Next in Media

Next in Media spoke with Lartease Tiffith, Executive Vice President, Public Policy at the IAB about why we haven't seen more action resulting from the various state privacy laws, and whether the FTC has it in for digital ads in general. Plus, what happens to regulation if Trump comes back? Guest: Lartease Tiffith Host: Mike Shields Sponsored by: Epsilon Produced by: Fresh Take

Next in Media spoke with Amanda Martin, SVP, Monetization & Business Strategy at Mediavine, about whether small to mid sized publishers are feeling the effects of cookies going away, and if they've gravitated to any viable solutions. Martin also gave an update on Google's Privacy Sandbox initiative, and why it's so complex and challenging for the industry to test and implement. Guest: Amanda Martin Host: Mike Shields Sponsored by: Epsilon Produced by: Fresh Take

Next in Media spoke with Amanda Rubin, EVP, Brand Solutions at Enthusiast Gaming, about some of the obstacles holding back gaming from becoming the next great ad medium. Rubin also helped break down the state of eSports, the difference between athletes and influencers, and whether big game publishers will ever care about advertising. Guest: Amanda Rubin Host: Mike Shields Sponsored by: Epsilon Produced by: Fresh Take

Next in Media spoke with Fernando Romero SVP, U.S. Digital Ad Sales at TelevisaUnivision about the company's efforts to push marketers out of viewing the Latino community as a separate silo, and its quest to ensure that measurement companies count this audience accurately. Guest: Fernando Romero Host: Mike Shields Sponsored by: Epsilon Produced by: Fresh Take

Next in Media spoke with Nicole Rechtszaid, co-founder and CEO of Ghost Agency and her colleage Jeremiah Neil, who serves as the company's Creator Success Manager about the prospects of TikTok Shopping, and whether the platform can really become the next Amazon. Rechtszaid and Neil also talked how brands can work with creators who specialize in turning viewers into shoppers, and the many misconceptions about this emerging sector. Guest(s): Nicole Rechtszaid & Jeremiah Neil Host: MIke Shields Sponsored by: Epsilon Produced by: Fresh Take

Next in Media spoke to Lisa Herdman SVP, Executive Director National Video Investment & Marketplace Intelligence at RPA about the push to make TV advertising more data driven, and whether that could - or should - cause brands to rethink the medium's very purpose. Takeaways • The adoption of data-driven targeting and measurement in TV is making progress, but the extent to which TV should be data-driven depends on the goals and objectives of advertisers. • The industry is moving towards a more performance-driven approach to TV advertising, but it is important to consider the specific needs and objectives of each brand. • Measurement evolution is a key challenge in the industry, and there is a need for standardization and holistic measurement across linear TV and streaming. • Consolidation in the industry can have both positive and negative impacts on agencies and clients, with the potential for streamlining processes and resources, but also the risk of limited competition. • The future of TV advertising will be influenced by the growth of individual influencers, the expansion of Netflix's ad business, and the changing landscape of sports rights and streaming platforms. Chapters 00:00 - Introduction 02:08 - Data-driven targeting and measurement 04:22 - The objective of TV and performance marketing 06:18 - Measurement evolution 10:42 - Consolidation and its impact on agencies and clients 13:20 - Strategic thinking and the balance between thinking and doing 20:29 - The future of individual influencers and upfronts 21:16 - Netflix and the growth of their ad business 22:14 - The future of sports and the impact of big tech companies 25:37 - Changes in the upfront and data-driven tactics 27:29 - The role of digital platforms like TikTok and Meta 29:21 - Uncertainty and decision-making with platforms like TikTok 31:48 - The need for expertise in navigating the industry 31:59 - Conclusion Guest: Lisa Herdman Host: Mike Shields Sponsored by: Epsilon Produced by: Fresh Take

