Next in Media

Mondelēz International’s Global Vice President, Consumer Experience, Jonathan Halvorson discussed how the company behind brands like Ritz, Oreos, and Cadbury has blown up many of its core strategies by producing thousands of pieces of creative for each campaign, moving the bulk of its spending to digital channels, and investing in software that makes ad buying smarter. Guest: Jonathan HalvorsonHost: Mike ShieldsProducer: Kenya Hayes

The Trade Desk’s Chief Operating Officer, Michelle Hulst discusses the ‘real anxiety’ marketers felt upon learning of the upcoming deprecation of third-party cookies, and why she was initially frustrated when Google delayed the timeline. At the same time, Hulst believes this period of adjustment is exactly what digital marketers needed to rethink how they connect with consumers, and the need to reaffirm the 'quid pro quo' between advertising and customers. Guest: Michelle HulstHost: Mike ShieldsProducer: Kenya Hayes

Aimee Johnson, CMO of Zillow Group, and Anda Gansca, CEO and Founder of Knotch, discuss how marketers are trying to balance their urgent need to acquire first-party data versus actually servicing customers. Aimee and Anda also dive into how brands that may have overinvested in content, must now find ways to prove its value alongside the rest of their marketing spend. The two executives also predict that some brands may see Google's delay on cookie deprecation as an excuse to slow down, while others are racing ahead to revamp their data strategies. Guests: Aimee Johnson, Anda GanscaHost: Mike ShieldsProducer: Kenya Hayes

Ryan Stern and Alexa Tonner, co-founders of the influencer marketing agency Collectively, share why they think influencer marketing still carries a stigma in some circles, resulting in healthy creative tension between marketers and creators. They believe marketers need to get past treating influencer marketing as just another ad channel.  Alexa and Ryan also discuss how brands are looking at influencer marketing through a paid media ROI lens, even as they aim to harness new forms of organic product placement and weigh in on whether they think Facebook has a shot at fostering a true creator community. Guests: Ryan Stern and Alexa TonnerHost: Mike ShieldsProducer: Kenya Hayes

Kabir Ahuja, Partner and leader of the European Marketing Practice at McKinsey & Company, says many marketers are still worried about the strength of their relationships with consumers. Based on McKinsey's research, 75% of consumers took on a new behavior or brand last year and according to Ahuja, as a result, CMOs are pushing harder than ever to prove the value of marketing to their organizations, from driving sales to deciding what businesses to enter. Guest: Kabir AhujaHost: Mike ShieldsProducer: Kenya Hayes

Scott Brinker, Vice President of Platform Ecosystem at HubSpot and Chiefmartech.com blog Editor, believes that the eventual elimination of targeting mechanisms such as cookies and mobile IDs is forcing CMOs to focus on improving other aspects of their marketing efforts - which he says have been neglected as brands fixated on ad targeting. Brinker also discusses why he's seeing more startups and money pour into marketing technology than ever before despite all the changes within the ecosystem. Guest: Scott BrinkerHost: Mike ShieldsProducer: Kenya Hayes

Krishan Bhatia, President & Chief Business Officer at NBCUniversal explains how his company expects half of its video consumption to occur on digital platforms in only a few years. And while brands are ready to adjust to that reality in terms of how they buy and measure TV ads - too many agencies are clinging to the old ways of doing things. Krishan also covers the latest on Peacock and what role it played during the most recent Upfront, and why he expects dozens of new brands to find their way onto network TV by the end of the year. Guest: Krishan BhatiaHost: Mike ShieldsProducer: Kenya Hayes

JP Evangelista, Senior Vice President Content, Programming & Marketing at Vevo discusses how the music video platform saw a huge jump in connected TV viewing during the pandemic, leading to longer viewing sessions and more advertising demand. Evangelista believes there’s been a fundamental shift and Vevo is now positioned squarely against prime time TV. He expects half of Vevo's US revenue to soon come from CTV, thanks in large part to the massive popularity of young artists like Billie Eilish and Olivia Rodrigo. Guest: JP EvangelistaHost: Mike ShieldsProducer: Kenya Hayes

After more than a decade in prominent marketing roles at Viacom, Ross Martin has spent the last year launching Known. His latest venture aspires to disrupt the traditional ad agency sector by taking advantage of what he sees as growing mistrust between brands and their partners. Ross discusses why some marketers are expected to struggle to adjust to a post-Covid, post-cookie reality, unless they significantly up their investment in true data science - and not just hiring someone “who is good at Excel". Guest: Ross MartinHost: Mike ShieldsProducer: Kenya Hayes

Jessica Peltz-Zatulove, Founding Partner of the venture capital firm Hannah Grey, says that marketers have no choice but to dive deeper into the creator universe, even if they find it 'terrifying." According to Jessica, if marketers don't take the leap, they may find themselves in direct competition with influencers. Jessica also highlights what she looks for as a potential investor in ad tech, and how she's working to support more female founders. Guest: Jessica Peltz-ZatuloveHost: Mike ShieldsProducer: Kenya Hayes Dedicated to the memory of our editor, Daniel Gluckman.