003ePersonalization is coming up so much lately. I'm curious what that looks like for you all. How are your customers experiencing personalization?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eA lot of that [personalization] is in terms of channel, segmentation, data and the offers that we have that are really about our brand promise of powerful backing in our customers, our communities, our colleagues. And how we could garner that trust, service, security through the right content at the right moment and the right channel. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eYou've mentioned data a few times. How do you help your team make sense of data? \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eA lot of it is: How do you inspire your colleagues with a clear agenda and mission, and then that data help them do their job better? How do you facilitate in the right way so that they're more efficient, they're creating content faster, they're able to review faster and produce?\u003c/p\u003e\n\u003cp\u003eAnd so, the ways in which we're able to collect the data and empower them to use it in the spirit of ‘you come to OnBrand and when you leave this role, you should be better than when you arrived.’ And we're going to coach and develop you, and the data and the tools we have should help you do your job as best as possible. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eFinal question for you, I'm curious to know what your hot take is on media right now? \u003c/strong\u003e\u003cbr /\u003e \u003c/h2\u003e\n\u003cp\u003eLike I said earlier, the landscape is so dynamic and changing. And I think the traditional ways we define what is above the line, middle funnel, below the line, it's blending a bit. And that's what gets me really excited also to lead OnBrand because we have the opportunity to define that white space in a way of new channels surfacing and ways we reach customers.\u003c/p\u003e\n\u003cp\u003eThat is a new frontier, and I think there's a great opportunity ahead for us to lean into that. \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":1732411999164},"getContentData({\"slug\":\"5-minutes-with-infosum-lauren-wetzel\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"O3Pki93o14IaeWvWMrTRG","originalArgs":{"slug":"5-minutes-with-infosum-lauren-wetzel","token":""},"startedTimeStamp":1732412038480,"data":{"metadata":{"datePosted":"2024-09-12T05:00:00-07:00","dateCreated":"2024-09-11T08:42:04-07:00","dateUpdated":"2024-09-11T14:15:17-07:00","title":"5 Minutes with InfoSum’s Lauren Wetzel | The Current","description":"InfoSum’s new CEO breaks down first-party data, clean rooms, why it seems like everyone is a media company these days and of course, AI.","image":{"alt":"5 minutes with Lauren Wetzel, CEO of Infosum","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_5MinutesWith_LaurenWetzel_1920x1080px_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Lauren Wetzel, CEO of Infosum","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_5MinutesWith_LaurenWetzel_1920x1080px_v1-1_2024-09-11-154259_jcka.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Opinion","5 minutes with - Voices page (Q\u0026A section)"],"url":"https://www.thecurrent.com/5-minutes-with-infosum-lauren-wetzel","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3327817,"slug":"5-minutes-with-infosum-lauren-wetzel","postDate":"2024-09-12T05:00:00-07:00","heading":"5 Minutes with InfoSum’s Lauren Wetzel","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"5 minutes with Lauren Wetzel, CEO of Infosum","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_5MinutesWith_LaurenWetzel_1920x1080px_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{"alt":"5 minutes with Lauren Wetzel, CEO of Infosum","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_5MinutesWith_LaurenWetzel_1920x1080px_NoLogo_v1_2024-09-11-155003_syrj.jpg","width":1920,"height":1080,"isLandscape":true},"featuredPreviewImage":{"alt":"5 minutes with Lauren Wetzel, CEO of Infosum","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_5MinutesWith_LaurenWetzel_1200px_Square_v1-1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eSarah Kim / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"5 minutes with Lauren Wetzel, CEO of Infosum","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_5MinutesWith_LaurenWetzel_1920x1080px_NoLogo_v1_2024-09-11-155024_ekxz.jpg","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":3250899,"title":"5 minutes with - Voices page (Q\u0026A section)","slug":"5-minutes-with","uri":"sections/5-minutes-with","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIssues like data privacy, consumer trust and solutions for signal loss are increasingly dominating digital advertising conversations, a shift that is making a company like InfoSum arguably more relevant than ever. \u003c/p\u003e\n\n\u003cp\u003eThe data collaboration platform appointed new leadership this summer, with Lauren Wetzel stepping up to succeed Brian Lesser as CEO. Wetzel, a four-year InfoSum veteran, spoke with \u003cem\u003eThe Current\u003c/em\u003e Editor-in-Chief Stephanie Paterik about first-party data, clean rooms, why it seems like everything is a media company these days and of course, AI. \u003c/p\u003e\n\n\u003cp\u003e\u003cem\u003eNote: We sat down with Wetzel days before she was named CEO of InfoSum. The following interview has been edited for length and clarity. \u003c/em\u003e\u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eLet’s\u003c/strong\u003e talk about first-party data, a topic that you are steeped in. What is on marketers’ minds right now when it comes to first-party data? Are their strategies shifting?\u003c/h2\u003e\n\u003cp\u003eIt depends on who you’re talking to, because if you’re talking to someone who’s based in Europe, who’s been under GDPR [the General Data Protection Regulation] for six years, I would say sometimes there’s a massive difference there.\u003c/p\u003e\n\u003cp\u003eBrands prioritize their consumer relationships, and recognize a consumer's first-party data as one of their greatest assets. However, they need to approach first-party data carefully. Once you mismanage data and once you lose the trust of a consumer — and by lose trust, I mean handle their data in a way that they're not going to be comfortable with—you can never get that back. \u003c/p\u003e\n\u003cp\u003eIt’s not just a CMO’s and brand team’s agenda, it’s a CEO agenda. That reputational risk of “What are you doing with my data and are you protecting it?” While there’s so many studies and examples and case studies of the performance that can come with first-party data, which is why everyone’s running toward it, you have to balance that with new technology and new stringency on “What am I collecting? Should I be collecting it? What am I doing with it? And how do I manage that?” \u003c/p\u003e\n\n\u003cp\u003eAnd so, what we constantly are educating people on is that privacy and performance aren’t at odds, and first-party data is an integral part of that. Embracing bringing your privacy teams into the meeting to evaluate technology is not going to slow you down because it’s going to set you up for success. It will drive performance. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eData clean rooms are a\u003c/strong\u003e focus of your work. How interested are brands in this right now?\u003c/h2\u003e\n\u003cp\u003eThis year more than ever. It’s a testament to it just being a topic that people care about. There are more speaker opportunities than ever, more space and I think a lot of that is because Big Technology companies are saying, “This is going to be an extension of my cloud tools.” But data clean rooms and this technology [are] not about replacing whatever came before it. \u003c/p\u003e\n\u003cp\u003eI actually got to join a roundtable at Amazon and we all talked about how the entire industry is constantly looking at it as hurdles: Here’s a new hurdle of privacy, here’s a new hurdle that’s safety about data, here’s a new hurdle of signal loss. And everything is in service of trying to replace that or fill that. I think the better way to frame it is: What can we do that we couldn’t do before with the new flavor of measurement? What’s a new product that’s out there? It’s not about just connecting these two parties; it’s about connecting four parties. \u003c/p\u003e\n\n\u003cp\u003eIt’s about embracing the fact that brands are now media networks. Chase and Uber are now growing their advertising product out in the market — how did they come into the party? I think that’s the best way to think about the tech and it’s a topic for people this year more than ever. \u003c/p\u003e\n\n\u003cp\u003eMost of the time it takes to shouting from the rooftops, losing my voice saying, “Hey, care about this.” \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eYou \u003c/strong\u003ementioned companies like Uber are getting into the media space. Several years ago, we saw brands embrace this idea from a content standpoint. Now, it seems companies are leaning into the data and advertising opportunities of their platforms as well.\u003c/h2\u003e\n\u003cp\u003eAnd it creates new channels. T-Mobile is a great example of this, as are Uber and Netflix, companies that have more first-party data that they need to bring in. I think where we come in is we can help create some level of fluidity across those marketplaces, make it easier to power that first-party data without handing over control.\u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eH\u003c/strong\u003eow are you thinking about AI from a data privacy standpoint? \u003c/h2\u003e\n\n\u003cp\u003eMy husband, who does not work in our space, has all these new AI tools which he can use for his job. He asks me all the time this exact question: “Who’s taking my data? Now [that] my company has my data, what are they going to do with it?” I think that’s the biggest question: How do you protect that data? Are you storing that data? What are you doing with that data? \u003c/p\u003e\n\n\u003cp\u003eAnd I think it’s very similar in application to data that’s been feeding advertising for quite some time, which by the way, we as an industry got so wrong. We got it so wrong at the start of advertising. It was just, oh my gosh, we want this to be more relevant and we want to be better at it, so here’s my data. \u003c/p\u003e\n\n\u003cp\u003eWe didn’t think about the consumer. Does that consumer know who this random company is? Or when a data broker trades that data on a marketplace?” Because I think we got that wrong, I like that everyone’s asking this question and so we’re coming to the table with perspectives. \u003c/p\u003e\n\n\u003cp\u003eWe’re coming to the table educating on all of the privacy technology and the right methods in the application of first-party data for advertising purposes. They should be training on how they embrace AI exactly the same. Like every company, we want to be better, faster, stronger from the tools they can provide. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"gray","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732412038511},"getContentData({\"slug\":\"39-percent-advertising-live-sports-activate-ctv-march-madness\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"1uIh7zypCH9WEaEz3XHKj","originalArgs":{"slug":"39-percent-advertising-live-sports-activate-ctv-march-madness","token":""},"startedTimeStamp":1732416789079,"data":{"metadata":{"datePosted":"2023-03-16T14:09:00-07:00","dateCreated":"2023-03-16T13:23:59-07:00","dateUpdated":"2023-05-15T14:28:59-07:00","title":"39 percent of respondents advertising during live sports plan to activate through CTV for March Madness | The Current","description":"March Madness is a hot spot for advertisers who want to reach sports enthusiasts, and connected TV (CTV) is an increasingly powerful way to find them.","image":{"alt":"A basketball swishes through a basketball hoop inset with a connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MarchMadness_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A basketball swishes through a basketball hoop inset with a connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MarchMadness_1920x1080_Logo_2023-03-16-202531_rlal.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["The Readout","The Latest"],"url":"https://www.thecurrent.com/39-percent-advertising-live-sports-activate-ctv-march-madness","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1827714,"slug":"39-percent-advertising-live-sports-activate-ctv-march-madness","postDate":"2023-03-16T14:09:00-07:00","heading":"39 percent of respondents advertising during live sports plan to activate through CTV for March Madness","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A basketball swishes through a basketball hoop inset with a connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MarchMadness_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A basketball swishes through a basketball hoop inset with a connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MarchMadness_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A basketball swishes through a basketball hoop inset with a connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MarchMadness_1920x1080_NoLogo_2023-03-16-202851_lpak.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":1726870,"title":"The Readout","slug":"the-readout","uri":"sections/the-readout","description":"Bite-size articles and infographics featuring the latest data every marketer should know.","themeHighlightColor":""},{"id":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\u003eLinear TV has long been a bastion for live sports, but new research shows that advertisers are increasingly finding their audiences on CTV. And the NCAA tourney is no exception. \u003cbr /\u003e\u003cbr /\u003eAdvertiser Perceptions and The Trade Desk Intelligence found that 39 percent of connected TV (CTV) buyers who advertise during live sports plan to leverage streaming during March Madness. That makes March Madness the third-most popular sports opportunity for CTV ad buyers, right behind the NFL regular season (42 percent) and MLS (40 percent). This marks a 5 percent jump between two waves of the survey, conducted in March 2022 and December 2022. \u003cbr /\u003e\u003cbr /\u003eMeanwhile, 28 percent of linear TV marketers surveyed who are activating against live sports plan to use traditional TV during March Madness, down 19 percentage points from the first wave of results. \u003cbr /\u003e\u003cbr /\u003eThis advertiser shift from traditional TV to streaming mirrors the audience shift happening across the typical demographic for NCAA’s big dance, as last year’s championship game set a \u003ca href=\"https://www.ncaa.com/news/basketball-men/article/2022-04-05/2022-di-mens-basketball-championship-game-sets-single-game-viewing-records\"\u003estreaming record\u003c/a\u003e. The convergence of the targeted insights streaming can provide, along with the increasing audience opportunity, bolsters predictions around live sports’ future growth in the streaming arena. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe src=\"https://e.infogram.com/_/EPSA6OvDBaHhsuCUZW84?src=embed\" title=\"v1_MarchMadness_Dataviz\" width=\"1920\" height=\"1084\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe src=\"https://e.infogram.com/_/By8Oj8FlDwXZpZG3Jdd0?src=embed\" title=\"v1mobile_MarchMadness_Dataviz\" width=\"1280\" height=\"1162\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}}],"readTime":1}},"fulfilledTimeStamp":1732416789231},"getContentData({\"slug\":\"5-minutes-with-pmg-george-popstefanov\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ooR67Yy57BgDppARhk5Yp","originalArgs":{"slug":"5-minutes-with-pmg-george-popstefanov","token":""},"startedTimeStamp":1732412076034,"data":{"metadata":{"datePosted":"2024-06-27T11:24:00-07:00","dateCreated":"2024-06-27T07:10:13-07:00","dateUpdated":"2024-08-12T13:28:00-07:00","title":"5 Minutes with PMG's George Popstefanov | The Current","description":"PMG’s founder and CEO shares his views on A.I., live sports and how streaming will become even more personalized.","image":{"alt":"5 minutes with George Popstefanov, founder and CEO of PMG.","url":"https://www.thetradedesk.com/assets/global/GIF_1920px_5MinWith_George-Popstefanov_Logo_v1.gif","width":1200,"height":675,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with George Popstefanov, founder and CEO of PMG.","url":"https://www.thetradedesk.com/assets/global/GIF_1920px_5MinWith_George-Popstefanov_Logo_v1_2024-07-09-184030_tvom.gif","width":1200,"height":675,"isLandscape":true},"author":"","themes":["Opinion","5 minutes with - Video page","5 minutes with - Voices page (Video section)"],"url":"https://www.thecurrent.com/5-minutes-with-pmg-george-popstefanov","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3191035,"slug":"5-minutes-with-pmg-george-popstefanov","postDate":"2024-06-27T11:24:00-07:00","heading":"5 Minutes with PMG's George Popstefanov","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"5 minutes with George Popstefanov, founder and CEO of PMG.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition177_5MinutesWith_GeorgePopstefanov_1200px_v1.gif","width":900,"height":900,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=vlZq4eND99E","captionLinkable":"","previewImage":{"alt":"5 minutes with George Popstefanov, founder and CEO of PMG.","url":"https://www.thetradedesk.com/assets/global/GIF_1920px_5MinWith_George-Popstefanov_v1.gif","width":1200,"height":675,"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":3266713,"title":"5 minutes with - Video page","slug":"5-minutes-with-video","uri":"sections/5-minutes-with-video","description":null,"themeHighlightColor":""},{"id":3267105,"title":"5 minutes with - Voices page (Video section)","slug":"voices-videos","uri":"sections/voices-videos","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eAI, AI, AI\u003c/p\u003e\n\u003cp\u003eIt’s all the marketing world has heard about in the past 18 months. As a serial tech entrepreneur, PMG founder and CEO George Popstefanov is excited about AI, but he wants the industry to be more disciplined and realistic in how it talks about its future.\u003c/p\u003e\n\u003cp\u003ePopstefanov sat down with \u003cem\u003eThe Current\u003c/em\u003e Editor-In-Chief Stephanie Paterik to break down PMG’s moves in the AI space, why streaming will become even more personalized and how the digital agency is growing by flipping challenges into opportunities. \u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity.\u003c/em\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eOur team talks a lot about big swings — the big project or goal you're driving for. What is that for you and your team right now? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eI don't want to start with a cliché about AI, but we are working a lot with AI in our organization. Technology is my background, and a lot of our investments are really focusing on how we can use technology through AI Actually, one of the projects we're working on right now is very specific to the media landscape, and it's about audiences.\u003c/p\u003e\n\u003cp\u003eWe believe as consumers, we've moved from a very linear, full-funnel journey to constantly bouncing across the funnel, interacting with mediums and properties and everything else. And so, one of our biggest projects right now is really trying to figure out, how do we better define audiences?\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eWe're using AI in partnership with two or three of the big publishers to really understand how consumers are behaving and really develop audiences for humans as consumers versus just audiences in the traditional sense. So, it's probably one of the projects I'm the most excited about it. I'm seeing some tremendous innovation. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cem\u003eThe Current\u003c/em\u003e ran an \u003ca href=\"https://www.thecurrent.com/marketing-funnel-exverus-media-director-data\"\u003eopinion\u003c/a\u003e piece recently that said the marketing funnel is dead, and I'm curious if you would agree or disagree with that? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eI agree with you 100%. We go into conversations constantly with current customers, prospective customers, and we have to radically change our thinking because obviously with streaming, with being constantly on the phones, always on the go, we're constantly bouncing in different stages of these considerations and purchases and everything else. And so, the one thing that is true is we have to enhance the experience. We have to authentically engage with consumers wherever they are. We cannot think in a boxed silo anymore. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat is the biggest challenge facing us in digital media right now?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThere is a lot of change. One of our values is to embrace challenges as opportunities so, I always reframe that. Inherently to me when people talk about challenges, I'll talk about them as opportunity. The thing about this industry is there is so much change that what we did yesterday is no longer relevant, which means you can be a relatively new player that comes to the industry and really make some tremendous impact in the space.\u003c/p\u003e\n\u003cp\u003eChange is driven really by technology and the proliferation in media. We’ve talked about how “TV is dead” for a very long time, but I mean look at what's happening with streaming TV. The biggest save for linear TV was sports and live events, but now if you see with the new sports partnerships, most of them are going to Apple and Amazon and Disney and Google. So even the sports, which were the true live events and maybe why you would lean into more traditional TV, now they're going to CTV. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eYou made a couple of your first acquisitions last year, one being \u003ca href=\"https://www.pmg.com/blog/pmg-acquires-camelot\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eCamelot\u003c/a\u003e. What have you learned from leaning into the CTV space?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eSome of the innovation that's coming through the pipeline with CTV, especially with Amazon, YouTube and others that Camelot’s done, and also now PMG is partnering with, is absolutely tremendous.\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003eWe have to authentically engage with consumers wherever they are. We cannot think in a boxed silo anymore.\u003c/p\u003e","caption":"George Popstefanov, founder and CEO, PMG"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cbr /\u003eWe’re entering a world where a consumer can watch their favorite show and everything else in the content and creative will be personalized based on: Is it purchasing behavior, if you’re on Amazon? Is it creative behaviors? It’s no different from what we’ve experienced in digital; it’s entering the video and streaming world. And I think that’s tremendous because I’ve always been an advocate that advertising should be additive to our industry and should enhance the consumer experience — a la educate, drive, inform, whatever it might be — and not disrupt it. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eDo you have a hot take about the industry?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eEverybody's trying to figure out how different things are going to work, especially with AI. While we should embrace innovations in technology, if we overuse that [word], we make it too buzzy. So, I would say probably a little bit more discipline from the advertising industry about how we're using the words and how we're using technology and how we communicate about technology and what it can do today.\u003c/p\u003e\n\u003cp\u003eBeing more realistic would probably be my most provocative thing I would say, because I think it's being used a lot in meetings and again, it's tremendous, but it's still early on. I think it kind of sets unfair expectations for different people across the board.\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":1732412076064},"getContentData({\"slug\":\"ad-spend-recession-general-motors-film-actor-strike-media-strategy\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Mt4cGt9WXsdYI-BGy7rWm","originalArgs":{"slug":"ad-spend-recession-general-motors-film-actor-strike-media-strategy","token":""},"startedTimeStamp":1732412089209,"data":{"metadata":{"datePosted":"2023-08-04T13:31:00-07:00","dateCreated":"2023-08-04T13:20:31-07:00","dateUpdated":"2024-08-02T12:02:09-07:00","title":"The Current Report: Major companies increase ad spend as threat of recession subsides | The Current","description":"On this episode of The Current Report we discuss the ad world's is shift in marketing approach amid changing market conditions. Plus, General Motors doubles their ad spend for Black-owned media and why supporting diverse media is a business imperative.","image":{"alt":"The Current Report, August 4, 2023","url":"https://www.thetradedesk.com/assets/global/230804_CurrentReport_16x9Thumbnail_v1_2023-08-04-202402_zigh.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Report, August 4, 2023","url":"https://www.thetradedesk.com/assets/global/230804_CurrentReport_16x9Thumbnail_v1_2023-08-04-202404_nsnn.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","The Current Report"],"url":"https://www.thecurrent.com/ad-spend-recession-general-motors-film-actor-strike-media-strategy","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2038001,"slug":"ad-spend-recession-general-motors-film-actor-strike-media-strategy","postDate":"2023-08-04T13:31:00-07:00","heading":"The Current Report: Major companies increase ad spend as threat of recession subsides","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"The Current Report, August 4, 2023","url":"https://www.thetradedesk.com/assets/global/230804_CurrentReport_16x9Thumbnail_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report, August 4, 2023","url":"https://www.thetradedesk.com/assets/global/230804_CurrentReport_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=UUVJr0LFh6s","captionLinkable":"","previewImage":{"alt":"The Current Report, August 4, 2023","url":"https://www.thetradedesk.com/assets/global/230804_CurrentReport_16x9Thumbnail_v1_2023-08-04-202353_ckzv.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":3250897,"title":"The Current Report","slug":"the-current-report","uri":"sections/the-current-report","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThis week, The Current’s senior editorial director, Kat Vesce, hosts The Current Report to discuss how the the ad world is shifting their marketing approach amid changing market conditions. Plus, General Motors doubles their ad spend for Black-owned media and their lead of diverse media strategy and investment discusses why supporting diverse media is a business imperative. In other news across the internet, Spanish-language network TelevisaUnivision reports their best upfront in a decade, and Sony delays the release of major films amid the ongoing actors’ strike.\u003cbr /\u003e\u003cbr /\u003eIf you prefer podcasts, listen to \u003cem\u003eThe Current Report \u003c/em\u003eat the link \u003ca href=\"https://podcasts.apple.com/us/podcast/the-current-report/id1691432701\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehere\u003c/a\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":1}},"fulfilledTimeStamp":1732412089248},"getContentData({\"slug\":\"5-minutes-with-rob-norman-john-donahue\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"BWwVDPGBPKiB1v06BunPl","originalArgs":{"slug":"5-minutes-with-rob-norman-john-donahue","token":""},"startedTimeStamp":1732412097741,"data":{"metadata":{"datePosted":"2024-08-01T11:24:00-07:00","dateCreated":"2024-08-01T11:14:47-07:00","dateUpdated":"2024-08-12T12:53:11-07:00","title":"5 Minutes with Rob Norman and John Donahue | The Current","description":"Two digital advertising veterans react to Google’s cookie-deprecation reversal and share how marketers should build their strategies going forward.","image":{"alt":"5 minutes with Rob Norman and John Donahue.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition181_5MinsWith_JohnDonahueandRobNorman_1920x1080px_Logo_v1-2.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Rob Norman and John Donahue.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition181_5MinsWith_JohnDonahueandRobNorman_1920x1080px_Logo_v1-2_2024-08-01-181605_tard.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Opinion","Premium","5 minutes with - 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Voices page (Q\u0026A section)","slug":"5-minutes-with","uri":"sections/5-minutes-with","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eEvolve or die. That was the message that John Donahue, partner at programmatic consultancy Up and to the Right, imparted when \u003cem\u003eThe Current\u003c/em\u003e \u003ca href=\"https://www.thecurrent.com/john-donahue-rob-norman-digital-data-identity\"\u003espoke with him\u003c/a\u003e earlier this year amid the beginning of Google’s Chrome web browser cookie deprecation. \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eNow despite Google reversing its plan completely, Donahue’s sentiment remains even more relevant, as marketers and publishers are reportedly keeping their foot on the pedal, moving still toward a \u003ca href=\"https://www.thecurrent.com/brands-publishers-google-cookieless-future\"\u003ecookieless future\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eIn a moment of rapid evolution throughout our industry, we spoke with Donahue and Rob Norman, former CEO of GroupM North America and fellow digital marketing veteran, to get more insight into this “future state” we’re moving toward and what ripple effects — if any — will come from Google’s latest decision. \u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity. \u003c/em\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eJohn, back in March, you told us that “we’re at this great precipice of ‘evolve or die.’” Now that we've seen this latest move from Google, how do you look back at that statement? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eJohn Donahue: I think it still holds. The reality is that Safari is still not allowing, especially on the iPhone, prevalent cookie data. So with them being a dominant function in the phone market in conjunction with mobile impressions being overdelivering, you're losing out on a huge percentage of the available inventory that's there.\u003c/p\u003e\n\u003cp\u003eSo even though the Google announcement pushes that Google is not going to deprecate the third-party cookie — and seems to indicate they’re going to look for a bit more forward consent or tracking permission from the users as implicit within Chrome — [that] still doesn’t change the fact that the majority of connected TV’s impressions, the majority of mobile app’s and the majority of mobile web’s, where the traffic is, is not being enriched by the third-party cookie. \u003c/p\u003e\n\u003cp\u003eSo it puts us in a position where the “evolve or die” statement still leads, because it does enable you at the majority being there it’s going to cause that same sort of one minus the majority as a numerator on the current average price of media. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eRob, if you were a marketer today, how would you build your strategy using all of the different kinds of fractured and fragmented signals that we have to deal with? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eRob Norman: Evolving means going from a current state to a future state. This one's interesting because evolving is going to be a back-to-the-future state, because advertisers always looked for leading indicators of intent. They've looked for pieces of information that suggest to them when and in what time frame people are likely to choose between two different things, make decisions and so forth.\u003c/p\u003e\n\u003cp\u003eAnd they have always used those to assemble audiences that they want to reach, to build campaigns at the right level of reach, frequency and recency to provoke those actions. And that's what they've done and that's what they're going to do again. So, they're going to look to other signals outside of the narrowly defined individual identifier in order to build that presence and their activity.\u003c/p\u003e\n\u003cp\u003eI think that what Google is doing is they’re playing catch-up a bit with Apple, [with a similar positioning as] ATT [App Tracking Transparency]. I think in doing that, they probably stave off the attention of the regulator a little bit. And we’ll see a sort of slow and lumbering process toward the same inevitable outcome that we would have had [even if] they deprecated the cookie completely. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat do you make of those comparisons to Apple? \u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eNorman: There’s a couple of aspects to it that are interesting. There’s a very contained user experience within the Apple ecosystem. People open one of the 50 or so apps that they use habitually. They have the consent choice within the app [and] they make their decision.\u003c/p\u003e\n\u003cp\u003eI think the Chrome browser experience is different. People have different kind of relationship with [the] myriad websites than they do with a select number of preferred apps in their ecosystems. People are going to see consent notices, I suspect, over and over again in the same way that you do if you experience European websites.\u003c/p\u003e\n\u003cp\u003eIt’ll be interesting to see if consumers’ sort of default behavior is to [select] “ask not to track.” And of course, it depends on how the question is asked or whether, as has happened in some other markets, people turn out not to be all that bothered. I think we’re in a little bit of a “wait and see” moment to see how that shakes out, because Google hasn’t really given us much insight into the eventual user experience. And without knowing what that is, it’s quite hard to predict what the consumer response will be. The Apple one is kind of very easy to understand and immensely predictable. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat are the moves that are going to happen next?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eDonahue: We know that something is coming that might not be as flexible as third-party cookies [and] might not be as forward and clear, to Rob’s point, on user experience…But there is a clear signal that there will be something coming.\u003c/p\u003e\n\u003cp\u003eThe cookie wasn’t really good at managing households, and it wasn’t even good at managing devices. We had to use Identity Alliance and 17 different ways to figure out how to reach a user once acknowledging that they have seven different devices. I think all these things will continue to progress, but it’s all pretty speculative until we see what that privacy czar at Google plans to do.\u003c/p\u003e\n\u003cp\u003eI think the savvy advertiser is thinking to themselves, “How do I find new ways to get audiences? How do I find new targeting tactics that are a little bit less ‘weeble wobble’ and that definitely work for me? How do I find ways to expand audiences based on insights I can garner from the first-party data?” And that may mean not using first-party data as a literal addressable seed and just doing lookalikes from it, but using it to further integrate.\u003c/p\u003e\n\u003cp\u003eSo, I think it’s going to continue to cause people to evolve in how they’re thinking about reaching the right and relevant audience from a purchaser perspective or prospective-purchaser perspective. \u003c/p\u003e\n\n\n\n\n\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eIs there anything in this overall topic that you think is missing from the conversation or not getting enough airtime?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eNorman: Within the narrow holes of the ad tech [community], X community and LinkedIn community, the initial reaction was “What are we going to talk about at conferences? Now we can’t talk about cookie deprecation?” But I think that the real truth of it is that what we’re already talking about and what we will carry on talking about is about individual identity deprecation as opposed to cookie deprecation.\u003c/p\u003e\n\u003cp\u003eAnd the conversation will bifurcate in two directions. It’ll be, one: To what degree can we expect to use individual identifiers in the future? To what degree will they be valuable even if we can use them? And if we can’t use them or shouldn’t use them, what are the other signals that we can activate in the bidstream? My guess is a slow shift away from individual identifiers despite the non-announcement about cookie deprecation and a circular shift toward other indicators intent on looking at activating those data streams in the bidstream. \u003c/p\u003e\n\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":7}},"fulfilledTimeStamp":1732412097771},"getContentData({\"slug\":\"5-minutes-with-roku-kristina-shepard-streaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"n3FZc7Nkd3WYWAJoxPJ84","originalArgs":{"slug":"5-minutes-with-roku-kristina-shepard-streaming","token":""},"startedTimeStamp":1732416338602,"data":{"metadata":{"datePosted":"2024-08-27T07:43:00-07:00","dateCreated":"2024-08-26T14:56:33-07:00","dateUpdated":"2024-08-28T11:25:32-07:00","title":"5 Minutes with Roku’s Kristina Shepard | The Current","description":"As a gateway device to streaming for 83 million users, Roku is more than simply an entertainment provider; it’s advancing advertising opportunities for marketers.","image":{"alt":"5 minutes with Kristina Shepard, Roku.","url":"https://www.thetradedesk.com/assets/global/GIF__Logo_1920px_5MinWith__KristinaShepard_Roku.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Kristina Shepard, Roku.","url":"https://www.thetradedesk.com/assets/global/Still_Logo_1920px_5MinWith__KristinaShepard_Roku-1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Opinion","5 minutes with - Video page","5 minutes with - Voices page (Video section)"],"url":"https://www.thecurrent.com/5-minutes-with-roku-kristina-shepard-streaming","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3304824,"slug":"5-minutes-with-roku-kristina-shepard-streaming","postDate":"2024-08-27T07:43:00-07:00","heading":"5 Minutes with Roku’s Kristina Shepard","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"5 minutes with Kristina Shepard, Roku.","url":"https://www.thetradedesk.com/assets/global/GIF_1200px_5MinWith__KristinaShepard_Roku.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=di6r9Y51qIU","captionLinkable":"\u003cp\u003eRobyn Phelps / Getty / \u003cem\u003eThe Current\u003c/em\u003e\u003c/p\u003e","previewImage":{"alt":"5 minutes with Kristina Shepard, Roku.","url":"https://www.thetradedesk.com/assets/global/GIF_NoLogo_1920px_5MinWith__KristinaShepard_Roku.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":3266713,"title":"5 minutes with - Video page","slug":"5-minutes-with-video","uri":"sections/5-minutes-with-video","description":null,"themeHighlightColor":""},{"id":3267105,"title":"5 minutes with - Voices page (Video section)","slug":"voices-videos","uri":"sections/voices-videos","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eRoku holds a strong place within the changing TV environment. Its platform is the gateway for 83 million active accounts to watch various streaming platforms, while also being a leading entertainment provider itself with The Roku Channel, its free ad-supported streaming television platform. The Roku Channel, already one of the most popular streaming services in terms of usage, recently branched into broadcasting major professional live sports after partnering with the MLB.\u003c/p\u003e\n\u003cp\u003eThat scale and optionality is providing a tremendous space for Roku to open up for more advertisers. Kristina Shepard, Roku’s VP of global advertising sales and partnerships, sat down with \u003cem\u003eThe Current\u003c/em\u003e Editor-in-Chief Stephanie Paterik to talk about expanding Roku’s advertising operations, why she thinks all TV in the future will be streamed and the TV experience that Gen Z expects to have. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eWhat’s your “big swing,” or big ambitious project, that you or your team are working on right now? \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eI would say, for Roku right now, the two biggest priorities are both being interoperable as well as innovating the home screen. We’re very excited about being excellent in programmatic and allowing customers to purchase from us however they want. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eWhat’s the benefit of opening up and connecting with partners? \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eRoku is the No. 1 streaming platform. We have half the broadband households [in the U.S.] and something we want to make sure we can do as the largest, most-scaled platform is empower streaming as an entire channel to be one of the most strategic channels that there is for marketers.\u003c/p\u003e\n\u003cp\u003eAnd in order to do that, we need to break down walled gardens and be able to share the data so that brands can see how performant streaming can be. I think our vision has always been that all TV will be streamed and therefore all TV ads will be streamed. And with that in mind, we know that it has to perform.\u003c/p\u003e\n\n\u003cp\u003eWe believe that [advertising on] streaming can be the best of TV, the best of digital, the best of social altogether in one. It has the beauty of television, it’s on the largest screen, but also has the digital infrastructure here to enable all of the targeting, measurement, [and] interactivity that brands and consumers want and expect. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eYou mentioned innovation on the home screen, and I would love to go in deeper on that. What is the biggest innovation that you see coming that’s going to change your business? \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eBeing the platform [and] owning the streamer’s entire journey is a unique competitive advantage for Roku. The platform controls the experience, from power on to off, and it’s the first thing that any viewer sees when they turn on their TV. And so, what we want to make sure of is that we can now immerse marketers within the streamer’s journey to follow them wherever they might be.\u003c/p\u003e\n\u003cp\u003eAnd that’s both a benefit to the advertiser but also a benefit to the consumer. There are very different viewing patterns on streaming than there are on linear, which is awesome and fun. And we have created ad units from the genesis of our platform that enable a more unique ad experience. We want to continue to innovate there and have more non-endemic, big Fortune 500 brands have access to the home screen in a more unique way.\u003c/p\u003e\n\n\u003cp\u003eAbout a year ago we rolled out Roku City. From an advertiser perspective, Roku City is one of the largest digital downtowns and it is a world in and of itself. It’s really fun for consumers because it’s built out. It has the purple hue that they know and love about Roku. It has little entertainment Easter eggs, and people actually watch it.\u003c/p\u003e\n\n\u003cp\u003eAbout 85% of Roku viewers sit and watch Roku City as if it’s content. About a year ago, we released it as an ad product and are selling real estate, as we like to say, within Roku City. And McDonald’s was the first brand to take advantage.\u003c/p\u003e\n\n\u003cp\u003eSince then, we’ve seen brands from all categories take advantage. Paramount built out what we call a Roku City neighborhood, brought all of their IP [intellectual property] in. And so \u003cem\u003eYellowstone \u003c/em\u003eand \u003cem\u003eSpongeBob\u003c/em\u003e and Nickelodeon had this really fun, whimsical experience that the viewer could enjoy.\u003c/p\u003e\n\n\u003cp\u003eWe see that different generations now expect different things from TV. About 40% of Gen Z actually expects to engage and interact with their TV screens, which is a much different user behavior than ever existed before.\u003c/p\u003e\n\n\u003cp\u003eHaving this immersive kind of component to the streaming journey has been really well received. It’s a great opportunity for brands to have a two-way conversation. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eLet’s talk challenges and opportunities. What is the biggest challenge you see facing the industry right now? \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eI would say it’s fragmentation. Again, the user behavior within streaming is so much different. There’s so much choice. And this is why the home screen innovation is so important. We find that it takes the average viewer about 11 minutes to find what they want to watch. There are 14,000 channels. The content catalogs within these streaming channels are so robust and consumers just don’t know what they want to watch.\u003c/p\u003e\n\u003cp\u003eAnd from an advertising perspective, if there’s all of those channels, how are you going to buy all of them to amass and accumulate reach? And what we find is a lot of those channels don’t get consistent viewership.\u003c/p\u003e\n\n\u003cp\u003eSo, if you think about some of the biggest channels on our platform, someone might only open them 4 days to 8 days out of the month. People are turning on their Roku device, on average, 23 days a month. So, we’re that consistent vehicle to accumulate that reach.\u003c/p\u003e\n\n\u003cp\u003eAnd we’re also seeing a trend such as serial churning, which I don’t think is a surprise to anyone. There’s so much bingeable content, someone might sign up for a channel, binge-watch a show, and then cancel it immediately and then move on to the next. And they might not watch that channel or sign up for it for six months.\u003c/p\u003e\n\n\u003cp\u003eSo that’s the really quick, fast-moving trend that marketers have to react to. And so, I think they’re frustrated by the lack of cohesion. Even from a measurement perspective, from a targeting perspective, each partner is enabling different targeting and different measurement.\u003c/p\u003e\n\n\u003cp\u003eWe can build that quick reach for brands in a really meaningful way. And then by sharing and passing data, we’re making it interoperable so that they can de-fragment their media buys. \u003c/p\u003e\n\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":6}},"fulfilledTimeStamp":1732416338681},"getContentData({\"slug\":\"6-questions-with-tom-kershaw-magnite\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"RkVuzFcZIHwxqFdCeWIAb","originalArgs":{"slug":"6-questions-with-tom-kershaw-magnite","token":""},"startedTimeStamp":1732412153284,"data":{"metadata":{"datePosted":"2020-11-20T09:47:00-08:00","dateCreated":"2020-11-20T09:51:46-08:00","dateUpdated":"2023-03-16T12:28:25-07:00","title":"6 Questions with Tom Kershaw, Magnite | The Current","description":"Magnite’s Tom Kershaw, on Unified ID 2.0: “Everything about the approach — community, collaboration and comprehensiveness — makes us feel that this is by far the best option for the industry.”","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/InsightsHub_Magnite_UID_Thumbnail_logo_1920x1080.jpg","width":4001,"height":2251,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/InsightsHub_Magnite_UID_Thumbnail_nologo_1920x1080.jpg","width":4001,"height":2251,"isLandscape":true},"author":"","themes":["Office Hours"],"url":"https://www.thecurrent.com/6-questions-with-tom-kershaw-magnite","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":316872,"slug":"6-questions-with-tom-kershaw-magnite","postDate":"2020-11-20T09:47:00-08:00","heading":"6 Questions with Tom Kershaw, Magnite","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/InsightsHub_Magnite_UID_Thumbnail_nologo_1920x1080.jpg","width":4001,"height":2251,"isLandscape":true},"authors":[],"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\u003e\u003cstrong\u003eHere’s why Magnite has endorsed the open-source, interoperable identity solution, Unified ID 2.0.\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eOne of the world’s largest independent sell-side platforms, Magnite, is endorsing UID 2.0 to help drive adoption of the open-source identity initiative for publishers. It’s a solution that supersedes the use of third-party cookies, which are being phased out, and will give publishers and consumers more choice and more control.\u003c/p\u003e\n\u003cp\u003eWe spoke with Tom Kershaw, the CTO of Magnite, about why UID 2.0 is a massive upgrade from the existing regime, and why coordination and collaboration between publishers is critical.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"RichText","content":{"copy":"\u003cblockquote\u003e\u003cem\u003e“Everything about the approach — community, collaboration and comprehensiveness — makes us feel that this is by far the best option for the industry.”\u003c/em\u003e\u003c/blockquote\u003e"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cstrong\u003eYou announced that you're endorsing UID 2.0 in order to create a “common transaction fabric \u003c/strong\u003e\u003cstrong\u003efor digital advertising,” would you explain to our audience what that means exactly — in plain English?\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIt means having an agreed, collaborative approach to how we handle identity up and down the ecosystem, from a buyer to a DSP to an SSP to a publisher and all of the measurements and fraud control players in the middle who participate in the transaction. Fragmentation of identity is not going to help the industry as we move forward, against much bigger walled-garden-based solutions. It gives consumers choice, it gives publishers control of the process of capturing that choice, and develops a common set of plumbing for whoever receives each ID. And critically, it acknowledges the need for governance, for control and for assurances that these IDs are treated with the sanctity and the importance they deserve. Everything about the approach — community, collaboration and comprehensiveness — makes us feel that this is by far the best option for the industry.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eCan you give me one significant area where UID 2.0 is a huge improvement on cookies and why that is important?\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eCookies are placed on users’ browsers without their knowledge. UID is volunteered by the user, based on a dialogue with the publisher with an understanding of how the Internet works. One of these methods is done without the user’s knowledge or control, the other is done with full knowledge and consent of that user. The differences between those things cannot be overstated.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWe’re at an inflection point, it seems, where the value exchange of the internet is being renegotiated between publishers, marketers and consumers. What are the best practice ideas to explain the concept to users, to develop the scale that a Google or a Facebook has achieved?\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e[Some] publishers have developed very simple ways of explaining the value exchange. The way they explained it was we need to pay our reporters so they can write the articles you're reading; we need to pay our photographers so they can take the photos that you're viewing; we need to pay our camera crews so they can film the television show you're enjoying. That is really crisp, succinct way of explaining to users how the internet works and giving them choice to participate. You can access content with your wallet by paying with money, or you can access content with your time by paying with your eyeballs. It's your choice. That's a really clean way of explaining that. We need to build on that and scale that much better than we did in the past. The lesson is simple: concise, open, and honest.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAre there sticking points right now to achieving this massive scale adoption that we need?\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eLack of consistency is the single biggest pitfall that we have. That's why UID 2.0 is so important because it standardizes this approach and has publishers work together to deliver a consistent message. Let's make sure that when you go to the 20th website, the explanation you get is the same as it was in the 19th, the 18th or the 17th. If we can do that and standardize that, the chances of users opting in to this new system and this new Internet regime are much higher.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eIs this call to action for publishers what you might call a no brainer for publishers? Or is there education that needs to happen around this moment?\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIt’s not a no brainer. I think publishers need to understand not only that they should do this, but how to do it. If we can get publishers to say, ‘Hey, this is what I tried, it worked, or didn't work,’ and collaborate across the publisher community as a group, I think that we can move past this ‘How do we do it?’ question and get to execution. So, I think that the coordination is really critical to get publishers to act. They all know they need to do it. They just need help executing,\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhere are we now along the timeline toward building an open eco-system that will make the internet a better experience for everyone? (Google will end third-party cookies by 2022).\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIt's probably going to come down to the wire to some extent, but we're going to get there. There's a lot of work to be done in a short amount of time. There are a lot of different pieces to this, whether it’s publishers, SSPs or DSPs, and all the other parts of the ecosystem. Coordination, collaboration and process is critical. We can't afford to waste any time. The clock is ticking here but if we coordinate our activities together as an industry, there’s no stopping us reaching the goal of getting to a better Internet than we have today.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThis interview has been edited for clarity and brevity.\u003c/em\u003e\u003c/p\u003e"}}],"readTime":5}},"fulfilledTimeStamp":1732412153313},"getContentData({\"slug\":\"a-tale-of-two-halves-how-marketers-spent-a-record-breaking-140-billion-on-digital-advertising-in-2020\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"OoyaLJz6YQ_a1iO9HzoSe","originalArgs":{"slug":"a-tale-of-two-halves-how-marketers-spent-a-record-breaking-140-billion-on-digital-advertising-in-2020","token":""},"startedTimeStamp":1732412156404,"data":{"metadata":{"datePosted":"2021-04-14T08:23:00-07:00","dateCreated":"2021-04-15T05:34:03-07:00","dateUpdated":"2023-03-16T12:23:31-07:00","title":"A tale of two halves: How marketers spent a record-breaking $140 billion on digital advertising in 2020 | The Current","description":"‘The second half was a wholly different game’ as advertisers spent a record-breaking $81 billion during the back half of 2020","image":{"alt":"An abstract image of three people holding different shapes in front of a white board.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CTV_IBA_logo_1920x1080.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"An abstract image of three people holding different shapes in front of a white board.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CTV_IBA_logo_1920x1080.jpg","width":1920,"height":1080,"isLandscape":true},"author":"George P. Slefo","themes":["Marketing Strategy","The Latest"],"url":"https://www.thecurrent.com/a-tale-of-two-halves-how-marketers-spent-a-record-breaking-140-billion-on-digital-advertising-in-2020","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":535443,"slug":"a-tale-of-two-halves-how-marketers-spent-a-record-breaking-140-billion-on-digital-advertising-in-2020","postDate":"2021-04-14T08:23:00-07:00","heading":"A tale of two halves: How marketers spent a record-breaking $140 billion on digital advertising in 2020","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"An abstract image of three people holding different shapes in front of a white board.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CTV_IBA_nologo_1920x1080.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"An abstract image of three people holding different shapes in front of a white board.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_CTV_IBA_nologo_1920x1080.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508882,"slug":"george-p-slefo","fullName":"George P. Slefo","positionTitle":null,"authorType":"contributor","featuredImage":null,"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":""},{"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":"\u003ch4\u003e'The second half was a wholly different game’ as advertisers spent a record-breaking $81 billion during the final six months of 2020 \u003cbr /\u003e\u003c/h4\u003e\n\u003cp\u003eDigital advertising proved resilient despite the industry coming to a near halt amid growing concern over the Covid-19 pandemic during the first half of 2020. A record-breaking fourth quarter coupled with growth in emerging channels such as connected TV pushed U.S. digital ad revenues to $140 billion in 2020, a 12 percent upswing year-over-year, according to a report commissioned by the Interactive Advertising Bureau and conducted by PwC.  \u003c/p\u003e\n\u003cp\u003eThe IAB’s report — which has long served as the industry’s unofficial bellwether in gauging trends within digital advertising — reveals which channels buyers leaned on most following a tumultuous year in advertising. Buyer behaviors have evolved from making long-term, large investments in media to nimbler, more agile strategies that allow marketers to redirect their ad spend and pivot their messaging on the fly, the IAB says. Those behaviors are likely to stay, according to the trade body, which adds that channels such as programmatic and CTV are poised for even further growth.  \u003c/p\u003e\n\u003cp\u003e“Watching football is like watching two different games,” Sue Hogan, senior VP of research and measurement at the IAB, told \u003cem\u003eThe Current.\u003c/em\u003e “And I feel that way about last year, where the second-half was a wholly different game.”   \u003c/p\u003e\n\u003cp\u003eHogan emphasized that while there were \u003ca href=\"https://adage.com/article/digital/more-third-media-buyers-and-brands-have-now-paused-ad-spend-iab-report/2253381\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea lot of cancelations\u003c/a\u003e during the first half of last year, buyers eventually started pouring more money into marketing during the holiday season and 2020 elections. “I think there was also a ‘use it or lose it’ budget scenario,” she added.   \u003c/p\u003e\n\u003cp\u003eAd spend came to a near standstill during the second quarter of 2020, with revenues seeing a rare decline of 5.2 percent year-over-year. Global GDP also fell 3.5 percent, marking its worst performance since the Great Depression. Spending confidence and economic activity, meanwhile, were also impacted. Although marketers initially paused their ad spend to rethink their messaging and overall strategy, they came roaring back during the final six months of 2020 — spending a record-breaking $81 billion, or 58 percent of all U.S. digital ad revenue for the 2020 calendar year.  \u003c/p\u003e\n\u003cp\u003eChannels such as programmatic and CTV were areas where digital advertising actually grew despite the pandemic, says Hogan. Overall, programmatic saw revenues of $71 billion last year, a 25 percent upswing when compared to the previous year. Hogan says retailers entering the programmatic arena are also adding to the channel’s bottom line, as it enables buyers to measure their ad spend directly to business outcomes.  \u003c/p\u003e\n\u003cp\u003e“There’s no question that last year we saw the Walmarts, Targets, come out \u003ca href=\"https://www.cnbc.com/2021/01/28/walmart-partners-with-the-trade-desk-for-ads-business-.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ein a really big way and lean into programmatic\u003c/a\u003e,” says Hogan. “While retail media has been going on for a long time, those guys made it big last year.” \u003cbr /\u003e\u003cstrong\u003e\u003cbr /\u003eMarketers tune into CTV \u003c/strong\u003e\u003c/p\u003e\n\n\u003cp\u003e“Digital video,” which includes revenue from CTV, saw revenues of $26 billion in 2020, a 21 percent increase from the previous year. Interestingly, the uptick arrives following a 12 percent decline in linear TV ad revenues.  \u003c/p\u003e\n\u003cp\u003eDigital video also saw the most growth in revenue share of all channels and accounted for roughly 19 percent of all total internet advertising, the IAB says. The trade body does not break out CTV revenue separately.  \u003c/p\u003e\n\u003cp\u003eHogan highlights the potential of commerce as an area that can further fuel CTV’s growth. “Once 5G and augmented reality see greater adoption then commerce will see better ways to engage and transact through CTV or streaming,” she says. “There is going to be a giant link between video and ecommerce.”  \u003c/p\u003e\n\u003cp\u003eOther notable insights from the IAB’s report include digital audio, which saw a 13 percent year-over-year revenue increase, or nearly $3.1 billion; 7 out of every 10 digital ad dollars are now spent on mobile; and more than 67 percent of ad spend shifted toward performance marketing versus other models such as a CPM, or cost per thousand impressions.  \u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1732412156435},"getAuthorData({\"slug\":\"john-mcdermott.svg\",\"token\":\"\"})":{"status":"rejected","endpointName":"getAuthorData","requestId":"PZo5uB6G1YXnmrtpAeszY","originalArgs":{"slug":"john-mcdermott.svg","token":""},"startedTimeStamp":1732412108052,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an Author with slug john-mcdermott.svg","code":0,"status":404}}},"getContentData({\"slug\":\"ad-buyers-expect-newfronts-and-upfronts-to-merge-says-iab-ceo\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"uzbyCX8ZyobmpW5RGcGur","originalArgs":{"slug":"ad-buyers-expect-newfronts-and-upfronts-to-merge-says-iab-ceo","token":""},"startedTimeStamp":1732412173030,"data":{"metadata":{"datePosted":"2022-05-05T06:00:00-07:00","dateCreated":"2022-05-04T11:42:15-07:00","dateUpdated":"2023-03-16T11:47:49-07:00","title":"IAB CEO: Ad buyers expect NewFronts and upfronts to merge | The Current","description":"The IAB estimates advertisers will spend nearly $49 billion on digital video this year","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition68_Newfronts_1920x1080_FacebookMetadata_v1sm.gif","width":1000,"height":563,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition68_Newfronts_1920x1080_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming","The Latest"],"url":"https://www.thecurrent.com/ad-buyers-expect-newfronts-and-upfronts-to-merge-says-iab-ceo","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1224447,"slug":"ad-buyers-expect-newfronts-and-upfronts-to-merge-says-iab-ceo","postDate":"2022-05-05T06:00:00-07:00","heading":"IAB CEO: Ad buyers expect NewFronts and upfronts to merge","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition68_Newfronts_1920x1080_FeaturedImage_v1.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_Edition68_Newfronts_1920x1080_PreviewImage_v1sm.gif","width":1000,"height":563,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":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\u003eStreaming TV is seeing massive gains as consumers shift their viewing behaviors, perhaps much faster than the industry may have anticipated, according to a new \u003ca href=\"https://www.iab.com/wp-content/uploads/2022/04/IAB_Video_Ad_Spend_Report_2022.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e released by the Interactive Advertising Bureau (IAB) during the 2022 NewFronts. \u003c/p\u003e\n\u003cp\u003eThe IAB estimates advertisers will spend nearly $49 billion on digital video this year, a 26 percent upswing year-over-year. Linear TV, meanwhile, is estimated to capture \u003ca href=\"https://www.emarketer.com/content/has-tv-ad-spending-hit-its-peak-us\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$68 billion in U.S. ad spend\u003c/a\u003e this year, with double-digit declines expected over the next four years. IAB CEO David Cohen believes we are going full steam ahead into the digital future. \u003c/p\u003e\n\u003cp\u003e“The future of video will be streamed. There is no doubt in my mind that is going to happen,” Cohen tells \u003cem\u003eThe Current\u003c/em\u003e. “It’s only a matter, between now and then, of how much more the industry will evolve.” \u003c/p\u003e\n\n\u003cp\u003eThe report highlights how digital video, and especially connected TV (CTV), is emerging as an area where the future of identity may be forged, as the majority of advertisers plan to shift spend to CTV as cookies disappear. The “2021 Video Ad Spend \u0026amp; 2022 Outlook” report surveyed 406 video buyers across agencies and brands from February 2021 to March 2022 to better understand the latest market trends. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eConnected TV surges\u003c/strong\u003e \u003cbr /\u003eDigital video’s staggering growth underscores how quickly marketers are shifting their budgets toward channels with data-driven capabilities, such as CTV. In fact, CTV, which the IAB breaks out separately from digital video, saw advertising revenues jump 39 percent, to $21 billion this year, the IAB report found. \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eThis acceleration into CTV has many buyers preparing for a converged linear and CTV market, which could ease management of cross-platform and cross-channel video buys, the IAB says. Nearly 15 years after the NewFronts started, Cohen predicts the NewFronts and upfronts will ultimately merge into a single event. \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e“This is going to be one video market,” Cohen says. “There is no need for the time and effort of separating them. It’s kind of a fallacy today and it will certainly be a fallacy in the future.” \u003cbr /\u003e\u003c/p\u003e\n\n\n\u003cp\u003eThe IAB report revealed CTV’s biggest advantages for buyers are data usage, increased transparency, and no reliance on third-party cookies. Over 70 percent of video buyers surveyed are planning to fund their move away from third-party cookies by reallocating money from linear TV to CTV, according to the report. \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eThe pandemic has also quickly accelerated the shift to digital and streaming. Not only are consumers cutting the cable cord at a record pace, but HBO Max, Peacock, and Discovery+ have all launched streaming platforms since 2020, with CBS All Access rebranding to Paramount+ following its merger with Viacom. \u003cbr /\u003e\u003cbr /\u003eIAB’s report found nearly 90 percent of ad buyers believe linear and CTV will merge into one marketplace in the future. Two in three linear TV/digital video buyers surveyed already have a single planning team for the two channels. \u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eIndustry challenges\u003c/strong\u003e \u003cbr /\u003eStill, advertisers are trying to catch up to consumer habits. The report points out that although consumers spent 36 percent of their time watching CTV, only 18 percent of total ad dollars are being spent on the channel. \u003cbr /\u003e\u003cbr /\u003eIAB’s report revealed measuring reach across platforms and publishers is the biggest challenge video buyers say they’re facing. “Fragmentation continues to be the Achilles’ heel for buyers,” says Eric John, vice president of IAB Media Center. \u003c/p\u003e\n\n\u003cp\u003eCohen, the IAB CEO, sees how the complexity of fragmentation may become a strength. “In digital, for better or for worse, our personalization and our customization opportunities are enormous. The number of different partners selling inventory is enormous. It’s just more difficult to transact that same level and volume of activity as you are in the linear television space,” he says. “Over time that will get easier.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","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":{"submitLabel":null,"fallbackText":null},"tagline":"Subscribe to The Current"}}],"readTime":4}},"fulfilledTimeStamp":1732412173061},"getContentData({\"slug\":\"advertisers-post-election-divide-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"TX11B4d3NLsNc2BcZ9mXD","originalArgs":{"slug":"advertisers-post-election-divide-marketing","token":""},"startedTimeStamp":1732412235328,"data":{"metadata":{"datePosted":"2024-11-15T05:00:00-08:00","dateCreated":"2024-11-14T06:57:15-08:00","dateUpdated":"2024-11-19T07:18:29-08:00","title":"U.S. marketers latest challenge: Landing a campaign message in a divided culture | The Current","description":"After one of the most divisive elections is U.S. history, brands should embrace the change, not avoid it.","image":{"alt":"Two hands holding blue and red can phones to their ears, with the string tied together in the middle","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_MarketingAcrossPoliticalDivide_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Two hands holding blue and red can phones to their ears, with the string tied together in the middle.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_MarketingAcrossPoliticalDivide_1920x1080px_Logo_v1_2024-11-14-150042_btvg.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Stokel-Walker ","themes":["Political","Marketing Strategy"],"url":"https://www.thecurrent.com/advertisers-post-election-divide-marketing","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3349997,"slug":"advertisers-post-election-divide-marketing","postDate":"2024-11-15T05:00:00-08:00","heading":"U.S. marketers latest challenge: Landing a campaign message in a divided culture","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Two hands holding blue and red can phones to their ears, with the string tied together in the middle.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_MarketingAcrossPoliticalDivide_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Two hands holding blue and red can phones to their ears, with the string tied together in the middle.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_MarketingAcrossPoliticalDivide_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Two hands holding blue and red can phones to their ears, with the string tied together in the middle..","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_MarketingAcrossPoliticalDivide_1920x1080px_NoLogo_v1_2024-11-14-150103_qoxs.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":2091355,"slug":"chris-stokel-walker","fullName":"Chris Stokel-Walker ","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"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":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\u003eThe votes are in: Come January, former President Donald Trump will return to the White House and oversee an America that is deeply divided. The 2024 U.S. presidential campaign will likely be seen as one of the most fractious in history, leaving the country to wonder what’s next.\u003c/p\u003e\n\u003cp\u003eThe \u003ca href=\"https://www.bbc.co.uk/news/election/2024/us/results\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e closeness of the popular vote\u003c/a\u003e highlights just how split the country is. Yet the scale of Trump’s win — 312 electoral college votes to Harris’s 226 — also suggests a clean break from what’s gone before and a broader change in people’s perceptions, says J. Walker Smith, consulting knowledge lead at Kantar. The vote was an indication, he believes, that people want to restore control over areas that worried them. “Chief among these is the economy and household perceptions of affordability,” he says. “Immigration, of course. But also, culture.”\u003c/p\u003e\n\u003cp\u003eAdvertisers may be asking themselves how they should show up in a society that’s culturally divided. “The ongoing micro-fragmentation of lifestyles has diminished our sense of a shared culture, and however much we disagree about how best to recover it, there is clearly a widespread desire to recapture it,” says Walker Smith. “Brands that deliver consistent, functionally reliable, stress-free, universally accessible experiences in the midst of this whirlwind of change and instability will find receptive audiences.”\u003c/p\u003e\n\u003cp\u003eHowever, it’s important that brands don’t leap too eagerly into the breach, cautions Craig Elimeliah, chief creative officer at Code and Theory, a New York-based creative agency. “The role of a brand now is to be a steady, authentic presence that respects the moment without pandering to it,” he says.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eElimeliah says that it’s not possible, in a country where some are eagerly anticipating and others are dreading January’s administration change, to pithily sum up the plurality and complexity of the United States into a single campaign message.\u003c/p\u003e\n\u003cp\u003e“In 2016 and 2020, brands either played it safe or went bold on divisive issues,” says Elimeliah. “But today, consumers are smarter, more skeptical, and less patient with empty gestures. This time, brands need to be genuinely purposeful; people can smell inauthenticity a mile away.”\u003c/p\u003e\n\u003cp\u003eIn these early post-election days, brands might want to hold off on making any claims about uniting the country and instead reflect on how others have historically handled previous times of political tension.\u003c/p\u003e\n\u003cp\u003eElimeliah points to 2022, when the LEGO Foundation donated \u003ca href=\"https://www.lego.com/en-us/aboutus/news/2022/february/lego-foundation-donation-mri?locale=en-us\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eMRI scanner kits\u003c/a\u003e to hospitals to put child patients at ease around experiencing the real-life medical diagnostic tool. He also notes ads that have appealed to human decency — such as Iceland’s “OutHorse Your Email” campaign, which lightheartedly acknowledges the work-life balance challenges that many Americans feel — also work well because it ducks politics and gets to the heart of universal human truths.\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/kbfD_lX1Tog?si=Jth9kuAg4wUABN-r\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/kbfD_lX1Tog?si=Jth9kuAg4wUABN-r\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":true,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eHe believes a successful playbook appreciates that and instead aims to “stay true, stay relevant and differentiate authentically.” It’s an approach that Liquid Death CEO Mike Cessario \u003ca href=\"https://www.linkedin.com/posts/mikecessario_in-modern-hyper-connected-society-marketing-activity-7259939334068330498-0S7r/?utm_source=share\u0026amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehas called\u003c/a\u003e “cultural strategy,” of understanding how people are thinking, feeling, and wanting outside your immediate political and social circle.\u003c/p\u003e\n\u003cp\u003eOne thing that the deep political divide this election cycle has made clear is that brands should be much more cautious about their messaging for fear of a misstep. “The vibes on social media when brands dip into politics or culture wars are almost always a combination of cringe and divisive outrage,” says Nathan Allebach, social media lead at Ramp, who formerly oversaw Steak-umm’s hugely popular social media presence during previous presidential campaigns. \u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e\"Brands need to be genuinely purposeful; people can smell inauthenticity a mile away.” \u003c/p\u003e","caption":"Craig Elimeliah, chief creative officer, Code and Theory"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe negative conservative reaction to Bud Light \u003ca href=\"https://www.bbc.co.uk/news/business-66398296\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehighlighting a trans influencer\u003c/a\u003e in one of its advertising campaigns highlights how difficult it can be to take a stand on any divisive issue. Unilever was also criticized for taking social stances in its product campaigns, with \u003ca href=\"https://www.prweek.com/article/1737343/unilever-lost-plot-sustainability-messaging-says-major-shareholder\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eone investor saying\u003c/a\u003e, “A company which feels it has to define the purpose of Hellmann’s mayonnaise has, in our view, clearly lost the plot.”\u003c/p\u003e\n\u003cp\u003e“Most people online get fed plenty of politics already, so they often look to brands for escapism into entertainment and the like,” says Allebach. “Coming out of 2020, I think most brands have learned to stay in their lane in fear of failing to ‘read the room.’”\u003c/p\u003e\n\u003cp\u003eThat year proved to be a learning moment for advertisers. “Brands on every corner of every industry were making statements around Black Lives Matter and COVID,” says Allebach. “But the vast majority of them eventually learned this was a mistake, as they had to pivot their content in awkward ways, creating tensions with their audiences as these issues devolved into polarizing culture wars.”\u003c/p\u003e\n\u003cp\u003eThat doesn’t mean brands need to shy away from any kind of social stance or commentary. It’s just that they need to recognize the moment the country is in and acknowledge that there has been a shift, and people need time to adjust. Grand proclamations or attempts to provoke with cheeky creative or irony-laden taglines may be best left for a time when the country is more settled politically.\u003c/p\u003e\n\u003cp\u003e“The world has changed, and brands that succeed will embrace that change, not avoid it,” claims Elimeliah. “Move forward with purpose, acknowledge the shifts and engage people in ways that speak to their lived experiences, not just their wallets.” \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":1732412235358},"getContentData({\"slug\":\"advertisers-can-score-big-during-this-years-fifa-world-cup\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"GirVr4zUAOAadeVkOeEvP","originalArgs":{"slug":"advertisers-can-score-big-during-this-years-fifa-world-cup","token":""},"startedTimeStamp":1732412182890,"data":{"metadata":{"datePosted":"2022-07-27T08:59:00-07:00","dateCreated":"2022-07-27T08:59:11-07:00","dateUpdated":"2023-03-01T04:46:12-08:00","title":"Advertisers can score big during this year’s FIFA World Cup | The Current","description":"Streaming viewers for the tournament are expected to double in large countries","image":{"alt":"A white outline of a TV shows a soccer ball with a play button on it. A soccer goalies hands catch the ball on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition80_World-Cup-Survey_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A white outline of a TV shows a soccer ball with a play button on it. A soccer goalies hands catch the ball on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition80_World-Cup-Survey_1920x1080_NoLogo_v1_2022-07-27-181038_gajt.jpg","width":1920,"height":1080,"isLandscape":true},"author":"George P. Slefo","themes":["Streaming","The Latest"],"url":"https://www.thecurrent.com/advertisers-can-score-big-during-this-years-fifa-world-cup","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1397812,"slug":"advertisers-can-score-big-during-this-years-fifa-world-cup","postDate":"2022-07-27T08:59:00-07:00","heading":"Advertisers can score big during this year’s FIFA World Cup","subheading":"Streaming viewers for the tournament are expected to double in large countries.","label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"A white outline of a TV shows a soccer ball with a play button on it. A soccer goalies hands catch the ball on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition80_World-Cup-Survey_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Sarah Kim / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A white outline of a TV shows a soccer ball with a play button on it. A soccer goalies hands catch the ball on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition80_World-Cup-Survey_1920x1080_NoLogo_v1_2022-07-27-181038_gajt.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508882,"slug":"george-p-slefo","fullName":"George P. Slefo","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","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\u003eThis year’s FIFA World Cup will be more accessible than it has ever been, thanks in large part to the rise of streaming and digital platforms — allowing advertisers the opportunity to reach highly engaged audiences around the globe through data-driven channels.\u003c/p\u003e\n\u003cp\u003eNew data from consumer research firm YouGov and The Trade Desk measured interest in the World Cup. This year, streaming viewers for sports are expected to increase in large countries, compared to 2018, or the last time the World Cup was held, according to the survey, which analyzed the preferences of roughly 8,300 people across the U.S., U.K., Germany, Italy, France, Spain, United Arab Emirates, and Kingdom of Saudi Arabia in late June. Nineteen percent of those surveyed in the U.K., for instance, plan to stream the games this year, up from 12 percent in 2018.\u003c/p\u003e\n\u003cp\u003eThe data underscores that traditional strategies in reaching highly engaged viewers through live sports have changed, as more people \u003ca href=\"https://author.thetradedesk.com/live-sports-fandom-is-flourishing-though-perhaps-its-not-where-you-think\"\u003eshift to streaming\u003c/a\u003e their favorite teams. All of this in turn provides opportunities for advertisers, Ross Benes, senior analyst at Insider Intelligence, tells \u003cem\u003eThe Current\u003c/em\u003e. “When a share of viewing shifts from linear TV to a streaming alternative, it gives advertisers the ability to show different ads to different people watching at the same time, and it allows advertisers to use more data to target their ads and get more thorough analysis after the campaign finishes.”\u003c/p\u003e\n\u003cp\u003eBenes emphasized that streaming sports is still growing, adding that linear ad buys provide more reach, but lack granularity. “For greater precision, advertisers should mix in ad buys with the streaming provider, allowing them to run [an addressable campaign] that emphasizes their intended target,” he says.\u003c/p\u003e\n\u003cp\u003eThe World Cup is being held in Qatar this year. Due to the country’s scorching weather, the tournament will be held during winter for the first time in FIFA’s history, between November 21 and December 18. Games will also be played at night due to the hot climate, meaning viewers in New York can watch a 7 p.m. game in Qatar at noon their time.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eBy the numbers\u003cbr /\u003e\u003c/strong\u003eMuch has changed since the last World Cup kicked off in Russia four years ago. Back then, linear TV was the primary way most people watched the tournament. But the global pandemic and the rapid advance of streaming platforms have upended those behaviors. Nearly 66 million U.S. viewers \u003ca href=\"https://www.insiderintelligence.com/content/us-sports-video-2021\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eplan to watch\u003c/a\u003e live sports through digital channels in 2022, up 19 percent year-over-year, with the World Cup serving as a major driver of this shift. In the U.S., for example, only 56 percent of those surveyed will watch the tournament via traditional, linear TV.\u003c/p\u003e\n\u003cp\u003eMeanwhile, the report found that that 59 percent of consumers in the Kingdom of Saudi Arabia are most interested in this year’s tournament, followed by the UAE (58 percent); Germany (53 percent); Italy (52 percent); Spain (47 percent); the U.K. (40 percent); France (38 percent); and the U.S. (23 percent).\u003c/p\u003e\n\u003cp\u003eAside from the host nation, people from Canada, England, France, Germany, India, Saudi Arabia, Spain, UAE, and the U.S. were among the countries that purchased the most tickets for the games. Nearly 2 million tickets have already been sold for this year’s tournament, \u003ca href=\"https://www.fifa.com/fifaplus/en/articles/snap-up-fifa-world-cup-qatar-2022-tm-tickets-next-week-on-a-first-come-first\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to FIFA.\u003c/a\u003e\u003c/p\u003e\n\u003cp\u003eAnd not surprisingly, interest for both the semifinals and championship matches are expected to be a massive draw for all countries included in the survey. All data was collected online and results were sampled and weighted to be representative of the general population in each country.\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe src=\"https://e.infogram.com/_/9baeefGADfdAABJaYMrA?src=embed\" title=\"TheCurrent_WorldCupSurvey_Chart_v1\" width=\"1920\" height=\"1246\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":null,"mobileHeight":null,"makeResponsive":true,"isFullBleed":false}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{},"tagline":null}}],"readTime":3}},"fulfilledTimeStamp":1732412182922},"getContentData({\"slug\":\"advertising-restructuring-digital-news-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"aExYMwCy-DlfxM-xycPTO","originalArgs":{"slug":"advertising-restructuring-digital-news-media","token":""},"startedTimeStamp":1732412181551,"data":{"metadata":{"datePosted":"2024-02-27T07:13:00-08:00","dateCreated":"2024-02-27T06:43:49-08:00","dateUpdated":"2024-02-27T07:23:06-08:00","title":"The great restructuring of digital news media | The Current","description":"Or, how some news publications are looking to the future by turning to advertising and niches.","image":{"alt":"A computer cursor covered in newspaper clippings and scraps.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition159_JournalismRestructuring_InformationEconomy_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A computer cursor covered in newspaper clippings and scraps.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition159_JournalismRestructuring_InformationEconomy_1920x1080px_Logo_v1_2024-02-27-144420_momp.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Zac Wang","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/advertising-restructuring-digital-news-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2621748,"slug":"advertising-restructuring-digital-news-media","postDate":"2024-02-27T07:13:00-08:00","heading":"The great restructuring of digital news media","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A computer cursor covered in newspaper clippings and scraps","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition159_JournalismRestructuring_InformationEconomy_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A computer cursor covered in newspaper clippings and scraps","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition159_JournalismRestructuring_InformationEconomy_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 computer cursor covered in newspaper clippings and scraps","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition159_JournalismRestructuring_InformationEconomy_1920x1080px_NoLogo_v1_2024-02-27-144449_sxfp.jpg","width":1921,"height":1081,"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\u003eAfter two decades of adjusting business models for the internet age, the business foundations of digital journalism are cracking.\u003c/p\u003e\n\u003cp\u003eMany generalist news publications \u003ca href=\"https://www.theguardian.com/media/2024/feb/15/layoffs-vox-media-nowthis-intercept\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eare struggling\u003c/a\u003e, with hundreds of roles cut just in recent months. Some, like \u003cem\u003eBusiness Ins\u003c/em\u003eider and \u003cem\u003eTechCrunch\u003c/em\u003e, have been ditching coverage on some verticals to focus on a \u003ca href=\"https://www.businessinsider.com/letter-from-business-insider-editor-nicholas-carlson-on-name-change-2023-11?r=US\u0026amp;IR=T\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efew core ones\u003c/a\u003e — business, tech and innovation — instead.\u003c/p\u003e\n\u003cp\u003eMeanwhile, paywall-reliant publishers like \u003cem\u003eTime\u003c/em\u003e, \u003cem\u003eQuartz\u003c/em\u003e and \u003cem\u003eGannett\u003c/em\u003e \u003ca href=\"https://www.axios.com/2024/02/06/great-subscription-news-reversal\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehave been backtracking\u003c/a\u003e, giving ads another look as a key revenue generator. \u003cem\u003eThe New York Times\u003c/em\u003e is \u003ca href=\"https://www.axios.com/2024/02/20/new-york-times-ai-ad-tool\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eleaning on Generative AI\u003c/a\u003e to power its next generation of ads. Even subscription newsletter service Substack is \u003ca href=\"https://www.axios.com/2024/02/06/substack-helping-creators-sell-ads\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereportedly in trials\u003c/a\u003e with a program to help its creators work with advertisers.\u003c/p\u003e\n\u003cp\u003eThese shifts exemplify the challenging conditions for digital news publishers in the short term. But they also bring opportunities to reimagine how news can be paid for, while unlocking new advertising opportunities for many brands.\u003c/p\u003e\n\u003cp\u003eThe growth in ad inventory from publications increasingly looking to ads to fund content can give advertisers more options in their toolkits to find fragmented audiences online. Meanwhile, a focus on niches could help publishers entice advertisers with cohorts of highly engaged readers that likely yield valuable, vertical-specific first-party data.\u003c/p\u003e\n\u003cp\u003e“[News] will remain an important category because of the trust and the regularity of use and the fact that many people who are consuming news are upmarket, so they’re important consumers for any advertiser,” says Nic Newman, senior research associate at the Reuters Institute for the Study of Journalism at Oxford University. “Mass audiences are tricky [to aggregate] and news still has that ability to do it.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eGetting back together\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe decline of publishers’ interest in subscription models comes after years of strong competition in what is essentially a zero-sum game. “There’ll be a few upmarket national newspapers with scale but not very many of them. \u003cem\u003eThe New York Times\u003c/em\u003e in the U.S., \u003cem\u003eLe Monde\u003c/em\u003e in France,” says Newman. “Essentially it is this winner-takes-most model, which means it’s going to be quite hard for everyone to benefit from that subscription wave, which is slowing down anyway.”\u003c/p\u003e\n\u003cp\u003eJust as the streaming giants are \u003ca href=\"https://www.thecurrent.com/disney-advertising-streaming-campaigns-hulu\"\u003eincreasingly adopting\u003c/a\u003e the ad-supported business models of the TV and cable giants they supplanted, so, too, are many of today’s news publishers looking at advertising with fresh eyes.\u003c/p\u003e\n\u003cp\u003eThe demise of cookies could be a key opportunity for publishers, who often have in-depth first-party data \u003ca href=\"https://pressgazette.co.uk/marketing/mail-metro-media-advertiser-upfront-first-party-data/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eabout their reader base\u003c/a\u003e and are able to build authenticated, privacy-conscious consumer profiles based around core interests, especially with \u003ca href=\"https://timesofindia.indiatimes.com/business/india-business/times-internet-adopts-privacy-centric-solution-unified-id-2-0/articleshow/107356464.cms\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eidentity solutions\u003c/a\u003e like Unified ID 2.0, ID5 and RampID – something that is \u003ca href=\"https://www.thecurrent.com/reset-button-publishers-cookie-free-future\"\u003eincreasingly attractive\u003c/a\u003e to marketers looking for a replacement to the cookie.\u003c/p\u003e\n\u003cp\u003e“The headline opportunity that I see is publishers and advertisers building closer relationships. The advertising model still works for publishers that have really rich content,” says Aly Nurmohamed, chief operating officer at Permutive, which works with publishers around the globe. “The relationship that the publisher has built with those users allows them to really understand the end consumer and build really interesting data products around that.”\u003c/p\u003e\n\u003cp\u003eNurmohamed adds that the “trillions of impressions and billions of users” available through the world’s top publishers should assuage any worry around scale brought on by news of people’s \u003ca href=\"https://www.bbc.co.uk/news/entertainment-arts-65880999\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edeclining interest\u003c/a\u003e in, well, news.\u003c/p\u003e\n\u003cp\u003e“It’s making sure that advertisers and the ad tech ecosystem know how to make the most of those publishers that’s the challenge,” says Nurmohamed.\u003c/p\u003e\n\u003cp\u003eIndeed, the latent opportunity that could unlock yet more value from publisher data is leveraging programmatic channels to scale that data for advertisers.\u003c/p\u003e\n\u003cp\u003e“Every major publisher will have their own first-party data strategy, and they’ll be working with advertisers, today that works in the direct sales world,” says Nurmohamed. “It can continue to grow by streamlining and extending direct sales in the programmatic world, enabling large-scale implementation.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eNiching down\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAs advertisers increasingly recognize the value of publisher data, some publications are tweaking their editorial coverage to focus on areas of strength. This shift could bring two benefits: It could allow publications to stand out by delivering more unique coverage while contributing to the accumulation of first-party publisher data in specific verticals.\u003c/p\u003e\n\u003cp\u003e“Publishers have been trying to move away from the reach model because they recognize that the future is going to be more in satisfying particular audiences and providing real value to them rather than a general news publishing model,” says Newman.\u003c/p\u003e\n\u003cp\u003eThis has been evident for some time in the success of special-interest publications, whether in \u003ca href=\"https://www.gq-magazine.co.uk/sport/article/the-athletic\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esports\u003c/a\u003e (\u003cem\u003eThe Athletic\u003c/em\u003e), \u003ca href=\"https://www.politico.com/blogs/inside-politico/2022/01/21/15-milestones-in-15-years-1529247\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epolitics\u003c/a\u003e (\u003cem\u003ePolitico\u003c/em\u003e) or \u003ca href=\"https://www.poynter.org/business-work/2022/bloomberg-media-success-pandemic-explosive-growth/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebusiness\u003c/a\u003e (\u003cem\u003eBloomberg\u003c/em\u003e, \u003cem\u003eThe Grocer\u003c/em\u003e, \u003cem\u003eSkift\u003c/em\u003e), which have ridden the wave of media fragmentation and created online niches for readers to gravitate toward.\u003c/p\u003e\n\u003cp\u003e“Our job as journalists now is to make content that is relevant to people’s lives and reflects their dialogue, and I think the niche publishers are seeing more success here,” says Jonathan Paterson, managing editor at \u003cem\u003eThe News Movement\u003c/em\u003e and a news industry veteran.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe News Movement\u003c/em\u003e caters to Gen Z audiences, with a focus on verticals like sex, relationships and lifestyle. Indeed, these days, niches can be as varied as \u003cem\u003eThe Guardian \u003c/em\u003e\u003cem\u003eUS\u003c/em\u003e \u003ca href=\"https://www.adweek.com/media/guardian-us-uptick-ad-revenue-2023/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eattracting advertisers\u003c/a\u003e with its climate change coverage, storied Black magazine \u003cem\u003eEbony\u003c/em\u003e turning to \u003ca href=\"https://www.cjr.org/business_of_news/rebrand-ebony-jet-black-press-bridgeman.php\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebrand partnerships\u003c/a\u003e over paid subscriptions, or local news brands like \u003cem\u003e\u003ca href=\"https://www.nytimes.com/2024/01/18/business/media/billionaires-news-media-owners.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eThe Boston Globe\u003c/a\u003e\u003c/em\u003e in the U.S. and the \u003ca href=\"https://www.theguardian.com/media/2023/mar/26/regional-newspapers-fight-for-survival-in-a-digital-world\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e\u003cem\u003eManchester Mill\u003c/em\u003e\u003c/a\u003e in the U.K. finding profits in recent years.\u003c/p\u003e\n\u003cp\u003e“As much as we’re courting green dollars, it’s really a two-way street. Those corporations that have green dollars to spend are actively looking for the right environment to place those ad dollars,” Luis Romero, \u003cem\u003eThe Guardian US\u003c/em\u003e’s SVP of advertising, \u003ca href=\"https://www.thecurrent.com/spotlight-luis-romero-senior-vice-president-advertising-guardian-us-brand-strategy-ad-dollars\"\u003etold\u003c/a\u003e \u003cem\u003eThe Current\u003c/em\u003e last year.