Next in Media spoke with Dave Peterson. general manager, global head of retail media at Epsilon, about his experience building out Target's retail media business, why the industry desperately needs standards and consolidation, and why he's bullish on CTV shopping. Takeaways • Retail media is a growing industry that has its origins in the early 2010s, with only a few players at the time. • There is still a lot of room for growth and innovation in retail media, with only 37% of retailers having offsite media capabilities. • The industry needs to focus on standardization in measurement and address challenges such as fragmentation and identity. • Retail media is not just a bottom-of-the-funnel solution; it can be a full-funnel solution that combines brand and performance marketing. • The future of retail media lies in a consumer-centric approach, reaching individuals with relevant ads in the context of where they are. Chapters 00:00 - Introduction and Background 00:44 - The Origin Story of Retail Media 08:31 - Expanding Retail Media to the Open Web 12:39 - Different Approaches in the Retail Media Landscape 14:06 - Challenges in Retail Media and the Need for Innovation 20:23 - The Potential for Consolidation in Retail Media 22:33 - Bridging Retail Media and CTV 28:59 - Retail Media Beyond the Bottom of the Funnel 31:37 - The Consumer-Centric Approach to Retail Media Guest: Dave Peterson Host: Mike Shields Sponsored by: Epsilon Produced by: Fresh Take

Next in Media talked with Cognitiv CEO Jeremy Fain about what ad industry execs really need to understand about the difference between LLMs and Deep Learning and Computer Vision -and how all this stuff is actually going to shake up advertising - or not. Takeaways • Deep learning is a powerful tool in performance advertising, allowing for more efficient and effective targeting of impressions. • Deep learning differs from traditional machine learning in its ability to generalize and understand complex patterns and contexts. • The death of cookies presents challenges for the industry, but deep learning algorithms can still deliver strong performance by leveraging other signals and data. • Transparency and customization are key factors in successful media buying, and deep learning can provide insights and analytics to support these efforts. Chapters 00:00 - Introduction and Background 00:31 - The Origins of Cognitiv 01:27 - Understanding Deep Learning 04:33 - The Power of Deep Learning 06:01 - The Role of Generalization in Deep Learning 09:24 - The Focus on Performance Advertising 10:13 - The Evolution of Deep Learning 11:19 - Large Language Models and their Training 15:44 - The Use of Deep Learning in Media Buying 21:16 - The Implications of the Death of Cookies 25:07 - The Role of AI in Media Buying 27:17 - The Future of Generative AI 31:06 - The Impact of the Cookie's Demise 35:35 - Transparency in Media Buying Guest: Jeremy Fain Host: Mike Shields Sponsored by: Epsilon Produced by: Fresh Take

Next in Media spoke to creator economy expert Jim Louderback about his theory regarding the growth of YouTube subscriptions. Jim also discussed the growing creators-launching-brands trend, and the problems at Twitch. Takeaways • YouTube is likely moving towards a subscription model to generate more revenue, similar to other media platforms. • Creators are finding success in monetizing their content through shared subscription revenue rather than relying solely on advertising. • TikTok is facing challenges in appealing to older demographics and ensuring a safe environment for children. • Traditional media companies should consider the changing consumption habits of younger audiences and explore new formats and platforms. • Creators have a unique connection with their audience that traditional media and brands should understand and leverage. Chapters 00:00 - Introduction and Background 01:22 - YouTube's Subscription Model 04:11 - Challenges of Transitioning to a Subscription Model 05:27 - The Potential of Windowing Content 06:31 - The Rise and Fall of Vessel 07:35 - The Role of Brands in the Creator Economy 09:46 - Brands' Allocation of Resources 10:43 - Trends and Challenges in TikTok 13:05 - Competition from TikTok Copycats 15:52 - Challenges at Twitch 23:33 - The Potential of Creators Forming Their Own Network 26:49 - The Unique Connection Between Creators and Their Audience Guest: Jim Louderback Host: Mike Shields Produced by: Fresh Take

Next in Media spoke with Kelly Metz, Chief Investment Officer, OMD USA about why she's not shedding a tear for third party cookies, whether the currency wars are dying, and the different between YouTube and TikTok when it comes to grabbing TV budgets. Guest: Kelly Metz Host: Mike Shields Sponsored by: Publica Produced by: Fresh Take

Mike Shields sat down with Kochava CEO Charles Manning to talk about how the mobile marketing world sees the end of cookies after having gone through Apple's ID changes a few years ago - and why mobile ad companies have any business moving into CTV. Guest: Charles Manning Host: Mike Shields Sponsored by: Publica Produced by: Fresh Take

