Next in Media

How Lenovo Is Putting AI to Work in Marketing — with CMO Emily Ketchen

mike@shieldsstrategic.com (Mike Shields, Emily Ketchen) — Tue, 21 Apr 2026 09:00:00 +0000

In this episode of Next in Media, I sit down with Emily Ketchen, SVP & CMO of Intelligent Devices Group & International Markets at Lenovo, to talk about what it actually looks like to operationalize AI inside a global marketing organization. Emily shares how Lenovo is standing up the AI PC and AI phone category, why contextual and generative AI drove efficiency gains in the brand's Formula One partnership, and what it means to be "the first generation of leaders tasked with managing an agentic workforce."

Emily walks through Lenovo's AI governance council, the grassroots prompt library her team built, and tangible and intangible measurement frameworks behind big sponsorships. We also dig into Lenovo's Creator Odyssey campaign — a Sundance-recognized global collaboration — and close on the tension every marketer is navigating right now: how to use AI-driven media optimization without giving up control, transparency, or human judgment.

KEY HIGHLIGHTS:

🧭 Three Fronts for AI in Marketing: Emily frames Lenovo's AI work across category creation, internal upskilling, and marketing applications — with governance at the center.

🏎️ AI in the Most Precious Media: Rather than starting with low-stakes creative variants, Lenovo deployed contextual and generative AI in its Formula One sponsorship to sharpen targeting and creative impact.

🤖 The First Generation Managing an Agentic Workforce: Emily reflects on leading teams that now include agents alongside humans — a workforce that doesn't sleep, doesn't eat, and isn't looking for a raise.

📚 Grassroots Prompt Library: After Lenovo's governance council rolled out AI training, two employees built an internal prompt library that's now a go-to resource for the whole marketing org.

🎨 The Creator Odyssey: For the Yoga line, Lenovo built a global creator chain where digital artists around the world built on each other's work — a process-first campaign that picked up a Sundance brand storytelling award.

⚖️ Personal, Useful, Human: Emily's framework for talking about AI with wary consumers and creators: lead with what it feels like in everyday life, not what it is.

🛡️ Not All Agents, No People, No Agencies: On AI-driven media optimization, Emily argues the black-box version isn't the answer — experimentation has to come with guardrails and human judgment.

RESOURCES & NEXT STEPS:

🌐 Learn more about Lenovo: Lenovo.com

🔗 Follow Emily Ketchen on LinkedIn: linkedin.com/in/emilyketchen

🎧 Subscribe to Next in Media on Apple Podcasts, Spotify, or YouTube

CHAPTER TIME STAMPS:

00:00 Cold open — Where Lenovo sits on the AI adoption curve

01:34 Introducing Emily Ketchen and Lenovo's AI mandate

03:56 Betting on Formula One with contextual + GenAI creative

05:52 Human judgement and Lenovo's AI governance council

07:33 Ecosystem marketing & AI category creation

10:11 The first generation managing an agentic workforce

13:50: Sponsor break: Reaching the right audiences on CTV

14:47 Measuring big sponsorships in a performance era

18:02 Creator strategy, Yoga product line, Sundance accolades

21:05 Talking to creators and consumers who are wary of AI

22:39 AI-driven media optimization without the black box

00:00 Wrap up and thanks

How Michael Wolf Is Rethinking Attention in the Age of Multitasking

mike@shieldsstrategic.com (Mike Shields, Michael J. Wolf) — Tue, 14 Apr 2026 09:00:00 +0000

In this episode of Next in Media, I sit down with Michael Wolf, CEO and Founder of Activate Consulting, to break down the findings from the firm’s 11th annual Technology and Media Outlook. Michael walks us through Activate's "Attention Clock" and how multitasking stretches the average American's day well past 24 hours, leaving brands to fight for partial attention while still paying like they're getting all of it.

We also get into the state of television. Michael explains why TV is more fragmented than Madison Avenue admits, why YouTube still doesn't get full credit despite dominating CTV, and what the Paramount-Warner deal actually changes. From there, we turn to predictions: Michael makes the case for virtual product placement as the next frontier in creator and in-game ads, and explains how sports gambling is changing live sports. He closes with his biggest sleeper story of 2026: spatial computing and the data layer that will power it.

Key Highlights:

⏰ The Attention Clock Hits 32 Hours a Day: Activate's research shows multitasking is pushing daily media consumption past the limits of a 24-hour day, leaving advertisers fighting for partial attention.

📺 TV Is More Fragmented Than Anyone Admits: Even the biggest TV players hold surprisingly small slices of total viewership, and a merged Paramount-Warner barely moves the needle.

🎬 Why YouTube Still Isn't "TV" to Madison Avenue: YouTube dominates CTV but lacks the big simultaneous tentpole events that brand advertisers use to reach huge audiences at once.

🛒 The Shopping Journey No Longer Starts at Google: For younger consumers, product discovery now begins directly at Amazon, Target, and Walmart — reshaping how brands think about the funnel.

🎮 Virtual Product Placement Is the Next Ad Frontier: Michael argues the future of in-game and in-content ads is authentic integration powered by AI, not interruption.

🎰 Sports Gambling Is Quietly Saving Long-Form Sports: In-game betting and prop bets are driving Gen Z viewers to watch entire games front to back.

👓 Spatial Computing Is the Most Underrated Story of 2026: Nearly every major tech company is betting on AI glasses and spatial devices, but the real battleground will be the visual data layer in the cloud.

