Next in Media

Canvas CEO Paul Woolmington on why everyone needs the NFL, and why brands need to weigh the value of running ads in live games vs. becoming part of the religion of sports fandom - with creators' help.💡Takeaways:Sports Dominance & Cultural Anchor: Sports have become a dominant force in media, serving as a critical aspect of live content and a shared cultural experience that transcends demographics and connects communities. 🏈Rise of the Creator Economy: The upfronts are increasingly focused on the creator economy, highlighting the significance of authentic voices and emergent stars on platforms like YouTube, which is a top viewing platform across all video. 🌟The "Anthropologist in Media": The current media landscape is at a fascinating "inflection point" with the maturation of new platforms and the pivots of incumbent players, making it an interesting time for media "anthropologists" to study evolving trends. 🧐Shift to Outcome-Based Planning: There's a strong industry shift towards outcome-based planning and focusing on outcomes across the entire marketing funnel, moving beyond just bottom-of-the-funnel metrics. 🎯Importance of the "Data Storyteller": A new and vital discipline is emerging: the "data storyteller," who can connect disparate data points, explain complex algorithms to C-suite executives, and facilitate holistic integration across various media disciplines. 📊🎙 Guest: Paul Woolmington🎤 Host: Mike Shields📺 Sponsor: Rembrand🎬 Producer: FEL Creative

Emily and Mike talk about the ad world's new obsession with models, and whether brands are too trusting of AI ad buying.💡Takeaways:The resurgence of Marketing Mix Models (MMMs) is a significant topic in Ad Tech, with varying opinions on their effectiveness, especially when pitted against AI-driven tools from major platforms like Meta and Google. 📊Historically, MMMs were expensive and data-intensive, primarily accessible to large advertisers like P&G for high-level media allocation decisions. 💰Today, MMMs are becoming more affordable, partly due to advancements in AI, making them more accessible to a wider range of companies. 🧠While AI optimizers from large platforms can be beneficial for small advertisers, larger, more complex companies and their agencies may find completely handing over control problematic. 🔑The debate between traditional, high-level MMMs and more granular, data-driven approaches highlights the need for advertisers to balance macro and micro strategic dials. 🎛️The evolution of content consumption, particularly among younger generations who prefer video platforms like YouTube and TikTok for news, indicates a necessary shift for media companies towards more diversified, visually-driven content formats. 📱🎙 Guest: Emily Riley🎤 Host: Mike Shields📺 Sponsor: Elemental TV🎬 Producer: FEL Creative 

Conor McKenna, a partner at Luma Partners, dives into the challenges ad tech faces in tapping into the lucrative creator economy. He discusses the significant gap between creator engagement and advertising spend, spotlighting the evolving dynamics among platforms like YouTube and TikTok. Creators are gaining leverage, transforming into cross-platform marketers and navigating monetization complexities. The impact of AI and third-party tools in enhancing collaboration between creators and brands is also explored, signaling potential new directions for ad tech.

The ad industry is seeing major shifts, with Microsoft stepping back from Xandr amidst the rise of AI and the complexities of CTV advertising at the forefronts. Meanwhile, the value of local advertising is in question, as it struggles to keep up with the evolution of digital platforms and measurement.💡Takeaways:Microsoft Exits Ad Tech (Again): 📉 The tech giant is sunsetting Xandr, citing a shift towards AI. Is this a strategic pivot or another retreat from the complex ad tech landscape? 🤔AI is the New Ad Focus: 🤖 Microsoft frames its exit as a dedication to AI-powered advertising. Expect more industry buzz (and investment?) around AI's role. 🚀Xandr's Legacy Fades: 👻 The significant investment and evolution of AppNexus, now Xandr, sees a quiet end, highlighting the volatile nature of ad tech acquisitions. 💨CTV Upfronts Remain Key: 📺 Despite industry shifts, the upfronts are still a major event and source of discussion, showcasing the importance of traditional TV in the media mix. 💰Advertiser Pushback on Platform Demands: 📢 Advertisers are increasingly willing to challenge platforms on content decisions, asserting their right to choose where their budgets go. 💪Shifting Power Dynamics: 👑 There's a sense that Elon Musk's influence in DC might be waning, potentially emboldening advertisers to push back against platform pressures. 🏛️Content Neutrality Matters: ⚖️ The principle of separation between content and advertising decisions is being reaffirmed by advertisers. 