Next in Media talked with Ryan Meerstein, Managing Partner at Targeted Victory, about the state of digital advertising for the 2024 election. Ryan talked about why his job is harder than ever, in a post cookie, post Cambridge Analytica, disinformation heavy world - and why candidates plan to ramp up spending regardless. Guest: Ryan Meerstein Host: Mike Shields Sponsored by: Publica Produced by: Fresh Take

Next in Media spoke to Ben Mathews, general partner at Night Ventures, about creators like Mr. Beast becoming product marketing moguls, where investors are looking to spend in the creator economy, the latest on TikTok and ongoing woes at Twitch. He highlights the shift in funding and customer acquisition strategies, with a focus on talent-led businesses. Matthews emphasizes the success and influence of Mr. Beast and the unique approach he takes to his business. He also discusses the challenges and opportunities in the creator economy, including the limitations of automating the industry and the potential for creators to launch their own products. Matthews concludes by discussing the impact of the disappearance of cookies on the advertising industry. Takeaways • The creator economy is on the rise, with talent-led businesses gaining traction and changing the way customer acquisition is approached. • Mr. Beast is a prime example of a creator who has successfully monetized his audience and treated his business like a hypergrowth startup. • The advertising market in the creator economy is disorganized and challenging, with a lack of automation and data available for both creators and advertisers. • The disappearance of cookies and the shift towards a cookie-less internet will have significant implications for the advertising industry. Chapters 00:00 Introduction and Background 02:16 The Rise of the Creator Economy 03:25 The Role of Knight Ventures in the Creator Economy 04:53 The Shift in Funding and Customer Acquisition 06:30 The Changing Landscape of Direct-to-Consumer Brands 08:14 The Influence and Success of Mr. Beast 09:46 The Business Approach of Mr. Beast 11:37 The Marketing Challenges in the Creator Economy 13:30 The Advertising Market and YouTube 16:08 The Limitations of Automating the Creator Economy 18:03 The Opportunity in the Middle Tail of Creators 19:08 The Potential for Creators to Launch Products 21:11 The Role of Short-Form Content Platforms 22:29 The Challenges of Monetizing Gaming Content 25:15 The Disappearance of Cookies and its Impact on Advertising 26:30 Conclusion Guest: Ben Mathews Host: Mike Shields Sponsored by: Publica Produced by: Fresh Take

Mike & Ari talk Google earnings, Sandbox, and whether anyone cares about Tech and Congress. They also express concerns about the future of advertising and the impact of privacy changes. The conversation touches on Google's earnings and the success of YouTube. They discuss the congressional testimony and its limited impact on advertisers. The conversation also explores the challenges faced by journalism and the ownership of publications. They share podcast recommendations and discuss the upcoming Super Bowl and a unique advertising stunt. The conversation concludes with a discussion on the attacks on pop culture figures by Republicans. Takeaways • The privacy sandbox and the future of advertising are topics of concern in the industry. • Google's earnings and the success of YouTube are noteworthy. • Congressional testimony has limited impact on advertisers. • The challenges faced by journalism and the ownership of publications are discussed. • Podcast recommendations and the upcoming Super Bowl are mentioned. Chapters 00:00 Introduction and IAB Conference 01:17 Criticizing the Privacy Sandbox 02:10 Concerns about the Future of Advertising 03:17 The Impact of Privacy Changes on Advertising 04:02 Google's Earnings and YouTube's Success 05:19 The Perception of Google's Performance 06:14 The Future of Search and AI 07:38 Congressional Testimony and its Impact on Advertising 08:46 Advertisers' Response to Social Media Failings 09:45 The Influence of Advertisers on Social Media Platforms 10:30 The Potential Breakup of Google's Network Business 12:06 The Decline of Digital Publishing 13:09 The Challenges Faced by Journalism 14:15 Ownership of Publications: Billionaires vs. Private Equity 15:16 The Possibility of Government Funding for Journalism 16:31 Media Consumption and Podcast Recommendations 18:15 Disappointment with the Pivot Podcast 19:37 Expectations for Super Bowl Ratings 20:18 Flash Talking's Super Bowl Ad Stunt 21:13 Taylor Swift and Political Endorsements 22:45 Republicans' Attacks on Pop Culture Figures

