Next in Media

Why Brands Should Stop Avoiding News with Jack MarshallBrands have long shied away from advertising in news, fearing controversy or association with “negative” stories; but that hesitation is costing them results. This week, Mike Shields talks with Jack Marshall, Head of News at DoubleVerify, about why avoiding news is a missed opportunity and how advertisers can take a smarter, more nuanced approach to brand safety and suitability.Jack shares insights from DV’s research, which shows that news content drives 16% more engagement than non-news media, and explains how AI-driven tools are helping advertisers target responsibly while supporting trusted journalism. The conversation covers the shifting perceptions of news advertising, AI’s role in brand safety, and why authentic reporting may soon stand out as the antidote to AI-generated “slop.” Highlights:📰 The News Opportunity – DV data shows that news content generates 16% more engagement than non-news, yet many advertisers still block it.🔒 Brand Safety vs. Suitability – Safety covers truly unsafe content (malware, spam, copyright infringement); suitability is where nuanced strategy is needed.🧠 Educating the Industry – Jack’s role includes helping advertisers, agencies, and publishers understand how to unlock news environments safely.🛠️ Smarter Tools, Less Risk – DV’s AI-driven keyword optimization helps reduce false blocks and allows brands to use a scalpel instead of a sledgehammer.⚙️ Product Innovation – DV’s News Accelerator initiative and contextual categories like News+ and News+ Light make it easier to advertise in quality news at scale.📉 Myth-busting Fear – Consumers can separate ads from content; most don’t associate a brand with a nearby tough headline.🤖 AI & Trust – As AI-generated misinformation spreads, real journalism becomes more valuable — “the real connections stand out among the weirdness.”💬 Shift in Attitude – Advertisers are realizing they’ve been too conservative and are reopening budgets for trusted news environments.🪶 Publishers Adapting – From the New York Times’ strong ad growth to the rise of news creators, publishers are learning to leverage trust, voice, and engagement.🌍 Future Outlook – Expect closer ties between news brands and influencers, merging authenticity with scale in ad models. Resources and links:🔗 Follow Jack Marshall on LinkedIn → https://www.linkedin.com/in/jackmarshall/🌐 Learn more about DoubleVerify’s News Accelerator → doubleverify.comExplore Sabio’s platform: sabioctv.com ⭐ Rate & Review to help more listeners discover the show🎧Subscribe to Next in Media on Apple Podcasts Chapters:00:00 Research shows advertisers miss out by avoiding news00:40 Introducing Jack Marshall, Head of News at DoubleVerify02:00 Why DV created a Head of News role03:20 Educating advertisers and publishers on news investment04:50 The CMO vs. junior buyer disconnect06:00 Brand safety vs. brand suitability explained07:30 When it’s reasonable to exclude content — and when it’s not08:20 Modern tools vs. blunt keyword blocking09:20 Overgeneralizations and nuanced strategies10:00 The myth of “negative adjacency”11:10 How consumers actually perceive ads near news12:10 DV research: news drives 16% higher engagement13:30 Why advertisers should rethink “news avoidance”15:40 The DV News Accelerator and new AI keyword tools17:10 Cutting bloated keyword lists with automation18:30 Helping brands use a scalpel instead of a sledgehammer19:30 Making nuance easy for media buyers20:20 Is the pendulum swinging back toward openness?21:30 AI slop and why real news stands out23:00 Publishers finding optimism amid change24:20 Diversifying revenue and growing brand trust25:20 The rise of news creators and influencer-style partnerships26:00 Closing thoughts — supporting real journalism and connection

In a lively discussion, Charlotte Maines, the Head of Device Advertising for Fire TV at Amazon, reveals the power of Fire TV's 300 million devices for brands targeting logged-in customers. She discusses the six-minute window where brands can capture viewer interest and how advertising has evolved from simple tune-ins to engaging full-funnel campaigns. Charlotte introduces Alexa Plus, an AI-driven assistant enhancing voice interactions, and explores innovative shoppable TV experiences that seamlessly integrate commerce with viewing, showcasing the future of advertising.