This week, Mike and Emily dive into the recent positive performance of The Trade Desk, questioning if the earlier concerns about the ad tech market were overblown, and then shift gears to discuss the evolving landscape of search with the rise of sophisticated AI prompting and its implications for information access and optimization.💡Takeaways:Trade Desk's Resilience: Despite earlier concerns, Trade Desk has shown strong performance, indicating potential stabilization in the ad tech market. 📈  CTV Growth & Complexity: Connected TV (CTV) is expanding, with platforms like Samsung, LG, and Vizio becoming significant players, yet the space faces challenges in balancing automation and relationships. 📺  AI Impact on Ad Tech: AI is increasingly influential in ad tech, with discussions around "agentic AI" and its potential to automate ad buying, but concerns remain about transparency and control. 🤖  Transparency vs. Automation: There's an ongoing debate about balancing the need for transparency in ad buying with the efficiency promised by automation, especially with AI. ⚖️  Agency Evolution: Agencies are adapting to technological changes, with some restructuring and incorporating AI, raising questions about the future of media planning and buying. 🏢  Search Advertising Disruption: The search landscape is potentially undergoing a significant transformation, with AI influencing how search and advertising interact and the emergence of conversational search. 🔍  Data Accuracy Concerns: There are growing concerns about the accuracy of data used by AI in ad tech, with reports of AI "hallucinations" and inaccuracies in data-driven decisions. ⚠️  Balancing Automation and Human Element: The industry is grappling with how to integrate automation technologies like AI while preserving the value of human relationships and judgment in media buying and advertising. 🤝

Next in Media spoke with Brian Albert, Managing Director, YouTube Media Partnerships & Creative Works, about YouTube's ascent on the TV screen, how the company plans to bring top creators to the table during upfront talks, and whether brands are about to pull back on commitments amidst all this tariff uncertainty.💡Takeaways:YouTube's Enduring Influence: Even after 20 years, YouTube remains a central force in the digital landscape, particularly in advertising. 🚀The Evolution of Ad Formats: The journey of YouTube's ad products over the past 15 years highlights a period of rapid and significant innovation. 📈Strategic Upfront Negotiations: YouTube actively engages in upfront negotiations, demonstrating a structured and proactive approach to securing advertising partnerships. 🤝Emphasis on Creative Best Practices: Ensuring ad quality and variety (6s, 15s, 30s, vertical) is a key focus for YouTube and its partners. 🎨Creator Collaboration as a Service: Facilitating connections between advertisers and creators is a valuable service YouTube provides to enhance campaigns. 🧑‍🤝‍🧑The Power of Creator Scale: The production capabilities of top creators like Mr. Beast and Dude Perfect rival traditional media, offering unique partnership opportunities. 🤯Brittany Broski Emceeing the Brandcast: Leveraging popular and relevant online personalities to host key industry events signals a keen understanding of current internet culture.🎤Mr. Beast and Lady Gaga on the Same Stage: The convergence of mainstream celebrity and digital creator talent at YouTube events underscores the platform's broad appeal and influence.👩🏼‍🎤🎙 Guest: Brian Albert🎤 Host: Mike Shields📺 Sponsor: VuePlanner🎬 Producer: FEL Creative

Next in Media spoke with Tim Vanderhook and Chris Vanderhook, co-Founders of Viant Technologies. The CEO and COO of the ad tech firm talked about their Trade Desk rivalry, whether a Google breakup will be good for their business and the open web, and why CTV offers a chance for fewer monopolies.💡Takeaways:Google's Monopoly & Ad Tech ⚖️: The discussion emphasizes the impact of Google's monopoly on the ad tech industry and suggests that a breakup could foster a fairer marketplace.Privacy & Regulation 🛡️: The interview highlights the ongoing debate about privacy czars, self-regulation, and the necessity for more proactive government involvement in setting privacy standards.The Evolving Ad Tech Ecosystem 🔄: There's a focus on the continuous evolution of the ad tech landscape, with discussions around the shift away from cookies and the importance of adapting to new measurement methodologies.Challenges to Established Players 🥊: The dialogue examines the increasing dominance of certain ad tech companies and the need for a level playing field to foster competition and prevent lock-in tactics.Effectiveness of Household Data 🏠: The speakers advocate for the use of household IDs as a more effective and privacy-friendly approach to ad targeting compared to traditional methods like hashed emails.The Pitfalls of Last Touch Attribution 📉: The conversation sheds light on the drawbacks of last-touch attribution models and how they can lead to misguided advertising strategies and wasted spend.CTV and the Shift in Advertising 📺: Connected TV (CTV) is identified as a key area of growth and innovation in the ad industry, with a focus on the importance of accurate measurement and attribution in this space.The Role of AI in Advertising 🤖: AI's transformative potential in advertising is explored, with a spotlight on its ability to automate processes, simplify workflows, and enhance ad targeting and optimization🎙 Guests: Tim and Chris Vanderhook🎤 Host: Mike Shields📺 Sponsor: Elemental TV🎬 Producer: FEL Creative

