Next in Media

Next in Media discusses the importance of deep learning in performance advertising, the challenges posed by the death of cookies, and the role of AI in media buying. The podcast explores the power of generalization in deep learning, the implications of the cookie's demise, and the future of generative AI. Transparency and customization are highlighted as key factors in successful media buying.

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. Chapters00:00 - Introduction and Background01:22 - YouTube's Subscription Model04:11 - Challenges of Transitioning to a Subscription Model05:27 - The Potential of Windowing Content06:31 - The Rise and Fall of Vessel07:35 - The Role of Brands in the Creator Economy09:46 - Brands' Allocation of Resources10:43 - Trends and Challenges in TikTok13:05 - Competition from TikTok Copycats15:52 - Challenges at Twitch23:33 - The Potential of Creators Forming Their Own Network26:49 - The Unique Connection Between Creators and Their Audience Guest: Jim LouderbackHost: Mike ShieldsProduced 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 MetzHost: Mike ShieldsSponsored by: PublicaProduced 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 ManningHost: Mike ShieldsSponsored by: PublicaProduced 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 MeersteinHost: Mike ShieldsSponsored by: PublicaProduced 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. Chapters00:00 Introduction and Background02:16 The Rise of the Creator Economy03:25 The Role of Knight Ventures in the Creator Economy04:53 The Shift in Funding and Customer Acquisition06:30 The Changing Landscape of Direct-to-Consumer Brands08:14 The Influence and Success of Mr. Beast09:46 The Business Approach of Mr. Beast11:37 The Marketing Challenges in the Creator Economy13:30 The Advertising Market and YouTube16:08 The Limitations of Automating the Creator Economy18:03 The Opportunity in the Middle Tail of Creators19:08 The Potential for Creators to Launch Products21:11 The Role of Short-Form Content Platforms22:29 The Challenges of Monetizing Gaming Content25:15 The Disappearance of Cookies and its Impact on Advertising26:30 Conclusion Guest: Ben MathewsHost: Mike ShieldsSponsored by: PublicaProduced by: Fresh Take

In this podcast, Mike & Ari discuss Google earnings, Sandbox, the impact of privacy changes on advertising, and the challenges faced by journalism. They also mention podcast recommendations, the upcoming Super Bowl, and attacks on pop culture figures by Republicans.

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. Chapters00:00 Introduction and Background03:00 The Birth of 144006:00 The Need for Comprehensive and Non-Partisan News09:00 Business Model and Growth Strategy12:00 The Importance of Unit Economics15:00 Paid Growth and the Value of Attention18:00 Working with Advertisers and Brand Safety21:00 Expanding into New Areas and Verticals24:00 The Future of Newsletters and the Creator Economy29:00 Closing Remarks Guest: Tim HuelskampHost: Mike ShieldsSponsored by: KochavaSponsored by: PublicaProduced by: Fresh Take

This podcast discusses the challenges faced by the digital media industry, the rise of AI-generated content, and the dominance of Netflix in the streaming industry. They also touch on Amazon Prime's advertising moves and potential consumer reactions to ads on the platform. Overall, the podcast covers a wide range of interesting topics in the media and advertising landscape.

Google's Senior Director of Product Management, Victor Wong, explains the Privacy Sandbox, a set of privacy-preserving technologies developed by Google to improve web privacy. Wong discusses APIs within the Privacy Sandbox, transparency concerns, confusion in the industry, and the role of AI in advertising. Collaboration and industry-wide adoption are crucial for a successful transition to a more private web.