Karthik Rao, CEO of Nielsen, discusses his company's bold transformation amid a shifting media landscape. He dives into the blend of big data and panel measurement, revealing how this foundational change addresses fragmentation and enhances audience understanding. The rise of YouTube on connected TVs and its challenges is explored, alongside the role of AI in integrating digital and linear workflows. Karthik also touches on the essential support for creators and the ongoing 'currency wars' in media measurement.

Robert Wheeler, Founder and CEO of At The Moment Media, discusses his bold move from corporate communications at major companies to launching a people-centric publication in advertising. He explains the importance of humanizing B2B storytelling and how his brand focuses on short, engaging videos. Robert shares insights on embracing authentic narratives over jargon and highlights plans to cover cultural events like the Latin GRAMMYs. He emphasizes that a good story can't be fixed by PR spin, advocating for clarity and creativity in communication.

Google Ads just turned 25, and it’s entering a new era—one driven by AI, conversations, and context. In this episode, Dan Taylor, VP of Global Ads at Google, joins Mike Shields to unpack how the search giant is transforming its ads business for the age of AI Overviews, Performance Max, and long-form conversational queries. He explains why this shift feels bigger than mobile, how advertisers are adopting AI faster than ever, and why trust and accuracy remain Google’s north stars.Dan also reveals how AI is expanding the search funnel, creating new commercial moments that brands never could have targeted before. From tools like AI Max to agent-powered shopping, the future of advertising is about reducing friction, improving relevance, and meeting consumers wherever their curiosity starts. It’s a rare inside look at how Google plans to keep Search indispensable for the next 25 years.Key Highlights🔍 Google Ads at 25: Why AI is the next great shift in how people find and act on information.🤖 AI Overviews & Ads: What Google has learned about where ads fit into AI-powered experiences.📊 Performance Max & AI Max: How AI expands discovery beyond keyword targeting.🧠 Smart Bidding & Measurement: Google’s decade-long head start in predictive AI.🛍️ Retail Media Meets Agents: New tools like Agentic Checkout and visual search that cut friction in shopping.💬 Trust, Quality & Competition: Why Google believes this isn’t a zero-sum game—it’s an expanding marketplace.Resources & Next Steps🌐 Explore Google Ads AI Tools🔗Follow Dan Taylor on Linkedin🎧Subscribe to Next in Media on Apple PodcastsYouTube Chapters00:00 Cold open — AI shift and trust in information  00:55 Setting the stage — Google Search at 25  01:24 Mike introduces guest Dan Taylor (VP, Global Ads at Google)  01:49 Dan’s early career and move from broadcast to digital  03:11 Early experiments — Google TV and Audio Ads  03:49 Conversational search and AI-driven behavior change  06:32 Comparing AI to the mobile shift  08:18 How advertisers are adopting AI tools faster  09:27 Did Google move too slow? Inside its AI journey  12:16 Ads in AI Overviews — finding the right moment  13:40 Marathon example — how intent shapes relevance  15:48 AI expands search — new commercial moments emerge  16:32 Dorm room case study — Gemini and query fan-out  19:03 Performance Max and AI Max monetization insights  21:06 Generative creative tools and advertiser experiments  22:58 Retail and agentic experiences in shopping  24:59 Reducing friction — price tracking and visual search  26:08 Competition across AI, retail, and social platforms  27:10 Wrap-up — the future of AI-powered search  

In a captivating discussion, Peter Hamilton, Head of Ad Innovation at Roku, delves into the dynamic world of connected TV advertising. He reveals how Roku is making CTV accessible to small businesses while helping larger brands reach new audiences. Peter discusses the revolutionary 'OK to text' feature, enhancing viewer interaction, and highlights collaborations with Amazon to improve advertising effectiveness. He also shares insights on AI in creative production and the rise of shoppable TV, painting a picture of what's next in the CTV landscape.

