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Liffreing</h1></div></div><div class="md:basis-1/2"><p class="my-7 md:mt-0">Ilyse Liffreing came to The Current from Ad Age, where she covered some of the more trendy parts of advertising — social campaigns, influencers, the metaverse, etc. An NYU journalism and University of San Francisco grad, she has a history of working at some of the industry’s leading trade publications, including Digiday and Campaign U.S. Her favorite show to stream will always be the nostalgic Friends.</p><div data-component="SocialMedia"><ul class="flex items-center gap-x-6"><li><a class="text-black transition duration-300 ease-in-out hover:text-gray-300" href="https://twitter.com/IlyseLiffreing" target="_blank" rel="noreferrer"><svg xmlns="http://www.w3.org/2000/svg" width="100" height="100" viewBox="0 0 50 50" class="size-6 fill-current"><path d="M11 4a7 7 0 0 0-7 7v28a7 7 0 0 0 7 7h28a7 7 0 0 0 7-7V11a7 7 0 0 0-7-7zm2.086 9h7.937l5.637 8.01L33.5 13H36l-8.21 9.613L37.913 37H29.98l-6.541-9.293L15.5 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Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/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":1732401403208},"getContentData({\"slug\":\"what-the-tech-google-antitrust-trial-digital-advertising-ad\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"QZTNGFT88zauAT5L6_Ded","originalArgs":{"slug":"what-the-tech-google-antitrust-trial-digital-advertising-ad","token":""},"startedTimeStamp":1732401303863,"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":1732401303941},"getContentData({\"slug\":\"5-minutes-kroger-cara-pratt-svp-retail-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"AkWfsNRcI7OeX8Y_m7mUr","originalArgs":{"slug":"5-minutes-kroger-cara-pratt-svp-retail-media","token":""},"startedTimeStamp":1732403182132,"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":1732403182169},"getContentData({\"slug\":\"meta-media-news-publishers-facebook-traffic\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"eS9q-UYP5AoNMqv9wYctC","originalArgs":{"slug":"meta-media-news-publishers-facebook-traffic","token":""},"startedTimeStamp":1732401340263,"data":{"metadata":{"datePosted":"2024-03-08T09:33:00-08:00","dateCreated":"2024-03-08T05:52:50-08:00","dateUpdated":"2024-03-08T09:33:46-08:00","title":"As Meta tightens the traffic tap, where will news publications turn for audiences? | The Current","description":"Social media remains a key source of traffic for news publishers, but changing audience preferences could bring unexpected benefits to publications.","image":{"alt":"A man holding a megaphone stands on top of a toppled question mark that includes a ball of newspaper shreds.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_MetaDroppingNews_1920x1080_WithLogo_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A man holding a megaphone stands on top of a toppled question mark that includes a ball of newspaper shreds.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_MetaDroppingNews_1920x1080_WithLogo_v1-1_2024-03-08-135518_bgqr.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Data Privacy"],"url":"https://www.thecurrent.com/meta-media-news-publishers-facebook-traffic","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2635543,"slug":"meta-media-news-publishers-facebook-traffic","postDate":"2024-03-08T09:33:00-08:00","heading":"As Meta tightens the traffic tap, where will news publications turn for audiences?","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#cfbef5","textHex":"#000000"},"featuredImage":{"alt":"A man holding a megaphone stands on top of a toppled question mark that includes a ball of newspaper shreds.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_MetaDroppingNews_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A man holding a megaphone stands on top of a toppled question mark that includes a ball of newspaper shreds.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_MetaDroppingNews_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Nick DeSantis / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A man holding a megaphone stands on top of a toppled question mark that includes a ball of newspaper shreds.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition160_MetaDroppingNews_1920x1080_NoLogo_v1_2024-03-08-135500_whpv.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1611149,"slug":"zac-wang","fullName":"Zac Wang","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Zac Wang, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/HeadshotBW.png","width":1200,"height":1200,"isLandscape":false},"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692063,"title":"Data Privacy","slug":"data-privacy","uri":"sections/data-privacy","description":"Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eMeta \u003ca href=\"https://about.fb.com/news/2024/02/update-on-facebook-news-us-australia/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eannounced\u003c/a\u003e last week that it will deprecate the Facebook News tab next month in the U.S. and Australia, after it did the same in the U.K., France, and Germany last year. The News tab is a dedicated section on Facebook that spotlights news. Publishers will still be able to post articles on their own pages. \u003c/p\u003e\n\u003cp\u003eThe company said the News tab makes up “less than 3% of what people around the world see in their Facebook feed.” But for news publishers, the impact is likely to be much more profound. \u003c/p\u003e\n\u003cp\u003eWhile most Facebook users may not get their news straight from the News tab, the reality is that many social media users, especially \u003ca href=\"https://www.pewresearch.org/journalism/fact-sheet/social-media-and-news-fact-sheet/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethose under 50\u003c/a\u003e, are getting their news while browsing social platforms, Facebook included. This makes social media referrals particularly important to their bottom line. \u003c/p\u003e\n\u003cp\u003e\"The decline in Facebook referrals in particular, which in our data declined by about half last year, really hit publishers that depend for their traffic on third party distribution,\" Nic Newman, senior research associate at the Reuters Institute for the Study of Journalism at Oxford University, told\u003cem\u003e The Current\u003c/em\u003e last month. \u003c/p\u003e\n\u003cp\u003eAs some publishers start \u003ca href=\"https://www.thecurrent.com/advertising-restructuring-digital-news-media\"\u003ereconsidering ads\u003c/a\u003e as a key revenue component, this begs the question: where will the traffic come from to justify advertiser investment in news media? \u003c/p\u003e\n\u003cp\u003eBuzzFeed, which rose to prominence while riding the social algorithms that favored clickbait headlines, announced last month it would conduct layoffs and sell off streetwear site Complex. That it chose to retain First We Feast, maker of viral video series Hot Ones, could be an indication of the perhaps irreversible decline of news media in its current format. \u003c/p\u003e\n\u003cp\u003eResearch from the Reuters Institute and University of Oxford shows that TikTok has quickly become \u003ca href=\"https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2023/dnr-executive-summary\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea key platform\u003c/a\u003e for younger audiences to access news, with video in general becoming the most popular way to consume news in many developing countries. While written news remains the most popular format, the rise of video and audio points to news access and consumption becoming more fragmented. \u003c/p\u003e\n\u003cp\u003e“Frankly, there is no one silver bullet platform,” says Abi Watson, senior media analyst at Enders Analysis. “There has been a huge proliferation of platforms and changes where people spend their time online.” \u003c/p\u003e\n\u003cp\u003eA promising starting point is that based on a Pew Research study, 25% of U.S. adults surveyed \u003ca href=\"https://www.pewresearch.org/journalism/fact-sheet/news-platform-fact-sheet/?tabId=tab-5a0b8b87-38bc-42d6-ba8d-2e666200e534\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprefer news websites or apps\u003c/a\u003e for getting news, compared to 12% who prefer social media. A U.K. study last year also showed that 47% of respondents preferred getting their news from \u003ca href=\"https://pressgazette.co.uk/media-audience-and-business-data/media_metrics/traditional-outlets-still-top-uk-news-sources-survey/%22%20/l%20%22:~:text=Most%20people%2C%20found%20the%20survey,and%20printed%20publications%20(15%25).\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enews sites\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThat indicates there is appetite within the general population for a “proper” news experience, although the Pew study also shows that 30% of U.S. adults ages18 to 29 prefer getting their news from social media. \u003c/p\u003e\n\u003cp\u003eMeanwhile, search is becoming an increasingly \u003ca href=\"https://pressgazette.co.uk/media-audience-and-business-data/media_metrics/news-referral-traffic-breakdown/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eimportant source\u003c/a\u003e of traffic for news publishers, according to a Press Gazette analysis of Chartbeat data, which analyzed data for 546 U.K. and U.S. news sites. But while search referrals increased modestly from 33% to 35% between 2018 and 2023, “external” referrals, which Chartbeat defines as pickups from sites across the internet, rose 50% during that same period, from 10% to 15% of all referrals. Social referrals declined from 32% to 28%. \u003c/p\u003e\n\u003cp\u003eThe data underscores the increasing prominence of Google in news publishers’ playbooks, especially when considering that Google News generated almost twice the amount of page views for news sites — up 240% since 2018 — as the next closest competitor, Newsbreak. But as with Facebook, a more centralized source of traffic could pose issues. \u003c/p\u003e\n\u003cp\u003e“Google’s monopoly over search is an obvious risk,” says Watson, while “longer-term risk of an AI-enabled search engine that cuts publishers out entirely is an existential risk.” Google has reportedly \u003ca href=\"https://www.adweek.com/media/google-paying-publishers-unreleased-gen-ai/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebegun paying\u003c/a\u003e some smaller publishers to test an AI tool that lets them scrape other news sites’ content and aggregate it into a new article, a practice that a news industry executive called “potentially troubling.” \u003c/p\u003e\n\u003cp\u003eThe proportion of people turning to X, formerly Twitter, for news has remained stable since 2014 based on the Reuters/Oxford data. But recent issues on the platform, from fake news to AI-created deepfakes, may have contributed to a \u003ca href=\"https://www.wsj.com/tech/xs-tumultuous-first-year-under-elon-musk-in-charts-71656f81?mod=followamazon\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edrop in user numbers\u003c/a\u003e from November 2022. \u003c/p\u003e\n\u003cp\u003eOne social platform that’s emerging as an opportunity for news publishers is LinkedIn. The company's Editor-in-Chief and Vice President Dan Roth \u003ca href=\"https://www.axios.com/2024/03/05/linkedin-news-publisher-strategy\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etold\u003c/a\u003e \u003cem\u003eAxios \u003c/em\u003eit is investing more in journalism and news, with a focus on business content that is helpful to its professional users. \u003c/p\u003e\n\u003cp\u003e“The benefit of LinkedIn is that it has some aligned incentives with publishers. LinkedIn wants to become the centre of people’s online professional life, rather than a platform they visit during a job search,” says Watson. \u003c/p\u003e\n\u003cp\u003eAs access to news media fragments, \u003ca href=\"https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2023/dnr-executive-summary\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaudience expectations\u003c/a\u003e of being reached across all platforms will likely turn into an unsustainably expensive endeavor for all but the biggest news organizations, potentially forcing most to focus on the platforms that align with their goals. \u003c/p\u003e\n\u003cp\u003eThe Reuters/Oxford research shows that, for example, X users are more likely to pay attention to “hard” news like politics and business, whereas TikTok, Instagram, and Facebook users are slightly more likely to prefer fun posts or satire that relate to news. \u003c/p\u003e\n\u003cp\u003eThat doesn’t solve the monetization issues of those platforms. Still, niching down could help publishers build stronger brands and in turn increase direct traffic. \u003c/p\u003e\n\u003cp\u003e“Consider more narrowly curated but distinctive quality content that draws audiences back,” says John Peters, media and entertainment industry lead at Accenture, adding that publishers should look to nurture and merchandise their data products to entice advertisers and deliver user personalization. \u003c/p\u003e\n\u003cp\u003eThe increased participation that channels like WhatsApp are fostering could also help publishers build relationships with readers and turn that into a source of direct traffic in the long term, says Watson. \u003c/p\u003e\n\u003cp\u003eBy diversifying, news publishers may just be able to wrangle some control back over their traffic sources. These changes could be a good thing after some publishers showed an overreliance on Facebook, says Watson. “Publishers will have to try a mosaic of platforms and see which ones work for the specific audience that they are looking to cultivate.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732401340293},"getSectionData({\"slug\":\"data-privacy\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"jyGAjGiGoTbw1MXPIpZMB","originalArgs":{"slug":"data-privacy","token":""},"startedTimeStamp":1732401373310,"data":{"metadata":{"datePosted":"2021-07-27T12:27:00-07:00","dateCreated":"2021-07-27T12:27:14-07:00","dateUpdated":"2024-07-24T07:56:54-07:00","title":"Data Privacy | The Current","description":"Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.","image":{"alt":"Illustration of two hands shaking over a map representing data privacy, with The Current logo in the bottom left corner","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Identity_Thumbnail_1920x1080_2023-03-01-151000_soop.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Illustration of two hands shaking over a map representing data privacy, with The Current logo in the bottom left corner","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Identity_Thumbnail_1920x1080_2023-03-01-151000_soop.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/sections/data-privacy","noIndex":false,"type":"themes"},"data":{"id":692063,"title":"Data Privacy","heading":null,"image":{},"description":"Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.","themeHighlightColor":"","generateAnchors":false,"themeContent":[{"componentType":"RecentArticles","content":{"heading":null,"filterByTheme":"auto","theme":[]}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"recentArticles":"auto","showSubscribe":"hidden"}},"fulfilledTimeStamp":1732401373341},"getContentData({\"slug\":\"report-open-internet-digital-advertisers\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"AVzEnf8Qd6W2qtJzgk34J","originalArgs":{"slug":"report-open-internet-digital-advertisers","token":""},"startedTimeStamp":1732401376457,"data":{"metadata":{"datePosted":"2024-05-29T10:30:00-07:00","dateCreated":"2024-05-24T08:37:36-07:00","dateUpdated":"2024-05-29T13:14:42-07:00","title":"The value of the open internet is growing in the eyes of advertisers | The Current","description":"The State of the Open Internet Report reflects the growth and value of top publisher destinations on the open internet over time.","image":{"alt":"Three arms reach into a starry sky as various devices and icons float in the air.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FutureOfOpportunity_1920x1080_Logo-3.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Three arms reach into a starry sky as various devices and icons float in the air.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FutureOfOpportunity_1920x1080_Logo-3_2024-05-28-162508_lmhg.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/report-open-internet-digital-advertisers","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3062757,"slug":"report-open-internet-digital-advertisers","postDate":"2024-05-29T10:30:00-07:00","heading":"The value of the open internet is growing in the eyes of advertisers","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Three arms reach into a starry sky as various devices and icons float in the air.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FutureOfOpportunity_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Three arms reach into a starry sky as various devices and icons float in the air.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FutureOfOpportunity_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Three arms reach into a starry sky as various devices and icons float in the air.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_FutureOfOpportunity_1920x1080_NoLogo_2024-05-28-162525_xzcx.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1611149,"slug":"zac-wang","fullName":"Zac Wang","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Zac Wang, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/HeadshotBW.png","width":1200,"height":1200,"isLandscape":false},"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eArtificial intelligence, cookie deprecation, retail media networks, the death and rebirth of TV. Rarely have marketers faced so many changes in such a seemingly short amount of time.\u003c/p\u003e\n\u003cp\u003eBut hidden beneath these shifts are also opportunities. The opportunity to grow audiences through exciting new formats and content. The opportunity to do so while respecting consumer privacy. And perhaps most of all, the opportunity to build an internet that is open and valuable to all.\u003c/p\u003e\n\u003cp\u003eAmid all this upheaval, a new report shines a sharper light on these changes and opportunities. \u003ca href=\"https://www.thetradedesk.com/us/rise-of-the-premium-internet-report\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eThe Sellers and Publishers Report\u003c/a\u003e is a comprehensive biannual look at the drivers of growth on the open internet in recent years, using aggregate digital advertising activity across top publisher destinations on The Trade Desk’s platform.\u003c/p\u003e\n\u003cp\u003eThe report highlights that marketers are placing more value on fast-emerging, premium channels and authenticated opportunities on the open internet, as consumers increasingly choose to spend their time outside of walled gardens’ online properties.\u003c/p\u003e\n\u003cp\u003eTo that end, the report features a top 100 chart – “the best of the open internet” – which ranks the most popular and engaging digital publishers across all digital channels, including on the web, connected TV, and digital audio. The ranking assessment is based on a range of criteria – like advertising quality, reach, decisioned programmatic inventory, supply path efficiency and other factors.\u003c/p\u003e\n\u003cp\u003eFour major trends emerge from the report, creating a snapshot of how the internet is evolving as consumers’ expectations, and marketers’ needs, change. \u003c/p\u003e"}},{"componentType":"Chapter","content":{"heading":"1. Consumers and advertisers are choosing the open internet","description":"Trend No. 1"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn recent years, much of the digital ad market has been transacted within the walled gardens of companies such as Meta and Alphabet, but the tide is turning. In 2022, spend on channels outside of Alphabet- and Meta-owned properties \u003ca href=\"https://www.bloomberg.com/news/articles/2023-01-10/meta-meta-and-google-googl-advertising-dominance-slips\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esurpassed\u003c/a\u003e 50% of total ad spend in the U.S. for the first time since 2014, a trend that has only accelerated since then.\u003c/p\u003e\n\u003cp\u003eThis mimics the digital migration patterns of consumers in the U.S., who spend 59% of their online time on the open internet, and only 41% on walled gardens like Facebook and Google, according to a \u003ca href=\"https://www.thecurrent.com/open-internet-advertising-survey-digital\"\u003erecent survey\u003c/a\u003e conducted by The Trade Desk Intelligence.\u003c/p\u003e\n\u003cp\u003eThe fast growth of mass-market channels such as connected TV (CTV), which now captures \u003ca href=\"https://content-na1.emarketer.com/connected-device-time-spent-2023\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethe majority\u003c/a\u003e of time spent watching digital video, and channels that fill specific niches, such as podcasts, also stands in contrast to the decline seen on linear media.\u003c/p\u003e\n\u003cp\u003e“Brands and agencies are eager and willing to test new arenas, and the open internet landscape encourages that,” says Jennifer Kohl, chief media officer at VMLY\u0026amp;R. \u003c/p\u003e"}},{"componentType":"Chapter","content":{"heading":"2. Premium inventory makes a difference","description":"Trend No. 2"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eNot every corner of the open internet is made equally, however. The report underscores the growing importance of premium destinations in the eyes of advertisers, from the CTV ads funding streaming channels like Peacock and Hulu, to the display and native ads powering the reporting of \u003cem\u003eBusiness \u003c/em\u003eInsider and \u003cem\u003eThe Wall Street Journal\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eFor example, the report shows that during the second half of 2023, advertisers were willing to pay 78% more for CTV ad impressions within the top 500 destinations on the open internet than for those outside the top 500, and 11% more for the top display ad impressions.\u003c/p\u003e\n\u003cp\u003eIndeed, since January 2019, the report shows that advertiser demand for the top destinations on the open internet has \u003ca href=\"https://www.pwc.com/gx/en/industries/tmt/media/outlook/changes-in-digital-advertising-spend.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egrown faster\u003c/a\u003e (49% average annual growth rate) than the rest of the overall open internet (25%).\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eAmong premium destinations, CTV and audio appear to be the fastest-growing programmatic channels, each growing to double-digit percentages of overall digital advertising spend in the U.S. since 2019, while mobile and premium video have also notably grown.\u003c/p\u003e\n\u003cp\u003eWhile a group of the top destinations does not represent every corner of the open internet, it does incorporate many of the world’s largest and most premium publishers across key channels. It is also an indicator of how advertisers’ channel mixes are evolving in line with consumers’ preferences for premium content.\u003c/p\u003e\n\u003cp\u003e“Brands are willing and eager to test and learn, and this translates over to platforms,” says Anthony Scarola, VP and programmatic lead at VaynerMedia. “If there are omnichannel or independently owned and operated UIs that are based on performance, brand safety and scale — there is an open-mind mentality.”\u003c/p\u003e"}},{"componentType":"Chapter","content":{"heading":"3. Marketers value authenticated impressions","description":"Trend No. 3"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eTo find their audience across the open internet, many advertisers are investing in authenticated opportunities, especially as cookie deprecation in the Chrome browser begins this year.\u003c/p\u003e\n\u003cp\u003eData from the report shows that in 2023, marketers were willing to pay 28% more for open and biddable digital audio ad impressions that included Unified ID 2.0 (UID2) than those without it. Similar trends play out across all digital ad channels. This comes as some advertisers report significant performance improvements from UID2 campaigns, with \u003ca href=\"https://www.thecurrent.com/uid2-unilever-audience-disney\"\u003eUnilever finding\u003c/a\u003e UID2 to be 12 times more effective at reaching its target audience than traditional identifiers for a campaign it ran on Disney.\u003c/p\u003e\n\u003cp\u003eAs major streaming platforms start to embrace UID2, it paves the way for a post-cookie, authenticated open internet that helps advertisers find consumers where they are most engaged. \u003c/p\u003e"}},{"componentType":"Chapter","content":{"heading":"4. CTV and audio are key growth drivers for the omnichannel open internet","description":"Trend No. 4"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn 2022, viewers in the U.S. \u003ca href=\"https://edition.cnn.com/2022/08/19/business/streaming-cable-viewership/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003espent more time\u003c/a\u003e on streaming TV platforms than traditional cable TV for the first time, with the trend only \u003ca href=\"https://www.nielsen.com/insights/2023/kids-push-tv-usage-up-in-june-with-90-of-their-increased-usage-coming-from-non-traditional-sources/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epicking up pace\u003c/a\u003e since then. Furthermore, research from The Trade Desk Intelligence indicates that roughly 75% of 25- to 44-year-olds surveyed — a demographic highly coveted by advertisers — increased CTV consumption last year.\u003c/p\u003e\n\u003cp\u003eAdvertisers are adapting to these changing consumer habits. Emarketer \u003ca href=\"https://content-na1.emarketer.com/upfront-tv-digital-video-forecasts-trends-2023\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eanticipated\u003c/a\u003e that digital video ad spend during the upfronts and the newfronts would rise more than 32% in 2024 to $16.45 billion. At the same time, many major media companies ensured that programmatic was a central element to their upfront deals. A recent case in point is NBCUniversal, which opened up its Olympics inventory on Peacock, its streaming platform, to programmatic buyers for the first time.\u003c/p\u003e\n\u003cp\u003eIt may not be surprising, then, that a large media agency that spoke anonymously to \u003cem\u003eThe Current\u003c/em\u003e said they found that advertisers were willing to pay high CPMs to advertise on CTV, pointing out that those CPMs were higher than most Big Tech properties.\u003c/p\u003e\n\u003cp\u003eThe growth of ad-supported streaming plans, and consumers’ \u003ca href=\"https://www.forbes.com/sites/tonifitzgerald/2023/04/25/netflix-gets-it-right-study-confirms-more-people-prefer-paying-less-with-ads/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eincreasing appetite\u003c/a\u003e for them, looks only set to accelerate the availability of advertising opportunities on premium CTV content.\u003c/p\u003e\n\u003cp\u003eLikewise, streaming audio, led by companies like Spotify and SiriusXM, is one of the fastest-growing channels on the open internet. According to the IAB’s most recent Internet Advertising Revenue \u003ca href=\"https://www.iab.com/wp-content/uploads/2023/04/IAB_PwC_Internet_Advertising_Revenue_Report_2022.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e, digital audio saw over 18.9% year-over-year growth in 2023, outpacing other digital media channels.\u003c/p\u003e\n\u003cp\u003eMeanwhile, Insider Intelligence predicts that digital audio will account for 20% of all online time. In other words, the channel is growing, which suggests opportunities for advertisers to reach engaged audiences at scale, whether they’re grooving to their favorite artists or listening to podcasts. Indeed, Spotify recently reported that its ad-supported subscriber base is \u003ca href=\"https://www.musicbusinessworldwide.com/spotify-added-10m-subscribers-in-q4-2023-taking-its-total-global-paying-subs-audience-to-236m1/%22%20/l%20%22:~:text=Spotify%27s%20total%20number%20of%20Monthly,also%201%20million%20above%20guidance.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egrowing faster\u003c/a\u003e (28% year over year in Q4 2023) than overall subscribers (23%). \u003c/p\u003e"}},{"componentType":"Chapter","content":{"heading":"Changing advertising, for a changing internet","description":"Conclusion"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe Trade Desk Intelligence’s Sellers and Publishers Report shines a light on the drivers of open internet advertising growth, and where digital advertising value is shifting, thanks to technology innovations and changing consumer preferences.\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003eThe report makes the case that with fast-growing channels such as CTV and digital audio, new approaches to privacy-conscious cross-channel identity, and the availability of authenticated audiences and data, the internet is being replumbed from an advertising perspective.\u003c/p\u003e\n\u003cp\u003e“The changing privacy and addressability landscape has forced everyone in the industry to look at the open internet with a fresh set of eyes,” says Ryan Lammela, group director of channel activation at Butler/Till. “That has reminded all of us that this huge swath of inventory can be used in all kinds of ways.”\u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk, Inc.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":7}},"fulfilledTimeStamp":1732401376493},"getSectionData({\"slug\":\"podcast\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"Kf1cwR19lneWD9DSFUumg","originalArgs":{"slug":"podcast","token":""},"startedTimeStamp":1732402097995,"data":{"metadata":{"datePosted":"2021-09-29T16:03:00-07:00","dateCreated":"2021-09-29T16:03:44-07:00","dateUpdated":"2024-08-08T07:24:42-07:00","title":"Podcast | The Current","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","image":{"alt":"Two miniature people sit on chairs with mugs atop microphones emerging from a whole in the ground with an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_170-IABPodcast_Logo_1920x1080px_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Two miniature people sit on chairs with mugs atop microphones emerging from a whole in the ground with an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_170-IABPodcast_Logo_1920x1080px_v1-1_2024-08-08-141747_pcyg.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/sections/podcast","noIndex":false,"type":"themes"},"data":{"id":767699,"title":"Podcast","heading":"Podcast","image":{},"description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":"","generateAnchors":true,"themeContent":[{"componentType":"ArticleFeedByTheme","content":{"theme":{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""},"heading":"The Current Podcast","subheading":null,"iconCtas":[{"icon":{"alt":"Apple podcast 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Episodes"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"recentArticles":"auto","showSubscribe":"hidden"}},"fulfilledTimeStamp":1732402098038},"getContentData({\"slug\":\"install.php\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"Jnh8Yv-tQwiDOcqb839-t","originalArgs":{"slug":"install.php","token":""},"startedTimeStamp":1732401383602,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug install.php","code":0,"status":404}}},"getContentData({\"slug\":\"reset-button-publishers-cookie-free-future\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"R1kLOGuXA7hArQs1aMTnU","originalArgs":{"slug":"reset-button-publishers-cookie-free-future","token":""},"startedTimeStamp":1732401400601,"data":{"metadata":{"datePosted":"2024-01-23T07:49:00-08:00","dateCreated":"2024-01-22T13:46:16-08:00","dateUpdated":"2024-01-23T12:35:28-08:00","title":"‘A reset button’: How publishers are prepping for a cookie-free future | The Current","description":"As cookies deprecate, some publishers are finding that authenticated audiences are pulling in two times the value of non-authenticated audiences.","image":{"alt":"Man stands vacuums cookie crumbs while standing on a mouse pad with a mouse nearby.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_GeneralArt_DataPrivacy_01_1920x1080_v2_withLogo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Man stands vacuums cookie crumbs while standing on a mouse pad with a mouse nearby.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_GeneralArt_DataPrivacy_01_1920x1080_v2_withLogo_2024-01-22-214936_pvdb.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Data Privacy"],"url":"https://www.thecurrent.com/reset-button-publishers-cookie-free-future","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2493137,"slug":"reset-button-publishers-cookie-free-future","postDate":"2024-01-23T07:49:00-08:00","heading":"‘A reset button’: How publishers are prepping for a cookie-free future","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Man stands vacuums cookie crumbs while standing on a mouse pad with a mouse nearby.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_GeneralArt_DataPrivacy_01_1920x1080_v2_noLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Man stands vacuums cookie crumbs while standing on a mouse pad with a mouse nearby.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_GeneralArt_DataPrivacy_01_1200pxSquare_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Esther Park / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Man stands vacuums cookie crumbs while standing on a mouse pad with a mouse nearby.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_GeneralArt_DataPrivacy_01_1920x1080_v2_noLogo_2024-01-22-215055_aask.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":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\u003eAt the top of Snopes’ website is a “true or false” quiz where visitors can put their debunking skills to the test. Through this daily challenge, the fact-checking publisher invites readers to log in to save their score and keep track of their progress.\u003c/p\u003e\n\u003cp\u003eMotivating readers to log in for free accounts or paid subscriptions with perks like games is one approach some publishers are taking to strengthen their first-party data and augment digital ad revenue as Google \u003ca href=\"https://www.thecurrent.com/google-chrome-data-cookie-free-advertising-identity\"\u003edeprecates cookies in Chrome\u003c/a\u003e this year. A \u003ca href=\"https://services.google.com/fh/files/misc/disabling_third-party_cookies_publisher_revenue.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2019 Google study\u003c/a\u003e of the top 500 global publishers found that publisher revenue decreased by 52 percent on average access to when third-party cookies were disabled.