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/_next/image?url=https%3A%2F%2Fwww.thetradedesk.com%2Fassets%2Fglobal%2FTheCurrent_Edition197_WomenInAI_1200x1200_v1.jpg&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fwww.thetradedesk.com%2Fassets%2Fglobal%2FTheCurrent_Edition197_WomenInAI_1200x1200_v1.jpg&w=1920&q=75"/></a><div class="mt-5"><div class="type-eyebrow mb-1 block text-black"><a href="/sections/culture"><span>Culture</span></a><span class="inline-block px-1.5 text-gray-150">|</span><span class="whitespace-nowrap text-gray-500">November 22</span></div><a class="type-beta my-2 block lg:my-3" href="/women-leaders-pepsico-nfl-spotify-ai-biases-female-quotient"><h3 class="hover-stroke-underline">Women leaders at PepsiCo., the NFL and Spotify speak out on breaking down AI biases</h3></a><p class="type-p-small mb-4 hidden text-gray-500 lg:block">Women AI leaders from brands like PepsiCo., NFL and Spotify speak out on biases in the AI space and AI practical use cases.</p><a href="/writers/ilyse-liffreing"><span class="type-theta block text-gray-500">Ilyse Liffreing</span></a></div></article></div><div class="lg:basis-1/3"><div class="mt-9 space-y-6 lg:mt-0"><div class="space-y-6 lg:space-y-0"><div class="space-y-6 lg:space-y-0"><hr class="border-dark-blue opacity-10 lg:hidden"/><article id="article-3361170" class="flex justify-between md:block" data-component="CardGrid"><div class="order-2 w-1/3 shrink md:w-full"><a class="block" href="/news-social-platforms-premium-content-social-media"><img alt="A cursor rising over the horizon of a newspaper-ball planet, illuminated by the sun behind it.." loading="lazy" width="294" height="166" decoding="async" data-nimg="1" class="aspect-4/3 h-auto w-full object-cover md:aspect-video" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fwww.thetradedesk.com%2Fassets%2Fglobal%2FTheCurrent_Newsletter_Edition197_WebSummit2024Coverage_1920x1080px_NoLogo_v1_2024-11-21-192217_zhsz.jpg&w=384&q=75 1x, 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text-gray-500">Zac Wang</span></a></div></article></div></div><div class="space-y-6 lg:space-y-0"><div class="space-y-6 lg:space-y-0"><hr class="border-dark-blue opacity-10 lg:hidden"/><article id="article-3359087" class="flex justify-between md:block" data-component="CardGrid"><div class="order-2 w-1/3 shrink md:w-full"><a class="block" href="/fair-scaled-market-the-trade-desk-launching-tv-os-ventura"><img alt="Pointing hand cursors flying towards a glowing electric blue TV screen." loading="lazy" width="294" height="166" decoding="async" data-nimg="1" class="aspect-4/3 h-auto w-full object-cover md:aspect-video" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fwww.thetradedesk.com%2Fassets%2Fglobal%2FTheCurrent_Newsletter_Edition197_TTDAnnouncement_TV_1920x1080px_NoLogo_v1_2024-11-20-144625_drrd.jpg&w=384&q=75 1x, 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Clark</span></a></div></article></div></div><div class="space-y-6 lg:space-y-0"><div class="space-y-6 lg:space-y-0"><hr class="border-dark-blue opacity-10 lg:hidden"/><article id="article-3359031" class="flex justify-between md:block" data-component="CardGrid"><div class="order-2 w-1/3 shrink md:w-full"><a class="block" href="/jeff-green-the-trade-desk-new-os-can-ventura-ctv"><img alt="The Current Podcast: Jeff Green, Founder & CEO, The Trade Desk." loading="lazy" width="294" height="166" decoding="async" data-nimg="1" class="aspect-4/3 h-auto w-full object-cover md:aspect-video" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fwww.thetradedesk.com%2Fassets%2Fglobal%2FTTD_16x9_Editorial_Orange_v2-1_2024-11-20-142134_vouz.jpg&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fwww.thetradedesk.com%2Fassets%2Fglobal%2FTTD_16x9_Editorial_Orange_v2-1_2024-11-20-142134_vouz.jpg&w=640&q=75 2x" 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class="swiper-slide"><div class="h-full border-r border-gray-300 pr-3.5"><div class="flex flex-col items-start md:h-full" data-component="CardTextSnippet"><h3 class="mb-1"><a class="type-theta hover-stroke-underline text-deepwater transition duration-300 ease-in-out hover:text-black" href="https://www.wsj.com/business/deals/directv-dish-satellite-merger-fails-4dcf1805" target="_blank" rel="noreferrer">Pass the dish<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" class="mb-1 ml-1 inline transition duration-300 ease-in-out"><path stroke="currentColor" stroke-width="1.2" d="m4.935 7.048 4.95-4.949M7.238 1.914h3v3M9.237 6.695a4 4 0 1 1-4-4"></path></svg></a></h3><p>DirecTV is walking away from its merger with Dish after agreeing to buy it in September.</p></div></div></div><div class="swiper-slide"><div class="h-full border-r border-gray-300 pr-3.5"><div class="flex flex-col items-start md:h-full" data-component="CardTextSnippet"><h3 class="mb-1"><a class="type-theta hover-stroke-underline text-deepwater transition duration-300 ease-in-out hover:text-black" href="https://www.wsj.com/articles/mediaocean-buying-adtech-company-innovid-for-500-million-71b20ff4" target="_blank" rel="noreferrer">Diving in<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" class="mb-1 ml-1 inline transition duration-300 ease-in-out"><path stroke="currentColor" stroke-width="1.2" d="m4.935 7.048 4.95-4.949M7.238 1.914h3v3M9.237 6.695a4 4 0 1 1-4-4"></path></svg></a></h3><p>Mediaocean is buying ad tech company Innovid and merging it with Flashtalking, another ad tech company it bought in 2021.</p></div></div></div><div class="swiper-slide"><div class="h-full border-r border-gray-300 pr-3.5"><div class="flex flex-col items-start md:h-full" data-component="CardTextSnippet"><h3 class="mb-1"><a class="type-theta hover-stroke-underline text-deepwater transition duration-300 ease-in-out hover:text-black" href="https://uk.themedialeader.com/disney-joins-audienceproject-ad-measurement-platform-in-europe/" target="_blank" rel="noreferrer">Cross-media measurement<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" class="mb-1 ml-1 inline transition duration-300 ease-in-out"><path stroke="currentColor" stroke-width="1.2" d="m4.935 7.048 4.95-4.949M7.238 1.914h3v3M9.237 6.695a4 4 0 1 1-4-4"></path></svg></a></h3><p>Disney+ signs up for independent audience measurement in Europe through AudienceProject, The Media Leader<em> </em>reports.</p></div></div></div><div class="swiper-slide"><div class="h-full border-r border-gray-300 pr-3.5"><div class="flex flex-col items-start md:h-full" data-component="CardTextSnippet"><h3 class="mb-1"><a class="type-theta hover-stroke-underline text-deepwater transition duration-300 ease-in-out hover:text-black" href="https://www.wsj.com/business/media/comcast-greenlights-7-billion-spinoff-of-nbcuniversal-cable-channels-cc5c6dc5?st=dF28YN" target="_blank" rel="noreferrer">Cord cutting contraction<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" class="mb-1 ml-1 inline transition duration-300 ease-in-out"><path stroke="currentColor" stroke-width="1.2" d="m4.935 7.048 4.95-4.949M7.238 1.914h3v3M9.237 6.695a4 4 0 1 1-4-4"></path></svg></a></h3><p>Comcast plans to spin off its cable channels including MSNBC, USA and E! into a new company.</p></div></div></div><div class="swiper-slide"><div class="h-full border-r border-gray-300 pr-3.5"><div class="flex flex-col items-start md:h-full" data-component="CardTextSnippet"><h3 class="mb-1"><a class="type-theta hover-stroke-underline text-deepwater transition duration-300 ease-in-out hover:text-black" href="https://www.wsj.com/us-news/law/antitrust-enforcers-prepare-final-blitz-against-big-tech-39afe085" target="_blank" rel="noreferrer">Reining in power<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" class="mb-1 ml-1 inline transition duration-300 ease-in-out"><path stroke="currentColor" stroke-width="1.2" d="m4.935 7.048 4.95-4.949M7.238 1.914h3v3M9.237 6.695a4 4 0 1 1-4-4"></path></svg></a></h3><p>Antitrust enforcers are preparing their final blitz against big tech before the uncertainty of the Trump presidency comes in.</p></div></div></div><div class="swiper-slide"><div class="h-full border-r border-gray-300 pr-3.5"><div class="flex flex-col items-start md:h-full" data-component="CardTextSnippet"><h3 class="mb-1"><a class="type-theta hover-stroke-underline text-deepwater transition duration-300 ease-in-out hover:text-black" href="https://www.adexchanger.com/programmatic/forresters-ssp-wave-lists-the-top-10-ssps-with-google-at-the-bottom-really/" target="_blank" rel="noreferrer">Rising tides<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" class="mb-1 ml-1 inline transition duration-300 ease-in-out"><path stroke="currentColor" stroke-width="1.2" d="m4.935 7.048 4.95-4.949M7.238 1.914h3v3M9.237 6.695a4 4 0 1 1-4-4"></path></svg></a></h3><p>Forrester's first SSP wave list since 2014 ranks Google's GAM at the bottom as a challenger to Amazon, OpenX and other SSPs, according to Ad Exchanger.</p></div></div></div><div class="swiper-slide"><div class="h-full border-r border-gray-300 pr-3.5"><div class="flex flex-col items-start md:h-full" data-component="CardTextSnippet"><h3 class="mb-1"><a class="type-theta hover-stroke-underline text-deepwater transition duration-300 ease-in-out hover:text-black" href="https://www.businessinsider.com/elon-musk-x-sues-twitch-advertising-boycott-lawsuit-2024-11" target="_blank" rel="noreferrer">Targeting Twitch<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" class="mb-1 ml-1 inline transition duration-300 ease-in-out"><path stroke="currentColor" stroke-width="1.2" d="m4.935 7.048 4.95-4.949M7.238 1.914h3v3M9.237 6.695a4 4 0 1 1-4-4"></path></svg></a></h3><p>Elon Musk's X added Amazon's live-stream service 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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":1732396739123},"getShellData(undefined)":{"status":"fulfilled","endpointName":"getShellData","requestId":"STMxBpQy36M-0-Rqoq9Q0","startedTimeStamp":1732396857566,"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 the world’s most influential brands and 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not found","richText":{"copy":"\u003cp\u003eThis item does not exist or has moved to a new location.\u003c/p\u003e\n\u003cp\u003eDouble-check your URL or simply head to our \u003ca href=\"https://www.thetradedesk.com/us\"\u003ehomepage\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eNeed help? Feel free to \u003ca href=\"https://www.thetradedesk.com/us/contact-us\"\u003econtact us\u003c/a\u003e.\u003c/p\u003e"}}}},"fulfilledTimeStamp":1732396857597},"getContentData({\"slug\":\"insights-omr-2024-europe-marketing-summit\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"cR8fimugmNn3bjkqSzsVy","originalArgs":{"slug":"insights-omr-2024-europe-marketing-summit","token":""},"startedTimeStamp":1732396836985,"data":{"metadata":{"datePosted":"2024-05-14T08:33:00-07:00","dateCreated":"2024-05-14T08:13:07-07:00","dateUpdated":"2024-05-14T08:33:20-07:00","title":"3 big insights from OMR 2024, Europe’s top marketing summit | The Current","description":"If you say “AI” enough times, will it become reality?","image":{"alt":"Two claw robot hands shape a clay shopping bag on a pottery wheel.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition170_OMRCoverage_1920x1080px_Logo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Two claw robot hands shape a clay shopping bag on a pottery wheel.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition170_OMRCoverage_1920x1080px_Logo_v1-1_2024-05-14-152332_jdiw.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Zac Wang","themes":["Culture"],"url":"https://www.thecurrent.com/insights-omr-2024-europe-marketing-summit","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3001772,"slug":"insights-omr-2024-europe-marketing-summit","postDate":"2024-05-14T08:33:00-07:00","heading":"3 big insights from OMR 2024, Europe’s top marketing summit","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#00e5e8","textHex":"#000000"},"featuredImage":{"alt":"Two claw robot hands shape a clay shopping bag on a pottery wheel.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition170_OMRCoverage_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Two claw robot hands shape a clay shopping bag on a pottery wheel.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition170_OMRCoverage_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustrated by Robyn Phelps / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Two claw robot hands shape a clay shopping bag on a pottery wheel.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition170_OMRCoverage_1920x1080px_NoLogo_v1_2024-05-14-152413_khka.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":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\u003eLast week, 70,000 European marketers descended on Hamburg’s quiet cobblestone streets for OMR, Europe’s annual festival of creativity.\u003c/p\u003e\n\u003cp\u003eThey came in search of marketing inspiration from speakers like Scott Galloway, Kim Kardashian and executives of fast-fashion brand Shein, and for strategic discussions about the advertising trends in motion this year.\u003c/p\u003e\n\u003cp\u003eThese ranged from developing an identity strategy, to winning in the red-hot retail media space, to making sense of a wealth of data. Here’s what unfolded in Hamburg. \u003c/p\u003e\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eIdentity as a foundation, not a product\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAs Google delays Chrome’s cookie deprecation \u003ca href=\"https://www.thecurrent.com/google-chrome-cookie-deprecation\"\u003eonce again\u003c/a\u003e, a number of marketers are \u003ca href=\"https://newdigitalage.co/programmatic/73-of-uk-marketers-are-not-well-prepared-for-the-withdrawal-of-third-party-cookies/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estill unsure\u003c/a\u003e about their post-cookie identity strategies.\u003c/p\u003e\n\u003cp\u003eAmid changing privacy regulations, especially in Europe, authenticated alternative identifiers and AI-enabled contextual targeting have emerged as promising privacy-conscious identity solutions.\u003c/p\u003e\n\u003cp\u003eBut for marketers to access the \u003ca href=\"https://www.thecurrent.com/uid2-unilever-audience-disney\"\u003esuperior performance\u003c/a\u003e of authenticated audiences, they first need to create a win-win that motivates consumers to share their email addresses or phone numbers.\u003c/p\u003e\n\u003cp\u003e“Take a step back and figure out why you’re trying to do this. It’s about great experiences for consumers,” said Stu Colman, senior director of European identity at The Trade Desk. “It’s about, ‘Do I have enough of a relationship with this consumer to ask this question and get this value back?’”\u003c/p\u003e\n\u003cp\u003eOnly once that value exchange is defined can the digital relationships of the future, AI-powered or not, take shape. “Identity is paramount, but it’s got to be thought of as a foundation rather than a product itself,” said Colman.\u003c/p\u003e\n\u003cp\u003eVaith Schmitz, solutions engineer at Twilio, emphasized the importance of “using all the data you collect through CDPs [customer data platforms], attribution, IDs, to create genuine AI experiences down the line.” That’s important because how we engage with content on our phones is changing, said Schmitz. “We had a million apps; now we have 10 apps we use the most.”\u003c/p\u003e\n\u003cp\u003eAI can also help marketers who are anxious about losing the scale of cookies, by “managing seeds and building lookalikes and models from those, plus interoperability between various IDs,” said Colman. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eHow to win at retail media in 2024\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eRetail media is now table stakes for marketers across industries. Retailers’ data used in off-site environments is also emerging as \u003ca href=\"https://www.thecurrent.com/retail-data-europe-ctv-media\"\u003ea key tool\u003c/a\u003e in a post-cookie identity world.\u003c/p\u003e\n\u003cp\u003eTim Nedden, managing director of agency Front Row, called for standardization, interconnectivity and accountability as the industry ramps up its retail efforts.\u003c/p\u003e\n\u003cp\u003eOn a panel, he urged marketers to depend less on walled gardens. He cited a case study of a brand that shifted budgets from a major ecommerce site to Tesco and Sainsbury’s in the U.K. and saw those channels perform up to 20 times better. “Because the shopper group is more relevant, especially for CPG,” he said.\u003c/p\u003e\n\u003cp\u003eScaling beyond individual retailers could involve leveraging retail data off-site while also using a brand’s first-party data to build lookalike audiences and statistical twins, said Nedden. These could then be deployed to premium publishers like Vogue and, increasingly, \u003ca href=\"https://www.thecurrent.com/retail-data-upfronts-ctv-streaming-identity-authentication\"\u003econnected TV\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e“Prime Video ads could change the TV game. But other retailers can also do it. Walmart acquiring Vizio — that’s their gateway to the living room of people, using retail data to target video ads,” said Nedden.\u003c/p\u003e\n\u003cp\u003eIn Europe, retailers’ smaller sizes compared to their U.S. counterparts means that brands seeking scale will likely pour more ad spend in off-site retail media spaces, he added.\u003c/p\u003e\n\u003cp\u003eChristian Leihner, head of e-commerce performance marketing at Unilever, said retail media makes it hard for CPG shoppers to miss its brands as they spend time across channels.\u003c/p\u003e\n\u003cp\u003eTransparency and independent third-party measurements are paramount to successful retail relationships, he added. “We want a seat at the table with the retailer to exchange and determine where we’re going, to make sure that media money is returned,” he said.\u003c/p\u003e\n\u003cp\u003eAs marketers move budgets to retail media from channels like trade marketing and search, the expectations are high. “The money that is being reallocated from other channels needs to deliver the same performance or even better,” said Leihner. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eAI can reshape marketing and help TikTok claim its next ‘victim’\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eOf course, no self-respecting global marketing conference would be complete without bold statements about what’s ahead. Enter marketing luminary Scott Galloway.\u003c/p\u003e\n\u003cp\u003e“The biggest myth in marketing is that choice is a good thing. Consumers don’t want more choice. They want to be more confident in the choices presented,” he quipped.\u003c/p\u003e\n\u003cp\u003eThis maxim helps explain the rise of TikTok, and also Google’s panicked response to ChatGPT. “Effectively, TikTok and AI, their core value proposition is they removed choice,” said Galloway.\u003c/p\u003e\n\u003cp\u003eTikTok’s forays into long-form video could heat up competition for video ad dollars. But the market is one still up for grabs, especially as the streaming giants seemingly enter \u003ca href=\"https://variety.com/2024/digital/news/disney-plus-hulu-max-bundle-1235996533/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ean era of consolidation\u003c/a\u003e aimed at giving viewers more value.\u003c/p\u003e\n\u003cp\u003eFor now, it is already becoming clear how AI will reshape advertising: by helping marketers make sense of the ever-expanding troves of data at their disposal.\u003c/p\u003e\n\u003cp\u003e“People often say that data is the new oil. It’s not — we’re drowning in oil, there is oil everywhere. Data is not the rare asset here,” said Galloway. “What is the rare asset is what to do with all this data.” \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":1732396837020},"getAuthorData({\"slug\":\"brian-mandelbaum\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"uLSaNU01-pH3IqvlHq4qY","originalArgs":{"slug":"brian-mandelbaum","token":""},"startedTimeStamp":1732396632090,"data":{"metadata":{"datePosted":"2024-03-18T10:08:00-07:00","dateCreated":"2024-03-18T10:07:30-07:00","dateUpdated":"2024-11-12T11:46:00-08:00","title":"Brian Mandelbaum | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/brian-mandelbaum","noIndex":false,"type":"authors"},"data":{"id":2658009,"title":"Brian Mandelbaum","featuredImage":{},"fullName":"Brian Mandelbaum","positionTitle":"Co-founder, CEO, Attain","blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732396632123},"getContentData({\"slug\":\"future-of-retail-data-advertising-retail-financial-times\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"wEx-6HKeBkx9FTvRcoB2_","originalArgs":{"slug":"future-of-retail-data-advertising-retail-financial-times","token":""},"startedTimeStamp":1732396714214,"data":{"metadata":{"datePosted":"2024-09-18T10:34:00-07:00","dateCreated":"2024-09-18T06:30:19-07:00","dateUpdated":"2024-09-18T11:27:46-07:00","title":"Why retail media’s growth could change retail as you know it | The Current","description":"Retail is changing as ad dollars grow in importance.","image":{"alt":"A door on a shopping cart opened by a cursor reveals a shopping bag with a checkmark on it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_DataDrivenRetailData_1920x1080_WithLogo_v2-2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A door on a shopping cart opened by a cursor reveals a shopping bag with a checkmark on it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_DataDrivenRetailData_1920x1080_WithLogo_v2-2_2024-09-18-133032_zjwf.