Jordan Matter, a talented photographer-turned-YouTuber, shares insights into his remarkable journey alongside his daughter Salish. They discuss how their viral dance photography evolved into a powerful father-daughter brand with 300 million monthly views. Jordan emphasizes the importance of authenticity over virality in building trust and the success of their new Sephora-backed skincare line, which captivated 87,000 fans at launch. He also touches on balancing parenthood with creativity, and their approach to avoiding influencer burnout and maintaining genuine connections.

In this episode of Next in Media, Mike Shields sits down with Janina Lundy, EVP and Head of Marketing & Brand Partnerships at Hartbeat, the production company founded by comedian and actor Kevin Hart. Heartbeat has become a creative force at the intersection of comedy, culture, and branded entertainment — developing hit shows like Cold as Balls with Old Spice and original films like Group Therapy with AXA.Janina and Mike discuss how Hartbeat helps brands navigate the tricky but powerful blend of humor and marketing, the rise of brand-funded entertainment, and why comedy isn’t dead — it’s just evolving. From collaborating with emerging comedians to educating brands on YouTube’s premium value, this episode explores how Heartbeat is redefining what it means to be a talent-led media company in 2025. Key Highlights:🎬 From Ad Agencies to Entertainment: How Janina ’s 20+ year career in advertising and media led her to bridge the gap between brands and comedy at Heartbeat.😂 Comedy + Culture: Why Heartbeat sits “at the intersection of comedy and culture” — and how humor can bring levity to topics like mental health or allergies without losing authenticity.💡 Brand-Funded Entertainment: Behind-the-scenes of Group Therapy — a feature-length film on Amazon created with AXA and WPP, blending purpose-driven storytelling with laughs.🏆 Award-Winning Collaborations: How Hartbeat projects like Group Therapy have earned Cannes Lions, proving that branded entertainment can also be creative entertainment.🧊 100+ Episodes of “Cold as Balls”: The hit Old Spice–backed series with Kevin Hart in an ice bath interviewing athletes — now in its 12th season.📺 Distribution Power: Why Hartbeat LOL Network gives them a unique edge, reaching audiences via YouTube, FAST channels, SiriusXM, Netflix, Hulu, Peacock, and more.🚀 Comedy Isn’t Cancelled: How brands can safely embrace humor even in a cautious social climate — and why audiences still crave laughter.🎭 Comedy’s Next Wave: Sketch, music-comedy fusion, and emerging creators — how Heartbeat is nurturing the next generation of comedic talent. Resources & Next Steps: 🎥 Watch Cold as Balls on YouTube (presented by Old Spice)📺 Stream Group Therapy on Amazon Prime Video🎧Subscribe to Next in Media on Apple Podcasts Episode Breakdown:00:00 Intro00:48 Meet Janina Lundy & Heartbeat  02:00 How Heartbeat Was Born  03:10 Kevin Hart’s Vision for Creators  04:20 Co-Creating with Brands  05:15 Group Therapy: Comedy Meets Mental Health  06:40 The New Branded Storytelling  07:20 When Brands Become Movie Stars  08:30 Finding the Next Great Comedians  09:45 Balancing Creativity & Business  11:20 How Brands Reach Heartbeat  13:00 The Fear of Being Funny  14:00 Keeping Brands & Artists Aligned  15:00 Inside LOL Network & Distribution  16:10 Why YouTube Is Premium Now  17:20 Heartbeat’s Big Partnerships  18:10 Measuring Creative Success  19:45 The Future of Comedy  21:00 Can Sitcoms Come Back?  22:10 Smart Brand Investments in Entertainment  

