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Feel free to \u003ca href=\"https://www.thetradedesk.com/us/contact-us\"\u003econtact us\u003c/a\u003e.\u003c/p\u003e"}}}},"fulfilledTimeStamp":1732406390800},"getContentData({\"slug\":\"netflix-earnings-advertising-streaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"hrHDIY9aYzulBOWVbAVlx","originalArgs":{"slug":"netflix-earnings-advertising-streaming","token":""},"startedTimeStamp":1732404604447,"data":{"metadata":{"datePosted":"2023-01-20T11:31:00-08:00","dateCreated":"2023-01-18T10:30:31-08:00","dateUpdated":"2023-01-20T11:31:05-08:00","title":"The 4 big takeaways from Netflix earnings: Advertising dominates the conversation | The Current","description":"Netflix added more than 7 million subscribers in the fourth quarter, blowing past projections. Advertising dominated the conversation, with the streaming giant predicting its ad tier would become as big as Hulu in the U.S. ","image":{"alt":"A hand places a red coin with a play button on it into a jar full of similar coins. A few coins surround the jar on the floor as well.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition103_NetflixEarnings_1920x1080_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A hand places a red coin with a play button on it into a jar full of similar coins. 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The gains are positive news for the company, after it lost subscribers for the first time in a decade in back-to-back quarters in 2022. The streaming giant did miss Wall Street’s quarterly revenue projections by pulling in $7.85 billion in the fourth quarter, just off the $7.86 billion projection. Away from the numbers, Reed Hastings officially stepping down as co-CEO 25 years after founding the company drew buzz just before the earnings call. \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eWhile Hastings’ move caught attention leading up to earnings, Netflix focused on its new ad-supported tier, password-sharing, global growth, and live events \u003ca href=\"https://www.youtube.com/watch?v=21Ml_KoRV1E\u0026amp;t=2792s\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eduring its presentation\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003ePlunge into ads appears to be a hit  \u003c/strong\u003e\u003cbr /\u003e Less than three months after \u003ca href=\"https://author.thetradedesk.com/netflix-teams-up-with-microsoft-in-a-move-applauded-by-advertisers\"\u003elaunching its ad-supported tier\u003c/a\u003e, Netflix’s leadership was pleased with its trajectory. While the streaming giant didn’t release exact figures on how many people have signed up for the ad tier, CFO Spencer Neumann predicted the company’s version with ads will eventually become as big or bigger than Hulu’s U.S. ad business.  \u003cbr /\u003e  \u003cbr /\u003e“I want to emphasize it’s a multiyear path,” Neumann said on the earnings call. “We’re not going to be larger than Hulu in year one but hopefully over the next several years we can be at least as large. We wouldn’t be getting into this business if it couldn’t be a meaningful portion of our business.” \u003cbr /\u003e\u003cbr /\u003eNewly minted co-CEO Greg Peters echoed Neumann’s confidence with its entry into advertising. “Our goal and aspiration is this is a very meaningful and significant source of revenue for years to come.”  \u003cbr /\u003e  \u003cbr /\u003eEarlier this week, research from Evercore estimated that 13 percent of new Netflix subscribers signed up for the ad-supported plan in November, with \u003ca href=\"https://www.businessinsider.com/netflix-basic-with-ads-accounted-13-percent-subscriptions-evercore-2023-1?mkt_tok=NTI3LUlOTS0zNjQAAAGJRh-s994EXalG583VTjwGAtQ8kSF3YzqW3mzDF2y-iU3KJ3j0-ZExcNyv1Y8ciS8sedx9b-u9g5wkY3OSyaNH2KoRftWUbnOOf5pKazKZWS9LuG0\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e44 percent of sign-ups\u003c/a\u003e being new or past users. \u003cbr /\u003e    \u003cbr /\u003eIn a \u003ca href=\"https://s22.q4cdn.com/959853165/files/doc_financials/2022/q4/FINAL-Q4-22-Shareholder-Letter.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eletter to shareholders\u003c/a\u003e, Peters and Neumann wrote: “Our Q4 content slate outperformed even our high expectations: \u003cem\u003eWednesday\u003c/em\u003e was our third-most popular series ever, \u003cem\u003eHarry \u0026amp; Meghan\u003c/em\u003e our second-most popular documentary series, \u003cem\u003eTroll\u003c/em\u003e our most popular non-English film, and \u003cem\u003eGlass Onion: A Knives Out Mystery\u003c/em\u003e our fourth-most popular film.”  \u003c/p\u003e\n\u003cp\u003ePeters said the ad tier is expected to generate incremental revenue and profit, and that few subscribers downgraded their subscriptions from no ads to a plan with ads. John Arnold, principal analyst at Forrester, says the company predicts Netflix will pass $1 billion in U.S. advertising revenue by 2025 and $2.4 billion by 2027. Forrester also predicts advertising will make up about 13 percent of Netflix’s total revenue in 2027.  \u003cbr /\u003e  \u003cbr /\u003eDisney+, which released its own ad-supported tier a month after Netflix, will hit $1 billion in U.S. advertising revenue a year earlier than Netflix. That prediction from Forrester is focused on Disney’s existing ad infrastructure.  \u003cbr /\u003e  \u003cbr /\u003e“We think that [Disney] has a leg up on [Netflix’s] ad infrastructure,” Arnold tells \u003cem\u003eThe Current\u003c/em\u003e. “[Disney] is going to be able to monetize ads at a quicker pace than Netflix. That’s really the main driver here.”  \u003cbr /\u003e  \u003cbr /\u003eNetflix could also join the growing ranks of content providers involved in \u003ca href=\"https://author.thetradedesk.com/asking-for-a-friend-fast-channels\"\u003efree ad-supported streaming television\u003c/a\u003e (FAST). Co-CEO Ted Sarandos said the company was open to joining the FAST world, but that it also has a lot on its books right now. And in another sign of the impact advertising is having on Netflix, the streaming platform \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/netflix-upfront-presentation-2023-1235298469/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewill debut\u003c/a\u003e at the upfronts in May.  \u003cstrong\u003e\u003cbr /\u003e  \u003cbr /\u003ePassword-sharing nearly upon us  \u003c/strong\u003e\u003cbr /\u003e Netflix will start implementing its plan to curb password-sharing for the over 100 million households that share accounts in 2023. Peters expects some viewers to cancel their subscriptions as a result, but hopes many who don’t pay for Netflix will start to do so because of the value Netflix has. Media history expert Dr. Amanda D. Lotz — who has written multiple books on the streaming revolution, including \u003cem\u003eNetflix and Streaming Video: The Business of Subscriber-Funded Video on Demand\u003c/em\u003e — is curious to see how much churning comes out of Netflix’s new strategy.  \u003cbr /\u003e  \u003cbr /\u003e“Netflix has notoriously had pretty low churn rates,” Dr. Lotz tells \u003cem\u003eThe Current\u003c/em\u003e. “This might encourage price-sensitive consumers who aren’t deriving a ton of value to be more cyclical consumers. This pushes us into a new stage of maturity in terms of how users engage these services. We’re going to find out more about how many people really value it enough to keep the subscription all the time.”  \u003cbr /\u003e  \u003cbr /\u003e\u003cstrong\u003eNetflix’s global growth\u003c/strong\u003e  \u003cbr /\u003e Netflix’s ad-supported tier is currently in the 12 biggest ad markets across the globe. The streaming giant’s president of advertising, Jeremi Gorman, said earlier this month at \u003ca href=\"https://author.thetradedesk.com/hottest-topics-ces-2023-data-privacy-streaming\"\u003eCES\u003c/a\u003e that the company has no plans to expand into any other markets. As content becomes \u003ca href=\"https://author.thetradedesk.com/streaming-wars-episode-iii-lost-in-translation\"\u003eincreasingly more global\u003c/a\u003e, Netflix pushes out the most hits from around the world. With \u003cem\u003eBloomberg\u003c/em\u003e reporting \u003cem\u003eSquid Game\u003c/em\u003e created \u003ca href=\"https://www.bloomberg.com/news/articles/2021-10-17/squid-game-season-2-series-worth-900-million-to-netflix-so-far\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$900 million for Netflix\u003c/a\u003e, the streamer understands the global pull it has.  \u003cbr /\u003e  \u003cbr /\u003e“If we were just English content for the world, we would be mostly attracting Western-centric viewers,” Co-CEO Ted Sarandos said during the earnings call. “Our addressable audience is anyone who is watching TV around the world.” \u003cbr /\u003e  \u003cstrong\u003e\u003cbr /\u003eGoing to bat for live events  \u003c/strong\u003e\u003cbr /\u003eWith more live sports coming to streaming services, Netflix has been \u003ca href=\"https://adage.com/article/media/netflix-not-yet-ready-live-sports-ted-sarandos-says/2457521?mkt_tok=NTI3LUlOTS0zNjQAAAGIkeCXklueIR1ahbYnjGukWKh9JyNptGg9jp7j9xkj9Vabak8qN6AZO-0IrAVP9iknMOPpDYHpyQJP2oHDDQEWs0xH2e-gjEET4MelBCGg3vrGdzU\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erumored to jump in\u003c/a\u003e soon as well. Sarandos said the company is still working on making live sports make sense moneywise.  \u003cbr /\u003e  \u003cbr /\u003e“We’re not anti-sports, we’re pro-profits,” Sarandos said. “We’ve not been able to figure out how to deliver profits in renting big-league sports in our subscription model.”  \u003cbr /\u003e  \u003cbr /\u003eThe company will launch its first-ever live event by streaming \u003ca href=\"https://www.netflix.com/tudum/articles/chris-rock-live-standup-special\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eChris Rock’s new comedy special\u003c/a\u003e on March 4. Live reunions for reality shows, finales for competition shows, and award shows could also be on the way.  \u003cbr /\u003e  \u003cbr /\u003e“There’s nothing particularly novel about live television but we are dabbling in it, starting with our Chris Rock live concert to create the excitement about live for those things that are uniquely more exciting to be live,” Sarandos said. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732404604525},"getContentData({\"slug\":\"picturesPreview\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"WFmsxeMjnchsxj51cVAvd","originalArgs":{"slug":"picturesPreview","token":""},"startedTimeStamp":1732404429429,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug picturesPreview","code":0,"status":404}}},"getContentData({\"slug\":\"brands-news-journalism-advertising-publishers\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"6PWDKklRcVSYzzVpFIFDo","originalArgs":{"slug":"brands-news-journalism-advertising-publishers","token":""},"startedTimeStamp":1732404616577,"data":{"metadata":{"datePosted":"2024-07-18T06:57:00-07:00","dateCreated":"2024-07-17T13:48:39-07:00","dateUpdated":"2024-07-24T11:17:52-07:00","title":"When brands block the news, journalism takes a hit | The Current","description":"Advertisers could miss out on big moments like the Olympics due to dated block lists.","image":{"alt":"A pixel hand thrusts a fencing foil into a blank browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition178_PublisherBrandSafetyOlympics_1920x1080px_Logo_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A pixel hand thrusts a fencing foil into a blank browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition178_PublisherBrandSafetyOlympics_1920x1080px_Logo_v1-1_2024-07-17-204935_izfn.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/brands-news-journalism-advertising-publishers","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3239329,"slug":"brands-news-journalism-advertising-publishers","postDate":"2024-07-18T06:57:00-07:00","heading":"When brands block the news, journalism takes a hit","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A pixel hand thrusts a fencing foil into a blank browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition178_PublisherBrandSafetyOlympics_1920x1080px_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{"alt":"A pixel hand thrusts a fencing foil into a blank browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition178_PublisherBrandSafetyOlympics_1200px_Square-_v1_2024-07-18-142257_oyfy.jpg","width":1200,"height":1200,"isLandscape":false},"featuredPreviewImage":{"alt":"A pixel hand thrusts a fencing foil into a blank browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition178_PublisherBrandSafetyOlympics_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 pixel hand thrusts a fencing foil into a blank browser window.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition178_PublisherBrandSafetyOlympics_1920x1080px_NoLogo_v1_2024-07-17-205012_ekva.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508376,"slug":"ilyse-liffreing","fullName":"Ilyse Liffreing","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Ilyse Liffreing, reporter, The 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pioneering them.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eAround the world, even the most casual of sports fans will be devouring news about their favorite athletes, countries’ medal counts, or when to watch certain events in the Paris 2024 Olympics. Yet, despite the high traffic that news publishers anticipate, some advertisers won’t appear alongside that content — and they might not even know why.\u003c/p\u003e\n\u003cp\u003eThe reason is very simple. The word “Paris” is on many advertisers’ keyword blocklists, according to experts — meaning ads won’t appear on online content that mentions the city. Its inclusion on many of these lists stems from the brutal terrorist attacks the city experienced in November 2015. The problem is, these lists are hardly, if ever, updated to reflect current times.\u003c/p\u003e\n\u003cp\u003e“Keywords are like the Raid Roach Motel — keywords check in, but they don’t check out,” Lou Paskalis, chief strategy officer at Ad Fontes Media, tells \u003cem\u003eThe Current\u003c/em\u003e. Some advertisers, he says, have 10,000 terms they’re blocking at once on lists that haven’t been updated in years. He often asks advertisers: “When was the last time you audited your keyword blocklists?” Often, he says, the answer is “Oh, I never thought of that.”\u003c/p\u003e\n\u003cp\u003eThe practice of keyword blocking, tag moderation and pre-bid filters is a contentious one. Advertisers, fearful of cancel culture, continue to prevent ads from appearing next to content that could be deemed unsafe, but are missing out on key engagement moments connected to the news cycle. Publishers, meanwhile, are missing out on a lot of business and insist that advertising on hard news does nothing to impede brand perception.\u003c/p\u003e\n\u003cp\u003eEither way, with the rise of AI and contextual technology solutions, it’s a custom that is being called out as archaic now more than ever, and one that can \u003ca href=\"https://www.thecurrent.com/cannes-advertising-leaders-news-publishers\"\u003echoke off news revenue\u003c/a\u003e. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eContext matters\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eIt’s instinctive for advertisers to want to block words that naturally bring up negative connotations, but at what cost?\u003c/p\u003e\n\u003cp\u003eJosef Najm, director of programmatic and partnerships at Reuters, describes the trend of keyword blocklists coming to a head around COVID — a shift which was further compounded by a fraught news cycle that included events like George Floyd’s murder, the beginning of the Black Lives Matter movement, the 2020 presidential election and ongoing global conflicts.\u003c/p\u003e\n\u003cp\u003e“The strategy here comes from the fear of the screenshot and what that might lead to,” he says, alluding to audiences capturing a brand’s ad beside anything controversial. But there’s an essential problem in that, he says. “If you’re applying words like people’s beliefs, religions, communities, whole countries, you really run into a situation where you have to recognize whether your keywords reflect what your brand is trying to promote from a communications style,” Najm tells \u003cem\u003eThe Current\u003c/em\u003e for an upcoming episode of \u003cem\u003eThe Current Podcast\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eThe missed engagement should be reason alone for advertisers to revisit their lists, says Paskalis. He recalls when \u003cem\u003eTime Magazine\u003c/em\u003e named Taylor Swift the “Person of the Year” in 2023 and published an article about the pop star and the “war on feminism.” As it turns out, a lot of advertisers missed out on placements in the story and asked for free credits because they had the word “war” on their blocklists, according to an email he received from Mark Howard, chief operating officer of Time Inc.\u003c/p\u003e\n\u003cp\u003e“This whole industry has become knee-jerk about these things to the point where agencies are asking for makegoods on behalf of their client and you just wonder, is anyone steering the ship?” says Paskalis. “Everyone is blocking Hilary Clinton, who is a retired grandma, because of the 2016 election.”\u003c/p\u003e\n\u003cp\u003eEven often-blocked words like “slay” and “bomb” are not always used in damaging ways and could block ads from appearing on otherwise popular content. As Mike Irenski, VP of Programmatic Revenue at Hearst Newspapers, says “context matters.” \u003c/p\u003e\n\u003cp\u003eFor example, articles with headlines “Grateful Dead Play This Saturday” or “Billy Joel Kills It in Last Performance” would block ads with keywords “dead” or “kills,” says Irenski. So instead of protecting ads from any type of negative association, the blocklists only avoid reaching potential target audiences, in these cases, music lovers. Lengthier words containing other keyword terms can also be blocked — such as “grape,” which contains the often-blocked keyword “rape.” \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“Keywords are like the Raid Roach Motel — keywords check in, but they don’t check out.” \u003c/p\u003e","caption":"Lou Paskalis, chief strategy officer, Ad Fontes Media"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eDespite the common misconception that keyword blocking only works against URLs, anything on the page — from a user-generated content comment to a recirculation unit — can cause the entire page to get dinged, says Irenski. Sometimes entire publication names appear on keyword blocklists and hinder a programmatic deal from going through even when the advertiser comes directly to the publication wanting to do a deal. \u003c/p\u003e\n\u003cp\u003e“We had a partner onboard with us recently, target deals, and see no spend,” Irenski says. “We later learned the site they wanted to run on was on a domain blocklist for being news.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003ePublisher fallback\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003ePublishers are often in the dark about just how much keyword blocking is affecting their business, although they can always estimate.\u003c/p\u003e\n\u003cp\u003eJoshua Brandau, CEO at AI-driven software-as-a-service company Nota and former CMO at the \u003cem\u003eLos Angeles Times\u003c/em\u003e, says that when he was at the legacy newspaper, it was always a “huge battle.” He estimates that keyword blocklists equated to up to 12% loss of revenue from a programmatic perspective. “A lot, a lot of money,” Brandau tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003e“We would get on those lists, not know we were on those lists a lot of the time, and then find out we were on those lists and then have a negotiation to get off those lists,” he says.\u003c/p\u003e\n\u003cp\u003eIrenski says that 9 out of 10 times, if a programmatic deal is not spending, it is likely related to a blocklist issue. For this reason, publishers often ask advertisers to see their blocklists ahead of time or to monitor them through reporting tools.\u003c/p\u003e\n\u003cp\u003ePaskalis says keyword blocklists are one reason why advertiser demand with publishers has gone down so much, pointing to drops in \u003ca href=\"https://digiday.com/media/media-briefing-a-mixed-first-quarter-for-publishers-ad-revenue/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edigital ad revenue\u003c/a\u003e and \u003ca href=\"https://time.com/6269573/local-journalism-decline-2024-election/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eemptying newsrooms\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e“Advertising allows journalism to be available for everyone for free. Without that advertising — and if you can’t afford a subscription — you’re not going to have access to quality journalism,” Paskalis warns.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAI-driven future\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eSo how do advertisers stay brand-safe but retain the audience they need? According to publishers and agencies, their fears might just be overblown. Stagwell recently published a \u003ca href=\"https://www.thecurrent.com/cannes-lions-2024-ai-olympic-sports-elon-musk\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estudy\u003c/a\u003e with publishers like \u003cem\u003eThe Washington Post\u003c/em\u003e that found that even ads placed alongside polarizing news didn’t lose their effectiveness. The \u003ca href=\"https://www.iab.com/wp-content/uploads/2020/10/IAB-Research-Report_Value-of-News_102720Final1.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2020 IAB \u003cem\u003eNews Trust Halo\u003c/em\u003e report \u003c/a\u003ealso found that 84% of consumers have a positive association when an ad is next to a trusted source.\u003c/p\u003e\n\u003cp\u003eThe growth of artificial intelligence might also just make keyword blocklists absolute, as AI can determine if a specific person likes both hard news and say, Rolexes, and just how successful it is to place them together, says Brandau. Already there are tools like GumGum, which can analyze the context of a full page and help determine whether an article is brand-safe or not.\u003c/p\u003e\n\u003cp\u003e“Keywords in general are not going to be around forever with this technology,” says Brandau.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732404616642},"getSectionData({\"slug\":\"the-latest\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"TnyCVfIWxKynBGbPT8k_R","originalArgs":{"slug":"the-latest","token":""},"startedTimeStamp":1732406383530,"data":{"metadata":{"datePosted":"2022-03-22T09:38:00-07:00","dateCreated":"2022-03-22T09:38:02-07:00","dateUpdated":"2024-07-24T07:53:17-07:00","title":"The Latest | The Current","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","image":{"alt":"The Current: News from the open internet","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MetadataImage_NewsFromTheOpenInternet_Sohne_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current: News from the open internet","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MetadataImage_NewsFromTheOpenInternet_Sohne_v2.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/sections/the-latest","noIndex":false,"type":"themes"},"data":{"id":1049784,"title":"The Latest","heading":null,"image":{},"description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic 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xmlrpc","code":0,"status":404}}},"getContentData({\"slug\":\"future-of-retail-data-advertising-retail-financial-times\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"l3G33ZgRUaO2h207pZAIj","originalArgs":{"slug":"future-of-retail-data-advertising-retail-financial-times","token":""},"startedTimeStamp":1732404591182,"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":1732404591217},"getContentData({\"slug\":\"nfl-marissa-solis-svp-football-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"4pViieYtigKnNc9tnmcnG","originalArgs":{"slug":"nfl-marissa-solis-svp-football-marketing","token":""},"startedTimeStamp":1732406357035,"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":1732406357074},"getAuthorData({\"slug\":\"john-mcdermott\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"bRM2T_s8dfDMMyrL1jKb3","originalArgs":{"slug":"john-mcdermott","token":""},"startedTimeStamp":1732404457808,"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":1732404457844},"getContentData({\"slug\":\"what-the-tech-google-antitrust-trial-digital-advertising-ad\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"YBXKSVXPJg0cCo-PJDS47","originalArgs":{"slug":"what-the-tech-google-antitrust-trial-digital-advertising-ad","token":""},"startedTimeStamp":1732404458298,"data":{"metadata":{"datePosted":"2024-09-09T05:00:00-07:00","dateCreated":"2024-09-06T11:34:44-07:00","dateUpdated":"2024-09-09T11:11:41-07:00","title":"What the Tech is the Google antitrust trial all about? | The Current","description":"Google is accused of monopolizing the digital advertising market in a case with enormous implications for the industry.","image":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTT_GoogleDOJTrial_1920x1080px_FacebookMetadata_v1.gif","width":480,"height":270,"isLandscape":true},"imageTwitter":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTT_GoogleDOJTrial_1920x1080px_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"John McDermott","themes":["Office Hours"],"url":"https://www.thecurrent.com/what-the-tech-google-antitrust-trial-digital-advertising-ad","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3327441,"slug":"what-the-tech-google-antitrust-trial-digital-advertising-ad","postDate":"2024-09-09T05:00:00-07:00","heading":"What the Tech is the Google antitrust trial all about?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTTGoogleDOJTrial_1920x1080px_PreviewImage_v1_2024-09-06-184903_jlmm.gif","width":480,"height":270,"isLandscape":true},"featuredMobileImage":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTT_GoogleDOJTrial_1920x1080px_FeaturedImage_v1_2024-09-06-184815_grno.jpg","width":1920,"height":1080,"isLandscape":true},"featuredPreviewImage":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTT_GoogleDOJTrial_1200px_Square.gif","width":400,"height":400,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"What the Tech is the Google antitrust trial all about?","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_WTTGoogleDOJTrial_1920x1080px_PreviewImage_v1.gif","width":480,"height":270,"isLandscape":true},"authors":[{"id":1508844,"slug":"john-mcdermott","fullName":"John McDermott","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":869692,"title":"Office Hours","slug":"office-hours","uri":"sections/office-hours","description":"Everything digital marketers need to know to make their jobs easier.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe American public is about to get a crash course in the esoteric world of advertising technology this week as Google goes on trial for allegedly monopolizing the digital advertising industry. \u003cbr /\u003e\u003cbr /\u003eThe trial, which starts on Sept. 9, is the culmination of years of complaints that Google holds too much power in the digital ad space and engages in an array of anticompetitive practices, such as self-dealing, operating a biased advertising exchange, and short-changing both advertisers and publishers in the name of capturing more market share. Now the Department of Justice is going to make that case against Google in federal court. \u003c/p\u003e\n\u003cp\u003eThe trial has tremendous implications not just for Google but for the industry at large. If the DOJ wins, Google’s grip on the advertising market could loosen, to the benefit of its competitors, publishers and advertisers. If Google wins, it will further empower tech behemoths, likely to the detriment of the open, independent web, according to Google critics. \u003cbr /\u003e \u003cbr /\u003eThis is obviously, huge news, but as mentioned before, the case itself is highly complex. To break it down, we’ve assembled this handy explainer. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat is Google accused of, exactly?\u003c/strong\u003e \u003cbr /\u003e \u003c/h2\u003e\n\u003cp\u003eThe Justice Department, along with the Attorneys General of California, Colorado, Connecticut, New Jersey, New York, Rhode Island, Tennessee and Virginia, \u003ca href=\"https://www.justice.gov/opa/pr/justice-department-sues-google-monopolizing-digital-advertising-technologies\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efiled a civil antitrust suit\u003c/a\u003e in January 2023 against Google, claiming the company has monopolized the digital advertising industry “through serial acquisitions and anticompetitive manipulation” — according to the DOJ — thus violating Sections 1 and 2 of the Sherman Act. (Passed in 1890, the Sherman Act was originally \u003ca href=\"https://www.archives.gov/milestone-documents/sherman-anti-trust-act\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edesigned to rein in the robber barons\u003c/a\u003e behind Standard Oil, the American Sugar Refining Company and other late-19th-century American monopoly businesses. The Act gives the government the ability to seek the break up of monopolistic businesses to preserve free, competitive markets, and it \u003ca href=\"https://www.ftc.gov/advice-guidance/competition-guidance/guide-antitrust-laws/antitrust-laws\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elaid the foundation\u003c/a\u003e for the establishment of the Federal Trade Commission in 1914.) \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow did the antitrust trial come about?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe genesis for this antitrust case actually hearkens back to 2008 when Google acquired the ad server company DoubleClick.  \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eAn ad server is the decision-maker in the ad delivery process — it determines which ads show to which audiences and ensures the placement of those as in a timely fashion (a tenth of a second, to be exact). At the time, DoubleClick was the dominant ad server in the industry and Google, though not even double digits in age, had already become one of the most powerful tech companies in the world. \u003c/p\u003e\n\u003cp\u003eWhen the DoubleClick acquisition was announced, it raised concerns that the merged companies could have too much control over the burgeoning digital advertising industry. By owning both an ad server and an advertising exchange, Google could control both sides of the market, using its supposedly independent ad serving technology to direct purchases to its ad exchange and its owned-and-operated advertising inventory. This would be a case of self-dealing and, according to the DOJ, constitute an anticompetitive business practice. \u003cbr /\u003e \u003cbr /\u003eThe \u003ca href=\"https://www.ftc.gov/news-events/news/press-releases/2007/12/federal-trade-commission-closes-googledoubleclick-investigation\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eFTC investigated the Google-DoubleClick acquisition\u003c/a\u003e but eventually decided, in December 2007, to not block the merger. The Commission did warn Google about bundling its different ad products together, an industry practice generally referred to as “tying,” to edge out competition, however. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eSo why is this suit happening now?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe DOJ alleges that Google engaged in the exact conduct the FTC had warned against. \u003c/p\u003e\n\u003cp\u003eSince 2007, Google has acquired other ad tech companies — AdMob, a mobile ad network, in 2009; Invite Media, a real-time bidding exchange, in 2010; and Admeld, a \u003ca href=\"https://www.thecurrent.com/what-the-tech-are-dsps-ssps-and-dmps\"\u003esupply-side platform\u003c/a\u003e, in 2011. Google also owns YouTube, which it bought in 2006, giving it access to one of the biggest video advertising platforms in the world. These acquisitions have given Google a presence at every stage of the ad-delivery supply chain, further consolidating its hold on the digital advertising market. \u003c/p\u003e\n\u003cp\u003eFor a while, the DOJ said there was nothing to see here about Google gobbling up more of the online ad market. Regulators briefly looked into the AdMeld acquisition, for instance, before concluding the deal was not likely to “\u003ca href=\"https://www.justice.gov/opa/pr/statement-department-justices-antitrust-division-its-decision-close-its-investigation-google\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esubstantially lessen competition in the sale of display advertising\u003c/a\u003e.” \u003c/p\u003e\n\u003cp\u003eBut then Google started to bundle its products together, according to brands and agencies, raising the suspicions of federal regulators. Google would incentivize, and in some cases demand, ad buyers use its various ad tech tools in conjunction with one another, according to a \u003ca href=\"https://digiday.com/media/google-bundling-ad-tech-inventory-raising-anti-competitive-concerns/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2014 investigative report\u003c/a\u003e into Google’s ad tech business. According to the DOJ, this violates the anti-tying guidance and constitutes anticompetitive behavior. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHow is bundling anticompetitive?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAccording to the DOJ, Google’s control over both the buy and sell sides of the market, affords it control over the entire industry and allowing it to squeeze competitors. \u003c/p\u003e\n\u003cp\u003eGoogle’s ad exchange, AdX, provides an auction marketplace for brands and agencies to buy ads. An exchange is supposed to be impartial, providing an unbiased platform for buyers and sellers to connect. But Google, through YouTube and its various ad exchanges acquisitions, also controls the advertising space being sold. The DOJ argues Google has no incentive to provide an unbiased marketplace and every incentive to direct buyers to its inventory, collecting fees for both the purchase and sale of any ad deal — hence, self-dealing. \u003cbr /\u003e \u003cbr /\u003eThis has a potentially negative impact on the industry at large. Google’s alleged anticompetitive practices are “increasing costs for advertisers and cutting revenue for publishers,” \u003ca href=\"https://www.economicliberties.us/dept-of-justice-v-google-adtech/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to the American Economic Liberties Project\u003c/a\u003e, a non-partisan non-profit organization aimed at breaking up modern monopolies. \u003c/p\u003e\n\n\u003cp\u003eHow Google responded to the rise of header bidding is a good example of this. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat happened with Google and header bidding?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAs publishers grew concerned about Google’s hold on the advertising market, they developed header bidding. Also called “pre-bidding” and “holistic yield management” (yikes), header bidding allows publishers to offer their ad inventory to buyers and receive bids before making those impressions available in Google’s ad exchange. The thought being that Google’s exchange was exerting downward pressure on their ad prices, preventing them from receiving the best possible price. \u003c/p\u003e\n\u003cp\u003eGoogle responded with a series of tools that (Google said) would address publishers’ worries about using Google’s ad exchange and ensure they were receiving top prices for their inventory. But in reality, the tools \u003ca href=\"https://www.adexchanger.com/platforms/thanks-to-the-doj-we-now-know-what-google-really-thought-about-header-bidding/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprevent publishers from referencing other ad exchanges\u003c/a\u003e, according to internal Google documents made public in the antitrust case. \u003cbr /\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eShifting regulatory landscape?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eFor years, the DOJ was reluctant to pursue antitrust cases, taking a decidedly\u003cem\u003e laissez faire\u003c/em\u003e approach to market regulation. But the political calculus has shifted against Big Tech in recent years, with politicians and voters growing concerned about the outsize power large tech companies have over our information and commerce ecosystems.\u003c/p\u003e\n\u003cp\u003eWhen a company controls too much of the advertising market, it can hinder publishers’ ability to earn revenue. If publishers can’t earn enough revenue to operate, then our information ecosystem suffers, and so does our democracy. (Many governments, including Canada, Australia and the state of California, are trying to force Google, through legislation, to \u003ca href=\"https://www.latimes.com/california/story/2024-08-21/california-lawmakers-bill-requires-tech-platforms-pay-for-news-journalism-preservation-act\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eshare more of its revenue\u003c/a\u003e with news publishers for this very reason.) On a grand scale, the Google antitrust case is about the health of the marketplace of ideas as much as it is about the digital advertising marketplace.\u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc. An individual from\u003c/em\u003e \u003cem\u003eThe Trade Desk is among the 68 \u003c/em\u003e\u003cem\u003epeople included on the trial witness list.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"gray","marketoForm":{"formId":"2571"},"blurb":null,"dictionary":{"submitLabel":null,"fallbackText":null},"tagline":"Subscribe to The Current newsletter"}}],"readTime":7}},"fulfilledTimeStamp":1732404458333},"getSectionData({\"slug\":\"the-readout\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"FAdpGXUj7AvxknMxZol1t","originalArgs":{"slug":"the-readout","token":""},"startedTimeStamp":1732405644247,"data":{"metadata":{"datePosted":"2023-02-15T06:55:00-08:00","dateCreated":"2023-02-15T06:53:40-08:00","dateUpdated":"2024-07-24T07:52:39-07:00","title":"The Readout | The Current","description":"Bite-size articles and infographics featuring the latest data every marketer should know.","image":{"alt":"The Current - The Readout: Illustrated hand grabbing a piece of a pie graph from a computer monitor screen","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ReadoutMetadata_1920x1080_Logo-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current - The Readout: Illustrated hand grabbing a piece of a pie graph from a computer monitor screen","url":"https://www.thetradedesk.com/assets/global/TheCurrent_ReadoutMetadata_1920x1080_Logo-1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/sections/the-readout","noIndex":false,"type":"themes"},"data":{"id":1726870,"title":"The Readout","heading":null,"image":{},"description":"Bite-size articles and infographics featuring the latest data every marketer should know.","themeHighlightColor":"","generateAnchors":false,"themeContent":[{"componentType":"RecentArticles","content":{"heading":null,"filterByTheme":"auto","theme":[]}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"recentArticles":"auto","showSubscribe":"hidden"}},"fulfilledTimeStamp":1732405644278},"getContentData({\"slug\":\"what-the-tech-are-dsps-ssps-and-dmps\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ZTqxXba51ZihQrIK5RMj0","originalArgs":{"slug":"what-the-tech-are-dsps-ssps-and-dmps","token":""},"startedTimeStamp":1732406329891,"data":{"metadata":{"datePosted":"2021-03-30T14:37:00-07:00","dateCreated":"2021-03-30T14:50:00-07:00","dateUpdated":"2024-08-23T14:01:34-07:00","title":"What the Tech are DSPs, SSPs, and DMPs? | The Current","description":"Digital advertising is stuffed full with esoteric verbiage. The Current is making it more digestible.","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_DMP_DSP_SSP_1920x1080_logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_DMP_DSP_SSP_1920x1080_nologo.jpg","width":1920,"height":1080,"isLandscape":true},"author":"John McDermott","themes":["Office Hours","The Latest","Open Internet","Premium","gated content"],"url":"https://www.thecurrent.com/what-the-tech-are-dsps-ssps-and-dmps","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":515547,"slug":"what-the-tech-are-dsps-ssps-and-dmps","postDate":"2021-03-30T14:37:00-07:00","heading":"What the Tech are DSPs, SSPs, and DMPs?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_DMP_DSP_SSP_1920x1080_nologo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_DMP_DSP_SSP_1920x1080_nologo.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508844,"slug":"john-mcdermott","fullName":"John McDermott","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":869692,"title":"Office Hours","slug":"office-hours","uri":"sections/office-hours","description":"Everything digital marketers need to know to make their jobs easier.","themeHighlightColor":""},{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""},{"id":1902599,"title":"Open Internet","slug":"open-internet","uri":"sections/open-internet","description":"The latest news and perspectives on the internet outside the walled gardens.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""},{"id":3302064,"title":"gated content","slug":"gated-content","uri":"sections/gated-content","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cstrong\u003eDigesting ad tech’s alphabet soup. \u003cbr /\u003e\u003c/strong\u003eThe digital advertising industry is stuffed full with esoteric verbiage, and there’s no better example than demand-side platform, supply-side platform and data management platform. \u003c/p\u003e\n\n\u003cp\u003eDSP, SSP and DMP for short, each term represents a vital part of the ad tech ecosystem. They also all sound vaguely similar. To make matters confusing, they work in conjunction with one another and their functions often overlap. \u003c/p\u003e\n\u003cp\u003eTrying to make sense of this alphabet soup is never easy. Which is why we’ve compiled this handy dandy explainer about what each of these terms mean, how their respective technologies work and how they provide value for advertisers. \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eLet’s start with DSP.