\u003c/p\u003e\n\u003cp\u003eSnopes Chief Revenue Officer Justin Wohl believes publishers will experiment with things like games, newsletters, and even AI chatbots that can summarize large swathes of text to get those valuable email addresses. Meanwhile, other publishers are turning to solutions like single-sign-on technology that streamlines the login process.\u003c/p\u003e\n\u003cp\u003eCollecting that first-party data, however, is only the first piece of the puzzle. A major goal is to then authenticate those audiences for their advertising partners in order to have a simpler view of those users across devices and other IDs as well as boost addressability to those users. \u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe Current\u003c/em\u003e spoke with six publishers testing identity solutions like \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-unified-id-2-0\"\u003eUnified ID 2.0 (UID2)\u003c/a\u003e, RampID, Core ID, and other interoperable identifiers, and the good news is that these publishers are optimistic that they will be able to implement solutions by the end of the year. Across the board, some publishers are finding that identity solutions significantly increase their ability to monetize audiences by better pairing IDs with email addresses. Snopes saw a \u003ca href=\"https://digiday.com/media/some-publishers-are-starting-to-see-revenue-lift-from-alternative-ids/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e200 percent increase\u003c/a\u003e in cost per mille (CPM) while using UID2 over ads with cookies.\u003c/p\u003e\n\u003cp\u003e“We learned that having an email address is going to be worth two times [more] for that user on our cookieless inventory, so that set the kind of path towards allow[ing] people to create free accounts,” said Wohl. “That's all the proof you need. That's exactly what we've been looking for since 2020, when Safari rates dropped by half.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe value of authentication\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eMediavine, which helps over 10,000 publishers monetize their content, created a platform called Grow in 2020, that incentivizes readers to log in and consent to personalized ads, with benefits like the ability to save content — like recipes and quizzes — across its portfolio. Mediavine found that authenticated traffic from Grow, which 7,000 of Mediavine publishers currently use, sold ads at a rate 104 percent higher than unauthenticated traffic, according to Amanda Martin, VP of partnerships and business strategy at Mediavine.\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“I do think that there is a reset button that gets hit here in a positive way for publishers.\" \u003c/p\u003e","caption":"Grant Whitmore, VP of ad tech and programmatic revenue, Advance Local"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eMeanwhile, online gaming publisher Unwind Media, which owns sites like Solitaired and Solitaire Bliss that draw in 27 million users a year, saw a 51 percent CPM lift when a deterministic ID was present in the bidstream, and an 11 percent increase in fill-rate over the last 30 days.\u003c/p\u003e\n\u003cp\u003e“We found that authenticated users monetize better, but they also come back more frequently,” says Emry Downinghall, SVP of programmatic revenue and strategy at Unwind Media. “And in our case, because we do casual web gaming online, they play more games, right? So they're really our core dedicated user base. And if you build that relationship, it also works from the product side — they're your brand ambassadors.”\u003c/p\u003e\n\u003cp\u003eOf course, the push to authenticate audiences is happening on a global scale, and testing results are similarly coming back positive around the world. When Ameba Blog, a publisher in Japan, activated inventory with UID2, it saw a 67 percent increase in impressions and a 47 percent increase in ad spend, according to Kazuki Kishishita, media monetization consultant at Cyber Agent, owner of Ameba Blog. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eOngoing challenges\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eFor publishers, it’s easy to show how authenticated users will benefit their bottom lines, but it’s not as easy to know which identity solutions to focus on. As the industry shifts to addressability, experts say it’s a bit like a cat-and-mouse game, where publishers’ hands are mostly tied, eagerly waiting to see what \u003ca href=\"https://www.thecurrent.com/google-chrome-data-cookie-free-advertising-identity\"\u003eidentity solutions their advertising partners\u003c/a\u003e will end up zeroing in on by the end of the year. Downinghall says Unwind Media, for instance, is currently testing UID 2, RampID, ID5, SharedID, and Amazon Publisher Audiences, despite many of those being interoperable.\u003c/p\u003e\n\u003cp\u003e“Publishers are in a position where they kind of have to ready all the different alternatives,” says Mediavine’s Martin, which is using UID2 in its Grow platform. “It's a pretty big lift in general because we're going to need to meet the buy side where they choose to spend their money next year, and what tactics they choose to go to. So we're spending a lot of time just making sure that we have all of our infrastructure in place to support all the different alternatives to cookies, because there's not going to be a cookie replacement.”\u003c/p\u003e\n\u003cp\u003ePublishers also continue battling to express the value exchange to their readers. As Snopes’ Wohl says, “Not every single publication will be able to stand up a crossword puzzle and expect to have it be the one that people go to, so publishers will have to find niches.”\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“We found that authenticated users monetize better, but they also come back more frequently.” \u003c/p\u003e","caption":"Emry Downinghall, SVP of programmatic revenue and strategy, Unwind Media"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eTo support its identity strategy, global media company Future, which operates websites like Tom’s Guide, TechRadar, and Who What Wear, has invested in single-sign-on technology and is exploring third-party solutions, such as OpenPass, which allows readers to sign in one time across any website that carries the technology. For Future, it’s a way to make the process more seamless for its readers.\u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e“Building stronger relationships with our readers is good for business,” says Jeffrey Goldstein, VP of programmatic at Future. “It gives us better insight into understanding most importantly what drives their passions, and how we can support them on that journey.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eA move for transparency \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAlong with the goal of better-monetized audiences, publishers view the deprecation of cookies as a path forward in reclaiming some authority away from walled gardens like Google. “We believe that an integrated ID approach would allow publishers to control the collection and use of user data, thereby improving the user experience while ensuring greater transparency,” says Cyber Agent’s Kishishita.\u003c/p\u003e\n\u003cp\u003e“I do think that there is a reset button that gets hit here in a positive way for publishers, with the diversity of solutions in the ecosystem, which balances the equation a little bit from where it has been,” says Grant Whitmore, VP of ad tech and programmatic revenue, at publisher Advance Local, which runs several localized news sites across the U.S., like NJ.com and The Oregonian.\u003c/p\u003e\n\u003cp\u003eWhitmore still expects to see plenty of cookie-based audience buying into the second quarter of 2024, due to the difficulty of buyers not being able to show the immediate results they want. But by July, he predicts more switchover in marketers’ implementation of identity solutions as cookies continue to deprecate. “The old patterns will prevail until they no longer exist,” he says “We’re hoping to see a lot more than what we’ve seen today. Adoption needs to happen.” \u003c/p\u003e\n\u003cp\u003e“If we need to make this change for the long-term benefit of the open web and monetization on the open web. What better time?” asks Unwind’s Downinghall. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003e\u003cem\u003eThe Current is owned and \u003c/em\u003eoperated by The Trade Desk, Inc. 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":7}},"fulfilledTimeStamp":1732401400633},"getContentData({\"slug\":\"ctv-market-evolves-rapidly-as-5-years-of-innovation-and-disruption-are-compressed-into-a-few-months\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"hzKtrik-7AkUZzehEtxOE","originalArgs":{"slug":"ctv-market-evolves-rapidly-as-5-years-of-innovation-and-disruption-are-compressed-into-a-few-months","token":""},"startedTimeStamp":1732401880453,"data":{"metadata":{"datePosted":"2020-09-28T07:33:00-07:00","dateCreated":"2020-10-14T07:37:54-07:00","dateUpdated":"2021-08-09T15:07:42-07:00","title":"CTV Market Evolves Rapidly as 5 Years of Innovation and Disruption are Compressed into a Few Months | The Current","description":"As consumer demand shifts and more premium inventory becomes available over connected devices, 2020 will go down as a major tipping point.","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Preview_Image_CTV_Primetime.jpg","width":920,"height":518,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Preview_Image_CTV_Primetime.jpg","width":920,"height":518,"isLandscape":true},"author":"","themes":["Streaming"],"url":"https://www.thecurrent.com/ctv-market-evolves-rapidly-as-5-years-of-innovation-and-disruption-are-compressed-into-a-few-months","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":227004,"slug":"ctv-market-evolves-rapidly-as-5-years-of-innovation-and-disruption-are-compressed-into-a-few-months","postDate":"2020-09-28T07:33:00-07:00","heading":"CTV Market Evolves Rapidly as 5 Years of Innovation and Disruption are Compressed into a Few Months","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_CTV_Primetime.jpg","width":920,"height":518,"isLandscape":true},"authors":[],"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\u003eAccording to recent \u003ca href=\"https://www.thetradedesk.com/us/new-survey-suggests-64-percent-of-u-s-households-may-lack-long-term-interest-in-cable-tv-subscriptions\"\u003eresearch\u003c/a\u003e from The Trade Desk, 11% of households that currently have cable plan to cut the cord this year. That rate rises to 18% for the highly coveted 18-34 year-old demo. This cord-cutting rate far exceeds recent and estimated projections by analysts such as eMarketer. It speaks to the accelerating consumer shift toward streaming TV content as viewers select on-demand content while working from home, as they look to cut home entertainment costs at a time of economic uncertainty, and as live sports (the number one reason most viewers retain cable) remains in a state of flux.\u003c/p\u003e\n\u003cp\u003eBroadcasters are well aware of these consumer shifts. Almost all of them have accelerated their own streaming platforms over the last 12 months, from HBO to Disney to NBCUniversal. This surge in streaming content has helped satisfy viewer demand as they seek alternatives to cable. Indeed, Nielsen estimates that average weekly streaming minutes in the U.S. across all age groups for Q2 2020 was 142.5 billion, which is up from 81.7 billion in Q2 2019.\u003c/p\u003e\n\u003cp\u003eAs consumer demand shifts and more premium inventory becomes available over connected devices, 2020 will go down as a major tipping point.\u003c/p\u003e\n\u003cp\u003e“2020 represents a changing of the guard,” said Jeff Green, CEO of The Trade Desk at the company’s recent Groundswell digital marketing festival. “Connected TV reached 80 million households for the first time. And Cable TV is estimated to drop below 80 million for the first time this year.”\u003c/p\u003e\n\u003cp\u003eThose trends are not going to reverse. And advertisers are taking notice.\u003c/p\u003e\n\u003cp\u003e“We’ve been talking about Connected TV every year (for five years)” said Susan Vanell-Charpentier, Senior Director of Global Data, Analytics, Media, MarTech and Store at Proctor \u0026amp; Gamble, at the Groundswell festival. “And that inflection point hopefully will now lead us into a whole new world of media that frankly would have been another 5 years if we had not had the pandemic.”\u003c/p\u003e\n\u003cp\u003eTo that end, Marc Pritchard, Chief Brand Officer at Proctor \u0026amp; Gamble, speaking at the ANA Media and Measurement Conference last week, \u003ca href=\"https://www.adweek.com/brand-marketing/marc-pritchard-says-tv-upfronts-must-evolve-and-level-the-playing-field/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehighlighted\u003c/a\u003e how P\u0026amp;G is working more directly with broadcasters to purchase TV inventory, increasing their use of programmatic platforms in the process. P\u0026amp;G is one of many leading companies \u003ca href=\"https://variety.com/2020/tv/news/tv-upfront-adveritsing-changes-calendar-year-1234630203/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epushing this kind of innovation\u003c/a\u003e in TV advertising.\u003c/p\u003e\n\u003cp\u003eThe Trade Desk has long been at the forefront of this shift, and is the leading independent DSP for streaming TV content.\u003c/p\u003e\n\u003cp\u003e“CTV has been one of The Trade Desk’s growth engines in recent years, as more major advertisers look to apply data to their massive TV campaigns for the first time,” said Tim Sims, Chief Revenue Officer of The Trade Desk. “As a result, we have established direct partnerships with almost all of the major broadcasters worldwide, all of whom are looking to access the advertiser demand that we can bring to their new streaming platforms.”\u003c/p\u003e\n\u003cp\u003eWith the broad availability of streaming TV inventory on TTD’s platform, the company has been accelerating and revamping its inventory partnerships. Certain supply side relationships, such as TTD’s partnership with Amazon Publisher Services, are being phased out in favor of more direct partnerships with broadcasters themselves and with suppliers such as Magnite and \u003ca href=\"https://www.adexchanger.com/digital-tv/freewheel-launches-unified-direct-sold-programmatic-product-with-nbcu-and-the-trade-desk/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eComcast’s Freewheel\u003c/a\u003e that offer transparent access to a wide range of broadcaster inventory. Indeed, as 2020 progressed, advertisers prioritized a more holistic approach to CTV – not limited to a single device.\u003c/p\u003e\n\u003cp\u003e“Advertisers want the simplest, most transparent path to inventory, across the rapidly growing CTV ecosystem” reiterated Sims. “We offer a clean and direct route to all premium CTV content, and we’re prioritizing those channels and suppliers that best meet our rapidly increasing advertiser demand.”\u003c/p\u003e"}}],"readTime":4}},"fulfilledTimeStamp":1732401880486},"getContentData({\"slug\":\"ecommerce-connected-tv-interactive-ads-ctv-retail\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"HdWDZtMx3FknoAIX-vWUf","originalArgs":{"slug":"ecommerce-connected-tv-interactive-ads-ctv-retail","token":""},"startedTimeStamp":1732401852205,"data":{"metadata":{"datePosted":"2023-08-24T08:38:00-07:00","dateCreated":"2023-08-24T07:11:30-07:00","dateUpdated":"2023-08-24T13:44:41-07:00","title":"The next frontier of e-commerce is our TVs, thanks to interactive ads | The Current","description":"Marketers are making it easier to buy things. The next frontier? Your TV. Interactive, shoppable ads are rising as technology and streaming advance.","image":{"alt":"Illustration by Jen Satzger / Getty / The Current","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RiseOfShoppableTVTech_1920x1080_Final_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Illustration by Jen Satzger / Getty / The Current","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RiseOfShoppableTVTech_1920x1080_Final_Logo_2023-08-24-143217_khet.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Chris Brooklier","themes":["Streaming","Premium"],"url":"https://www.thecurrent.com/ecommerce-connected-tv-interactive-ads-ctv-retail","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2050691,"slug":"ecommerce-connected-tv-interactive-ads-ctv-retail","postDate":"2023-08-24T08:38:00-07:00","heading":"The next frontier of e-commerce is our TVs, thanks to interactive ads","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hand holding a \"thank you\" plastic bag extending past the top of a television frame","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RiseOfShoppableTVTech_1920x1080_Final_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hand holding a \"thank you\" plastic bag extending past the top of a television frame","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RiseOfShoppableTVTech_1200pxSquare_Final.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Jen Satzger / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A hand holding a \"thank you\" plastic bag extending past the top of a television frame","url":"https://www.thetradedesk.com/assets/global/TheCurrent_RiseOfShoppableTVTech_1920x1080_Final_NoLogo_2023-08-24-143141_nqjy.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eThe way we watch TV has changed radically in recent years, but ads have largely stayed the same since the 1950s: Viewers see a short spot, and if they’re interested in the product, they’ll find it later in a store or online.\u003c/p\u003e\n\u003cp\u003eThat is, until recently, with the emergence of interactive ads. \u003ca href=\"https://www.thecurrent.com/what-the-tech-are-shoppable-ads\"\u003eShoppable TV ads\u003c/a\u003e allow you to add items to an on-screen virtual shopping cart with your remote control while watching TV. From there you can either purchase them inside a streaming platform using stored credit card information or head to a retailer’s website via a QR code to check out. This form of e-commerce, or “t-commerce,” as some have called it (for “TV commerce”), brings instant convenience to consumers and collapses the number of steps needed to buy something.\u003c/p\u003e\n\u003cp\u003eThe space is still fairly new, with around \u003ca href=\"https://www.parksassociates.com/products/consumer-electronics-devices/t-commerce-buying-through-the-tv\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e10 million\u003c/a\u003e connected TV (CTV) households in the U.S., or 11 percent of device owners, saying they have used their TVs to buy physical goods, according to data from market research and consulting company Parks Associates. \u003c/p\u003e\n\u003cp\u003eRoku and NBCUniversal are two major companies innovating in the market. In the last year, Roku \u003ca href=\"https://advertising.roku.com/resources/blog/roku-shopify-partner-to-bring-checkout-to-tv-streaming/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epartnered\u003c/a\u003e with Walmart and Shopify to let viewers buy items from inside the Roku app. Meanwhile NBCUniversal brought shoppable items into its hit show \u003cem\u003eLove Island\u003c/em\u003e, allowing Peacock viewers to \u003ca href=\"https://www.thecurrent.com/heads-are-turned-how-love-island-usas-coupling-of-scheduled-romance-with-e-commerce-heats-up-peacock\"\u003escan QR codes\u003c/a\u003e and scoop up items the contestants were wearing.\u003c/p\u003e\n\u003cp\u003eWalmart’s goal starting this venture last year was “shortening the distance from discovery and inspiration to purchase,” the company’s Chief Marketing Officer, William White, \u003ca href=\"https://newsroom.roku.com/news/2022/06/walmart-and-roku-debut-first-of-its-kind-partnership-to/dopdtk67-1655389465\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaid in a statement\u003c/a\u003e. “No one has cracked the code around shoppability, until now. By working with Roku, we’re the first-to-market retailer to bring customers a new t-commerce experience and seamless checkout on the largest screen in their homes — their TV.”\u2028\u003c/p\u003e\n\u003cp\u003eA year in, the Walmart-Roku partnership is a \u003ca href=\"https://corporate.walmart.com/newsroom/2023/06/15/how-the-walmart-connect-partner-lab-is-building-omnichannel-connections\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emajor success\u003c/a\u003e, with shoppable ads receiving at least three times higher click-through rates than an average video campaign, according to Walmart. Meanwhile, NBCUniversal reported in July that brand awareness increased four times over, with \u003ca href=\"https://www.retailtouchpoints.com/topics/customer-experience/has-the-age-of-shoppable-tv-finally-arrived-nbcu-is-banking-on-it?email=afeger%40insiderintelligence.com\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e40 percent to 70 percent\u003c/a\u003e of viewers saying they were likely to buy items featured.\u003c/p\u003e\n\u003cp\u003eDigital advertising company VideoStorm believes the next step is extending this model to all streaming platforms and major retailers. The company enables a viewer to shop several categories and add items to their cart via interactive ads, and then it sends the consumer to the checkout line on their phone with a QR code.\u003c/p\u003e\n\u003cp\u003e“We think interactive ad executions can be an absolutely massive market for direct and programmatic buys,” Jack Wagner, strategic advisor for VideoStorm, tells \u003cem\u003eThe Current\u003c/em\u003e. “In the next three years, retail media and shoppable campaigns will be enabled to an unprecedented degree, particularly for local, small, and medium-sized companies within local markets. This opens up a whole new realm of advertisers to utilize CTV in this manner. Previously this was only available across social media advertising.”\u003cstrong\u003e\u003cbr /\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhy now?\u003c/strong\u003e\u003cbr /\u003e\u003c/h2\u003e\n\u003cp\u003eSocial media was the first frontier for shoppable ads, with TikTok and Instagram leading users from posts to shopping carts. Interactive, shoppable ads are primed for TV now, as new technology breaks through, smart TVs become more accessible, and streaming and retail media reach new heights.\u003c/p\u003e\n\u003cp\u003eSixty percent of TVs can show interactive ads, with the number expected to rise to \u003ca href=\"https://pearltv.com/news/pearl-tv-brings-a-powerful-nextgen-tv-and-run3-tv-presence-to-nab-show-2023-demonstrating-its-robust-rollout-of-services-and-features/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e75 percent \u003c/a\u003eby the end of the year, according to Pearl TV — an organization that counts some of the biggest broadcasters in the United States as members. \u003c/p\u003e\n\u003cp\u003e“We’re at a perfect storm between the connectivity of CTV and the internet distribution of video,” Wagner says. “Streaming has taken off and all of the components have come together to enable this new interactivity.”\u003c/p\u003e\n\u003cp\u003eRetail media and \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-first-and-third-party-data\"\u003efirst-party data\u003c/a\u003e fit in as an important part of this equation. Advertisers and publishers can typically track where consumers click, the products they're interested in, and what’s in their cart, meaning first-party data can be reported in real time. This transfers over the immense \u003ca href=\"https://www.thecurrent.com/what-the-tech-is-attribution\"\u003eattribution \u003c/a\u003e power many retailers have been harnessing through retail data in recent years.\u003c/p\u003e\n\u003cp\u003eAs \u003ca href=\"https://www.youtube.com/watch?v=1kr15pYEm0I\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eretail media\u003c/a\u003e is expected to climb to a \u003ca href=\"https://content-na1.emarketer.com/rapidly-surging-market-us-digital-retail-media\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$68.4 billion industry\u003c/a\u003e in the U.S. alone by 2025, according to Insider Intelligence, shortening the marketing funnel and making the buying process as easy as possible is crucial.\u003c/p\u003e\n\u003cp\u003eLike many new and innovative channels, shoppable CTV tech is facing the hurdle of universal standardization. The IAB Tech Lab focuses on standardizing interoperable technology and APIs needed to enable functionality, like interactive creative execution, without the need for proprietary methods and code. Such software development kits are expensive for ad tech vendors to create and for publishers to integrate and maintain.\u003c/p\u003e\n\u003cp\u003e“The IAB created the VAST 4.2/SIMID [video ad serving template/secure interactive media interface] standard in order to enable secure, fully interactive ads and seamless commerce experiences in the CTV environment,” IAB Tech Lab CEO Anthony Katsur, tells \u003cem\u003eThe Current\u003c/em\u003e. “It establishes a clear and secure channel of communication between the media player and the interactive elements of audio/video ads. This intentional separation enhances user engagement through rich and interactive experiences with data security, while also ensuring that publishers retain full control over their media streams — a fundamental necessity in today’s complex advertising landscape.”\u003cbr /\u003e\u003c/p\u003e\n\u003ch2\u003e \u003cstrong\u003eSocial simplicity\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe goal for many in the interactive ads space is to create a consumer experience as simplistic as social commerce, which is nearly a \u003ca href=\"https://content-na1.emarketer.com/social-commerce-slow-catch-on\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$70 billion market\u003c/a\u003e in the U.S. and climbing.\u003c/p\u003e\n\u003cp\u003eWhile the industry is relatively small right now, Parks Associates Director of Streaming Video Tracking Eric Sorenson says it has a ton of upside. For those gains to be fully achieved, the path to growth has to be done the right way.\u003c/p\u003e\n\u003cp\u003e“This is sort of a watershed moment for this shopping experience because if it’s not done correctly and you start serving consumers ads that aren’t relevant to their viewing habits or things that they aren’t interested in, you may lose them forever and churn that consumer away,” Sorenson tells \u003cem\u003eThe Current\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003eThe shoppable CTV industry is in its early stages and will need to continue to build a strong foundation to grow. If the market does rise as predicted, big things could be on the horizon.\u003c/p\u003e\n\u003cp\u003e“My prediction is that within three to five years, shopping from television will be a ubiquitous experience,” said Evan Moore, NBCUniversal’s SVP of commerce partnerships, at the \u003ca href=\"https://content-na1.emarketer.com/how-netflix-roku-nbcuniversal-getting-commerce\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eRetail Innovation Conference\u003c/a\u003e and Expo in July. “Our industry will optimize the purchase experience and make it as easy to buy on your television screen as it is today to purchase on your computer or your mobile device.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732401852272},"getSectionData({\"slug\":\"the-readout\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"J07kJ1IzjUGIZcmKUaJPI","originalArgs":{"slug":"the-readout","token":""},"startedTimeStamp":1732401853863,"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 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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":1732403564275},"getContentData({\"slug\":\"hot-seat-samsung-janet-lee-cmo-svp-mobile-marketing-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"FNKB2HVtLz3yVkMqqZg7o","originalArgs":{"slug":"hot-seat-samsung-janet-lee-cmo-svp-mobile-marketing-advertising","token":""},"startedTimeStamp":1732401875375,"data":{"metadata":{"datePosted":"2023-10-24T11:22:00-07:00","dateCreated":"2023-10-24T07:47:23-07:00","dateUpdated":"2024-08-07T13:40:18-07:00","title":"Hot Seat with Samsung's Janet Lee | The Current","description":"Janet Lee, 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capitalize on these fans’ newfound interest.","image":{"alt":"A cursor pulls a jersey off of Travis Kelce's back, leaving a dotted-line space in its place.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition147_RetailDataNewSportsFans_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A cursor pulls a jersey off of Travis Kelce's back, leaving a dotted-line space in its place.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition147_RetailDataNewSportsFans_1920x1080_WithLogo_v1_2023-11-27-214830_zchj.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Retail"],"url":"https://www.thecurrent.com/sports-brands-streaming-sponsorship-nfl-kelce-swift","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2436933,"slug":"sports-brands-streaming-sponsorship-nfl-kelce-swift","postDate":"2023-11-28T05:00:00-08:00","heading":"It’s not just Swifties: There 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space in its place.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition147_RetailDataNewSportsFans_1920x1080_NoLogo_v1_2023-11-27-214800_ffco.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":692072,"title":"Retail","slug":"retail","uri":"sections/retail","description":"Stories about the emerging retail media market, including the latest brand partnerships.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eOn Sept. 24, Taylor Swift — you \u003ca href=\"https://www.thecurrent.com/taylor-swift-content-eras-marketing-data-nfl-content\"\u003emight have heard of her\u003c/a\u003e — attended an NFL game to watch her beau, Kansas City Chiefs tight end Travis Kelce, help his team defeat the Chicago Bears 41–10.\u003c/p\u003e\n\u003cp\u003eThat same day, sales for Kelce jerseys \u003ca href=\"https://www.espn.com/nfl/story/_/id/38496220/taylor-swift-effect-travis-kelce-jersey-sales-spike-nearly-400\" target=\"_blank\" rel=\"noreferrer noopener\"\u003espiked 400 percent\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe Kelce phenomenon reflects how major sports organizations are leaning into the stardom of their most popular players, and the stories surrounding them, to expand their audience; the NFL even briefly changed its header photo on X, formerly Twitter, to one of Swift.\u003c/p\u003e\n\u003cp\u003e“This is our moment to capture [Swift fans] and bring them into the sport so that they engage ongoing,” Marissa Solis, the NFL’s SVP of global and consumer marketing, tells \u003cem\u003e\u003ca href=\"https://www.thecurrent.com/nfl-marissa-solis-svp-football-marketing\"\u003eThe Current Podcast\u003c/a\u003e\u003c/em\u003e. “Whether the Taylor Swift effect lasts or doesn’t last, we want to keep that fan base and we’ll do so by being culturally relevant; bringing in their life, their music, their fashion, the way they really want to engage [with] the game.”\u003c/p\u003e\n\u003cp\u003eThis also highlights the opportunity for brands to capitalize on new sports fans who might be going all-in on their newfound passion. Or they can capture casual participants more interested in the personalities and culture surrounding the sport than the sport itself. Whatever the case, the last few years have seen rising engagement with sports, both in the U.S. and around the world, that goes well beyond Swift and the NFL. The brands that tap in to that consumer interest could benefit.\u003c/p\u003e\n\u003cp\u003eSome have already taken advantage of the Swift-Kelce relationship. After Swift attended that Sept. 24 game, a photo appeared on the X social media platform with the caption “Taylor Swift was eating a piece of chicken with ketchup and seemingly ranch!”\u003c/p\u003e\n\u003cp\u003eBrands \u003ca href=\"https://adage.com/article/marketing-news-strategy/taylor-swift-and-travis-kelce-heinz-dunkin-and-other-brands-react-relationship/2519136\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ejumped on the opportunity\u003c/a\u003e. Heinz announced limited-edition bottles of ketchup and ranch mix called “Ketchup and Seemingly Ranch.” Similarly, Primal Kitchen released a “Seemingly Ranch” limited-edition bottle.\u003c/p\u003e\n\u003cp\u003e“There are brands that naturally fit into storylines where it’s super relevant to them, whether it’s technology integration, lifestyle, travel — all these things that are speaking to an athlete’s life,” says Bob Lynch, CEO of SponsorUnited, a sports-and-entertainment-focused intelligence firm. “Brands want to reach people that are interested in those things.” \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eMore people are engaging with sports\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAccording to data provided to \u003cem\u003eThe Current \u003c/em\u003eby consumer research firm GWI, engagement with the NBA outside the U.S. has grown 10 percent from 2022 to this year; the number of sports fans in the U.K. who engage with the NFL is up 21 percent since last year; and U.S. engagement with the English Premier League has grown 53 percent since 2020.\u003c/p\u003e\n\u003cp\u003eSo what’s going on? Matt Smith, trends manager at GWI, attributes it partly to easier access. Thanks to social media and video streaming services, “the barrier to entry to follow sport has been lowered for many,” he says. Speaking of streamers, brands have more opportunities than ever to engage with sports and get in front of audiences; Netflix, for instance, recently debuted its first livestreamed sports event, a golf tournament that featured brand sponsorships.\u003c/p\u003e\n\u003cp\u003eFurthermore, Smith says that says that women’s leagues are “finding their own, new audience, perhaps one which hasn’t engaged with sport traditionally.” According to Smith, the number of soccer fans that do not follow the Men’s World Cup but do follow the Women’s World Cup has increased 20 percent since 2021.\u003c/p\u003e\n\u003cp\u003eNiche and emerging sports are seeing engagement too. Smith says that \u003ca href=\"https://www.thecurrent.com/streaming-live-sports-game-broadcasting-rights-online\"\u003eniche sports\u003c/a\u003e, particularly combat sports, have seen more than a 20 percent increase in engagement over the last three years, for instance. And brands have followed the fan enthusiasm: according to SponsorUnited, mixed martial arts has seen a nearly 100 percent increase in sponsorship deals over the last year.\u003c/p\u003e\n\u003cp\u003eLynch, the SponsorUnited CEO, noted that some athletes, like Kelce or soccer phenom Lionel Messi, are “bigger than the leagues or the teams they play for,” which can contribute to more casual sports fans following along.