Next in Media spoke to Tim Huelskamp, founder and CEO of 1440 Media, about how the company built a media business of 3 million plus daily readers by focusing on non partisan news and treating a newsletter like a direct to consumer brand. Tim discusses the history and mission of the daily email newsletter. He explains how 1440 aims to provide comprehensive and non-partisan news to busy professionals who want to stay informed across various topics. Tim shares insights into the company's business model, including their focus on unit economics and paid growth. He also discusses the value of attention and the importance of brand safety in working with advertisers. Tim explores the potential for expansion into new areas and verticals, as well as the future of newsletters in the creator economy. Takeaways • 1440 aims to provide comprehensive and non-partisan news to busy professionals across various topics. • The company focuses on unit economics and paid growth to monetize their audience and ensure profitability. • Brand safety is a priority for 1440, and they work with advertisers who value their brand-safe environment. • The future of newsletters is promising, with the potential for more creators utilizing the medium to share knowledge and engage with their audience. Chapters 00:00 Introduction and Background 03:00 The Birth of 1440 06:00 The Need for Comprehensive and Non-Partisan News 09:00 Business Model and Growth Strategy 12:00 The Importance of Unit Economics 15:00 Paid Growth and the Value of Attention 18:00 Working with Advertisers and Brand Safety 21:00 Expanding into New Areas and Verticals 24:00 The Future of Newsletters and the Creator Economy 29:00 Closing Remarks Guest: Tim Huelskamp Host: Mike Shields Sponsored by: Kochava Sponsored by: Publica Produced by: Fresh Take

We touch on Netflix, the Currency Wars, Amazon Prime ads, and the bloodbath in digital media. In this episode, Mike and Ari discuss the recent challenges faced by the digital media and journalism industry, including layoffs and declining ad revenue. They explore the impact of social and search platforms on journalism and the rise of AI-generated content. The conversation also touches on the decline of newspapers and the short-sightedness of pay-to-link legislative efforts. They then shift their focus to the dominance of Netflix in the streaming industry and its advertising trajectory. The discussion concludes with a mention of Amazon Prime's advertising moves and the potential reaction of consumers to ads on the platform. Chapters 00:00 Introduction and Hangover 00:26 Brutal Week for Digital Media and Journalism Industry 02:10 Impact of Social and Search on Journalism 03:12 AI-generated Content and SEO 03:59 Short-sightedness of Pay-to-Link Legislative Efforts 06:05 Decline of Journalism and Newspapers 07:19 Trends in the Advertising Market 09:00 Decline of Journalism and Rise of Fake Content 09:39 Netflix's Dominance in the Streaming Industry 10:29 Nielsen's Resilience in the TV Currency Wars 12:20 Netflix's Advertising Trajectory 14:19 Netflix's Success in Licensing Content 16:08 Netflix's Deal with WWE and Advertising Strategy 17:11 Amazon Prime's Advertising Moves 19:20 Consumer Reaction to Ads on Prime Video 20:39 Importance of Free Shipping in Prime Membership 21:19 Conclusion

Next in Media sat down with Google's Senior Director of Product Management Victor Wong to break down what is really going on now that cookies are going away, while trying to help make sense of this vitally important new digital ad targeting initiative. Wong discusses the journey towards improving privacy on the web and the development of the Privacy Sandbox. The Privacy Sandbox is a set of privacy-preserving technologies that support various web functionalities, including online advertising. Wong explains the different APIs within the Privacy Sandbox and how they can be used to replace third-party cookies while protecting user privacy. He also addresses concerns about transparency, confusion in the industry, and the role of AI in the future of advertising. Wong emphasizes the importance of collaboration and adoption within the industry to ensure a successful transition to a more private web. Takeaways • The Privacy Sandbox is a set of privacy-preserving technologies developed by Google to improve privacy on the web. • The Privacy Sandbox includes various APIs that allow developers to build new solutions while protecting user privacy. • The transition from third-party cookies to the Privacy Sandbox is a complex process that requires collaboration and industry-wide adoption. • The Privacy Sandbox aims to provide transparency to brands while protecting user privacy and offering effective advertising solutions. Chapters 00:00 Introduction 00:40 The Journey to Privacy Improvement 02:11 Timeline Changes and Industry Collaboration 04:12 Understanding the Privacy Sandbox 05:30 Using Privacy Sandbox APIs 08:32 Transitioning from Third-Party Cookies 09:51 Targeting and Audience Extension 12:56 Different APIs in Privacy Sandbox 14:09 User Experience in the 1% Tracking Protection 16:29 Separation of Privacy Sandbox and Ad Sales 18:16 Addressing Confusion and Complexity 20:05 Deterministic vs. Probabilistic Approaches 22:47 Advancements in AI and Privacy 24:14 Transparency for Brands 25:47 Testing and Adoption of Privacy Sandbox 27:06 Google's Interest in the Open Web Guest: Victor Wong Host: Mike Shields Sponsored by: Publica Sponsored by: Kochava Produced by: Fresh Take