\u003cbr /\u003e\u003c/strong\u003eActually, before we do that, it might be helpful to explain what an ad exchange is. \u003c/p\u003e\n\n\u003cp\u003eMuch like a stock exchange is a place for buyers and sellers to come together and execute stock transactions, an ad exchange is an online marketplace for buying and selling digital advertising spots. Sellers (in this case, publishers) make their advertising inventory available on an exchange, and buyers (brands and advertising agencies) can bid on and purchase it. \u003c/p\u003e\n\u003cp\u003eExchanges allow brands and agencies to bid on ad inventory in real-time. When an exchange is working well, it allows advertisers to buy ad placements efficiently and for publishers to receive the most competitive price for their ads, optimizing revenue. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEasy enough. But what's that got to do with a DSP? \u003cbr /\u003e\u003c/strong\u003eRemember that’s an abbreviation for demand-side platform. In this instance, demand refers to the organizations buying ads (brands and agencies), thus providing demand for the advertising inventory. \u003c/p\u003e\n\n\u003cp\u003eA DSP, then, is a platform where brands and agencies can buy ads across several different advertising exchanges. That is, it aggregates advertising inventory from several exchanges all in one place, allowing for even greater efficiency. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAha. So an SSP must be the opposite, right? \u003cbr /\u003e\u003c/strong\u003eRight, indeed. \u003c/p\u003e\n\n\u003cp\u003eAn SSP is the inverse of a DSP. Whereas a DSP lets advertisers buy across several different ad exchanges at the same time, an SSP lets publishers sell their ad inventory across different ad exchanges. The thinking is that by making their ad inventory widely available via an SSP, publishers can ensure they’re receiving the best possible offer and maximizing revenue. \u003c/p\u003e\n\u003cp\u003eA simple way to think about this is that DSPs are for marketers, and SSPs are for publishers. They’re part of the same ad marketplace and they use similar technologies, but they work on opposite sides of a transaction. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat makes this process more efficient? \u003cbr /\u003e\u003c/strong\u003eHistorically, buying ads meant a lengthy negotiation between a media buyer at an agency and a salesperson at a publisher. Hashing out the particulars of a campaign could take weeks of phone calls, faxes, client approvals, and boozy, schmoozy business dinners. \u003c/p\u003e\n\n\u003cp\u003eWith DSPs and SSPs, the entire process is automated through a web portal. This is what people refer to when they talk about programmatic advertising, which was once an industry buzzword, but is increasingly the standard way of doing business. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat about the third one?\u003cbr /\u003e\u003c/strong\u003eWho could forget DMPs! \u003c/p\u003e\n\n\u003cp\u003eA DMP is slightly different in that, as the name implies, it deals primarily with data. Advertisers use all kinds of data to ensure their digital ad campaigns are relevant to the consumer. A DMP allows brands and agencies to store all of this data in one convenient place so they can call upon it and use it whenever they run an ad campaign. \u003c/p\u003e\n\u003cp\u003eSay an auto company wants to target only those consumers in the market for a car with a campaign for their newest model. They would use their DMP to build the target audience. Then, they would port that data to their DSP, so they could begin buying ads aimed at that demographic. \u003c/p\u003e\n\u003cp\u003eMeanwhile, a group of automotive blogs make their ad inventory available via an SSP. The DSP and SSP meet in the middle and, using data from the DMP, determine there’s a match. Once a price is settled, the ad gets served, and voila — you have car ads on the auto blog, where they can reach their intended audience. And we don’t all have to look at car ads when we’re not interested in buying one. \u003cbr /\u003e\u003cbr /\u003eFrom the DMP to the DSP to the SSP. They’re all core pieces of one, interlocking ad-buying ecosystem. \u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1732406329936},"getContentData({\"slug\":\"netflix-earnings-advertising-streaming\",\"token\":\"24be08e3\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"XN_-ySaOxmVeHh0sv9t3K","originalArgs":{"slug":"netflix-earnings-advertising-streaming","token":"24be08e3"},"startedTimeStamp":1732404500447,"data":{"metadata":{"datePosted":"2023-01-20T11:31:00-08:00","dateCreated":"2023-01-18T10:30:31-08:00","dateUpdated":"2023-01-20T11:31:05-08:00","title":"The 4 big takeaways from Netflix earnings: Advertising dominates the conversation | The Current","description":"Netflix added more than 7 million subscribers in the fourth quarter, blowing past projections. Advertising dominated the conversation, with the streaming giant predicting its ad tier would become as big as Hulu in the U.S. ","image":{"alt":"A hand places a red coin with a play button on it into a jar full of similar coins. A few coins surround the jar on the floor as well.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition103_NetflixEarnings_1920x1080_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A hand places a red coin with a play button on it into a jar full of similar coins. A few coins surround the jar on the floor as well.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition103_NetflixEarnings_1920x1080_v2_2023-01-18-201928_vjzw.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming","The Latest"],"url":"https://www.thecurrent.com/netflix-earnings-advertising-streaming","noIndex":true,"type":"article","language":"en","translations":[]},"data":{"id":1682230,"slug":"netflix-earnings-advertising-streaming","postDate":"2023-01-20T11:31:00-08:00","heading":"The 4 big takeaways from Netflix earnings: Advertising dominates the conversation","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"A hand places a red coin with a play button on it into a jar full of similar coins. A few coins surround the jar on the floor as well.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition103_NetflixEarnings_1920x1080_NoLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A hand places a red coin with a play button on it into a jar full of similar coins. A few coins surround the jar on the floor as well.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition103_NetflixEarnings_1920x1080_NoLogo_v2_2023-01-18-201848_iqwz.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":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\u003eNetflix blew past its own projections by adding 7.66 million new subscribers in the fourth quarter, over 3 million more than estimated. The gains are positive news for the company, after it lost subscribers for the first time in a decade in back-to-back quarters in 2022. The streaming giant did miss Wall Street’s quarterly revenue projections by pulling in $7.85 billion in the fourth quarter, just off the $7.86 billion projection. Away from the numbers, Reed Hastings officially stepping down as co-CEO 25 years after founding the company drew buzz just before the earnings call. \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eWhile Hastings’ move caught attention leading up to earnings, Netflix focused on its new ad-supported tier, password-sharing, global growth, and live events \u003ca href=\"https://www.youtube.com/watch?v=21Ml_KoRV1E\u0026amp;t=2792s\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eduring its presentation\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003ePlunge into ads appears to be a hit  \u003c/strong\u003e\u003cbr /\u003e Less than three months after \u003ca href=\"https://author.thetradedesk.com/netflix-teams-up-with-microsoft-in-a-move-applauded-by-advertisers\"\u003elaunching its ad-supported tier\u003c/a\u003e, Netflix’s leadership was pleased with its trajectory. While the streaming giant didn’t release exact figures on how many people have signed up for the ad tier, CFO Spencer Neumann predicted the company’s version with ads will eventually become as big or bigger than Hulu’s U.S. ad business.  \u003cbr /\u003e  \u003cbr /\u003e“I want to emphasize it’s a multiyear path,” Neumann said on the earnings call. “We’re not going to be larger than Hulu in year one but hopefully over the next several years we can be at least as large. We wouldn’t be getting into this business if it couldn’t be a meaningful portion of our business.” \u003cbr /\u003e\u003cbr /\u003eNewly minted co-CEO Greg Peters echoed Neumann’s confidence with its entry into advertising. “Our goal and aspiration is this is a very meaningful and significant source of revenue for years to come.”  \u003cbr /\u003e  \u003cbr /\u003eEarlier this week, research from Evercore estimated that 13 percent of new Netflix subscribers signed up for the ad-supported plan in November, with \u003ca href=\"https://www.businessinsider.com/netflix-basic-with-ads-accounted-13-percent-subscriptions-evercore-2023-1?mkt_tok=NTI3LUlOTS0zNjQAAAGJRh-s994EXalG583VTjwGAtQ8kSF3YzqW3mzDF2y-iU3KJ3j0-ZExcNyv1Y8ciS8sedx9b-u9g5wkY3OSyaNH2KoRftWUbnOOf5pKazKZWS9LuG0\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e44 percent of sign-ups\u003c/a\u003e being new or past users. \u003cbr /\u003e    \u003cbr /\u003eIn a \u003ca href=\"https://s22.q4cdn.com/959853165/files/doc_financials/2022/q4/FINAL-Q4-22-Shareholder-Letter.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eletter to shareholders\u003c/a\u003e, Peters and Neumann wrote: “Our Q4 content slate outperformed even our high expectations: \u003cem\u003eWednesday\u003c/em\u003e was our third-most popular series ever, \u003cem\u003eHarry \u0026amp; Meghan\u003c/em\u003e our second-most popular documentary series, \u003cem\u003eTroll\u003c/em\u003e our most popular non-English film, and \u003cem\u003eGlass Onion: A Knives Out Mystery\u003c/em\u003e our fourth-most popular film.”  \u003c/p\u003e\n\u003cp\u003ePeters said the ad tier is expected to generate incremental revenue and profit, and that few subscribers downgraded their subscriptions from no ads to a plan with ads. John Arnold, principal analyst at Forrester, says the company predicts Netflix will pass $1 billion in U.S. advertising revenue by 2025 and $2.4 billion by 2027. Forrester also predicts advertising will make up about 13 percent of Netflix’s total revenue in 2027.  \u003cbr /\u003e  \u003cbr /\u003eDisney+, which released its own ad-supported tier a month after Netflix, will hit $1 billion in U.S. advertising revenue a year earlier than Netflix. That prediction from Forrester is focused on Disney’s existing ad infrastructure.  \u003cbr /\u003e  \u003cbr /\u003e“We think that [Disney] has a leg up on [Netflix’s] ad infrastructure,” Arnold tells \u003cem\u003eThe Current\u003c/em\u003e. “[Disney] is going to be able to monetize ads at a quicker pace than Netflix. That’s really the main driver here.”  \u003cbr /\u003e  \u003cbr /\u003eNetflix could also join the growing ranks of content providers involved in \u003ca href=\"https://author.thetradedesk.com/asking-for-a-friend-fast-channels\"\u003efree ad-supported streaming television\u003c/a\u003e (FAST). Co-CEO Ted Sarandos said the company was open to joining the FAST world, but that it also has a lot on its books right now. And in another sign of the impact advertising is having on Netflix, the streaming platform \u003ca href=\"https://www.hollywoodreporter.com/business/business-news/netflix-upfront-presentation-2023-1235298469/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewill debut\u003c/a\u003e at the upfronts in May.  \u003cstrong\u003e\u003cbr /\u003e  \u003cbr /\u003ePassword-sharing nearly upon us  \u003c/strong\u003e\u003cbr /\u003e Netflix will start implementing its plan to curb password-sharing for the over 100 million households that share accounts in 2023. Peters expects some viewers to cancel their subscriptions as a result, but hopes many who don’t pay for Netflix will start to do so because of the value Netflix has. Media history expert Dr. Amanda D. Lotz — who has written multiple books on the streaming revolution, including \u003cem\u003eNetflix and Streaming Video: The Business of Subscriber-Funded Video on Demand\u003c/em\u003e — is curious to see how much churning comes out of Netflix’s new strategy.  \u003cbr /\u003e  \u003cbr /\u003e“Netflix has notoriously had pretty low churn rates,” Dr. Lotz tells \u003cem\u003eThe Current\u003c/em\u003e. “This might encourage price-sensitive consumers who aren’t deriving a ton of value to be more cyclical consumers. This pushes us into a new stage of maturity in terms of how users engage these services. We’re going to find out more about how many people really value it enough to keep the subscription all the time.”  \u003cbr /\u003e  \u003cbr /\u003e\u003cstrong\u003eNetflix’s global growth\u003c/strong\u003e  \u003cbr /\u003e Netflix’s ad-supported tier is currently in the 12 biggest ad markets across the globe. The streaming giant’s president of advertising, Jeremi Gorman, said earlier this month at \u003ca href=\"https://author.thetradedesk.com/hottest-topics-ces-2023-data-privacy-streaming\"\u003eCES\u003c/a\u003e that the company has no plans to expand into any other markets. As content becomes \u003ca href=\"https://author.thetradedesk.com/streaming-wars-episode-iii-lost-in-translation\"\u003eincreasingly more global\u003c/a\u003e, Netflix pushes out the most hits from around the world. With \u003cem\u003eBloomberg\u003c/em\u003e reporting \u003cem\u003eSquid Game\u003c/em\u003e created \u003ca href=\"https://www.bloomberg.com/news/articles/2021-10-17/squid-game-season-2-series-worth-900-million-to-netflix-so-far\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$900 million for Netflix\u003c/a\u003e, the streamer understands the global pull it has.  \u003cbr /\u003e  \u003cbr /\u003e“If we were just English content for the world, we would be mostly attracting Western-centric viewers,” Co-CEO Ted Sarandos said during the earnings call. “Our addressable audience is anyone who is watching TV around the world.” \u003cbr /\u003e  \u003cstrong\u003e\u003cbr /\u003eGoing to bat for live events  \u003c/strong\u003e\u003cbr /\u003eWith more live sports coming to streaming services, Netflix has been \u003ca href=\"https://adage.com/article/media/netflix-not-yet-ready-live-sports-ted-sarandos-says/2457521?mkt_tok=NTI3LUlOTS0zNjQAAAGIkeCXklueIR1ahbYnjGukWKh9JyNptGg9jp7j9xkj9Vabak8qN6AZO-0IrAVP9iknMOPpDYHpyQJP2oHDDQEWs0xH2e-gjEET4MelBCGg3vrGdzU\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erumored to jump in\u003c/a\u003e soon as well. Sarandos said the company is still working on making live sports make sense moneywise.  \u003cbr /\u003e  \u003cbr /\u003e“We’re not anti-sports, we’re pro-profits,” Sarandos said. “We’ve not been able to figure out how to deliver profits in renting big-league sports in our subscription model.”  \u003cbr /\u003e  \u003cbr /\u003eThe company will launch its first-ever live event by streaming \u003ca href=\"https://www.netflix.com/tudum/articles/chris-rock-live-standup-special\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eChris Rock’s new comedy special\u003c/a\u003e on March 4. Live reunions for reality shows, finales for competition shows, and award shows could also be on the way.  \u003cbr /\u003e  \u003cbr /\u003e“There’s nothing particularly novel about live television but we are dabbling in it, starting with our Chris Rock live concert to create the excitement about live for those things that are uniquely more exciting to be live,” Sarandos said. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The 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with it by maintaining a monopoly over several ad tech markets.","image":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1920x1080px_Logo_v1-2.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1920x1080px_Logo_v1-2_2024-09-20-193743_awsd.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Travis Clark","themes":["Data Privacy"],"url":"https://www.thecurrent.com/whats-happening-at-the-google-ad-tech-trial","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3333076,"slug":"whats-happening-at-the-google-ad-tech-trial","postDate":"2024-09-23T05:53:00-07:00","heading":"‘They were holding us hostage’: Inside the groundbreaking Google ad tech trial","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A gavel casts blue, green, red, and yellow shadows.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition186_GeneralGoogleImagery_Image2_1920x1080px_NoLogo_v1_2024-09-20-194404_hgxf.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692063,"title":"Data Privacy","slug":"data-privacy","uri":"sections/data-privacy","description":"Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eOver the last three weeks, ad tech aficionados watched closely during the revelatory antitrust trial over Google’s digital advertising business. On Sept. 27, the \u003ca href=\"https://x.com/BigTechOnTrial/status/1839707609412063241\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etrial concluded\u003c/a\u003e, with \u003ca href=\"https://x.com/BigTechOnTrial/status/1839708965803901219\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eclosing arguments\u003c/a\u003e set for Nov. 25.\u003c/p\u003e\n\u003cp\u003eThe trial shined a light on Google’s business practices, as the Department of Justice made the case that Google maintained a monopoly in three ad tech markets by stifling competition. It alleged that Google “monopolizes key digital advertising technologies” across the entire supply chain, according to the lawsuit filed last year.\u003c/p\u003e\n\u003cp\u003e“There's this expression where if the law is on your side, pound the law,” attorney Tom Blakely, who covered the trial for \u003cem\u003eBig Tech on Trial, \u003c/em\u003etold \u003ca href=\"https://www.thecurrent.com/google-ad-tech-antitrial-defense-tom-blakely\"\u003eThe Current Report\u003c/a\u003e this week. “If the facts are on your side, pound the facts and when neither is on your side, you pound the table. And it seems like what's been going on here is the government has heavily pounded the facts.”\u003c/p\u003e\n\u003cp\u003eGoogle challenged the DOJ’s case, arguing that the ad tech industry is competitive and that it was \u003ca href=\"https://www.nytimes.com/2024/09/27/technology/google-antitrust-case-lawsuit.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emeeting the demands\u003c/a\u003e of publishers.\u003c/p\u003e\n\u003cp\u003eMark Israel, an economist who created an expert report for Google, \u003ca href=\"https://apnews.com/article/google-antitrust-virginia-advertising-technology-trial-1e416f23c550de6481c3179653e5ede0\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etestified on Sept. 26\u003c/a\u003e that the DOJ “seems to miss where the competition is today,” pointing to social media companies like Facebook and TikTok, as well as online retailers like Amazon as rivals.\u003c/p\u003e\n\u003cp\u003eAs the trial wraps up, \u003cem\u003eThe Current\u003c/em\u003e compiled the most important news to come out of the courtroom that marketers need to know. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eOpening statements outline\u003c/strong\u003ed each side’s case \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAttorney Julia Tarver Wood made the DOJ’s opening statement, \u003ca href=\"https://digiday.com/media/googles-ad-tech-impact-on-publishers-front-and-center-during-opening-day-of-dojs-antitrust-trial/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccusing Google\u003c/a\u003e of maintaining “a trifecta of monopolies,” which the department’s lawsuit claimed was in three markets depending on the geo: publisher ad servers, ad exchanges and advertiser ad networks.\u003c/p\u003e\n\u003cp\u003eThe DOJ has claimed that Google controls between \u003ca href=\"https://www.adexchanger.com/antitrust/your-day-one-recap-doj-vs-google-goes-deep-into-the-ad-tech-weeds/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e87% and 91%\u003c/a\u003e of the ad server market; Wood said that publishers are “totally dependent” on the company.\u003c/p\u003e\n\u003cp\u003eGoogle attorney Karen Dunn argued that the three markets in question are not distinct markets, and that the DOJ is “gerrymandering its way to market reality.” \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/e5d79680-fe7a-4bb1-9030-27cbab843ed7?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/e5d79680-fe7a-4bb1-9030-27cbab843ed7?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eGoogle\u003c/strong\u003e’s apparent impact on publishers \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe DOJ has taken aim at how much money Google has kept from ad transactions. According to \u003cem\u003eThe Verge\u003c/em\u003e, Google has typically kept a 20% commission for these transactions; Brian O’Kelley, founder of AppNexus, said in a video testimony that the fee was “dramatically higher than competitors’.”\u003c/p\u003e\n\u003cp\u003eOne former Google exec wrote in an email in 2018, which was presented in court, that the fee was “not long-term defensible.”\u003c/p\u003e\n\u003cp\u003eIn a statement to \u003cem\u003eThe Verge\u003c/em\u003e, a Google \u003ca href=\"https://www.theverge.com/2024/9/16/24244357/google-adx-take-rate-commission-antitrust-trial\" target=\"_blank\" rel=\"noreferrer noopener\"\u003espokesperson said\u003c/a\u003e, in part: “Publishers keep the vast majority of the revenue when they use Google’s advertising technology, and our fees are transparent and in line with industry rates.”\u003c/p\u003e\n\u003cp\u003eThe DOJ aimed to make the case that customers still did business with Google despite the alleged higher fees because the company only allowed access to its substantial advertiser base through its own Google Ad Network, \u003ca href=\"https://www.theverge.com/2024/9/16/24244357/google-adx-take-rate-commission-antitrust-trial\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to\u003c/a\u003e \u003cem\u003eThe Verge\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eIn 2019, Google started preventing publishers from setting higher floor prices for Google Ad Exchange, which could have encouraged competition during ad auctions; Stephanie Layser, a former NewsCorp programmatic exec who is currently with AWS, said \u003ca href=\"https://www.theverge.com/2024/9/11/24241386/former-news-corp-executive-google-doj-ad-tech-trial\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eduring a testimony\u003c/a\u003e on the second day of the trial, “I felt like they were holding us hostage.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eHeader bidding takes center stage\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThat leads us to header bidding, which \u003ca href=\"https://www.thecurrent.com/what-the-tech-google-antitrust-trial-digital-advertising-ad\"\u003eallows publishers\u003c/a\u003e to offer ad inventory to multiple buyers, which could increase the price. But it also allowed publishers to receive bids before making those impressions available in Google’s ad exchange.\u003c/p\u003e\n\u003cp\u003eChris LaSala, a former Google exec, \u003ca href=\"https://www.justice.gov/atr/media/1367896/dl\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote in a 2016 email\u003c/a\u003e released during the trial that the company needed to “fight off the existential threat posed by header bidding.”\u003c/p\u003e\n\u003cp\u003eGoogle introduced “exchange bidding” in the 2010s as an apparent response to header bidding; one internal Google email presented in court described exchange bidding as a “way to stem the bleeding” being caused by header bidding, \u003ca href=\"https://digiday.com/marketing/google-antitrust-trial-reveals-the-succeed-at-all-costs-culture-behind-the-pursuit-of-ad-market-domination/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to\u003c/a\u003e \u003cem\u003eDigiday\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eIn a \u003ca href=\"https://mlexmarketinsight.com/news/insight/google-told-employees-to-make-its-own-auction-tool-only-slightly-better-than-header-bidding-us-doj\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2016 email\u003c/a\u003e, former Google employee Jonathan Bellack, who testified during the trial on Sept. 20, said that header bidding was “measurably impacting” the company’s revenue and that the goal was to make exchange bidding “slightly better” than header bidding. Bellack confirmed that this was the company’s guidance during his testimony.\u003c/p\u003e\n\u003cp\u003e“It would be the equivalent of Coca-Cola selling their product to a local bodega for 70 cents and to Walmart for $1,” Jed Dederick, chief revenue officer at The Trade Desk, said during a testimony on the third day of the trial. “It didn’t, and wouldn’t, make sense to us unless there was something else happening.”  \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eGoogle’s approach to competition\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eIn its lawsuit, the DOJ alleged that Google maintained an ad tech monopoly, partly, by making acquisitions that would “neutralize or eliminate ad tech competitors,” including DoubleClick. Another such acquisition, the DOJ argued on Sept. 16 (as the trial entered its second week), was Admeld, which created yield management tools.\u003c/p\u003e\n\u003cp\u003eA 2010 email from current YouTube CEO Neal Mohan, presented in court, said that Google had “missed the yield manager threat.” The company bought AdMeld in 2011, integrated the tech into its ad exchange and shut it down two years later, \u003ca href=\"https://www.bloomberg.com/news/articles/2024-09-16/us-says-google-saw-ad-startup-as-a-threat-and-bought-it\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to\u003c/a\u003e \u003cem\u003eBloomberg\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eMohan, though, said in court that Google only bought AdMeld because the tech was a “gap in our portfolio” that the company need to close “as quickly as possible.” \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThis story was updated on Sept. 27 to reflect the conclusion of the trial. Closing arguments are scheduled for Nov. 25. \u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc. An individual from The Trade Desk is among the 68 people included on the trial witness list. \u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e \u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732404543025},"getContentData({\"slug\":\"what-the-tech-seed-audiences-data-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"qyftf916xv5pk4Bz_VGEx","originalArgs":{"slug":"what-the-tech-seed-audiences-data-advertising","token":""},"startedTimeStamp":1732404542761,"data":{"metadata":{"datePosted":"2023-11-30T09:01:00-08:00","dateCreated":"2023-11-30T08:25:30-08:00","dateUpdated":"2024-08-23T14:04:34-07:00","title":"What the Tech are seed audiences? | The Current","description":"How seed audiences form the basis for targeted ad campaigns.","image":{"alt":"What the Tech are seed audiences?","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_SeedAudiences_1920x1080px_FacebookMetadata_v2sm.gif","width":480,"height":270,"isLandscape":true},"imageTwitter":{"alt":"What the Tech are seed audiences?","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_SeedAudiences_1920x1080px_TwitterMetadata_v1.jpg","width":1921,"height":1081,"isLandscape":true},"author":"John McDermott","themes":["Office Hours","gated content"],"url":"https://www.thecurrent.com/what-the-tech-seed-audiences-data-advertising","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2441846,"slug":"what-the-tech-seed-audiences-data-advertising","postDate":"2023-11-30T09:01:00-08:00","heading":"What the Tech are seed audiences?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"What the Tech are seed audiences?","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_SeedAudiences_1920x1080px_FeaturedImage_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"What the Tech are seed audiences?","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_SeedAudiences_1200pxSquare_v1sm.gif","width":400,"height":400,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Ollie Catton / The Current\u003c/p\u003e","previewImage":{"alt":"What the Tech are seed audiences?","url":"https://www.thetradedesk.com/assets/global/WhatTheTech_SeedAudiences_1920x1080px_PreviewImage_v2sm_2023-11-30-163911_citd.gif","width":480,"height":270,"isLandscape":true},"authors":[{"id":1508844,"slug":"john-mcdermott","fullName":"John McDermott","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":869692,"title":"Office Hours","slug":"office-hours","uri":"sections/office-hours","description":"Everything digital marketers need to know to make their jobs easier.","themeHighlightColor":""},{"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\u003eRunning a targeted ad campaign is a complex process that requires combining myriad pieces of data to build audience segments and serve them ads in the right context. At the center of many of those ad campaigns is a seed audience — or a group of customers who serve as a basis to find other consumers with similar interests or behaviors who might be interested in the brand’s product.\u003c/p\u003e\n\u003cp\u003eBelow is an explanation of what seed audiences are, how they work, and why they’re so valuable to marketers. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eSo, what are seed audiences? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAs mentioned earlier and as the name implies, seed audiences provide the basis for many targeted ad campaigns — the benchmark from which different targeting strategies and target segments are derived.\u003c/p\u003e\n\u003cp\u003eMany marketers can build seed audiences by \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-first-and-third-party-data\"\u003eanalyzing data\u003c/a\u003e about their customers and identifying similarities between different demographic groups. Seed audiences help a brand use what they know about their customers to expand their audience.\u003c/p\u003e\n\u003cp\u003eFor example: An apparel brand collects first-party data, such as email, zip code, and items purchased, about its e-commerce customers. The apparel brand can look at this data and glean that its customers in Southern California tend to buy the brand’s T-shirts, while its Midwestern customers are more likely to buy sweatshirts. These seed audiences can inform future advertising campaigns. Going forward, the apparel brand can target consumers in Southern California with ads for its T-shirts and show off its hoodies to shoppers in the Midwest.\u003c/p\u003e\n\u003cp\u003eAdvertisers who have a direct relationship with their customers can use first-party data to create a seed for modeling to find new customers with similar attributes. However, if they don’t have first-party data, they shouldn’t worry. They can potentially use quality third-party data that’s relevant to their audience to create a seed. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eRemind me, what are lookalike audiences? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eLookalike audiences are the target audiences derived from seed audiences. For a deeper dive, we have an \u003ca href=\"https://www.thecurrent.com/what-the-tech-are-lookalikes\"\u003eexplainer for that\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eIn short, advertisers have a profile of the people they’d most like to reach within their campaign. Advertisers can find lookalike audiences by matching their seed with additional third-party data to create a pool of potential new customers. This lookalike audience is derived from device IDs, cookies, and — increasingly — other identifiers that overlap with the advertiser’s own audience. The idea is to build a new audience of people who behave just like (or “look like”) their existing audience.\u003c/p\u003e\n\u003cp\u003eThis is a valuable way for advertisers to use their data to find new customers and extend their reach far beyond simply targeting their known audiences. \u003cbr /\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhy are seed audiences important? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eSeed audiences — and their natural corollary, lookalikes — can help brands spend their advertising budgets more wisely.\u003c/p\u003e\n\u003cp\u003eIn building seed audiences, brands identify meaningful demographic similarities, and behavioral and shopping patterns between their customers. Brands then use this information to identify consumers (lookalike audiences) who are more likely to buy their products and services. This can help the brand extend the \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-incrementality\"\u003eincremental reach\u003c/a\u003e of its advertising campaigns and may help increase its \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-roas\"\u003ereturn on advertising spend\u003c/a\u003e. Instead of targeting people who already buy the brand, the brand can advertise to potential new customers. Significantly, building a seed audience allows advertisers to refine their targeting strategy before a campaign is even live, enabling them to better evaluate not only which audiences are most relevant, but also which channels, publishers, and geographies are relevant, too. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhy is first-party data so important? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAhead of Google’s plan to deprecate cookies from the Chrome browser, many marketers and publishers have determined the importance of first-party data. For a start, brands need to collect it directly from their customers, with their expressed permission, whereas third-party cookie tracking was, historically, conducted passively.\u003c/p\u003e\n\u003cp\u003eThe fact is that first-party data is the best way to maintain a semblance of addressability — i.e., knowing who is being targeted — and that data can come from a publisher or advertiser (or both). Whether an advertiser is targeting a known user or using it to model new audiences, it still comes down to how they can scale those audiences across publishers with IDs they can potentially leverage for frequency control, retargeting, and measurement — all of which need some kind of addressability.\u003c/p\u003e\n\u003cp\u003eThis has led many marketers to embrace identity solutions, such as \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-unified-id-2-0\"\u003eUnified ID 2.0\u003c/a\u003e, as privacy-conscious, cross-platform identifiers for internet users that can do the work, and then some, of cookies. This allows marketers to continue building seed audiences and conducting targeted campaigns while respecting users’ data privacy and providing them with relevant content. \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":1732404542792},"getContentData({\"slug\":\"what-the-tech-is-unified-id-2-0\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"f5uqQcpCj4kj-xuLYZG3w","originalArgs":{"slug":"what-the-tech-is-unified-id-2-0","token":""},"startedTimeStamp":1732404544320,"data":{"metadata":{"datePosted":"2021-02-23T08:28:00-08:00","dateCreated":"2021-02-24T10:31:07-08:00","dateUpdated":"2024-08-23T14:00:18-07:00","title":"What the Tech is Unified ID 2.0? | The Current","description":"Unpacking the basics of identity on the internet","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_UnifiedID2_1920x1080_logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_UnifiedID2_1920x1080_nologo.jpg","width":1920,"height":1080,"isLandscape":true},"author":"John McDermott","themes":["Office Hours","The Latest","Open Internet","Premium","gated content"],"url":"https://www.thecurrent.com/what-the-tech-is-unified-id-2-0","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":453126,"slug":"what-the-tech-is-unified-id-2-0","postDate":"2021-02-23T08:28:00-08:00","heading":"What the Tech is Unified ID 2.0?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_UnifiedID2_1920x1080_nologo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/WhatTheTech_Series_UnifiedID2_1920x1080_nologo.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508844,"slug":"john-mcdermott","fullName":"John McDermott","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":869692,"title":"Office Hours","slug":"office-hours","uri":"sections/office-hours","description":"Everything digital marketers need to know to make their jobs easier.","themeHighlightColor":""},{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""},{"id":1902599,"title":"Open Internet","slug":"open-internet","uri":"sections/open-internet","description":"The latest news and perspectives on the internet outside the walled gardens.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""},{"id":3302064,"title":"gated content","slug":"gated-content","uri":"sections/gated-content","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIf you’ve spent any time on the internet over the past two years, you’ve almost certainly encountered website pop-ups asking you to accept “cookies.” And you’ve probably asked yourself, \u003cem\u003eWhat exactly is a cookie?\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003eCookies might be indecipherable to the average consumer, but they’re hugely important in terms of how the internet operates and pays for itself. For more than two decades, cookies have been the primary method for driving relevance in advertising on the internet.\u003c/p\u003e\n\u003cp\u003eChanges to internet platforms’ privacy policies threaten to render cookies\nobsolete in the near future, leaving the digital advertising industry to find a viable alternative. \u003c/p\u003e\n\u003cp\u003eHence the emergence of identity solutions like \u003cstrong\u003e\u003ca href=\"https://unifiedid.com/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eUnified ID 2.0\u003c/a\u003e\u003c/strong\u003e, an upgrade to cookies that preserves the essential value exchange of relevant advertising, while improving consumer controls. Many believe that Unified ID 2.0 will be one of several solutions that will replace cookies as an industry standard. Unified ID 2.0 is just as inscrutable a term as an advertising cookie, though. So to help you better understand language of internet identity, we’ve answered some basic questions you might have.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eLet’s back up. First, what’s a cookie?\u003c/strong\u003e\u003cbr /\u003eA cookie is a tiny piece of software code that gets installed on your web browser when you visit a website. Cookies help the website identify you and recognize you on subsequent visits.\u003c/p\u003e\n\u003cp\u003eFor example, your favorite retailer puts a cookie on your web browser when you visit the store's website, for example. (A so-called “first-party cookie.”) That allows the retailer to recognize your account so you don’t have to sign in every time you visit.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eCarry on… \u003cbr /\u003e\u003c/strong\u003eBut there are also third-party cookies, which are created by companies other than the website the user is visiting, such as advertising companies. Third-party cookies enable advertisers to serve up digital ads relevant to the user’s preferences and interests. These ads, in turn, help fund the content that the user enjoys. The more relevant those ads are to the user, the more valuable the ad is to the publisher, the better content they can produce.\u003c/p\u003e\n\u003cp\u003eIn an ideal world, cookies are also intended to improve the consumer experience, too. If advertisers have a better sense of consumer interests, they can deliver ads more relevant to those interests. Imagine not having to watch endless ads for products we’re not interested in?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhy are cookies going out of fashion?\u003cbr /\u003e\u003c/strong\u003eCookies are an archaic technology. They were first developed in 1994 when inventors at Netscape realized that, without a technology such as cookies, websites were essentially blind and deaf, and therefore not well suited for commercial activities, such as selling stuff. \u003c/p\u003e\n\u003cp\u003eHowever, we’ve come a long way since 1994. For one thing, the internet is everywhere, not just on your desktop. More and more internet usage now occurs in mobile apps and connected TV devices, where cookies are largely irrelevant and new identifying technologies have been developed. \u003c/p\u003e\n\u003cp\u003eAt the same time, major tech platforms such as Apple, Firefox and Google have all started to limit the use of third-party cookies on their web browsers.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYikes. What’s the industry going to do?\u003cbr /\u003e\u003c/strong\u003eThe simple answer is that the industry needs a better alternative to cookies: One that works across all digital channels; one that better explains its value to consumers; as well as providing the consumer with greater control.\u003c/p\u003e\n\u003cp\u003eEnter Unified ID 2.0. If the cookie was the ad internet’s first universal identifier, then Unified ID 2.0 is a new and improved version. And in lieu of cookies, Unified ID 2.0 uses consumers’ anonymized email addresses which is gathered from a user logging into a website or app (mobile or connected TV). \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhy is it called Unified ID?\u003cbr /\u003e\u003c/strong\u003eWhen a consumer logs into a website with their email address, an identifier is created based on a hashed and salted, or anonymized version of that email. The identifier regularly regenerates itself, ensuring security. At the point of login, the consumer gets to see why the industry wants to create this identifier and understand the value exchange of relevant advertising, in simple terms (unlike today’s cookies). They also get to set their preferences on how their data is shared. So the consumer is in the driver’s seat. \u003c/p\u003e\n\u003cp\u003eIf the consumer is logging in through a supply partner that’s interoperable with Unified ID 2.0 they get the added benefit of being automatically logged in to any site that’s part of that supply network.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eSo... who’s behind this thing?\u003cbr /\u003e\u003c/strong\u003ePart of what made cookies so useful is they were the industry standard. Everyone — brands, publishers, ad tech companies — used them. The same dynamic is starting to happen with Unified ID 2.0. \u003c/p\u003e\n\u003cp\u003ePretty much the entire ad tech ecosystem has signed on. Index Exchange, Magnite, PubMatic, OpenX, SpotX, Criteo, LiveRamp and Neustar are all on board. Publishers such as MediaVine and FuboTV are now part of the UID community, along with The Washington Post and their Zeus technology platform that powers over 100 other media publishers including some of the leading daily newspapers in the US. Nielsen, the gold standard in media measurement, is making Unified ID 2.0 a core element of their upgraded measurement portfolio. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eHow does privacy factor in here?\u003cbr /\u003e\u003c/strong\u003eIt’s huge. One of the biggest knocks on cookies, and the primary reason they’re going away, is growing concern and regulation around user privacy. UID 2.0 aims to fix that problem in several ways:\u003cbr /\u003e\u003c/p\u003e\n\u003col\u003e\u003cli\u003e\u003cstrong\u003ePseudonymization.\u003c/strong\u003e A person’s UID 2.0 contains zero information about who they are in the real world. Rather, a person’s UID 2.0 is a string of numbers and letters that cannot be reverse engineered to an email address or any other form of identification. The UID 2.0 system also has no central storage of the mapping of UID 2.0’s to emails (there is no notion of ‘state’).\u003c/li\u003e\n \u003cli\u003e\u003cstrong\u003eGreater control for users.\u003c/strong\u003e UID 2.0 allows consumers to log in and monitor and adjust how their personal data is being used.\u003c/li\u003e\n \u003cli\u003e\u003cstrong\u003eGreater transparency.\u003c/strong\u003e When consumers opt in, it allows publishers and advertisers to give them a more personalized experience. It also allows many publishers to provide consumers free access to their websites, because of the value of the advertising. UID 2.0 will also better communicate this value exchange with consumers in a way that never consistently happened with cookies.\u003c/li\u003e\n\u003c/ol\u003e"}}],"readTime":6}},"fulfilledTimeStamp":1732404544350},"getContentData({\"slug\":\"untapped-advertising-potential-video-games-marketing-strategy\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"YfXt86PT80GM3-_08E067","originalArgs":{"slug":"untapped-advertising-potential-video-games-marketing-strategy","token":""},"startedTimeStamp":1732404598344,"data":{"metadata":{"datePosted":"2023-04-12T06:43:00-07:00","dateCreated":"2023-04-11T14:26:36-07:00","dateUpdated":"2023-06-12T12:36:38-07:00","title":"The untapped advertising potential in video games | The Current","description":"A recent survey suggests gamers are open to seeing more advertising in their video games. Experts break down what that could look like.","image":{"alt":"An 8-bit glowing treasure chest and megaphone held by an upward-facing palm.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition114_AdvertisingInGaming_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"An 8-bit glowing treasure chest and megaphone held by an upward-facing palm.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition114_AdvertisingInGaming_1920x1080_v1_2023-04-11-212906_jfzw.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Marketing Strategy","Stay up to date"],"url":"https://www.thecurrent.com/untapped-advertising-potential-video-games-marketing-strategy","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1862902,"slug":"untapped-advertising-potential-video-games-marketing-strategy","postDate":"2023-04-12T06:43:00-07:00","heading":"The untapped advertising potential in video games","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"An 8-bit glowing treasure chest and megaphone held by an upward-facing palm.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition114_AdvertisingInGaming_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"An 8-bit glowing treasure chest and megaphone held by an upward-facing palm.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition114_AdvertisingInGaming_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"An 8-bit glowing treasure chest and megaphone held by an upward-facing palm.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition114_AdvertisingInGaming_1920x1080_NoLogo_v1_2023-04-11-212858_wxiq.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":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","themeHighlightColor":""},{"id":1895301,"title":"Stay up to date","slug":"sign-up-for-the-current","uri":"sections/sign-up-for-the-current","description":"The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Super Mario Bros. Movie\u003c/em\u003e, based on the popular Nintendo video game franchise, opened to big numbers at the box office over the weekend. It comes after HBO’s \u003cem\u003eThe Last of Us\u003c/em\u003e, based on another hit video game series for PlayStation, became one of the network’s biggest shows of all time earlier this year. \u003c/p\u003e\n\u003cp\u003eIt would appear that Hollywood has finally figured out how to capitalize on video game fandom, after years of critical and commercial failures.  \u003c/p\u003e\n\u003cp\u003eMarketers want a piece of the action, too, and are encouraged by the scale of the opportunity. A \u003ca href=\"https://www.comscore.com/Insights/Presentations-and-Whitepapers/2023/2023-State-of-Gaming\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enew report\u003c/a\u003e by Comscore suggests that gamers are open to — and some state they’re \u003cem\u003ewanting\u003c/em\u003e — certain advertising experiences. But while the majority of gamers play on multiple platforms, some of those platforms are riper for advertising opportunities than others. The bulk of the action is in mobile gaming, and the report suggests that marketers need to level up their efforts to reach those gamers who are most receptive to ads. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eGamers welcome in-game advertising \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAccording to Comscore, 74 percent of gamers — which it defined as anyone who plays on a gaming device multiple times a week or played at least once in the past month, minus those who \u003cem\u003eonly\u003c/em\u003e play mobile games — wouldn’t mind ads if there was a chance to be rewarded. Fifty-five percent actually wanted more chances to see rewarded ads in a given day.  \u003c/p\u003e\n\u003cp\u003eRewarded ads — which give players the option to see an ad in order to be granted a “reward,” like a bonus resource that you would otherwise have to pay money for — are primarily in mobile “freemium games,” according to Liam Deane, a principal analyst who specializes in the games market at tech research and consulting firm Omdia. \u003c/p\u003e\n\u003cp\u003eIan Essling, Comscore’s senior director of survey insights, cautioned that while it’s possible for these types of ads to show up more on big console and PC games in the future, they have an uphill battle with players. \u003c/p\u003e\n\u003cp\u003e“Gamers are more receptive to those ads in freemium games than if they already paid $60 for a console game,” he said. \u003c/p\u003e\n\u003cp\u003eIn fact, mobile gamers were least likely to be bothered by advertisements, according to Comscore. Twenty-three percent of mobile gamers said advertisements negatively impacted their experience, compared to 31 percent of console gamers and 35 percent of PC gamers.\u003c/p\u003e\n\u003cp\u003eAnother kind of advertising in video games that is gaining traction, particularly with sports and racing games, is intrinsic in-game advertising, which is when ads are baked into a game’s world (as a billboard, for example). \u003c/p\u003e\n\u003cp\u003eThis kind of advertising is small right now — accounting for less than $1 billion of gaming ad revenue — but Omdia estimates that it will grow to nearly $10 billion by 2027. \u003c/p\u003e\n\u003cp\u003eMost gamers may not mind: 55 percent said product placement in games “makes the experience more real,” according to Comscore’s survey. \u003c/p\u003e\n\u003cp\u003e“Gamers appreciate real brands in games when it makes sense,” Essling said. “Players are responsive to it, so there are plenty of opportunities for growth for games and ad placements that make sense.” \u003c/p\u003e\n\u003cp\u003eOne obstacle Essling noted, though, is that brands may not want to be associated with certain violent or crude games. \u003c/p\u003e\n\u003cp\u003eBoth types of in-game advertising could come with challenges if they were to expand, according to the experts \u003cem\u003eThe Current\u003c/em\u003e spoke with, but data shows that gamers could be receptive to the ads. The biggest challenges would be on console and PC games, while conversely, there is even more opportunity to place ads in mobile games, as those players could be more open to them. \u003cbr /\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eMarket dynamics are ripe for new advertiser opportunities in gaming\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThese insights come at a time when global in-game advertising revenue reached $67 billion in 2022 — with most of it coming from mobile games and nearly a third ($21 billion) from the U.S., according to Omdia. Revenue has tripled since 2018, and Omdia expects it to nearly equal linear TV ad revenue by 2027. \u003c/p\u003e\n\u003cp\u003eFrom an audience perspective, 76 percent of gamers play on multiple platforms, including mobile, consoles, and PCs, according to Comscore. Eighty-four percent of those surveyed had played freemium games (free-to-download games that offer in-game transactions) before. And there was a 7 percent increase in unique visitors to gaming sites or mobile apps in December 2022 compared to December 2019. \u003c/p\u003e\n\u003cp\u003eAs the scale of the opportunity continues to swell, Comscore’s 2023 State of Gaming indicates that marketers may need to be more open to experimenting with new strategies, like rewarded advertising and intrinsic advertising, to reach the gamers who would be most engaged with the ads. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732404598374},"getContentData({\"slug\":\"brand-love-summit-legacy-heritage-brands-nostalgia-innovation\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"VxAmmX7ZoCMSUZfw8scEr","originalArgs":{"slug":"brand-love-summit-legacy-heritage-brands-nostalgia-innovation","token":""},"startedTimeStamp":1732406255631,"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 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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 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pioneering them.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eLast week, Tupperware — the once-beloved 78-year-old food-container brand that was found in kitchens across America — filed for bankruptcy.\u003c/p\u003e\n\u003cp\u003eThe news underscores a difficult, truth for heritage brands: Age-old fan love by itself isn’t enough to gain the favor of new generations.\u003c/p\u003e\n\u003cp\u003eFittingly, \"relevancy\" was the theme of last week’s Engineering Brand Love Summit in Columbus, Ohio, hosted by networking community Brand Innovators and independent agency The Shipyard. Heritage brands like Pedialyte, Airstream and Goodyear Tires came together to discuss how they’re ensuring they remain relevant to modern consumers.\u003c/p\u003e\n\u003cp\u003eSpeaking on a panel, Josephine Severe, senior brand manager at Abbott’s Pedialyte and previously a manager of global branding and marketing at Tupperware Brands Corp., said the heritage brand failed to innovate and adapt to meet the demands of today’s shoppers. She pointed out that it wasn’t until 2022, after the peak of the pandemic, that the brand decided to introduce e-commerce.\u003c/p\u003e\n\u003cp\u003e“Right now on TikTok people are saying, ‘My mom will be devastated,\" said Severe. “So it was forgotten. Not taking the risks you need pins you into this box. It’s not enough to keep doing the same thing — you have to evolve with what consumers want.”\u003c/p\u003e\n\u003cp\u003ePedialyte, for instance, knows that it primarily caters to hydrating children, but that isn’t stopping it from showing consumers how adults can use its product — particularly those who have a soft spot for the brand from growing up with it. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=y-xJLKjAvYg","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn fact, the driving force behind Pedialyte’s strategy is nostalgia. David Sonderman, chief creative officer of The Shipyard, says heritage brands are uniquely positioned to tap into that emotion.\u003c/p\u003e\n\u003cp\u003e“Nostalgia is one of the most powerful tools,” Sonderman explained in a presentation called “Cheating Death.” “And here’s the thing— only older brands get to do it, because it’s authentic.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eNostalgia wins \u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eSonderman pointed to Barbie, Stanley and the Shipyard’s own work for the San Francisco Ballet as examples of brands that are surviving by incorporating nostalgia into their products or marketing, but also innovating along the way.\u003c/p\u003e\n\u003cp\u003eThe 65-year-old Barbie brand, for instance, kept its bright pink world and brought back past dolls to \u003ca href=\"https://www.thecurrent.com/hasbro-toy-game-companies-kidults-marketing-advertising-demographic\"\u003eappeal to adults\u003c/a\u003e who grew up with its brand, while refocusing how Barbie is all women (and not just the blonde bombshell) in its 2023 Warner Bros. film. Along with a \u003ca href=\"https://www.cnn.com/2023/09/13/business/barbie-toy-sales-circana/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e25% boost\u003c/a\u003e in sales of dolls, the film saw \u003ca href=\"https://www.foley.com/insights/publications/2023/12/barbie-movie-brand-placement-partnerships/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$1 billion\u003c/a\u003e at the box office in the first month it was out. The 111-year-old Stanley brand, on the other hand, changed its product’s appearance to target a \u003ca href=\"https://www.thecurrent.com/stanely-brands-women-advertising\"\u003enew gender demographic\u003c/a\u003e and saw its annual sales explode from an average of $70 million to \u003ca href=\"https://www.cnn.com/2024/03/01/business/stanley-maker-plans-for-product-launches/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$750 million in 2023\u003c/a\u003e. It also continues to partner with relevant brands on new designs, including Barbie.\u003c/p\u003e\n\u003cp\u003eWhen the SF Ballet was struggling to gain younger ballet attendees, it needed to find a way to could relate to this tech-savvy crowd, Sonderman said. So The Shipyard incorporated ChatGPT into the ballet’s digital and out-of-home ads, merging a centuries-old art form with AI-generated critiques. Sonderman said the clever campaign quadrupled the number of first-time ballet attendees.\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=hgxKDl2aZow","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003ePartnerships and new channels \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe way heritage brands keep their marketing relevant varies from brand to brand, but overall, they’re incorporating nostalgic elements while innovating with messaging and channels.\u003c/p\u003e\n\u003cp\u003eAirstream, the 93-year-old trailer company, is embracing it’s past while partnering with trending brands like REI, Pottery Barn and American Girl — the latter of which was to “purely get little girls excited about Airstream,” even though it would take maybe a decade until the fruits of the partnership might be realized. “We have to be incredibly patient as marketers,” said Hansen at the summit. \u003c/p\u003e\n\u003cp\u003eAirstream shares its historic story across its website and social channels, showing how it has changed through time. “As a heritage brand, a lot of people would shy away from the past, but what we’ve done is embrace our past,” said Hansen. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"A doll sitting in a toy airstream.","url":"https://www.thetradedesk.com/assets/global/Airstream_2024-09-23-213138_styl.jpg","width":624,"height":416,"isLandscape":true},"caption":"(Courtesy of Airstream)","horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"A doll sitting in a toy airstream.","url":"https://www.thetradedesk.com/assets/global/Airstream.jpg","width":624,"height":416,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“Fail forward and do it scared,” said Linda Lollo, global external digital communications manager at The Goodyear Tire \u0026amp; Rubber Company. The company recognized there was a disconnect between its popular blimp and the fact that it sells tires.\u003c/p\u003e\n\u003cp\u003eTo bridge that gap, it’s celebrating the Goodyear blimp’s 100th birthday next year with activations, merchandise and the tagline “Blimps are cool, buy tires.” \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003cblockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"\u003e\u003cdiv style=\"padding:16px;\"\u003e \u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" background:#FFFFFF; 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border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"\u003e\u003c/div\u003e \u003cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"\u003e\u003c/div\u003e\u003c/div\u003e\u003c/a\u003e\u003cp style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"\u003e\u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\"\u003eA post shared by Goodyear Blimp (@goodyearblimp)\u003c/a\u003e\u003c/p\u003e\u003c/div\u003e\u003c/blockquote\u003e\n\u003cscript async src=\"//www.instagram.com/embed.js\"\u003e\u003c/script\u003e","height":null,"mobileEmbedCode":"\u003cblockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; 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flex-grow: 0; height: 20px; width: 20px;\"\u003e\u003c/div\u003e \u003cdiv style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"\u003e\u003c/div\u003e\u003c/div\u003e\u003cdiv style=\"margin-left: auto;\"\u003e \u003cdiv style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"\u003e\u003c/div\u003e \u003cdiv style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"\u003e\u003c/div\u003e \u003cdiv style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"\u003e\u003c/div\u003e\u003c/div\u003e\u003c/div\u003e \u003cdiv style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"\u003e \u003cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"\u003e\u003c/div\u003e \u003cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"\u003e\u003c/div\u003e\u003c/div\u003e\u003c/a\u003e\u003cp style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"\u003e\u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\"\u003eA post shared by Goodyear Blimp (@goodyearblimp)\u003c/a\u003e\u003c/p\u003e\u003c/div\u003e\u003c/blockquote\u003e\n\u003cscript async src=\"//www.instagram.com/embed.js\"\u003e\u003c/script\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eSometimes it’s about the right mix of nostalgic spokespeople and new channels. Scott’s Miracle-Gro is running a series of spots featuring Martha Stewart across new channels, like CTV and Home Depot’s \u003ca href=\"https://www.adexchanger.com/commerce/scotts-miracle-gro-is-seeing-green-with-retail-media/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eretail media network\u003c/a\u003e. “What we need to do is connect to new audiences and grow a relationship with them,” said Saakait Mathur, brand director at The Scotts Miracle-Gro Company, on a panel.\u003c/p\u003e\n\u003cp\u003eMartha Stewart is a natural spokesperson for the brand, as she appeals to multiple generations and is still relevant today thanks to her partnerships with celebrities like Snoop Dogg, Mathur tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=-M0UC6WL2PA","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eNo matter the strategy, what’s apparent is that no heritage brand wants to end up like Tupperware, dying and left behind by its consumers.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732406255675},"getContentData({\"slug\":\"barbie-marketing-mattel-brand-warner-bros-media-campaign\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"S9lZe9bBWbdVzpmEOcbfn","originalArgs":{"slug":"barbie-marketing-mattel-brand-warner-bros-media-campaign","token":""},"startedTimeStamp":1732404617107,"data":{"metadata":{"datePosted":"2023-07-27T07:17:00-07:00","dateCreated":"2023-07-27T06:48:14-07:00","dateUpdated":"2023-07-27T10:32:18-07:00","title":"Breaking down the ‘Barbie’ marketing machine— from the plastic to fantastic | The Current","description":"“Barbie” is a box-office hit, but some experts criticized the marketing push behind the movie.","image":{"alt":"Barbie's foot stands on its toes in front of a pink stiletto heel that's made from a 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fantastic","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Barbie's foot stands on its toes in front of a pink stiletto heel that's made from a megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_BarbieMarketing_1920x1080_NoLogo_PreviewImage_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Barbie's foot stands on its toes in front of a pink stiletto heel that's made from a megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_BarbieMarketing_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Barbie's foot stands on its toes in front of a pink stiletto heel that's made from a megaphone.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_BarbieMarketing_1920x1080_NoLogo_PreviewImage_v1_2023-07-27-135644_yiwf.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":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eBarbie\u003c/em\u003e is a bona fide hit. \u003c/p\u003e\n\u003cp\u003eThe new movie, based on Mattel’s classic doll brand, dominated the box office over the weekend with \u003ca href=\"https://variety.com/2023/film/news/barbenheimer-box-office-barbie-oppenheimer-historic-weekend-1235678323/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$337 million\u003c/a\u003e worldwide in ticket sales, including $162 million in the U.S. A forceful marketing push by Mattel and the studio distributor Warner Bros. likely helped, along with a viral social media trend called “Barbenheimer,” in which thousands of moviegoers booked a double feature with \u003cem\u003eBarbie\u003c/em\u003e and the weekend’s other new release, \u003cem\u003eOppenheimer\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://variety.com/2023/film/box-office/barbie-marketing-campaign-explained-warner-bros-1235677922/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e\u003cem\u003eVariety\u003c/em\u003e\u003c/a\u003e reports that the marketing budget for \u003cem\u003eBarbie \u003c/em\u003ewas a colossal $150 million, even slightly more than the cost to make the movie. But while the film exceeded expectations at the box office, some marketing industry insiders and experts still had some critiques of the \u003cem\u003eBarbie\u003c/em\u003e campaign. \u003c/p\u003e\n\u003cp\u003eThe differing viewpoints suggest what marketers can learn about how to best use brand awareness for maximum impact, and what they could avoid. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eIt’s a Barbie world — is that a good thing? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eRyan Duffy, head of growth marketing at Medium, wrote in a \u003ca href=\"https://medium.com/@duffycommaryan/barbie-a-masterclass-in-movie-marketing-367aca2cc6e4\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epost\u003c/a\u003e on the platform that while such a large marketing spend isn’t uncommon for studio tentpoles, it was “how that money was deployed that makes the difference.” \u003c/p\u003e\n\u003cp\u003e“From traditional press to crossover media to creative out-of-home ads to experiential activations, Warner Bros. and Mattel left no stone unturned to make \u003cem\u003eBarbie\u003c/em\u003e not just a box office hit, but a rare monocultural event,” Duffy wrote. \u003c/p\u003e\n\u003cp\u003eHe praised the 100-plus brand partnerships in particular — including a partnership with Airbnb to bring a Barbie dream house to life — writing that the deals “extended the brand’s reach into every conceivable consumer category.” \u003c/p\u003e\n\u003cp\u003eRex Woodbury, author of the Digital Native newsletter, wrote in last week’s \u003ca href=\"https://digitalnative.substack.com/p/barbie-and-the-ai-generated-internet?utm_source=profile\u0026amp;utm_medium=reader2\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eedition\u003c/a\u003e that the \u003cem\u003eBarbie \u003c/em\u003ecampaign was “one of the more ingenious (and one of the more inescapable) in recent memory.” He spotlighted the website barbieselfie.ai in particular, a selfie generator that allowed people to make their own version of the movie’s poster. \u003c/p\u003e\n\u003cp\u003e“The campaign was genius in its inherent virality — it was accessible, simple, easy-to-understand,” Woodbury wrote. “Most importantly, it could be remixed endlessly.” \u003c/p\u003e\n\u003cp\u003eBut not everyone was impressed. Tom Goodwin, founder of the tech consultancy All We Have Is Now, suggested that the marketing campaign wasn’t especially remarkable in a LinkedIn \u003ca href=\"https://www.linkedin.com/posts/tomfgoodwin_heres-what-marketers-can-learn-from-barbies-activity-7089159393048453120-nMtk?utm_source=share\u0026amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epost\u003c/a\u003e, given that Barbie already had “99 percent brand awareness.” \u003c/p\u003e\n\u003cp\u003eHe added that “PR was easy to get [and] partnerships were easy to get because of brand equity, and everything was made easier by distinctive assets.” \u003c/p\u003e\n\u003cp\u003eDani Thibodeau, director of cultural strategy at Sparks \u0026amp; Honey, told \u003ca href=\"https://digiday.com/marketing/is-this-barbie-world-actually-fantastic-marketers-question-whether-the-movie-marketing-is-oversaturated/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e\u003cem\u003eDigiday\u003c/em\u003e\u003c/a\u003e that while the Airbnb collaboration made sense, some others didn’t, like Progressive Insurance and Lipton. \u003c/p\u003e\n\u003cp\u003e“Not every brand has a right to play in this space to the \u003cem\u003eBarbie \u003c/em\u003emovie,” Thibodeau told \u003cem\u003eDigiday\u003c/em\u003e. “Not every brand’s cultural moment is [their] cultural moment.” \u003c/p\u003e\n\u003cp\u003eMarketing professional Angelia McFarland wrote on LinkedIn that the onslaught of marketing tactics was more about “brute force” than skill. \u003c/p\u003e\n\u003cp\u003e“When you have the budget to blanket the globe and drown out every other message, of course you will convert,” she \u003ca href=\"https://www.linkedin.com/posts/angeliamcfarland_marketing-profit-profiting-activity-7089352741499666432-qTsv?utm_source=share\u0026amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eThose tactics even had the potential to drown out some of \u003cem\u003eBarbie\u003c/em\u003e’s own product partnerships, Metaforce co-founder Allen Adamson told \u003ca href=\"https://fortune.com/2023/07/20/mattel-marketing-barbie-movie-hot-pink-100-brands-worldwide/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e\u003cem\u003eFortune\u003c/em\u003e\u003c/a\u003e in a story published last week. \u003c/p\u003e\n\u003cp\u003e“There is such a stampede toward this that most people are going to get stepped on and will not be noticed,” he said. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e‘Barbenheimer’ blew up the box office \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eNot all the attention \u003cem\u003eBarbie \u003c/em\u003egot in its opening weekend was due to carefully planned marketing efforts. Some of it was a windfall from the viral “Barbenheimer” meme. \u003c/p\u003e\n\u003cp\u003e\u003cem\u003eBarbie \u003c/em\u003eand \u003cem\u003eOppenheimer\u003c/em\u003e’s combined ticket sales drove the total U.S. box office to one of its biggest weekends ever. “Barbenheimer” took audiences by storm, but it was largely a consumer-driven internet phenomenon that ended up benefiting both movies. \u003c/p\u003e\n\u003cp\u003eIn a recent \u003ca href=\"https://puck.news/barbenheimer-revisited/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eedition\u003c/a\u003e of his What I’m Hearing newsletter, Hollywood journalist Matt Belloni cited a survey from film research firm The Quorum that showed that 58 percent of moviegoers who saw both movies watched \u003cem\u003eOppenheimer \u003c/em\u003efirst, “suggesting there were more [\u003cem\u003eOppenheimer\u003c/em\u003e-director Christopher] Nolan fans who added \u003cem\u003eBarbie\u003c/em\u003e to their list than vice-versa.” \u003c/p\u003e\n\u003cp\u003eIn the U.S., 200,000 people had bought tickets for both movies on the same day as of early last week, the National Association of Theatre Owners \u003ca href=\"https://www.reuters.com/lifestyle/los-angeles-movie-fans-hit-multiplexes-barbenheimer-2023-07-21/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaid\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eNotably, both movies had much different approaches to marketing. Chris Sarandos, a marketing exec at Reddit, pointed out in a LinkedIn \u003ca href=\"https://www.linkedin.com/posts/chrissarandos_entertainment-entertainmentmarketing-entertainmentindustry-activity-7089269429821181952-Cdfb/?utm_source=share\u0026amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epost\u003c/a\u003e how \u003cem\u003eBarbie \u003c/em\u003eimplemented an “all out promotional blitz,” while Universal, the studio behind \u003cem\u003eOppenheimer\u003c/em\u003e, “took a much more ‘traditional’ approach and leveraged Christopher Nolan’s reputation.” \u003c/p\u003e\n\u003cp\u003e“Hollywood has long believed concurrent theatre releases are competing for a finite amount of moviegoer dollars, but Barbenheimer proved there is room for all,” Sarandos wrote. \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":1732404617163},"getSectionData({\"slug\":\"political\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"1CHh8h6mJ1snTTiwEYgDw","originalArgs":{"slug":"political","token":""},"startedTimeStamp":1732405172276,"data":{"metadata":{"datePosted":"2023-11-08T12:23:00-08:00","dateCreated":"2023-11-08T12:20:47-08:00","dateUpdated":"2024-07-24T07:49:58-07:00","title":"Political | The Current","description":"The latest on how ad tech is advancing political marketing in this election year, expected to be more digital than ever.","image":{"alt":"A TV with a graphic of three arrows in red, white and blue coming out of the screen","url":"https://www.thetradedesk.com/assets/global/image002_01DA08EE210CDA20.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A TV with a graphic of three arrows in red, white and blue coming out of the screen","url":"https://www.thetradedesk.com/assets/global/image002_01DA08EE210CDA20.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/sections/political","noIndex":false,"type":"themes"},"data":{"id":2411143,"title":"Political","heading":null,"image":{},"description":"In this election year, discover the latest topics and trends in political marketing as a new era of digital-first advertising is 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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":1732405172770},"getContentData({\"slug\":\"retail-data-europe-ctv-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"qyXfzWJ9zK937HSEI19Sw","originalArgs":{"slug":"retail-data-europe-ctv-media","token":""},"startedTimeStamp":1732405174325,"data":{"metadata":{"datePosted":"2024-03-06T11:57:00-08:00","dateCreated":"2024-03-06T10:21:40-08:00","dateUpdated":"2024-03-06T11:57:33-08:00","title":"Retail data has taken over Europe. Now what? | The Current","description":"A wave of retail data is sweeping Europe, with advertisers increasingly relying on it amid cookie deprecation and an evolving regulatory landscape.","image":{"alt":"two small plastick people pushing shopping carts stand within a 3 dimensional computer hand pointing cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_WaveRetailDataEurope_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"two small plastick people pushing shopping carts stand within a 3 dimensional computer hand pointing cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_WaveRetailDataEurope_1920x1080px_Logo_v1_2024-03-06-182838_odqy.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Zac Wang","themes":["Retail"],"url":"https://www.thecurrent.com/retail-data-europe-ctv-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2631169,"slug":"retail-data-europe-ctv-media","postDate":"2024-03-06T11:57:00-08:00","heading":"Retail data has taken over Europe. Now what?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"two small plastick people pushing shopping carts stand within a 3 dimensional computer hand pointing cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_WaveRetailDataEurope_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"two small plastick people pushing shopping carts stand within a 3 dimensional computer hand pointing cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_WaveRetailDataEurope_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"two small plastick people pushing shopping carts stand within a 3 dimensional computer hand pointing cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_WaveRetailDataEurope_1920x1080px_NoLogo_v1_2024-03-06-182939_apwv.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1611149,"slug":"zac-wang","fullName":"Zac Wang","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Zac Wang, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/HeadshotBW.png","width":1200,"height":1200,"isLandscape":false},"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692072,"title":"Retail","slug":"retail","uri":"sections/retail","description":"Stories about the emerging retail media market, including the latest brand partnerships.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eRetail data’s ascent to the upper echelons of European advertising royalty is increasingly looking like fait accompli.\u003c/p\u003e\n\u003cp\u003eJust in the last three months, British retailer Sainsbury’s loyalty arm Nectar, last-mile delivery app Gopuff and German retailer REWE have announced retail data integrations with The Trade Desk, enabling advertisers to leverage shopper data for off-site targeting across the open internet.\u003c/p\u003e\n\u003cp\u003eThey join the likes of Ocado, Glovo, Rossmann and Schwarz in opening up access to their shopper data to advertisers in a retail media wave that is sweeping Europe.\u003c/p\u003e\n\u003cp\u003eRecent estimates suggest that in the U.K., Germany and France, retail media ad spend is \u003ca href=\"https://content-na1.emarketer.com/france-germany-uk-retail-media-ad-spending-forecasts-2024?_gl=1*qvfj6t*_ga*MTYyMzEwODM4MS4xNzAxODg1NTAx*_ga_XXYLHB9SXG*MTcwNTY4MDM1NC4zLjEuMTcwNTY4MDQyMy42MC4wLjA.*_gcl_au*MTgyMzAwMzczOS4xNzAxODg1NTAx\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eset to more than double\u003c/a\u003e by 2027, based on 2023 figures, outpacing all other digital channels in terms of growth. And that’s after it took only seven years for retail media to reach 3 billion pounds in spend in the U.K., compared to the 13 and 17 years it took social and search, respectively.\u003c/p\u003e\n\u003cp\u003eThe reasons for this meteoric growth are well known by now — for one, retailers’ first-party shopper data is extra valuable for brands selling stuff on retailers’ sites. But the full potential of retail data may reside off-site, in helping brands find audiences across the internet as third-party cookies disappear.\u003c/p\u003e\n\u003cp\u003eNow that some of Europe’s biggest retailers have laid out their retail media ambitions, the channel’s real growth could still be ahead of us.\u003c/p\u003e\n\u003cp\u003e“The main thing I anticipate we’ll see in retail media in 2024 is more,” says Gil Sadeh, chief growth officer at Skai.\u003c/p\u003e\n\u003cp\u003e“More retailers still joining the bandwagon; more placements and options from existing retailers and commerce advertisers; more metrics and data points; more collaborations and partnerships between retailers, social and media outlets; and more connections that will start to form in the intersection of retail and media.” \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eRetail data goes mainstream in Europe\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIn the U.K., virtually all major grocers and retailers have now made their shopper data available to advertisers, whether through their own retail media platforms or via integrations with third parties. The most recent are The Co-Op and Currys, which announced retail media networks in January and last December, respectively. Tesco, Asda, Boots and Morrisons, among others, are already in the game.\u003c/p\u003e\n\u003cp\u003eThe landscape is just as busy on the continent. In France, major retailers Auchan, E.Leclerc and even the glitzy Galeries Lafayette are active in the space. In Germany, domestic retailers like Otto, MediaMarkt and Douglas are taking on Amazon’s dominance in retail media. Retail giant Schwarz Group, owner of Lidl, made some of its retail data available via The Trade Desk last year.\u003c/p\u003e\n\u003cp\u003eRetailers Ahold Delhaize in the Netherlands, Allegro in Poland and Profi in Romania further complete the picture of retail data’s ascent in Europe. \u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eRetail data beyond retailers\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eBut advertisers are starting to realize that just being given access to shopper data isn’t enough, says Thorsten Decker, chief strategy officer at Omnicom Media Group Germany. “It’s not just about the product itself; it’s about crafting new consumer experiences that leave a lasting impression.”\u003c/p\u003e\n\u003cp\u003e“It’s time to move beyond the sheer number of providers and focus on the usability of data and insights, demanding a new level of holistic approaches,” says Decker.\u003c/p\u003e\n\u003cp\u003eTo that end, some European retailers are experimenting with porting retail data into off-site environments, including in places where cookies never really worked to begin with, \u003ca href=\"https://www.nectar360.co.uk/case-studies/crisp-brand-sky-tv/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elike connected TV (CTV)\u003c/a\u003e. That means using retail data not just for conversions, but also to help build brand awareness.\u003c/p\u003e\n\u003cp\u003e“Retail media is quickly going full funnel,” says Skai’s Sadeh. A recent example is toilet paper brand Andrex’s campaign with online grocer Ocado in the U.K. Media agency PHD Media took Ocado’s shopper data and built audience segments based on Andrex buyers, featuring shoppers who typically purchase in similar categories, such as beauty and household products. They found incremental new customers on open-internet environments like CTV and podcasts, which resulted in a return on ad spend five times above expectations.\u003c/p\u003e\n\u003cp\u003eAdvertisers are also looking past the “what” of a purchase and leveraging the “how” and “when,” thanks to integrations with last-mile delivery apps such as Gopuff and Glovo. “Gopuff’s ability to create bespoke audience cohorts has allowed brands to drive high levels of new-to-brand buyers by leveraging custom, real-time segments of category buyers who have yet to purchase their brand,” says Daniel Folkman, SVP of business at Gopuff, pointing to work done with a large confectionery conglomerate that saw it attain 30% better results on Gopuff compared to using traditional advertising channels.\u003c/p\u003e\n\u003cp\u003eBut some argue that creativity may be the missing ingredient to fully unlock retail data’s potential in off-site environments.\u003c/p\u003e\n\u003cp\u003e“We have yet to push beyond media placement and targeting and combine it with a more creative approach,” says Tina Allan, global chief data and intelligence officer at FCB. “We can bring the voice of the brand into the placement by weaving that narrative and brand story through performance channels creatively.”\u003c/p\u003e\n\u003cp\u003eIt may not be far-fetched, then, to think that we may start seeing some winners leveraging retail data insights at this year’s Cannes Lions.\u003c/p\u003e\n\u003cp\u003e“I’m excited for creative innovation, increased personalization, augmented reality, the emergence of voice commerce, and CTV experiences that will evolve in these places,” says Allan. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eWhat’s next for retail data in Europe\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAs we eagerly await the first retail-data-powered Cannes Lions winner, a lack of standardization — an issue that was \u003ca href=\"https://www.thecurrent.com/european-retailers-race-retail-media\"\u003ealso raised\u003c/a\u003e with \u003cem\u003eThe Current \u003c/em\u003eby IAB Europe chief economist Daniel Knapp last year — could be holding back advertisers from investing even more in the space.\u003c/p\u003e\n\u003cp\u003eIn Skai’s 2024 state of \u003ca href=\"https://skai.io/reports-and-whitepapers/2024-state-of-retail-media-report/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eretail media study\u003c/a\u003e, respondents placed standardization as a minor factor among the critical challenges that might drive less investment in retail media. But Sadeh thinks marketers may be misdirecting their worries.\u003c/p\u003e\n\u003cp\u003e“Topping the charts were ‘analytics and reporting limitations,’ ‘lower ROI compared to other channels’ and ‘difficulty proving investment incrementality’ — issues that could be considered symptoms of a lack of standards in the first place,” Sadeh says.\u003c/p\u003e\n\u003cp\u003e“With a rise in standardization and attribution in retail media, we expect to see the industry start to take a more serious approach toward performance metrics such as iROAS [incremental return on ad spend] as advertisers seek greater transparency and uniformity in evaluating the effectiveness of their spend,” says Gopuff’s Folkman.\u003c/p\u003e\n\u003cp\u003eUltimately, as the pool of retail data that European marketers can choose from grows ever larger, being able to achieve scale in a privacy-conscious way will likely become a key consideration for advertisers, with third-party cookies deprecating and European privacy laws evolving.\u003c/p\u003e\n\u003cp\u003e“Two things will factor into who will raise above the pack: reach and impact,” says Sadeh. “The more data and information you have, the more placements, opportunities and audiences you reach, the broader this one remaining source of data can have an impact.” \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk, Inc. This information is provided solely for background and is not a representation or guarantee of any future performance.