\u003c/p\u003e\n\u003cp\u003eOne example: Kelce’s podcast, \u003cem\u003eNew Heights \u003c/em\u003e— which he co-hosts with his brother, who plays for the NFL’s Philadelphia Eagles — sees 35 times more social engagement per branded post than any other sports podcast, according to SponsorUnited. Brands that hang in their orbit could reap the halo effect. Some brands that already have deals with Travis Kelce \u003ca href=\"https://www.businessinsider.com/travis-kelces-brand-partnerships-boosted-by-taylor-swift-rumors-2023-10\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaw higher engagement\u003c/a\u003e after Swift attended his game in September, according to \u003cem\u003eBusiness Insider\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003e“Brands that are doing deals with athletes are seeing a gateway to getting into the leagues,” Lynch says. \u003c/p\u003e\n\n\n\n\n\n\n\n\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eThe retail opportunities are substantial\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eTravis Kelce jerseys are just the start. The global licensed sports merchandise market could see a boom in the next five years; India-based Mordor Intelligence \u003ca href=\"https://www.mordorintelligence.com/industry-reports/licensed-sports-merchandise-market\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprojects it to increase\u003c/a\u003e from about $33 billion this year to over $43 billion by 2028, partly due to what it says is the “rising number of sports fans.”\u003c/p\u003e\n\u003cp\u003eOver in the other football, Adidas has seen \u003ca href=\"https://www.nytimes.com/2023/10/23/business/lionel-messi-inter-miami-jersey.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eextraordinary demand for\u003c/a\u003e Messi’s jersey after the star joined Major League Soccer’s Inter Miami team — the culmination of \u003ca href=\"https://www.cnn.com/2022/12/12/football/soccer-popularity-us-world-cup-spt-intl/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea steady rise in popularity\u003c/a\u003e of soccer in the U.S. According to GWI, the number of American MLS fans who say they’ve purchased a Messi jersey in the last six months has increased by 14 percent year over year.\u003c/p\u003e\n\u003cp\u003eRecognizing the opportunity there, Adidas \u003ca href=\"https://www.espn.co.uk/football/story/_/id/38895237/lionel-messi-goes-back-90s-new-retro-argentina-jersey\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecently announced\u003c/a\u003e a line of retro-style Messi jerseys that offer consumers more options than the iconic pink jersey that’s been flying off shelves.\u003c/p\u003e\n\u003cp\u003e“These new sports fans may be less interested in the technical aspects of sports apparel, for example, but they want to rep their favorite teams because it’s fashionable to do so,” Smith says. “So recently, we’ve seen more casual, retro-inspired lines of merchandise which are more fashion focused, first and foremost.”\u003c/p\u003e\n\u003cp\u003eTrends like this showcase how brands can strategically partner with athletes or organizations in the retail space. For instance, fans of the French soccer club Paris Saint-Germain say they were 50 percent more likely than the average soccer fan to buy a team jersey in the last six months, according to GWI — thanks largely to a collaboration with Nike’s Jordan brand.\u003c/p\u003e\n\u003cp\u003eAnd the opportunities aren’t limited to jerseys.\u003c/p\u003e\n\u003cp\u003e“In the U.S., there’s been a year-on-year increase in the number of soccer and basketball fans who say they’ve bought souvenirs — cups and mugs, keyrings, stationery, toys — and casualwear, so there’s plenty to be gained by broadening the scope of merchandising options,” Smith says. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732403640235},"getContentData({\"slug\":\"justin-wohl-snopes-us-google-ad-exchange-header-bidding\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"2SJrEjdstr8-FS-e87UYH","originalArgs":{"slug":"justin-wohl-snopes-us-google-ad-exchange-header-bidding","token":""},"startedTimeStamp":1732401946764,"data":{"metadata":{"datePosted":"2024-09-30T10:35:00-07:00","dateCreated":"2024-09-30T10:21:51-07:00","dateUpdated":"2024-10-02T08:14:28-07:00","title":"Beyond U.S. v. Google: It’s time for ad exchanges to bid fairly in header bidding | The Current","description":"Justin Wohl, chief revenue officer at Snopes explores why it's time for ad exhanges to bid fairly in header bidding","image":{"alt":"People entering and exiting banner ads in a browser window as if they were doors.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition190_OpEd_JustinWohl_Opinion_Logo_1920x1080-1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"People entering and exiting banner ads in a browser window as if they were doors.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition190_OpEd_JustinWohl_Opinion_Logo_1920x1080-1_2024-09-30-172505_kfpa.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Justin Wohl","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/justin-wohl-snopes-us-google-ad-exchange-header-bidding","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3335258,"slug":"justin-wohl-snopes-us-google-ad-exchange-header-bidding","postDate":"2024-09-30T10:35:00-07:00","heading":"Beyond U.S. v. Google: It’s time for ad exchanges to bid fairly in header bidding","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#007c77","textHex":"#ffffff"},"featuredImage":{"alt":"People entering and exiting banner ads in a browser window as if they were doors.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition190_OpEd_JustinWohl_1920x1080.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"People entering and exiting banner ads in a browser window as if they were doors.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition190_OpEd_JustinWohl_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eSarah Kim / Getty / \u003cem\u003eThe Current\u003c/em\u003e\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"People entering and exiting banner ads in a browser window as if they were doors.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition190_OpEd_JustinWohl_1920x1080_2024-09-30-172559_xbvr.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":2587910,"slug":"justin-wohl","fullName":"Justin Wohl","positionTitle":"Chief Revenue Officer, Snopes.com","authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":3266231,"title":"Op-ed","slug":"op-ed","uri":"sections/op-ed","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIt’s a startling statistic, but virtually all of Snopes’ advertising revenue comes from open market programmatic buyers. Midsize news publications like Snopes are better served investing in their journalists and expanding their content offerings than focusing on direct sales. Our leadership team has successfully grown this newsroom, and the newsroom at \u003cem\u003eSalon\u003c/em\u003e before it, through the efficiency of a header-bidding-only revenue strategy.\u003c/p\u003e\n\u003cp\u003eUnfortunately, as the U.S. v. Google case laid bare, the potential for a truly pure and unadulterated auction for advertising inventory has yet to be realized for publishers and marketers alike. The success and sustainability of publications like Snopes have been hampered by the advantages that Google has maintained and exploited through its control of both the primary ad server, Google Ad Manager (formerly DoubleClick for Publishers), and one of the largest sources of programmatic demand — Google Ad Exchange.\u003c/p\u003e\n\u003cp\u003eHere’s what folks monetizing websites have taken as gospel for a decade or more: Google has the absolute advantage over us. Ad ops and revenue ops teams across the industry have witnessed firsthand the peculiarities of having the winning bid for an impression, from any number of header bidding participants, then be sent to Google’s ad server, where Google’s Ad Exchange gets a final, exclusive, uncontested chance at it. This is the main part of today’s ad tech infrastructure where change is most needed.\u003c/p\u003e\n\u003cp\u003eGoogle Ad Exchange demand must not be allowed to remain gated behind Google Ad Manager. Regardless of the outcome of U.S. v. Google, buyers and sellers alike must demand fairness and transparency in auction mechanics. No technical limitations exist for Google beyond giving up a vertically integrated advantage. The ad tech industry as a whole must call on Google Ad Exchange to bid at the same time as others, during the header bidding process, with a prebid adapter. This is not just an idealistic plea for fairness; it’s a rallying cry for the longevity of the open internet.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e\"Buyers who rely solely on deals are missing out on a massive opportunity for efficient access to premium inventory on the open market.\"\u003c/p\u003e","caption":null}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eShould all revenue potential from programmatic advertisements be unshackled from Google Ad Manager, supply quality for display advertising on the web could improve materially. If advertisements were displayed at the end of the header bidding process, rather than necessitating further time for Ad Exchange to compete through Google’s ad server, viewability averages could improve in correlation with faster rendering speeds across the web. The opportunity cost of this structural inefficiency in the digital advertising market eats at margins for both buyers and sellers. The value in working media dollars and net revenue to publishers instead leaks to parties who have found opportunity in working around this inefficiency. Each of those workarounds degrades the potential for efficiency in buying through direct supply paths, while limiting buyer access to their desired inventory and audiences.\u003c/p\u003e\n\u003cp\u003eThis reveals a glaring truth: Buyers who rely solely on deals are missing out on a massive opportunity for efficient access to premium inventory on the open market. There’s a treasure trove of inventory among premium publishers, trusted inventory sources, whose untapped supply paths are waiting to be unlocked. Marketers and agency strategists, I urge you to scrutinize the supply paths through which you are accessing publisher inventory today. This is the essence of sellers.json and ads.txt files: If the publisher is offering an impression opportunity directly via supply-side platform representation, \u003ca href=\"https://www.snopes.com/ads.txt\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eas Snopes does\u003c/a\u003e, are you maximizing the purchasing power of your dollar by buying it elsewhere or otherwise? \u003c/p\u003e\n\u003cp\u003ePublishers must look in the same mirror, now more than ever. What elements of an ad stack perpetuate this inefficiency? It’s not every quarter or even every year that publishers are able to overhaul their revenue strategies. In many cases, relationships and integration types are inherited and not reconsidered by successor revenue ops teams. How many resellers and associated ads.txt entries are adding confusion for buyers about your supply, and eroding the performance potential that should be inherent to your direct supply paths?\u003c/p\u003e\n\u003cp\u003eIt’s time to rebuild with a level playing field. True transparency and efficiency via header bidding can only be achieved when all programmatic demand competes with equal privilege. Let’s unlock the full potential of the open market for publishers and marketers alike, and create a more equitable and prosperous open web for all.\u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThis op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk.\u003c/em\u003e\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732401946819},"getContentData({\"slug\":\"peacock-nfl-netflix-wwe-sports-streaming\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"uRyRzYALZklKqmKe-W1gl","originalArgs":{"slug":"peacock-nfl-netflix-wwe-sports-streaming","token":""},"startedTimeStamp":1732402036081,"data":{"metadata":{"datePosted":"2024-01-30T05:00:00-08:00","dateCreated":"2024-01-29T16:47:35-08:00","dateUpdated":"2024-01-30T08:09:25-08:00","title":"What Peacock’s NFL playoff game and Netflix’s WWE deal signal for the future of sports streaming | The Current","description":"Some experts predict the NFL will continue to experiment with streaming to learn more about its audience","image":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1920x1080_FeaturedImage_Logo_v1.png","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1920x1080_FeaturedImage_Logo_v1_2024-01-30-004837_zrxe.png","width":1921,"height":1081,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/peacock-nfl-netflix-wwe-sports-streaming","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2549691,"slug":"peacock-nfl-netflix-wwe-sports-streaming","postDate":"2024-01-30T05:00:00-08:00","heading":"What Peacock’s NFL playoff game and Netflix’s WWE deal signal for the future of sports streaming","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1920x1080px_FeaturedImage_v1.png","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1080x1080px_FeaturedImage_v1.png","width":1080,"height":1080,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Reagan Hicks / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Turkey with footballs as it's tail feathers wears a football helmet in front of an orange background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition155_PeacockNFL_1920x1080px_FeaturedImage_v1_2024-01-30-005043_pjpe.png","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhen the masses got wind that an NFL playoff game was going to stream exclusively on the NBCUniversal-owned platform Peacock this year, many football fans and industry observers were up in arms. Mike Francesa, a sports radio host, \u003ca href=\"https://www.fox6now.com/news/peacock-nfl-stream-chiefs-dolphins-playoff-game-irks-fans\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecalled it a “disgrace.”\u003c/a\u003e Rep. Pat Ryan, a congressman from New York, \u003ca href=\"https://deadline.com/2024/01/nfl-playoffs-peacock-nbc-sports-congress-1235726256/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecalled on the NFL\u003c/a\u003e to “end this Peacock bait-and-switch BS and offer the Dolphins–Chiefs game on TV.”\u003c/p\u003e\n\u003cp\u003eNever mind that the \u003ca href=\"https://www.nfl.com/news/peacock-becomes-home-of-first-ever-exclusive-live-streamed-nfl-playoff-game\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eNFL had announced\u003c/a\u003e the Peacock playoff game way back in May. Never mind that the NFL and other sports leagues have been inching toward streaming in recent years, including a previous regular-season Peacock-exclusive NFL game. The damage was done — or was it?\u003c/p\u003e\n\u003cp\u003eThe game between the Chiefs and Dolphins, which streamed on Jan. 13, attracted 23 million viewers, making it the \u003ca href=\"https://www.cnn.com/2024/01/15/media/peacock-nfl-ratings-chiefs-dolphins/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emost-streamed live event\u003c/a\u003e in the U.S. of all time, according to NBCU. Research firm Antenna estimates that it generated \u003ca href=\"https://variety.com/2024/digital/news/peacock-signups-nfl-wild-card-game-chiefs-dolphins-1235885957/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e2.8 million new signups\u003c/a\u003e for Peacock, the biggest subscription acquisition event it has measured. Could it mean more streaming-only games in the NFL’s future? The league has been balancing traditional linear TV audiences with cord-cutters in recent years, with streaming-first partnerships with Amazon Prime Video for \u003cem\u003eThursday Night Football \u003c/em\u003eand YouTube TV for its Sunday Ticket package. Some experts say the Peacock experiment could hasten the shift to streaming.\u003c/p\u003e\n\u003cp\u003eJosh Walker, co-founder and CEO of research firm Sports Innovation Lab, calls the Peacock playoff game “another major iron in the fire” for the trend.\u003c/p\u003e\n\u003cp\u003eIt’s not just football moving toward streaming. Major League Soccer and Major League Baseball have deals with Apple TV+, for instance. Last week, Netflix announced its biggest push into live sports events yet, \u003ca href=\"https://www.nytimes.com/2024/01/23/business/netflix-wwe-raw-wrestling.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eacquiring the streaming rights\u003c/a\u003e to WWE’s \u003cem\u003eRaw\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003e“We’ve seen this play out before; it’s reminiscent of what happened in cable TV, where networks like ESPN taking on major sports tentpoles meant viewers had to pay for what was once free content on broadcast television,” says Shasta Cafarelli, SVP of media strategy at performance marketing firm Tinuiti.\u003c/p\u003e\n\u003cp\u003eShe adds: “Though the quantity of cable households is now retracting, the model was highly successful in reaching mass audiences for decades, showing us that this is not only possible but can be largely embraced by both consumers and advertisers over time.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eAdvertisers face a fragmented audience\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eFor now, sports fans will still have to navigate games across different streaming platforms as well as on linear television.\u003c/p\u003e\n\u003cp\u003e“It’s like if you go into the supermarket and cereal was in aisle four, but now it’s in aisle 12,” Walker says. “But if the consumer cares enough about the game they will find it. What the NFL may lose is the casual fan that doesn’t want to discover where a game is.”\u003c/p\u003e\n\u003cp\u003eHowever, Walker notes, the NFL has also made strides in unscripted content — focusing on narratives around teams or athletes — that could appeal to casual fans. The league is also intent on broadening its fan base and capturing younger viewers and women, a demographic that has been \u003ca href=\"https://www.thecurrent.com/sports-brands-streaming-sponsorship-nfl-kelce-swift\"\u003eengaging more with sports\u003c/a\u003e in recent years. Keeping Taylor Swift fans interested in the sport, for instance, is key for the league.\u003c/p\u003e\n\u003cp\u003e“Whether the Taylor Swift effect lasts or doesn’t last, we want to keep that fan base and we’ll do so by being culturally relevant — bringing in their life, their music, their fashion, the way they really want to engage [with] the game,” Marissa Solis, the NFL’s SVP of global and consumer marketing, \u003ca href=\"https://www.thecurrent.com/nfl-marissa-solis-svp-football-marketing\"\u003etold \u003cem\u003eThe Current Podcast\u003c/em\u003e \u003c/a\u003e in November.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=_LJDHaM9-lM","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eFor advertisers, they’ll face a more fragmented audience, which is where advancements in programmatic advertising — targeting specific consumers in real time — could come in.\u003c/p\u003e\n\u003cp\u003e“Advertisers will start to focus on the consumer and not the platform,” Walker says. “The big shift for the industry is not thinking about eyeballs but thinking about behaviors and people.”\u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eThe NFL is still learning about its fans\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003ePeacock has had previous success in reeling in new subscribers during sports events, particularly when it streamed the Super Bowl in 2022. According to a \u003ca href=\"https://www.sportsilab.com/free-reports/the-impact-of-sports-fandom-on-the-ott-market\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e from Sports Innovation Lab, Peacock captured about 30 percent of the new sports-streaming market from January 2021 through March 2023.\u003c/p\u003e\n\u003cp\u003eBut the big question for Peacock and other platforms: How do they halt subscriber churn and keep those new customers? In the short term, Peacock has another big sports event coming up to potentially entice them.\u003c/p\u003e\n\n\u003cp\u003e“While some attrition is inevitable, Peacock’s offering is going to remain highly relevant with their carriage of the 2024 Summer Olympics,” Cafarelli says. “I would venture that they will reward subscribers with additional streaming-exclusive opportunities on the heels of this success.”\u003c/p\u003e\n\u003cp\u003eBut sports rights are costly, and long term, the companies that “have multiple pathways to recoup costs and drive revenue” are likely going to come out on top, Cafarelli says. This includes tech companies, as well as media companies “with a highly diversified offering, either within their own platforms or from acquiring others,” she adds.\u003c/p\u003e\n\u003cp\u003eThe NFL still has \u003ca href=\"https://www.nfl.com/news/nfl-completes-long-term-media-distribution-agreements-through-2033-season\" target=\"_blank\" rel=\"noreferrer noopener\"\u003edistribution agreements\u003c/a\u003e with broadcast networks, as well as Amazon, through the 2033 season. But in that time, Walker expects more streaming experimentation from the league to figure out consumers’ shifting habits.\u003c/p\u003e\n\u003cp\u003e“The NFL still needs to learn more about their consumer,” he says. “They want to see how the NFL performs on Amazon because they want to know if their games are a conduit for e-commerce. Amazon’s their best way to test that. They want to see if their games are exclusive draws for new subscriptions. The playoff game on Peacock was a way to test that. They want to see if they can provide NFL Network content that’s exclusive to the NFL to drive their own ownership of their audience, so NFL+ is a way to test that.”\u003c/p\u003e\n\u003cp\u003eHe adds: “The NFL knows they have a long rights deal with all their different rights holders […] They will use that window of time to test and methodically measure how to maximize those rights when they come up in the future.”\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current 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sports-brands-streaming-sponsorship-nfl-kelce-swift\"966087@","code":0,"status":404}}},"getContentData({\"slug\":\"sports-brands-streaming-sponsorship-nfl-kelce-swift;912373@\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"4kAVHODdI_vKjo-fLHO1S","originalArgs":{"slug":"sports-brands-streaming-sponsorship-nfl-kelce-swift;912373@","token":""},"startedTimeStamp":1732401968420,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug sports-brands-streaming-sponsorship-nfl-kelce-swift;912373@","code":0,"status":404}}},"getContentData({\"slug\":\"rtl-revenue-cannes-lions-linear-tv-programmatic-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Me7wdtQCkDb1OhYmn3Gzk","originalArgs":{"slug":"rtl-revenue-cannes-lions-linear-tv-programmatic-advertising","token":""},"startedTimeStamp":1732401990137,"data":{"metadata":{"datePosted":"2023-06-20T13:57:00-07:00","dateCreated":"2023-06-20T11:53:17-07:00","dateUpdated":"2023-06-23T07:22:28-07:00","title":"RTL says revenue could double as it opens up linear TV to programmatic buys | The Current","description":"The integration with The Trade Desk comes as European broadcasters angle for their share of the digital advertising pie.","image":{"alt":"A couple with an umbrella lays on an oversized smartphone held by two hands as they watch a connected TV with Cannes imagery.","url":"https://www.thetradedesk.com/assets/global/TheCurrentAtCannes_ConnectedTV_16x9_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A couple with an umbrella lays on an oversized smartphone held by two hands as they watch a connected TV with Cannes imagery.","url":"https://www.thetradedesk.com/assets/global/TheCurrentAtCannes_ConnectedTV_16x9_WithLogo_v1_2023-06-20-190323_cwcc.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Cannes Lions","Culture","Stay up to date"],"url":"https://www.thecurrent.com/rtl-revenue-cannes-lions-linear-tv-programmatic-advertising","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1961333,"slug":"rtl-revenue-cannes-lions-linear-tv-programmatic-advertising","postDate":"2023-06-20T13:57:00-07:00","heading":"RTL says revenue could double as it opens up linear TV to programmatic buys","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A couple with an umbrella lays on an oversized smartphone held by two hands as they watch a connected TV with Cannes imagery.","url":"https://www.thetradedesk.com/assets/global/TheCurrentAtCannes_ConnectedTV_16x9_NoLogo_v1-1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A couple with an umbrella lays on an oversized smartphone held by two hands as they watch a connected TV with Cannes imagery.","url":"https://www.thetradedesk.com/assets/global/TheCurrentAtCannes_ConnectedTV_1200px_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Klawe Rzeczy / Getty / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A couple with an umbrella lays on an oversized smartphone held by two hands as they watch a connected TV with Cannes imagery.","url":"https://www.thetradedesk.com/assets/global/TheCurrentAtCannes_ConnectedTV_16x9_NoLogo_v1-1_2023-06-20-190256_cfis.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1611149,"slug":"zac-wang","fullName":"Zac Wang","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Zac Wang, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/HeadshotBW.png","width":1200,"height":1200,"isLandscape":false},"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":1948691,"title":"Cannes Lions","slug":"the-current-cannes","uri":"sections/the-current-cannes","description":"The news and trends you need to know from the annual Festival of Creativity along the Croisette.","themeHighlightColor":""},{"id":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""},{"id":1895301,"title":"Stay up to date","slug":"sign-up-for-the-current","uri":"sections/sign-up-for-the-current","description":"The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eAmid a generational shift in the way people consume TV content, more and more European broadcasters are \u003ca href=\"https://www.thecurrent.com/spanish-broadcasters-advertisers-ctv-efficiency\"\u003eembracing\u003c/a\u003e the rise of CTV — and aiming to bring advertisers with them. \u003c/p\u003e\n\u003cp\u003eThe latest broadcaster to add fuel to the \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003econnected TV (CTV)\u003c/a\u003e revolution is German media powerhouse RTL. On Monday, the company’s international media sales house, RTL AdAlliance, announced an integration with The Trade Desk that enables advertisers to purchase advertising programmatically on its linear and connected TV inventory. \u003c/p\u003e\n\u003cp\u003eCompany executives told \u003cem\u003eThe Current \u003c/em\u003ethat they expect the move to not only significantly increase RTL’s revenue, but also help usher in a new era where the large digital budgets captured by Big Tech’s walled gardens get distributed more evenly across the advertising ecosystem to TV players like RTL. \u003c/p\u003e\n\u003cp\u003e“We know innovation is simplicity in this case, and in Europe we need to reduce complexity for international buyers,” Oliver Vesper, deputy CEO and chief digital officer of RTL AdAlliance, told \u003cem\u003eThe Current\u003c/em\u003e during the Cannes Lions International Festival of Creativity. \u003c/p\u003e\n\u003cp\u003e“Now is the time to make addressable TV programmatically available across Europe. We’re entering a new space, and it’s high growth in certain markets. We cannot predict exact revenue figures, but from the growth rates we see in this field, I think it can double,” Vesper added. \u003c/p\u003e\n\u003cp\u003eStéphane Coruble, CEO at RTL AdAlliance, told \u003cem\u003eThe Current\u003c/em\u003e that it was important for RTL to work with The Trade Desk as an independent demand-side platform, “especially against the [walled] gardens that are everywhere at the moment, and own the supply side to the buy side.” \u003c/p\u003e\n\u003cp\u003eThe deal opens up access for advertisers to over 30 million unique households in Europe, according to the companies, on RTL AdAlliance’s addressable European TV inventory, such as the channels of RTL Deutschland in Germany, Atresmedia in Spain, and M6 in France. \u003c/p\u003e\n\u003cp\u003eThe announcement comes as research from Magnite \u003ca href=\"https://magnite.showpad.com/share/Cubx91MuELjctzYzswEyA\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efound\u003c/a\u003e that more than 70 percent of European audiences watch a combination of linear and CTV, and that 85 percent of CTV viewers in Europe \u003ca href=\"https://www.magnite.com/research/ctv-emea/#ctv-emea-report\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewatch\u003c/a\u003e ad-supported content. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eProgrammatic takes over linear \u003c/strong\u003eTV\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe integration will make addressable TV banner ads and linear ad spots available programmatically, and will be rolled out in Germany, Spain, France, and Austria, with more European countries to be added soon, the companies said. \u003c/p\u003e\n\u003cp\u003eAdvertisers will be able to define and segment audiences based on criteria such as viewing behavior per device, ad sequencing, and cross-device retargeting to other devices within the same household. \u003c/p\u003e\n\u003cp\u003eThe integration will also allow advertisers to tap into broadcasters’ first-party data as cookies become obsolete. “We are sitting at the heart of the broadcast technology and can enable [advertisers] to tap in to technology-automated and data-driven methods to deliver ads. That gives us the advantage to leverage that data, but under the full control of the broadcasters,” said Vesper. \u003c/p\u003e\n\u003cp\u003eCoruble also believes it will put RTL in a position to compete with the walled gardens for a share of the digital advertising market. \u003c/p\u003e\n\u003cp\u003e“Moving into the digital and addressable TV world, we can combine multicountry buys, more central buys, and that allows us to basically tap in to some budgets that we haven’t seen before,” he said. “Meaning the big digital budgets going to Google, Meta, TikTok, or Amazon. We want to get our share of those budgets and money that we haven’t seen for a while and bring them back into TV.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eOpening up\u003c/strong\u003e TV ads to more advertisers\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eEven as broadcasters evolve their offerings, linear TV remains a firm favorite among European viewers. Almost 70 percent of Europeans watch broadcast TV daily, according to RTL’s \u003cem\u003eThe New Life of the Living Room\u003c/em\u003e research \u003ca href=\"https://newlivingroom.rtl-adalliance.com/wp-content/uploads/2023/06/The-New-Life-of-The-Living-Room-2.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eWith Europe \u003ca href=\"https://www.nme.com/news/tv/new-figures-reveal-europe-now-watches-more-tv-than-america-2919801\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eovertaking\u003c/a\u003e America on daily TV consumption, RTL’s tie-up with The Trade Desk underscores the opportunity in the market for a programmatic buying ecosystem that opens up linear TV inventory while equipping advertisers with the technological sophistication of programmatic advertising. \u003c/p\u003e\n\u003cp\u003eSmaller advertisers are likely to gain access to a media channel previously reserved largely for the biggest of spenders. “The ticket to entry into television has been pretty high. Here the opportunity is really to go in with brands that are not necessarily moving into TV as a first media,” like luxury or hyperlocal brands, Coruble said. \u003c/p\u003e\n\u003cp\u003e“This will unlock the TV’s scope and capacity to cater to a lot more categories that have lower budgets but want to reach a certain level of relationship with [their audience],” he added. \u003c/p\u003e\n\u003cp\u003eWhile Coruble acknowledged this inventory won’t come cheap, he pointed out that it’s “very premium, brand-safe.” \u003c/p\u003e\n\u003cp\u003e“It ticks all the boxes, all the KPIs that marketeers want. It’s the best inventory that is available at the moment, and it is being made available programmatically.” \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":1732401990268},"getContentData({\"slug\":\"consumers-say-they-prefer-ad-supported-streaming-over-paid\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"GLwlR8XEU5AQCB7suG3L6","originalArgs":{"slug":"consumers-say-they-prefer-ad-supported-streaming-over-paid","token":""},"startedTimeStamp":1732401995125,"data":{"metadata":{"datePosted":"2021-07-09T08:00:00-07:00","dateCreated":"2021-07-09T06:40:36-07:00","dateUpdated":"2022-10-10T09:28:48-07:00","title":"Consumers say they prefer ad-supported streaming over paid | The Current","description":"‘For years, it’s been assumed that ad avoidance has been a major driver of the shift from pay TV to streaming. But as viewers stack more paid subscriptions, the cost of ad-free viewing is rising.’","image":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Edition26_Data_1920x1080_logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Edition26_Data_1920x1080_logo.jpg","width":1920,"height":1080,"isLandscape":true},"author":"George P. Slefo","themes":["Streaming","The Latest"],"url":"https://www.thecurrent.com/consumers-say-they-prefer-ad-supported-streaming-over-paid","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":669096,"slug":"consumers-say-they-prefer-ad-supported-streaming-over-paid","postDate":"2021-07-09T08:00:00-07:00","heading":"Consumers say they prefer ad-supported streaming over paid","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/Edition26_Data_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/Edition26_Data_1920x1080_nologo.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508882,"slug":"george-p-slefo","fullName":"George P. Slefo","positionTitle":null,"authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":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":"\u003ch4\u003e‘For years, it’s been assumed that ad avoidance has been a major driver of the shift from pay TV to streaming. But as viewers stack more paid subscriptions, the cost of ad-free viewing is rising.’