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Culture"],"url":"https://www.thecurrent.com/future-of-retail-data-advertising-retail-financial-times","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3332602,"slug":"future-of-retail-data-advertising-retail-financial-times","postDate":"2024-09-18T10:34:00-07:00","heading":"Why retail media’s growth could change retail as you know it","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A door on a shopping cart opened by a cursor reveals a shopping bag with a checkmark on it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_DataDrivenRetailData_1920x1080_NoLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A door on a shopping cart opened by a cursor reveals a shopping bag with a checkmark on it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_DataDrivenRetailData_1200px_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A door on a shopping cart opened by a cursor reveals a shopping bag with a checkmark on it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_DataDrivenRetailData_1920x1080_NoLogo_v2_2024-09-18-133055_zrlt.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1611149,"slug":"zac-wang","fullName":"Zac Wang","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Zac Wang, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/HeadshotBW.png","width":1200,"height":1200,"isLandscape":false},"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWalking through supermarket aisles these days, it’s hard to miss the loyalty-program logos touting discounted prices.\u003c/p\u003e\n\u003cp\u003eIt’s just one indication that retailers are prioritizing gathering customer data, whether in stores or online. And that data is a boon to retailers worldwide, from Walmart to Amazon to Tesco, which are all \u003ca href=\"https://www.marketingbrew.com/stories/2024/08/23/walmart-and-target-report-ads-business-grew-by-double-digits-in-q2\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereporting\u003c/a\u003e significant growth in profits from their retail media arms.\u003c/p\u003e\n\u003cp\u003eThat opportunity was top of mind for executives at the \u003cem\u003eFinancial Times\u003c/em\u003e’ Future of Retail conference in London this week. Two themes emerged: the importance of integrating loyalty programs more closely with the shopping experience and bolstering revenue to better compete with Amazon. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eFirst things first\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eLoyalty programs are already ubiquitous, but they could soon become “smart” too.\u003c/p\u003e\n\u003cp\u003eFor now, retailers are \u003ca href=\"https://www.vox.com/money/354191/loyalty-rewards-programs-sephora-vib-amazon\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebusy growing\u003c/a\u003e loyalty memberships, and in turn, their data. Shoppers, for their part, are happy to receive the discounts offered in exchange for their data amid persistently tough economic conditions, said several executives at the conference.\u003c/p\u003e\n\u003cp\u003eThe most apparent benefit of retail data is improved targeting for advertisers, which means — ideally — more relevant ads for shoppers. Marketers can also see whether the ad dollars they’re investing are really generating sales.\u003c/p\u003e\n\u003cp\u003e“Especially in a space where [fast-moving consumer goods] brands have historically not had the luxury of understanding whether a sale is happening […] they're now looking at a world where retail data allows them to understand in real time whether their ad investment has actually driven a purchase,” said Lukas Fassbender, senior vice president of EMEA revenue at The Trade Desk, during the conference.\u003c/p\u003e\n\u003cp\u003eBut this all may be just the start. What consultants at McKinsey \u003ca href=\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/members-only-delivering-greater-value-through-loyalty-and-pricing\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecall\u003c/a\u003e the “gold opportunity” for retailers is dipping into that retail data to offer “tailored promotions, member benefits, marketing and personalized customer journeys.” Through pilot programs, McKinsey has seen “a two to four percentage-point margin improvement on gross margin dollars.”\u003c/p\u003e\n\u003cp\u003eSpeaking at the conference, Tesco CEO Ken Murphy offered a glimpse of that future. He mused that an AI-powered loyalty program could say, for example, “I've noticed over time, in your shopping basket, that your sodium content is 250% of your daily recommended allowance. I would recommend you substitute this, this and this for lower-sodium products to improve your heart health.”\u003c/p\u003e\n\u003cp\u003eAdvertisers could then use the data from those AI recommendations to put forward hyper-targeted offers. We may not be quite there yet, but it’s likely something that retailers are already working toward.\u003c/p\u003e\n\u003cp\u003e“[Personalization] is the No. 1 thing to improve loyalty, to improve profitability, to improve relevance. And consumers want relevance,” said Mark Adams, senior vice president and general manager for EMEA at BigCommerce, during the conference. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eHere’s\u003c/strong\u003e what else \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe growth of retail media could also heat up competition in a space dominated by Amazon. Retailers’ new revenue stream is unlocking cash for technology investments while giving advertisers more ways to reach shoppers online.\u003c/p\u003e\n\u003cp\u003eAmazon’s advertising revenue grew by double digits in the last quarter, but so did \u003ca href=\"https://www.marketingdive.com/news/walmart-q2-2024-earnings-retail-media-networks/724470/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eWalmart's\u003c/a\u003e and \u003ca href=\"https://www.adweek.com/commerce/roundels-sarah-travis-on-how-the-retail-media-network-is-preparing-for-the-future/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eTarget's\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eRetail media’s margins — \u003ca href=\"https://www.bcg.com/publications/2022/how-media-is-shaping-retail\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eup to 90%\u003c/a\u003e for on-site media and up to 40% for off-site — can mean the difference between extra money to invest in new tech, like AI integrations and being left behind.\u003c/p\u003e\n\u003cp\u003e“The success of [Walmart’s] ad business justifies the expense associated with other innovations,” \u003ca href=\"https://www.emarketer.com/content/walmarts-advertising-business-outpaces-amazon-with-q2-growth-of-26\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote\u003c/a\u003e Jeremy Goldman, an analyst at EMarketer. That seemed to confirm the report of Walmart CEO Doug McMillon, who \u003ca href=\"https://www.marketingdive.com/news/walmart-q2-2024-earnings-retail-media-networks/724470/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaid\u003c/a\u003e advertising was among the units “contributing, diversifying our profits and reinforcing the resilience of our business model” in a statement after the company’s latest earnings.\u003c/p\u003e\n\u003cp\u003eAs the number of retail media players worldwide \u003ca href=\"https://airtable.com/appv96up7Z8K6OL5w/shrTT2rEfH7kfg00K/tbl8dGWUcAul1JBW7?viewControls=on\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eexceeds\u003c/a\u003e 200, aggregating their data and advertisers’ demand for their ad inventory could, finally, give retailers a playing field where they may better compete with Amazon.\u003c/p\u003e\n\u003cp\u003e“The opportunity for a retailer is to harness and look at their own data and partner with platforms like ours to expand their reach into the entire internet,” said Fassbender.\u003c/p\u003e\n\u003cp\u003eAs retailers benefit from being more competitive, so can advertisers, thanks to more channels to reach shoppers online and innovations like \u003ca href=\"https://internetretailing.net/half-of-connected-tv-users-want-option-to-buy-advertised-products-research-finds/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eshoppable connected TV ads\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e“For the manufacturer or the brand, being able to put themselves higher up in front of a consumer is going to drive more sales and ultimately better performance. So, it's a win-win situation,” said Adams. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732396714243},"getContentData({\"slug\":\"fed-cut-rates-spending-hiring-advertising-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"zSfOn8sMuaaOgHDvk_bMO","originalArgs":{"slug":"fed-cut-rates-spending-hiring-advertising-marketing","token":""},"startedTimeStamp":1732396360565,"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":1732396360601},"getAuthorData({\"slug\":\"john-mcdermott\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"cfOtRjmagGRIurD7WNYoN","originalArgs":{"slug":"john-mcdermott","token":""},"startedTimeStamp":1732396225833,"data":{"metadata":{"datePosted":"2022-10-07T07:28:00-07:00","dateCreated":"2022-10-07T07:28:00-07:00","dateUpdated":"2024-07-29T08:04:51-07:00","title":"John McDermott | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/john-mcdermott","noIndex":false,"type":"authors"},"data":{"id":1508844,"title":"John McDermott","featuredImage":{},"fullName":"John McDermott","positionTitle":null,"blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"0"}},"fulfilledTimeStamp":1732396225873},"getContentData({\"slug\":\"brand-love-summit-legacy-heritage-brands-nostalgia-innovation\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"skEWiwmvd9FtheiIZN64w","originalArgs":{"slug":"brand-love-summit-legacy-heritage-brands-nostalgia-innovation","token":""},"startedTimeStamp":1732396826546,"data":{"metadata":{"datePosted":"2024-09-24T05:00:00-07:00","dateCreated":"2024-09-23T14:24:44-07:00","dateUpdated":"2024-09-25T11:31:35-07:00","title":"When legacy isn’t enough: Heritage brands must embrace both nostalgia and innovation | The Current","description":"Heritage brands are uniquely qualified to lean into nostalgia and appeal to multiple generations.","image":{"alt":"marble statue of a male figure holding a phone, pieces of it are made of blue wireframe.","url":"https://www.thetradedesk.com/assets/global/Updated_TheCurrent_Newsletter_Edition189_BrandInnovatorsCoverage_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"marble statue of a male figure holding a phone, pieces of it are made of blue wireframe.","url":"https://www.thetradedesk.com/assets/global/Updated_TheCurrent_Newsletter_Edition189_BrandInnovatorsCoverage_1920x1080px_Logo_v1_2024-09-25-183036_qaly.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/brand-love-summit-legacy-heritage-brands-nostalgia-innovation","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3333411,"slug":"brand-love-summit-legacy-heritage-brands-nostalgia-innovation","postDate":"2024-09-24T05:00:00-07:00","heading":"When legacy isn’t enough: Heritage brands must embrace both nostalgia and innovation","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"marble statue of a male figure holding a phone, pieces of it are made of blue wireframe.","url":"https://www.thetradedesk.com/assets/global/Updated_TheCurrent_Newsletter_Edition189_BrandInnovatorsCoverage_1920x1080px_NoLogo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"marble statue of a male figure holding a phone, pieces of it are made of blue wireframe.","url":"https://www.thetradedesk.com/assets/global/Updated_TheCurrent_Newsletter_Edition189_BrandInnovatorsCoverage_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":"marble statue of a male figure holding a phone, pieces of it are made of blue wireframe.","url":"https://www.thetradedesk.com/assets/global/Updated_TheCurrent_Newsletter_Edition189_BrandInnovatorsCoverage_1920x1080px_NoLogo_v1-1_2024-09-25-183054_oyvz.jpg","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":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, Tupperware — the once-beloved 78-year-old food-container brand that was found in kitchens across America — filed for bankruptcy.\u003c/p\u003e\n\u003cp\u003eThe news underscores a difficult, truth for heritage brands: Age-old fan love by itself isn’t enough to gain the favor of new generations.\u003c/p\u003e\n\u003cp\u003eFittingly, \"relevancy\" was the theme of last week’s Engineering Brand Love Summit in Columbus, Ohio, hosted by networking community Brand Innovators and independent agency The Shipyard. Heritage brands like Pedialyte, Airstream and Goodyear Tires came together to discuss how they’re ensuring they remain relevant to modern consumers.\u003c/p\u003e\n\u003cp\u003eSpeaking on a panel, Josephine Severe, senior brand manager at Abbott’s Pedialyte and previously a manager of global branding and marketing at Tupperware Brands Corp., said the heritage brand failed to innovate and adapt to meet the demands of today’s shoppers. She pointed out that it wasn’t until 2022, after the peak of the pandemic, that the brand decided to introduce e-commerce.\u003c/p\u003e\n\u003cp\u003e“Right now on TikTok people are saying, ‘My mom will be devastated,\" said Severe. “So it was forgotten. Not taking the risks you need pins you into this box. It’s not enough to keep doing the same thing — you have to evolve with what consumers want.”\u003c/p\u003e\n\u003cp\u003ePedialyte, for instance, knows that it primarily caters to hydrating children, but that isn’t stopping it from showing consumers how adults can use its product — particularly those who have a soft spot for the brand from growing up with it. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=y-xJLKjAvYg","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn fact, the driving force behind Pedialyte’s strategy is nostalgia. David Sonderman, chief creative officer of The Shipyard, says heritage brands are uniquely positioned to tap into that emotion.\u003c/p\u003e\n\u003cp\u003e“Nostalgia is one of the most powerful tools,” Sonderman explained in a presentation called “Cheating Death.” “And here’s the thing— only older brands get to do it, because it’s authentic.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eNostalgia wins \u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eSonderman pointed to Barbie, Stanley and the Shipyard’s own work for the San Francisco Ballet as examples of brands that are surviving by incorporating nostalgia into their products or marketing, but also innovating along the way.\u003c/p\u003e\n\u003cp\u003eThe 65-year-old Barbie brand, for instance, kept its bright pink world and brought back past dolls to \u003ca href=\"https://www.thecurrent.com/hasbro-toy-game-companies-kidults-marketing-advertising-demographic\"\u003eappeal to adults\u003c/a\u003e who grew up with its brand, while refocusing how Barbie is all women (and not just the blonde bombshell) in its 2023 Warner Bros. film. Along with a \u003ca href=\"https://www.cnn.com/2023/09/13/business/barbie-toy-sales-circana/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e25% boost\u003c/a\u003e in sales of dolls, the film saw \u003ca href=\"https://www.foley.com/insights/publications/2023/12/barbie-movie-brand-placement-partnerships/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$1 billion\u003c/a\u003e at the box office in the first month it was out. The 111-year-old Stanley brand, on the other hand, changed its product’s appearance to target a \u003ca href=\"https://www.thecurrent.com/stanely-brands-women-advertising\"\u003enew gender demographic\u003c/a\u003e and saw its annual sales explode from an average of $70 million to \u003ca href=\"https://www.cnn.com/2024/03/01/business/stanley-maker-plans-for-product-launches/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$750 million in 2023\u003c/a\u003e. It also continues to partner with relevant brands on new designs, including Barbie.\u003c/p\u003e\n\u003cp\u003eWhen the SF Ballet was struggling to gain younger ballet attendees, it needed to find a way to could relate to this tech-savvy crowd, Sonderman said. So The Shipyard incorporated ChatGPT into the ballet’s digital and out-of-home ads, merging a centuries-old art form with AI-generated critiques. Sonderman said the clever campaign quadrupled the number of first-time ballet attendees.\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=hgxKDl2aZow","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003ePartnerships and new channels \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe way heritage brands keep their marketing relevant varies from brand to brand, but overall, they’re incorporating nostalgic elements while innovating with messaging and channels.\u003c/p\u003e\n\u003cp\u003eAirstream, the 93-year-old trailer company, is embracing it’s past while partnering with trending brands like REI, Pottery Barn and American Girl — the latter of which was to “purely get little girls excited about Airstream,” even though it would take maybe a decade until the fruits of the partnership might be realized. “We have to be incredibly patient as marketers,” said Hansen at the summit. \u003c/p\u003e\n\u003cp\u003eAirstream shares its historic story across its website and social channels, showing how it has changed through time. “As a heritage brand, a lot of people would shy away from the past, but what we’ve done is embrace our past,” said Hansen. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"A doll sitting in a toy airstream.","url":"https://www.thetradedesk.com/assets/global/Airstream_2024-09-23-213138_styl.jpg","width":624,"height":416,"isLandscape":true},"caption":"(Courtesy of Airstream)","horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"A doll sitting in a toy airstream.","url":"https://www.thetradedesk.com/assets/global/Airstream.jpg","width":624,"height":416,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“Fail forward and do it scared,” said Linda Lollo, global external digital communications manager at The Goodyear Tire \u0026amp; Rubber Company. The company recognized there was a disconnect between its popular blimp and the fact that it sells tires.\u003c/p\u003e\n\u003cp\u003eTo bridge that gap, it’s celebrating the Goodyear blimp’s 100th birthday next year with activations, merchandise and the tagline “Blimps are cool, buy tires.” \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003cblockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"\u003e\u003cdiv style=\"padding:16px;\"\u003e \u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" background:#FFFFFF; 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border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"\u003e\u003c/div\u003e \u003cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"\u003e\u003c/div\u003e\u003c/div\u003e\u003c/a\u003e\u003cp style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"\u003e\u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\"\u003eA post shared by Goodyear Blimp (@goodyearblimp)\u003c/a\u003e\u003c/p\u003e\u003c/div\u003e\u003c/blockquote\u003e\n\u003cscript async src=\"//www.instagram.com/embed.js\"\u003e\u003c/script\u003e","height":null,"mobileEmbedCode":"\u003cblockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; 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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":1732396826578},"getSectionData({\"slug\":\"retail\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"XXr1gDE1NjrDQyHo_Pa8_","originalArgs":{"slug":"retail","token":""},"startedTimeStamp":1732395958200,"data":{"metadata":{"datePosted":"2021-07-27T12:27:00-07:00","dateCreated":"2021-07-27T12:27:48-07:00","dateUpdated":"2024-07-24T07:55:28-07:00","title":"Retail | The Current","description":"Stories about the emerging retail media market, including the latest brand partnerships.","image":{"alt":"Illustration of a hand holding a megaphone coming out of a computer monitor and a card reader and scanner underneath. 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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":1732395958234},"getContentData({\"slug\":\"diamond-sports-local-nba-mlb-nhl-streaming-rights\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"KLLrY5iVHMePnNjvCkqx_","originalArgs":{"slug":"diamond-sports-local-nba-mlb-nhl-streaming-rights","token":""},"startedTimeStamp":1732396338849,"data":{"metadata":{"datePosted":"2024-11-20T06:00:00-08:00","dateCreated":"2024-11-19T14:03:00-08:00","dateUpdated":"2024-11-19T15:19:17-08:00","title":"Diamond Sports ruling signals new era for local NBA, MLB, NHL streaming rights | The Current","description":"As regional sports networks disintegrate, the NBA and MLB commissioners are signaling a future with streaming and broadcast TV at the center.","image":{"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_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"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_v1_2024-11-19-231844_ngwk.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming"],"url":"https://www.thecurrent.com/diamond-sports-local-nba-mlb-nhl-streaming-rights","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3354032,"slug":"diamond-sports-local-nba-mlb-nhl-streaming-rights","postDate":"2024-11-20T06:00:00-08:00","heading":"Diamond Sports ruling signals new era for local NBA, MLB, NHL streaming 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 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\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":1732396338876},"getHomeData({\"token\":\"\"})":{"status":"fulfilled","endpointName":"getHomeData","requestId":"ZqReHqSs-XaCIFI-WV3l7","originalArgs":{"token":""},"startedTimeStamp":1732396857565,"data":{"metadata":{"datePosted":"2023-03-01T04:44:00-08:00","dateCreated":"2023-03-01T04:44:10-08:00","dateUpdated":"2024-11-22T10:01:54-08:00","title":"News from the open internet | The Current","description":"A news resource and community for marketers providing context to open internet trends across retail, CTV, data, digital marketing strategy and more.","image":{"alt":"The Current: News from the open internet","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MetadataImage_NewsFromTheOpenInternet_Sohne_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current: News from the open internet","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MetadataImage_NewsFromTheOpenInternet_Sohne_v2.