\u003c/p\u003e\n\u003cp\u003eGillian White, chief revenue officer at Capital B News — a Black-led nonprofit local and national news organization reporting for Black communities across the U.S. — tells \u003cem\u003eThe Current\u003c/em\u003e the impact of successfully catering to well-defined niches is apparent on the bottom line.\u003c/p\u003e\n\u003cp\u003e“When Capital B is able to cover unique stories that are being left untold and provide information that our audience actually needs, we see the affirmation of that work via our traffic and often are able to drive impact, and revenue, as a result,” says White. \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":6}},"fulfilledTimeStamp":1732412181588},"getContentData({\"slug\":\"adt-delu-jackson-marketing-funnel-live-sports\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Cm6pgNTcnyGtRVQQeayF-","originalArgs":{"slug":"adt-delu-jackson-marketing-funnel-live-sports","token":""},"startedTimeStamp":1732412167834,"data":{"metadata":{"datePosted":"2024-06-12T07:38:00-07:00","dateCreated":"2024-06-11T13:06:24-07:00","dateUpdated":"2024-08-06T15:04:21-07:00","title":"ADT’s DeLu Jackson on why the marketing funnel is more like an ‘infinity loop’ now | The Current","description":"ADT’s CMO DeLu Jackson also touches on how a Major League Baseball partnership reinforces the impact of live sports.","image":{"alt":"The Current Podcast, Season 9: DeLu Jackson, EVP, CMO, ADT","url":"https://www.thetradedesk.com/assets/global/ADT_16x9_Social_LightBlue_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast, Season 9: DeLu Jackson, EVP, CMO, ADT","url":"https://www.thetradedesk.com/assets/global/ADT_16x9_Social_LightBlue_v1_2024-06-11-200708_favd.jpg","width":1921,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","Premium","The Current Podcast"],"url":"https://www.thecurrent.com/adt-delu-jackson-marketing-funnel-live-sports","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3130915,"slug":"adt-delu-jackson-marketing-funnel-live-sports","postDate":"2024-06-12T07:38:00-07:00","heading":"ADT’s DeLu Jackson on why the marketing funnel is more like an ‘infinity loop’ now","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Podcast, Season 9: DeLu Jackson, EVP, CMO, ADT","url":"https://www.thetradedesk.com/assets/global/ADT_1x1_LightBlue_v1.jpg","width":1201,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast, Season 9: DeLu Jackson, EVP, CMO, ADT","url":"https://www.thetradedesk.com/assets/global/ADT_16x9_Editorial_LightBlue_v1.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/e5b59b0a-2f8d-4881-9791-50f96327bb6a?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/e5b59b0a-2f8d-4881-9791-50f96327bb6a?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eTo say that the advertising landscape has changed in ADT’s nearly 150-year history would be an understatement.\u003c/p\u003e\n\u003cp\u003eDeLu Jackson, EVP and CMO of the home-security company, observes that the marketing funnel isn’t so much a funnel anymore as it is an “infinity loop” amid the proliferation of omnichannel strategies.\u003c/p\u003e\n\u003cp\u003e“People are gathering information pre, during, even after they purchase,” Jackson tells T\u003cem\u003ehe Current Podcast\u003c/em\u003e. “They continue to gather information, reaffirm and optimize their choices. It’s not a funnel that goes to the bottom and people stop. I think people continue to consume information and insights. So, I think we have to be always on and omnipresent to meet those needs.”\u003c/p\u003e\n\u003cp\u003eJackson also speaks about targeting different generations across the brand’s history, the potential impact of the state of housing markets on strategies and partnering with Major League Baseball’s Miami Marlins.\u003c/p\u003e\n\u003cp\u003e“When you look at that from a pure media perspective, live sports and sports in general have broad-reach audiences and they have sequentially different audiences based on events and locations,” he says. “And so they give us a lot of great reach and in some cases, great frequency.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":null,"dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":1}},"fulfilledTimeStamp":1732412167864},"getContentData({\"slug\":\"streaming-screams-platforms-amc-horror-gen-zers-millennials\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"u8OXtZHiWLw-Fd_9Dn5d0","originalArgs":{"slug":"streaming-screams-platforms-amc-horror-gen-zers-millennials","token":""},"startedTimeStamp":1732412847288,"data":{"metadata":{"datePosted":"2022-10-12T17:30:00-07:00","dateCreated":"2022-10-12T07:09:35-07:00","dateUpdated":"2022-12-07T11:00:18-08:00","title":"Streaming screams: Platforms like AMC+ look to horror to lure Gen Zers and millennials | The Current","description":"Horror is a roaring genre on streaming services","image":{"alt":"A flatscreen TV covered in spider-webs displays spooky scenes amidst static. The streaming UI is bloody, and two monstrous hands are emerging from the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition91_HorrorStreaming_1920x1080_FacebookMetadata_v1_2022-10-12-195701_yfbn.gif","width":960,"height":540,"isLandscape":true},"imageTwitter":{"alt":"A flatscreen TV covered in spider-webs displays spooky scenes amidst static. The streaming UI is bloody, and two monstrous hands are emerging from the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition91_HorrorStreaming_1920x1080_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Streaming","The Latest"],"url":"https://www.thecurrent.com/streaming-screams-platforms-amc-horror-gen-zers-millennials","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1516287,"slug":"streaming-screams-platforms-amc-horror-gen-zers-millennials","postDate":"2022-10-12T17:30:00-07:00","heading":"Streaming screams: Platforms like AMC+ look to horror to lure Gen Zers and millennials","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"A flatscreen TV covered in spider-webs displays spooky scenes amidst static. The streaming UI is bloody, and two monstrous hands are emerging from the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition91_HorrorStreaming_1920x1080_PreviewImage_v1_2022-10-12-195817_msgw.gif","width":960,"height":540,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A flatscreen TV covered in spider-webs displays spooky scenes amidst static. The streaming UI is bloody, and two monstrous hands are emerging from the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition91_HorrorStreaming_1920x1080_PreviewImage_v1_2022-10-12-195733_drie.gif","width":960,"height":540,"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":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\u003eIt’s the season for screams in the U.S. and, as it turns out, horror is a roaring genre on streaming services, especially for younger audiences. \u003c/p\u003e\n\u003cp\u003eOne just has to look at the popularity of Netflix’s \u003ca href=\"https://www.nytimes.com/2022/10/05/arts/television/jeffrey-dahmer-netflix-victims.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003econtroversial\u003c/a\u003e \u003cem\u003eMonster: The Jeffrey Dahmer Story\u003c/em\u003e — in 12 days, Ryan Murphy’s true crime series about the horrific serial killer was watched by \u003ca href=\"https://www.eonline.com/news/1349050/you-wont-believe-how-many-hours-of-dahmer-have-been-viewed\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e56 million households\u003c/a\u003e, becoming one of the platform’s most popular series of all time. \u003c/p\u003e\n\u003cp\u003eMeanwhile, AMC’s new \u003cem\u003eInterview with a Vampire\u003c/em\u003e series (which has a 98 percent rating on Rotten Tomatoes) and the return of the final season of \u003cem\u003eThe Walking Dead \u003c/em\u003egave AMC+ its \u003ca href=\"https://variety.com/2022/tv/news/interview-with-the-vampire-ratings-walking-dead-amc-plus-1235396270/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehighest viewership and subscriber growth\u003c/a\u003e since the platform’s October 2020 launch. And one can’t forget about the grand finale in the \u003cem\u003eHalloween\u003c/em\u003e series, \u003cem\u003eHalloween Ends\u003c/em\u003e, which is anticipated to do well for Peacock when it launches on October 14. \u003c/p\u003e\n\u003cp\u003eBut it’s not only this spooky time of year that gets streamers attracted to the ghosts, goblins, vampires, and serial killers. \u003c/p\u003e\n\u003cp\u003e“Horror is on the rise,” Craig Engler, general manager at AMC-owned horror streaming platform Shudder, tells \u003cem\u003eThe Current\u003c/em\u003e. “Jordan Peele kicked things off with \u003cem\u003eGet Out\u003c/em\u003e and people rediscovered their love for horror, and I think people now realize it’s an art form unto itself. People are saying 20 years from now, everyone will look back and say 2022 was a banner year for horror.” \u003c/p\u003e\n\u003cp\u003eHorror is a particular passion for younger audiences. In fact, 31 percent of Gen Zers and 31 percent of millennials like horror, 14 percent higher than the general population, according to audience research company Global Web Index (GWI). \u003c/p\u003e\n\u003cp\u003eAnd when it comes to the “social TV viewer” — people who use social media while they watch TV — horror ranks even higher, with 40 percent of American adults gravitating toward the genre. \u003c/p\u003e\n\u003cp\u003eThe category performs especially well with men. In fact, 33 percent of men aged 25 to 54 say they like horror, compared to 26 percent of women in the same age category, according to the research. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{},"tagline":null}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAMC, which has seen great success streaming \u003cem\u003eThe Walking Dead\u003c/em\u003e, is leaning into the category as a point of differentiation from competitors in the streaming space, with hopes to grow its streaming subscribers to 25 million by 2025. This year, joining the finale of \u003cem\u003eThe Walking Dead\u003c/em\u003e and \u003cem\u003eInterview with a Vampire\u003c/em\u003e, which will kick off an entire Anne Rice universe for the platform, AMC+ is also debuting several new horror shows, including \u003cem\u003eOrphan Black: Echoes\u003c/em\u003e, \u003cem\u003eMoonhaven\u003c/em\u003e, \u003cem\u003eMayfair Witches\u003c/em\u003e, and another spinoff of \u003cem\u003eThe Walking Dead \u003c/em\u003e— \u003cem\u003eThe Walking Dead: Dead City\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003e“We do one thing really well: premium marquee content for adults,” said AMC President Dan McDermott, speaking during AMC Networks’ Summit this past month. “We don’t do YA, we don’t do unscripted, we don’t do kids’ content, or sports, or news. It’s great that other streaming platforms can survive and strive doing that, but what we offer to consumers is if you come into our ecosystem, you’re going to like \u003cem\u003eDark Winds\u003c/em\u003e, you’re going to like \u003cem\u003eWoodhaven\u003c/em\u003e, you’re going to like \u003cem\u003eInterview with a Vampire\u003c/em\u003e. We’re appealing to that core demographic.”\u003c/p\u003e\n\u003cp\u003eBut what can be categorized under horror in today’s streaming culture is broad — from true crime to science fiction to slashers — and growing by the day, Engler says. “We’ve started to see more horror put together with other genres to kind of make a new form of horror,” he says, pointing to the new \u003cem\u003eSaloon\u003c/em\u003e film on Shudder, a crime thriller about a fictional heist gone wrong. The category also lends itself to underrepresented voices partly because it’s one of the easier film and TV categories to enter with a limited budget, Engler says. Shudder recently aired a four-part documentary series on LGBTQ+ representation in horror.\u003c/p\u003e\n\u003cp\u003e“There are a lot of new voices,” says Engler. “A lot of folks who might not get a shot at other genres can find a path forward in horror.”\u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1732412847332},"getContentData({\"slug\":\"advertisers-ctv-live-sports-campaign\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"BIQTnBpLKw-pFU-oV30Iv","originalArgs":{"slug":"advertisers-ctv-live-sports-campaign","token":""},"startedTimeStamp":1732412180229,"data":{"metadata":{"datePosted":"2023-04-28T09:52:00-07:00","dateCreated":"2023-04-27T13:33:01-07:00","dateUpdated":"2023-06-12T12:33:36-07:00","title":"87 percent of advertisers are satisfied with CTV sports campaigns | The Current","description":"CTV has shifted sports viewing habits. Advertisers are taking notice and are pleased with the prospects.","image":{"alt":"A soccer player, a golfer, a basketball player and a baseball player emerge from a play button opened like a door in the middle of a connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition117_LiveSportsReadout_1920x1080_v2-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A soccer player, a golfer, a basketball player and a baseball player emerge from a play button opened like a door in the middle of a connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition117_LiveSportsReadout_1920x1080_v2-1_2023-04-28-135033_cekh.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["The Readout","Stay up to date"],"url":"https://www.thecurrent.com/advertisers-ctv-live-sports-campaign","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1891072,"slug":"advertisers-ctv-live-sports-campaign","postDate":"2023-04-28T09:52:00-07:00","heading":"87 percent of advertisers are satisfied with CTV sports campaigns","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A soccer player, a golfer, a basketball player and a baseball player emerge from a play button opened like a door in the middle of a connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition117_LiveSportsReadout_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A soccer player, a golfer, a basketball player and a baseball player emerge from a play button opened like a door in the middle of a connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition117_LiveSportsReadout_1200px_v2-1.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 soccer player, a golfer, a basketball player and a baseball player emerge from a play button opened like a door in the middle of a connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition117_LiveSportsReadout_1920x1080_NoLogo_v1_2023-04-28-135007_mrea.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":1726870,"title":"The Readout","slug":"the-readout","uri":"sections/the-readout","description":"Bite-size articles and infographics featuring the latest data every marketer should know.","themeHighlightColor":""},{"id":1895301,"title":"Stay up to date","slug":"sign-up-for-the-current","uri":"sections/sign-up-for-the-current","description":"The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp dir=\"ltr\"\u003eLinear TV has long had a stronghold on sports broadcasts, but streaming services are starting to break through as a viable outlet, according to new research, and\u003ca href=\"https://www.thecurrent.com/39-percent-advertising-live-sports-activate-ctv-march-madness\"\u003e advertisers are eager to be along for the ride.\u003c/a\u003e \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003e \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003eThe Trade Desk Intelligence partnered with research firm Advertising Perceptions to survey over 150 advertising leaders in the U.S. last December for the \u003ca href=\"https://www.thetradedesk.com/us/future-of-tv\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eFuture of TV report.\u003c/a\u003e\u003c/p\u003e\n\u003cp dir=\"ltr\"\u003e \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003eA whopping 87 percent of marketers surveyed currently activating live sports on connected TV (CTV) were highly (55 percent) or mostly satisfied with activation and planning. \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003e \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003eHalf of the advertisers surveyed said they plan to activate CTV live sports this year. Of those, 60 percent said that reaching audience members who are not viewing linear TV is a benefit, and 51 percent said that CTV allows them to target subsets of live-sports viewers. \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003e \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003eSo, how did CTV become the next frontier for live-sports advertising? \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003e \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003eFor starters, tech giants have made gains in sports rights over the last two years to bolster their video and streaming businesses. Amazon snagged Thursday Night Football in 2021, with \u003ca href=\"https://www.cnbc.com/2021/05/03/amazons-thursday-night-football-package-will-begin-in-2022-instead-of-2023.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethe 2022 NFL season being its first\u003c/a\u003e to stream live on Prime Video. Apple TV+\u003ca href=\"https://variety.com/2022/tv/news/apple-major-league-baseball-rights-deal-1235198815/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e began streaming Friday baseball games\u003c/a\u003e last year. Google’s YouTube came out victorious in the bidding war \u003ca href=\"https://www.cnbc.com/2022/12/22/nfl-sunday-ticket-youtube-tv.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eover NFL Sunday Ticket\u003c/a\u003e, which airs out-of-market games. \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003e \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003eAnd traditional media companies like Paramount Global and NBCUniversal are giving consumers more choices in how they watch sports, with some live telecasts that also stream on their respective platforms: Paramount+ and Peacock. \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003e \u003c/p\u003e\n\u003cp dir=\"ltr\"\u003eDisney Advertising Executive Vice President of Client and Brand Solutions Lisa Valentino summed it up during The Trade Desk’s Forward ’23 conference in March: “You can’t really discuss sports viewing without discussing streaming.” \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe src=\"https://e.infogram.com/_/vkpjWtGjswSynsLHYGLx?src=embed\" title=\"v1_SportsLiveStreaming_Dataviz\" width=\"1920\" height=\"463\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe src=\"https://e.infogram.com/_/7OrgiBCPateq1a1SnpsW?src=embed\" title=\"v1mobile_SportsLiveStreaming_Dataviz\" width=\"810\" height=\"1060\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732412180257},"getContentData({\"slug\":\"ad-supported-streaming-live-sports-news\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"fr1j-2aPXQsnopYrO_G36","originalArgs":{"slug":"ad-supported-streaming-live-sports-news","token":""},"startedTimeStamp":1732412228911,"data":{"metadata":{"datePosted":"2024-11-13T07:53:00-08:00","dateCreated":"2024-11-13T07:14:31-08:00","dateUpdated":"2024-11-13T07:53:45-08:00","title":"Where does ad-supported streaming go after the live sports boom? | The Current","description":"Could live news be streamers’ next big growth opportunity?","image":{"alt":"A generic newscaster holding papers presenting from a streaming remote desk.","url":"https://www.thetradedesk.com/assets/global/GIF_TheCurrent_Newsletter_Edition195_LiveNewsADSupportedStreaming_1920x1080px_Logo.gif","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A generic newscaster holding papers presenting from a streaming remote desk.","url":"https://www.thetradedesk.com/assets/global/STILL_TheCurrent_Newsletter_Edition195_LiveNewsADSupportedStreaming_1920x1080px_Logo.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Stokel-Walker ","themes":["Streaming"],"url":"https://www.thecurrent.com/ad-supported-streaming-live-sports-news","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3349796,"slug":"ad-supported-streaming-live-sports-news","postDate":"2024-11-13T07:53:00-08:00","heading":"Where does ad-supported streaming go after the live sports boom?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A generic newscaster holding papers presenting from a streaming remote desk.","url":"https://www.thetradedesk.com/assets/global/GIF_TheCurrent_Newsletter_Edition195_LiveNewsADSupportedStreaming_1920x1080px_NoLogo.gif","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A generic newscaster holding papers presenting from a streaming remote desk.","url":"https://www.thetradedesk.com/assets/global/GIF_TheCurrent_Newsletter_Edition195_LiveNewsADSupportedStreaming_1200x1200.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A generic newscaster holding papers presenting from a streaming remote desk.","url":"https://www.thetradedesk.com/assets/global/GIF_TheCurrent_Newsletter_Edition195_LiveNewsADSupportedStreaming_1920x1080px_NoLogo_2024-11-13-152559_sxan.gif","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":2091355,"slug":"chris-stokel-walker","fullName":"Chris Stokel-Walker ","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"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\u003ePoliticos wanting to digest the outcome of the U.S. presidential election had a few more options available to them this year. Alongside the cable and network channels bringing the latest tallies, they could also open \u003ca href=\"https://www.aboutamazon.com/news/entertainment/election-night-live-with-brian-williams-prime-video-2024-elections\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAmazon Prime Video\u003c/a\u003e and watch former NBC News anchor Brian Williams guide them through the night.\u003c/p\u003e\n\u003cp\u003e“After 41 years in the business, from local news to network shows to cable news, this feels like the next big thing,” Williams said when he announced the broadcast. Albert Cheng, vice president and head of Prime Video, called it a “one-night-only” event. But could this signal a surge of real-time content on streaming platforms, which have already dipped their toes in the water with live sports coverage?\u003c/p\u003e\n\u003cp\u003eSome seem to think so. “Ongoing news content is the natural next step in ad-supported streaming, but in a more snackable format,” says Kathryn Bean, head of media at Wake The Bear, a marketing and communications company. “Rather than large, full-scale newsroom productions, we’ll likely see short-form news bulletins and highlights, similar to how we now consume the news in online mobile-device environments.”\u003c/p\u003e\n\u003cp\u003eOthers are a little cagier about the potential of live news in particular, which requires significant resources. Even 10 years ago, the BBC spent \u003ca href=\"https://www.theguardian.com/media/2015/jul/07/bbc-considering-move-news-channel-online-only\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e114.2 million\u003c/a\u003e pounds ($148 million) in a single year on its rolling news channel on traditional TV, making each hour of content cost just over 13,000 pounds ($16,850). Sports, for example, can cost \u003ca href=\"https://blog.ligrsystems.com/sports-production-for-the-modern-era-of-ott\" target=\"_blank\" rel=\"noreferrer noopener\"\u003earound $40,000 per game\u003c/a\u003e, by one estimate.\u003c/p\u003e\n\u003cp\u003e“Compared to live sports, delivering rolling news coverage is an entirely different ball game,” says Liz Duff, head of commercial and operations at Total Media. “The immediacy and scale of live news coverage means it requires resources, namely a widespread network of journalists.” There’s also the stark reality that people are more likely to watch sports in large numbers than they are news, which is more of a prestige product for broadcasters than something that brings in the big bucks.\u003c/p\u003e\n\u003cp\u003eIt would also require a shift in sensibility around the concept of news, adds Victoria Abbott, audio-visual director at The Kite Factory. For news to be a success, the way audiences engage with subscription VOD [video on demand] would need to change, she says. “Moving from the home of ‘bingeing’ to the trusted source of truth requires a seismic shift in mindset of the viewer and goes beyond buying up sporting rights.”\u003c/p\u003e\n\u003cp\u003eYet Duff points to the success of podcasts as evidence that audiences have semi-primed themselves for that shift. “We know audiences will consume live influencer content on a social platform as if it was a live broadcast show,” she explains. “So there is a huge opportunity to encourage this experience in more of a CTV [connected TV] streaming environment.”\u003c/p\u003e\n\u003cp\u003eHowever, attempts at this — such as \u003ca href=\"https://www.youtube.com/channel/UCJg9wBPyKMNA5sRDnvzmkdg\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eLiveNow from Fox\u003c/a\u003e, a traditional TV broadcaster dabbling in YouTube and smart TV live streaming — have tended to focus on discussion around breaking news, rather than personality-led coverage.\u003c/p\u003e\n\u003cp\u003eProducing news coverage is one thing. Funding it is another question, in part because of the reticence of some advertisers to book slots for their products against content that can be unpredictable, says Matt Buckle, managing director at Transmission, a creative production agency.\u003c/p\u003e\n\u003cp\u003eStill, two recent studies in the U.S. and U.K. from Stagwell could allay marketers’ worries. They both \u003ca href=\"https://uk.themedialeader.com/advertising-adjacent-to-quality-news-content-is-brand-safe-regardless-of-topic/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efound\u003c/a\u003e advertising alongside news content is safe for brands, regardless of topic. Stagwell CEO Mark Penn \u003ca href=\"https://uk.themedialeader.com/advertising-adjacent-to-quality-news-content-is-brand-safe-regardless-of-topic/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold\u003c/a\u003e The Media Leader that “ads placed next to politics and crime stories did just as well as those placed next to positive business stories or sports and entertainment stories.”\u003c/p\u003e\n\u003cp\u003eFor now, the cost of ads is something streaming giants will likely take into consideration. “With potentially low ad revenue as a result, it isn’t an obvious next step for streaming giants, at least in the short term,” reckons Total Media’s Duff.\u003c/p\u003e\n\u003cp\u003eBuckle suggested that streamers could grab an advantage over linear TV by following the lead of online news sites. Advertisers can already tap into DSP tools like Do Not Air lists and Content Signal Targeting to target the kind of content they want on CTV. “Advertisers are happy to appear next to online news because you can do so programmatically,” Buckle says. “You can whitelist and blacklist certain topics. This isn’t something you can do in traditional broadcast, but it could be something that streaming news via platforms such as Prime Video could bring to 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":4}},"fulfilledTimeStamp":1732412228956},"getContentData({\"slug\":\"us-ctv-viewers-ads-streaming-live-sports\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ka0kOVeqnrKxNuv9UtTqh","originalArgs":{"slug":"us-ctv-viewers-ads-streaming-live-sports","token":""},"startedTimeStamp":1732413282429,"data":{"metadata":{"datePosted":"2024-10-03T07:47:00-07:00","dateCreated":"2024-10-03T07:17:13-07:00","dateUpdated":"2024-10-03T13:09:54-07:00","title":"64% of U.S. CTV viewers say they pay attention to ads while watching live sports | The Current","description":"Research reveals encouraging indicators for marketers who consider live sports a primary lever for reaching today’s consumers.","image":{"alt":"A TV screen showing two blurry football players being blocked by a clear shopping cart button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition190_CTVViewersPayingAttentiontoADs_1920x1080px_NoLogo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A TV screen showing two blurry football players being blocked by a clear shopping cart button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition190_CTVViewersPayingAttentiontoADs_1920x1080px_NoLogo_v1-1_2024-10-03-141821_hnxe.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Zharmer Hardimon","themes":["The Readout"],"url":"https://www.thecurrent.com/us-ctv-viewers-ads-streaming-live-sports","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3336446,"slug":"us-ctv-viewers-ads-streaming-live-sports","postDate":"2024-10-03T07:47:00-07:00","heading":"64% of U.S. CTV viewers say they pay attention to ads while watching live sports","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A TV screen showing two blurry football players being blocked by a clear shopping cart button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition190_CTVViewersPayingAttentiontoADs_1920x1080px_NoLogo_v1-2.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A TV screen showing two blurry football players being blocked by a clear shopping cart button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition190_CTVViewersPayingAttentiontoADs_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 TV screen showing two blurry football players being blocked by a clear shopping cart button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition190_CTVViewersPayingAttentiontoADs_1920x1080px_NoLogo_v1-2_2024-10-03-141931_hnjl.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":2453409,"slug":"zharmer-hardimon","fullName":"Zharmer Hardimon","positionTitle":null,"authorType":"staff","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":1726870,"title":"The Readout","slug":"the-readout","uri":"sections/the-readout","description":"Bite-size articles and infographics featuring the latest data every marketer should know.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eHere’s the thing: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIt’s been a big year for live sports fans. From the record-breaking streaming audiences for the Paris Olympic Games to ceiling-shattering WNBA ratings, enthusiasts have had plenty to cheer about. And apparently, marketers have reason to celebrate too. \u003c/p\u003e\n\u003cp\u003eAccording to research from \u003ca href=\"https://lgads.tv/resource/stadium-to-screen-streaming-live-sports-in-2024/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eLG Ad Solutions\u003c/a\u003e, 64% of U.S. connected TV (CTV) viewers say they’re likely to pay attention to ads while watching live sports — an attractive metric for marketers interested in growing their brands. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eData debrief:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe 2024 study surveyed 854 U.S. consumers to understand their behaviors and preferences when watching live sports on TV. \u003c/p\u003e\n\u003cp\u003eEntertainment was the leading ad category to catch viewers’ attention while watching sports, followed by restaurants, electronics, travel and grocery/CPG. \u003c/p\u003e\n\u003cp\u003eThe research also found that relevant marketing is top of mind for consumers. Indeed, 74% of those surveyed wish TV ads during live sports events were more relevant. Meanwhile, 80% of respondents say they tend to remember ads seen during live sports programming. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhy it matters:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThis month, as the NFL season heats up and the new NBA season kicks off, expect media investments to continue to follow consumers in places where marketers know they will be. \u003c/p\u003e\n\u003cp\u003eAdditionally, streaming platforms are boosting efforts to keep sports fans highly engaged. As recently \u003ca href=\"https://www.thecurrent.com/ctv-user-experience-streaming-sports-leagues-fans\"\u003ereported in\u003c/a\u003e \u003cem\u003eThe Curren\u003c/em\u003et, experts predict CTV sports will become even more engaging with retail integration and fantasy activations. The goal, experts say, is ultimate personalization, suggesting addressability will likely play an increasingly important role in marketing strategies for the foreseeable future. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Graph showing U.S. sports streaming viewership rising steadily from 2018 to 2017..","url":"https://www.thetradedesk.com/assets/global/v2m_tc_e190_readout_sportsviewersrelevantads-1_2024-10-03-151605_knuu.png","width":1920,"height":1200,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"Graph showing U.S. sports streaming viewership rising steadily from 2018 to 2017..","url":"https://www.thetradedesk.com/assets/global/v2d_tc_e190_readout_sportsviewersrelevantads-2_2024-10-03-151602_yzif.png","width":1920,"height":1150,"isLandscape":true}}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732413282486},"getContentData({\"slug\":\"ad-tech-industry-greener-future\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"qTksjkcImh7DX0Cfan4_a","originalArgs":{"slug":"ad-tech-industry-greener-future","token":""},"startedTimeStamp":1732412225756,"data":{"metadata":{"datePosted":"2023-04-17T05:00:00-07:00","dateCreated":"2023-04-14T15:08:30-07:00","dateUpdated":"2023-06-12T12:35:47-07:00","title":"The U.S. ad tech industry ponders a greener future | The Current","description":"The Green Media Summit in New York City convened key decision-makers from brands, agencies, publishers, and others in the ad tech community to discuss next steps toward building a more sustainable digital advertising ecosystem.","image":{"alt":"A person completes a set of connected TVs on a peak that combine to depict a leaf as people mingle closely around it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_GreenMediaSummit_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A person completes a set of connected TVs on a peak that combine to depict a leaf as people mingle closely around it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_GreenMediaSummit_1920x1080_Logo_2023-04-14-221251_imba.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Damian Fowler","themes":["Marketing Strategy","Stay up to date"],"url":"https://www.thecurrent.com/ad-tech-industry-greener-future","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1869701,"slug":"ad-tech-industry-greener-future","postDate":"2023-04-17T05:00:00-07:00","heading":"The U.S. ad tech industry ponders a greener future","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A person completes a set of connected TVs on a peak that combine to depict a leaf as people mingle closely around it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_GreenMediaSummit_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A person completes a set of connected TVs on a peak that combine to depict a leaf as people mingle closely around it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_GreenMediaSummit_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A person completes a set of connected TVs on a peak that combine to depict a leaf as people mingle closely around it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_GreenMediaSummit_1920x1080_NoLogo_2023-04-14-221211_syyw.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":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\u003eAd tech leaders and key decision-makers from brands, agencies, and publishers gathered in New York on April 13 for the Green Media Summit, an inaugural event hosted by supply-side platform Sharethrough, to advance sustainability initiatives in the digital advertising industry. \u003c/p\u003e\n\u003cp\u003eIf anything, the standing-room-only event showed the resolve of the ad tech community in the United States to come together and answer the call to create a greener ecosystem in the context of the global push toward net-zero greenhouse gas emissions. That goal — as adopted in the UN’s \u003ca href=\"https://www.un.org/en/climatechange/net-zero-coalition\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eParis Agreement\u003c/a\u003e — sets out the need to reduce carbon emissions 45 percent by 2030 and achieve net zero by 2050. \u003c/p\u003e\n\u003cp\u003eFor some big-picture context, recent data found at close to 4 percent of total CO2 emissions, the \u003ca href=\"https://www.climateimpact.com/news-insights/insights/infographic-carbon-footprint-internet/\"\u003ecarbon footprint \u003c/a\u003eof the internet is actually higher than that of global aviation. Speakers and panelists focused on the need to decarbonize the digital advertising supply path by making programmatic advertising more efficient. \u003c/p\u003e\n\u003cp\u003e“If every one of us goes out and decides to make a small shift in our business away from some of these high-carbon activities, we will immediately change the economics for every single player in the space,” said Brian O’Kelley, the CEO and cofounder of Scope3. “Small changes in behavior will have disproportionate impacts in markets, and this is a market.” \u003c/p\u003e\n\u003cp\u003eIf there was a word of the day that emerged during the various panels and presentations, it was “pre-competitive,” a term that means collaboration between competing companies within the same industry to address this shared goal. “There is definitely a pre-competitive state,” Amy Williams, the founder and CEO at Good-Loop, told \u003cem\u003eThe Current\u003c/em\u003e. “It’s almost like if you’re not participating, you’re going to get left behind.” \u003c/p\u003e\n\u003cp\u003eMedia agencies found consensus on cleaning up the supply chain by cutting out high-carbon publishers, creating a green media road map, setting out KPIs for sustainability. Sharing data with partners is critical to creating a “more transparent portrait of emissions,” said Martin Bryan, the global chief sustainability officer at UM, Mediabrands. “If we can actually prove that by being more sustainable, you’re actually yielding higher ROI for marketers…Market dynamics will motivate us to do the right thing.” \u003c/p\u003e\n\u003cp\u003eA conversation between Hillary Slattery, the director of programmatic at the Interactive Advertising Bureau (IAB) Tech Lab, and Curt Larson, the chief product officer of Sharethrough, focused on setting industry standards around sustainability. In January, the IAB Tech Lab launched a \u003ca href=\"https://iabtechlab.com/press-releases/iab-tech-lab-unveils-multi-year-green-supply-path-initiative/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emultiyear green initiative\u003c/a\u003e to help create benchmarks around how carbon emissions signals are sent and received programmatically. Its goals — in a nutshell — are “fewer duplicative ad requests happening in the first place and then making those ad requests you have in the first place smaller,” said Slattery. A cleaner supply chain can “help a publisher get a better view of ad performance,” she added. \u003c/p\u003e\n\u003cp\u003eThat theme was picked up in a panel focused on how demand-side platforms (DSPs) could effect change with their advertising partners, supply path optimization being key to this strategy. “By creating a simpler, less convoluted supply path, we’re able to build a more transparent marketplace that also reduces waste,” said Maggie Mattingley, the lead director of inventory partnerships at The Trade Desk. “With fewer hops in the supply chain, you’re becoming more sustainable.” \u003c/p\u003e\n\u003cp\u003eThe issue of finding a common industry standard was top of mind for some of the attendees. \u003c/p\u003e\n\u003cp\u003e“Everyone’s talking about what their idea of sustainability means, but every single partner has a different way of looking at sustainability. Right now, there is no consensus on any of that,” said Mike Racic, the president of Prebid. In short, he emphasized that the ad tech community needs an “industry solution” that has yet to come. \u003c/p\u003e\n\u003cp\u003e“We’ve done all this before. These aren’t new ideas, really,” said Amy Williams, referencing the industry’s quick response to ad fraud with the adoption of initiatives such as ads.txt. “[Sustainability] is a new challenge, but the solutions are legislation, collaboration, industry bodies, and technology, and all of those things are here today.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732412225802},"getContentData({\"slug\":\"advertising-streaming-ampere-profits\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"axtsvydazouFZGzcLdKAM","originalArgs":{"slug":"advertising-streaming-ampere-profits","token":""},"startedTimeStamp":1732412238337,"data":{"metadata":{"datePosted":"2024-02-16T05:00:00-08:00","dateCreated":"2024-02-15T07:48:46-08:00","dateUpdated":"2024-08-07T13:07:24-07:00","title":"Ad tiers can help streaming platforms reduce churn and drive profits | The Current","description":"Ampere Analysis' Richard Cooper explores how ad tiers can help streaming platforms reduce churn and drive profits.","image":{"alt":"a green play button lilypad sits flat atop water creating concentric ripples.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E157_RichardCooperOpEd_1920x1080px_Opinion_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"a green play button lilypad sits flat atop water creating concentric ripples.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E157_RichardCooperOpEd_1920x1080px_Opinion_Logo_v1_2024-02-15-200005_wype.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Richard Cooper","themes":["Opinion","Premium","Op-ed"],"url":"https://www.thecurrent.com/advertising-streaming-ampere-profits","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2590763,"slug":"advertising-streaming-ampere-profits","postDate":"2024-02-16T05:00:00-08:00","heading":"Ad tiers can help streaming platforms reduce churn and drive profits","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"a green play button lilypad sits flat atop water creating concentric ripples.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E157_RichardCooperOpEd_1920x1080px_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"a green play button lilypad sits flat atop water creating concentric ripples.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E157_RichardCooperOpEd_1200px_Square_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eSarah Kim / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"a green play button lilypad sits flat atop water creating concentric ripples.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E157_RichardCooperOpEd_1920x1080px_v1_2024-02-15-195944_xqct.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":2590764,"slug":"richard-cooper","fullName":"Richard Cooper","positionTitle":"Research Director - Consumer Research Lead, Ampere Analysis","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\u003eThe sustainability of the streaming sector has been called into question repeatedly over the last few years. However, beneath the headline-grabbing gloom lies the launchpad that could catapult major studio streamers to profitability in likely a relatively short space of time. Indeed, over the course of the next two years, a combination of cost rationalization, revenue diversification and content monetization could make streaming not only viable but also a major profit driver for the U.S. studios.\u003c/p\u003e\n\u003cp\u003eThe well-publicized cutbacks in staffing and in wider global operations, though disheartening at a personnel level, represent a clear move toward reducing overhead costs. They also better reflect more streamlined working practices within businesses that had arguably become bloated in the hunt for subscriber growth.\u003c/p\u003e\n\u003cp\u003eWith many mature markets reaching the point of subscriber saturation, the streamers’ focus has changed from new subscriber acquisition to subscriber retention. Managing churn is a major challenge for streaming services; consumers are presented with a greater volume of services than ever before. The structure of monthly subscriptions, rather than longer-term contacts, enables users to switch between services far more readily and arguably encourages them to chase the new original content zeitgeist. Ampere Analysis’ own research shows that churn rates for streaming services are 14% per year at best, with most services enduring much higher rates.\u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Annual churn rate by service graph showing USA data from 2023.","url":"https://www.thetradedesk.com/assets/global/v1m_tc_e157_richardcooperoped_churnrate-whitebg_2024-02-15-201639_lzfg.png","width":1920,"height":1200,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"Annual churn rate by service graph showing USA data from 2023.","url":"https://www.thetradedesk.com/assets/global/v1d_tc_e157_richardcooperoped_churnrate-whitebg.png","width":1920,"height":1200,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAmpere’s analysis has shown that larger catalog sizes can have a positive effect on reducing churn. However, a careful balance needs to be struck between offering sufficient content, whereby subscribers’ more passive viewing needs can be met, and overwhelming those same subscribers with a surfeit of choice. Filling streaming catalogs with older and lower-quality content (while perhaps a solution for some free, ad-funded video on demand providers) is not a viable solution for paid streaming services. Indeed, despite the vast content catalogs at their disposal, the volume of available titles on services such as Disney+ remains tightly curated, reflecting a more nuanced content mix. The studios have to strike a careful balance between lowering content investment so they don’t overspend and erode their emerging profit margins, and funding enough new content to enable subscriber retention.\u003c/p\u003e\n\u003cp\u003eA primary focus on high-quality scripted content, once the mainstay of streamers’ commissioning, has given ground somewhat to a more equitable split of \u003ca href=\"https://www.thecurrent.com/unscripted-tv-advertisers-streaming-disney\"\u003eless expensive unscripted content\u003c/a\u003e, including reality and entertainment shows. These represent a high volume of low-cost viewing hours which, while not necessarily destination viewing, helps retain subscribers by providing greater content-viewing hours.\u003c/p\u003e\n\u003cp\u003eThe same is true on the scripted side, with an increased focus on crime procedurals, which both extend viewing time and typically attract older subscribers. In addition to these and other changes in catalog mix, streamers have adopted the episodic release schedules of their linear TV predecessors in order to extend the time that consumers are engaged in and subscribed to their platform. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Content duration by platform graph showing USA data from Q4, 2023.","url":"https://www.thetradedesk.com/assets/global/v1d_tc_e157_richardcooperoped_contentduration-whitebg.png","width":1920,"height":1200,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"Content duration by platform graph showing USA data from Q4, 2023.","url":"https://www.thetradedesk.com/assets/global/v1d_tc_e157_richardcooperoped_contentduration.png","width":1920,"height":1200,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIt is not only in their streaming services where the U.S. studios have reassessed their approach to content. In more recent months, there has been a clear recognition that streaming is not the only way to monetize their content, with the revival of content windowing and licensing. Studios have brought back their theatrical and pay-TV windows, as well as the practice of licensing their catalogs to other platforms and territories, to maximize the value of their content across the whole distribution chain.\u003c/p\u003e\n\u003cp\u003eOutside of the content offering itself, the drive to profitability has prompted increases in subscription pricing, which can increase churn. However, the introduction of advertising tiers across almost all the major studio streaming services in the past year provides a means by which existing subscribers can continue to use services at the same or even lower monthly cost.\u003c/p\u003e\n\u003cp\u003eAmpere’s own analysis of these developments indicates that price increases still lead to customers churning, but the impact is short lived and less marked in services where there is an option for same or lower-priced ad-supported viewing. The presence of a same-cost ad-supported tier not only reduces churn, but also encourages more ad-averse consumers to upgrade to higher-priced ad-free subscriptions. Further to this, the presence of a lower-cost ad tier not only lowers the entry barrier for consumers who are reluctant to pay for multiple services, but also adds significant growth potential to the streaming market. Our current forecasts suggest that streaming advertising could grow revenue by 68% between 2023 and 2028, compared to 28% growth for subscription revenue alone.\u003c/p\u003e\n\u003cp\u003eWith these adjustments, the studios have likely set themselves on a path to profitability that is both consistent across the studio players and also quite imminent. Ampere’s models project that all the major studio streamers will reach quarter-on-quarter profitability by the first quarter of 2025. This breakthrough moment could come faster to the large and more mature services, with Disney and Warner Bros. Discovery likely to be reporting profits as soon as the end of 2024. By year end 2028, we expect the studio streaming businesses will generate a combined profit of more than $6 billion.\u003c/p\u003e\n\u003cp\u003eHowever, imminent profitability does not mean that streaming will be easy or risk-free. With incumbent steaming-only players and tech-supported services offering fierce competition, the studios will need to remain steadfast in their innovation. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\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/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732412238367},"getContentData({\"slug\":\"albertsons-closes-the-loop-between-ad-spend-and-sales\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"0XsnWCLCjGsZ6IN3xdpmO","originalArgs":{"slug":"albertsons-closes-the-loop-between-ad-spend-and-sales","token":""},"startedTimeStamp":1732412244221,"data":{"metadata":{"datePosted":"2022-06-21T06:13:00-07:00","dateCreated":"2022-06-21T06:13:55-07:00","dateUpdated":"2023-09-14T10:20:28-07:00","title":"Albertsons closes the loop between ad spend and sales | The Current","description":"As it enters the retail media space, the major grocer leans into measurement and identity to support advertisers like Pepsi and Unilever","image":{"alt":"Numerous shopping carts with groceries next to lions.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition75_AlbertsonsCannes_1920x1080_FeaturedImage_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Numerous shopping carts with groceries next to lions.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition75_AlbertsonsCannes_1920x1080_FeaturedImage_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["Retail","The Latest"],"url":"https://www.thecurrent.com/albertsons-closes-the-loop-between-ad-spend-and-sales","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1321412,"slug":"albertsons-closes-the-loop-between-ad-spend-and-sales","postDate":"2022-06-21T06:13:00-07:00","heading":"Albertsons closes the loop between ad spend and sales","subheading":"As it enters the retail media space, the major grocer leans into measurement and identity to support advertisers like PepsiCo and Unilever.","label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"Numerous shopping carts with groceries next to lions.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition75_AlbertsonsCannes_1920x1080_FeaturedImage_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Numerous shopping carts with groceries next to lions.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition75_AlbertsonsCannes_1920x1080_FeaturedImage_v1.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":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\u003eAlbertsons is starting its retail media journey with the power of consumer data top of mind. Eight weeks after officially launching the Albertsons Media Collective, it’s partnering with The Trade Desk to bring audience and measurement solutions to advertisers such as PepsiCo, Unilever, and GroupM. \u003cbr /\u003e\u003cbr /\u003eThis new partnership, which was unveiled during a panel discussion at the Cannes Lions International Festival of Creativity on Tuesday, makes it easier for brands to connect with valued audiences on the channels they’re on, including digital channels like connected TV. \u003cbr /\u003e\u003cbr /\u003e\"What we're super excited about is that it's in partnership with other companies that want to see alternatives in the marketplace and want to tie into some of the ID work that The Trade Desk has been doing,\" says Kristi Argyilan, SVP of retail media at Albertsons. \u003cbr /\u003e\u003cbr /\u003eThe partnership will prioritize privacy-conscious identifiers, one of the most important priorities for modern digital marketers. Brands can protect identity by deploying tools such as \u003ca href=\"https://www.thetradedesk.com/us/news/what-the-tech-is-unified-id-2-0\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eUnified ID 2.0\u003c/a\u003e. \u003cbr /\u003e\u003cbr /\u003eUnlocking first-party data is at the center of almost every data privacy conversation. Albertsons Media Collective, which is able to access consumer data from nearly 3,000 Albertsons stores across the U.S., has a trove of that data, which is only becoming more valuable with the expected end of third-party cookies on the horizon. Albertsons Media Collective is able to separate data from advertising inventory, a first in the grocery space. \u003c/p\u003e\n\u003cp\u003eThe partnership with The Trade Desk allows Albertsons advertisers like PepsiCo, Unilever, and GroupM to leverage its first-party data to reach the right consumers. The goals are to give advertisers more control over campaigns, maintain transparency across media buys, and work to allow advertisers to make better strategic decisions overall. \u003cbr /\u003e\u003cbr /\u003e\"There is a big opportunity writ large around transparency when it comes to data and performance measurement,” says Shyam Venugopal, SVP of global media and commerce capabilities at PepsiCo. “We are at a big moment from a brand perspective to start figuring out what is the value exchange that I want to actually build with consumers, not just data collection.\"\u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{},"caption":"The \"Retail Reimagined\" panel at Cannes Lions. Courtesy of The Trade Desk. (From left to right: Jed Dederick, chief client officer, The Trade Desk; Kristi Argyilan, SVP of retail media, Albertsons; Shyam Venugopal, SVP of global media and commerce capabilities, PepsiCo; Brian DeCicco, chief data strategy and analytics officer, NA, Mindshare)","horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/ST_60036_2022-06-21-145336_atge.jpg","width":4000,"height":2668,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eFor Jed Dederick, The Trade Desk’s chief client officer, the anticipated move away from third-party cookies is a fork-in-the-road moment for every side of the advertising industry — from brands to agencies to everyone on the buy and sell sides. \u003cbr /\u003e\u003cbr /\u003e“We're at a turning point, and retail media could become the next set of walled gardens or it could embrace the open internet,” Dederick says. “The idea that we're now bringing [retail media] into brand-building and national dollars is a huge change and a structural change, but it represents incredible opportunity. It's coming at a pivotal moment.” \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}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003ca href=\"https://www.thetradedesk.com/us/news/what-the-tech-is-retail-media-and-shopper-marketing\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eRetail media\u003c/a\u003e has become an emerging way for brands to work toward connecting marketing spend to sales. Advertisers are using the open internet to run campaigns in a data-driven way.\u003cbr /\u003e\u003cbr /\u003e“A consented first-party consumer database is incredibly important today. It is going to be the currency,” adds Brian DeCicco, chief data strategy and analytics officer for North America at Mindshare. “At the same time, the pursuit of one sole, universal source of truth and trying to own and control that intelligence entirely within a brand’s four walls is a fool's errand. The future is about data collaboration, not just data collection.”\u003c/p\u003e"}}],"readTime":3}},"fulfilledTimeStamp":1732412244249},"getContentData({\"slug\":\"advertising-technology-media-open-internet-streaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"2KYTo5HEoqSckAvrRlp7U","originalArgs":{"slug":"advertising-technology-media-open-internet-streaming","token":""},"startedTimeStamp":1732412243098,"data":{"metadata":{"datePosted":"2024-04-09T05:00:00-07:00","dateCreated":"2024-04-08T13:31:02-07:00","dateUpdated":"2024-08-07T13:08:21-07:00","title":"Ad tech has the power to democratize the open internet | The Current","description":"Ad tech innovation is fundamental to the way the open internet works, with the power to level the playing field for consumers, advertisers and publishers.","image":{"alt":"Woman on ladder reaches for a fruit on an ad-tech icon tree.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E165_OpEd_SaraijUdin_DemocratizeInternet_1920x1080px_Logo_Op_v3.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Woman on ladder reaches for a fruit on an ad-tech icon tree.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E165_OpEd_SaraijUdin_DemocratizeInternet_1920x1080px_Logo_Op_v3_2024-04-08-203653_dtfv.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Sairaj Uddin","themes":["Opinion","Premium","Op-ed"],"url":"https://www.thecurrent.com/advertising-technology-media-open-internet-streaming","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2724756,"slug":"advertising-technology-media-open-internet-streaming","postDate":"2024-04-09T05:00:00-07:00","heading":"Ad tech has the power to democratize the open internet","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Woman on ladder reaches for a fruit on an ad-tech icon tree.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E165_OpEd_SaraijUdin_DemocratizeInternet_1920x1080px_v3.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Woman on ladder reaches for a fruit on an ad-tech icon tree.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E165_OpEd_SaraijUdin_DemocratizeInternet_1200px_Square-_v3.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eSarah Kim / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Woman on ladder reaches for a fruit on an ad-tech icon tree.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E165_OpEd_SaraijUdin_DemocratizeInternet_1920x1080px_v3_2024-04-08-203631_hovz.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":2724946,"slug":"sairaj-uddin","fullName":"Sairaj Uddin","positionTitle":"SVP of technology, 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":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\u003eIt’s a fair assumption that most people reading this are interested in ad tech. But for many people outside the industry, the nuances of how ads find their way to their streaming platforms, podcasts and websites are hardly a consideration. Maybe viewers watching a show on Hulu or Peacock have noticed that the ads they’re being served are perhaps a little different, more engaging and more relevant to them. But so what? Why does this matter?\u003c/p\u003e\n\u003cp\u003eLet me break it down. Ad tech innovation is fundamental to the way the open internet works. It has the power to level the playing field for everyone and — if it’s executed well — promises to make the internet a more accessible, more vibrant place for all users. When I talk about the open internet, that means connected TV and podcasts as well as websites. But it also incorporates apps — for e-commerce, ride hailing or food delivery — whose utility can be monetized by advertising. It’s all connected. Ad tech is making it possible for more people than ever to access media, subsidized or entirely free thanks to ads. And yes, in the open internet’s ideal state, those ads will be more relevant and more engaging. That’s what we mean by the “quid pro quo of the internet.” So yes, ad tech does and should matter to everyone.\u003c/p\u003e\n\u003cp\u003eTechnology has always had the power to democratize experiences for the general population. It follows a familiar pattern: Starting out exclusive and expensive, the technology in question finds efficiencies of scale over time. Think about the automobile — which in 1900 was a vehicle only the wealthy could afford to buy. But then along came the \u003ca href=\"https://corporate.ford.com/articles/history/the-model-t.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eFord Model T\u003c/a\u003e in 1908. Henry Ford wanted the Model T to be affordable, simple to operate and durable. By the time the car went out of production in 1927, more than 15 million had been built and sold. That’s the trajectory.\u003c/p\u003e\n\u003cp\u003eOn a more personal note, when I arrived in the United States in December 1999, I would try to call my family back in India. Typically, this meant buying a phone card to pay for the high cost of an international call, which back then was $5 a minute. Very often, I’d have to choose whether to buy a phone card or forgo the call and buy something to eat. Cut to the present day — we can now make a video call at no cost on FaceTime or WhatsApp. What a difference two decades have made.\u003c/p\u003e\n\u003cp\u003eThat’s what I mean about technology democratizing our lives. Technology for the people.\u003c/p\u003e\n\u003cp\u003eYou can see this dynamic at work in ad tech. A case in point is the surge in streaming platforms all offering premium content. Since Netflix launched \u003cem\u003eHouse of Cards\u003c/em\u003e in 2013 — the first \u003ca href=\"https://deadline.com/2022/02/ted-sarandos-lilyhammer-decade-netflix-original-series-anniversary-premiere-1234927208/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eoriginal production\u003c/a\u003e it commissioned — streaming content has boomed. And so have the platforms — from Disney+ to Peacock to Max. But multiple subscriptions really add up, can lead to churn and to potentially lost revenue. Inevitably, all these services now have embraced an ad-supported tier to offer different price points and to welcome in more viewers.\u003c/p\u003e\n\u003cp\u003eIn short, ad tech can return power to consumers to choose how they want to pay for the shows they love. And the good news is that no single entity controls this. Thanks to connected TV, the open internet is a space that’s growing richer by the day, beyond the control of a few Big Tech players that have created walled gardens that inhibit the very openness that could make the internet an even better place for all.\u003c/p\u003e\n\u003cp\u003eAnd it’s not just about helping fund the shows we love. The opportunity of the open internet means empowering users through useful apps. There are plenty of examples right on our smartphones, some of which can have a positive socioeconomic impact. Consider one of Southeast Asia’s biggest tech firm, GoTo, which offers ride-hailing, e-commerce and financial services via its \u003ca href=\"https://www.thecurrent.com/how-gojek-went-from-motorcycle-delivery-service-to-business-juggernaut-in-southeast-asia\"\u003e“super app.”\u003c/a\u003e A recent study found that GoTo’s ad tech platform created job opportunities while reducing poverty and income inequality, driving \u003ca href=\"https://www.gotocompany.com/en/news/press/lpem-feb-ui-goto-contributed-up-to-idr-428-trillion-to-indonesias-economy-in-2022-equivalent-to-22-of-gdp\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eapproximately 2%\u003c/a\u003e of Indonesia’s $1 trillion GDP in 2022.\u003c/p\u003e\n\u003cp\u003eOf course, there are those who may be skeptical about the virtues of personalized or targeted ads. To be sure, after events like the Cambridge Analytica scandal where the data of millions of Facebook users was \u003ca href=\"https://www.nytimes.com/2018/04/04/us/politics/cambridge-analytica-scandal-fallout.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emisused\u003c/a\u003e, there was an inevitable public backlash about this breach of privacy. But to my mind, data is like electricity. It’s not inherently bad or good. It just needs to be regulated. In the United States right now, and in Europe, there’s a push to protect personal privacy that’s entirely appropriate.\u003c/p\u003e\n\u003cp\u003eAt the same time, millions of viewers across ad-funded streaming platforms can enjoy their favorite shows and movies thanks to the evolution of ad tech. Connected TV viewers are often an opted-in, authenticated audience, which means that they can receive ads that are relevant to them, potentially more engaging to them and thus more valuable. That’s the quid pro quo of the internet at work.\u003c/p\u003e\n\u003cp\u003eAdvertisers are forging new, privacy-conscious strategies to reach the right audience for their products with interoperable identity solutions like ID5, RampID or Unified ID 2.0, which are already proving their worth to advertisers. Meanwhile, publishers — in their efforts to better know their readers, users, consumers — are looking at products like OpenPass to enable a more transparent way of keeping their properties valuable. Their value is linked to knowing the people who visit their sites. Everyone has a vested interest in understanding this relationship among consumer, publisher and advertiser.\u003c/p\u003e\n\u003cp\u003eSuch innovations are helping the ad tech ecosystem grow in a healthier way. And then there are proposed solutions like Google Chrome’s Privacy Sandbox. If recent reports are any indication, it is already falling short. In February, the IAB Tech Lab released an \u003ca href=\"https://iabtechlab.com/press-releases/iab-tech-lab-releases-in-depth-analysis-of-googles-privacy-sandbox-for-public-comment-revealing-significant-challenges/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ein-depth analysis\u003c/a\u003e of the Privacy Sandbox, saying it “may limit the industry’s ability to deliver relevant, effective advertising, placing smaller media companies and brands at a significant competitive disadvantage. The stringent requirements could throttle their ability to compete, ultimately impacting the industry’s growth.”\u003c/p\u003e\n\u003cp\u003eThe truth is, if ad tech is to democratize the internet, it needs to be truly open. We cannot be beholden to a handful of Big Tech companies or their opaque operating systems that stymie the collective effort. We live in a world of fragmentation, but openness, objectivity and transparency across the ad tech ecosystem is a sine qua non for this industry.\u003c/p\u003e\n\u003cp\u003eThat’s how we move forward together. \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":6}},"fulfilledTimeStamp":1732412243134},"getContentData({\"slug\":\"afrobeats-nollywood-west-african-culture-global-content-streaming-media-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"0PAU0Seuts_CgHfQVjHDc","originalArgs":{"slug":"afrobeats-nollywood-west-african-culture-global-content-streaming-media-marketing","token":""},"startedTimeStamp":1732412276800,"data":{"metadata":{"datePosted":"2023-10-03T09:40:00-07:00","dateCreated":"2023-10-03T06:56:29-07:00","dateUpdated":"2023-10-04T10:32:14-07:00","title":"From Afrobeats to Nollywood: West African cultural exports could be the next big global content trend | The Current","description":"People want authentic entertainment that represents the growing diversity they see around them.","image":{"alt":"A globe with Africa on it has a monitor, a smartphone, and a headset rotating around it.","url":"https://www.thetradedesk.com/assets/global/1080x1920_Logo_Afrobeats_Final.png","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A globe with Africa on it has a monitor, a smartphone, and a headset rotating around it.","url":"https://www.thetradedesk.com/assets/global/1080x1920_Logo_Afrobeats_Final_2023-10-03-152556_lyid.png","width":1921,"height":1081,"isLandscape":true},"author":"Zac Wang","themes":["Culture"],"url":"https://www.thecurrent.com/afrobeats-nollywood-west-african-culture-global-content-streaming-media-marketing","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2332658,"slug":"afrobeats-nollywood-west-african-culture-global-content-streaming-media-marketing","postDate":"2023-10-03T09:40:00-07:00","heading":"From Afrobeats to Nollywood: West African cultural exports could be the next big global content trend","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ef8354","textHex":"#000000"},"featuredImage":{"alt":"A globe with Africa on it has a monitor, a smartphone, and a headset rotating around it.","url":"https://www.thetradedesk.com/assets/global/1080x1920_NoLogo_Afrobeats_Final.png","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A globe with Africa on it has a monitor, a smartphone, and a headset rotating around it.","url":"https://www.thetradedesk.com/assets/global/1200x1200_NoLogo_Afrobeats_Final.png","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A globe with Africa on it has a monitor, a smartphone, and a headset rotating around it.","url":"https://www.thetradedesk.com/assets/global/1080x1920_NoLogo_Afrobeats_Final_2023-10-03-152537_kdvi.png","width":1921,"height":1081,"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\u003eFirst came Japanese media, with its epic manga, anime, video games, and armies of loyal otakus. Then it was Korean entertainment, with K-pop spearheading a global cultural wave, or hallyu\u003cem\u003e,\u003c/em\u003e that included the \u003ca href=\"https://www.washingtonpost.com/lifestyle/style/parasite-makes-oscars-history-as-the-first-foreign-language-film-to-win-best-picture/2020/02/10/93b7e5f8-49fa-11ea-9164-d3154ad8a5cd_story.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efirst foreign-language\u003c/a\u003e “Best Picture” Oscar-winning movie (\u003cem\u003eParasite\u003c/em\u003e) and the first Korean act \u003ca href=\"https://www.billboard.com/music/pop/blackpink-historic-headliner-coachella-2023-recap-1235302813/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eto headline\u003c/a\u003e the Coachella music festival (BLACKPINK). \u003c/p\u003e\n\u003cp\u003eNow it could be West Africa’s turn to usher in the next big global trend in content.\u003c/p\u003e\n\u003cp\u003eEarlier this month, the Selena Gomez remix of Afrobeats star Rema’s song “Calm Down” \u003ca href=\"https://newsroom.spotify.com/2023-09-11/remas-calm-down-becomes-the-first-track-led-by-an-african-artist-to-join-spotifys-billions-club/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebecame\u003c/a\u003e the first African-artist-led track to amass 1 billion streams on Spotify, joining the likes of Taylor Swift, Drake, and Coldplay at the uppermost echelon of the music streaming world. At the start of the month, Nigeria’s Burna Boy became the \u003ca href=\"https://www.billboard.com/music/chart-beat/burna-boy-uk-chart-history-i-told-them-1235404913/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efirst international\u003c/a\u003e Afrobeats artist to land a No. 1 album in the U.K.\u003c/p\u003e\n\u003cp\u003eAnd American streaming giants have been steadily, if quietly, investing in African video content, especially out of Nollywood and South Africa, \u003ca href=\"https://variety.com/2022/tv/global/netflix-africa-original-coproductions-strategy-1235331429/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elooking for\u003c/a\u003e the next \u003cem\u003eSquid Game\u003c/em\u003e-like global hit. These investments could prove particularly fruitful as the Hollywood content tap sputters back to life following \u003ca href=\"https://www.nytimes.com/2023/09/26/business/hollywood-writers-return.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethe end of\u003c/a\u003e the U.S. writers’ strike. \u003c/p\u003e\n\u003cp\u003eThe surge in popularity of African (and particularly West African) content is the latest iteration of the globalization of media. The ubiquity of global streaming platforms means that content has no borders, with audiences in Brazil just as likely to stream Afrobeats music as those from India and the U.S., according to Spotify. \u003c/p\u003e\n\u003cp\u003e“It’s a paradigm shift. Global media consumers, particularly younger, more diverse, and tech-savvy audiences, are looking for representation and authenticity in the content they consume,” says Victoria Popoola, co-founder and CEO of TalentX Africa, a film-financing marketplace.\u003c/p\u003e\n\u003cp\u003e“There’s an interest in stories that either resonate with [consumers’] own experiences or provide insights into different cultures and perspectives. There’s also a significant diasporan market that’s interested in content that reflects their roots and heritage,” she adds. \u003c/p\u003e\n\u003cp\u003eThis globalization bodes well for advertisers, as it creates audiences of often young consumers for marketers and brands to reach, unencumbered by physical borders — something that is \u003ca href=\"https://www.thecurrent.com/streaming-live-sports-game-broadcasting-rights-online\"\u003ehappening\u003c/a\u003e in the sports streaming world as well.\u003c/p\u003e\n\u003cp\u003eBrands like Burberry and Savage X Fenty are already \u003ca href=\"https://www.voguebusiness.com/fashion/from-afrobeats-to-amapiano-how-music-is-uplifting-african-fashion\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eworking\u003c/a\u003e with Afrobeats artists, mirroring the commercial success found by K-pop acts. Nollywood stars like Tobi Bakre, meanwhile, are being \u003ca href=\"https://www.aljazeera.com/features/longform/2023/8/26/nollywood-has-a-new-action-hero-his-name-is-tobi-bakre-2\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etipped\u003c/a\u003e for Hollywood success. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e‘A winning formula’\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAfrobeats is not one single genre, but an umbrella term often used to describe contemporary West African pop music. \u003c/p\u003e\n\u003cp\u003eAt the start of the millennium, Afrobeats \u003ca href=\"https://www.billboard.com/music/features/afrobeats-history-rise-west-africa-diaspora-1950-2010-1235047715/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethrived\u003c/a\u003e in England’s Afro-Caribbean university rave scene. Now stars like Wizkid, Asake, and Burna Boy regularly \u003ca href=\"https://www.vanguardngr.com/2023/09/asake-sells-out-19k-barclays-centre-in-us-ahead-september-8-concert/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esell out\u003c/a\u003e massive arenas like London’s O2 and New York’s Barclays Center.\u003c/p\u003e\n\u003cp\u003e“One would think that Nigeria is the biggest consumer of the Afrobeats genre, but in fact, both the U.S. and the U.K. are out-streaming them,” Jocelyne Muhutu-Remy, managing director for Spotify in sub-Saharan Africa, \u003ca href=\"https://www.aljazeera.com/features/2023/6/27/qa-afrobeats-is-one-of-africas-biggest-cultural-exports#:~:text=For%20instance%2C%20one%20would%20think,over%202%2C000%20percent%20since%202018.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold\u003c/a\u003e \u003cem\u003eAl Jazeera\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eAfrobeats’ growth comes on the back of the global growth in music streaming, which now \u003ca href=\"https://www.ifpi.org/wp-content/uploads/2020/03/Global_Music_Report_2023_State_of_the_Industry.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emakes up\u003c/a\u003e 67 percent of music industry revenues. On Spotify, Afrobeats streams have \u003ca href=\"https://afrobeats.byspotify.com/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egrown\u003c/a\u003e by 550 percent since 2017. \u003c/p\u003e\n\u003cp\u003e“When you’ve got African swag and African traditions combined with up-to-date Western styles and singing in English, well — you’ve got a winning formula on your hands,” British-Ghanaian hip-hop artist Sway \u003ca href=\"https://www.theguardian.com/music/2012/jan/19/the-rise-of-afrobeats\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold\u003c/a\u003e \u003cem\u003eT\u003c/em\u003ehe Guardian. \u003c/p\u003e\n\u003cp\u003eThis points to Afrobeats as a great vehicle to reach new audiences, such as diasporic African communities in the West but also cohorts that are younger and more diverse. Afrobeats fans spend 121 percent more money on music categories per month than the average U.S. music listener, according to \u003ca href=\"https://luminatedata.com/wp-content/uploads/2023/07/Luminate_Midyear_Report_2023.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eresearch\u003c/a\u003e from Luminate.\u003c/p\u003e\n\u003cp\u003eThe media and advertising industries are noticing.\u003c/p\u003e\n\u003cp\u003eBurna Boy, together with Brazilian megastar Anitta, headlined the 2023 UEFA Champions League final in Istanbul in June this year, highlighting the appeal of non-Western entertainment for FIFA, the world’s governing body for soccer, which is on a \u003ca href=\"https://www.espn.com/soccer/story/_/id/37634727/what-world-cup-look-2026-48-teams-more-groups-more-venues-more-games\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eglobal expansion\u003c/a\u003e trajectory of its own. In the U.S., Burna Boy was \u003ca href=\"https://www.youtube.com/watch?v=PdujYTi6lZs\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ejoined\u003c/a\u003e by Grammy winner Tems and Rema at a performance during the NBA All-Star Game this year.\u003c/p\u003e\n\u003cp\u003eRema and Ayra Starr, another popular Afrobeats artist, were \u003ca href=\"https://www.vanguardngr.com/2021/09/pepsi-unveils-new-ambassadors-ayra-starr-and-rema-fortheloveofmusic/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esigned\u003c/a\u003e by Pepsi Nigeria as ambassadors last year, and Nike even \u003ca href=\"https://www.complex.com/sneakers/a/brandon-richard/air-jordan-7-vii-afrobeats-vachetta-tan-release-date\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereleased\u003c/a\u003e a pair of Jordan sneakers nicknamed “Afrobeats” by some.\u003c/p\u003e\n\u003cp\u003e“Brands are looking for ways to diversify themselves, diversify the audiences that they’re reaching, and Afrobeats is a great way to lean into that,” says Alison Bringé, CMO at Launchmetrics. She adds that Launchmetrics data shows that partnering with up-and-coming celebrities like Afrobeats star Davido can be a better marketing investment for brands than someone like Rihanna, and not just because of the lower sticker price. Their fans are more engaged, and the artists are keen to have a conversation with fans online, Bringé says. \u003c/p\u003e\n\u003cp\u003ePerhaps the biggest driver of Afrobeats’ recent popularity, however, is TikTok. Dance crazes such as those inspired by CKay’s “Love Nwantiti” and Ayra Starr’s “Rush” have helped propel the genre in front of global audiences, with singer Amaarae \u003ca href=\"https://www.theguardian.com/music/2022/mar/03/its-become-a-movement-afrobeats-steady-path-to-world-domination\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecrediting\u003c/a\u003e music and social platforms for facilitating discoverability. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“It’s a paradigm shift. Global media consumers, particularly younger, more diverse, and tech-savvy audiences, are looking for representation and authenticity in the content they consume” \u003c/p\u003e","caption":"Victoria Popoola, co-founder and CEO of TalentX Africa"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIndeed, data from Luminate shared with \u003cem\u003eThe Current \u003c/em\u003eby the firm’s VP and Head of Insights Nick Lanzafame shows that 69 percent of U.S. music listeners (ages 13 and up) engage with music from artists originating outside the U.S.\u003c/p\u003e\n\u003cp\u003e“Afrobeats, K-pop, and Latin are the most obvious examples of this, showcasing the changes in content appetites,” he says. “It will be interesting to see how that attention is used in creative ways by relevant brands across all industries in order to make organic and effective connections with audiences — especially as traditional advertising channels become less reliable.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eA rich cultural heritage and unique storytelling\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAfrobeats isn’t the only growing cultural export coming out of Nigeria and West Africa. Output from Nigeria’s film industry, Nollywood, is quickly shedding its reputation of low-budget home-video productions.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eGangs of Lagos\u003c/em\u003e, which came out of Amazon Prime Video’s \u003ca href=\"https://variety.com/2023/streaming/global/amazon-prime-video-africa-strategy-1235512709/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edeal\u003c/a\u003e with Nigerian director Jáde Osiberu, defies the standard Nollywood movie, thanks to its compelling storyline and actors, as well as flashy action scenes.\u003c/p\u003e\n\u003cp\u003e“I wanted to tell this story and to show that this kind of film could come out of Nigeria,” Osiberu \u003ca href=\"https://www.hollywoodreporter.com/movies/movie-news/gangs-of-lagos-jade-osiberu-nigeria-first-gangster-epic-1235398938/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold\u003c/a\u003e \u003cem\u003eThe\u003c/em\u003e Hollywood Reporter. “Now just imagine what we could do when we even have an even bigger stage and more resources.”\u003c/p\u003e\n\u003cp\u003eCritics are also responding well to Nigerian films — \u003cem\u003eMami Wata \u003c/em\u003e\u003ca href=\"https://www.sundance.org/blogs/the-complete-list-of-2023-sundance-film-festival-award-winners/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etook home\u003c/a\u003e the “World Cinema Dramatic Special Jury” award for cinematography at Sundance this year.\u003c/p\u003e\n\u003cp\u003eTalentX Africa’s Popoola says that at first, the relatively cheaper production costs meant that Western media firms were able to experiment with different film categories and test reception without taking on too big a risk.\u003c/p\u003e\n\u003cp\u003e“Nollywood used to be something that Nigerians consumed, and then foreigners would consume it in small bits and pieces as sort of like a guilty pleasure, and now it is morphing into an actual global industry,” adds Anita Eboigbe, a journalist covering the industry on her In Nollywood \u003ca href=\"https://www.innollywood.com/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enewsletter\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eNollywood’s growth comes at a time when streaming giants are not only looking for new, original content, but also seeing their own growth stall at home. Netflix, Amazon, South Africa’s Showmax, and other homegrown players are \u003ca href=\"https://www.thecurrent.com/global-streaming-sub-saharan-africa-subscriber-growth-amazon-netflix\"\u003edoubling down\u003c/a\u003e on sub-Saharan Africa as the next source of subscriber growth, with commissions in sub-Saharan Africa seeing the largest year-on-year increase of any global region last year.\u003c/p\u003e\n\u003cp\u003eThe influx of money from streamers hasn’t just provided new avenues for budding filmmakers to distribute their creations. It has also enabled Nollywood productions to secure better equipment, institute quality control at an international standard, and craft stories that are more universal and understandable by people across cultures, says Eboigbe.\u003c/p\u003e\n\u003cp\u003e“You don’t need to have a lot of Nigerian context to understand the films, because there are stories that are universal, because the picture quality speaks to you,” she says. “All of these things did not exist before.”\u003c/p\u003e\n\u003cp\u003eIndeed, Eboigbe notes that when she started covering the industry, bigger productions were working with budgets of 50 million naira ($60,000). Things are different now: Nollywood’s first $1 million production, \u003cem\u003eThe Black Book\u003c/em\u003e, \u003ca href=\"https://www.netflix.com/tudum/top10\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereached\u003c/a\u003e the fourth position on Netflix’s global chart during its release week and was among the top 10 films in 38 countries.\u003c/p\u003e\n\u003cp\u003eThe global trending of Nigerian and West African cultural exports is a matter of when, not if, according to Popoola.\u003c/p\u003e\n\u003cp\u003e“We’re already on track for this — especially with films, music, and fashion,” she says. “West Africa has a rich cultural heritage and unique storytelling. Our music is already a big hit, and with the improvements in film production quality and storytelling, I believe our films are next.”\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":8}},"fulfilledTimeStamp":1732412276838},"getContentData({\"slug\":\"ai-generative-ai-cannes-lions-marketing-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"JsVmwJ0NgUgQ-t5bjMJnU","originalArgs":{"slug":"ai-generative-ai-cannes-lions-marketing-media","token":""},"startedTimeStamp":1732412272207,"data":{"metadata":{"datePosted":"2023-06-22T16:36:00-07:00","dateCreated":"2023-06-22T11:45:08-07:00","dateUpdated":"2023-06-23T10:37:11-07:00","title":"AI steals the spotlight at Cannes Lions 2023 | The Current","description":"Artificial Intelligence (AI) and generative AI (AGI) ignite dynamic conversations and power-packed sessions at Cannes Lions 2023.","image":{"alt":"Alt text: Photo illustration of a lion next to a laptop with a megaphone coming out of its screen, within a yellow circle decorated by circuit imagery","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition125_AI-AGI-Cannes_1920x1080_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Alt text: Photo illustration of a lion next to a laptop with a megaphone coming out of its screen, within a yellow circle decorated by circuit imagery","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition125_AI-AGI-Cannes_1920x1080_v2_2023-06-22-233258_esnn.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Emma Shepherd","themes":["Cannes Lions","Culture","Stay up to date"],"url":"https://www.thecurrent.com/ai-generative-ai-cannes-lions-marketing-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1968814,"slug":"ai-generative-ai-cannes-lions-marketing-media","postDate":"2023-06-22T16:36:00-07:00","heading":"AI steals the spotlight at Cannes Lions 2023","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Alt text: Photo illustration of a lion next to a laptop with a megaphone coming out of its screen, within a yellow circle decorated by circuit imagery","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition125_AI-AGI-Cannes_1920x1080_NoLogo_v2-1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Alt text: Photo illustration of a lion next to a laptop with a megaphone coming out of its screen, within a yellow circle decorated by circuit imagery","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition125_AI-AGI-Cannes_1200x1200_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Sarah Kim / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"Alt text: Photo illustration of a lion next to a laptop with a megaphone coming out of its screen, within a yellow circle decorated by circuit imagery","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition125_AI-AGI-Cannes_1920x1080_NoLogo_v2-1_2023-06-22-233237_vxks.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1709184,"slug":"emma-shepherd","fullName":"Emma Shepherd","positionTitle":null,"authorType":"staff","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":1948691,"title":"Cannes Lions","slug":"the-current-cannes","uri":"sections/the-current-cannes","description":"The news and trends you need to know from the annual Festival of Creativity along the Croisette.","themeHighlightColor":""},{"id":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","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\u003eAs the \u003ca href=\"https://www.thecurrent.com/cannes-lions-trends-ai-diversity-creativity\"\u003eCannes Lions\u003c/a\u003e International Festival of Creativity \u003ca href=\"https://www.thecurrent.com/cannes-lions-trends-ai-diversity-creativity\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewinds down\u003c/a\u003e this week, a focal point of discussion has emerged: What’s AI’s place in advertising and media?\u003c/p\u003e\n\u003cp\u003eArtificial general intelligence (AGI) refers to highly autonomous systems or machines capable of exhibiting intelligence and cognitive abilities that mimic humans. For instance — think of a customer service chatbot that goes beyond FAQs and emulates humanlike responsiveness across diverse platforms. The key priorities for artificial intelligence (AI) emerging from Cannes include navigating global regulation, understanding how supercharged chatbots will affect publishers, and tackling the looming question: Will AI supplant human jobs? \u003c/p\u003e\n\n\n\u003ch2\u003e\u003cstrong\u003eThe impact of artificial intelligence on marketing jobs\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eForrester’s \u003cem\u003eAgency AI-Powered Workforce \u003ca href=\"https://www.forrester.com/report/agency-ai-powered-workforce-forecast-2030-us/RES179436\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eForecast\u003c/a\u003e\u003c/em\u003e\u003ca href=\"https://www.forrester.com/report/agency-ai-powered-workforce-forecast-2030-us/RES179436\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e \u003c/a\u003efor 2030 offers a glimpse into the future of the advertising industry and unveils a concerning trend. It predicts that U.S. advertising agencies and related service companies will witness a decline of 32,000 jobs as a result of automation. However, during a session called “AI Unleashed: How AI Is Revolutionising How We Live, Work and Create,” Jensen Huang, the founder and CEO of Nvidia, offered a contrasting perspective. He suggests that while certain jobs may become obsolete in the long run, the near future holds the promise of generating a plethora of new job opportunities. \u003c/p\u003e\n\n\u003cp\u003e“The reason for that is because this new form of technology needs AI researchers, engineers, operators to do things like prompt engineering, fine-tuning, alignment, augmentation so that you create content that is of the voice and the brand integrity of your clients,” he says. \u003c/p\u003e\n\n\u003cp\u003eHe adds that while some marketers, especially creators, might feel apprehensive about AGI, the machine is not the originator; rather, we are the ones with the “creative control.” \u003c/p\u003e\n\n\u003cp\u003e“This is the observation that a lot of people get wrong,” Huang says. “We will democratize content generation, but we will not democratize creativity. The creative process is going to be supercharged working alongside this technology.” \u003c/p\u003e\n\n\u003cp\u003eOne future-scenario for the industry is that businesses leverage the power of AI alongside human creativity, unlocking a world of innovative and compelling content, and technology continues to serve as a tool to enhance creative work rather than replace it. \u003c/p\u003e\n\n\n\u003ch2\u003e\u003cstrong\u003eRegulation meets AI and beyond\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eJust this week, \u003ca href=\"https://www.weforum.org/agenda/2023/06/eu-artificial-intelligence-ai-rules/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eEuropean Union\u003c/a\u003e lawmakers updated the draft artificial intelligence rules. The changes include a ban on using the technology for biometric surveillance and a requirement for generative AI systems like ChatGPT to disclose AI-generated content. During the session, Huang emphasized the need for regulation in the AI industry, highlighting the diverse sectors it affects, such as health care, retail, transportation, aviation, and importantly, governments — with the potential to use AI in a way that may compromise election integrity. He further stressed the importance of enhancing existing regulations to align with AI advancements. \u003c/p\u003e\n\n\u003cp\u003e“AI has the capability of great promise, but it has great peril,” says Huang. “This is an area where international cooperation matters ...Your country and ours need to understand that this is really important to regulate, that we promise not to use the technology for ways that puts humanity in harm’s way.” \u003c/p\u003e\n\n\u003cp\u003eHe adds that the U.S. should consider regulation making it illegal to impersonate a human digitally without their permission. \u003c/p\u003e\n\n\u003cp\u003e“You can’t counterfeit money, so you shouldn’t be able to counterfeit people,” Huang says. “And then if content was created by some creative agency, those assets should be protected.” \u003c/p\u003e\n\n\u003cp\u003eAs the AI industry continues to advance, ongoing collaboration and vigilance in regulatory frameworks seem to be paramount in realizing the benefits of AI while mitigating its potential risks. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eGenerative AI, ChatGPT, and media\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eDuring a session called “AI and the Media Landscape — Unlocking New Growth Opportunities,” Mathias Döpfner, the chairman and CEO of European media and tech company Axel Springer, said there have been only three “epiphany” moments in his 30-year professional life. He recalled in 1995 when he saw and used the first news website. Then when he held the first iPhone in his hands. And last, not so long ago, was when he saw Open AI’s ChatGPT — which he says has already supplanted his own need for traditional search engines. \u003c/p\u003e\n\n\n\u003cp\u003e“I think advertising remains extremely important, but how advertising is executed will change. It will be more efficient to the benefit of the consumer and to media brands,” Döpfner adds. \u003c/p\u003e\n\n\u003cp\u003eIn media, only the best original content creators will survive, he predicts — the real opportunity lies in saving money through efficiency gains and then reinvesting those savings in what truly sets publishers apart. \u003c/p\u003e\n\n\u003cp\u003e“That differentiating factor is editorial quality, journalistic excellence, and, more specifically, on-the-ground reporting,” says Döpfner. “It’s about going out there, witnessing events firsthand, and describing them in a way that no automated system could replicate. This is where investigative reporting comes into play, unearthing stories that need to be uncovered, delivering real and impactful news that breaks new ground.” \u003c/p\u003e\n\n\u003cp\u003eHe adds that whether it’s through correspondents reporting from remote corners of the world or captivating commentaries and analyses that challenge the status quo, the power lies in the unique abilities of human journalists. \u003c/p\u003e\n\n\u003cp\u003e“They have the opportunity to seize the moment, utilizing their skills, expertise, and personal style to captivate and engage readers in ways that automated systems simply cannot match,” he says. \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":1732412272249},"getContentData({\"slug\":\"ai-news-publishers-google-digital-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"tAyezfmJNKLU3BgAsxL6m","originalArgs":{"slug":"ai-news-publishers-google-digital-media","token":""},"startedTimeStamp":1732413201638,"data":{"metadata":{"datePosted":"2024-03-12T08:31:00-07:00","dateCreated":"2024-03-12T07:46:44-07:00","dateUpdated":"2024-03-12T08:31:46-07:00","title":"With AI looming as a threat to news sites, publishers push back | The Current","description":"As Generative AI rises and Google deprecates third-party cookies, digital news outlets have an opportunity to create more direct relationships with readers.","image":{"alt":"A black and white image of a newsboy shouting into a bullhorn with an empty text field with a blinking cursor on it. He holds wireframes in the shape of newspapers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_edition161_AIDisruptingNews__1920x1080px_Logo_v1-1.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A black and white image of a newsboy shouting into a bullhorn with an empty text field with a blinking cursor on it. He holds wireframes in the shape of newspapers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_edition161_AIDisruptingNews__1920x1080px_Logo_v1-1_2024-03-12-144728_yknv.gif","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Data Privacy"],"url":"https://www.thecurrent.com/ai-news-publishers-google-digital-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2640740,"slug":"ai-news-publishers-google-digital-media","postDate":"2024-03-12T08:31:00-07:00","heading":"With AI looming as a threat to news sites, publishers push back","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#007c77","textHex":"#ffffff"},"featuredImage":{"alt":"A black and white image of a newsboy shouting into a bullhorn with an empty text field with a blinking cursor on it. He holds wireframes in the shape of newspapers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_edition161_AIDisruptingNews__1920x1080px_NoLogo_v1.gif","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A black and white image of a newsboy shouting into a bullhorn with an empty text field with a blinking cursor on it. He holds wireframes in the shape of newspapers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_edition161_AIDisruptingNews_1200px_Square-_v1.