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732405174386},"getContentData({\"slug\":\"google-antitrust-trial-ad-tech-search\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"EHaEz02Bw13p6WXfL46bY","originalArgs":{"slug":"google-antitrust-trial-ad-tech-search","token":""},"startedTimeStamp":1732405329142,"data":{"metadata":{"datePosted":"2024-09-05T05:00:00-07:00","dateCreated":"2024-09-04T13:22:50-07:00","dateUpdated":"2024-09-06T10:59:45-07:00","title":"What to watch for in the Google ad tech trial that could redefine digital advertising | The Current","description":"The Justice Department claims Google monopolizes ad tech products in three markets, while the company argues that competition has increased.","image":{"alt":"A hand holding a gavel with cracks forming beneath the surface of where the gavel hits.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition184_GoogleTrial_1920x1080_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A hand holding a gavel with cracks forming beneath the surface of where the gavel hits.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition184_GoogleTrial_1920x1080_v1-1_2024-09-04-211101_bxxg.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Data Privacy"],"url":"https://www.thecurrent.com/google-antitrust-trial-ad-tech-search","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3327192,"slug":"google-antitrust-trial-ad-tech-search","postDate":"2024-09-05T05:00:00-07:00","heading":"What to watch for in the Google ad tech trial that could redefine digital advertising","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"A hand holding a gavel with cracks forming beneath the surface of where the gavel hits.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition184_GoogleTrial_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{"alt":"A hand holding a gavel with cracks forming beneath the surface of where the gavel hits.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition184_GoogleTrial_1920x1080_NoLogo_v1_2024-09-04-210913_cvms.jpg","width":1920,"height":1080,"isLandscape":true},"featuredPreviewImage":{"alt":"A hand holding a gavel with cracks forming beneath the surface of where the gavel hits.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition184_GoogleTrial_1200x1200_v1-2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A hand holding a gavel with cracks forming beneath the surface of where the gavel hits.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition184_GoogleTrial_1920x1080_NoLogo_v1.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\u003eFive weeks after a federal judge ruled that Google illegally \u003ca href=\"https://www.thecurrent.com/google-antitrust-federal-judge-monopoly-search-advertising\"\u003emaintained a monopoly\u003c/a\u003e over search, the company faces another antitrust trial, this time over its ad tech business. \u003c/p\u003e\n\u003cp\u003eJonathan Kanter, head of the Department of Justice’s antitrust division, has said that the Google search ruling belongs on the \u003ca href=\"https://www.politico.com/newsletters/west-wing-playbook/2024/08/13/the-mt-rushmore-of-antitrust-cases-00173847\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e“Mount Rushmore of antitrust cases.”\u003c/a\u003e Now all eyes are on the looming ad tech trial, which begins Sept. 9. Pretrial proceedings have already shed light on some of Google’s practices, as well as the DOJ’s potential case against the tech giant, according to experts who spoke with \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\u003cp\u003e“The way the market is defined [could] be a major first argument between the DOJ and Google,” Sarah Kay Wiley, policy and partnerships director at Check My Ads, a digital advertising watchdog group, tells \u003cem\u003eThe Current\u003c/em\u003e. “In order to prove a ‘monopoly’ exists, the first step is deciding the monopoly of ‘what’ — that is what we mean by defining the relative market. \u003c/p\u003e\n\u003cp\u003e“Google is going to try to argue that markets the DOJ puts forth — publisher ad servers, ad networks and ad exchanges — are too narrow to actually exist, but we haven’t really seen what Google thinks the market should be.” \u003c/p\u003e\n\u003cp\u003eGoogle, for its part, has argued that the ad tech space is highly competitive. In a \u003ca href=\"https://blog.google/outreach-initiatives/public-policy/doj-ad-tech-lawsuit-response/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eblog post\u003c/a\u003e last year responding to the DOJ’s lawsuit, Google VP of Global Ads Dan Taylor wrote, in part, that competition “is increasing as more and more companies enter and invest in building their advertising businesses.” \u003c/p\u003e\n\u003cp\u003eAt any rate, the stakes are high. Some experts say the results of the trial could pave the way for remarkable change in the digital advertising space. \u003c/p\u003e\n\u003cp\u003e“I think the ad tech trial might actually inform legislation,” says Jason Kint, CEO of Digital Content Next, referring to a \u003ca href=\"https://www.lee.senate.gov/2023/3/the-america-act\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebill introduced last year\u003c/a\u003e with bipartisan support that would target monopoly power in the ad tech industry. \u003c/p\u003e\n\u003cp\u003e“It’s a custom-designed piece of legislation that fits a lot of the symptoms here,” Kint tells \u003ca href=\"https://www.thecurrent.com/jason-kint-ceo-digital-content-next-google-trial\"\u003eThe Current Report\u003c/a\u003e. “And so [I think] there’ll be more activity based on this, both in Congress and in the courts.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat the DOJ’s lawsuit allege\u003c/strong\u003es \u003c/h2\u003e\n\u003cp\u003eThe DOJ and several state attorneys general \u003ca href=\"https://www.justice.gov/opa/pr/justice-department-sues-google-monopolizing-digital-advertising-technologies\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esued the tech giant\u003c/a\u003e in January 2023, alleging that it “monopolizes key digital advertising technologies.” Particularly, the lawsuit alleged Google has maintained a monopoly in three relevant antitrust markets in the U.S.: publisher ad servers, ad exchanges and advertiser ad networks. \u003c/p\u003e\n\u003cp\u003eIn its lawsuit, the DOJ writes that Google “has corrupted legitimate competition in the ad tech industry by engaging in a systematic campaign to seize control of the wide swath of high-tech tools used by publishers, advertisers and brokers to facilitate digital advertising.” \u003c/p\u003e\n\u003cp\u003eThe lawsuit alleges that Google did this through two means: first, through a series of acquisitions that would “neutralize or eliminate ad tech competitors,” including by acquiring DoubleClick in 2008; and second, by forcing publishers and advertisers “to use its products while disrupting their ability to use competing products effectively.” \u003c/p\u003e\n\u003cp\u003e“If you are [operating] throughout an entire supply chain, both in the creation of content and the monetization of it, and you need to maximize your returns, then you’re going to take more and more out of that supply chain,” Kint says. “And that’s what we’ve seen happen [with Google]. And so where Google’s been successful, it’s harmed other parties.” \u003c/p\u003e\n\u003cp\u003eThe lawsuit also notes that Google keeps “at least 30 cents — and sometimes far more” of each advertising dollar generated through Google’s ad tech tools, and that the company would “earn far less in a competitive market.” \u003c/p\u003e\n\u003cp\u003e“By deploying opaque rules that benefit itself and harm rivals, Google has wielded its power across the ad tech industry to dictate how digital advertising is sold, and the very terms on which its rivals can compete,” the lawsuit alleged, in part. “Google abuses its monopoly power to disadvantage website publishers and advertisers who dare to use competing ad tech products in a search for higher-quality, or lower-cost, matches.” \u003c/p\u003e\n\u003cp\u003eIn April, Google \u003ca href=\"https://www.bloomberg.com/news/articles/2024-04-27/google-seeks-to-throw-out-ad-tech-antitrust-case-before-trial\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esought to throw out\u003c/a\u003e the DOJ’s lawsuit, arguing that it fabricated markets to make its case. Google also claimed that it does not meet the 70% threshold it says is required to be a monopoly. \u003c/p\u003e\n\u003cp\u003eIn its motion to dismiss, Google called the \u003ca href=\"https://www.reuters.com/legal/google-files-motion-summary-judgment-us-ad-tech-case-2024-04-26/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eDOJ’s case “doomed,”\u003c/a\u003e according to \u003cem\u003eReuters\u003c/em\u003e, because the company’s business practices are “lawful choices about whom to do business with and product improvements that benefited Google’s customers.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat\u003c/strong\u003e else has happened leading up to the trial \u003c/h2\u003e\n\u003cp\u003eIn a \u003ca href=\"https://www.adweek.com/programmatic/the-doj-alleged-google-destroyed-relevant-evidence-ahead-of-its-antitrust-adtech-trial/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epretrial hearing\u003c/a\u003e last week, Judge Leonie Brinkema said Google committed a “clear abuse of privilege” when considering a DOJ motion to find “adverse interference” by Google. \u003c/p\u003e\n\u003cp\u003eThe motion regarded a Google policy that automatically deleted employee chat history, to which Judge Brinkema said “an awful lot of evidence has likely been destroyed.” \u003c/p\u003e\n\u003cp\u003eIt’s not the first time that Google has faced scrutiny over its alleged inability to preserve potential evidence. Last year, a judge said that the company \"\u003ca href=\"https://www.reuters.com/legal/us-court-sanctions-google-deleting-evidence-antitrust-cases-2023-03-29/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efell strikingly short\u003c/a\u003e\" of preserving records, as part of a ruling in a separate antitrust class-action lawsuit. At the time, a Google spokesperson said that the company has “produced over 3 million documents, including thousands of chats.” \u003c/p\u003e\n\u003cp\u003e“While Judge Brinkema didn’t go so far as to issue a formal ruling, she did say that she would draw ‘inferences’ from witnesses,” Check My Ads’ Wiley says. “I suspect that she will not take kindly to surprises at trial if any more evidentiary destruction issues arise.” \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc. An individual from The Trade Desk is among the 68 people included on the trial witness list. \u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732405329175},"getAuthorData({\"slug\":\"emma-shepherd\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"xsbNF9u4x4Ua2YCsd604E","originalArgs":{"slug":"emma-shepherd","token":""},"startedTimeStamp":1732405293100,"data":{"metadata":{"datePosted":"2023-02-03T10:22:00-08:00","dateCreated":"2023-02-03T10:21:36-08:00","dateUpdated":"2024-07-29T08:04:45-07:00","title":"Emma Shepherd | The Current","description":"Emma Shepherd is a writer for The Current. After cutting her teeth in lifestyle and travel for Yahoo Australia, she was a reporter for trade publication Mumbrella before joining The Current.","image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/emma-shepherd","noIndex":false,"type":"authors"},"data":{"id":1709184,"title":"Emma Shepherd","featuredImage":{"alt":"Emma Shepherd, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/EmmaShepherd_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"fullName":"Emma Shepherd","positionTitle":null,"blurb":"Emma Shepherd joins The Current from Australian trade publication Mumbrella, bringing over six years of digital-writing experience to the news desk. Emma previously worked at publishing house Are Media and Yahoo Australia, covering all things entertainment, lifestyle, and travel, but realized her passion point was writing about the advertising industry after serving as a content analyst and writer for various marketing agencies.","contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/emma-shepherd-73854418/"}],"authorType":"staff","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"hidden"}},"fulfilledTimeStamp":1732405293137},"getContentData({\"slug\":\"fast-platforms-emerge-multibillion-dollar-advertising-engine\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"XKA0ZujZKGziXIu3atrdJ","originalArgs":{"slug":"fast-platforms-emerge-multibillion-dollar-advertising-engine","token":""},"startedTimeStamp":1732405293349,"data":{"metadata":{"datePosted":"2022-11-09T17:30:00-08:00","dateCreated":"2022-11-09T10:29:53-08:00","dateUpdated":"2022-11-10T07:07:01-08:00","title":"FAST platforms emerge as multibillion-dollar advertising engine | The Current","description":"Free ad-supported television (FAST) platforms have exploded in popularity since 2020","image":{"alt":"A CTV showing a series of FAST channels lifts off like a rocket, leaving a trail of gradient stripes and rocket smoke.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FASTChannels_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A CTV showing a series of FAST channels lifts off like a rocket, leaving a trail of gradient stripes and rocket smoke.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FASTChannels_1920x1080_Logo_2022-11-09-211507_orwu.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming","The Latest"],"url":"https://www.thecurrent.com/fast-platforms-emerge-multibillion-dollar-advertising-engine","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1563616,"slug":"fast-platforms-emerge-multibillion-dollar-advertising-engine","postDate":"2022-11-09T17:30:00-08:00","heading":"FAST platforms emerge as multibillion-dollar advertising engine","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"A CTV showing a series of FAST channels lifts off like a rocket, leaving a trail of gradient stripes and rocket smoke.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FASTChannels_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A CTV showing a series of FAST channels lifts off like a rocket, leaving a trail of gradient stripes and rocket smoke.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FASTChannels_1920x1080_NoLogo_2022-11-09-211456_ipov.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":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\u003eMore and more viewers are living life in the FAST lane. \u003cbr /\u003e\u003cbr /\u003eFree ad-supported television (FAST) platforms have exploded in popularity since 2020, with \u003cem\u003eVariety\u003c/em\u003e reporting an expected $6.1 billion in ad revenue for FAST platforms in the U.S. by 2025. To put that estimate in context, FAST platforms brought in $706 million in U.S. ad revenue in 2019. \u003cbr /\u003e\u003cbr /\u003eFAST’s rapid ascendance likely comes down to the fact it provides viewers free TV access to live content as well as vast catalogs of premium network content. From live news to a continuous loop of \u003cem\u003eThe Masked Singer\u003c/em\u003e, consumers have more choice than ever on FAST platforms. As subscription-service costs rise, so, too, does the attraction of FAST programming. \u003cbr /\u003e\u003cbr /\u003eAccording to a recent report from Comcast, 6 in 10 homes in the U.S. are using a FAST platform, with 1,400 FAST channels active in the U.S. alone across 22 different providers. Much of this growth has been driven by major media networks jumping into the FAST game, from Paramount buying Pluto TV in 2019 for $340 million, to Comcast buying Xumo in 2020 for over $100 million, to Fox buying Tubi in 2020 for $490 million. \u003c/p\u003e\n\u003cp\u003e“There’s no better value proposition than free,” Mark Rotblat, chief revenue officer at Tubi, tells \u003cem\u003eThe Current\u003c/em\u003e. With record inflation and economic headwinds, Rotblat believes adoption of FAST platforms could accelerate again in the near future. \u003c/p\u003e\n\u003cp\u003eDuring Fox’s most recent earnings call, CEO Lachlan Murdoch reported that Tubi’s ad revenue surpassed Fox Entertainment’s \u003ca href=\"https://www.adweek.com/convergent-tv/tubi-posts-breathtaking-revenue-growth-highest-total-viewing-time-ever/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efor the first time ever\u003c/a\u003e. Tubi grew its ad revenue by 30 percent to $165 million during the first quarter of FY ’23, driven by a 50 percent increase in total viewing time. Viewers watched a record 1.3 billion hours on the platform, with the company reporting it has more than 33 million monthly active users. \u003c/p\u003e\n\u003cp\u003eTubi isn’t the only FAST platform scaling to new heights. Pluto TV recently became \u003ca href=\"https://www.nielsen.com/insights/2022/sports-provide-a-lift-to-broadcast-tv-in-september-but-all-signs-still-point-to-streaming/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethe first FAST platform\u003c/a\u003e to make Nielsen’s monthly scouting report “The Gauge” by achieving 1 percent of overall TV viewership in September. The combination of rising ad revenues and time watched has caught the attention of advertisers. \u003cbr /\u003e\u003cbr /\u003e“When I look at the streaming universe, we have a limited amount of ad impressions and I need reach at a price that makes sense,” Kelly Metz, managing director of advanced TV activation at Omnicom Media Group, said during a talk at Advertising Week. “I embrace it for scale and what that can deliver across the consumer landscape in the United States.” \u003cbr /\u003e\u003cbr /\u003eAMC’s chief commercial officer, Kim Kelleher, tells \u003cem\u003eThe Current \u003c/em\u003ethat AMC Networks — which has 13 FAST channels across seven platforms — uses its channels as another way to monetize its content and provide a launching point to turn viewers to AMC, IFC, SundanceTV, and its streaming service AMC+. \u003cbr /\u003e\u003cbr /\u003e“A lot of companies are starting to look strategically at the full ecosystem as they’re doing their windowing, planning, and content distribution strategies,” Kelleher says. She also believes FAST channels could function as a top-of-the-funnel complement for consumers to find new shows to binge on AMC’s other properties. \u003cbr /\u003e\u003cbr /\u003eA big key to keeping FAST viewers engaged is understanding how to package content based on viewer preferences, and Kelleher says viewer data shows that people watch full seasons of AMC shows in one sitting. FAST can also be strategic and offer a way to connect with \u003ca href=\"https://www.amcnetworks.com/press-releases/amc-networks-developing-six-new-fast-channels-building-on-successful-base-of-unique-and-compelling-channels-distributed-across-an-expanding-array-of-platforms/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eniche audiences\u003c/a\u003e, ranging from ALLBLK Gems — which offers programming tailored for Black audiences — to channels for anime, short films, its most popular series dubbed in Spanish, and sports programming. \u003cbr /\u003e\u003cbr /\u003e“We use data to power everything now,” Kelleher adds. “I think it’s a balance of art and science, meaning we look at the foundational data about the viewership, the habits, the psychographics, the demographics, but then we overlay that with what I call common sense and experience.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732405293426},"getContentData({\"slug\":\"3-takeaways-prebid-summit-compliance-google-publishers-identity\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"5MRIzJpLUiM8UBTGI4ltY","originalArgs":{"slug":"3-takeaways-prebid-summit-compliance-google-publishers-identity","token":""},"startedTimeStamp":1732405495285,"data":{"metadata":{"datePosted":"2024-10-17T10:43:00-07:00","dateCreated":"2024-10-17T07:49:20-07:00","dateUpdated":"2024-10-17T12:57:39-07:00","title":"3 takeaways from the Prebid Summit: Compliance whiplash, a Google-less offering and publishers leaning on log-ins | The Current","description":"At this year’s Prebid Summit in New York City, media publishers like Gannett, Mediavine and Raptive reflected on gathering first-party data and compliance.","image":{"alt":"A camel struggles under the weight of oversized legislative 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trends.","themeHighlightColor":""},{"id":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eFor publishers, the past year has seen a flurry of regulatory activity across the adtech space from the \u003ca href=\"https://iapp.org/resources/article/us-state-privacy-legislation-tracker/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edata privacy laws\u003c/a\u003e sweeping U.S. states to the upcoming ruling for the Department of Justice’s \u003ca href=\"https://www.thecurrent.com/whats-happening-at-the-google-ad-tech-trial\"\u003eantitrust lawsuit\u003c/a\u003e against Google.\u003c/p\u003e\n\u003cp\u003eAt Prebid’s annual summit, publishers grappled with the challenge of how to react in a timely fashion to all the change within their industry, with some industry leaders raising questions about how to adapt.\u003c/p\u003e\n\u003cp\u003e“Every time there is some regulation passed or some regulation that is enforceable, within six months, there’s something new we have to deal with in the industry,” said Tony Katsur, CEO of IAB Tech Lab, in a fireside chat with Mike Racic, president of Prebid.\u003c/p\u003e\n\u003cp\u003ePublishers are hyperaware of the need to adopt new solutions to effectively monetize their content. Gannett, Mediavine and Raptive, as well as industry communities like IAB Tech Lab, reflected on strategies to gather more first-party data while complying with regulation, and how to balance both commitments. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eRegulation whiplash? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eKatsur emphasized the need for the industry to pay attention to compliance while maintaining its forward momentum. His fear is that the industry takes time to comply and with every new regulation, progress is delayed. With Google walking back on its decision to sunset cookies, for instance, he said there has been hesitation with implementing identity solutions, with many on hiatus.\u003c/p\u003e\n\u003cp\u003e“[The government] is watching how the industry is attempting to self-regulate,” Katsur said, pointing to his recurring meetings with regulators in Washington, D.C. “Compliance is critical, unless we want government to continue to hyper-regulate the industry. […] If we wait, all the innovation that could have happened this year will be lost.”\u003c/p\u003e\n\u003cp\u003eGannett/USA Today Network is one publisher that has been watching the outcome of the Google antitrust closely. Ahead of Katsur’s talk, Jeff Burkett, VP of product and display media at Gannett/USA Today Network, said that all the Google litigation has created indecision around its identity strategy efforts. “That has definitely given us some pause as to who we can partner with based on who’s suing who,” he said. “So you have to test, but more and more details come up every day.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eLife without GAM?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAmid the ongoing Google antitrust trials, one media publisher is paving the way for small publishers to pivot away from the Google Ad Manager (GAM).\u003c/p\u003e\n\u003cp\u003eAt the beginning of the year, Mediavine launched Journey — a new ad management platform for smaller publishers that see under 10,000 sessions a month — as a competitive offering that gives them access to Mediavine’s first-party data and identity solutions.\u003c/p\u003e\n\u003cp\u003eAs Amanda Martin, chief revenue officer at Mediavine, explained in a keynote speech during the Prebid Summit, Journey creates a platform outside of Google-controlled solutions, offering an option for small publishers that didn’t really exist before, when they were either “either you’re going to AdSense or a partner who relies on AdSense pretty heavily for that offering.”\u003c/p\u003e\n\u003cp\u003eMartin said the initial idea wasn’t to launch Journey without Google Ad Manager. Instead, in order to scale the platform among small publishers, the company had no choice but to step away from Google, due to the manual and technical requirements GAM sets. “We started to venture to see, could we do this ourselves and still have a competitive ad offering?”\u003c/p\u003e\n\u003cp\u003eOver the past year, Martin said Journey has brought on 3,500 small publishers and is finding a decrease in discrepancies, competitive CPMs and revenue per mille, and a quicker path to scale. It also accomplishes a space where GAM has to bid against others and ends the need to run a second auction, speeding up page- load rates. Plus,. Martin said Journey can deliver “all the reporting publishers aren’t able to get with GAM.”\u003c/p\u003e\n\u003cp\u003e“There’s the hope we can do this for all publishers,” she added. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eGetting the logins \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eJust as consumer privacy is at the forefront of publishers’ minds, so, too, are identity and gathering the first-party data that will keep their sites monetizable for the long term.\u003c/p\u003e\n\u003cp\u003ePublishers are finding crafty ways to get consumers to log -in and come back for more content. As Gannett/USA Today’s Burkett said: A paywall can only go so far. The audience segment who signs in with a real email and continues to come back will be the segment that is the most loyal, and should make up the largest piece of traffic, he said. Gannett, he added, is even debating restoring reader comments — \u003ca href=\"https://www.poynter.org/reporting-editing/2023/gannett-ends-news-website-comments-sections/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewhich it ended\u003c/a\u003e in February 2023 for most of its news sites — to build up that community factor.\u003c/p\u003e\n\u003cp\u003e“You never know what Google is going to do — you can never control any of that stuff,” said Burkett. “If you can get people to log in, you can at least control that piece.”\u003c/p\u003e\n\u003cp\u003ePatrick McCann, SVP of research at Raptive, said one thing that helps with logins is the increasing ubiquity of single-sign-on solutions like Google’s One Click and The Trade Desk’s OpenPass. “People are more comfortable than expected in terms of identity,” he said, pointing to the fact that Raptive’s percentage of authenticated audiences is much higher than the 5% it was seeing two years ago. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current 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on a series of blue building blocks and looks into the distance.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition197_WomenInAI_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Women stands on a series of blue building blocks and looks into the distance.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition197_WomenInAI_1200x1200_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Women stands on a series of blue building blocks and looks into the distance.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition197_WomenInAI_1920x1080_NoLogo_v1_2024-11-22-173909_gnho.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508376,"slug":"ilyse-liffreing","fullName":"Ilyse 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adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eJust like humans, artificial intelligence is prone to bias.\u003c/p\u003e\n\u003cp\u003eIvana Bartoletti, the global chief privacy and AI governance officer at consultancy Wipro and co-founder of the Women Leading in AI Network, recalled one example at last week’s inaugural Women in AI Summit.\u003c/p\u003e\n\u003cp\u003eWhen ChatGPT was asked to create a conversation between a boy and a girl about what they want to study in school, Bartoletti said, the boy stated: “I’m going to study engineering,” while the girl said “I’m going to study art because I do not understand numbers.”\u003c/p\u003e\n\u003cp\u003eThe example served as a call to action for the women gathered at Webster Hall in New York at the summit presented by nonprofit The Female Quotient and digital media company ATTN. Speakers from Chelsea Clinton and Ashley Graham to leading AI experts like Bartoletti discussed the ethical ramification and practical business applications of AI. One alarm bell they rang: If women aren’t in the room for the creation and regulation of AI programs, the technology will be flawed and perpetuate bias.\u003c/p\u003e\n\u003cp\u003eAlready, there’s a gender gap in AI roles, with women representing only 26% of the workforce globally, according to a \u003ca href=\"https://www2.deloitte.com/us/en/pages/consulting/articles/state-of-women-in-ai-today.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2020 World Economic Forum report\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eBrands like \u003ca href=\"https://www.forbes.com/sites/virgietovar/2024/04/18/dove-becomes-first-beauty-brand-to-ban-ai-generated-women-in-ads/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eDove\u003c/a\u003e,\u003ca href=\"https://adage.com/article/digital-marketing-ad-tech-news/thinx-ad-challenges-ais-harmful-depictions-women/2549791\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e Thinx \u003c/a\u003eand \u003ca href=\"https://adage.com/article/digital-marketing-ad-tech-news/how-sephora-used-chatgpt-write-ads-new-awareness-campaign/2532491\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eSephora\u003c/a\u003e have created entire campaigns about AI’s tendencies to stereotype women. Similarly, a video for the event underscored the problem, with an AI-generated image of a female astronaut, complete with supermodel looks and eyelash extensions.\u003c/p\u003e\n\u003cp\u003e“Our rights, our values, our power, our interests are simply going to be written out,” warned Reshma Saujani, CEO and founder of nonprofit Moms First and founder of Girls Who Code.\u003c/p\u003e\n\u003cp\u003e“As we speak today, seven days after the election, there is nothing that we should be thinking about other than the fact of how we should maintain our power, our relevance, our voice. And that means if there’s a tool — AI — that is rising in prominence, that is going to disrupt everything, including the rest of our world — you better believe we better be sitting around the table,” continued Saujani. “We have to take it like we have to take everything.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eLeading from here\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eEven with the constraints in place, women in leading roles at major brands like Pepsi, the NFL and Spotify are working to make AI more inclusive.\u003c/p\u003e\n\u003cp\u003eOn one of the panels, Umi Patel, VP of consumer insights and analytics at PepsiCo Inc. North America, said the brand is working with AI and “empathy partners” like Discuss.io and Voxpopme to surface deeper consumer insights around perceptions of products like iced coffee. Not only does PepsiCo collect data but it then films certain surveys to see how some customers arrive at their takeaways, adding a human element to AI data collection and analysis.\u003c/p\u003e\n\u003cp\u003e“The data will tell you what people are doing, not why,” Patel said on the panel about AI and storytelling.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Get the latest in modern marketing straight to your inbox weekly.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cbr /\u003eMeanwhile, the NFL is using AI to create a platform where people can find where their favorite games are playing on a daily basis.\u003c/p\u003e\n\n\u003cp\u003e“I can speak for probably everybody that when you go to find an NFL game, it’s not necessarily cut and dry — it could be on Fox or CBS or ESPN. So we used audience data to build out a ‘ways to watch’ platform,” said Ashley Downey, senior director of marketing at the NFL.\u003c/p\u003e\n\u003cp\u003eAnd this, The Female Quotient founder and CEO Shelley Zallis pointed out, can help people discover more women’s sports games, further driving up its popularity after the \u003ca href=\"https://www.thecurrent.com/nfl-marissa-solis-svp-football-marketing\"\u003eTaylor Swift effect\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eFor Spotify, which has used AI to help with discovery on the platform through an AI DJ called DJ X, continues to have trouble with it recommending men over female artists, said Brittney Le Roy, global head of product and technology communications at Spotify on a panel.\u003c/p\u003e\n\u003cp\u003e“How do we ensure diversity in the mix? It goes back to the algorithm,” said Le Roy. “You have to train the machine.”\u003c/p\u003e\n\u003cp\u003eWhat’s clear is that every AI machine is only as productive as the women steering the way.\u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1732405320574},"getContentData({\"slug\":\"index.php\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"6sHyKp4rSvA8vDlNHosWW","originalArgs":{"slug":"index.php","token":""},"startedTimeStamp":1732405530479,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug 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basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SportsStreamingRevolution_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Two basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SportsStreamingRevolution_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Two basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SportsStreamingRevolution_1920x1080_NoLogo_2024-11-19-145047_eivb.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3350929,"slug":"dave-ajumobi","fullName":"Dave Ajumobi","positionTitle":"Programmatic Lead, Two Circles","authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":3266231,"title":"Op-ed","slug":"op-ed","uri":"sections/op-ed","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eOver the last decade, programmatic advertising has emerged as a cornerstone of digital advertising innovation. The continuous advancements and introductions of new technologies have enabled advertisers to operate with unprecedented precision, efficiency and creativity. Throughout my career, I’ve championed the value of programmatic, competing for space alongside paid social, search and influencer marketing, by showing advertisers the distinct value it brings to the table.\u003c/p\u003e\n\u003cp\u003eStill, as a media buyer within an agency catering to sports brands, I’ve encountered countless questions from clients regarding where and how programmatic fits into their media plans.\u003c/p\u003e\n\u003cp\u003eThe answer is simple: Programmatic offers sports brands powerful tools to connect with their audiences — fiercely loyal fans — in a deeply engaging way. \u003c/p\u003e\n\u003cp\u003eAs technology continues to evolve, traditional advertising methods alone are no longer sufficient in an era when both brands and fans alike demand personalized and targeted experiences. From what I have observed, traditional mediums such as linear TV are still cornerstones for many clients. Though when substituting ads served on linear TV for connected TV at the right time, the results have been impressive.\u003c/p\u003e\n\u003cp\u003eEspecially when it comes to incremental reach, whereby brands are able to utilize automatic content recognition technology to target viewers who have not seen their initial linear TV ad. And these ads can be unique to the time, location and environment in which they are being served. \u003c/p\u003e\n\u003cp\u003eBecause of these developments, to suggest that programmatic is merely thriving in sports advertising is an understatement — it is revolutionizing it. Precision targeting and real-time optimizations are two core advantages that make programmatic uniquely valuable to those in the sports industry.\u003c/p\u003e\n\u003cp\u003eLeveraging data-driven insights, marketers can reach highly specific audience segments and optimize performance on the fly, ensuring ads reach the right sports enthusiasts and making every dollar work harder. In addition, having a curated approach to data targeting and thoughtfully selecting inventory sources creates a season-winning strategy. Building tailored inventory packages and enhancing audience targeting empower advertisers to achieve optimal results from their digital investments.\u003c/p\u003e\n\u003cp\u003eAs a result of this necessity to access both inventory and data, those who own premium sports content have quickly recognized its value to advertisers. The NBA’s recent 11-year media partnership with Disney, NBCUniversal and Amazon Prime Video, valued at approximately $77 billion, is indicative of this trend. Other significant high-value partnerships made by the NFL and the Premier League aim to extend the reach of sports advertising to vast audiences, tapping in to both traditional viewership and younger, tech-savvy fans who favor streaming.\u003c/p\u003e\n\u003cp\u003eWith this broader reach, sports brands gain exciting opportunities to connect with audiences in dynamic, interactive ways.\u003c/p\u003e\n\u003cp\u003eA crucial next step for advertisers after finding their consumers is to capture their attention in the most effective manner possible. Creative messaging is a star player in the success of an ad and is an aspect that sports brands can actively leverage to their benefit. Programmatic offers advertisers the potential to enhance creativity, boost engagement and strengthen brand loyalty.\u003c/p\u003e\n\u003cp\u003eWith dynamic creative optimization, for instance, brands can tailor ads to individual viewer preferences, such as teams or players, increasing relevance and impact.\u003c/p\u003e\n\u003cp\u003eHaving led the programmatic strategy at an online sportsbook in a previous role, our team took on the challenge of creating a best-in-class workflow for creative output. We had to analyze our creative messaging, IP, images, product offers, game scheduling and more to gain a full understanding of what worked and what didn’t. We found that campaigns combining static and dynamic creative executions significantly improved conversion rates, underscoring the value of a test-and-learn approach.\u003c/p\u003e\n\u003cp\u003eLooking to the future, I believe that programmatic advertising will continue to transform sports marketing and provide more unique opportunities to engage with fans. We can expect hyper-personalized ad experiences powered by premium, brand-safe inventory, advanced data and predictive analytics.\u003c/p\u003e\n\u003cp\u003eEnhanced cross-channel integration and omnichannel strategies will enable seamless brand experiences across platforms.\u003c/p\u003e\n\u003cp\u003eNew ad formats — interactive, augmented reality, virtual reality and shoppable ads — will engage audiences in ways that were once unthinkable, providing brands with fresh opportunities to connect and convert.\u003c/p\u003e\n\u003cp\u003eProgrammatic has its place on media plans, but don’t miss the chance to leverage it as a star player to a championship-winning strategy. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThis op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Get the latest in modern marketing straight to your inbox weekly.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732406347625},"getContentData({\"slug\":\"5-minutes-with-publicis-health-media-alison-mcconnell\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"MNYGtvLAgflAGEhzlh7uP","originalArgs":{"slug":"5-minutes-with-publicis-health-media-alison-mcconnell","token":""},"startedTimeStamp":1732405331189,"data":{"metadata":{"datePosted":"2024-07-25T07:56:00-07:00","dateCreated":"2024-07-10T07:19:54-07:00","dateUpdated":"2024-08-12T13:27:52-07:00","title":"5 Minutes with Publicis Health Media's Alison McConnell | The Current","description":"Publicis Health Media’s CMO on centering creativity in a world of technology, tackling misinformation during elections and fueling AI with quality data.","image":{"alt":"5 minutes with Alison McConnell, CMO, Publicis Health Media","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition178_5MinutesWith_AlisonMcConnell_1920x1080px_PreviewImage_v1sm.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Alison McConnell, CMO, Publicis Health Media","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition178_5MinutesWith_AlisonMcConnell_1920x1080px_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Opinion","Premium","5 minutes with - Video page","5 minutes with - Voices page (Video section)"],"url":"https://www.thecurrent.com/5-minutes-with-publicis-health-media-alison-mcconnell","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3221531,"slug":"5-minutes-with-publicis-health-media-alison-mcconnell","postDate":"2024-07-25T07:56:00-07:00","heading":"5 Minutes with Publicis Health Media's Alison McConnell","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"5 minutes with Alison McConnell, CMO, Publicis Health Media","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition178_5MinutesWith_AlisonMcConnell_1200px_v1sm.gif","width":1000,"height":1000,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=7a1hG_8Mgkc","captionLinkable":"","previewImage":{"alt":"5 minutes with Alison McConnell, CMO, Publicis Health Media","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition178_5MinutesWith_AlisonMcConnell_1920x1080px_FacebookMetadata_v1sm-3.gif","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""},{"id":3266713,"title":"5 minutes with - Video page","slug":"5-minutes-with-video","uri":"sections/5-minutes-with-video","description":null,"themeHighlightColor":""},{"id":3267105,"title":"5 minutes with - Voices page (Video section)","slug":"voices-videos","uri":"sections/voices-videos","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eTechnology has moved to the center of the digital advertising industry, if not the center of life itself. It powers how we work, connect, date, entertain ourselves, find news and, yes, buy ads. But Publicis Health Media’s CMO Alison McConnell has an “unpopular opinion” — especially for someone steeped in modern marketing: We’re all talking too much about tech.\u003c/p\u003e\n\u003cp\u003ePublicis is famously all-in on AI. Top of mind for McConnell is balancing tech capability with human instinct. She spoke with \u003cem\u003eThe Current\u003c/em\u003e Editor-in-Chief Stephanie Paterik at the Cannes Lions Festival for Creativity this summer about striking that balance, as well as the biggest challenge she sees facing the advertising industry. \u003c/p\u003e\n\n\n\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity.\u003c/em\u003e\u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eWhich innovation coming down the pike will most transform advertising?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWe’re here right now in the south of France, which is lovely, but wherever you are in this festival, it’s all about AI. And it’s hard, I didn’t want to talk about AI because there’s so much innovation going on, but you cannot walk anywhere in this place — in this conference — without seeing it, without talking about it and really digging into it deeply means it’s obviously going to have a major impact on our industry in good and bad ways, and in ways that we have to be mindful of.\u003c/p\u003e\n\u003cp\u003eAnd it’s really about — when you talk about Generative AI — it’s about the data that goes in [that] really determines the risk level that your clients are willing to take with it. So, if the data is not great, the risk is too great and it gets blocked. So, we really need to have a conversation, particularly in health, about that data and the quality of that data that’s then determining what’s generated on the other side. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e\"We can’t lose sight of creativity and the power of creativity and authenticity as we balance the incredible power and potential of data and technology.\"\u003c/p\u003e","caption":null}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eBut in a bit of fun, Publicis is investing a lot in AI, and we launched the AI BS detector, which is this little app that we’ve launched for our clients at Cannes.\u003c/p\u003e\n\u003cp\u003e You can walk up to any piece of content, or film what’s being spoken, and it’s a BS detector. There’s so much BS out there and it’s so hard to determine, ‘is it really AI or is that someone just talking about AI, and they don’t really know what they’re talking about?’ So, our voice bot has been a bit of fun there. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eIn your mind, what is the biggest challenge advertising is facing? And what’s the solution or the opportunity on the other side of that?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWe have about \u003ca href=\"https://time.com/6551743/2024-elections-democracy-trump-putin/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e4.2 billion\u003c/a\u003e people going to the polls this year across 65 countries. In terms of media, we’ve got a lot of messaging out there. And the question to me is, how is that messaging going to be used?\u003c/p\u003e\n\u003cp\u003eHow is media and advertising going to be used in a good way [or] in a bad way? And the information and misinformation that’s being pumped into the world across all of these countries that are going through these election cycles? That really worries me as a human being, but in this industry, watching how it’s used is something that I think a lot about.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThere’s a game we play sometimes in the office called Unpopular Opinion. What is your unpopular opinion?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eI think we’re talking too much about tech. I think we’ve lost humans. I don’t know how unpopular that would be if you really start talking to people, particularly at a place [like the festival] where we’re supposed to be talking about creative. But creative is not technology.\u003c/p\u003e\n\u003cp\u003eYou just don’t want to lose sight [of the fact] that communication is about authenticity and it’s about human emotion and it’s about experience. And as advertisers, we can be most powerful and effective when we create experiences with people. And if we just think about tech and AI and predictive modeling, we’re forgetting that the most important thing is how I connect with you and what you feel in that moment.\u003c/p\u003e\n\u003cp\u003eSo, we can’t lose sight of creativity and the power of creativity and authenticity as we balance the incredible power and potential of data and technology.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat’s the big, audacious goal or project your team is working on right now?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eA couple of years ago, we partnered with an organization called F*ck Cancer. We tackled the issue of HPV vaccines [because] it causes almost all cervical cancer and 10 other types of cancer. We sought to put together this campaign to help raise awareness among young people that they need to get vaccinated. It’s their responsibility. It’s called “HPV Fs Everybody.”\u003c/p\u003e\n\u003cp\u003eAnd we’re on Grindr and we’re on a lot of websites that you wouldn’t expect because [of who] we’re trying to reach. Our target is young people who are sexually active or who would like to be.\u003c/p\u003e\n\u003cp\u003eAnd just to educate them about the risk and some of the short-term impacts. Additionally, about getting HPV and their responsibility in protecting themselves. So that's a fun educational campaign that we've really enjoyed leaning into and creatively focusing on with our partners at Digitas Health. And we're really proud of it. \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":1732405331219},"getContentData({\"slug\":\"2025-ctv-retail-media-data-strategy-dan-larkman-keynes-digital\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"OKltDAAtkl83Y8rbZ_4hh","originalArgs":{"slug":"2025-ctv-retail-media-data-strategy-dan-larkman-keynes-digital","token":""},"startedTimeStamp":1732405523151,"data":{"metadata":{"datePosted":"2024-11-14T05:00:00-08:00","dateCreated":"2024-11-13T10:49:18-08:00","dateUpdated":"2024-11-13T13:55:16-08:00","title":"The 2025 CTV opportunity: Where retail media and premium inventory converge | The Current","description":"As we approach 2025, the growing connected TV (CTV) market holds great promise for marketers eyeing new, data-driven opportunities in streaming video.","image":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_Logo_1920x1080px_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_Logo_1920x1080px_v2_2024-11-13-185930_hfwb.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Dan Larkman","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/2025-ctv-retail-media-data-strategy-dan-larkman-keynes-digital","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3349929,"slug":"2025-ctv-retail-media-data-strategy-dan-larkman-keynes-digital","postDate":"2024-11-14T05:00:00-08:00","heading":"The 2025 CTV opportunity: Where retail media and premium inventory converge","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#007c77","textHex":"#ffffff"},"featuredImage":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_NoLogo_1920x1080px_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_1200x1200px_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Reagan Hicks / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A person looks up at a giant-sized smart tv remote.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_196_OpEdDanLarkman_NoLogo_1920x1080px_v2_2024-11-13-190044_jull.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3349955,"slug":"dan-larkman","fullName":"Dan Larkman","positionTitle":"CEO, Keynes Digital","authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":3266231,"title":"Op-ed","slug":"op-ed","uri":"sections/op-ed","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eAs we approach 2025, the growing connected TV (CTV) market holds great promise for marketers eyeing new, data-driven opportunities in streaming video. The power of CTV lies in its ability to not only engage viewers more dynamically than traditional linear TV, but also reshape the advertising strategy — especially as it intersects with retail and commerce media. With major brands and newcomers alike poised to double down on CTV investment in 2025, the stage is set for transformative shifts in ad spend, premium inventory, and the value proposition that CTV offers. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eFrom linear TV to CTV: A shift long in the making \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eThe widespread migration of viewers to streaming media has been well documented. Despite this shift, ad spend has been slower to follow. Why? Linear TV’s longstanding annual contracts and low CPMs have kept many brands locked in, a dynamic that has kept the balance tipping in favor of traditional channels. However, with major linear TV upfronts coming soon, 2025 is likely to tell a different story. Brands that previously “tested” CTV in smaller measures are now witnessing competitors pivoting budget to streaming. This momentum suggests a powerful trend of brands ramping up their CTV budgets.\u003c/p\u003e\n\u003cp\u003eVendors of all sizes are touting CTV offerings, which can lead to brand confusion and the need for more education on what CTV truly entails. Investment firms and major holding companies have placed their bets on CTV to drive revenue, seeing it as a channel poised to reshape the entire media buying industry. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eCreative development and consolidation \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eDespite the hype around CTV, high-quality creative remains an issue. Brands need TV-quality assets that engage viewers — something that can be a costly investment. While AI-powered creative companies have emerged in response to this demand, quality often remains subpar. For CTV to deliver on its promise, marketers need to prioritize strong, effective creative work that matches the channel’s potential. As the creative services supporting CTV grow and evolve, they’ll play a critical role in accelerating adoption and improving ad quality.\u003c/p\u003e\n\u003cp\u003eBig Tech’s grip on the streaming world likewise remains strong, with companies vying for dominance through content consolidation and streamlined pricing models. Just as Warner integrated HBO Max into a single interface with “Max,” we may soon see similar moves from other industry giants. Disney could unify Disney+, Hulu and ESPN into a single platform — or even sell off ESPN, consolidating Hulu and Disney content under one roof.\u003c/p\u003e\n\u003cp\u003eThe low barrier to entry for streaming means that we can likely expect an influx of new platforms, often catering to niche audiences through specialized content. Free ad-supported streaming TV (FAST) is also on the rise, offering consumers more options and reshaping traditional release schedules. FAST mirrors the legacy format of movie-release timelines, but in reverse; instead of moving from theater to TV, content moves from streaming to ad-supported models, making premium content more accessible. Although some international markets still prefer traditional theater releases, the U.S. continues to embrace streaming-first releases, positioning the nation as a leader in the streaming transformation. \u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eDefining premium inventory \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eWhen it comes to “premium” CTV inventory, it’s essential to look beyond traditional definitions and embrace a tiered approach. There’s a tier 1 category — Netflix, Hulu, Disney, Peacock and live sports — where audiences are most engaged with top-quality, professionally produced content. Tier 2 channels like HGTV, News, Tubi and Pluto still offer valuable inventory, albeit with different content and ad placement contexts. Tier 3 encompasses channels with niche or highly specific audiences, including local news and unique sports.\u003c/p\u003e\n\u003cp\u003eTo determine what constitutes premium CTV inventory, advertisers need to factor in both the content quality and audience engagement levels. If we focus only on content quality, we may miss the opportunity to reach engaged viewers with high intent — the ones most likely to convert. True premium inventory, then, isn’t solely about where an ad appears but content quality, who is watching and how likely they are to become a customer. Conversely, non-premium inventory includes platforms like YouTube and user-generated content that, while popular, sometimes lack the professional curation that makes CTV impactful. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eHow CTV has redefined the value proposition for advertisers \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eCTV has democratized TV advertising, opening doors for brands of all descriptions. In the past, TV ad breaks were dominated by big spenders in CPG, automotive and insurance. Now, direct-to-consumer brands, small-to-medium enterprises and hyper-targeted campaigns share the same screen space. Unlike traditional TV, which matches ads to shows, CTV empowers advertisers to deliver ads based on individual viewer profiles, enhancing the connection and driving higher engagement.\u003c/p\u003e\n\u003cp\u003eFurthermore, CTV’s advanced metrics allow advertisers to measure return on ad spend, customer acquisition cost, cost per action and other metrics directly tied to business outcomes. The ability to track these KPIs enables brands to make data-driven decisions, helping them ensure their marketing dollars are well spent and directly impactful. CTV’s shift from reach-based metrics (like gross rating points) to actionable insights has reshaped its role from a supporting channel to a critical driver in marketing strategies, positioning it as a game changer for advertisers looking to grow and scale.\u003c/p\u003e\n\u003cp\u003eThe opportunity in CTV in 2025 is vast, with premium inventory options expanding and retail media integrations adding new layers of engagement. As brands, vendors and platforms converge in this space, the competitive landscape will continue to evolve, presenting both challenges and exciting opportunities. For brands ready to invest in quality creatives, target high-intent audiences and leverage data-driven insights, CTV will prove to be an essential channel for achieving growth and meaningful engagement in a highly saturated market. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThis op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Get the latest in modern marketing straight to your inbox weekly.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732405523185},"getAuthorData({\"slug\":\"the-current-editors\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"-IgjNmnpnTZWlK0zaf9Vr","originalArgs":{"slug":"the-current-editors","token":""},"startedTimeStamp":1732405532884,"data":{"metadata":{"datePosted":"2024-05-29T13:01:00-07:00","dateCreated":"2024-05-29T13:01:26-07:00","dateUpdated":"2024-07-29T08:03:41-07:00","title":"The Current editors | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/the-current-editors","noIndex":false,"type":"authors"},"data":{"id":3078775,"title":"The Current editors","featuredImage":{},"fullName":"The Current editors","positionTitle":null,"blurb":null,"contactCollection":[],"authorType":"staff","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732405532915},"getAuthorData({\"slug\":\"damian-fowler\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"HczSBoGWpUuYifD6yJ9rN","originalArgs":{"slug":"damian-fowler","token":""},"startedTimeStamp":1732405548136,"data":{"metadata":{"datePosted":"2022-10-07T07:08:00-07:00","dateCreated":"2022-10-07T07:08:47-07:00","dateUpdated":"2024-07-29T08:22:05-07:00","title":"Damian Fowler | The Current","description":"Damian Fowler is a writer for The Current. He’s a former BBC journalist and Vanity Fair contributor with decades of experience reporting on arts, culture, and media.","image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/damian-fowler","noIndex":false,"type":"authors"},"data":{"id":1508408,"title":"Damian Fowler","featuredImage":{"alt":"Damian Fowler, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/DamianFowler_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"fullName":"Damian Fowler","positionTitle":null,"blurb":"Damian Fowler is a former BBC journalist who has reported on American arts, culture, and media for more than two decades. He has also been a contributing writer for The Guardian, Vanity Fair, and many others. He is the author of an acclaimed nonfiction book, Falling Through Clouds. He lives in New York City with his family and subscribes to way too many streaming services.","contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/fowlerdf"}],"authorType":"staff","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"hidden"}},"fulfilledTimeStamp":1732405548166},"getContentData({\"slug\":\"5-minutes-kroger-cara-pratt-svp-retail-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"F5tlNW9iqZv5oiCZ2NxBb","originalArgs":{"slug":"5-minutes-kroger-cara-pratt-svp-retail-media","token":""},"startedTimeStamp":1732405392564,"data":{"metadata":{"datePosted":"2024-10-01T05:00:00-07:00","dateCreated":"2024-09-27T10:29:49-07:00","dateUpdated":"2024-10-23T12:28:20-07:00","title":"5 Minutes with Kroger’s Cara Pratt | The Current","description":"Pratt has a reputation as one of the key innovators of retail media. She dives into the importance of cultivating sustainable media through tracking emissions and more.","image":{"alt":"5 minutes with Cara Pratt, SVP, Kroger Precision Marketing.","url":"https://www.thetradedesk.com/assets/global/GIF_1920px_5MinWith_CaraPratt_v1.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Cara Pratt, SVP, Kroger Precision Marketing.","url":"https://www.thetradedesk.com/assets/global/Still_1920px_5MinWith_CaraPratt_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Opinion","5 minutes with - Voices page (Video section)","5 minutes with - Video page"],"url":"https://www.thecurrent.com/5-minutes-kroger-cara-pratt-svp-retail-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3335163,"slug":"5-minutes-kroger-cara-pratt-svp-retail-media","postDate":"2024-10-01T05:00:00-07:00","heading":"5 Minutes with Kroger’s Cara Pratt","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"5 minutes with Cara Pratt, SVP, Kroger Precision Marketing.","url":"https://www.thetradedesk.com/assets/global/GIF_1200px_5MinWith_CaraPratt_v1.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=aP4NiTQUEq0","captionLinkable":"\u003cp\u003eHolly Warfield / Getty / \u003cem\u003eThe Current\u003c/em\u003e\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"5 minutes with Cara Pratt, SVP, Kroger Precision Marketing.","url":"https://www.thetradedesk.com/assets/global/GIF_NoLogo_1920px_5MinWith_CaraPratt_v1.gif","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":3267105,"title":"5 minutes with - Voices page (Video section)","slug":"voices-videos","uri":"sections/voices-videos","description":null,"themeHighlightColor":""},{"id":3266713,"title":"5 minutes with - Video page","slug":"5-minutes-with-video","uri":"sections/5-minutes-with-video","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eKroger’s Cara Pratt is on the front line of retail media innovation. In fact, she helped pioneer the concept of using retail data to help marketers get more strategic about connecting to their audiences. Retail media may be the hottest space in ad tech, but Pratt reminds us that it’s still young. And she is positively excited about how the space will mature.\u003c/p\u003e\n\u003cp\u003eThere are plenty of jaw-dropping figures about the rise of retail media, but this one may sit among the top: By 2026, Emarketer projects that retail media ad spend in the U.S. will grow to just over $84 billion, which is almost a quarter (24%) of all U.S. media ad spending. Moreover, retail media ad dollars will exceed the spend for all \u003ca href=\"https://content-na1.emarketer.com/retail-media-ad-spending-forecast-h1-2024\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etraditional media channels\u003c/a\u003e combined. That includes linear TV, newspapers, radio and out-of-home. In short, it looks like the future.\u003c/p\u003e\n\u003cp\u003ePratt spoke with \u003cem\u003eThe Current\u003c/em\u003e Editor-in-Chief Stephanie Paterik about how to leverage the retail media opportunity, leaning on business outcomes and being courageous in the ad space. \u003c/p\u003e\n\n\n\n\n\n\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity. \u003c/em\u003e\u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eHow do you stay current? How do you see \u003c/strong\u003ewhat’s coming down the pike?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIt’s an awesome question because if you’re planning for today, you’re going to be left behind. And so, it is one of those spaces where we have to have courage and commitment to take steps forward before other people. I’m a firm believer that to be one of the leaders in this space, you have to set the bar and you have to set a high bar for others to rise up to.\u003c/p\u003e\n\u003cp\u003eIt’s a special opportunity and responsibility that we have. One of the anchor points that we build all of our planning around is consumer experiences. When we’re designing new experiences with the customer in mind, good things will happen. Good things for brands, good things for publishers and good things for retailers. The sales velocity that you can see through. [There are] good things for non-endemic brands, too, is what we’re learning.\u003c/p\u003e\n\u003cp\u003eThere’s a fabulous quote from Winston Churchill that speaks to [the idea that] success is not final and failure is not fatal — it’s the courage to go on that counts. And that’s one of those spaces that really is front of mind for me.\u003c/p\u003e\n\u003cp\u003eIf we are not courageous and not leaning forward, it’s okay to fail fast. We’ve got to learn. We’ve got to push the boundaries responsibly but do so [while] setting a really high bar. That’s what this industry deserves. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eYou mentioned accountability. What does that mean to you in the industry?\u003c/strong\u003e \u003c/h2\u003e\n\n\u003cp\u003eIf you look historically from the very start, it was really anchored in business outcomes. Now it’s business outcomes and we can continue to layer on some other components, including sustainability within media, as an accountable and responsible commitment that we have.\u003c/p\u003e\n\u003cp\u003eOne of the spaces that we’ve been exploring and committing to and learning and optimizing against is the carbon footprint of the ads that we’re deploying. In fact, we’ve been doing that work with Scope3.\u003c/p\u003e\n\u003cp\u003eWhen we’ve been deploying our campaigns, naturally, because we have the right audience and you can deploy fewer impressions, we’ve actualized 17% less carbon than the average U.S. ad campaign. And we’ve overlaid some extra optimizations against that. The latest runs were 37% less reduction in our ad campaigns on carbon.\u003c/p\u003e\n\u003cp\u003eSo that is an extraordinary commitment that we think is very important as a complement to and a commitment on the actual business outcomes. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eSo\u003c/strong\u003e if an impression is efficient, meaning the right ad goes to the right person at the right time in the right place, it can be sustainable. \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eYes, and efficiency and effectiveness can coexist. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eWhat’s\u003c/strong\u003e the piece of innovation that you have your eye on and think is really going to change digital marketing? \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eIt’s really an awesome time to reflect on the very young journey that retail media is in. And what we think is critically important is to distinctively separate retail media from retail data.\u003c/p\u003e\n\u003cp\u003eThat is a component where retail media definitely can influence low-funnel retailers as publishers, but retail data can act more as a layer across channels, and that’s where the effectiveness and efficiency can come forward no matter where those dollars are being spent. And it goes back to that connection and audience as well. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eDo you have an unpopular opinion about anything? Is there a misconception in the industry that you wish you could clear up?\u003c/strong\u003e \u003c/h2\u003e\n\n\u003cp\u003eListen, I have for years talked about the vanity metrics that exist in this industry. There is no doubt that performance signals have to be at the forefront of measuring the impact of advertising. And that can play out in a really special way. The impact on audiences, the impact on creative, the impact on channel mix.\u003c/p\u003e\n\u003cp\u003eBut we have to be looking at business outcomes. [We’re] building this puzzle piece to understand performance as a starting point. And how do business outcomes and sales velocity compare to household engagement? What is the correlation to attention metrics, which was the next layer of understanding? Are click-through rate and viewability good monikers into success?\u003c/p\u003e\n\u003cp\u003eThe answer is no, there isn’t a sales correlation with high click-through rate. There isn’t a sales correlation with high viewability. We’re not even seeing a sales correlation to high attention metrics that are coming through. Now, is that another lens that organizations should be looking at? Sure, it’s just another KPI.\u003c/p\u003e\n\u003cp\u003eWe’re all trying to change behavior, so we’re trying to move inspiration to activation and see those actions. We’re excited to continue to push the envelope there. And that’s what this industry needs. They need folks that are shining lights on challenging [the] myth-busting ways of the past. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732405392606},"getContentData({\"slug\":\"ctv-media-saudi-arabia-genz-generation-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"7x5A0yaVD4b8Pa9gDLibI","originalArgs":{"slug":"ctv-media-saudi-arabia-genz-generation-advertising","token":""},"startedTimeStamp":1732405396705,"data":{"metadata":{"datePosted":"2024-08-29T10:26:00-07:00","dateCreated":"2024-08-29T09:45:01-07:00","dateUpdated":"2024-08-29T11:16:17-07:00","title":"Decoding Saudi Arabia’s Gen Z, a generation on the ascent | The Current","description":"In a region crazy for social media, connected TV and audio could help advertisers break through with people under 30 — a key audience.","image":{"alt":"Hand holding an ipad with Saudi Arabia's skyline emerges from a sandy desert.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition185_SaudiArabiaGenZ_1920x1080_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Hand holding an ipad with Saudi Arabia's skyline emerges from a sandy desert.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition185_SaudiArabiaGenZ_1920x1080_v1-1_2024-08-29-164703_lgfx.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Culture"],"url":"https://www.thecurrent.com/ctv-media-saudi-arabia-genz-generation-advertising","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3321091,"slug":"ctv-media-saudi-arabia-genz-generation-advertising","postDate":"2024-08-29T10:26:00-07:00","heading":"Decoding Saudi Arabia’s Gen Z, a generation on the ascent","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Hand holding an ipad with Saudi Arabia's skyline emerges from a sandy desert.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition185_SaudiArabiaGenZ_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Hand holding an ipad with Saudi Arabia's skyline emerges from a sandy desert.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition185_SaudiArabiaGenZ_1200x1200_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfeild / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Hand holding an ipad with Saudi Arabia's skyline emerges from a sandy desert.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition185_SaudiArabiaGenZ_1920x1080_NoLogo_v1_2024-08-29-164928_dcqh.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1611149,"slug":"zac-wang","fullName":"Zac Wang","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Zac Wang, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/HeadshotBW.png","width":1200,"height":1200,"isLandscape":false},"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eSaudi Arabia is \u003ca href=\"https://www.imf.org/en/News/Articles/2023/09/28/cf-saudi-arabias-economy-grows-as-it-diversifies\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etransforming\u003c/a\u003e, as it diversifies its oil-heavy economy with sports, tourism and high-tech industries. Powering this expansion is a young population — 63% of Saudis are \u003ca href=\"https://www.reuters.com/world/middle-east/saudi-population-322-mln-median-age-29-years-old-general-authority-statistics-2023-05-31/#:~:text=Middle%20East-,Saudi%20population%20at%2032.2%20million%2C%2063%25%20of%20Saudis%20under,30%20years%20old%2C%20census%20shows\u0026amp;text=RIYADH%2C%20May%2031%20(Reuters),for%20statistics%20said%20on%20Wednesday.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eunder 30\u003c/a\u003e — whose preferences and desires are set to redefine the Middle East’s consumer market, and its media and advertising.\u003c/p\u003e\n\u003cp\u003eAmid this generational shift, opportunities for marketers abound. The Saudi economy is \u003ca href=\"https://www.arabnews.com/node/2516236/business-economy\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eincreasingly powered\u003c/a\u003e by consumer spending. The country’s GDP per capita adjusted for purchasing power parity, at approximately $70,000, is already \u003ca href=\"https://www.imf.org/external/datamapper/PPPPC@WEO/SAU/QAT/KWT/ARE/BHR\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eabove\u003c/a\u003e that of many Western countries, such as Germany, Australia and the U.K. And retail sales in the country are projected to be on a steady \u003ca href=\"https://forecasts-na1.emarketer.com/65d662b3966a295d2ea0d7d7/65d65e82a87b4dc9d5d26320\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eupward trajectory\u003c/a\u003e for the next few years.\u003c/p\u003e\n\u003cp\u003eWilling to spend and optimistic about their prospects, young Saudis are up to twice as likely to opt for higher-priced brands and retailers compared to their peers in advanced economies, according to a recent McKinsey \u003ca href=\"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eCompanies pursuing Saudi Gen Zers, from \u003ca href=\"https://campaignme.com/nike-what-if-you-can/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eNike\u003c/a\u003e to \u003ca href=\"https://campaignme.com/samsung-makes-gen-z-marketing-flippin-possible/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eSamsung\u003c/a\u003e, are likely to find a receptive, digitally savvy audience ready to embrace new products and brands.\u003c/p\u003e\n\u003cp\u003e“No other country has had so much change, so rapidly, in recent years as Saudi Arabia. The economic and social transformation of the kingdom has opened up a world of new global influence on Saudi Gen Zers,” says Mohaned Lafi, managing director of corporate and business at Four Agency Worldwide.\u003c/p\u003e\n\u003cp\u003e“International advertisers should look to capitalize on the rising interest of Saudi youth in gaming, sport, travel and art, whilst recognizing the progress of the country and its national identity and heritage.” \u003c/p\u003e\n\u003cp\u003eLive sports, in particular, are a key focus of the kingdom’s Vision 2030 plan to diversify its economy. Investments in boxing, golf, tennis, soccer and esports are just some examples of the country’s ambition to reshape global athletics.\u003c/p\u003e\n\u003cp\u003eBrands will likely benefit from having more ways to reach this key demographic, as connected TV (CTV) and audio challenge social media for young Saudis’ attention.\u003c/p\u003e\n\u003cp\u003e“While social media is huge in the region, channels like CTV and audio offer different ways to engage Saudi Gen Zers,” says Alex Hawkins, director of strategic foresight at The Future Laboratory. “They allow for content that feels less intrusive and more in tune with how this generation consumes media.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eBlending in with Gen Z \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eSaudi Arabia’s media and advertising landscape is both similar and different to what advertisers are used to in places like the U.S. and Europe.\u003c/p\u003e\n\u003cp\u003eWhile global players like Instagram, Netflix and Spotify are household names in the country, local players like Saudi streamer Shahid and music app Anghami (MENA’s answer to Spotify) are also resonating with Saudis, thanks to their growing libraries of local content.\u003c/p\u003e\n\u003cp\u003eSaudi Gen Zers are more likely than their global peers to say they try to avoid advertising, says Matt Smith, trends manager at GWI. Religious considerations also play a crucial role, with digital marketing needing to align with local values and traditions, says Four Agency’s Lafi.\u003c/p\u003e\n\u003cp\u003e“Gen Z’s high skepticism to advertising combined with the Saudi youth’s national pride is a potent mix not to be taken lightly,” says Rawad El Dahouk, head of strategy at TBWA\\RAAD Saudi Arabia.\u003c/p\u003e\n\u003cp\u003eLike other Gen Z audiences around the world, Saudi youth increasingly value authenticity and are more likely to engage with campaigns that are genuine and relatable, adds Lafi. “They appreciate brands that understand the culture, history and context of the Kingdom of Saudi Arabia and its vision for the future.”\u003c/p\u003e\n\u003cp\u003eIndeed, The Future Laboratory’s \u003ca href=\"https://www.thefuturelaboratory.com/reports/new-codes-of-luxury-in-saudi-arabia\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elatest report\u003c/a\u003e on luxury in Saudi Arabia found that 95% of affluent 18- to 34-year-old Saudis believe it’s important to support and engage with Saudi-first enterprises and celebrate local craft and design.\u003c/p\u003e\n\u003cp\u003e“The days of simply localizing content for Saudi Arabia are long gone. Global and regional brands have to talk local to resonate,” says El Dahouk. That could mean focusing on women’s empowerment, celebrating local arts, enabling entrepreneurs, championing local sustainability efforts or simply being actively present during Ramadan or Eid.\u003c/p\u003e\n\u003cp\u003e“Content has to feel, sound and look as if it was ‘made for Saudi’ specifically — ‘made in Saudi’ being a definite bonus, and better yet, ‘made by a Saudi’ — for Gen Z’s final seal of approval,” adds El Dahouk. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eBeyond social media\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eWhile young Saudis spend a lot of time on social media, the experts who spoke to \u003cem\u003eThe Current \u003c/em\u003ebelieve CTV and audio can offer advertisers new ways to engage with this audience.\u003c/p\u003e\n\u003cp\u003e“CTV offers the advantage of combining the visual appeal of video with the precision of digital advertising, making it a powerful tool for capturing the attention of Saudi youth,” says Lafi.\u003c/p\u003e\n\u003cp\u003e“CTV is great for storytelling that goes beyond just a quick ad,” adds The Future Laboratory’s Hawkins. “On the audio front, whether through podcasts or music streaming, it’s all about connecting with Gen Z in a more intimate and personal way, which can build stronger brand relationships over time.”\u003c/p\u003e\n\u003cp\u003eSaudi Arabians already \u003ca href=\"https://content-na1.emarketer.com/gulf-streamers?_gl=1*hr02pl*_gcl_au*ODc4MDEwMDY1LjE3MjExNDE2Njk.*_ga*MjAyODEyNjI1OS4xNzIxMTQxNjY5*_ga_XXYLHB9SXG*MTcyMzY0MjMwMC4zLjAuMTcyMzY0MjMwMC42MC4wLjA\" target=\"_blank\" rel=\"noreferrer noopener\"\u003elead the world\u003c/a\u003e on time spent streaming TV, ahead of even U.S. viewers. And \u003ca href=\"https://content-na1.emarketer.com/global-media-intelligence-2023-middle-east-africa?_gl=1*hr02pl*_gcl_au*ODc4MDEwMDY1LjE3MjExNDE2Njk.*_ga*MjAyODEyNjI1OS4xNzIxMTQxNjY5*_ga_XXYLHB9SXG*MTcyMzY0MjMwMC4zLjAuMTcyMzY0MjMwMC42MC4wLjA.#Saudi_Arabia\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ealmost all\u003c/a\u003e — 96% — of internet users aged 16 to 24 in Saudi Arabia are video -on-demand viewers, while 73% listen to digital audio.\u003c/p\u003e\n\u003cp\u003eThey aren’t just streaming more — figures show that the effectiveness of ads run on these channels is also increasing. According to GWI data shared by Smith, since 2021, the number of Saudi Gen Zers who say they discover new brands and products through ads on streaming TV and podcasts has increased by 19% and 9%, respectively.\u003c/p\u003e\n\u003cp\u003e“They’re spending over 30 minutes more than other Gen Zers globally listening to podcasts and watching streaming TV, and these channels’ influence on their purchase behavior is increasing too,” says Smith. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732405396736},"getContentData({\"slug\":\"cannes-advertising-leaders-news-publishers\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"uKZLdnsnO-TYW-EKo1TVG","originalArgs":{"slug":"cannes-advertising-leaders-news-publishers","token":""},"startedTimeStamp":1732405413393,"data":{"metadata":{"datePosted":"2024-06-18T15:55:00-07:00","dateCreated":"2024-06-18T13:29:34-07:00","dateUpdated":"2024-07-09T08:30:41-07:00","title":"At Cannes, advertising leaders sound the alarm on the state of news | The Current","description":"Advertising leaders call on brands to reinvest in news, as journalism looks for new monetization strategies in the face of several existential challenges.","image":{"alt":"Lion laying on a stack of newspapers with a pixelated cursor hand lifting up the pages.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_NewsImportant_1920x1080px_Logo_v1_2024-06-18-225116_levd.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Lion laying on a stack of newspapers with a pixelated cursor hand lifting up the pages.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_NewsImportant_1920x1080px_Logo_v1_2024-06-18-225118_ydnf.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Stephanie Paterik","themes":["Marketing Strategy","Cannes Lions"],"url":"https://www.thecurrent.com/cannes-advertising-leaders-news-publishers","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3152696,"slug":"cannes-advertising-leaders-news-publishers","postDate":"2024-06-18T15:55:00-07:00","heading":"At Cannes, advertising leaders sound the alarm on the state of news","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Lion laying on a stack of newspapers with a pixelated cursor hand lifting up the pages.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_NewsImportant_1920x1080px_NoLogo_v1_2024-06-18-225148_jztb.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Lion laying on a stack of newspapers with a pixelated cursor hand lifting up the pages.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_NewsImportant_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Lion laying on a stack of newspapers with a pixelated cursor hand lifting up the pages.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_NewsImportant_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":3152697,"slug":"stephanie-paterik","fullName":"Stephanie Paterik","positionTitle":null,"authorType":"staff","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","themeHighlightColor":""},{"id":1948691,"title":"Cannes Lions","slug":"the-current-cannes","uri":"sections/the-current-cannes","description":"The news and trends you need to know from the annual Festival of Creativity along the Croisette.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eCANNES, France — “Journalism is under assault. Your support is essential.” \u003c/p\u003e\n\u003cp\u003eThat was \u003cem\u003eThe Wall Street Journal\u003c/em\u003e publisher Almar Latour’s pitch to advertisers at the Cannes Lions Festival of Creativity this week in a discussion that charted the modern history of advertisers fleeing credible news outlets in the name of brand safety.\u003c/p\u003e\n\u003cp\u003eThat trend has played out, they argued, at a time when news outlets need ad dollars more than ever.\u003c/p\u003e\n\u003cp\u003eSo-called news blocking is just one existential threat facing journalism. Since 2005, 2,900 local newspapers have closed shop, and the pace accelerated in 2023, with 2.5 shuttering per week in the United States alone, according to a Northwestern University Medill School of Journalism \u003ca href=\"https://www.forbes.com/sites/bradadgate/2023/11/21/this-year-the-loss-in-the-number-of-newspapers-published-accelerated/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e. Additionally, thousands of journalists have been laid off after years of economic turbulence, changing audience preferences and shifty social algorithms.\u003c/p\u003e\n\u003cp\u003e“We’ve watched so may journalistic outlets around the world, including the United States, just go away at a pace unprecedented over the last year in particular,” Jeff Green, CEO and founder of The Trade Desk, said at the event. “And that’s in part because Facebook has learned it’s not advantageous for them to monetize, and they make more in shorts. […] Real journalism and truth costs money.”\u003c/p\u003e\n\u003cp\u003eThe fact that the news media is all but on life support is not lost on the Croisette crowd. Publishers are increasingly visible at the festival, from Condé Nast to Reuters. And the health of news outlets has become a conversation starter, up there with AI and retail media.\u003c/p\u003e\n\u003cp\u003eAcknowledging “the burden that sits inside of journalism,” Green called on publishers to climb down from their ivory towers, invest in technology alongside content and “really focus on monetizing for themselves.” \u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“Brands do not need to accept the myth that news is unsafe.”\u003c/p\u003e","caption":"Vanessa Otero, CEO, Ad Fontes Media"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eNews media has an opportunity to embrace the same tech that powered connected TV’s (CTV’s) surge, including authentication (or logged-in users); identity solutions that outperform cookies in every way but especially in monetization; metadata that proves value; and audience-friendly measures like curbing ad load and clickbait, he added.\u003c/p\u003e\n\u003cp\u003eVanessa Otero, CEO of Ad Fontes Media, which rates the trustworthiness of news outlets, pointed to new research that shows that ads appearing alongside hard news don’t lose their potency. A Stagwell \u003ca href=\"https://www.stagwellglobal.com/future-of-news/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estudy\u003c/a\u003e released last month tested ads alongside stories about war, subway shootings, and polarizing political candidates — as well as sports, entertainment and business.