Mike and Ari discuss various topics including Peacock's streaming of NFL games, Google's layoffs and the shift to automation, the challenges of implementing clean rooms, and the future of trade shows like CES. They also touch on the importance of technical execution in streaming, the decline of linear TV, and the rise of sports streaming and advertising. The conversation provides insights into the current state of the media and advertising industry. Takeaways Peacock's streaming of NFL games was a technical success, but the long-term business impact is still uncertain. Google's recent layoffs may be a result of a shift towards automation and a focus on smaller advertisers. The implementation of clean rooms in the advertising industry has faced challenges, and the future of the space is unclear. The decline of linear TV and the rise of streaming platforms present both opportunities and challenges for the sports industry. Trade shows like CES may face changes in the future, with possible alternatives like Possible gaining traction. Chapters 00:00 Introduction and No Prep, No Insights 01:04 Peacock's NFL Game Streaming 02:20 Peacock's Business Success and Content 03:06 Google's Layoffs and Clean Rooms 06:16 The Importance of Technical Execution in Streaming 07:22 The Future of Sports Streaming and Advertising 08:26 The Decline of Linear TV and the Rise of Streaming 09:25 Google's Layoffs and the Shift to Automation 10:09 Privacy Sandbox and the Challenges of Implementation 11:06 Google's Shifting Approach and Antitrust Issues 12:21 The Challenges of Implementing Clean Rooms 14:06 CES and the Future of Trade Shows 18:16 The LiveRamp-Habu Deal and the Clean Room Space Guest: Ari Paparo Host: Mike Shields Produced by: Fresh Take

Next in Media spoke to Dylan Collins, former executive at Epic Games, about the evolution of gaming over the past decade, and what brands and media companies need to understand about Gen Z and Gen Alpha's love of social, UGC gaming platforms like Fortnite and Roblox. Guest: Dylan Collins Host: Mike Shields Sponsored by: Kochava Sponsored by: Publica Produced by: Fresh Take Takeaways Chapters 00:00 Introduction and Background 01:14 Starting Super Awesome 02:08 Challenges in Financing 03:29 Expanding Beyond Kids Ad Tech 04:20 Building Tools for Kids Digital Media 05:09 Importance of Parental Consent 06:08 Expansion into Content and Community Tools 07:15 Expansion of Customer Base 08:11 Rise of Kids as a Visible Audience 09:42 Success of Fortnite and Roblox 10:47 Fortnite's Appeal to Young Audiences 12:16 Fortnite as a Social and Gaming Platform 13:39 Shift from Social Platforms to Gaming Platforms 15:09 Brands and Advertising in Fortnite and Roblox 18:28 Long-Term Partnerships with Brands 20:23 Transition to Long-Term Thinking 22:37 Challenges in In-Game Advertising 24:24 Importance of Making Buying Ads Easy 25:18 Supporting Brands and Advertisers on UGC Platforms 26:16 The Future of Advertising on UGC Platforms 27:43 Acquisition by Epic Games 29:27 Growing Importance of Young Audiences 30:23 Generational vs. Cohort Platforms 32:37 Future of Fortnite and Roblox 34:12 Empowerment of Younger Audiences 37:30 Conclusion

Next in Media spoke with Brian Wieser, who runs the substack/ad consultancy Madison and Wall, about the state of the ad market, which is promising strong - but far from universal growth. One sector that needs to change its philosophy and products, says Wieser, is TV, which risks getting left behind by the tech platforms and retail media. Guest: Brian Wieser Host: Mike Shields Sponsored by: Publica by IAS and Kochava Produced by: Fresh Take