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/","noIndex":false,"type":"home"},"data":{"topRow":{"latestTheme":{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""},"featuredArticle":{"id":3361583,"slug":"women-leaders-pepsico-nfl-spotify-ai-biases-female-quotient","title":"Women leaders at PepsiCo., the NFL and Spotify speak out on breaking down AI biases","heading":"Women leaders at PepsiCo., the NFL and Spotify speak out on breaking down AI biases","metaTitle":"Women leaders at PepsiCo., the NFL and Spotify speak out on breaking down AI biases","metaDescription":"Women AI leaders from brands like PepsiCo., NFL and Spotify speak out on biases in the AI space and AI practical use cases.","postDate":"2024-11-22T10:01:00-08:00","author":{"id":1508376,"slug":"ilyse-liffreing","title":"Ilyse Liffreing","fullName":"Ilyse Liffreing"},"theme":{"id":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""},"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},"thumbnail":{"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}},"latestArticles":[{"id":3361170,"slug":"news-social-platforms-premium-content-social-media","title":"News’ old guard calls for reinvention amid ‘existential’ threat from social platforms","heading":"News’ old guard calls for reinvention amid ‘existential’ threat from social platforms","metaTitle":"News’ old guard calls for reinvention amid ‘existential’ threat from social platforms","metaDescription":"At Web Summit, Bloomberg and the BBC push the value and brand safety of premium news content","postDate":"2024-11-21T11:28:00-08:00","author":{"id":1611149,"slug":"zac-wang","title":"Zac Wang","fullName":"Zac Wang"},"theme":{"id":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the 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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 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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 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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 weekly.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":3}},"fulfilledTimeStamp":1732396637882},"getContentData({\"slug\":\"google-antitrust-federal-judge-monopoly-search-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"W92CTMeP4bRsU4VcGVZY7","originalArgs":{"slug":"google-antitrust-federal-judge-monopoly-search-advertising","token":""},"startedTimeStamp":1732396235701,"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":1732396235738},"getContentData({\"slug\":\"itvx-itv-launch-british-tv-changed-forever\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"GzTMC8EBPReUjIyoY93TN","originalArgs":{"slug":"itvx-itv-launch-british-tv-changed-forever","token":""},"startedTimeStamp":1732396221663,"data":{"metadata":{"datePosted":"2022-12-14T18:00:00-08:00","dateCreated":"2022-12-13T13:23:21-08:00","dateUpdated":"2022-12-14T13:13:44-08:00","title":"ITVX and the week British telly changed forever | The Current","description":"Britain’s ITV joins Netflix and Disney in offering an ad-funded tier to cash-strapped audiences. Will it be enough to survive the global streaming wars?","image":{"alt":"A long, crowded group of people wait in line and ascend stairs to walk through an ITVX-colored door within an oversized connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition99_LaunchOfITVX_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A long, crowded group of people wait in line and ascend stairs to walk through an ITVX-colored door within an oversized connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition99_LaunchOfITVX_1920x1080_v1_2022-12-13-215511_qsnk.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Streaming","The Latest"],"url":"https://www.thecurrent.com/itvx-itv-launch-british-tv-changed-forever","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1625707,"slug":"itvx-itv-launch-british-tv-changed-forever","postDate":"2022-12-14T18:00:00-08:00","heading":"ITVX and the week British telly changed forever","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"A long, crowded group of people wait in line and ascend stairs to walk through an ITVX-colored door within an oversized connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition99_LaunchOfITVX_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":"A long, crowded group of people wait in line and ascend stairs to walk through an ITVX-colored door within an oversized connected TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition99_LaunchOfITVX_1920x1080_NoLogo_v1_2022-12-13-215418_kyaw.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":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\u003eJohn Lewis Christmas TV ads. David Attenborough narrating a cheetah chase. Live broadcasts of royal weddings and coronations. British TV programming abounds in iconic moments, often watched on the “telly.” \u003c/p\u003e\n\u003cp\u003eBut the nation’s viewing habits are changing. More and more people turn on the TV not for TV, \u003ca href=\"https://www.theguardian.com/tv-and-radio/2022/aug/17/younger-viewers-shun-traditional-tv-channels-as-90-opt-for-streaming-services%22%20/h%20%20HYPERLINK%20%22https://www.theguardian.com/tv-and-radio/2022/aug/17/younger-viewers-shun-traditional-tv-channels-as-90-opt-for-streaming-services\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebut for Netflix\u003c/a\u003e. Consequently, last week, a pair of legacy broadcasters staked their futures on streaming.\u003c/p\u003e\n\u003cp\u003eBBC Director General Tim Davie announced that the BBC is preparing to shut its linear TV and radio services and will become online-only in 2030. “Imagine a world that is internet-only, where broadcast TV and radio are being switched off and choice is infinite,” he said to \u003ca href=\"https://www.theguardian.com/media/2022/dec/07/bbc-will-go-online-only-by-2030s-says-director-general\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e\u003cem\u003eThe Guardian\u003c/em\u003e\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eBut the bigger news, one that shows a tide of change for the British TV industry, was the launch of ITVX. The free advertising-supported streaming TV (FAST) service pits Britain’s favorite TV network, ITV, against giants like Netflix and Disney+. It will count on the likes of Helena Bonham Carter and Damian Lewis starring in its originals to get audiences to sign up for its service. \u003c/p\u003e\n\u003cp\u003eThe move comes as Netflix and Disney+ launch their own ad-supported tiers. ITV is likely under pressure to show that it, too, can play with the Hollywood cool kids. Add to that a looming recession and soaring inflation, which is leaving audiences with less discretionary income, and ITVX looks more inevitable than innovative. \u003c/p\u003e\n\u003cp\u003e“The launch of ITVX is pinned on hopes that the service will become a destination for content discovery, acquiring and retaining users through a larger content catalog and exclusive originals,” Richard Cooper, research director at Ampere Analysis, tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eThe new service will offer original scripted dramas, live TV, 20 other FAST channels, including one dedicated to \u003cem\u003eLove Island\u003c/em\u003e, and a 350-strong movie library, for a total of more than 15,000 hours of content. While this might be a big step up from ITV Hub’s 1,500 hours of entertainment, which ITVX is replacing, it still \u003ca href=\"https://www.statista.com/statistics/963341/hours-of-content-on-netflix-and-amazon-prime-video-united-kingdom-uk/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epales in comparison\u003c/a\u003e to Netflix’s 40,000 hours of content, or Amazon Prime Video’s 26,000. \u003c/p\u003e\n\u003cp\u003eITVX will also offer a paid tier that removes ads and offers access to BritBox, another video service centered on British shows. But with viewers already experiencing subscription — and decision — \u003ca href=\"https://author.thetradedesk.com/ctv-oem-design-home-screen-trends\"\u003efatigue\u003c/a\u003e, it remains to be seen whether the offering will be differentiated enough to compete with Netflix and Disney+. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eStreaming island\u003cbr /\u003e\u003c/strong\u003eITVX’s launch follows the growing realization among many of Britain’s entrenched TV broadcasters that the \u003ca href=\"https://author.thetradedesk.com/what-the-tech-is-ctv\"\u003econnected TV (CTV)\u003c/a\u003e revolution is here to stay. Video on demand (VOD) viewing hours in the U.K. have risen to match the declining hours of broadcast viewing in 2022, based on Ampere’s consumer tracking service, says Cooper. \u003c/p\u003e\n\u003cp\u003eTo compete successfully in streaming, where ITV won’t receive the kind of protective government regulations it enjoys with linear TV, the network is ready to spend big — though some have doubts whether money alone will be enough. \u003c/p\u003e\n\u003cp\u003eAnalysts are already \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/itvx-streaming-launch-advertising-itv-subscription-1235274981/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ealarmed\u003c/a\u003e at ITV’s planned \u003ca href=\"https://deadline.com/2022/12/itvx-itv-kevin-lygo-take-a-while-spy-among-friends-nolly-archie-litvinenko-1235190904/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$200 million expenditure\u003c/a\u003e for original content on ITVX. At the International Broadcasting Convention (IBC) 2022, ITV Chief Product Officer Deep Bagchee said the company wants to double its subscriber base with ITVX — but hitting these goals won’t come cheap. Tom Harrington, head of television at Enders Analysis, tells \u003cem\u003eThe Current\u003c/em\u003e that the era of affordable credit is over, and studios simply can’t finance shows the way they used to. \u003c/p\u003e\n\u003cp\u003eThe focus of many in the streaming industry has also now shifted to profitability and user retention rather than growth, according to Andre James, global head of Bain’s media and entertainment practice. While this might open a window of opportunity to ITV, as its American competitors slow down their aggressive expansion plans, its own efforts will also face the increased scrutiny of many stock market analysts and, most of all, often-cash-strapped audiences that now have more choices than ever. \u003c/p\u003e\n\u003cp\u003e“The success of the rebranded platform will rest on its ability to drive up viewing through a strong content offering of high-quality acquired and original content. The crowded nature of the streaming market does mean that platforms with a higher content spend tend to see higher levels of engagement,” says Cooper. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAdvertising to the rescue\u003cbr /\u003e\u003c/strong\u003eITVX’s ad load is still likely to be less than what ITV currently broadcasts on its main channel, which is generally between seven and 12 minutes, Enders Analysis analysts Tom Harrington and Gill Hind \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/itvx-streaming-launch-advertising-itv-subscription-1235274981/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote\u003c/a\u003e in a November report. Larger subscriber numbers would — hopefully — make up for any potential ad cannibalization occurring from its linear TV channel. \u003c/p\u003e\n\u003cp\u003eOf course, other FAST competitors have broadcast TV ad budgets in their sights, too: ad spend on U.K. online video advertising grew in the last quarter while \u003ca href=\"https://ipa.co.uk/news/bellwether-report-q3-2022\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efalling for traditional TV campaigns\u003c/a\u003e, based on the latest report from the Institute of Practitioners in Advertising (IPA). \u003c/p\u003e\n\u003cp\u003eAccordingly, some analysts are quite pessimistic about ITV’s changes in a globalized streaming market. “Even if ITVX works, I don’t see how ITV’s broadcasting business really grows,” Sarah Simon, an analyst at Berenberg, \u003ca href=\"https://www.ft.com/content/55907bf5-c789-4dc3-8c51-91bd1ae8715e\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold\u003c/a\u003e the \u003cem\u003eFinancial Times\u003c/em\u003e. “Why is ITV not going to continue to lose share of video advertising? I can’t see a scenario in which that’s not a done deal.” \u003c/p\u003e\n\u003cp\u003eOther experts think ITV might have a good chance at success in the nascent British FAST market. “The ad market is wide open for streaming in the U.K., with FAST platforms such as Pluto and Roku TV still niche,” says Tim Mulligan, executive VP and research director at MIDiA Research. “This market is set to accelerate in 2023 as mainstream consumers feel the cost-of-living crisis impacts on discretionary entertainment spending.” \u003c/p\u003e\n\u003cp\u003eITV, like other traditional broadcasters, is also well-positioned to leverage its advantage in live news and sports broadcasting as a trump card. “Streamers, despite their best efforts and recent rights acquisitions, have struggled to provide reliable services to larger audiences largely due to infrastructure issues over which they have little influence,” says Cooper. \u003c/p\u003e\n\u003cp\u003eIf ITVX manages to churn out bingeworthy original content while keeping a balanced ad load, American streaming giants hoping to entice British audiences might find a staunch opponent awaiting them across the pond. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732396222105},"getContentData({\"slug\":\"google-ad-tech-antitrial-defense-tom-blakely\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"jW5LIlXAP7TJFHqN2Tv4I","originalArgs":{"slug":"google-ad-tech-antitrial-defense-tom-blakely","token":""},"startedTimeStamp":1732396582004,"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":1732396582045},"getContentData({\"slug\":\"google-antitrust-trial-marketers-future-open-web\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"dgvt-AIRuoUhndZIysNyz","originalArgs":{"slug":"google-antitrust-trial-marketers-future-open-web","token":""},"startedTimeStamp":1732396623484,"data":{"metadata":{"datePosted":"2024-09-16T05:00:00-07:00","dateCreated":"2024-09-13T10:55:07-07:00","dateUpdated":"2024-09-13T13:42:58-07:00","title":"In the shadow of Google’s antitrust trial, marketers debate the future of the open web | The Current","description":"At ExchangeWire’s ATS conference in London, marketers were clear on one thing: the coming weeks could completely reshape the programmatic space.","image":{"alt":"A shiny, golden internet symbol floating in space.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_ATSLondon_1920x1080px_FacebookMetadata_v1.gif","width":1080,"height":608,"isLandscape":true},"imageTwitter":{"alt":"A shiny, golden internet symbol floating in space.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_ATSLondon_1920x1080px_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Data Privacy","Culture"],"url":"https://www.thecurrent.com/google-antitrust-trial-marketers-future-open-web","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3328557,"slug":"google-antitrust-trial-marketers-future-open-web","postDate":"2024-09-16T05:00:00-07:00","heading":"In the shadow of Google’s antitrust trial, marketers debate the future of the open web","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A shiny, golden internet symbol floating in space.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_ATDLondon_1920x1080px_PreviewImage_v1.gif","width":1080,"height":608,"isLandscape":true},"featuredMobileImage":{"alt":"A shiny, golden internet symbol floating in space.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_ATSLondon_1920x1080px_FeaturedImage_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredPreviewImage":{"alt":"A shiny, golden internet symbol floating in space.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_ATSLondon_1200px_Square-_v1.gif","width":675,"height":675,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A shiny, golden internet symbol floating in space.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_ATDLondon_1920x1080px_PreviewImage_v1_2024-09-13-182738_wvth.gif","width":1080,"height":608,"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":""},{"id":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe shadow of the Google ad tech antitrust \u003ca href=\"https://www.thecurrent.com/what-the-tech-google-antitrust-trial-digital-advertising-ad\"\u003etrial\u003c/a\u003e loomed large over the marketers gathered at ExchangeWire’s ATS conference in London last week. \u003c/p\u003e\n\u003cp\u003eAs programmatic marketers debated the future shape of the open internet, one thematic question emerged: How might the industry wean itself off excessive dependence on Google? Whether the tech giant wins or loses its battle in a Virginia courtroom, it seems many marketers have their sights set on a different ad tech playing field that prioritizes the open web, where U.S. consumers already spend \u003ca href=\"https://www.thetradedesk.com/assets/global/documents/TTD-Sellers-and-Publishers-Report-May-2024.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethe majority\u003c/a\u003e of their time. \u003c/p\u003e\n\u003cp\u003e“The open web is critical for us,” said James Trott, senior director of global addressable media at The Coca-Cola Company, at ATS. “People are increasingly spending more time there. […] It is a significant, key environment to activate at scale.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow to scale sustainably\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eSome others were more cautious, nodding to the fact that long-time dependence on Google to achieve scale will require a rethink. Dhanush Raja Lakshmanmurthy, chief marketing officer at QRED Bank, suggested that advertisers have relied on Google to drive campaigns in the same way that cars rely on gasoline. “We are a scale-up […] and heavily performance-driven,” he said. “If tomorrow there’s no gas, I don’t know what the car would do.” \u003c/p\u003e\n\u003cp\u003eThat said, Lakshmanmurthy acknowledged that omnichannel marketing may be the best way to scale media investment sustainably. “We need to be full-funnel, we need to diversify, we can’t be a one-channel advertiser. It wouldn’t work in the long run,” he said. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eBuying quality inventory on the open internet\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eWhere exactly that diversified media investment should go was also a hot topic of debate at ATS. Marketers, such as Coca-Cola’s Trott, noted the importance of buying quality inventory across the open web while avoiding wasted spend on nonviewable inventory and made-for-advertising sites. \u003c/p\u003e\n\u003cp\u003eIn short, not all parts of the open web are created equal. Marketers addressed the growing trend of buy- and sell-side curation, aimed at surfacing some of the best inventory for advertisers. Curation has been both welcomed and scrutinized in recent months as one way to rethink the \u003ca href=\"https://www.adexchanger.com/technology/how-sell-side-curation-is-reshaping-the-post-cookie-supply-chain/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epost-cookie supply chain\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eWhen The Trade Desk introduced the \u003ca href=\"https://www.thetradedesk.com/us/rise-of-the-premium-internet-report\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e\u003cem\u003eSellers and Publishers Report\u003c/em\u003e\u003c/a\u003e earlier this year, along with its accompanying list of the open web’s top 100 publishers, it ruffled some feathers. The ensuing hubbub was “healthy, but underscored our very point, which is that the best of the internet is in the open internet,” Jeff Green, the CEO and founder of The Trade Desk, said during a panel. \u003c/p\u003e\n\u003cp\u003e“A lot of people have suggested The Trade Desk has pivoted, because now we’re talking about the premium internet instead of the open internet, as if those are different things. […] But the way you shape the open internet is determined by the premium part of the internet,” said Green. \u003c/p\u003e\n\u003cp\u003e“We don’t care if you buy Yahoo or Hulu, we just want to objectively figure out, on behalf of Nike, which one to buy.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eBranching out beyond Google\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003ePublishers, for their part, express clear awareness of their dependence on Google, both for its publisher ad tech stack and the revenue that comes via its AdX ad exchange, even as they looked to the future with a cautiously optimistic view. \u003c/p\u003e\n\u003cp\u003e“There are all sorts of complications when you think about the dependency that publishers have on Google, as well as the opportunity if they didn’t have to be so dependent,” said Dora Michail-Clendinnen, chief strategy officer at Ozone, a British publisher alliance. \u003c/p\u003e\n\u003cp\u003eJust as advertisers have started to recognize the benefits of branching out beyond Google’s media channels, Green said publishers should move to implement identity and authentication plans to reduce their reliance on Google and Apple’s single sign-ons. \u003c/p\u003e\n\u003cp\u003e“Every publisher needs to have an identity and an authentication plan […] getting people to log in, so they can provide personalization,” said Green. \u003c/p\u003e\n\u003cp\u003e“Both [Apple and Google] have the most significant single sign-ons in the world,” Green added. “The relationship between a media company […] and their consumer is sacred. […] They should have one directly between them.