\u003c/p\u003e\n\u003cp\u003e“Brand favorability and purchase intent measured no difference across the whole thing,” she said. “Brands do not need to accept the myth that news is unsafe.” \u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eBrand bias against news is relatively new \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eOtero points to 2016 as the grim year when the brand-safety industry was born. When the terrorist group ISIS filmed a beheading and broadcast it on YouTube, some brands were horrified to find their ads alongside it. It became a cautionary tale, and tech companies popped up with tools to protect advertisers.\u003c/p\u003e\n\u003cp\u003eThat election season, fueled by fake news on social media, also sent brands running from news coverage, credible or not.\u003c/p\u003e\n\u003cp\u003eWhy should advertisers care about the state of journalism? There’s a business and a moral case, Otero contended. The challenge is convincing everyone along the marketing chain — from the CEO to the trader. Not to mention that in an ecosystem, the fates of tech, brands and publishers are intertwined.\u003c/p\u003e\n\u003cp\u003eGreen predicted journalism’s woes will get worse before they get better due to the internet’s persistent signal-to-noise ratio problem. That insight motivated The Trade Desk to release its \u003ca href=\"https://www.thetradedesk.com/us/rise-of-the-premium-internet-report\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eSellers and Publishers Report\u003c/a\u003e highlighting 100 quality publishers in CTV, audio and news.\u003c/p\u003e\n\u003cp\u003e“Long term, I’m an optimist. I believe we’re all going to put a higher premium on truth than we have before,” he said. “I think it’s going to be easier and easier to destroy one’s own credibility, and so preserving that becomes more and more important. When you do that, people will pay attention because I do believe people are hungry for truth and objective journalism.” \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk, Inc.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732405413431},"getAuthorData({\"slug\":\"the-current-editors\\\"964784@\",\"token\":\"\"})":{"status":"rejected","endpointName":"getAuthorData","requestId":"qQ_9Jv3mPgc3ZDaI7klDq","originalArgs":{"slug":"the-current-editors\"964784@","token":""},"startedTimeStamp":1732405458694,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an Author with slug the-current-editors\"964784@","code":0,"status":404}}},"getAuthorData({\"slug\":\"the-current-editors;941477@\",\"token\":\"\"})":{"status":"rejected","endpointName":"getAuthorData","requestId":"XSVOUcqs7teb6BgHfhdnL","originalArgs":{"slug":"the-current-editors;941477@","token":""},"startedTimeStamp":1732405460393,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an Author with slug the-current-editors;941477@","code":0,"status":404}}},"getSectionData({\"slug\":\"retail\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"0szPGUIUXNgQP98vipO7s","originalArgs":{"slug":"retail","token":""},"startedTimeStamp":1732405471058,"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":1732405471092},"getAuthorData({\"slug\":\"ilyse-liffreing-michelle-castillo\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"plhWDsDmoG1U1NEYBEhfI","originalArgs":{"slug":"ilyse-liffreing-michelle-castillo","token":""},"startedTimeStamp":1732405475782,"data":{"metadata":{"datePosted":"2024-07-30T15:17:00-07:00","dateCreated":"2024-07-30T15:16:55-07:00","dateUpdated":"2024-11-12T12:07:34-08:00","title":"Ilyse Liffreing; Michelle Castillo | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/ilyse-liffreing-michelle-castillo","noIndex":false,"type":"authors"},"data":{"id":3250021,"title":"Ilyse Liffreing; Michelle Castillo","featuredImage":{},"fullName":"Ilyse Liffreing; Michelle Castillo","positionTitle":null,"blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732405475826},"getContentData({\"slug\":\"5-minutes-with-digital-content-next-jason-kint-google-antitrust-trial\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"tSTM-CACwcYf1Ui9w5RYH","originalArgs":{"slug":"5-minutes-with-digital-content-next-jason-kint-google-antitrust-trial","token":""},"startedTimeStamp":1732405531483,"data":{"metadata":{"datePosted":"2024-09-09T11:15:00-07:00","dateCreated":"2024-09-09T09:34:59-07:00","dateUpdated":"2024-09-09T11:15:29-07:00","title":"5 Minutes with Digital Content Next’s Jason Kint | The Current","description":"Google’s landmark antitrust ad tech trial starts this week. A veteran marketer with a background in journalism lays out the potential impact of the trial.","image":{"alt":"5 minutes with Jason Kint, CEO of Digital Context Next","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_5MinutesWith_JasonKint_1920x1080px_FacebookMetadata_v1.gif","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Jason Kint, CEO of Digital Context Next","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_5MinutesWith_JasonKint_1920x1080px_TwitterMetadata_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["Opinion","5 minutes with - Voices page (Q\u0026A section)"],"url":"https://www.thecurrent.com/5-minutes-with-digital-content-next-jason-kint-google-antitrust-trial","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3327576,"slug":"5-minutes-with-digital-content-next-jason-kint-google-antitrust-trial","postDate":"2024-09-09T11:15:00-07:00","heading":"5 Minutes with Digital Content Next’s Jason Kint","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"5 minutes with Jason Kint, CEO of Digital Context Next","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_5MinutesWith_JasonKint_1920x1080px_PreviewImage_v1.gif","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{"alt":"5 minutes with Jason Kint, CEO of Digital Context Next","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_5MinutesWith_JasonKint_1920x1080px_FeaturedImage_v1_2024-09-09-170354_fhkf.jpg","width":1920,"height":1080,"isLandscape":true},"featuredPreviewImage":{"alt":"5 minutes with Jason Kint, CEO of Digital Context Next","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_5MinutesWith_JasonKint_1200px_Square-_v1.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eHolly Warfield / Getty / \u003cem\u003eThe Current\u003c/em\u003e\u003c/p\u003e","previewImage":{"alt":"5 minutes with Jason Kint, CEO of Digital Context Next","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition187_5MinutesWith_JasonKint_1920x1080px_PreviewImage_v1_2024-09-09-170406_oeev.gif","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":3250899,"title":"5 minutes with - Voices page (Q\u0026A section)","slug":"5-minutes-with","uri":"sections/5-minutes-with","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhen it comes to monopoly-busting campaigns launched by the U.S. Department of Justice, there are some obvious landmarks in the 20th century — Standard Oil, AT\u0026amp;T and Microsoft. As it goes to trial this week, the government is aiming to add one more name to that list: Google. The DOJ alleges that the tech giant has illegally monopolized the ad tech marketplace. This trial comes hot on the heels of another DOJ antitrust case, which concluded in August with a verdict that found Google had monopolized the search-engine marketplace. \u003c/p\u003e\n\u003cp\u003eIn the lead-up to this second trial, the DOJ has unsealed several documents that offer a glimpse into how Google talked about its own products. Trade publications have been trawling through these legal documents and \u003ca href=\"https://www.adweek.com/programmatic/3-key-areas-of-focus-in-googles-upcoming-adtech-antitrust-trial/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epublished their revelations\u003c/a\u003e. The ad tech world is bracing for more as the trial gets underway in a federal courthouse in Alexandria, Virginia. \u003c/p\u003e\n\u003cp\u003eAhead of the trial, reporter Chris Brooklier \u003ca href=\"https://www.thecurrent.com/jason-kint-ceo-digital-content-next-google-trial\"\u003esat down\u003c/a\u003e with Jason Kint, the CEO of Digital Content Next, a trade group for digital content providers. An outspoken critic of Google and Facebook, Kint attended some of the pretrial hearings and offers his take on the meaning of this potentially landmark case. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity. \u003c/em\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eI\u003c/strong\u003ef we zoom out, who do you think is harmed overall by Google’s alleged monopoly of the ad tech market?  \u003c/h2\u003e\n\u003cp\u003e The first part of the complaint in this case is that Google’s dominance over the search business and the search text ads business is where the market power starts. I appreciate that these are allegations for this case, but we now have a federal judge who decided that Google has \u003ca href=\"https://www.politico.com/news/2024/08/05/google-antitrust-lawsuit-00172678#:~:text=In%20a%20277-page%20ruling,makers%20and%20mobile%20carriers%20such\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emonopoly power over search and over search text ads.\u003c/a\u003e    \u003c/p\u003e\n\u003cp\u003eThat market power then allowed Google — and this is where the allegations start [for this trial] — to dominate three other areas of the supply chain. The companies that were harmed in those various phases would include publishers, ad tech companies — both on the buy and the sell sides — and possibly exchanges. And so that’s going to be the case that they’re going to have to make. And [the government has] got a wealth of evidence behind it. \u003c/p\u003e\n\u003cp\u003eYou have a supply chain, and you’ve got a dominant company that sits on all sides of it, with clear conflicts of interest, that’s able to extract what has clearly been an enormous amount of revenue and profit out of it.    \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eC\u003c/strong\u003ean you say just how much Google has impacted the journalism industry specifically? How have these online publishers been affected by the system that Google has created?  \u003c/h2\u003e\n\u003cp\u003e As you look across the entire industry, Google plays a role in which they clearly dominate the distribution of news and entertainment. [For instance,] 98% of the queries on a mobile device go through Google for general search. So that’s distribution. And then they clearly have a significant advantage in deciding the rules around data and how it’s able to be used. And then the monetization piece. For a good number of years, the rest of the industry was stagnant or shrinking while Google and Facebook collectively were taking almost all of the growth. And so, in round numbers, if the business was $100 billion and it grew by $20 billion, then Google and Facebook would take all of that $20 billion.   \u003cbr /\u003e\u003cbr /\u003eThat’s when the discussions and concern started, about seven or eight years ago. Ultimately there’s a zero-sum game. And that money was being taken by two major intermediaries.    \u003c/p\u003e\n\u003cp\u003eTo hear more from Jason, listen to this episode of \u003cem\u003eThe Current Report\u003c/em\u003e:\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/155f7ed1-1f5d-4976-a4bd-99eb1330236d?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":null,"mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003eYou know, this is clearly being touted as a landmark antitrust case. Do you have any sense of how \u003c/strong\u003ethe outcome might reshape the power that these Big Tech firms have?    \u003c/h2\u003e\n\u003cp\u003eIt depends on ultimately where we get to with remedies. Even the search decision that came out a few weeks ago, that also will start a whole new set of hearings focused on the remedies. What Judge [Amit] Mehta decides to do there is going to be really important. If it’s as simple as saying that Google can’t buy the default spot on Safari and on iOS and on Samsung devices for search, then that will be a very unfortunate remedy because it probably won’t affect and solve for the issue that we’ve seen in the opinion.    \u003c/p\u003e\n\u003cp\u003eMore likely he’ll lean toward something that involves structural separation. And so, you can imagine Google having to divest itself of Android or Chrome and ultimately start competing with itself in different ways and separate companies. That would be landmark. And that will take a few years to happen and ultimately will go to the Supreme Court. But this is a big deal.    \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eTo what extent does the\u003c/strong\u003e search trial connect to what might happen in this trial? What are the differences? \u003c/h2\u003e\n\u003cp\u003eThere are connection points that I think aren’t readily understood. One is that the ad tech dominance all stems from the search dominance. And so that will be clear, I think, in the arguments. Number two, you’ve got to come back to the common issue of \u003ca href=\"https://www.adweek.com/programmatic/the-doj-alleged-google-destroyed-relevant-evidence-ahead-of-its-antitrust-adtech-trial/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eevidence that was purged\u003c/a\u003e and that’s run across all the trials. And then three, and this will come out in the remedies, this recognition that when you have 98% of the mobile queries, the data and the scale at which you’re able to operate, gives you an advantage in entrenchment in all future business. So, you can run experiments and large-scale experiments much more rapidly than anybody else that can inform and help you train your AI, for example. It can help you make decisions about how you want auctions to work in the advertising marketplace. You can do things that no one else can do to shape the market in the future.    \u003c/p\u003e\n\u003cp\u003eJudge Mehta understands that. It was striking that even Microsoft was sitting there testifying and saying that they didn’t have the scale and queries to remotely compete with Google.   \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eIf we look from a historical perspective, do you have any thinking on how this trial compares to any other \u003c/strong\u003elandmark antitrust cases, such as Microsoft in 2000? \u003c/h2\u003e\n\u003cp\u003eI’m not an expert in the history of antitrust, but I would point you to Jonathan Kanter, the assistant attorney general of the Department of Justice, who’s leading these cases. He said it would be “on the Mount Rushmore of antitrust cases,” along with AT\u0026amp;T and Microsoft and Standard Oil. That says something there.    \u003c/p\u003e\n\u003cp\u003eIt’s also interesting that the search decision was very much tied to and relied upon the Microsoft decision, which also makes it a pretty clean decision. It means it will probably make it through appeals, too, because [it’s] the same court that made the decision on Microsoft.   \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eT\u003c/strong\u003ehis ad tech trial, now starting in September, could push into next year until we have a decision. If I asked you to look ahead a year from now, what might happen?  \u003c/h2\u003e\n\u003cp\u003eWe’ll have a remedy on from the search decision likely before the end of this year. And I think the ad tech trial might inform legislation. You’ll probably hear more and more about something called the \u003ca href=\"https://www.lee.senate.gov/2023/3/the-america-act\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAmerica Act\u003c/a\u003e, [a bipartisan bill] which Senators [Mike] Lee [R-U.T.] and [Amy] Klobuchar [D-M.N.] have introduced. It’s kind of a custom-designed piece of legislation that fits a lot of symptoms here.    \u003c/p\u003e\n\u003cp\u003eThere’ll be more activity based on this for sure, both in Congress and in the courts. And, that decision from search will probably be at the appellate court being heard next year. And the one thing I should also I should flag, too, is the state attorneys general, led by Texas, brought the first ad tech case against Google back in December of 2020. And that’s scheduled to go to court for trial in the first quarter of 2025. It’s going to be an eventful year for ad tech.    \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk Inc. An individual from The Trade Desk is among the 68 people included on the trial witness list.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"gray","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":7}},"fulfilledTimeStamp":1732405531515},"getContentData({\"slug\":\"5-minutes-with-infosum-lauren-wetzel\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"mwlolPOSS9Hqo0CMtnR5H","originalArgs":{"slug":"5-minutes-with-infosum-lauren-wetzel","token":""},"startedTimeStamp":1732405543451,"data":{"metadata":{"datePosted":"2024-09-12T05:00:00-07:00","dateCreated":"2024-09-11T08:42:04-07:00","dateUpdated":"2024-09-11T14:15:17-07:00","title":"5 Minutes with InfoSum’s Lauren Wetzel | The Current","description":"InfoSum’s new CEO breaks down first-party data, clean rooms, why it seems like everyone is a media company these days and of course, AI.","image":{"alt":"5 minutes with Lauren Wetzel, CEO of Infosum","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_5MinutesWith_LaurenWetzel_1920x1080px_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Lauren Wetzel, CEO of Infosum","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_5MinutesWith_LaurenWetzel_1920x1080px_v1-1_2024-09-11-154259_jcka.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Opinion","5 minutes with - Voices page (Q\u0026A section)"],"url":"https://www.thecurrent.com/5-minutes-with-infosum-lauren-wetzel","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3327817,"slug":"5-minutes-with-infosum-lauren-wetzel","postDate":"2024-09-12T05:00:00-07:00","heading":"5 Minutes with InfoSum’s Lauren Wetzel","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"5 minutes with Lauren Wetzel, CEO of Infosum","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_5MinutesWith_LaurenWetzel_1920x1080px_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{"alt":"5 minutes with Lauren Wetzel, CEO of Infosum","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_5MinutesWith_LaurenWetzel_1920x1080px_NoLogo_v1_2024-09-11-155003_syrj.jpg","width":1920,"height":1080,"isLandscape":true},"featuredPreviewImage":{"alt":"5 minutes with Lauren Wetzel, CEO of Infosum","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_5MinutesWith_LaurenWetzel_1200px_Square_v1-1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eSarah Kim / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"5 minutes with Lauren Wetzel, CEO of Infosum","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition180_5MinutesWith_LaurenWetzel_1920x1080px_NoLogo_v1_2024-09-11-155024_ekxz.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":3250899,"title":"5 minutes with - Voices page (Q\u0026A section)","slug":"5-minutes-with","uri":"sections/5-minutes-with","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIssues like data privacy, consumer trust and solutions for signal loss are increasingly dominating digital advertising conversations, a shift that is making a company like InfoSum arguably more relevant than ever. \u003c/p\u003e\n\n\u003cp\u003eThe data collaboration platform appointed new leadership this summer, with Lauren Wetzel stepping up to succeed Brian Lesser as CEO. Wetzel, a four-year InfoSum veteran, spoke with \u003cem\u003eThe Current\u003c/em\u003e Editor-in-Chief Stephanie Paterik about first-party data, clean rooms, why it seems like everything is a media company these days and of course, AI. \u003c/p\u003e\n\n\u003cp\u003e\u003cem\u003eNote: We sat down with Wetzel days before she was named CEO of InfoSum. The following interview has been edited for length and clarity. \u003c/em\u003e\u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eLet’s\u003c/strong\u003e talk about first-party data, a topic that you are steeped in. What is on marketers’ minds right now when it comes to first-party data? Are their strategies shifting?\u003c/h2\u003e\n\u003cp\u003eIt depends on who you’re talking to, because if you’re talking to someone who’s based in Europe, who’s been under GDPR [the General Data Protection Regulation] for six years, I would say sometimes there’s a massive difference there.\u003c/p\u003e\n\u003cp\u003eBrands prioritize their consumer relationships, and recognize a consumer's first-party data as one of their greatest assets. However, they need to approach first-party data carefully. Once you mismanage data and once you lose the trust of a consumer — and by lose trust, I mean handle their data in a way that they're not going to be comfortable with—you can never get that back. \u003c/p\u003e\n\u003cp\u003eIt’s not just a CMO’s and brand team’s agenda, it’s a CEO agenda. That reputational risk of “What are you doing with my data and are you protecting it?” While there’s so many studies and examples and case studies of the performance that can come with first-party data, which is why everyone’s running toward it, you have to balance that with new technology and new stringency on “What am I collecting? Should I be collecting it? What am I doing with it? And how do I manage that?” \u003c/p\u003e\n\n\u003cp\u003eAnd so, what we constantly are educating people on is that privacy and performance aren’t at odds, and first-party data is an integral part of that. Embracing bringing your privacy teams into the meeting to evaluate technology is not going to slow you down because it’s going to set you up for success. It will drive performance. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eData clean rooms are a\u003c/strong\u003e focus of your work. How interested are brands in this right now?\u003c/h2\u003e\n\u003cp\u003eThis year more than ever. It’s a testament to it just being a topic that people care about. There are more speaker opportunities than ever, more space and I think a lot of that is because Big Technology companies are saying, “This is going to be an extension of my cloud tools.” But data clean rooms and this technology [are] not about replacing whatever came before it. \u003c/p\u003e\n\u003cp\u003eI actually got to join a roundtable at Amazon and we all talked about how the entire industry is constantly looking at it as hurdles: Here’s a new hurdle of privacy, here’s a new hurdle that’s safety about data, here’s a new hurdle of signal loss. And everything is in service of trying to replace that or fill that. I think the better way to frame it is: What can we do that we couldn’t do before with the new flavor of measurement? What’s a new product that’s out there? It’s not about just connecting these two parties; it’s about connecting four parties. \u003c/p\u003e\n\n\u003cp\u003eIt’s about embracing the fact that brands are now media networks. Chase and Uber are now growing their advertising product out in the market — how did they come into the party? I think that’s the best way to think about the tech and it’s a topic for people this year more than ever. \u003c/p\u003e\n\n\u003cp\u003eMost of the time it takes to shouting from the rooftops, losing my voice saying, “Hey, care about this.” \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eYou \u003c/strong\u003ementioned companies like Uber are getting into the media space. Several years ago, we saw brands embrace this idea from a content standpoint. Now, it seems companies are leaning into the data and advertising opportunities of their platforms as well.\u003c/h2\u003e\n\u003cp\u003eAnd it creates new channels. T-Mobile is a great example of this, as are Uber and Netflix, companies that have more first-party data that they need to bring in. I think where we come in is we can help create some level of fluidity across those marketplaces, make it easier to power that first-party data without handing over control.\u003c/p\u003e\u003ch2\u003e\u003cstrong\u003eH\u003c/strong\u003eow are you thinking about AI from a data privacy standpoint? \u003c/h2\u003e\n\n\u003cp\u003eMy husband, who does not work in our space, has all these new AI tools which he can use for his job. He asks me all the time this exact question: “Who’s taking my data? Now [that] my company has my data, what are they going to do with it?” I think that’s the biggest question: How do you protect that data? Are you storing that data? What are you doing with that data? \u003c/p\u003e\n\n\u003cp\u003eAnd I think it’s very similar in application to data that’s been feeding advertising for quite some time, which by the way, we as an industry got so wrong. We got it so wrong at the start of advertising. It was just, oh my gosh, we want this to be more relevant and we want to be better at it, so here’s my data. \u003c/p\u003e\n\n\u003cp\u003eWe didn’t think about the consumer. Does that consumer know who this random company is? Or when a data broker trades that data on a marketplace?” Because I think we got that wrong, I like that everyone’s asking this question and so we’re coming to the table with perspectives. \u003c/p\u003e\n\n\u003cp\u003eWe’re coming to the table educating on all of the privacy technology and the right methods in the application of first-party data for advertising purposes. They should be training on how they embrace AI exactly the same. Like every company, we want to be better, faster, stronger from the tools they can provide. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"gray","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732405543484},"getContentData({\"slug\":\"davide-rosamilia-vp-id5-regulators-ad-tech-ecosystem\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ZC70NtLZ4w7luMKI-10l_","originalArgs":{"slug":"davide-rosamilia-vp-id5-regulators-ad-tech-ecosystem","token":""},"startedTimeStamp":1732405529155,"data":{"metadata":{"datePosted":"2024-11-06T06:53:00-08:00","dateCreated":"2024-11-06T06:20:18-08:00","dateUpdated":"2024-11-06T06:54:40-08:00","title":"Why we must engage with regulators for a healthier ad tech ecosystem | The Current","description":"ID5's Davide Rosamilia shares why we need more industry experts to share their knowledge with regulators for the health of the ad tech ecosystem.","image":{"alt":"A stack of traffic cones on top of a cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition194_OpEd_DavideRosamilia_Regulation_1920x1080_OpinionLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A stack of traffic cones on top of a cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition194_OpEd_DavideRosamilia_Regulation_1920x1080_OpinionLogo_v2_2024-11-06-144305_hsav.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Davide Rosamilia","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/davide-rosamilia-vp-id5-regulators-ad-tech-ecosystem","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3348553,"slug":"davide-rosamilia-vp-id5-regulators-ad-tech-ecosystem","postDate":"2024-11-06T06:53:00-08:00","heading":"Why we must engage with regulators for a healthier ad tech ecosystem","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#f7d031","textHex":"#000000"},"featuredImage":{"alt":"A stack of traffic cones on top of a cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition194_OpEd_DavideRosamilia_Regulation_1920x1080_NoLogo_v2.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A stack of traffic cones on top of a cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition194_OpEd_DavideRosamilia_Regulation_1200px_Square_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eHolly Warfield / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A stack of traffic cones on top of a cursor.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition194_OpEd_DavideRosamilia_Regulation_1920x1080_NoLogo_v2_2024-11-06-144417_kobu.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3348585,"slug":"davide-rosamilia","fullName":"Davide Rosamilia","positionTitle":"VP of product, ID5","authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":3266231,"title":"Op-ed","slug":"op-ed","uri":"sections/op-ed","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWe live in a time when certain dominant tech players wield unchecked power to make sweeping changes, like removing signals that businesses depend on. As anyone in the ad tech world knows, the threat of cookie deprecation loomed large earlier this year.\u003c/p\u003e\n\u003cp\u003eWhile some argue these initiatives may have certain benefits, like enhancing privacy or fostering innovation, without proper oversight, they can cause significant disruption to the wider ad tech ecosystem.\u003c/p\u003e\n\u003cp\u003eDespite Google announcing a consent mechanism for third-party cookies in July, questions linger. The lack of a clear road map has left all parts of the advertising chain in limbo.\u003c/p\u003e\n\u003cp\u003eMany industry players, 60% according to an ID5 survey, believe the delay is linked to the ongoing U.K. Competition and Markets Authority (CMA) investigation into cookie removal and Privacy Sandbox.\u003c/p\u003e\n\u003cp\u003eBy acting as a referee, the CMA plays a vital role in maintaining fair market competition, especially in ad tech, where it monitors dominant players like Google and Meta to prevent anticompetitive practices.\u003c/p\u003e\n\u003cp\u003eBut regulators like the CMA can’t uphold this system of checks and balances on their own. This process requires input from industry players to create a more balanced playing field. Engagement is not just important — it’s essential. \u003c/p\u003e"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAs Google continues to provide information regarding the user experience in Chrome, industry players must seek out opportunities to voice their concerns.\u003c/p\u003e\n\u003cp\u003eIt’s like participating in an election: If you don’t vote, you can’t complain about the results. Through active participation, industry members can create a more inclusive path forward, where everyone’s interests are taken into account.\u003c/p\u003e\n\u003cp\u003eWe need more industry experts to share their knowledge with regulators. But there are certain things to keep in mind to make this engagement beneficial for the entire digital advertising community.\u003c/p\u003e\n\u003cp\u003eEngaging with regulators is about much more than representing your organization’s specific interests. It’s an opportunity to provide a broader perspective on how decisions made by dominant players can impact the entire industry. Walled gardens, independent players and everyone in between need to be part of the conversation.\u003c/p\u003e\n\u003cp\u003eIt’s natural to approach these conversations as an advocate for your company or job function. However, the best way to engage is simply as an industry expert.\u003c/p\u003e\n\u003cp\u003eRegulators seek insights that go beyond individual company concerns — they want to understand how the industry operates, where the pain points are, and what solutions could create a more balanced and competitive environment.\u003c/p\u003e\n\u003cp\u003eThis engagement helps regulators make informed decisions that steer the industry toward a fairer and more sustainable future.\u003c/p\u003e\n\u003cp\u003eBy offering insights into the market dynamics and the ripple effects of dominant players’ actions, we can help create a system of checks and balances that prevents disruption and ensures fair competition.\u003c/p\u003e\n\u003cp\u003eThe CMA will publicly consult the industry in Q4 2024 before making a decision on whether to accept Google’s changes to its initial commitment. At this time, the CMA also plans to provide an update on its stance relating to Privacy Sandbox tools and assessment of the testing results.\u003c/p\u003e\n\u003cp\u003eWorking together, we can establish clear boundaries that protect smaller, innovative companies from being forced to react to sudden, unilateral changes by dominant players that unfairly harm competition.\u003c/p\u003e\n\u003cp\u003eThis collaboration isn’t just beneficial for individual organizations — it’s essential for the health of the entire ad tech ecosystem. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThis op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":3}},"fulfilledTimeStamp":1732405529183},"getContentData({\"slug\":\"5-minutes-with-rob-norman-john-donahue\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"kFKNQu_AK4gZMYmXysf1n","originalArgs":{"slug":"5-minutes-with-rob-norman-john-donahue","token":""},"startedTimeStamp":1732405546371,"data":{"metadata":{"datePosted":"2024-08-01T11:24:00-07:00","dateCreated":"2024-08-01T11:14:47-07:00","dateUpdated":"2024-08-12T12:53:11-07:00","title":"5 Minutes with Rob Norman and John Donahue | The Current","description":"Two digital advertising veterans react to Google’s cookie-deprecation reversal and share how marketers should build their strategies going forward.","image":{"alt":"5 minutes with Rob Norman and John Donahue.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition181_5MinsWith_JohnDonahueandRobNorman_1920x1080px_Logo_v1-2.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"5 minutes with Rob Norman and John Donahue.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition181_5MinsWith_JohnDonahueandRobNorman_1920x1080px_Logo_v1-2_2024-08-01-181605_tard.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Opinion","Premium","5 minutes with - Voices page (Q\u0026A section)"],"url":"https://www.thecurrent.com/5-minutes-with-rob-norman-john-donahue","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3253861,"slug":"5-minutes-with-rob-norman-john-donahue","postDate":"2024-08-01T11:24:00-07:00","heading":"5 Minutes with Rob Norman and John Donahue","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"5 minutes with Rob Norman and John Donahue.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition181_5MinsWith_JohnDonahueandRobNorman_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"5 minutes with Rob Norman and John Donahue.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition181_5MinsWith_JohnDonahueandRobNorman_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cfigure class=\"hidden w-full max-w-full md:block md:aspect-auto\" style=\"border-width:0px;border-style:solid;margin:0px;width:2166px;max-width:100%;\"\u003e\u003cdiv class=\"mx-auto w-full max-w-8xl px-6 md:px-12.5 lg:px-4 xl.5:px-0\"\u003e\u003cdiv\u003e\u003cp class=\"type-caption mt-2 text-right\"\u003eIllustration by Robyn Phelps / Getty / The Current\u003cbr style=\"border-width:0px;border-style:solid;\" /\u003e\u003c/p\u003e\u003c/div\u003e\u003c/div\u003e\u003c/figure\u003e\n\u003cp\u003e\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"5 minutes with Rob Norman and John Donahue.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition181_5MinsWith_JohnDonahueandRobNorman_1920x1080px_NoLogo_v1_2024-08-01-181741_akrf.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":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":3250899,"title":"5 minutes with - Voices page (Q\u0026A section)","slug":"5-minutes-with","uri":"sections/5-minutes-with","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eEvolve or die. That was the message that John Donahue, partner at programmatic consultancy Up and to the Right, imparted when \u003cem\u003eThe Current\u003c/em\u003e \u003ca href=\"https://www.thecurrent.com/john-donahue-rob-norman-digital-data-identity\"\u003espoke with him\u003c/a\u003e earlier this year amid the beginning of Google’s Chrome web browser cookie deprecation. \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eNow despite Google reversing its plan completely, Donahue’s sentiment remains even more relevant, as marketers and publishers are reportedly keeping their foot on the pedal, moving still toward a \u003ca href=\"https://www.thecurrent.com/brands-publishers-google-cookieless-future\"\u003ecookieless future\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eIn a moment of rapid evolution throughout our industry, we spoke with Donahue and Rob Norman, former CEO of GroupM North America and fellow digital marketing veteran, to get more insight into this “future state” we’re moving toward and what ripple effects — if any — will come from Google’s latest decision. \u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity. \u003c/em\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eJohn, back in March, you told us that “we’re at this great precipice of ‘evolve or die.’” Now that we've seen this latest move from Google, how do you look back at that statement? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eJohn Donahue: I think it still holds. The reality is that Safari is still not allowing, especially on the iPhone, prevalent cookie data. So with them being a dominant function in the phone market in conjunction with mobile impressions being overdelivering, you're losing out on a huge percentage of the available inventory that's there.\u003c/p\u003e\n\u003cp\u003eSo even though the Google announcement pushes that Google is not going to deprecate the third-party cookie — and seems to indicate they’re going to look for a bit more forward consent or tracking permission from the users as implicit within Chrome — [that] still doesn’t change the fact that the majority of connected TV’s impressions, the majority of mobile app’s and the majority of mobile web’s, where the traffic is, is not being enriched by the third-party cookie. \u003c/p\u003e\n\u003cp\u003eSo it puts us in a position where the “evolve or die” statement still leads, because it does enable you at the majority being there it’s going to cause that same sort of one minus the majority as a numerator on the current average price of media. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eRob, if you were a marketer today, how would you build your strategy using all of the different kinds of fractured and fragmented signals that we have to deal with? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eRob Norman: Evolving means going from a current state to a future state. This one's interesting because evolving is going to be a back-to-the-future state, because advertisers always looked for leading indicators of intent. They've looked for pieces of information that suggest to them when and in what time frame people are likely to choose between two different things, make decisions and so forth.\u003c/p\u003e\n\u003cp\u003eAnd they have always used those to assemble audiences that they want to reach, to build campaigns at the right level of reach, frequency and recency to provoke those actions. And that's what they've done and that's what they're going to do again. So, they're going to look to other signals outside of the narrowly defined individual identifier in order to build that presence and their activity.\u003c/p\u003e\n\u003cp\u003eI think that what Google is doing is they’re playing catch-up a bit with Apple, [with a similar positioning as] ATT [App Tracking Transparency]. I think in doing that, they probably stave off the attention of the regulator a little bit. And we’ll see a sort of slow and lumbering process toward the same inevitable outcome that we would have had [even if] they deprecated the cookie completely. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat do you make of those comparisons to Apple? \u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eNorman: There’s a couple of aspects to it that are interesting. There’s a very contained user experience within the Apple ecosystem. People open one of the 50 or so apps that they use habitually. They have the consent choice within the app [and] they make their decision.\u003c/p\u003e\n\u003cp\u003eI think the Chrome browser experience is different. People have different kind of relationship with [the] myriad websites than they do with a select number of preferred apps in their ecosystems. People are going to see consent notices, I suspect, over and over again in the same way that you do if you experience European websites.\u003c/p\u003e\n\u003cp\u003eIt’ll be interesting to see if consumers’ sort of default behavior is to [select] “ask not to track.” And of course, it depends on how the question is asked or whether, as has happened in some other markets, people turn out not to be all that bothered. I think we’re in a little bit of a “wait and see” moment to see how that shakes out, because Google hasn’t really given us much insight into the eventual user experience. And without knowing what that is, it’s quite hard to predict what the consumer response will be. The Apple one is kind of very easy to understand and immensely predictable. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat are the moves that are going to happen next?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eDonahue: We know that something is coming that might not be as flexible as third-party cookies [and] might not be as forward and clear, to Rob’s point, on user experience…But there is a clear signal that there will be something coming.\u003c/p\u003e\n\u003cp\u003eThe cookie wasn’t really good at managing households, and it wasn’t even good at managing devices. We had to use Identity Alliance and 17 different ways to figure out how to reach a user once acknowledging that they have seven different devices. I think all these things will continue to progress, but it’s all pretty speculative until we see what that privacy czar at Google plans to do.\u003c/p\u003e\n\u003cp\u003eI think the savvy advertiser is thinking to themselves, “How do I find new ways to get audiences? How do I find new targeting tactics that are a little bit less ‘weeble wobble’ and that definitely work for me? How do I find ways to expand audiences based on insights I can garner from the first-party data?” And that may mean not using first-party data as a literal addressable seed and just doing lookalikes from it, but using it to further integrate.\u003c/p\u003e\n\u003cp\u003eSo, I think it’s going to continue to cause people to evolve in how they’re thinking about reaching the right and relevant audience from a purchaser perspective or prospective-purchaser perspective. \u003c/p\u003e\n\n\n\n\n\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eIs there anything in this overall topic that you think is missing from the conversation or not getting enough airtime?