"I think it will be blunt and arbitrary" - Goodway Group CEO Jay Friedman on what happens if marketers have to slash budget during TariffmageodonNext in Media talked to Goodway Group CEO Jay Friedman about the state of brands' decision making amidst an uncertain economy and a rise in AI automation.  And of course, we talked about cookies and the various court decisions facing Google.💡Takeaways:Google's Ecosystem is Massive 🐘:Google's influence extends far beyond ad tech, with a vast ecosystem that includes Android, Maps, YouTube, and Search, making it a complex entity to regulate.Acquisitions Shaped Google 🏢:Google's dominance was built largely through strategic acquisitions like Overture, DoubleClick, and YouTube, which has led to a powerful network of data sharing.Regulatory Challenges ⚖️:Antitrust cases against Google are complex, with debates focusing on specific areas like the Apple payment and ad tech, but may not address Google's broader power.The Future of Publishing ✍️:The focus is shifting from traditional websites to content creation on platforms like Substack, YouTube, and TikTok, which is changing how media empires are built.Retail Media's Rise 🛍️:Retail media has grown significantly, partly as a replacement for lost targeting capabilities due to changes in cookie policies and Apple's ATT.Ad Tech Transparency 🕵️‍♀️:There's a lack of transparency and some misrepresentation in the ad tech industry, which affects advertisers' ability to make informed decisions.AI's Impact on Decision Making 🤖:AI is expected to play a key role in de-biasing decision-making processes, providing deeper insights by analyzing historical data and various economic factors.Upfronts are Changing 🔄:Advertisers are advised to approach upfronts strategically, using retail data and delaying commitments to maximize their leverage and ensure more effective ad placements.🎙 Guest: Jay Friedman🎤 Host: Mike Shields📺 Sponsor: Elemental TV🎬 Producer: FEL Creative 

Host Mike Shields and ad consultant Emily Riley return to break down the major developments in media and advertising, from the Google antitrust trial to the latest on Google's cookie changes.📡Takeaways:Google's Influence: Google's actions significantly impact market competition, even amidst antitrust scrutiny. ⚖️The Evolving Role of Cookies: The diminishing importance of third-party cookies is pushing the industry towards first-party data strategies. 🍪➡️📊Ad Tech Challenges: Changes in ad tech, partly due to regulatory pressure on Google, are causing short-term pain but may lead to a future renaissance. 😣➡️✨The AI Impact: AI is becoming a significant factor in search behavior, especially among younger demographics, and its growing influence may lead to new monopolies. 🤖Amazon's Dominance: Amazon is a dominant force in retail search and is expanding its influence in the ad tech world. 🛍️🔍CTV Evolution: Connected TV is experiencing a creative transformation with AI-driven, interactive ads, which is enhancing competition. 📺🎨Regulatory Complexity: Regulating tech giants is difficult due to the intricate nature of the technology and defining what constitutes a monopoly. 🏛️🤔Shifting Power Dynamics: The ad tech industry is seeing a power shift, with SSPs and publishers exploring new strategies to bypass traditional players and consolidate their positions. 🔄

Tyler Price, Head of Content at Bleacher Report, shares insights on the company's transition from text to video-centric media. He emphasizes the importance of fan engagement through personalized content and interactive experiences. Price discusses their strategic partnerships, including collaborations with creators to reach Gen Z audiences. The conversation highlights Bleacher Report's focus on leveraging social media and their app to enhance user interaction, as well as their expansive plans for NFL draft coverage that prioritize fan feedback.