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAn opportunity to innovate\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eBut the very fact that regulators feel it is necessary to be involved underscores the far-reaching influence Google has on the open internet. To truly move forward and craft a fairer internet for all participants, some welcomed government intervention to help level the playing field. \u003c/p\u003e\n\u003cp\u003e“We’re now moving to a tipping point where the regulators understand the problem, and we now need to be working on remedies. And remedies are not just breaking up Google, but it’s, how do we guarantee interoperability?” said James Rosewell, co-founder of Movement for an Open Web, at ATS. \u003c/p\u003e\n\u003cp\u003e“How do we properly address privacy, and where there’s market failure as perceived by some participants, how do we actually fix the market failure without […] degrading interoperability?” added Rosewell. \u003c/p\u003e\n\u003cp\u003eHe noted this may create “huge opportunity to innovate,” which should drive down costs and increase efficiencies. “Independent ad tech has to be able to do that,” he said. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and \u003c/em\u003eoperated by The Trade Desk Inc. An individual from \u003cem\u003eThe 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":5}},"fulfilledTimeStamp":1732396623520},"getContentData({\"slug\":\"pumpkin-spice-brand-marketing-starbucks\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"mNAWgmwGtT7-bgQKDXG-F","originalArgs":{"slug":"pumpkin-spice-brand-marketing-starbucks","token":""},"startedTimeStamp":1732396239829,"data":{"metadata":{"datePosted":"2023-10-04T07:49:00-07:00","dateCreated":"2023-10-04T06:16:28-07:00","dateUpdated":"2023-10-04T07:49:21-07:00","title":"At 20, the Pumpkin Spice Latte is still influencing brand calendars | The Current","description":"The popularity of Starbucks’ Pumpkin Spice Latte has created its own “season” on the marketing calendar, inspiring other brands to launch their own seasonal products — and earlier than ever.","image":{"alt":"Birthday candles atop a Pumpkin Spiced Latte with whipped cream.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition140_PSL_1920x1080_v1_withLogo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Birthday candles atop a Pumpkin Spiced Latte with whipped cream.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition140_PSL_1920x1080_v1_withLogo_2023-10-04-132747_bezl.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Culture"],"url":"https://www.thecurrent.com/pumpkin-spice-brand-marketing-starbucks","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2336629,"slug":"pumpkin-spice-brand-marketing-starbucks","postDate":"2023-10-04T07:49:00-07:00","heading":"At 20, the Pumpkin Spice Latte is still influencing brand calendars","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Birthday candles atop a Pumpkin Spiced Latte with whipped cream.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition140_PSL_1920x1080_v1_noLogo-1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Birthday candles atop a Pumpkin Spiced Latte with whipped cream.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition140_PSL_1200pxSquare_v1.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":"Birthday candles atop a Pumpkin Spiced Latte with whipped cream.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition140_PSL_1920x1080_v1_noLogo-1_2023-10-04-132510_zjzw.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":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\u003eFall officially began on Sept. 23, but Starbucks and other brands have been celebrating the season with pumpkin products since August. \u003c/p\u003e\n\u003cp\u003ePumpkin spice season has grown into a cultural phenomenon since Starbucks first tested its Pumpkin Spice Latte 20 years ago in the fall of 2003 at hundreds of locations (it fully launched the drink the following fall). From last July through this July, pumpkin products raked in $802.5 million, according to \u003ca href=\"https://www.axios.com/2023/08/23/pumpkin-spice-latte-2023-starbucks-dunkin\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eNielsen\u003c/a\u003e, a 42 percent increase from the same period in 2019.\u003c/p\u003e\n\u003cp\u003eThe season has been starting earlier and earlier as more retailers capitalize on its popularity, even debuting their own products ahead of Starbucks’ seasonal menu item. Starbucks launched its latte on Aug. 24 this year, its earliest release yet. Meanwhile, 7-Eleven rolled out pumpkin coffee drinks on Aug. 1, Krispy Kreme on Aug. 7, and Dunkin’ on Aug. 16.\u003c/p\u003e\n\u003cp\u003e“More than anything else, it plays into nostalgic or seasonal feelings, and I think [Starbucks] has done a really good job linking with that and associating new flavors with different seasons,” says R.J. Hottovy, head of analytics research at Placer.ai, which measures retail foot traffic. \u003c/p\u003e\n\u003cp\u003eVisits to Starbucks locations saw a 25 percent increase on Pumpkin Spice Latte launch day this year compared to the launch day in 2017 — the last year the drink debuted in September —which Placer.ai used as its baseline. Visits increased from 2017 to 2018, and again from 2018 to 2019. After seeing a slight dip from 2021 to 2022, visits have surged again this year. \u003c/p\u003e\n\u003cp\u003eVisits on this year’s launch day, a Thursday, were also 30.5 percent higher than the average daily visits of the previous 10 Thursdays. Overall, the event has shown few signs of slowing down for Starbucks. \u003c/p\u003e\n\u003cp\u003eThe staying power of the trend — and that other brands have seized on the seasonal beverage — reflects how Starbucks managed to turn a product into an event year after year. \u003c/p\u003e\n\u003cp\u003e“Starbucks excels in driving traffic to its venues during otherwise unremarkable times through recurring seasonal menus and special promotions,” Shira Petrack, a content manager for Placer.ai, \u003ca href=\"https://www.placer.ai/blog/starbucks-pumpkin-spice-latte-strikes-again\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote\u003c/a\u003e in a report. \u003c/p\u003e\n\u003cp\u003eNow that there are so many pumpkin spice contenders, brands are looking for the “first-mover advantage” by releasing their drinks early in the season, explains Jared Watson, an assistant professor of marketing at New York University’s Stern School of Business.\u003c/p\u003e\n\u003cp\u003e“Every year, a brand tries to be the first to market with their pumpkin spice offerings to capture the initial excitement, which is making the season longer and longer,” he says. \u003c/p\u003e\n\u003cp\u003eThat’s not just for lattes, either. The drink’s popularity has inspired an array of fall-themed products that launch in the final weeks of summer. Beer brands Sam Adams and Dogfish Head, both owned by the Boston Beer Company, got a jump start on the competition and rolled out their fall beverages on Aug. 1, for instance. \u003c/p\u003e\n\u003cp\u003eBut Watson, the NYU professor, warns that if the pumpkin spice calendar creep continues, it could have negative implications. \u003c/p\u003e\n\u003cp\u003e“When thinking about the main drivers of the pumpkin spice season, I think it’s safe to say that many are not tied to the product itself,” he says. “They are tied to the time of year, weather, and more. And as such, trying to expand the season will only hurt sales long term. The longer the pumpkin spice season, the less novel and scarce is the offering.” \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":1732396239876},"getContentData({\"slug\":\"justin-wohl-snopes-us-google-ad-exchange-header-bidding\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Mq3Z3dkzyUxH4cuofYi83","originalArgs":{"slug":"justin-wohl-snopes-us-google-ad-exchange-header-bidding","token":""},"startedTimeStamp":1732396699396,"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":1732396699431},"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. Does that mean Twitter and \u003ca href=\\\"https:\",\"token\":\"\"})":{"status":"rejected","endpointName":"getSectionData","requestId":"vz4oo1B4FOq-n1ch7LB8b","originalArgs":{"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. Does that mean Twitter and \u003ca href=\"https:","token":""},"startedTimeStamp":1732396287149,"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"}},"getAuthorData({\"slug\":\"richard-cooper\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"EKVwVQhbw_cxFYBuGjSO0","originalArgs":{"slug":"richard-cooper","token":""},"startedTimeStamp":1732396522255,"data":{"metadata":{"datePosted":"2024-02-15T07:51:00-08:00","dateCreated":"2024-02-15T07:50:58-08:00","dateUpdated":"2024-11-12T11:48:58-08:00","title":"Richard Cooper | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/richard-cooper","noIndex":false,"type":"authors"},"data":{"id":2590764,"title":"Richard Cooper","featuredImage":{},"fullName":"Richard Cooper","positionTitle":"Research Director - Consumer Research Lead, Ampere Analysis","blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732396522292},"getContentData({\"slug\":\"marketers-social-media-omnichannel-media-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"bS4hrcXyaJaVaSsKMruKL","originalArgs":{"slug":"marketers-social-media-omnichannel-media-advertising","token":""},"startedTimeStamp":1732396852351,"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":1732396852396},"getContentData({\"slug\":\"advertising-technology-media-open-internet-streaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ABJwtLxAFamwlhU2-76OT","originalArgs":{"slug":"advertising-technology-media-open-internet-streaming","token":""},"startedTimeStamp":1732396337125,"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 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mike-schneider\"926424@","code":0,"status":404}}},"getContentData({\"slug\":\"programmatic-2024-olympics-peacock-advertising-streaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"XLIhVkUwcXGvxwIS62tgP","originalArgs":{"slug":"programmatic-2024-olympics-peacock-advertising-streaming","token":""},"startedTimeStamp":1732396365957,"data":{"metadata":{"datePosted":"2024-08-14T05:00:00-07:00","dateCreated":"2024-08-12T09:36:14-07:00","dateUpdated":"2024-08-15T11:46:53-07:00","title":"The 7 best ad campaigns that streamed on the Olympics | The Current","description":"The Current editors award gold medals for the best ad campaigns that ran during the first-ever programmatic Olympics.","image":{"alt":"Olympic athletes in action on a stack of smart phones.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_183_BestOfProgrammaticOlympics_Logo_1920x1080px_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Olympic 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phones.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_183_BestOfProgrammaticOlympics_NoLogo_1920x1080px_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Olympic athletes in action on a stack of smart phones.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_183_BestOfProgrammaticOlympics_1200x1200px_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Reagan Hicks / The Current / Shutterstock\u003c/p\u003e","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_183_BestOfProgrammaticOlympics_NoLogo_1920x1080px_v1_2024-08-13-222655_lbbv.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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trends.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThis Paris Olympics was a historic one. Not only did the 2024 Summer Games introduce breakdancing and feature the \u003ca href=\"https://olympics.com/ioc/news/genderequalolympics-celebrating-full-gender-parity-on-the-field-of-play-at-paris-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esame number\u003c/a\u003e of female and male athletes for the first time ever, they also represented a significant win for programmatic advertising.\u003c/p\u003e\n\u003cp\u003eFor the first time, NBCUniversal, U.S. media rights holder to the Olympic Games through 2032, streamed all Olympics content on Peacock and opened up the platform to programmatic ads. This gave advertisers more accessibility than ever before, with \u003ca href=\"https://www.thecurrent.com/nbcuniversal-olympics-advertising-revenue\"\u003e70% of advertisers\u003c/a\u003e on Peacock coming from brands new to the Olympics. At the same time, major brand sponsors like Visa and Omega leaned into programmatic to help enhance their campaigns with incremental reach.\u003c/p\u003e\n\u003cp\u003eAnd the audience was ready for it. Peacock coverage was a clear success, topping \u003ca href=\"https://www.nbcsports.com/pressbox/press-releases/more-than-28-million-viewers-watched-paris-olympics-thursday-on-nbc-peacock-and-key-nbcu-platforms-as-u-s-strikes-gold-in-track-field-and-team-usa-mens-basketball-wins-semifinal-thriller\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e20 billion streaming minutes\u003c/a\u003e through the last Thursday of the Games, a boost of 21% from the 16.8 billion from NBCUniversal’s prior summer and winter Olympics across its digital platforms.\u003c/p\u003e\n\u003cp\u003eHere at \u003cem\u003eThe Current\u003c/em\u003e, we wanted to award our own gold medals for the best ad campaigns that ran during the first-ever programmatic Olympics. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eOmega wins gold for creativity\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAs the official timekeeper for the Olympic and Paralympic Games, the 176-year-old brand has kept with the times not only by running ads on linear TV but also by serving up programmatic spots on Peacock. The visually \u003ca href=\"https://olympics.com/ioc/news/omega-s-olympic-marketing-campaign-for-paris-2024-turns-iconic-sights-of-host-city-into-sporting-playground\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecompelling campaign\u003c/a\u003e plays with scale, creating awe-inspiring optical illusions that celebrate the city of Paris with dreamlike scenes of 12 athletes competing across some of the city’s most recognizable sights.\u003c/p\u003e\n\u003cp\u003eOlympic high-jump gold medalist Gianmarco Tamberi leaps over the Arc de Triomphe, pole-vault world-record-holder Mondo Duplantis arches over the Sacré-Cœur Basilica and golfer Céline Boutier tees off from the top of the Notre -Dame.\u003c/p\u003e\n\u003cp\u003eThe brand partnered with French rapper SDM to create the background track “Born To Be a Legend,” which encapsulates the theme of overcoming challenges. It doesn’t even matter whether viewers can speak French — it’s all about the visuals. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=Th7lxTBg96c","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eDick’s wins gold for heartwarming comedy \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe sporting-goods store is the official sporting-goods retailer for Team USA for the Paris Olympics and the coming Games in Los Angeles. As well as running ads on linear TV, Dick’s Sporting Goods leaned into programmatic to showcase its spot during the Olympics and the coming Paralympics.\u003c/p\u003e\n\u003cp\u003eIn its \u003ca href=\"https://la28.org/en/newsroom/dicks-sporting-goods-announces-partnership-with-team-usa-and-la28.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e“Big Moments” campaign\u003c/a\u003e, the brand showed real-world stories from kids’ first joyful moments with sports, set against Vangelis’ “Chariots of Fire.” The result is one of the more moving spots of the Paris Olympics and showcases the brand’s enduring efforts to inspire young athletes. The spot \u003ca href=\"https://admeter.usatoday.com/2024/08/12/usa-today-ad-meter-brand-spotlight-olympics-edition-winning-brands-nike-volkswagen-dickssportinggoods/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etook silver\u003c/a\u003e on \u003cem\u003eUSA Today’s Ad Meter. \u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=uVSNWBPrKGM","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eLilly takes the gold for inspiring messaging \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eLilly, a partner of both the U.S. Olympic and Paralympic teams and which serves as the official Team USA Partner in health equity, came to the Games with a paid partnership with gold medalist gymnast Suni Lee. Lee fought through kidney disease to compete this year, and Lilly’s inspirational campaign emphasized the importance of taking care of our bodies.\u003c/p\u003e\n\u003cp\u003e“Because no matter how strong you make your body, its health may be out of your control,” reads the ad. “But you don’t have to accept that. After all, about a billion things had to happen for you to even be born. And since you only get one body, let’s fight like hell for it.” \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=2paOxynX7aQ","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eUber takes the gold in Olympics tie-in \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eUber’s Olympics commercial is all about “showing up” for one another, just as the ride-share service promises to do for its customers. The in-house spot features a montage of disappointing scenarios in which people are let down or ghosted; then the scenes turn positive to the tune of The Beatles’ “I Want to Hold Your Hand.”\u003c/p\u003e\n\u003cp\u003eUber CMO Jill Hazelbaker \u003ca href=\"https://www.inc.com/sydney-sladovnik/uber-debuts-a-new-tagline-with-olympics-commercial.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etells \u003cem\u003eInc\u003c/em\u003e.\u003c/a\u003e that the tagline “We all need someone to show up” is something athletes and nonathletes can relate to. “This is especially important to Uber, because the way that our customers feel about us has an outsize impact on our ability to launch new products and operate our business around the world,” she says. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=KSh6Tpx-mRI","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003ePrudential wins the gold in stellar results \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eMany major brands that ran linear TV spots on the Olympics in the past used programmatic this year to strategically extend their reach. Prudential did just that and saw 86% incremental reach against its target audience compared to its linear spots, according to Kieran Geyer, paid media manager at Prudential. “This has been a really efficient way to supplement and round out our media strategy,” Geyer tells \u003cem\u003eThe Current\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eThe Prudential spot highlights a teacher’s retirement journey, and calls on viewers to “protect your life’s work.” \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=FcI7OEc97R0","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eSan Diego Zoo wins gold as first-time advertiser \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe popular zoo was one of many advertisers that was able to advertise during the Olympics thanks to NBCUniversal’s addition of programmatic. \u003c/p\u003e\n\u003cp\u003eSan Diego Zoo used the Olympics for an ad (with David \u0026amp; Goliath as creative agency and The Shipyard as media agency) that spotlights a special message: Pandas are officially back to the zoo as the result of a new panda conservation deal with China. The ad drove a 97% completion rate with nearly 234,000 views. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?app=desktop\u0026si=iVJvuJiEKtJaWj1J\u0026v=YNpSYH5VbSk\u0026feature=youtu.be","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eVisa wins gold for celebrity standouts\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eVisa, a worldwide Olympic and Paralympic Partner, added programmatic to its linear TV strategy for its “Prodigies” campaign. In the spots, created by Wieden+Kennedy, archival footage of stars zero in on the challenges they’ve all had to face to be the best in their fields.\u003c/p\u003e\n\u003cp\u003eFeatured stars include musician Pharrell Williams, race car driver Daniel Ricciardo, chef Roy Choi, tennis player Iga Świątek, Olympic skateboarder Sky Brown, and artist and designer Gemma O’Brien. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=TvK7h5T_zzo\u0026t=42s","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732396365983},"getAuthorData({\"slug\":\"jeff-green\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"DvxhYMrtvElZmZynpgBEV","originalArgs":{"slug":"jeff-green","token":""},"startedTimeStamp":1732396372226,"data":{"metadata":{"datePosted":"2020-02-20T13:33:00-08:00","dateCreated":"2020-02-20T13:33:39-08:00","dateUpdated":"2024-07-29T08:04:57-07:00","title":"Jeff Green | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/jeff-green","noIndex":false,"type":"authors"},"data":{"id":4807,"title":"Jeff Green","featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Headshots_800x800_JeffGreen_Gray.jpg","width":800,"height":800,"isLandscape":false},"fullName":"Jeff Green","positionTitle":"CEO, Founder \u0026 Chairman, The Trade 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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":1732396384870},"getAuthorData({\"slug\":\"robert-bareuther\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"AXnddPUndkhqDjm26qr79","originalArgs":{"slug":"robert-bareuther","token":""},"startedTimeStamp":1732396386916,"data":{"metadata":{"datePosted":"2023-09-05T13:37:00-07:00","dateCreated":"2023-09-05T13:34:26-07:00","dateUpdated":"2024-11-12T12:03:25-08:00","title":"Robert Bareuther | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/robert-bareuther","noIndex":false,"type":"authors"},"data":{"id":2079360,"title":"Robert Bareuther","featuredImage":{},"fullName":"Robert Bareuther","positionTitle":"EVP of Business Development, iSpot.tv","blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732396386952},"getContentData({\"slug\":\"marketers-video-tv-converges-ctv-streaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Jtxn6gsJs_M0Qq8hh0jdR","originalArgs":{"slug":"marketers-video-tv-converges-ctv-streaming","token":""},"startedTimeStamp":1732396826304,"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":1732396826330},"getAuthorData({\"slug\":\"robin-porter\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"8i4oHoMy34_3hlh__kLqv","originalArgs":{"slug":"robin-porter","token":""},"startedTimeStamp":1732396845955,"data":{"metadata":{"datePosted":"2024-10-28T12:56:00-07:00","dateCreated":"2024-10-28T12:56:24-07:00","dateUpdated":"2024-11-08T13:46:39-08:00","title":"Robin Porter | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/robin-porter","noIndex":false,"type":"authors"},"data":{"id":3346643,"title":"Robin Porter","featuredImage":{},"fullName":"Robin Porter","positionTitle":"Head of Political, LoopMe","blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732396845983},"getContentData({\"slug\":\"china-gen-z-marketers-open-internet-omnichannel\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"lvN6SKPUV8N-IhmldI0N6","originalArgs":{"slug":"china-gen-z-marketers-open-internet-omnichannel","token":""},"startedTimeStamp":1732396441034,"data":{"metadata":{"datePosted":"2024-09-17T05:00:00-07:00","dateCreated":"2024-09-11T14:36:51-07:00","dateUpdated":"2024-09-16T14:15:01-07:00","title":"The growing appeal of China's Gen Z for marketers | The Current","description":"What media buyers need to know to help reach this key generation in the world’s second-largest ad market.","image":{"alt":"A golden Z-shaped hole in a brick wall glowing gold.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition187_ChinaWealthyGenZ_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A golden Z-shaped hole in a brick wall glowing gold.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition187_ChinaWealthyGenZ_1920x1080px_Logo_v1_2024-09-11-214023_ygcy.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Zac Wang","themes":["Marketing Strategy","Culture"],"url":"https://www.thecurrent.com/china-gen-z-marketers-open-internet-omnichannel","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3328397,"slug":"china-gen-z-marketers-open-internet-omnichannel","postDate":"2024-09-17T05:00:00-07:00","heading":"The growing appeal of China's Gen Z for marketers","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A golden Z-shaped hole in a brick wall glowing gold.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition187_ChinaWealthyGenZ_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{"alt":"A golden Z-shaped hole in a brick wall glowing gold.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition187_ChinaWealthyGenZ_1920x1080px_NoLogo_v1_2024-09-11-213954_uwrf.jpg","width":1921,"height":1081,"isLandscape":true},"featuredPreviewImage":{"alt":"A golden Z-shaped hole in a brick wall glowing gold.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition187_ChinaWealthyGenZ_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A golden Z-shaped hole in a brick wall glowing gold.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition187_ChinaWealthyGenZ_1920x1080px_NoLogo_v1_2024-09-11-214006_suzm.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":""},{"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\u003eThey favor the present over the future, even as they’re nostalgic for the past. They defy consumerism, opting for the budget-friendly instead of the expensive. They’re digital natives — blurring the line between physical and virtual worlds — and devoted pet owners.\u003c/p\u003e\n\u003cp\u003eThis is a snapshot of China’s Gen Z, according to a new \u003ca href=\"https://www.dentsucreative.com/en-gb/news/china-z-trends-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e by Dentsu that aims to help global advertisers understand the market potential of this coveted cohort. China boasts one of the \u003ca href=\"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehighest rates\u003c/a\u003e of consumer confidence among 18- to 24-year-olds in the world — even as it faces economic headwinds — outranking peers in the U.S., U.K., Germany and Japan. What’s more, the group’s spending is growing faster than any other generation in China’s history, making it vital to understand how these “multidimensional” consumers think.\u003c/p\u003e\n\u003cp\u003eA few factors are propelling urban Chinese Gen Zers in particular, according to a recent McKinsey survey, including strong family support and the ongoing intergenerational \u003ca href=\"https://www.scmp.com/business/china-business/article/3263191/chinas-gen-zers-sway-marketing-retail-trends-they-become-major-force-driving-domestic-consumption\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etransfer of wealth\u003c/a\u003e. But they’re not a monolith, as Dentsu points out: They’re a generation that honors traditional Chinese culture, values the authentic, believes in the AI revolution and may even resemble “full-time adult children” living with their parents.\u003c/p\u003e\n\u003cp\u003eMarketers may soon have more options to reach and influence them as regulatory pressures drive the country’s internet giants to slowly open up their walled gardens, allowing for unprecedented ad tech innovation and collaboration. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eA primer on Chin\u003c/strong\u003eese Gen Zers’ media habits \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003e“Chinese Gen Zers are individuality-oriented, informed and immersed,” says Zhai Fei, vice president and head of commercial strategy at Fliggy, a travel and content platform owned by Alibaba that counts over 500 million registered members.\u003c/p\u003e\n\u003cp\u003e“Especially for new players entering the Chinese market, successful advertising cannot be just about branding without achieving sales, nor can it be just sales-focused without strong brand development, because their attention and interest are fleeting,” says Fei.\u003c/p\u003e\n\u003cp\u003eBalancing branding and performance across China’s internet landscape, however, is no easy feat. From social media apps that increasingly \u003ca href=\"https://www.ft.com/content/1716fcfd-31fd-4dc3-9475-f04283fe3eaf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eresemble\u003c/a\u003e e-commerce megasites to a messaging \u003ca href=\"https://www.scmp.com/tech/big-tech/article/3274004/tencent-super-app-wechat-strikes-fine-balance-everyday-tool-and-public-service-platform\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esuperapp\u003c/a\u003e that combines chats, payments, and even health services, China’s media landscape can appear sprawling in nature and bewildering in complexity to global marketers.\u003c/p\u003e\n\u003cp\u003eGen Z, of course, is shaking up media globally, leading advertisers to pursue omnichannel strategies to meet them across a variety of platforms. What’s different in China is the variety and nature of the platforms at marketers’ disposal. “Unlike Western markets dominated by a few large platforms, China’s ecosystem is characterized by a vast array of specialized platforms that cater to very specific user segments,” says Subbu Bhatt, founder and CEO at China Trading Desk.\u003c/p\u003e\n\u003cp\u003eTwo of the most popular channels among Chinese Gen Zers are Douyin (China’s TikTok) and Xiaohongshu (known as “RED” and similar to Instagram). But marketers shouldn’t forget superapp WeChat; video apps Kuaishou and Bilibili; streaming apps Youku and iQIYI; community site Zhihu; and travel platform Fliggy.\u003c/p\u003e\n\u003cp\u003eKuaishou\u003cstrong\u003e, \u003c/strong\u003eoften seen as Douyin’s chief competitor in China, is a short-video platform “with a more rural and lower-tier city focus, but with a significant urban and younger user base,” says Bhatt. “The platform offers robust e-commerce integrations, making it a key player for brands looking to engage Gen Z.”\u003c/p\u003e\n\u003cp\u003eZhihu, a Q\u0026amp;A site akin to Quora and Reddit, counts “a more professional and intellectual audience,” says Bhatt. “While it might seem less intuitive for targeting Gen Z, Zhihu has seen growing popularity among younger, educated users. It’s particularly useful for brands that want to engage in more thoughtful, content-rich interactions with their audiences, providing deeper insights or discussing product features in detail.”\u003c/p\u003e\n\u003cp\u003eAlthough WeChat is used by virtually all strata of the Chinese population, its Channels section, which offers “social commerce” capabilities linked to its short videos and livestreams, is also growing in popularity among Gen Zers.\u003c/p\u003e\n\u003cp\u003e“With the new generation of online shoppers favoring convenience and efficiency, the fact that they can transition from watching video content to buying a product is the primary driver of Gen Z traffic on WeChat Channels,” says David Henriques, founder and CEO at Sekkei Digital Group. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eReaching across the (internet) divide\u003c/strong\u003e \u003c/h2\u003e\n\n\u003cp\u003eBeyond the platforms themselves, differences between China and the West’s internet also extend to how media buyers can access their ad inventory.\u003c/p\u003e\n\u003cp\u003eFor many years, Chinese tech giants \u003ca href=\"https://www.scmp.com/tech/tech-trends/article/3155846/chinas-internet-walled-gardens-may-be-cracking-users-face-long?module=inline\u0026amp;pgtype=article\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ekept a tight lid\u003c/a\u003e on their ecosystems, going as far as blocking outbound links to competitor platforms. But recent regulatory moves have altered the landscape and spurred firms to open up, to the point that Taobao, Alibaba’s Amazon-like e-commerce site and its crown jewel, recently announced it would \u003ca href=\"https://www.scmp.com/tech/big-tech/article/3277173/alibaba-allow-tencents-wechat-pay-taobao-and-tmall-purchases-landmark-deal\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eallow payments\u003c/a\u003e via WeChat Pay.\u003c/p\u003e\n\u003cp\u003eThe landmark development indicates a key turning point for China’s internet ecosystem. “Openness, collaboration, innovation, and sharing are fundamental principles of the internet and the driving force behind the industry’s growth,” Alipay, Alibaba’s payment affiliate, \u003ca href=\"https://www.scmp.com/tech/big-tech/article/3277173/alibaba-allow-tencents-wechat-pay-taobao-and-tmall-purchases-landmark-deal\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaid\u003c/a\u003e in a statement.\u003c/p\u003e\n\u003cp\u003eFor marketers, the rising — if still limited — interconnectivity among the country’s biggest tech ecosystems “expands the historical limitations of typical ad planning tools,” says Henriques. “Marketers are now more capable of offering a more consistent user experience across different consumer touchpoints.”\u003c/p\u003e\n\u003cp\u003eThis means that marketers “can take advantage of new features and tools that make it easier to engage consumers, process payments and track results across platforms,” says Henriques.\u003c/p\u003e\n\u003cp\u003eWith one exception — RED — most of Chinese Gen Zers’ top media destinations, WeChat included, have opened up their ad inventories programmatically to some third-party DSPs. Access still remains limited in some cases; with WeChat, for example, only allowing marketers to tap in to its first-party data through its own ad platform.\u003c/p\u003e\n\u003cp\u003e“As of now, the core nature of these walled gardens remains that they do not easily interoperate with one another,” says Bhatt. Nonetheless, this growing availability of programmatic inventory bodes well for marketers. “This capability is very good for marketers looking to run campaigns across a wide range of inventory and at a lower cost,” adds Bhatt.\u003c/p\u003e\n\u003cp\u003eThis growing level of openness allows marketers to lean on the efficiencies afforded by omnichannel advertising across China’s premium internet. Relying on third-party data sources in China can offer marketers audience consistency as they cater to Gen Z audiences across the web, from Bilibili videos to Zhihu communities to Fliggy travel content.\u003c/p\u003e\n\u003cp\u003e“For marketers, the most important thing is to have a three-dimensional and profound understanding of people,” says Fliggy’s Fei. “Consumers’ differing behaviors on different channels are essentially people’s segmented needs in different scenarios, but behind this, people’s values remain consistent.”\u003c/p\u003e\n\u003cp\u003eManaging omnichannel campaigns from one DSP can also help address concerns around tracking and measurement in China. “Most [Western] tracking tools either do not work or have higher discrepancy compared to platforms’ reports,” says Bhatt. The lack of providers like Nielsen or Comscore means that local third-party tracking platforms, like Miaozhen, often take on the role of independent arbiters of campaign performance.\u003c/p\u003e\n\u003cp\u003eChina’s strict data privacy regulations, such as the Personal Information Protection Law, also need to be taken into consideration by global brands in terms of data collection, processing and targeting. “Marketers must ensure that their programmatic strategies comply with local regulations, which can differ significantly from global standards,” says Bhatt.\u003c/p\u003e\n\u003cp\u003eThese challenges suggest an internet ecosystem in constant evolution, but one that is not as monolithic or closed as may first appear from outside of China’s internet walls.\u003c/p\u003e\n\u003cp\u003eFor marketers intent on reaching one of the world’s most significant consumer cohorts, China’s Gen Z, an appetite for quick adaptation to change will be essential.\u003c/p\u003e\n\u003cp\u003e“China offers unparalleled opportunities for data-driven marketing. And China is at the forefront of innovative ad formats, particularly in areas like livestreaming and interactive ads,” says Bhatt. “Programmatic platforms in China often support these advanced formats, offering unique opportunities to engage audiences in new 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":1732396441065},"getContentData({\"slug\":\"advertising-week-new-york-2024-google-commerce-networks-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"CmcDwvZmP0_7JyJU9sxiB","originalArgs":{"slug":"advertising-week-new-york-2024-google-commerce-networks-media","token":""},"startedTimeStamp":1732396520538,"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":1732396520687},"getContentData({\"slug\":\"mondelēz-international-rachel-lawson-brand-marketing-retail-media-diversity\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"qAeZy10MmXOQ1rNNo-mFJ","originalArgs":{"slug":"mondelēz-international-rachel-lawson-brand-marketing-retail-media-diversity","token":""},"startedTimeStamp":1732396614823,"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. 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Why marketers may be missing the bigger picture on retail data. | The Current","description":"Could retail data be the perfect expression of deterministic data?","image":{"alt":"A greyscale megaphone with the speaker facing up, a colosseum packed with people rests inside the speaker.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition161_MarketersAudienceData_1920x1080px_Logo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A greyscale megaphone with the speaker facing up, a colosseum packed with people rests inside the speaker.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition161_MarketersAudienceData_1920x1080px_Logo_v1-1_2024-03-12-193022_upsx.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Zac Wang","themes":["Data Privacy"],"url":"https://www.thecurrent.com/marketing-retail-data-privacy-ctv","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2642866,"slug":"marketing-retail-data-privacy-ctv","postDate":"2024-03-14T05:00:00-07:00","heading":"Just for conversions? Why marketers may be missing the bigger picture on retail data.","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A greyscale megaphone with the speaker facing up, a colosseum packed with people rests inside the speaker.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition161_MarketersAudienceData_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A greyscale megaphone with the speaker facing up, a colosseum packed with people rests inside the speaker.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition161_MarketersAudienceData_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 greyscale megaphone with the speaker facing up, a colosseum packed with people rests inside the speaker.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition161_MarketersAudienceData_1920x1080px_NoLogo_v1_2024-03-12-202521_odyg.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":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\u003eRetail data is \u003ca href=\"https://www.thecurrent.com/retail-media-data-marketing-advertising\"\u003equickly becoming\u003c/a\u003e a key component in many advertisers’ strategies, with uses ranging from targeting shoppers on retailers’ sites to finding audiences in fast-growing open internet channels like connected TV, streaming audio and more.\u003c/p\u003e\n\u003cp\u003eGoogle Chrome’s third-party cookie deprecation is likely drawing interest, but many marketers who see retail data simply as a cookie replacement that can bring conversions may be missing out on its full capabilities.\u003c/p\u003e\n\u003cp\u003eAdvertising industry leaders tell \u003cem\u003eThe Current \u003c/em\u003ethat retail data doesn’t just equip marketers with privacy-conscious first-party transactional data. It can also address some of the perceived shortfalls of deterministic data, such as scale, while augmenting the accuracy of probabilistic data when used as a seed.\u003c/p\u003e\n\u003cp\u003e“With the cookieless era nearing, advertisers are now feeling the pressure to look for alternative targeting solutions,” Damien Lemaitre, global commerce director of media at dentsu, tells \u003cem\u003eThe Current\u003c/em\u003e. “The deterministic data segments they relied on need to be replaced with future-proof strategies.”\u003c/p\u003e\n\u003cp\u003eIn short, retail data can serve double duty for marketers in a world where privacy-conscious third-party data signals are becoming scarcer and under greater regulatory scrutiny.\u003c/p\u003e\n\u003cp\u003e“Retail media is one of the last gold reserves available for true deterministic data. We can plug that in and make that available in all the different systems we buy. It’s a gold mine, and I don’t think enough brands are thinking about it,” Chris Twining, global innovation director at iProspect, \u003ca href=\"https://www.campaignlive.co.uk/article/retail-media-scaling-walled-gardens/1827244\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold\u003c/a\u003e \u003cem\u003eCampaign\u003c/em\u003e and The Trade Desk last year. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow retail data can improve deterministic data \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eBut first, what are \u003ca href=\"https://www.thecurrent.com/what-the-tech-deterministic-probabilistic-data-identity\"\u003edeterministic and probabilistic\u003c/a\u003e data?\u003c/p\u003e\n\u003cp\u003eThe former allows advertisers to identify consumers through data they’ve provided (like email addresses when logging in to websites) — for example, by matching it to publisher inventory. Probabilistic data is usually derived from multiple data points, which are put together to approximate consumers’ identities.\u003c/p\u003e\n\u003cp\u003eWhile deterministic data sounds like the obvious choice for marketers who don’t want to waste media spend on irrelevant audiences, probabilistic data can help advertisers reach new customers by surfacing those who may be similar to the ones a brand is interested in, for example.\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“The utilization of retail data significantly enhances marketers’ comprehension of consumers and their distinctive purchasing behaviors.” \u003c/p\u003e","caption":"Kyle Cook, EVP of media strategy, Universal Media"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eBoth are necessary in a marketer’s toolkit, but both can come with potential issues, like scale for deterministic data and accuracy for its probabilistic sibling.\u003c/p\u003e\n\u003cp\u003eRetail data, meanwhile, can solve for both scale and accuracy in a privacy-conscious way, thanks to retailers possessing enormous quantities of data points through transactions and loyalty programs. That data is also often verified and linked to logged-in shoppers’ email addresses or other contact information.