In this episode of Next in Media, Mike Shields sits down with Michael Komasinski, CEO of Criteo, to unpack how one of ad tech’s best-known companies has reinvented itself for a privacy-first world. Once synonymous with retargeting, Criteo has successfully evolved into a powerhouse in retail media, supporting more than 230 retailers and $160 billion in GMV.Michael shares how the company’s early investments in addressability technology and diversification under Megan Clarkin laid the foundation for long-term resilience. He also discusses the industry’s next big shifts from the end of “easy money” in retail media to the rise of agentic workflows, AI-powered ad optimization, and Criteo’s surprising new partnership with Google. Key Highlights:🌐 From Retargeting to Retail Media: How Criteo transformed from a cookie-based ad firm to a retail media leader serving hundreds of partners worldwide.🔒 Future-Proofing Addressability: Why early investments in weak-signal harvesting and privacy-first tech weren’t wasted, and how they keep Criteo competitive post-cookie.⚙️ Independent & Neutral: The value of being a tech provider that supports both the sell and buy sides of retail media without owning retail inventory.📉 “The Easy Money Is Over”: What Criteo’s leadership means by this and why the next growth phase depends on cross-retailer buying, measurement consistency, and reduced friction.🤖 AI & Agentic Buying: How Criteo is already experimenting with conversational campaign setup through Claude and what that means for SMB advertisers.📺 CTV and Commerce: Insights on how retail media is converging with connected TV, including a major partnership between Roku, WPP, and Criteo.🤝 The Google Partnership: Why Criteo’s deal with Google’s SA360 is less surprising than it seems, and what it signals for future ad tech collaboration.💬 The Open Web Isn’t Dead: Michael’s view on why the web is becoming more efficient, not obsolete, in the age of AI and conversational search. Resources & Next Steps:🔗 Learn more about Criteo and its retail media solutions🎧Subscribe to Next in Media on Apple Podcasts📺 Explore Next in Media episodes on the evolution of ad tech and retail partnerships📰 Read Eric Seufert & Andrew Sussman’s analysis on agentic systems and automation

Next in Media talked to Michael Wayne, co-founder and CEO of Kin, about his nearly 20-year journey building a media company alongside YouTube's evolution. Wayne shared how his company navigated multiple business model shifts—from the MCN era to working with traditional celebrities on digital platforms, licensing content to streaming services and cable networks during the pandemic, and experimenting with FAST channels. The conversation explored the challenges of the changing creator economy, why YouTube is no longer the sole focus for content distribution, and how AI might transform storytelling and the media industry. Wayne also discussed his work with AI LA and his optimistic view on technology's potential to create new opportunities rather than just displacement.Join us for this fascinating conversation about adapting to constant change in digital media.🔖 Chapters:00:00 - Introduction and Early Days: From Blogging to YouTube04:40 - The Smosh Discovery and Early MCN Era11:00 - The Funded Channels Project and Working with Traditional Celebrities17:00 - The Pandemic Opportunity: Licensing to Streaming and Cable19:44 - The FAST Channel Experiment and Why They Shuttered It23:12 - The Changing YouTube Landscape and Creator Economy Challenges28:00 - Getting Involved in AI: From Paper Cup to AI LA32:00 - AI Avatars and the Future of Lifestyle Content34:00 - Hollywood's Challenges Beyond AI and Reasons for Optimism💡 Takeaways:🎬 Kin's core mission has always been creating and monetizing IP, even as distribution models constantly evolved over 18 years.📺 The pandemic created unexpected opportunities to license YouTube content to streaming platforms and cable networks hungry for programming.⚡ FAST channels require significant resources to operate successfully—licensing content proved more profitable for Kin than running their own channel.📉 The middle class of YouTube creators faces more challenges post-COVID, with changing monetization models and the rise of short-form content.🔄 YouTube is no longer the only starting point—many creators now build audiences on TikTok or Instagram before expanding to long-form platforms.🤖 AI might impact lifestyle creators first through avatar technology, allowing fans to interact with AI versions of personalities like Gordon Ramsay.🎯 The media industry is bifurcating: tech giants with massive resources on one end, the creator economy on the other, with traditional media in the middle facing consolidation.💡 New technologies historically create more jobs than they eliminate—the key is being open to opportunities we can't yet imagine.🎪 Working with traditional celebrities on YouTube required a true partnership model with shared equity, not traditional talent deals.  Follow Michael Wayne: https://linkedin.com/in/michael-wayne-kinKin Community: https://www.kincommunity.com