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A black and white image of a newsboy shouting into a bullhorn with an empty text field with a blinking cursor on it. He holds wireframes in the shape of newspapers.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_edition161_AIDisruptingNews__1920x1080px_NoLogo_v1_2024-03-12-144822_ybfm.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":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\u003eThis year has already been a tumultuous one for the digital news media. On top of some shuttered publications and hundreds of layoffs throughout the industry, Generative AI (GenAI) has risen to be both a potential threat to and an innovative ally of journalists.\u003c/p\u003e\n\u003cp\u003eMeanwhile, Google is deprecating third-party cookies from its Chrome browser, which have long enabled news publishers to monetize their websites with revenue from ads. Further, Google Search is simply “less useful,” observes Emanuel Maiberg, who recently launched the independent news publication \u003cem\u003e404 Media\u003c/em\u003e with a group of tech journalists. He tells \u003cem\u003eThe Current\u003c/em\u003e that \u003cem\u003e404 \u003c/em\u003estories often get buried under links to sites that are aggregating their own reporting.\u003c/p\u003e\n\u003cp\u003eIt’s all part of “an increasingly messy and confusing information environment,” Maiberg tells \u003cem\u003eThe Current.\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003eBut there are reasons for optimism as some publishers adapt to this new — and challenging — environment. For a start, the end of third-party cookies can open opportunities for digital publishers to \u003ca href=\"https://www.thecurrent.com/value-exchange-consumers-can-benefit-era-authentication-identity\"\u003eauthenticate readers\u003c/a\u003e in an upfront, transparent way, allowing for a more direct relationship with them. Authentication can be as simple as a user logging in to a website or signing up for a newsletter. This change has the potential to create a better internet for journalism.\u003c/p\u003e\n\u003cp\u003eAnd while authentication can help digital news publishers preserve the value of ad impressions for its advertisers, it can potentially serve another purpose: combating possible threats from GenAI.\u003c/p\u003e\n\u003cp\u003eThat’s what \u003cem\u003e404 Media\u003c/em\u003e has been doing. When they noticed that their articles were being repurposed by AI and published on other websites, they started \u003ca href=\"https://www.niemanlab.org/2024/02/six-months-in-journalist-owned-tech-publication-404-media-is-profitable/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erequiring readers\u003c/a\u003e to log in with their email addresses.\u003c/p\u003e\n\u003cp\u003e“We see how Google is degrading in quality. We see how AI content mills are digesting our stories and gaming the system to get more views than our original reporting they’re ripping off,” Maiberg previously told Nieman Journalism Lab. “It’s important to us, and we think it’s important to our readers to know why we’re doing what we’re doing, but it’s also in the public interest to know what Google, AI, content mills, etc. are doing to the general health of the information environment.” \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eCreating a direct relationship with readers\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cem\u003e404 Media\u003c/em\u003e was founded by four former reporters from Vice’s tech-focused \u003cem\u003eMotherboard\u003c/em\u003e brand, which launched the site after Vice \u003ca href=\"https://www.nytimes.com/2023/05/15/business/media/vice-bankruptcy.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efiled for bankruptcy\u003c/a\u003e last May. It’s just one of several journalist-owned and reader-supported digital media brands that have popped up in recent years amid turmoil in the larger news industry, taking control over the journalism they produce and breaking down the walls between them and their readers. Once again, disruption breeds opportunity.\u003c/p\u003e\n\u003cp\u003e“We started \u003cem\u003e404 Media\u003c/em\u003e so we can be in charge of the business,” Maiberg says. “That’s why we can wake up one morning, realize we would really benefit by transparently asking for readers’ emails and immediately make that change.”\u003c/p\u003e\n\u003cp\u003eVideo game-focused site \u003cem\u003eAftermath\u003c/em\u003e is another such publication, launched last year by former journalists of gaming news outlet \u003cem\u003eKotaku\u003c/em\u003e. \u003cem\u003eAftermath\u003c/em\u003e, too, encourages users to log in for free when they access articles (after three free articles, readers are asked to sign up for a paid subscription).\u003c/p\u003e\n\u003cp\u003eGita Jackson, co-founder of \u003cem\u003eAftermath\u003c/em\u003e, echoes how important it is to build a bridge between the publication and its readers, especially when they are so interested in and savvy about a topic like AI-generated work.\u003c/p\u003e\n\u003cp\u003eReaders “want to follow a group of people that they have fostered a relationship with so that they can confirm that their information is coming from people and not machines,” Jackson tells \u003cem\u003eThe Current \u003c/em\u003evia email. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eLong-term solutions are still necessary\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eJames Rosewell, co-founder of the Movement for an Open Web and CEO of 51Degrees, cautions that authentication might be a short-term solution when it comes to potential AI threats, and that broader, long-term solutions are necessary.\u003c/p\u003e\n\u003cp\u003e“The business case for implementing [authentication] should be based on needing to know who your reader is and for both parties to gain a benefit from that relationship,” Rosewell says.\u003c/p\u003e\n\u003cp\u003eHe adds that larger news publishers with appropriate resources can help the larger industry by negotiating with AI companies to develop technical and legal standards. They can also engage with lawmakers to ensure that regulation covers AI in the digital market. \u003cem\u003eThe New York Times \u003c/em\u003ehas even \u003ca href=\"https://www.nytimes.com/2023/12/27/business/media/new-york-times-open-ai-microsoft-lawsuit.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esued OpenAI and Microsoft\u003c/a\u003e over the use of published work to train AI. (To be fair, \u003cem\u003eThe New York Times\u003c/em\u003e and other media outlets are also \u003ca href=\"https://www.theverge.com/2024/1/30/24055718/new-york-times-generative-ai-machine-learning\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etesting how to use AI\u003c/a\u003e in ways that benefit their newsrooms.)\u003c/p\u003e\n\u003cp\u003eBut for now, smaller digital news publications can navigate a transforming internet by forming stronger bonds with their readers in a transparent way.\u003c/p\u003e\n\u003cp\u003e“This is the time for media organizations to act and to try to win back audiences by creating more direct relationships via newsletters, live events, podcasts and master classes,” says Hilke Schellmann, an assistant professor at New York University’s Arthur L. Carter Journalism Institute and author of the book \u003cem\u003eThe Algorithm \u003c/em\u003eabout AI.\u003c/p\u003e\n\u003cp\u003eShe adds, “With AI content mills on the rise and low-grade information polluting the information environment, I hope that audiences will realize how important factual information 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":1732413201677},"getContentData({\"slug\":\"ai-revolution-advertising-web-summit-qatar\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"mu3dRgpgaHzejAmqh5FUb","originalArgs":{"slug":"ai-revolution-advertising-web-summit-qatar","token":""},"startedTimeStamp":1732412300036,"data":{"metadata":{"datePosted":"2024-03-08T07:31:00-08:00","dateCreated":"2024-03-07T14:57:22-08:00","dateUpdated":"2024-03-08T07:31:12-08:00","title":"The AI revolution is coming for advertising: Top takeaways from Web Summit Qatar  | The Current","description":"More than 14,000 people attended the inaugural Web Summit Qatar in February 2024 to hear about the Middle East’s digital transformation.","image":{"alt":"Robotic machinery coming out of a laptop screen types on the keyboard.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_AIRevolution_1920x1080_FacebookMetadata_v1sm.gif","width":800,"height":450,"isLandscape":true},"imageTwitter":{"alt":"Robotic machinery coming out of a laptop screen types on the keyboard.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_AIRevolution_1920x1080_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Michelle Castillo","themes":["Culture"],"url":"https://www.thecurrent.com/ai-revolution-advertising-web-summit-qatar","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2635414,"slug":"ai-revolution-advertising-web-summit-qatar","postDate":"2024-03-08T07:31:00-08:00","heading":"The AI revolution is coming for advertising: Top takeaways from Web Summit Qatar ","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Robotic machinery coming out of a laptop screen types on the keyboard.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_AIRevolution_1920x1080_PreviewImage_v1sm.gif","width":800,"height":450,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Robotic machinery coming out of a laptop screen types on the keyboard.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_AIRevolution_1200px_v1sm.gif","width":600,"height":600,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Robotic machinery coming out of a laptop screen types on the keyboard.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_AIRevolution_1920x1080_PreviewImage_v1sm_2024-03-07-230102_wztc.gif","width":800,"height":450,"isLandscape":true},"authors":[{"id":2635420,"slug":"michelle-castillo","fullName":"Michelle Castillo","positionTitle":null,"authorType":"contributor","featuredImage":null,"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\u003eMore than 14,000 people attended the inaugural Web Summit Qatar, which marked the largest-ever gathering of startups in the Middle East.\u003c/p\u003e\n\u003cp\u003eThe event, which was held between Feb. 26 and Feb. 29 in Doha, highlighted the region’s digital transformation and marked Qatar’s commitment to a tech future. The country has pledged to invest \u003ca href=\"https://www.invest.qa/en/resources/publications/MTc1?signature=3d02b35bd45fce33c28e96bfaa8aa429f7eb116e61e5f4993d434265dcd6a268\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$5.7 billion by 2026\u003c/a\u003e in 15 different technology areas, including artificial intelligence and the Internet of Things.\u003c/p\u003e\n\u003cp\u003eFrom social media to MarTech, the region’s leaders shared their thoughts on how technology is changing the future of advertising. Here’s what some marketers are already noticing that could have an impact globally.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAI = efficient marketing\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eGenerative AI can react to our prompts in real time. It also can make marketing more personalized than ever before.\u003c/p\u003e\n\u003cp\u003e“When it comes to customers and marketing specifically, I believe marketing and advertising for the end-consumer is going to be less boring and less forced,” The Bold Group CEO Abeer Alessa said at the event.\u003c/p\u003e\n\u003cp\u003eProgrammatic ads use large swaths of past data to tailor ads, but AI can learn what a person wants to know. Instead of just being served an ad for cheap airfare based on search history, the AI-enabled ad could show the lowest-cost dates to travel, potential places the traveler may want to stay based on budget and the best time to travel based on the weather.\u003c/p\u003e\n\u003cp\u003e“With AI, agencies and marketers will be able to create customized content on a larger scale based on the persona,” Alessa said.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAI leaves no excuses for no measurement \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAI can get rid of uncertainties and differences in measurement techniques and could help create one universal and impartial standard. Generative AI technology can look across platforms and analyze larger groups of data than ever before.\u003c/p\u003e\n\u003cp\u003eIt can also find patterns that human marketers may not have noticed and, through its deductive reasoning capabilities, advise on whether campaigns are effective. “Where creative excellence meets AI, impact happens,” said Anna Gong, the CEO of Perx Technologies. “Marketing has to be measured. There’s no room for vanity metrics anymore.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eDon’t forget about Web3 \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWeb3 and blockchain’s appeal may be fading as we head further into the “crypto winter” and NFTs lose luster, although some cryptocurrencies have seen a recent surge.\u003c/p\u003e\n\u003cp\u003e“If regulation happened earlier with Web3, we would have seen more advancement of Web3,” said Dan Gardner, CEO of Code and Theory. “We would have skipped some of the problems we saw that [have] given some companies cold feet.”\u003c/p\u003e\n\u003cp\u003eHowever, that doesn’t mean that Web3 isn’t useful in an AI future. Gardner pointed out that some of the problems we are seeing with verification about AI — including deepfake images — could be answered by Web3 technologies. AI can become the backbone for Web3 to grow, he said.\u003c/p\u003e\n\u003cp\u003e“Web3, specifically the blockchain, is literally the solution to some of the problems we are seeing with AI,” he added.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHuman creativity is here to stay, but AI is here to help \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWhile there are concerns that AI may supersede human creativity, we haven’t yet reached that day. For now, it’s helping many creators make more appealing content so they can focus on new ideas.\u003c/p\u003e\n\u003cp\u003eTravel influencer Eric Struk uses AI tools to create content faster than ever without losing his authenticity. About half of his YouTube videos are just voice narration. Companies like \u003ca href=\"https://elevenlabs.io/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eElevenLabs\u003c/a\u003e let him replicate his voice perfectly, so if he has to work with an editor, he doesn’t have to record his track. Likewise, \u003ca href=\"https://spotter.la/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eSpotter Labs\u003c/a\u003e helps create thumbnails without him having to sketch with stick figures and send his notes to a graphic designer. ChatGPT has also helped him create more informative videos. \u003c/p\u003e\n\u003cp\u003e“Sometimes if I’m traveling to a quick location and I need to do some research, I’ll type into Chat GPT to ask, ‘What do I need to know about this location? What are the most important things? What are the cool things I need to see?’ and compile that all into a video,” Stuk said. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":null,"dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732412300065},"getContentData({\"slug\":\"ai-marketers-cannes-lions-consumer-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"p8IyeupwYsPItFBtH687d","originalArgs":{"slug":"ai-marketers-cannes-lions-consumer-advertising","token":""},"startedTimeStamp":1732412285764,"data":{"metadata":{"datePosted":"2023-06-23T12:04:00-07:00","dateCreated":"2023-06-23T11:46:13-07:00","dateUpdated":"2023-06-27T12:20:57-07:00","title":"In the age of AI, marketers at Cannes Lions say to follow the consumer rather than the hype | The Current","description":"Marketers are crazy for award-winning creative, and now, for generative AI. But some think they might be missing the point.","image":{"alt":"Two yachts with hands holding smartphones sail and face an oversized lion on an island.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_TheCurrentAtCannes_GeneralInterest2_1920x1080_Logo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Two yachts with hands holding smartphones sail and face an oversized lion on an island.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_TheCurrentAtCannes_GeneralInterest2_1920x1080_Logo_v2_2023-06-23-185059_pekc.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Cannes Lions","Culture","Stay up to date"],"url":"https://www.thecurrent.com/ai-marketers-cannes-lions-consumer-advertising","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1970312,"slug":"ai-marketers-cannes-lions-consumer-advertising","postDate":"2023-06-23T12:04:00-07:00","heading":"In the age of AI, marketers at Cannes Lions say to follow the consumer rather than the hype","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Two yachts with hands holding smartphones sail and face an oversized lion on an island.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_TheCurrentAtCannes_GeneralInterest2_1920x1080_NoLogo-1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Two yachts with hands holding smartphones sail and face an oversized lion on an island.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_TheCurrentAtCannes_GeneralInterest2_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":"Two yachts with hands holding smartphones sail and face an oversized lion on an island.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_TheCurrentAtCannes_GeneralInterest2_1920x1080_NoLogo-1_2023-06-23-185055_unge.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":1948691,"title":"Cannes Lions","slug":"the-current-cannes","uri":"sections/the-current-cannes","description":"The news and trends you need to know from the annual Festival of Creativity along the Croisette.","themeHighlightColor":""},{"id":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","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\u003eGenerative AI was, expectedly, all the rage at this year’s \u003ca href=\"https://www.thecurrent.com/sections/the-current-cannes\"\u003eCannes Lions International Festival of Creativity\u003c/a\u003e. But even though advertising’s biggest players are \u003ca href=\"https://www.wpp.com/en/news/2023/05/wpp-partners-with-nvidia-to-build-generative-ai-enabled-content-engine-for-digital-advertising\" target=\"_blank\" rel=\"noreferrer noopener\"\u003einking\u003c/a\u003e deals that look set to disrupt the industry’s approach to creativity, some believe marketers’ attention might be misplaced. \u003c/p\u003e\n\u003cp\u003e“What I’m challenging […] is this industry’s ability to be pumped about yesterday and tomorrow and completely disregard today,” said Gary Vaynerchuk, serial entrepreneur and chairman of communications company VaynerX, during a keynote session. \u003c/p\u003e\n\u003cp\u003e“In real life outside of this [expletive] world, trillions of dollars are sold of products that are affected by the marketing that happens in social,” he added. He might have a point: Ad spend on TikTok, for example, is set to \u003ca href=\"https://forecasts-na1.emarketer.com/5d13a07a64fe7d034c2cc15a/5d139fecb88aeb0b7c481d70\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egrow\u003c/a\u003e 33 percent to $13.1 billion this year, with advertisers likely attracted to its ability to keep users glued to its app. \u003c/p\u003e\n\u003cp\u003eIn a business reality that is increasingly \u003ca href=\"https://www.marketingweek.com/cmos-pressure-prove-short-term-roi/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edemanding\u003c/a\u003e good returns from every marketing dollar spent, marketers need to be tuned in to where consumers’ attention actually is, said Vaynerchuk. \u003c/p\u003e\n\u003cp\u003e“Our industry is changing. Before you all go and try to figure out how to [expletive] figure out AI, why don't you figure out how to storytell where the actual consumers’ attention is?” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eCustomer-winning, not \u003c/strong\u003ejust award-winning\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe classic 30-second video format, subject of many a Cannes award, probably needs reevaluating, argued Vaynerchuk, especially those “created in boardrooms.” Indeed, with the fragmentation of media ushering in experiences as disparate as podcasts, virtual reality, and short-form videos, attention on traditional media and advertising formats is in \u003ca href=\"https://www.reuters.com/business/media-telecom/fewer-people-trust-traditional-media-more-turn-tiktok-news-report-says-2023-06-13/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efreefall\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003e“We are separated a little bit too much from the marketing and what brands are trying to do in business. You can make videos that get millions of views and pay zero in media. Media has disguised an extraordinary amount of bad work for the last 30 years,” said Vaynerchuk. \u003c/p\u003e\n\u003cp\u003e“Some of the most award-winning work in the history of this conference has also been oftentimes a precursor to decline in business for the brand that won the award,” he continued. \u003c/p\u003e\n\u003cp\u003eMarketers’ misplaced focus isn’t just exemplified by the wrong choice of channels. The creative upmanship driving award-chasing might be the reason behind the Cannes Lions, but for Procter \u0026amp; Gamble’s (P\u0026amp;G) chief brand officer, Marc Pritchard, effective creativity is one that drives sales rather than just impresses judges. \u003c/p\u003e\n\u003cp\u003eOne of P\u0026amp;G U.K.’s latest campaigns for dish soap brand Fairy featured Tough Baby, an animated baby that acts as a standard brand mascot. It is a far cry from the flashy, AI-generated \u003ca href=\"https://www.glossy.co/fashion/how-generative-ai-will-impact-fashion/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecreations\u003c/a\u003e of today. But that might just be the way to cut through today’s noise. \u003c/p\u003e\n\u003cp\u003e“I realize Tough Baby may not be on the Lumière stage anytime soon collecting a Cannes Lion for that ad, but that’s OK,” said Pritchard in a keynote. “We love him because he’s cute, and he gets the job done.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eCreativity from diversity\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAnother way P\u0026amp;G has found both creative and financial success is by leaning on traditionally underrepresented creative voices to open up traditionally underserved markets. \u003c/p\u003e\n\u003cp\u003eIn recent years, the company has turned to diverse, multicultural creators to drive market growth, said Pritchard. P\u0026amp;G’s partnership with Queen Latifah through the Queen Collective, for example, creates programs that are licensed to Black-owned and -operated media companies to create advertising inventory for media investment, which in turn drives growth. \u003c/p\u003e\n\u003cp\u003e“Our P\u0026amp;G brands have already doubled spending and intend to double again, and expand the market further,” said Pritchard. \u003c/p\u003e\n\u003cp\u003eOther initiatives, such as Whisper’s period information \u003ca href=\"https://www.brandinginasia.com/keep-girls-in-school-returns-with-the-fourth-edition-of-menstrual-education-campaign/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecampaign\u003c/a\u003e in India, show that when it comes to striking an emotional chord with consumers, content created by AI is far from the only, or even best, answer. \u003c/p\u003e\n\u003cp\u003ePerhaps the biggest takeaway from the seemingly inevitable disruption that generative AI is causing in the industry is just that: Disruption is inevitable, and smart marketers will follow the consumer, rather than the hype. \u003c/p\u003e\n\u003cp\u003e“In 14 years, I’m going to be giving a talk right here, and I’m going to say, ‘Why are you still marketing on social?’” said Vaynerchuk. \u003c/p\u003e\n\u003cp\u003e“I have no romance to any platform. I’ll run television, I’ll run outdoor, I’ll run direct mail. I’ll run anything if the price that you’re charging me to run it feels underpriced. And I will figure out the creative inside that distribution, whether it’s outdoor television, pre-rolls, social. And that is forever the game.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732412285790},"getContentData({\"slug\":\"cannes-lions-trends-ai-diversity-creativity\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ATflpDwS1U70AmsWAZ9KV","originalArgs":{"slug":"cannes-lions-trends-ai-diversity-creativity","token":""},"startedTimeStamp":1732412479272,"data":{"metadata":{"datePosted":"2023-06-15T05:00:00-07:00","dateCreated":"2023-06-06T13:41:09-07:00","dateUpdated":"2023-09-14T13:21:17-07:00","title":"Cannes Lions at 70: The trends that will mark this anniversary year | The Current","description":"As Cannes Lions International Festival of Creativity celebrates its 70th anniversary, we take a look at the ad industry’s focus this season — artificial intelligence; diversity, equity, and inclusion; sustainability.","image":{"alt":"A hand holds a smartphone with a lion sitting on it above the tops of various beach umbrellas.","url":"https://www.thetradedesk.com/assets/global/TheCurrentAtCannes_WhatToExpect_16x9_WithLogo_v3.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A hand holds a smartphone with a lion sitting on it above the tops of various beach umbrellas.","url":"https://www.thetradedesk.com/assets/global/TheCurrentAtCannes_WhatToExpect_16x9_WithLogo_v3_2023-06-12-190156_pzeo.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Damian Fowler","themes":["Cannes Lions","Culture","Stay up to date"],"url":"https://www.thecurrent.com/cannes-lions-trends-ai-diversity-creativity","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1952687,"slug":"cannes-lions-trends-ai-diversity-creativity","postDate":"2023-06-15T05:00:00-07:00","heading":"Cannes Lions at 70: The trends that will mark this anniversary year","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hand holds a smartphone with a lion sitting on it above the tops of various beach umbrellas.","url":"https://www.thetradedesk.com/assets/global/TheCurrentAtCannes_WhatToExpect_16x9_NoLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hand holds a smartphone with a lion sitting on it above the tops of various beach umbrellas.","url":"https://www.thetradedesk.com/assets/global/TheCurrentAtCannes_WhatToExpect_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Klawe Rzeczy / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A hand holds a smartphone with a lion sitting on it above the tops of various beach umbrellas.","url":"https://www.thetradedesk.com/assets/global/TheCurrentAtCannes_WhatToExpect_16x9_NoLogo_v2_2023-06-09-153904_lfht.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":1948691,"title":"Cannes Lions","slug":"the-current-cannes","uri":"sections/the-current-cannes","description":"The news and trends you need to know from the annual Festival of Creativity along the Croisette.","themeHighlightColor":""},{"id":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","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\u003eThe Cannes Lions International Festival of Creativity might be considered a love letter — a billet-doux, if you will — to excellence in advertising. First launched in 1954 in Venice, it has grown in stature to become the advertising industry’s annual highlight on the French Riviera. And this year, it’s celebrating its 70th birthday. \u003c/p\u003e\n\u003cp\u003eWhat started out as an awards show for the world’s best ads, the festival now represents a global town square, drawing in creatives, marketers, tech companies, filmmakers, and assorted visionaries to celebrate the state of the art. It’s as broad and dynamic as the ad industry itself and tends to reflect the mood and talking points of the year. \u003c/p\u003e\n\u003cp\u003eSo, what’s the buzz as we approach this anniversary? \u003cem\u003eThe Current\u003c/em\u003e gives a preview of what to expect at the 2023 festival. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eArtificial \u003c/strong\u003eintelligence \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWord has it that artificial intelligence (AI) will loom large in conversations on the Croisette, if that’s not an understatement. Certainly, the official agenda features several panels on the intersection of AI technology and creativity. “It’s going to be hard to have any conversation without the initials ‘AI’ — it’s going to dominate it,” says Greg Hahn, the co-founder and CCO of Mischief USA. “But it’s also at an interesting time where it’s fairly new to the landscape. So, I don’t think we’ll be seeing a lot of work based around AI, but we’ll be hearing a lot of talk about it.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eDiversity, equity, and inclusion\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eDiversity is another theme that runs through the week, with multiple panels addressing the creative power of DEI, reflecting the emphasis that the industry has placed on being more inclusive both in the workplace and in the creative work. The Black Executive CMO Alliance is hosting an event titled “Harness the Black Effect: Diversity as a Game Changer for Brands.” Later in the week there’s “Gorgeous Creative Mistakes You’ll Make in Supporting LGBTQ+ People with Tea Uglow and Kate Wolff.” \u003cbr /\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eFostering \u003c/strong\u003ecareer growth \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eCannes Lions also promotes a talent program for women called See It Be It, founded in 2014 with the mission to achieve equal gender representation of creative directors and leaders across the global industry. The 2023 cohort will feature 16 participants, with Guatemala, Norway, and Taiwan represented for the first time. “The group this year is fantastic and from so many places around the world. It will be inspiring and encouraging to meet so many creative women who are dedicated to our craft in all its forms,” says Madonna Badger, the founder and CCO of the Badger Agency, and the chairperson and ambassador of the See It Be It program. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAwards\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAs the crescendo toward Cannes builds, so does the buzz about which creative spots might land one of the coveted Cannes Lions awards. This year, the festival has introduced a new Lion for gaming, as well as a focus on DEI, sustainability, and impact. In 2022, the Grand Prix in the Creative Data Lions category was awarded to “\u003ca href=\"https://adage.com/article/special-report-cannes-lions/cannes-lions-awards-data-tienda-wins-creative-data-grand-prix-solving-old-problem-modern-solution/2421481\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eData Tienda\u003c/a\u003e,” from DDB Mexico for WeCapital. But what should we expect this year? \u003cem\u003eThe Current\u003c/em\u003e \u003ca href=\"https://www.thecurrent.com/cannes-lion-top-creative-advertising-marketing\"\u003ecurated a shortlist\u003c/a\u003e of this year's buzz-worthy campaigns likely to scoop up awards at Cannes Lions.\" \u003c/p\u003e\n\u003cp\u003e“Creatively we are at peak purpose, and this year, it will seem like everything bubbling up at Cannes will be world-saving ideas for good. You’ll see it from appropriate brands that walk the walk, and then you’ll see tons more purposeful ideas that feel like a brand, any brand, is just attached,” says Chris Beresford-Hill, North America president and chief creative officer of Ogilvy Advertising. “It can’t go much farther than this, so in the coming years I’d expect to see purpose to be more closely tied to what the brand is all about, and a return to selling products and benefits, maybe even with some comedy.” \u003c/p\u003e\n\u003cp\u003eSpeaking of comedy, this year Cannes Lions will honor Kevin Hart with the Entertainment Person of the Year award. The actor, producer, and comedian is being celebrated as “a trailblazing entrepreneur,” as the founder and chairman of Hartbeat, an entertainment studio and marketing consultancy. The festival will also recognize the filmmaker Spike Lee with its first honorary Creative Maker of the Year award. “Going forward, this award will honor creative makers from any discipline who are inspirational beacons for our whole community,” said Simon Cook, CEO of Lions, \u003ca href=\"https://www.canneslions.com/news/cannes-lions-honours-visionary-academy-award-winning-filmmaker-spike-lee\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ein a statement\u003c/a\u003e. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eRosé and inspiration \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eOf course, there’ll be yachts in the harbor, beach events, and exceptional rosé at happy hour on the Terrace. The weeklong event is an opportunity for folks in the ad industry to get together — even if they’re from the same city. “It’s funny because we travel like thousands of miles to connect with people that live in the same neighborhood,” says Hahn. \u003c/p\u003e\n\u003cp\u003eBut socializing aside, at least one creative executive sums up the festival as a source of great inspiration. Here’s what Jason Apaliski, the executive creative director at Pereira O’Dell, tells \u003cem\u003eThe Current\u003c/em\u003e: \u003c/p\u003e\n\u003cp\u003e“More than the talks and the panels, more than the parties and the rosé, more than the ceremonies and celebrations … the thing I look forward to the most in Cannes is the work. For one day, I decline all meetings, pass on all invites, and head to the Palais to walk the halls. It’s literally the only place on Earth where you can be physically surrounded by great idea after great idea after great idea. The work is literally everywhere you look. It’s more than inspiring: It’s jealousy inducing. Fury-filled ‘goddamn it, why didn’t I think of that’ jealousy. And I love it. Because in those halls is every kick in the ass you will ever need to make it [back] onstage holding one of those shiny trophies. And honestly, that’s what we all look forward to most.” \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":1732412479318},"getContentData({\"slug\":\"davide-rosamilia-vp-id5-regulators-ad-tech-ecosystem\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"6KR54UrX01D7swtVih9GI","originalArgs":{"slug":"davide-rosamilia-vp-id5-regulators-ad-tech-ecosystem","token":""},"startedTimeStamp":1732412788819,"data":{"metadata":{"datePosted":"2024-11-06T06:53:00-08:00","dateCreated":"2024-11-06T06:20:18-08:00","dateUpdated":"2024-11-06T06:54:40-08:00","title":"Why we must engage with regulators for a healthier ad tech ecosystem | The Current","description":"ID5's Davide Rosamilia shares why we need more industry experts to share their knowledge with regulators for the health of the ad tech ecosystem.","image":{"alt":"A stack of traffic cones on top of a cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition194_OpEd_DavideRosamilia_Regulation_1920x1080_OpinionLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A stack of traffic cones on top of a cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition194_OpEd_DavideRosamilia_Regulation_1920x1080_OpinionLogo_v2_2024-11-06-144305_hsav.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Davide Rosamilia","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/davide-rosamilia-vp-id5-regulators-ad-tech-ecosystem","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3348553,"slug":"davide-rosamilia-vp-id5-regulators-ad-tech-ecosystem","postDate":"2024-11-06T06:53:00-08:00","heading":"Why we must engage with regulators for a healthier ad tech ecosystem","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#f7d031","textHex":"#000000"},"featuredImage":{"alt":"A stack of traffic cones on top of a cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition194_OpEd_DavideRosamilia_Regulation_1920x1080_NoLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A stack of traffic cones on top of a cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition194_OpEd_DavideRosamilia_Regulation_1200px_Square_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eHolly Warfield / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A stack of traffic cones on top of a cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition194_OpEd_DavideRosamilia_Regulation_1920x1080_NoLogo_v2_2024-11-06-144417_kobu.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3348585,"slug":"davide-rosamilia","fullName":"Davide Rosamilia","positionTitle":"VP of product, ID5","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\u003eWe live in a time when certain dominant tech players wield unchecked power to make sweeping changes, like removing signals that businesses depend on. As anyone in the ad tech world knows, the threat of cookie deprecation loomed large earlier this year.\u003c/p\u003e\n\u003cp\u003eWhile some argue these initiatives may have certain benefits, like enhancing privacy or fostering innovation, without proper oversight, they can cause significant disruption to the wider ad tech ecosystem.\u003c/p\u003e\n\u003cp\u003eDespite Google announcing a consent mechanism for third-party cookies in July, questions linger. The lack of a clear road map has left all parts of the advertising chain in limbo.\u003c/p\u003e\n\u003cp\u003eMany industry players, 60% according to an ID5 survey, believe the delay is linked to the ongoing U.K. Competition and Markets Authority (CMA) investigation into cookie removal and Privacy Sandbox.\u003c/p\u003e\n\u003cp\u003eBy acting as a referee, the CMA plays a vital role in maintaining fair market competition, especially in ad tech, where it monitors dominant players like Google and Meta to prevent anticompetitive practices.\u003c/p\u003e\n\u003cp\u003eBut regulators like the CMA can’t uphold this system of checks and balances on their own. This process requires input from industry players to create a more balanced playing field. Engagement is not just important — it’s essential. \u003c/p\u003e"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAs Google continues to provide information regarding the user experience in Chrome, industry players must seek out opportunities to voice their concerns.\u003c/p\u003e\n\u003cp\u003eIt’s like participating in an election: If you don’t vote, you can’t complain about the results. Through active participation, industry members can create a more inclusive path forward, where everyone’s interests are taken into account.\u003c/p\u003e\n\u003cp\u003eWe need more industry experts to share their knowledge with regulators. But there are certain things to keep in mind to make this engagement beneficial for the entire digital advertising community.\u003c/p\u003e\n\u003cp\u003eEngaging with regulators is about much more than representing your organization’s specific interests. It’s an opportunity to provide a broader perspective on how decisions made by dominant players can impact the entire industry. Walled gardens, independent players and everyone in between need to be part of the conversation.\u003c/p\u003e\n\u003cp\u003eIt’s natural to approach these conversations as an advocate for your company or job function. However, the best way to engage is simply as an industry expert.\u003c/p\u003e\n\u003cp\u003eRegulators seek insights that go beyond individual company concerns — they want to understand how the industry operates, where the pain points are, and what solutions could create a more balanced and competitive environment.\u003c/p\u003e\n\u003cp\u003eThis engagement helps regulators make informed decisions that steer the industry toward a fairer and more sustainable future.\u003c/p\u003e\n\u003cp\u003eBy offering insights into the market dynamics and the ripple effects of dominant players’ actions, we can help create a system of checks and balances that prevents disruption and ensures fair competition.\u003c/p\u003e\n\u003cp\u003eThe CMA will publicly consult the industry in Q4 2024 before making a decision on whether to accept Google’s changes to its initial commitment. At this time, the CMA also plans to provide an update on its stance relating to Privacy Sandbox tools and assessment of the testing results.\u003c/p\u003e\n\u003cp\u003eWorking together, we can establish clear boundaries that protect smaller, innovative companies from being forced to react to sudden, unilateral changes by dominant players that unfairly harm competition.\u003c/p\u003e\n\u003cp\u003eThis collaboration isn’t just beneficial for individual organizations — it’s essential for the health of the entire ad tech ecosystem. \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":3}},"fulfilledTimeStamp":1732412789257},"getContentData({\"slug\":\"alcohol-marketer-digital-ads-australia-abac\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"E55ObHntHWLFYtMNi2AXm","originalArgs":{"slug":"alcohol-marketer-digital-ads-australia-abac","token":""},"startedTimeStamp":1732412305486,"data":{"metadata":{"datePosted":"2023-08-21T11:08:00-07:00","dateCreated":"2023-08-21T10:23:18-07:00","dateUpdated":"2023-08-21T11:08:52-07:00","title":"Alcohol marketers turn to digital ads amid new rules in Australia | The Current","description":"Alcohol PR agencies, marketers, and brands in Australia turn to digital amid new ad regulations on ad placements imposed by the Alcohol Beverages Advertising Code (ABAC).","image":{"alt":"A hand holds a platter holding a martini in a browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Alcohol_1920x1080_Final_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A hand holds a platter holding a martini in a browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Alcohol_1920x1080_Final_Logo_2023-08-21-173811_fxtl.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Emma Shepherd","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/alcohol-marketer-digital-ads-australia-abac","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2047978,"slug":"alcohol-marketer-digital-ads-australia-abac","postDate":"2023-08-21T11:08:00-07:00","heading":"Alcohol marketers turn to digital ads amid new rules in Australia","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hand holds a platter holding a martini in a browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Alcohol_1920x1080_Final_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hand holds a platter holding a martini in a browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AlcoholMarketersTurnDigital_1200pxSquare_Final.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Jen Satzger / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A hand holds a platter holding a martini in a browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Alcohol_1920x1080_Final_NoLogo_2023-08-21-173753_wrhl.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1709184,"slug":"emma-shepherd","fullName":"Emma Shepherd","positionTitle":null,"authorType":"staff","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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eAn Australian regulator — the Alcohol Beverages Advertising Code — introduced \u003ca href=\"https://www.adnews.com.au/news/new-alcohol-beverages-advertising-code\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enew rules\u003c/a\u003e this month imposing tighter constraints on marketing to minors. Under these new guidelines, alcohol advertisements can only be shown alongside content for which verifiable data confirms that at least 80 percent of audience members are adults. \u003c/p\u003e\n\u003cp\u003eAs a result, many alcohol brands in Australia are strategically transitioning to digital platforms and away from one-to-many, traditional media channels to gain more control over who sees their campaigns. \u003c/p\u003e\n\u003cp\u003e“Tighter regulations around alcohol advertising will certainly see some advertisers evaluate not just how but where they buy their media,” Ben Oliver, senior manager of digital media from in-house agency Splash, Treasury Wine Estates Penfolds, tells \u003cem\u003e\u003ca href=\"https://www.thecurrent.com/\"\u003eThe Current\u003c/a\u003e\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eThese new rules come at a time when Australia’s alcoholic drinks market is surging, with a reported \u003ca href=\"https://www.statista.com/outlook/cmo/alcoholic-drinks/australia\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$30 billion\u003c/a\u003e in revenue in 2023 and a projected annual growth rate of 5 percent from 2023 to 2027. \u003c/p\u003e\n\u003cp\u003eA move toward digital channels could help alcoholic beverage brands meet the new guidelines without sacrificing scale or revenue opportunity — especially if even stricter regulations materialize in the future. \u003c/p\u003e\n\u003cp\u003e“As a result of wanting to maintain these guidelines, we do tend to focus more on digital channels for our client’s campaigns rather than out-of-home [OOH] and traditional broadcast channels, as you have more defined audience parameters that you can target, whether that’s via influencers or targeted ads,” Sophie Muir, founder and CEO of Maven PR, tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eOverall, switching to digital could provide alcohol marketers with data-driven audience targeting, enhanced measurement accuracy, and the ability to exercise greater control to help adhere to these new regulatory guidelines. All of these could contribute to a more efficient allocation of advertising dollars — minimizing wastage, maximizing the impact of each dollar spent, and ensuring alcohol ads are seen by majority-adult audiences. \u003c/p\u003e\n\u003cp\u003e“We spend around 80 percent of our ad budget in the digital landscape now,” Gemma Duff, general manager at alcohol brand Poor Toms Gin, tells \u003cem\u003eThe Current\u003c/em\u003e. “In comparison to the more traditional media channels, we can use our budget much more concisely to target our ideal customer whilst giving us peace of mind that we are staying within the new guidelines. Being behind an age gate and having specifically targeted media to over-30-year-olds makes us feel much better than having our ads seen by an underage audience.” \u003c/p\u003e\n\u003cp\u003eInterestingly, some alcohol marketers in Australia are increasingly pivoting their focus to connected TV (CTV) platforms likely to harness the channel’s precision in \u003ca href=\"https://www.adgility.com.au/blog/top-features-and-benefits-of-connected-tv-advertising\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e audience targeting\u003c/a\u003e. As ABAC’s updates emphasize responsible advertising and adult-oriented content, CTV targeting capabilities can help marketers reach a majority-adult audience. \u003c/p\u003e\n\u003cp\u003e“For the time being, CTV has big advantages over linear when it comes to targeting, time-parting restrictions, and placements that make it an attractive option for alcohol brands that don’t want to run afoul of ABAC,” Oliver 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":3}},"fulfilledTimeStamp":1732412305514},"getContentData({\"slug\":\"apples-latest-feature-may-upend-ooh-advertising-for-the-better-and-not-worse\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"c0fsaIdHXqUqfeDhMnTTi","originalArgs":{"slug":"apples-latest-feature-may-upend-ooh-advertising-for-the-better-and-not-worse","token":""},"startedTimeStamp":1732412305058,"data":{"metadata":{"datePosted":"2021-10-07T05:04:00-07:00","dateCreated":"2021-10-06T16:01:02-07:00","dateUpdated":"2023-03-01T04:47:39-08:00","title":"Apple’s latest feature may upend OOH advertising — for the better (and not worse) | The Current","description":"The new Live Text feature from Apple’s iOS 15 update has potential to change how marketers engage with consumers in areas such as out-of-home (OOH) and digital-out-of-home (DOOH).","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition39_iOSShoppableWorld_1920x1080_v1-V2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition39_iOSShoppableWorld_1920x1080_v1-V2.jpg","width":1920,"height":1080,"isLandscape":true},"author":"George P. Slefo","themes":["Leaders","Marketing Strategy","The Latest"],"url":"https://www.thecurrent.com/apples-latest-feature-may-upend-ooh-advertising-for-the-better-and-not-worse","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":770111,"slug":"apples-latest-feature-may-upend-ooh-advertising-for-the-better-and-not-worse","postDate":"2021-10-07T05:04:00-07:00","heading":"Apple’s latest feature may change OOH advertising — for the better","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition39_iOSShoppableWorld_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition39_iOSShoppableWorld_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508882,"slug":"george-p-slefo","fullName":"George P. Slefo","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"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\u003eLost amid the privacy implications following Apple’s iOS 15 update is a new feature which can potentially change how marketers engage with consumers in areas such as out-of-home (OOH) and digital-out-of-home (DOOH). \u003c/p\u003e\n\n\u003cp\u003eThe feature — dubbed “Live Text” — equips iPhones users with the ability to “read” text in the real world using the phone’s camera. People can, for instance, click a URL showcased on a billboard or subway ad; capture and paste text, in full, onto their smartphones. Even business cards may see a revival, as Live Text can make calls from a printed or handwritten phone number. \u003c/p\u003e\n\n\u003cp\u003eSee for yourself in the visual example below:  \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/f6g0wB31X9w?start=184\u0026end=234\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":null,"mobileHeight":null,"makeResponsive":true,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eApple’s new feature could potentially change how marketers engage with consumers in the \u003ca href=\"https://www.emarketer.com/content/us-out-of-home-ad-spending-2021\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$7 billion channel\u003c/a\u003e that is out-of-home advertising, industry leaders say. Live Text is also native to the iPhone’s camera, making it available to anyone with an iPhone Xs or above. The feature’s ability to transfer text from the real-world and onto a consumer’s smartphone may also open new doors for OOH creative, Kym Frank, president of the Market Research Council, tells \u003cem\u003eThe Current.\u003c/em\u003e  \u003c/p\u003e\n\u003cp\u003e“The industry jokes that the best out-of-home ads are seven words or less,” says Frank. “But this makes the possibility of having more text because people can take messages with them to consume later.”  \u003c/p\u003e\n\u003cp\u003eFrank, who previously served as president of OOH measurement company Geopath, adds that Live Text “is that thing you always wanted on your phone but didn’t have. And you don’t need to download or install an app to use it.”  \u003c/p\u003e\n\u003cp\u003eAlthough Android phones have a similar feature — Google Lens — they may require downloading an app and as \u003ca href=\"https://www.cnet.com/tech/mobile/ios-15-review-focus-mode-facetime-web-links-and-live-text-are-game-changers/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eCNET points out\u003c/a\u003e, “Yes, they live on the same spectrum, but are different.” \u003c/p\u003e\n\u003ch4\u003e\u003cstrong\u003eWhat about QR codes?\u003c/strong\u003e \u003c/h4\u003e\n\u003cp\u003eMarketers can capture valuable data by creating unique URLs or phone numbers on billboards or Live Text users. “Out-of-home is continuing to evolve and data — handled properly — is critical to the evolution of our business,” Jill Schnitt, managing director at Outdoor Media Group, tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eQR codes are “having their moment” following the pandemic, says, Schnitt. Unless Live Text becomes second nature to consumers, OOH media will have to forfeit valuable real estate to instruct users on how to use Apple’s newest feature. Though that shouldn’t necessarily deter marketers. \u003c/p\u003e\n\u003cp\u003e\"While Live Text is a native feature to iPhone, brands are going to have to get creative as to how they prompt users to interact,” says Schnitt. “That’s the key component because people already know what to do when they see a QR code.” \u003c/p\u003e\n\u003cp\u003eAs for the industry, Live Text may bring new data capabilities to OOH measurement. The feature can, for example, remove the friction of entering a unique URL from a billboard, essentially making it a direct click, says Schnitt. “It could make tracking conversions easier,” she says. “But we’re going to have to work closely with creative teams to make sure people know that if they hold their phone up to something, that they’re going to get value back.” \u003c/p\u003e\n\u003cp\u003eBarry Frey, president and CEO of DPAA, the global digital out-of-home trade marketing association, says the new technology will allow marketers to deliver the same level of impact found on the big screen and couple it with interactivity through mobile devices. “The ability to use out-of-home for reach, awareness and branding and then further that message to consideration, action and purchase is already happening,” says Frey. “This technology further advances that vision and promise by delivering new opportunities for advertisers.”  \u003c/p\u003e"}}],"readTime":3}},"fulfilledTimeStamp":1732412305091},"getContentData({\"slug\":\"an-ad-tech-veterans-chance-encounter-with-jeff-green-and-his-bold-prediction-on-the-future-of-data-driven-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"D4DBtWDHkCh05WimnfzDo","originalArgs":{"slug":"an-ad-tech-veterans-chance-encounter-with-jeff-green-and-his-bold-prediction-on-the-future-of-data-driven-advertising","token":""},"startedTimeStamp":1732412304426,"data":{"metadata":{"datePosted":"2021-08-05T06:00:00-07:00","dateCreated":"2021-08-04T20:50:36-07:00","dateUpdated":"2023-03-16T11:59:34-07:00","title":"An ad tech veteran’s chance encounter with Jeff Green and his bold prediction on the future of data-driven advertising | The Current","description":"Livingly Media's Jonathan Penn on why a consolidated supply chain is crucial to the future of advertising","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_DataDriven_1920x1080_logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_DataDriven_1920x1080_logo.jpg","width":1920,"height":1080,"isLandscape":true},"author":"George P. Slefo","themes":["Leaders","The Latest"],"url":"https://www.thecurrent.com/an-ad-tech-veterans-chance-encounter-with-jeff-green-and-his-bold-prediction-on-the-future-of-data-driven-advertising","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":719816,"slug":"an-ad-tech-veterans-chance-encounter-with-jeff-green-and-his-bold-prediction-on-the-future-of-data-driven-advertising","postDate":"2021-08-05T06:00:00-07:00","heading":"An ad tech veteran’s chance encounter with Jeff Green and his bold prediction on the future of data-driven advertising ","subheading":"Livingly Media's Jonathan Penn on why a consolidated supply chain is crucial to the future of advertising","label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_DataDriven_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/TheCurrent_DataDriven_1920x1080_nologo.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508882,"slug":"george-p-slefo","fullName":"George P. Slefo","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692081,"title":"Leaders","slug":"leaders","uri":"sections/leaders","description":"A spotlight on leaders from across the advertising industry","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 2015, Jonathan Penn was a sales director working for then-programmatic powerhouse, Turn. Back then, Penn was in the reception area of Omnicom Media Group’s New York office waiting to speak with senior leadership on looming changes being made to Turn’s platform. It was there, says Penn, that he had a chance encounter with Jeff Green, cofounder and CEO of The Trade Desk.  \u003c/p\u003e\n\u003cp\u003e“I was checking in at the same time as Jeff, who took a redeye flight to meet with Omnicom’s CEO,” says Penn. “Jeff was going in just to see how he could support their team. I remember telling somebody I was with that we were going to lose here. The Trade Desk is going in the right direction by focusing on servicing and account support. And we’re going in telling our clients what to do.”  \u003c/p\u003e\n\u003cp\u003eAs it turns out, Penn was right. Turn, once described by industry leaders as “too big to fail,” failed after losing significant market share to its rivals. It was ultimately \u003ca href=\"https://techcrunch.com/2017/02/22/singtels-digital-ad-division-amobee-acquires-turn-for-310m/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egobbled up\u003c/a\u003e by Amobee in 2017 for $310 million.  \u003c/p\u003e\n\u003cp\u003eFast forward to today, and Penn is now senior VP of revenue at Livingly Media. The programmatic-first publisher sees more than 20 million visitors each month to its portfolio of six publications, which feature “inspirational and aspirational” content, ranging from home decor to celebrity news. Livingly recently announced its support for \u003ca href=\"https://www.thetradedesk.com/us/about-us/industry-initiatives/unified-id-solution-2-0\"\u003eUnified ID 2.0\u003c/a\u003e, joining other industry players such as The Washington Post, Nielsen, Publicis Groupe and LiveRamp.  \u003c/p\u003e\n\u003cp\u003eA seasoned ad tech veteran, Penn now has another bold prediction: The programmatic supply chain that sits between buyer and seller is likely to become a lot smaller in the near future. \u003cbr /\u003e\u003c/p\u003e\n\u003ch4\u003eMinimizing the middleman\u003c/h4\u003e\n\u003cp\u003eIn programmatic, a slew of companies sit between publisher and brand. Some describe these players as an “ad tech tax”. \u003ca href=\"https://www.forbes.com/sites/augustinefou/2020/06/20/cfos-you-paid-for-what-in-digital-advertising/?sh=78500afd69d7\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eA trio of studies\u003c/a\u003e, for instance, revealed that less than 50 percent of every ad dollar spent reaches a publisher’s bottom line. The rest goes to middlemen in the supply chain, though an alarming 15 percent of every media dollar spent could not be accounted for.  \u003c/p\u003e\n\u003cp\u003eBringing sellers and buyers closer together would upend such figures by putting more money in the pockets of publishers while also making the brand’s almighty ad dollar travel a lot further, says Penn.  \u003c/p\u003e\n\u003cp\u003e“If brands are going to start working with publishers using first-party CRM data, they’re going to have to work as close together as possible to prevent any other obstacles from finding identified, authenticated users,” says Penn\u003cem\u003e. \u003c/em\u003e“They have to break down barriers to develop a more cohesive working relationship in order to deliver the true promise of first-party data usage.”  \u003c/p\u003e\n\u003cp\u003eIn other words, a consolidated supply chain is necessary for first-party data-driven advertising to truly scale. “I could be wrong, but I believe there’s going to be more of a direct affiliation between the buy side and leading publishers, perhaps bypassing any roadblocks that prevent the actual promise of unlocking the true value of programmatic,” says Penn. “This would mean more direct deals with leading publishers across their full inventory, including all their platforms [such as CTV, audio] that allow for some sort of direct programmatic bidding integration.”  \u003c/p\u003e\n\u003cp\u003eThe pandemic, looming expiration of third-party cookies, consumer privacy regulation and constant changes being made by smartphone manufacturers, such as Apple, are among the catalysts that will jumpstart this change. Brands grappling with these changes are aggressively building direct relationships with their consumers and they’re also tying back their media spend to business outcomes. \u003c/p\u003e\n\u003cp\u003eStill, there are barriers preventing such a scenario from playing out. “Education and collaboration will be paramount,” says Penn. “I’m a publisher. And so, it’s going to be an important job from the buy side to understand the nuances of publishers and to educate, learn and empathize with them before we come to a place where there’s a more direct partnership approach.” \u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1732412304456},"getContentData({\"slug\":\"anime-india-streaming-gaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"30tiZ2Cjh2dq3wlFKJEPw","originalArgs":{"slug":"anime-india-streaming-gaming","token":""},"startedTimeStamp":1732412307924,"data":{"metadata":{"datePosted":"2024-02-20T05:00:00-08:00","dateCreated":"2024-02-12T09:29:27-08:00","dateUpdated":"2024-02-16T13:57:57-08:00","title":"Anime fanfare accelerates in India, thanks to the proliferation of streaming | The Current","description":"Japan’s anime sees a new boom as India rises to the second-largest market in the world.","image":{"alt":"Anime-style hands drawn in the pose of the 'kamehameha' with a photo of the earth held in the center of the hands.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition150_AnimeGlobalAppeal_1920x1080px_Logo_v1_optimized.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Anime-style hands drawn in the pose of the 'kamehameha' with a photo of the earth held in the center of the hands.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition150_AnimeGlobalAppeal_1920x1080px_Logo_v1_optimized_2024-02-16-192944_edsu.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Emma Shepherd","themes":["Streaming"],"url":"https://www.thecurrent.com/anime-india-streaming-gaming","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2581330,"slug":"anime-india-streaming-gaming","postDate":"2024-02-20T05:00:00-08:00","heading":"Anime fanfare accelerates in India, thanks to the proliferation of streaming","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Anime-style hands drawn in the pose of the 'kamehameha' 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.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Anime-style hands drawn in the pose of the 'kamehameha' with a photo of the earth held in the center of the hands.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition150_AnimeGlobalAppeal_1200px_Square_v1_optimized_2024-02-16-192928_dqnj.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Anime-style hands drawn in the pose of the 'kamehameha' 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":"staff","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.” \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":1732412307955},"getContentData({\"slug\":\"adminer.php\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"8p8DnytUTD6f_BHyDQvuI","originalArgs":{"slug":"adminer.php","token":""},"startedTimeStamp":1732412308992,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug 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window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition178_PublisherBrandSafetyOlympics_1920x1080px_NoLogo_v1_2024-07-17-205012_ekva.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 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pioneering them.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eAround the world, even the most casual of sports fans will be devouring news about their favorite athletes, countries’ medal counts, or when to watch certain events in the Paris 2024 Olympics. Yet, despite the high traffic that news publishers anticipate, some advertisers won’t appear alongside that content — and they might not even know why.\u003c/p\u003e\n\u003cp\u003eThe reason is very simple. The word “Paris” is on many advertisers’ keyword blocklists, according to experts — meaning ads won’t appear on online content that mentions the city. Its inclusion on many of these lists stems from the brutal terrorist attacks the city experienced in November 2015. The problem is, these lists are hardly, if ever, updated to reflect current times.\u003c/p\u003e\n\u003cp\u003e“Keywords are like the Raid Roach Motel — keywords check in, but they don’t check out,” Lou Paskalis, chief strategy officer at Ad Fontes Media, tells \u003cem\u003eThe Current\u003c/em\u003e. Some advertisers, he says, have 10,000 terms they’re blocking at once on lists that haven’t been updated in years. He often asks advertisers: “When was the last time you audited your keyword blocklists?” Often, he says, the answer is “Oh, I never thought of that.”\u003c/p\u003e\n\u003cp\u003eThe practice of keyword blocking, tag moderation and pre-bid filters is a contentious one. Advertisers, fearful of cancel culture, continue to prevent ads from appearing next to content that could be deemed unsafe, but are missing out on key engagement moments connected to the news cycle. Publishers, meanwhile, are missing out on a lot of business and insist that advertising on hard news does nothing to impede brand perception.\u003c/p\u003e\n\u003cp\u003eEither way, with the rise of AI and contextual technology solutions, it’s a custom that is being called out as archaic now more than ever, and one that can \u003ca href=\"https://www.thecurrent.com/cannes-advertising-leaders-news-publishers\"\u003echoke off news revenue\u003c/a\u003e. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eContext matters\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eIt’s instinctive for advertisers to want to block words that naturally bring up negative connotations, but at what cost?\u003c/p\u003e\n\u003cp\u003eJosef Najm, director of programmatic and partnerships at Reuters, describes the trend of keyword blocklists coming to a head around COVID — a shift which was further compounded by a fraught news cycle that included events like George Floyd’s murder, the beginning of the Black Lives Matter movement, the 2020 presidential election and ongoing global conflicts.\u003c/p\u003e\n\u003cp\u003e“The strategy here comes from the fear of the screenshot and what that might lead to,” he says, alluding to audiences capturing a brand’s ad beside anything controversial. But there’s an essential problem in that, he says. “If you’re applying words like people’s beliefs, religions, communities, whole countries, you really run into a situation where you have to recognize whether your keywords reflect what your brand is trying to promote from a communications style,” Najm tells \u003cem\u003eThe Current\u003c/em\u003e for an upcoming episode of \u003cem\u003eThe Current Podcast\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eThe missed engagement should be reason alone for advertisers to revisit their lists, says Paskalis. He recalls when \u003cem\u003eTime Magazine\u003c/em\u003e named Taylor Swift the “Person of the Year” in 2023 and published an article about the pop star and the “war on feminism.” As it turns out, a lot of advertisers missed out on placements in the story and asked for free credits because they had the word “war” on their blocklists, according to an email he received from Mark Howard, chief operating officer of Time Inc.\u003c/p\u003e\n\u003cp\u003e“This whole industry has become knee-jerk about these things to the point where agencies are asking for makegoods on behalf of their client and you just wonder, is anyone steering the ship?” says Paskalis. “Everyone is blocking Hilary Clinton, who is a retired grandma, because of the 2016 election.”\u003c/p\u003e\n\u003cp\u003eEven often-blocked words like “slay” and “bomb” are not always used in damaging ways and could block ads from appearing on otherwise popular content. As Mike Irenski, VP of Programmatic Revenue at Hearst Newspapers, says “context matters.” \u003c/p\u003e\n\u003cp\u003eFor example, articles with headlines “Grateful Dead Play This Saturday” or “Billy Joel Kills It in Last Performance” would block ads with keywords “dead” or “kills,” says Irenski. So instead of protecting ads from any type of negative association, the blocklists only avoid reaching potential target audiences, in these cases, music lovers. Lengthier words containing other keyword terms can also be blocked — such as “grape,” which contains the often-blocked keyword “rape.” \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“Keywords are like the Raid Roach Motel — keywords check in, but they don’t check out.” \u003c/p\u003e","caption":"Lou Paskalis, chief strategy officer, Ad Fontes Media"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eDespite the common misconception that keyword blocking only works against URLs, anything on the page — from a user-generated content comment to a recirculation unit — can cause the entire page to get dinged, says Irenski. Sometimes entire publication names appear on keyword blocklists and hinder a programmatic deal from going through even when the advertiser comes directly to the publication wanting to do a deal. \u003c/p\u003e\n\u003cp\u003e“We had a partner onboard with us recently, target deals, and see no spend,” Irenski says. “We later learned the site they wanted to run on was on a domain blocklist for being news.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003ePublisher fallback\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003ePublishers are often in the dark about just how much keyword blocking is affecting their business, although they can always estimate.\u003c/p\u003e\n\u003cp\u003eJoshua Brandau, CEO at AI-driven software-as-a-service company Nota and former CMO at the \u003cem\u003eLos Angeles Times\u003c/em\u003e, says that when he was at the legacy newspaper, it was always a “huge battle.” He estimates that keyword blocklists equated to up to 12% loss of revenue from a programmatic perspective. “A lot, a lot of money,” Brandau tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003e“We would get on those lists, not know we were on those lists a lot of the time, and then find out we were on those lists and then have a negotiation to get off those lists,” he says.\u003c/p\u003e\n\u003cp\u003eIrenski says that 9 out of 10 times, if a programmatic deal is not spending, it is likely related to a blocklist issue. For this reason, publishers often ask advertisers to see their blocklists ahead of time or to monitor them through reporting tools.\u003c/p\u003e\n\u003cp\u003ePaskalis says keyword blocklists are one reason why advertiser demand with publishers has gone down so much, pointing to drops in \u003ca href=\"https://digiday.com/media/media-briefing-a-mixed-first-quarter-for-publishers-ad-revenue/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edigital ad revenue\u003c/a\u003e and \u003ca href=\"https://time.com/6269573/local-journalism-decline-2024-election/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eemptying newsrooms\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e“Advertising allows journalism to be available for everyone for free. Without that advertising — and if you can’t afford a subscription — you’re not going to have access to quality journalism,” Paskalis warns.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAI-driven future\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eSo how do advertisers stay brand-safe but retain the audience they need? According to publishers and agencies, their fears might just be overblown. Stagwell recently published a \u003ca href=\"https://www.thecurrent.com/cannes-lions-2024-ai-olympic-sports-elon-musk\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estudy\u003c/a\u003e with publishers like \u003cem\u003eThe Washington Post\u003c/em\u003e that found that even ads placed alongside polarizing news didn’t lose their effectiveness. The \u003ca href=\"https://www.iab.com/wp-content/uploads/2020/10/IAB-Research-Report_Value-of-News_102720Final1.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2020 IAB \u003cem\u003eNews Trust Halo\u003c/em\u003e report \u003c/a\u003ealso found that 84% of consumers have a positive association when an ad is next to a trusted source.\u003c/p\u003e\n\u003cp\u003eThe growth of artificial intelligence might also just make keyword blocklists absolute, as AI can determine if a specific person likes both hard news and say, Rolexes, and just how successful it is to place them together, says Brandau. Already there are tools like GumGum, which can analyze the context of a full page and help determine whether an article is brand-safe or not.\u003c/p\u003e\n\u003cp\u003e“Keywords in general are not going to be around forever with this technology,” says Brandau.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732412469783},"getContentData({\"slug\":\"current-podcast-tony-marlow-lg-advertising-cmo-tv-retail-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"yNhLvRb4fAQaesxBvZ3ja","originalArgs":{"slug":"current-podcast-tony-marlow-lg-advertising-cmo-tv-retail-data","token":""},"startedTimeStamp":1732412474475,"data":{"metadata":{"datePosted":"2023-10-18T05:21:00-07:00","dateCreated":"2023-10-17T07:58:35-07:00","dateUpdated":"2024-08-06T14:43:06-07:00","title":"LG Ad Solutions CMO Tony Marlow on the evolving nature of TV | The Current","description":"Tony Marlow, CMO of LG Ad Solutions, shares why everything in marketing comes down to storytelling, and LG’s vision to make the TV experience more immersive.","image":{"alt":"The Current Podcast, Season 7: Tony Marlow, Global CMO, LG","url":"https://www.thetradedesk.com/assets/global/LG_16x9_Social_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast, Season 7: Tony Marlow, Global CMO, LG","url":"https://www.thetradedesk.com/assets/global/LG_16x9_Social_v1_2023-10-17-152746_vdba.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","Premium","The Current Podcast"],"url":"https://www.thecurrent.com/current-podcast-tony-marlow-lg-advertising-cmo-tv-retail-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2364187,"slug":"current-podcast-tony-marlow-lg-advertising-cmo-tv-retail-data","postDate":"2023-10-18T05:21:00-07:00","heading":"LG Ad Solutions CMO Tony Marlow on the evolving nature of TV","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Podcast, Season 7: Tony Marlow, Global CMO, LG","url":"https://www.thetradedesk.com/assets/global/LG_1x1_v1.jpg","width":1201,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast, Season 7: Tony Marlow, Global CMO, LG","url":"https://www.thetradedesk.com/assets/global/LG_16x9_Editorial_v1.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/85abaa31-61e0-4850-a637-d0e4cdbf6c73?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/85abaa31-61e0-4850-a637-d0e4cdbf6c73?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eFor decades, TV has been the dominant form of entertainment in consumers’ daily lives and a top way for advertisers to connect with customers. The evolution of traditional TV to streaming has been obvious to see over the last 10 years, but that’s not the only major disruption we’re witnessing.\u003c/p\u003e\n\u003cp\u003eFrom \u003ca href=\"https://www.thecurrent.com/ecommerce-connected-tv-interactive-ads-ctv-retail\"\u003einteractive ads\u003c/a\u003e on TVs to \u003ca href=\"https://youtu.be/H14jRRSEs48?si=fR9mKfcr-yK6lpek\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eretail data\u003c/a\u003e integrations with streaming to \u003ca href=\"https://www.thecurrent.com/where-is-ctv-headed-8-big-predictions-from-media-and-marketing-execs\"\u003ecross-screen advertising\u003c/a\u003e, TV advertising is launching into a whole new era. Core to this monumental step forward is LG Ad Solutions, a global leader in connected TV. The company’s CMO, Tony Marlow, joined \u003cem\u003eThe Current Podcast\u003c/em\u003e to share how LG sees the future of TV as immersive.\u003c/p\u003e\n\u003cp\u003e“People treat today’s TV like it’s the TV of 20 or 30 years ago and it’s just not, it is so much more powerful,” Marlow says. “It has the ability to be so much more relevant. And remember, relevance is what turns an ad from being something that’s annoying into being something that’s actually useful in life. That’s the difference.” \u003c/p\u003e\n\u003cp\u003eElsewhere on the podcast, Marlow shares why everything in marketing comes down to storytelling, LG’s vision to make the TV experience more immersive, and how he’s marketing to multitaskers. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":1}},"fulfilledTimeStamp":1732412474507},"getContentData({\"slug\":\"cannes-advertising-leaders-news-publishers\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"r0DKWKdLAN0up9tOd2uDf","originalArgs":{"slug":"cannes-advertising-leaders-news-publishers","token":""},"startedTimeStamp":1732412471975,"data":{"metadata":{"datePosted":"2024-06-18T15:55:00-07:00","dateCreated":"2024-06-18T13:29:34-07:00","dateUpdated":"2024-07-09T08:30:41-07:00","title":"At Cannes, advertising leaders sound the alarm on the state of news | The Current","description":"Advertising leaders call on brands to reinvest in news, as journalism looks for new monetization strategies in the face of several existential challenges.","image":{"alt":"Lion laying on a stack of newspapers with a pixelated cursor hand lifting up the pages.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_NewsImportant_1920x1080px_Logo_v1_2024-06-18-225116_levd.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Lion laying on a stack of newspapers with a pixelated cursor hand lifting up the pages.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_NewsImportant_1920x1080px_Logo_v1_2024-06-18-225118_ydnf.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Stephanie Paterik","themes":["Marketing Strategy","Cannes Lions"],"url":"https://www.thecurrent.com/cannes-advertising-leaders-news-publishers","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3152696,"slug":"cannes-advertising-leaders-news-publishers","postDate":"2024-06-18T15:55:00-07:00","heading":"At Cannes, advertising leaders sound the alarm on the state of news","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Lion laying on a stack of newspapers with a pixelated cursor hand lifting up the pages.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_NewsImportant_1920x1080px_NoLogo_v1_2024-06-18-225148_jztb.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Lion laying on a stack of newspapers with a pixelated cursor hand lifting up the pages.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_NewsImportant_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Lion laying on a stack of newspapers with a pixelated cursor hand lifting up the pages.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_NewsImportant_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":3152697,"slug":"stephanie-paterik","fullName":"Stephanie Paterik","positionTitle":null,"authorType":"staff","featuredImage":null,"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":""},{"id":1948691,"title":"Cannes Lions","slug":"the-current-cannes","uri":"sections/the-current-cannes","description":"The news and trends you need to know from the annual Festival of Creativity along the Croisette.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eCANNES, France — “Journalism is under assault. Your support is essential.” \u003c/p\u003e\n\u003cp\u003eThat was \u003cem\u003eThe Wall Street Journal\u003c/em\u003e publisher Almar Latour’s pitch to advertisers at the Cannes Lions Festival of Creativity this week in a discussion that charted the modern history of advertisers fleeing credible news outlets in the name of brand safety.\u003c/p\u003e\n\u003cp\u003eThat trend has played out, they argued, at a time when news outlets need ad dollars more than ever.\u003c/p\u003e\n\u003cp\u003eSo-called news blocking is just one existential threat facing journalism. Since 2005, 2,900 local newspapers have closed shop, and the pace accelerated in 2023, with 2.5 shuttering per week in the United States alone, according to a Northwestern University Medill School of Journalism \u003ca href=\"https://www.forbes.com/sites/bradadgate/2023/11/21/this-year-the-loss-in-the-number-of-newspapers-published-accelerated/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e. Additionally, thousands of journalists have been laid off after years of economic turbulence, changing audience preferences and shifty social algorithms.\u003c/p\u003e\n\u003cp\u003e“We’ve watched so may journalistic outlets around the world, including the United States, just go away at a pace unprecedented over the last year in particular,” Jeff Green, CEO and founder of The Trade Desk, said at the event. “And that’s in part because Facebook has learned it’s not advantageous for them to monetize, and they make more in shorts. […] Real journalism and truth costs money.”\u003c/p\u003e\n\u003cp\u003eThe fact that the news media is all but on life support is not lost on the Croisette crowd. Publishers are increasingly visible at the festival, from Condé Nast to Reuters. And the health of news outlets has become a conversation starter, up there with AI and retail media.\u003c/p\u003e\n\u003cp\u003eAcknowledging “the burden that sits inside of journalism,” Green called on publishers to climb down from their ivory towers, invest in technology alongside content and “really focus on monetizing for themselves.” \u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“Brands do not need to accept the myth that news is unsafe.”\u003c/p\u003e","caption":"Vanessa Otero, CEO, Ad Fontes Media"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eNews media has an opportunity to embrace the same tech that powered connected TV’s (CTV’s) surge, including authentication (or logged-in users); identity solutions that outperform cookies in every way but especially in monetization; metadata that proves value; and audience-friendly measures like curbing ad load and clickbait, he added.\u003c/p\u003e\n\u003cp\u003eVanessa Otero, CEO of Ad Fontes Media, which rates the trustworthiness of news outlets, pointed to new research that shows that ads appearing alongside hard news don’t lose their potency. A Stagwell \u003ca href=\"https://www.stagwellglobal.com/future-of-news/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estudy\u003c/a\u003e released last month tested ads alongside stories about war, subway shootings, and polarizing political candidates — as well as sports, entertainment and business.\u003c/p\u003e\n\u003cp\u003e“Brand favorability and purchase intent measured no difference across the whole thing,” she said. “Brands do not need to accept the myth that news is unsafe.” \u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eBrand bias against news is relatively new \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eOtero points to 2016 as the grim year when the brand-safety industry was born. When the terrorist group ISIS filmed a beheading and broadcast it on YouTube, some brands were horrified to find their ads alongside it. It became a cautionary tale, and tech companies popped up with tools to protect advertisers.\u003c/p\u003e\n\u003cp\u003eThat election season, fueled by fake news on social media, also sent brands running from news coverage, credible or not.\u003c/p\u003e\n\u003cp\u003eWhy should advertisers care about the state of journalism? There’s a business and a moral case, Otero contended. The challenge is convincing everyone along the marketing chain — from the CEO to the trader. Not to mention that in an ecosystem, the fates of tech, brands and publishers are intertwined.\u003c/p\u003e\n\u003cp\u003eGreen predicted journalism’s woes will get worse before they get better due to the internet’s persistent signal-to-noise ratio problem. That insight motivated The Trade Desk to release its \u003ca href=\"https://www.thetradedesk.com/us/rise-of-the-premium-internet-report\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eSellers and Publishers Report\u003c/a\u003e highlighting 100 quality publishers in CTV, audio and news.\u003c/p\u003e\n\u003cp\u003e“Long term, I’m an optimist. I believe we’re all going to put a higher premium on truth than we have before,” he said. “I think it’s going to be easier and easier to destroy one’s own credibility, and so preserving that becomes more and more important. When you do that, people will pay attention because I do believe people are hungry for truth and objective journalism.” \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":4}},"fulfilledTimeStamp":1732412472017},"getContentData({\"slug\":\"disney-charter-linear-tv-streaming-disney-charter-subscriber-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"DWLo_--5ZE71spERXmGtI","originalArgs":{"slug":"disney-charter-linear-tv-streaming-disney-charter-subscriber-data","token":""},"startedTimeStamp":1732412485141,"data":{"metadata":{"datePosted":"2023-09-21T05:00:00-07:00","dateCreated":"2023-09-20T11:03:34-07:00","dateUpdated":"2023-09-27T07:44:18-07:00","title":"Disney-Charter deal signals next evolution of linear TV and streaming | The Current","description":"As ad-supported streaming expands, cable operators and content owners can help each other succeed.","image":{"alt":"A couple standing on a progress bar and holding a streaming remote faces a woman standing on a coaxial cable while holding the cable's plug.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition138_CableStreamingStandoff_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A couple standing on a progress bar and holding a streaming remote faces a woman standing on a coaxial cable while holding the cable's plug.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition138_CableStreamingStandoff_1920x1080_v1_2023-09-20-183300_zvfo.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming","Premium"],"url":"https://www.thecurrent.com/disney-charter-linear-tv-streaming-disney-charter-subscriber-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2239230,"slug":"disney-charter-linear-tv-streaming-disney-charter-subscriber-data","postDate":"2023-09-21T05:00:00-07:00","heading":"Disney-Charter deal signals next evolution of linear TV and streaming","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A couple standing on a progress bar and holding a streaming remote faces a woman standing on a coaxial cable while holding the cable's plug.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition138_CableStreamingStandoff_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A couple standing on a progress bar and holding a streaming remote faces a woman standing on a coaxial cable while holding the cable's plug.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition138_CableStreamingStandoff_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A couple standing on a progress bar and holding a streaming remote faces a woman standing on a coaxial cable while holding the cable's plug.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition138_CableStreamingStandoff_1920x1080_NoLogo_v1_2023-09-20-183249_eabg.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":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn the latest example of the upending of the traditional TV model, Charter decided if you can’t beat them, join them. \u003c/p\u003e\n\u003cp\u003eAs part of Charter and Disney’s \u003ca href=\"https://www.prnewswire.com/news-releases/the-walt-disney-company-and-charter-communications-announce-transformative-agreement-for-distribution-of-disneys-linear-networks-and-direct-to-consumer-services-301923527.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enew carriage agreement\u003c/a\u003e, Charter will now offer ad-supported Disney+ and ESPN+ subscriptions in its cable plans, merging the worlds of linear TV and \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003estreaming\u003c/a\u003e. This hybrid model and new form of partnership shows the next evolution of TV, one that doesn’t blow up traditional TV altogether but pushes us further into a streaming future. \u003c/p\u003e\n\u003cp\u003e“It’s a very big moment for the video and TV space for a couple of different reasons,” Blockgraph CEO Jason Manningham tells \u003cem\u003eThe Current\u003c/em\u003e. Blockgraph is a data collaboration firm owned by Comcast NBCUniversal, Charter, and Paramount. “I think what it’s signified is that we are in the middle of the biggest shift in how distribution of premium video will look.”\u003c/p\u003e\n\u003cp\u003eThis distribution is key, with Charter now providing Disney+ to 9.5 million people on its most popular cable plan. MoffettNathanson reported the streaming platform’s ad tier has \u003ca href=\"https://www.moffettnathanson.com/media-home\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e3.3 million subscribers\u003c/a\u003e as of June 2023. \u003c/p\u003e\n\u003cp\u003e“It does move the sticks down the field toward a fully streaming future,” Macquarie Analyst Tim Nollen wrote in his report. “This agreement advances hybrid linear/direct-to-consumer bundles that better match customer demands, but doesn’t upend the ecosystem.” \u003c/p\u003e\n\u003cp\u003eESPN was at the \u003ca href=\"https://www.latimes.com/entertainment-arts/business/story/2023-08-31/disney-pulls-abc-espn-from-charter-spectrum-in-fee-dispute#:~:text=Disney%20has%20long%20used%20the,to%20continue%20to%20carry%20them.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eheart of the dispute\u003c/a\u003e between both sides, with Disney pushing for higher affiliate fees for Charter to carry the networks. In exchange for getting that bump in fees, Disney is taking a lower wholesale price on Disney+, with \u003cem\u003eThe Wall Street Journal \u003c/em\u003ereporting the Mouse House will get \u003ca href=\"https://www.wsj.com/business/media/disney-charter-feud-portends-carnage-in-cable-tv-the-markets-been-warned-28de4f29?st=mv0wcm9dkfs0cor\u0026amp;reflink=desktopwebshare_permalink\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e40 percent to 70 percent\u003c/a\u003e of a normal $7.99 plan. So whether or not Charter subscribers watch Disney+, Disney is getting subscription revenue. Sound familiar? That’s how the cable model with affiliate fees works as well. \u003c/p\u003e\n\u003cp\u003eOn top of that, this opens up more ad revenue opportunities for Disney+’s ad plan, which is just under a year old. There’s upside in taking 100 percent of the ad revenue from the Charter subscribers who are new entrants to Disney+ and ESPN+. Companies like Disney have been pushing consumers toward their streaming plans with ads because these \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/netflix-disney-now-pushing-subscribers-to-ad-tiers-1235572459/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ead plans make more revenue\u003c/a\u003e for the company than straight subscription plans. \u003c/p\u003e\n\u003cp\u003e“We are supercharging Disney+ Basic — our ad tier — which is great for revenue, subscriber growth, and our advertising business,” Dana Walden, co-chair of Disney Entertainment, \u003ca href=\"https://www.vulture.com/2023/09/charter-disney-dispute-cable.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold \u003c/a\u003e\u003cem\u003e\u003ca href=\"https://www.vulture.com/2023/09/charter-disney-dispute-cable.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eVulture\u003c/a\u003e\u003c/em\u003e. “Additionally, having those subs locked in means there will be significantly less churn.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eIdentity takes center stage\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAnother thing that supercharges digital advertising is authenticated data. Manningham believes all TV in the future will be addressable, whether it’s coming from the linear TV or \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-ctv\"\u003econnected TV (CTV)\u003c/a\u003e side. The partnership between cable operators and content owners is powerful because of the data the operator can offer the content side. \u003c/p\u003e\n\u003cp\u003e“The \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-ctv-vs-ott-vs-vmvpd\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eMVPDs\u003c/a\u003e [multichannel video programming distributors] — cable operators like Comcast and Charter — have better identity data as it relates to those subscribers than even the publishers because they have that direct authenticated rooted in a privacy-compliant billing data relationship,” Manningham says. “And that means they’re going to be really at the center and the forefront of helping facilitate data-driven or ID-based advertising. So I think that there’s a big opportunity, and it’s a big moment as these publishers start to grow.” \u003c/p\u003e\n\u003cp\u003e“This is a blueprint or a template of what ad-supported streaming app distribution will look like and the role of the operator in making that transition,” Manningham adds. \u003c/p\u003e\n\u003cp\u003eCable operators have largely been seen as limited in the viewing data they can offer to advertisers and networks. The vast audience viewing data streaming platforms have can be strengthened by operators, which Manningham says “always knew who you were. The challenge was that it was hard to insert that ad one-to-one because of the nature of the linear feed and the fact that that took time to do, and the publishers sold it as a linear schedule.” \u003c/p\u003e\n\u003cp\u003eEnabling an operator’s identity data with the streaming viewership data could be a boon for advertisers and publishers. Identity data is only getting stronger in the CTV realm, with tools like \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-unified-id-2-0\"\u003eUnified ID 2.0 (UID2)\u003c/a\u003e. As more first-party data comes to the plate, Forrester Senior Analyst Mo Allibhai thinks there will be more \u003ca href=\"https://www.thecurrent.com/ecommerce-connected-tv-interactive-ads-ctv-retail\"\u003eretail CTV partnerships\u003c/a\u003e like the ones Roku has with Walmart and Shopify. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe future economics of TV\u003c/strong\u003e \u003cbr /\u003e \u003c/h2\u003e\n\u003cp\u003eThe traditional TV model has been in flux for years, \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/cord-cutting-2022-cable-pay-subscriber-losses-1235340253/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewith millions\u003c/a\u003e of consumers cutting the cord. Charter recently wrote in an investor presentation that “the video product has been devalued and \u003ca href=\"https://ir.charter.com/static-files/05f899dd-7ef3-40d8-84c1-f16a7acfe318\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethe ecosystem is broken\u003c/a\u003e.” In that same presentation, Charter wrote it was willing to exit the traditional video business altogether. \u003c/p\u003e\n\u003cp\u003eMeanwhile, \u003ca href=\"https://www.wsj.com/articles/tvs-golden-era-proved-costly-to-streamers-87353c61?mod=article_inline\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estreaming hasn’t proved profitable yet\u003c/a\u003e for platforms other than Netflix. Disney CEO Bob Iger said in February that he expected \u003ca href=\"https://thewaltdisneycompany.com/app/uploads/2023/01/q1-fy23-earnings-transcript.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eDisney+\u003c/a\u003e will become a revenue generator by the end of 2024. Right now, cable operators and streaming platforms are in a middle period in the maturation of the cord-cutting era. \u003c/p\u003e\n\u003cp\u003e“They’re just trying to figure out ways they can make this transition profitably,” J. Walker Smith, consulting-division knowledge leader at data analytics and consulting company Kantar, tells \u003cem\u003eThe Current\u003c/em\u003e. “And I certainly think we’ve got a moment where this kind of streaming transition is clearly manifested in Disney and Charter, trying to figure out how to deal with the changing economic structure of this particular moment. And it’s not an easy thing to figure out.” \u003c/p\u003e\n\u003cp\u003eESPN has long been a money maker for Disney, \u003ca href=\"https://www.latimes.com/entertainment-arts/business/story/2023-09-02/disney-iger-espn-streaming-cable-charter\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebringing in billions\u003c/a\u003e of dollars thanks to the traditional TV model. As more \u003ca href=\"https://www.thecurrent.com/sports-subscription-streaming-ctv-media-entertainment-linear-tv\"\u003elive sports move to streaming\u003c/a\u003e though, ESPN is at a crossroads. Iger said on the company’s earnings call in August that the \u003ca href=\"https://www.latimes.com/entertainment-arts/business/story/2023-09-02/disney-iger-espn-streaming-cable-charter\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efuture of ESPN’s success\u003c/a\u003e will come from transitioning to a direct-to-consumer business.\u003c/p\u003e\n\u003cp\u003eWith ESPN balancing its linear TV profits with its streaming future, this Disney-Charter deal could be a template for future negotiations between operators and content owners, according to MoffettNathanson analysts Michael Nathanson and Robert Fishman.