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eNorman: Within the narrow holes of the ad tech [community], X community and LinkedIn community, the initial reaction was “What are we going to talk about at conferences? Now we can’t talk about cookie deprecation?” But I think that the real truth of it is that what we’re already talking about and what we will carry on talking about is about individual identity deprecation as opposed to cookie deprecation.\u003c/p\u003e\n\u003cp\u003eAnd the conversation will bifurcate in two directions. It’ll be, one: To what degree can we expect to use individual identifiers in the future? To what degree will they be valuable even if we can use them? And if we can’t use them or shouldn’t use them, what are the other signals that we can activate in the bidstream? My guess is a slow shift away from individual identifiers despite the non-announcement about cookie deprecation and a circular shift toward other indicators intent on looking at activating those data streams in the bidstream. \u003c/p\u003e\n\n\u003cp\u003e \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":7}},"fulfilledTimeStamp":1732405546403},"getAuthorData({\"slug\":\"\u003cblockquote class=\\\"twitter-tweet\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003eFYI the millennial girlboss aesthetic is now called \u0026quot\",\"token\":\"\"})":{"status":"rejected","endpointName":"getAuthorData","requestId":"qJUF-FKpGpBAw8OnbaG8o","originalArgs":{"slug":"\u003cblockquote class=\"twitter-tweet\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003eFYI the millennial girlboss aesthetic is now called \u0026quot","token":""},"startedTimeStamp":1732405547970,"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-model-predicted-president-election-data-resonate\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"ssR2NTGVb_927V4ky3za6","originalArgs":{"slug":"ai-model-predicted-president-election-data-resonate","token":""},"startedTimeStamp":1732405548833,"data":{"metadata":{"datePosted":"2024-11-11T06:36:00-08:00","dateCreated":"2024-11-08T06:37:37-08:00","dateUpdated":"2024-11-12T06:16:51-08:00","title":"How an AI model correctly predicted the president 3 elections in a row | The Current","description":"What’s the secret to its success? 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That company, Resonate, relies on consumer data and intelligence to deliver data-driven insights.\u003c/p\u003e\n\u003cp\u003eSo, what’s the secret to its success? 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0"}},"getContentData({\"slug\":\"as-upfronts-wrapupfronts-british-marketers-innovation-retail-media-ctv\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"DJoGnzJrs3oIEOUtP4Dne","originalArgs":{"slug":"as-upfronts-wrapupfronts-british-marketers-innovation-retail-media-ctv","token":""},"startedTimeStamp":1732405629563,"data":{"metadata":{"datePosted":"2024-10-29T05:00:00-07:00","dateCreated":"2024-10-28T10:53:55-07:00","dateUpdated":"2024-10-28T12:52:43-07:00","title":"As upfronts wrap up, British marketers foresee a flurry of innovation in retail media and CTV | The Current","description":"Retail media, CTV players showcase successes and upcoming innovations.","image":{"alt":"Small construction workers work around a large, partially-built flatscreen TV","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition194_UKUpfronts_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Small construction workers work around a large, partially-built flatscreen TV","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Edition194_UKUpfronts_1920x1080px_Logo_v1_2024-10-28-193844_tyua.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Zac Wang","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/as-upfronts-wrapupfronts-british-marketers-innovation-retail-media-ctv","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3346600,"slug":"as-upfronts-wrapupfronts-british-marketers-innovation-retail-media-ctv","postDate":"2024-10-29T05:00:00-07:00","heading":"As upfronts wrap up, British marketers foresee a flurry of innovation in retail media and CTV","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Small construction workers work around a large, partially-built flatscreen 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Wang","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Zac Wang, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/HeadshotBW.png","width":1200,"height":1200,"isLandscape":false},"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eBritish marketers may not experience the glitz and glamour that their American counterparts do during the annual upfronts and NewFronts, but the IAB U.K.’s Digital Upfronts still offered them plenty to applaud as they wrapped up last week.\u003c/p\u003e\n\u003cp\u003eLike the NewFronts hosted in the spring by IAB in the U.S., the U.K.’s Digital Upfronts have become a key event series for digital marketers to keep up with new ad inventory, successful competitor campaigns and ad tech innovations.\u003c/p\u003e\n\u003cp\u003eThe roster of big-name presenters included The Sun newspaper, Sky Media and supermarket giant Tesco. But marketers also heard from retail media, audio and gaming firms, in addition to other streamers.\u003c/p\u003e\n\u003cp\u003eThe Current was on-site to unpack the industry’s biggest trends, innovations and successes as British marketers prepared their 2025 media plans. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eRetail media takes over Britain\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe British retail media space is on a roll. During the upfronts, James Chandler, CMO at IAB U.K., said the country’s yearly retail media ad spend is \u003ca href=\"https://www.iabuk.com/news-article/retail-media-spend-surpass-ps1bn-uk-2025\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprojected\u003c/a\u003e to surpass 1 billion pounds next year, not including Amazon, up 42% from this year.\u003c/p\u003e\n\u003cp\u003eAnd it’s paying off for brands too. Thanks to its investment in retail media, the kefir yogurt brand Biotiful grew its customer base by 50%, as founder Natasha Bowes told her audience. Scouring shopper insights, Bowes found that shoppers “couldn’t quite connect taste to healthy fermented foods” like kefir — a fermented milk drink that’s increasingly popular in the U.K. This prompted Biotiful to offer a money-back guarantee for consumers unsure about trying the product. “Consumer data is extremely important to understand the barriers to penetration,” she said.\u003c/p\u003e\n\u003cp\u003eSome retailers took the opportunity to entice the advertisers and agencies in the crowd by highlighting product innovations. Tesco focused on the predictive audiences available via its dunnhumby Sphere platform, designed to help advertisers predict and prevent customer churn. Uber teased upcoming formats like augmented-reality ads, pre-checkout inventory, and a “first impression” format that appears when users first open the app. And online-only grocer Ocado showcased its newly launched media network.\u003c/p\u003e\n\u003cp\u003eStill, as the number of retail media networks worldwide \u003ca href=\"https://www.mimbi.io/retail-media-networks-list\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epushes past\u003c/a\u003e 200 and online retail media environments saturate, some industry players want to convince advertisers to look in-store.\u003c/p\u003e\n\u003cp\u003e“We think the unsung hero is in-store,” said Emma Dean, COO at retail media agency SMG. She shared new SMG research showing that advertisers achieved 37% greater brand uplift per store when they included digital ad units, such as screens, versus when they didn’t. “If we can get that in-store element right, it makes every other channel more effective,” Dean added.    \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eConnected TV\u003c/strong\u003e \u003cstrong\u003econtent\u003c/strong\u003e \u003cstrong\u003eface-off\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAs retailers vied to differentiate their offerings in front of media buyers, streaming and entertainment companies talked up their upcoming content while emphasizing the value of their audiences.\u003c/p\u003e\n\u003cp\u003eAlex Hodge, senior director of digital ad sales and innovation at Warner Bros. Discovery U.K. and Ireland, said the company was busy bringing insights collected from consumption across its content portfolio into one data product. Hodge also pushed Warner Bros. Discovery’s sports offering via TNT Sports in the U.K., emphasizing the “2,400 hours” of live sports content it will show before the end of the year, such as the Autumn Nations rugby competition.\u003c/p\u003e\n\u003cp\u003eSky, meanwhile, focused on its film and TV offerings, even though it \u003ca href=\"https://news.sky.com/story/sky-has-won-broadcast-rights-to-show-record-number-of-premier-league-matches-in-new-four-year-deal-13023003\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eowns the rights\u003c/a\u003e to stream the majority of Premier League football games in the U.K. “The best content produces the best results,” said Dan Cohen, director of product and innovation at Sky Media, as he showed off a new TV series, The Day of the Jackal\u003cem\u003e, \u003c/em\u003estarring Oscar-winner Eddie Redmayne.\u003c/p\u003e\n\u003cp\u003eCohen also doubled down on Sky’s commitments to make its inventory more broadly available to advertisers, such as by working with free ad-supported television channels and original equipment manufacturers like Samsung, while also making more of it available programmatically. “We need to make inventory available to you in the way you want to buy, not by forcing the old ways,” he said. \u003c/p\u003e\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003ePodcasts \u003c/strong\u003egrow, but shifts are on the horizon \u003c/strong\u003e\u003c/h2\u003e\n\n\u003cp\u003eU.K. podcast listeners are \u003ca href=\"https://forecasts-na1.emarketer.com/58a22f48bad7b702a0802eb5/5c923bca8b29490760ef930f\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epredicted to grow\u003c/a\u003e around 3% every year until 2028, when they are projected to make up 30.9% of Britons. As the market approaches saturation, advertisers and media owners alike are getting creative as they jostle for listeners’ attention.\u003c/p\u003e\n\u003cp\u003eBauer Media Group — a European entertainment network that owns publishing and broadcast companies — brought on celebrity radio hosts Jordan Banjo and Perri Kiely to showcase their on-air chemistry as a major selling point. “You are looking for that bit of company,” said Banjo, referring to why people may listen to talk shows, including their own morning show on the Kiss radio channel.\u003c/p\u003e\n\u003cp\u003eGlobal, the U.K. and Europe’s largest radio and outdoor media company, instead showcased an Olympic Games case study with the National Lottery — which sponsors Team GB — to highlight the importance of authenticity in audio partnerships.\u003c/p\u003e\n\u003cp\u003ePodcast production company Novel immersed the audience in some of its sound-design capabilities, such as sonic branding and sonic logos. “However you define your brand, we can translate that into sound,” said Alice Beverton-Palmer, commercial creative partnerships director at Novel.\u003c/p\u003e\n\u003cp\u003eStill, people seemed to skirt around the elephant in the room: programmatic audio ads. Spotify is \u003ca href=\"https://www.axios.com/2024/10/22/spotify-ad-exchange-trade-desk-partnership\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etesting\u003c/a\u003e its own ad exchange, in a bid to capture ad demand from smaller advertisers and enable more efficient spending for bigger brands. While the focus is on North America for now, British audio media owners could be in for formidable competition in the future.\u003c/p\u003e\n\u003cp\u003eAs Amir Rasekh, managing director at Nectar360, the retail media arm of British retailer Sainsbury’s, put it: “The customer journey is no longer linear, it is squiggly.” With 2025 only two months away, British marketers can count on a flurry of new inventory, innovations and inspiration to help craft media plans for an ever more fragmented media landscape. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{},"blurb":null,"dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732405629601},"getContentData({\"slug\":\"ctv-user-experience-streaming-sports-leagues-fans\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"X4BUFsRIxN4YV8_P3mltl","originalArgs":{"slug":"ctv-user-experience-streaming-sports-leagues-fans","token":""},"startedTimeStamp":1732405632144,"data":{"metadata":{"datePosted":"2024-09-19T08:20:00-07:00","dateCreated":"2024-09-19T08:06:51-07:00","dateUpdated":"2024-09-19T08:20:29-07:00","title":"‘The next great user experience’: How streaming is bringing sports leagues closer to fans | The Current","description":"Streaming is opening up possibilities for sports leagues to connect with fans in ways traditional TV never could.","image":{"alt":"A football player inside a TV screen, preparing to kick a play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_CTVSportsFanData_1920x1080_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A football player inside a TV screen, preparing to kick a play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_CTVSportsFanData_1920x1080_v1-1_2024-09-19-151050_bhji.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/ctv-user-experience-streaming-sports-leagues-fans","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3332849,"slug":"ctv-user-experience-streaming-sports-leagues-fans","postDate":"2024-09-19T08:20:00-07:00","heading":"‘The next great user experience’: How streaming is bringing sports leagues closer to fans","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A football player inside a TV screen, preparing to kick a play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_CTVSportsFanData_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A football player inside a TV screen, preparing to kick a play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_CTVSportsFanData_1200x1200_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A football player inside a TV screen, preparing to kick a play button.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition188_CTVSportsFanData_1920x1080_NoLogo_v1_2024-09-19-151206_blqk.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eDuring Peacock’s exclusive kickoff-week NFL game on September 6, an unexpected prompt popped up on screen early in the game. “Want to hear directly from the NFL and its clubs?,” it asked. Choosing “Yes” would allow Peacock to share a viewer’s account information, such as an email address, with the league.\u003c/p\u003e\n\u003cp\u003eThe Peacock prompt is yet another sign that connected TV (CTV) is enabling a more interactive experience for sports fans in ways that traditional linear TV can’t, experts tell \u003cem\u003eThe Current\u003c/em\u003e. It could connect consumers and leagues like never before.\u003c/p\u003e\n\n\u003cp\u003e“The bigger and stronger the relationship is with fans, the more ability leagues and teams have to leverage that information,” says Pete Giorgio, principal analyst for Deloitte’s sports division. “Every single league wants to understand who those fans are and deepen those relationships.”\u003c/p\u003e\n\n\u003cp\u003eSports leagues are already investing more heavily in fan data to personalize their marketing and promotions, according to a recent \u003ca href=\"https://www2.deloitte.com/content/dam/Deloitte/us/Documents/technology-media-telecommunications/us-2024-tmt-outlook-sports.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eDeloitte report\u003c/a\u003e. It's no wonder then that the major leagues have prioritized some kind of streaming component in their \u003ca href=\"https://www.thecurrent.com/guide-us-streaming-sports-rights-ctv\"\u003elatest media rights deals\u003c/a\u003e.\u003c/p\u003e\n\n\u003cp\u003e“Data is everything to sports leagues,” says Anthony Amey, a professor of practice for sports media at Virginia Tech. “It is a major focus of every decision that is made.” \u003cbr /\u003e\u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003eFostering sports fandom\u003c/strong\u003e \u003cbr /\u003e \u003c/h2\u003e\n\u003cp\u003eFor fans who want to be as ingrained in their favorite sports as possible, they need to have access to a bevy of different TV networks and platforms. Take the NFL for instance: Thursday Night Football streams on Amazon Prime Video, Sunday matches are spread out across the broadcast networks (and their streaming counterparts) while Monday night football airs on ESPN.\u003c/p\u003e\n\u003cp\u003eFor the leagues, that fragmentation of sports content is more of a feature than a bug, as it gives fans more ways to engage and the leagues more opportunity to learn who that fan is, according to Josh Walker, co-founder and CEO of Sports Innovation Lab.\u003c/p\u003e\n\n\u003cp\u003eAnd it’s not just about maintaining a loyal fanbase but fostering casual fans — and younger fans who might be consuming sports in different ways — into engaged consumers, too.\u003c/p\u003e\n\n\u003cp\u003e“The more interactive something is, the less lean-back someone is,” Walker says of the proliferation of sports streaming, adding that this justifies the enormous value of recent sports rights deals. The more engaged viewers are, the more value they can bring to advertisers and in turn, media companies. \u003c/p\u003e\n\n\n\n\u003ch2\u003e\u003cstrong\u003e15 ways to watch a game\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThe possibilities go far beyond the sort of prompt we saw on Peacock. The evolution of sports viewing over CTV will ultimately be a seamless integration of fans’ engagement across the sports ecosystem, experts tell \u003cem\u003eThe Current\u003c/em\u003e, as broadcasts and data become more intertwined, from fantasy and betting odds to merchandise.\u003c/p\u003e\n\u003cp\u003e“What you’re going to see is 15 different ways to watch a game: The in-depth sports-betting view with data everywhere; the shopping view; the co-view; the kids view; you’re going to have all these alt-streams,” Walker predicts. “And if you don’t want any of that, you’ll be able to turn it off. But that’s what we’re talking about here: ultimate personalization.”\u003c/p\u003e\n\n\u003cp\u003eWe’re already starting to see that, says Scott Robson, a senior research analyst at S\u0026amp;P Global Market Intelligence.\u003c/p\u003e\n\n\u003cp\u003e“We’ve seen how Amazon has been able to offer multiple broadcast options for Thursday Night Football with enhanced statistics and probabilities,” Robson says. “I would expect to see more of that type of experimentation.”\u003c/p\u003e\n\n\u003cp\u003eESPN is also on this trajectory. The network recently laid out a \u003ca href=\"https://www.axios.com/2024/08/29/espns-business-cable-streaming-sports-betting\" target=\"_blank\" rel=\"noreferrer noopener\"\u003evision for its future\u003c/a\u003e that includes the launch of a new streaming product that would include all of its programming; integrate betting, stats and merchandise; and offer AI-powered personalized versions of \u003cem\u003eSportsCenter\u003c/em\u003e.\u003c/p\u003e\n\n\u003cp\u003eOverall, sports engagement is reaching a major inflection point, where a number of factors — advancements in AI, cleaner data collection and widespread content distribution — are all happening at the same time.\u003c/p\u003e\n\n\u003cp\u003e“Those three things come together and you have a perfect storm of what the next great user experience looks like,” Walker says. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732405632171},"getContentData({\"slug\":\"doordash-toby-espinosa-local-economies-vp\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"gjY689A3PhgwgKxKiTRJV","originalArgs":{"slug":"doordash-toby-espinosa-local-economies-vp","token":""},"startedTimeStamp":1732405637538,"data":{"metadata":{"datePosted":"2024-11-06T05:00:00-08:00","dateCreated":"2024-11-05T07:30:41-08:00","dateUpdated":"2024-11-05T12:38:54-08:00","title":"DoorDash’s Toby Espinosa on helping local economies grow | The Current","description":"Toby Espinosa, the VP of DoorDash ads, reflects on the tremendous growth of the delivery platform, saying the key to this is local businesses.","image":{"alt":"The Current Podcast: Toby Espinosa, Vice President, Ads, DoorDash.","url":"https://www.thetradedesk.com/assets/global/DoorDash_16x9_Social_Orange_v1-1.jpg","width":1920,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast: Toby Espinosa, Vice President, Ads, DoorDash.","url":"https://www.thetradedesk.com/assets/global/DoorDash_16x9_Social_Orange_v1-1_2024-11-05-153859_ivmi.jpg","width":1920,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","The Current Podcast"],"url":"https://www.thecurrent.com/doordash-toby-espinosa-local-economies-vp","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3348415,"slug":"doordash-toby-espinosa-local-economies-vp","postDate":"2024-11-06T05:00:00-08:00","heading":"DoorDash’s Toby Espinosa on helping local economies grow","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Podcast: Toby Espinosa, Vice President, Ads, DoorDash.","url":"https://www.thetradedesk.com/assets/global/Updated-DoorDash_1x1_Orange_v1-1.jpg","width":1201,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast: Toby Espinosa, Vice President, Ads, DoorDash.","url":"https://www.thetradedesk.com/assets/global/Updated-DoorDash_16x9_Editorial_Orange_v1-1.jpg","width":1920,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/68eb1589-06c1-45e3-8662-aac3c1f98d64?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/68eb1589-06c1-45e3-8662-aac3c1f98d64?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“How can I help you grow?”\u003c/p\u003e\n\u003cp\u003eThat was the very question the founders of DoorDash put to local businesses in Palo Alto when they were concepting the delivery platform. They found that local restaurants needed to reach more customers. And DoorDash aimed to open up that pipeline when it was founded back in 2013, according to Toby Espinosa, the VP of DoorDash ads, who joins The Current Podcast this week.\u003c/p\u003e\n\u003cp\u003eEspinosa joined the company in its early days in 2015. Over the last decade, the company has grown into an online marketplace servicing more than 37 million customers monthly who place orders on the app. Espinosa has seen the company continue to thrive. In October 2021, DoorDash launched an ad platform, which was again inspired by asking local businesses about what they needed.\u003c/p\u003e\n\u003cp\u003e“That’s how the ad business started. Core to who we are, it’s a growth business,” says Espinosa. “We have customers who want to grow faster, and what we then tried to figure out was how can we help serve this promise for these customers while also helping our marketplace continue to grow.”\u003c/p\u003e\n\u003cp\u003eEspinosa says that the core of the DoorDash business is local, even for national brands like McDonald’s or Chipotle, many of which have local franchises. “The brand is national but the spend is local,” he says. DoorDash has created tech to allow buyers of media — including local franchisees — to manage both the national and local brand on its platform.\u003c/p\u003e\n\u003cp\u003eDoorDash also delivers consumers a little bit of joy in a busy world, says Espinosa. He talks about the company’s partnership with the streaming platform Max and why that collaboration is such a good fit. What’s better than a food delivery and a good show at the end of a hectic day?\u003c/p\u003e\n\u003cp\u003e“We’re trying to give everybody a little bit of time back again — this concept of putting the weight of other things on our shoulders as a company to help people, to help local economies grow, that is what we are trying to do at DoorDash.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732405637574},"getContentData({\"slug\":\"fed-cut-rates-spending-hiring-advertising-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"14WRc3ZBNQCQq1DXNg81h","originalArgs":{"slug":"fed-cut-rates-spending-hiring-advertising-marketing","token":""},"startedTimeStamp":1732405647894,"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":1732405647941},"getContentData({\"slug\":\"the-trade-desk-named-a-leader-in-the-gartner-magic-quadrant-for-ad-tech\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"XgsH_wB4PrH2CpfMiTrLg","originalArgs":{"slug":"the-trade-desk-named-a-leader-in-the-gartner-magic-quadrant-for-ad-tech","token":""},"startedTimeStamp":1732405643789,"data":{"metadata":{"datePosted":"2021-06-15T07:40:00-07:00","dateCreated":"2020-10-14T08:22:27-07:00","dateUpdated":"2023-03-01T04:47:48-08:00","title":"The Trade Desk named a leader in the Gartner Magic Quadrant for Ad Tech | The Current","description":"Download the full 2020 Gartner Magic Quadrant for Ad Tech report here.","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Preview_Image_Gartner_Peer_Insights.png","width":920,"height":518,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Preview_Image_Gartner_Peer_Insights.png","width":920,"height":518,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/the-trade-desk-named-a-leader-in-the-gartner-magic-quadrant-for-ad-tech","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":227552,"slug":"the-trade-desk-named-a-leader-in-the-gartner-magic-quadrant-for-ad-tech","postDate":"2021-06-15T07:40:00-07:00","heading":"The Trade Desk named a leader in the Gartner Magic Quadrant for Ad Tech","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Preview_Image_Gartner_Peer_Insights.png","width":920,"height":518,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eEarns high scores for all use cases in Critical Capabilities for Ad Tech and also named a 2020 Customers’ Choice for Ad Tech\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003eFor the second year in a row, The Trade Desk has been named a Leader in the Gartner Magic Quadrant for Ad Tech. You can download the full 2020 Gartner Magic Quadrant for Ad Tech\u003csup\u003e1\u003c/sup\u003e report below.\u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Gartner-Figure-1.jpg","width":3588,"height":3744,"isLandscape":false}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe Trade Desk has also been recognized in the companion research report, Critical Capabilities for Ad Tech\u003csup\u003e2\u003c/sup\u003e, earning high scores for all use cases, including the highest scores for Campaign Setup and Campaign Piloting use cases.\u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/GartnerCriticalCapabilities-Image2020.png","width":3290,"height":3348,"isLandscape":false}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAdditionally, The Trade Desk has also been named a 2020 \u003ca href=\"https://www.gartner.com/reviews/customers-choice/ad-tech\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eCustomers’ Choice for Ad Tech\u003c/a\u003e\u003csup\u003e3\u003c/sup\u003e based on customer reviews.\u003cstrong\u003e\u003cem\u003e\u003cbr /\u003e\u003c/em\u003e\u003c/strong\u003e\u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{},"caption":null,"horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Gartner-Peer-Insights-Customers-Choice-badge-color-2020_v2.PNG","width":978,"height":651,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eHear what our customers say about The Trade Desk on \u003ca href=\"https://www.gartner.com/reviews/technology-providers/reviews?market=4284\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eGartner Peer Insights\u003c/a\u003e, including:\u003cbr /\u003e\u003c/p\u003e\n\u003cul\u003e\u003cli\u003e\u003cstrong\u003e\u003cem\u003e“\u003ca href=\"https://www.gartner.com/reviews/market/ad-tech/vendor/the-trade-desk/product/the-trade-desk/review/view/3570224\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eService and support second to none\u003c/a\u003e.”\u003c/em\u003e\u003c/strong\u003e\u003c/li\u003e\u003cli\u003e\u003cem\u003e\u003cstrong\u003e“\u003ca href=\"https://www.gartner.com/reviews/market/ad-tech/vendor/the-trade-desk/product/the-trade-desk/review/view/3571409\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eGreat platform, exceptional service\u003c/a\u003e.”\u003c/strong\u003e\u003c/em\u003e\u003c/li\u003e\u003cli\u003e\u003cem\u003e\u003cstrong\u003e“\u003ca href=\"https://www.gartner.com/reviews/market/ad-tech/vendor/the-trade-desk/product/the-trade-desk/review/view/3625088\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eGreat team, fantastic partner\u003c/a\u003e.”\u003c/strong\u003e\u003c/em\u003e\u003c/li\u003e\u003cli\u003e\u003cem\u003e\u003cstrong\u003e“\u003ca href=\"https://www.gartner.com/reviews/market/ad-tech/vendor/the-trade-desk/product/the-trade-desk/review/view/3618254\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eThe DSP Leader\u003c/a\u003e.”\u003c/strong\u003e\u003c/em\u003e\u003c/li\u003e\u003cli\u003e\u003cem\u003e\u003cstrong\u003e“\u003ca href=\"https://www.gartner.com/reviews/market/ad-tech/vendor/the-trade-desk/product/the-trade-desk/review/view/3570233\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eFuture-facing DSP with a service layer that offers huge benefits for advertisers\u003c/a\u003e.”\u003c/strong\u003e\u003c/em\u003e\u003c/li\u003e\u003cli\u003e\u003cem\u003e\u003cstrong\u003e“\u003ca href=\"https://www.gartner.com/reviews/market/ad-tech/vendor/the-trade-desk/product/the-trade-desk/review/view/3571249\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eTTD’s personnel are brilliant and their platform goes above and beyond to meet needs\u003c/a\u003e.”\u003c/strong\u003e\u003c/em\u003e\u003c/li\u003e\u003cli\u003e\u003cem\u003e\u003cstrong\u003e\n\n“\u003ca href=\"https://www.gartner.com/reviews/market/ad-tech/vendor/the-trade-desk/product/the-trade-desk/review/view/3593336\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eMarket leading DSP that puts the buy side first\u003c/a\u003e.”\u003c/strong\u003e\u003c/em\u003e\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003csup\u003e1\u003c/sup\u003eGartner, Magic Quadrant for Ad Tech, 21 September 2020, Andrew Frank, Lizzy Foo Kune, Eric Schmitt.\u003c/p\u003e\n\u003cp\u003e\u003csup\u003e2\u003c/sup\u003eGartner, Critical Capabilities for Ad Tech, 28 September 2020, Andrew Frank, Lizzy Foo Kune, Eric Schmitt.\u003c/p\u003e\n\u003cp\u003e\u003csup\u003e3\u003c/sup\u003eGartner Peer Insights Customers' Choice for Ad Tech, 21 January, 2020\u003cbr /\u003e\u003c/p\u003e\n\n\u003cp\u003eGartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.\u003c/p\u003e\n\u003cp\u003eThe GARTNER PEER INSIGHTS CUSTOMERS’ CHOICE badge is a trademark and service mark of Gartner, Inc. and/or its affiliates and is used herein with permission. All rights reserved. Gartner Peer Insights Customers’ Choice constitute the subjective opinions of individual end-user reviews, ratings, and data applied against a documented methodology; they neither represent the views of, nor constitute an endorsement by, Gartner or its affiliates.\u003c/p\u003e"}}],"readTime":2}},"fulfilledTimeStamp":1732405643824},"getAuthorData({\"slug\":\"dave-ajumobi\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"zjzXMq_gNe1Svr2YzII_P","originalArgs":{"slug":"dave-ajumobi","token":""},"startedTimeStamp":1732405648864,"data":{"metadata":{"datePosted":"2024-11-19T06:54:00-08:00","dateCreated":"2024-11-19T06:54:35-08:00","dateUpdated":"2024-11-19T06:54:59-08:00","title":"Dave Ajumobi | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/dave-ajumobi","noIndex":false,"type":"authors"},"data":{"id":3350929,"title":"Dave Ajumobi","featuredImage":{},"fullName":"Dave Ajumobi","positionTitle":"Programmatic Lead, Two Circles","blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732405648896},"getSectionData({\"slug\":\"video\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"J2K26e46zz2AgJf946lay","originalArgs":{"slug":"video","token":""},"startedTimeStamp":1732405649155,"data":{"metadata":{"datePosted":"2021-09-09T10:36:00-07:00","dateCreated":"2021-08-30T13:38:16-07:00","dateUpdated":"2024-08-08T08:42:04-07:00","title":"Video | The Current","description":"Keep up to date with all our video content — from thought leadership to industry perspectives to educational series.","image":{"alt":"Clapper board with a video player placed over and a hand closing it. 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As a serial tech entrepreneur, PMG founder and CEO George Popstefanov is excited about AI, but he wants the industry to be more disciplined and realistic in how it talks about its future.\u003c/p\u003e\n\u003cp\u003ePopstefanov sat down with \u003cem\u003eThe Current\u003c/em\u003e Editor-In-Chief Stephanie Paterik to break down PMG’s moves in the AI space, why streaming will become even more personalized and how the digital agency is growing by flipping challenges into opportunities. \u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe following interview has been edited for length and clarity.\u003c/em\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eOur team talks a lot about big swings — the big project or goal you're driving for. What is that for you and your team right now? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eI don't want to start with a cliché about AI, but we are working a lot with AI in our organization. Technology is my background, and a lot of our investments are really focusing on how we can use technology through AI Actually, one of the projects we're working on right now is very specific to the media landscape, and it's about audiences.\u003c/p\u003e\n\u003cp\u003eWe believe as consumers, we've moved from a very linear, full-funnel journey to constantly bouncing across the funnel, interacting with mediums and properties and everything else. And so, one of our biggest projects right now is really trying to figure out, how do we better define audiences?\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eWe're using AI in partnership with two or three of the big publishers to really understand how consumers are behaving and really develop audiences for humans as consumers versus just audiences in the traditional sense. So, it's probably one of the projects I'm the most excited about it. I'm seeing some tremendous innovation. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cem\u003eThe Current\u003c/em\u003e ran an \u003ca href=\"https://www.thecurrent.com/marketing-funnel-exverus-media-director-data\"\u003eopinion\u003c/a\u003e piece recently that said the marketing funnel is dead, and I'm curious if you would agree or disagree with that? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eI agree with you 100%. We go into conversations constantly with current customers, prospective customers, and we have to radically change our thinking because obviously with streaming, with being constantly on the phones, always on the go, we're constantly bouncing in different stages of these considerations and purchases and everything else. And so, the one thing that is true is we have to enhance the experience. We have to authentically engage with consumers wherever they are. We cannot think in a boxed silo anymore. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat is the biggest challenge facing us in digital media right now?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThere is a lot of change. One of our values is to embrace challenges as opportunities so, I always reframe that. Inherently to me when people talk about challenges, I'll talk about them as opportunity. The thing about this industry is there is so much change that what we did yesterday is no longer relevant, which means you can be a relatively new player that comes to the industry and really make some tremendous impact in the space.\u003c/p\u003e\n\u003cp\u003eChange is driven really by technology and the proliferation in media. We’ve talked about how “TV is dead” for a very long time, but I mean look at what's happening with streaming TV. The biggest save for linear TV was sports and live events, but now if you see with the new sports partnerships, most of them are going to Apple and Amazon and Disney and Google. So even the sports, which were the true live events and maybe why you would lean into more traditional TV, now they're going to CTV. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eYou made a couple of your first acquisitions last year, one being \u003ca href=\"https://www.pmg.com/blog/pmg-acquires-camelot\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eCamelot\u003c/a\u003e. What have you learned from leaning into the CTV space?\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eSome of the innovation that's coming through the pipeline with CTV, especially with Amazon, YouTube and others that Camelot’s done, and also now PMG is partnering with, is absolutely tremendous.\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003eWe have to authentically engage with consumers wherever they are. We cannot think in a boxed silo anymore.\u003c/p\u003e","caption":"George Popstefanov, founder and CEO, PMG"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cbr /\u003eWe’re entering a world where a consumer can watch their favorite show and everything else in the content and creative will be personalized based on: Is it purchasing behavior, if you’re on Amazon? Is it creative behaviors? It’s no different from what we’ve experienced in digital; it’s entering the video and streaming world. And I think that’s tremendous because I’ve always been an advocate that advertising should be additive to our industry and should enhance the consumer experience — a la educate, drive, inform, whatever it might be — and not disrupt it. \u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eDo you have a hot take about the industry?\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eEverybody's trying to figure out how different things are going to work, especially with AI. While we should embrace innovations in technology, if we overuse that [word], we make it too buzzy. So, I would say probably a little bit more discipline from the advertising industry about how we're using the words and how we're using technology and how we communicate about technology and what it can do today.\u003c/p\u003e\n\u003cp\u003eBeing more realistic would probably be my most provocative thing I would say, because I think it's being used a lot in meetings and again, it's tremendous, but it's still early on. I think it kind of sets unfair expectations for different people across the board.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732406203735},"getContentData({\"slug\":\"american-wealth-streaming-ctv-live-tv\",\"token\":\"lIAvg1ixofFhW4xV3wL0Ojx0KucTjl6F\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"nNE5zHF-uqTBHZk09P14S","originalArgs":{"slug":"american-wealth-streaming-ctv-live-tv","token":"lIAvg1ixofFhW4xV3wL0Ojx0KucTjl6F"},"startedTimeStamp":1732406379971,"data":{"metadata":{"datePosted":"2023-06-02T08:23:00-07:00","dateCreated":"2023-06-02T06:50:21-07:00","dateUpdated":"2023-06-12T12:26:13-07:00","title":"Americans with $1 million incomes stream twice as much as watching live TV | The Current","description":"New survey-based research from GWI finds that wealthy Americans are increasingly turning to streaming to satisfy their entertainment cravings.","image":{"alt":"A plant blooming play buttons is watered by a large hand while small people reach upwards.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_IncomeAndStreaming_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A plant blooming play buttons is watered by a large hand while small people reach upwards.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_IncomeAndStreaming_1920x1080_v1_2023-06-02-145453_nnbl.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["The Readout","Stay up to date"],"url":"https://www.thecurrent.com/american-wealth-streaming-ctv-live-tv","noIndex":true,"type":"article","language":"en","translations":[]},"data":{"id":1950042,"slug":"american-wealth-streaming-ctv-live-tv","postDate":"2023-06-02T08:23:00-07:00","heading":"Americans with $1 million incomes stream twice as much as watching live TV","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A plant blooming play buttons is watered by a large hand while small people reach upwards.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_IncomeAndStreaming_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A plant blooming play buttons is watered by a large hand while small people reach upwards.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_IncomeAndStreaming_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A plant blooming play buttons is watered by a large hand while small people reach upwards.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition122_IncomeAndStreaming_1920x1080_NoLogo_v1_2023-06-02-144631_nkcs.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":1726870,"title":"The Readout","slug":"the-readout","uri":"sections/the-readout","description":"Bite-size articles and infographics featuring the latest data every marketer should know.","themeHighlightColor":""},{"id":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\u003eStreaming has hit the penthouse. Americans with an annual income of $1 million or more are twice as likely to watch \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003estreaming services\u003c/a\u003e compared to traditional linear television, according to a new survey from audience research company Global Web Index (GWI).\u003c/p\u003e\n\u003cp\u003eThirty percent of Americans that make more than $1 million a year watch streaming services weekly or more, while 17 percent watch broadcast or cable TV weekly This indexes lower than Americans’ averages overall, where about 55 percent stream and about 50 percent watch broadcast or cable TV weekly. GWI surveyed 61,000 respondents from 2021 to 2022.\u003c/p\u003e\n\u003cp\u003eHowever, that insight could influence the kinds of advertisers that decide to invest in streaming. Luxury brands hawking big-ticket items, for example, could find their key audiences on the other end of a streaming product placement, long-form advertainment like the new Nike movie “Air,” or a traditional 30-second spot.\u003c/p\u003e\n\u003cp\u003eWith many of the top streaming services, including Netflix and Disney+, now offering lower monthly plans in exchange for watching ads, more consumers are accepting that value exchange across incomes. Data from The Trade Desk Intelligence found that \u003ca href=\"https://www.thecurrent.com/why-higher-income-households-are-diving-into-ad-supported-streaming\"\u003ehigher-income households\u003c/a\u003e ($80,000 or more) are diving into ad-supported streaming and are 14 percent more likely than people with lower incomes to stream with ads at least once a week.