\u003c/h4\u003e\n\u003cp\u003eNew data reveals that consumers are more than willing to watch ads in exchange for content. In fact, those who desire to pay a premium for a commercial-free experience are in the minority. \u003c/p\u003e\n\u003cp\u003eThat’s according to a new study released by \u003ca href=\"https://hubresearchllc.com/reports/?category=2021\u0026amp;title=2021-tv-advertising-facts-vs-fiction\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eHub Research Insights\u003c/a\u003e, a technology and entertainment intelligence company that counts Netflix, AMC, Turner, ViacomCBS, among others, as clients. \u003c/p\u003e\n\u003cp\u003e“Although ad-free services are indeed gaining subscribers, free, ad-supported streaming TV, or ‘FAST,’ are also seeing increases in usage,” the report says. “Past research by Hub \u003ca href=\"https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=146156\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eand others\u003c/a\u003e has shown that under the right circumstances, viewers do engage with ads and often find value in them.” \u003c/p\u003e\n\u003cp\u003eNearly two-thirds (67 percent) said they would choose ad-supported TV over an ad-free subscription. Specifically, 41 percent said they would prefer to watch TV for free and see commercials in each show while 33 percent said they would pay a premium to watch content without ads. Another 26 percent would pay for a service that shows some ads, according to the study. \u003c/p\u003e\n\u003cp\u003eData-driven TV advertising also has the potential to improve the TV viewing experience. Hub’s study found that 60 percent of consumers who were served relevant ads enjoyed their viewing experience. \u003c/p\u003e\n\u003cp\u003e“For years, it’s been assumed that ad avoidance has been a major driver of the shift from pay-TV to streaming,” Hub said. “But as viewers stack more paid subscriptions, the cost of ad-free viewing is rising.” \u003c/p\u003e\n\u003cp\u003eThe data comes on the heels of streaming juggernaut Netflix telling investors during its first-quarter earnings that it added 2 million fewer subscribers than expected — all while newfound rivals Peacock and Paramount+ \u003ca href=\"https://author.thetradedesk.com/us/article/peacock-paramount-are-eating-into-netflixs-market-share-heres-what-it-means-for-advertisers\"\u003egained ground.\u003c/a\u003e It also underscores the significant transition marketers are facing, as newer platforms begin to offer a mix of advertising and subscription while linear continues to see declines in viewership. \u003c/p\u003e\n\u003cp\u003eStill, there’s a fine balance in how much consumers are willing to pay. 58 percent said they would watch ads if the subscription was $4 to $5 less than the ad-free option, according to the report. \u003c/p\u003e\n\u003cp\u003eApproximately 3,000 U.S. TV consumers between the ages of 14-74 and who watch TV at least once each week were surveyed for the study. Of those, 95 percent said they use at least one streaming platform while another 79 percent said they use at least one FAST service. \u003c/p\u003e"}}],"readTime":3}},"fulfilledTimeStamp":1732401995206},"getContentData({\"slug\":\"what-the-tech-are-dsps-ssps-and-dmps\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"7yiPtkBuHcczpZeE3NBpw","originalArgs":{"slug":"what-the-tech-are-dsps-ssps-and-dmps","token":""},"startedTimeStamp":1732403426649,"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":1732403426689},"getContentData({\"slug\":\"ai-hype-advertising-artificial-intelligence;.ppt\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"pbmH83Trm--ua9FbCdufo","originalArgs":{"slug":"ai-hype-advertising-artificial-intelligence;.ppt","token":""},"startedTimeStamp":1732402049557,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug ai-hype-advertising-artificial-intelligence;.ppt","code":0,"status":404}}},"getContentData({\"slug\":\"current-report-global-culture-nollywood-afrobeats-africa-starbucks-advertising\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Zqdx3jAK946ZmyYyxGnaL","originalArgs":{"slug":"current-report-global-culture-nollywood-afrobeats-africa-starbucks-advertising","token":""},"startedTimeStamp":1732403527855,"data":{"metadata":{"datePosted":"2023-10-06T13:51:00-07:00","dateCreated":"2023-10-06T07:24:58-07:00","dateUpdated":"2024-08-02T12:00:49-07:00","title":"The Current Report: Next global cultural wave comes from West Africa | The Current","description":"This week on The Current Report, we examine the growing popularity of Nigerian film and contemporary West African pop music, the impact of Starbucks' Pumpkin Spice Latte on seasonal marketing, and news across the internet.","image":{"alt":"The Current Report: October 6, 2023","url":"https://www.thetradedesk.com/assets/global/231006_CurrentReport_16x9Thumbnail_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: October 6, 2023","url":"https://www.thetradedesk.com/assets/global/231006_CurrentReport_16x9Thumbnail_v2_2023-10-06-142919_gcos.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","The Current Report"],"url":"https://www.thecurrent.com/current-report-global-culture-nollywood-afrobeats-africa-starbucks-advertising","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2348116,"slug":"current-report-global-culture-nollywood-afrobeats-africa-starbucks-advertising","postDate":"2023-10-06T13:51:00-07:00","heading":"The Current Report: Next global cultural wave comes from West Africa","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: October 6, 2023","url":"https://www.thetradedesk.com/assets/global/231006_CurrentReport_1200px_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report: October 6, 2023","url":"https://www.thetradedesk.com/assets/global/231006_CurrentReport_16x9Thumbnail_v2_2023-10-06-142947_ahnh.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3250897,"title":"The Current Report","slug":"the-current-report","uri":"sections/the-current-report","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/796459aa-e28f-4a0e-8eab-43ca181d847e?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/796459aa-e28f-4a0e-8eab-43ca181d847e?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eThis week on The Current Report, we examine the \u003ca href=\"https://www.thecurrent.com/afrobeats-nollywood-west-african-culture-global-content-streaming-media-marketing\"\u003egrowing popularity\u003c/a\u003e of Nigerian film and contemporary West African pop music. Plus, \u003ca href=\"https://www.thecurrent.com/pumpkin-spice-brand-marketing-starbucks\"\u003ePumpkin Spice Latte season\u003c/a\u003e has arrived earlier than ever. We discuss the influence of the seasonal item as more and more retailers capitalize on the opportunity. In other news, multiple Wall Street analysts believe Amazon \u003ca href=\"https://www.businessinsider.com/wall-street-thinks-prime-video-will-boost-amazons-ad-revenue-2023-10\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emay introduce\u003c/a\u003e an ad model on Prime Video and brands associated Travis Kelce have seen a \u003ca href=\"https://www.wsj.com/business/media/taylor-swift-credited-with-helping-boost-tv-ratings-of-jets-chiefs-game-ce24d991?mod=media_news_article_pos4\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erise in attention\u003c/a\u003e since the NFL star started dating Taylor Swift.\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":1732403527915},"getContentData({\"slug\":\"ai-hype-advertising-artificial-intelligence\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"yPbj93pEA1ywjze2OpuUt","originalArgs":{"slug":"ai-hype-advertising-artificial-intelligence","token":""},"startedTimeStamp":1732402129732,"data":{"metadata":{"datePosted":"2022-12-14T17:30:00-08:00","dateCreated":"2022-12-13T13:16:18-08:00","dateUpdated":"2023-07-26T07:01:59-07:00","title":"Why AI is more than just hype in advertising | The Current","description":"Artificial intelligence is enjoying a moment on social media, thanks to the Lensa app, but there’s more to it than fun computer-generated art. AI is driving precise, targeted campaigns.","image":{"alt":"A computer with a translucent screen shows the gears, microchips and conveyor belts that power its AI.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AIAdvertising_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A computer with a translucent screen shows the gears, microchips and conveyor belts that power its AI.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AIAdvertising_1920x1080_Logo_2022-12-14-191730_vajv.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Marketing Strategy","The Latest","Premium"],"url":"https://www.thecurrent.com/ai-hype-advertising-artificial-intelligence","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1625700,"slug":"ai-hype-advertising-artificial-intelligence","postDate":"2022-12-14T17:30:00-08:00","heading":"Why AI is more than just hype in advertising","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"A computer with a translucent screen shows the gears, microchips and conveyor belts that power its AI.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AIAdvertising_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 computer with a translucent screen shows the gears, microchips and conveyor belts that power its AI.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_AIAdvertising_1920x1080_NoLogo_2022-12-14-191718_synd.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":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","themeHighlightColor":""},{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eArtificial intelligence (AI) is one of the trendiest topics at the moment. Just scroll through any social media feed, and you’ll see people sharing AI-powered avatars of themselves rendered as classical paintings, elf fairies, and space travelers, all through the Lensa portrait app \u003ca href=\"https://9to5mac.com/2022/12/13/lensa-ai/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003etopping app store charts\u003c/a\u003e. \u003c/p\u003e\n\n\u003cp\u003eIt’s more than just hype. The trend showcases AI’s creative power to automate images and video, something marketers are increasingly levying in their content and campaigns. At the same time, marketers are turning to AI — which learns from data — to generate better leads, predict human behavior, and cut down on tasks like data management and ad buying. \u003c/p\u003e\n\n\u003cp\u003eWith so much economic uncertainty on the horizon, the industry is investing heavily in AI to make campaigns more precise and targeted, squeezing the most out of every dollar, JiYoung Kim, chief product and services officer at GroupM Nexus, tells \u003cem\u003eThe Current\u003c/em\u003e. \u003c/p\u003e\n\n\u003cp\u003e“Every time we’ve had economic uncertainty, marketers have scrutinized and prioritized performance. It happens without fail. That’'s about to happen next year. That’s why AI is going to be important,” predicts Kim, who estimates that using AI can help reduce the time it takes to compile data and gather insights by as much as 30 percent, and that campaigns which are, powered by AI data, perform 20 percent better on average. \u003c/p\u003e\n\n\u003cp\u003e“AI helps us rely on real behaviors versus human guesses,” Kim explains. “It allows us to get ahead of what’s changing much faster than we can by manually analyzing what’'s happening.” \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAnother mind \u003cbr /\u003e\u003c/strong\u003eAI has already shown its mettle on an extremely vital national project. When COVID-19 vaccines first became available and Walgreens was confronted with how to market them, there was no playbook or targeted approach to reach the vaccine-ready or vaccine-hesitant. They turned to GroupM’s Mediacom and Nexus, which has been refining and growing its AI capabilities for the past 10 years with programs like Copilot that aid in ad targeting and buying. \u003c/p\u003e\n\n\n\u003cp\u003eUsing AI, Kim’s team created a vaccine readiness model with the goal of targeting the right clusters of people with the correct messaging. It worked by identifying regions where people were ready to take the vaccine across the U.S. using sets of real-time behavioral and cultural data, which was then coupled with vaccine supply availability and Walgreens store locations to attract audiences within five-mile radiuses. \u003c/p\u003e\n\n\u003cp\u003eWalgreens then targeted those most likely to make an appointment with programmatic advertising. Once Walgreens had a “seed audience” comprised of vaccinated people, the AI only became smarter and was able to predict segments with more precision, explains Kim. The campaign brought a 43 percent increase in vaccine appointments and a 47 percent increase in media engagements. \u003c/p\u003e\n\n\u003cp\u003e“It’s about sheer speed,” says Kim. “You’re still doing all the things that are right to do, but are able to make changes and react in near real time.” \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=Qle3zIDrBag","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003ePredicting customer behavior is one of the major ways marketers have deployed AI, according to the November 2022 Salesforce \u003cem\u003eState of Marketing\u003c/em\u003e \u003ca href=\"https://chart-na1.emarketer.com/260290/AI-Uses-Marketers-Worldwide-Aug-2022-of-respondents\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e. Out of 6,000 marketers surveyed, 74 percent are using AI to do just that. Other popular approaches include automating customer interactions (90 percent), automating data integration (89 percent), and personalizing the customer journey across channels (88 percent). \u003c/p\u003e\n\n\u003cp\u003eBy 2028, the AI market is expected to contribute $15.7 trillion to the global economy, forecasts a SkyQuest \u003ca href=\"https://finance.yahoo.com/news/generative-ai-market-worth-63-160300646.html?guccounter=1\u0026amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8\u0026amp;guce_referrer_sig=AQAAACrckQK5hEPYq21n8r-1Lb4DZ0dQxBdIK5E9KjfwDgjzxJAR-xF77Gc7bzkeMbQU_GYkewvM22yPmdFtfkCsrKXDqZ11TnP-YyQU48ep67dEzfYD1FlxFedIYhH1lfg3xHN2cBDubAlTq0s_zWUSUTbGhvkBKGDz0UN2f1dk33kh\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eanalysis\u003c/a\u003e, with retail driving growth. The report estimates that 30 percent of all retail sales will be influenced by AI-based recommendations and by 2025, 50 percent of all retail sales will be made through AI personalization engines. \u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eCreativity for all\u003cbr /\u003e\u003c/strong\u003eAs of now, many brands are still testing the AI waters, and the resulting creative has been mostly fun and experimental. Heinz used AI this year to \u003ca href=\"https://adage.com/article/agency-news/how-agencies-use-ai-image-generators-dalle-e-2-midjourney-and-stable-diffusion/2430126\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ecreate images of ketchup\u003c/a\u003e as part of its “Draw Ketchup” campaign. Ally Bank worked with ad agency, Anomaly, on a \u003ca href=\"https://www.youtube.com/watch?v=qPLJWv0gSPw\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emusic video\u003c/a\u003e that relied on Stable Diffusion AI to generate a series of images. And Sherwin-Williams’ “\u003ca href=\"https://www.fastcompany.com/90761643/this-new-ai-powered-paint-tool-helps-you-create-custom-colors-with-your-voice\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eSpeaking in Color\u003c/a\u003e” campaign won a Cannes Lions Grand Prix; in it, AI delivered the perfect shade of paint after listening to architects’ descriptions of places and objects. \u003c/p\u003e\n\n\n\u003cp\u003eHarnessing AI has never been easier. Over the past year, the number of AI applications catering to marketing needs has multiplied, thanks to \u003ca href=\"https://hbr.org/2022/11/how-generative-ai-is-changing-creative-work\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enew image and video applications\u003c/a\u003e that became freely available this year, like OpenAI’s DALLE·E 2, Jasper, and Stable Diffusion. \u003c/p\u003e\n\n\u003cp\u003e“This new explosion has democratized access for AI creation, giving more creators, marketers, and those with less design sophistication the ability to create beautiful pieces, sparking more art and imagery,” says Christopher Neff, global head of emerging experience and technology at Anomaly. Still, most brands are working on understanding the rights and usage around AI, since there can be copyright issues, says Neff. \u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eFuture of AI \u003cbr /\u003e\u003c/strong\u003eDespite all the possibilities AI offers marketers, there’s a common fear that it might just work too well and some marketing jobs will become obsolete. Cue the dystopian nightmare sequence. \u003c/p\u003e\n\n\n\u003cp\u003e“Computers took people’s jobs. I think there will be a similar impact from AI and some jobs may just disappear,” says Jason Carmel, global creative data lead at Wunderman Thompson, and the mastermind behind Sherwin-Williams’ “Speaking in Color.” “That said, there will be a lot of jobs created via AI; the skill set just might change.” \u003c/p\u003e\n\n\u003cp\u003eAnd, as Ilinca Barsan, director of data science at Wunderman Thompson, adds: “The human editing part is conveniently left out. Whenever you see an article generated by AI, there was an editor who went in and picked the very best pieces.” \u003c/p\u003e\n\n\u003cp\u003eAfter all, GroupM’s Copilot is so named because it requires a human to give it “dance instructions,” says Kim. “A human-directed machine beats a machine by itself any day\u003cstrong\u003e.”\u003c/strong\u003e \u003c/p\u003e\n\n\u003cp\u003eCarmel also warns that there’s an ethical discussion to be had around AI-generated content. “I think not nearly enough people are thinking about the ethics of how to use AI properly,” he says. “And that will be a massive gap.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732402129826},"getContentData({\"slug\":\"sports-subscription-streaming-ctv-media-entertainment-linear-tv\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"lahtv-xWhHqyFORT71VjZ","originalArgs":{"slug":"sports-subscription-streaming-ctv-media-entertainment-linear-tv","token":""},"startedTimeStamp":1732402078740,"data":{"metadata":{"datePosted":"2023-08-14T13:48:00-07:00","dateCreated":"2023-08-14T10:49:22-07:00","dateUpdated":"2023-08-15T06:25:39-07:00","title":"Why sports are the next frontier in streaming dominance | The Current","description":"Media companies like Disney and Warner Bros. Discovery see a future in CTV for sports, and face competition from tech giants.","image":{"alt":"A solar system of balls from various sports orbits around a hand holding a TV remote control.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition131_SportsStreaming_1920x1080_withLogo_v3.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A solar system of balls from various sports orbits around a hand holding a TV remote control.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition131_SportsStreaming_1920x1080_withLogo_v3_2023-08-14-181239_fkwy.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Streaming"],"url":"https://www.thecurrent.com/sports-subscription-streaming-ctv-media-entertainment-linear-tv","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2044235,"slug":"sports-subscription-streaming-ctv-media-entertainment-linear-tv","postDate":"2023-08-14T13:48:00-07:00","heading":"Why sports are the next frontier in streaming dominance","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A solar system of balls from various sports orbits around a hand holding a TV remote control.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition131_SportsStreaming_1920x1080_noLogo_v3.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{"alt":"A solar system of balls from various sports orbits around a hand holding a TV remote control.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition131_SportsStreaming_1200pxSquare_v3.jpg","width":1200,"height":1200,"isLandscape":false},"featuredPreviewImage":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition131_SportsStreaming_1200pxSquare_v3_2023-08-15-132534_qbir.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Esther Park / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A solar system of balls from various sports orbits around a hand holding a TV remote control.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition131_SportsStreaming_1920x1080_noLogo_v3_2023-08-14-181224_mbrt.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\u003eThe \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003estreaming\u003c/a\u003e wars could turn into the sports streaming wars soon. \u003c/p\u003e\n\u003cp\u003eWarner Bros. Discovery is reportedly planning to launch a \u003ca href=\"https://www.cnbc.com/2023/08/07/warner-bros-discovery-targets-max-streaming-sports-tier-for-october.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esports tier\u003c/a\u003e on its Max streaming service under the Bleacher Report brand, and Disney is looking for \u003ca href=\"https://www.wsj.com/articles/disneys-espn-plots-its-streaming-future-seeking-tie-ups-with-leagues-and-rivals-25041a41\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estrategic partners\u003c/a\u003e to offer the ESPN cable network as a subscription streaming option in the future. Tech giants Apple, Amazon, and Google’s YouTube, along with Disney, are interested in the rights to stream local NBA games, according to \u003ca href=\"https://www.bloomberg.com/news/articles/2023-08-08/nba-s-local-tv-rights-draw-interest-from-tech-giants-disney\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e\u003cem\u003eBloomberg\u003c/em\u003e\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eThe growing interest in sports streaming among legacy media companies like Warner Bros. Discovery and Disney comes at an inflection point for the entertainment industry, as traditional linear TV revenue falls, particularly over declining ad dollars. Live sports broadcasts are still among the most-watched TV programs of any given year, but media companies increasingly view streaming as their future, and likely hope a shift to connected TV (CTV) ad spend can make up for the declines in linear TV. \u003c/p\u003e\n\u003cp\u003eJack Genovese, research manager at data firm Ampere Analysis, wrote in a \u003ca href=\"https://19957038.fs1.hubspotusercontent-na1.net/hubfs/19957038/Ampere%20Analysis%20-%20The%20Role%20of%20Sports%20in%20the%20Global%20Streaming%20Wars.pdf?utm_medium=email\u0026amp;_hsmi=247215085\u0026amp;_hsenc=p2ANqtz-_4mNhmRIFe_9hikI9aSw9SaWEW_n-1gDx0yS8iBxu0Rv_63u4D9O_9GOAbK4Ku7IdeSBVbtyVfQOeEn4J4CowJnXwkOKWS7RFvNBSPsWmGg2Txwh0\u0026amp;utm_content=247215085\u0026amp;utm_source=hs_automation\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e published in February that “in 2023, subscription OTT services will account for more than a fifth of total spend on sports rights across the most important sports markets worldwide.”\u003c/p\u003e\n\u003cp\u003eCompetition from tech companies, which have already made gains in streaming-sports rights, may have heightened the urgency. Amazon aired \u003cem\u003eThursday Night Football\u003c/em\u003e games last year, and Apple has landed deals with Major League Baseball and Major League Soccer. Earlier this year, YouTube secured the rights to the NFL Sunday Ticket package, which airs games outside of one’s local region.\u003c/p\u003e\n\u003cp\u003eAnd while Netflix has yet to dive into live sports, \u003ca href=\"https://www.wsj.com/articles/netflix-plans-first-live-streamed-sports-event-with-celebrity-golf-tournament-cd76c2c1\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e\u003cem\u003eThe Wall Street Journal\u003c/em\u003e\u003c/a\u003e reported in June that the company was in talks to livestream a celebrity golf tournament. It’s also invested in sports-adjacent programming, such as the recent docuseries \u003cem\u003eQuarterback\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003e“Sports is unmatched in the scale and engagement of the audience,” says George Pyne, CEO of Bruin Capital, an investment firm that specializes in sports. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eFears of linear TV’s decline may have hastened sports’ shift to streaming\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eIn a \u003ca href=\"https://www.insiderintelligence.com/content/ctv-filling-gaps-declining-linear-tv-ad-spend\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereport\u003c/a\u003e last month, Insider Intelligence Senior Content Marketing Strategist Alexandra Samet wrote that CTV ad spend in the U.S. has increased by nearly 400 percent since 2019, and will continue to grow substantially while linear TV ad spend growth decelerates. Insider Intelligence also forecast that by the end of 2027, the proportion of U.S. households with traditional pay TV will drop to just over one-third. \u003c/p\u003e\n\u003cp\u003eDisney CEO Bob Iger recently told \u003ca href=\"https://www.cnbc.com/2023/07/13/disney-ceo-iger-opens-door-to-unloading-tv-assets.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eCNBC\u003c/a\u003e that “the disruption of [the traditional TV] business has happened to a greater extent than even I was aware.” \u003c/p\u003e\n\u003cp\u003eConsumer preferences have also shifted, and media companies will want to meet viewers where they’re at. An Ampere Analysis survey conducted in Q2 2022 of 15,000 global sports fans ages 18 to 64 found that 37 percent only wanted to watch sports via a streaming service, while 21 percent preferred traditional broadcast networks (the remaining 42 percent were indifferent).\u003c/p\u003e\n\u003cp\u003e“The cable bundle is being disrupted with fewer subscriptions; ESPN is in fewer homes and the pricing power is less,” Pyne says. “That is going to continue for other cable providers and even more traditional linear networks. As a result of cord-cutting, more and more consumers will watch on streaming.” \u003c/p\u003e\n\u003cp\u003eAs anxiety over linear TV mounts, “spend on sports rights by subscription OTT [over-the-top] platforms is destined to grow over the next few years,” according to Genovese. \u003c/p\u003e\n\u003cp\u003e“This is due in part to the opportunities that sports offer to streaming platforms; but also to the challenging economic headwinds and shifting consumer expectations and habits which will limit traditional sports broadcasters’ ability to spend on sports rights going forward, leaving an opening for new entrants,” Genovese wrote. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eA larger transition to sports streaming might be slow\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eWhile sports streaming is having a moment, Pyne, the Bruin Capital CEO, says we’re still in a “transition moment” that could take years. Despite linear TV’s struggles, sports programming is still immensely popular, and as such will still be enticing for leagues if the money is still there. \u003c/p\u003e\n\u003cp\u003eStreaming businesses for legacy media companies are still in the early stages, and their “appetites for investment has resulted in losses,” Pyne says, referring to some platforms that are still vying for profitability. As such, a full-on embrace of expensive streaming-sports rights “won’t happen overnight.”\u003c/p\u003e\n\u003cp\u003eMeanwhile, linear networks will “hang on to sports as long as they can,” Pyne says. \u003c/p\u003e\n\u003cp\u003eStreaming could create new opportunities for sports leagues, though, which could be enticing in the long term, according to Pyne. Platforms’ breadth of consumer data can help better connect leagues with their fans, for instance. Some leagues have already suggested that this is important to them: The NFL recently announced that it would \u003ca href=\"https://www.wsj.com/articles/nfl-to-raise-price-of-nfl-streaming-packages-as-it-adds-nfl-network-redzone-25c40120\" target=\"_blank\" rel=\"noreferrer noopener\"\u003einclude its cable channels\u003c/a\u003e in its NFL+ streaming service, which offers live in-market games via a mobile device. The platforms that take advantage of sports to differentiate themselves could win out in the end. \u003c/p\u003e\n\u003cp\u003e“[I think] years from now, there won’t be as many streaming platforms as there are now,” Pyne says. “Sports is a differentiator.” \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":1732402078773},"getAuthorData({\"slug\":\"travis-clark\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"zuFTPuq8S_7YKt_lc9v4p","originalArgs":{"slug":"travis-clark","token":""},"startedTimeStamp":1732402097058,"data":{"metadata":{"datePosted":"2023-03-14T07:52:00-07:00","dateCreated":"2023-03-14T07:51:37-07:00","dateUpdated":"2024-07-29T14:53:41-07:00","title":"Travis Clark | The Current","description":"Travis Clark is a writer for The Current. 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This trend could be a boon to advertisers.","image":{"alt":"A large television bursts through the floor, knocking over a bunch of small TVs within the rubble.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_LargeScreensComeback1_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A large television bursts through the floor, knocking over a bunch of small TVs within the rubble.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_LargeScreensComeback1_1920x1080_Logo_2024-02-22-154807_svvl.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Streaming"],"url":"https://www.thecurrent.com/advertisers-tv-screens-sports-hisense","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2608503,"slug":"advertisers-tv-screens-sports-hisense","postDate":"2024-02-22T08:10:00-08:00","heading":"To advertisers’ delight, the latest trend in TV is toward 100-inch screens","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A large television bursts through the floor, knocking over a bunch of small TVs within the rubble.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_LargeScreensComeback_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A large television bursts through the floor, knocking over a bunch of small TVs within the rubble.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_LargeScreensComeback_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A large television bursts through the floor, knocking over a bunch of small TVs within the rubble.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_LargeScreensComeback_1920x1080_NoLogo_2024-02-22-154846_lcof.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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eFor many Americans, wall space is at a premium now that the main attraction is bigger than ever. The era of peak TV might be over, but the time of supersize TVs is ramping up. Whether it’s to watch the Super Bowl or stream Disney+’s latest release \u003cem\u003eThe Marvels\u003c/em\u003e, many of today’s audiences are going for grander viewing experiences, even surpassing triple digits when it comes to TV screen size. It’s a trend that could benefit advertisers.\u003c/p\u003e\n\u003cp\u003eAt the Consumer Electronics Showcase (CES) in Las Vegas this year, one of the major themes (besides all the clamor about transparent TVs) was screen enlargements. Hisense announced one of \u003ca href=\"https://www.cnet.com/tech/home-entertainment/hisenses-huge-110-inch-tv-maxes-out-mini-led-brightness/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eits largest screens ever\u003c/a\u003e at 110 inches for around $3,000, while TCL introduced its “under $20,000” \u003ca href=\"https://www.cnet.com/tech/home-entertainment/tcls-huge-115-inch-tv-is-among-the-biggest-brightest-screens-ive-seen/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e115-inch TV\u003c/a\u003e, both among some of the biggest and brightest to ever be sold on the mass market.\u003c/p\u003e\n\u003cp\u003e“Screens are getting larger and larger,” said Hisense U.S. CMO David VanderWaal during a panel at CES. “We used to make 55-inch televisions like the one in my living room 10 years ago […] Now our newest television is 110 inches, and it’s only going to go bigger.”\u003c/p\u003e\n\u003cp\u003eVanderWaal tells \u003cem\u003eThe Current\u003c/em\u003e that Hisense has seen “tremendous growth” over the past two years, with TVs stretching 75 inches and longer. He says the product updates go back to consumer demand. Simply put, TV viewers want more immersive viewing experiences, he says, due to the rise of streaming TV and an \u003ca href=\"https://www.thecurrent.com/peacock-nfl-netflix-wwe-sports-streaming\"\u003euptick in live sports\u003c/a\u003e on more channels, including streamers.\u003c/p\u003e\n\u003cp\u003e“It’s all about surpassing expectations and trying to stay one step ahead,” he says. “These immersive viewing experiences include more live sports viewing and large increases in streaming movies to better replicate the theater-like visual setting.”\u003c/p\u003e\n\u003cp\u003eThese days, consumers also get more bang for their buck, thanks to technological advancements like OLED screens, 8K resolution and faster processors. “Technology that was only previously available to the elite, is now available to the masses,” explains VanderWaal. “What used to be a $2,000 55-inch TV, now is the cost of a Hisense 75-inch TV. You’re getting nearly double the size for about the same price.”\u003c/p\u003e\n\u003cp\u003eThe demand plays out in the data. A 2022 Omdia \u003ca href=\"https://omdia.tech.informa.com/blogs/2024/jan/omdia-research-reveals-significant-shifts-in-the-tv-industry\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estudy\u003c/a\u003e of 40,000 consumers across eight regions found that the biggest feature driving TV purchases was a giant screen, second only to smart-TV functionality. And manufacturers across the world are taking notice. According to global research firm TrendForce, shipment of LCD panels is \u003ca href=\"https://www.trendforce.com/presscenter/news/20240104-11982.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprojected\u003c/a\u003e to hit 242 million units in 2024, a growth rate of 3.4%, driven partly by the growing trend of larger product sizes. The report highlights TCL CSOT’s 115-inch panels and China’s HKC plan to reduce production of 32-inch panels, and instead focus on new 40-inch and 85-inch screens.\u003c/p\u003e\n\u003cp\u003eAnd it’s not only TV screens that are getting bigger. As electric vehicles become more advanced and user-friendly, their touch-screens are \u003ca href=\"https://www.bloomberg.com/news/features/2023-02-13/are-car-touch-screens-getting-out-of-control\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eexpanding\u003c/a\u003e too. Consider Lucid’s new Air, which has a curved \u003ca href=\"https://www.caranddriver.com/reviews/a46175032/2024-lucid-air-pure-rwd-test/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e34-inch 5K display\u003c/a\u003e, and Mercedes’ new \u003ca href=\"https://www.motortrend.com/news/2022-mercedes-eqs-ev-hyperscreen-ces/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eEQS dashboards\u003c/a\u003e (56 inches long with three separate touch-screen displays). Smartphones and tablets continue to grow as well, with manufacturers from Samsung to Apple boosting screen size.