\u003c/p\u003e\n\u003cp\u003e“The utilization of retail data significantly enhances marketers’ comprehension of consumers and their distinctive purchasing behaviors,” Kyle Cook, EVP of media strategy at Universal Media, tells \u003cem\u003eThe Current\u003c/em\u003e. “This advancement not only facilitates the construction of more refined audience segments but also the development of highly effective campaigns that cater to varied buying patterns.”\u003c/p\u003e\n\u003cp\u003eCase in point: Coca-Cola, \u003ca href=\"https://www.thetradedesk.com/us/resource-desk/coca-cola-serves-up-success-with-retail-data-solution\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewhich leaned on\u003c/a\u003e Singaporean retailer FairPrice’s retail data in a Lunar New Year campaign. The beverage giant targeted customers who had purchased the company’s products over the past one to three months and saw a 189% uplift in sales, as well as an average conversion time of 12 hours from initial ad exposure to making a purchase.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eUsing retail data to seed probabilistic audiences\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIn addition to using retail data in a deterministic way, for example by targeting “vegetarian frozen-meals buyers in the last week,” advertisers can also use it to create high-fidelity probabilistic audiences that are based on the accuracy of shopping data, rather than loosely defined signals that make up cohorts such as “health-conscious shoppers.”\u003c/p\u003e\n\u003cp\u003e“Retail data can further add to probabilistic audience targeting as an insights generation mechanic, which can be used to steer the curation of probabilistic audiences,” says Ian Black, head of retail media at Publicis Commerce. “These insights often take the form of purchase timings and cycles, adjacent products bought, audience demographics and geographies.\u003c/p\u003e\n\u003cp\u003e“This data can be effectively harnessed by advertisers to create probabilistic audience segments that are rooted in transaction-based insights,” adds Black.\u003c/p\u003e\n\u003cp\u003eThat could open up more targeting opportunities for brands, extending retail data’s usefulness beyond conversions. “Purchase data will be utilized to create unique audience cohorts and replace many of the existing legacy data segments used by brands for upper-funnel campaigns,” Daniel Folkman, SVP of business at Gopuff, tells \u003cem\u003eThe Current\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eIndeed, some are already applying the precision of retail data to the audience-expansion capabilities afforded by alternative identity solutions like Unified ID 2.0 (UID2), RampID and ID5.\u003c/p\u003e\n\u003cp\u003eFor example, Universal Media worked with a grocer to improve their lookalike audience strategies by using UID2. Cook says that comparative studies demonstrated the superior accuracy of UID2 in pinpointing genuine consumers, resulting in a 78% increase in audience size and a 17% decrease in cost per mille — as well as a 22% improvement in conversion rates.\u003c/p\u003e\n\u003cp\u003e“Brands looking to expand audiences should turn to leveraging UID2 for assured audience growth, which showcases the seamless integration of retail and audience data,” says Cook. “By leveraging cookieless IDs, advertisers can craft strategies that are both data-driven and privacy-conscious, enhancing the accuracy and scalability of their efforts.”\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":1732396560052},"getContentData({\"slug\":\"jay-askinasi-roku-ctv-media-streaming-paypal\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"DwxNv-TlGXtev3ZUJCswW","originalArgs":{"slug":"jay-askinasi-roku-ctv-media-streaming-paypal","token":""},"startedTimeStamp":1732396614918,"data":{"metadata":{"datePosted":"2024-10-14T05:00:00-07:00","dateCreated":"2024-10-11T07:26:36-07:00","dateUpdated":"2024-10-14T06:55:37-07:00","title":"How Roku sees the upfront market evolving as deals activate | The Current","description":"On this episode of The Current Report, Jay Askinasi, Roku's SVP, Head of Global Media Revenue and Growth, breaks down how how much importance the upfronts have now.","image":{"alt":"The Current Report: October 14, 2024.","url":"https://www.thetradedesk.com/assets/global/241014_CurrentReport_16x9Thumbnail_Grey_v1_2024-10-11-144128_czrm.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: October 14, 2024.","url":"https://www.thetradedesk.com/assets/global/241014_CurrentReport_16x9Thumbnail_Grey_v1_2024-10-11-144130_thyk.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","The Current Report"],"url":"https://www.thecurrent.com/jay-askinasi-roku-ctv-media-streaming-paypal","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3337984,"slug":"jay-askinasi-roku-ctv-media-streaming-paypal","postDate":"2024-10-14T05:00:00-07:00","heading":"How Roku sees the upfront market evolving as deals activate","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: October 14, 2024.","url":"https://www.thetradedesk.com/assets/global/241014_CurrentReport_1200px_Gey_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report: October 14, 2024.","url":"https://www.thetradedesk.com/assets/global/241014_CurrentReport_16x9Thumbnail_Grey_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":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/2e03854e-6516-4007-a193-7840e87563c5?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/2e03854e-6516-4007-a193-7840e87563c5?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eUpfront deals are now being activated now that the fall season is underway – the traditional moment when TV networks launch their prime shows. \u003c/p\u003e\n\u003cp\u003eBut as we’ve seen in recent years, streaming platforms and companies have become an emerging force in the upfronts market.\u003c/p\u003e\n\u003cp\u003eOne of the main players in the streaming market is Roku, which has seen big growth in revenue recently. The company’s overall revenue was up 14% year over year, according to its latest earnings report.\u003c/p\u003e\n\u003cp\u003eOn this episode of The Current Report, Jay Askinasi, Roku's SVP, Head of Global Media Revenue and Growth, breaks down how how much importance the upfronts have now. Plus he dives into Roku's \u003ca href=\"https://www.thecurrent.com/roku-mlb-live-sports-fast-streaming\"\u003esuccess airing MLB\u003c/a\u003e games and the impact of the DirecTV and DISH \u003ca href=\"https://variety.com/2024/tv/news/directv-acquires-dish-merger-1236159244/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emerger and consolidation\u003c/a\u003e in the streaming and traditional TV market.\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":1732396614950},"getContentData({\"slug\":\"nfl-marissa-solis-svp-football-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Ctjr1D15g529acBVh1nHC","originalArgs":{"slug":"nfl-marissa-solis-svp-football-marketing","token":""},"startedTimeStamp":1732396589330,"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":1732396589396},"getContentData({\"slug\":\"first-party-data-marketing-advertising-mcdonalds-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"disJ4qc7bNTLYPm-Kk26s","originalArgs":{"slug":"first-party-data-marketing-advertising-mcdonalds-media","token":""},"startedTimeStamp":1732396616498,"data":{"metadata":{"datePosted":"2023-11-17T07:47:00-08:00","dateCreated":"2023-11-17T07:17:25-08:00","dateUpdated":"2024-07-29T14:11:04-07:00","title":"Asking for a friend: How do I activate first-party data? | The Current","description":"McDonalds' Alison Ciccione joins The Current's Asking for a friend to explain the magic behind leveraging first-party data","image":{"alt":"Asking for a friend: How do I activate first-party data?","url":"https://www.thetradedesk.com/assets/global/AskingForAFriend_ActivateFirstPartyData_1920x1080px_FacebookMetadata_v1sm.gif","width":700,"height":394,"isLandscape":true},"imageTwitter":{"alt":"Asking for a friend: How do I activate first-party data?","url":"https://www.thetradedesk.com/assets/global/AskingForAFriend_ActivateFirstPartyData_1920x1080px_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Video","Office Hours","Asking for a friend"],"url":"https://www.thecurrent.com/first-party-data-marketing-advertising-mcdonalds-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2430712,"slug":"first-party-data-marketing-advertising-mcdonalds-media","postDate":"2023-11-17T07:47:00-08:00","heading":"Asking for a friend: How do I activate first-party data?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Asking for a friend: How do I activate first-party data?","url":"https://www.thetradedesk.com/assets/global/AskingForAFriend_ActivateFirstPartyData_1200px_v1sm.gif","width":600,"height":600,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=yQUFy_ivPV0","captionLinkable":"","previewImage":{"alt":"Asking for a friend: How do I activate first-party data?","url":"https://www.thetradedesk.com/assets/global/AskingForAFriend_ActivateFirstPartyData_1920x1080px_FeaturedImage_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":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\u003eAlison Ciccione, director of U.S. media at McDonald's, joins Asking for a friend to discuss activating first-party data. She breaks down why leveraging first-party data allows marketers to reach customers at the right time and see the effectiveness of campaigns. \"If you're not using it [data], you're not winning,\" says Ciccione.\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":1732396616935},"getContentData({\"slug\":\"moonshot-google-chrome-privacy-sandbox-bill-simmons\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"2ouRf1Nmwwd29bevtnOPp","originalArgs":{"slug":"moonshot-google-chrome-privacy-sandbox-bill-simmons","token":""},"startedTimeStamp":1732396732949,"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":1732396732975},"getContentData({\"slug\":\"convert\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"ekiY2N1xmHml5idgnkJoj","originalArgs":{"slug":"convert","token":""},"startedTimeStamp":1732396624047,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or 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Fortune:\u003ca href=\"https:","token":""},"startedTimeStamp":1732396640742,"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\":\"ai-advertising-data-retail-media-the-trade-desk-kokai\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"0rXrol5aOilH5He2F4oYu","originalArgs":{"slug":"ai-advertising-data-retail-media-the-trade-desk-kokai","token":""},"startedTimeStamp":1732396643315,"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":1732396643344},"getContentData({\"slug\":\"netflix-advertising-business-growth-streaming-profits-rise\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"92jsAwxwUY1dXJfUVUJUz","originalArgs":{"slug":"netflix-advertising-business-growth-streaming-profits-rise","token":""},"startedTimeStamp":1732396844632,"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":1732396844663},"getContentData({\"slug\":\"guide-us-streaming-sports-rights-ctv\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"9s3BgQJ-1exlT4-0NrBme","originalArgs":{"slug":"guide-us-streaming-sports-rights-ctv","token":""},"startedTimeStamp":1732396713436,"data":{"metadata":{"datePosted":"2024-09-03T05:00:00-07:00","dateCreated":"2024-08-27T07:25:15-07:00","dateUpdated":"2024-09-20T09:02:37-07:00","title":"The ultimate guide to the sports rights deals changing how we watch games | The Current","description":"Streaming is rapidly changing the landscape for sports media rights, and advertisers need to know how to navigate it.","image":{"alt":"A basketball player, soccer player and baseball player in mid-motion behind the outline of a TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition182_StreamingSportsGuide_1920x1080px_WithLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A basketball player, soccer player and baseball player in mid-motion behind the outline of a TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition182_StreamingSportsGuide_1920x1080px_WithLogo_v2_2024-08-27-142816_qfeq.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/guide-us-streaming-sports-rights-ctv","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3306624,"slug":"guide-us-streaming-sports-rights-ctv","postDate":"2024-09-03T05:00:00-07:00","heading":"The ultimate guide to the sports rights deals changing how we watch games","subheading":null,"label":"SPORTS RIGHTS GUIDE","articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A basketball player, soccer player and baseball player in mid-motion behind the outline of a TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition182_StreamingSportsGuide_1200px_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"A basketball player, soccer player and baseball player in mid-motion behind the outline of a TV.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition182_StreamingSportsGuide_1920x1080px_NoLogo_v2.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":"Embed","content":{"embedCode":"\u003ciframe src=\"https://lottie.host/embed/7dbc047e-6451-4901-a78c-9525cd71f2e5/6RDliFeJPb.json\"\u003e\u003c/iframe\u003e","height":600,"mobileEmbedCode":"\u003ciframe src=\"https://lottie.host/embed/7dbc047e-6451-4901-a78c-9525cd71f2e5/6RDliFeJPb.json\"\u003e\u003c/iframe\u003e","mobileHeight":320,"makeResponsive":true,"isFullBleed":true}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhen the NBA struck a landmark broadcast rights deal last month, it said its primary objective was to “maximize the reach and accessibility of our games for our fans.”\u003c/p\u003e\n\u003cp\u003eIn today’s terms, accessibility means making more of the season available to fans who prefer to stream games. So it’s not surprising that the NBA’s latest partners include Disney’s ESPN, a cable network with a streaming component (ESPN+); Comcast’s NBC, a broadcast network with streaming (Peacock); and Amazon Prime Video, a streaming-only platform.\u003c/p\u003e\n\u003cp\u003eStreaming continues to influence the rising sums of national sports deals, as tech companies like Amazon and Apple make big plays for sports rights and force traditional media companies to adapt to better compete. These publishers see sports rights as a way to cement their place in media as athletic events grow more popular around the world and audiences look for modern ways to watch them. Sports events are among the most-viewed programs on TV, and winning media rights attracts that fandom — as well as advertisers.\u003c/p\u003e\n\u003cp\u003e“Sports media rights will continue to rise as the live audience continues to be highly coveted and valuable,” says Pete Giorgio, who leads Deloitte’s sports practice.\u003c/p\u003e\n\u003cp\u003eJust look at the ratings in 2024: Super Bowl LVIII was the \u003ca href=\"https://operations.nfl.com/updates/the-game/super-bowl-lviii-is-most-watched-telecast-in-history/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emost-watched\u003c/a\u003e TV program in U.S. history. The NBA playoffs lifted TNT as the \u003ca href=\"https://www.nexttv.com/news/weekly-cable-ratings-nba-playoffs-score-for-tnt-espn-in-primetime\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etop-rated\u003c/a\u003e basic cable network during its run. The recent Summer Olympics attracted an average of \u003ca href=\"https://www.thecurrent.com/nbc-peacock-2024-olympic-streaming-advertising-innovations\"\u003e30 million viewers\u003c/a\u003e each day, an 82% increase from the 2021 Games. It’s clear why the value of mainstream sports has grown exponentially.\u003c/p\u003e\n\u003cp\u003eFurther, sports give networks the chance to fill out their programming— space that would otherwise require costly original or licensed content. Each NBA team plays 82 games a season, for instance, and every MLB team plays nearly double that.\u003c/p\u003e\n\u003cp\u003eIt’s no wonder, then, that the NBA is just the latest league to fetch an eye-popping amount of money for the privilege of airing its games. In the last few seasons, we’ve seen a battle royale among media and tech companies for the rights to other leagues like the NFL, MLB and MLS. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/10px_Blank_Mobile.png","width":500,"height":10,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/10px_Blank.png","width":800,"height":10,"isLandscape":true}}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe src=\"https://e.infogram.com/_/flN5u24aklfTwPOx8upe?src=embed\" title=\"v2_TC_Desktop_SportsRightsDeals_AnnualValues\" width=\"960\" height=\"643\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","height":650,"mobileEmbedCode":"\u003ciframe src=\"https://e.infogram.com/_/grhS6HCvtSNXtel01L0l?src=embed\" title=\"v1_TC_Mobile_SportsRightsDeals_AnnualValues\" width=\"581\" height=\"475\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","mobileHeight":650,"makeResponsive":true,"isFullBleed":false}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/10px_Blank_Mobile.png","width":500,"height":10,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/10px_Blank.png","width":800,"height":10,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“There’s less money overall, and more of that money is being allocated toward sports,” Jonathan Miller, CEO of Integrated Media and a former of VP of programming for the NBA, \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/nba-tv-rights-deals-1235962457/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecently told\u003c/a\u003e \u003cem\u003eThe Hollywood Reporter\u003c/em\u003e, regarding entertainment companies’ content spend. “The sports audience is a more-or-less guaranteed audience — predictable, you can sell against it, you kind of know where it’s going to fall within ranges.”\u003c/p\u003e\n\u003cp\u003eThe total annual value of all U.S. sports rights payments could reach nearly \u003ca href=\"https://www.spglobal.com/marketintelligence/en/news-insights/research/sports-rights-in-the-us-approach-30-billion-in-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$30 billion\u003c/a\u003e this year across broadcast, cable and streaming, according to S\u0026amp;P Global Market Intelligence. It projects that that number could reach almost $35 billion by 2027. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/10px_Blank_Mobile.png","width":500,"height":10,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/10px_Blank.png","width":800,"height":10,"isLandscape":true}}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe src=\"https://e.infogram.com/_/lBNchMHjaLfBDt2S859T?src=embed\" title=\"v2_TC_Desktop_SportsRightsDeals_TotalValues\" width=\"960\" height=\"658\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","height":658,"mobileEmbedCode":"\u003ciframe src=\"https://e.infogram.com/_/uQcM4X0m1PX6Pn7FX1WL?src=embed\" title=\"v1b_TC_Mobile_SportsRightsDeals_TotalValues\" width=\"1920\" height=\"638\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","mobileHeight":638,"makeResponsive":true,"isFullBleed":false}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/10px_Blank_Mobile.png","width":500,"height":10,"isLandscape":true},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/10px_Blank.png","width":800,"height":10,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eTraditional linear TV will continue to play a large role in sports media, but declines in that business are tough to ignore; marketers need to know how to navigate this new streaming environment. Read on as \u003cem\u003eThe Current \u003c/em\u003ebreaks down these rights deals for the U.S. major leagues, sport by sport, to help marketers understand the emerging opportunity.\u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Baseball player swings a bat at a baseball at the center of a phone screen.","url":"https://www.thetradedesk.com/assets/global/Chapter_AllSports_v1Baseball-Mobile-v1.jpg","width":1200,"height":1200,"isLandscape":false},"caption":null,"horizontalAlignment":"fullBleedParallax","height":400,"mobileHeight":300,"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Chapter_AllSports_v1Baseball-Desktop-v1_2024-08-29-141022_gcxg.jpg","width":1920,"height":1080,"isLandscape":true}}},{"componentType":"Chapter","content":{"heading":"Baseball","description":null}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eWhere the rights stand: \u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eESPN, Warner Bros. Discovery’s TBS and Fox’s deal with the MLB runs through 2028 and is worth $12 billion over seven years. Apple, which streams \u003cem\u003eFriday Night Baseball \u003c/em\u003eon Apple TV+, is paying nearly \u003ca href=\"https://www.forbes.com/sites/mikeozanian/2022/03/09/mlb-deals-with-apple-and-peacock-worth-115-million-annually-combined/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$600 million\u003c/a\u003e for its deal that goes through 2029. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow it compares to the previous deal: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eESPN is \u003ca href=\"https://www.forbes.com/sites/maurybrown/2021/05/14/espns-7-year-392-billion-renewal-with-mlb-starts-in-2022/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epaying less\u003c/a\u003e for its current deal with the MLB than it was previously, from $700 million per year to $550 million per year, but because it airs fewer games now. Warner Bros. Discovery and Fox’s contracts increased by $170 million and $228 million, respectively. And Apple wasn’t a player at all prior to the MLB’s current deal; like other leagues, it added a streaming-only partner. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat you need to know: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe MLB struck a deal earlier this year with The Roku Channel for \u003ca href=\"https://www.nytimes.com/athletic/5499714/2024/05/16/roku-mlb-deal-cost/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$30 million\u003c/a\u003e over three years to stream Sunday early games, the first such deal between a major league and a free ad-supported streaming television platform. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat the experts say: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e“Casting a wider net to audiences that aren’t restricted to content behind a paywall breaks down barriers,” Katina Papas Wachter, Roku’s head of integrated brand partnerships, \u003ca href=\"https://www.thecurrent.com/roku-mlb-live-sports-fast-streaming\"\u003epreviously told\u003c/a\u003e \u003cem\u003eThe Current\u003c/em\u003e. “The larger the audience opportunity, the higher the chance to find new customers and drive lower-funnel performance. Being able to measure this impact will be one of the many benefits of this partnership.” \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Female basketball player prepares to dunk a basketball mid-air inside a white TV outline.","url":"https://www.thetradedesk.com/assets/global/Chapter_AllSports_v1Basketball-Mobile-v3.jpg","width":1200,"height":1200,"isLandscape":false},"caption":null,"horizontalAlignment":"fullBleedParallax","height":400,"mobileHeight":300,"featuredImage":{"alt":"Female basketball player prepares to dunk a basketball mid-air inside a white TV outline.","url":"https://www.thetradedesk.com/assets/global/Chapter_AllSports_v1Basketball-Desktop-v3.jpg","width":1920,"height":1080,"isLandscape":true}}},{"componentType":"Chapter","content":{"heading":"Basketball","description":null}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eWhere the rights stand:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe NBA’s new deal with Disney’s ESPN, Comcast’s NBCUniversal and Amazon’s Prime Video will start with the 2025–2026 season. It’s valued at \u003ca href=\"https://www.wsj.com/business/media/nba-nears-76-billion-tv-deal-a-defining-moment-for-media-and-sports-4e8d762c\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$76 billion\u003c/a\u003e over 11 years. ESPN gets 80 games per season — NBC and Peacock up to 100 and Amazon 66 regular season games. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow it compares to the previous deal: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe NBA’s current deal, which expires after this coming season, is worth \u003ca href=\"https://www.usatoday.com/story/sports/media/2024/07/10/nba-media-rights-deal-amazon-nbc-espn/73559408007/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$24 billion\u003c/a\u003e — a third of the new total. It was with ESPN and TNT, now owned by Warner Bros. Discovery. The latter lost out on the most recent renewal, though the company is \u003ca href=\"https://www.cnbc.com/2024/07/26/warner-bros-discovery-sues-nba-over-amazon-media-rights.html\"\u003esuing the NBA\u003c/a\u003e after the league rejected its effort to match the Prime Video package. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat you need to know: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe WNBA’s new deal — which was negotiated by the NBA and includes the same partners and time frame — also skyrocketed from $50 million per year to $200 million, amid \u003ca href=\"https://sportsnaut.com/wnba-tv-ratings/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecord viewership\u003c/a\u003e and booming popularity for women’s sports in general. It’s resulted in gains for advertisers, too: according to \u003ca href=\"https://www.edo.com/resources/why-wnba-advertisers-are-already-winning-one-month-into-new-season\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eresearch from Edo\u003c/a\u003e, ads during the first month of this WNBA season were 26% more likely to drive consumer engagement than last year. Bottom line: The growth has encouraged more brands and agencies to invest more in women’s sports; a \u003ca href=\"https://www2.deloitte.com/us/en/insights/industry/technology/technology-media-and-telecom-predictions.html#womens-elite-sports-breaking-the\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eDeloitte report\u003c/a\u003e from last year projected women’s sports to generate $1 billion in revenue for the first time. GroupM, for instance, wants to \u003ca href=\"https://variety.com/2024/tv/news/groupm-womens-sports-advertising-wnba-espn-1235953059/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edouble its commitment\u003c/a\u003e to women’s sports this year. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat the experts say:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003e“If you look at it from a league point of view today, the two places you can reach new fans — typically younger people — are streaming and broadcast [because it is free and available to all households],” Miller, the Integrated Media CEO, \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/nba-tv-rights-deals-1235962457/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold \u003c/a\u003e\u003cem\u003e\u003ca href=\"https://www.hollywoodreporter.com/business/business-news/nba-tv-rights-deals-1235962457/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eTHR\u003c/a\u003e\u003c/em\u003e. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Football player jumps for a touchdown inside the outline of a TV.","url":"https://www.thetradedesk.com/assets/global/Chapter_AllSports_v1Football-Mobile-1.jpg","width":1200,"height":1200,"isLandscape":false},"caption":null,"horizontalAlignment":"fullBleedParallax","height":400,"mobileHeight":300,"featuredImage":{"alt":"Football player jumps for a touchdown inside the outline of a TV.","url":"https://www.thetradedesk.com/assets/global/Chapter_AllSports_v1Football-Desktop-v1.jpg","width":1920,"height":1080,"isLandscape":true}}},{"componentType":"Chapter","content":{"heading":"Football","description":null}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eWhere the rights stand: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe NFL’s current deal began last season and runs through the 2033 season. It included renewals with broadcast networks NBC and CBS, which simulcast games on Peacock and Paramount+, respectively, as well as Fox. ESPN also reupped for \u003cem\u003eMonday Night Football\u003c/em\u003e, which simulcasts on ESPN+. The league added its first streaming-only package with Amazon Prime Video, which streams \u003cem\u003eThursday Night Football\u003c/em\u003e (\u003cem\u003eTNF\u003c/em\u003e). The entire deal was worth \u003ca href=\"https://www.nytimes.com/2021/03/18/sports/football/nfl-tv-contracts.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$110 billion\u003c/a\u003e over 11 years, or $10 billion a year. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow it compares to the previous deal: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe NFL’s current deal is nearly double what it was worth previously at $5.6 billion per year. It didn’t include Amazon, which is paying $1 billion a year for \u003cem\u003eTNF\u003c/em\u003e. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat you need to know: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe NFL has been busy striking deals outside of its main rights packages, including a Peacock-exclusive opening-weekend game this season, the first played in Brazil. Peacock, along with Prime Video, will also \u003ca href=\"https://www.sportsbusinessjournal.com/Articles/2024/03/26/nfl-tv-schedule-peacock-amazon\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estream exclusive playoff games\u003c/a\u003e this season (Peacock’s exclusive playoff game this past season was the \u003ca href=\"https://www.thecurrent.com/peacock-nfl-netflix-wwe-sports-streaming\"\u003emost-streamed live event\u003c/a\u003e in U.S. history).\u003c/p\u003e\n\u003cp\u003eThe biggest example this season, though, might be that Netflix will stream two Christmas Day games this year, marking the first time the streamer has partnered with one of the major sports leagues for live games (it will stream WWE’s \u003cem\u003eMonday Night Raw\u003c/em\u003e starting in 2025). CBS Sports \u003ca href=\"https://deadline.com/2024/08/cbs-netflix-nfl-production-deal-streaming-games-1236040260/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewill produce the Christmas games\u003c/a\u003e. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat the experts say: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e“I believe Netflix is observing the landscape,” Anthony Amey, a professor of practice of sports media at Virginia Tech, speculates. “It wisely bought itself time to do so and announced itself as a potential threat to poach more rights at a later time by buying the rights to those NFL games specifically.” \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Man shoots a hockey puck through a mobile phone screen outline.","url":"https://www.thetradedesk.com/assets/global/Chapter_AllSports_v1Hockey-Mobile-1.jpg","width":1200,"height":1200,"isLandscape":false},"caption":null,"horizontalAlignment":"fullBleedParallax","height":400,"mobileHeight":300,"featuredImage":{"alt":"Man shoots a hockey puck through a mobile phone screen outline.","url":"https://www.thetradedesk.com/assets/global/Chapter_AllSports_v1Hockey-Desktop-v1.jpg","width":1920,"height":1080,"isLandscape":true}}},{"componentType":"Chapter","content":{"heading":"Hockey","description":null}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eWhere the rights stand:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe NHL’s most recent agreements are very streaming-heavy. Disney’s ESPN and Hulu gained 75 exclusive regular-season games in a seven-year deal that began in 2021; it marked a return to ESPN for the NHL after 16 years. ESPN President Jimmy Pitaro \u003ca href=\"https://www.nytimes.com/2021/03/10/sports/hockey/hockey-nhl-espn-disney.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaid of the deal\u003c/a\u003e after it was announced that streaming is “at the heart of this deal.” As part of the agreement, ESPN+ became the new home of 1,000 out-of-market NHL games. Disney is paying the league about \u003ca href=\"https://www.nytimes.com/2021/03/10/sports/hockey/hockey-nhl-espn-disney.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$400 million a year\u003c/a\u003e, according to \u003cem\u003eThe New York Times\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eSeparately, what was then WarnerMedia (now Warner Bros. Discovery) struck its own seven-year deal worth over \u003ca href=\"https://www.nytimes.com/2021/04/27/sports/hockey/nhl-turner-media-rights-deal.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$225 million a year\u003c/a\u003e in 2021 to air 72 regular-season games on TNT and TBS, which would simulcast on HBO Max (now Max). \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow it compares to the previous deal: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eNBC’s 10-year agreement with the NHL, which was worth $2 billion total, expired in 2021. The new deals with Disney and Warner Bros. Discovery, when combined, more than double that. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat you need to know: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eSeveral NHL teams have parted ways with Diamond Sports Group, owner of many regional sports networks across the U.S., as Diamond is under bankruptcy protection since last year. Some of those teams, including the Vegas Golden Knights and Dallas Stars, have \u003ca href=\"https://www.espn.com/nhl/story/_/id/40522963/dallas-stars-leave-diamond-sports-group-bally-sports-network-turn-streaming\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elaunched streaming platforms\u003c/a\u003e to air games that aren’t nationally televised (Diamond recently \u003ca href=\"https://www.sportico.com/business/media/2024/diamond-sports-group-reaches-deals-nba-nhl-1234794534/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereached a deal\u003c/a\u003e with the NBA and NHL, though it’s awaiting approval from a bankruptcy judge). \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat the experts say:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003e“A lot of NHL, NBA and MLB teams are at a pivotal time right now in terms of local rights distribution,” says Scott Robson, a senior research analyst at S\u0026amp;P Global Market Intelligence. “The RSNs [regional sports networks] have provided a steady stream of income to the teams for the past few decades and that’s being challenged.” \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"Female soccer player kicks a ball in the background of a TV outline.","url":"https://www.thetradedesk.com/assets/global/Chapter_AllSports_v1Soccer-Mobile-v3.jpg","width":1200,"height":1200,"isLandscape":false},"caption":null,"horizontalAlignment":"fullBleedParallax","height":400,"mobileHeight":300,"featuredImage":{"alt":"Female soccer player kicks a ball in the background of a TV outline.","url":"https://www.thetradedesk.com/assets/global/Chapter_AllSports_v1Soccer-Desktop-v3.jpg","width":1920,"height":1080,"isLandscape":true}}},{"componentType":"Chapter","content":{"heading":"Soccer","description":null}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eWhere the rights stand:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAll MLS matches stream live on Apple TV+ as part of a 10-year, \u003ca href=\"https://fortune.com/2023/09/29/soccer-taking-over-america-apple-win-sports-streaming-wars-mls-deal-aden-ikram/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$2.5 billion deal\u003c/a\u003e that began last year. (Some \u003ca href=\"https://www.forbes.com/sites/ianquillen/2022/12/14/breaking-down-the-new-mls-4-year-tv-deal-with-fox-sport/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esimulcasts also air\u003c/a\u003e on the Fox Sports network as part of a separate agreement that ends in 2026.) The National Women’s Soccer League (NWSL) struck a \u003ca href=\"https://www.espn.com/soccer/story/_/id/38857254/nwsl-inks-4-year-rights-deal-espn-cbs-prime-scripps\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$240 million\u003c/a\u003e, four-year deal with ESPN, CBS, Scripps Sports and Amazon Prime Video last year; all ESPN matches are available on ESPN+ and CBS matches also stream on Paramount+. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow it compares to previous deals: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe most recent MLS broadcast deals are the first time that ESPN isn’t airing any games in the league’s history. Prior to the Apple agreement, ESPN and Fox were paying a combined \u003ca href=\"https://www.forbes.com/sites/jabariyoung/2022/12/13/espn-wont-be-part-of-major-league-soccers-newest-tv-deal/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$75 million a year\u003c/a\u003e; Apple is now paying $250 million annually.\u003c/p\u003e\n\u003cp\u003eAs for the NWSL, the new deal is an \u003ca href=\"https://www.espn.com/soccer/story/_/id/38857254/nwsl-inks-4-year-rights-deal-espn-cbs-prime-scripps\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eenormous increase\u003c/a\u003e over the $4.5 million agreement the league previously had with CBS. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat you need to know: \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eSoccer has grown in popularity in the U.S. in recent years, especially England’s Premier League, which airs on NBC and Peacock, and is seeing \u003ca href=\"https://www.nbcsports.com/pressbox/premier-league/press-releases/nbc-sports-manchester-city-arsenal-is-most-watched-premier-league-match-in-u-s-history\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecord viewership\u003c/a\u003e in the U.S. Further, the women’s soccer match during this year’s Olympics, in which the U.S. team beat Brazil, was the most-watched gold medal Olympic soccer match in \u003ca href=\"https://www.usatoday.com/story/sports/olympics/2024/08/11/usa-mens-basketball-uswnt-gold-medal-games-paris-olympics-viewership-nbc-sports/74761925007/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e20 years\u003c/a\u003e. The rise in popularity surely has a lot to do with streaming, and it will culminate with the FIFA World Cup coming to the U.S. in 2026, along with Canada and Mexico. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat the experts say:\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003e“The World Cup’s going to be incredible, but it’s going to come and go,” MLS’ VP of Brand Marketing Jesse Perl \u003ca href=\"https://www.thecurrent.com/mls-2026-fifa-world-cup-soccer-jesse-perl-vp\"\u003epreviously told\u003c/a\u003e \u003cem\u003eThe Current Podcast\u003c/em\u003e, regarding the importance of capitalizing on World Cup fever after the event.\u003c/p\u003e\n\u003cp\u003e“There’s going be a lot of people here [in the U.S.] that aren’t going to be able to make it to World Cup games that maybe wanted to or maybe wanted to take their kids to it, or [they] got priced out, or there’s only so many seats in so many games,” Perl said. “And for MLS to really make sure everybody knows where they can find us [and] how they can find us, again, I think to meet that moment is going to be the big unlock for us.” \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIllustrations by Nick DeSantis / Getty / Shutterstock / The Current\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":11}},"fulfilledTimeStamp":1732396713464},"getContentData({\"slug\":\"googles-evolution\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Knxr_OlfyY8AOuBM4fQR-","originalArgs":{"slug":"googles-evolution","token":""},"startedTimeStamp":1732396850007,"data":{"metadata":{"datePosted":"2023-03-06T05:00:00-08:00","dateCreated":"2023-03-04T13:14:08-08:00","dateUpdated":"2024-08-07T12:50:35-07:00","title":"Google’s Evolution from Don’t be Evil to Win at All Costs | The Current","description":"For advertisers and publishers, the anticompetitive impact accelerated and became pervasive about seven years ago, with the formation of Alphabet and a re-org. This created an incentive to exploit power, for both engineers and salespeople.","image":{"alt":"Hand holding a search bar pointing down on a mouse cursor, with the text \"Opinion\" in the top left corner and \"The Current\" logo in the bottom right corner.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition107_GoogleDontBeEvil_1920x1080_FacebookMetadata_v1sm.gif","width":1000,"height":563,"isLandscape":true},"imageTwitter":{"alt":"Hand holding a search bar pointing down on a mouse cursor, with the text \"Opinion\" in the top left corner","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition107_GoogleDontBeEvil_1920x1080_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Jeff Green","themes":["Opinion","Open Internet","Premium","Op-ed"],"url":"https://www.thecurrent.com/googles-evolution","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1799217,"slug":"googles-evolution","postDate":"2023-03-06T05:00:00-08:00","heading":"Google’s evolution from “don’t be evil” to “win at all costs”","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition107_GoogleDontBeEvil_1920x1080_NoLogo_v2sm.gif","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Hand holding a search bar pointing down on a mouse cursor, with the text \"Opinion\" in the top left corner","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition107_GoogleDontBeEvil_1200px_v2sm.gif","width":1200,"height":1200,"isLandscape":false},"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_Edition107_GoogleDontBeEvil_1920x1080_NoLogo_v2sm_2023-07-11-193914_ykid.gif","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":4807,"slug":"jeff-green","fullName":"Jeff Green","positionTitle":"CEO, Founder \u0026 Chairman, The Trade Desk","authorType":"contributor","featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Headshots_800x800_JeffGreen_Gray.jpg","width":800,"height":800,"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":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":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\u003eConsider how much Google has become a significant part of our lives. Think of how often we “google” something. Think of the deeply personal things we search every day, such as medical conditions or financial advice. Most of us trust Google with our most sensitive thoughts. \u003c/p\u003e\n\u003cp\u003eTrusting Google Search is only the beginning. Gmail has almost 2 billion active users using 105 languages, and 27 percent of all email opened on the global internet is in Gmail. \u003c/p\u003e\n\u003cp\u003eYouTube is even more dominant, with over 2.5 billion monthly active users. That’s just over one quarter of the world’s population. According to my Google search (I know), only 53 percent of the world has fast internet. So, if you are alive anywhere in the world with a decent internet connection, you’re probably using YouTube. And most people browsing the internet outside of China use Chrome, Google’s dominant browser. \u003c/p\u003e\n\u003cp\u003eAnd we can’t even cover all the other ways Google touches our digital lives with other products, such as Google Cloud, Drive, Photos, Nest Thermostats, Nest Cameras, Nest Smoke Alarms, Android Phones, Pixel Phones, Google Chat, Google Meet, Google Maps, Waze, or Google Calendar. The list goes on. Suffice to say that if you say “OK, Google” out loud, you might awaken some random Google-driven device. \u003c/p\u003e\n\u003cp\u003eGoogle recently laid off more than 12,000 employees, some of whom had worked at Google companies for decades. Some were told they had to leave immediately. When employees questioned Google why they were treated so harshly, they were \u003ca href=\"https://www.cnbc.com/2023/01/23/google-ceo-defends-layoff-process-in-heated-town-hall-monday.