\u003c/p\u003e\n\u003cp\u003e“Disney should be able to have more leeway on putting more of its premium sports rights on ESPN+ going forward and avoid the perception of cheating its linear partners.” Nathanson and Fishman wrote. \u003c/p\u003e\n\u003cp\u003eFor now, it appears the power of partnership could be a big key to the evolution of TV and streaming. \u003c/p\u003e\n\u003cp\u003e“This deal has helped us rationalize how pay TV is going to evolve,” DirecTV’s Chief Content Officer Rob Thun told \u003cem\u003e\u003ca href=\"https://www.wsj.com/business/media/disney-charter-feud-portends-carnage-in-cable-tv-the-markets-been-warned-28de4f29?st=mv0wcm9dkfs0cor\u0026amp;reflink=desktopwebshare_permalink\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eThe Wall Street Journal\u003c/a\u003e\u003c/em\u003e. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732412485179},"getContentData({\"slug\":\"fair-scaled-market-the-trade-desk-launching-tv-os-ventura\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"TEys94GAE2HStUKZB75CF","originalArgs":{"slug":"fair-scaled-market-the-trade-desk-launching-tv-os-ventura","token":""},"startedTimeStamp":1732412643020,"data":{"metadata":{"datePosted":"2024-11-20T07:06:00-08:00","dateCreated":"2024-11-20T06:39:54-08:00","dateUpdated":"2024-11-22T06:17:33-08:00","title":"A ‘fair, scaled market’: Why The Trade Desk is launching a TV OS | The Current","description":"The Trade Desk has developed a streaming TV operating system in an effort to improve the connected TV (CTV) advertising supply chain and consumer discoverability..","image":{"alt":"Pointing hand cursors flying towards a glowing electric blue TV screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_TTDAnnouncement_TV_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Pointing hand cursors flying towards a glowing electric blue TV screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_TTDAnnouncement_TV_1920x1080px_Logo_v1_2024-11-20-144525_bhqh.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/fair-scaled-market-the-trade-desk-launching-tv-os-ventura","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3359087,"slug":"fair-scaled-market-the-trade-desk-launching-tv-os-ventura","postDate":"2024-11-20T07:06:00-08:00","heading":"A ‘fair, scaled market’: Why The Trade Desk is launching a TV OS","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Pointing hand cursors flying towards a glowing electric blue TV screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_TTDAnnouncement_TV_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Pointing hand cursors flying towards a glowing electric blue TV screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_TTDAnnouncement_TV_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":"Pointing hand cursors flying towards a glowing electric blue TV screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_TTDAnnouncement_TV_1920x1080px_NoLogo_v1_2024-11-20-144625_drrd.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":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\u003eSmart TVs have quickly become the go-to for TV viewing. According to a new Parks Associates report, which surveyed 8,000 U.S. households with internet access, 68% of respondents \u003ca href=\"https://advanced-television.com/2024/11/15/research-68-of-us-homes-have-a-smart-tv/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehave a smart TV\u003c/a\u003e, up from 54% in 2020. \u003c/p\u003e\n\u003cp\u003eAnd their proliferation is prompting the evolution of the TV operating system opening a brave new world for connected TV (CTV) advertising. It’s a world The Trade Desk is ready to enter.\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eThe company announced today that it’s developed a new streaming TV OS called Ventura, and it will partner with smart TV makers and other aggregators to deploy it as early as 2025. \u003c/p\u003e\n\u003cp\u003eThe Trade Desk, which owns and operates The Current, is entering the fray to fix a broken CTV supply chain, make advertising more effective and improve the overall TV advertising ecosystem, according to Founder and CEO Jeff Green.\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e“Ventura is an innovative new streaming operating system that represents the most significant upgrade for advertisers, content owners, viewers, OEM [original equipment manufacturers] and any companies that offer content,” Green told employees during a company event on Tuesday. “Ventura will usher in the most advanced CTV advertising ecosystem ever by creating the most advanced operating system.”\u003c/p\u003e\n\u003cp\u003eAs the CTV space rapidly evolves, some industry observers have floated that the next stage of streaming dominance could come down to the TV OS.\u003c/p\u003e\n\u003cp\u003e“The television, once a simple device for passive entertainment, has evolved into a complex ecosystem of software, hardware and content,” wrote analysts Alan Wolk and Jason Damata for a \u003ca href=\"https://www.tvrev.com/special-reports/p/tvs-os-wars-the-battle-for-interface-dominance-part-1\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eTVREV report\u003c/a\u003e. “At the heart of this transformation is the TV’s interface, the gateway through which viewers access a world of mostly digital content.”\u003c/p\u003e\n\u003cp\u003eBut Green argues that major players like Amazon and Google have stifled ad effectiveness in the marketplace with “taxes” that inhibit other content owners. The big players have a bias toward their own content, which Ventura aims to mitigate and enable content owners to participate in a “fair, scaled market,” he says.\u003c/p\u003e\n\u003cp\u003e“As the streaming wars have escalated, the cost of content hasn't gone down, but discovery has become much more difficult,” Green told \u003ca href=\"https://www.thecurrent.com/jeff-green-the-trade-desk-new-os-can-ventura-ctv\"\u003eThe Current Podcast\u003c/a\u003e in an interview released today.\u003c/p\u003e\n\u003cp\u003e“It is much more difficult for content owners. And they need CPMs to go up. They need the ad experience to be good. And if the other operating systems, especially Google, increase the rate of tax, it will make it so that the content-generation machines that they all are — very expensive machines — will not be able to thrive the way they have,” he said.\u003c/p\u003e\n\u003cp\u003eVentura isn’t just aiming to improve the streaming environment for advertisers and publishers, but consumers, too, by making discovery easier, according to Green. Ventura will aim to improve the streaming user experience with cross-platform content discovery, subscription management and fewer, more relevant, ads.\u003c/p\u003e\n\u003cp\u003eGreen said during Tuesday’s event that most operating systems have two major pain points: content discovery and content cost.\u003c/p\u003e\n\u003cp\u003e“The way to solve both of those is through something like The Trade Desk, where you have objectivity at the core of it,” Green said Tuesday. “The only way to be successful is for us to not own content, and for us to continue to underline what has been one of our most valuable strategic possessions, which is our objectivity.”\u003c/p\u003e\n\u003cp\u003eMatthew Henick, SVP of Ventura, reiterated that point during Tuesday’s presentation: “We want to give everybody control, not just of the content that they're watching, but how they're paying for it as well.”\u003c/p\u003e\n\u003cp\u003eRegarding discoverability, a \u003ca href=\"https://www.nielsen.com/insights/2023/media-metadata-success-in-streaming/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eNielsen study\u003c/a\u003e last year found that consumers spent an average of 10.5 minutes searching for something to watch. That’s a problem given 20% of survey respondents said they gave up and did something else instead.\u003c/p\u003e\n\u003cp\u003eStill, streaming usage has made important gains: According to Nielsen’s latest \u003ca href=\"https://www.nielsen.com/news-center/2024/the-gauge-broadcast-hits-its-stride-in-october-on-strength-of-drama-and-sports-programming/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eGauge report\u003c/a\u003e published on Tuesday, streaming accounted for 40.5% of TV viewing in the U.S. in October, up from 36.5% during the \u003ca href=\"https://www.youtube.com/watch?v=M4tC3-Z_lo4\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esame time last year\u003c/a\u003e. That’s creating a need for innovation and a healthy ecosystem.\u003c/p\u003e\n\u003cp\u003e“We see this as an opportunity for us to make things better for everybody,” Green says. \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":"Get the latest in modern marketing straight to your inbox weekly.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732412643172},"getContentData({\"slug\":\"disney-streaming-future-sports-ads\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"eCn5YOR5Xvah9zokTmEDb","originalArgs":{"slug":"disney-streaming-future-sports-ads","token":""},"startedTimeStamp":1732412581883,"data":{"metadata":{"datePosted":"2024-11-15T08:34:00-08:00","dateCreated":"2024-11-15T08:24:42-08:00","dateUpdated":"2024-11-15T08:34:36-08:00","title":"After 5 years, Disney+ stakes its streaming future on sports and ads | The Current","description":"Disney’s streaming business is profitable, and to sustain the momentum, the company is going all in on advertising and live sports.","image":{"alt":"A hold waves a CTV progress bar like a wand as it leaves a trail of sparkles.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_UpfrontsDisney1_1920x1080_Logo-2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A hold waves a CTV progress bar like a wand as it leaves a trail of sparkles.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_UpfrontsDisney1_1920x1080_Logo-2_2024-11-15-162544_ydym.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/disney-streaming-future-sports-ads","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3350495,"slug":"disney-streaming-future-sports-ads","postDate":"2024-11-15T08:34:00-08:00","heading":"After 5 years, Disney+ stakes its streaming future on sports and ads","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hold waves a CTV progress bar like a wand as it leaves a trail of sparkles.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_UpfrontsDisney_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hold waves a CTV progress bar like a wand as it leaves a trail of sparkles.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_UpfrontsDisney_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 hold waves a CTV progress bar like a wand as it leaves a trail of sparkles.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_UpfrontsDisney_1920x1080_NoLogo_2024-11-15-162629_wayz.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eDisney+ looks a lot different now than it did five years ago.\u003c/p\u003e\n\u003cp\u003eWhen the platform launched on Nov. 12, 2019, there was no Hulu tile. There were no ads. The app’s color scheme was closer to the classic Disney blue than the \u003ca href=\"https://www.fastcompany.com/91069815/why-is-the-disney-logo-a-different-color\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eteal Disney-Hulu amalgamation\u003c/a\u003e it is now. If Disney’s earnings report on Thursday is any indication, more changes are coming, including an ESPN+ hub on Disney+ next month.\u003c/p\u003e\n\u003cp\u003eOf course, it’s all in the service of growth. Disney’s direct-to-consumer (DTC) business is profitable as of Q2 2024, \u003ca href=\"https://deadline.com/2024/08/disney-posts-first-streaming-profits-inside-out-2-quarterly-earnings-1236033431/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eahead of schedule\u003c/a\u003e. On Thursday, the company said that DTC profit improved again in the most recent quarter, ad revenue \u003ca href=\"https://thewaltdisneycompany.com/app/uploads/2024/11/q4-fy24-earnings.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egrew 14%\u003c/a\u003e and Disney+ added over 4 million subscribers.\u003c/p\u003e\n\u003cp\u003eThe \u003ca href=\"https://www.nytimes.com/2024/11/14/business/media/disney-profit-earnings-report.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecompany is optimistic\u003c/a\u003e about its streaming future, saying that it expects the business to generate $1 billion in operating profit in 2025, which helped juice the stock on Thursday morning.\u003c/p\u003e\n\u003cp\u003eTo sustain its DTC momentum into next year and beyond, Disney pointed to the growth of its ads business and the potential draw of its live sports content. It’s a common strategy throughout the streaming industry right now, as more and more live sports media rights, and ad inventory, shift that way. Disney, though, could be uniquely positioned in this regard compared to fellow legacy media companies, as it navigates ESPN into a streaming-centric future and builds Disney+ into a one-stop shop for its entire DTC business. Advertisers can expect a well-rounded programming slate to choose from, including highly coveted live sports slots.\u003c/p\u003e\n\u003cp\u003e“Live [TV] is extremely, extremely attractive to advertisers today, and live sports in particular,” Disney CEO Bob Iger said on Thursday’s call with investors. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eDisney’s ‘super product’\u003c/strong\u003e \u003c/h2\u003e\n\n\u003cp\u003eDisney has taken steps to diversify Disney+’s content offering beyond the core Disney brands over the last five years, including by introducing the Hulu hub earlier this year after a beta period. It could give Disney an advantage in the streaming space.\u003c/p\u003e\n\u003cp\u003e“Rolling Hulu into Disney+ has helped turn the platform into a true four-quadrant service,” says Wade Payson-Denney, communications manager at Parrot Analytics.\u003c/p\u003e\n\u003cp\u003e“Hulu series typically draw an older and more female audience, while Disney+ originals cater toward younger male audiences. Combining these catalogs, and their respective audiences, makes Disney+ more appealing to both consumers and advertisers.”\u003c/p\u003e\n\u003cp\u003eNext up is the ESPN+ tile ahead of the stand-alone ESPN streaming product in late 2025. Subscribers to both Disney+ and the ESPN service will be able to \u003ca href=\"https://thewaltdisneycompany.com/app/uploads/2024/11/q4-fy24-executive-commentary.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccess both\u003c/a\u003e in the Disney+ app.\u003c/p\u003e\n\u003cp\u003e“Of the legacy companies, Disney has the best hand because it has Hulu, Disney+, ESPN+,” analyst Michael Nathanson \u003ca href=\"https://insights.som.yale.edu/insights/streaming-seeks-path-to-profitability\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold Yale Insights\u003c/a\u003e earlier this year. “They have great content. What they’re trying to do now is put it all together to create a super product, which I think is going to work.” \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eAll in on ads\u003c/strong\u003e \u003c/h2\u003e\n\n\u003cp\u003eDisney’s streaming success reflects a larger industry trend this year, in which other media companies have either narrowed their \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/comcast-q3-earnings-peacock-loss-nbcuniversal-paris-olympics-1236047497/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estreaming losses\u003c/a\u003e or \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/paramount-global-q3-earnings-streaming-skydance-1236053997/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eposted a profit\u003c/a\u003e amid a focus on advertising, bundling, and other revenue drivers like price increases and password-sharing crackdowns.\u003c/p\u003e\n\u003cp\u003eAccording to Bloomberg, the five major Hollywood platforms — Disney+, Hulu, Peacock, Paramount+ and Max — generated a \u003ca href=\"https://www.bloomberg.com/news/newsletters/2024-08-11/the-race-is-on-to-build-the-next-profitable-streaming-service\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecombined $3.2 billion\u003c/a\u003e in profit in the first half of this year. One thing they all have in common: Offering viewers a lower-cost ad-supported plan option now.\u003c/p\u003e\n\u003cp\u003eDisney says that over half of new Disney+ subscribers are choosing the ad tier, which debuted in December 2022. On Thursday’s call, Iger disclosed that \u003ca href=\"https://deadline.com/2024/11/bob-iger-hot-mic-disney-earnings-streaming-1236176581/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e37% of subscribers\u003c/a\u003e in the U.S., and 30% globally, are currently on the ad plan.\u003c/p\u003e\n\u003cp\u003eIger added that recent streaming price increases were “designed to move more people in the AVOD [ad-supported video on demand] direction because we know that the ARPU [average revenue per user], and the interest from advertisers in streaming, has grown.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Get the latest in modern marketing straight to your inbox weekly.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732412581922},"getContentData({\"slug\":\"fed-cut-rates-spending-hiring-advertising-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"0z4HnC9m6QQo8jNA0vwUr","originalArgs":{"slug":"fed-cut-rates-spending-hiring-advertising-marketing","token":""},"startedTimeStamp":1732412612929,"data":{"metadata":{"datePosted":"2024-09-26T05:17:00-07:00","dateCreated":"2024-09-26T05:08:08-07:00","dateUpdated":"2024-09-26T11:31:40-07:00","title":"How marketers can make the most of the long-awaited Fed cut | The Current","description":"Will lower interest rates spur spending, hiring and advertising?","image":{"alt":"A line of wallets standing like dominos beginning to fall with a megaphone at the end of the line.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition188_FedRateCut_1920x1080px_Logo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A line of wallets standing like dominos beginning to fall with a megaphone at the end of the line.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition188_FedRateCut_1920x1080px_Logo_v1-1_2024-09-26-121407_pvix.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Lisa Lacy","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/fed-cut-rates-spending-hiring-advertising-marketing","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3334794,"slug":"fed-cut-rates-spending-hiring-advertising-marketing","postDate":"2024-09-26T05:17:00-07:00","heading":"How marketers can make the most of the long-awaited Fed cut","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A line of wallets standing like dominos beginning to fall with a megaphone at the end of the line.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition188_FedRateCut_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A line of wallets standing like dominos beginning to fall with a megaphone at the end of the line.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition188_FedRateCut_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 line of wallets standing like dominos beginning to fall with a megaphone at the end of the line.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition188_FedRateCut_1920x1080px_NoLogo_v1_2024-09-26-121336_zqyx.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":3334822,"slug":"lisa-lacy","fullName":"Lisa Lacy","positionTitle":null,"authorType":"contributor","featuredImage":null,"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\u003eLast week’s interest rate cut by the Federal Reserve couldn’t have come at a better time for consumers as the holiday season approaches. And \u003ca href=\"https://www.cbsnews.com/news/federal-reserve-rate-cut-credit-cards-mortgages-already-lowering-rates/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethe news\u003c/a\u003e will likely put a spring in marketers’ steps as they enter the busiest shopping period of the year.\u003c/p\u003e\n\u003cp\u003e“Lower interest rates can stimulate consumer spending, resulting in higher demand for products and services,” says Jason Alan Snyder, global chief technology officer at experiential agency Momentum Worldwide. “Brands may want to capitalize on this by ramping up their marketing efforts, focusing on short-term promotional strategies to capture this increased consumer activity.”\u003c/p\u003e\n\u003cp\u003eThe move was widely anticipated, but the cut was bigger than expected. And the Fed has hinted at more cuts to come. All of this will likely boost consumer confidence, if not spending power, says David Bieri, an associate professor at Virginia Tech who teaches economics and finance.\u003c/p\u003e\n\u003cp\u003e“You could say most people won’t be able to feel this quantitatively in their wallets, but it will give them the feeling that we are on the right track and that the period of cheap money will come back,” he tells \u003cem\u003eThe Current\u003c/em\u003e. “In that sense, [the cut] is about much more than simply 50 basis points. It’s about the possibility of a return to cheap money forever.”\u003c/p\u003e\n\u003cp\u003eBut it’s not just holiday shopping that might get a boost. This is especially good news for the housing market and other big-ticket items like cars, purchases that are mostly financed. To be sure, homebuyers have been weighing the right moment to jump after mortgage rates hit a \u003ca href=\"https://www.businessinsider.com/how-fed-rate-cut-could-impact-mortgage-rates-homebuyers-2024-9\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etwo-decade high\u003c/a\u003e. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAn advertising bonanza\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eIndeed, we can expect finance and automotive brands to ramp up their marketing messages to consumers, especially around affordability, says Vincent Létang, executive vice president of global market intelligence at Magna, a strategic consultancy that is part of IPG Mediabrands, the media and marketing division of ad giant IPG. He expects to see spend increase in virtually all media channels.\u003c/p\u003e\n\u003cp\u003e“When the business outlook improves, marketers suddenly have the ability to grow their budget,” he says. “When business outlooks are degraded, they are the first to suffer […] When there’s good news, it immediately has a positive impact on the CMO’s ability to get a better budget from their CEO.”\u003c/p\u003e\n\u003cp\u003eIt’s good timing. \u003ca href=\"https://www.forrester.com/report/consumer-insights-advertising-us-2024/RES181477\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eA recent report\u003c/a\u003e from research firm Forrester found U.S. adults are paying more attention to ads across almost all advertising channels. That includes in-store and pre-roll ads, as well as ads in search and on streaming channels and social media. In fact, the only channel that did not see a boost was print.\u003c/p\u003e\n\u003cp\u003eForrester found that as a result, the 20% of marketing budgets currently spent on paid media will increase. To wit: In 2024, 67% of global B2C marketing professionals said they planned to increase advertising spend on digital paid media, while 65% said they planned the same for traditional media.\u003c/p\u003e\n\u003cp\u003eMeanwhile, IPG’s Magna increased its projection for U.S. media spend in 2024. According to \u003ca href=\"https://www.ipgmediabrands.com/magna-nudges-its-2024-media-spend-forecast-upward/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea press release\u003c/a\u003e, the firm predicts U.S. ad spend — excluding marquee moments like the Olympics and the 2024 election — will grow by 8.9%, to $377 billion. That’s up from a prediction of 8.2% growth earlier this year, thanks in part to a strong second quarter for media companies. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eMore disposable income\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe rate cut also bodes well for ancillary products like home-equity lines of credit. That, in turn, has a ripple effect on sectors like home improvement and décor.\u003c/p\u003e\n\u003cp\u003e In the meantime, businesses will be able to access cheaper credit to grow, which means more hiring and potentially higher wages, says Anastassia Fedyk, an assistant professor of finance at the Haas School of Business at the University of California, Berkeley. That provides more disposable income and means consumers can spend in a wider variety of industries, which further boosts retail.\u003c/p\u003e\n\u003cp\u003e“The Fed’s rate cuts are intended to keep […] the labor market strong without having large layoffs,” adds Ken Kim, a senior economist at professional services network KPMG. “So if people are still employed and gaining income through their wages, then that does provide the means for them to continue their spending into next year.”\u003c/p\u003e\n\u003cp\u003eBut Momentum Worldwide’s Snyder offers a word of caution to advertisers.\u003c/p\u003e\n\u003cp\u003e“The cost of borrowing for investments in technology, infrastructure or advertising could become more favorable, but with economic uncertainties, companies will need to be cautious about how they allocate resources,” he says. “Ultimately, it’s a mixed bag. Marketers should focus on agile strategies that adapt quickly to changing consumer sentiment and economic conditions.” \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":1732412612976},"getContentData({\"slug\":\"for-context-cookies-consent-identity-authenticated-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"SZuVku2dgCIsI6_aB_nsd","originalArgs":{"slug":"for-context-cookies-consent-identity-authenticated-data","token":""},"startedTimeStamp":1732412857801,"data":{"metadata":{"datePosted":"2024-07-10T05:00:00-07:00","dateCreated":"2024-07-03T08:07:11-07:00","dateUpdated":"2024-07-29T14:04:39-07:00","title":"For Context: From cookies to consent: Identity and authenticated data | The Current","description":"The internet is moving into a new era as the third-party cookie will be phased out. New solutions are bringing data privacy to center stage.","image":{"alt":"For Context: From Cookies to consent: Identity and authenticated data.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ForContextDataPrivacy_Thumbnailmage_1920x1080_WithLogo_v1-4.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"For Context: From Cookies to consent: Identity and authenticated data.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ForContextDataPrivacy_Thumbnailmage_1920x1080_WithLogo_v1-4_2024-07-09-155204_yxjh.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Video","Premium","For Context"],"url":"https://www.thecurrent.com/for-context-cookies-consent-identity-authenticated-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3208523,"slug":"for-context-cookies-consent-identity-authenticated-data","postDate":"2024-07-10T05:00:00-07:00","heading":"For Context: From cookies to consent: Identity and authenticated data","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"For Context: From Cookies to consent: Identity and authenticated data.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ForContextDataPrivacy_Thumbnailmage_1200px_v1-1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=uFEpQ_i_1Dk","captionLinkable":"","previewImage":{"alt":"For Context: From Cookies to consent: Identity and authenticated data.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ForContextDataPrivacy_Thumbnailmage_1920x1080_NoLogo_v1-3.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":746430,"title":"Video","slug":"video","uri":"sections/video","description":"Keep up to date with all our video content — from thought leadership to industry perspectives to educational series.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""},{"id":3247783,"title":"For Context","slug":"for-context","uri":"sections/for-context","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eSince the early days of the internet, cookies have been an essential part of web tracking. But how did this little piece of code evolve into the framework for how so many things are transacted on the internet, especially advertising? Despite changing the timeline for the deprecation of third-party cookies, Google maintains that it will \u003ca href=\"https://www.thecurrent.com/google-chrome-cookie-deprecation\"\u003estart the process again\u003c/a\u003e next year. Change is coming sooner or later. Where could the internet — and as an extension, the digital advertising industry — go next?\u003c/p\u003e\n\u003cp\u003eOn this episode of \u003cem\u003eFor Context\u003c/em\u003e, we’re diving into identity and authenticated data, as the digital advertising industry goes from cookies to consent.\u003c/p\u003e\n\u003cp\u003eFrom data privacy and regulation like the General Data Protection Regulation to the power of first-party data, to how journalism will be affected by the move to a full cookieless future that’s powered by streaming and smartphones, there is a lot to unpack. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk, Inc.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":1}},"fulfilledTimeStamp":1732412857835},"getContentData({\"slug\":\"doordash-toby-espinosa-local-economies-vp\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"4TiMlRJ4cpCl1rgF4G8lN","originalArgs":{"slug":"doordash-toby-espinosa-local-economies-vp","token":""},"startedTimeStamp":1732412856258,"data":{"metadata":{"datePosted":"2024-11-06T05:00:00-08:00","dateCreated":"2024-11-05T07:30:41-08:00","dateUpdated":"2024-11-05T12:38:54-08:00","title":"DoorDash’s Toby Espinosa on helping local economies grow | The Current","description":"Toby Espinosa, the VP of DoorDash ads, reflects on the tremendous growth of the delivery platform, saying the key to this is local businesses.","image":{"alt":"The Current Podcast: Toby Espinosa, Vice President, Ads, DoorDash.","url":"https://www.thetradedesk.com/assets/global/DoorDash_16x9_Social_Orange_v1-1.jpg","width":1920,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast: Toby Espinosa, Vice President, Ads, DoorDash.","url":"https://www.thetradedesk.com/assets/global/DoorDash_16x9_Social_Orange_v1-1_2024-11-05-153859_ivmi.jpg","width":1920,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","The Current Podcast"],"url":"https://www.thecurrent.com/doordash-toby-espinosa-local-economies-vp","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3348415,"slug":"doordash-toby-espinosa-local-economies-vp","postDate":"2024-11-06T05:00:00-08:00","heading":"DoorDash’s Toby Espinosa on helping local economies grow","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Podcast: Toby Espinosa, Vice President, Ads, DoorDash.","url":"https://www.thetradedesk.com/assets/global/Updated-DoorDash_1x1_Orange_v1-1.jpg","width":1201,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast: Toby Espinosa, Vice President, Ads, DoorDash.","url":"https://www.thetradedesk.com/assets/global/Updated-DoorDash_16x9_Editorial_Orange_v1-1.jpg","width":1920,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/68eb1589-06c1-45e3-8662-aac3c1f98d64?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/68eb1589-06c1-45e3-8662-aac3c1f98d64?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“How can I help you grow?”\u003c/p\u003e\n\u003cp\u003eThat was the very question the founders of DoorDash put to local businesses in Palo Alto when they were concepting the delivery platform. They found that local restaurants needed to reach more customers. And DoorDash aimed to open up that pipeline when it was founded back in 2013, according to Toby Espinosa, the VP of DoorDash ads, who joins The Current Podcast this week.\u003c/p\u003e\n\u003cp\u003eEspinosa joined the company in its early days in 2015. Over the last decade, the company has grown into an online marketplace servicing more than 37 million customers monthly who place orders on the app. Espinosa has seen the company continue to thrive. In October 2021, DoorDash launched an ad platform, which was again inspired by asking local businesses about what they needed.\u003c/p\u003e\n\u003cp\u003e“That’s how the ad business started. Core to who we are, it’s a growth business,” says Espinosa. “We have customers who want to grow faster, and what we then tried to figure out was how can we help serve this promise for these customers while also helping our marketplace continue to grow.”\u003c/p\u003e\n\u003cp\u003eEspinosa says that the core of the DoorDash business is local, even for national brands like McDonald’s or Chipotle, many of which have local franchises. “The brand is national but the spend is local,” he says. DoorDash has created tech to allow buyers of media — including local franchisees — to manage both the national and local brand on its platform.\u003c/p\u003e\n\u003cp\u003eDoorDash also delivers consumers a little bit of joy in a busy world, says Espinosa. He talks about the company’s partnership with the streaming platform Max and why that collaboration is such a good fit. What’s better than a food delivery and a good show at the end of a hectic day?\u003c/p\u003e\n\u003cp\u003e“We’re trying to give everybody a little bit of time back again — this concept of putting the weight of other things on our shoulders as a company to help people, to help local economies grow, that is what we are trying to do at DoorDash.” \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":1732412856298},"getContentData({\"slug\":\"global-shoppers-retailers-christmas-holiday-shopping\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"s6EEQI0o9GeF-0MJ3y2d3","originalArgs":{"slug":"global-shoppers-retailers-christmas-holiday-shopping","token":""},"startedTimeStamp":1732412657519,"data":{"metadata":{"datePosted":"2024-11-19T08:36:00-08:00","dateCreated":"2024-11-19T07:30:57-08:00","dateUpdated":"2024-11-19T08:36:41-08:00","title":"61% of global shoppers to retailers: ‘All I want for Christmas is seamless communication across sales channels’ | The Current","description":"An annual survey of 31,500 people across 20 countries offers a revealing lens into the modern customer journey.","image":{"alt":"A \"Thank You\" plastic shopping bag seen through the screens of a TV, smartphone and tablet.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_Readout_61PercentofGlobalShopperswantSeamlessExperience_1920x1080px_Logo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A \"Thank You\" plastic shopping bag seen through the screens of a TV, smartphone and tablet.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_Readout_61PercentofGlobalShopperswantSeamlessExperience_1920x1080px_Logo_v1-1_2024-11-19-153241_znhh.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Zharmer Hardimon","themes":["The Readout"],"url":"https://www.thecurrent.com/global-shoppers-retailers-christmas-holiday-shopping","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3350946,"slug":"global-shoppers-retailers-christmas-holiday-shopping","postDate":"2024-11-19T08:36:00-08:00","heading":"61% of global shoppers to retailers: ‘All I want for Christmas is seamless communication across sales channels’","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A \"Thank You\" plastic shopping bag seen through the screens of a TV, smartphone and tablet.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_Readout_61PercentofGlobalShopperswantSeamlessExperience_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A \"Thank You\" plastic shopping bag seen through the screens of a TV, smartphone and tablet.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_Readout_61PercentofGlobalShopperswantSeamlessExperience_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A \"Thank You\" plastic shopping bag seen through the screens of a TV, smartphone and tablet.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition196_Readout_61PercentofGlobalShopperswantSeamlessExperience_1920x1080px_NoLogo_v1_2024-11-19-153314_swho.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":2453409,"slug":"zharmer-hardimon","fullName":"Zharmer Hardimon","positionTitle":null,"authorType":"staff","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":1726870,"title":"The Readout","slug":"the-readout","uri":"sections/the-readout","description":"Bite-size articles and infographics featuring the latest data every marketer should know.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eHere’s the thing: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eGlobal agency VML released its annual \u003ca href=\"https://www.vml.com/insight/the-future-shopper-2024-has-landed\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eFuture Shopper survey\u003c/a\u003e, a vast exploration of the habits and online shopping trends of consumers across 20 countries. This year’s report features a consistent theme throughout: shoppers want more innovation from their retail experiences.\u003c/p\u003e\n\u003cp\u003eMarketers can deliver on this shopper preference by keeping a sharp focus on consumer engagement. For starters, 61% of shoppers surveyed want seamless communication across sales channels, and they want their journey to feel cohesive at every turn. That number represents an increase from 2023, when 56% of respondents shared that same preference. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eData debrief:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003ePacked with insight from 31,500 residents from Thailand, Brazil, Colombia, India, France, Italy, the U.S. and more, the report offers retailers and brands a revealing lens into the modern customer journey.\u003c/p\u003e\n\u003cp\u003eA subset of the findings indicate that people want more memorable connections from their online and in-store shopping experiences.\u003c/p\u003e\n\u003cp\u003eFor instance, 64% of respondents say they would prefer to shop at a retailer or brand that has both a physical and online store vs 60% in 2023. Meanwhile, 60% of people surveyed agree they want their physical shopping experience to be immersive, futuristic and creative; just as 64% of shoppers in the survey prefer brands and retailers make the online shopping experience more entertaining. Shoppers also indicate they’re looking for maximum efficiency this year, as 63% say they want to move from inspiration to purchase as quickly as possible.\u003c/p\u003e\n\u003cp\u003eAdditionally, according to the report, 36% of all online spending is done via mobile phones and 53% of shoppers prefer to use their mobile phone when making purchases, even though 40% in the survey say they find shopping on mobile phones “difficult.”\u003c/p\u003e\n\u003cp\u003eWith technology providing consumers the ability to transverse shopping journeys in unprecedented ways, it’s no wonder expectations for friction-free intersections are rising. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhy it matters:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eIf the Future Shopper survey is any indication, retailers that lean into customer preferences for more dynamic and engaging shopping experiences this holiday shopping season are poised to win brand loyalty all year round.\u003c/p\u003e\n\u003cp\u003e“We know that 63% of how a person feels about a brand is how they experience it, so brands need to reassess how and where their equity is now being built — and that means across all channels,” says Naomi Troni, VML global chief marketing officer. “Welcome to the new era of brand building.” \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Graph showing what to know about global shoppers.","url":"https://www.thetradedesk.com/assets/global/v5mtce196readout60percentglobalshoppers.png","width":1920,"height":1200,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"Graph showing what to know about global shoppers.","url":"https://www.thetradedesk.com/assets/global/v5dtce196readout60percentglobalshoppers.png","width":1920,"height":1150,"isLandscape":true}}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732412657545},"getContentData({\"slug\":\"generative-ai-podcast-advertising-brand-spotify-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"f_I5KNpdg_tk59NCL_HHg","originalArgs":{"slug":"generative-ai-podcast-advertising-brand-spotify-data","token":""},"startedTimeStamp":1732412659989,"data":{"metadata":{"datePosted":"2023-10-31T07:48:00-07:00","dateCreated":"2023-10-30T14:05:39-07:00","dateUpdated":"2023-11-06T09:09:49-08:00","title":"One year in, generative AI is quickly reshaping the world of podcasting | The Current","description":"Generative AI (genAI) is revolutionizing podcasts, with Spotify set to offer AI-translated versions of some of its top shows.","image":{"alt":"Strips of newsprint text goes into a handheld earbud and comes out as word bubbles featuring megaphones.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition144_SyntheticAudioAds_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Strips of newsprint text goes into a handheld earbud and comes out as word bubbles featuring megaphones.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition144_SyntheticAudioAds_1920x1080_WithLogo_v1_2023-10-30-211622_oubt.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Streaming","Marketing Strategy"],"url":"https://www.thecurrent.com/generative-ai-podcast-advertising-brand-spotify-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2389796,"slug":"generative-ai-podcast-advertising-brand-spotify-data","postDate":"2023-10-31T07:48:00-07:00","heading":"One year in, Generative AI is quickly reshaping the world of podcasting","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Strips of newsprint text goes into a handheld earbud and comes out as word bubbles featuring megaphones.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition144_SyntheticAudioAds_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Strips of newsprint text goes into a handheld earbud and comes out as word bubbles featuring megaphones.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition144_SyntheticAudioAds_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"Strips of newsprint text goes into a handheld earbud and comes out as word bubbles featuring megaphones.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition144_SyntheticAudioAds_1920x1080_NoLogo_v1_2023-10-30-211538_xbbz.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":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIt’s a great time to be a podcast listener. \u003c/p\u003e\n\u003cp\u003eSpotify’s announcement last month that it will start \u003ca href=\"https://newsroom.spotify.com/2023-09-25/ai-voice-translation-pilot-lex-fridman-dax-shepard-steven-bartlett/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003evoice translating\u003c/a\u003e some of its top podcasts, thanks in part to OpenAI’s new \u003ca href=\"https://www.thecurrent.com/spotify-ai-voice-translation-podcast-global-advertising-technology\"\u003evoice generation technology\u003c/a\u003e, effectively opened the floodgates not only for some of the biggest names — like Joe Rogan and Dax Shepard — to go truly global, but also for budding international podcasters to be heard in English and other markets.\u003c/p\u003e\n\u003cp\u003eAdvertisers are also \u003ca href=\"https://www.thecurrent.com/technology-data-programmatic-advertising-ai\"\u003eset to benefit\u003c/a\u003e from Generative AI (GenAI) audio innovation. The \u003ca href=\"https://www.axios.com/2023/05/30/generative-ai-comes-for-advertising\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etechnology is already advancing\u003c/a\u003e contextual ads and dynamic creative content.\u003c/p\u003e\n\u003cp\u003eThat means a brand could ditch generic promo codes like “podcast20” and create a bespoke code for each show it buys time on, like “parentinghell20” for the popular \u003cem\u003eP\u003c/em\u003earenting Hell podcast, says John Campbell, managing director at audio agency Rabbit \u0026amp; Pork. \u003c/p\u003e\n\u003cp\u003e“This allows you to track the impact of your ads down to the individual podcast, rather than all your podcast advertising activity,” he adds. “Before, this would have only been possible with lots of recording time or ads read by the presenter, where costs are higher. This then leads to greater confidence in the ROI in audio ads.” \u003c/p\u003e\n\u003cp\u003eThis new breed of audio ads promises to significantly \u003ca href=\"https://variety.com/2023/biz/news/generative-ai-brings-efficiency-to-the-production-process-1235582948/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elower production costs\u003c/a\u003e while increasing the advertising footprint of one of the fastest-growing channels on the open internet. Coupled with tracking capabilities, audio ads could cement their place as a formidable tool in advertisers’ programmatic toolkits.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eSpotify-AI and AI-created ads\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe digital audio market is a growing one. Insider Intelligence estimates that the number of U.S. podcast listeners will grow 4.6 percent this year. Nearly 75 percent of all U.S. internet users \u003ca href=\"https://www.insiderintelligence.com/content/making-case-investing-audio-ads-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eare forecast to listen\u003c/a\u003e to digital audio this year, and time spent on the medium is set to surpass that spent on either Netflix or YouTube.\u003c/p\u003e\n\u003cp\u003eThe podcast ad ecosystem could benefit significantly from Spotify’s recent announcement, as AI-translated podcasts could increase the number of ad slots “with very little effort,” says Campbell. “At the same time, companies could use the same tech to translate their own ads to appear in these new language versions.” \u003c/p\u003e\n\u003cp\u003eVoice AI startup Instreamatic’s tech can take an audio file and generate as many versions as required by a campaign in just a few minutes, which can then be served programmatically. \u003c/p\u003e\n\u003cp\u003e“Brands love the idea of having a contextual audio campaign ready in minutes instead of weeks,” says Simon Dunlop, co-founder and VP of partnerships at Instreamatic. “Plus, this creates so many opportunities for personalization and increased relevancy.” \u003c/p\u003e\n\u003cp\u003eRaoul Wedel, CEO at Wedel Software and maker of GenAI audio platform Adthos, says specific formats seem to do well — for example, Adthos’ platform is connected to sports data provider Sports Radar, which allows ads to update based on sports results. \u003c/p\u003e\n\u003cp\u003eAdthos is also looking at using first-party data to create categories within audiences, such as job seekers in a particular country. The ads can update dynamically a few months or even years down the road, tackling fears that a podcast ad could become irrelevant if the show is listened to or downloaded some time after it’s released. \u003c/p\u003e\n\u003cp\u003eThe catchy jingles that normally accompany audio ads are set to receive the GenAI treatment too. In August, Meta \u003ca href=\"https://about.fb.com/news/2023/08/audiocraft-generative-ai-for-music-and-audio/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eintroduced AudioCraft\u003c/a\u003e, a GenAI tool that lets anyone generate music or audio effects from text prompts, similar to how GenAI image tools like DALL-E work. Smaller music industry players are also getting in on GenAI frenzy. \u003c/p\u003e\n\u003cp\u003e“We are in development with a range of tools that ethically use AI to adapt composers’ intellectual property and enable 10 times variation and usability on the music user’s end from one piece of music,” says Roscoe Williamson, global creative strategy and innovation director at MassiveMusic and Songtradr. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e Sound off on considerations\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eBut this bonanza won’t come without challenges, speculates Campbell. “It’s still early days for the technology: Will a translated version of a podcast work as well in another country? Does the translation stay true to the original? And will talent be open to their voices being translated?” \u003c/p\u003e\n\u003cp\u003eAdditionally, as GenAI reshapes the audio industry, significant copyright and ownership concerns are set to emerge, says Alex Menck, head of Americas at Big Sync Music. \u003c/p\u003e\n\u003cp\u003e“There are trade-offs between quality, ethics, and legal definitions. The responsibility lies with the marketing and advertising industries to prioritize a creator-centric approach when utilizing tools and platforms,” he says. \u003c/p\u003e\n\u003cp\u003e“Many global brands […] may in the future obtain music licenses and collaborate with artists to create personalized variations of licensed content tailored to specific audience preferences, locations, and contexts,” Menck adds. “If these production processes lead to increased music utilization and a more efficient content creation process, brands can ensure that AI-generated music maintains high quality while respecting the copyrights of others.” \u003c/p\u003e\n\u003cp\u003eTo tackle some of these concerns, for example, Adthos doesn’t use large-language models like OpenAI’s GPT-4 to generate the prompts for dynamic creatives, instead relying on user inputs and its own technology. “More than one company actually has a stop on AI. But I think that’s a temporary situation,” says Adthos’ Wedel, citing \u003ca href=\"https://www.wpp.com/en/news/2023/05/wpp-partners-with-nvidia-to-build-generative-ai-enabled-content-engine-for-digital-advertising\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eWPP’s investment in AI\u003c/a\u003e as “a very big indication” of where the agency side of the industry is going. \u003c/p\u003e\n\u003cp\u003eUltimately, the success of GenAI as a tool for audio advertisers will rest on the quality of the underlying content. \u003c/p\u003e\n\u003cp\u003e“In order for the advertising to be a success, the podcast has to succeed as well,” says Campbell. “There is a worry that we could see a future where AI is writing a script to a podcast, then creating the audio and the ads in it. At which point, users’ trust could diminish and then the advertising model too. Time will tell.” \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":1732412660038},"getContentData({\"slug\":\"global-streaming-sub-saharan-africa-subscriber-growth-amazon-netflix\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"-3hA0rXW1kHVgpcD8-gSg","originalArgs":{"slug":"global-streaming-sub-saharan-africa-subscriber-growth-amazon-netflix","token":""},"startedTimeStamp":1732412692814,"data":{"metadata":{"datePosted":"2023-07-26T11:41:00-07:00","dateCreated":"2023-07-26T10:42:44-07:00","dateUpdated":"2023-07-26T11:41:17-07:00","title":"Global streaming giants are looking to sub-Saharan Africa as the next engine of subscriber growth | The Current","description":"Low spending power and lagging infrastructure will likely require a new playbook from major streamers.","image":{"alt":"A play button appears on the rising sun above an African savannah on a connected TV as animals interact with it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AfricaStreaming_1920x1080_Final_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A play button appears on the rising sun above an African savannah on a connected TV as animals interact with it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AfricaStreaming_1920x1080_Final_Logo_2023-07-26-174542_wvdp.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Streaming"],"url":"https://www.thecurrent.com/global-streaming-sub-saharan-africa-subscriber-growth-amazon-netflix","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2030419,"slug":"global-streaming-sub-saharan-africa-subscriber-growth-amazon-netflix","postDate":"2023-07-26T11:41:00-07:00","heading":"Global streaming giants are looking to sub-Saharan Africa as the next engine of subscriber growth","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A play button appears on the rising sun above an African savannah on a connected TV as animals interact with it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AfricaStreaming_1920x1080_Final_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A play button appears on the rising sun above an African savannah on a connected TV as animals interact with it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AfricaStreaming_1200pxSquare_Final.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Jen Satzger / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A play button appears on the rising sun above an African savannah on a connected TV as animals interact with it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AfricaStreaming_1920x1080_Final_NoLogo_2023-07-26-174556_cbhc.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":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\u003eAs American streaming giants \u003ca href=\"https://www.axios.com/2023/07/18/streaming-turmoil-hollywood-strikes-ad-slump\" target=\"_blank\" rel=\"noreferrer noopener\"\u003escale back\u003c/a\u003e their costly global expansion plans in favor of balance-sheet profitability, one region is still managing to draw their investment: sub-Saharan Africa. \u003c/p\u003e\n\u003cp\u003eA recent \u003ca href=\"https://www.ampereanalysis.com/report/streamers-size-up-sub-saharan-africa\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e from Ampere Analysis, a media analysis firm, forecasts that global \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003estreaming\u003c/a\u003e giants could drive 75 percent growth in sub-Saharan Africa’s subscription video on demand (SVOD) market, up to 3.4 million subscribers generating $220 million in annual revenues by the end of 2027, or almost double 2022 figures. \u003c/p\u003e\n\u003cp\u003e“Commissions in sub-Saharan Africa saw the largest year-on-year increase of any global region last year, an 85 percent increase, while commissions from other regions like North America, Asia-Pacific, and Central Eastern Europe declined,” Sam Young, analyst at Ampere Analysis, tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eThe sub-Saharan Africa opportunity might be the last bastion of untapped growth for subscriber and revenue-hungry streaming giants. Gaining share in the market, however, will be anything but straightforward, with challenges like low spending power and infrastructure inadequacies standing in the way.\u003c/p\u003e\n\u003cp\u003eIn parallel, streamers’ increasing production of original African content could supercharge the advance of African cultural exports across the globe. Nigeria’s film industry, known as Nollywood, is already the second largest in the world, \u003ca href=\"https://www.canon.co.uk/view/nollywood-hollywood-nigerian-cinema/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etrailing\u003c/a\u003e only India’s Bollywood when it comes to yearly output. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eNollywood and more\u003c/strong\u003e \u003c/h2\u003e\n\n\u003cp\u003eUnlike in Western Europe and Southeast Asia, where a roster of strong local streamers like ITVX, Viu, and Vidio jostle for viewers with Netflix and Amazon Prime Video, American streaming giants’ only real pan-African competition is Showmax, owned by South African entertainment giant MultiChoice and present in 46 African countries.\u003c/p\u003e\n\u003cp\u003eShowmax, however, is facing a potential acquisition by French media company Vivendi, which \u003ca href=\"https://techcentral.co.za/canal-hikes-stake-in-dstv-parent-again/227744/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enow owns\u003c/a\u003e 31.7 percent of its parent company and is close to the 35 percent ownership stake that would require it to make a takeover offer for MultiChoice under South African law. Should this happen, Africa’s streaming landscape would effectively be dominated by non-African firms.\u003c/p\u003e\n\u003cp\u003eThere are, however, a few smaller, local streamers that have built loyal fan bases by investing in local programming. This is particularly evident in Nigeria, where companies like iBAKATV, Afrinolly, and NollyLand have tapped in to Nollywood’s film output. \u003c/p\u003e\n\u003cp\u003eTo survive, some local services are getting creative. iBAKATV, for example, \u003ca href=\"https://nextvnews.com/ibakatv-and-glo-partner-to-launch-subscription-with-free-data-in-nigeria/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epartnered\u003c/a\u003e with two telecommunications companies to provide free data to customers, with CEO Blessed Idornigie \u003ca href=\"https://venturesafrica.com/nollywood-streaming-wars-can-local-streamers-survive-the-streaming-giants/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaying\u003c/a\u003e, “The issue isn’t the cost of the subscription, but the cost of the data.”\u003c/p\u003e\n\u003cp\u003eThe tenacity shown by the likes of iBAKATV is why streaming giants shouldn’t expect a smooth ride into Africa. “The only thing [Netflix] is afraid of are the local players,” said Oliver Berben, deputy CEO of German production house Constantin Film, in Canon’s recent \u003cem\u003eFuture of Filmmaking \u003c/em\u003e\u003ca href=\"https://www.thefuturelaboratory.com/hubfs/The%20Future%20Laboratory_Canon_The%20Future%20of%20Filmmaking.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eFrenemies\u003c/strong\u003e \u003c/h2\u003e\n\n\u003cp\u003eThe reality of competing for market share in sub-Saharan Africa means a need to focus on attainable price points, says Ampere Analysis’ Young, and a willingness to get creative when it comes to addressing inadequacies in infrastructure.\u003c/p\u003e\n\u003cp\u003eNetflix \u003ca href=\"https://techcrunch.com/2023/02/23/netflix-lowers-prices-in-over-100-territories/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elowered\u003c/a\u003e the price of its plans across more than 100 countries at the start of 2023. In many sub-Saharan Africa countries, this cut meant that Netflix’s basic tier became cheaper than what Showmax offered. A similar strategy introduced in India in 2021 resulted in increased revenue growth despite lower average revenue per unit (ARPU), Netflix \u003ca href=\"https://economictimes.indiatimes.com/industry/media/entertainment/netflix-grows-engagement-in-india-by-30-in-q1-2023-after-price-cuts/articleshow/99603723.cms?from=mdr\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaid\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eStill, local players like IROKOTV and iBAKATV currently charge significantly less, and offer packages that come bundled with data, in a continent where the majority access internet on mobile. Amazon launched Prime Video Naija in 2022 in partnership with local Nigerian telco MTN, and its price point at the time undercut both Netflix and Showmax. \u003c/p\u003e\n\n\n\n\n\n\u003cp\u003eLeaning into partnerships with telcos might be a smart way forward for global streamers, says Young, as it would allow users to add subscriptions to their existing mobile bills. However, streamers might face telcos’ competition, too, with Kenya’s Safaricom and Nigeria’s Glo both sporting their own streaming divisions. Pay TV is also a popular content channel across the continent. “The [streaming giants] might not be competing amongst themselves, but competing against different forms of media,” Young says. \u003c/p\u003e\n\n\n\u003ch2\u003e\u003cstrong\u003eGlobal giants close in\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eNetflix, present in the region since 2016, started seeing the fruits of its investments in sub-Saharan Africa in 2020, thanks to South African original \u003cem\u003eBlood and Water\u003c/em\u003e, which \u003ca href=\"https://www.unorthodoxreviews.com/blood-water-netflix-top-10-usa/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etopped\u003c/a\u003e the streamer’s U.S. charts.\u003c/p\u003e\n\u003cp\u003eLast year, the streamer announced it would \u003ca href=\"https://www.bloomberg.com/news/articles/2022-03-24/netflix-to-pump-63-million-into-s-africa-film-and-tv-industry\" target=\"_blank\" rel=\"noreferrer noopener\"\u003einvest\u003c/a\u003e another $63 million in South Africa’s film and TV industry, a sizable investment in a region where the streamer has cumulatively \u003ca href=\"https://africapractice.com/wp-content/uploads/2023/04/NetflixReport-11April-DIGITALfile-1.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003einvested\u003c/a\u003e $175 million over the past nine years between South Africa, Nigeria, and Kenya.\u003c/p\u003e\n\u003cp\u003e“It is probably a bit too early to see the impact of that investment right now, but as a more general trend, we’ve definitely seen a shift in attention from Netflix and other global streamers towards the region,” says Young. Prime Video, for its part, \u003ca href=\"https://deadline.com/2022/08/amazon-prime-video-nigeria-originals-gangs-of-lagos-lol-1235085009/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eunveiled\u003c/a\u003e its first two Nigerian originals in 2022, \u003cem\u003eGangs of Lagos \u003c/em\u003eand \u003cem\u003eLOL: Last One Laughing Naija\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eNetflix’s recent \u003ca href=\"https://www.independent.co.uk/arts-entertainment/tv/news/netflix-hbo-insecure-us-uk-b2368971.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edeal\u003c/a\u003e with HBO to distribute some of the latter’s top shows will likely prove a significant blow for Showmax, which had been the exclusive distributor of HBO content in Africa together with sister company DStv. But Showmax might not be done quite yet: In March, parent company MultiChoice \u003ca href=\"https://variety.com/2023/streaming/global/showmax-peacock-nbcuniversal-comcast-1235542067/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eannounced\u003c/a\u003e a partnership with Comcast’s NBCUniversal and Sky, in a bid to relaunch its streaming service as Showmax 2.0, powered by Peacock’s technology and featuring a range of internationally licensed content. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003cp\u003e“For NBCUniversal […] it’s a strategic move to capture one of the last emerging markets still up for the taking,” Marie Lora-Mungai, founder of Restless Global, a strategic advisory firm that specializes in the African creative and sports sectors, \u003ca href=\"https://variety.com/2023/streaming/global/showmax-peacock-nbcuniversal-comcast-1235542067/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold\u003c/a\u003e \u003cem\u003eVariety\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eIt makes sense: In the context of slowing worldwide growth, the sub-Saharan Africa opportunity might just be too big to ignore. “Only 1 percent of households in sub-Saharan Africa at the end of last year had a subscription to an OTT [over-the-top] service, whereas it was 71 percent in North America and 52 percent in Western Europe,” says Young. “Obviously there’s a lot of room to expand, but it’s a question of successfully adapting their strategies.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732412692855},"getContentData({\"slug\":\"google-chrome-data-cookie-free-advertising-identity\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"bic6hUkwjpU8aL20dCjcY","originalArgs":{"slug":"google-chrome-data-cookie-free-advertising-identity","token":""},"startedTimeStamp":1732412729834,"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":1732412729876},"getContentData({\"slug\":\"google-antitrust-federal-judge-monopoly-search-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"HogLFXhmiIGQeHGfF4QoM","originalArgs":{"slug":"google-antitrust-federal-judge-monopoly-search-advertising","token":""},"startedTimeStamp":1732412749232,"data":{"metadata":{"datePosted":"2024-08-06T06:13:00-07:00","dateCreated":"2024-08-06T06:07:15-07:00","dateUpdated":"2024-08-06T14:00:03-07:00","title":"Google loses antitrust suit, as federal judge rules it monopolized search | The Current","description":"Google holds a monopoly over search services and search text advertising through its agreements with browsers and device makers.","image":{"alt":"A statue of justice stands inbetween various devices lit with red, yellow, blue and green screens.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition182_GoogleDOJ-_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A statue of justice stands inbetween various devices lit with red, yellow, blue and green screens.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition182_GoogleDOJ-_1920x1080_WithLogo_v1_2024-08-06-130900_qnxu.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Data Privacy"],"url":"https://www.thecurrent.com/google-antitrust-federal-judge-monopoly-search-advertising","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3264051,"slug":"google-antitrust-federal-judge-monopoly-search-advertising","postDate":"2024-08-06T06:13:00-07:00","heading":"Google loses antitrust suit, as federal judge rules it monopolized search","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#024cb7","textHex":"#ffffff"},"featuredImage":{"alt":"A statue of justice stands inbetween various devices lit with red, yellow, blue and green screens.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition182_GoogleDOJ-_1920x1080_NoLogo_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A statue of justice stands inbetween various devices lit with red, yellow, blue and green screens.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition182_GoogleDOJ-_1200px_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 statue of justice stands inbetween various devices lit with red, yellow, blue and green screens.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition182_GoogleDOJ-_1920x1080_NoLogo_v1-1_2024-08-06-131003_jzal.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":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\u003eA federal judge said on Monday that Google “is a monopolist,” ruling that the company illegally maintained a monopoly over search.\u003c/p\u003e\n\u003cp\u003eIn a \u003ca href=\"https://static01.nyt.com/newsgraphics/documenttools/f6ab5c368725101c/43d7c2a0-full.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e277-page ruling\u003c/a\u003e, Judge Amit P. Mehta determined that Google has monopoly power over search general services and general search text advertising. Mehta wrote that “Google's distribution agreements are exclusive and have anticompetitive effects” and that Google “has not offered valid pro-competitive justifications for those agreements.”\u003c/p\u003e\n\u003cp\u003eIn 2020, the U.S. Justice Department \u003ca href=\"https://www.reuters.com/breakingviews/doj-fights-uphill-battle-google-losing-one-2023-09-12/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esued Google\u003c/a\u003e, alleging the company partnered with device makers and web browsers to position its search engine as the default, stifling competition. Thirty-eight state attorneys general filed their own suit months later, and both suits were included in a \u003ca href=\"https://www.nytimes.com/2023/09/06/technology/modern-internet-first-monopoly-trial-us-google-dominance.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eweekslong trial\u003c/a\u003e last September. Lawyers for Google, the Justice Department and the attorneys general delivered \u003ca href=\"https://www.nytimes.com/2024/05/02/technology/google-antitrust-trial-closing-arguments.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eclosing remark\u003c/a\u003es in May this year.\u003c/p\u003e\n\u003cp\u003eDays before the September trial began, Google President of Global Affairs Kent Walker wrote a blog post denying the claims, arguing, in part, that there are “more ways than ever to find information today,” and that browser and device makers “have a choice, and they choose Google.”\u003c/p\u003e\n\u003cp\u003e“We compete hard for that placement, so that users can easily access Google Search,” Walker wrote. “We’re proud that browser makers opt to show Google Search based on the quality of our products.”\u003c/p\u003e\n\u003cp\u003eBut after considering the evidence and testimonies, Mehta saw it differently.\u003c/p\u003e\n\u003cp\u003e“For years, Google has secured default placements through distribution contracts. It has entered into such agreements with browser developers, mobile device manufacturers, and wireless carriers,” Mehta wrote in the ruling. “These partners agree to install Google as the search engine that is delivered to the user right out of the box at key search access points.”\u003c/p\u003e\n\u003cp\u003eMehta noted that Google’s default distribution gives it an advantage in advertising; default placement means more users, who attract more advertisers. And as Mehta noted, Google pays its partners a share of the advertising revenue it generates from search queries.\u003c/p\u003e\n\u003cp\u003e“In exchange for revenue share, Google not only receives default placement at the key search access points, but its partners also agree not to preload any other general search engine on the device,” Mehta wrote. “Thus, most devices in the United States come preloaded exclusively with Google. These distribution deals have forced Google's rivals to find other ways to reach users.”\u003c/p\u003e\n\u003cp\u003eWalker, the Google global affairs president, said in a \u003ca href=\"https://www.cnbc.com/2024/08/05/google-loses-antitrust-case-over-search.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estatement to CNBC\u003c/a\u003e that Google intends to appeal.\u003c/p\u003e\n\u003cp\u003e“This decision recognizes that Google offers the best search engine, but concludes that we shouldn’t be allowed to make it easily available,” Walker wrote. “As this process continues, we will remain focused on making products that people find helpful and easy to use.”\u003c/p\u003e\n\u003cp\u003eIn a note on Tuesday, MoffettNathanson analysts wrote that a potential outcome of the ruling (if Google loses its appeal) is that Google “will be forced to cease” payments to mobile phone manufacturers, noting that an unintended consequence would be that Google would “save billions of dollars that it had previously paid” to Apple and other companies. The analysts expect that the “vast majority” of consumers would still choose Google’s search engine if given the choice, considering it has become the “default search engine” for many households.\u003c/p\u003e\n\u003cp\u003eBut J. Walker Smith, chief knowledge officer at Kantar, thinks the ruling could put pressure on Google to implement more traditional marketing practices regarding search: “Now it will be a matter of persuading consumers to try it and adopt it and keep it,” he tells \u003cem\u003eTh\u003c/em\u003e\u003cem\u003ee Current\u003c/em\u003e, not just for traditional search but potentially for artificial-intelligence-based search, as well.\u003c/p\u003e\n\u003cp\u003e“Without a dominant, default search engine having the ability to push its own AI product in a protected way, the market will be opened up to other offerings,” he adds. “I think this could mean more innovation in AI search.”\u003c/p\u003e\n\u003cp\u003eAnother antitrust trial between the Justice Department and Google \u003ca href=\"https://www.bloomberg.com/news/articles/2024-06-14/google-ad-tech-antitrust-suit-will-go-to-trial-judge-rules\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebegins next month\u003c/a\u003e, this time on whether Google holds a monopoly in the online advertising technology space.\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":1732412749270},"getContentData({\"slug\":\"how-gojek-went-from-motorcycle-delivery-service-to-business-juggernaut-in-southeast-asia\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"xGw5ACFui_FWZa1-X8vK_","originalArgs":{"slug":"how-gojek-went-from-motorcycle-delivery-service-to-business-juggernaut-in-southeast-asia","token":""},"startedTimeStamp":1732412848159,"data":{"metadata":{"datePosted":"2022-07-20T17:00:00-07:00","dateCreated":"2022-07-20T08:20:20-07:00","dateUpdated":"2022-10-07T07:47:56-07:00","title":"How Gojek went from motorcycle delivery service to business juggernaut in Southeast Asia | The Current","description":"Gojek drives two percent of Indonesia’s $1 trillion GDP","image":{"alt":"Delivery man on moped with buildings in his backpack. man appears on a digital out of home advertisement screen on a green background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition79_Gojek_1920x1080_FeaturedImage_v1.gif","width":960,"height":540,"isLandscape":true},"imageTwitter":{"alt":"Delivery man on moped with buildings in his backpack. man appears on a digital out of home advertisement screen on a green background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition79_Gojek_1920x1080_PreviewImage_v1-1.gif","width":960,"height":540,"isLandscape":true},"author":"Damian Fowler","themes":["Marketing Strategy","The Latest"],"url":"https://www.thecurrent.com/how-gojek-went-from-motorcycle-delivery-service-to-business-juggernaut-in-southeast-asia","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1393479,"slug":"how-gojek-went-from-motorcycle-delivery-service-to-business-juggernaut-in-southeast-asia","postDate":"2022-07-20T17:00:00-07:00","heading":"How Gojek went from motorcycle delivery service to business juggernaut in Southeast Asia","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"Delivery man on moped with buildings in his backpack. man appears on a digital out of home advertisement screen on a green background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition79_Gojek_1920x1080_FeaturedImage_v1.gif","width":960,"height":540,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Sarah Kim / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"Delivery man on moped with buildings in his backpack. man appears on a digital out of home advertisement screen on a green background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition79_Gojek_1920x1080_PreviewImage_v1-1.gif","width":960,"height":540,"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":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\u003eYou could say Gojek started in a Jakarta traffic jam. With its roots in moped delivery services created to cut through that traffic, Gojek today is an essential business platform that leverages data, commerce, and advertising, and in doing so drives two percent of Indonesia’s $1 trillion GDP. It’s an astonishing growth story. \u003c/p\u003e\n\u003cp\u003eThe Indonesian company takes its name from the word \u003cem\u003eojek\u003c/em\u003e, which is what local motorcycle taxis are called in the country. They are often the fastest form of transport in urban areas such as Jakarta, where the average traffic speed is eight kilometers per hour. The founders of the company saw the untapped potential of these two-wheeled taxis and, in 2010, built a call center to connect drivers and riders. But drivers can do more than just transport people. This realization led to the launch of the Gojek app in 2015, which offered three services: ride-sharing, delivery, and shopping. Very quickly, it grew in popularity. \u003c/p\u003e\n\u003cp\u003e“That was really the key launch, after which everything went extremely fast, where we launched service after service,” Antoine de Carbonnel, the chief commercial officer at Gojek, tells \u003cem\u003eThe Current\u003c/em\u003e. Those services include GoPay, a digital payment app critical in a country where more than 55 percent of the population are underserved or don’t have a bank account. “Gojek is an answer to a lot of Indonesian consumer pain points.” \u003c/p\u003e\n\u003cp\u003eFollowing a meteoric rise, the company is now a multi-service tech platform — some call it a “super app” — that connects merchants, drivers, and customers inside its ecosystem. In an innovative move, it added digital out-of-home (DOOH) screens to some of its moped fleet. In 2021, Gojek merged with e-commerce platform Tokopedia — the Amazon of Indonesia — \u003ca href=\"https://www.cnbc.com/2021/06/09/goto-how-gojek-and-tokopedia-teamed-up-in-indonesias-biggest-merger.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eto create GoTo\u003c/a\u003e, combining Gojek’s on-demand and financial tech services with e-commerce. The company serves Indonesia’s 270 million customers, as well as other fast-growing economies in the region. It’s a hyperlocal success that now has international scale. While Gojek creates opportunities for small and medium enterprises (SMEs), driving grassroots economic growth for the lower-middle classes, it has proved itself a pioneer in the region, reaching target audiences across channels on the open internet. \u003c/p\u003e\n\u003cp\u003eA case in point is the company’s prominent DOOH screens, which are attached to the back of those motorcycle taxis and can “serve as an advertising channel for our merchants,” explains de Carbonnel, running programmatic ads that change according to location and time. Bear in mind that Gojek now has 2.6 million driver partners. “We have a very good idea of the number of eyeballs and the impressions; we have a pretty good idea of the demographics of who is seeing the ads; and we know where our Gojek users are because of the app and can assess which of those users are seeing the ads, which is very important for retargeting,” he says. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{},"tagline":null}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eThat’s just one channel among several that allow merchants on the Gojek app to find customers.\u003c/p\u003e\n\u003cp\u003eThe company can connect online and offline data, thanks to insights from its suite of services. For instance, when a consumer uses the GoPay app, which is the most-used e-wallet in the country, the company can see where people are buying goods. This allows Gojek’s merchant partners to deploy more targeted advertising and promotional tools, enabling them to attract high-intent users to their merchant page or target users within a specific radius from the store.\u003c/p\u003e\n\u003cp\u003eFurthermore, Gojek’s unique position in Southeast Asia means it is well placed to offer brands “super measurable” insights into campaigns. For instance, the OMD agency was able to get insights into McDonald’s annual Prosperity Burger ad campaign, which launched for the 2020 Lunar New Year in Indonesia. McDonald’s could measure real-world restaurant sales by linking transactions on Gojek’s GoPay and GoFood apps to a consumer’s exposure to digital media on TV, social media, and streaming platforms. Not only did the campaign deliver a six-fold return on ad spend for the OMD McDonald’s team, they were also able to optimize with real-time data to show a 2,638 percent improvement in ROAS over the course of the three-week campaign. \u003cbr /\u003e\u003cbr /\u003eAs a multi-service platform, Gojek can consolidate its consumer touchpoints, journeys, and data. The company — unlike walled gardens — has favored working with a range of partners to enable their data, inventory, and assets inside its ecosystem. “Our approach is very much an open one,” says de Carbonnel. “We can measure the whole funnel, from the number of impressions to the click-through rate to how many people enter the merchant page to how many people put products in their basket to those who check out. And that really drives more visibility and more conversion.”\u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1732412848194},"getContentData({\"slug\":\"moonshot-google-chrome-privacy-sandbox-bill-simmons\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ttqJ-YdRwD1_N5yqNlM85","originalArgs":{"slug":"moonshot-google-chrome-privacy-sandbox-bill-simmons","token":""},"startedTimeStamp":1732412989647,"data":{"metadata":{"datePosted":"2023-12-11T05:00:00-08:00","dateCreated":"2023-12-08T08:57:29-08:00","dateUpdated":"2024-08-07T13:02:56-07:00","title":"The anti-moonshot: Why Chrome’s Privacy Sandbox is a failure of vision | The Current","description":"Chrome’s Privacy Sandbox, an engineering project that had the potential to progress the open internet, represents a failure of vision.","image":{"alt":"Four multicolored darts are embedded in a cracked moon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition149_OpEd_AntiMoonshot_BillSimmons_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Four multicolored darts are embedded in a cracked moon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition149_OpEd_AntiMoonshot_BillSimmons_1920x1080_WithLogo_v1_2023-12-08-194008_offu.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Bill Simmons","themes":["Opinion","Premium","Op-ed"],"url":"https://www.thecurrent.com/moonshot-google-chrome-privacy-sandbox-bill-simmons","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2457731,"slug":"moonshot-google-chrome-privacy-sandbox-bill-simmons","postDate":"2023-12-11T05:00:00-08:00","heading":"The anti-moonshot: Why Chrome’s Privacy Sandbox is a failure of vision","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#002f87","textHex":"#ffffff"},"featuredImage":{"alt":"Four multicolored darts are embedded in a cracked moon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition149_OpEd_AntiMoonshot_BillSimmons_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Four multicolored darts are embedded in a cracked moon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition149_OpEd_AntiMoonshot_BillSimmons_1200px_v1.jpg","width":1200,"height":1199,"isLandscape":true},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Four multicolored darts are embedded in a cracked moon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition149_OpEd_AntiMoonshot_BillSimmons_1920x1080_NoLogo_v1_2023-12-08-193744_lecs.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":2457951,"slug":"bill-simmons","fullName":"Bill Simmons","positionTitle":"VP Product, 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":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\u003eOn Sept. 12, 1962, President John F. Kennedy gave what is known as his moonshot speech. Speaking before a crowd of 35,000 people at Rice University in Houston, Kennedy recommitted the nation to the goal of landing astronauts on the moon before the end of the decade — a pledge he’d made to Congress the year before.\u003c/p\u003e\n\u003cp\u003e“We set sail on this new sea because there is new knowledge to be gained, and new rights to be won, and they must be won and used for the progress of all people. For space science, like nuclear science and all technology, has no conscience of its own,” Kennedy told the crowd.\u003c/p\u003e\n\n\u003cp\u003eEven though the U.S. had not yet put an astronaut into orbit, Kennedy’s vision electrified the entire country behind this goal. It inspired the best and the brightest minds to go all-in and invent the future. The resulting Apollo program put a man on the moon, and it changed the face of technology here on Earth.\u003c/p\u003e\n\n\u003cp\u003eI’ve long been fascinated by big ideas like this. I spent the first part of my career steeped in aerospace engineering before working in advertising technology for the last 15 years. So let me make a conceptual leap from one moonshot to another — or what could be considered ad tech’s equivalent to such a moment — the arrival of Google Chrome’s Privacy Sandbox. It’s a huge project spanning many years of work by thousands of people inside Google and at other technology firms. It will impact billions of Chrome and Android users and will have a profound impact on the open internet economy. And like the original moonshot, it’s an engineering project that had the potential to progress things for everyone.\u003c/p\u003e\n\n\u003cp\u003eExcept that it likely won’t. For a start, in my opinion, it inhibits audience targeting. I believe Privacy Sandbox will obscure the identity data about an individual user, making it harder to coordinate advertising across devices, and thus harder to measure and optimize performance. It could limit the ability to run attribution models, randomizing interest groups and contextual information. Furthermore, I foresee Privacy Sandbox creating on-device auctions that will add even more latency to page loads and ad rendering, degrading the user experience while ads populate more slowly on the page.\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e\"The whole notion of a thriving ecosystem is totally absent from the in-house complexity of the revamped Chrome. They didn’t set out on a mission. They \u003cem\u003esat\u003c/em\u003e out on a mission.\"\u003c/p\u003e","caption":null}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAll these factors will likely depress the value of ads. Not only will Privacy Sandbox ads have a lower CPM, but the technological complexity to activate them is extremely high. And, as if that’s not enough, implementing these APIs — becoming dependent on them — could leave any company at the mercy of Google’s team to keep them in place over the long run.\u003c/p\u003e\n\u003cp\u003eAs a result, Privacy Sandbox likely has very few winners outside of Google, if there are any at all. In fact, in my opinion, the objective of the whole project could be boiled down to improving the privacy positioning of the Chrome browser by deprecating third-party cookies and any associated and similar features, but also making sure that open internet advertising doesn’t reach the moon and instead is just open enough to avoid the attention of antitrust authorities.\u003c/p\u003e\n\u003cp\u003eCompare that to JFK’s sentiment promoting the common good and you can see that Privacy Sandbox is more like the anti-moonshot. Hardly inspiring at all. It’s not a vision statement that’s going to lead to value. Instead, what it delivers is a massive investment in a project that could make the open internet a worse place for advertisers and publishers. It’s hypercomplicated — hat tip to the mathematicians and engineers who embarked on this massive rewrite of Chromium — but it’s also narrow and reductive in its aspirations.\u003c/p\u003e\n\u003cp\u003eIt didn’t have to be like this. An alternative vision could have taken a different trajectory, one that could have reinvented the way the Chrome browser handles privacy while helping the open internet economy grow in a more efficient and effective way. The whole notion of a thriving ecosystem is totally absent from the in-house complexity of the revamped Chrome. They didn’t set out on a mission. They \u003cem\u003esat\u003c/em\u003e out on a mission.\u003c/p\u003e\n\u003cp\u003eWhile the countdown to cookie deprecation started a while ago, the good news is there are other ways to chart a successful course across the open internet. One key is centered around building or boosting an opt-in identity strategy. Authenticated IDs can persist in real-time bidding auctions, and this is an effective way to monetize and drive performance.\u003c/p\u003e\n\u003cp\u003eFor advertisers, now is the time to activate other identifiers — such as Core ID, RampID, or Unified ID 2.0 — which are designed to create and model audiences across the ecosystem. For publishers, prompting a user to authenticate through tools such as OpenPass is critical. Such a prompt doesn’t have to deter a user: It can show up after a certain amount of time on page, or after the second or third page. But even a one-time engagement can help a publisher to build their strategy, allowing for personalized, high-value advertising on their media properties.\u003c/p\u003e\n\u003cp\u003eWhile the rearchitected Chrome may have sadly missed the chance to enhance the open internet, the advertising industry is on a collective mission to build something better. It has a vested interest in making new technology interoperable and available to everybody, even as walled gardens keep building their walls higher — purportedly in the name of privacy.\u003c/p\u003e\n\u003cp\u003eIt’s unfortunate that the leadership at Google has plotted a course based on its own interests rather than those of the ad industry at large. You might say it has opted for navel-gazing over stargazing. To protect the privacy of users, you don’t have to create a system that makes it harder to earn revenue as an open internet publisher. We didn’t go to the moon by taking away technology from somebody else. Great visions are not a zero-sum game. Their intent should be broad, universal, and inspiring. In this regard, the Privacy Sandbox fails to deliver.\u003c/p\u003e\n\u003cp\u003eIn the spirit of the moonshot, I believe a win-win is still possible if we come together. We can build a privacy-conscious open internet where all parties — advertisers, publishers, and consumers — thrive. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003e\u003cem\u003eThe Current is owned and \u003c/em\u003eoperated 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":6}},"fulfilledTimeStamp":1732412989674},"getContentData({\"slug\":\"google-ad-tech-antitrial-defense-tom-blakely\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"DvV-meqpEh4NMiDvi9iPw","originalArgs":{"slug":"google-ad-tech-antitrial-defense-tom-blakely","token":""},"startedTimeStamp":1732412693267,"data":{"metadata":{"datePosted":"2024-09-25T05:55:00-07:00","dateCreated":"2024-09-25T05:48:25-07:00","dateUpdated":"2024-09-25T05:55:23-07:00","title":"How Google is shaping its defense during the adtech antitrust trial | The Current","description":"On this episode of The Current Report, attorney Tom Blakely shares why he believes the government has a strong case.","image":{"alt":"The Current Report: Special Edition, September 25, 2024.","url":"https://www.thetradedesk.com/assets/global/240925_CurrentReport_16x9Thumbnail_SpecialEdition_Grey_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: Special Edition, September 25, 2024.","url":"https://www.thetradedesk.com/assets/global/240925_CurrentReport_16x9Thumbnail_SpecialEdition_Grey_v1_2024-09-25-124937_atdy.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","The Current Report"],"url":"https://www.thecurrent.com/google-ad-tech-antitrial-defense-tom-blakely","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3333559,"slug":"google-ad-tech-antitrial-defense-tom-blakely","postDate":"2024-09-25T05:55:00-07:00","heading":"How Google is shaping its defense during the adtech antitrust trial","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: Special Edition, September 25, 2024.","url":"https://www.thetradedesk.com/assets/global/240925_CurrentReport_1200px_SpecialEdition_Grey_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report: Special Edition, September 25, 2024.","url":"https://www.thetradedesk.com/assets/global/240925_CurrentReport_16x9Thumbnail_SpecialEdition_Grey_v1_2024-09-25-125022_eudz.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":3250897,"title":"The Current Report","slug":"the-current-report","uri":"sections/the-current-report","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/e5d79680-fe7a-4bb1-9030-27cbab843ed7?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/e5d79680-fe7a-4bb1-9030-27cbab843ed7?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eGoogle is in the middle of its defense during the third week of the DOJ's adtech antitrust trial.\u003c/p\u003e\n\u003cp\u003eOn this episode of The Current Report, attorney Tom Blakely shares why he believes the government has a strong case.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":1}},"fulfilledTimeStamp":1732412693300},"getContentData({\"slug\":\"in-a-win-for-the-open-internet-unified-id-2-0-helps-indie-publishers-drive-more-revenue\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"3vgwDuLyA9amf70SvH0RM","originalArgs":{"slug":"in-a-win-for-the-open-internet-unified-id-2-0-helps-indie-publishers-drive-more-revenue","token":""},"startedTimeStamp":1732412790492,"data":{"metadata":{"datePosted":"2022-03-30T17:30:00-07:00","dateCreated":"2022-03-30T07:52:53-07:00","dateUpdated":"2023-03-01T04:46:48-08:00","title":"In a win for the open internet, Unified ID 2.0 can help indie publishers drive more revenue | The Current","description":"Ads targeted using Unified ID 2.0 are shown, for some publishers, to fetch an eCPM 116 percent higher than ads targeted with third-party cookies","image":{"alt":"Hand holds a mobile phone with a maze on it and Mediavine logo in the middle of the maze.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition63_MediaVineCaseStudy_16x9_FacebookMetadata_v1.gif.gif","width":700,"height":394,"isLandscape":true},"imageTwitter":{"alt":"Hand holds a mobile phone with a maze on it and Mediavine logo in the middle of the maze.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition63_MediaVineCaseStudy_1920x1080_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"John McDermott","themes":["Data Privacy","The Latest"],"url":"https://www.thecurrent.com/in-a-win-for-the-open-internet-unified-id-2-0-helps-indie-publishers-drive-more-revenue","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1064909,"slug":"in-a-win-for-the-open-internet-unified-id-2-0-helps-indie-publishers-drive-more-revenue","postDate":"2022-03-30T17:30:00-07:00","heading":"In a win for the open internet, Unified ID 2.0 can help indie publishers drive more revenue","subheading":"Ads targeted using Unified ID 2.0 are shown, for some publishers, to fetch an eCPM 116 percent higher than ads targeted with third-party cookies.","label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"Hand holds a mobile phone with a maze on it and Mediavine logo in the middle of the maze.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition63_MediaVineCaseStudy_1920x1080_FeaturedImage_v1.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":"Hand holds a mobile phone with a maze on it and Mediavine logo in the middle of the maze.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition63_MediaVineCaseStudy_16x9_PreviewImage_v1.gif","width":700,"height":394,"isLandscape":true},"authors":[{"id":1508844,"slug":"john-mcdermott","fullName":"John McDermott","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\u003ePublishers that have incorporated \u003ca href=\"https://author.thetradedesk.com/es/article/what-the-tech-is-unified-id-2-0\"\u003eUnified ID 2.0\u003c/a\u003e (UID 2.0), the advertising identifier that has emerged as the leading alternative to third-party cookies, are seeing enormous increases in revenue for select ad inventory, with some reporting effective CPMs 116 percent higher than usual. \u003c/p\u003e\n\n\u003cp\u003e“My prediction is CPMs will increase even further as UID 2.0 is more widely adopted,” said Eric Hochberger, co-founder and CEO of Mediavine, a firm that manages ad inventory for a network of more than 8,500 independent publishers, including sites such as \u003cem\u003eSteamy Kitchen\u003c/em\u003e and \u003cem\u003eDIY \u0026amp; Crafts\u003c/em\u003e. “As more and more agencies go beyond exploratory budgets and use dedicated budgets on these IDs, CPMs will increase even more.” \u003c/p\u003e\n\n\u003cp\u003eThe boost in ad revenue is a welcome change for indie publishers, and, on a larger level, illustrates how small, independent publishers can continue to thrive in a post-cookie digital ecosystem. \u003c/p\u003e\n\n\u003cp\u003eThis comes as publishers face the existential business threat associated with the demise of third-party cookies. “If we turn $30 CPMs that come from targeted ads into $10 CPMs that come from untargeted ads, we’ll be back to a linear-like ad load with a linear-like efficacy,” The Trade Desk CEO Jeff Green \u003ca href=\"https://www.adexchanger.com/data-driven-thinking/why-a-unified-id-is-critical-to-the-open-internet-journalism-and-tv/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaid last year\u003c/a\u003e. “Think about journalism, which has often struggled with the shift to digital, but is currently coming out of recovery and poised to thrive. Without targeted advertising, journalism will struggle and the number of journalists doing important work will massively shrink to a few scaled outlets.” \u003c/p\u003e\n\n\u003cp\u003eIndeed, publishers are expected to lose 60 percent of their ad revenue once third-party cookies go away, \u003ca href=\"https://www.mediavine.com/grow-me-first-party-data-and-the-future-of-advertising/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to one report\u003c/a\u003e. A majority of \u003ca href=\"https://www.businesswire.com/news/home/20220308005337/en/DOUBLEVERIFY-STUDY-Over-60-of-Publishers-Expect-Revenue-to-Increase-in-the-Post-Third-Party-Cookie-Era\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epublishers plan to lay people off\u003c/a\u003e due to the drop in revenue. \u003c/p\u003e\n\n\u003cp\u003eBut UID 2.0, an industry-wide effort to develop a viable alternative to third-party cookies, may help publishers compensate for any downturn in revenue. In fact, some publishers say revenue for UID 2.0-enabled ads is even higher than ads targeted via third-party cookies. \u003c/p\u003e\n\n\u003cp\u003eMediavine, an ad tech firm that specializes in helping independent publishers maximize their ad revenues, recently incorporated UID 2.0 into the ad tech stack it provides for publishers. \u003c/p\u003e\n\n\u003cp\u003eMany of Mediavine’s publisher partners use Google Ad Manager to source demand for and serve their ads. Ad Manager doesn’t allow publishers to use their readers’ email addresses to target ads. But Ad Manager does allow publishers to use privacy-conscious identifiers such as UID 2.0 through \u003ca href=\"https://www.adexchanger.com/ad-exchange-news/googles-encrypted-signals-program-just-entered-open-beta-and-heres-what-you-need-to-know-about-it/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eits new encrypted signal beta program\u003c/a\u003e. \u003c/p\u003e\n\n\u003cp\u003eThrough one of its suite of products for publishers called Grow, Mediavine can create a pseudonymized UID 2.0 identifier for readers, and publishers can, in turn, allow marketers to bid on these readers through Google Ad Manager. Using this method has increased eCPMs by 116 percent, according to Hochberger. \u003c/p\u003e\n\n\u003cp\u003e“If publishers are encouraged by a 116 percent increase, they’re going to be blown away when these unique identifiers become the industry standard,” Hochberger adds. \u003c/p\u003e\n\n\u003cp\u003eMediavine’s publisher partners are typically one- to two-person teams that manage lifestyle publications, generating anywhere from 50,000 to millions of pageviews a month. These independent teams operate on thin margins, so every cent of revenue they can generate is important. \u003c/p\u003e\n\n\u003cp\u003e“The end of third-party cookies is an incredible opportunity for independent publishers to build stronger relationships with their readers,” Hochberger says. “That’s what’s most exciting about this partnership — we’re bringing monetization tools that are typically reserved for large institutional publishers to smaller, independent publishers. We are representing and supporting the independent web.” \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":1732412790531},"getContentData({\"slug\":\"google-privacy-adam-heimlich-ceo-chalice-custom-algorithms\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"t46TCnL1Dz5Pifynpa64W","originalArgs":{"slug":"google-privacy-adam-heimlich-ceo-chalice-custom-algorithms","token":""},"startedTimeStamp":1732412774359,"data":{"metadata":{"datePosted":"2024-10-02T07:17:00-07:00","dateCreated":"2024-10-02T06:57:07-07:00","dateUpdated":"2024-10-04T06:43:59-07:00","title":"Google never cared about privacy | The Current","description":"In the wake of the U.S. vs Google ad tech antitrust trial, revelations suggest Google wasn't as concerned about user privacy as it claimed to be.","image":{"alt":"Cursors flying into a large browser window with an open sky, blocking smaller windows colored in red, blue, green and yellow.