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“These immersive viewing experiences include more live sports viewing and large increases in streaming movies to better replicate the theater-like visual setting.”\u003c/p\u003e","caption":"David VanderWaal, CMO, Hisense U.S."}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eFor advertisers, a bigger screen can be beneficial for a number of reasons, including the ability to create more immersive storytelling formats, interactivity and commerce functionality, says Anthony Yell, chief creative officer at Publicis-owned agency Razorfish.\u003c/p\u003e\n\u003cp\u003e“With a larger screen, you get more space that can be used to integrate additional features and functions at the same time, which can be seamlessly integrated into the content, and embellish or surround it,” says Yell.\u003c/p\u003e\n\u003cp\u003eImmersive experiences are particularly effective in entertaining Gen Zers, who want to interact with entertainment in new ways, writes Jia Rizvi, founder of fashion brand Studio 15, in an \u003ca href=\"https://www.forbes.com/sites/jiawertz/2022/11/30/generation-z-gravitates-towards-immersive-tech-driven-experiences/?sh=14fa55bf5ab6\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eop-ed for \u003cem\u003eForbes\u003c/em\u003e\u003c/a\u003e. When it comes to commerce, immersive experiences have “demonstrated higher conversion rates, lower return rates, and higher sales volume,” she writes.\u003c/p\u003e\n\u003cp\u003e“With immersive features, consumer speculation is being pushed by the wayside,” writes Rizvi. “As a result, Gen Z is more willing to go through with big spends, more satisfied with results, and less likely to renege on those purchases.”\u003c/p\u003e\n\u003cp\u003eWhen it comes to engaging with ads, larger screens could make all the difference.\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":1732403173352},"getContentData({\"slug\":\"mcdonalds-walmart-roi-creative-commerce\",\"token\":\"73ff661c\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"2sTahAYUqMPOVxT0uLOiw","originalArgs":{"slug":"mcdonalds-walmart-roi-creative-commerce","token":"73ff661c"},"startedTimeStamp":1732403174009,"data":{"metadata":{"datePosted":"2024-06-24T05:00:00-07:00","dateCreated":"2024-06-21T11:47:32-07:00","dateUpdated":"2024-07-09T08:29:17-07:00","title":"McDonald's, Walmart on the ROI upside of creative paths to purchase | The Current","description":"Walmart and McDonalds explained how they’re using data-driven insights and entertaining ways to get people to buy.","image":{"alt":"A lion head on a man's body eating a slice of watermelon with a pixelated magnifying glass and data field in front of it, and a browser window with an ocean background behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_Commerce_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A lion head on a man's body eating a slice of watermelon with a pixelated magnifying glass and data field in front of it, and a browser window with an ocean background behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_Commerce_1920x1080px_Logo_v1_2024-06-21-185127_grxr.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Marketing Strategy","Cannes Lions"],"url":"https://www.thecurrent.com/mcdonalds-walmart-roi-creative-commerce","noIndex":true,"type":"article","language":"en","translations":[]},"data":{"id":3167494,"slug":"mcdonalds-walmart-roi-creative-commerce","postDate":"2024-06-24T05:00:00-07:00","heading":"McDonald's, Walmart on the ROI upside of creative paths to purchase","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A lion head on a man's body eating a slice of watermelon with a pixelated magnifying glass and data field in front of it, and a browser window with an ocean background behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_Commerce_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A lion head on a man's body eating a slice of watermelon with a pixelated magnifying glass and data field in front of it, and a browser window with an ocean background behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_Commerce_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A lion head on a man's body eating a slice of watermelon with a pixelated magnifying glass and data field in front of it, and a browser window with an ocean background behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_Commerce_1920x1080px_NoLogo_v1_2024-06-21-185240_khkb.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":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\u003eLast holiday season, Walmart launched its own romantic comedy series \u003cem\u003e\u003ca href=\"https://x.com/Walmart/status/1729517030972244443\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAdd to Heart\u003c/a\u003e\u003c/em\u003e, which it said was the first ever fully shoppable rom-com. The company even gave the category its own name: “RomCommerce.” Across 23 episodes, viewers could seamlessly buy 338 products on TikTok, YouTube or Roku.\u003c/p\u003e\n\u003cp\u003eIt’s safe to say the results spread holiday cheer all across the Walmart offices. The movie (commercial? short series?) earned a billion impressions the first week it was released and led to 425% more site traffic than what the company projected. The retail giant shared that story on the Cannes stage this year during a talk titled “Creative Impact Unpacked: How Do Creativity, Media and Commerce Combine?” \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003cblockquote class=\"twitter-tweet\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003eAll the love, laughs \u0026amp; holiday shopping your heart desires. It’s not a RomCom. It’s RomCommerce. \u003ca href=\"https://twitter.com/hashtag/AddToHeart?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#AddToHeart\u003c/a\u003e :blue_heart: a 23-part shoppable(!) series premieres Dec 2. Watch \u0026amp; Shop on TikTok. \u003ca href=\"https://t.co/lkclkfLImF\"\u003epic.twitter.com/lkclkfLImF\u003c/a\u003e\u003c/p\u003e\u0026mdash; Walmart (@Walmart) \u003ca href=\"https://twitter.com/Walmart/status/1729517030972244443?ref_src=twsrc%5Etfw\"\u003eNovember 28, 2023\u003c/a\u003e\u003c/blockquote\u003e \u003cscript async src=\"https://platform.twitter.com/widgets.js\" charset=\"utf-8\"\u003e\u003c/script\u003e","height":null,"mobileEmbedCode":"\u003cblockquote class=\"twitter-tweet\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003eAll the love, laughs \u0026amp; holiday shopping your heart desires. It’s not a RomCom. It’s RomCommerce. \u003ca href=\"https://twitter.com/hashtag/AddToHeart?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#AddToHeart\u003c/a\u003e :blue_heart: a 23-part shoppable(!) series premieres Dec 2. Watch \u0026amp; Shop on TikTok. \u003ca href=\"https://t.co/lkclkfLImF\"\u003epic.twitter.com/lkclkfLImF\u003c/a\u003e\u003c/p\u003e\u0026mdash; Walmart (@Walmart) \u003ca href=\"https://twitter.com/Walmart/status/1729517030972244443?ref_src=twsrc%5Etfw\"\u003eNovember 28, 2023\u003c/a\u003e\u003c/blockquote\u003e \u003cscript async src=\"https://platform.twitter.com/widgets.js\" charset=\"utf-8\"\u003e\u003c/script\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eWalmart is just one example of many brands that are fusing commerce and creativity. Silos are clearly breaking down between creativity and business outcomes, as evidenced by it being a recurring theme during this year’s Cannes Lions festival.\u003c/p\u003e\n\u003cp\u003e“Over the last few years at WARC, we’ve noticed an evolving and converging relationship between advertising and commerce,” Alex Brownsell, head of content at WARC Media, said during the talk with Walmart. “Creativity, media, commerce — these are things that over the last few decades have been generally handled fairly separately…But that’s changing, and we think at WARC that is potentially changing for the better for brands.”\u003c/p\u003e\n\u003cp\u003eBrownsell believes technology and changes in consumer behavior are key drivers to this evolution, as brands need to be available whenever potential buyers want to strike.\u003c/p\u003e\n\u003cp\u003e“There is no longer a linear purchase journey,” Jill Toscano, Walmart’s head of media, said onstage. “And we believe that every opportunity is a moment for serendipitous discovery. And when you understand that brand storytelling and retail performance don’t have to be at odds with one another and are in fact most powerful when paired together, then we can seize the opportunity to both inspire and sell.”\u003c/p\u003e\n\u003cp\u003eMcDonald’s strategy also brings credence to Brownsell’s and Toscano’s thinking. The restaurant brand’s CMO Morgan Flatley said during a panel at Cannes that understanding its audience is one of the most crucial marketing strategies it employs, with data as a key cog in that understanding.\u003c/p\u003e\n\u003cp\u003eFlatley was joined onstage by the company’s CFO, Ian Borden, who described how measurement data creates a stronger relationship between the marketing and business sides.\u003c/p\u003e\n\u003cp\u003e“A few years ago, marketing was a bit of a black box,” Borden said. “A bit of a nebulous part of our organization, to a situation today where we have full transparency and visibility. We have full alignment across the organization on how we talk about results, about how we measure results.”\u003c/p\u003e\n\u003cp\u003eThat transparency led Borden to say McDonald’s marketing contribution grew its top-line results in the U.S. by over two-and-a-half times in five years. Worldwide, McDonald’s has seen a $30 billion growth in sales over the last five years, according to Borden, noting marketing as a key contributor to those results.\u003c/p\u003e\n\u003cp\u003e“When we immerse our brand in culture and we connect with consumers in culturally relevant ways, that’s going to drive really strong outcomes,” Borden said.\u003c/p\u003e\n\u003cp\u003eCase in point was the Grimace Shake going viral last year. Absurd \u003ca href=\"https://www.tiktok.com/@thefrazmaz/video/7244325864169590058?\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereactions videos\u003c/a\u003e of people celebrating Grimace’s birthday spread like wildfire, and it was hard to not find them scrolling through feeds. Flatley said around 20% of sales from that limited release came from earned media, as creative spins turned into bottom-line results. \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003cblockquote class=\"tiktok-embed\" cite=\"https://www.tiktok.com/@thefrazmaz/video/7244325864169590058\" data-video-id=\"7244325864169590058\" style=\"max-width: 605px;min-width: 325px;\" \u003e \u003csection\u003e \u003ca target=\"_blank\" title=\"@thefrazmaz\" href=\"https://www.tiktok.com/@thefrazmaz?refer=embed\"\u003e@thefrazmaz\u003c/a\u003e R.I.P Grimace (and me) \u003ca title=\"mcdonalds\" target=\"_blank\" href=\"https://www.tiktok.com/tag/mcdonalds?refer=embed\"\u003e#mcdonalds\u003c/a\u003e \u003ca title=\"grimace\" target=\"_blank\" href=\"https://www.tiktok.com/tag/grimace?refer=embed\"\u003e#grimace\u003c/a\u003e \u003ca title=\"milkshake\" target=\"_blank\" href=\"https://www.tiktok.com/tag/milkshake?refer=embed\"\u003e#milkshake\u003c/a\u003e \u003ca title=\"grimaceshake\" target=\"_blank\" href=\"https://www.tiktok.com/tag/grimaceshake?refer=embed\"\u003e#grimaceshake\u003c/a\u003e \u003ca title=\"birthday\" target=\"_blank\" href=\"https://www.tiktok.com/tag/birthday?refer=embed\"\u003e#birthday\u003c/a\u003e \u003ca title=\"fakedeath\" target=\"_blank\" href=\"https://www.tiktok.com/tag/fakedeath?refer=embed\"\u003e#fakedeath\u003c/a\u003e \u003ca title=\"yummy\" target=\"_blank\" href=\"https://www.tiktok.com/tag/yummy?refer=embed\"\u003e#yummy\u003c/a\u003e \u003ca target=\"_blank\" title=\"♬ original sound - ‍r7ptor\" href=\"https://www.tiktok.com/music/original-sound-7266443595501980459?refer=embed\"\u003e♬ original sound - ‍r7ptor\u003c/a\u003e \u003c/section\u003e \u003c/blockquote\u003e \u003cscript async src=\"https://www.tiktok.com/embed.js\"\u003e\u003c/script\u003e","height":null,"mobileEmbedCode":"\u003cblockquote class=\"tiktok-embed\" cite=\"https://www.tiktok.com/@thefrazmaz/video/7244325864169590058\" data-video-id=\"7244325864169590058\" style=\"max-width: 605px;min-width: 325px;\" \u003e \u003csection\u003e \u003ca target=\"_blank\" title=\"@thefrazmaz\" href=\"https://www.tiktok.com/@thefrazmaz?refer=embed\"\u003e@thefrazmaz\u003c/a\u003e R.I.P Grimace (and me) \u003ca title=\"mcdonalds\" target=\"_blank\" href=\"https://www.tiktok.com/tag/mcdonalds?refer=embed\"\u003e#mcdonalds\u003c/a\u003e \u003ca title=\"grimace\" target=\"_blank\" href=\"https://www.tiktok.com/tag/grimace?refer=embed\"\u003e#grimace\u003c/a\u003e \u003ca title=\"milkshake\" target=\"_blank\" href=\"https://www.tiktok.com/tag/milkshake?refer=embed\"\u003e#milkshake\u003c/a\u003e \u003ca title=\"grimaceshake\" target=\"_blank\" href=\"https://www.tiktok.com/tag/grimaceshake?refer=embed\"\u003e#grimaceshake\u003c/a\u003e \u003ca title=\"birthday\" target=\"_blank\" href=\"https://www.tiktok.com/tag/birthday?refer=embed\"\u003e#birthday\u003c/a\u003e \u003ca title=\"fakedeath\" target=\"_blank\" href=\"https://www.tiktok.com/tag/fakedeath?refer=embed\"\u003e#fakedeath\u003c/a\u003e \u003ca title=\"yummy\" target=\"_blank\" href=\"https://www.tiktok.com/tag/yummy?refer=embed\"\u003e#yummy\u003c/a\u003e \u003ca target=\"_blank\" title=\"♬ original sound - ‍r7ptor\" href=\"https://www.tiktok.com/music/original-sound-7266443595501980459?refer=embed\"\u003e♬ original sound - ‍r7ptor\u003c/a\u003e \u003c/section\u003e \u003c/blockquote\u003e \u003cscript async src=\"https://www.tiktok.com/embed.js\"\u003e\u003c/script\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eMore and more, brands are focusing on creating an entertaining customer journey. And in the fragmented and distracted world we all live in, anything that holds consumer attention \u003cem\u003eand \u003c/em\u003edrives sales is considered a major win. Still, Borden believes taking creative risk has to be backed up by measurable data of what the brand’s audience wants and what strategy will best sell the product.\u003c/p\u003e\n\u003cp\u003e“Sometimes having really sharp metrics and key performance indicators can make people feel it’s going to stifle creativity, but we found that completely opposite,” Jill McDonald, McDonald’s president of internationally owned markets, said onstage. “It actually liberates creativity because we’re aligned on what we’re trying to achieve, both within the organization and with our agency partners.” \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":1732403174601},"getSectionData({\"slug\":\"office-hours\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"RxHmwtYD1xm88_9GZvTt-","originalArgs":{"slug":"office-hours","token":""},"startedTimeStamp":1732403613581,"data":{"metadata":{"datePosted":"2021-11-16T09:29:00-08:00","dateCreated":"2021-11-16T09:29:35-08:00","dateUpdated":"2024-07-24T07:53:33-07:00","title":"Office Hours | The Current","description":"Everything digital marketers need to know to make their jobs easier.","image":{"alt":"Illustration of a hand grabbing a mug from a desk, with The Current logo on the top left corner","url":"https://www.thetradedesk.com/assets/global/TheCurrent_OfficeHoursMetadata_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Illustration of a hand grabbing a mug from a desk, with The Current logo on the top left corner","url":"https://www.thetradedesk.com/assets/global/TheCurrent_OfficeHoursMetadata_1920x1080_WithLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/sections/office-hours","noIndex":false,"type":"themes"},"data":{"id":869692,"title":"Office Hours","heading":null,"image":{},"description":"Everything digital marketers need to know to make their jobs easier.","themeHighlightColor":"","generateAnchors":false,"themeContent":[{"componentType":"RecentArticles","content":{"heading":null,"filterByTheme":"auto","theme":[]}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"recentArticles":"auto","showSubscribe":"hidden"}},"fulfilledTimeStamp":1732403613618},"getSectionData({\"slug\":\"political\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"pmqtnthNFHfV9ENSTDFF-","originalArgs":{"slug":"political","token":""},"startedTimeStamp":1732403179614,"data":{"metadata":{"datePosted":"2023-11-08T12:23:00-08:00","dateCreated":"2023-11-08T12:20:47-08:00","dateUpdated":"2024-07-24T07:49:58-07:00","title":"Political | The Current","description":"The latest on how ad tech is advancing political marketing in this election year, expected to be more digital than ever.","image":{"alt":"A TV with a graphic of three arrows in red, white and blue coming out of the screen","url":"https://www.thetradedesk.com/assets/global/image002_01DA08EE210CDA20.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A TV with a graphic of three arrows in red, white and blue coming out of the screen","url":"https://www.thetradedesk.com/assets/global/image002_01DA08EE210CDA20.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":[],"url":"https://www.thecurrent.com/sections/political","noIndex":false,"type":"themes"},"data":{"id":2411143,"title":"Political","heading":null,"image":{},"description":"In this election year, discover the latest topics and trends in political marketing as a new era of digital-first advertising is emerging.","themeHighlightColor":"","generateAnchors":false,"themeContent":[{"componentType":"RecentArticles","content":{"heading":null,"filterByTheme":"auto","theme":[]}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"recentArticles":"auto","showSubscribe":"hidden"}},"fulfilledTimeStamp":1732403179715},"getContentData({\"slug\":\"cannes-lions-2024-ai-technology-advertising-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"hyVlfAQpWsfbEk6Qwm7o6","originalArgs":{"slug":"cannes-lions-2024-ai-technology-advertising-media","token":""},"startedTimeStamp":1732403602256,"data":{"metadata":{"datePosted":"2024-06-10T09:19:00-07:00","dateCreated":"2024-06-10T08:49:00-07:00","dateUpdated":"2024-07-09T08:32:45-07:00","title":"Beyond the buzz at Cannes Lions, AI becomes the new norm | The Current","description":"As the 2024 Cannes Lions Festival approaches, AI’s role has shifted from a hot topic to an essential tool. The ad industry is embracing AI’s utility over its novelty.","image":{"alt":"Browser windows layered on top of a blue sky background, windows showing boats, megaphones, the beach and a lion.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes2024_ProgrammaticAdvertisersGuidetoCannes_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Browser windows layered on top of a blue sky background, windows showing boats, megaphones, the beach and a lion.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes2024_ProgrammaticAdvertisersGuidetoCannes_1920x1080px_Logo_v1_2024-06-10-160235_news.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Damian Fowler","themes":["Culture","Cannes Lions"],"url":"https://www.thecurrent.com/cannes-lions-2024-ai-technology-advertising-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3113164,"slug":"cannes-lions-2024-ai-technology-advertising-media","postDate":"2024-06-10T09:19:00-07:00","heading":"Beyond the buzz at Cannes Lions, AI becomes the new norm","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Browser windows layered on top of a blue sky background, windows showing boats, megaphones, the beach and a lion.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes2024_ProgrammaticAdvertisersGuidetoCannes_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Browser windows layered on top of a blue sky background, windows showing boats, megaphones, the beach and a lion.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes2024_ProgrammaticAdvertisersGuidetoCannes_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Browser windows layered on top of a blue sky background, windows showing boats, megaphones, the beach and a lion.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes2024_ProgrammaticAdvertisersGuidetoCannes_1920x1080px_NoLogo_v1_2024-06-10-160257_abci.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1508408,"slug":"damian-fowler","fullName":"Damian Fowler","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Damian Fowler, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/DamianFowler_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/fowlerdf"}]}],"categories":[],"filterValues":[],"themes":[{"id":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""},{"id":1948691,"title":"Cannes Lions","slug":"the-current-cannes","uri":"sections/the-current-cannes","description":"The news and trends you need to know from the annual Festival of Creativity along the Croisette.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhat a difference a year makes.\u003c/p\u003e\n\u003cp\u003eThis time last year, as the ad industry looked ahead to the Cannes Lions International Festival of Creativity, the topic of AI loomed large. It featured heavily on the official agenda and dominated conversations up and down the Croisette. For those in the business of creating award-worthy content, would it prove a friend or a foe? For those tasked with buying media, how would it help drive performance?\u003c/p\u003e\n\u003cp\u003eThis year such questions are academic: AI is here to stay and is already being deployed by creative shops, holding companies and media agencies alike, even as many in the industry are left breathless by the pace of innovation. The genie is out of the bottle. For the first time this year, the festival has introduced a new \u003ca href=\"https://www.canneslions.com/awards/awards-support/whats-new\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emandatory question\u003c/a\u003e asking entrants to disclose whether they used AI in their work or not.\u003c/p\u003e\n\u003cp\u003e“We are shifting into is a kind of AI 2.0 space where, to my mind, that means AI is no longer the idea. It’s an underlying technology that enables an idea in a powerful way that we don’t even really need to talk about because it’s ubiquitous,” says Iain Thomas, chief vision officer at \u003ca href=\"https://www.soundsfun.co/about\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eSounds Fun\u003c/a\u003e, a creative agency focused on new technology.\u003c/p\u003e\n\u003cp\u003eIn short, the gee-whiz factor around Generative AI is waning and giving way to its utility.\u003c/p\u003e\n\u003cp\u003eNevertheless, AI will likely take center stage again at Cannes Lions, says Dave Kersey, the chief media officer at GSD\u0026amp;M, part of Omnicom. In the rush to plug the tech into their operations, major holding companies have been \u003ca href=\"https://martech.org/how-the-big-holding-companies-are-handling-genai/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003einvesting in partnerships\u003c/a\u003e with AI companies. It’s already being applied on the media side, though some clients are still just curious about it, says Kersey.\u003c/p\u003e\n\u003cp\u003e“I would say what we’re trying to think through for our media clients, and even social clients, is how can we get to insights quicker, how can we get to performance or spending allocations or optimizations quicker so we can be more agile in our decisioning, so we can use a lot of our brand power and resources for that strategic thinking,” he says.\u003c/p\u003e\n\u003cp\u003eAs Cannes Lions evolves — \u003ca href=\"https://www.thecurrent.com/cannes-lions-trends-ai-diversity-creativity\"\u003elast year it turned 70\u003c/a\u003e — the ad tech presence has grown. Kersey jokes it’s like the Consumer Electronics Showcase by the Mediterranean. Still, he’s hopeful that we’re seeing a reemergence of creativity, supported by media activations that fully leverage technology.\u003c/p\u003e\n\u003cp\u003e“Bringing it back together, being more intentional with decisioning based on the brand and the audience, is critical for brands to succeed. And we’re starting to see that at these types of festivals,” he says. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eCommerce\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eA buzzword doing the rounds ahead of this year’s Cannes Lions is “commerce” — as in commerce strategy, which includes shoppable ads. As the customer journey from discovery to purchase becomes more complex, agencies are looking for ways to engage shoppers at different touchpoints along their journey.\u003c/p\u003e\n\u003cp\u003eRecognizing these changing market dynamics, the Cannes Lions festival introduced the Creative Commerce Lions in 2022 to celebrate “innovative and creative approaches to online and offline commerce, payment solutions and transactional journeys.” Since its inception, the Creative Commerce Lion has seen a growing number of submissions, as agencies and brands place stronger emphasis on the commercial aspect of their creative work.\u003c/p\u003e\n\u003cp\u003e“Whether that’s AI in creative production of deeper first-party audience insights, better solutions to evaluate creative performance and pipe those learnings back into continuous optimization, or by connecting the dots between brand and performance media activations […] we see data as a way to supercharge creative, not constrain it,” says Michael Mothner, the CEO and founder of \u003ca href=\"https://www.wpromote.com/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eWpromote\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eTo that end, shops like VML have integrated commerce to marry data and creative, another indication of how ad tech is changing advertising. “Having an agency that has a weaponry to do advertising, customer experience and commerce all interlinked, it’s not just efficient and impactful, it’s also redefining how a brand is built,” says Jon Cook, the global CEO of VML. \u003c/p\u003e\n\u003cp\u003eFor more insights on Cannes Lions 2024 from VML’s Jon Cook, listen to his interview with \u003cem\u003e\u003ca href=\"https://www.thecurrent.com/podcast-vml-jon-cook-cannes-lions-news-publishers\"\u003eThe Current Report\u003c/a\u003e\u003c/em\u003e.\u003c/p\u003e"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“In the past, a brand was built through advertising and then pulled through commerce and transaction or customer experience. And the truth is all those things are contributing to the way that you think about a brand. We’re trying to think about creativity that way,” he adds. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e\u003cstrong\u003eDigital-first\u003c/strong\u003e media \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe newly appointed president of the Stagwell-owned Doner agency, Ben Grossman, agrees that a digital-first media landscape is inspiring work that’s “more data-driven, less interruptive and authentically connecting with everyday people.” To that end, the agency has submitted selected work for award consideration in this commerce category, “inherently built for nonlinear, digital-first storytelling,” he says.\u003c/p\u003e\n\u003cp\u003eFor instance, the agency created an app-based platform for Saucony to encourage users to move their feet more than their thumbs scrolling through digital feeds, called \u003ca href=\"https://www.saucony.com/en/marathumb-landing/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eThe Marathumb Challenge\u003c/a\u003e. Another example is Chrysler. The auto company inspired digital headlines and social conversations by inventing \u003ca href=\"https://www.youtube.com/watch?v=xdfJeoh2pNw\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eCalm Cabins\u003c/a\u003e to support the needs of travelers with autism. Lastly, The UPS Store targeted the next generation of Gen Z small-business owners by creating \u003cem\u003e\u003ca href=\"https://www.roblox.com/games/14782583053/Main-Street-Moguls\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eMain Street Moguls\u003c/a\u003e\u003c/em\u003e, a game in Roblox.\u003c/p\u003e\n\u003cp\u003e“Digital media is forcing creatives to think beyond the conventional, pushing them to integrate technology and storytelling seamlessly. The result is campaigns that are not only more engaging but also more effective in capturing the audience’s attention,” says Amir Sahba, CEO at Thinkingbox. \u003c/p\u003e\n\n\n\n\n\n\u003ch2\u003e\u003cstrong\u003eStreaming\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAnd this year, the major streaming platforms will have a more conspicuous presence at the festival than ever. Last year, Netflix made its first official appearance at the festival hosting guests on a rooftop space at the J.W, Marriott, where it showcased vignettes from its major titles. This year, the heavyweight streamer will likely build on that, especially now it has scaled its ad tier, which now has a reported \u003ca href=\"https://www.nbcnews.com/business/business-news/netflix-ad-supported-tier-40-million-monthly-users-rcna152463\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e40 million users\u003c/a\u003e signed up. The programmatic space around this kind of inventory is, in Mothner’s phrase, “one of the most exciting frontiers in tech.”\u003c/p\u003e\n\u003cp\u003e“CTV [connected TV] and retail media are particularly fertile ground for innovation because tech is responsible for bringing new solutions to the table as demand for improvements from advertisers is on the rise, including better ad products to make the most of inventory, more and better audience targeting capabilities that maintain privacy, and stronger measurement that ties media activations to overall business outcomes,” he says. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":6}},"fulfilledTimeStamp":1732403602295},"getSubscribeData(undefined)":{"status":"fulfilled","endpointName":"getSubscribeData","requestId":"huqUcJipvHNsMDO07VMtZ","startedTimeStamp":1732403221995,"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":1732403222056},"getContentData({\"slug\":\"mcdonalds-walmart-roi-creative-commerce\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"tHvACkl5Zn--piHOtoxkq","originalArgs":{"slug":"mcdonalds-walmart-roi-creative-commerce","token":""},"startedTimeStamp":1732403237966,"data":{"metadata":{"datePosted":"2024-06-24T05:00:00-07:00","dateCreated":"2024-06-21T11:47:32-07:00","dateUpdated":"2024-07-09T08:29:17-07:00","title":"McDonald's, Walmart on the ROI upside of creative paths to purchase | The Current","description":"Walmart and McDonalds explained how they’re using data-driven insights and entertaining ways to get people to buy.","image":{"alt":"A lion head on a man's body eating a slice of watermelon with a pixelated magnifying glass and data field in front of it, and a browser window with an ocean background behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_Commerce_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"A lion head on a man's body eating a slice of watermelon with a pixelated magnifying glass and data field in front of it, and a browser window with an ocean background behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_Commerce_1920x1080px_Logo_v1_2024-06-21-185127_grxr.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Marketing Strategy","Cannes Lions"],"url":"https://www.thecurrent.com/mcdonalds-walmart-roi-creative-commerce","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3167494,"slug":"mcdonalds-walmart-roi-creative-commerce","postDate":"2024-06-24T05:00:00-07:00","heading":"McDonald's, Walmart on the ROI upside of creative paths to purchase","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A lion head on a man's body eating a slice of watermelon with a pixelated magnifying glass and data field in front of it, and a browser window with an ocean background behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_Commerce_1920x1080px_NoLogo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A lion head on a man's body eating a slice of watermelon with a pixelated magnifying glass and data field in front of it, and a browser window with an ocean background behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_Commerce_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A lion head on a man's body eating a slice of watermelon with a pixelated magnifying glass and data field in front of it, and a browser window with an ocean background behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Newsletter_Cannes_Commerce_1920x1080px_NoLogo_v1_2024-06-21-185240_khkb.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":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\u003eLast holiday season, Walmart launched its own romantic comedy series \u003cem\u003e\u003ca href=\"https://x.com/Walmart/status/1729517030972244443\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eAdd to Heart\u003c/a\u003e\u003c/em\u003e, which it said was the first ever fully shoppable rom-com. The company even gave the category its own name: “RomCommerce.” Across 23 episodes, viewers could seamlessly buy 338 products on TikTok, YouTube or Roku.\u003c/p\u003e\n\u003cp\u003eIt’s safe to say the results spread holiday cheer all across the Walmart offices. The movie (commercial? short series?) earned a billion impressions the first week it was released and led to 425% more site traffic than what the company projected. The retail giant shared that story on the Cannes stage this year during a talk titled “Creative Impact Unpacked: How Do Creativity, Media and Commerce Combine?” \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003cblockquote class=\"twitter-tweet\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003eAll the love, laughs \u0026amp; holiday shopping your heart desires. It’s not a RomCom. It’s RomCommerce. \u003ca href=\"https://twitter.com/hashtag/AddToHeart?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#AddToHeart\u003c/a\u003e :blue_heart: a 23-part shoppable(!) series premieres Dec 2. Watch \u0026amp; Shop on TikTok. \u003ca href=\"https://t.co/lkclkfLImF\"\u003epic.twitter.com/lkclkfLImF\u003c/a\u003e\u003c/p\u003e\u0026mdash; Walmart (@Walmart) \u003ca href=\"https://twitter.com/Walmart/status/1729517030972244443?ref_src=twsrc%5Etfw\"\u003eNovember 28, 2023\u003c/a\u003e\u003c/blockquote\u003e \u003cscript async src=\"https://platform.twitter.com/widgets.js\" charset=\"utf-8\"\u003e\u003c/script\u003e","height":null,"mobileEmbedCode":"\u003cblockquote class=\"twitter-tweet\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003eAll the love, laughs \u0026amp; holiday shopping your heart desires. It’s not a RomCom. It’s RomCommerce. \u003ca href=\"https://twitter.com/hashtag/AddToHeart?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#AddToHeart\u003c/a\u003e :blue_heart: a 23-part shoppable(!) series premieres Dec 2. Watch \u0026amp; Shop on TikTok. \u003ca href=\"https://t.co/lkclkfLImF\"\u003epic.twitter.com/lkclkfLImF\u003c/a\u003e\u003c/p\u003e\u0026mdash; Walmart (@Walmart) \u003ca href=\"https://twitter.com/Walmart/status/1729517030972244443?ref_src=twsrc%5Etfw\"\u003eNovember 28, 2023\u003c/a\u003e\u003c/blockquote\u003e \u003cscript async src=\"https://platform.twitter.com/widgets.js\" charset=\"utf-8\"\u003e\u003c/script\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eWalmart is just one example of many brands that are fusing commerce and creativity. Silos are clearly breaking down between creativity and business outcomes, as evidenced by it being a recurring theme during this year’s Cannes Lions festival.