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold\u003c/a\u003e\n(among other things) that those terminated had to leave abruptly because they had access to sensitive consumer data. \u003c/p\u003e\n\u003cp\u003eWe’re trusting Google. We’re trusting Google employees – both current and former employees, including those recently laid off. \u003c/p\u003e\n\u003cp\u003eI have an exceptionally complicated relationship with Google. Like most people, I use many Google products and I worry about how much of my data they have. Additionally, while my company, The Trade Desk, partners with Google’s Ad Exchange, we are also one of their fiercest remaining competitors. In particular, we compete against their lesser-known DV360 advertising platform. \u003c/p\u003e\n\u003cp\u003eAt The Trade Desk, we help advertisers buy digital ads in the most technologically advanced manner possible. We buy billions of dollars of advertising every year, and most of it touches Google in some way. \u003c/p\u003e\n\u003cp\u003eRight now, governments around the world, including the U.S. Department of Justice (DOJ), are assessing Google’s dominance. When Google competes, does it play fair? Good question. The DOJ has clearly done its homework. Some at Google have tried to suggest they’ve been here before because governments have scrutinized them in the past. Reading the complaint, this one is different. The DOJ seems to clearly understand the problems and that the strength of Google’s search product has enabled dominance in other products too. \u003c/p\u003e\n\u003cp\u003eSome governments, regulators, and industry insiders are also asking which assets Google should keep and what it should spin off. It is natural to jump to such potential remedies. But I believe such an approach obscures the real issues for what is a highly complex, intertwined business. \u003c/p\u003e\n\u003cp\u003eGoogle’s empire of amazing products started out as one thing—a search engine, before it became this meshed portfolio of products. YouTube was an acquisition completed eight years after Google’s founding. Everyone knows Google and YouTube, but some of its most ingenious products are business-to-business advertising tools that most consumers have never heard of. Many years ago, Google leveraged its search engine and built an ad product on top of it, AdSense. Renamed and bundled many times since, it’s a product that enables search buyers to buy internet banner and video ads. \u003c/p\u003e\n\u003cp\u003eBecause of the market dominance of Google Search, when AdSense was launched, it naturally attracted millions of websites to sell their ads. This extension almost instantly turned millions of search advertisers into banner advertisers, expanding the empire. It’s the biggest ad network ever created, and it very likely would never have happened without the Search Engine. \u003c/p\u003e\n\u003cp\u003eGoogle’s advertising reach became even more pervasive when it bought a company that selects, measures, and reports on all the ads bought all over the internet —Double Click. It’s like owning the Visa and Mastercard of internet advertising. By owning Double Click, Google now processes most of the ad transactions across the global internet, allegedly with around 90 percent market share. Publishers are extremely dependent on this product. \u003c/p\u003e\n\u003cp\u003eGoogle also built a digital ad exchange on top of Double Click. Basically, this is a real-time exchange like NASDAQ, but for digital ads. Because Double Click was so ubiquitous in ad serving and measurement, their exchange also became the market leader very quickly, almost overnight. And then there’s DV360, Google’s ad-buying platform, which buys on the exchange for advertisers. \u003c/p\u003e\n\u003cp\u003eThis aggregation of ad tech capabilities has had many in the industry, including the DOJ, asking if it’s right that one company is essentially the defense, the prosecution, judge, jury, court reporter, the bailiff, and the bondsman for millions of ad transactions every second on the internet – each priced and auctioned in a fraction of a second. \u003c/p\u003e\n\u003cp\u003eThe dangers of such B2B market dominance may be obscure to the consumer, but they are very real. Consider journalism, and the critical role it plays to keep power of all kinds in check, including foreign and domestic governments. \u003c/p\u003e\n\u003cp\u003eMajor news publishers, such as Gannett, may depend on ads for half of their revenue. Smaller publishers often get \u003cem\u003eall\u003c/em\u003e their ads and ad services from Google. One can see why many argue that the news media survives at the whim of Google. The fourth estate has always relied on advertising as a critical funding source, and this seismic shift in the dynamics of that funding should concern all of us. \u003c/p\u003e\n\u003cp\u003eIt’s natural to wonder how we got here. The Google Search + AdSense tie is merely the tip of the iceberg. \u003c/p\u003e\n\u003cp\u003eUntil a few years ago, it seemed that every Google division operated separately. The strategic thinking seemed reasonable. If Chrome operates separately from the ads business, it won’t optimize to Google ads, or even ads at all. And to all appearances, it worked. In my experience, Chrome engineers didn’t care about ads. They knew ads pay the bills, but they just wanted to build a better, faster browser. \u003c/p\u003e\n\u003cp\u003eBut for advertisers and publishers, the anticompetitive impact accelerated and became pervasive about seven years ago, with the formation of Alphabet and a re-org. Likely in an attempt to win additional favor with Wall Street, Google decided to break out the profitable businesses from the expensive and highly speculative ventures. So, Google tucked nearly all the ad-powered businesses under one umbrella—YouTube, Search, AdX, Double Click, DV360, the ad network previously called AdSense, and others. With this new structure, today, Google’s enterprise sales teams roll up, bundle and sell a massive suite of products. \u003c/p\u003e\n\u003cp\u003eThis created an incentive to exploit power, for both engineers and salespeople. For advertisers and publishers, it seemed that accountability was distributed, and incentives were aggregated. And somewhere along the way, a company that once prided itself on doing no evil, was seemingly operating with a different mantra—win at all costs. \u003c/p\u003e\n\u003cp\u003eFor example, if an advertiser hits a $10 million minimum of ad spend across search, YouTube, DoubleClick, and DV360—Google could give a rebate or a discount. Or there are examples in our industry of advertisers who buy enough Google products for their company and are promised a personal Google smart home for free. Or a news site might not get access to demand from the ad exchange if it doesn’t allow \u003cem\u003eDoubleClick for Publishers\u003c/em\u003e to decide how to allocate every ad on the site. Or, as alleged in recent lawsuits, Google had a series of secret initiatives, such as Project Bernanke and Project Poirot/Elmo, in which Google will penalize you during the ad-buying process unless you support its ad system over the open market system preferred by publishers. \u003c/p\u003e\n\u003cp\u003eAnd by giving middle management this incentive and impetus to leverage size and dominance, Google has morphed into something unrecognizable from its origins. It’s comparable to the way that bankers’ individual incentives contributed to the 2008-2009 global financial crisis. Bank employees had individual incentives to take risks that put the system in jeopardy—a cause and effect that only became clear in retrospect. In both cases, incentives created systemic moral hazard over time. \u003c/p\u003e\n\u003cp\u003eAs we look for answers regarding the aggregation of power at Google, let’s not simply focus on the suggestions to perform corporate surgery and extract assets like DoubleClick. With all the source code, the resources and the history, any of these features and products could be rebuilt. \u003c/p\u003e\n\u003cp\u003eInstead, we should look at how we advance an open internet on a fair, level and competitive playing field for everyone with better incentives. Bad incentives created the financial crisis just over a decade ago. Let’s not repeat history and create an anemic internet built around a few too-big-to-fail companies. Let’s fix incentives to ensure no company, including Google, acts as the judge, jury, defense, court reporter, and prosecution for digital advertising transactions. \u003c/p\u003e\n\u003cp\u003eThe future of entrepreneurship, business growth, journalism—and so much more—depends on us making the internet better.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":8}},"fulfilledTimeStamp":1732396850040},"getContentData({\"slug\":\"political-ad-spend-golden-quarter-robin-porter-loopme\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"GIoxZGozGeGH3VkRg63NS","originalArgs":{"slug":"political-ad-spend-golden-quarter-robin-porter-loopme","token":""},"startedTimeStamp":1732396852150,"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":1732396852177},"getContentData({\"slug\":\"news-social-platforms-premium-content-social-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"n4YVALNV2K7VrLHrLjiM0","originalArgs":{"slug":"news-social-platforms-premium-content-social-media","token":""},"startedTimeStamp":1732396856943,"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":1732396856968},"getContentData({\"slug\":\"behind-hologics-diverse-female-led-big-game-spot-starring-mary-j-blige\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"GBYu2ugF6iO-zZrlzQ7mQ","originalArgs":{"slug":"behind-hologics-diverse-female-led-big-game-spot-starring-mary-j-blige","token":""},"startedTimeStamp":1732396837706,"data":{"metadata":{"datePosted":"2022-02-16T18:00:00-08:00","dateCreated":"2022-02-15T13:59:33-08:00","dateUpdated":"2023-03-16T11:53:32-07:00","title":"Behind Hologic’s diverse, female-led Big Game spot starring Mary J. Blige | The Current","description":"Five Questions with Cheryl Overton on the strategy behind the campaign","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition57_Hologic_1920x1080_v5a.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition57_Hologic_1920x1080_v5a_2022-02-17-222359_fdqg.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Damian Fowler","themes":["Culture","The Latest"],"url":"https://www.thecurrent.com/behind-hologics-diverse-female-led-big-game-spot-starring-mary-j-blige","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":981451,"slug":"behind-hologics-diverse-female-led-big-game-spot-starring-mary-j-blige","postDate":"2022-02-16T18:00:00-08:00","heading":"Behind Hologic’s diverse, female-led Big Game spot starring Mary J. Blige","subheading":"Five Questions with Cheryl Overton on the strategy behind the campaign","label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition57_Hologic_1920x1080_NoLogo_v5a.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Hologic/ Getty / The Current\u003c/p\u003e","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition57_Hologic_1920x1080_NoLogo_v5a_2022-02-17-222346_yqob.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":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\u003eAt their best, Super Bowl ads drive cultural conversations. Launching a campaign during the “Big Game” pretty much ensures the largest television audience will be watching. That’s why the medical technology company Hologic launched its first national, direct-to-consumer advertising campaign with a 30-second spot promoting its \u003ca href=\"https://www.hologic.com/WellWoman\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewell-woman initiative\u003c/a\u003e. It encourages women to get regular checkups at a time when data shows many women are neglecting important doctor visits. \u003c/p\u003e\n\u003cp\u003eThe spot — titled “Her Health is Her Wealth” — is notable because it stars Grammy Award-winning R\u0026amp;B artist Mary J. Blige, but also because it was helmed by a culturally-diverse, female-led creative team. Created by CHÉ Creative and directed by child., the ad represents diversity in all its forms, according to Jane G. Mazur, vice president of corporate communications at Hologic Inc. “We knew we needed a team that represented the diversity of the communities we serve,” she tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003eBeyond its immediate call-to-action, we wanted to explore why the Hologic campaign is another signal of progress for the ad industry, and the culture at large, as the country continues to push for greater diversity, equity, and inclusion. To that end, \u003cem\u003eThe Current\u003c/em\u003e talked with Cheryl Overton, the founder and chief experience officer at Cheryl Overton Communications, who served as the strategy and integration lead for the campaign. This interview has been edited for length and clarity. \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eCould you tell me about the perspective of the spot, and why it's equally as important who is behind the camera as well as in front of it?\u003cbr /\u003e\u003c/strong\u003eWe were very intentional about making sure that there was diversity behind the camera as well as in front. This is a message for all women. This is a message for all people. We are not just talking to a certain segment of the population. When you go to the Super Bowl, it's because you want to shout it loud and you want to talk to as broad an audience as possible, so that's why we're doing it. \u003c/p\u003e\n\n\u003cp\u003eIt was very important that we assemble a dream team of women across various age grades and various life experiences to help us tell this story, because the data doesn't lie. Women are not getting these visits and we felt that by assembling a team of women — I jokingly call it the all-girl band — we would be able to come out with a narrative that would appeal to the broader spectrum of women. It's a simple storyline, using Mary J. Blige's own experience, and it's done in a way that resonates with women across the country and beyond. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=0Yn8yn6WOP4","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cstrong\u003eTo what extent do you see it as a breakthrough moment in terms of diversity, equity, and inclusion for an ad at this level of visibility? \u003cbr /\u003e\u003c/strong\u003eI hope it was a breakthrough moment and served as a beacon to other brands that diverse talent is here. There can be no excuses, such as \"Well we can't find the right team,\" or \"We can't find the right female voice.\" \u003c/p\u003e\n\n\u003cp\u003eIn the past five years, only six Super Bowl commercials were directed by women, and I think of those six only one was directed by a woman of color. Those statistics are appalling, frankly, given the just amazing female talent that's out here, telling stories and just really creating disruptive work. That said, we've got a message, and we've got a real health movement that we want to kick off. What's the best way to do that? That's what we were solving for. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMary J Blige is the star of the spot, not to mention her performance during the halftime show. The pop music industry has been at the forefront of helping shift perceptions, especially when it comes to empowering women and people of color, but what do you see as the ad industry’s role here? \u003cbr /\u003e\u003c/strong\u003eThe ad industry has such a huge opportunity as well as a responsibility. Advertising is a form of cultural storytelling. It's how we can highlight commonalities through brands. Whenever we produce work — and not everybody gets to do a Super Bowl spot of course, but even when we're doing smaller initiatives — it’s an opportunity to shape culture, to move hearts and minds. \u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eA lot of marketers and brands pay lip service to diversity, equity, and inclusion (DEI), but you emphasize the importance of systemic change. After more than 20 years as an agency-side professional, could you share some of the lessons you’ve learned about promoting DEI? \u003cbr /\u003e\u003c/strong\u003eIn many ways it comes naturally. I'm a Black woman who has grown up in an industry where I didn't see many people who looked like me, or many people of color in leadership positions. I've had to forge my own way in many organizations. Sometimes that's been very empowering, and at other times that's been very lonely and isolating. \u003c/p\u003e\n\n\u003cp\u003eThe first thing I would say is you don't need a brochure; you don't need a fancy consultant to tell you how to “do DEI.” The best way to do it is to live it, make sure that your teams are diverse. That means being very thoughtful and intentional about who you hire, and how you put your teams together. \u003c/p\u003e\n\u003cp\u003eThe next thing that I would recommend for organizations around these issues of diversity, equity, and inclusion is to break down some of these walls of conversations. It's important that we start to normalize these conversations around issues of race, of gender, of class, of economic disparity. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eOne of the things that we write about at The Trade Desk is the opening up of digital channels, such as CTV. To what extent do these digital channels allow a campaign to reach people in more strategic ways beyond the impact of a big Super Bowl spotlight like the one we're talking about? \u003cbr /\u003e\u003c/strong\u003eThey're critical to it. As marketers, we really do operate digital first now. There are some tent poles that happen in popular culture — the Super Bowl, the Oscars, iconic events like that — which still draw a very heavy traditional linear audience, but now it’s more digital. Certainly with my clients, it's digital first. \u003c/p\u003e\n\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003eNot only do we reach the most people that way, we can also track the engagement. It's one thing to have someone share the message, but Hologic is really going to help women connect the dots. Everything from appointment reminders, to a self-assessment quiz, to knowing what type of appointment or what type of test they should talk to their health provider about. The digital piece is really helping us close the loop. This campaign would not be as powerful without that complement. \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":6}},"fulfilledTimeStamp":1732396837758},"getContentData({\"slug\":\"hot-seat-samsung-janet-lee-cmo-svp-mobile-marketing-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"XllkaHdnUQDeQbEG8kOkT","originalArgs":{"slug":"hot-seat-samsung-janet-lee-cmo-svp-mobile-marketing-advertising","token":""},"startedTimeStamp":1732396849379,"data":{"metadata":{"datePosted":"2023-10-24T11:22:00-07:00","dateCreated":"2023-10-24T07:47:23-07:00","dateUpdated":"2024-08-07T13:40:18-07:00","title":"Hot Seat with Samsung's Janet Lee | The Current","description":"Janet Lee, SVP/CMO of Mobile Experience at Samsung, joins Hot Seat to share her predictions for 2024 and her thoughts on Generative AI.","image":{"alt":"The Current Hot Seat with Janet Lee","url":"https://www.thetradedesk.com/assets/global/230710_TheCurrent_HotSeat_JanetLee_1920x1080_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Hot Seat with Janet Lee","url":"https://www.thetradedesk.com/assets/global/230710_TheCurrent_HotSeat_JanetLee_1920x1080_TwitterMetadata_v1_2023-10-24-145251_yqqs.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Video","Hot Seat","5 minutes with - Voices page (Video section)"],"url":"https://www.thecurrent.com/hot-seat-samsung-janet-lee-cmo-svp-mobile-marketing-advertising","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2376751,"slug":"hot-seat-samsung-janet-lee-cmo-svp-mobile-marketing-advertising","postDate":"2023-10-24T11:22:00-07:00","heading":"Hot Seat with Samsung's Janet Lee","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#f98321","textHex":"#000000"},"featuredImage":{},"featuredMobileImage":{"alt":"The Current Hot Seat with Janet Lee","url":"https://www.thetradedesk.com/assets/global/231016_TheCurrent_HotSeat_JanetLee_1200px_v1sm.gif","width":1200,"height":1200,"isLandscape":false},"featuredPreviewImage":{},"video":{},"youtubeUrl":"https://youtu.be/oGqXqnQvGhk","captionLinkable":"","previewImage":{"alt":"The Current Hot Seat with Janet Lee","url":"https://www.thetradedesk.com/assets/global/231016_TheCurrent_HotSeat_JanetLee_1920x1080_PreviewImage_v1sm.gif","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":3247790,"title":"Hot Seat","slug":"hot-seat","uri":"sections/hot-seat","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\u003eJanet Lee, SVP/CMO of Mobile Experience at Samsung, joins Hot Seat to share her predictions for 2024, her thoughts on Generative AI, and the best advice she's received as a working mother.\u003c/p\u003e\n\u003cp\u003eThe Current's Hot Seat video series asks marketing leaders five questions the industry is buzzing about.\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":1732396849413},"getContentData({\"slug\":\"whats-happening-at-the-google-ad-tech-trial\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"z9SlxMDKceQjpKBG7lGf2","originalArgs":{"slug":"whats-happening-at-the-google-ad-tech-trial","token":""},"startedTimeStamp":1732396850230,"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 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