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition188_AdamHeimlich_SupplyChainTransparencyOpEd_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Cursors flying into a large browser window with an open sky, blocking smaller windows colored in red, blue, green and yellow.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition188_AdamHeimlich_SupplyChainTransparencyOpEd_1920x1080px_Logo_v1_2024-10-02-140740_ohsk.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Adam Heimlich","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/google-privacy-adam-heimlich-ceo-chalice-custom-algorithms","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3335918,"slug":"google-privacy-adam-heimlich-ceo-chalice-custom-algorithms","postDate":"2024-10-02T07:17:00-07:00","heading":"Google never cared about privacy","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#0099fa","textHex":"#000000"},"featuredImage":{"alt":"Cursors flying into a large browser window with an open sky, blocking smaller windows colored in red, blue, green and yellow.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition188_AdamHeimlich_SupplyChainTransparencyOpEd_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Cursors flying into a large browser window with an open sky, blocking smaller windows colored in red, blue, green and yellow.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition188_AdamHeimlich_SupplyChainTransparencyOpEd_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":"Cursors flying into a large browser window with an open sky, blocking smaller windows colored in red, blue, green and yellow.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition188_AdamHeimlich_SupplyChainTransparencyOpEd_1920x1080px_NoLogo_v1_2024-10-02-140759_brme.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":3335924,"slug":"adam-heimlich","fullName":"Adam Heimlich","positionTitle":"Founder and CEO, Chalice Custom Algorithms","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\u003eAmong the thousands of Google internal documents made public during the U.S. v. Google ad tech antitrust case, there’s a bit of back and forth between two Google employees from September 2020 that seems to give window into the company’s thinking.\u003c/p\u003e\n\u003cp\u003eOne employee wrote that he received “feedback from PS [Privacy Sandbox], we should avoid direct mentions of sign-in and email consent in our MSA to align with the negotiating strategy where we will not be specific about our alternative approach for measurement and attribution.\"\u003c/p\u003e\n\u003cp\u003eThe other employee replies, \"Start a ping with history turned off.\" This short exchange is only a small bit of communication between two employees, so we don’t know the full context. With the “history turned off,” \u003ca href=\"https://www.fastcompany.com/90955785/google-deleted-chats-in-doj-antitrust-trial\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eno written record\u003c/a\u003e of the rest of the communication exists. The resulting secrecy means we do not have more documented discussion about the “alternative approach,” being discussed. But these messages could be a clue about Google’s strategy.\u003c/p\u003e\n\u003cp\u003eGoogle owns \u003ca href=\"https://www.techspot.com/news/81119-photos-becomes-ninth-google-product-pass-one-billion.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enine products\u003c/a\u003e with over 1 billion monthly active users — all of which typically only function properly only when we're signed in (I wonder why). No other company has nearly as many signed-in users. At the time messages between the two Google employees were exchanged, Apple had announced that an \u003ca href=\"https://www.forbes.com/sites/kateoflahertyuk/2021/01/31/apples-stunning-ios-14-privacy-move-a-game-changer-for-all-iphone-users/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eiOS 14 update\u003c/a\u003e was scheduled for that month and that the update would make Apple deviceIDs much harder to access. The messages seem to reveal Google's apparent intent to use sign-in for tracking. That would have been big news, were it public. It should be big news now. Perhaps Google wasn’t as concerned about user privacy as it claimed to be. That’s what history suggests.\u003c/p\u003e\n\u003cp\u003eChrome cookie deprecation was announced just nine months prior to the quoted chat. Without real concern, the content of that announcement looks like a pretext for an extremely ruthless strategy: crippling nearly every competitor in digital advertising by monopolizing measurement.\u003c/p\u003e\n\u003cp\u003eGoogle had done this before and gotten away with it. Almost nobody paid attention in 2016, when Google executed what we now know (thanks again to civil investigative demands for Google internal communications) as \u003ca href=\"https://www.propublica.org/article/google-has-quietly-dropped-ban-on-personally-identifiable-web-tracking\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eProject Narnia\u003c/a\u003e: The merger of Google's search and website tracking under a unified Google ID. What an odd thing to do the same year the General Data Protection Regulation (GDPR) becomes law, right? It didn't make enough sense to worry about at the time.\u003c/p\u003e\n\u003cp\u003eThen, in 2018, when GDPR took effect, Google redacted the DoubleClick user IDs from its bid logs, because — due to Project Narnia — they contained personal information. Every other demand-side platform’s (DSP) user IDs remain in their bid logs to this day, because those user IDs are just random strings of text, not linked to our names or personally identifiable information. With Project Narnia, Google gave itself an excuse to break the entire chain of anonymous ID interoperability, citing privacy concerns. With ID interoperability destroyed, so went the then-thriving market for custom multi-touch attribution. Performance measurement has been based on Google last-touch or nothing ever since.\u003c/p\u003e\n\u003cp\u003eThe threat of Chrome cookie deprecation harmed the ad tech industry much more than has been reported. I was personally told by more than 50 software investors they were staying away from ad tech until (as one put it) \"the whole cookie thing shakes out.\" Most of the ad tech startups that did see investment in the period between 2020 and 2024 were focused on addressing cookie deprecation. We might never know what innovations would have been launched. There have been zero new DSPs of note. The market has been frozen. The primary beneficiary of the freeze was Google, whose annual \u003ca href=\"https://www.statista.com/statistics/266206/googles-annual-global-revenue/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erevenue surpassed\u003c/a\u003e $200 billion in 2021 and $300 billion just two years later.\u003c/p\u003e\n\u003cp\u003eDuring the same two years, Google assumed the role of privacy regulator, claiming its ad businesses would be subject to the same privacy rules as everyone else. We’d all play nicely together in their Privacy Sandbox.\u003c/p\u003e\n\u003cp\u003eIt was a bit of a tell how the DV360 product team demonstrated \u003ca href=\"https://www.adweek.com/programmatic/buyers-cant-test-privacy-sandbox-apis-in-googles-ad-platform-dv360/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ezero sense\u003c/a\u003e of urgency around making it easier for some buyers to test Privacy Sandbox, let alone releasing test results to prove it worked. The Chrome cookie deprecation delays, the inability of any ad tech expert or observer to convincingly explain how Google could possibly regulate itself — all of these deserve renewed scrutiny, given what we now know.\u003c/p\u003e\n\u003cp\u003eThe topic of ad analytics has been mostly absent from both Google antitrust trials. Yet measurement is where Google has arguably hit competitors hardest. Advertisers’ inability to move away from clicks and last-touch hinders all display. It harms brands that focus on upper-funnel KPIs, it harms publishers that provide quality pages and programs, and it frustrates the hell out of everyone who cares about ad effectiveness. Measurement standards are empirically bad, and they are dominated by Google.\u003c/p\u003e\n\u003cp\u003eIt’s time for industry leaders to assert the truth that measurement is not a privacy issue —Google is wrong. The analytics required to quantify ad effects can be anonymous and aggregated to protect consumers without Privacy Sandbox. The road to ad tech innovation runs through advanced measurement. Too often, it’s blocked by privacy concerns that can be traced back to claims Google made but did not appear to really mean. Ad measurement alone is not invasive. Using privacy as a weapon against its competitors worked for Google for too long, and it’s time to make it stop. \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":5}},"fulfilledTimeStamp":1732412774401},"getContentData({\"slug\":\"political-ad-spend-golden-quarter-robin-porter-loopme\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"C7aIuhL-oJ3KZCN83o8fQ","originalArgs":{"slug":"political-ad-spend-golden-quarter-robin-porter-loopme","token":""},"startedTimeStamp":1732413012067,"data":{"metadata":{"datePosted":"2024-10-29T06:44:00-07:00","dateCreated":"2024-10-28T12:50:45-07:00","dateUpdated":"2024-10-29T07:20:12-07:00","title":"Navigating the political ad spend surge in the Golden Quarter | The Current","description":"LoopMe's Head of Political, Robin Porter shares why the key to success for political marketers is targeting and messaging.","image":{"alt":"Digital ads stacked up against each other, forming the shape of mountains.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition193_OpEd_RobinPorter_PoliticalAdSpendSurge_1920x1080_OpinionLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Digital ads stacked up against each other, forming the shape of mountains.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition193_OpEd_RobinPorter_PoliticalAdSpendSurge_1920x1080_OpinionLogo_v2_2024-10-29-134000_kqeg.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Robin Porter","themes":["Opinion","Op-ed","Political"],"url":"https://www.thecurrent.com/political-ad-spend-golden-quarter-robin-porter-loopme","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3346637,"slug":"political-ad-spend-golden-quarter-robin-porter-loopme","postDate":"2024-10-29T06:44:00-07:00","heading":"Navigating the political ad spend surge in the Golden Quarter","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#f9a326","textHex":"#000000"},"featuredImage":{"alt":"Digital ads stacked up against each other, forming the shape of mountains.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition193_OpEd_RobinPorter_PoliticalAdSpendSurge_1920x1080_NoLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Digital ads stacked up against each other, forming the shape of mountains.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition193_OpEd_RobinPorter_PoliticalAdSpendSurge_1200x1200_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eHolly Warfield / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Digital ads stacked up against each other, forming the shape of mountains.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition193_OpEd_RobinPorter_PoliticalAdSpendSurge_1920x1080_NoLogo_v2_2024-10-29-134053_kdtj.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3346643,"slug":"robin-porter","fullName":"Robin Porter","positionTitle":"Head of Political, LoopMe","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":""},{"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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWith the U.S. presidential election entering its final stretch and retailers gearing up for their Golden Quarter, we are seeing parallels in how political and commercial teams employ similar tactics to deliver success. As Democrats and Republicans look to take full advantage of an \u003ca href=\"https://adimpact.com/2024-political-spending-projections-report/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e \u003c/a\u003e\u003ca href=\"https://adimpact.com/2024-political-spending-projections-report/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eestimated $10.2 billion\u003c/a\u003e in political ad spend this cycle, they are adopting the channels, strategies and data-driven approaches beloved by marketers in the commercial world to target and woo voters. So, how is this playing out? \u003c/p\u003e\n\u003cp\u003eWell, what may be bad news for retailers could be welcome news for election advertising. With the economy being the \u003ca href=\"https://news.gallup.com/poll/651719/economy-important-issue-2024-presidential-vote.aspx\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e \u003c/a\u003e\u003ca href=\"https://news.gallup.com/poll/651719/economy-important-issue-2024-presidential-vote.aspx\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e No. 1 election issue\u003c/a\u003e, concerns around inflation and unemployment may put consumer buying decisions on the back burner until after the election. With purchasing plans on hold, political messages may garner more attention than those Golden Quarter sales promotions. And the key to success is targeting and messaging. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eUnderstand sentiments to understand audiences\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eWhen it comes to campaigning, understanding up-to-the-minute voter sentiment is critical. Get into their hearts and minds, and you can then deliver advertising that resonates with them using the platforms they prefer to engage with. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eBy collecting surveys taken on mobile devices, political agencies can see, measure and track real-time changes in sentiment after key moments — such as a candidate’s perception lift after a debate. Using those insights, an agency can boost political ad strategies by reaching hyper-targeted audiences in real time. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eA survey of nearly 66,000 people, for example, offered a window into how President Joe Biden’s decision not to run for reelection changed the race. Male voters were 70% more likely than female voters to shift allegiance to former President Donald Trump. Meanwhile, 18- to 34-year-old former Trump supporters were now twice as likely to back Vice President Kamala Harris than overall prior Trump supporters, the poll found. It is swings like these that have critical implications for targeting, messaging and reengaging voters whose allegiances have changed. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe growing value of screens — indoor and outdoor \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eResearch has also identified that voter receptivity to political ads can be \u003ca href=\"https://8466791.fs1.hubspotusercontent-na1.net/hubfs/8466791/PurchaseLoop%20Research%20Consumer%20Snapshot%20Political%20PR.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e \u003c/a\u003e\u003ca href=\"https://8466791.fs1.hubspotusercontent-na1.net/hubfs/8466791/PurchaseLoop%20Research%20Consumer%20Snapshot%20Political%20PR.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e two times higher\u003c/a\u003e when consumed on voters’ preferred media. Understanding their channel preference makes a difference in whether a message is heard, and it’s why connected TV (CTV) has become a key election weapon. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eTraditionally, the lion’s share of political ad investment has focused on broadcast-first media. But with media fragmentation shifting viewers away from linear platforms to CTV, there’s been an enormous growth in CTV budgets this election. We’ve already seen it account for around \u003ca href=\"https://www.cnbc.com/2024/08/29/cord-cutters-getting-political-ad-blitz-as-campaigns-flood-roku-hulu.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e \u003c/a\u003e\u003ca href=\"https://www.cnbc.com/2024/08/29/cord-cutters-getting-political-ad-blitz-as-campaigns-flood-roku-hulu.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e 14% of ad spend\u003c/a\u003e up to the end of August and become the second-most-invested-in channel. But this shouldn’t be a surprise. With imagery and emotion playing a vital role in any election, CTV’s ability to offer big-screen brand-building and messaging alongside precise targeting and measurement makes it an effective vehicle for reaching voters. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eThis impact and targeting ability is also being leveraged on even bigger screens via digital out-of-home (DOOH). Non-interruptive, visually impactful, and allowing engaging messages to be activated and modified easily, key voter audiences can be reached in the localities where they live or work. With CTV assets easily adapted for DOOH, it complements the in-house medium, ensuring consistent messages are reinforced in environments that are part of people’s daily lives. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAI is speeding up reaction times\u003c/strong\u003e \u003c/h2\u003e\n\u003ch2\u003e \u003c/h2\u003e\n\u003cp\u003e2024 also marks the first U.S. election season when predictive AI is available, and the technology is transforming political campaigns. Platforms that use AI allow political advertisers to build real-time voter audiences optimized for specific outcomes. Models that learn in-flight mean that decisions around campaign targeting, delivery, performance and uplift are constantly improved. And this ability to be fluid and react quickly in today’s fast-paced political-campaign world is essential. AI is allowing parties to adapt rapidly to opportunities and events that shift voter mindsets and can alter the course of elections. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eNowhere is this more relevant than for identifying dynamic audiences. Increasingly, AI can help with more precise targeting to help find and reach key undecided voters, including those who have become recently undecided or persuadable voters — especially in swing states and key battlegrounds. That just under 12,000 votes made all the difference in Georgia last time is testament to the importance of precise targeting. Over an election campaign where opinions frequently change, understanding real-time sentiments and then instantly curating a precise audience to message can make the difference. \u003c/p\u003e\n\u003cp\u003eWhether you are selling products or influencing voters in this Golden Quarter, the marketing fundamentals remain the same: Know your audience, reach them in their key environments and deliver messages that resonate based on fresh insights. What has changed this year is the ability to react in real time by taking advantage of today’s technologies and platforms to deliver hyper-targeted campaigns that capture voter attention. This is what’s driving this election’s unprecedented ad spending. It’ll be interesting to see what new tools are at the disposal of political marketers in future elections. \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":5}},"fulfilledTimeStamp":1732413012098},"getContentData({\"slug\":\"as-upfronts-wrapupfronts-british-marketers-innovation-retail-media-ctv\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"1s4nLtfuOEe0biVqFpzir","originalArgs":{"slug":"as-upfronts-wrapupfronts-british-marketers-innovation-retail-media-ctv","token":""},"startedTimeStamp":1732412719988,"data":{"metadata":{"datePosted":"2024-10-29T05:00:00-07:00","dateCreated":"2024-10-28T10:53:55-07:00","dateUpdated":"2024-10-28T12:52:43-07:00","title":"As upfronts wrap up, British marketers foresee a flurry of innovation in retail media and CTV | The Current","description":"Retail media, CTV players showcase successes and upcoming innovations.","image":{"alt":"Small construction workers work around a large, partially-built flatscreen TV","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition194_UKUpfronts_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Small construction workers work around a large, partially-built flatscreen TV","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition194_UKUpfronts_1920x1080px_Logo_v1_2024-10-28-193844_tyua.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Zac Wang","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/as-upfronts-wrapupfronts-british-marketers-innovation-retail-media-ctv","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3346600,"slug":"as-upfronts-wrapupfronts-british-marketers-innovation-retail-media-ctv","postDate":"2024-10-29T05:00:00-07:00","heading":"As upfronts wrap up, British marketers foresee a flurry of innovation in retail media and CTV","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Small construction workers work around a large, partially-built flatscreen TV","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition194_UKUpfronts_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Small construction workers work around a large, partially-built flatscreen TV","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition194_UKUpfronts_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":"Small construction workers work around a large, partially-built flatscreen TV","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition194_UKUpfronts_1920x1080px_NoLogo_v1_2024-10-28-193923_nyax.jpg","width":1921,"height":1081,"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\u003eBritish marketers may not experience the glitz and glamour that their American counterparts do during the annual upfronts and NewFronts, but the IAB U.K.’s Digital Upfronts still offered them plenty to applaud as they wrapped up last week.\u003c/p\u003e\n\u003cp\u003eLike the NewFronts hosted in the spring by IAB in the U.S., the U.K.’s Digital Upfronts have become a key event series for digital marketers to keep up with new ad inventory, successful competitor campaigns and ad tech innovations.\u003c/p\u003e\n\u003cp\u003eThe roster of big-name presenters included The Sun newspaper, Sky Media and supermarket giant Tesco. But marketers also heard from retail media, audio and gaming firms, in addition to other streamers.\u003c/p\u003e\n\u003cp\u003eThe Current was on-site to unpack the industry’s biggest trends, innovations and successes as British marketers prepared their 2025 media plans. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eRetail media takes over Britain\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe British retail media space is on a roll. During the upfronts, James Chandler, CMO at IAB U.K., said the country’s yearly retail media ad spend is \u003ca href=\"https://www.iabuk.com/news-article/retail-media-spend-surpass-ps1bn-uk-2025\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprojected\u003c/a\u003e to surpass 1 billion pounds next year, not including Amazon, up 42% from this year.\u003c/p\u003e\n\u003cp\u003eAnd it’s paying off for brands too. Thanks to its investment in retail media, the kefir yogurt brand Biotiful grew its customer base by 50%, as founder Natasha Bowes told her audience. Scouring shopper insights, Bowes found that shoppers “couldn’t quite connect taste to healthy fermented foods” like kefir — a fermented milk drink that’s increasingly popular in the U.K. This prompted Biotiful to offer a money-back guarantee for consumers unsure about trying the product. “Consumer data is extremely important to understand the barriers to penetration,” she said.\u003c/p\u003e\n\u003cp\u003eSome retailers took the opportunity to entice the advertisers and agencies in the crowd by highlighting product innovations. Tesco focused on the predictive audiences available via its dunnhumby Sphere platform, designed to help advertisers predict and prevent customer churn. Uber teased upcoming formats like augmented-reality ads, pre-checkout inventory, and a “first impression” format that appears when users first open the app. And online-only grocer Ocado showcased its newly launched media network.\u003c/p\u003e\n\u003cp\u003eStill, as the number of retail media networks worldwide \u003ca href=\"https://www.mimbi.io/retail-media-networks-list\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epushes past\u003c/a\u003e 200 and online retail media environments saturate, some industry players want to convince advertisers to look in-store.\u003c/p\u003e\n\u003cp\u003e“We think the unsung hero is in-store,” said Emma Dean, COO at retail media agency SMG. She shared new SMG research showing that advertisers achieved 37% greater brand uplift per store when they included digital ad units, such as screens, versus when they didn’t. “If we can get that in-store element right, it makes every other channel more effective,” Dean added.    \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eConnected TV\u003c/strong\u003e \u003cstrong\u003econtent\u003c/strong\u003e \u003cstrong\u003eface-off\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAs retailers vied to differentiate their offerings in front of media buyers, streaming and entertainment companies talked up their upcoming content while emphasizing the value of their audiences.\u003c/p\u003e\n\u003cp\u003eAlex Hodge, senior director of digital ad sales and innovation at Warner Bros. Discovery U.K. and Ireland, said the company was busy bringing insights collected from consumption across its content portfolio into one data product. Hodge also pushed Warner Bros. Discovery’s sports offering via TNT Sports in the U.K., emphasizing the “2,400 hours” of live sports content it will show before the end of the year, such as the Autumn Nations rugby competition.\u003c/p\u003e\n\u003cp\u003eSky, meanwhile, focused on its film and TV offerings, even though it \u003ca href=\"https://news.sky.com/story/sky-has-won-broadcast-rights-to-show-record-number-of-premier-league-matches-in-new-four-year-deal-13023003\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eowns the rights\u003c/a\u003e to stream the majority of Premier League football games in the U.K. “The best content produces the best results,” said Dan Cohen, director of product and innovation at Sky Media, as he showed off a new TV series, The Day of the Jackal\u003cem\u003e, \u003c/em\u003estarring Oscar-winner Eddie Redmayne.\u003c/p\u003e\n\u003cp\u003eCohen also doubled down on Sky’s commitments to make its inventory more broadly available to advertisers, such as by working with free ad-supported television channels and original equipment manufacturers like Samsung, while also making more of it available programmatically. “We need to make inventory available to you in the way you want to buy, not by forcing the old ways,” he said. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003ePodcasts \u003c/strong\u003egrow, but shifts are on the horizon \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eU.K. podcast listeners are \u003ca href=\"https://forecasts-na1.emarketer.com/58a22f48bad7b702a0802eb5/5c923bca8b29490760ef930f\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epredicted to grow\u003c/a\u003e around 3% every year until 2028, when they are projected to make up 30.9% of Britons. As the market approaches saturation, advertisers and media owners alike are getting creative as they jostle for listeners’ attention.\u003c/p\u003e\n\u003cp\u003eBauer Media Group — a European entertainment network that owns publishing and broadcast companies — brought on celebrity radio hosts Jordan Banjo and Perri Kiely to showcase their on-air chemistry as a major selling point. “You are looking for that bit of company,” said Banjo, referring to why people may listen to talk shows, including their own morning show on the Kiss radio channel.\u003c/p\u003e\n\u003cp\u003eGlobal, the U.K. and Europe’s largest radio and outdoor media company, instead showcased an Olympic Games case study with the National Lottery — which sponsors Team GB — to highlight the importance of authenticity in audio partnerships.\u003c/p\u003e\n\u003cp\u003ePodcast production company Novel immersed the audience in some of its sound-design capabilities, such as sonic branding and sonic logos. “However you define your brand, we can translate that into sound,” said Alice Beverton-Palmer, commercial creative partnerships director at Novel.\u003c/p\u003e\n\u003cp\u003eStill, people seemed to skirt around the elephant in the room: programmatic audio ads. Spotify is \u003ca href=\"https://www.axios.com/2024/10/22/spotify-ad-exchange-trade-desk-partnership\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etesting\u003c/a\u003e its own ad exchange, in a bid to capture ad demand from smaller advertisers and enable more efficient spending for bigger brands. While the focus is on North America for now, British audio media owners could be in for formidable competition in the future.\u003c/p\u003e\n\u003cp\u003eAs Amir Rasekh, managing director at Nectar360, the retail media arm of British retailer Sainsbury’s, put it: “The customer journey is no longer linear, it is squiggly.” With 2025 only two months away, British marketers can count on a flurry of new inventory, innovations and inspiration to help craft media plans for an ever more fragmented media landscape. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{},"blurb":null,"dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732412720021},"getContentData({\"slug\":\"presidential-election-advertising-news-data-dentsu-fil-lourenco\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"SjC6XA48XgYF8vjzgrW1h","originalArgs":{"slug":"presidential-election-advertising-news-data-dentsu-fil-lourenco","token":""},"startedTimeStamp":1732412720711,"data":{"metadata":{"datePosted":"2024-11-04T12:49:00-08:00","dateCreated":"2024-11-04T12:35:31-08:00","dateUpdated":"2024-11-04T12:49:14-08:00","title":"Changing the perception of advertising alongside news with hard data | The Current","description":"On this episode of The Current Report, Dentsu's Fil Lourenco explores the changing the perception of advertising next to news.","image":{"alt":"The Current Report: Changing the perception of advertising alongside news with hard data.","url":"https://www.thetradedesk.com/assets/global/Blue_CurrentReport_16x9Thumbnail_11424_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: Changing the perception of advertising alongside news with hard data.","url":"https://www.thetradedesk.com/assets/global/Blue_CurrentReport_16x9Thumbnail_11424_v1_2024-11-04-204501_azwf.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","The Current Report"],"url":"https://www.thecurrent.com/presidential-election-advertising-news-data-dentsu-fil-lourenco","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3348332,"slug":"presidential-election-advertising-news-data-dentsu-fil-lourenco","postDate":"2024-11-04T12:49:00-08:00","heading":"Changing the perception of advertising alongside news with hard data","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: Changing the perception of advertising alongside news with hard data.","url":"https://www.thetradedesk.com/assets/global/Blue_CurrentReport_1200px_11424_v1.png","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report: Changing the perception of advertising alongside news with hard data.","url":"https://www.thetradedesk.com/assets/global/Blue_CurrentReport_16x9Thumbnail_11424_v1_2024-11-04-204538_sjea.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3250897,"title":"The Current Report","slug":"the-current-report","uri":"sections/the-current-report","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/bcec4a54-5bee-4513-9cd7-3bef80af9302?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/bcec4a54-5bee-4513-9cd7-3bef80af9302?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eOn the eve of election day in the U.S, the number of news outlets reporting on the races is continuing to dissipate. A \u003ca href=\"https://www.medill.northwestern.edu/news/2024/medill-report-shows-local-news-deserts-expanding.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecent report\u003c/a\u003e from Northwestern University found 127 newspapers across America closed down in 2023, leaving nearly 55 million Americans with limited or no access to local news.\u003c/p\u003e\n\u003cp\u003eThis continues the expanding trend of \u003ca href=\"https://www.axios.com/2024/10/24/most-us-counties-have-little-to-no-local-news-sources\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enews deserts\u003c/a\u003e we’ve seen over the years, as now more than half of counties in the U.S. have one or zero local news outlets.\u003c/p\u003e\n\u003cp\u003eStill, the report finds there is some room for optimism. 81 standalone digital local news sites opened in 2023, increasing the total number of those sites to 740.\u003c/p\u003e\n\u003cp\u003eA persistent challenge for news publishers has been capturing advertisers dollars. Multiple recent studies are hoping to turn that tide, showing it’s safe and valuable to advertise alongside news coverage.\u003c/p\u003e\n\u003cp\u003eThe latest success story comes up north in Canada, where Dentsu found some big time results for the effectiveness of local news. The holding company's VP of performance and platforms, Fil Lourenco, shared those results with me during our conversation.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":1}},"fulfilledTimeStamp":1732412721134},"getContentData({\"slug\":\"green-media-unilever-media-aaron-sobol-sustainability\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"GWublmBwr4bVpJNE91Fso","originalArgs":{"slug":"green-media-unilever-media-aaron-sobol-sustainability","token":""},"startedTimeStamp":1732412808257,"data":{"metadata":{"datePosted":"2023-11-22T07:11:00-08:00","dateCreated":"2023-11-21T10:30:58-08:00","dateUpdated":"2024-08-23T14:02:37-07:00","title":"Asking for a friend: What is green media? | The Current","description":"Unilever Head of U.S. Media Investment and Partnerships, Aaron Sobol explains green media and what the industry can do to increase sustainability efforts.","image":{"alt":"Asking for a friend: What is green media?","url":"https://www.thetradedesk.com/assets/global/AskingForAFriend_WhatIsGreenMedia_1920x1080px_FacebookMetadata_v1sm-1_2023-11-21-184335_vbps.gif","width":700,"height":394,"isLandscape":true},"imageTwitter":{"alt":"Asking for a friend: What is green media?","url":"https://www.thetradedesk.com/assets/global/AskingForAFriend_WhatIsGreenMedia_1920x1080px_TwitterMetadata_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Video","Premium","Office Hours","Asking for a friend","gated content"],"url":"https://www.thecurrent.com/green-media-unilever-media-aaron-sobol-sustainability","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2432058,"slug":"green-media-unilever-media-aaron-sobol-sustainability","postDate":"2023-11-22T07:11:00-08:00","heading":"Asking for a friend: What is green media?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Asking for a friend: What is green media?","url":"https://www.thetradedesk.com/assets/global/AskingForAFriend_WhatIsGreenMedia_1200px_v1sm-1.gif","width":600,"height":600,"isLandscape":false},"video":{},"youtubeUrl":"https://youtu.be/59td_3eJJP4","captionLinkable":"","previewImage":{"alt":"Asking for a friend: What is green media?","url":"https://www.thetradedesk.com/assets/global/AskingForAFriend_WhatIsGreenMedia_1920x1080px_FacebookMetadata_v1sm-1_2023-11-21-184531_zxtm.gif","width":700,"height":394,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":746430,"title":"Video","slug":"video","uri":"sections/video","description":"Keep up to date with all our video content — from thought leadership to industry perspectives to educational series.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""},{"id":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":3247785,"title":"Asking for a friend","slug":"asking-for-a-friend","uri":"sections/asking-for-a-friend","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\u003eUnilever Head of U.S. Media Investment and Partnerships, Aaron Sobol, joins Asking for a friend to explain green media. Sobol discusses how advertisers can make their ads greener and what the industry can do to increase sustainability efforts.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":1}},"fulfilledTimeStamp":1732412808289},"getContentData({\"slug\":\"what-the-tech-open-internet\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"JkyvEmXWkWD6NCK2jNqSW","originalArgs":{"slug":"what-the-tech-open-internet","token":""},"startedTimeStamp":1732413472127,"data":{"metadata":{"datePosted":"2023-05-02T06:00:00-07:00","dateCreated":"2023-05-01T08:48:59-07:00","dateUpdated":"2024-08-23T13:59:32-07:00","title":"What the Tech is the open internet? | The Current","description":"A definition of the open internet and how it differs from walled gardens, and what it means for advertisers looking for more control over their ad campaigns.","image":{"alt":"What the Tech is The Open Internet?","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_Open-Internet_1920x1080_FacebookMetadata_v2.gif","width":480,"height":270,"isLandscape":true},"imageTwitter":{"alt":"What the Tech is The Open Internet?","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_Open-Internet_1920x1080_TwitterMetadata_v2.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Damian Fowler","themes":["Office Hours","Stay up to date","Premium","gated content"],"url":"https://www.thecurrent.com/what-the-tech-open-internet","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1894188,"slug":"what-the-tech-open-internet","postDate":"2023-05-02T06:00:00-07:00","heading":"What the Tech is the open internet?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"What the Tech is The Open Internet?","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_Open-Internet_1920x1080_FeaturedImage_v2-1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"What the Tech is The Open Internet?","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_Open-Internet_1200x1200_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Ollie Catton / The Current\u003c/p\u003e","previewImage":{"alt":"What the Tech is The Open Internet?","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_Open-Internet_1920x1080_PreviewImage_v2.gif","width":480,"height":270,"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":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":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":""},{"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\u003eWhen the internet became available to the public in the early 1990s — some of us can still hear the oddly melodic symphony of dial-up — it was typically described as being open, meaning that it was accessible to all individuals and companies, allowing for free expression and innovation. In fact, the \u003ca href=\"https://www.federalregister.gov/documents/2015/04/13/2015-07841/protecting-and-promoting-the-open-internet\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eFederal Communications Commission\u003c/a\u003e of the U.S., which regulates the internet, characterizes it like this: \u003c/p\u003e\n\u003cp\u003e“The open internet also makes it possible for anyone, anywhere, to easily launch innovative applications and services, revolutionizing the way people communicate, participate, create, and do business — think of email, blogs, voice, and video conferencing, streaming video, and online shopping.” \u003c/p\u003e\n\u003cp\u003eThe concept of “open” here refers to net neutrality, which means that unlike cable TV, the open internet doesn’t allow a service provider to charge carriage fees. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eIs this open internet you’re describing the same open internet that marketers are always referencing?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eYes. The modern open internet still hinges on the concept of openness. Let’s start there. According to Merriam-Webster’s dictionary, the word “open” is defined as: “having no enclosing or confining barrier: accessible on all or nearly all sides.” And it gives an example: “cattle grazing on an \u003cem\u003eopen\u003c/em\u003e range.” \u003c/p\u003e\n\u003cp\u003eLet’s run with that idea. Imagine cattle grazing on an open range. The cattle are owned by many different farmers — but are still able to roam freely. This represents the open internet, where digital advertising can reach a wide range of audiences across various websites and platforms, without being limited to a closed area. Those open spaces can involve everything from streaming video and news sites to music apps and online shopping. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eOK. I’m with you but what do cattle have to do with advertising?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eStay with me. On our metaphorical ranch, the cattle represent the ads, and the range represents the open internet. Just as the cows are free to move around and graze on different parts of the range, ads on the open internet can be displayed on a variety of websites and platforms, reaching diverse audiences, allowing marketers to exercise control over their ad campaigns. \u003c/p\u003e\n\u003cp\u003eBut then, what if some of the bigger ranches start corralling cattle inside a small, controlled area, making it more difficult for those cows to move around and find the best grazing spots? These corrals can be compared to walled gardens — a closed ecosystem where ads are limited to a specific platform or publisher. \u003ca href=\"https://www.thecurrent.com/what-the-tech-walled-gardens\"\u003eWalled gardens\u003c/a\u003e, such as social media platforms, search engines, and app stores, typically restrict the reach and targeting capabilities of ads and may limit the control that marketers have over their campaigns. In short, marketers are limited to the environments offered within those walls. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eSo, how can the open internet give marketers control over their campaigns?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eUnlike walled gardens, the open internet can allow marketers to have a wider range of inventory sources, more transparency into their campaign metrics, as well as the ability to track conversions across different platforms, thus enabling them to measure the impact of campaigns against their own key performance indicators, or KPIs. \u003c/p\u003e\n\u003cp\u003eWalled gardens can facilitate an asymmetrical data relationship, in which a marketer plugs in all their most valuable data but most likely has to surrender some control over its performance and their ability to get optimal data insights. Whereas on an open platform, a marketer typically maintains full ownership and portability of their data and can receive symmetric performance data back to better understand what’s working and how their prospects are reacting. \u003c/p\u003e\n\u003cp\u003eWhile advertising within a walled garden may offer benefits in terms of targeting precision and ease of use, it can come with potential downsides. In some cases, such a platform is on both sides of the inventory selling process — on the demand side and the sell side— which means they could be incentivized to optimize ads with a bias toward their own content. This would be a conflict of interest. But because of the lack of transparency, a marketer may be none the wiser about how a campaign performed. \u003c/p\u003e\n\u003cp\u003eMeanwhile, the open internet can allow for more competition between advertisers, leading to a potentially more efficient marketplace. This can result in lower ad costs and a better return on investment. \u003c/p\u003e\n\u003cp\u003eThe open internet can provide marketers with more flexibility when it comes to ad formats and creative options. There are fewer predefined ad formats — more characteristic of walled gardens — which can allow for more creativity and experimentation in ad campaigns. This speaks to the fact that the open internet supports diverse channels, from digital out-of-home (DOOH) to websites to \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003econnected TV (CTV)\u003c/a\u003e. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eSo, you’re saying the open internet extends beyond just websites?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThat’s what makes the open web such a compelling proposition for marketers. It’s where the most premium content lives. Think TV, music, podcasts, games — you name it. Often this content is available for free or subsidized at a low cost, thanks to digital advertising, which in many ways helps power the open internet. That is essentially the value proposition of the open internet, where people can access content in exchange for relevant ads. \u003c/p\u003e\n\u003cp\u003eThe rise in ad-funded streaming services illustrates this point exactly. More and more consumers in every market around the world watch video on streaming platforms, such as Disney+, Max, Tubi, or a multitude of local platforms in different countries. Those platforms are all connected to the open internet. In short, the acceleration of streaming has expanded the grazing land, as it were, of the open internet. And it continues to grow, which means that advertisers can scale up their campaigns in an ever-growing addressable market without being impeded by fences, walls, or corrals. \u003c/p\u003e"}}],"readTime":5}},"fulfilledTimeStamp":1732413472163},"getContentData({\"slug\":\"how-to-smb-holiday-season-tips-podcast\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"sRISfTMmwUzS8JVoy9PA7","originalArgs":{"slug":"how-to-smb-holiday-season-tips-podcast","token":""},"startedTimeStamp":1732412860843,"data":{"metadata":{"datePosted":"2024-11-18T11:26:00-08:00","dateCreated":"2024-11-18T11:18:21-08:00","dateUpdated":"2024-11-18T15:58:10-08:00","title":"How SMB should approach the holiday season | The Current","description":"Choozle CEO Adam Woods shares how brands and agencies can leverage retail data and omnichannel to power their shopping strategies.","image":{"alt":"The Current Report - November 18, 2024","url":"https://www.thetradedesk.com/assets/global/BlueDate_CurrentReport_16x9Thumbnail_111824_v1.png","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Report - November 18, 2024","url":"https://www.thetradedesk.com/assets/global/BlueDate_CurrentReport_16x9Thumbnail_111824_v1.png","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast"],"url":"https://www.thecurrent.com/how-to-smb-holiday-season-tips-podcast","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3350773,"slug":"how-to-smb-holiday-season-tips-podcast","postDate":"2024-11-18T11:26:00-08:00","heading":"How SMB should approach the holiday season","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report - November 18, 2024","url":"https://www.thetradedesk.com/assets/global/241118_CurrentReport_1200px_Grey_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report - November 18, 2024","url":"https://www.thetradedesk.com/assets/global/BlueDate_CurrentReport_16x9Thumbnail_111824_v1.png","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":""}],"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/787cd53e-ae12-4f06-b282-bd25aa906fc9?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/787cd53e-ae12-4f06-b282-bd25aa906fc9?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe holiday season is fast approaching and Americans are ready to spend. Adults in the US plan to spend an average of $2,100 dollars, up 7% from last year, according to Bank of America’s \u003ca target=\"_blank\" href=\"https://newsroom.bankofamerica.com/content/dam/newsroom/docs/2024/BofA_HolidayShoppingFactSheet_2024.pdf\" rel=\"noreferrer noopener\"\u003eholiday shopping survey\u003c/a\u003e. And six figure earners, those who make between $100,000 and $199,000 a year and say they’re gonna spend more, is up 17% from last year. \u003c/p\u003e\n\u003cp\u003eHere’s a number you might not recognize – small businesses make up \u003ca target=\"_blank\" href=\"https://www.uschamber.com/small-business/everything-you-need-to-know-about-small-business-saturday\" rel=\"noreferrer noopener\"\u003e99%\u003c/a\u003e of all businesses in the U.S., consistently accounting for around 40% of America’s GDP. How should small businesses be approaching the holiday season marketing wise? Choozle CEO Adam Woods joins The Current Report to share how brands and agencies can leverage retail data and omnichannel to power their shopping strategies.\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":1}},"fulfilledTimeStamp":1732412860891},"getContentData({\"slug\":\"dologin.action\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"2_lz6b3nFo7GVjlzduDhR","originalArgs":{"slug":"dologin.action","token":""},"startedTimeStamp":1732412764271,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug dologin.action","code":0,"status":404}}},"getContentData({\"slug\":\"news-social-platforms-premium-content-social-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Mvhi-dOz4jsv0aX-jRTzj","originalArgs":{"slug":"news-social-platforms-premium-content-social-media","token":""},"startedTimeStamp":1732414247029,"data":{"metadata":{"datePosted":"2024-11-21T11:28:00-08:00","dateCreated":"2024-11-21T11:17:44-08:00","dateUpdated":"2024-11-22T07:38:55-08:00","title":"News’ old guard calls for reinvention amid ‘existential’ threat from social platforms | The Current","description":"At Web Summit, Bloomberg and the BBC push the value and brand safety of premium news content","image":{"alt":"A cursor rising over the horizon of a newspaper-ball planet, illuminated by the sun behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_WebSummit2024Coverage_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A cursor rising over the horizon of a newspaper-ball planet, illuminated by the sun behind it..","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_WebSummit2024Coverage_1920x1080px_Logo_v1_2024-11-21-192117_iath.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Zac Wang","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/news-social-platforms-premium-content-social-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3361170,"slug":"news-social-platforms-premium-content-social-media","postDate":"2024-11-21T11:28:00-08:00","heading":"News’ old guard calls for reinvention amid ‘existential’ threat from social platforms","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A cursor rising over the horizon of a newspaper-ball planet, illuminated by the sun behind it..","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_WebSummit2024Coverage_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A cursor rising over the horizon of a newspaper-ball planet, illuminated by the sun behind it..","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_WebSummit2024Coverage_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A cursor rising over the horizon of a newspaper-ball planet, illuminated by the sun behind it..","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition197_WebSummit2024Coverage_1920x1080px_NoLogo_v1_2024-11-21-192217_zhsz.jpg","width":1921,"height":1081,"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\u003eIt’s been an eye-opening year for many in the media industry.\u003c/p\u003e\n\u003cp\u003eThe Google ad tech antitrust trial showed just \u003ca href=\"https://www.washingtonpost.com/technology/2024/09/09/google-antitrust-doj-adtech-monopoly/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehow dependent\u003c/a\u003e news publishers are on the search giant for revenue and traffic. Likewise, when Meta \u003ca href=\"https://www.thecurrent.com/meta-media-news-publishers-facebook-traffic\"\u003eturned off\u003c/a\u003e its news feed in major markets earlier this year, publishers faced declines in traffic, engagement and revenue.\u003c/p\u003e\n\u003cp\u003eThat sense of dependence was on the minds of news media executives last week as they gathered for the Web Summit in Lisbon. And it’s providing fresh impetus for some to reimagine their content and advertising models.\u003c/p\u003e\n\u003cp\u003e“We are absolutely lost in the scroll. This is existential for media owners,” said Julia Beizer, chief operating officer at Bloomberg Media, during a panel.\u003c/p\u003e\n\u003cp\u003e“We have an opportunity to innovate on how people are consuming,” said Beizer. “Media owners need to learn about what formats audiences need, how do we double down on what our content can do and what it means for our audiences.”\u003c/p\u003e\n\u003cp\u003eFor some news publishers, this rethink starts with the content that made them household names in the first place.\u003c/p\u003e\n\u003cp\u003e“It is wrong to assume that because we have always produced this kind of content and are expected to, that this needs to continue,” said Jennie Baird, chief product officer at BBC Studios, during the panel. “Younger audiences, especially under-35s, are not really tuning in to that kind of [deeply researched] content.”\u003c/p\u003e\n\u003cp\u003eBaird didn’t share what this new world of content looks like for the over-100-year-old broadcaster. But as one of world’s preeminent media institutions, the fact that the BBC seems willing to consider a new playbook indicates just how far publishers are willing to go to appeal to advertisers and remain financially viable operations.\u003c/p\u003e\n\u003cp\u003eDon’t hold your breath on the BBC going all in on short-form videos yet, though. Baird said that while “not everyone wants a highly polished thing” and that “the diversification of formats, types and people is very good” for media, what is bad is “when that takes you down a path that wasn't the path you intended on and narrows [your worldview].”\u003c/p\u003e\n\u003cp\u003eStill, TikTok’s fast \u003ca href=\"https://www.theinformation.com/articles/tiktok-maintains-solid-first-half-revenue-growth-despite-u-s-ban-threat?rc=6vdzxa\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egrowth\u003c/a\u003e in ad revenue shows that advertisers are willing to take a punt on running ads alongside short-form content. But others argued that media owners need to forge their own path to establish their own audiences, without caving in to yet another one of big platforms’ formats. \u003c/p\u003e\n\u003cp\u003e“We don’t want to give more money to the big platforms, but they own those audiences at that moment,” said Nick Halstead, founder at video analysis firm DataMarked, during the panel. “Media owners should build their own ways of broadcasting.” \u003c/p\u003e\n\u003cp\u003eBut even if publishers create the content, will advertisers come?\u003c/p\u003e\n\u003cp\u003eTwo recent Stagwell \u003ca href=\"https://www.stagwellglobal.com/u-s-and-u-k-respondents-agree-brands-can-and-should-safely-advertise-alongside-quality-news/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estudies\u003c/a\u003e showed that ads run alongside news content were safe irrespective of topic. “Yet your 26-year-old media buyer is blocking news,” said Baird. “News gets the short end of the stick on brand safety.”\u003c/p\u003e\n\u003cp\u003eBaird said that advertisers should consider what makes good ad placements for quality brands. “Anyone can have content on YouTube. Really, you're going to put the BBC next to Joe Schmoe?” she quipped.\u003c/p\u003e\n\u003cp\u003e“News is a phenomenal investment. Marketers should give news a second look. It’s a highly affluent and educated audience,” added Beizer.  \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAchieving (more) independence\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAdvertisers are attracted to the breadth and depth of data that media owners can make available for ad targeting, said Halstead, though for now, “the big platforms own most of the big analytics data,” he said. “Media businesses are scared to allow more of that data onto their platforms because they are walled gardens.”\u003c/p\u003e\n\u003cp\u003eInstead, publishers are \u003ca href=\"https://www.performancemarketingworld.com/article/1867029/cookie-deprecation-78-publishers-investing-first-party-data-solutions\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eturning to\u003c/a\u003e first-party data to achieve more insight into their audiences. Bloomberg Media, for example, is \u003ca href=\"https://pressgazette.co.uk/paywalls/bloomberg-media-subscriptions-growth/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eleaning on\u003c/a\u003e subscriber data to power its first-party data offering for advertisers.\u003c/p\u003e\n\u003cp\u003eFor media companies that aim to claw back ad spend from the big platforms, first-party data is the one nonnegotiable, Baird said.\u003c/p\u003e\n\u003cp\u003e“Regardless of what you’re doing, every media company needs to have a first-party data relationship to monetize that audience better,” said Baird. \u003c/p\u003e\n\n\u003cp\u003e \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Get the latest in modern marketing straight to your inbox weekly.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732414247071},"getContentData({\"slug\":\"programmatic-revolutionizing-sports-marketing-two-circles\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"RYzIb8A5CTmqvmiyktTvc","originalArgs":{"slug":"programmatic-revolutionizing-sports-marketing-two-circles","token":""},"startedTimeStamp":1732412787638,"data":{"metadata":{"datePosted":"2024-11-21T11:01:00-08:00","dateCreated":"2024-11-19T06:29:50-08:00","dateUpdated":"2024-11-21T11:01:14-08:00","title":"Why the programmatic play is revolutionizing sports marketing | The Current","description":"Two Circles' Dave Ajumobi shares why programmatic is revolutionizing sports marketing.","image":{"alt":"Two basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/SportsStreamingOpEd_1920x1080px_LogoandOpinion_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Two basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/SportsStreamingOpEd_1920x1080px_LogoandOpinion_v1_2024-11-19-145030_jsbn.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Dave Ajumobi","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/programmatic-revolutionizing-sports-marketing-two-circles","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3350914,"slug":"programmatic-revolutionizing-sports-marketing-two-circles","postDate":"2024-11-21T11:01:00-08:00","heading":"Why the programmatic play is revolutionizing sports marketing","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#f3f3f3","textHex":"#000000"},"featuredImage":{"alt":"Two basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SportsStreamingRevolution_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Two basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SportsStreamingRevolution_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":"Two basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SportsStreamingRevolution_1920x1080_NoLogo_2024-11-19-145047_eivb.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3350929,"slug":"dave-ajumobi","fullName":"Dave Ajumobi","positionTitle":"Programmatic Lead, Two Circles","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\u003eOver the last decade, programmatic advertising has emerged as a cornerstone of digital advertising innovation. The continuous advancements and introductions of new technologies have enabled advertisers to operate with unprecedented precision, efficiency and creativity. Throughout my career, I’ve championed the value of programmatic, competing for space alongside paid social, search and influencer marketing, by showing advertisers the distinct value it brings to the table.\u003c/p\u003e\n\u003cp\u003eStill, as a media buyer within an agency catering to sports brands, I’ve encountered countless questions from clients regarding where and how programmatic fits into their media plans.\u003c/p\u003e\n\u003cp\u003eThe answer is simple: Programmatic offers sports brands powerful tools to connect with their audiences — fiercely loyal fans — in a deeply engaging way. \u003c/p\u003e\n\u003cp\u003eAs technology continues to evolve, traditional advertising methods alone are no longer sufficient in an era when both brands and fans alike demand personalized and targeted experiences. From what I have observed, traditional mediums such as linear TV are still cornerstones for many clients. Though when substituting ads served on linear TV for connected TV at the right time, the results have been impressive.\u003c/p\u003e\n\u003cp\u003eEspecially when it comes to incremental reach, whereby brands are able to utilize automatic content recognition technology to target viewers who have not seen their initial linear TV ad. And these ads can be unique to the time, location and environment in which they are being served. \u003c/p\u003e\n\u003cp\u003eBecause of these developments, to suggest that programmatic is merely thriving in sports advertising is an understatement — it is revolutionizing it. Precision targeting and real-time optimizations are two core advantages that make programmatic uniquely valuable to those in the sports industry.\u003c/p\u003e\n\u003cp\u003eLeveraging data-driven insights, marketers can reach highly specific audience segments and optimize performance on the fly, ensuring ads reach the right sports enthusiasts and making every dollar work harder. In addition, having a curated approach to data targeting and thoughtfully selecting inventory sources creates a season-winning strategy. Building tailored inventory packages and enhancing audience targeting empower advertisers to achieve optimal results from their digital investments.\u003c/p\u003e\n\u003cp\u003eAs a result of this necessity to access both inventory and data, those who own premium sports content have quickly recognized its value to advertisers. The NBA’s recent 11-year media partnership with Disney, NBCUniversal and Amazon Prime Video, valued at approximately $77 billion, is indicative of this trend. Other significant high-value partnerships made by the NFL and the Premier League aim to extend the reach of sports advertising to vast audiences, tapping in to both traditional viewership and younger, tech-savvy fans who favor streaming.\u003c/p\u003e\n\u003cp\u003eWith this broader reach, sports brands gain exciting opportunities to connect with audiences in dynamic, interactive ways.\u003c/p\u003e\n\u003cp\u003eA crucial next step for advertisers after finding their consumers is to capture their attention in the most effective manner possible. Creative messaging is a star player in the success of an ad and is an aspect that sports brands can actively leverage to their benefit. Programmatic offers advertisers the potential to enhance creativity, boost engagement and strengthen brand loyalty.\u003c/p\u003e\n\u003cp\u003eWith dynamic creative optimization, for instance, brands can tailor ads to individual viewer preferences, such as teams or players, increasing relevance and impact.\u003c/p\u003e\n\u003cp\u003eHaving led the programmatic strategy at an online sportsbook in a previous role, our team took on the challenge of creating a best-in-class workflow for creative output. We had to analyze our creative messaging, IP, images, product offers, game scheduling and more to gain a full understanding of what worked and what didn’t. We found that campaigns combining static and dynamic creative executions significantly improved conversion rates, underscoring the value of a test-and-learn approach.\u003c/p\u003e\n\u003cp\u003eLooking to the future, I believe that programmatic advertising will continue to transform sports marketing and provide more unique opportunities to engage with fans. We can expect hyper-personalized ad experiences powered by premium, brand-safe inventory, advanced data and predictive analytics.\u003c/p\u003e\n\u003cp\u003eEnhanced cross-channel integration and omnichannel strategies will enable seamless brand experiences across platforms.\u003c/p\u003e\n\u003cp\u003eNew ad formats — interactive, augmented reality, virtual reality and shoppable ads — will engage audiences in ways that were once unthinkable, providing brands with fresh opportunities to connect and convert.\u003c/p\u003e\n\u003cp\u003eProgrammatic has its place on media plans, but don’t miss the chance to leverage it as a star player to a championship-winning strategy. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThis op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Get the latest in modern marketing straight to your inbox weekly.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732412788196},"getContentData({\"slug\":\"chocolate-eggs-and-fish-filets-how-brands-can-use-first-party-data-to-capitalize-on-easter\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"_8v8LNAyMVKSnK7fUsUEw","originalArgs":{"slug":"chocolate-eggs-and-fish-filets-how-brands-can-use-first-party-data-to-capitalize-on-easter","token":""},"startedTimeStamp":1732412974847,"data":{"metadata":{"datePosted":"2022-04-13T17:30:00-07:00","dateCreated":"2022-04-13T08:54:04-07:00","dateUpdated":"2023-03-16T11:48:55-07:00","title":"Chocolate eggs and fish filets: How brands can use first-party data to capitalize on Easter | The Current","description":"How brands communicate and then act on that first-party data matters","image":{"alt":"Multicolor chocolate easter eggs on a blue background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition65_EasterFirstPartyData_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Multicolor chocolate easter eggs on a blue background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition65_EasterFirstPartyData_1920x1080_v1_2022-04-13-193840_mjfj.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Culture","The Latest"],"url":"https://www.thecurrent.com/chocolate-eggs-and-fish-filets-how-brands-can-use-first-party-data-to-capitalize-on-easter","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1176601,"slug":"chocolate-eggs-and-fish-filets-how-brands-can-use-first-party-data-to-capitalize-on-easter","postDate":"2022-04-13T17:30:00-07:00","heading":"Chocolate eggs and fish filets: How brands can use first-party data to capitalize on Easter","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"Multicolor chocolate easter eggs on a blue background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition65_EasterFirstPartyData_1920x1080_NoLogo_v1.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":"Multicolor chocolate easter eggs on a blue background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition65_EasterFirstPartyData_1920x1080_NoLogo_v1_2022-04-13-193825_bzwl.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":""},{"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\u003eEvery year, Mondelēz International’s Cadbury, known for its chocolate eggs, hosts its famous Easter egg hunt. Last year, due to the pandemic, the hunt went virtual for the first time and people went wild for little virtual eggs they could send their loved ones who would then get the physical eggs delivered in real life. The “Worldwide Hide” campaign saw 2.3 million site visits with more than \u003ca href=\"https://cloud.google.com/blog/products/maps-platform/cadbury-worldwide-hide-inspiring-ritual-hiding-eggs-and-connecting-people-google-maps-platform\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e809,000 virtual eggs\u003c/a\u003e hidden around the world. \u003c/p\u003e\n\u003cp\u003eMajor holidays such as Easter present a major opportunity for candy brands like Cadbury, as well as a host of others, to capture \u003ca href=\"https://author.thetradedesk.com/us/article/what-the-tech-is-first-and-third-party-data\"\u003efirst-party data\u003c/a\u003e, the consumer information coveted by brands as the loss of third-party cookies looms on the horizon. You might even be surprised at the type of brands that can capitalize on the Easter holiday. McDonald’s, for example, sells nearly a \u003ca href=\"https://money.com/mcdonalds-filet-o-fish-ash-wednesday-lent/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003equarter of the year’s\u003c/a\u003e Filet-O-Fish sandwiches during the Lenten season, the 40 days leading up to Easter. McDonald’s is currently running a promotion for the popular sandwich through its app. \u003c/p\u003e\n\u003cp\u003eAs much as holidays present an ideal opportunity for brands to collect more desired consumer data, it’s how brands communicate and then act on that first-party data that matters, Sid Gowda, senior vice president of strategy at Carat, tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003e“The fragmentation of the digital landscape means brands will chase disparate data points across platforms, devices, and walled gardens,” Gowda says. “Being purposeful with data will be key to a sustainable data strategy in the future.” \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFirst-party Easter eggs\u003cbr /\u003e\u003c/strong\u003eThe collection of first-party data helps brands learn more about their consumers and create more personalized campaigns, which, in turn, can create a better customer experience and maximize business impacts. A \u003ca href=\"https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2021 McKinsey study\u003c/a\u003e found that 72 percent of people said they expect companies they buy from to know their interests and recognize them as individuals with their own unique preferences. \u003c/p\u003e\n\n\n\u003cp\u003eBut there’s no point in collecting first-party data if it just sits there gathering virtual dust. And yet, brands of all sorts are sitting on a “ton of unused data,” Gowda says. \u003c/p\u003e\n\n\u003cp\u003e“A key challenge brands face is inefficient campaign scaling,” he says. “With every new email, social media, and digital campaign, data is harnessed but unless they’re linked, they sit unused in silos.” \u003c/p\u003e\n\n\u003cp\u003eThis issue is partially why brands in recent years have been embracing \u003ca href=\"https://author.thetradedesk.com/us/article/what-the-tech-are-cdps\"\u003ecustomer data platforms, or CDPs.\u003c/a\u003e A CDP acts as a central repository for all of a brand’s first-party data, allowing the them to allocate data wherever it’s needed, instead of building redundant databases for each use case. The data can then be used for multiple purposes, whether it’s helping consumers along the purchase journey or purchasing ads through a demand-side platform (DSP). For example, if a customer called a brand’s service department about a delayed shipment, a customer service agent will typically be able to recognize the number and bring up the customer’s order immediately. \u003c/p\u003e\n\n\u003cp\u003eAnother option is the use of a \u003ca href=\"https://author.thetradedesk.com/us/article/what-the-tech-are-dsps-ssps-and-dmps\"\u003edata management platform, or DMP\u003c/a\u003e, which brands use to layer first-party data on top of existing third-party data. Brands, for example, can export first-party data from a CDP to a DMP to build out audiences for targeting. \u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eTransparency is everything\u003cbr /\u003e\u003c/strong\u003eHowever a brand chooses to use first-party data, an important step in today’s data-driven world is to be upfront and transparent with consumers about the use of the data, Gowda stresses. In fact, 91 percent of consumers are concerned about the amount of data that companies can collect about them, with 42 percent taking steps to reduce the amount of data they share online, according to a 2021 \u003ca href=\"https://assets-eu-01.kc-usercontent.com/27bd3334-62dd-01a3-d049-720ae980f906/f74a9926-1494-4f47-ac09-2ad745703b97/dM_TheCookielessWorld.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eDentsu report\u003c/a\u003e. No amount of chocolate eggs will extinguish that fear. \u003c/p\u003e\n\n\n\u003cp\u003eTentpole events like holidays can serve not only as a way for brands to create personalized customer experiences, but also act as an opportunity to educate consumers about brands’ data policies in a transparent way, says Gowda. \u003c/p\u003e\n\n\u003cp\u003e“Brands are now promoting data privacy as a point of differentiation,” he adds. “It's a reflection of how consumers are more aware of the value of their data, than ever before.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","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":{"submitLabel":null,"fallbackText":null},"tagline":"Subscribe to The Current"}}],"readTime":4}},"fulfilledTimeStamp":1732412974883},"getContentData({\"slug\":\"chocolate-eggs-and-fish-filets-how-brands-can-use-first-party-data-to-capitalize-on-easter;.jpg\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"LZ5KVzmnmXZwfF3WXE1uo","originalArgs":{"slug":"chocolate-eggs-and-fish-filets-how-brands-can-use-first-party-data-to-capitalize-on-easter;.jpg","token":""},"startedTimeStamp":1732412806837,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug chocolate-eggs-and-fish-filets-how-brands-can-use-first-party-data-to-capitalize-on-easter;.jpg","code":0,"status":404}}},"getContentData({\"slug\":\"justin-wohl-snopes-us-google-ad-exchange-header-bidding\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"YjLtJ600Rdgd_rVfZCzkZ","originalArgs":{"slug":"justin-wohl-snopes-us-google-ad-exchange-header-bidding","token":""},"startedTimeStamp":1732412886378,"data":{"metadata":{"datePosted":"2024-09-30T10:35:00-07:00","dateCreated":"2024-09-30T10:21:51-07:00","dateUpdated":"2024-10-02T08:14:28-07:00","title":"Beyond U.S. v. Google: It’s time for ad exchanges to bid fairly in header bidding | The Current","description":"Justin Wohl, chief revenue officer at Snopes explores why it's time for ad exhanges to bid fairly in header bidding","image":{"alt":"People entering and exiting banner ads in a browser window as if they were doors.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition190_OpEd_JustinWohl_Opinion_Logo_1920x1080-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"People entering and exiting banner ads in a browser window as if they were doors.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition190_OpEd_JustinWohl_Opinion_Logo_1920x1080-1_2024-09-30-172505_kfpa.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Justin Wohl","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/justin-wohl-snopes-us-google-ad-exchange-header-bidding","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3335258,"slug":"justin-wohl-snopes-us-google-ad-exchange-header-bidding","postDate":"2024-09-30T10:35:00-07:00","heading":"Beyond U.S. v. Google: It’s time for ad exchanges to bid fairly in header bidding","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#007c77","textHex":"#ffffff"},"featuredImage":{"alt":"People entering and exiting banner ads in a browser window as if they were doors.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition190_OpEd_JustinWohl_1920x1080.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"People entering and exiting banner ads in a browser window as if they were doors.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition190_OpEd_JustinWohl_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eSarah Kim / Getty / \u003cem\u003eThe Current\u003c/em\u003e\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"People entering and exiting banner ads in a browser window as if they were doors.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition190_OpEd_JustinWohl_1920x1080_2024-09-30-172559_xbvr.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":2587910,"slug":"justin-wohl","fullName":"Justin Wohl","positionTitle":"Chief Revenue Officer, Snopes.com","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\u003eIt’s a startling statistic, but virtually all of Snopes’ advertising revenue comes from open market programmatic buyers. Midsize news publications like Snopes are better served investing in their journalists and expanding their content offerings than focusing on direct sales. Our leadership team has successfully grown this newsroom, and the newsroom at \u003cem\u003eSalon\u003c/em\u003e before it, through the efficiency of a header-bidding-only revenue strategy.\u003c/p\u003e\n\u003cp\u003eUnfortunately, as the U.S. v. Google case laid bare, the potential for a truly pure and unadulterated auction for advertising inventory has yet to be realized for publishers and marketers alike. The success and sustainability of publications like Snopes have been hampered by the advantages that Google has maintained and exploited through its control of both the primary ad server, Google Ad Manager (formerly DoubleClick for Publishers), and one of the largest sources of programmatic demand — Google Ad Exchange.\u003c/p\u003e\n\u003cp\u003eHere’s what folks monetizing websites have taken as gospel for a decade or more: Google has the absolute advantage over us. Ad ops and revenue ops teams across the industry have witnessed firsthand the peculiarities of having the winning bid for an impression, from any number of header bidding participants, then be sent to Google’s ad server, where Google’s Ad Exchange gets a final, exclusive, uncontested chance at it. This is the main part of today’s ad tech infrastructure where change is most needed.\u003c/p\u003e\n\u003cp\u003eGoogle Ad Exchange demand must not be allowed to remain gated behind Google Ad Manager. Regardless of the outcome of U.S. v. Google, buyers and sellers alike must demand fairness and transparency in auction mechanics. No technical limitations exist for Google beyond giving up a vertically integrated advantage. The ad tech industry as a whole must call on Google Ad Exchange to bid at the same time as others, during the header bidding process, with a prebid adapter. This is not just an idealistic plea for fairness; it’s a rallying cry for the longevity of the open internet.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e\"Buyers who rely solely on deals are missing out on a massive opportunity for efficient access to premium inventory on the open market.\"\u003c/p\u003e","caption":null}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eShould all revenue potential from programmatic advertisements be unshackled from Google Ad Manager, supply quality for display advertising on the web could improve materially. If advertisements were displayed at the end of the header bidding process, rather than necessitating further time for Ad Exchange to compete through Google’s ad server, viewability averages could improve in correlation with faster rendering speeds across the web. The opportunity cost of this structural inefficiency in the digital advertising market eats at margins for both buyers and sellers. The value in working media dollars and net revenue to publishers instead leaks to parties who have found opportunity in working around this inefficiency. Each of those workarounds degrades the potential for efficiency in buying through direct supply paths, while limiting buyer access to their desired inventory and audiences.\u003c/p\u003e\n\u003cp\u003eThis reveals a glaring truth: Buyers who rely solely on deals are missing out on a massive opportunity for efficient access to premium inventory on the open market. There’s a treasure trove of inventory among premium publishers, trusted inventory sources, whose untapped supply paths are waiting to be unlocked. Marketers and agency strategists, I urge you to scrutinize the supply paths through which you are accessing publisher inventory today. This is the essence of sellers.json and ads.txt files: If the publisher is offering an impression opportunity directly via supply-side platform representation, \u003ca href=\"https://www.snopes.com/ads.txt\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eas Snopes does\u003c/a\u003e, are you maximizing the purchasing power of your dollar by buying it elsewhere or otherwise? \u003c/p\u003e\n\u003cp\u003ePublishers must look in the same mirror, now more than ever. What elements of an ad stack perpetuate this inefficiency? It’s not every quarter or even every year that publishers are able to overhaul their revenue strategies. In many cases, relationships and integration types are inherited and not reconsidered by successor revenue ops teams. How many resellers and associated ads.txt entries are adding confusion for buyers about your supply, and eroding the performance potential that should be inherent to your direct supply paths?\u003c/p\u003e\n\u003cp\u003eIt’s time to rebuild with a level playing field. True transparency and efficiency via header bidding can only be achieved when all programmatic demand competes with equal privilege. Let’s unlock the full potential of the open market for publishers and marketers alike, and create a more equitable and prosperous open web for all.\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":1732412886425},"getContentData({\"slug\":\"netflix-advertising-business-growth-streaming-profits-rise\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"2qzb8iyP-dLhMgWKpup2c","originalArgs":{"slug":"netflix-advertising-business-growth-streaming-profits-rise","token":""},"startedTimeStamp":1732412903985,"data":{"metadata":{"datePosted":"2024-10-23T06:57:00-07:00","dateCreated":"2024-10-23T06:37:21-07:00","dateUpdated":"2024-10-24T10:55:01-07:00","title":"Netflix pushes ad business growth as streaming profits rise | The Current","description":"Netflix recently reported $2.9 billion in profit. More streaming players are reporting profits, too, as streaming is projected to overtake TV for the first time this year.","image":{"alt":"A hand reaching into a full wallet to pull out a streaming remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition193_StreamingTurning-aProfit_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A hand reaching into a full wallet to pull out a streaming remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition193_StreamingTurning-aProfit_1920x1080px_Logo_v1_2024-10-23-133915_fqoz.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming","gated content"],"url":"https://www.thecurrent.com/netflix-advertising-business-growth-streaming-profits-rise","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3345818,"slug":"netflix-advertising-business-growth-streaming-profits-rise","postDate":"2024-10-23T06:57:00-07:00","heading":"Netflix pushes ad business growth as streaming profits rise","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hand reaching into a full wallet to pull out a streaming remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition193_StreamingTurningaProfit_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hand reaching into a full wallet to pull out a streaming remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition193_StreamingTurningaProfit_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A hand reaching into a full wallet to pull out a streaming remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition193_StreamingTurningaProfit_1920x1080px_NoLogo_v1_2024-10-23-134214_jfme.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":3302064,"title":"gated content","slug":"gated-content","uri":"sections/gated-content","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhen Netflix launched its advertising business in November 2022, it repeated over and over that it would employ a “crawl, walk, run” strategy. Two years in, it isn’t running but it’s moving more quickly toward its goal.\u003c/p\u003e\n\u003cp\u003e“We’re on track to reach what we believe to be critical ad subscriber scale for advertisers in all of our ads countries in 2025, creating a strong base from which we can further increase our ad membership in 2026 and beyond,” it declared in its Q3 shareholder letter.\u003c/p\u003e\n\u003cp\u003eOverall, Netflix reported \u003ca href=\"https://s22.q4cdn.com/959853165/files/doc_financials/2024/q3/FINAL-Q3-24-Shareholder-Letter.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$2.9 billion\u003c/a\u003e in profit during its latest earnings report, up 52% from a year ago. This comes as the streaming giant reported 50% of new members are choosing its ad plan.\u003c/p\u003e\n\u003cp\u003eWhile co-CEO Greg Peters was quick to say advertising isn’t a material driver of its revenue yet and still won’t be in 2025, he predicts ad revenue to double next year. By that time, the ad server it is building will be up and running in all 12 markets that offer ad plans. This could enable Netflix to scale its ad monetization plan to catch up to the immense inventory it has, according to Peters.\u003c/p\u003e\n\u003cp\u003e“If we take the potential size of that opportunity, the growth trajectories that we’re seeing, that’s what makes us so excited about ads being one of those growing levers to support our sustaining healthy revenue and profit growth in the years to come,” Peters said during Netflix’s earnings call.\u003c/p\u003e\n\u003cp\u003eThe streaming giant has long been the moneymaking darling within the streaming space, but now other streaming platforms are turning a profit themselves.\u003c/p\u003e\n\u003cp\u003eWarner Bros. Discovery reported a full-year profit of \u003ca href=\"https://s201.q4cdn.com/336605034/files/doc_earnings/2023/q4/earnings-result/WBD-4Q23-Earnings-Release.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$103 million\u003c/a\u003e for its streaming business for the first time in 2023. It reported \u003ca href=\"https://s201.q4cdn.com/336605034/files/doc_earnings/2024/q1/earnings-result/WBD-1Q24-Earnings-Release.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$86 million\u003c/a\u003e in profit during the first quarter of 2024 and a \u003ca href=\"https://s201.q4cdn.com/336605034/files/doc_earnings/2024/q2/earnings-result/WBD-2Q24-Earnings-Release.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$107 million\u003c/a\u003e loss in the second quarter.\u003c/p\u003e\n\u003cp\u003eDisney reported its streaming business reached \u003ca href=\"https://thewaltdisneycompany.com/app/uploads/2024/08/q3-fy24-earnings.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprofitability for the first time\u003c/a\u003e in August, taking in $47 million in Q3 (compared to a $512 million loss a year ago). Paramount joined the party as well, revealing \u003ca href=\"https://ir.paramount.com/static-files/e1d635aa-b744-4965-96d0-1b7fbc0faf1f\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$26 million\u003c/a\u003e in profits for its streaming arm during the second quarter within its direct-to-consumer segment.\u003c/p\u003e\n\u003cp\u003eThere is a confluence of reasons for this market shift, from pricing increases to password crackdowns, bundling and maturing advertising businesses.\u003c/p\u003e\n\u003cp\u003e“There is a common playbook emerging which leading players are executing to increase the profitability of their services,” Chris Vollmer, managing director at MediaLink and partner at UTA tells The Current. “Major streaming services are all expanding their advertising tiers and related capabilities to strengthen the monetization of their user bases.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eStreaming is becoming the TV breadwinner \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWhile streaming viewership \u003ca href=\"https://www.nielsen.com/insights/2022/streaming-claims-largest-piece-of-tv-viewing-pie-in-july/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esurpassed cable\u003c/a\u003e for the first time two years ago (and is getting closer to outperforming \u003ca href=\"https://www.nielsen.com/data-center/the-gauge/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebroadcast and cable\u003c/a\u003e combined), streaming revenue is just catching up.\u003c/p\u003e\n\u003cp\u003eRevenue from streaming is projected to overtake traditional TV in the U.S. for the \u003ca href=\"https://www.ampereanalysis.com/insight/us-streaming-revenue-to-overtake-pay-tv-in-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efirst time ever\u003c/a\u003e this year, according to Ampere Analysis. Simply put, the scale has tipped.\u003c/p\u003e\n\u003cp\u003eStreaming showed up center stage within one of TV and advertising’s oldest annual traditions — the upfronts. Over \u003ca href=\"https://www.mediadynamicsinc.com/media-matters/august-15-2024/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$11 billion in upfronts dollars\u003c/a\u003e have been allocated to streaming video this year, a 35% increase from 2023, according to a report from Media Dynamics. Cable and broadcast allocations both declined by under 5%, according to the same report.\u003c/p\u003e\n\u003cp\u003eFor years, streaming has been called the way of the future. Now the future is finally here for these businesses.\u003c/p\u003e\n\u003cp\u003e“We know more and more eyeballs are leaning toward streaming,” Jennifer Kohl, chief media officer at global agency VML, tells The Current. “And where the eyeballs go, so does the advertising spending.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732412904017},"getContentData({\"slug\":\"default.aspx\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"_VfSy_QEcKB7X6avxGo68","originalArgs":{"slug":"default.aspx","token":""},"startedTimeStamp":1732412826173,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug default.aspx","code":0,"status":404}}},"getContentData({\"slug\":\"macys-retail-media-strategy\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"pBmM_35MMNb2zpMKuZpnr","originalArgs":{"slug":"macys-retail-media-strategy","token":""},"startedTimeStamp":1732412917222,"data":{"metadata":{"datePosted":"2023-05-11T11:36:00-07:00","dateCreated":"2023-05-10T14:21:24-07:00","dateUpdated":"2023-07-26T07:03:57-07:00","title":"Macy’s expanded retail media strategy is calling all brands | The Current","description":"Macy’s believes its new self-service advertising tool will attract non-endemic brands to retail media and CTV.","image":{"alt":"Three hands holding megaphones stick out of an oversized Macy's retail bag as people look on.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition119_MacysPartnership_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Three hands holding megaphones stick out of an oversized Macy's retail bag as people look on.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition119_MacysPartnership_1920x1080_v1_2023-05-10-212423_rozb.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Retail","Stay up to date","Premium"],"url":"https://www.thecurrent.com/macys-retail-media-strategy","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1912602,"slug":"macys-retail-media-strategy","postDate":"2023-05-11T11:36:00-07:00","heading":"Macy’s expanded retail media strategy is calling all brands","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Three hands holding megaphones stick out of an oversized Macy's retail bag as people look on.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition119_MacysPartnership_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Three hands holding megaphones stick out of an oversized Macy's retail bag as people look on.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition119_MacysPartnership_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":"Three hands holding megaphones stick out of an oversized Macy's retail bag as people look on.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition119_MacysPartnership_1920x1080_NoLogo_v1_2023-05-10-212216_vqkp.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":692072,"title":"Retail","slug":"retail","uri":"sections/retail","description":"Stories about the emerging retail media market, including the latest brand partnerships.","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":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eMacy’s, the largest — and one of the oldest — department store chains in the U.S. is an example of how a long-standing and steadfast company can evolve with the times. \u003c/p\u003e\n\u003cp\u003eOver the past few years, Macy’s, which also owns Bloomingdale’s and Bluemercury, has delved headfirst into retail media, a nascent marketing opportunity that has rapidly \u003ca href=\"https://www.thecurrent.com/coca-cola-coke-kroger-data-retail-media-gains\"\u003eshown its promise\u003c/a\u003e and is now predicted to attract \u003ca href=\"https://content-na1.emarketer.com/what-you-need-know-about-retail-media-5-charts\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$61.2 billion\u003c/a\u003e in digital ad spend by 2024. In 2020, Macy’s launched Macy’s Media Network and has been acting as an agency, working directly with endemic brands — or brands that customers would expect to see in stores — for placements on Macy’s and Bloomingdale’s sites, their apps, and physical retail placements. \u003c/p\u003e\n\u003cp\u003eThis week, the retailer took its retail media strategy a step further and announced a new self-serve option available to advertisers through The Trade Desk, powered by its own shopper data. For the 165-year-old company, the move accomplishes several business objectives, such as forming new agency relationships and focusing on off-site digital ad channels like programmatic display, video, and audio. But most importantly, it opens up the retailer to \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003econnected TV (CTV)\u003c/a\u003e — which, according to Melanie Zimmermann, vice president of Macy’s Media Network, has the potential to attract non-endemic brands, a new area that Macy’s predicts will drive ample growth across categories like travel, insurance, and auto. \u003c/p\u003e\n\u003cp\u003e“It’s really in CTV and video where I see a lot of growth and interest,” Zimmermann tells \u003cem\u003eThe Current\u003c/em\u003e. “I’m hearing a lot from our clients that this year and next year is the year of video and CTV. A lot of linear TV spend is shifting to connected TV advertising, and since we have such rich data and insights about what’s of interest to consumers, we can be a great partner to make TV campaigns more relevant and interesting for consumers.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eExpanding to non-endemic brands and CTV\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eNon-endemic brands — or products and services that aren’t traditionally sold by Macy’s but may be relevant to its customers — and especially those in the lifestyle space, are particularly drawn to CTV, Zimmermann says, because they are focused on “driving awareness and branding and consideration.” They also appreciate the creative freedom the channel provides. \u003c/p\u003e\n\u003cp\u003e“We are working with brands that are selling goods that are aspirational, that require storytelling. Lifestyle brands love to engage customers through rich media formats,” she says. \u003c/p\u003e\n\u003cp\u003eThen there’s the opportunity for enhanced relevancy. A fragrance brand, for example, could serve a CTV spot to shoppers who Macy’s knows are interested in fragrance based on audience modeling. This helps ensure ad spend isn’t wasted on “a consumer that might not be interested at all in the category,” says Zimmermann. \u003c/p\u003e\n\u003cp\u003eInsider Intelligence predicts that CTV ad spending will grow by \u003ca href=\"https://content-na1.emarketer.com/currency-upheaval-hits-tv-ctv-market-closes-on-100-billion-ad-spending-milestone\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e21.2 percent this year\u003c/a\u003e, reaching roughly $25 billion. \u003c/p\u003e\n\u003cp\u003eThe new self-service offering also ties into the desire to give more choice to ad agencies and media agencies driving the decision-making behind the ad dollars of both non-endemic and endemic brands. Macy’s will also continue to work directly with brands on the media side. \u003c/p\u003e\n\u003cp\u003e“The industry is talking a lot about the dollars that are shifting toward retail media. Absolutely, that is happening. However, it is unrealistic that all media dollars will shift over to retailers specifically because upper funnel media dollars are sitting with other teams,” explains Zimmermann. “Those types of professional media buyers are looking for self-service tools to run their programs…Rather than competing with agencies, we want to be best friends with them, and make their jobs easier and better, and focus on what we do best, which is really understanding the consumer and our business.