\u003c/p\u003e\n\u003cp\u003e“Over the last few years at WARC, we’ve noticed an evolving and converging relationship between advertising and commerce,” Alex Brownsell, head of content at WARC Media, said during the talk with Walmart. “Creativity, media, commerce — these are things that over the last few decades have been generally handled fairly separately…But that’s changing, and we think at WARC that is potentially changing for the better for brands.”\u003c/p\u003e\n\u003cp\u003eBrownsell believes technology and changes in consumer behavior are key drivers to this evolution, as brands need to be available whenever potential buyers want to strike.\u003c/p\u003e\n\u003cp\u003e“There is no longer a linear purchase journey,” Jill Toscano, Walmart’s head of media, said onstage. “And we believe that every opportunity is a moment for serendipitous discovery. And when you understand that brand storytelling and retail performance don’t have to be at odds with one another and are in fact most powerful when paired together, then we can seize the opportunity to both inspire and sell.”\u003c/p\u003e\n\u003cp\u003eMcDonald’s strategy also brings credence to Brownsell’s and Toscano’s thinking. The restaurant brand’s CMO Morgan Flatley said during a panel at Cannes that understanding its audience is one of the most crucial marketing strategies it employs, with data as a key cog in that understanding.\u003c/p\u003e\n\u003cp\u003eFlatley was joined onstage by the company’s CFO, Ian Borden, who described how measurement data creates a stronger relationship between the marketing and business sides.\u003c/p\u003e\n\u003cp\u003e“A few years ago, marketing was a bit of a black box,” Borden said. “A bit of a nebulous part of our organization, to a situation today where we have full transparency and visibility. We have full alignment across the organization on how we talk about results, about how we measure results.”\u003c/p\u003e\n\u003cp\u003eThat transparency led Borden to say McDonald’s marketing contribution grew its top-line results in the U.S. by over two-and-a-half times in five years. Worldwide, McDonald’s has seen a $30 billion growth in sales over the last five years, according to Borden, noting marketing as a key contributor to those results.\u003c/p\u003e\n\u003cp\u003e“When we immerse our brand in culture and we connect with consumers in culturally relevant ways, that’s going to drive really strong outcomes,” Borden said.\u003c/p\u003e\n\u003cp\u003eCase in point was the Grimace Shake going viral last year. Absurd \u003ca href=\"https://www.tiktok.com/@thefrazmaz/video/7244325864169590058?\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereactions videos\u003c/a\u003e of people celebrating Grimace’s birthday spread like wildfire, and it was hard to not find them scrolling through feeds. Flatley said around 20% of sales from that limited release came from earned media, as creative spins turned into bottom-line results. \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003cblockquote class=\"tiktok-embed\" cite=\"https://www.tiktok.com/@thefrazmaz/video/7244325864169590058\" data-video-id=\"7244325864169590058\" style=\"max-width: 605px;min-width: 325px;\" \u003e \u003csection\u003e \u003ca target=\"_blank\" title=\"@thefrazmaz\" href=\"https://www.tiktok.com/@thefrazmaz?refer=embed\"\u003e@thefrazmaz\u003c/a\u003e R.I.P Grimace (and me) \u003ca title=\"mcdonalds\" target=\"_blank\" href=\"https://www.tiktok.com/tag/mcdonalds?refer=embed\"\u003e#mcdonalds\u003c/a\u003e \u003ca title=\"grimace\" target=\"_blank\" href=\"https://www.tiktok.com/tag/grimace?refer=embed\"\u003e#grimace\u003c/a\u003e \u003ca title=\"milkshake\" target=\"_blank\" href=\"https://www.tiktok.com/tag/milkshake?refer=embed\"\u003e#milkshake\u003c/a\u003e \u003ca title=\"grimaceshake\" target=\"_blank\" href=\"https://www.tiktok.com/tag/grimaceshake?refer=embed\"\u003e#grimaceshake\u003c/a\u003e \u003ca title=\"birthday\" target=\"_blank\" href=\"https://www.tiktok.com/tag/birthday?refer=embed\"\u003e#birthday\u003c/a\u003e \u003ca title=\"fakedeath\" target=\"_blank\" href=\"https://www.tiktok.com/tag/fakedeath?refer=embed\"\u003e#fakedeath\u003c/a\u003e \u003ca title=\"yummy\" target=\"_blank\" href=\"https://www.tiktok.com/tag/yummy?refer=embed\"\u003e#yummy\u003c/a\u003e \u003ca target=\"_blank\" title=\"♬ original sound - ‍r7ptor\" href=\"https://www.tiktok.com/music/original-sound-7266443595501980459?refer=embed\"\u003e♬ original sound - ‍r7ptor\u003c/a\u003e \u003c/section\u003e \u003c/blockquote\u003e \u003cscript async src=\"https://www.tiktok.com/embed.js\"\u003e\u003c/script\u003e","height":null,"mobileEmbedCode":"\u003cblockquote class=\"tiktok-embed\" cite=\"https://www.tiktok.com/@thefrazmaz/video/7244325864169590058\" data-video-id=\"7244325864169590058\" style=\"max-width: 605px;min-width: 325px;\" \u003e \u003csection\u003e \u003ca target=\"_blank\" title=\"@thefrazmaz\" href=\"https://www.tiktok.com/@thefrazmaz?refer=embed\"\u003e@thefrazmaz\u003c/a\u003e R.I.P Grimace (and me) \u003ca title=\"mcdonalds\" target=\"_blank\" href=\"https://www.tiktok.com/tag/mcdonalds?refer=embed\"\u003e#mcdonalds\u003c/a\u003e \u003ca title=\"grimace\" target=\"_blank\" href=\"https://www.tiktok.com/tag/grimace?refer=embed\"\u003e#grimace\u003c/a\u003e \u003ca title=\"milkshake\" target=\"_blank\" href=\"https://www.tiktok.com/tag/milkshake?refer=embed\"\u003e#milkshake\u003c/a\u003e \u003ca title=\"grimaceshake\" target=\"_blank\" href=\"https://www.tiktok.com/tag/grimaceshake?refer=embed\"\u003e#grimaceshake\u003c/a\u003e \u003ca title=\"birthday\" target=\"_blank\" href=\"https://www.tiktok.com/tag/birthday?refer=embed\"\u003e#birthday\u003c/a\u003e \u003ca title=\"fakedeath\" target=\"_blank\" href=\"https://www.tiktok.com/tag/fakedeath?refer=embed\"\u003e#fakedeath\u003c/a\u003e \u003ca title=\"yummy\" target=\"_blank\" href=\"https://www.tiktok.com/tag/yummy?refer=embed\"\u003e#yummy\u003c/a\u003e \u003ca target=\"_blank\" title=\"♬ original sound - ‍r7ptor\" href=\"https://www.tiktok.com/music/original-sound-7266443595501980459?refer=embed\"\u003e♬ original sound - ‍r7ptor\u003c/a\u003e \u003c/section\u003e \u003c/blockquote\u003e \u003cscript async src=\"https://www.tiktok.com/embed.js\"\u003e\u003c/script\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eMore and more, brands are focusing on creating an entertaining customer journey. And in the fragmented and distracted world we all live in, anything that holds consumer attention \u003cem\u003eand \u003c/em\u003edrives sales is considered a major win. Still, Borden believes taking creative risk has to be backed up by measurable data of what the brand’s audience wants and what strategy will best sell the product.\u003c/p\u003e\n\u003cp\u003e“Sometimes having really sharp metrics and key performance indicators can make people feel it’s going to stifle creativity, but we found that completely opposite,” Jill McDonald, McDonald’s president of internationally owned markets, said onstage. “It actually liberates creativity because we’re aligned on what we’re trying to achieve, both within the organization and with our agency partners.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current 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Netflix’s NFL news and the Great Rebundling | The Current","description":"Streaming became a larger force at the upfronts this year, with Amazon and Netflix presenting to advertisers and NBCUniversal, Disney, and Fox giving significant time to streaming services.","image":{"alt":"Crates filled with megaphones emerge from a television screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E170_UpfrontsRoundup_Logo_1920x1080px.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Crates filled with megaphones emerge from a television screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E170_UpfrontsRoundup_Logo_1920x1080px_2024-05-16-134123_iurl.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Streaming"],"url":"https://www.thecurrent.com/streaming-upfronts-netflix-sports-news-amazon","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3013977,"slug":"streaming-upfronts-netflix-sports-news-amazon","postDate":"2024-05-16T06:53:00-07:00","heading":"Streaming takes over the upfronts with Netflix’s NFL news and the Great Rebundling","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Crates filled with megaphones emerge from a television screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E170_UpfrontsRoundup_1920x1080px.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Crates filled with megaphones emerge from a television screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E170_UpfrontsRoundup_1200px_Square.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eSarah Kim / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Crates filled with megaphones emerge from a television screen.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_E170_UpfrontsRoundup_1920x1080px_2024-05-16-134211_yiqx.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":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eOnce a celebration for all things linear TV, the upfronts are becoming a streaming mecca.\u003c/p\u003e\n\u003cp\u003eThis week, several major TV networks gave their annual elaborate pitches to advertisers in venues across New York City, and never has the showcase been more focused on digital. Usually, streaming and digital media news is mostly confined to the NewFronts, but this year Amazon and Netflix joined the weeklong events with legacy networks like NBCUniversal, Disney, Fox and Warner Bros. Discovery, all of which devoted significant stage time to their streaming services.\u003c/p\u003e\n\u003cp\u003eSports were everywhere. Netflix announced its first major foray into live sports with the NFL, and NBCUniversal plugged its 5,000 hours of Paris Olympics coverage. What else? Celebrities showed up in full force this year following the end of the Hollywood strikes. Bundling is thriving, and transparency emerged as a big differentiator. It was a special form of irony that after NBCUniversal lauded its network as the opposite of a walled garden, advertisers complained about being stuck in line unable to get into Amazon’s upfront.\u003c/p\u003e\n\u003cp\u003eHere are the major takeaways from this year’s annual advertiser showcase.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWant some sports with your sports? \u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eThis year, every upfront pitched sports, sports and more live sports. Leave it to Netflix to disrupt the traditional upfronts with arguably the biggest news of the week. At Pier59 Studios, the streamer announced it will take its first big step into live sports and will \u003ca href=\"https://www.cnbc.com/2024/05/15/netflix-to-stream-holiday-nfl-games-for-three-years.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003estream NFL games\u003c/a\u003e on Christmas Day for the next three years. These three Christmas games averaged \u003ca href=\"https://www.sportsmediawatch.com/2023/12/christmas-sports-ratings-nfl-hits-highs-nba-low/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e28.68 million viewers\u003c/a\u003e last year, according to Sports Media Watch. Netflix wrote in a \u003ca href=\"https://www.linkedin.com/posts/netflix_you-cant-spell-netflix-without-nfl-netflix-activity-7196510442444201986-porE?utm_source=share\u0026amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eLinkedin post\u003c/a\u003e, “You can’t spell Netflix without NFL.” A number of sports docs will also join Netflix’s lineup.\u003c/p\u003e\n\u003cp\u003eNetflix also used the upfronts to announce an in-house ad tech platform and that its advertising tier has doubled in size since the start of 2024, reaching 40 million monthly active users. Netflix President of Advertising Amy Reinhard said that 40% of all signups now come from its ads plan.\u003c/p\u003e\n\u003cp\u003e“For years, sports rights went to digital services in fits and starts. But 2024 has proven to be a real breakthrough in streamers getting exclusive rights to the biggest games,” Ross Benes, senior analyst at eMarketer, tells \u003cem\u003eThe Current\u003c/em\u003e. “Netflix is the biggest subscription streamer and the NFL is the most-viewed league, so this partnership, on Christmas, is \u003cem\u003ethe\u003c/em\u003e blockbuster digital sports rights deal of the year, a year in which streaming sports broke through.”\u003c/p\u003e\n\u003cp\u003eWith the summer Olympics in Paris, NBCUniversal also leaned heavily into sports with commentator Mike Tirico, known for NBC’s \u003cem\u003eSunday Night Football\u003c/em\u003e, saying the Olympics will generate “eight Super Bowls’ worth” of audience impressions for advertisers. It’s the first year when the Olympics will stream on Peacock, when advertisers will be able to \u003ca href=\"https://www.thecurrent.com/2024-paris-olympics-programmatic-peacock-nbcuniversal\"\u003ebuy ads programmatically\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe rise of sports on streaming services is only a boon to advertisers. As Alison Levin, president of advertising and partnerships at NBCUniversal, says on this week’s \u003cem\u003e\u003ca href=\"https://www.thecurrent.com/nbcuniversal-alison-levin-advertising-paris-olympics\"\u003eThe Current Podcast\u003c/a\u003e\u003c/em\u003e, streaming the Olympics is “creating and opening up a new door to advertisers that maybe have not been able to access the properties before.”\u003c/p\u003e\n\u003cp\u003eDisney also spent the majority of time on sports (or at least it felt that way) during its two-hour-long upfront, with ESPN being touted across cable and streaming, as well as announcements around more games across the NFL, NBA, college, and women’s basketball, and celebrities like the Eagles’ Jason Kelce joining the channel as an analyst. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eReturn of the celebs\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAs is customary, every network plugged their major originals coming to theaters, cable and their streaming services with exclusive first-looks at teasers. NBCUniversal previewed the trailer for \u003cem\u003eWicked\u003c/em\u003e and the 50th anniversary of \u003cem\u003eSaturday Night Live\u003c/em\u003e. Disney announced the next Marvel series, \u003cem\u003eThe Golden Bachelorette\u003c/em\u003e, and the Star Wars series \u003cem\u003eAcolyte\u003c/em\u003e. Amazon announced a prequel series of \u003cem\u003eLegally Blonde\u003c/em\u003e for Amazon Prime Video and showed off the trailer for the second season of \u003cem\u003eThe Lord of the Rings: The Rings of Power\u003c/em\u003e. Netflix gave a sneak peek of \u003cem\u003eBridgerton\u003c/em\u003e’s third season and Fox showed a promo for next year’s Super Bowl. \u003c/p\u003e\n\u003cp\u003eAfter last year’s Hollywood strikes, this year’s upfronts were significantly more celebrity-driven. Kevin Hart, Snoop Dogg and Amanda Seyfried presented at NBCUniversal’s showcase, while Michael Bublé, musical group Little Big Town and Kelly Clarkson entertained the crowd at Radio City. Fox’s upfront at the Hammerstein Ballroom included Tom Brady, Rob Gronkowski, Gordon Ramsay, Jamie Foxx and Jon Hamm. Meanwhile, Amazon had Reese Witherspoon and Will Ferrell, and Disney had Ryan Reynolds, Emma Stone, Kim Kardashian, Michelle Williams, among others (including a Wookiee). Netflix brought out Shonda Rhimes, Cameron Diaz, Mindy Kaling and Jamie Foxx (again). \u003c/p\u003e\n\u003cp\u003eWarner Bros. Discovery probably had the fewest celebs, but still wowed with Sarah Jessica Parker, Mindy Kaling (again), Conan O’Brien and Shaquille O’Neal (although with Warner Bros. Discovery potentially being outbid for its NBC rights, that might come back to haunt them). \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eBundles, bundles everywhere\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eAs the streaming ecosystem evolves into something closer to the heyday of cable, TV networks are partnering up to become “Facebook official.” Last week, Disney paired with Warner Bros. Discovery for a \u003ca href=\"https://press.disneyplus.com/disney-entertainment-and-warner-bros-discovery-announce-disney-plus-hulu-max-bundle\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebundle offering\u003c/a\u003e featuring Max, Disney+, and Hulu on ad-supported and ad-free plans coming this summer.\u003c/p\u003e\n\u003cp\u003eAnd on Tuesday, Comcast, parent company of NBCUniversal, announced its \u003ca href=\"https://www.nytimes.com/2024/05/14/business/media/comcast-streaming-bundle-netflix-apple-tv.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eown bundle\u003c/a\u003e called StreamSaver, which includes Peacock, Netflix, and Apple TV+, and will debut this month at a \"deep discount\" compared with buying all those subscriptions separately. These announcements come after the February news of the upcoming \u003ca href=\"https://www.cnbc.com/2024/02/07/new-sports-streaming-platform-what-to-know.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esports bundle\u003c/a\u003e launched by Disney, Warner Bros. Discovery and Fox. The idea could be to make it more difficult for viewers to drop subscriptions on a monthly basis by giving them more options for content they want to watch. It also extends the marketing reach of the individual services.\u003c/p\u003e\n\u003cp\u003eHow will this impact advertisers? “As content becomes more similar across streaming services due to corporate partnerships, the differentiation between them for advertisers will become data and measurement,” says Benes.\u003c/p\u003e\n\u003cp\u003eMeanwhile, there were fewer announcements of new ad formats this year, but Warner Bros. Discovery did announce \u003ca href=\"http://drupal.prod.adage.com/article/special-report-tv-upfront/warner-bros-discovery-upfront-max-ad-formats-movie-franchises-nba/2560511?adobe_mc=MCMID%3D75807959044722838704484196412670048806%7CMCORGID%3D138FFF2554E6E7220A4C98C6%2540AdobeOrg%7CTS%3D1715790779\u0026amp;adobe_mc=MCMID%3D75807959044722838704484196412670048806%7CMCORGID%3D138FFF2554E6E7220A4C98C6%2540AdobeOrg%7CTS%3D1715790779\" target=\"_blank\" rel=\"noreferrer noopener\"\u003enew shoppable and trivia ads\u003c/a\u003e coming to Max, and the ability to target ads by emotions or contextual elements within scenes — a capability that Disney and NBCUniversal have also recently launched. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eOpen becomes a point of differentiation \u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eDuring its upfront, NBCUniversal leaned into how its OnePlatform operates on full transparency. It’s the first upfronts where a common identity solution exists across broadcasters. Roku shared a similar message at the NewFronts only a \u003ca href=\"https://www.adweek.com/convergent-tv/roku-newfront-trade-desk-ispot-nbcuniversal/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003efew weeks prior\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eWhen \u003ca href=\"https://www.thecurrent.com/nbcu-transparency-sports-upfronts\"\u003esharing a campaign\u003c/a\u003e for Dominos that drove a 38% increase in sales, NBCUniversal Chairman of Global Advertising and Partnerships Mark Marshall stated: “It’s important to know that we did all of this in a fully transparent way. We did not create another opaque walled garden. We gave visibility to where every single unit ran.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eCracking up\u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eNetworks didn’t shy away from cracking jokes at their own (and others') expense this year, with their nightly talk show hosts referencing some fairly deep cuts.\u003c/p\u003e\n\u003cp\u003eSeth Myers, for instance, didn’t play it safe at NBCUniversal’s upfront. With ex-NBCU ad Chief Linda Yaccarino leaving for X last year, he had this jab: “NBC is launching a new adventure competition series called ‘Destination X’ — or, as it was originally titled, ‘The Linda Yaccarino Story.’” He also had quite a diss for Paramount: “I found $20 on the street this morning,” he said. “Long story short, I’m one of the two finalists [to buy] Paramount.”\u003c/p\u003e\n\u003cp\u003eAt Disney’s upfront, Jimmy Kimmel inspired a number of articles about how “unleashed” he was, with \u003cem\u003eThe Hollywood Reporter\u003c/em\u003e simply listing all his jokes of the night. He had some shocking zingers on everything from Amazon leaving advertisers in line outside to Bob Iger trying to sell the company. His jests about identity hit home:\u003c/p\u003e\n\u003cp\u003e“Just think about how you want to live your life. The only thing that matters, the only that truly matters is our relationships. It matters that our families are healthy, and that the interoperability of our various digital tools and sales platforms provide efficient data tracking and unparalleled identity management. That’s 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":7}},"fulfilledTimeStamp":1732403242058},"getContentData({\"slug\":\"cannes-advertising-leaders-news-publishers\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"0-sK9juVwY0Gi3cN7nEAf","originalArgs":{"slug":"cannes-advertising-leaders-news-publishers","token":""},"startedTimeStamp":1732403248148,"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":1732403248186},"getContentData({\"slug\":\"programmatic-revolutionizing-sports-marketing-two-circles\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"fNqeHmjd3Z8dInpVQYqMn","originalArgs":{"slug":"programmatic-revolutionizing-sports-marketing-two-circles","token":""},"startedTimeStamp":1732403312396,"data":{"metadata":{"datePosted":"2024-11-21T11:01:00-08:00","dateCreated":"2024-11-19T06:29:50-08:00","dateUpdated":"2024-11-21T11:01:14-08:00","title":"Why the programmatic play is revolutionizing sports marketing | The Current","description":"Two Circles' Dave Ajumobi shares why programmatic is revolutionizing sports marketing.","image":{"alt":"Two basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/SportsStreamingOpEd_1920x1080px_LogoandOpinion_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"Two basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/SportsStreamingOpEd_1920x1080px_LogoandOpinion_v1_2024-11-19-145030_jsbn.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Dave Ajumobi","themes":["Opinion","Op-ed"],"url":"https://www.thecurrent.com/programmatic-revolutionizing-sports-marketing-two-circles","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3350914,"slug":"programmatic-revolutionizing-sports-marketing-two-circles","postDate":"2024-11-21T11:01:00-08:00","heading":"Why the programmatic play is revolutionizing sports marketing","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#f3f3f3","textHex":"#000000"},"featuredImage":{"alt":"Two basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SportsStreamingRevolution_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Two basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SportsStreamingRevolution_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"Two basketball players jump up to get a glowing red basketball that resembles a \"live\" symbol.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_SportsStreamingRevolution_1920x1080_NoLogo_2024-11-19-145047_eivb.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":3350929,"slug":"dave-ajumobi","fullName":"Dave Ajumobi","positionTitle":"Programmatic Lead, Two Circles","authorType":"contributor","featuredImage":null,"contactCollection":[]}],"categories":[],"filterValues":[],"themes":[{"id":1599088,"title":"Opinion","slug":"opinion","uri":"sections/opinion","description":"Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.","themeHighlightColor":""},{"id":3266231,"title":"Op-ed","slug":"op-ed","uri":"sections/op-ed","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eOver the last decade, programmatic advertising has emerged as a cornerstone of digital advertising innovation. The continuous advancements and introductions of new technologies have enabled advertisers to operate with unprecedented precision, efficiency and creativity. Throughout my career, I’ve championed the value of programmatic, competing for space alongside paid social, search and influencer marketing, by showing advertisers the distinct value it brings to the table.\u003c/p\u003e\n\u003cp\u003eStill, as a media buyer within an agency catering to sports brands, I’ve encountered countless questions from clients regarding where and how programmatic fits into their media plans.\u003c/p\u003e\n\u003cp\u003eThe answer is simple: Programmatic offers sports brands powerful tools to connect with their audiences — fiercely loyal fans — in a deeply engaging way. \u003c/p\u003e\n\u003cp\u003eAs technology continues to evolve, traditional advertising methods alone are no longer sufficient in an era when both brands and fans alike demand personalized and targeted experiences. From what I have observed, traditional mediums such as linear TV are still cornerstones for many clients. Though when substituting ads served on linear TV for connected TV at the right time, the results have been impressive.\u003c/p\u003e\n\u003cp\u003eEspecially when it comes to incremental reach, whereby brands are able to utilize automatic content recognition technology to target viewers who have not seen their initial linear TV ad. And these ads can be unique to the time, location and environment in which they are being served. \u003c/p\u003e\n\u003cp\u003eBecause of these developments, to suggest that programmatic is merely thriving in sports advertising is an understatement — it is revolutionizing it. Precision targeting and real-time optimizations are two core advantages that make programmatic uniquely valuable to those in the sports industry.\u003c/p\u003e\n\u003cp\u003eLeveraging data-driven insights, marketers can reach highly specific audience segments and optimize performance on the fly, ensuring ads reach the right sports enthusiasts and making every dollar work harder. In addition, having a curated approach to data targeting and thoughtfully selecting inventory sources creates a season-winning strategy. Building tailored inventory packages and enhancing audience targeting empower advertisers to achieve optimal results from their digital investments.\u003c/p\u003e\n\u003cp\u003eAs a result of this necessity to access both inventory and data, those who own premium sports content have quickly recognized its value to advertisers. The NBA’s recent 11-year media partnership with Disney, NBCUniversal and Amazon Prime Video, valued at approximately $77 billion, is indicative of this trend. Other significant high-value partnerships made by the NFL and the Premier League aim to extend the reach of sports advertising to vast audiences, tapping in to both traditional viewership and younger, tech-savvy fans who favor streaming.\u003c/p\u003e\n\u003cp\u003eWith this broader reach, sports brands gain exciting opportunities to connect with audiences in dynamic, interactive ways.\u003c/p\u003e\n\u003cp\u003eA crucial next step for advertisers after finding their consumers is to capture their attention in the most effective manner possible. Creative messaging is a star player in the success of an ad and is an aspect that sports brands can actively leverage to their benefit. Programmatic offers advertisers the potential to enhance creativity, boost engagement and strengthen brand loyalty.\u003c/p\u003e\n\u003cp\u003eWith dynamic creative optimization, for instance, brands can tailor ads to individual viewer preferences, such as teams or players, increasing relevance and impact.\u003c/p\u003e\n\u003cp\u003eHaving led the programmatic strategy at an online sportsbook in a previous role, our team took on the challenge of creating a best-in-class workflow for creative output. We had to analyze our creative messaging, IP, images, product offers, game scheduling and more to gain a full understanding of what worked and what didn’t. We found that campaigns combining static and dynamic creative executions significantly improved conversion rates, underscoring the value of a test-and-learn approach.\u003c/p\u003e\n\u003cp\u003eLooking to the future, I believe that programmatic advertising will continue to transform sports marketing and provide more unique opportunities to engage with fans. We can expect hyper-personalized ad experiences powered by premium, brand-safe inventory, advanced data and predictive analytics.\u003c/p\u003e\n\u003cp\u003eEnhanced cross-channel integration and omnichannel strategies will enable seamless brand experiences across platforms.\u003c/p\u003e\n\u003cp\u003eNew ad formats — interactive, augmented reality, virtual reality and shoppable ads — will engage audiences in ways that were once unthinkable, providing brands with fresh opportunities to connect and convert.\u003c/p\u003e\n\u003cp\u003eProgrammatic has its place on media plans, but don’t miss the chance to leverage it as a star player to a championship-winning strategy. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThis op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Get the latest in modern marketing straight to your inbox weekly.","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":4}},"fulfilledTimeStamp":1732403312430},"getContentData({\"slug\":\"broadcasters-streamers-young-audiences-formula-one-live-sports-ctv\",\"token\":\"alR1zFEk539mkwl_gyC5WdyalKKp8Lil\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"B30Ht6gHn-ktCEUzp-JCb","originalArgs":{"slug":"broadcasters-streamers-young-audiences-formula-one-live-sports-ctv","token":"alR1zFEk539mkwl_gyC5WdyalKKp8Lil"},"startedTimeStamp":1732403299836,"data":{"metadata":{"datePosted":"2023-04-11T13:19:00-07:00","dateCreated":"2023-04-11T12:42:43-07:00","dateUpdated":"2023-07-26T07:07:47-07:00","title":"Broadcasters and streamers accelerate toward younger audiences with Formula One | The Current","description":"Formula One has attracted a younger demographic that was once difficult to reach, presenting new possibilities for brands and marketers looking to connect with this dynamic and expanding audience over channels like CTV.","image":{"alt":"A hand horizontally gripping a smartphone with a play button on it, and racecars on an 8-shaped track entering left and exiting right","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Formula1_1920x1080_Logo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A hand horizontally gripping a smartphone with a play button on it, and racecars on an 8-shaped track entering left and exiting right","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Formula1_1920x1080_Logo_2023-04-11-195224_prgy.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Emma Shepherd","themes":["Streaming","Stay up to date","Premium"],"url":"https://www.thecurrent.com/broadcasters-streamers-young-audiences-formula-one-live-sports-ctv","noIndex":true,"type":"article","language":"en","translations":[]},"data":{"id":1862840,"slug":"broadcasters-streamers-young-audiences-formula-one-live-sports-ctv","postDate":"2023-04-11T13:19:00-07:00","heading":"Broadcasters and streamers accelerate toward younger audiences with Formula One","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hand horizontally gripping a smartphone with a play button on it, and racecars on an 8-shaped track entering left and exiting right","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Formula1_1920x1080_NoLogo.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hand horizontally gripping a smartphone with a play button on it, and racecars on an 8-shaped track entering left and exiting right","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Formula1_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"A hand horizontally gripping a smartphone with a play button on it, and racecars on an 8-shaped track entering left and exiting right","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Formula1_1920x1080_NoLogo_2023-04-11-195121_tdcs.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1709184,"slug":"emma-shepherd","fullName":"Emma Shepherd","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Emma Shepherd, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/EmmaShepherd_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/emma-shepherd-73854418/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692060,"title":"Streaming","slug":"streaming","uri":"sections/streaming","description":"How streaming is transforming how we watch television.","themeHighlightColor":""},{"id":1895301,"title":"Stay up to date","slug":"sign-up-for-the-current","uri":"sections/sign-up-for-the-current","description":"The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.","themeHighlightColor":""},{"id":2029151,"title":"Premium","slug":"premium","uri":"sections/premium","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eWhether fans are watching from the stands or \u003ca href=\"https://www.thecurrent.com/sections/streaming\"\u003estreaming\u003c/a\u003e on their device of choice, the global phenomenon of Formula One (F1) has never been hotter. The cumulative \u003ca href=\"https://www.formula1.com/en/latest/article.formula-1-announces-tv-race-attendance-and-digital-audience-figures-for-2021.1YDpVJIOHGNuok907sWcKW.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eworldwide audience\u003c/a\u003e for Formula One stood at 1.55 billion in 2021, a 4 percent year-over-year increase, according to Liberty Media, the owner of Formula One. At the same time, Liberty says that “Formula One is outperforming other major sports in the digital arena.” \u003c/p\u003e\n\u003cp\u003eNow Formula One is revving up new levels of excitement, attracting \u003ca href=\"https://au.motorsport.com/f1/news/f1-fans-becoming-younger-and-more-diverse-say-global-survey-results-/6696734/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eyounger and more diverse fans\u003c/a\u003e to the sport — with women being perhaps the most surprising segment of this fast-growing audience. Exclusive content series in addition to bonus content such as TikTok videos, Instagram fan pages, and podcast spinoffs have made the historically male-driven sport more approachable by giving fans insight into the drivers as well as more context surrounding motor sports. This proliferation of information is contributing to younger audiences’ (and particularly women’s) growing interest in F1, according to Paramount ANZ’s GM of ad sales, Nick Bower. \u003c/p\u003e\n\u003cp\u003e“F1 is pushing growth in two demographics — 16-to-39s and females.” Bower tells \u003cem\u003eThe Current\u003c/em\u003e. “[These demographics], coming into F1 across the globe, are attending a race or tuning in via their preferred devices now with that understanding of the sport after watching shows like Netflix’s \u003cem\u003eDrive to Survive\u003c/em\u003e.” \u003c/p\u003e\n\u003cp\u003eAccording to F1 CEO Stefano Domenicali, the number of female F1 fans has risen by 8 percent since 2017, and they now constitute around 40 percent of global F1 fans. In Australia, a study commissioned by beverage brand Heineken in 2023 revealed that 65 percent of new F1 fans are female. \u003c/p\u003e\n\u003cp\u003e“There was a huge uptake in female interest around the sport. This event alone has boosted that female skew,” says Bower. “And now the F1 audience sits at 60 percent male versus 40 percent female. A couple of years ago, it was 75 percent male. So, it’s growing our audience profile across 10Play—and we know that trend is not just here in Australia, but globally.