\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe src=\"https://e.infogram.com/_/nzbIaFqiG9F75yLoPkqL?src=embed\" title=\"v1_AmericanIncome_Dataviz\" width=\"1920\" height=\"1439\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe src=\"https://e.infogram.com/_/M0035O51fJqRFHenNL7K?src=embed\" title=\"v1mobile_AmericanIncome_Dataviz\" width=\"1280\" height=\"1685\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":true,"isFullBleed":false}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":null,"dictionary":{"submitLabel":"Subscribe to The Current","fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732406380493},"getSubscribeData(undefined)":{"status":"fulfilled","endpointName":"getSubscribeData","requestId":"twjDETywzuBf66OU6Z0BX","startedTimeStamp":1732406208504,"data":{"metadata":{"datePosted":"2023-10-12T04:09:00-07:00","dateCreated":"2023-10-12T04:09:57-07:00","dateUpdated":"2023-10-13T10:20:21-07:00","title":"Sign Up - Email newsletter | The Current","description":"The most critical innovations in advertising are happening on the open internet identity, the future of TV, consumer privacy, retail media, and beyond. Subscribe to The Current.","image":{"alt":"The Current: News from the open internet","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MetadataImage_NewsFromTheOpenInternet_Sohne_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current: News from the open internet","url":"https://www.thetradedesk.com/assets/global/TheCurrent_MetadataImage_NewsFromTheOpenInternet_Sohne_v2.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/subscribe","noIndex":false,"type":"subscribe"},"data":{"eyebrow":"Email newsletter","heading":"Your all-access pass to the industry’s hottest topics straight to your inbox","blurb":"The most critical innovations in advertising are happening on the open internet identity, the future of TV, consumer privacy, retail media, and beyond. Subscribe to The Current.","ctaText":"Sign Up","featuredImage":{"alt":"Illustration of drones flying over a city with a midnight sky and a hand holding a megaphone in the middle","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition135_DronesInAsia_1200px_v1_2023-10-13-171800_dbyr.jpg","width":1200,"height":1200,"isLandscape":false},"featuredMobileImage":{}}},"fulfilledTimeStamp":1732406208534},"getContentData({\"slug\":\"b2b-ad-spend-soar-2023\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"EgZRLgnM0-rPIdkadKqYC","originalArgs":{"slug":"b2b-ad-spend-soar-2023","token":""},"startedTimeStamp":1732406379231,"data":{"metadata":{"datePosted":"2023-03-09T07:00:00-08:00","dateCreated":"2023-03-08T11:20:28-08:00","dateUpdated":"2023-03-08T13:37:40-08:00","title":"U.S. B2B ad spend expected to soar over $35 billion in 2023 | The Current","description":"Ad spend for business-to-business (B2B) marketing is expected to increase 9.3% this year, with the majority of B2B marketers planning to spend more on customer marketing.","image":{"alt":"A series of arms with suit sleeves deposit a small digital ad with a megaphone into each other.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition110_Readout_B2BAdSpend_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A series of arms with suit sleeves deposit a small digital ad with a megaphone into each other.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition110_Readout_B2BAdSpend_1920x1080_WithLogo_v1_2023-03-08-192644_nbrz.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["The Readout","The Latest"],"url":"https://www.thecurrent.com/b2b-ad-spend-soar-2023","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1816198,"slug":"b2b-ad-spend-soar-2023","postDate":"2023-03-09T07:00:00-08:00","heading":"U.S. B2B ad spend expected to soar over $35 billion in 2023","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A series of arms with suit sleeves deposit a small digital ad with a megaphone into each other.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition110_Readout_B2BAdSpend_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A series of arms with suit sleeves deposit a small digital ad with a megaphone into each other.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition110_Readout_B2BAdSpend_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"A series of arms with suit sleeves deposit a small digital ad with a megaphone into each other.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition110_Readout_B2BAdSpend_1920x1080_v1_2023-03-08-192906_xdnt.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":1726870,"title":"The Readout","slug":"the-readout","uri":"sections/the-readout","description":"Bite-size articles and infographics featuring the latest data every marketer should know.","themeHighlightColor":""},{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eCompanies are looking for every advantage they can find to do more with less in the current economic climate. Business-to-business (B2B) marketers are harping on this, with B2B ad spend expected to clear $35 billion in 2023. \u003cbr /\u003e\u003cbr /\u003eThat’s a 9.3 percent increase from last year, and a staggering 58 percent increase from 2020, according to \u003ca href=\"https://www.insiderintelligence.com/content/b2b-marketing-digital-customer-focused-year?utm_source=email\u0026amp;utm_medium=email\u0026amp;utm_campaign=eDaily%201.27.2023\u0026amp;utm_id=eDaily%201.27.2023\u0026amp;utm_term=eMarketer%20Daily%20CORE/EMEA%20%28Mon-Fri%29\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eInsider Intelligence\u003c/a\u003e. B2B marketers know that finding new tools for agility is the name of the game right now, as brands grow cautious about how their spending affects the bottom line. Today’s B2B marketing playbook doesn’t look all that different from consumer marketing: Lead with a customer-centric approach and strong insights. \u003c/p\u003e\n\u003cp\u003eThe increased need for B2B tools has brought new competition to the space. To stand out, business-solutions marketing is getting more sophisticated about harnessing data-driven insights. U.S. B2B \u003ca href=\"https://content-na1.emarketer.com/evolution-of-b2b-marketing-5-charts\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emarketing data spend\u003c/a\u003e, which is used to understand and engage prospects and clients, is expected to rise to $3.77 billion in 2023, 3.2 percent more than last year. \u003c/p\u003e\n\u003cp\u003eOver half (54 percent) of B2B marketers plan to spend more on customer marketing in 2023, according to a \u003ca href=\"https://www.integrate.com/press/b2b-marketing-budget-survey-2022\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esurvey\u003c/a\u003e by Integrate and Demand Metric. Building customer relationships and trust starts from the foundation and can lead to long-lasting stability, meaning trust in uncertain times is paramount.  \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003ciframe src=\"https://e.infogram.com/_/UDbaUPB1EgqlULYlHqn7?src=embed\" title=\"v1_TheCurrent_B2BAdSpend_Dataviz\" width=\"960\" height=\"789\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe src=\"https://e.infogram.com/_/5HB2BnY9vHwwYvEvk6Sl?src=embed\" title=\"v1Mobile_TheCurrent_B2BAdSpend_Dataviz\" width=\"960\" height=\"887\" scrolling=\"no\" frameborder=\"0\" style=\"border:none;\" allowfullscreen=\"allowfullscreen\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":true,"isFullBleed":false}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732406379264},"getSectionData({\"slug\":\"\u003cblockquote class=\\\"twitter-tweet\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003e11.4k likes and our boss says we can change our name to FaceLyft\u003c\",\"token\":\"\"})":{"status":"rejected","endpointName":"getSectionData","requestId":"IFttMZOlej5KZquh9GEVZ","originalArgs":{"slug":"\u003cblockquote class=\"twitter-tweet\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003e11.4k likes and our boss says we can change our name to FaceLyft\u003c","token":""},"startedTimeStamp":1732406215315,"error":{"status":"PARSING_ERROR","originalStatus":403,"data":"\u003c!DOCTYPE HTML PUBLIC \"-//IETF//DTD HTML 2.0//EN\"\u003e\n\u003chtml\u003e\u003chead\u003e\n\u003ctitle\u003e403 Forbidden\u003c/title\u003e\n\u003c/head\u003e\u003cbody\u003e\n\u003ch1\u003eForbidden\u003c/h1\u003e\n\u003cp\u003eYou don't have permission to access this resource.\u003c/p\u003e\n\u003chr\u003e\n\u003caddress\u003eApache/2.4.52 (Ubuntu) Server at author.thetradedesk.com Port 80\u003c/address\u003e\n\u003c/body\u003e\u003c/html\u003e\n","error":"SyntaxError: Unexpected token \u003c in JSON at position 0"}},"getSectionData({\"slug\":\"\u003cblockquote class=\\\"twitter-tweet\\\"\u003e\u003cp lang=\\\"en\\\" dir=\\\"ltr\\\"\u003eOk everyone. 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I wish you all well.\u003c","token":""},"startedTimeStamp":1732406219865,"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\":\"hollywood-writers-striking-streaming-ctv\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"6Y8G-A0mLnk-ZIaGRkpnY","originalArgs":{"slug":"hollywood-writers-striking-streaming-ctv","token":""},"startedTimeStamp":1732406324329,"data":{"metadata":{"datePosted":"2023-05-02T13:40:00-07:00","dateCreated":"2023-05-02T12:08:35-07:00","dateUpdated":"2023-06-12T12:33:04-07:00","title":"Hollywood writers are striking. Here’s what that means for the streaming TV boom | The Current","description":"The first U.S. writers’ strike in nearly two decades could impact some streaming platforms — including CTV and OTT offerings — sooner than others.","image":{"alt":"A bunch of pencils and pens sit inside a metal trashcan alongside a red picket sign that says 'STRIKE'.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition118_WritersStrike_1920x1080_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A bunch of pencils and pens sit inside a metal trashcan alongside a red picket sign that says 'STRIKE'.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition118_WritersStrike_1920x1080_v1_2023-05-02-191849_zodp.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Streaming","Stay up to date"],"url":"https://www.thecurrent.com/hollywood-writers-striking-streaming-ctv","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1895022,"slug":"hollywood-writers-striking-streaming-ctv","postDate":"2023-05-02T13:40:00-07:00","heading":"Hollywood writers are striking. Here’s what that means for the streaming TV boom","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A bunch of pencils and pens sit inside a metal trashcan alongside a red picket sign that says 'STRIKE'.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition118_WritersStrike_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A bunch of pencils and pens sit inside a metal trashcan alongside a red picket sign that says 'STRIKE'.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition118_WritersStrike_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Holly Warfield / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A bunch of pencils and pens sit inside a metal trashcan alongside a red picket sign that says 'STRIKE'.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition118_WritersStrike_1920x1080_NoLogo_v1_2023-05-02-191730_cgfg.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":1895301,"title":"Stay up to date","slug":"sign-up-for-the-current","uri":"sections/sign-up-for-the-current","description":"The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIt’s been 16 years since the last Hollywood writers’ strike derailed TV and movie productions. On Monday, thousands of members of the Writers Guild of America (WGA) “walked off” the job after Hollywood studios, networks, and streamers failed to reach an agreement with the guild. \u003c/p\u003e\n\u003cp\u003eThe most obvious and biggest change for movies and TV since 2007 has been the rise of streaming entertainment, which has transformed the business of TV — particularly how writers get paid. It phased out the traditional residuals model of syndicated TV that gave writers steady income between gigs in favor of a one-time payment when something lands on a network or streaming platform. \u003c/p\u003e\n\u003cp\u003eNow a writers’ strike could upend streaming content, just as the industry is undergoing a correction of sorts. After years of \u003ca href=\"https://www.thecurrent.com/streaming-wars-ctv-netflix-disney\"\u003einflated content spending\u003c/a\u003e — perhaps losing billions of dollars in an attempt to build up their libraries to attract subscribers — many streamers are beginning to rein in budgets and focus on profitability, in part by boosting revenue with advertising. But content remains king, and a writers’ strike could have serious ramifications on streamers’ ability to monetize new TV shows and movies. Advertisers want to get the most bang for their buck, but new content will be hurt by the strike — which could in turn hurt the value that advertisers are getting out of streaming. \u003c/p\u003e\n\u003cp\u003eFor some streamers, the ramifications of the strike might be more immediate. But for others, they could feel the effects further down the road, depending on how long the strike lasts.  \u003c/p\u003e\n\u003cp\u003eRich Greenfield, an analyst with LightShed Partners, \u003ca href=\"https://lightshedtmt.com/2023/04/17/could-a-writers-strike-actually-help-warner-bros-discovery-and-paramount/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewrote in a note\u003c/a\u003e last month that the strike “could lead to notably better-than-expected streaming profitability” due to a decreased investment in content. This notion would support many streamers’ \u003ca href=\"https://www.thecurrent.com/peak-tv-is-over-streamers-ctv\"\u003e2023 strategy\u003c/a\u003e to invest in fewer but more targeted titles, aimed at specific audiences. \u003c/p\u003e\n\u003cp\u003e“A strike could most impact streaming services with small libraries that lean heavily on new shows,” Ross Benes, a senior analyst at Insider Intelligence, told \u003cem\u003eThe Current\u003c/em\u003e. “It could also have a greater effect on streaming services that rely on featuring new shows right after they debut on their companies’ affiliated linear TV stations.” \u003c/p\u003e\n\u003cp\u003eBenes suggests some streamers may be less impacted by a strike than others — at least at first. “Netflix produces much of its content well in advance of when it airs, which will limit exposure initially,” he adds. \u003c/p\u003e\n\u003cp\u003eIndeed, Netflix invests heavily in international content, which would likely be less impacted. Netflix co-CEO Ted Sarandos said during a \u003ca href=\"https://deadline.com/2023/04/netflixs-ted-sarandos-says-we-dont-want-a-writers-strike-1235330162/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecent earnings call\u003c/a\u003e that the company has “a large base of upcoming shows and films from around the world.” \u003c/p\u003e\n\u003cp\u003eBut Eli Edelson, a WGA captain who’s worked on shows like Netflix’s \u003cem\u003eUnbelievable\u003c/em\u003e and HBO Max’s \u003cem\u003eRaised \u003c/em\u003eby Wolves, is less bullish on those prospects. \u003c/p\u003e\n\u003cp\u003e“A lot of international guilds have pledged alliance [with WGA],” Edelson told \u003cem\u003eThe Current\u003c/em\u003e. “International TV could be negatively impacted, especially out of England.”  \u003c/p\u003e\n\u003cp\u003eThe Writers’ Guild of Great Britain \u003ca href=\"https://variety.com/2023/biz/global/british-writers-guild-wga-work-members-strike-1235580313/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eissued a directive\u003c/a\u003e last month to its members “not to work on projects within the jurisdiction of the WGA for the duration of the strike,” saying that it would “support the WGA in their ongoing negotiations.” \u003c/p\u003e\n\u003cp\u003eIn recent years, many streamers invested heavily in new content while licensing fewer titles. They stockpiled their back catalogs to build up their own streaming businesses. Now, in a twist of fate, the strike could mean that the platforms with the most robust libraries of licensed content could be most prepared for the strike. But if the strike persists, it could be difficult for any streamer to come out completely unscathed without new content offerings that attract both viewers and advertisers. \u003c/p\u003e\n\u003cp\u003e“TV is a writer and showrunner’s medium,” he said. “The things that are being actively produced right now will be affected. I don’t see any network or streamer having such a deep bench that they won’t be negatively impacted.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732406324407},"getContentData({\"slug\":\"cvs-media-exchange-media-retail-data-vp-marketing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Inhe4zeJ9Z16ahSdYO2vt","originalArgs":{"slug":"cvs-media-exchange-media-retail-data-vp-marketing","token":""},"startedTimeStamp":1732406327582,"data":{"metadata":{"datePosted":"2024-04-11T08:17:00-07:00","dateCreated":"2024-04-11T06:30:43-07:00","dateUpdated":"2024-08-07T13:08:45-07:00","title":"Delivering on customer experience demands deep data insights | The Current","description":"The distance between marketing to a consumer and their ultimate purchase is getting shorter thanks to retail media.","image":{"alt":"An escalator on a yellow background going across the image, with a person holding bright red shopping bags riding up.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_OpEd_RetailMediaImprovingCustomerExperience_1920x1080px_Logo_v1-2_2024-04-11-133921_micx.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"An escalator on a yellow background going across the image, with a person holding bright red shopping bags riding up.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_OpEd_RetailMediaImprovingCustomerExperience_1920x1080px_Logo_v1-2_2024-04-11-133923_akle.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Parbinder Dhariwal","themes":["Opinion","Premium","Op-ed"],"url":"https://www.thecurrent.com/cvs-media-exchange-media-retail-data-vp-marketing","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2756832,"slug":"cvs-media-exchange-media-retail-data-vp-marketing","postDate":"2024-04-11T08:17:00-07:00","heading":"Delivering on customer experience demands deep data insights","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"An escalator on a yellow background going across the image, with a person holding bright red shopping bags riding up.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_OpEd_RetailMediaImprovingCustomerExperience_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"An escalator on a yellow background going across the image, with a person holding bright red shopping bags riding up.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_OpEd_RetailMediaImprovingCustomerExperience_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":"An escalator on a yellow background going across the image, with a person holding bright red shopping bags riding up.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition164_OpEd_RetailMediaImprovingCustomerExperience_1920x1080px_NoLogo_v1_2024-04-11-133904_kdae.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":2756833,"slug":"parbinder-dhariwal","fullName":"Parbinder Dhariwal","positionTitle":"VP, General Manager; CVS Media Exchange (CMX)","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\u003eEvery marketer has heard the adage about media spending: “Half of my advertising spend is wasted; the trouble is I don’t know which half.” Now, history has forgotten exactly who said it, or if it was an invention of savvy ad men to illustrate their value to partners. Either way, it’s stood the test of time because the issue at its heart — an inability to precisely and effectively target the right people — has yet to be addressed in its entirety.\u003c/p\u003e\n\u003cp\u003eIt turns out, though, that the impact of the “spray-and-pray” approach may extend beyond the oft-cited “lost half.” In today’s hyper-personalized market, failing to target the right consumers with the right message does more than waste money; it ruins the experience.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAre more eyes always better? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThanks to a lack of segmentation capabilities, advertising has had to be an inexact science, guided by—at best—a broad understanding of channel audiences and a rough vision of the ideal customer. Since specificity was out of reach, the approach has worked well enough for certain products and industries.\u003c/p\u003e\n\u003cp\u003eBut today, specificity is more than within reach; it’s the core offering of retail media networks (RMNs).\u003c/p\u003e\n\u003cp\u003eWith their proprietary first-party data, retailers understand their customers’ shopping behaviors in an unprecedented way. Retailers can now see who is buying, what they’re buying, when they’re buying, where they’re buying and what channels they’re shopping on. And that data can inform highly personalized and relevant campaigns that are also more measurable and attributable than anything we’ve seen before.\u003c/p\u003e\n\u003cp\u003eAs we build a better understanding of the channels and the audiences, we are building better tools for engaging with them. We’re expanding our knowledge of which channels they buy on, how to drive them to stores or digital properties, how to convert from store to digital, and vice versa.\u003c/p\u003e\n\u003cp\u003eThat’s really the special sauce of retail media.\u003c/p\u003e\n\u003cp\u003eThere has always been a distance between marketing to your audience and their ultimate purchase, but those distances are getting shorter and shorter, thanks in large part to retail media.\u003c/p\u003e\n\u003cp\u003eNo matter how good a product is, \u003cem\u003erelevance\u003c/em\u003e is what resonates. Though “I hate ads” is a common refrain, even the most ad-averse consumers know that framing is hyperbolic. Research shows that 90% of people in the U.S. who use adblockers say \u003ca href=\"https://blockthrough.com/blog/how-bad-ad-experiences-affect-ux-and-revenue-for-publishers/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethey don’t hate ads\u003c/a\u003e, and 83% are happy to be presented with marketing materials they find relevant to their lives.\u003c/p\u003e\n\u003cp\u003eTo meet modern consumers where they are, brands need access to better and more specific data that shows how, when, and why individuals decide to make purchases.\u003c/p\u003e\n\u003cp\u003eFirst-party data—which is specific to a single enterprise’s customers—paints a deeper, more nuanced picture of how people interact with products, allowing advertisers to create more relevant and satisfying experiences for them. These insights can lead to: \u003c/p\u003e\n\u003col\u003e\u003cli\u003e\u003cstrong\u003eMessaging that resonates.\u003c/strong\u003e First-party data, which is specific to a single retailer’s customer, offers a comprehensive understanding of their consumers’ interactions with products. This depth of insight enables advertisers to craft more relevant and satisfying customer experiences, which can result in increased engagement and improved outcomes.\u003c/li\u003e\u003cli\u003e\u003cstrong\u003eBetter targeting\u003c/strong\u003e. Given the individual and personal nature of this shopping data, retailers have insights into specific consumer behaviors. This allows advertisers to segment audiences more precisely, using demographics, purchase history, purchase intent, and other variables to figure out what makes people tick.\u003cbr /\u003e\u003cbr /\u003eIt also allows advertisers to connect the digital and physical shopping environments in ways that we’ve never seen before. Retail media networks have the capability to track shopping behavior on their digital platforms and seamlessly link it to in-store transactions for a comprehensive view of consumer activity. On its own, this capability holds immense value. However, with the deprecation of third-party cookies, advertisers are facing substantial signal loss, posing significant challenges in both running and measuring campaigns.\u003c/li\u003e\u003cli\u003e\u003cstrong\u003eContextualize\u003c/strong\u003e\u003cstrong\u003ed messaging.\u003c/strong\u003e These insights ensure that ads are strategically placed, targeting consumers who are actively searching for products during pivotal moments in their shopping journey. These first-party insights help increase relevance, minimize ad fatigue and foster a positive experience for consumers.\u003c/li\u003e\u003cli\u003e\u003cstrong\u003eReal-time adjustment capabilities.\u003c/strong\u003e First-party data paired with analytics can leverage real-time signals to drive customized messages effectively. This can help advertisers and RMNs refine customer insights from external factors such as environmental conditions. For example, this could let an OTC allergy brand activate a campaign when the pollen count gets above certain levels, or a bottled water brand activate when a customer’s local temperature is above a certain level.\u003c/li\u003e\u003cli\u003e\u003cstrong\u003eEnd-to-\u003c/strong\u003e\u003cstrong\u003eend reporting:\u003c/strong\u003e Retail media networks own the customer journey from start to finish, with the ability to reach customers on and off their digital platforms and in their stores. While reach and targeting helps create better advertising experiences, some of the most valuable insights for advertisers come from the ability to “close the loop” on the campaign activity and report back actual sales, new-to-brand customers, and other performance metrics that helps assess the campaign and inform future campaigns. This focus on efficacy, on proving a quantified ROAS tied directly to sales, gives the advertiser a yardstick by which they can truly understand the impact of the media buy on their business.\u003c/li\u003e\u003c/ol\u003e\n\u003cp\u003eThe result is a more seamless, satisfying, and relevant customer experience that fosters positive sentiments. Still, creating a tailored customer experience across channels and pulling together data from various touchpoints — website visits, mobile apps, in-store interactions, loyalty programs and more — can be a challenge. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eChanging the story by changing the model \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eRetail media networks (RMNs) have emerged as a solution to this need for more personalized and more relevant advertising, and they’re gaining popularity at a rapid clip. RMNs are uniquely suited to the task. Thanks to customer data platforms (CDPs), they contain the sum total of \u003cem\u003eall\u003c/em\u003e the interactions consumers have with an enterprise, whether that’s online or in-store. Data clean rooms expand these capabilities, allowing RMNs to share insights with brand partners while enabling privacy and compliance. When co-mingled with other stakeholders — like social media platforms — they can drive even more precise targeting.\u003c/p\u003e\n\u003cp\u003eGiven their proprietary data, precision targeting, real-time optimization, and highly attributable end-to-end reporting, brands are embracing retail media networks at a rapidly increasing rate. Experts forecast that the retail media market will grow more than \u003ca href=\"https://www.insiderintelligence.com/content/retail-media-fastest-growing-ad-channel-not-invincible\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e20% annually\u003c/a\u003e over the next three years, faster than any other ad channel across media. This is no doubt because partnering with RMNs means getting the advantage of working with established retailers who have access to decades of customer insights and the ability to bring those insights to bear on very precise, attributable campaigns that create more relevant, more positive product discovery experiences for consumers. \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":6}},"fulfilledTimeStamp":1732406327620},"getContentData({\"slug\":\"from-ted-lasso-to-the-queens-gambit-why-streaming-platforms-dominated-the-emmys\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"9-P571aZe6Y_1HumODHSn","originalArgs":{"slug":"from-ted-lasso-to-the-queens-gambit-why-streaming-platforms-dominated-the-emmys","token":""},"startedTimeStamp":1732406338157,"data":{"metadata":{"datePosted":"2021-09-20T13:08:00-07:00","dateCreated":"2021-09-20T15:36:08-07:00","dateUpdated":"2022-10-07T14:59:34-07:00","title":"From ‘Ted Lasso’ to ‘The Queen’s Gambit:’ Why streaming platforms dominated the Emmys | The Current","description":"“It’s clear that the streaming platforms are making their mark as full-blown Hollywood studios.”","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition37_EmmysStreaming_16x9_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition37_EmmysStreaming_16x9_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Streaming","The Latest"],"url":"https://www.thecurrent.com/from-ted-lasso-to-the-queens-gambit-why-streaming-platforms-dominated-the-emmys","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":757050,"slug":"from-ted-lasso-to-the-queens-gambit-why-streaming-platforms-dominated-the-emmys","postDate":"2021-09-20T13:08:00-07:00","heading":"From ‘Ted Lasso’ to ‘The Queen’s Gambit:’ Why streaming platforms dominated the Emmys","subheading":"“It’s clear that the streaming platforms are making their mark as full-blown Hollywood studios.”","label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition37_EmmysStreaming_nologo_16x9_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition37_EmmysStreaming_nologo_16x9_v1.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508376,"slug":"ilyse-liffreing","fullName":"Ilyse Liffreing","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Ilyse Liffreing, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/IlyseLiffreing_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/IlyseLiffreing"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/ilyseliffreing/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eFor the first time, streaming services took all top honors at the annual Emmy Awards, cementing the consumer shift towards bingeable, accessible entertainment. \u003c/p\u003e\n\n\u003cp\u003eNetflix and Apple TV+ claimed the top awards at the 73rd annual event, across limited series, drama and comedy. This year’s show — hosted by Cedric the Entertainer and sponsored by Kia — was broadcast live on CBS and streamed on the network’s streaming service Paramount+. The Emmys brought in 7.4 million viewers on linear TV, up 16 percent from the year prior, according to Nielsen, bucking the recent trend in audience declines for major awards shows. Paramount+ viewership has not yet been released. \u003c/p\u003e\n\n\u003cp\u003eThe show’s ratings underscored trends born from the pandemic, namely, accelerated consumer adoption of streaming services. The most telling is that Netflix — which has battled with HBO for the past five years for the most Emmy nominations — finally took home the most wins. \u003c/p\u003e\n\n\u003cp\u003e“It’s clear that the streaming platforms are making their mark as full-blown Hollywood studios,” Jeff Roach, president and chief strategy officer at media agency SCS, tells \u003cem\u003eThe Current\u003c/em\u003e. “Netflix, Hulu, AppleTV+ and Amazon Prime Video delivered such a high number of Emmy nomination counts and some of the most awarded shows are now living within the platforms.” \u003c/p\u003e\n\n\u003cp\u003eNetflix took home top honors with “The Queen’s Gambit,” which follows the rise of chess prodigy Beth Harmon played by Anya Taylor-Joy. The show won for limited series, the final award of the evening, a slot usually reserved for best drama, and highlighting the rising popularity of the genre, and marking the first time a streaming service collected the award. Netflix’s fourth season of “The Crown,” a chronicle of the British royal family, won in the best drama category and took home six other wins. Previously, the only other streaming service to win best drama was Hulu four years prior for “The Handmaid’s Tale.” \u003c/p\u003e\n\n\u003ch4\u003e\u003cstrong\u003eNetflix ties CBS\u003c/strong\u003e\u003c/h4\u003e\n\u003cp\u003eTwo-year-old Apple TV+, the ad-free version of Apple TV, was another big winner, becoming the first streaming service to win in the best comedy category for sports series “Ted Lasso,” which chalked up a combined four awards. \u003c/p\u003e\n\n\u003cp\u003e“It’s no surprise that Ted Lasso hit the wins it did and it’s well deserving,” says Roach. “The show simply has a ton of heart and it’s a reminder to marketers that lighthearted but emotional storytelling that isn’t afraid to be real is connecting strongly with viewers and consumers today.” \u003c/p\u003e\n\n\u003cp\u003eAd-supported streaming services, such as HBO Max, were also victorious. HBO Max’s “Mare of Easttown,” for instance, won in best actress, best supporting actors and actress categories in a drama series; HBO Max’s “Hacks” won in writing, directing and for best actress in a comedy series. \u003c/p\u003e\n\n\u003cp\u003eIn total, Netflix brought home 44 Emmy wins this year, tying CBS’ 1974 record of most Emmy wins for a platform or network in a single year. Following Netflix, HBO and HBO Max landed 19 total awards; Disney+ took home 14, including a win for “Hamilton” in the variety special pre-recorded category; Apple TV+ saw 10 wins; NBC was awarded 8 trophies; and VH1 tallied six wins. \u003c/p\u003e\n\n\u003ch4\u003e\u003cstrong\u003eEmmy commercials promote more streaming\u003c/strong\u003e\u003c/h4\u003e\n\u003cp\u003eMirroring the success of streaming services, the commercials during the event promoted several shows only available through streaming, such as CBS’ Paramount+’s “Mayor of Kingstown” and a spot for NBC’s entire Peacock lineup, proving how traditional networks are continuing to step up their game in the streaming space. \u003c/p\u003e\n\n\u003cp\u003eIt also helps that the creators of TV shows—actors, writers, producers and directors—are finding a lot of success through streaming services. And they’re voicing their support as members of the Television Academy, the group that nominates and votes for Emmy awards. \u003c/p\u003e\n\n\u003cp\u003eJosh Von Scheiner, founder and CEO of ad agency A Different Story, says that less than 10 years ago, if a major network wasn’t interested in a project, the only other option was Netflix which primarily licensed older shows. Now, he says, creators can take their projects directly to a number of streaming outlets such as Amazon, Netflix, Disney and Comcast. “This group wants recognition for the great work they're doing with streaming services,” he says. \u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1732406338232},"getContentData({\"slug\":\"resy-hannah-kelly-cmo-restaurant-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"CCtKnbPOnSRogeUpTyEQE","originalArgs":{"slug":"resy-hannah-kelly-cmo-restaurant-data","token":""},"startedTimeStamp":1732406344107,"data":{"metadata":{"datePosted":"2024-10-16T05:00:00-07:00","dateCreated":"2024-10-15T08:40:04-07:00","dateUpdated":"2024-10-16T06:29:33-07:00","title":"Resy’s Hannah Kelly on building community and connection | The Current","description":"The reservation platform Resy centers itself around the communal experience that comes from dining, affirming and building connection between restaurants and diners, according to CMO Hannah Kelly.","image":{"alt":"The Current Report: Season 10, Hannah Kelly, CMO","url":"https://www.thetradedesk.com/assets/global/Resy_16x9_Editorial_Orange_v1-1.jpg","width":1920,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: Season 10, Hannah Kelly, CMO","url":"https://www.thetradedesk.com/assets/global/Resy_16x9_Editorial_Orange_v1-1_2024-10-15-154741_nuwe.jpg","width":1920,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","The Current Podcast"],"url":"https://www.thecurrent.com/resy-hannah-kelly-cmo-restaurant-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3343935,"slug":"resy-hannah-kelly-cmo-restaurant-data","postDate":"2024-10-16T05:00:00-07:00","heading":"Resy’s Hannah Kelly on building community and connection","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: Season 10, Hannah Kelly, CMO.","url":"https://www.thetradedesk.com/assets/global/Resy_1x1_Orange_v1.jpg","width":1200,"height":1201,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report: Season 10, Hannah Kelly, CMO.","url":"https://www.thetradedesk.com/assets/global/Resy_16x9_Editorial_Orange_v1-1_2024-10-15-154804_kcrz.jpg","width":1920,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/094a7153-9fa7-47c4-a5d6-38a259945b39?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/094a7153-9fa7-47c4-a5d6-38a259945b39?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eResy transcends its practical use as a restaurant-booking platform.\u003c/p\u003e\n\u003cp\u003eSo says Hannah Kelly, the CMO of Resy. It goes well beyond that transaction, Kelly tells The Current Podcast. Rather, she says, it’s about building relationships between diners and restaurants.\u003c/p\u003e\n\u003cp\u003eA lot of fine dining has been booked through the app — more than 600 million reservations — so Kelly is on a mission to transform that data to build a community, while helping restaurants thrive.\u003c/p\u003e\n\u003cp\u003e“Reservations are a form of cultural currency, which is something that we talk about inside Resy,” she says. “So, our job is to really harness that cultural zeitgeist moment and really use that as a way to help prop up more restaurants, keep them in business and drive more demand.”\u003c/p\u003e\n\u003cp\u003eConnection is at the core of Resy’s brand story; “It’s not about us,” she says. “People care about Resy because of the restaurants on our platform.”\u003c/p\u003e\n\u003cp\u003eIn keeping with that, Resy has expanded its operation to enable discovery, acting as a cultural curator by making it easier for diners to discover the next great restaurant: it offers content on everything from the most popular eateries to shareable collections to underrepresented cuisines.\u003c/p\u003e\n\u003cp\u003eIn the first three months of 2024, Resy spotlighted 2,000 restaurants in 300 stories through its published content. And when people discover a new place through Resy, that can likely bolster the consumer love and trust of the brand.\u003c/p\u003e\n\u003cp\u003e“It’s really about being that trusted partner...when [consumers] don’t know where to go,” Kelly says.\u003c/p\u003e\n\u003cp\u003eElsewhere on the podcast, Kelly talks about how Resy fits into parent company American Express’ brand mission, how experiential marketing is key to its strategy and the power of connection at restaurants after the COVID-19 pandemic. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":2}},"fulfilledTimeStamp":1732406344167},"getContentData({\"slug\":\"queues\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"sB5DBbKbPywQFCUspD7F7","originalArgs":{"slug":"queues","token":""},"startedTimeStamp":1732406365146,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug queues","code":0,"status":404}}},"getContentData({\"slug\":\"index.html\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"PiQSGTjX4pecUnfaobzwZ","originalArgs":{"slug":"index.html","token":""},"startedTimeStamp":1732406371880,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug index.html","code":0,"status":404}}},"getContentData({\"slug\":\"the-current-report-brands-marketers-threads-activision-blizzard-microsoft-hulu-streaming-programmatic\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"l9jDSPv2iZeJmtnCmvJ7E","originalArgs":{"slug":"the-current-report-brands-marketers-threads-activision-blizzard-microsoft-hulu-streaming-programmatic","token":""},"startedTimeStamp":1732406378303,"data":{"metadata":{"datePosted":"2023-07-14T09:50:00-07:00","dateCreated":"2023-07-13T13:51:44-07:00","dateUpdated":"2024-08-02T11:57:48-07:00","title":"The Current Report: What brands and marketers should know about Threads | The Current","description":"On The Current Report we discuss what marketers should know about Threads and why the programmatic supply chain is causing advertisers to reflect on where their ad impressions are being served.","image":{"alt":"The Current Report: July 14, 2023","url":"https://www.thetradedesk.com/assets/global/230714_CurrentReport_16x9Thumbnail_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: July 14, 2023","url":"https://www.thetradedesk.com/assets/global/230714_CurrentReport_16x9Thumbnail_v1_2023-07-13-205854_pbvu.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","The Current Report"],"url":"https://www.thecurrent.com/the-current-report-brands-marketers-threads-activision-blizzard-microsoft-hulu-streaming-programmatic","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2001000,"slug":"the-current-report-brands-marketers-threads-activision-blizzard-microsoft-hulu-streaming-programmatic","postDate":"2023-07-14T09:50:00-07:00","heading":"The Current Report: What brands and marketers should know about Threads","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: July 14, 2023","url":"https://www.thetradedesk.com/assets/global/230714_CurrentReport_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":"https://www.youtube.com/watch?v=G8qJAWlvWCk","captionLinkable":"","previewImage":{"alt":"The Current Report: July 14, 2023","url":"https://www.thetradedesk.com/assets/global/230714_CurrentReport_16x9Thumbnail_v1_2023-07-13-205858_cloj.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3250897,"title":"The Current Report","slug":"the-current-report","uri":"sections/the-current-report","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThis week on The Current Report, our own Damian Fowler and Travis Clark discuss what marketers should know about the arrival of Meta-owned app Threads. Plus, the programmatic supply chain is causing advertisers to reflect on where their ad impressions are being served. Next, we review updates in Microsoft’s potential acquisition of video game company Activision Blizzard, and in streaming news, we explore Animayhem, Hulu's new anime hub.\u003cbr /\u003e\u003cbr /\u003eIf you prefer podcasts, listen to \u003cem\u003eThe Current Report \u003c/em\u003eat the link \u003ca href=\"https://podcasts.apple.com/us/podcast/the-current-report/id1691432701\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehere\u003c/a\u003e.\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The 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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. 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