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eShopper relevancy potential \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe opportunity to reach the most relevant shopper is a big draw to both endemic retail brands and non-endemic alike, simply since much can be inferred from consumers’ purchase habits, store visits, and first-party data from the company’s loyalty program. Macy’s reaches consumers across price points — from entry price to luxury — and creates audience segments based on data points such as price, interests, and purchase history. Macy’s casts a wide net, with Macy’s Media Network reaching 42.7 million shoppers at Macy’s and 4.1 million at Bloomingdale’s. Already, the brand has seen significant gains in the space, seeing $144 million in ad revenue in 2022, a 34 percent year-over-year jump, according to Zimmermann. \u003c/p\u003e\n\u003cp\u003eShe adds that the media network can especially serve customers across different life stages, such as getting married or starting a family. If a customer is purchasing maternity clothes, for instance, the network knows they will most likely soon be purchasing children’s clothes. \u003c/p\u003e\n\u003cp\u003eOver time, Zimmermann says Macy’s Media Network will start layering in measurement opportunities, and closed-loop measurement for endemic brands that drive traffic back to Macy’s and Bloomingdale’s sites. Advertisers will then be able to optimize toward their most important KPIs during current campaigns and future ones, as well as bring more personalized advertising to audiences. \u003c/p\u003e\n\u003cp\u003e“Advertisers are looking for a lot of accountability in their media spend,” says Zimmermann. “They want to understand if they’re able to achieve business and drive business outcomes.” \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":1732412917248},"getContentData({\"slug\":\"marketers-holiday-shopping-season-retail\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"eQf0x0-08O4_zfHkCB5g7","originalArgs":{"slug":"marketers-holiday-shopping-season-retail","token":""},"startedTimeStamp":1732412961870,"data":{"metadata":{"datePosted":"2024-10-08T05:57:00-07:00","dateCreated":"2024-10-07T14:10:34-07:00","dateUpdated":"2024-10-08T08:19:13-07:00","title":"Marketers gear up for an earlier, more frugal holiday shopping season | The Current","description":"This holiday season, marketers are getting creative to drive consumer spending sooner rather than later.","image":{"alt":"a browser window with a holiday themed store window display","url":"https://www.thetradedesk.com/assets/global/TheCurrent_191_HolidayShopping_Logo_1920x1080px_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"a browser window with a holiday themed store window display","url":"https://www.thetradedesk.com/assets/global/TheCurrent_191_HolidayShopping_Logo_1920x1080px_v2_2024-10-08-151904_oixs.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Samantha Kelly","themes":["Retail"],"url":"https://www.thecurrent.com/marketers-holiday-shopping-season-retail","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3337512,"slug":"marketers-holiday-shopping-season-retail","postDate":"2024-10-08T05:57:00-07:00","heading":"Marketers gear up for an earlier, more frugal holiday shopping season","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Man looks into a festive storefront that's in the shape of a browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_191_HolidayShopping_Logo_1920x1080px_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Man looks into a festive storefront that's in the shape of a browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_191_HolidayShopping_1200x1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Reagan Hicks / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Man looks into a festive storefront that's in the shape of a browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_191_HolidayShopping_Logo_1920x1080px_v1_2024-10-08-125654_wnwd.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3337513,"slug":"samantha-kelly","fullName":"Samantha Kelly","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692072,"title":"Retail","slug":"retail","uri":"sections/retail","description":"Stories about the emerging retail media market, including the latest brand partnerships.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe holiday shopping season may be shorter on the calendar this year but more retailers are starting earlier than ever to make up for it. \u003c/p\u003e\n\u003cp\u003eWith inflation squeezing budgets and only \u003ca href=\"https://www.forbes.com/sites/jasongoldberg/2024/05/29/the-holiday-2024-shopping-season-will-be-unlike-any-other/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e26 days\u003c/a\u003e between Black Friday and Christmas, many merchants are launching promotions this week to capture early demand and drive sales before the traditional rush. Amazon’s Prime Day may have started the trend, but Walmart, Target, Kohl’s and others are \u003ca href=\"https://corporate.target.com/press/release/2024/09/target-circle-week-returns-oct-6-12-with-seven-days-of-deals-up-to-50-off\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eequally embracing it\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eLast year, over one-third of U.S. online shoppers started their holiday shopping in October or earlier, according to \u003ca href=\"https://www.forrester.com/blogs/holiday-shopping-has-started-so-has-our-research-to-help/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edata\u003c/a\u003e from Forrester Research. That number is projected to rise in 2024, at a time when \u003ca href=\"https://www.retaildive.com/news/pwc-holiday-spending-store-traffic-largest-increase/728477/#:~:text=Dive%20Brief%3A\u0026amp;text=Nearly%2030%25%20say%20they'll,except%20for%20pandemic-era%202020.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e30%\u003c/a\u003e of shoppers said they have less money to spend this year than last. \u003c/p\u003e\n\u003cp\u003e“Retailers are anticipating consumers will want to get on board with holiday shopping earlier and not wait until the last minute for once, so they can make the most of the deals and get their ducks in a row,” says Hitha Herzog, a retail expert and chief research officer of H Squared Research. “We saw some of this last year but not at the same cadence that’s happening now.” \u003c/p\u003e\n\u003cp\u003eMarketers are predicted to focus less on last-minute deals and more on getting holiday shopping done now, faster and cheaper. \u003c/p\u003e\n\u003cp\u003e“They’ll capitalize on FOMO and how shoppers should act early,” she said. “That’s a big change for the holiday this year.”\u003c/p\u003e\n\u003cp\u003eThe trend partly stems from the COVID-19 pandemic, when \u003ca href=\"https://www.ey.com/en_us/insights/supply-chain/how-covid-19-impacted-supply-chains-and-what-comes-next\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eretailers streamlined\u003c/a\u003e supply chains and became more selective in procuring products. Advances in technology and AI have also improved inventory management, reducing excess stock at the end of the season.\u003c/p\u003e\n\u003cp\u003eAlthough Black Friday remains important, its significance has also shifted. Now, the entire Black Friday weekend through Cyber Monday drives retail strategy, with additional promotional days spread throughout the season. Some retailers, like Best Buy, Target and Walmart, even \u003ca href=\"https://www.washingtonpost.com/business/2023/11/20/thanksgiving-black-friday-stores-open/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eopted to remain closed\u003c/a\u003e on Thanksgiving evening last year or to open later on Black Friday morning.\u003c/p\u003e\n\u003cp\u003eAbout 3 in 10 U.K. and U.S. adults say they plan to shop in stores over Black Friday weekend, according to Forrester, while 32% of adults in the U.K. and 46% in the U.S. plan to shop online on Cyber Monday. \u003c/p\u003e\n\u003cp\u003e“In five years, I believe there will be even less focus on Black Friday and Cyber Monday, and a greater emphasis on this October shopping period,” Herzog says. \u003c/p\u003e\n\u003cp\u003eAlthough some consumers will be eager to take advantage of early October deals, others may hold back until after the election to make big purchases, as uncertainty surrounding the economy and political outcomes could cause them to delay their spending decisions, according to Neil Saunders, retail analyst and managing director at GlobalData Retail.\u003c/p\u003e\n\u003cp\u003eTighter budgets and ongoing concerns about inflation and job security could factor into spending this year too. As a result, shoppers may be more thoughtful and plan-oriented about their gift purchases this year.\u003c/p\u003e\n\u003cp\u003e“Marketers will put a bigger emphasis on providing gift ideas because consumers will want to buy things that are actually useful for friends and family,” Saunders says. “There will be more focus on value and avoiding wasteful spending. No one wants their gift to end up in the back of a drawer.”\u003c/p\u003e\n\u003cp\u003eRetailers are predicted to highlight budget-friendly options in stores and on websites this year for gifts under $5, $10 or $20 to help shoppers stick to their budgets. They’ll also likely stagger deals across different categories to keep the momentum going throughout the season. He predicts retailers will focus on daily or weekly deals, spotlighting products like decor, clothing or tech on specific days.\u003c/p\u003e\n\u003cp\u003e“Because many marketers will feel the pressure to drive consumer spending earlier and avoid running out of time this year, they’ll have to think creatively about how they spread out promotions and find new ways to meet their needs in a challenging economy,” Saunders says.\u003c/p\u003e\n\u003cp\u003eRetailers will also be doubling down on the in-store experience this year, offering more activities — such as cooking and makeup demonstrations or meet-and-greets with celebrity influencers — to attract shoppers. \u003c/p\u003e\n\u003cp\u003e“It’s less about shoppers getting into stores to buy the dress they want on sale and more about getting them to come in and hang out for a while, eat some food, grab some coffee and stay,” Herzog says. “It’s one part of marketing that’s gaining a lot more traction recently than in the past few years.”\u003c/p\u003e\n\u003cp\u003eShe believes as marketers think more about how to build loyalty among younger generations, there will be a greater emphasis on how packages are delivered to doorsteps in the years to come.\u003c/p\u003e\n\u003cp\u003e“For younger shoppers, it’s all about unpacking and the surprise and delight of getting a box delivered to your door,” she says. “My kids don’t know what the inside of the mall looks like but when the Amazon package comes, it feels like Christmas morning.”\u003c/p\u003e\n\u003cp\u003eShe expects marketers will start to specifically strategize how to make delivery boxes for the holidays more special to open. \u003c/p\u003e\n\u003cp\u003e“It’s things like this that will [help them] retain that customer for years on end,” Herzog says. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732412961901},"getContentData({\"slug\":\"marketing-authenticated-digital-channels-ctv\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"kaPSaGkwdn6hqRPfnI2rE","originalArgs":{"slug":"marketing-authenticated-digital-channels-ctv","token":""},"startedTimeStamp":1732412949883,"data":{"metadata":{"datePosted":"2024-05-31T06:59:00-07:00","dateCreated":"2024-05-29T14:29:44-07:00","dateUpdated":"2024-05-31T07:57:20-07:00","title":"Despite pressure to tighten budgets, marketers still invest in authenticated digital channels like CTV | The Current","description":"Media buying agencies note a shift in ad dollars toward digital channels, especially CTV and video, as advertisers look for better ROAS, engagement, and flexibility.","image":{"alt":"A hand with a white linen glove balances a golden CTV with a gold chain progress bar and a gold play button inset in satin.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition172_SandP500_TightBudgets_1920x1080_WithLogo_v3b-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A hand with a white linen glove balances a golden CTV with a gold chain progress bar and a gold play button inset in satin.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition172_SandP500_TightBudgets_1920x1080_WithLogo_v3b-1_2024-05-30-142628_uipi.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Damian Fowler","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/marketing-authenticated-digital-channels-ctv","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3081547,"slug":"marketing-authenticated-digital-channels-ctv","postDate":"2024-05-31T06:59:00-07:00","heading":"Despite pressure to tighten budgets, marketers still invest in authenticated digital channels like CTV","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hand with a white linen glove balances a golden CTV with a gold chain progress bar and a gold play button inset in satin.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition172_SandP500_TightBudgets_1920x1080_NoLogo_v3b.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hand with a white linen glove balances a golden CTV with a gold chain progress bar and a gold play button inset in satin.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition172_SandP500_TightBudgets_1200px_v3b.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"A hand with a white linen glove balances a golden CTV with a gold chain progress bar and a gold play button inset in satin.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition172_SandP500_TightBudgets_1920x1080_NoLogo_v3b_2024-05-30-142718_saxt.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":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\u003eThe media buying landscape can change quickly — transforming from one year to the next. \u003c/p\u003e\n\u003cp\u003eCase in point: In 2023, marketers were faced with economic uncertainty. But in 2024, the outlook for the global economy is brighter, according to the most recent \u003cem\u003e\u003ca href=\"https://www.weforum.org/publications/chief-economists-outlook-may-2024/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eChief Economists Outlook\u003c/a\u003e\u003c/em\u003e, published by the World Economic Forum. \u003c/p\u003e\n\u003cp\u003eHow should marketers respond to ever-changing macro trends?\u003c/p\u003e\n\u003cp\u003eSome have reacted by spending more of their ad dollars in digital channels — especially CTV and video — over the last year, according to several media buying agencies who talked with \u003cem\u003eThe Current.\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e Marketers have looked for shorter-term investments during periods of economic uncertainty in the marketplace, according to Ellyn Savage, VP of media at Mindgruve, a global digital agency based in San Diego, Calif. “On digital, you can change your message super-fast. It's a lot more flexible. So we've just seen a huge shift, and I think it makes sense that people would do that because of the volatility of the market.”\u003c/p\u003e\n\u003cp\u003eAdvertisers are much more willing to buy CTV and video ads, Savage says, and no longer need prompting to invest in the channel. She suggests that marketers have finally caught up with the shift in user behavior, with more people than ever watching streaming platforms.\u003c/p\u003e\n\u003cp\u003e“CTV is everyone’s number one agenda item, and they are being very exploratory with the channel,” Brock Berry, the founder and CEO of digital ad tech company AdCellerant, tells \u003cem\u003eThe Current\u003c/em\u003e. He says marketers are increasingly willing to test and learn.\u003c/p\u003e\n\u003cp\u003eA new report from The Trade Desk Intelligence — \u003ca href=\"https://www.thetradedesk.com/us/rise-of-the-premium-internet-report\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eThe Sellers and Publishers Report\u003c/a\u003e — underpins these observations. The report tracks the drivers of growth on the open internet in recent years, using aggregate digital advertising activity across premium publishers since 2019. While the data highlights the growing value of the programmatic marketplace on the open internet, it also reveals how companies are using advertising on the open internet to align to where consumers are spending time.\u003c/p\u003e\n\u003cp\u003eCTV is at the forefront of this growth, an indication perhaps of the value that advertisers place on premium content. CTV now attracts more of consumers’ time than any other media channel, with three quarters of 25–44-year-olds surveyed having increased CTV consumption over the last year.\u003c/p\u003e\n\u003cp\u003eThe consumer surge toward CTV also coincides with almost every major CTV leader now offering an ad-supported option. “There's just so much inventory, there's a big supply, not enough demand, so maybe it's looking like prices are kind of stable or more efficient for a little bit, but then it'll probably go the other way as dollars catch up,” notes Savage.\u003c/p\u003e\n\u003cp\u003eAt the same time, the report reveals that advertisers are willing to pay significantly higher CPMs — for campaigns that run on premium destinations on the open internet when \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-unified-id-2-0\"\u003eUID2\u003c/a\u003e is present. It suggests that marketers perceive the greater value of running campaigns on quality destinations with the knowledge that they’re likely reaching a logged-in, authenticated audience that could drive better omnichannel results. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“CTV is everyone’s number one agenda item, and they are being very exploratory with the channel.” \u003c/p\u003e","caption":"Brock Berry, founder and CEO, AdCellerant"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAnd even as marketers see CTV as an awareness play much like linear, they’re also keen to tie spend to business outcomes. “A lot of our clients operate more in the low to mid funnel just in general. It's always about trying to drive to a business goal,” says Savage. “We've seen, even with awareness budgets, a little bit of a shift to ‘what are the KPIs for it and what can we look at in terms of quality traffic?’ It's always about some kind of return, which is good. That's how we should be thinking about budgets.\"\u003c/p\u003e\n\u003cp\u003eThe rapid emergence of CTV could be good news for marketers, even as they’re under pressure to \u003ca href=\"https://www.gartner.com/en/newsroom/press-releases/2023-05-22-gartner-survey-reveals-71-percent-of-cmos-believe-they-lack-sufficient-budget-to-fully-execute-their-strategy-in-2023\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esuppress marketing budgets\u003c/a\u003e. According to agency executives, many clients are still eager to spend their budgets, they just want to be savvier about how they deploy those dollars.\u003c/p\u003e\n\u003cp\u003eTroy Lerner, the CEO of the agency Booyah, uses a driving analogy to describe the current mood as one of cautiously moving forward. “I would describe it as foot over the brake, not the brake pressed down to the floor,” he says. “Now it feels like it's going to be a wait and see based on every kind of near-term performance. So that's why I say foot over the brake, but the budgets are still coming.”\u003c/p\u003e\n\u003cp\u003eThere’s a renewed focus on ROAS, according to Berry, spurred by engagement. When people changed their consumption habits as a result of the pandemic, marketers had to shift to more reactive ways of deploying their budgets. The current economic slowdown has only brought this reality into high relief. “A lot of clients are redirecting advertising toward digital platforms, and they’re raising expectations about how it should work,” he says. “It’s moving far more toward engagement, and that’s fostering greater value for their business.”\u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003e The 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":5}},"fulfilledTimeStamp":1732412949912},"getContentData({\"slug\":\"marketing-funnel-exverus-media-director-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ahXXVf4nQ1eNRR_oDDRr1","originalArgs":{"slug":"marketing-funnel-exverus-media-director-data","token":""},"startedTimeStamp":1732412965071,"data":{"metadata":{"datePosted":"2024-04-03T06:57:00-07:00","dateCreated":"2024-04-02T13:18:35-07:00","dateUpdated":"2024-08-07T13:08:12-07:00","title":"It’s time to retire the marketing funnel | The Current","description":"The traditional marketing funnel is a relic of the past, ill-suited for today’s omnichannel world. It’s time to retire it.","image":{"alt":"A man takes down the top of a marketing funnel from a wall. A nearby flatbed truck holds the other pieces of the marketing funnel.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_OpEd_TaliaArnold_RetireMarketingFunnel_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A man takes down the top of a marketing funnel from a wall. A nearby flatbed truck holds the other pieces of the marketing funnel.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_OpEd_TaliaArnold_RetireMarketingFunnel_1920x1080_WithLogo_v1_2024-04-03-131117_oprd.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Talia Arnold","themes":["Opinion","Premium","Op-ed"],"url":"https://www.thecurrent.com/marketing-funnel-exverus-media-director-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2712334,"slug":"marketing-funnel-exverus-media-director-data","postDate":"2024-04-03T06:57:00-07:00","heading":"It’s time to retire the marketing funnel","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#f9a326","textHex":"#000000"},"featuredImage":{"alt":"A man takes down the top of a marketing funnel from a wall. A nearby flatbed truck holds the other pieces of the marketing funnel.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_OpEd_TaliaArnold_RetireMarketingFunnel_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A man takes down the top of a marketing funnel from a wall. A nearby flatbed truck holds the other pieces of the marketing funnel.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_OpEd_TaliaArnold_RetireMarketingFunnel_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 man takes down the top of a marketing funnel from a wall. A nearby flatbed truck holds the other pieces of the marketing funnel.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_OpEd_TaliaArnold_RetireMarketingFunnel_1920x1080_NoLogo_v1_2024-04-03-131049_zxkk.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":2712335,"slug":"talia-arnold","fullName":"Talia Arnold","positionTitle":"Managing Director, Exverus 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":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\u003eThe advertising industry is quick to adopt new technological advances, but one dusty old artifact we’ve clung to for too long is the marketing funnel. In a world where consumer behavior is as unpredictable as it is varied, clinging to this outdated model is hindering our ability to connect with customers effectively. So it’s time to retire the funnel and embrace new models that can more accurately reflect the complexity of today’s market.\u003c/p\u003e\n\u003cp\u003eThe traditional marketing funnel, born in 1924, offers a linear path from awareness to consideration to purchase. However, today’s consumer journey is anything but linear. Customers interact with brands across multiple touchpoints, often jumping between stages and channels in unpredictable ways. This dynamic nature of consumer behavior renders the traditional funnel ineffective and obsolete.\u003c/p\u003e\n\u003cp\u003eConsider a customer who discovers a product through the brand’s Instagram post, then sees a billboard for it and eventually purchases it from a retailer. The funnel fails to capture this complex journey, leading to missed opportunities and inaccurate insights. In today’s omnichannel commerce landscape, the funnel creates more blind spots than windows.\u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eMedia channels are becoming full-funnel \u003c/strong\u003e\u003c/h2\u003e\n\n\n\n\n\n\n\n\u003cp\u003eWhen media channels operated independently as silos with mutually exclusive purposes, the funnel made more sense. But today, most channels are expanding their capabilities to provide advertisers with the reach, awareness, nurturing and even last-touch attribution they’re looking for. Retail media is a perfect example: Traditionally thought of as a last nudge before purchase, \u003ca href=\"https://www.thecurrent.com/retail-media-advertising-marketing-ctv-data\"\u003eretail media networks\u003c/a\u003e (RMNs) now offer upper-funnel benefits like first-party data sets for building lookalike audiences. Additionally, RMNs are increasingly merging with \u003ca href=\"https://www.thecurrent.com/retail-data-upfronts-ctv-streaming-identity-authentication\"\u003econnected TV\u003c/a\u003e and search platforms, as seen in Walmart’s acquisition of Vizio and Google’s new retail media offering. The lines are blurring among advertising channels, so our consumer behavior models should reflect that. \u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e\"The traditional marketing funnel is a relic of the past, ill-suited for today’s omnichannel world.\"\u003c/p\u003e","caption":null}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eTo succeed in this new era of marketing, brands must leverage \u003ca href=\"https://www.thecurrent.com/first-party-retail-data-holiday-media\"\u003efirst-party data\u003c/a\u003e to create personalized and dynamic customer journeys. Unlike third-party data, which provides a generic view of consumer behavior, first-party data offers a detailed understanding of individualized preferences and behaviors.\u003c/p\u003e\n\u003cp\u003eBy building creative campaigns that collect first-party data, brands can personalize messaging, predict future needs and create experiences that resonate with customers on a deeper level. This data-driven approach allows brands to look beyond the immediate purchase and forge lasting, meaningful relationships with their audience. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eRemodeling the customer journey\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eSo what’s the alternative? Instead of relying on the linear funnel, marketers should adopt a more flexible and holistic view of the customer journey. \u003c/p\u003e\n\u003cp\u003eOne superior approach is the “messy middle” model, which acknowledges the nonlinear nature of consumer decision-making. This model recognizes that customers move between stages of exploration and evaluation, often revisiting and reassessing their options before making a purchase.\u003c/p\u003e\n\u003cp\u003eAnother good idea is the Hankins Hexagon, which views the customer journey as a series of interconnected stages, rather than a linear progression. This model allows for more flexibility and adaptability, as customers can move freely between stages based on their individual needs and preferences.\u003c/p\u003e\n\u003cp\u003eAdditionally, the spiderweb model emphasizes the interconnectedness of touchpoints, highlighting the importance of consistent messaging and experiences across all channels. \u003c/p\u003e\n\u003cp\u003eFinally, McKinsey \u0026amp; Company’s \u003ca href=\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-consumer-decision-journey\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e“consumer decision journey”\u003c/a\u003e recognizes the complexity of real-world decision-making, mapping out the various paths customers take on their way to a purchase.\u003c/p\u003e\n\u003cp\u003eThere’s no one-size-fits-all approach. It’s important to draw insights from as many data sources as possible to understand how your particular brand’s customer base discovers and considers it. Our media planners consider a client’s goals, target demographics and budget parameters to curate an individualized strategy that will meet consumers at multiple touchpoints and stitch them together. These curated media plans tend to reflect some combination of the “messy middle” or the Hankins Hexagon models.\u003c/p\u003e\n\u003cp\u003eThe traditional marketing funnel is a relic of the past, ill-suited for today’s omnichannel world. By adopting a more fluid and data-driven approach, brands can build customer journeys that resonate more deeply with customers and drive long-term loyalty and advocacy. It’s time to put the funnel in the antique shop and usher in a new era of customer engagement. \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":1732412965097},"getContentData({\"slug\":\"meta-media-news-publishers-facebook-traffic\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"qXqhWtGld3UunLx8b8pBZ","originalArgs":{"slug":"meta-media-news-publishers-facebook-traffic","token":""},"startedTimeStamp":1732412964469,"data":{"metadata":{"datePosted":"2024-03-08T09:33:00-08:00","dateCreated":"2024-03-08T05:52:50-08:00","dateUpdated":"2024-03-08T09:33:46-08:00","title":"As Meta tightens the traffic tap, where will news publications turn for audiences? | The Current","description":"Social media remains a key source of traffic for news publishers, but changing audience preferences could bring unexpected benefits to publications.","image":{"alt":"A man holding a megaphone stands on top of a toppled question mark that includes a ball of newspaper shreds.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_MetaDroppingNews_1920x1080_WithLogo_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A man holding a megaphone stands on top of a toppled question mark that includes a ball of newspaper shreds.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_MetaDroppingNews_1920x1080_WithLogo_v1-1_2024-03-08-135518_bgqr.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Data Privacy"],"url":"https://www.thecurrent.com/meta-media-news-publishers-facebook-traffic","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2635543,"slug":"meta-media-news-publishers-facebook-traffic","postDate":"2024-03-08T09:33:00-08:00","heading":"As Meta tightens the traffic tap, where will news publications turn for audiences?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#cfbef5","textHex":"#000000"},"featuredImage":{"alt":"A man holding a megaphone stands on top of a toppled question mark that includes a ball of newspaper shreds.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_MetaDroppingNews_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A man holding a megaphone stands on top of a toppled question mark that includes a ball of newspaper shreds.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_MetaDroppingNews_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A man holding a megaphone stands on top of a toppled question mark that includes a ball of newspaper shreds.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_MetaDroppingNews_1920x1080_NoLogo_v1_2024-03-08-135500_whpv.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":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\u003eMeta \u003ca href=\"https://about.fb.com/news/2024/02/update-on-facebook-news-us-australia/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eannounced\u003c/a\u003e last week that it will deprecate the Facebook News tab next month in the U.S. and Australia, after it did the same in the U.K., France, and Germany last year. The News tab is a dedicated section on Facebook that spotlights news. Publishers will still be able to post articles on their own pages. \u003c/p\u003e\n\u003cp\u003eThe company said the News tab makes up “less than 3% of what people around the world see in their Facebook feed.” But for news publishers, the impact is likely to be much more profound. \u003c/p\u003e\n\u003cp\u003eWhile most Facebook users may not get their news straight from the News tab, the reality is that many social media users, especially \u003ca href=\"https://www.pewresearch.org/journalism/fact-sheet/social-media-and-news-fact-sheet/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethose under 50\u003c/a\u003e, are getting their news while browsing social platforms, Facebook included. This makes social media referrals particularly important to their bottom line. \u003c/p\u003e\n\u003cp\u003e\"The decline in Facebook referrals in particular, which in our data declined by about half last year, really hit publishers that depend for their traffic on third party distribution,\" Nic Newman, senior research associate at the Reuters Institute for the Study of Journalism at Oxford University, told\u003cem\u003e The Current\u003c/em\u003e last month. \u003c/p\u003e\n\u003cp\u003eAs some publishers start \u003ca href=\"https://www.thecurrent.com/advertising-restructuring-digital-news-media\"\u003ereconsidering ads\u003c/a\u003e as a key revenue component, this begs the question: where will the traffic come from to justify advertiser investment in news media? \u003c/p\u003e\n\u003cp\u003eBuzzFeed, which rose to prominence while riding the social algorithms that favored clickbait headlines, announced last month it would conduct layoffs and sell off streetwear site Complex. That it chose to retain First We Feast, maker of viral video series Hot Ones, could be an indication of the perhaps irreversible decline of news media in its current format. \u003c/p\u003e\n\u003cp\u003eResearch from the Reuters Institute and University of Oxford shows that TikTok has quickly become \u003ca href=\"https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2023/dnr-executive-summary\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea key platform\u003c/a\u003e for younger audiences to access news, with video in general becoming the most popular way to consume news in many developing countries. While written news remains the most popular format, the rise of video and audio points to news access and consumption becoming more fragmented. \u003c/p\u003e\n\u003cp\u003e“Frankly, there is no one silver bullet platform,” says Abi Watson, senior media analyst at Enders Analysis. “There has been a huge proliferation of platforms and changes where people spend their time online.” \u003c/p\u003e\n\u003cp\u003eA promising starting point is that based on a Pew Research study, 25% of U.S. adults surveyed \u003ca href=\"https://www.pewresearch.org/journalism/fact-sheet/news-platform-fact-sheet/?tabId=tab-5a0b8b87-38bc-42d6-ba8d-2e666200e534\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprefer news websites or apps\u003c/a\u003e for getting news, compared to 12% who prefer social media. A U.K. study last year also showed that 47% of respondents preferred getting their news from \u003ca href=\"https://pressgazette.co.uk/media-audience-and-business-data/media_metrics/traditional-outlets-still-top-uk-news-sources-survey/%22%20/l%20%22:~:text=Most%20people%2C%20found%20the%20survey,and%20printed%20publications%20(15%25).\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enews sites\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThat indicates there is appetite within the general population for a “proper” news experience, although the Pew study also shows that 30% of U.S. adults ages18 to 29 prefer getting their news from social media. \u003c/p\u003e\n\u003cp\u003eMeanwhile, search is becoming an increasingly \u003ca href=\"https://pressgazette.co.uk/media-audience-and-business-data/media_metrics/news-referral-traffic-breakdown/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eimportant source\u003c/a\u003e of traffic for news publishers, according to a Press Gazette analysis of Chartbeat data, which analyzed data for 546 U.K. and U.S. news sites. But while search referrals increased modestly from 33% to 35% between 2018 and 2023, “external” referrals, which Chartbeat defines as pickups from sites across the internet, rose 50% during that same period, from 10% to 15% of all referrals. Social referrals declined from 32% to 28%. \u003c/p\u003e\n\u003cp\u003eThe data underscores the increasing prominence of Google in news publishers’ playbooks, especially when considering that Google News generated almost twice the amount of page views for news sites — up 240% since 2018 — as the next closest competitor, Newsbreak. But as with Facebook, a more centralized source of traffic could pose issues. \u003c/p\u003e\n\u003cp\u003e“Google’s monopoly over search is an obvious risk,” says Watson, while “longer-term risk of an AI-enabled search engine that cuts publishers out entirely is an existential risk.” Google has reportedly \u003ca href=\"https://www.adweek.com/media/google-paying-publishers-unreleased-gen-ai/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebegun paying\u003c/a\u003e some smaller publishers to test an AI tool that lets them scrape other news sites’ content and aggregate it into a new article, a practice that a news industry executive called “potentially troubling.” \u003c/p\u003e\n\u003cp\u003eThe proportion of people turning to X, formerly Twitter, for news has remained stable since 2014 based on the Reuters/Oxford data. But recent issues on the platform, from fake news to AI-created deepfakes, may have contributed to a \u003ca href=\"https://www.wsj.com/tech/xs-tumultuous-first-year-under-elon-musk-in-charts-71656f81?mod=followamazon\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edrop in user numbers\u003c/a\u003e from November 2022. \u003c/p\u003e\n\u003cp\u003eOne social platform that’s emerging as an opportunity for news publishers is LinkedIn. The company's Editor-in-Chief and Vice President Dan Roth \u003ca href=\"https://www.axios.com/2024/03/05/linkedin-news-publisher-strategy\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold\u003c/a\u003e \u003cem\u003eAxios \u003c/em\u003eit is investing more in journalism and news, with a focus on business content that is helpful to its professional users. \u003c/p\u003e\n\u003cp\u003e“The benefit of LinkedIn is that it has some aligned incentives with publishers. LinkedIn wants to become the centre of people’s online professional life, rather than a platform they visit during a job search,” says Watson. \u003c/p\u003e\n\u003cp\u003eAs access to news media fragments, \u003ca href=\"https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2023/dnr-executive-summary\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaudience expectations\u003c/a\u003e of being reached across all platforms will likely turn into an unsustainably expensive endeavor for all but the biggest news organizations, potentially forcing most to focus on the platforms that align with their goals. \u003c/p\u003e\n\u003cp\u003eThe Reuters/Oxford research shows that, for example, X users are more likely to pay attention to “hard” news like politics and business, whereas TikTok, Instagram, and Facebook users are slightly more likely to prefer fun posts or satire that relate to news. \u003c/p\u003e\n\u003cp\u003eThat doesn’t solve the monetization issues of those platforms. Still, niching down could help publishers build stronger brands and in turn increase direct traffic. \u003c/p\u003e\n\u003cp\u003e“Consider more narrowly curated but distinctive quality content that draws audiences back,” says John Peters, media and entertainment industry lead at Accenture, adding that publishers should look to nurture and merchandise their data products to entice advertisers and deliver user personalization. \u003c/p\u003e\n\u003cp\u003eThe increased participation that channels like WhatsApp are fostering could also help publishers build relationships with readers and turn that into a source of direct traffic in the long term, says Watson. \u003c/p\u003e\n\u003cp\u003eBy diversifying, news publishers may just be able to wrangle some control back over their traffic sources. These changes could be a good thing after some publishers showed an overreliance on Facebook, says Watson. “Publishers will have to try a mosaic of platforms and see which ones work for the specific audience that they are looking to cultivate.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732412964494},"getContentData({\"slug\":\"moms-increase-online-gaming-india-readout\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"E_5gABX4GUbtD4Ns8wsx7","originalArgs":{"slug":"moms-increase-online-gaming-india-readout","token":""},"startedTimeStamp":1732412992407,"data":{"metadata":{"datePosted":"2023-05-18T12:21:00-07:00","dateCreated":"2023-05-18T10:30:22-07:00","dateUpdated":"2023-05-31T14:39:39-07:00","title":"79 percent of moms to increase online gaming in 2023 | The Current","description":"Online gaming continues to grow, making it an attractive sector for advertisers. A report from Kantar and The Trade Desk Intelligence finds there is one demographic that is fueling this growth.","image":{"alt":"A hand emerges out of the screen of a laptop holding a video game controller as the buttons change colors from orange to green to white.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition120_OnlineGamingIndia_1920x1080_FacebookMetadata_v1.gif","width":960,"height":540,"isLandscape":true},"imageTwitter":{"alt":"A hand emerges out of the screen of a laptop holding a video game controller as the buttons change colors from orange to green to white.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition120_OnlineGamingIndia_1920x1080_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Emma Shepherd","themes":["The Readout","Stay up to date"],"url":"https://www.thecurrent.com/moms-increase-online-gaming-india-readout","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1928516,"slug":"moms-increase-online-gaming-india-readout","postDate":"2023-05-18T12:21:00-07:00","heading":"79 percent of moms to increase online gaming in 2023","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hand emerges out of the screen of a laptop holding a video game controller as the buttons change colors from orange to green to white.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition120_OnlineGamingIndia_1920x1080_PreviewImage_v1.gif","width":960,"height":540,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hand emerges out of the screen of a laptop holding a video game controller as the buttons change colors from orange to green to white.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition120_OnlineGamingIndia_1200px_Square_v1.gif","width":780,"height":780,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A hand emerges out of the screen of a laptop holding a video game controller as the buttons change colors from orange to green to white.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition120_OnlineGamingIndia_1920x1080_PreviewImage_v1_2023-05-18-180433_gddj.gif","width":960,"height":540,"isLandscape":true},"authors":[{"id":1709184,"slug":"emma-shepherd","fullName":"Emma Shepherd","positionTitle":null,"authorType":"staff","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":""},{"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\u003eThe online gaming industry has experienced \u003ca href=\"https://www.globalvillagespace.com/tech/online-gaming-takes-over-exploring-the-growth-factors-and-dominant-segments/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etremendous growth\u003c/a\u003e over the past few years, making it an attractive playground for marketers. The pandemic has played a role in driving this growth, with more time at home leading many individuals to turn to online gaming for immersive escapism. And this \u003ca href=\"https://news.abplive.com/gaming/from-hobby-to-career-india-s-gaming-industry-is-poised-to-take-a-leap-in-coming-years-1582574\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehasn’t lost momentum\u003c/a\u003e even as the world emerges from lockdowns. \u003c/p\u003e\n\u003cp\u003eIn India, revenue from online gaming grew 28% in 2021 to $1.2 billion and is expected to reach $1.9 billion by 2024. One demographic that has seen considerable growth in online gaming is moms with young children — according to new survey-based research from Kantar’s and The Trade Desk Intelligence’s \u003ca href=\"https://www.thetradedesk.com/us/open-internet-india\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e\u003cem\u003eGateway to the Open Internet\u003c/em\u003e\u003c/a\u003e report on the Indian market. \u003c/p\u003e\n\u003cp\u003eThe report finds that 79 percent of moms with children under 16 in India expect to increase their usage of online games. Additionally, 87 percent of the same demographic say they expect to increase their over-the-top/connected TV usage this year. This presents an opportunity for advertisers to target this influential demographic — who are making important decisions for their families and planning to increase their usage of online games over the next six months, according to the report. \u003c/p\u003e\n\u003cp\u003eThe report surveyed 1,500 Indian respondents aged 16 to 65 years old, who have used at least two ad-supported media channels in the past three months. The data was collected in September 2022. Results were weighted for age and gender to be nationally representative.\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe src=\"https://e.infogram.com/_/vgZwHdlcrVuogFpV3lzN?src=embed\" title=\"v1_TheCurrent_OnlineGamingIndia_Dataviz\" width=\"1920\" height=\"892\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe src=\"https://e.infogram.com/_/P84Nj54CItJpg6hJ0tzI?src=embed\" title=\"v1mobile_TheCurrent_OnlineGamingIndia_Dataviz\" width=\"760\" height=\"620\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":true,"isFullBleed":false}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732412992439},"getContentData({\"slug\":\"mondelēz-international-rachel-lawson-brand-marketing-retail-media-diversity\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"D2fLxIcyqoIjOJEzx0kZK","originalArgs":{"slug":"mondelēz-international-rachel-lawson-brand-marketing-retail-media-diversity","token":""},"startedTimeStamp":1732413003030,"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":1732413003060},"getContentData({\"slug\":\"nfl-marissa-solis-svp-football-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"806MpmrIF_wS5ZeErwoDs","originalArgs":{"slug":"nfl-marissa-solis-svp-football-marketing","token":""},"startedTimeStamp":1732415846510,"data":{"metadata":{"datePosted":"2023-11-15T06:37:00-08:00","dateCreated":"2023-11-15T06:29:15-08:00","dateUpdated":"2024-08-06T14:44:12-07:00","title":"NFL’s Marissa Solis on the Taylor Swift effect and how she’s helping the league maintain its legacy while staying relevant | The Current","description":"The NFL’s Marissa Solis on the Taylor Swift effect, expanding globally, and the powerful messaging coming for the Super Bowl.","image":{"alt":"The Current Podcast: Marissa Solis, NFL's SVP of global brand and consumer marketing","url":"https://www.thetradedesk.com/assets/global/NFL_16x9_Social_v2_2023-11-15-143005_qzua.jpg","width":1920,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast: Marissa Solis, NFL's SVP of global brand and consumer marketing","url":"https://www.thetradedesk.com/assets/global/NFL_16x9_Social_v2_2023-11-15-143008_fqky.jpg","width":1920,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","Premium","The Current Podcast"],"url":"https://www.thecurrent.com/nfl-marissa-solis-svp-football-marketing","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2430405,"slug":"nfl-marissa-solis-svp-football-marketing","postDate":"2023-11-15T06:37:00-08:00","heading":"NFL’s Marissa Solis on the Taylor Swift effect and how she’s helping the league maintain its legacy while staying relevant","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Podcast: Marissa Solis, NFL's SVP of global brand and consumer marketing","url":"https://www.thetradedesk.com/assets/global/NFL_1x1_v2_2023-11-15-143105_mbfp.jpg","width":1201,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast: Marissa Solis, NFL's SVP of global brand and consumer marketing","url":"https://www.thetradedesk.com/assets/global/NFL_16x9_Editorial_v2_2023-11-15-143108_rmrs.jpg","width":1920,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/fbf6ed25-5ded-48ce-ad74-9a8f7e0ab9fb?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/fbf6ed25-5ded-48ce-ad74-9a8f7e0ab9fb?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eDespite the many conspiracy theories, Marissa Solis, the NFL’s SVP of global and consumer marketing says the Taylor Swift-Travis Kelce romance is not an elaborate set up by the NFL and Swift to drum up attention.\u003c/p\u003e\n\u003cp\u003eBut when sparks flew for the couple, the NFL was ready to stoke the fire, leaning on its fast-moving social media and influencer marketing arm. Solis shared on \u003cem\u003eThe Current Podcast\u003c/em\u003e that the league moved into its own Taylor Swift era by creating football 101 videos for Swifties new to the game, as well as introducing Swift to a new fanbase of football lovers.\u003c/p\u003e\n\u003cp\u003e“It's a really good lesson for marketers,” Solis says. “Culture happens at the speed of light and you just have to be ready. We like to say or think we create culture, but culture is organic and embedded. Culture just happens and we just happened to be ready at the moment.”\u003c/p\u003e\n\u003cp\u003eElsewhere on the podcast, Solis gives a preview of the powerful messaging coming for the Super Bowl, how the NFL is gaining international influence, and meeting consumers where they are by balancing traditional TV, streaming, and other digital channels. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":1}},"fulfilledTimeStamp":1732415846598},"getContentData({\"slug\":\"themes\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"PjNmPiHgfj5HlBlA64nI7","originalArgs":{"slug":"themes","token":""},"startedTimeStamp":1732412970939,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug themes","code":0,"status":404}}},"getContentData({\"slug\":\"report-open-internet-digital-advertisers\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"NmkZ1MdyvF_TLFMqtdyo3","originalArgs":{"slug":"report-open-internet-digital-advertisers","token":""},"startedTimeStamp":1732413013689,"data":{"metadata":{"datePosted":"2024-05-29T10:30:00-07:00","dateCreated":"2024-05-24T08:37:36-07:00","dateUpdated":"2024-05-29T13:14:42-07:00","title":"The value of the open internet is growing in the eyes of advertisers | The Current","description":"The State of the Open Internet Report reflects the growth and value of top publisher destinations on the open internet over time.","image":{"alt":"Three arms reach into a starry sky as various devices and icons float in the air.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FutureOfOpportunity_1920x1080_Logo-3.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Three arms reach into a starry sky as various devices and icons float in the air.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FutureOfOpportunity_1920x1080_Logo-3_2024-05-28-162508_lmhg.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/report-open-internet-digital-advertisers","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3062757,"slug":"report-open-internet-digital-advertisers","postDate":"2024-05-29T10:30:00-07:00","heading":"The value of the open internet is growing in the eyes of advertisers","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Three arms reach into a starry sky as various devices and icons float in the air.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FutureOfOpportunity_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Three arms reach into a starry sky as various devices and icons float in the air.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FutureOfOpportunity_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":"Three arms reach into a starry sky as various devices and icons float in the air.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FutureOfOpportunity_1920x1080_NoLogo_2024-05-28-162525_xzcx.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":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\u003eArtificial intelligence, cookie deprecation, retail media networks, the death and rebirth of TV. Rarely have marketers faced so many changes in such a seemingly short amount of time.\u003c/p\u003e\n\u003cp\u003eBut hidden beneath these shifts are also opportunities. The opportunity to grow audiences through exciting new formats and content. The opportunity to do so while respecting consumer privacy. And perhaps most of all, the opportunity to build an internet that is open and valuable to all.\u003c/p\u003e\n\u003cp\u003eAmid all this upheaval, a new report shines a sharper light on these changes and opportunities. \u003ca href=\"https://www.thetradedesk.com/us/rise-of-the-premium-internet-report\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eThe Sellers and Publishers Report\u003c/a\u003e is a comprehensive biannual look at the drivers of growth on the open internet in recent years, using aggregate digital advertising activity across top publisher destinations on The Trade Desk’s platform.\u003c/p\u003e\n\u003cp\u003eThe report highlights that marketers are placing more value on fast-emerging, premium channels and authenticated opportunities on the open internet, as consumers increasingly choose to spend their time outside of walled gardens’ online properties.\u003c/p\u003e\n\u003cp\u003eTo that end, the report features a top 100 chart – “the best of the open internet” – which ranks the most popular and engaging digital publishers across all digital channels, including on the web, connected TV, and digital audio. The ranking assessment is based on a range of criteria – like advertising quality, reach, decisioned programmatic inventory, supply path efficiency and other factors.\u003c/p\u003e\n\u003cp\u003eFour major trends emerge from the report, creating a snapshot of how the internet is evolving as consumers’ expectations, and marketers’ needs, change. \u003c/p\u003e"}},{"componentType":"Chapter","content":{"heading":"1. Consumers and advertisers are choosing the open internet","description":"Trend No. 1"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn recent years, much of the digital ad market has been transacted within the walled gardens of companies such as Meta and Alphabet, but the tide is turning. In 2022, spend on channels outside of Alphabet- and Meta-owned properties \u003ca href=\"https://www.bloomberg.com/news/articles/2023-01-10/meta-meta-and-google-googl-advertising-dominance-slips\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esurpassed\u003c/a\u003e 50% of total ad spend in the U.S. for the first time since 2014, a trend that has only accelerated since then.\u003c/p\u003e\n\u003cp\u003eThis mimics the digital migration patterns of consumers in the U.S., who spend 59% of their online time on the open internet, and only 41% on walled gardens like Facebook and Google, according to a \u003ca href=\"https://www.thecurrent.com/open-internet-advertising-survey-digital\"\u003erecent survey\u003c/a\u003e conducted by The Trade Desk Intelligence.\u003c/p\u003e\n\u003cp\u003eThe fast growth of mass-market channels such as connected TV (CTV), which now captures \u003ca href=\"https://content-na1.emarketer.com/connected-device-time-spent-2023\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethe majority\u003c/a\u003e of time spent watching digital video, and channels that fill specific niches, such as podcasts, also stands in contrast to the decline seen on linear media.\u003c/p\u003e\n\u003cp\u003e“Brands and agencies are eager and willing to test new arenas, and the open internet landscape encourages that,” says Jennifer Kohl, chief media officer at VMLY\u0026amp;R. \u003c/p\u003e"}},{"componentType":"Chapter","content":{"heading":"2. Premium inventory makes a difference","description":"Trend No. 2"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eNot every corner of the open internet is made equally, however. The report underscores the growing importance of premium destinations in the eyes of advertisers, from the CTV ads funding streaming channels like Peacock and Hulu, to the display and native ads powering the reporting of \u003cem\u003eBusiness \u003c/em\u003eInsider and \u003cem\u003eThe Wall Street Journal\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eFor example, the report shows that during the second half of 2023, advertisers were willing to pay 78% more for CTV ad impressions within the top 500 destinations on the open internet than for those outside the top 500, and 11% more for the top display ad impressions.\u003c/p\u003e\n\u003cp\u003eIndeed, since January 2019, the report shows that advertiser demand for the top destinations on the open internet has \u003ca href=\"https://www.pwc.com/gx/en/industries/tmt/media/outlook/changes-in-digital-advertising-spend.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egrown faster\u003c/a\u003e (49% average annual growth rate) than the rest of the overall open internet (25%).\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eAmong premium destinations, CTV and audio appear to be the fastest-growing programmatic channels, each growing to double-digit percentages of overall digital advertising spend in the U.S. since 2019, while mobile and premium video have also notably grown.\u003c/p\u003e\n\u003cp\u003eWhile a group of the top destinations does not represent every corner of the open internet, it does incorporate many of the world’s largest and most premium publishers across key channels. It is also an indicator of how advertisers’ channel mixes are evolving in line with consumers’ preferences for premium content.\u003c/p\u003e\n\u003cp\u003e“Brands are willing and eager to test and learn, and this translates over to platforms,” says Anthony Scarola, VP and programmatic lead at VaynerMedia. “If there are omnichannel or independently owned and operated UIs that are based on performance, brand safety and scale — there is an open-mind mentality.”\u003c/p\u003e"}},{"componentType":"Chapter","content":{"heading":"3. Marketers value authenticated impressions","description":"Trend No. 3"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eTo find their audience across the open internet, many advertisers are investing in authenticated opportunities, especially as cookie deprecation in the Chrome browser begins this year.\u003c/p\u003e\n\u003cp\u003eData from the report shows that in 2023, marketers were willing to pay 28% more for open and biddable digital audio ad impressions that included Unified ID 2.0 (UID2) than those without it. Similar trends play out across all digital ad channels. This comes as some advertisers report significant performance improvements from UID2 campaigns, with \u003ca href=\"https://www.thecurrent.com/uid2-unilever-audience-disney\"\u003eUnilever finding\u003c/a\u003e UID2 to be 12 times more effective at reaching its target audience than traditional identifiers for a campaign it ran on Disney.\u003c/p\u003e\n\u003cp\u003eAs major streaming platforms start to embrace UID2, it paves the way for a post-cookie, authenticated open internet that helps advertisers find consumers where they are most engaged. \u003c/p\u003e"}},{"componentType":"Chapter","content":{"heading":"4. CTV and audio are key growth drivers for the omnichannel open internet","description":"Trend No. 4"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn 2022, viewers in the U.S. \u003ca href=\"https://edition.cnn.com/2022/08/19/business/streaming-cable-viewership/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003espent more time\u003c/a\u003e on streaming TV platforms than traditional cable TV for the first time, with the trend only \u003ca href=\"https://www.nielsen.com/insights/2023/kids-push-tv-usage-up-in-june-with-90-of-their-increased-usage-coming-from-non-traditional-sources/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epicking up pace\u003c/a\u003e since then. Furthermore, research from The Trade Desk Intelligence indicates that roughly 75% of 25- to 44-year-olds surveyed — a demographic highly coveted by advertisers — increased CTV consumption last year.\u003c/p\u003e\n\u003cp\u003eAdvertisers are adapting to these changing consumer habits. Emarketer \u003ca href=\"https://content-na1.emarketer.com/upfront-tv-digital-video-forecasts-trends-2023\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eanticipated\u003c/a\u003e that digital video ad spend during the upfronts and the newfronts would rise more than 32% in 2024 to $16.45 billion. At the same time, many major media companies ensured that programmatic was a central element to their upfront deals. A recent case in point is NBCUniversal, which opened up its Olympics inventory on Peacock, its streaming platform, to programmatic buyers for the first time.\u003c/p\u003e\n\u003cp\u003eIt may not be surprising, then, that a large media agency that spoke anonymously to \u003cem\u003eThe Current\u003c/em\u003e said they found that advertisers were willing to pay high CPMs to advertise on CTV, pointing out that those CPMs were higher than most Big Tech properties.\u003c/p\u003e\n\u003cp\u003eThe growth of ad-supported streaming plans, and consumers’ \u003ca href=\"https://www.forbes.com/sites/tonifitzgerald/2023/04/25/netflix-gets-it-right-study-confirms-more-people-prefer-paying-less-with-ads/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eincreasing appetite\u003c/a\u003e for them, looks only set to accelerate the availability of advertising opportunities on premium CTV content.\u003c/p\u003e\n\u003cp\u003eLikewise, streaming audio, led by companies like Spotify and SiriusXM, is one of the fastest-growing channels on the open internet. According to the IAB’s most recent Internet Advertising Revenue \u003ca href=\"https://www.iab.com/wp-content/uploads/2023/04/IAB_PwC_Internet_Advertising_Revenue_Report_2022.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e, digital audio saw over 18.9% year-over-year growth in 2023, outpacing other digital media channels.\u003c/p\u003e\n\u003cp\u003eMeanwhile, Insider Intelligence predicts that digital audio will account for 20% of all online time. In other words, the channel is growing, which suggests opportunities for advertisers to reach engaged audiences at scale, whether they’re grooving to their favorite artists or listening to podcasts. Indeed, Spotify recently reported that its ad-supported subscriber base is \u003ca href=\"https://www.musicbusinessworldwide.com/spotify-added-10m-subscribers-in-q4-2023-taking-its-total-global-paying-subs-audience-to-236m1/%22%20/l%20%22:~:text=Spotify%27s%20total%20number%20of%20Monthly,also%201%20million%20above%20guidance.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egrowing faster\u003c/a\u003e (28% year over year in Q4 2023) than overall subscribers (23%). \u003c/p\u003e"}},{"componentType":"Chapter","content":{"heading":"Changing advertising, for a changing internet","description":"Conclusion"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe Trade Desk Intelligence’s Sellers and Publishers Report shines a light on the drivers of open internet advertising growth, and where digital advertising value is shifting, thanks to technology innovations and changing consumer preferences.\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eThe report makes the case that with fast-growing channels such as CTV and digital audio, new approaches to privacy-conscious cross-channel identity, and the availability of authenticated audiences and data, the internet is being replumbed from an advertising perspective.\u003c/p\u003e\n\u003cp\u003e“The changing privacy and addressability landscape has forced everyone in the industry to look at the open internet with a fresh set of eyes,” says Ryan Lammela, group director of channel activation at Butler/Till. “That has reminded all of us that this huge swath of inventory can be used in all kinds of ways.”\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":1732413013720},"getSectionData({\"slug\":\"\u003cblockquote class=\\\"twitter-tweet\\\" data-media-max-width=\\\"560\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003eG argues that the DOJ presented no direct evidence of monopoly power, i.e that G restricted input or has supracompetitive prices. In fact, output has far exceeded expectattions and competitors continue to make large inroads (MSFT, AMZ). \u003ca href=\\\"https:\",\"token\":\"\"})":{"status":"rejected","endpointName":"getSectionData","requestId":"-Too8lKA_-0GhAO9aW6u1","originalArgs":{"slug":"\u003cblockquote class=\"twitter-tweet\" data-media-max-width=\"560\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003eG argues that the DOJ presented no direct evidence of monopoly power, i.e that G restricted input or has supracompetitive prices. In fact, output has far exceeded expectattions and competitors continue to make large inroads (MSFT, AMZ). \u003ca href=\"https:","token":""},"startedTimeStamp":1732413034649,"error":{"status":"PARSING_ERROR","originalStatus":403,"data":"\u003c!DOCTYPE HTML PUBLIC \"-//IETF//DTD HTML 2.0//EN\"\u003e\n\u003chtml\u003e\u003chead\u003e\n\u003ctitle\u003e403 Forbidden\u003c/title\u003e\n\u003c/head\u003e\u003cbody\u003e\n\u003ch1\u003eForbidden\u003c/h1\u003e\n\u003cp\u003eYou don't have permission to access this resource.\u003c/p\u003e\n\u003chr\u003e\n\u003caddress\u003eApache/2.4.52 (Ubuntu) Server at author.thetradedesk.com Port 80\u003c/address\u003e\n\u003c/body\u003e\u003c/html\u003e\n","error":"SyntaxError: Unexpected token \u003c in JSON at position 0"}},"getContentData({\"slug\":\"netflix-advertising-streaming-amazon-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"FKEaMvYwB_L4y65pIEl0Y","originalArgs":{"slug":"netflix-advertising-streaming-amazon-media","token":""},"startedTimeStamp":1732413025726,"data":{"metadata":{"datePosted":"2023-11-03T10:17:00-07:00","dateCreated":"2023-11-03T08:55:03-07:00","dateUpdated":"2023-11-03T10:35:07-07:00","title":"It’s been a year since Netflix launched its ad tier. Here’s what advertisers can expect next. | The Current","description":"It’s been a year since Netflix launched its ad-supported plan, and the rest of the streaming industry has largely followed suit.","image":{"alt":"A person laying on streaming remote watches a login screen on their connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AdTiersOnStreamingServices_1920x1080_WithLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A person laying on streaming remote watches a login screen on their connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AdTiersOnStreamingServices_1920x1080_WithLogo_v2_2023-11-03-160329_yswn.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/netflix-advertising-streaming-amazon-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2401572,"slug":"netflix-advertising-streaming-amazon-media","postDate":"2023-11-03T10:17:00-07:00","heading":"It’s been a year since Netflix launched its ad tier. Here’s what advertisers can expect next.","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A person laying on streaming remote watches a login screen on their connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AdTiersOnStreamingServices_1920x1080_NoLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A person laying on streaming remote watches a login screen on their connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Template_1200pxSquare_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Jen Satzger / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A person laying on streaming remote watches a login screen on their connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AdTiersOnStreamingServices_1920x1080_NoLogo_v2_2023-11-03-160303_nsaw.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eA year ago this week, Netflix launched its ad-supported tier. A lot has changed about the streaming industry since — namely, the proliferation of advertising. \u003c/p\u003e\n\u003cp\u003eNetflix’s jump into advertising reflected a turning point for subscription video-on-demand (SVOD) platforms. Most of the major players now offer advertising tiers, or plan to. It’s a change from just a few short years ago, when media companies saw subscriber growth as their focus in the so-called “streaming wars.”\u003c/p\u003e\n\u003cp\u003eMeanwhile, the cost of ad-free versions of major SVOD services has increased. Netflix, Disney, and Apple all raised prices last month. Peacock and Paramount+ did over the summer. The strategy isn’t exactly subtle: as \u003cem\u003eThe Hollywood Reporter\u003c/em\u003e \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/netflix-disney-now-pushing-subscribers-to-ad-tiers-1235572459/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enoted in August\u003c/a\u003e, media companies are likely hoping to push consumers to ad-supported plans in an effort to boost revenues. \u003c/p\u003e\n\u003cp\u003e“Media and entertainment companies seek a path to profitability and are looking to ad-supported streaming to generate more revenue,” wrote Sarah Lee, a research analyst at Parks Associates, in a recent report. \u003c/p\u003e\n\u003cp\u003eLee added: “The next generation of TV and CTV advertising should not replicate traditional linear, pay-TV ad formats and models, but offer interactive, actionable, secure, and enjoyable experiences that engage video viewers and attract ad dollars.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eNetflix’s first year of ads\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eHow has the shift to advertising gone so far? Let’s look at Netflix first. The company said recently that it has 15 million monthly active users on its ad-supported plan. That’s not the same as subscribers, a number it hasn’t revealed. But Netflix did say in its quarterly earnings report in October that it added nearly 9 million new subscribers worldwide, bringing its total to just over 247 million, and that the ad plan accounts for 30 percent of all new signups where it’s available.\u003c/p\u003e\n\u003cp\u003eOn Wednesday, Netflix \u003ca href=\"https://about.netflix.com/en/news/one-year-into-netflix-ads\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eelaborated on plans \u003c/a\u003e to woo brands, including what it’s calling a “binge ad” format (which rewards viewers who watch multiple ad-supported episodes in a row with an ad-free episode), and sponsorship opportunities for its hit originals like \u003cem\u003eThe Crown\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eNetflix accounts for over one-fifth of streaming time spent in the U.S., according to a recent Nielsen estimate, but only 2.5 percent of CTV ad revenues, according to Insider Intelligence.\u003c/p\u003e\n\u003cp\u003e“This indicates that, due to its massive userbase, Netflix has the most potential to expand ad revenues,” Insider Intelligence Analyst Ross Benes wrote \u003ca href=\"https://www.insiderintelligence.com/content/sizing-up-netflix-s-youtube-s-amazon-s-streaming-viewing-advertising\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ein a report\u003c/a\u003e. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAd-supported streaming could continue to grow \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eDisney+ followed Netflix last December with its own ad plan in the U.S. that it has since expanded to other regions.\u003c/p\u003e\n\u003cp\u003eRita Ferro, president of global advertising at Disney, told \u003cem\u003eThe Hollywood Reporter \u003c/em\u003ein an interview last month that 50 percent of new subscribers to Disney+ are choosing the ad plan. Disney+ also recently introduced programmatic ad inventory. \u003c/p\u003e\n\u003cp\u003eAmazon announced in September that, starting in early 2024, it \u003ca href=\"https://www.aboutamazon.com/news/entertainment/prime-video-update-announces-limited-ads\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewill include ads\u003c/a\u003e on Prime Video, and charge extra for an ad-free version. The Information \u003ca href=\"https://www.theinformation.com/articles/apple-hires-ad-executive-for-apple-tv-a-sign-of-apples-video-ad-ambitions\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereported earlier this year\u003c/a\u003e that Apple had ambitions to grow its ad business for its subscription platforms like Apple TV+.\u003c/p\u003e\n\u003cp\u003eThis is on top of the other major subscription streaming platforms that already had ads — Peacock, Paramount+, HBO Max (now Max) — and the rise in popularity of free ad-supported streaming (FAST) services like Tubi and Pluto. \u003c/p\u003e\n\u003cp\u003eMagna Global in a recent report estimated that ad-supported streaming accounts for nearly 60 percent of viewing hours on streaming platforms, which also includes FAST and advertising video-on-demand (AVOD) platforms. It also projects that 50 percent of the U.S. population will adopt at least one ad-supported streaming service by the end of 2024. \u003c/p\u003e\n\u003cp\u003e“The success of ad-based streaming is not yet proven ... but there is promise,” Sarah Lee wrote. “Viewers are becoming more tolerant of advertisements because the associated product or service is then available at a reduced cost, or even free.” \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":1732413025764},"getContentData({\"slug\":\"backupsettings.dat\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"YLry8n9BSI3WIxOJybzeA","originalArgs":{"slug":"backupsettings.dat","token":""},"startedTimeStamp":1732413009067,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug backupsettings.dat","code":0,"status":404}}},"getContentData({\"slug\":\"opinion-viewability-metric-methodology-sincera-mike-osullivan\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"8ITLbYxDUT47Pux2Iqm4W","originalArgs":{"slug":"opinion-viewability-metric-methodology-sincera-mike-osullivan","token":""},"startedTimeStamp":1732413028072,"data":{"metadata":{"datePosted":"2024-05-30T08:29:00-07:00","dateCreated":"2024-05-29T13:50:51-07:00","dateUpdated":"2024-08-07T13:13:56-07:00","title":"The successor to viewability is not a metric — it’s a methodology | The Current","description":"Publishers of the future won’t be measured by a single metric, but rather a methodology.","image":{"alt":"hand holding a magnifying glass looks at one circle while many circles appear outside the magnifying glass.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition156_MikeOsullivanOpEd_1920x1080px_OpEdandLogo_v1-2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"hand holding a magnifying glass looks at one circle while many circles appear outside the magnifying glass.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition156_MikeOsullivanOpEd_1920x1080px_OpEdandLogo_v1-2_2024-05-29-205506_uidv.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Mike O'Sullivan","themes":["Opinion","Premium","Op-ed"],"url":"https://www.thecurrent.com/opinion-viewability-metric-methodology-sincera-mike-osullivan","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3081423,"slug":"opinion-viewability-metric-methodology-sincera-mike-osullivan","postDate":"2024-05-30T08:29:00-07:00","heading":"The successor to viewability is not a metric — it’s a methodology","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#0099fa","textHex":"#000000"},"featuredImage":{"alt":"hand holding a magnifying glass looks at one circle while many circles appear outside the magnifying glass.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_e1XX_MikeOsullivanoped_1920x1080px_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"hand holding a magnifying glass looks at one circle while many circles appear outside the magnifying glass.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition1XX_MikeOsullivanOpEd_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":"hand holding a magnifying glass looks at one circle while many circles appear outside the magnifying glass.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_e1XX_MikeOsullivanoped_1920x1080px_NoLogo_v1_2024-05-29-205813_kdvx.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3081426,"slug":"mike-osullivan","fullName":"Mike O'Sullivan","positionTitle":"Co-Founder, Sincera","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\u003eStroll around any advertising conference, and you’re sure to overhear a conversation about viewability — it’s cheap, ubiquitous and the benefits are well known. Common questions include: Does viewability address the modern concerns of buyers? Do we need to replace viewability? If so, what will the hot, new “it” metric be?\u003c/p\u003e\n\u003cp\u003eBut this is the wrong way to think about the problem. The successor to viewability is not a single metric — it’s a multifactor optimization methodology that uses several reinforcing metrics to validate the quality of ad inventory. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eViewability origins\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eWith the benefit of hindsight, most would agree that viewability, or a metric that tracks ad impressions that can be seen by a user, was a good thing for our industry. It suppressed bad behaviors by reducing the benefit of repeatedly running hidden ads, and encouraged buyers to pay more attention to the properties that their campaigns ran on.\u003c/p\u003e\n\u003cp\u003eIt took time, but the industry had adopted a new metric that set effective, shared boundaries around inventory quality and moved campaigns beyond simply using impressions and clicks as a proxy for campaign success. We moved on to other problems (never a shortage of those in ad tech!) and viewability — adding value, but not particularly progressive or exciting — receded into the background.\u003c/p\u003e\n\u003cp\u003eWhich brings us to today. Bad actors, which is a term to describe disingenuous groups who look to disproportionately capture ad spend, have quietly hijacked “viewability” to create sinkholes that capture disproportionate ad spend.\u003c/p\u003e\n\u003cp\u003eLet’s demonstrate how this happens by comparing two different publisher environments, starting with our “bad actor.” \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://youtube.com/shorts/p1_UV4jLTWk?feature=share","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAs you can see, the publisher has packed this property with ads, and critically, three to four of the ad units use something called “sticky positioning,” which freezes the ad units in their position in the viewport, regardless of user scrolling.\u003c/p\u003e\n\u003cp\u003eIf you compare this to a more \u003ca href=\"https://www.wired.com/story/how-instagram-became-russian-iras-social-network/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eestablished publisher’s content\u003c/a\u003e, you can see that there are significantly fewer ad units and sticky positioning is used sparingly, if at all.\u003c/p\u003e\n\u003cp\u003eSo what happens if you are running a programmatic ad campaign, optimizing toward a single factor, viewability? Well, between these two publishers, you are going to allocate a ton of your budget with the bad actor. Oops.\u003c/p\u003e\n\u003cp\u003eThis is a good illustration of why single-metric optimization strategies are vulnerable to being exploited. It is not that the viewability metric no longer works — it’s functioning as intended — but that it’s only looking at one facet of what could be used to define the quality of an impression on a publisher’s site.\u003c/p\u003e\n\u003cp\u003eTeams and products need to move toward a multifactor methodology when designing an inventory-quality strategy. It’s analogous to what we see in data security. More and more, regular people are using multifactor authentication to secure their most sensitive data. Individually, a factor can be exploited, but together, the factors are more resistant to bad actors, as they have to breach multiple safeguards in order to access sensitive data.\u003c/p\u003e\n\u003cp\u003eIf we go back to the previous web examples, think about how your campaign would spend if the optimization included:\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e1. \u003c/strong\u003eBiases against environments that have high advertising to editorial content ratios (A2CR)\u003cbr /\u003e \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2. \u003c/strong\u003eBiases against auto-refreshing ad units\u003cstrong\u003e\u003cbr /\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3. \u003c/strong\u003eBiases against intrusive ad formats, like sticky ad unit\u003cstrong\u003e\u003cbr /\u003e \u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e4. \u003c/strong\u003eBiases against low ad viewability\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eThe result would be a lot more ad spend on \u003cem\u003eWired\u003c/em\u003e and other quality publishers (as detailed in the new \u003ca href=\"https://www.thecurrent.com/report-open-internet-digital-advertisers\"\u003eSellers and Publishers Report\u003c/a\u003e). A multifactor approach to inventory quality creates an interwoven threshold that bad actors will struggle to exploit, as they can’t just goal-seek to a single metric — essentially telling your campaign exactly what it wants to hear. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eWhile it will take some work to adopt a multifactor approach to inventory quality, it will yield dividends. The first is downstream security: You’ll sleep soundly knowing that CMOs won’t be sending flaming emails demanding you to explain why their ads are running on low-quality made for advertising (MFA) sites. The second dividend is core campaign performance. Many of these modern signals available to you, like A2CR, will have a material, positive impact on campaign outcomes. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eViewability isn’t — and shouldn’t be — going anywhere. What needs to change is our mindset toward inventory optimization and encouraging buyers to move beyond the “one metric to optimize it all” mindset. It’s a weakness that bad actors exploit in our industry, and it’s a vulnerability gap that can be closed. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe views and opinions contained in this op-ed represent the views and opinions of the author(s) and do not represent the views or opinions of The Current, a division of The Trade Desk, nor of The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk of the content.\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":1732413028117},"getSectionData({\"slug\":\"\u003cblockquote class=\\\"twitter-tweet\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003e11.4k likes and our boss says we can change our name to FaceLyft\u003c\",\"token\":\"\"})":{"status":"rejected","endpointName":"getSectionData","requestId":"zQoYfZLUBRLIldptzzCJM","originalArgs":{"slug":"\u003cblockquote class=\"twitter-tweet\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003e11.4k likes and our boss says we can change our name to 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0"}},"getContentData({\"slug\":\"streaming-consolidation-upfront-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"05y_gJUtT2c2czT_mdjCF","originalArgs":{"slug":"streaming-consolidation-upfront-media","token":""},"startedTimeStamp":1732413260982,"data":{"metadata":{"datePosted":"2024-02-13T05:00:00-08:00","dateCreated":"2024-02-12T09:13:49-08:00","dateUpdated":"2024-08-23T13:39:02-07:00","title":"How streaming consolidation could impact upfront deals | The Current","description":"With many predicting 2024 will be a big year for mergers and consolidation in the streaming space, some agencies, networks and brands are speculating on how this could impact the upfronts.","image":{"alt":"A stack of three boxes holding a bunch of streaming progress bars sits in the palm of a 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predicting 2024 will be a big year for mergers and consolidation in the streaming space, some are speculating on how this could impact the upfronts.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition157_StreamingConsolidation_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"With many predicting 2024 will be a big year for mergers and consolidation in the streaming space, some are speculating on how this could impact the upfronts.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition157_StreamingConsolidation_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"With many predicting 2024 will be a big year for mergers and consolidation in the streaming space, some are speculating on how this could impact the upfronts.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition157_StreamingConsolidation_1920x1080_NoLogo_v1_2024-02-12-181640_qqkm.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":3302064,"title":"gated content","slug":"gated-content","uri":"sections/gated-content","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eSwiftie mania finds its way into everything, even conversations around streaming consolidation.\u003c/p\u003e\n\u003cp\u003eDescribing unlikely pairs, Jennifer Kohl, chief media officer of the global agency VML, compared streaming services merging to celebrity couples (à la Taylor Swift and Travis Kelce) that end up together — their combined fit is natural and makes so much sense.\u003c/p\u003e\n\u003cp\u003eIn the past two years, we’ve seen multiple major streaming services consolidate and combine, from HBO Max and Discovery+ \u003ca href=\"https://www.thecurrent.com/streamers-consolidate-advertisers-ctv-disney-max-paramount\"\u003emerging into Max,\u003c/a\u003e to \u003ca href=\"https://www.thecurrent.com/streaming-live-sports-digital-disney-nfl-football\"\u003eShowtime folding into Paramount+\u003c/a\u003e, to name a few. And 2024 seems primed to be a big year for even more consolidation, with \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/nbcuniversal-plus-warner-bros-discovery-comcast-ceo-1235806791/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erumors\u003c/a\u003e regularly popping into the news.\u003c/p\u003e\n\u003cp\u003eThese dynamics can also affect the strategies that media buying agencies will take into upfronts season. According to agency leaders \u003cem\u003eThe Current \u003c/em\u003espoke with, consolidation could help fix fragmentation issues and increase scale for brands. Still, on the other side, consolidation could mean fewer players holding increased pricing leverage. These colliding factors are likely keeping leaders’ attention as potential ripple effects.\u003c/p\u003e\n\u003cp\u003e“We know [consolidation is] inevitable, and ultimately, it’s going to make it easier for us on the agency side, but it will also simplify it for our client partners,” Guy Rancourt, AMP Agency’s vice president and group media director, tells \u003cem\u003eThe Current\u003c/em\u003e\u003cem\u003e.\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003eBut as Rancourt sees the potential to target fewer platforms, it comes down to supply and demand for David Campanelli, Horizon Media’s chief investment officer.\u003c/p\u003e\n\u003cp\u003e“Controlling more of the supply is always problematic from the buyer side,” Campanelli tells \u003cem\u003eThe Current\u003c/em\u003e. “The fewer sellers in the marketplace, the less competition; the less competition, the higher the pricing. It’s always good as buyers to have options to negotiate with two different entities and help drive the price down.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eFinding value in an increasingly crowded market\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eA decade ago, right when cord cutting was making major waves in the cable TV industry, major \u003ca href=\"https://www.columbian.com/news/2015/jun/05/tv-providers-a-look-at-consolidation-wave/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eTV networks consolidated\u003c/a\u003e. Now the same is happening in the streaming world.\u003c/p\u003e\n\u003cp\u003eSince Netflix has been streaming for over 15 years, it’s easy to think of the connected TV (CTV) market as highly developed. Still, advertising is a relatively new concept in the streaming world, and \u003ca href=\"https://www.thecurrent.com/netflix-advertising-streaming-amazon-media\"\u003ead plans\u003c/a\u003e have grown a dramatically bigger share \u003ca href=\"https://www.thecurrent.com/disney-advertising-streaming-campaigns-hulu\"\u003esince late 2022\u003c/a\u003e. Sticking with the laws of supply and demand, consolidation could be seen as a natural market correction after the explosion of streaming services that have launched in the past few years.\u003c/p\u003e\n\u003cp\u003e“There’s a lot of platforms today, and there’s not really demand for the volume of platforms that are out there,” Disney’s President of Global Advertising, Rita Ferro, recently \u003cem\u003e\u003ca href=\"https://adage.com/article/media/disneys-rita-ferro-ai-new-ad-formats-and-media-consolidation-2024/2534586\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold Ad Age\u003c/a\u003e\u003c/em\u003e. “And I think a lot of people may have gotten into this space because they saw it as an opportunity in a depressed market in linear to look at other ways to leverage content on different platforms. But I think a consumer has a specific amount of time that they can spend.”\u003c/p\u003e\n\u003cp\u003eDisney reported that half of new Disney+ subscribers from March to September 2023 chose the ad plan. With the average U.S. household subscribing to \u003ca href=\"https://www.parksassociates.com/blogs/in-the-news/streaming-users-could-save-366-per-year-by-switching-to-ad-supported-streaming-average-customer-has-56-services\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e5.6 streaming services\u003c/a\u003e, according to research from Parks Associates, the cost of streaming is adding up and is likely leading more consumers to accept ads in the name of having access to more content. \u003cbr /\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eTargeting takes center \u003c/strong\u003estage \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe most concrete example of two platforms merging around the upfronts is when Warner Bros. Discovery (WBD) debuted Max last year. In its latest earnings statement from November, WBD reported that while subscribers did go down, streaming ad revenue skyrocketed \u003ca href=\"https://ir.wbd.com/investor-relations/default.aspx\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e29% year over year\u003c/a\u003e. As Max reaches its first anniversary in May, it’s looking to continue that success during this year’s upfronts presentation on May 15.\u003c/p\u003e\n\u003cp\u003eWhile the upfronts have historically evoked glitzy, star-filled presentations promoting what could be the next big network hit, the back-end technology powering the streaming operations is getting more of an applause. In fact, WBD’s Head of Digital Ad Sales and Client Partnerships, Ryan Gould, tells \u003cem\u003eThe Current\u003c/em\u003e, “Some would argue [it’s] the unsung hero in ad-supported streaming environments.”\u003c/p\u003e\n\u003cp\u003eVML’s Kohl adds that the differentiator is not just the scale a streaming platform can offer, but the targeting tools they can use to identify and unlock the right audiences. This will likely play a crucial role this year, as the summer Olympics and the upcoming presidential election in the U.S. may cast a shadow over the upfronts.\u003c/p\u003e\n\u003cp\u003e“At the core of what I do, I need to make sure that my client’s message is reaching the right person,” she says. “And it really doesn’t matter if it’s in a knitting show, a cooking show or Formula One. I just need to know it’s the right message to the right person at a fair and efficient price.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732413261019},"getSectionData({\"slug\":\"\u003cblockquote class=\\\"twitter-tweet\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003eChanging name to Meat\u003c\",\"token\":\"\"})":{"status":"rejected","endpointName":"getSectionData","requestId":"K_nIVHaNLVpsg3ECeLtAE","originalArgs":{"slug":"\u003cblockquote class=\"twitter-tweet\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003eChanging name to Meat\u003c","token":""},"startedTimeStamp":1732413246184,"error":{"status":"PARSING_ERROR","originalStatus":403,"data":"\u003c!DOCTYPE HTML PUBLIC \"-//IETF//DTD HTML 2.0//EN\"\u003e\n\u003chtml\u003e\u003chead\u003e\n\u003ctitle\u003e403 Forbidden\u003c/title\u003e\n\u003c/head\u003e\u003cbody\u003e\n\u003ch1\u003eForbidden\u003c/h1\u003e\n\u003cp\u003eYou don't have permission to access this resource.\u003c/p\u003e\n\u003chr\u003e\n\u003caddress\u003eApache/2.4.52 (Ubuntu) Server at author.thetradedesk.com Port 80\u003c/address\u003e\n\u003c/body\u003e\u003c/html\u003e\n","error":"SyntaxError: Unexpected token \u003c in JSON at position 0"}},"getSectionData({\"slug\":\"\u003cblockquote class=\\\"twitter-tweet\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003eCelebrating Latinx Heritage Month means acknowledging the vast and dynamic Latinx community made up of artists and activists lifting the voices of their peers. 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Learn more about Spotify’s “Aquí Siempre” campaign: \u003ca href=\"https:","token":""},"startedTimeStamp":1732413219410,"error":{"status":"PARSING_ERROR","originalStatus":403,"data":"\u003c!DOCTYPE HTML PUBLIC \"-//IETF//DTD HTML 2.0//EN\"\u003e\n\u003chtml\u003e\u003chead\u003e\n\u003ctitle\u003e403 Forbidden\u003c/title\u003e\n\u003c/head\u003e\u003cbody\u003e\n\u003ch1\u003eForbidden\u003c/h1\u003e\n\u003cp\u003eYou don't have permission to access this resource.\u003c/p\u003e\n\u003chr\u003e\n\u003caddress\u003eApache/2.4.52 (Ubuntu) Server at author.thetradedesk.com Port 80\u003c/address\u003e\n\u003c/body\u003e\u003c/html\u003e\n","error":"SyntaxError: Unexpected token \u003c in JSON at position 0"}},"getContentData({\"slug\":\"retail-data-europe-ctv-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"5gauCKysbZSkDKcM9nD3_","originalArgs":{"slug":"retail-data-europe-ctv-media","token":""},"startedTimeStamp":1732413238230,"data":{"metadata":{"datePosted":"2024-03-06T11:57:00-08:00","dateCreated":"2024-03-06T10:21:40-08:00","dateUpdated":"2024-03-06T11:57:33-08:00","title":"Retail data has taken over Europe. Now what? | The Current","description":"A wave of retail data is sweeping Europe, with advertisers increasingly relying on it amid cookie deprecation and an evolving regulatory landscape.","image":{"alt":"two small plastick people pushing shopping carts stand within a 3 dimensional computer hand pointing cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_WaveRetailDataEurope_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"two small plastick people pushing shopping carts stand within a 3 dimensional computer hand pointing cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_WaveRetailDataEurope_1920x1080px_Logo_v1_2024-03-06-182838_odqy.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Zac Wang","themes":["Retail"],"url":"https://www.thecurrent.com/retail-data-europe-ctv-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2631169,"slug":"retail-data-europe-ctv-media","postDate":"2024-03-06T11:57:00-08:00","heading":"Retail data has taken over Europe. Now what?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"two small plastick people pushing shopping carts stand within a 3 dimensional computer hand pointing cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_WaveRetailDataEurope_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"two small plastick people pushing shopping carts stand within a 3 dimensional computer hand pointing cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_WaveRetailDataEurope_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":"two small plastick people pushing shopping carts stand within a 3 dimensional computer hand pointing cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_WaveRetailDataEurope_1920x1080px_NoLogo_v1_2024-03-06-182939_apwv.jpg","width":1921,"height":1081,"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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eRetail data’s ascent to the upper echelons of European advertising royalty is increasingly looking like fait accompli.\u003c/p\u003e\n\u003cp\u003eJust in the last three months, British retailer Sainsbury’s loyalty arm Nectar, last-mile delivery app Gopuff and German retailer REWE have announced retail data integrations with The Trade Desk, enabling advertisers to leverage shopper data for off-site targeting across the open internet.\u003c/p\u003e\n\u003cp\u003eThey join the likes of Ocado, Glovo, Rossmann and Schwarz in opening up access to their shopper data to advertisers in a retail media wave that is sweeping Europe.\u003c/p\u003e\n\u003cp\u003eRecent estimates suggest that in the U.K., Germany and France, retail media ad spend is \u003ca href=\"https://content-na1.emarketer.com/france-germany-uk-retail-media-ad-spending-forecasts-2024?_gl=1*qvfj6t*_ga*MTYyMzEwODM4MS4xNzAxODg1NTAx*_ga_XXYLHB9SXG*MTcwNTY4MDM1NC4zLjEuMTcwNTY4MDQyMy42MC4wLjA.