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat’s driving this need for speed? \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe \u003ca href=\"https://www.theguardian.com/sport/2022/oct/21/kids-in-america-drive-boom-in-formula-ones-popularity\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ewave of young drivers\u003c/a\u003e on the grid is resonating with a newer generation of fans and infusing the sport with a fresh burst of energy, partially thanks to fan engagement through social accounts on Instagram and TikTok. Many television broadcasters and over-the-top media services have leveraged the sport to grow their audience share in this demographic — opening new opportunities for brands and advertisers to tap in to this previously hard-to-reach audience. \u003c/p\u003e\n\u003cp\u003eA case in point is when Foxtel’s Australian sports streaming service, Kayo — which has the rights to ESPN and Fox Sports content — launched the F1TV app this year, giving Australian fans of the motor sport an even richer experience, with access to multiple live in-race feeds, comprehensive live timing data, highlights, and exclusive programming on and off the track. The move paid off. Last year, F1 fans on Kayo Sports grew nearly 20 percent year on year and skewed younger than traditional F1 viewers, with 40 percent under 40 years old. By recognizing the rapid growth of F1’s younger fan base, Kayo Sports capitalized on the opportunity to meet the viewing preferences of this new audience segment.   \u003c/p\u003e\n\u003cp\u003e“Viewership is soaring, up 30 percent in 2022 year on year, with nearly 1 billion minutes consumed,” Cate Hefele, executive director of Kayo Sports, tells \u003cem\u003eThe Current\u003c/em\u003e. “This year’s Australian Grand Prix was the most-watched Formula One race on Kayo Sports of all time.” \u003c/p\u003e\n\u003cp\u003eApart from watching live racing, audiences on Kayo are also engaging with racing content in various other forms, such as on-demand replays, interviews, and exclusive behind-the-scenes footage. “The demand for short-form content — such as Kayo Minis, which offer condensed replays — has witnessed a significant surge. For instance, Formula One Kayo Minis have witnessed a year-on-year growth of 61 percent,” Hefele adds. Kayo Minis draw on the small attention spans and quick engagement styles of viewers who frequent short-form video platforms like TikTok — and are \u003ca href=\"https://www.insiderintelligence.com/content/tiktok-race-corner-short-form-video\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eeffective for advertising\u003c/a\u003e because they are attention-grabbing, easy to consume, shareable, cost-effective, and can help build brand recognition. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eBehind-the-scenes content builds passion in fans \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe Netflix docuseries \u003cem\u003eDrive to Survive\u003c/em\u003e (part of a marketing push by \u003ca href=\"https://resources.audiense.com/blog/the-netflix-effect-how-an-f1-docuseries-set-off-a-meteoric-rise-in-popularity-in-the-us\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eLiberty Media\u003c/a\u003e) has certainly helped boost enthusiasm for the sport by providing viewers with exclusive behind-the-scenes access to the world of racing. Showcasing high-energy racing action both on and off the track, the series has established a strong bond between the drivers and renowned brands for audiences viewing from their TV screens, tablets, and smartphones across the globe. \u003c/p\u003e\n\u003cp\u003e“These new audiences are really focused on the story behind the race,” explains Bower. “This is the biggest trend we’re seeing, and it means audiences are watching for longer — including the behind-the-scenes, the podium, background stories, features — and that presents more opportunities for brands and advertisers to reach them.” \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732403300343},"getContentData({\"slug\":\"current-report-global-culture-nollywood-afrobeats-africa-starbucks-advertising\",\"token\":\"80c183ed\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"2JuY3Wc8beGkVO_aSlS9o","originalArgs":{"slug":"current-report-global-culture-nollywood-afrobeats-africa-starbucks-advertising","token":"80c183ed"},"startedTimeStamp":1732403303898,"data":{"metadata":{"datePosted":"2023-10-06T13:51:00-07:00","dateCreated":"2023-10-06T07:24:58-07:00","dateUpdated":"2024-08-02T12:00:49-07:00","title":"The Current Report: Next global cultural wave comes from West Africa | The Current","description":"This week on The Current Report, we examine the growing popularity of Nigerian film and contemporary West African pop music, the impact of Starbucks' Pumpkin Spice Latte on seasonal marketing, and news across the internet.","image":{"alt":"The Current Report: October 6, 2023","url":"https://www.thetradedesk.com/assets/global/231006_CurrentReport_16x9Thumbnail_v2.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: October 6, 2023","url":"https://www.thetradedesk.com/assets/global/231006_CurrentReport_16x9Thumbnail_v2_2023-10-06-142919_gcos.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","The Current Report"],"url":"https://www.thecurrent.com/current-report-global-culture-nollywood-afrobeats-africa-starbucks-advertising","noIndex":true,"type":"article","language":"en","translations":[]},"data":{"id":2348116,"slug":"current-report-global-culture-nollywood-afrobeats-africa-starbucks-advertising","postDate":"2023-10-06T13:51:00-07:00","heading":"The Current Report: Next global cultural wave comes from West Africa","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: October 6, 2023","url":"https://www.thetradedesk.com/assets/global/231006_CurrentReport_1200px_v2.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report: October 6, 2023","url":"https://www.thetradedesk.com/assets/global/231006_CurrentReport_16x9Thumbnail_v2_2023-10-06-142947_ahnh.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3250897,"title":"The Current Report","slug":"the-current-report","uri":"sections/the-current-report","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/796459aa-e28f-4a0e-8eab-43ca181d847e?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/796459aa-e28f-4a0e-8eab-43ca181d847e?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eThis week on The Current Report, we examine the \u003ca href=\"https://www.thecurrent.com/afrobeats-nollywood-west-african-culture-global-content-streaming-media-marketing\"\u003egrowing popularity\u003c/a\u003e of Nigerian film and contemporary West African pop music. Plus, \u003ca href=\"https://www.thecurrent.com/pumpkin-spice-brand-marketing-starbucks\"\u003ePumpkin Spice Latte season\u003c/a\u003e has arrived earlier than ever. We discuss the influence of the seasonal item as more and more retailers capitalize on the opportunity. In other news, multiple Wall Street analysts believe Amazon \u003ca href=\"https://www.businessinsider.com/wall-street-thinks-prime-video-will-boost-amazons-ad-revenue-2023-10\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emay introduce\u003c/a\u003e an ad model on Prime Video and brands associated Travis Kelce have seen a \u003ca href=\"https://www.wsj.com/business/media/taylor-swift-credited-with-helping-boost-tv-ratings-of-jets-chiefs-game-ce24d991?mod=media_news_article_pos4\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erise in attention\u003c/a\u003e since the NFL star started dating Taylor Swift.\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":1732403304347},"getContentData({\"slug\":\"untapped-advertising-potential-video-games-marketing-strategy\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"SLMxtK0QIay2QWb9cYVQx","originalArgs":{"slug":"untapped-advertising-potential-video-games-marketing-strategy","token":""},"startedTimeStamp":1732403560953,"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":1732403560986},"getContentData({\"slug\":\"brand-love-summit-legacy-heritage-brands-nostalgia-innovation\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"Q6XXbue-FNl5TucbqW9Os","originalArgs":{"slug":"brand-love-summit-legacy-heritage-brands-nostalgia-innovation","token":""},"startedTimeStamp":1732403339371,"data":{"metadata":{"datePosted":"2024-09-24T05:00:00-07:00","dateCreated":"2024-09-23T14:24:44-07:00","dateUpdated":"2024-09-25T11:31:35-07:00","title":"When legacy isn’t enough: Heritage brands must embrace both nostalgia and innovation | The Current","description":"Heritage brands are uniquely qualified to lean into nostalgia and appeal to multiple generations.","image":{"alt":"marble statue of a male figure holding a phone, pieces of it are made of blue wireframe.","url":"https://www.thetradedesk.com/assets/global/Updated_TheCurrent_Newsletter_Edition189_BrandInnovatorsCoverage_1920x1080px_Logo_v1.jpg","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"marble statue of a male figure holding a phone, pieces of it are made of blue wireframe.","url":"https://www.thetradedesk.com/assets/global/Updated_TheCurrent_Newsletter_Edition189_BrandInnovatorsCoverage_1920x1080px_Logo_v1_2024-09-25-183036_qaly.jpg","width":1921,"height":1081,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Marketing Strategy"],"url":"https://www.thecurrent.com/brand-love-summit-legacy-heritage-brands-nostalgia-innovation","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3333411,"slug":"brand-love-summit-legacy-heritage-brands-nostalgia-innovation","postDate":"2024-09-24T05:00:00-07:00","heading":"When legacy isn’t enough: Heritage brands must embrace both nostalgia and innovation","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"marble statue of a male figure holding a phone, pieces of it are made of blue wireframe.","url":"https://www.thetradedesk.com/assets/global/Updated_TheCurrent_Newsletter_Edition189_BrandInnovatorsCoverage_1920x1080px_NoLogo_v1-1.jpg","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"marble statue of a male figure holding a phone, pieces of it are made of blue wireframe.","url":"https://www.thetradedesk.com/assets/global/Updated_TheCurrent_Newsletter_Edition189_BrandInnovatorsCoverage_1200px_Square-_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"marble statue of a male figure holding a phone, pieces of it are made of blue wireframe.","url":"https://www.thetradedesk.com/assets/global/Updated_TheCurrent_Newsletter_Edition189_BrandInnovatorsCoverage_1920x1080px_NoLogo_v1-1_2024-09-25-183054_oyvz.jpg","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1508376,"slug":"ilyse-liffreing","fullName":"Ilyse Liffreing","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Ilyse Liffreing, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/IlyseLiffreing_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/IlyseLiffreing"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/ilyseliffreing/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eLast week, Tupperware — the once-beloved 78-year-old food-container brand that was found in kitchens across America — filed for bankruptcy.\u003c/p\u003e\n\u003cp\u003eThe news underscores a difficult, truth for heritage brands: Age-old fan love by itself isn’t enough to gain the favor of new generations.\u003c/p\u003e\n\u003cp\u003eFittingly, \"relevancy\" was the theme of last week’s Engineering Brand Love Summit in Columbus, Ohio, hosted by networking community Brand Innovators and independent agency The Shipyard. Heritage brands like Pedialyte, Airstream and Goodyear Tires came together to discuss how they’re ensuring they remain relevant to modern consumers.\u003c/p\u003e\n\u003cp\u003eSpeaking on a panel, Josephine Severe, senior brand manager at Abbott’s Pedialyte and previously a manager of global branding and marketing at Tupperware Brands Corp., said the heritage brand failed to innovate and adapt to meet the demands of today’s shoppers. She pointed out that it wasn’t until 2022, after the peak of the pandemic, that the brand decided to introduce e-commerce.\u003c/p\u003e\n\u003cp\u003e“Right now on TikTok people are saying, ‘My mom will be devastated,\" said Severe. “So it was forgotten. Not taking the risks you need pins you into this box. It’s not enough to keep doing the same thing — you have to evolve with what consumers want.”\u003c/p\u003e\n\u003cp\u003ePedialyte, for instance, knows that it primarily caters to hydrating children, but that isn’t stopping it from showing consumers how adults can use its product — particularly those who have a soft spot for the brand from growing up with it. \u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=y-xJLKjAvYg","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eIn fact, the driving force behind Pedialyte’s strategy is nostalgia. David Sonderman, chief creative officer of The Shipyard, says heritage brands are uniquely positioned to tap into that emotion.\u003c/p\u003e\n\u003cp\u003e“Nostalgia is one of the most powerful tools,” Sonderman explained in a presentation called “Cheating Death.” “And here’s the thing— only older brands get to do it, because it’s authentic.” \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eNostalgia wins \u003c/strong\u003e \u003c/h2\u003e\n\u003cp\u003eSonderman pointed to Barbie, Stanley and the Shipyard’s own work for the San Francisco Ballet as examples of brands that are surviving by incorporating nostalgia into their products or marketing, but also innovating along the way.\u003c/p\u003e\n\u003cp\u003eThe 65-year-old Barbie brand, for instance, kept its bright pink world and brought back past dolls to \u003ca href=\"https://www.thecurrent.com/hasbro-toy-game-companies-kidults-marketing-advertising-demographic\"\u003eappeal to adults\u003c/a\u003e who grew up with its brand, while refocusing how Barbie is all women (and not just the blonde bombshell) in its 2023 Warner Bros. film. Along with a \u003ca href=\"https://www.cnn.com/2023/09/13/business/barbie-toy-sales-circana/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e25% boost\u003c/a\u003e in sales of dolls, the film saw \u003ca href=\"https://www.foley.com/insights/publications/2023/12/barbie-movie-brand-placement-partnerships/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$1 billion\u003c/a\u003e at the box office in the first month it was out. The 111-year-old Stanley brand, on the other hand, changed its product’s appearance to target a \u003ca href=\"https://www.thecurrent.com/stanely-brands-women-advertising\"\u003enew gender demographic\u003c/a\u003e and saw its annual sales explode from an average of $70 million to \u003ca href=\"https://www.cnn.com/2024/03/01/business/stanley-maker-plans-for-product-launches/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e$750 million in 2023\u003c/a\u003e. It also continues to partner with relevant brands on new designs, including Barbie.\u003c/p\u003e\n\u003cp\u003eWhen the SF Ballet was struggling to gain younger ballet attendees, it needed to find a way to could relate to this tech-savvy crowd, Sonderman said. So The Shipyard incorporated ChatGPT into the ballet’s digital and out-of-home ads, merging a centuries-old art form with AI-generated critiques. Sonderman said the clever campaign quadrupled the number of first-time ballet attendees.\u003c/p\u003e"}},{"componentType":"Video","content":{"youtubeUrl":"https://www.youtube.com/watch?v=hgxKDl2aZow","video":{},"caption":null,"horizontalAlignment":"center","showControls":false,"autoplay":false,"loop":false}},{"componentType":"RichText","content":{"copy":"\u003ch2\u003e\u003cstrong\u003ePartnerships and new channels \u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe way heritage brands keep their marketing relevant varies from brand to brand, but overall, they’re incorporating nostalgic elements while innovating with messaging and channels.\u003c/p\u003e\n\u003cp\u003eAirstream, the 93-year-old trailer company, is embracing it’s past while partnering with trending brands like REI, Pottery Barn and American Girl — the latter of which was to “purely get little girls excited about Airstream,” even though it would take maybe a decade until the fruits of the partnership might be realized. “We have to be incredibly patient as marketers,” said Hansen at the summit. \u003c/p\u003e\n\u003cp\u003eAirstream shares its historic story across its website and social channels, showing how it has changed through time. “As a heritage brand, a lot of people would shy away from the past, but what we’ve done is embrace our past,” said Hansen. \u003c/p\u003e"}},{"componentType":"SingleImage","content":{"featuredMobileImage":{"alt":"A doll sitting in a toy airstream.","url":"https://www.thetradedesk.com/assets/global/Airstream_2024-09-23-213138_styl.jpg","width":624,"height":416,"isLandscape":true},"caption":"(Courtesy of Airstream)","horizontalAlignment":"center","height":null,"mobileHeight":null,"featuredImage":{"alt":"A doll sitting in a toy airstream.","url":"https://www.thetradedesk.com/assets/global/Airstream.jpg","width":624,"height":416,"isLandscape":true}}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“Fail forward and do it scared,” said Linda Lollo, global external digital communications manager at The Goodyear Tire \u0026amp; Rubber Company. The company recognized there was a disconnect between its popular blimp and the fact that it sells tires.\u003c/p\u003e\n\u003cp\u003eTo bridge that gap, it’s celebrating the Goodyear blimp’s 100th birthday next year with activations, merchandise and the tagline “Blimps are cool, buy tires.” \u003c/p\u003e"}},{"componentType":"Embed","content":{"embedCode":"\u003cblockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"\u003e\u003cdiv style=\"padding:16px;\"\u003e \u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" background:#FFFFFF; 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border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"\u003e\u003c/div\u003e \u003cdiv style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"\u003e\u003c/div\u003e\u003c/div\u003e\u003c/a\u003e\u003cp style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"\u003e\u003ca href=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\"\u003eA post shared by Goodyear Blimp (@goodyearblimp)\u003c/a\u003e\u003c/p\u003e\u003c/div\u003e\u003c/blockquote\u003e\n\u003cscript async src=\"//www.instagram.com/embed.js\"\u003e\u003c/script\u003e","height":null,"mobileEmbedCode":"\u003cblockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https://www.instagram.com/reel/DAEM3povDGv/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; 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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":1732403339408},"getAuthorData({\"slug\":\"john-donahue-rob-norman\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"i1j3H-XMwX9kjbILXj_WZ","originalArgs":{"slug":"john-donahue-rob-norman","token":""},"startedTimeStamp":1732403342864,"data":{"metadata":{"datePosted":"2024-04-04T12:51:00-07:00","dateCreated":"2024-04-04T12:51:13-07:00","dateUpdated":"2024-11-12T11:44:43-08:00","title":"John Donahue \u0026 Rob Norman | The Current","description":null,"image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/john-donahue-rob-norman","noIndex":false,"type":"authors"},"data":{"id":2721692,"title":"John Donahue \u0026 Rob Norman","featuredImage":{},"fullName":"John Donahue \u0026 Rob Norman","positionTitle":null,"blurb":null,"contactCollection":[],"authorType":"contributor","authorContent":[{"componentType":"RecentArticles","content":{"heading":"Latest"}}],"featuredRelatedArticles":[],"popularRelatedArticles":[],"showSubscribe":"aboveFeatured"}},"fulfilledTimeStamp":1732403342904},"getContentData({\"slug\":\"united-airlines-mike-petrella-media;986504@\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"iyrL8YT1u6jCm5np_jU3j","originalArgs":{"slug":"united-airlines-mike-petrella-media;986504@","token":""},"startedTimeStamp":1732403428372,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug united-airlines-mike-petrella-media;986504@","code":0,"status":404}}},"getContentData({\"slug\":\"united-airlines-mike-petrella-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"-cNhk0sDlx93CVJY7sMMh","originalArgs":{"slug":"united-airlines-mike-petrella-media","token":""},"startedTimeStamp":1732403560303,"data":{"metadata":{"datePosted":"2024-09-25T05:25:00-07:00","dateCreated":"2024-09-23T13:40:35-07:00","dateUpdated":"2024-09-25T05:25:24-07:00","title":"United Airlines’ Mike Petrella on personalizing the in-flight experience | The Current","description":"United recently launched Kinective Media, the airline industry’s first media network. Its first-party data could change the future of people’s travel experiences.","image":{"alt":"The Current Podcast, Season 10, Mike Petrella, United Kinective.","url":"https://www.thetradedesk.com/assets/global/KinectiveMedia_16x9_Editorial_Orange_v1.jpg","width":1920,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"The Current Podcast, Season 10, Mike Petrella, United Kinective.","url":"https://www.thetradedesk.com/assets/global/KinectiveMedia_16x9_Editorial_Orange_v1_2024-09-23-204334_ezja.jpg","width":1920,"height":1081,"isLandscape":true},"author":"","themes":["Podcast","The Current Podcast"],"url":"https://www.thecurrent.com/united-airlines-mike-petrella-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3333124,"slug":"united-airlines-mike-petrella-media","postDate":"2024-09-25T05:25:00-07:00","heading":"United Airlines’ Mike Petrella on personalizing the in-flight experience","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Podcast, Season 10, Mike Petrella, United Kinective.","url":"https://www.thetradedesk.com/assets/global/KinectiveMedia_1x1_Orange_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Podcast, Season 10, Mike Petrella, United Kinective.","url":"https://www.thetradedesk.com/assets/global/KinectiveMedia_16x9_Editorial_Orange_v1_2024-09-23-204359_qzmm.jpg","width":1920,"height":1081,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3260008,"title":"The Current Podcast","slug":"the-current-podcast","uri":"sections/the-current-podcast","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/7c6af52e-658c-4487-8d97-265af4ff42b3?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/7c6af52e-658c-4487-8d97-265af4ff42b3?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eUnited Airlines recently bought over 800 planes, with one of the goals being to outfit all of them with its new in-flight entertainment system. The way United Managing Director of Strategic Partnerships Mike Petrella sees it, the current seat-back video screen is stuck in the past. That’s about to change though.\u003c/p\u003e\n\u003cp\u003eUnited became the first airline to launch its own media network, Kinective Media by United Airlines, in June, letting brands leverage over 120 targetable signals. 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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 newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732403439173},"getContentData({\"slug\":\"dologin.action\",\"token\":\"\"})":{"status":"rejected","endpointName":"getContentData","requestId":"naKI2dxUIxJSQuP2GPnrF","originalArgs":{"slug":"dologin.action","token":""},"startedTimeStamp":1732403449371,"error":{"status":404,"data":{"name":"Not Found","message":"Unable to find an article or page with slug dologin.action","code":0,"status":404}}},"getSectionData({\"slug\":\"retail\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getSectionData","requestId":"D4IUB_ONVxZMY9xZWC2pk","originalArgs":{"slug":"retail","token":""},"startedTimeStamp":1732403514636,"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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One approach is introducing new services, such as in-store design assistance, to help customers complete projects with confidence.\u003c/p\u003e\n\u003cp\u003e“We wanted to make sure people could understand that endless aisle, but make it a very shoppable experience in store,” says O’Brien.\u003c/p\u003e\n\u003cp\u003eWayfair has recognized the complexity of bridging online and offline worlds. On the episode, O’Brien mentions how many brands struggle to understand the full ecosystem that customers engage with, from online browsing to in-store interactions. For this reason, Wayfair has invested in expanding their measurement techniques, including multi-touch attribution and running experiments to assess short- and long-term impacts on brand metrics.\u003c/p\u003e\n\u003cp\u003eThanks to its e-commerce roots, Wayfair already benefits from vast amounts of first-party data, allowing it to better serve experiences tailored to customers’ preferences and behaviors, whether online or in store.\u003c/p\u003e\n\u003cp\u003e“We can see how they move around our site. We know where they’ve come from, largely, and we can start to stitch that story together so that we can serve them better through personalized mediums,” says O’Brien. \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":1732403562820},"getAuthorData({\"slug\":\"damian-fowler\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"fy5EJAoDT6wA1cyDC-4Y9","originalArgs":{"slug":"damian-fowler","token":""},"startedTimeStamp":1732403600437,"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":1732403600487},"getContentData({\"slug\":\"ford-chief-futurist-jennifer-brace\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"XnhgdZ8zhW-UM0RbQHK2K","originalArgs":{"slug":"ford-chief-futurist-jennifer-brace","token":""},"startedTimeStamp":1732403708037,"data":{"metadata":{"datePosted":"2023-11-27T05:00:00-08:00","dateCreated":"2023-11-22T08:11:51-08:00","dateUpdated":"2023-11-28T13:50:41-08:00","title":"Meet Ford’s Chief Futurist, who prepares for at least 4 futures at once | The Current","description":"At Ford, Jennifer Brace’s role is to prepare the automaker for all the potential scenarios and consumer trends that could impact the company’s success in the future.","image":{"alt":"Picture of Ford's Jennifer Brace next to orange trucks.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition145_CMOSpotlight_JenBrace_Ford_Logo_2.png","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Picture of Ford's Jennifer Brace next to orange trucks.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition145_CMOSpotlight_JenBrace_Ford_Logo_2_2023-11-22-161452_sqcn.png","width":1920,"height":1080,"isLandscape":true},"author":"Ilyse Liffreing","themes":["Leaders"],"url":"https://www.thecurrent.com/ford-chief-futurist-jennifer-brace","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2434911,"slug":"ford-chief-futurist-jennifer-brace","postDate":"2023-11-27T05:00:00-08:00","heading":"Meet Ford’s Chief Futurist, who prepares for at least 4 futures at once","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"Picture of Ford's Jennifer Brace next to orange trucks.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition145_CMOSpotlight_JenBrace_Ford_1080x1920_NoLogo_2-1.png","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"Picture of Ford's Jennifer Brace next to orange trucks.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition145_CMOSpotlight_JenBrace_Ford_1200x1200_2.png","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"Picture of Ford's Jennifer Brace next to orange trucks.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition145_CMOSpotlight_JenBrace_Ford_1080x1920_NoLogo_2-1_2023-11-22-161603_eigh.png","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":692081,"title":"Leaders","slug":"leaders","uri":"sections/leaders","description":"A spotlight on leaders from across the advertising industry","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eAs the Ford Motor Company’s Chief Futurist, Jennifer Brace’s role is essentially to see the future without a crystal ball.\u003c/p\u003e\n\u003cp\u003eHer job is to prepare the 120-year-old automaker for what the subsequent decades could hold. With so much focus on the future, it’s ironic this position is intrinsically linked to her past.\u003c/p\u003e\n\u003cp\u003eBrace grew up in the shadow of Ford’s manufacturing plants in Detroit, Michigan — the automotive capital of the world — where her father worked for Ford as a technician for more than 30 years, making car parts with his hands. Her father’s passion for cars extended past work hours. Brace keenly remembers handing him tools in the garage as a young girl, helping him build classic hot rods in his free time.\u003c/p\u003e\n\u003cp\u003eAlong with an early exposure to cars, Brace had a knack for math and science and so eventually pursued engineering at the University of Michigan. She ended up getting an engineering internship at — where else — Ford.\u003c/p\u003e\n\u003cp\u003eTwenty years later, Brace is still at Ford, which for the fifth year in a row, ranked as the top automaker on the \u003ca href=\"https://fortune.com/company/ford-motor/fortune500/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eFortune 500\u003c/a\u003e, bringing in $158 billion in revenue in 2022. Over time she found herself drawn to marketing, with her positions over 20 years laddering up to be the company’s second-ever Chief Futurist, taking \u003ca href=\"https://partneredcontent.fortune.com/ford/meet-fords-futurist/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eover the reins\u003c/a\u003e from Sheryl Connelly a year ago. It’s a role that didn’t exist before 2019.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“We always say, 'We don't predict, we prepare.'”\u003c/p\u003e","caption":null}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eAt Ford, Brace runs a team called “Trends and Futuring” that tracks trends across what Brace calls the “STEEP factors,” which stands for \"social, technological, economic, environmental, and political.\" Pretty much everything but automotive, and that’s by design.\u003c/p\u003e\n\u003cp\u003e“What we want to do is keep our eye on all the things happening outside of automotive that might come back and impact our business, our products, our services, the way that we have to work to be successful,” Brace says.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003e4 different futures\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eBrace’s team is usually looking at four different futures at any given time to map out Ford’s adaptability for the coming decades. The “Trends and Futuring” team then works across Ford’s other internal groups, from engineering to innovation, to develop plans or strategies within those different possible futures, even down to what they could be creating in the next five years based on developing trends.\u003c/p\u003e\n\u003cp\u003eTo determine those possible outlooks, the team ideates off a mountain of questions: “What happens if there's a war? What happens if there's a global recession? What might people be prioritizing in the future? What happens if new entrants come into our industry? What impact will AI [artificial intelligence] have?” says Brace.\u003c/p\u003e\n\u003cp\u003eIf there’s a recession, for example, that could mean people will be looking for more essential vehicles. And AI could take humanity down multiple paths. Brace’s team would build out other potential futures and then ask: “What’s important in these worlds?”\u003c/p\u003e\n\u003cp\u003eBrace can see a future where a car’s AI could understand drivers’ moods. If a driver were stressed, for example, the car could create a relaxing mood or lift spirits with a catchy tune. She also believes the connected car is only going to become more equipped with new features, inevitably generating more consumer data.\u003c/p\u003e\n\u003cp\u003e“The amount of data that everybody has on everything will continue to grow,” Brace says. “I think that when you think about the future, you can start to ask yourself, 'Well, how do we layer all of those different collection points and all of that different data? What sense will they make of it? How will we react to that?'”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat makes a trend\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eArguably one of the most difficult parts of the job is determining what trends have staying power, so a typical day means a lot of reading, documenting trends, and participating in workshops. Brace’s team will stay on top of the news, medical and science journals, and movements in the market, like new patents coming out. Usually, the trends that have staying power are ones that last multiple years and meet a need people have, Brace says. All the work culminates in an end-of-year report that \u003ca href=\"https://corporate.ford.com/microsites/ford-trends-2023/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esums up the year\u003c/a\u003e and looks ahead at what’s to come.\u003c/p\u003e\n\u003cp\u003e“There's definitely a bit of an art and science to it, but we do try to, as a team, keep ourselves in check to not just follow the hot trendy thing, but to just make sure that we actually think this has some staying power,” she says.\u003c/p\u003e\n\u003cp\u003eEven with all the tracking and research, Brace is the first to say that the future is still uncertain. “We always say, 'We don't predict, we prepare.'” She admits that what usually happens is a mixture of all four futures, and it’s difficult to tell at any which moment which version of a future might be the most prominent. “People are like, ‘Oh, well, just tell me the one that I need to pay attention to.’ And we say, ‘I wish it worked that way, but it doesn't.’”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eFrom engineer to marketer\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eBrace is part of a new cohort of marketers who have landed in marketing after starting out as engineers. It makes sense, as the technology often needs to take centerstage when it comes to strategy and, as Brace adds, “as we start to figure out how much we need data and what to do with it.”\u003c/p\u003e\n\u003cp\u003eDuring her time as an engineer at Ford, she became a major force in the early days of in-vehicle touchscreens, back when they were only found in higher-end luxury vehicles. Brace worked on the user interface, designing everything from button placement to the fonts and colors used, paying attention to how people were interacting with the product. Brace also led a team out of California for autonomous vehicle research, an area Ford continues to study.\u003c/p\u003e\n\u003cp\u003eNow her days might be filled with more theorizing, but one thing has remained constant: From her early days of helping her father assemble cars in the garage, to becoming Ford’s Chief Futurist, Brace’s enduring sense of discovery continues to propel her forward into the unknown.\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":1732403708074},"getContentData({\"slug\":\"report-google-privacy-sandbox-iab-tech-lab-data\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"inWCb_m3QdEq1RGEAe20b","originalArgs":{"slug":"report-google-privacy-sandbox-iab-tech-lab-data","token":""},"startedTimeStamp":1732403715476,"data":{"metadata":{"datePosted":"2024-02-07T12:29:00-08:00","dateCreated":"2024-02-07T12:01:18-08:00","dateUpdated":"2024-02-07T12:58:20-08:00","title":"‘The industry isn’t ready yet’: A new report highlights flaws in Google’s Privacy Sandbox | The Current","description":"The Interactive Advertising Bureau (IAB) Tech Lab concludes that Google’s Privacy Sandbox could stymie competition and impact the ad industry’s growth.","image":{"alt":"A complex Rube Goldberg machine incorporating a lock and key.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition146_Privacy_1920x1080_v1_withLogo.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A complex Rube Goldberg machine incorporating a lock and key.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition146_Privacy_1920x1080_v1_withLogo_2024-02-07-205723_wsgl.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Data Privacy"],"url":"https://www.thecurrent.com/report-google-privacy-sandbox-iab-tech-lab-data","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2558803,"slug":"report-google-privacy-sandbox-iab-tech-lab-data","postDate":"2024-02-07T12:29:00-08:00","heading":"‘The industry isn’t ready yet’: A new report highlights flaws in Google’s Privacy Sandbox","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A complex Rube Goldberg machine incorporating a lock and key.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition146_Privacy_1920x1080_v1_noLogo-2_2024-02-07-200820_xrgb.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A complex Rube Goldberg machine incorporating a lock and key.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition146_Privacy_1200pxSquare_v1_2024-02-07-203255_ocfm.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Esther Park / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"A complex Rube Goldberg machine incorporating a lock and key.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition146_Privacy_1920x1080_v1_noLogo-2_2024-02-07-200823_vytg.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692063,"title":"Data Privacy","slug":"data-privacy","uri":"sections/data-privacy","description":"Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eA new report from IAB Tech Lab \u003ca href=\"https://iabtechlab.com/wp-content/uploads/2024/02/Privacy-Sandbox-Fit-Gap-Analysis-PUBLIC-COMMENT-RELEASE.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehighlights the shortcomings\u003c/a\u003e of Privacy Sandbox, an initiative led by Google following its decision to deprecate third-party cookies from its Chrome browser. The IAB Tech Lab conducted an in-depth analysis of the Privacy Sandbox with a task force of other ad-tech players across 65 companies over six months.\u003c/p\u003e\n\u003cp\u003eReleased on Feb. 6, the report declares: “In its current form, the Privacy Sandbox may limit the industry’s ability to deliver relevant, effective advertising, placing smaller media companies and brands at a significant competitive disadvantage. The stringent requirements could throttle their ability to compete, ultimately impacting the industry’s growth.”\u003c/p\u003e\n\u003cp\u003eA Google spokesperson told Marketing Dive, in part, that the report “includes dozens of fundamental errors, inaccuracies and instances of incomplete information.”\u003c/p\u003e\n\u003cp\u003eFor some in the industry, the IAB Tech Lab report isn’t necessarily a surprise. But it’s better late than never, says Sara Owens, SVP of analytics and data science at Media Matters Worldwide. “[Google] built a solution that’s going to work really well for them, and they’re just not sharing a lot of details, or they haven’t provided sufficient testing. And so other tech companies are now getting access to it, but they’re [realizing,] ‘This doesn’t really work for us,’” she says.\u003c/p\u003e\n\u003cp\u003eOwens says the IAB Tech Lab findings are an attempt to “hold Google accountable, to say, ‘Build something that’s going to work for all ad exchanges, all DSPs [demand-side platforms], all tech companies that don’t have their own browser,’” she adds.\u003c/p\u003e\n\u003cp\u003eThe report raises a number of concerns, but industry experts called out the lack of transparency as chief among them.\u003c/p\u003e\n\u003cp\u003e“The Privacy Sandbox and its associated processes suffer from a lack of transparency for publishers,” Robert Blanck, general manager of advertising and e-commerce at Axel Springer, \u003ca href=\"https://iabtechlab.com/press-releases/iab-tech-lab-releases-in-depth-analysis-of-googles-privacy-sandbox-for-public-comment-revealing-significant-challenges/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaid in a statement\u003c/a\u003e to IAB Tech Lab. “Its aim to replicate the efficacy of third-party cookies has not been realized.”\u003c/p\u003e\n\u003cp\u003eAccording to the report, in Privacy Sandbox, Chrome “will have to make decisions about how to allocate resources that directly impact the ability of users of the Privacy Sandbox to execute campaigns successfully. […] Without transparency regarding how the browser will make these decisions and adequate monitoring to ensure they are applied accurately and consistently, participants will be entirely dependent on the Chrome browser to make decisions that adequately and fairly support them.”\u003c/p\u003e\n\u003cp\u003eIn other words, advertisers could be at the mercy of Google. The tech giant may be deprecating cookies, but it will still be able to track its own logged-in users and collect data while others will not have that visibility.\u003c/p\u003e\n\u003cp\u003e“This independent industry report is damning. Google’s Privacy Sandbox either removes or severely degrades key aspects of online advertising functionality to the detriment of advertisers, agencies, and media owners,” James Rosewell, co-founder of the Movement for an Open Web, tells \u003cem\u003eThe Current\u003c/em\u003e.\u003c/p\u003e\n\u003cp\u003e“Under the full Sandbox platform, there are no means of accurately accrediting media effectiveness,” he adds.\u003c/p\u003e\n\u003cp\u003eSpecifically, the IAB Tech Lab report finds that Privacy Sandbox falls short when it comes to supporting certain use cases such as lookalike modeling, frequency capping, and interoperability, among other problems. Given these technical shortcomings, it should serve as another call to action for advertisers to establish robust first-party data sets, says Amol Waishampayan, the chief product officer of fullthrottle.ai.\u003c/p\u003e\n\u003cp\u003e“If you’re a brand or an agency stewarding a brand’s initiatives, the focus on how you get more first-party data and bring it into the ecosystem is just going to become more and more crucial,” he says. “Because there is no magic wand that’s going to bridge together everything the way that the cookie did in the past.”\u003c/p\u003e\n\u003cp\u003eThough this is not the first time some players in the industry have questioned the motives behind Google’s Privacy Sandbox, IAB Tech Lab’s report could further heighten industry apprehensions.\u003c/p\u003e\n\u003cp\u003eIAB Tech Lab CEO Anthony Katsur commented in a press release, “Embracing Privacy Sandbox is a seismic shift in the advertising landscape, departing from the industry’s trajectory over the past 25 years. Our findings highlight that the industry isn’t ready yet and identify multiple challenges to implementation due to limitations in accomplishing key advertising objectives.”\u003c/p\u003e\n\u003cp\u003eEchoing this sentiment, Jeff Green, founder and CEO of The Trade Desk, \u003ca href=\"https://www.thecurrent.com/jeff-green-opinion-privacy-sandbox-google-identity\"\u003ewrote in an op-ed\u003c/a\u003e on \u003cem\u003eThe Current\u003c/em\u003e in January that Privacy Sandbox will especially hurt browser-based publishers like news publishers.\u003c/p\u003e\n\u003cp\u003e“For the small ad-funded internet companies that are compelled to do a lot of expensive development work with little hope of making more money, and for the publishers that will have to cede more control and revenue opportunity to Google with fading hopes of survival, I believe Google will unfortunately make new enemies,” Green wrote.\u003c/p\u003e\n\u003cp\u003eAdditionally in a recent report, the U.K. Competition and Markets Authority \u003ca href=\"https://www.campaignlive.com/article/cma-google-cannot-proceed-cookie-deprecation-until-concerns-resolved/1860223\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eraised concerns\u003c/a\u003e about Privacy Sandbox. It wants Google to ensure that Privacy Sandbox tools won’t reinforce the company’s own market position, and to address design issues with its targeting alternative that could hurt smaller ad tech firms. The organization suggested that Google “cannot proceed with third-party cookie deprecation until our concerns are resolved.”\u003c/p\u003e\n\u003cp\u003eFor now, those with an investment in the future of identity remain skeptical about the value of Privacy Sandbox and its ability to deliver scale, accuracy, precision, and interoperability. “At a minimum, this thing is not ready and it’s not baked for an industry transition. And certainly there’s a long list of challenges out there that are being described,” says Fabrice Beer-Gabel, the VP of strategy and partnerships at Intent IQ.\u003c/p\u003e\n\u003cp\u003e“We think that identity is essential to anything cookieless to gain adoption by the ecosystem. It’s got to work for the buy side and for the sell side. So whatever it is, whatever that solution’s going to be, it has to somehow get buy-in from ad sellers and ad buyers in a broad sense, publishers and agencies and advertisers,” he says. \u003c/p\u003e"}},{"componentType":"HorizontalLine","content":{"lineColor":"lightGrey","lineWeight":"thin"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e\u003cem\u003eThe Current is owned and operated by The Trade Desk, Inc.\u003c/em\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current newsletter","dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":5}},"fulfilledTimeStamp":1732403715517},"getContentData({\"slug\":\"current-report-ai-streaming-ces-2024\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"UKhimYjfOyTOpSdDcHzdV","originalArgs":{"slug":"current-report-ai-streaming-ces-2024","token":""},"startedTimeStamp":1732403715925,"data":{"metadata":{"datePosted":"2024-01-15T05:00:00-08:00","dateCreated":"2024-01-12T14:27:23-08:00","dateUpdated":"2024-08-02T12:02:31-07:00","title":"The Current Report: AI and streaming take center stage at CES 2024 | The Current","description":"This week on The Current Report, we explore what topics and trends marketers are gambling on at this year's Consumer Electronics Showcase (CES).","image":{"alt":"The Current Report: January 15, 2024.","url":"https://www.thetradedesk.com/assets/global/240115_CurrentReport_16x9Thumbnail_Grey_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"The Current Report: January 15, 2024.","url":"https://www.thetradedesk.com/assets/global/240115_CurrentReport_16x9Thumbnail_Grey_v1_2024-01-12-223018_vmkc.jpg","width":1920,"height":1080,"isLandscape":true},"author":"","themes":["Podcast","The Current Report"],"url":"https://www.thecurrent.com/current-report-ai-streaming-ces-2024","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2486630,"slug":"current-report-ai-streaming-ces-2024","postDate":"2024-01-15T05:00:00-08:00","heading":"The Current Report: AI and streaming take center stage at CES 2024","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"The Current Report: January 15, 2024.","url":"https://www.thetradedesk.com/assets/global/240115_CurrentReport_1200px_Grey_v1.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"","previewImage":{"alt":"The Current Report: January 15, 2024.","url":"https://www.thetradedesk.com/assets/global/240115_CurrentReport_16x9Thumbnail_Grey_v1_2024-01-12-223135_jlpi.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[],"categories":[],"filterValues":[],"themes":[{"id":767699,"title":"Podcast","slug":"podcast","uri":"sections/podcast","description":"Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies","themeHighlightColor":""},{"id":3250897,"title":"The Current Report","slug":"the-current-report","uri":"sections/the-current-report","description":null,"themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"Embed","content":{"embedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/dde65b3e-a314-41be-a8c5-ec9d46baadb8?dark=false\"\u003e\u003c/iframe\u003e","height":null,"mobileEmbedCode":"\u003ciframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/dde65b3e-a314-41be-a8c5-ec9d46baadb8?dark=false\"\u003e\u003c/iframe\u003e","mobileHeight":null,"makeResponsive":false,"isFullBleed":false}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eThis week on The Current Report, we explore what \u003ca href=\"https://www.thecurrent.com/disney-upfront-ces-streaming-tech-media\"\u003etopics and trends\u003c/a\u003e marketers are gambling on at this year's \u003ca href=\"https://www.thecurrent.com/streaming-ai-ces-2024-identity-technology\"\u003eConsumer Electronics Showcase\u003c/a\u003e (CES). We connect with IAB Tech Lab's Anthony Katsur and Full Throttle's Amol Waishampayan to discuss AI and the privacy landscape. Plus, we break down which streaming service is forecasted to have the \u003ca href=\"https://www.insiderintelligence.com/forecasts/632e352eb87d442a0c8bd8b8/6526bffce10a06e44408ee4a/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehighest percentage\u003c/a\u003e of U.S. viewers on an ad plan.\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":1732403715963},"getContentData({\"slug\":\"digital-marketer-2024-predictions-ai-retail-media\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"sdnR1tt9YtHxM2pH2k8nC","originalArgs":{"slug":"digital-marketer-2024-predictions-ai-retail-media","token":""},"startedTimeStamp":1732403716485,"data":{"metadata":{"datePosted":"2023-12-18T05:00:00-08:00","dateCreated":"2023-12-15T09:19:13-08:00","dateUpdated":"2023-12-15T14:09:33-08:00","title":"10 marketers weigh in on what’s in store for 2024 | The Current","description":"Marketers give their predictions on retail media, AI, connected TV, and the upcoming U.S. presidential election.","image":{"alt":"3D number 2024 with the 0 replaced by a magic 8 ball animated to display the '8 ball answers' of a tv screen and a shopping cart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition150_2024Predictions_1920x1080px_FacebookMetadata_v1.gif","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"3D number 2024 with the 0 replaced by a magic 8 ball animated to display the '8 ball answers' of a tv screen and a shopping cart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition150_2024Predictions_1920x1080px_TwitterMetadata_v1.png","width":1921,"height":1081,"isLandscape":true},"author":"Chris Brooklier","themes":["Culture"],"url":"https://www.thecurrent.com/digital-marketer-2024-predictions-ai-retail-media","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2467626,"slug":"digital-marketer-2024-predictions-ai-retail-media","postDate":"2023-12-18T05:00:00-08:00","heading":"10 marketers weigh in on what’s in store for 2024","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"3D number 2024 with the 0 replaced by a magic 8 ball animated to display the '8 ball answers' of a tv screen and a shopping cart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition150_2024Predictions_1920x1080px_PreviewImage_v1_2023-12-15-172438_elhh.gif","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"3D number 2024 with the 0 replaced by a magic 8 ball animated to display the '8 ball answers' of a tv screen and a shopping cart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition150_2024Predictions_1200px_Square-_v1_2023-12-15-172431_frwn.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"3D number 2024 with the 0 replaced by a magic 8 ball animated to display the '8 ball answers' of a tv screen and a shopping cart.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition150_2024Predictions_1920x1080px_PreviewImage_v1.gif","width":1921,"height":1081,"isLandscape":true},"authors":[{"id":1508364,"slug":"chris-brooklier","fullName":"Chris Brooklier","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Chris Brooklier, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/ChrisBrooklier_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/ChrisBrooklier"},{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/linkedin-blog.svg","width":24,"height":24,"isLandscape":false},"title":"LinkedIn","linkDestination":"https://www.linkedin.com/in/chris-brooklier/"}]}],"categories":[],"filterValues":[],"themes":[{"id":692084,"title":"Culture","slug":"culture","uri":"sections/culture","description":"How marketers are adapting their strategies to societal shifts and industry trends.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eIt’s fair to say there was no shortage of boardroom drama in the advertising world this year.\u003c/p\u003e\n\u003cp\u003eFrom the U.S. government filing a major antitrust lawsuit against Google and the actors’ and writers’ guilds forcing the first Hollywood shutdown since 1960, to Microsoft purchasing Activision Blizzard and Disney moving to take full control of Hulu, we saw a number of shake-ups that will likely shape the future of the industry. Heading into 2024, when Google begins to deprecate cookies, marketers will chart their courses with identity solutions, data strategies, AI deployment, and more.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThe Current\u003c/em\u003e spoke with 10 advertising executives about their biggest predictions for the new year. Efficiency stands out as a through line for these decision-makers, along with omnichannel measurability. Here’s what they are seeing in their crystal balls.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat’s next for retail media\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e“In 2024, connected TV [CTV] will lead the way in connecting online and offline experiences. Brands will harness the power of TV combined with the precision of retail data for a better understanding of the consumer. This means clearer insights into the customer journey and more personalized experiences. Shoppable CTV will open new opportunities to remove barriers and put consumers first by helping them seamlessly find product inspiration and fulfill orders in the omnichannel ways they prefer. This will help elevate how content is created and delivered, and ultimately enhance advertiser relationships with consumers.” \u003cbr /\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e— Sarah Travis, SVP and president, Roundel\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e“We’ll continue to see retail media mature and see more sophisticated campaigns that enable off-platform executions to have stronger performance muscles and stronger measurability. The overall industry is headed in the same direction of measurability and really connecting those purchase loops. We’re just starting to see the power of retail media and next year will be a huge year to unlock what [it] can do for advertisers.” \u003c/p\u003e\n\u003cp\u003e — \u003cstrong\u003eLaura Jones, chief marketing officer, Instacart \u003c/strong\u003e\u003c/p\u003e\n\n\n\u003cp\u003e“Advertisers will need to better rationalize their expenditures with a clear return on investment. To achieve this, retail media platforms must offer better, more transparent measurement to help advertisers track the impact of their media campaigns on business outcomes.”\u003c/p\u003e\n\u003cp\u003e— \u003cstrong\u003eLex Josephs, VP and GM, Sam’s Club Member Access Platform \u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e“Retail media came of age in 2023; in 2024, we will see it start to mature. Not just in terms of standardization of measurement and ad formats, but also in terms of its power to provide marketers with the Holy Grail: Targeting high-value audiences with precision — something they stand to lose as cookies start to deprecate. We will see many more retailers offering opportunities to leverage their first-party data, and as data clean room technology advances and the cost becomes more palatable, privacy-compliant first-party data matchups will become more commonplace. What makes that really exciting is it means retail media, particularly off-site, becomes a serious consideration for non-endemic as well as endemic brands.” \u003c/p\u003e\n\u003cp\u003e— \u003cstrong\u003eGlen Conybeare, global president, IPG Mediabrands Commerce\u003c/strong\u003e\u003c/p\u003e\n\n\u003ch2\u003e\u003cstrong\u003eOn the upcoming presidential election\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e“The 2024 [U.S.] political election season will be an interesting one as we anticipate two key trends colliding: The increasing growth behind CTV and the general interest, excitement, and momentum in the political sector — from viewers, agencies, and marketers alike — as we head into a presidential election year. The intersection of these two catalysts may very well give an added boost to another trend we’ve been closely tracking in the market: The rise in CTV programmatic ad spending.” \u003c/p\u003e\n\u003cp\u003e— \u003cstrong\u003eJon Mansell, VP and U.S. head of demand, FreeWheel  \u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e“With the [U.S.] presidential primaries this spring, party conventions over the summer, and the election in November, brands will be competing with candidates for U.S. consumers’ attention. While most mature brands will try to avoid becoming a political pinball, expect audacious behavior from a number of upstart brands trying to find an audience. If they can attract just 5 percent of the political fringe, that’s still a very sizable market. I predict it will be a good year for brand managers of noise-canceling headphones.” \u003c/p\u003e\n\u003cp\u003e— \u003cstrong\u003eJohn Birnsteel, CEO, Doe-Anderson, Inc. \u003c/strong\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe future of AI\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e“The speed of innovation and evolution of AI models will only get faster. As fast as it feels like things are moving right now, today is the slowest rate of change you’ll experience the rest of your life. As we evaluate where AI can benefit business, it’s important to recognize AI’s potential beyond efficiency and cost savings and embrace its potential to improve experiences, tell more powerful stories, reduce friction, and increase joy. Moreover, as AI becomes increasingly advanced at mirroring how we communicate and behave, forward-looking brands will proactively manage for transparency and trust in the absence of standards that have yet to be formalized.” \u003c/p\u003e\n\u003cp\u003e— \u003cstrong\u003eJon Cook, global CEO, VML\u003c/strong\u003e \u003c/p\u003e\n\u003cp\u003e“2024 will bring the convergence of three unrelenting areas of innovation: Generative AI planning, privacy compliant first-party data, and safe and simple attribution. Advertisers and publishers have long been talking about first-party data, but 2024 will see key industry players reaching this convergence for the first time, enabling both sides to finally walk the walk. The connective tissue will allow advertisers — Fortune 500 and Main Street alike — to leverage the convergence to safely and simply attribute business outcomes to their AI-assisted data-driven marketing plans.” \u003c/p\u003e\n\u003cp\u003e— \u003cstrong\u003eAmol Waishampayan, chief product officer, fullthrottle.ai\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e“Advertisers will need to make the artificial feel genuine. Artificial intelligence will be used more and more to develop and produce creative campaigns, but meanwhile, Gen Z is demanding authentic connections from brands. It’s a difficult dichotomy, but those who navigate this contradiction best will thrive in 2024.” \u003c/p\u003e\n\u003cp\u003e— \u003cstrong\u003eMitchell Fait, creative director and partner, Gigasavvy\u003c/strong\u003e\u003c/p\u003e\n\n\n\u003ch2\u003e\u003cstrong\u003eThe maturation of connected TV\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003e“Programmatic platforms and digital publishers will unify email-based user IDs with household IDs, bridging the gap between individualized digital targeting and household-focused TV advertising. CTV has blurred the line between individual and household identity, with logged-in emails more often representing households than individuals. The long-awaited convergence of user-based and household identity will arrive in 2024 just in time to not only enhance the addressability of TV but also solve the over-frequency issues currently afflicting the CTV ad ecosystem.” \u003c/p\u003e\n\u003cp\u003e— \u003cstrong\u003eJason Manningham, CEO, Blockgraph \u003c/strong\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current 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unscripted-tv-advertisers-streaming-disney;940566@","code":0,"status":404}}},"getContentData({\"slug\":\"unscripted-tv-advertisers-streaming-disney\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"A6jpYah65BV5NllVYXO21","originalArgs":{"slug":"unscripted-tv-advertisers-streaming-disney","token":""},"startedTimeStamp":1732403818362,"data":{"metadata":{"datePosted":"2024-02-08T10:37:00-08:00","dateCreated":"2024-02-08T07:06:08-08:00","dateUpdated":"2024-02-08T10:37:29-08:00","title":"The rise of unscripted TV could be good for advertisers | The Current","description":"Unscripted shows represent an increasing proportion of greenlit content, potentially creating more moments for streaming advertisers to capitalize on.","image":{"alt":"TV screen shows various images including people saying cheers with champagne glasses.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition156_RealityTV_1920x1080px_FacebookMetadata_v1_optimize-ezgif.com-optimize.gif","width":1921,"height":1081,"isLandscape":true},"imageTwitter":{"alt":"TV screen shows various images including people saying cheers with champagne glasses.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition156_RealityTV_1920x1080px_TwitterMetadata_v1_optimized-1.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Zac Wang","themes":["Streaming"],"url":"https://www.thecurrent.com/unscripted-tv-advertisers-streaming-disney","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":2567644,"slug":"unscripted-tv-advertisers-streaming-disney","postDate":"2024-02-08T10:37:00-08:00","heading":"The rise of unscripted TV could be good for advertisers","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"TV screen shows various images including people saying cheers with champagne glasses.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition156_RealityTV_1920x1080px_GIF_NoLogo_v1_optimized-ezgif.com-optimize_2024-02-08-183546_kavy.gif","width":1921,"height":1081,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"TV screen shows various images including people saying cheers with champagne glasses.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition156_RealityTV_1200px_Square_v1_optimized.gif","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Robyn Phelps / Shutterstock / The Current\u003c/p\u003e","previewImage":{"alt":"TV screen shows various images including people saying cheers with champagne glasses.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition156_RealityTV_1920x1080px_GIF_NoLogo_v1_optimized-ezgif.com-optimize_2024-02-08-173612_iubp.gif","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":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\u003eThis year’s Emmy Awards came and went, and so did some of the most memorable TV series in recent history: \u003cem\u003eSuccession, Ted Lasso, The Crown, \u003c/em\u003eand \u003cem\u003eNever Have I Ever\u003c/em\u003e, among others, have all ended their runs.\u003c/p\u003e\n\u003cp\u003eIt may be a while before we see such a crop of engrossing television again, considering streamers have been forced to tighten their investment in originals over the past year. The end of Peak TV, however, is triggering the rise of unscripted TV, and that could be a good thing for both platforms and advertisers in the age of ad-supported streaming.\u003c/p\u003e\n\u003cp\u003eThe volume of scripted titles announced in 2023 declined by 19% compared to the previous year, according to Olivia Deane, senior analyst at Ampere Analysis. Meanwhile, unscripted titles as a whole declined by 12%, and reality titles suffered even less, dropping by just 10%.\u003c/p\u003e\n\u003cp\u003e“As a result, unscripted titles, while declining in volume, represent an increasing proportion of announced titles,” says Deane.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eThe medium as the message\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eFor streamers, unscripted content can offer a relatively low-cost way to keep audiences engaged for a prolonged period, as opposed to buzzy scripted series that are greeted with fanfare upon release but sometimes drop off in viewership soon after.\u003c/p\u003e\n\u003cp\u003e“Unscripted in theory is ‘live’, and live eyeballs are stickier than non-live,” says Douglas Montgomery, senior analyst at Aluma Insights. “Contest-izing these shows also helps, as the viewer is incentivized to watch live, so the result is not spoiled.”\u003c/p\u003e\n\u003cp\u003eFor advertisers, this translates to shows that can be more conducive to carrying commercial messages. Advertisers’ and streamers’ recent push into \u003ca href=\"https://www.thecurrent.com/shoppable-tv-ads-shopping-retail-entertainment-ctv\"\u003eshoppable TV ads\u003c/a\u003e, which allow viewers to shop for products they see on screen, also syncs up well with the increasing prominence of unscripted shows.\u003c/p\u003e\n\n\u003cp\u003e“The cheesy nature of [some shows] allows for the shoppable component more easily than some serious shows like \u003cem\u003eGame of Thrones\u003c/em\u003e,” says Montgomery.\u003c/p\u003e\n\u003cp\u003eDisney, NBCUniversal and Paramount have all introduced shoppable TV ad formats in recent months, pairing them with unscripted programs like \u003cem\u003eBelow Deck: Mediterranean \u003c/em\u003eand \u003cem\u003eAustralian Survivor.\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e“As audiences continue to fragment, a corresponding ability to target them gives advertisers a better chance to use a rifle and not a shotgun. This, of course, is tailor-made for streamers with all that data,” says Montgomery. \u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eMore ads, better ads\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe relative increase of ad-friendly unscripted titles could add to the growth of connected TV (CTV) ad spend, which in the U.S. is already \u003ca href=\"https://forecasts-na1.emarketer.com/584b26021403070290f93a3a/5d9671494945300bf4895bf9\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eprojected to shoot up\u003c/a\u003e to $42.44 billion in 2027 from $24.60 billion in 2023, a 72% rise.\u003c/p\u003e\n\u003cp\u003eMarketers are already grappling with the fact that more ads are popping up on more screens. Some say that’s an opportunity to figure out how ads can enhance, not hinder, the viewing experience.\u003c/p\u003e\n\u003cp\u003eFor example, Jon Giegengack, founder and principal at Hub Entertainment Research, says that Hub’s research on Discovery+ with ads showed an interesting dynamic: while people were \u003ca href=\"https://www.streamtvinsider.com/advertising/discovery-hbo-max-score-high-marks-ad-supported-viewing\" target=\"_blank\" rel=\"noreferrer noopener\"\u003emost likely to say\u003c/a\u003e the platform had more ads than others they watched, they were also most likely to say the number of ads was “reasonable.”\u003c/p\u003e\n\u003cp\u003eThis seemingly paradoxical relationship could be explained by the fact that Discovery’s unscripted channels, like HGTV, Travel Channel or Food Network, usually share ads that are relevant to the shows themselves, reasons Giegengack.\u003c/p\u003e\n\u003cp\u003e“They feel like less of an interruption, and maybe even improve the viewing experience,” he says. \u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":null,"dictionary":{"submitLabel":null,"fallbackText":null},"tagline":null}}],"readTime":3}},"fulfilledTimeStamp":1732403818397},"getAuthorData({\"slug\":\"ilyse-liffreing\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getAuthorData","requestId":"04bwfUomIKFBKEEPuEoJD","originalArgs":{"slug":"ilyse-liffreing","token":""},"startedTimeStamp":1732404188224,"data":{"metadata":{"datePosted":"2022-10-07T07:01:00-07:00","dateCreated":"2022-10-07T07:01:27-07:00","dateUpdated":"2024-07-29T14:59:59-07:00","title":"Ilyse Liffreing | The Current","description":"Ilyse Liffreing is a writer for The Current. A veteran of the industry, she has reported for numerous trade publications, including Ad Age and Digiday.","image":{},"imageTwitter":{},"author":"","themes":[],"url":"https://www.thecurrent.com/writers/ilyse-liffreing","noIndex":false,"type":"authors"},"data":{"id":1508376,"title":"Ilyse Liffreing","featuredImage":{"alt":"Ilyse Liffreing, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/IlyseLiffreing_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"fullName":"Ilyse Liffreing","positionTitle":null,"blurb":"Ilyse Liffreing came to The Current from Ad Age, where she covered some of the more trendy parts of advertising — social campaigns, influencers, the metaverse, etc. An NYU journalism and University of San Francisco grad, she has a history of working at some of the industry’s leading trade publications, including Digiday and Campaign U.S. Her favorite show to stream will always be the nostalgic 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