*_gcl_au*MTgyMzAwMzczOS4xNzAxODg1NTAx\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eset to more than double\u003c/a\u003e by 2027, based on 2023 figures, outpacing all other digital channels in terms of growth. And that’s after it took only seven years for retail media to reach 3 billion pounds in spend in the U.K., compared to the 13 and 17 years it took social and search, respectively.\u003c/p\u003e\n\u003cp\u003eThe reasons for this meteoric growth are well known by now — for one, retailers’ first-party shopper data is extra valuable for brands selling stuff on retailers’ sites. But the full potential of retail data may reside off-site, in helping brands find audiences across the internet as third-party cookies disappear.\u003c/p\u003e\n\u003cp\u003eNow that some of Europe’s biggest retailers have laid out their retail media ambitions, the channel’s real growth could still be ahead of us.\u003c/p\u003e\n\u003cp\u003e“The main thing I anticipate we’ll see in retail media in 2024 is more,” says Gil Sadeh, chief growth officer at Skai.\u003c/p\u003e\n\u003cp\u003e“More retailers still joining the bandwagon; more placements and options from existing retailers and commerce advertisers; more metrics and data points; more collaborations and partnerships between retailers, social and media outlets; and more connections that will start to form in the intersection of retail and media.” \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eRetail data goes mainstream in Europe\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIn the U.K., virtually all major grocers and retailers have now made their shopper data available to advertisers, whether through their own retail media platforms or via integrations with third parties. The most recent are The Co-Op and Currys, which announced retail media networks in January and last December, respectively. Tesco, Asda, Boots and Morrisons, among others, are already in the game.\u003c/p\u003e\n\u003cp\u003eThe landscape is just as busy on the continent. In France, major retailers Auchan, E.Leclerc and even the glitzy Galeries Lafayette are active in the space. In Germany, domestic retailers like Otto, MediaMarkt and Douglas are taking on Amazon’s dominance in retail media. Retail giant Schwarz Group, owner of Lidl, made some of its retail data available via The Trade Desk last year.\u003c/p\u003e\n\u003cp\u003eRetailers Ahold Delhaize in the Netherlands, Allegro in Poland and Profi in Romania further complete the picture of retail data’s ascent in Europe. \u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eRetail data beyond retailers\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eBut advertisers are starting to realize that just being given access to shopper data isn’t enough, says Thorsten Decker, chief strategy officer at Omnicom Media Group Germany. “It’s not just about the product itself; it’s about crafting new consumer experiences that leave a lasting impression.”\u003c/p\u003e\n\u003cp\u003e“It’s time to move beyond the sheer number of providers and focus on the usability of data and insights, demanding a new level of holistic approaches,” says Decker.\u003c/p\u003e\n\u003cp\u003eTo that end, some European retailers are experimenting with porting retail data into off-site environments, including in places where cookies never really worked to begin with, \u003ca href=\"https://www.nectar360.co.uk/case-studies/crisp-brand-sky-tv/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elike connected TV (CTV)\u003c/a\u003e. That means using retail data not just for conversions, but also to help build brand awareness.\u003c/p\u003e\n\u003cp\u003e“Retail media is quickly going full funnel,” says Skai’s Sadeh. A recent example is toilet paper brand Andrex’s campaign with online grocer Ocado in the U.K. Media agency PHD Media took Ocado’s shopper data and built audience segments based on Andrex buyers, featuring shoppers who typically purchase in similar categories, such as beauty and household products. They found incremental new customers on open-internet environments like CTV and podcasts, which resulted in a return on ad spend five times above expectations.\u003c/p\u003e\n\u003cp\u003eAdvertisers are also looking past the “what” of a purchase and leveraging the “how” and “when,” thanks to integrations with last-mile delivery apps such as Gopuff and Glovo. “Gopuff’s ability to create bespoke audience cohorts has allowed brands to drive high levels of new-to-brand buyers by leveraging custom, real-time segments of category buyers who have yet to purchase their brand,” says Daniel Folkman, SVP of business at Gopuff, pointing to work done with a large confectionery conglomerate that saw it attain 30% better results on Gopuff compared to using traditional advertising channels.\u003c/p\u003e\n\u003cp\u003eBut some argue that creativity may be the missing ingredient to fully unlock retail data’s potential in off-site environments.\u003c/p\u003e\n\u003cp\u003e“We have yet to push beyond media placement and targeting and combine it with a more creative approach,” says Tina Allan, global chief data and intelligence officer at FCB. “We can bring the voice of the brand into the placement by weaving that narrative and brand story through performance channels creatively.”\u003c/p\u003e\n\u003cp\u003eIt may not be far-fetched, then, to think that we may start seeing some winners leveraging retail data insights at this year’s Cannes Lions.\u003c/p\u003e\n\u003cp\u003e“I’m excited for creative innovation, increased personalization, augmented reality, the emergence of voice commerce, and CTV experiences that will evolve in these places,” says Allan. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eWhat’s next for retail data in Europe\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAs we eagerly await the first retail-data-powered Cannes Lions winner, a lack of standardization — an issue that was \u003ca href=\"https://www.thecurrent.com/european-retailers-race-retail-media\"\u003ealso raised\u003c/a\u003e with \u003cem\u003eThe Current \u003c/em\u003eby IAB Europe chief economist Daniel Knapp last year — could be holding back advertisers from investing even more in the space.\u003c/p\u003e\n\u003cp\u003eIn Skai’s 2024 state of \u003ca href=\"https://skai.io/reports-and-whitepapers/2024-state-of-retail-media-report/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eretail media study\u003c/a\u003e, respondents placed standardization as a minor factor among the critical challenges that might drive less investment in retail media. But Sadeh thinks marketers may be misdirecting their worries.\u003c/p\u003e\n\u003cp\u003e“Topping the charts were ‘analytics and reporting limitations,’ ‘lower ROI compared to other channels’ and ‘difficulty proving investment incrementality’ — issues that could be considered symptoms of a lack of standards in the first place,” Sadeh says.\u003c/p\u003e\n\u003cp\u003e“With a rise in standardization and attribution in retail media, we expect to see the industry start to take a more serious approach toward performance metrics such as iROAS [incremental return on ad spend] as advertisers seek greater transparency and uniformity in evaluating the effectiveness of their spend,” says Gopuff’s Folkman.\u003c/p\u003e\n\u003cp\u003eUltimately, as the pool of retail data that European marketers can choose from grows ever larger, being able to achieve scale in a privacy-conscious way will likely become a key consideration for advertisers, with third-party cookies deprecating and European privacy laws evolving.\u003c/p\u003e\n\u003cp\u003e“Two things will factor into who will raise above the pack: reach and impact,” says Sadeh. “The more data and information you have, the more placements, opportunities and audiences you reach, the broader this one remaining source of data can have an impact.” \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. This information is provided solely for background and is not a representation or guarantee of any future performance.\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":6}},"fulfilledTimeStamp":1732413238276},"getContentData({\"slug\":\"spotify-ai-voice-translation-podcast-global-advertising-technology\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"qc5dHjyWhTyigLh0dz5j0","originalArgs":{"slug":"spotify-ai-voice-translation-podcast-global-advertising-technology","token":""},"startedTimeStamp":1732413214313,"data":{"metadata":{"datePosted":"2023-10-06T08:29:00-07:00","dateCreated":"2023-10-06T07:44:32-07:00","dateUpdated":"2023-10-06T08:29:43-07:00","title":"Spotify’s new AI voice translation feature scales podcasts to global audiences | The Current","description":"Audio advertising experts weigh in on Spotify’s AI Voice Translation feature, which could open global markets for creators and advertisers.","image":{"alt":"A mouth emitting a white band of color goes through a microphone and comes out as five bands of color emitting towards an ear.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition140_SpotifyAITranslation_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A mouth emitting a white band of color goes through a microphone and comes out as five bands of color emitting towards an ear.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition140_SpotifyAITranslation_1920x1080_WithLogo_v1_2023-10-06-145643_otst.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Emma Shepherd","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/spotify-ai-voice-translation-podcast-global-advertising-technology","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2348206,"slug":"spotify-ai-voice-translation-podcast-global-advertising-technology","postDate":"2023-10-06T08:29:00-07:00","heading":"Spotify’s new AI voice translation feature scales podcasts to global audiences","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A mouth emitting a white band of color goes through a microphone and comes out as five bands of color emitting towards an ear.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition140_SpotifyAITranslation_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A mouth emitting a white band of color goes through a microphone and comes out as five bands of color emitting towards an ear.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition140_SpotifyAITranslation_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A mouth emitting a white band of color goes through a microphone and comes out as five bands of color emitting towards an ear.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition140_SpotifyAITranslation_1920x1080_NoLogo_v1_2023-10-06-145630_zyxf.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1709184,"slug":"emma-shepherd","fullName":"Emma Shepherd","positionTitle":null,"authorType":"staff","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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eLast week, Spotify announced it was piloting an AI-powered feature that would eventually allow listeners to hear their favorite podcasts in their native language, all in the podcaster’s voice.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://newsroom.spotify.com/2023-09-25/ai-voice-translation-pilot-lex-fridman-dax-shepard-steven-bartlett/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eVoice Translation\u003c/a\u003e is a first-of-its kind feature that leverages \u003ca href=\"https://www.thecurrent.com/ai-hype-advertising-artificial-intelligence\"\u003eOpenAI’s\u003c/a\u003e voice generation technology to create a more authentic listening experience than traditional dubbing. The music streaming giant said last week that this tool has the potential to “revolutionize the audio industry by making podcasts more accessible to listeners around the world.” \u003c/p\u003e\n\u003cp\u003e“We believe that a thoughtful approach to AI can help build deeper connections between listeners and creators, a key component of Spotify’s mission to unlock the potential of human creativity,” Ziad Sultan, VP of personalization at Spotify, said in the announcement last week. \u003c/p\u003e\n\u003cp\u003eThe \u003ca href=\"https://www.statista.com/outlook/dmo/digital-media/digital-music/podcast-advertising/worldwide#:~:text=Revenue%20in%20the%20Podcast%20Advertising,US%245.03bn%20by%202027.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eglobal podcast advertising\u003c/a\u003e market is projected to reach $3.46 billion by the end of 2023 and is expected to reach $5 billion by 2027. As marketers turn their attention to 2024, this innovation promises to open new global advertising opportunities in previously untapped markets. Though it’s still early days for the technology — which will launch in French, German, and Spanish for select podcasts — it signals a shift toward more personalized and authentic podcast advertising and is sparking interest from industry executives, who shared their thoughts with \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003e“Presuming the quality of the translation is high enough, it has the potential of creating a more global marketplace,” says Gai Le Roy, CEO of IAB Australia\u003cem\u003e.\u003c/em\u003e “I am excited, too, about the possibility of listening to podcasts from non-English-speaking countries translated to expand my culture and political podcast roster and hearing new perspectives on these topics.” \u003c/p\u003e\n\u003cp\u003eMeanwhile, Richard Palmer, VP of market development and strategy for APAC at Triton Digital and IAB Australia Audio Council chair, echoes Le Roy’s statement and admits not only does this expose a creator’s content to millions of people in any part of the globe, but it also opens the opportunity to monetize these new global audiences.\u003c/p\u003e\n\u003cp\u003e“I’m excited to see how creators, advertisers, and podcast platforms embrace this and the results it produces,” says Palmer.\u003c/p\u003e\n\u003cp\u003eSam Cousins, chief strategy officer at The Media Store, says that while podcasting is an “incredible channel” for advertisers, he and his team struggle to sell it to clients who need more reach, and says this new technology could be the solution to that problem. \u003c/p\u003e\n\u003cp\u003e“The ability to grow audiences through AI translation technology globally could help with the issue,” says Cousins, especially here in Australia where 1 in 3 Australians are born overseas and over one-quarter speak a language other than English at home.” \u003c/p\u003e\n\u003cp\u003eIt won’t be long before this happens in video content across screens with real-time in-language voice and associated mouth movements, he adds.\u003c/p\u003e\n\u003cp\u003eGiorgio Liapakis, innovation manager at The Pistol, sees it as a solution to a major inventory problem for ad networks that also moves closer to ultranative advertising. \u003c/p\u003e\n\u003cp\u003e“It won’t be long before [podcaster] \u003ca href=\"https://open.spotify.com/show/2MAi0BvDc6GTFvKFPXnkCL\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eLex Fridman\u003c/a\u003e starts delivering one-to-one voice ads seamlessly within an episode that are tailored to you and your interests, possibly even addressing you by name, in any language,” he says.\u003c/p\u003e\n\u003cp\u003eMost are optimistic about this new feature’s potential for advertisers, but not everyone is convinced. Rob Nagy, head of product and business operations at Yango, voices slight skepticism, pointing out that even if a podcast is in another language, cultural nuances don’t always carry through.\u003c/p\u003e\n\u003cp\u003eHe wonders if the technology can meet advertiser expectations for AI translation while preserving the ad’s essence, and questions if this will prompt the need for ads to be “produced in multiple languages to match the growing content landscape.” \u003c/p\u003e\n\u003cp\u003eSpotify said last week that the voice-translated episodes will be available worldwide on Sept. 25 starting with Spanish, followed by French and German translations in the coming weeks. \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":1732413214350},"getContentData({\"slug\":\"streaming-live-sports-digital-disney-nfl-football\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"E_ZmTBvRhF-M0ltal7mkd","originalArgs":{"slug":"streaming-live-sports-digital-disney-nfl-football","token":""},"startedTimeStamp":1732413253505,"data":{"metadata":{"datePosted":"2023-12-05T05:00:00-08:00","dateCreated":"2023-12-04T10:27:08-08:00","dateUpdated":"2023-12-05T09:59:41-08:00","title":"‘It’s not a matter of if streaming will take over, it’s a matter of when’: Streamers bet on the growing live sports opportunity | The Current","description":"New data highlights the rapid shift of live sports to streaming. Some experts say the move to digital will continue to accelerate.","image":{"alt":"A baseball player posed at bat about to hit a red \"live\" icon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition148_StreamingSports_1920x1080px_WithLogo_v1.png","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A baseball player posed at bat about to hit a red \"live\" icon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition148_StreamingSports_1920x1080px_WithLogo_v1_2023-12-04-224139_puet.png","width":1921,"height":1081,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/streaming-live-sports-digital-disney-nfl-football","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2443711,"slug":"streaming-live-sports-digital-disney-nfl-football","postDate":"2023-12-05T05:00:00-08:00","heading":"‘It’s not a matter of if streaming will take over, it’s a matter of when’: Streamers bet on the growing live sports opportunity","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A baseball player posed at bat about to hit a red \"live\" icon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition148_SportsStreaming_1920x1080px_NoLogo_v1.png","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A baseball player posed at bat about to hit a red \"live\" icon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition148_SportsStreaming_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":"A baseball player posed at bat about to hit a red \"live\" icon.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition148_SportsStreaming_1920x1080px_NoLogo_v1_2023-12-04-224021_vggz.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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe trend of streaming live sports is gaining momentum, and new data sheds light on the shift from linear TV.\u003c/p\u003e\n\u003cp\u003eMany of the major streaming platforms now offer live sports programming; most recently, Warner Bros. Discovery’s Max launched a sports tier under the \u003cem\u003eBleacher Report\u003c/em\u003e brand. And Disney is \u003ca href=\"https://www.wsj.com/business/media/disneys-bob-iger-plays-down-asset-sales-vows-to-build-modern-version-of-company-e5ff88a2\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epreparing to launch\u003c/a\u003e a streaming version of the ESPN cable network.\u003c/p\u003e\n\u003cp\u003eAntenna, which analyzes subscription data, \u003ca href=\"https://www.antenna.live/post/antenna-state-of-subscriptions-report-sports\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecently released\u003c/a\u003e its Q4 2023 \u003cem\u003eAntenna \u003c/em\u003eState of Subscriptions: Sports report that shows how the audience for \u003ca href=\"https://www.thecurrent.com/sports-subscription-streaming-ctv-media-entertainment-linear-tv\"\u003esports on streaming\u003c/a\u003e has rapidly grown in recent years in the U.S., and suggests streamers are already seeing the benefits of a push into live sports, including attracting younger viewers and retaining subscribers that sign up for sporting events. Sports could become even more important for streamers in 2024, after the recent Hollywood \u003ca href=\"https://www.thecurrent.com/hollywood-writers-strike-streaming-movie-media-upfronts-data\"\u003ewriters’ and actors’ strikes\u003c/a\u003e dealt a significant blow to production schedules.\u003c/p\u003e\n\u003cp\u003eBut the future remains complicated, analysts wrote in the report, because “about half of American households have linear pay-TV, and half don’t, so sports rights holders need licensing deals that accommodate both groups.” Patrick Crakes, a sports media consultant, \u003ca href=\"https://www.cnbc.com/2023/11/24/nfl-black-friday-game-jets-vs-dolphins-on-amazon-prime-not-on-tv.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold CNBC\u003c/a\u003e he expects the future of sports to be a “reimagined pay-TV bundle,” similar to Disney+ and ESPN+ now being bundled with some Spectrum cable packages.\u003c/p\u003e\n\u003cp\u003eStill, some experts expect the shift from linear to streaming to continue to rev up.\u003c/p\u003e\n\u003cp\u003e“It’s not a matter of if streaming will take over, it’s a matter of when,” says Mike Seiman, CEO and founder of Digital Remedy, a performance marketing company. “Even though the time frame remains uncertain, the reality is that live programming, once thought to be owned by linear platforms, is exploding with growth on digital.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eThe growth of\u003c/strong\u003e live sports via streaming\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eJust how much have live sports grown on streaming?\u003c/p\u003e\n\u003cp\u003eThe growth can be seen in ‘Game of the Week’ programming, games across major leagues and college sports that are nationally broadcast on traditional networks as primetime events. Through August of 2020, the number of U.S. streaming subscribers with access to these types of games was 10 million, according to Antenna, which confirmed the numbers with \u003cem\u003eThe Current\u003c/em\u003e. Through this August, that number has surged to over 49 million across Disney’s ESPN+, Paramount+, NBCUniversal’s Peacock, and now Max. That’s up from 38 million at the end of 2022. The numbers suggest that live sports via streaming can be a major opportunity for advertisers, too. For instance, ad tech company The Trade Desk says that it sees over 1 billion ad opportunities per football weekend (Thursday – Monday) across NFL and college games. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Graph showing U.S. streaming subscribers with \"Game of the Week\" access.","url":"https://www.thetradedesk.com/assets/global/v2mobile_thecurrent_readout_gameoftheweek_dataviz.png","width":720,"height":698,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"Graph showing U.S. streaming subscribers with \"Game of the Week\" access.","url":"https://www.thetradedesk.com/assets/global/Proofed_WhiteBG_the-current-148-streamers-are-seeing-benefits-of-live-sports.png","width":1200,"height":600,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAnd then there are games exclusive to major streaming platforms, such as \u003cem\u003eThursday Night Football \u003c/em\u003eon Amazon Prime Video, and Major League Baseball and Major League Soccer games that stream on Apple TV+; or games available on leagues’ own platforms like NFL+, which now offers the league’s cable networks, NFL Network and NFL RedZone.\u003c/p\u003e\n\u003cp\u003eLeague platforms — which also include NFL Sunday Ticket, MLB.TV, MLS Season Pass, and NBA League Pass — have seen nearly 10 million cumulative unique signups over the last six years, “a substantial number for relatively high-priced products targeting a more niche aficionado audience,” Antenna said in its report.\u003c/p\u003e\n\n\u003cp\u003eThe NFL in particular sees “a future in digital,” Seiman says, as it looks to expand its audience and appeal to younger demographics. NFL+ itself had over 2 million subscribers through September, and NFL Sunday Ticket — which YouTube TV acquired the rights to this season and streams out-of-market games — had 1.3 million subscribers at the same point, according to Antenna.\u003c/p\u003e\n\n\u003cp\u003e“This is driven not only by the continued shift of viewership into natively digital channels, but also by the fact that they view themselves as content creators as well,” he says. “And why not own the distribution channel if given the opportunity? This offers an opportunity to directly connect with younger viewers creating lifelong fans coupled with a strong linear strategy.”\u003c/p\u003e\n\n\u003cp\u003eMarissa Solis, SVP of global brand and consumer marketing at the NFL, \u003ca href=\"https://www.thecurrent.com/nfl-marissa-solis-svp-football-marketing\"\u003eechoes this sentiment\u003c/a\u003e. She tells \u003cem\u003eThe Current Podcast \u003c/em\u003ethat in order for the league to stay relevant in the future, “we have to reflect the audiences that we serve,” and that’s about “meeting them where they are.”\u003c/p\u003e\n\n\u003cp\u003e“And as the world gets more multicultural, as Gen Z and Gen A [Generation Alpha] — as they come into being — we really have to embrace them and bring them in,” Solis says. “So part of our strategy is to keep the fanbase we have, but a big part of our strategy is to extend to those new audiences.” \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eSports fans \u003c/strong\u003ecould be more likely to keep a subscription \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eBig events can be a big draw for those younger subscribers to the major streaming platforms.\u003c/p\u003e\n\u003cp\u003eFor instance, during the Summer Olympics held in Tokyo in 2021, a plurality of new signups to Peacock at the start of the games, 34 percent, were people aged 18 to 34, according to Antenna’s report. Similarly, on Thanksgiving last year (a major day for NFL games), 31 percent of signups were those under 35.\u003c/p\u003e\n\n\u003cp\u003eUsers can be less likely to cancel their subscriptions, too. Those who subscribed to Peacock around major sports events were more likely to stick with the service than others, according to Antenna.\u003c/p\u003e\n\n\u003cp\u003eThis year, for what it’s worth, NBC announced that its Thanksgiving game between the San Francisco 49ers and the Seattle Seahawks \u003ca href=\"https://nbcsportsgrouppressbox.com/2023/11/24/nearly-27-million-viewers-for-49ers-seahawks-on-nbc-peacock-and-telemundo-deportes-ranking-as-2nd-most-watched-primetime-thanksgiving-game-ever/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewas the most-streamed\u003c/a\u003e primetime NFL Thanksgiving game ever across Peacock, NBC Sports Digital, and the NFL’s own digital products.\u003c/p\u003e\n\n\u003cp\u003eSports are still immensely popular on traditional TV; NFL games in particular are some of the most watched broadcasts of any given year, and the league has \u003ca href=\"https://www.nfl.com/news/nfl-completes-long-term-media-distribution-agreements-through-2033-season\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edistribution agreements\u003c/a\u003e with the major networks through the next decade. But the shift sports are making now to digital platforms is still likely to continue at a potentially greater breakneck pace in the coming years, as sports organizations juggle their current fanbase while looking to the future.\u003c/p\u003e\n\n\u003cp\u003eAs Antenna analysts wrote in their report, “The shift to direct-to-consumer is both inevitable and accelerating.” \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":6}},"fulfilledTimeStamp":1732413253538},"getContentData({\"slug\":\"streamers-consolidate-advertisers-ctv-disney-max-paramount\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"glj7JKIN1eFb_Iv4DtKvb","originalArgs":{"slug":"streamers-consolidate-advertisers-ctv-disney-max-paramount","token":""},"startedTimeStamp":1732413231909,"data":{"metadata":{"datePosted":"2023-06-01T07:01:00-07:00","dateCreated":"2023-05-31T11:34:37-07:00","dateUpdated":"2023-07-26T07:07:21-07:00","title":"Disney+, Max, and now Paramount+: As streamers consolidate, advertisers see opportunity | The Current","description":"Streaming platforms — including Disney+, Max, and Paramount+ — are consolidating their content and rebundling their services on one platform or app to achieve scale, cut costs, and enhance user experience while embracing ad-supported models.","image":{"alt":"A man lifts the handle on a briefcase made from a connected TV, which shows a puzzle piece test pattern on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_StreamingConsolidation_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A man lifts the handle on a briefcase made from a connected TV, which shows a puzzle piece test pattern on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_StreamingConsolidation_1920x1080_v1_2023-05-31-183833_xpph.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Damian Fowler","themes":["Streaming","Stay up to date","Premium"],"url":"https://www.thecurrent.com/streamers-consolidate-advertisers-ctv-disney-max-paramount","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1947315,"slug":"streamers-consolidate-advertisers-ctv-disney-max-paramount","postDate":"2023-06-01T07:01:00-07:00","heading":"Disney+, Max, and now Paramount+: As streamers consolidate, advertisers see opportunity","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A man lifts the handle on a briefcase made from a connected TV, which shows a puzzle piece test pattern on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_StreamingConsolidation_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A man lifts the handle on a briefcase made from a connected TV, which shows a puzzle piece test pattern on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_StreamingConsolidation_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 man lifts the handle on a briefcase made from a connected TV, which shows a puzzle piece test pattern on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_StreamingConsolidation_1920x1080_NoLogo_v1_2023-05-31-183742_lurr.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":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":1895301,"title":"Stay up to date","slug":"sign-up-for-the-current","uri":"sections/sign-up-for-the-current","description":"The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIt may seem counterintuitive that \u003cem\u003eSuccession\u003c/em\u003e is now stablemates with \u003cem\u003eWindy City Rehab\u003c/em\u003e, or that \u003cem\u003eTrue Detective\u003c/em\u003e is just a click away from \u003cem\u003eLove in Paradise\u003c/em\u003e. Or maybe it makes perfect sense. Those HBO classics are now shoulder to shoulder with lifestyle entertainment from the likes of HGTV and TLC on the same platform, which was recently rebranded as Max. It even has a new tagline: “The one to watch.” \u003c/p\u003e\n\u003cp\u003eThe decision by media giant Warner Bros. Discovery to launch the newly branded platform — which merges Discovery+ content with HBO Max content — sparked strong reactions on social media. Even NBCUniversal’s Peacock took a cheeky dig at the rebrand in a \u003ca href=\"https://twitter.com/peacock/status/1660998551713792000?s=20\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etweet\u003c/a\u003e, which read: “I know you’re all very disappointed, but I will *not* be dropping the first half of my name any time soon.” \u003c/p\u003e\n\u003cp\u003eYet the merger of the company’s prestige scripted content with unscripted shows is another indication that major platforms may have no choice but to consolidate their content, or rebundle their services, as they strive to achieve profitability in a fragmented marketplace. Warner Bros. Discovery isn’t the only one. In May, Disney announced it would make Hulu \u003ca href=\"https://www.wsj.com/articles/disney-dis-q2-earnings-report-2023-fcacec47\" target=\"_blank\" rel=\"noreferrer noopener\"\u003econtent available\u003c/a\u003e within the Disney+ app; and Paramount+ \u003ca href=\"https://www.cnbc.com/2023/05/22/paramount-plus-showtime-merger-date.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewill combine\u003c/a\u003e with its Showtime app in the U.S. on June 27. \u003c/p\u003e\n\u003cp\u003eIt’s notable that this content consolidation is happening at the same time “these platforms are leaning back into advertising,” Conor McKenna, a partner at LUMA, tells \u003cem\u003eThe Current\u003c/em\u003e. And it’s coming at a point where the advertising world is shifting from third-party data to more first- party data, with connected TV driving that growth, McKenna says. “You’ve had all this content in different places but now we’re getting more addressability, more programmatic,” he adds. \u003c/p\u003e\n\u003cp\u003eLUMA recently released its \u003ca href=\"https://lumapartners.com/presentations/state-of-digital-2023/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e\u003cem\u003e2023 State of Digital\u003c/em\u003e\u003c/a\u003e report, in which it noted: “Over the past two years, there has been mass proliferation of ad-supported offerings as all of the players that were purely subscription prior have blended models — offering ad-free subscriptions, ‘ad-light’ subscriptions, and free, ad-supported offerings.” \u003c/p\u003e\n\u003cp\u003eFor many major \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003estreaming\u003c/a\u003e platforms, more consolidation is being framed as an economic necessity to achieve scale and cost synergies, as well as to create a better consumer experience by viewers who are all too aware of the plethora of content, and their number of subscriptions.\u003c/p\u003e\n\u003cp\u003eSpeaking at an investor conference in May, Warner Bros. Discovery CEO David Zaslav said he expects \u003ca href=\"https://deadline.com/2023/05/david-zaslav-streamers-max-bundle-1235371789/#comments\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emore consolidation\u003c/a\u003e within the streaming space, not through mergers, but “repackaging and marketing products together.” He added, “If we don’t do it to ourselves, I think it will be done to us.” \u003c/p\u003e\n\u003cp\u003eIndustry observers say it’s reminiscent of the long \u003ca href=\"https://www.forbes.com/sites/bradadgate/2020/11/02/the-rise-and-fall-of-cable-television/?sh=4f99c7186b31\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehistory of cable\u003c/a\u003e consolidation, as cable operators sought to create economies of scale and more bargaining power with content producers. At the same time, critics point out that this concentrated too much power in the hands of a few dominant players, reducing consumer choice while promoting the most popular shows at the expense of niche content that caters to smaller demographics. \u003c/p\u003e\n\u003cp\u003eBut unlike the advertising market for traditional cable, streaming television potentially allows for a more optimized approach to reaching specific audiences, even within the same household, says Mo Allibhai, ad tech research lead at Forrester. “When you think about Disney+, it has all this household-level data in terms of which shows that you watch [whether on Disney or on Hulu], so it gives them the ability to serve the most relevant ads,” says Allibhai. \u003c/p\u003e\n\u003cp\u003eAt the same time, he says, consolidation can create synergies within the different parts of an organization. For instance, Disney’s ESPN and Hulu have been selling ads since their inception as digital services with “ready to go” buyers who can potentially reach Disney audiences. “Bringing them together makes for an easy and simple play for Disney,” Allibhai says. Likewise, Discovery has a history of selling ads, while HBO does not. This potentially creates a roster of advertisers, some of whom “can offer a long and prestigious experience” that would allow a platform to be strategic about matching ads with flagship content like \u003cem\u003eGame of Thrones\u003c/em\u003e, he adds. \u003c/p\u003e\n\u003cp\u003eConsolidation should make buying easier, says Shailley Singh, COO and EVP of product at the IAB Tech Lab. Last year, the company launched its \u003ca href=\"https://iabtechlab.com/advancedtv/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAdvanced TV\u003c/a\u003e initiative to help ensure that any ad delivery can be tracked across TV environments, verified, and potentially offered as part of the addressable landscape. “What we’re trying to enable and ensure as consolidation happens — and more and more content moves to streaming — is that buyers get the same experience they’ve had of buying on linear, so that they can buy and execute in a similar way,” says Singh. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732413231945},"getContentData({\"slug\":\"tech-journalism-legislation-california\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ctqnVhJEH6aphNfQJCA7o","originalArgs":{"slug":"tech-journalism-legislation-california","token":""},"startedTimeStamp":1732413269235,"data":{"metadata":{"datePosted":"2024-04-22T09:51:00-07:00","dateCreated":"2024-04-22T08:40:43-07:00","dateUpdated":"2024-08-02T12:10:12-07:00","title":"Big Tech and journalism battle over proposed legislation in California | The Current","description":"Big tech is battling journalism over proposed legislation in California that would force companies like Google to pay to carry links to news articles.","image":{"alt":"The Current Report: April 22, 2024.","url":"https://www.thetradedesk.com/assets/global/240422_CurrentReport_16x9Thumbnail_grey_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: April 22, 2024.","url":"https://www.thetradedesk.com/assets/global/240422_CurrentReport_16x9Thumbnail_grey_v1_2024-04-22-154438_asam.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","The Current Report"],"url":"https://www.thecurrent.com/tech-journalism-legislation-california","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2812645,"slug":"tech-journalism-legislation-california","postDate":"2024-04-22T09:51:00-07:00","heading":"Big Tech and journalism battle over proposed legislation in California","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: April 22, 2024.","url":"https://www.thetradedesk.com/assets/global/240422_CurrentReport_1200px_Grey_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report: April 22, 2024.","url":"https://www.thetradedesk.com/assets/global/240422_CurrentReport_16x9Thumbnail_grey_v1_2024-04-22-160120_ncrb.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":3250897,"title":"The Current Report","slug":"the-current-report","uri":"sections/the-current-report","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/991233d9-1b28-4c26-b4d7-028e406da326?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/991233d9-1b28-4c26-b4d7-028e406da326?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eBig tech is \u003ca href=\"https://www.cjr.org/the_media_today/california_news_bill_buffy_wicks.php\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebattling journalism\u003c/a\u003e over proposed legislation in California that would force companies like Google to pay to carry links to \u003ca href=\"https://www.sfchronicle.com/opinion/openforum/article/california-journalism-protection-act-google-19404054.php\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enews articles\u003c/a\u003e. In response, Google is \u003ca href=\"https://www.theguardian.com/technology/2024/apr/12/google-search-blocking-california-news\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eremoving links\u003c/a\u003e from news outlets in the state. We break down \u003ca href=\"https://blog.google/products/news/california-journalism-preservation-act-puts-news-ecosystem-at-risk/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethe consequences\u003c/a\u003e this week on The Current Report with journalist Matt Pearce.\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":1}},"fulfilledTimeStamp":1732413269267},"getContentData({\"slug\":\"google-doj-adtech-antitrust-trial\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Q2dUEUqVnaF1tV3jf8L1P","originalArgs":{"slug":"google-doj-adtech-antitrust-trial","token":""},"startedTimeStamp":1732413268931,"data":{"metadata":{"datePosted":"2024-11-07T08:49:00-08:00","dateCreated":"2024-11-06T14:40:25-08:00","dateUpdated":"2024-11-07T08:50:35-08:00","title":"Analysts: New documents highlight the strength of the DOJ case against Google | The Current","description":"Google and the Department of Justice have laid out their respective cases again before closing arguments start later this month.","image":{"alt":"An old and broken column has multicolor circles hovering above it with a mouse cursor nearby.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition195_GoogleQuickturn_1920x1080px_Logo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"An old and broken column has multicolor circles hovering above it with a mouse cursor nearby.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition195_GoogleQuickturn_1920x1080px_Logo_v1-1_2024-11-06-224353_ntbm.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Data Privacy"],"url":"https://www.thecurrent.com/google-doj-adtech-antitrust-trial","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3348636,"slug":"google-doj-adtech-antitrust-trial","postDate":"2024-11-07T08:49:00-08:00","heading":"Analysts: New documents highlight the strength of the DOJ case against Google","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"An old and broken column has multicolor circles hovering above it with a mouse cursor nearby.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition195_GoogleQuickturn_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"An old and broken column has multicolor circles hovering above it with a mouse cursor nearby.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition195_GoogleQuickturn_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"An old and broken column has multicolor circles hovering above it with a mouse cursor nearby.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition195_GoogleQuickturn_1920x1080px_NoLogo_v1_2024-11-06-224434_ugyx.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692063,"title":"Data Privacy","slug":"data-privacy","uri":"sections/data-privacy","description":"Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe Department of Justice and Google released their proposed “findings of fact and conclusions of law” statements this week, the latest development in the landmark ad tech antitrust trial. Clocking in at a combined 1,187 pages, the documents lay out the main facts from both sides of the case.\u003c/p\u003e\n\u003cp\u003eThese findings serve as a preview of the trial’s closing arguments, which start on Nov. 25. An official ruling from Judge Leonie Brinkema likely won’t come until early next year. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eRecapping the findings \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAccording \u003ca href=\"https://www.adexchanger.com/wp-content/uploads/2024/11/US-v.-Google_DOJs-post-trial-proposed-findings-of-fact-and-conclusions-of-law.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eto the filings\u003c/a\u003e, the DOJ believes the evidence and testimony from the trial prove Google holds a monopoly of “key digital advertising technologies,” using its dominance so that “all roads lead to Google.”\u003c/p\u003e\n\u003cp\u003eA key part of the government’s case has been that Google maintained \u003ca href=\"https://www.thecurrent.com/whats-happening-at-the-google-ad-tech-trial\"\u003e“a trifecta of monopolies”\u003c/a\u003e with its publisher ad server Google Ad Manager (formerly known as DFP), ad exchange AdX and advertiser ad network Google Ads. The DOJ believes the evidence shows Google tied real-time bids from AdX to DFP and tied Google Ads to AdX, which increased Google’s dominance in the publisher ad server market and made it impossible for publishers to switch away from DFP.\u003c/p\u003e\n\u003cp\u003eGoogle \u003ca href=\"https://storage.courtlistener.com/recap/gov.uscourts.vaed.533508/gov.uscourts.vaed.533508.1375.0.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eclaims\u003c/a\u003e that the government misrepresents and misunderstands the digital advertising market, that it didn’t show evidence of monopolistic behavior and that the digital advertising market has plenty of healthy competition. \u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eAd tech insider reactions\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eMeanwhile, the documents’ release caused a stir in the ad tech community. Multiple analysts say Google is mischaracterizing the facts and that the DOJ’s brief lays out a clear case. Here are some of their reactions.\u003c/p\u003e\n\u003cp\u003e“DOJ’s filing was consistent with the trial — simplifying and clarifying, laying out a very clear case for Google’s monopolies and abuses — while reminding the court of Google’s evidence purging. Meanwhile, Google threw more than 700 pages of spaghetti at the wall, attempting to find its defense in rewriting the case as a refusal to deal, two-sided market and questioning the very market itself. Advantage: Department of Justice.” Jason Kint, CEO of Digital Content Next, tells The Current.\u003c/p\u003e\n\u003cp\u003e“Google opens their revised, over-700-page ‘Findings of Fact and Conclusions of Law’ by gaslighting its publisher customers, with a blatant mischaracterization of some of the trial’s most impactful testimony by Stephanie Layser, echoed by Tim Cadogan and Tom Kershaw. According to Google, this “handful” of dissatisfied “rivals” and “mammoth publishers” are upset because they “believe Google’s technology and its customers should be ‘community property.’”  Anyone following the trial closely would know immediately that this is little more than out-of-context distortion, and an incredibly weak way to start their arguments.” Arielle Garcia, director of intelligence at ad-industry watchdog Check My Ads, tells The Current. \u003c/p\u003e"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“This argument is SO disingenuous. Luckily, on the stand, the judge allowed me to clarify what I meant by community assets. But for the record: I believe we should develop standards together (like ORTB). I believe in publishers controlling ad decisioning and expediting that by making it easy to own an auction between competing ad platforms (Prebid). I also believe in interoperation with open-source frameworks, and have asked and called for an AdX adapter in Prebid, NOT Google contributing the entire functionality of AdX to Prebid. I actually don’t even need them to make an adapter (we can do that ourselves), I just need them to respond from GAM with a price. #adtechsocialist.” Stephanie Layser, global head of publisher ad tech solutions at AWS \u003ca href=\"https://www.linkedin.com/posts/slayser8_usvgoogle-activity-7259606150638137344-DJZc?utm_source=share\u0026amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote on LinkedIn\u003c/a\u003e. Layser testified during the trial as a former executive at News Corp.\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e \u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003cblockquote class=\"twitter-tweet\" data-media-max-width=\"560\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003eG argues that the DOJ presented no direct evidence of monopoly power, i.e that G restricted input or has supracompetitive prices. In fact, output has far exceeded expectattions and competitors continue to make large inroads (MSFT, AMZ). \u003ca href=\"https://t.co/XneZfAjLM6\"\u003epic.twitter.com/XneZfAjLM6\u003c/a\u003e\u003c/p\u003e\u0026mdash; Vidushi Dyall (@vidushi_law) \u003ca href=\"https://twitter.com/vidushi_law/status/1853809874951688514?ref_src=twsrc%5Etfw\"\u003eNovember 5, 2024\u003c/a\u003e\u003c/blockquote\u003e \u003cscript async src=\"https://platform.twitter.com/widgets.js\" charset=\"utf-8\"\u003e\u003c/script\u003e","height":null,"mobileEmbedCode":"\u003cblockquote class=\"twitter-tweet\" data-media-max-width=\"560\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003eG argues that the DOJ presented no direct evidence of monopoly power, i.e that G restricted input or has supracompetitive prices. In fact, output has far exceeded expectattions and competitors continue to make large inroads (MSFT, AMZ). \u003ca href=\"https://t.co/XneZfAjLM6\"\u003epic.twitter.com/XneZfAjLM6\u003c/a\u003e\u003c/p\u003e\u0026mdash; Vidushi Dyall (@vidushi_law) \u003ca href=\"https://twitter.com/vidushi_law/status/1853809874951688514?ref_src=twsrc%5Etfw\"\u003eNovember 5, 2024\u003c/a\u003e\u003c/blockquote\u003e \u003cscript async src=\"https://platform.twitter.com/widgets.js\" charset=\"utf-8\"\u003e\u003c/script\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003e— Vidushi Dyall, director of legal analysis at the Chamber of Progress\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe src=\"https://www.linkedin.com/embed/feed/update/urn:li:ugcPost:7259500456064741376\" height=\"1365\" width=\"504\" frameborder=\"0\" allowfullscreen=\"\" title=\"Embedded post\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe src=\"https://www.linkedin.com/embed/feed/update/urn:li:ugcPost:7259500456064741376\" height=\"1365\" width=\"504\" frameborder=\"0\" allowfullscreen=\"\" title=\"Embedded post\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003e— Thomas Höppner, partner at the Hausfeld law firm \u003c/em\u003e\u003c/p\u003e"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“As we look ahead to closing arguments in a couple of weeks, the DOJ’s case is looking stronger than ever,” Garcia adds.\u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc. An individual from The Trade Desk was among the 68 people included on the trial witness list.\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":1732413268963},"getContentData({\"slug\":\"technology-data-programmatic-advertising-ai\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"RYzoT3EB3jPG-X4ZlK4k4","originalArgs":{"slug":"technology-data-programmatic-advertising-ai","token":""},"startedTimeStamp":1732413264042,"data":{"metadata":{"datePosted":"2023-09-18T05:00:00-07:00","dateCreated":"2023-09-15T11:28:43-07:00","dateUpdated":"2023-09-18T12:58:24-07:00","title":"Tech advances are ushering in new creative possibilities for programmatic | The Current","description":"Generative AI, contextual ads, and more could turbocharge programmatic’s creative chops.","image":{"alt":"An artificial hand and a human hand play cat's cradle with a blue string","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AIandAdvertising_1920x1080px_CurrentLogo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"An artificial hand and a human hand play cat's cradle with a blue string","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AIandAdvertising_1920x1080px_CurrentLogo_2023-09-15-190153_uzik.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/technology-data-programmatic-advertising-ai","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2094577,"slug":"technology-data-programmatic-advertising-ai","postDate":"2023-09-18T05:00:00-07:00","heading":"Tech advances are ushering in new creative possibilities for programmatic","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"An artificial hand and a human hand play cat's cradle with a blue string","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AIandAdvertising_1920x1080px_NoLogo-1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"An artificial hand and a human hand play cat's cradle with a blue string","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AIandAdvertising_1920px_NoLogo.jpg","width":1920,"height":1920,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"An artificial hand and a human hand play cat's cradle with a blue string","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AIandAdvertising_1920x1080px_NoLogo-1_2023-09-15-183713_iotm.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":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\u003eBritish Airways’ award-winning campaign at Cannes this year, \u003cem\u003eA British Original,\u003c/em\u003e was notable not just for its simplicity and poignancy, but also because it was one of the few programmatic activations that managed to nab the ad world’s most coveted creative award. \u003c/p\u003e\n\u003cp\u003eThe campaign’s flexible tagline asked travellers that rote airline question, “what is the purpose of your visit,” and answered it with a dizzying, highly targeted array of creative answers. Rather than simply checking the box of business or leisure, people who saw the videos and billboards could find themselves in answers like “mischief,” “breakthrough treatment,” or “warm gusts of wind that don’t come from tube trains.” \u003c/p\u003e\n\u003cp\u003eThe airline’s success shows what’s possible when brands combine great creative with smart distribution. Long regarded as a cut-and-dry choice for brands, programmatic is becoming a more prominent part of marketers’ toolkits. Advances in tech are now opening an opportunity for advertisers to shake off old notions and for creatives to get in the game.\u003c/p\u003e\n\u003cp\u003e“Programmatic may get a bad rap in the creative world since the initial value proposition was largely rooted in data, however, I believe technology has pushed the channel into many new and exciting creative opportunities,” Sheri Ham, SVP, head of national sales and programmatic at Intersection, the company behind LynkNYC, tells \u003cem\u003eThe Current.\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e That most of Cannes’ winning campaigns this year \u003ca href=\"https://www.contagious.com/news-and-views/cannes-lions-2023-the-grand-prix-winning-campaigns\" target=\"_blank\" rel=\"noreferrer noopener\"\u003econsisted\u003c/a\u003e of film and brand experience activations shows that programmatic still has a way to go with creatives. Dean Wei, incoming chief creative officer at CP+B London, tells \u003cem\u003eThe Current \u003c/em\u003ethat in his view, helping brands deliver transformative ideas in ways that ensure people remember you is “pretty much the opposite of programmatic.” \u003c/p\u003e\n\u003cp\u003eMemorable may be a worthwhile advertising goal for brands, but in the end, results are measured in sales and ROI, especially in an era where marketers are contending with budgets in flux. British Airways' campaign came as the world emerged from Covid-19 at the end of last year; nine months later, the airline reported its first annual profit since the pandemic. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eContextual creatives \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eCustomization, traditionally time-consuming and expensive, has long been a creative challenge. But ChatGPT’s boisterous arrival ushered in the \u003ca href=\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/ai-powered-marketing-and-sales-reach-new-heights-with-generative-ai\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epossibility\u003c/a\u003e of hyper-personalization at scale. \u003c/p\u003e\n\u003cp\u003eContextual ads and dynamic creative assets are emerging as some of the first test areas for generative AI. For example, voice AI company Instreamatic’s tech lifts a voice or audio track, clones it, and then generates as many versions as required by a campaign, in just a few minutes. The ads can then be served programmatically across both video and audio channels.\u003c/p\u003e\n\u003cp\u003eThe process would have taken weeks of back and forth just a year ago, says Simon Dunlop, cofounder and VP partnerships at Instreamatic. The company is already working with major media agencies in the U.S. and U.K. on campaigns launching in the fall utilizing the technology.\u003c/p\u003e\n\u003cp\u003eAnd although it might appear that agencies will lose out on all the extra work they used to handle for custom campaigns, Dunlop thinks the technology will actually unlock more revenue opportunities for them. \u003c/p\u003e\n\u003cp\u003e“If it's that easy, and the quality is that good, to contextualize ads, then why wouldn't I contextualize a lot of ads that I wasn't thinking to contextualize previously? I think it should generate a lot more business,” he says. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eOutdoor’s creativity with digital’s performance \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eCreatives often use out-of-home ads as canvases for big, bold brand campaigns. But in a world where digital ads are eating up more and more of marketers’ budgets, some industry leaders \u003ca href=\"https://www.thedrum.com/news/2023/08/15/uk-media-leaders-say-programmatic-will-be-the-gamechanger-dooh-s-future\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eare excited\u003c/a\u003e at the prospect of programmatic outdoor ads that can target and perform like digital ads.\u003c/p\u003e\n\u003cp\u003e“The ability to not only access these digital touchpoints in real-time, but also utilize dynamic capabilities — weather triggers, dynamic mapping to store locations, live sports scoring — opens up a whole new realm of possibilities,” says Ham. \u003c/p\u003e\n\u003cp\u003e“You can serve an ad knowing that someone is about to step onto the subway, or that they’re about to pass a specific store,” she adds. “Extremely powerful!” \u003c/p\u003e\n\u003cp\u003eThe growth of digital out-of-home (DOOH) is testament to advertiser demand for the format. Ham says that in 2022 the number of digital billboards in the U.S. grew by nearly 14 percent, and that’s without considering the growth of place-based and street level digital formats, like LinkNYC. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eProgrammatic powers up streaming \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAside from events like the Super Bowl, the days of generic ads blasted across TV screens in the hopes of capturing a sliver of viewers’ attention may soon become a relic of the past. \u003c/p\u003e\n\u003cp\u003eAdvertisers are \u003ca href=\"https://www.insiderintelligence.com/charts/ctv-programmatic-ad-spending/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eincreasingly leaning on\u003c/a\u003e programmatic capabilities to segment and personalize CTV ads in ways that simply were not possible with traditional TV. And for some, the results are paying off. \u003c/p\u003e\n\u003cp\u003eCharlotte Price, global creative lead at media agency MiQ, points to a campaign for a sports betting client that used dynamic creative powered by a custom betting odds API to show viewers the game odds across multiple NFL games. The advertiser also tested a combination of live betting odds with a QR code to understand “leaned-in” engagement. The dynamic CTV creatives resulted in twice the amount of QR code scans to download the app compared to static ads. \u003c/p\u003e\n\u003cp\u003e“The results of these creative endeavors have been promising, driving performance across standard metrics of success as well as new methods of measurement like attention and sustainability,” says Price. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732413264080},"getSectionData({\"slug\":\"\u003cblockquote class=\\\"twitter-tweet\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003eI’m calling it. Twitter isn’t dying. It’s dead. Today. 4\",\"token\":\"\"})":{"status":"rejected","endpointName":"getSectionData","requestId":"Em5xOCJw93BrV03GCuwbE","originalArgs":{"slug":"\u003cblockquote class=\"twitter-tweet\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003eI’m calling it. Twitter isn’t dying. It’s dead. Today. 4","token":""},"startedTimeStamp":1732413266751,"error":{"status":"PARSING_ERROR","originalStatus":403,"data":"\u003c!DOCTYPE HTML PUBLIC \"-//IETF//DTD HTML 2.0//EN\"\u003e\n\u003chtml\u003e\u003chead\u003e\n\u003ctitle\u003e403 Forbidden\u003c/title\u003e\n\u003c/head\u003e\u003cbody\u003e\n\u003ch1\u003eForbidden\u003c/h1\u003e\n\u003cp\u003eYou don't have permission to access this resource.\u003c/p\u003e\n\u003chr\u003e\n\u003caddress\u003eApache/2.4.52 (Ubuntu) Server at author.thetradedesk.com Port 80\u003c/address\u003e\n\u003c/body\u003e\u003c/html\u003e\n","error":"SyntaxError: Unexpected token \u003c in JSON at position 0"}},"getContentData({\"slug\":\"united-airlines-mike-petrella-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"NhMK7C6YQmhgDdp2dwthH","originalArgs":{"slug":"united-airlines-mike-petrella-media","token":""},"startedTimeStamp":1732413270667,"data":{"metadata":{"datePosted":"2024-09-25T05:25:00-07:00","dateCreated":"2024-09-23T13:40:35-07:00","dateUpdated":"2024-09-25T05:25:24-07:00","title":"United Airlines’ Mike Petrella on personalizing the in-flight experience | The Current","description":"United recently launched Kinective Media, the airline industry’s first media network. Its first-party data could change the future of people’s travel experiences.","image":{"alt":"The Current Podcast, Season 10, Mike Petrella, United Kinective.","url":"https://www.thetradedesk.com/assets/global/KinectiveMedia_16x9_Editorial_Orange_v1.jpg","width":1920,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast, Season 10, Mike Petrella, United Kinective.","url":"https://www.thetradedesk.com/assets/global/KinectiveMedia_16x9_Editorial_Orange_v1_2024-09-23-204334_ezja.jpg","width":1920,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","The Current Podcast"],"url":"https://www.thecurrent.com/united-airlines-mike-petrella-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3333124,"slug":"united-airlines-mike-petrella-media","postDate":"2024-09-25T05:25:00-07:00","heading":"United Airlines’ Mike Petrella on personalizing the in-flight experience","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Podcast, Season 10, Mike Petrella, United Kinective.","url":"https://www.thetradedesk.com/assets/global/KinectiveMedia_1x1_Orange_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast, Season 10, Mike Petrella, United Kinective.","url":"https://www.thetradedesk.com/assets/global/KinectiveMedia_16x9_Editorial_Orange_v1_2024-09-23-204359_qzmm.jpg","width":1920,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/7c6af52e-658c-4487-8d97-265af4ff42b3?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/7c6af52e-658c-4487-8d97-265af4ff42b3?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eUnited Airlines recently bought over 800 planes, with one of the goals being to outfit all of them with its new in-flight entertainment system. The way United Managing Director of Strategic Partnerships Mike Petrella sees it, the current seat-back video screen is stuck in the past. That’s about to change though.\u003c/p\u003e\n\u003cp\u003eUnited became the first airline to launch its own media network, Kinective Media by United Airlines, in June, letting brands leverage over 120 targetable signals. These range from behavioral, lifestyle, attitudinal to transactional data across the 108 million profiles that United has, meaning the advertising experience of tomorrow is about to take flight.\u003c/p\u003e\n\u003cp\u003e“We envision this opportunity to have a very personalized experience in which you will have your interests displayed on that screen and every person’s screen will be different based on that individual,” Petrella shared on \u003cem\u003eThe Current Podcast\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eUnited joined the growing number of non-retail companies launching media networks, from Marriott to Uber to Expedia to Chase. With over 200 media networks now available, Petrella’s looking for how networks can differentiate themselves. And one potential way that could happen is through partnerships or consolidation.\u003c/p\u003e\n\u003cp\u003eHe discusses those moving tides, plus why the lines between what’s endemic versus non-endemic are being blurred, and why that ad experience isn’t limited to in-flight journeys. \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":1732413270702},"getContentData({\"slug\":\"what-the-tech-is-ctv\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"1uMkJ1wyyWJT-hloNjPlu","originalArgs":{"slug":"what-the-tech-is-ctv","token":""},"startedTimeStamp":1732413446956,"data":{"metadata":{"datePosted":"2022-05-26T05:00:00-07:00","dateCreated":"2022-05-25T10:17:54-07:00","dateUpdated":"2024-08-23T13:58:41-07:00","title":"What the Tech is Connected TV (CTV)? | The Current","description":"Connected TV, or CTV, is television programming consumed on a television set and delivered through the internet. Here's everything to know about CTV.","image":{"alt":"Blue graphic with text \"What the Tech? CTV\" in boxes","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_CTV_1920x1080_FacebookMetadata_v1.gif","width":480,"height":270,"isLandscape":true},"imageTwitter":{"alt":"Blue graphic with text \"What the Tech? CTV\" in boxes","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_CTV_1920x1080_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"John McDermott","themes":["Office Hours","The Latest","gated content"],"url":"https://www.thecurrent.com/what-the-tech-is-ctv","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1254704,"slug":"what-the-tech-is-ctv","postDate":"2022-05-26T05:00:00-07:00","heading":"What the Tech is CTV?","subheading":"Television advertising is going through a once-in-a-lifetime transformation.","label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"Blue graphic with text \"What the Tech? CTV\" in boxes","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_CTV_1920x1080_FeaturedImage_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Ollie Catton / The Current\u003c/p\u003e","previewImage":{"alt":"Blue GIF with text \"What the Tech? CTV\" appearing in boxes","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_CTV_1920x1080_PreviewImage_v2sm.gif","width":768,"height":432,"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":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\u003eAfter decades as the dominant advertising medium, linear television is rapidly evolving to incorporate the brave new world of connected television. If current trends hold, connected television will soon overtake linear television in terms of audience, making it the most popular medium among consumers — and arguably the most effective marketing channel of all. \u003c/p\u003e\n\u003cp\u003eMore than a third (36 percent) of the time that Americans spent watching television in 2021 was spent watching connected TV, according to \u003ca href=\"https://mailtrack.io/trace/link/898c236261227dfba9201a3f38aa43a473151477?url=https%3A%2F%2Fwww.iab.com%2Fwp-content%2Fuploads%2F2022%2F05%2F2022-IAB-Video-Ad-Spend-Report.pdf\u0026amp;userId=1096193\u0026amp;signature=5df3a49d3fa7be62\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea new report\u003c/a\u003e from the Interactive Advertising Bureau, a trade group for the digital media industry. CTV currently accounts for 18 percent of all the dollars spent on video advertising, according to the same report. \u003c/p\u003e\n\u003cp\u003eAs important as connected TV is, some people might be entirely new to the concept and the technology; they may ask what it is and why exactly it’s such a big deal. We address those questions, and more, below. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat is connected TV?\u003cbr /\u003e\u003c/strong\u003eConnected TV, often referred to as simply CTV, is television programming that is consumed on a television set and delivered through the internet. \u003c/p\u003e\n\u003cp\u003eThis contrasts with linear television, which is viewed via a cable, satellite, or traditional TV antenna. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eCan you provide some examples of CTV?\u003cbr /\u003e\u003c/strong\u003eSure. \u003c/p\u003e\n\u003cp\u003eCTV includes any and all television programming you get via the internet. Watching YouTube videos on your television set via a Google Chromecast device is CTV. Watching Apple TV+ via an streaming device is CTV. Binging entire seasons of \u003cem\u003eThe Great British Bake Off\u003c/em\u003e through the Netflix app that came installed on your Samsung smart TV is CTV. \u003c/p\u003e\n\u003cp\u003eAs long as it’s streamed through the internet and watched on a television console, it’s considered CTV. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eThat’s pretty broad. Are there specific kinds of CTV? \u003cbr /\u003e\u003c/strong\u003eBoy, are there. \u003c/p\u003e\n\u003cp\u003eThere are myriad subcategories of CTV — many of them acronyms as well — with each category describing a particular way consumers access CTV content. \u003c/p\u003e\n\u003cul\u003e\u003cli\u003e\u003cstrong\u003eSVOD (subscription video on demand):\u003c/strong\u003e streaming services that require a monthly subscription to view their content, such as Netflix, Disney+, HBO Max, and Amazon Prime Video. \u003c/li\u003e\u003cli\u003e\u003cstrong\u003eAVOD (ad-supported video on demand):\u003c/strong\u003e streaming video services that are funded by advertising. AVOD comes in two forms: 1) subscription services that offer ad-supported tiers, such as Paramount+ and Peacock, and 2) services that are free to consumers and ad supported, such as Tubi. \u003c/li\u003e\u003cli\u003e\u003cstrong\u003eBVOD (broadcast video on demand):\u003c/strong\u003e A subset of AVOD, BVOD is ad-supported streaming content that comes from traditional broadcasters. NBCUniversal offers free, ad-supported versions of some NBC and Bravo shows on its Peacock streaming service, for instance. \u003c/li\u003e\u003cli\u003e\u003cstrong\u003eFAST (free ad-supported television):\u003c/strong\u003e streaming services that are free to the consumer and ad supported. FAST platforms offer a combination of linear and on-demand programming, and the major players are Pluto, Samsung TV Plus, and The Roku Channel.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003cstrong\u003eWhat about OTT?\u003cbr /\u003e\u003c/strong\u003eOTT, or over-the-top television, is slightly different from CTV. OTT is a broader term used to describe digital video streamed on any device — desktop, mobile, and, yes, a television set. CTV is a subset of OTT. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eSo many acronyms…what’s the big deal? \u003cbr /\u003e\u003c/strong\u003eConsumers are cutting the linear TV cord at a record rate and shifting to CTV. And as more networks launch CTV services with advertising options, marketers are following. \u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.thetradedesk.com/us/connected-tv\"\u003eCTV provides\u003c/a\u003e marketers targeting and measurement capabilities that were impossible with linear television, allowing brands to spend their ad budgets more efficiently, conduct more effective campaigns, and drive better results for their bottom lines. In addition, CTV enables marketers to better manage ad frequency across all channels. With more precision and relevance, we can expect ad loads on CTV to be lower than traditional, linear TV, improving the viewer experience. \u003c/p\u003e\n\u003cp\u003eWith \u003ca href=\"https://chart-na1.emarketer.com/256276/upfront-buying-plans-according-us-agencymarketing-professionals-march-2022-of-respondents\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ead spend on CTV anticipated to increase by the billions\u003c/a\u003e over the next several years, you can understand all the hype surrounding those three little letters. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":null,"dictionary":{"submitLabel":null,"fallbackText":null},"tagline":"Subscribe to The Current"}}],"readTime":4}},"fulfilledTimeStamp":1732413447001},"getSectionData({\"slug\":\"\u003cblockquote class=\\\"twitter-tweet\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003eOk everyone. Twitter has removed my verification. 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I wish you all well.\u003c","token":""},"startedTimeStamp":1732413503294,"error":{"status":"PARSING_ERROR","originalStatus":403,"data":"\u003c!DOCTYPE HTML PUBLIC \"-//IETF//DTD HTML 2.0//EN\"\u003e\n\u003chtml\u003e\u003chead\u003e\n\u003ctitle\u003e403 Forbidden\u003c/title\u003e\n\u003c/head\u003e\u003cbody\u003e\n\u003ch1\u003eForbidden\u003c/h1\u003e\n\u003cp\u003eYou don't have permission to access this resource.\u003c/p\u003e\n\u003chr\u003e\n\u003caddress\u003eApache/2.4.52 (Ubuntu) Server at author.thetradedesk.com Port 80\u003c/address\u003e\n\u003c/body\u003e\u003c/html\u003e\n","error":"SyntaxError: Unexpected token \u003c in JSON at position 0"}},"getContentData({\"slug\":\"why-disney-sees-the-future-of-advertising-as-automated-and-addressable\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"NCavEp57WskBMUfwlyfbW","originalArgs":{"slug":"why-disney-sees-the-future-of-advertising-as-automated-and-addressable","token":""},"startedTimeStamp":1732413498387,"data":{"metadata":{"datePosted":"2022-07-12T08:00:00-07:00","dateCreated":"2022-07-12T07:06:04-07:00","dateUpdated":"2022-10-07T07:50:36-07:00","title":"Why Disney sees the future of advertising as automated and addressable | The Current","description":"Disney is the latest company to back Unified ID 2.0","image":{"alt":"Three hands holding cellphones show a blue play button on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition77_DisneyUID_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Three hands holding cellphones show a blue play button on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition77_DisneyUID_1920x1080_NoLogo_v1_2022-07-12-141921_zhlr.jpg","width":1920,"height":1080,"isLandscape":true},"author":"George P. Slefo","themes":["Data Privacy","The Latest"],"url":"https://www.thecurrent.com/why-disney-sees-the-future-of-advertising-as-automated-and-addressable","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1365122,"slug":"why-disney-sees-the-future-of-advertising-as-automated-and-addressable","postDate":"2022-07-12T08:00:00-07:00","heading":"Why Disney sees the future of advertising as automated and addressable","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"Three hands holding cellphones show a blue play button on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition77_DisneyUID_1920x1080_NoLogo_v1_2022-07-12-141921_zhlr.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":"Three hands holding cellphones show a blue play button on the screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition77_DisneyUID_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"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\u003eOn Tuesday, Disney announced a landmark partnership with The Trade Desk that will soon equip advertisers with the ability to leverage Unified ID 2.0 (UID2) when making programmatic ad buys on its treasure trove of properties. \u003c/p\u003e\n\u003cp\u003eThe news makes \u003ca href=\"https://finance.yahoo.com/quote/DIS/\"\u003eDisney\u003c/a\u003e the latest company to back the \u003ca href=\"https://author.thetradedesk.com/what-the-tech-is-unified-id-2-0\"\u003eopen-source identity framework\u003c/a\u003e. It also underscores the Mouse House’s ambitions in generating as much as half of its addressable revenue through programmatic channels by 2024.  \u003c/p\u003e\n\u003cp\u003e“This partnership absolutely accelerates that ambition,” Lisa Valentino, executive VP of client and brand solutions at Disney, tells \u003cem\u003eThe Current\u003c/em\u003e. “It shines a bright light on Disney that shows it can pioneer new ways of accessing supply and shows that advertisers do not need a pixel or cookies to deliver first-party data, at scale, in automated environments.”  \u003c/p\u003e\n\u003cp\u003eDisney wants to make sure its inventory is as addressable as possible. The partnership with The Trade Desk will enable advertisers to activate their own first-party data to enrich Disney ad impressions, driving relevance while also protecting consumer privacy. “We recognize buyers are in \u003cem\u003eneed\u003c/em\u003e of more flexibility, more choice, and more control in terms of how they buy and access inventory,” says Valentino. “And that’s where technology and data have a front seat.” \u003c/p\u003e\n\u003cp\u003eJust a few months ago, Disney debuted its proprietary Audience Graph, which ingests signals such as consumption and demographics across the company’s vast portfolio of brands. This includes Hulu, the most popular ad-supported CTV app of premium content, its family of TV networks, as well as its theme parks and cruises. And later this year, Disney is expected to roll out an ad-supported tier of its popular streaming service, Disney+. Meanwhile, the company is unifying its linear and digital ad inventory through the Disney Real-Time Ad Exchange, \u003ca href=\"https://author.thetradedesk.com/disney-makes-a-big-bet-on-programmatic-as-upfronts-loom\"\u003eor DRAX\u003c/a\u003e, and is also leveraging its own clean room technology to enable privacy-conscious data collaboration.  \u003c/p\u003e\n\u003cp\u003eThe partnership will soon arm advertisers with an addressable solution that enables them to leverage UID2 to target Disney inventory. That, in turn, will equip marketers with improved targeting capabilities at a scale that rivals the so-called walled gardens.  \u003c/p\u003e\n\u003cp\u003e“When you have someone that’s the size and scope of Disney saying, 'We’re making our ID interoperable with UID2 so advertisers can transact more effectively through programmatic channels in biddable environments' — that’s a huge step forward,” Tim Sims, chief revenue officer at The Trade Desk, tells \u003cem\u003eThe Current\u003c/em\u003e. “It really speaks to Disney’s forward thinking on the future of TV.” \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{},"tagline":null}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cstrong\u003e‘Privacy is at the core’\u003c/strong\u003e\u003cbr /\u003eAdvertisers who leverage UID 2.0 can soon bring their data to The Trade Desk where they will have increased addressability capabilities with Disney inventory. “UID 2.0 creates a stronger signal, and stronger foundation, for targeting in a privacy-forward environment,” says Sims. “It leverages modern day solutions for addressability and privacy versus cookies, which \u003ca href=\"https://www.historyofinformation.com/detail.php?id=2102\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eweren’t designed for any of that\u003c/a\u003e.”\u003c/p\u003e\n\u003cp\u003eMeanwhile, Valentino described the partnership with The Trade Desk as a first of its kind integration, where both interoperability and privacy sit at the center of their programmatic plans. She also emphasized Disney’s clean room technology when highlighting the company’s commitment to consumer privacy. “Right now, in the context of what’s happening in our industry, where consumer privacy is really at the center, this integration is a commitment that both Disney and The Trade Desk allows us to build more toward a fully automated future where privacy is at the core,” she says. “It’s a really big deal because it provides advertisers access to inventory that was never available before.”\u003c/p\u003e\n\u003cp\u003eThe integration also potentially foreshadows similar integrations with other publishers given that Disney is among the largest providers of premium content. Shortly after Publicis Groupe’s adoption of UID 2.0, for instance, holding companies such as \u003ca href=\"https://www.thetradedesk.com/cn/news/ipg-leans-into-unified-id-2-0-as-a-closed-operator\"\u003eIPG\u003c/a\u003e and \u003ca href=\"https://digiday.com/marketing/omnicom-media-group-formally-endorses-uid-2-0-in-a-bid-to-move-the-post-cookie-future-forward/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eOmnicom Media Group\u003c/a\u003e made similar moves. Should that occur, it would further establish UID 2.0 as the industry’s go-to privacy solution for addressability.\u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1732413498435},"getSectionData({\"slug\":\"\u003cblockquote class=\\\"twitter-tweet\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003eSo by revoking my blue check mark because I wouldn’t pay some arbitrary fee, someone can just be me and say a bunch of bullshit. 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Wang, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/HeadshotBW.png","width":1200,"height":1200,"isLandscape":false},"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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eGoogle may have sent shock waves through the industry in July, when it \u003ca href=\"https://www.thecurrent.com/google-third-party-cookies-deprecation-chrome-identity-privacy\"\u003echanged its mind\u003c/a\u003e on deprecating cookies in its Chrome web browser. But to some German publishers, the aftershocks were not much of a concern.\u003c/p\u003e\n\u003cp\u003eThat’s because they’ve spent years insulating themselves from such whims, preparing for a post-cookie future by putting together their own suites of solutions. These give advertisers addressable audiences at scale in a privacy-conscious way — and bolster publishers’ ad revenues in the process.\u003c/p\u003e\n\u003cp\u003e“From my perspective, this [trend] is unstoppable. Especially in Europe, with its stringent data protection regulations,” Martin Pichler, chief sales officer at German publisher highfivve, \u003ca href=\"https://www.thecurrent.com/google-cookie-deprecation-european-british-marketers-identity-privacy\"\u003etells\u003c/a\u003e \u003cem\u003eThe Current\u003c/em\u003e. “Despite Google’s decision, those who have invested in alternatives continue to benefit.”\u003c/p\u003e\n\u003cp\u003eThe German market is a bellwether for the health of digital advertising in continental Europe. Given Germany's status as the country with the \u003ca href=\"https://forecasts-na1.emarketer.com/5a4d341cd8690c01349716dc/5a4d1b48d8690c01349716ad\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehighest\u003c/a\u003e spend and second-highest growth in digital ads this year, and the Continent’s \u003ca href=\"https://www.weforum.org/agenda/2023/02/eu-countries-largest-economies-energy-gdp/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elargest\u003c/a\u003e economy, there is a lot at stake for publishers to get right.\u003c/p\u003e\n\u003cp\u003eAgainst the background of stringent E.U. privacy regulations and high consumer \u003ca href=\"https://www.pymnts.com/mobile-applications/2023/europeans-need-for-secure-everyday-apps-underscores-high-value-placed-on-data-privacy/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eexpectations\u003c/a\u003e for control over their personal data, German publishers BCN, Funke Mediengruppe, and gutefrage.net | highfivve have added The Trade Desk-backed European Unified ID (EUID) recently, among other alternative IDs, to their rosters of privacy-conscious ad solutions. These also include first-party data and contextual advertising offerings.\u003c/p\u003e\n\u003cp\u003e“This combination of different solutions has been helping us effectively monetize cookieless inventory for quite some time,” Pichler says.\u003c/p\u003e\n\u003cp\u003eThe picture is similar at Funke and BCN. “We integrated several third-party ID solutions like LiveRamp, Utiq, ID5 and EUID. We use EUID in combination with The Trade Desk’s \u003ca href=\"https://www.thetradedesk.com/us/resource-desk/what-is-openpath\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eOpenPath\u003c/a\u003e, and results have been very good so far,” says Pascal Charpentier, team lead of programmatic and partner at Funke.\u003c/p\u003e\n\u003cp\u003e“We recognize that no single solution will dominate the post-cookie landscape, which is why we have developed a comprehensive suite of tools,” says Nadeem Qureshi, team lead of product management at BCN. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe context\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003ePublishers \u003ca href=\"https://www.thecurrent.com/advertisers-publishers-retail-asia-pacific-uid2\"\u003ethe world over\u003c/a\u003e are adding email-based, logged-in identity solutions to their ad offerings to help tackle the existential risks to their businesses.\u003c/p\u003e\n\u003cp\u003eThese risks were laid bare in a \u003ca href=\"https://digiseg.io/wp-content/uploads/2023/10/Digiseg-AdExchanger-Research-Study-Report.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estudy\u003c/a\u003e from digiseg and \u003cem\u003eAdExchanger\u003c/em\u003e last year, which showed that tracking prevention in browsers and low audience match rates were among the top issues for publishers surveyed.\u003c/p\u003e\n\u003cp\u003eThese issues likely resulted in significant revenue loss — the study found that eCPMs for iOS/Safari anonymous and unconsented visitors was 70% lower on average, compared to that achieved on publishers’ addressable inventory. Effectively, that’s a 70% discount that publishers are giving to advertisers in unaddressable environments. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe challenges\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe many addressability solutions available allow publishers greater freedom in choosing how they want to monetize their content. But with the industry in flux, publishers are testing and learning, with an eye on how media buyers react.\u003c/p\u003e\n\u003cp\u003e“We currently find it very challenging to test Privacy Sandbox,” says Pichler. He says another challenge is collecting high-quality first-party data, which is “often a significant burden for publishers.” And media buyers are only slowly warming up to contextual ads, say Pichler and Charpentier.\u003c/p\u003e\n\u003cp\u003eAdvertisers are also facing a fragmented alternative ID landscape, which, according to Qureshi, can make it \"difficult for buyers to appreciate the full potential of these solutions.”\u003c/p\u003e\n\u003cp\u003eMore collaboration from ad tech players may be what’s needed. Last year, The Trade Desk and ID5 \u003ca href=\"https://www.adexchanger.com/online-advertising/the-trade-desks-id5-integration-makes-european-audiences-more-addressable/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epartnered\u003c/a\u003e to make each other’s ID solutions — the email-based EUID and the probabilistic ID5, respectively — available to advertisers, helping publishers monetize visitors regardless of their logged-in status. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe opportunity\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eFor publishers that get the balance of monetization solutions right, the rewards are ample. And advertisers are set to benefit too.\u003c/p\u003e\n\u003cp\u003e“Publishers are regaining control over their data,” says Pichler. “This shift also places publishers back in the driver's seat concerning third-party activities on their inventory.”\u003c/p\u003e\n\u003cp\u003e“With Prebid Server and Prebid.js being treated equally, developing a server-side ad stack becomes feasible without major concerns,” continues Pichler, referring to the open-source technology that allows publishers to run auctions from many bidders at once. “This leads to a significantly optimized setup, bringing substantial benefits to all parties involved: the demand side, the supply side, and the users.”\u003c/p\u003e\n\u003cp\u003eThe identity revolution could be a generational opportunity to realign publisher monetization, advertiser demand and consumer privacy expectations.\u003c/p\u003e\n\u003cp\u003e“One hope would be that we as publishers can profit from higher demand for our first-party data, which until now has been more of a niche product,” says Charpentier.\u003c/p\u003e\n\u003cp\u003e“We encourage advertisers to engage in testing these new solutions with publishers and their platform partners while third-party cookies are still in use,” says Qureshi. “This is a critical learning opportunity, and time is of the essence.” \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk, Inc.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current 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winning fans and sales in the process.","image":{"alt":"A silhouette of the continent of Europe has a speech bubble above it, SMS style, with three hearts in a row.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition104_EuropeanDatingAndAdvertising_1920x1080_v1sm.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A silhouette of the continent of Europe has a speech bubble above it, SMS style, with three hearts in a row.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition104_EuropeanDatingAndAdvertising_1920x1080_v1sm_2023-01-30-180411_bxyz.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Culture","The Latest"],"url":"https://www.thecurrent.com/situationships-brands-advertising-europe-dating-culture","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1695243,"slug":"situationships-brands-advertising-europe-dating-culture","postDate":"2023-01-30T00:00:00-08:00","heading":"Situationships and solitude: How brands are advertising for Europe’s changing dating culture","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"A silhouette of the continent of Europe has a speech bubble above it, SMS style, with three hearts in a row.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition104_EuropeanDatingAndAdvertising_1920x1080_NoLogo_v1sm.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A silhouette of the continent of Europe has a speech bubble above it, SMS style, with three hearts in a row.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition104_EuropeanDatingAndAdvertising_1920x1080_NoLogo_v1sm_2023-01-30-180302_aleh.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":""},{"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\u003eEurope is transforming. The population across the continent is shrinking. By 2050, the continent’s median age will have\u003ca href=\"https://ec.europa.eu/eurostat/web/products-eurostat-news/-/ddn-20210430-2\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e increased 4.5 years \u003c/a\u003efrom 2019. The average age of marriage is also \u003ca href=\"https://w3.unece.org/PXWeb/en/CountryRanking?IndicatorCode=303\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecreeping closer to 35\u003c/a\u003e for both men and women. \u003c/p\u003e\n\u003cp\u003eMany young Europeans are foregoing traditional dating labels in favor of more casual arrangements like \u003ca href=\"https://www.bbc.com/worklife/article/20220831-situationships-why-gen-z-are-embracing-the-grey-area\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e\"situationships,\"\u003c/a\u003e and same-sex marriage is now legal in \u003ca href=\"https://www.france24.com/en/live-news/20211207-same-sex-marriage-now-legal-in-30-countries\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e17 European countries\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThese demographic changes are likely to significantly alter how brands advertise to the continent’s youngest generations: millennial, Gen Z, and Gen Alpha. Their values and aspirations often differ from their predecessors’, especially when it comes to the realms of dating, family, and love. \u003c/p\u003e\n\u003cp\u003eThose differences, more marked in \u003ca href=\"https://www.pewresearch.org/global/2019/10/14/gender-equality-2/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecertain cities and regions\u003c/a\u003e, make Europe an ever more complex terrain for marketers. \u003c/p\u003e\n\u003cp\u003e“There’s a huge push from those young consumers to see not just your happy married couple being represented, but they want different types of relationships to be represented, especially when it comes to advertising,” says Antonin Ficatier, editorial director for Western Europe at YPulse, a research firm focused on Gen Zers and millennials. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAdvertising for the future\u003cbr /\u003e\u003c/strong\u003eBrands tapping in to these new dating and demographics paradigms might be surprised at young Europeans’ openness toward social changes in their millennia-old cultures. But Ficatier says they can be just as open to new definitions of dating and love as their American counterparts — and expect brands to be more open as well. \u003c/p\u003e\n\u003cp\u003e“Based on our data, there’s actually not much difference between young consumers in Western Europe and North America, when it comes to their willingness and interest in seeing more inclusivity in advertising,” says Ficatier. \u003c/p\u003e\n\u003cp\u003eSome European brands are aligned with this sentiment. Examples of advertisers pushing conventional boundaries abound across the continent, from Les Chocolats des Français’ \u003ca href=\"https://tbwa.com/work/le-chocolat-des-francais/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e“Very Spicy Campaign”\u003c/a\u003e to ITA Airways’ \u003ca href=\"https://www.adsoftheworld.com/campaigns/love-is-in-the-airplane-mode\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e“Love is in the Airplane Mode.”\u003c/a\u003e These campaigns take a playful, cheeky tone to encourage viewers to see love and sex through a new lens, one less “formal” and more in tune with younger generations. \u003c/p\u003e\n\u003cp\u003e“For brands with relevant products, it’s almost impossible not to be a part of this conversation because you’re going to be left out of the zeitgeist, especially with Gen Z. They are very interested in relationships and how they are evolving as a response to other societal changes,” says Ottavio Nava, regional lead EU area at agency We Are Social. \u003c/p\u003e\n\u003cp\u003eMany young Europeans are also finding themselves in single-person households \u003ca href=\"https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Household_composition_statistics#Increasing_number_of_households_composed_of_adults_living_alone\"\u003ewell into their 30s\u003c/a\u003e. This rise in singledom also means a more fragmented market made up of consumers with varied tastes and needs — and less money to spend. A recent study found that the average single person in the U.K. is \u003ca href=\"https://www.theguardian.com/commentisfree/2023/jan/21/being-single-has-a-lot-going-for-it-but-10k-a-year-seems-too-high-a-price-for-the-privilege\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e£10,000 ($11,400) worse off\u003c/a\u003e per year than someone in a married couple. \u003c/p\u003e\n\u003cp\u003eNonetheless, catering to singles requires a mindset shift from brands. “Increasingly, time is also being factored in as a resource. So you find people saying, ‘If I’m alone, and I learn to be alone, I have more time to do what I want in my life,’ meaning more time to think about themselves and consume products that are related to that,” says Nava. \u003c/p\u003e\n\u003cp\u003eBut while it can be helpful to rely on generalized insights to understand Europe better, some of the most impactful advertising taps into each nation’s differences to create campaigns that truly resonate. These clashes of culture, in which advertising becomes part of the national conversation, are to be found in European countries with a higher preference for \u003ca href=\"https://www.pewresearch.org/global/2019/10/14/gender-equality-2/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etraditional-marriage roles\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eBrands join the front lines in Europe’s culture clashes\u003cbr /\u003e\u003c/strong\u003eGreek chocolate brand Lacta, owned by Mondelēz, is no stranger to contentious ad campaigns. The brand has made bold marketing moves, from the “Act for Love” ad in 2019, which depicted dozens of couples of various ethnicities and sexual orientations, to last year’s poignant “Don’t Ever Leave Me” ad, which shone a spotlight on an increase in domestic abuse. \u003c/p\u003e\n\u003cp\u003eBut these risks have paid off: following the release of “Act for Love,” even amid threats of boycott on social media and angry reactions on TV, the chocolate brand said sales increase by 13.5 percent, buoyed by support for its powerful message. Lacta followed up the year after, with the “See the Love” campaign, inviting viewers to “look beyond stereotypes” as it depicted couples of all kinds gaining acceptance in society. \u003c/p\u003e\n\u003cp\u003eThis call for more acceptance also extends to women’s roles in society. The rate at which increasing numbers of women are \u003ca href=\"https://www.intereconomics.eu/contents/year/2017/number/1/article/unlocking-the-potential-of-greater-female-employment-in-europe.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ejoining the workforce in Europe\u003c/a\u003e is uneven among member states, with countries like Poland and Italy seeing a 15 percent and 20 percent \u003ca href=\"https://ec.europa.eu/eurostat/statistics-explained/index.php?title=File:Employment_rate_and_gender_employment_gap,_2020.png\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egender employment gap\u003c/a\u003e, respectively, whereas this gap sits at around 5 percent for France and Norway. \u003c/p\u003e\n\u003cp\u003eIn response to this, Polish jewelry brand Yes released an ad last year tapping in to women’s \u003ca href=\"https://www.lbbonline.com/news/polish-jewellery-brand-yes-goes-forward-in-time-in-spot-encouraging-women-to-believe-in-the-future\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egrowing confidence\u003c/a\u003e in choosing a life for themselves, in a country where preference for traditional-marriage roles is \u003ca href=\"https://www.pewresearch.org/global/2019/10/14/gender-equality-2/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edropping rapidly\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003e“If you can put a dent in culture with your work and get people talking, that’s when you know the work is powerful and you’re making a statement,” Jason Harris, CEO of agency Mekanism, told \u003cem\u003eThe Current \u003c/em\u003ein a \u003ca href=\"https://author.thetradedesk.com/the-current-podcast-match-groups-melissa-hobley-and-mekanisms-jason-harris\"\u003erecent podcast\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eThese differences in acceptance and openness among European countries are why it pays for brands to remember that Europe remains a complex and nuanced market, with substantial differences at the national, regional, and even city level, says Nava. But ultimately, cultural differences and the growth of a diverse dating landscape can provide inspiration for advertising that sets a brand apart from the rest. \u003c/p\u003e\n\u003cp\u003e“Leading up to Valentine’s Day, we’ll see obviously a lot of ads about committed relationships. But brands could also use this opportunity to celebrate all types of relationships. That’s really what young consumers are asking,” says Ficatier. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732413773313},"getContentData({\"slug\":\"current-podcast-uber-lee-walsh\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Xcel5BJeD5CXKcfHBwCkf","originalArgs":{"slug":"current-podcast-uber-lee-walsh","token":""},"startedTimeStamp":1732413838940,"data":{"metadata":{"datePosted":"2023-05-24T03:00:00-07:00","dateCreated":"2023-05-23T08:44:41-07:00","dateUpdated":"2024-04-15T09:21:12-07:00","title":"Uber’s Lee Walsh on leaning into local experiences | The Current","description":"Uber Global Head of Media Lee Walsh breaks down why he thinks Uber is the ultimate local product as well as advertising conditions across the globe.","image":{"alt":"The Current Podcast, Season 5, Episode 39: Lee Walsh, Global Head, Media, Uber","url":"https://www.thetradedesk.com/assets/global/Ep39_16x9_Social_WithTitle_Uber_v1-50-1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast, Season 5, Episode 39: Lee Walsh, Global Head, Media, Uber","url":"https://www.thetradedesk.com/assets/global/Ep39_16x9_Social_WithTitle_Uber_v1-50-1_2023-05-23-174337_xpfl.jpg","width":1921,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","Stay up to date","Premium"],"url":"https://www.thecurrent.com/current-podcast-uber-lee-walsh","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1936049,"slug":"current-podcast-uber-lee-walsh","postDate":"2023-05-24T03:00:00-07:00","heading":"Uber’s Lee Walsh on leaning into local experiences","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Podcast, Season 5, Episode 39: Lee Walsh, Global Head, Media, Uber","url":"https://www.thetradedesk.com/assets/global/Ep39_1x1_Uber_v1-50.jpg","width":1201,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast, Season 5, Episode 39: Lee Walsh, Global Head, Media, Uber","url":"https://www.thetradedesk.com/assets/global/Ep39_16x9_Editorial_WithTitle_Uber_v1-50.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":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. 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them.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eTechnological advances in media have always had a significant impact on political election campaigns — with \u003ca href=\"https://www.thecurrent.com/for-context-the-evolution-of-political-media\"\u003eevery cycle rewriting\u003c/a\u003e the rules. And streaming inventory will be a priority in the run up to the 2024 U.S. presidential, according to political ad buyers.\u003c/p\u003e\n\u003cp\u003e“We’ve reached this inflection point — we crossed it probably during the midterms — where many people realize [streaming inventory] has to be a core piece of your buying, where it was maybe an add-on or nice-to-have in 2020,” Tim Cameron, the co-founder and CEO of FlexPoint Media, tells \u003cem\u003eThe Current\u003c/em\u003e. “Campaigns are now having to take a digital-first approach to planning and buying media and then, in a lot of cases, layering on the traditional media component.”\u003c/p\u003e\n\u003cp\u003ePublishers and adtech partners are making it easier for marketers to make ad buys wherever the audience might show up, whether on connected TV or linear channels. The technology is being honed to allow political ad buyers to unify a candidate’s campaigns across \u003cem\u003eany\u003c/em\u003e television screen, according to Matt Naber, co-head of ad sales and operations for CBS Stations and head of local streaming for Paramount Global.  \u003c/p\u003e\n\u003cp\u003e“There is a simplification to it. Audiences are everywhere, and you can reach them, and you should reach them throughout all points,” said Naber.\u003c/p\u003e\n\u003cp\u003eSpeaking at The Trade Desk’s Powering the Political Message event in Washington, D.C., last week, Naber joined other publishers and tech partners on a panel that explored how data is fueling a new era of political advertising.\u003c/p\u003e\n\u003cp\u003eSince the midterm elections, premium streaming inventory has surged, fueling a growing consensus that programmatic inventory can stand up to the traditional linear spots political media buyers have prioritized for decades. FreeWheel, a Comcast-owned ad platform, is making it easier for programmatic buyers and sellers to transact across all screens by consolidating inventory on one server. \u003c/p\u003e\n\u003cp\u003e“As the ad server, FreeWheel is able to see across the entirety of a publisher’s demand — direct sold, sponsorship, and programmatic — and make one unified decision across all of that publisher supply,” Meagan Monroe, the senior manager of demand-side platform partnerships at FreeWheel, tells \u003cem\u003eThe Current\u003c/em\u003e. “This is much more advanced than a traditional waterfall, where one partner is called one after another in a daisy chain. For each publisher, FreeWheel unifies decisioning across all demand channels based on several factors outside of just price — priority, pacing, targeting, business rules, tech specs.” \u003c/p\u003e\n\u003cp\u003eAccording to Monroe, this consolidation allows ad buyers better win rates, better performance, and better opportunity to secure an audience. For political buyers, in particular, this means the ability to be in-market with the potential to scale their audiences quickly, especially important in highly competitive election races. \u003c/p\u003e\n\u003cp\u003eThis election cycle will see a concerted push into programmatic buying, allowing agencies to transact and apply their own targeting, says Evan Degnan, the SVP of digital at AL Media. He points out that many publishers understand this need in the context of e-commerce, but some have yet to catch up when it comes to political ad buying. “Increasingly we’re starting to see folks like CBS who partner with us in this space. So that’ll be the biggest shift heading into 2024,” he says. \u003c/p\u003e\n\u003cp\u003ePolitical media buyers understand that what’s likely the key to effective campaigns is the ability to tap in to local markets. The last presidential election and the midterm election were largely fought in battleground states. And it’s here, in these local media markets, that targeted ads may prove critical to campaigns hoping to gain that edge. \u003c/p\u003e\n\u003cp\u003e“You’ve got to be able to forecast in terms of states; you’ve got to be able to media plan in terms of states; you’ve got to be able to report in terms of states,” Zach Wineburg, the founder and CEO of Ally Strategies, tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eOn the panel, Ken Ripley, the VP of digital sales at E.W. Scripps, said his company is leaning into local markets. In 2021, the company launched its Florida 24 Network — which highlights reporting from its six local TV stations — available in linear form and on demand via its over-the-top app on streaming platforms. “If we’re the First Amendment company, we think that journalism — which is the core to us as a 145-year-old company — is important to democracy,” he said. “So, we want to provide as many ways as possible for viewers to see us. We want to meet them where they are.” \u003c/p\u003e\n\u003cp\u003eLikewise, Naber pointed out that CBS has invested heavily in local news programming, noting that local news streaming has grown 60 percent year over year. Moreover, that demographic has changed as a broader swath of people stream. “A few years ago, it was 18- to 34-year-olds who were into streaming. It’s dramatically different over the last several years and that’s why we’re investing in it, because it’s a wide demo, all geos, down to zip level at scale, and that’s important to us,” he added. \u003c/p\u003e\n\u003cp\u003eAt the same time, some ad buyers expect major streaming platforms to be more open to political ad campaigns, some of which have been reticent about taking political ad dollars. “2024 is where you’re going to see that dam break,” says Degnan. “You’re going to see the two presidential campaigns come to the likes of Netflix and Amazon Prime and say, ‘Here’s a boatload of money and do you want it or not?’” \u003c/p\u003e\n\u003cp\u003e“Just like we saw last time, Spotify started the cycle not accepting political but ended up accepting political by the end because they saw the dollars on the table. I’m hopeful the presidential election will help move people in that direction,” he adds. \u003cem\u003e\u003cbr /\u003e\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cbr /\u003e\u003c/em\u003e\u003c/p\u003e\n\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":5}},"fulfilledTimeStamp":1732414309456},"getSectionData({\"slug\":\"retail\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"IBqxW3wB8PKOOwhwZIiLm","originalArgs":{"slug":"retail","token":""},"startedTimeStamp":1732414328848,"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. The Current logo is fixed to the left top corner of the image.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RetailMetadata_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Illustration of a hand holding a megaphone coming out of a computer monitor and a card reader and scanner underneath. The Current logo is fixed to the left top corner of the image.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RetailMetadata_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/sections/retail","noIndex":false,"type":"themes"},"data":{"id":692072,"title":"Retail","heading":null,"image":{},"description":"Stories about the emerging retail media market, including the latest brand partnerships.","themeHighlightColor":"","generateAnchors":false,"themeContent":[{"componentType":"RecentArticles","content":{"heading":null,"filterByTheme":"auto","theme":[]}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"recentArticles":"auto","showSubscribe":"hidden"}},"fulfilledTimeStamp":1732414328884},"getContentData({\"slug\":\"political-democratic-super-pac-digital-2024-election\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"UjWa00Y63wmsB_CRo0DNS","originalArgs":{"slug":"political-democratic-super-pac-digital-2024-election","token":""},"startedTimeStamp":1732414352999,"data":{"metadata":{"datePosted":"2024-10-14T05:00:00-07:00","dateCreated":"2024-10-09T12:09:52-07:00","dateUpdated":"2024-10-11T12:08:11-07:00","title":"Why a leading super PAC is going all in on digital this election | The Current","description":"Priorities USA made the move after Donald Trump took the 2016 presidency, while using digital channels. Political campaigns are experimenting to help win future elections.","image":{"alt":"A clear image of the white house with one half pixelated.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition191_DemSuperPAC100PercentDigital_1920x1080px_Logo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A clear image of the white house with one half pixelated.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition191_DemSuperPAC100PercentDigital_1920x1080px_Logo_v1-1_2024-10-09-192029_ixdd.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Political"],"url":"https://www.thecurrent.com/political-democratic-super-pac-digital-2024-election","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3337830,"slug":"political-democratic-super-pac-digital-2024-election","postDate":"2024-10-14T05:00:00-07:00","heading":"Why a leading super PAC is going all in on digital this election","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A clear image of the white house with one half pixelated.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition191_DemSuperPAC100PercentDigital_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A clear image of the white house with one half pixelated.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition191_DemSuperPAC100PercentDigital_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 clear image of the white house with one half pixelated.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition191_DemSuperPAC100PercentDigital_1920x1080px_NoLogo_v1_2024-10-09-192050_kynv.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":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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn the wake of the 2016 presidential election, when Donald Trump shocked millions in America and around the world by defeating Hillary Clinton to become the president of the United States, leading Democratic operatives went back to the drawing board to assess what went wrong. They zeroed in on their media plan.\u003c/p\u003e\n\u003cp\u003eTrump’s campaign pointed to a \u003ca href=\"https://www.newyorker.com/magazine/2020/03/09/the-man-behind-trumps-facebook-juggernaut\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eheavy digital strategy\u003c/a\u003e centered around Facebook as key to their victory. Priorities USA, the largest Democratic super PAC, which had been operating with a more traditional advertising strategy, recognized that and decided to make major changes and invest more into all digital channels.\u003c/p\u003e\n\u003cp\u003eEight years later, Priorities is running a 100%-digital campaign in a presidential year for the first time ever. (It tested the strategy in the 2022 midterms, \u003ca href=\"https://priorities.org/news-and-press/priorities-usa-announces-1-million-initial-digital-investment-to-mobilize-voters-ahead-of-georgia-runoff/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003einvesting millions\u003c/a\u003e into Georgia Sen. Raphael Warnock, Michigan Gov. Gretchen Whitmer and Pennsylvania Gov. Josh Shapiro’s winning campaigns, among others.) It’s activating on everything from connected TV (CTV) to audio, digital out-of-home, social and search. That the super PAC is putting this much investment in the power of digital suggests a sea change for the future of political campaigns.\u003c/p\u003e\n\u003cp\u003e“It’s our job to reach voters where they are and where they’re spending time,” Danielle Butterfield, executive director at Priorities USA, tells The Current. Butterfield moved to Priorities USA in 2017 after serving as deputy director of digital advertising for Hillary Clinton’s 2016 presidential campaign. “And the numbers really paint a clear picture that digital platforms are where that is.”\u003c/p\u003e\n\u003cp\u003eKamala Harris’ campaign has been putting \u003ca href=\"https://www.thecurrent.com/political-marketers-strategies-democratic-national-convention\"\u003emuscle behind digital\u003c/a\u003e since she stepped in as the presidential nominee. Harris’ camp outspent Trump \u003ca href=\"https://www.nytimes.com/2024/09/20/us/politics/kamala-harris-trump-campaign-spending.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e20 to 1\u003c/a\u003e on Facebook and Instagram during the week of their debate in September, to the tune of $12.2 million versus $611,228 on Meta’s platforms, according to The New York Times. The difference was even more stark in the two \u003ca href=\"https://www.thecurrent.com/political-battleground-states-us-2024-presidential-election-advertisers\"\u003eswing states\u003c/a\u003e of Michigan and Pennsylvania — $2.8 million versus $57,255.\u003c/p\u003e\n\u003cp\u003eBack in August, Harris’ campaign reserved what they called the \u003ca href=\"https://www.nytimes.com/2024/08/17/us/politics/kamala-harris-ads.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elargest digital ad buy\u003c/a\u003e ever in American politics, with \u003ca href=\"https://www.thecurrent.com/political-advertising-audio-ctv-omnichannel-programmatic\"\u003e$200 million\u003c/a\u003e of the $370 million going to digital platforms. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eGetting more context\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eWithin its digital-only strategy, Priorities is making behavioral and contextual targeting the building blocks of its path to success. As more campaigns evolve from the historical use of voter-file targeting, Butterfield believes campaigns are leaving votes on the table by not using more-advanced methods.\u003c/p\u003e\n\u003cp\u003eThere are thousands of options to serve a potential voter based off what their interests are, from music to gaming to cooking. These options dive deeper than the traditional name, age, race and ZIP code within a voter-file profile. Even for ZIP code targeting, those that have a high percentage of Black or Latino voters can be oversaturated with ads, according to Butterfield. She is quick to say that only targeting those areas could lead them to miss out on potential voters in under-indexed areas. Finding those under-indexed voters is the bread and butter of Priorities USA’s strategy.\u003c/p\u003e\n\u003cp\u003e“We are really laser focused on how to get off of voter-file targeting and off of strictly geographic targeting and on to behavioral [and] contextual targeting, which we believe is the future in the present of targeting,” Butterfield says. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWorking digital on both sides\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe Congressional Leadership Fund (CLF), which works to elect Republicans to the U.S. House of Representatives as one of the top Republican super PACs, sees digital as a chief priority in its path to victory as well.\u003c/p\u003e\n\u003cp\u003eThe CLF expects to spend between 25% to 30% of its media on digital and streaming ads, although Director of Digital Greg Butcher qualifies that that number can look smaller than what their commitment is due to factors like the cost of TV ads from market to market. \u003cbr /\u003e \u003cbr /\u003eThe CLF has reserved \u003ca href=\"https://congressionalleadershipfund.org/clf-drops-3-5-million-more-in-ad-reservations/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$179 million in ads\u003c/a\u003e since May.\u003c/p\u003e\n\u003cp\u003eButcher sees the rising tide of importance that digital holds and believes that video content on a connected TV will be the dominant media experience for American voters in the next 2 to 4 years.\u003c/p\u003e\n\u003cp\u003e“We have looked at digital in the last couple cycles as a critical component of delivering reach to voters who aren’t reachable with broadcast television, meaning it is not an afterthought when we plan media spends and produce creative,” Butcher tells The Current.\u003c/p\u003e\n\u003cp\u003eReaching any and all voters has become more sophisticated in the modern age, as mountains of data are turned into targeting methods.\u003c/p\u003e\n\u003cp\u003e“The road to victory runs through digital,” Brianna Vercellino, director of media planning at i360, tells The Current. i360 has a database of 220 million voters with 1,800 unique data points that campaigns can use to target at the individual and household levels. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe weight of democracy\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eWithin political advertising, the stakes for experimentation are higher, as they could lead parties and candidates to rousing success or crushing failure. Political still leans heavily into traditional TV as the biggest place to dump ad dollars, with the channel projected to make up \u003ca href=\"https://content-na1.emarketer.com/us-political-ad-spending-forecast-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e57% of total political spend\u003c/a\u003e in 2024, according to Emarketer.\u003c/p\u003e\n\u003cp\u003e“Campaigns don’t have the year-round resources and infrastructure to constantly be thinking about the next cycle when we’re putting out fires every single day,” Butterfield says. “That’s just not how campaigns are built, you know, in comparison to the corporate world. There is a little bit of constantly playing catch-up to where the digital space is always moving.”\u003c/p\u003e\n\u003cp\u003ePriorities USA has spent the past eight years reforming its media strategy to get to this point — placing immense trust in the power of digital. The stakes for ad strategies are arguably highest in political.\u003c/p\u003e\n\u003cp\u003e“The only way for us to get an academic, rigorous understanding of if our campaigns are working is to hold out a group of voters from our campaigns and have a control group,” Butterfield says. “But you don’t want to have a control group when the state of democracy is in your hands.” \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":1732414353037},"getContentData({\"slug\":\"guestaccess.aspx\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"17JF63VvX9eB3bLEPOPHZ","originalArgs":{"slug":"guestaccess.aspx","token":""},"startedTimeStamp":1732414373988,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug guestaccess.aspx","code":0,"status":404}}},"getContentData({\"slug\":\"political-presidential-election-2024-podcasts\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"_BQHMH_QZmVggVFkirf0p","originalArgs":{"slug":"political-presidential-election-2024-podcasts","token":""},"startedTimeStamp":1732414391341,"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 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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\u003eKorean dramas, or \u003ca href=\"https://www.thecurrent.com/what-a-k-drama-superfan-can-teach-publishers-and-brands-about-loyalty\"\u003eK-dramas\u003c/a\u003e, became a global sensation in recent years. Now, a \u003ca href=\"https://www.thereviewgeek.com/rise-of-thailands-boy-love-series/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enew wave\u003c/a\u003e of Thai dramas depicting boys love (BL) — referred to as the Y series (derived from \"yaoi,\" a Japanese term for manga that features romance between men) — has inspired similar fervor, becoming a \u003ca href=\"https://www.lifestyleasia.com/bk/digital-cover/jumpol-influence-y-series-offgun/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enational phenomenon\u003c/a\u003e and expanding in international popularity as it captures the attention of viewers worldwide. \u003c/p\u003e\n\u003cp\u003eThe blossoming genre of \u003ca href=\"https://www.timeout.com/bangkok/lgbtq/thai-boys-love-culture\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehomegrown dramas\u003c/a\u003e in Thailand and other parts of Asia is attracting a \u003ca href=\"https://www.academia.edu/49744726/The_growing_popularity_of_Asian_BL_dramas_Social_change_through_the_representation_of_Gay_characters_in_Asian_Media_Thailand_China_\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eyoung and diverse\u003c/a\u003e fan base, beyond the LGBTQ+ community, particularly among women and Gen Zers — which presents a highly valuable opportunity for brands around the world. \u003ca href=\"https://www.mckinsey.com/mgi/overview/in-the-news/the-emergence-of-new-consumer-segments-and-implications-for-companies-in-asia-and-thailand\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eNew research\u003c/a\u003e by McKinsey Global Institute finds that consumption in Thailand could grow sharply from USD$120 billion to USD$140 billion over the next decade, citing the rise of digital natives and women’s empowerment as factors. \u003c/p\u003e\n\u003cp\u003eWith over 14 million platform downloads and 90 percent of their subscribers watching the Y series, The One Enterprise’s ad-supported OTT platform oneD has a unique view into this diverse audience. As a result, oneD provides advertisers with scaled insights into different demographics, thanks to the genre’s broad appeal. For advertisers, the segmented audience of the Y series is a pathway to these much sought-after audience groups through over-the-top (OTT) platforms and especially mobile devices. \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e“Brands and advertisers need to recognize the rise of \u003ca href=\"https://www.forbes.com/sites/forbescontentmarketing/2019/05/13/20-facts-and-figures-to-know-when-marketing-to-women/?sh=224a03f21297\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewomen viewers\u003c/a\u003e and also their power of purchase — [and] create a specific set of creatives that consciously target women,” Kengkat Tanhasaitong, a senior assistant VP at The One Enterprise, tells \u003cem\u003eThe Current. \u003c/em\u003e“We’ve also seen that brands and advertisers are very happy [with] the performance of their ads during the airing of the Y series\u003cem\u003e \u003c/em\u003ethey’re more targeted to the audiences.” \u003c/p\u003e\n\u003cp\u003eFurther to this, Tanhasaitong says that big global brands and advertisers who have shown large amounts of interest in buying these ad spaces during a show like this include brands in the fast-moving consumer goods (FMCG), retail, telecommunications, automotive, and financial services sectors.\u003c/p\u003e\n\u003cp\u003eBrands are aware that \u003ca href=\"https://queerforty.com/knowing-how-to-connect-with-lgbtq-consumers-is-vital-rewarding-for-marketers\" target=\"_blank\" rel=\"noreferrer noopener\"\u003einclusivity\u003c/a\u003e enables them to attract and engage with these audiences, according to Tanhasaitong. To amplify such engagement, he says, the platform strategically uses popular social media platforms like Instagram, Facebook, YouTube, and TikTok, sharing showreels and highlights to propel the brand’s connection with the audience to new heights. \u003c/p\u003e\n\u003cp\u003e“We expected the popularity of our series, yet we didn’t realize it would blow up to such a huge phenomenon and go global,” he says. “We are creating more series this year to please our fans and looking forward to seeing another bigger phenomenon evolve.” \u003c/p\u003e\n\u003cp\u003eAnd Y series\u003cem\u003e \u003c/em\u003efans are certainly eager. Just like the K-drama phenomenon — the Y series seems to inspire dedication from its viewers. Thirty-eight-year-old Naewnay Satumtira — who lives in Bangkok, Thailand, with his partner — is a self-confessed superfan. He admits to watching four hours of Y series content on his mobile phone every day. \u003c/p\u003e\n\u003cp\u003e“I come in and out of watching the Y series on oneD — but I spend at least four hours per day searching for short-form reels on social media like TikTok, and 50 percent to 60 percent of my phone’s memory is devoted to images of the main actors in the Y series. The fan club I have seen on a global scale is actually crazy!” \u003c/p\u003e\n\u003cp\u003eEarlier this year, \u003cem\u003eVogue\u003c/em\u003e Hong Kong did a \u003ca href=\"https://www.voguehk.com/en/article/art-lifestyle/best-boy-love-dramas/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eroundup\u003c/a\u003e of the best boys love dramas to watch. \u003cem\u003e2gether: The Series\u003c/em\u003e — which debuted in 2020 — has emerged as Thailand’s most successful BL drama, captivating the hearts of fans throughout Asia. \u003c/p\u003e\n\u003cp\u003eFor 13 weeks, the \u003ca href=\"https://twitter.com/search?q=%232getherTheSeries\u0026amp;src=typeahead_click\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e#2getherTheSeries\u003c/a\u003e hashtag reigned supreme, dominating Twitter’s global trends, becoming the go-to social media platform for devoted BL enthusiasts. This phenomenon ignited a slew of virtual discussions, transcending languages and spanning Thai, Chinese, and English, thus catapulting the series’ popularity to new heights. The extraordinary allure of the show led to its lead actors, Vachirawit “Bright” Chivaaree and Metawin “Win” Opas-iamkajorn, amassing a staggering million-strong following on Instagram from every corner of the globe in a matter of mere weeks. Unforeseen by many — \u003cem\u003e2gether: The Series\u003c/em\u003e then turned into an unparalleled global sensation. \u003c/p\u003e\n\u003cp\u003eThe rise of the Y series in Thailand perhaps tracks a societal change in attitude toward gay rights, since \u003ca href=\"https://www.vice.com/en/article/93wm88/thailand-lgbtq-queer-discrimination-experience-rights-law-implementation\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehistorically\u003c/a\u003e Thailand has not been that accepting of the LGBTQ+ community. But now marriage equality is \u003ca href=\"https://asianews.network/marriage-equality-on-the-ballot-as-thai-political-parties-compete-for-gay-votes/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eon the ballot\u003c/a\u003e in Thailand’s national elections, as progressive parties compete for votes from the gay community. Some hope that BL dramas can be used as a \u003ca href=\"https://www.teenvogue.com/story/bl-drama-stars-reflect-on-pride-queerness-lgbtq-rights\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esoft power\u003c/a\u003e for the country to be more open. In this respect, culture and marketing has a role to play. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732415327010},"getContentData({\"slug\":\"_session\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"6_N_y_bdTAoIm0sQIbq2v","originalArgs":{"slug":"_session","token":""},"startedTimeStamp":1732415362454,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug _session","code":0,"status":404}}},"getContentData({\"slug\":\"login.php\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"ccFDl4O9q3HM5CUYX61qM","originalArgs":{"slug":"login.php","token":""},"startedTimeStamp":1732415637693,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find 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The main question is how much the industry needs to evolve from now until then.” \u003cbr /\u003e\u003cbr /\u003eCohen breaks down the biggest challenges around being at the center of the digital advertising industry, Netflix starting up an ad-supported tier, the Great Resignation, and why he believes the upfronts and NewFronts will merge in this episode. \u003c/p\u003e\n\n\u003cp\u003e“This is going to be one video market,” he says. “There is no need for the time and effort of separating them. It is a fallacy today and it will certainly be a fallacy in the future.” \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":1732416218899},"getContentData({\"slug\":\"faq-firstpartydata\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"5oVGSa810ho4ao52s179Q","originalArgs":{"slug":"faq-firstpartydata","token":""},"startedTimeStamp":1732416291700,"data":{"metadata":{"datePosted":"2022-05-17T12:48:00-07:00","dateCreated":"2022-04-29T12:48:02-07:00","dateUpdated":"2023-03-01T04:46:33-08:00","title":"Do you have questions about first-party data? | The Current","description":"What is first-party data? How do you collect first-party data? And what are examples of first-party data? Find the answers for your first-party data questions in our frequently asked questions.","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Article-Image-Metaimage_2022-04-29-195729_bexd.jpg","width":1200,"height":628,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Article-Image-Metaimage_2022-04-29-195729_bexd.jpg","width":1200,"height":628,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/faq-firstpartydata","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1213617,"slug":"faq-firstpartydata","postDate":"2022-05-17T12:48:00-07:00","heading":"Your first-party data questions, answered.","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Article-Image-Homepage.jpg","width":668,"height":439,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"SingleImage","content":{"featuredMobileImage":{},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Article-Image-Homepage.jpg","width":668,"height":439,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eA jargon free, first-party data primer on what first-party data is and how to use it in your marketing strategy. \u003c/p\u003e\n\u003cp\u003eThe cookieless world will fundamentally change how we advertise online. First-party data can help brands to adapt and thrive but what is first-party data and why should marketers care? \u003c/p\u003e\n\u003cp\u003eWe have brought together our most frequently asked questions on first-party data to help you feel more confident creating your own first-party data strategy. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eSo, what is first-party data?\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eFirst-party data is the data you collect directly from your customers. Collected through owned channels, platforms, and software. It’s data that belongs to your brand exclusively. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat’s the difference between first-party data and third-party data? \u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eFirst-Party data is data collected by a brand from their customer. \u003c/p\u003e\n\u003cp\u003eThird-party data is data collected by any business or entity that does not have a direct relationship to the person providing the data. It is data collected and aggregated by third parties to support advertising strategies.\u003c/p\u003e\n\u003cp\u003eIf you want more on the difference between first-party and third-party data, read our \u003ca href=\"https://author.thetradedesk.com/us/article/what-the-tech-is-first-and-third-party-data\"\u003e‘What the Tech’ article\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat about zero-party data?\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eZero-party data is the data your customer intentionally shares with your brand through platforms like surveys and customer feedback. It is a subset of first-party data.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhy is a first-party strategy important? \u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe way digital marketing previously leveraged third-party data will be significantly affected with cookie depreciation. What is cookie depreciation? Find out \u003ca href=\"https://pages.thetradedesk.com/rs/527-INM-364/images/1PD_Third-Party-Deprecation_May-2022.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehere\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eHowever, cookies aren’t the only reason why you need a first-party data plan. First-party data gives your brand access to transparent, recent, and precise, identity-based data about your customer and their interests. You get more reliable insights on your customers' behaviours across platforms, channels, and campaigns. Learn more about the benefits of first-party data \u003ca href=\"https://www.thetradedesk.com/us/getting-to-know-your-first-party-data\"\u003ehere\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eSimply, you need first-party data to create better customer focused strategies. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat are examples of first-party data? \u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eExamples of first-party data can be categorised under four groups. \u003c/p\u003e\n\u003col\u003e\u003cli\u003eDemographics: Socio-economic characteristics that can include a person’s age, gender, income, race, employment status etc. \u003c/li\u003e\n \u003cli\u003ePsychographics: The interests, lifestyle, hobbies, and values of your customers. An example of this can be identified by the type of content your customer interacts with on your website, socials, and newsletter. \u003c/li\u003e\n \u003cli\u003eBehavioural: The interactions and behaviours of your customer online and offline. This covers your customers purchasing and browsing behaviours. \u003c/li\u003e\n \u003cli\u003eGeographical: The location of your customer \u003c/li\u003e\n\u003c/ol\u003e\u003cp\u003eEvery data point collected then gives you the opportunity to personalise your marketing to your customer. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow can you collect first-party data? \u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eFirst-party data can be collected throughout your customer's journey, not just at purchase. For example:\u003cstrong\u003e\u003cbr /\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eSearch\u003cbr /\u003e\u003c/strong\u003eIf your website is found through search, you can collect first-party data on the terms your audience are looking for and why your brand gave them the right information. Their browsing behaviour on your site builds data on the topics they find interesting and relevant.\u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eNewsletters\u003cbr /\u003e\u003c/strong\u003eDo you have a newsletter sign up? If you do, you can collect your customer’s name, email, phone number and interests. A rich source of first-party data.\u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eSocial Channels\u003cbr /\u003e\u003c/strong\u003eYour social channels give data on the engagement, comments and shares that layer intent and interests into your first-party data database. Your paid marketing collects more first-party data through clicks and interactions.\u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eSales\u003cbr /\u003e\u003c/strong\u003eAt purchase, online and offline, you collect your customer’s name, and the type of purchase. There is no one place to collect first-party data. It’s an ongoing process based on your customer journey with your brand and the objectives of your strategy.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow can your brand use first-party data for advertising? \u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eFirst-party data allows you to create personalised campaigns that convert your most valuable customers. It provides the framework of who you should target and how you should target them. \u003c/p\u003e\n\u003cp\u003eAfter collecting your first-party data from all your owned channels, you need to unify the data, so you have \u003cem\u003eone \u003c/em\u003ereliable, persistent view of the customer. By unifying the fragmented data, you can more effectively talk to and convert your customer.\u003c/p\u003e\n\u003cp\u003eOnce you have selected a unified solution, of which \u003ca href=\"https://www.thetradedesk.com/us/about-us/industry-initiatives/unified-id-solution-2-0\"\u003eUnified ID 2.0\u003c/a\u003e is one option, you can then target individual customers across different channels and platforms more accurately and effectively. Through media buying platforms, a unified first-party strategy allows you to target and re-target your customer throughout their journey.\u003c/p\u003e\n\u003cp\u003eBy having a unified strategy, you aren’t dependant on online identifiers, you can use email and a look-a-like audience to target and expand your marketing strategy. It is also a strategy that improves over time, as you learn more and more about your customer with the data that they share with you. There are tools that you can use to help process such as a Customer Data Platforms (CDPs) and Data Management Platform (DMPs), learn more\u003cstrong\u003e \u003c/strong\u003e\u003ca href=\"https://author.thetradedesk.com/us/article/what-the-tech-are-dsps-ssps-and-dmps\"\u003ehere\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhen should I start implementing a first-party data plan?\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eWith the deadline of third-party cookie deprecation quickly approaching, you should start thinking about building first-party data plan now. \u003c/p\u003e\n\u003cp\u003eA first-party data plan is a long term, customer first approach. It is critical not because the data you have been using will expire but because your marketing and communication will be more effective when you talk to your customer directly. A first-party data plan is a powerful brand asset that will not only improve your marketing but every customer experience touchpoint.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhere do I start?\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eYou start with a first-party data plan. We have created a roadmap for you to kick-start your program \u003ca href=\"https://www.thetradedesk.com/us/your-first-party-data-strategy-roadmap\"\u003ehere\u003c/a\u003e. It guides you through building your first-party strategy in eight steps. From defining your objectives to acquiring and activating your first-party data, the roadmap will help you showcases build, grow, and improve your strategy. \u003c/p\u003e"}}],"readTime":5}},"fulfilledTimeStamp":1732416292294},"getContentData({\"slug\":\"five-new-measurement-priorities-for-the-new-marketing-normal\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"akJZxMsPk4p8DRZFH60LJ","originalArgs":{"slug":"five-new-measurement-priorities-for-the-new-marketing-normal","token":""},"startedTimeStamp":1732416308294,"data":{"metadata":{"datePosted":"2020-10-01T06:33:00-07:00","dateCreated":"2020-10-14T06:37:44-07:00","dateUpdated":"2023-03-01T04:48:05-08:00","title":"Five New Measurement Priorities for the New Marketing Normal | The Current","description":"Advertisers have historically relied on measurement insights from previous campaigns to help inform their ad buys. But in this new normal, with consumers shifting behavior rapidly, marketers need to embrace new models of measurement.","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/MeasurementPanel_ThumbnailImage.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/MeasurementPanel_TwitterImage.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Retail"],"url":"https://www.thecurrent.com/five-new-measurement-priorities-for-the-new-marketing-normal","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":226778,"slug":"five-new-measurement-priorities-for-the-new-marketing-normal","postDate":"2020-10-01T06:33:00-07:00","heading":"Five New Measurement Priorities for the New Marketing Normal","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/MeasurementPanel_ThumbnailImage.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":692072,"title":"Retail","slug":"retail","uri":"sections/retail","description":"Stories about the emerging retail media market, including the latest brand partnerships.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eBetween toilet paper shortages and increased demand for products such as trampolines, the novel coronavirus has clearly had an impact on consumer behavior. And whether it’s the shift to CTV or new product consumption models, those changes continue to evolve.\u003c/p\u003e\n\u003cp\u003eAdvertisers have historically relied on measurement insights from previous campaigns to help inform their ad buys. But in this new normal, with consumers shifting behavior rapidly, marketers need to embrace new models of measurement.\u003c/p\u003e\n\u003cp\u003eAnd the data-savvy ones are doing exactly that, and in doing so, they are maximizing the impact of every ad dollar spent, says Michelle Hulst, exec vice president of global data strategy at The Trade Desk.\u003c/p\u003e\n\u003cp\u003e“Marketers are being asked to do more with less,” says Hulst. “For most of those advertisers, it means prioritizing ad opportunities that are both measurable and comparable, while also verifying their performance with the CFO.”\u003c/p\u003e\n\u003cp\u003eHulst shared her comments during The Trade Desk’s Groundswell Digital Marketing Festival. She was joined by Nishat Mehta of IRI; Brett Schnittlich of Lucid; and Jessica Hindilian of Nielsen.\u003c/p\u003e\n\u003cp\u003eHere, we share five takeaways from their discussion.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e1. Every six months is not enough\u003c/strong\u003e\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://youtu.be/2LDW9pT7dto","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eBecause of the new dynamics of consumer behavior, brands must measure more frequently — i.e., every four weeks versus every six months — just to keep pace.\u003c/p\u003e\n\u003cp\u003e“The consumer has not changed more often in any previous year than they have in this one,” says Nishat Mehta, chief product officer and president of IRI, a measurement company that specializes in the CPG space. “Even today, six months after the beginning of the pandemic, we're still looking at situations where a month from now, things are going to be wildly different than they are today.”\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2. Now is not the time to stay on the sidelines\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eBrett Schnittlich, President at Lucid, a market research company that captures consumer sentiment, says shoppers are also changing their opinions at a rate “we’ve just never historically seen before.”\u003c/p\u003e\n\u003cp\u003e“Consumers are changing their opinions constantly because of what’s going on around them,” says Schnittlich. “But then certain advertisers are definitely throttling back on ad spend. In a world where sentiment is changing so rapidly, the importance of making sure each impression matters is now more important than ever.”\u003c/p\u003e\n\u003cp\u003eMarketers that opt to stand on the sidelines and pause their ad spend are also likely missing out: The average brand saw between 30 percent to 40 percent of their customers in March and April as first-time buyers, according to Mehta, the IRI exec.\u003c/p\u003e\n\u003cp\u003e“There’s no amount of advertising spend that you could have spent to get the kind of trial you’ve seen in the last two to six months with consumers,” adds Mehta. “If there’s ever been an opportunity to take advantage of anything about this year, this would be it.”\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3. Measuring the impact of advertising on business performance\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eAlthough brands are advertising amid a global pandemic, they’re making sure their ad dollars are being tied back to business outcomes, perhaps more than ever before, says Jessica Hindilian, senior vice president of product management and advanced video advertising and identity at Nielsen.\u003c/p\u003e\n\u003cp\u003e“There’s a need to maximize investment and that’s only accelerated under Covid-19,” according to Hindilian. “We’re seeing the market shift to a more demand-based model, especially in advanced TV, where advertisers are really looking for increased flexibility with their investments.”\u003c/p\u003e\n\u003cp\u003e“That also means an increased focus on measurement,” Hindilian adds.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e4. Last click attribution is not enough\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe industry has for far too long relied on a last click attribution model, which doesn’t provide marketers with a complete picture of which portions of their ad spend actually worked. Nearly 80 percent of buying decisions, for instance, are usually influenced prior to the “last click” being made, according to Hindilian.\u003c/p\u003e\n\u003cp\u003e“Business outcomes occur at multiple levels of the consumer journey,” adds Hindilian. “It includes everything from building awareness to signing up to a website or test driving a new car that ultimately led to a purchase being made.”\u003c/p\u003e\n\u003cp\u003eMarketers who only focus on the last click can quickly lose focus as to how they can build and nurture the process of acquiring new customers.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e5. The cutting edge: real-time measurement\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eMarketers are measuring more frequently, but the most sophisticated media buyers are measuring in real time — which wasn’t necessarily needed prior to Covid-19. The Trade Desk, for example, is able to provide media buyers real time data signals that allow companies such as Lucid to make better buying decisions in the moment — and not 30 days from now.\u003c/p\u003e\n\u003cp\u003e“We have the ability to perform better, in real time, when a campaign is actually in flight,” says Schnittlich. “Actually having the results come back in real time, and not some Power Point 30 days after it ran, allows you to make adjustments with your media mix on the fly.”\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003eWatch the full session \u003ca href=\"https://www.youtube.com/watch?v=xDPMoMRt-2g\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehere\u003c/a\u003e.\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e"}}],"readTime":5}},"fulfilledTimeStamp":1732416308377},"getContentData({\"slug\":\"3z3403owdb95\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"ZQoHqM8EMAa4jq4HktM-d","originalArgs":{"slug":"3z3403owdb95","token":""},"startedTimeStamp":1732416310213,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug 3z3403owdb95","code":0,"status":404}}},"getContentData({\"slug\":\"info.php\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"LxsTaQd8_fnkdNvFeS8W_","originalArgs":{"slug":"info.php","token":""},"startedTimeStamp":1732416395040,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug info.php","code":0,"status":404}}},"getContentData({\"slug\":\"hollywood-writers-striking-streaming-ctv\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"WJ-5KLHWHveCX6t-hfUvN","originalArgs":{"slug":"hollywood-writers-striking-streaming-ctv","token":""},"startedTimeStamp":1732416701011,"data":{"metadata":{"datePosted":"2023-05-02T13:40:00-07:00","dateCreated":"2023-05-02T12:08:35-07:00","dateUpdated":"2023-06-12T12:33:04-07:00","title":"Hollywood writers are striking. Here’s what that means for the streaming TV boom | The Current","description":"The first U.S. writers’ strike in nearly two decades could impact some streaming platforms — including CTV and OTT offerings — sooner than others.","image":{"alt":"A bunch of pencils and pens sit inside a metal trashcan alongside a red picket sign that says 'STRIKE'.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition118_WritersStrike_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A bunch of pencils and pens sit inside a metal trashcan alongside a red picket sign that says 'STRIKE'.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition118_WritersStrike_1920x1080_v1_2023-05-02-191849_zodp.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Streaming","Stay up to date"],"url":"https://www.thecurrent.com/hollywood-writers-striking-streaming-ctv","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1895022,"slug":"hollywood-writers-striking-streaming-ctv","postDate":"2023-05-02T13:40:00-07:00","heading":"Hollywood writers are striking. Here’s what that means for the streaming TV boom","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A bunch of pencils and pens sit inside a metal trashcan alongside a red picket sign that says 'STRIKE'.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition118_WritersStrike_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A bunch of pencils and pens sit inside a metal trashcan alongside a red picket sign that says 'STRIKE'.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition118_WritersStrike_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 bunch of pencils and pens sit inside a metal trashcan alongside a red picket sign that says 'STRIKE'.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition118_WritersStrike_1920x1080_NoLogo_v1_2023-05-02-191730_cgfg.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":1895301,"title":"Stay up to date","slug":"sign-up-for-the-current","uri":"sections/sign-up-for-the-current","description":"The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIt’s been 16 years since the last Hollywood writers’ strike derailed TV and movie productions. On Monday, thousands of members of the Writers Guild of America (WGA) “walked off” the job after Hollywood studios, networks, and streamers failed to reach an agreement with the guild. \u003c/p\u003e\n\u003cp\u003eThe most obvious and biggest change for movies and TV since 2007 has been the rise of streaming entertainment, which has transformed the business of TV — particularly how writers get paid. It phased out the traditional residuals model of syndicated TV that gave writers steady income between gigs in favor of a one-time payment when something lands on a network or streaming platform. \u003c/p\u003e\n\u003cp\u003eNow a writers’ strike could upend streaming content, just as the industry is undergoing a correction of sorts. After years of \u003ca href=\"https://www.thecurrent.com/streaming-wars-ctv-netflix-disney\"\u003einflated content spending\u003c/a\u003e — perhaps losing billions of dollars in an attempt to build up their libraries to attract subscribers — many streamers are beginning to rein in budgets and focus on profitability, in part by boosting revenue with advertising. But content remains king, and a writers’ strike could have serious ramifications on streamers’ ability to monetize new TV shows and movies. Advertisers want to get the most bang for their buck, but new content will be hurt by the strike — which could in turn hurt the value that advertisers are getting out of streaming. \u003c/p\u003e\n\u003cp\u003eFor some streamers, the ramifications of the strike might be more immediate. But for others, they could feel the effects further down the road, depending on how long the strike lasts.  \u003c/p\u003e\n\u003cp\u003eRich Greenfield, an analyst with LightShed Partners, \u003ca href=\"https://lightshedtmt.com/2023/04/17/could-a-writers-strike-actually-help-warner-bros-discovery-and-paramount/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote in a note\u003c/a\u003e last month that the strike “could lead to notably better-than-expected streaming profitability” due to a decreased investment in content. This notion would support many streamers’ \u003ca href=\"https://www.thecurrent.com/peak-tv-is-over-streamers-ctv\"\u003e2023 strategy\u003c/a\u003e to invest in fewer but more targeted titles, aimed at specific audiences. \u003c/p\u003e\n\u003cp\u003e“A strike could most impact streaming services with small libraries that lean heavily on new shows,” Ross Benes, a senior analyst at Insider Intelligence, told \u003cem\u003eThe Current\u003c/em\u003e. “It could also have a greater effect on streaming services that rely on featuring new shows right after they debut on their companies’ affiliated linear TV stations.” \u003c/p\u003e\n\u003cp\u003eBenes suggests some streamers may be less impacted by a strike than others — at least at first. “Netflix produces much of its content well in advance of when it airs, which will limit exposure initially,” he adds. \u003c/p\u003e\n\u003cp\u003eIndeed, Netflix invests heavily in international content, which would likely be less impacted. Netflix co-CEO Ted Sarandos said during a \u003ca href=\"https://deadline.com/2023/04/netflixs-ted-sarandos-says-we-dont-want-a-writers-strike-1235330162/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecent earnings call\u003c/a\u003e that the company has “a large base of upcoming shows and films from around the world.” \u003c/p\u003e\n\u003cp\u003eBut Eli Edelson, a WGA captain who’s worked on shows like Netflix’s \u003cem\u003eUnbelievable\u003c/em\u003e and HBO Max’s \u003cem\u003eRaised \u003c/em\u003eby Wolves, is less bullish on those prospects. \u003c/p\u003e\n\u003cp\u003e“A lot of international guilds have pledged alliance [with WGA],” Edelson told \u003cem\u003eThe Current\u003c/em\u003e. “International TV could be negatively impacted, especially out of England.”  \u003c/p\u003e\n\u003cp\u003eThe Writers’ Guild of Great Britain \u003ca href=\"https://variety.com/2023/biz/global/british-writers-guild-wga-work-members-strike-1235580313/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eissued a directive\u003c/a\u003e last month to its members “not to work on projects within the jurisdiction of the WGA for the duration of the strike,” saying that it would “support the WGA in their ongoing negotiations.” \u003c/p\u003e\n\u003cp\u003eIn recent years, many streamers invested heavily in new content while licensing fewer titles. They stockpiled their back catalogs to build up their own streaming businesses. Now, in a twist of fate, the strike could mean that the platforms with the most robust libraries of licensed content could be most prepared for the strike. But if the strike persists, it could be difficult for any streamer to come out completely unscathed without new content offerings that attract both viewers and advertisers. \u003c/p\u003e\n\u003cp\u003e“TV is a writer and showrunner’s medium,” he said. “The things that are being actively produced right now will be affected. I don’t see any network or streamer having such a deep bench that they won’t be negatively impacted.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732416701550},"getContentData({\"slug\":\"parameters.yml\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"09EeTMVNb_l_vt5s6rJLV","originalArgs":{"slug":"parameters.yml","token":""},"startedTimeStamp":1732416799210,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug parameters.yml","code":0,"status":404}}},"getContentData({\"slug\":\"parameters.yml.dist\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"fm64k3JXZ_WJIKhgqbSGG","originalArgs":{"slug":"parameters.yml.dist","token":""},"startedTimeStamp":1732416800039,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug parameters.yml.dist","code":0,"status":404}}},"getContentData({\"slug\":\"media-fandoms-advertising-strategies\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"F2-IZ0H4hHWo1WNFa8HeR","originalArgs":{"slug":"media-fandoms-advertising-strategies","token":""},"startedTimeStamp":1732416882964,"data":{"metadata":{"datePosted":"2024-04-18T08:29:00-07:00","dateCreated":"2024-04-18T06:51:46-07:00","dateUpdated":"2024-04-18T08:29:57-07:00","title":"Understanding fandoms could be key for streaming and advertising strategies | The Current","description":"Super fans shape much of their identity around their favorite movies, music and more. Advertisers could benefit from getting to know their fandoms.","image":{"alt":"A hand with a foam finger for sporting events goes through multiple phone screens.","url":"https://www.thetradedesk.com/assets/global/TheCurrent-166-FollowingSuperfans_Logo_1920x1080px-v1.png","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A hand with a foam finger for sporting events goes through multiple phone screens.","url":"https://www.thetradedesk.com/assets/global/TheCurrent-166-FollowingSuperfans_Logo_1920x1080px-v1_2024-04-18-152034_gnbx.png","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/media-fandoms-advertising-strategies","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2792147,"slug":"media-fandoms-advertising-strategies","postDate":"2024-04-18T08:29:00-07:00","heading":"Understanding fandoms could be key for streaming and advertising strategies","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hand with a foam finger for sporting events goes through multiple phone screens.","url":"https://www.thetradedesk.com/assets/global/TheCurrent-166-FollowingSuperfans_NoLogo_1920x1080px-v1.png","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hand with a foam finger for sporting events goes through multiple phone screens.","url":"https://www.thetradedesk.com/assets/global/TheCurrent-166-FollowingSuperfans_NoLogo_1200x1200px-v1.png","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eReagan Hicks / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A hand with a foam finger for sporting events goes through multiple phone screens.","url":"https://www.thetradedesk.com/assets/global/TheCurrent-166-FollowingSuperfans_NoLogo_1920x1080px-v1_2024-04-18-152009_ltgf.png","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":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\u003eIf advertisers want to engage more with young people, they should probably get to know their fandoms.\u003c/p\u003e\n\u003cp\u003eOver half, 58%, of GenZers say that fandom for their favorite music artist is important to their identity, according to a \u003ca href=\"https://www2.deloitte.com/xe/en/insights/industry/technology/digital-media-trends-consumption-habits-survey/2024/fan-loyalty-media-and-entertainment-companies.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecent survey\u003c/a\u003e by Deloitte. Forty-one percent said as much for their favorite video games and 40% for their favorite movie franchise. For millennials, 50% said their favorite music artist is important to their identity; 39% said the same for movie franchises and 35% for games.\u003c/p\u003e\n\u003cp\u003eFurther, one in 10 of the consumers Deloitte surveyed said that their favorite music artist, sports team, TV series, movie franchise and video game are \u003cem\u003eall\u003c/em\u003e important to their identities. Deloitte called them “M\u0026amp;E (media and entertainment) super fans.”\u003c/p\u003e\n\u003cp\u003eDeloitte’s survey, along with other recent studies, suggests that loyal fans and people who shape their identities around their favorite fandom could play a vital role in streaming strategies. And as major streaming platforms build ad businesses, understanding fan behaviors could serve advertisers well, too. But it’s not just streaming; for marketers, there could be benefits in stretching resources across the entertainment ecosystem, from CTV to audio to gaming, especially as these channels increasingly adopt programmatic capabilities to improve relevancy.\u003c/p\u003e\n\u003cp\u003e“Fan communities are highly valuable. Because they engage intensely both online and offline, they offer a strategic multi-channel opportunity,” Jana Arbanas, vice chair at Deloitte and U.S. leader of its telecommunications, media and entertainment sector, tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eFandoms come in all shapes and sizes\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eMedia companies are finding new ways to engage with fans of all kinds, both online and in the real world, which could open opportunities for marketers. Streamers are increasingly scooping up live sports rights or developing sports-related content to satisfy fans \u003ca href=\"https://www.thecurrent.com/streaming-sports-programmatic-data\"\u003ein the offseason\u003c/a\u003e. Spotify plans to \u003ca href=\"https://www.adweek.com/media/spotify-live-experiences/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eproduce live experiences\u003c/a\u003e that brands can sponsor. Disney \u003ca href=\"https://www.theverge.com/2024/2/7/24065281/disney-epic-games-investment-fortnite-metaverse\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecently invested\u003c/a\u003e in \u003cem\u003eFortnite\u003c/em\u003e maker Epic Games to create a “persistent universe,” where fans will be able to engage with their favorite franchises and characters through virtual experiences.\u003c/p\u003e\n\u003cp\u003eThe latter reflects how some fans increasingly see gaming as a “source of personal expression,” says Anthony Iaffaldano, VP of sales marketing and insights at Fandom.\u003c/p\u003e\n\u003cp\u003eFor advertisers, gaming can be tricky to navigate, though there are \u003ca href=\"https://www.thecurrent.com/gaming-ecosystem-advertising-omdia-video-roblox-open-internet\"\u003esigns of progress\u003c/a\u003e in the space to open ad ecosystems. But as Deloitte’s survey suggested, fans come in all shapes and sizes, and they aren’t necessarily invested in just one medium or genre.\u003c/p\u003e\n\u003cp\u003e“Fan groups are highly engaged segments of consumers,” Arbanas says. “They are extremely willing to follow their fandom across platforms and ventures.”\u003c/p\u003e\n\u003cp\u003eFor instance, a recent Fandom survey found that the \u003ca href=\"https://drive.google.com/file/d/18083h3oBcN38auKex1wg6hJirhdip9bp/view#_ga=2.67932178.225288311.1711376766-2031291106.1710178277\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eNo. 1 activity\u003c/a\u003e gamers turn to when they take a pause from video games is watching movies and TV via streaming. That suggests they’re more and more turning away from traditional channels like cable, according to Fandom. Similarly, a recent Samsung Ads report found that \u003ca href=\"https://venturebeat.com/games/gamers-spend-25-more-time-watching-streaming-tv-than-non-gamers-samsung-ads/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egamers spend 25%\u003c/a\u003e more time watching streaming TV content than non-gamers.\u003c/p\u003e\n\u003cp\u003e “You can learn a lot about the motivations of an audience by looking at their entire media consumption,” Iaffaldano says. He adds that the fans that are leaning more into streaming and gaming are “spending more time with the things they love.”\u003c/p\u003e\n\u003cp\u003eBroadly, some genres offer high levels of affinity, says Brandon Katz, an entertainment industry strategist at Parrot Analytics. Viewers of procedurals and sitcoms, for instance, may not fall into the category of “super fans” and they may not shape their identity around these genres. But their viewers are still “more likely to continue watching programming from these genres as compared to others.” Shows that fall under this umbrella include network dramas like the \u003cem\u003eNCIS \u003c/em\u003efranchise and \u003cem\u003eBlue Bloods\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003e“This offers a reliably repeatable audience, which is attractive to advertisers,” Katz says. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eCommunity and relevancy are key\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eSo how could media companies and advertisers capitalize on fan enthusiasm?\u003c/p\u003e\n\u003cp\u003e“Entertainment companies and brands can and do curate unique content collections, themed social media efforts and promotional initiatives in order to try and tap into this audience passion,” Katz says. \u003c/p\u003e\n\u003cp\u003eFostering a community could be key. Bob Mitchell, principal and founder of Mitchell Partnership Alliances and an adjunct professor at American University’s Kogod School of Business, points out that Netflix is \u003ca href=\"https://www.usatoday.com/story/money/2023/10/13/netflix-houses-coming-2025/71174354007/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elaunching “Netflix Houses”\u003c/a\u003e next year, where fans will be able to immerse themselves in worlds from their favorite shows.\u003c/p\u003e\n\u003cp\u003eMitchell also observes that shoppable ads are on the rise in the connected TV (CTV) space, which could better connect fans with merchandise expanding on their favorite content: “If you’ve already brought fandom down the funnel, that’s a no-brainer.”\u003c/p\u003e\n\u003cp\u003eFurther, programmatic advertising ecosystems open advertisers up to consumer data that could be essential for delivering relevant ads to super fans across platforms.\u003c/p\u003e\n\u003cp\u003e“Advertising is about strategic reach and brand executives know that eyeballs are important, but getting their ads in front of the right audiences is even more crucial,” Katz says. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732416883080},"getContentData({\"slug\":\"of-candy-communications-how-data-is-fueling-business-outcomes-for-two-distinct-businesses\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"G3AN4Y3C7Sb44WuHQL6gy","originalArgs":{"slug":"of-candy-communications-how-data-is-fueling-business-outcomes-for-two-distinct-businesses","token":""},"startedTimeStamp":1732417174051,"data":{"metadata":{"datePosted":"2020-09-25T12:33:00-07:00","dateCreated":"2020-10-16T12:37:37-07:00","dateUpdated":"2023-03-01T04:48:06-08:00","title":"Of Candy \u0026 Communications: How data is fueling business outcomes for two distinct businesses | The Current","description":"When the Covid-19 pandemic hit, two major companies looked to the data to help them move forward. Check out what T-Mobile and Hershey’s have to say about marketing in 2020 and beyond.","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/MarketingIn2020_FacebookEmbed.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/MarketingIn2020_ThumbnailImage.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Retail"],"url":"https://www.thecurrent.com/of-candy-communications-how-data-is-fueling-business-outcomes-for-two-distinct-businesses","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":230424,"slug":"of-candy-communications-how-data-is-fueling-business-outcomes-for-two-distinct-businesses","postDate":"2020-09-25T12:33:00-07:00","heading":"Of Candy \u0026 Communications: How data is fueling business outcomes for two distinct businesses","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/MarketingIn2020_ThumbnailImage.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":692072,"title":"Retail","slug":"retail","uri":"sections/retail","description":"Stories about the emerging retail media market, including the latest brand partnerships.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhen the Covid-19 pandemic hit, the big question for marketers was how would the consumer react? Yet two businesses, Hershey’s and T-Mobile, with very different products — candy and telecommunications — found a way through the challenges by turning to the data.\u003c/p\u003e\n\u003cp\u003eAccording to new research by Adweek and The Trade Desk, savvy marketers know that data-driven advertising is a winning strategy. Here are some key findings:\u003c/p\u003e\n\u003cul\u003e\u003cli\u003eProgrammatic-first marketers are significantly better at measuring performance and have higher levels of confidence in achieving optimal ROI.\u003c/li\u003e\u003cli\u003eThose who lead with programmatic are 15 percent more likely to be confident in their ROI.\u003c/li\u003e\u003cli\u003eAccurate marketing and measurable media emerged as the two top priorities for advertisers today.\u003c/li\u003e\u003cli\u003eConnected TV is recognized for its advantages over linear in terms of data-driven targeting and smart retargeting.\u003c/li\u003e\u003cli\u003eMarketers plan to significantly increase their focus on Connected TV.\u003c/li\u003e\u003cli\u003eThe number of marketers who plan to commit 50 percent of their budgets to Connected TV is set to double over the next two years.\u003c/li\u003e\u003cli\u003eMarketers who are programmatic first, think of being data driven as absolutely key to their competitive advantage.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eWith these findings in mind, Jed Dederick, Senior Vice President of Client Development at The Trade Desk, set the stage for a panel discussion to gain insights from two leading brand marketers, Kari Marshall, Vice President Media at T Mobile, and Charlie Chappell, Head of Media and Communications Planning at Hershey’s. Here are three takeaways from the conversation.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eLet Data Be Your Guide\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eWhen the pandemic hit, it affected consumer consumption habits. T-Mobile’s Kari Marshall says the company noticed significant increases in consumer TV streaming. At the same time T-Mobile’s retail stores were unable to open, so the company was forced to think about servicing current and potentially new customers through new “digital experiences.” Marshall admits that, in the beginning, no one knew exactly what would work but they had “real-time data” to inform media investment in the short term. The company had just merged with Sprint in April, it was important to send out a message that “we were now one.”\u003c/p\u003e\n\u003cp\u003eFor Hershey’s the pandemic impacted the company’s biggest buying season, Easter, which meant throwing their existing media playbook out of the window. New strategies have emerged and carried through to the next big surge in candy consumption, Halloween, says Charlie Chappell. “One of the use cases for some incredibly granular data was getting data back from retail channels almost at the store level, saying where is their excess inventory versus where is there not, and then leveraging things like programmatic media buys to direct more media into those locations where we felt it wasn’t going as well as we wanted it to.” Says Chappell, “That’s what got people to say, ‘Wow, if we start to dig into this data more, what other use cases can we find that can bring incremental commercial value to the company.’”\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTie the Data to Business Goals\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIt’s not data for data’s sake, it’s data for solving specific business use cases. The key to success is “knowing how much to bank on the data you’re receiving immediately versus the long term,” says Kari Marshall. “Some data you look at and have patience because it’s not something that anyone is going to act on today, or in a month.” From a technology standpoint, Marshall says, “looking at partners that help us solve and answer questions that aid with both short term and long-term decisions is critical, more so now when we’re starting to invest in things that are a slower burn.” Chappell agrees that ad-tech solutions provide broader insights into data. “The more that we can see across an open eco-system what’s performing, we’re able to make smarter, better decisions both in the short and the long term. Once you see the power of that you get kind of hungry and you want to see more.”\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://youtu.be/NzDYwEx3f1o","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cstrong\u003eNew Spaces Like Connected TV Open up Opportunities\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eWhether candy or communications, both these businesses have embraced the new platforms and recognize the advantages of CTV. In her estimation, T-Mobile’s Marshall says it’s not the pipes of delivery that are important, but the value of the video asset, the actual content, “regardless of how the consumer is accessing that content through various platforms or screens or subscriptions that they might have, trying to anticipate how we would reach that consumer once they stop viewing in a more traditional linear fashion.”\u003c/p\u003e\n\u003cp\u003eHershey is also paying attention to this shift away from linear. “Where is the consumer going? That led us on this journey to Connected TV, this is video. They’re consuming it on the same screen. The creative part is simple because you don’t change anything. It’s just a matter now of let’s go follow that consumer,” says Chappell.\u003c/p\u003e\n\u003cp\u003eThis shift has also opened up a broader and more nuanced process of driving advertising relevance for the consumer, which goes beyond a traditional age demographic approach, the sweet spot being adults aged 18-49. Connected TV allows for more sophisticated relevance, with different variables. For one campaign, this allowed Hershey’s to focus on parents with kids in a similar age bracket.\u003c/p\u003e\n\u003cp\u003eTake the old thinking out, insists Chappell. “You’re translating it over from your old TV buying days.”\u003c/p\u003e\n\u003cp\u003eMarshall agrees. “I would say not moving into some of these new places is limiting your reach,” she says. “We’re going to miss out on that ability to reach everyone if we’re not in these new spaces. There are consumers that are not watching linear TV. How are you going to reach them?”\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWatch the full session \u003ca href=\"https://www.youtube.com/watch?v=mQDrQWxadBw\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehere\u003c/a\u003e.\u003c/strong\u003e\u003c/p\u003e"}}],"readTime":5}},"fulfilledTimeStamp":1732417174084},"getContentData({\"slug\":\"openpath-spo-supply-chain\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"gm_TE0R4d3M3DxwWcVw0q","originalArgs":{"slug":"openpath-spo-supply-chain","token":""},"startedTimeStamp":1732417171596,"data":{"metadata":{"datePosted":"2023-05-16T06:00:00-07:00","dateCreated":"2023-05-15T12:20:31-07:00","dateUpdated":"2024-08-07T12:51:31-07:00","title":"A look back: OpenPath, SPO, and today’s era of supply chain benchmarks | The Current","description":"CEO and President of Index Exchange, Andrew Casale, explores OpenPath, SPO, and today’s era of supply chain benchmarks.","image":{"alt":"A giant chain being untangled by four miniature humans.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition120_SupplyChain_1920x1080_WithOpinion_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A giant chain being untangled by four miniature humans.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition120_SupplyChain_1920x1080_WithOpinion_v1_2023-05-15-195850_oatr.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Andrew Casale","themes":["Opinion","Stay up to date","Premium","Op-ed"],"url":"https://www.thecurrent.com/openpath-spo-supply-chain","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1920760,"slug":"openpath-spo-supply-chain","postDate":"2023-05-16T06:00:00-07:00","heading":"A look back: OpenPath, SPO, and today’s era of supply chain benchmarks","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#e0f048","textHex":"#000000"},"featuredImage":{"alt":"A giant chain being untangled by four miniature humans.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition120_SupplyChain_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A giant chain being untangled by four miniature humans.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition120_SupplyChain_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 giant chain being untangled by four miniature humans.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition120_SupplyChain_1920x1080_NoLogo_v1_2023-05-15-195810_qcxa.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1920761,"slug":"andrew-casale","fullName":"Andrew Casale","positionTitle":"President \u0026 CEO, Index Exchange","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":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":""},{"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\u003eIn the ever-evolving world of programmatic advertising, change is not only inevitable but often critical. Just over a year ago, The Trade Desk’s \u003ca href=\"https://www.thetradedesk.com/us/our-platform/openpath\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eOpenPath\u003c/a\u003e made its debut, sparking a deluge of industry chatter and speculation. And one year later, contrary to many initial prognostications, we at Index Exchange have observed an encouraging uptick in The Trade Desk’s ad spend. We perceive this trend not as a mere coincidence but as a testament to a broader industry shift — one that increasingly recognizes and rewards not only efficiency but genuine value generation. \u003c/p\u003e\n\u003cp\u003eBy its nature, OpenPath introduced a novel competitive dynamic into the supply chain. Its presence offers The Trade Desk a benchmark to assess the value of various supply-side platforms (SSPs) and exchanges in what can still be a murky and confusing landscape. The outcome is an attempt at a more equitable fight — where the worth of a supply path can be compared against this benchmark. \u003c/p\u003e\n\u003cp\u003eThe question often asked is: What’s stopping The Trade Desk from directing 100 percent of its customer budgets through OpenPath? The simple answer is that doing so would dismantle the very benchmark OpenPath has established. The benchmark functions only when it operates alongside contrasting efficient paths to supply, including the ones that we at Index Exchange are proud to provide. \u003c/p\u003e\n\u003cp\u003eLet’s be clear: The presence of supply-focused benchmarks in programmatic has been accelerating for years, driven initially by agency holding companies in service of enhanced value creation for their customers. The first supply path optimization request for proposal (RFP) that we saw hit our desks in 2018. Today, these efforts continue to scale globally and have all been focused on the same premise — demanding a higher standard of transparency, efficiency, and quality from supply-side players. \u003c/p\u003e\n\u003cp\u003eThe widely anticipated consolidation in programmatic was never about reducing the multitude of SSPs and exchanges down to a single outsized winner. Choice and optionality remain critical, and the contrast among a select few is invaluable. Now The Trade Desk has taken its own measures to efficiently discern value generators from value takers. As the landscape matures, OpenPath is undoubtedly gaining share. But from whom? It is plausible that this share is being redirected from players in the supply chain that have historically taken more than they give. \u003c/p\u003e\n\u003cp\u003eOpenPath has instigated a “zig” in the market — a zig that, we believe, aligns with our trajectory at Index Exchange. It has fostered an environment where efficiency is acknowledged and rewarded, a shift that resonates with our ethos. We welcome the competition and the challenges it brings. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eLet’s also be frank. The Trade Desk will undoubtedly remain steadfast in their mission to drive results for their customers by using every opportunity to drive costs per mille (CPMs) down. This doesn’t deter us; instead, it emboldens us. At Index Exchange, we’re relentlessly pushing the envelope and pioneering innovative solutions to amplify yield for publishers while preserving robust CPMs. This dynamic tension isn’t a cause for concern but a sign of a healthy, vibrant marketplace. It’s a compelling dichotomy that underscores our industry’s competitive spirit, encouraging us all to continuously strive for excellence, innovate, and enhance the value we deliver. \u003c/p\u003e\n\u003cp\u003eRather than embracing this shift toward value creation, some ecosystem players have elected to “zag” and extend their operations by venturing into the buy side. \u003ca href=\"https://www.indexexchange.com/2023/04/19/open-letter-dsps-strengthening-partnership-commitment/?utm_source=ttd\u0026amp;utm_medium=referral\u0026amp;utm_campaign=open-dsp-letter\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eWe view this as a misstep\u003c/a\u003e. The presence of benchmarks doesn’t detract from the exceptional value we offer our publisher customers. We also don’t believe that attempts to introduce conflict into business models will aptly address the needs of marketers or media owners. \u003c/p\u003e\n\u003cp\u003eFor those who view this latest benchmark as a looming threat, we offer a different perspective. Rather than recoiling in apprehension, why not rise to the challenge and aim to eclipse it? Why not leverage it as a catalyst to reinforce your unwavering commitment to efficiency and quality, rather than hastily and unnecessarily complicating your business model? After all, the emergence of OpenPath wasn’t a signal to retreat — it was a resonant call for advancement. Instead of spending time on elusive techniques designed to game DSP algorithms, we believe in focusing our efforts on creating real value for media owners. \u003c/p\u003e\n\u003cp\u003eThis evolution and era of supply chain benchmarks is not just about Index Exchange or The Trade Desk; it represents an industry-wide shift toward efficiency and value. It’s a rallying cry for all players to raise their game, innovate, and deliver genuine value to their customers. The industry has embarked on a new era — one that encourages competition, rewards efficiency, and leaves no room for those unwilling to adapt.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\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/em\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":5}},"fulfilledTimeStamp":1732417171646},"getContentData({\"slug\":\"of-candy-communications-how-data-is-fueling-business-outcomes-for-two-distinct-businesses.dmg\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"QSWAdMKrQD1P5h6uUUkvT","originalArgs":{"slug":"of-candy-communications-how-data-is-fueling-business-outcomes-for-two-distinct-businesses.dmg","token":""},"startedTimeStamp":1732417054040,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug of-candy-communications-how-data-is-fueling-business-outcomes-for-two-distinct-businesses.dmg","code":0,"status":404}}},"getContentData({\"slug\":\"xmlrpc.php\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"Y1pz4VyRIt5-gqOEiZKBt","originalArgs":{"slug":"xmlrpc.php","token":""},"startedTimeStamp":1732417064222,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug xmlrpc.php","code":0,"status":404}}},"getContentData({\"slug\":\"swarm.cgi\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"0G9Ki9lj673zY5AoiujZY","originalArgs":{"slug":"swarm.cgi","token":""},"startedTimeStamp":1732417086223,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug swarm.cgi","code":0,"status":404}}},"getContentData({\"slug\":\"fonts\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"OTGjVvTRGvkAw4eMCblha","originalArgs":{"slug":"fonts","token":""},"startedTimeStamp":1732417165074,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug fonts","code":0,"status":404}}},"getContentData({\"slug\":\"ecommerce-connected-tv-interactive-ads-ctv-retail\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"mfhzsdmWfjGa-mqCuh1UE","originalArgs":{"slug":"ecommerce-connected-tv-interactive-ads-ctv-retail","token":""},"startedTimeStamp":1732417114301,"data":{"metadata":{"datePosted":"2023-08-24T08:38:00-07:00","dateCreated":"2023-08-24T07:11:30-07:00","dateUpdated":"2023-08-24T13:44:41-07:00","title":"The next frontier of e-commerce is our TVs, thanks to interactive ads | The Current","description":"Marketers are making it easier to buy things. The next frontier? Your TV. Interactive, shoppable ads are rising as technology and streaming advance.","image":{"alt":"Illustration by Jen Satzger / Getty / The Current","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RiseOfShoppableTVTech_1920x1080_Final_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Illustration by Jen Satzger / Getty / The Current","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RiseOfShoppableTVTech_1920x1080_Final_Logo_2023-08-24-143217_khet.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming","Premium"],"url":"https://www.thecurrent.com/ecommerce-connected-tv-interactive-ads-ctv-retail","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2050691,"slug":"ecommerce-connected-tv-interactive-ads-ctv-retail","postDate":"2023-08-24T08:38:00-07:00","heading":"The next frontier of e-commerce is our TVs, thanks to interactive ads","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hand holding a \"thank you\" plastic bag extending past the top of a television frame","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RiseOfShoppableTVTech_1920x1080_Final_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hand holding a \"thank you\" plastic bag extending past the top of a television frame","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RiseOfShoppableTVTech_1200pxSquare_Final.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Jen Satzger / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A hand holding a \"thank you\" plastic bag extending past the top of a television frame","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RiseOfShoppableTVTech_1920x1080_Final_NoLogo_2023-08-24-143141_nqjy.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":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe way we watch TV has changed radically in recent years, but ads have largely stayed the same since the 1950s: Viewers see a short spot, and if they’re interested in the product, they’ll find it later in a store or online.\u003c/p\u003e\n\u003cp\u003eThat is, until recently, with the emergence of interactive ads. \u003ca href=\"https://www.thecurrent.com/what-the-tech-are-shoppable-ads\"\u003eShoppable TV ads\u003c/a\u003e allow you to add items to an on-screen virtual shopping cart with your remote control while watching TV. From there you can either purchase them inside a streaming platform using stored credit card information or head to a retailer’s website via a QR code to check out. This form of e-commerce, or “t-commerce,” as some have called it (for “TV commerce”), brings instant convenience to consumers and collapses the number of steps needed to buy something.\u003c/p\u003e\n\u003cp\u003eThe space is still fairly new, with around \u003ca href=\"https://www.parksassociates.com/products/consumer-electronics-devices/t-commerce-buying-through-the-tv\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e10 million\u003c/a\u003e connected TV (CTV) households in the U.S., or 11 percent of device owners, saying they have used their TVs to buy physical goods, according to data from market research and consulting company Parks Associates. \u003c/p\u003e\n\u003cp\u003eRoku and NBCUniversal are two major companies innovating in the market. In the last year, Roku \u003ca href=\"https://advertising.roku.com/resources/blog/roku-shopify-partner-to-bring-checkout-to-tv-streaming/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epartnered\u003c/a\u003e with Walmart and Shopify to let viewers buy items from inside the Roku app. Meanwhile NBCUniversal brought shoppable items into its hit show \u003cem\u003eLove Island\u003c/em\u003e, allowing Peacock viewers to \u003ca href=\"https://www.thecurrent.com/heads-are-turned-how-love-island-usas-coupling-of-scheduled-romance-with-e-commerce-heats-up-peacock\"\u003escan QR codes\u003c/a\u003e and scoop up items the contestants were wearing.\u003c/p\u003e\n\u003cp\u003eWalmart’s goal starting this venture last year was “shortening the distance from discovery and inspiration to purchase,” the company’s Chief Marketing Officer, William White, \u003ca href=\"https://newsroom.roku.com/news/2022/06/walmart-and-roku-debut-first-of-its-kind-partnership-to/dopdtk67-1655389465\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaid in a statement\u003c/a\u003e. “No one has cracked the code around shoppability, until now. By working with Roku, we’re the first-to-market retailer to bring customers a new t-commerce experience and seamless checkout on the largest screen in their homes — their TV.”\u2028\u003c/p\u003e\n\u003cp\u003eA year in, the Walmart-Roku partnership is a \u003ca href=\"https://corporate.walmart.com/newsroom/2023/06/15/how-the-walmart-connect-partner-lab-is-building-omnichannel-connections\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emajor success\u003c/a\u003e, with shoppable ads receiving at least three times higher click-through rates than an average video campaign, according to Walmart. Meanwhile, NBCUniversal reported in July that brand awareness increased four times over, with \u003ca href=\"https://www.retailtouchpoints.com/topics/customer-experience/has-the-age-of-shoppable-tv-finally-arrived-nbcu-is-banking-on-it?email=afeger%40insiderintelligence.com\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e40 percent to 70 percent\u003c/a\u003e of viewers saying they were likely to buy items featured.\u003c/p\u003e\n\u003cp\u003eDigital advertising company VideoStorm believes the next step is extending this model to all streaming platforms and major retailers. The company enables a viewer to shop several categories and add items to their cart via interactive ads, and then it sends the consumer to the checkout line on their phone with a QR code.\u003c/p\u003e\n\u003cp\u003e“We think interactive ad executions can be an absolutely massive market for direct and programmatic buys,” Jack Wagner, strategic advisor for VideoStorm, tells \u003cem\u003eThe Current\u003c/em\u003e. “In the next three years, retail media and shoppable campaigns will be enabled to an unprecedented degree, particularly for local, small, and medium-sized companies within local markets. This opens up a whole new realm of advertisers to utilize CTV in this manner. Previously this was only available across social media advertising.”\u003cstrong\u003e\u003cbr /\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhy now?\u003c/strong\u003e\u003cbr /\u003e\u003c/h2\u003e\n\u003cp\u003eSocial media was the first frontier for shoppable ads, with TikTok and Instagram leading users from posts to shopping carts. Interactive, shoppable ads are primed for TV now, as new technology breaks through, smart TVs become more accessible, and streaming and retail media reach new heights.\u003c/p\u003e\n\u003cp\u003eSixty percent of TVs can show interactive ads, with the number expected to rise to \u003ca href=\"https://pearltv.com/news/pearl-tv-brings-a-powerful-nextgen-tv-and-run3-tv-presence-to-nab-show-2023-demonstrating-its-robust-rollout-of-services-and-features/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e75 percent \u003c/a\u003eby the end of the year, according to Pearl TV — an organization that counts some of the biggest broadcasters in the United States as members. \u003c/p\u003e\n\u003cp\u003e“We’re at a perfect storm between the connectivity of CTV and the internet distribution of video,” Wagner says. “Streaming has taken off and all of the components have come together to enable this new interactivity.”\u003c/p\u003e\n\u003cp\u003eRetail media and \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-first-and-third-party-data\"\u003efirst-party data\u003c/a\u003e fit in as an important part of this equation. Advertisers and publishers can typically track where consumers click, the products they're interested in, and what’s in their cart, meaning first-party data can be reported in real time. This transfers over the immense \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-attribution\"\u003eattribution \u003c/a\u003e power many retailers have been harnessing through retail data in recent years.\u003c/p\u003e\n\u003cp\u003eAs \u003ca href=\"https://www.youtube.com/watch?v=1kr15pYEm0I\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eretail media\u003c/a\u003e is expected to climb to a \u003ca href=\"https://content-na1.emarketer.com/rapidly-surging-market-us-digital-retail-media\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$68.4 billion industry\u003c/a\u003e in the U.S. alone by 2025, according to Insider Intelligence, shortening the marketing funnel and making the buying process as easy as possible is crucial.\u003c/p\u003e\n\u003cp\u003eLike many new and innovative channels, shoppable CTV tech is facing the hurdle of universal standardization. The IAB Tech Lab focuses on standardizing interoperable technology and APIs needed to enable functionality, like interactive creative execution, without the need for proprietary methods and code. Such software development kits are expensive for ad tech vendors to create and for publishers to integrate and maintain.\u003c/p\u003e\n\u003cp\u003e“The IAB created the VAST 4.2/SIMID [video ad serving template/secure interactive media interface] standard in order to enable secure, fully interactive ads and seamless commerce experiences in the CTV environment,” IAB Tech Lab CEO Anthony Katsur, tells \u003cem\u003eThe Current\u003c/em\u003e. “It establishes a clear and secure channel of communication between the media player and the interactive elements of audio/video ads. This intentional separation enhances user engagement through rich and interactive experiences with data security, while also ensuring that publishers retain full control over their media streams — a fundamental necessity in today’s complex advertising landscape.”\u003cbr /\u003e\u003c/p\u003e\n\u003ch2\u003e \u003cstrong\u003eSocial simplicity\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe goal for many in the interactive ads space is to create a consumer experience as simplistic as social commerce, which is nearly a \u003ca href=\"https://content-na1.emarketer.com/social-commerce-slow-catch-on\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$70 billion market\u003c/a\u003e in the U.S. and climbing.\u003c/p\u003e\n\u003cp\u003eWhile the industry is relatively small right now, Parks Associates Director of Streaming Video Tracking Eric Sorenson says it has a ton of upside. For those gains to be fully achieved, the path to growth has to be done the right way.\u003c/p\u003e\n\u003cp\u003e“This is sort of a watershed moment for this shopping experience because if it’s not done correctly and you start serving consumers ads that aren’t relevant to their viewing habits or things that they aren’t interested in, you may lose them forever and churn that consumer away,” Sorenson tells \u003cem\u003eThe Current\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eThe shoppable CTV industry is in its early stages and will need to continue to build a strong foundation to grow. If the market does rise as predicted, big things could be on the horizon.\u003c/p\u003e\n\u003cp\u003e“My prediction is that within three to five years, shopping from television will be a ubiquitous experience,” said Evan Moore, NBCUniversal’s SVP of commerce partnerships, at the \u003ca href=\"https://content-na1.emarketer.com/how-netflix-roku-nbcuniversal-getting-commerce\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eRetail Innovation Conference\u003c/a\u003e and Expo in July. “Our industry will optimize the purchase experience and make it as easy to buy on your television screen as it is today to purchase on your computer or your mobile device.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current 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