Resources & Next Steps:

💡 Download the full Tech & Media Outlook at activate.com

🔗 Follow Michael J. Wolf on LinkedIn

🎧 Subscribe to Next in Media on Apple Podcasts

Chapter Time Stamps:

00:00 Cold open – Why YouTube is winning on every screen

1:29 Introducing Michael Wolf, CEO & Founder of Activate Consulting

2:31 Activate's Attention Clock: 11 years of measuring multitasking

4:35 How fragmented is TV viewership, really?

6:33 How YouTube quietly took over social and CTV

7:46 Why video is eating the internet

8:54 Why Madison Avenue still hesitates to treat YouTube like TV

12:05 Sponsor break: Why the household graph is a differentiator

13:24 What the Paramount-Warner deal actually changes

14:45 Why CTV still isn't built for small brands

15:54 AI, personalization, and the future of video creative

16:22 The bottleneck holding back creator marketing

18:01 How can video games finally get advertising right?

19:19 Live sports, Gen Z, and the gambling effect

20:54 Michael's biggest sleeper call for 2026

24:17 Wrap up and thanks

What's So Challenging About Cross Platform Measurement?

mike@shieldsstrategic.com (Mike Shields, Fabrice Beer-Gabel) — Tue, 7 Apr 2026 09:00:00 +0000

Explore how the "cookie apocalypse" evolved into a hyper-fragmented identity landscape where iPhone users, cookieless browsers, and diverse CTV signals have created massive monetization gaps for the unprepared.

I sit down with Intent IQ’s Fabrice Beer-Gabel to reveal why the future of programmatic advertising isn't a choice between deterministic or probabilistic data, but a high-stakes race to balance scale with the 99% accuracy required to prevent AI from amplifying inaccuracies at scale.

Episode Takeaways:

🌐 The "Cookie Apocalypse" didn't disappear; it simply evolved into a hyper-fragmented landscape of "idealist" environments across 150 million iPhone users and 70 million cookieless desktop browsers.

⚖️ True identity accuracy isn't a binary choice between deterministic and probabilistic methods but a strategic effort to strike the perfect balance between massive scale and reliable user recognition.

🌍 Global compliance requires a nuanced, jurisdiction-specific approach because adopting a single "strictest" standard unnecessarily limits reach and creates a massive competitive disadvantage.

🌉 Bridging the gap between proprietary "data spines" and "biddable identifiers" is the only way to actually translate deep audience insights into real-world programmatic transactions.

🤖 AI acts as a powerful force multiplier for identity resolution, but it poses a systemic risk by amplifying bad data into "inaccuracy at scale" if the initial training sets are flawed.

🕷️ Publishers face a sustainability crisis as non-monetizable crawler traffic now outweighs human visitors by a staggering 200-to-1 ratio.

📈 Mastering identity resolution delivers a massive ROI punch, with the potential to double advertiser reach and lift publisher ad revenue by as much as 60%.

Time Stamps:

00:00 Introduction to Identity Resolution Challenges and Intent IQ Overview

1:53 The Fragmented Identity Landscape and Signal Constraints

4:06 Deterministic vs Probabilistic Identity Debate

5:33 Mobile Identity Evolution and Cross-Platform Similarities

7:25 Regulatory Complexity and Compliance Strategies

9:36 Intent IQ's Business Model and Client Examples

12:45 Walled Gardens vs Open Ecosystem Competition

15:00 AI's Impact on Identity Resolution and Industry Transformation

17:54 Agentic AI and Content Protection Concerns

19:38 Identity Accuracy Crisis and AI Amplification Risks

21:45 ROI Impact and Business Outcomes

22:50 Strategic Advice for Brands in a Changing Landscape

How Mike Law Is Navigating the CTV Targeting Puzzle at Carat

mike@shieldsstrategic.com (Shield Strategic) — Tue, 31 Mar 2026 09:00:00 +0000

In this episode of Next in Media, I sit down with Mike Law, CEO of Carat North America, to talk about one of the biggest tensions in modern media: the push for more targeted TV advertising versus the risk of going too narrow and losing brand growth. Mike and I discuss how brands have at times gotten too addressable, siloing themselves into repeat customers while forgetting to grow the top of the funnel. We dig into the fragmentation challenge across streaming, CTV, and social video, and why defining your audience has never been harder with a million data sets and walled gardens competing for attention.

We also get into how YouTube is becoming more like TV every day, the evolving role of creators in upfront conversations, and whether creator media belongs in the same budget bucket as a big show on CBS. Mike shares how Carat is using AI agents to run multiple media plan scenarios in minutes instead of hours, and we explore what the next generation of media planners (AI native, digital native) will bring to the industry. We wrap up talking about measurement, why the industry needs to come together to solve identity and addressability, and what Go Addressable is doing to advance deterministic audience-based advertising at scale.

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Key Highlights

📺 CTV Targeting vs. Brand Growth: Mike argues that brands have sometimes gotten too addressable, squeezing existing customers dry before realizing they need to find new audiences to grow the business.

🔀 Fragmentation Is the Core Challenge: With a million data sets, walled gardens, and consumers bouncing between streaming, search, and LLMs in seconds, the media planning landscape is what Mike calls a "bowl of spaghetti."

📱 YouTube as TV Replacement: Mike sees YouTube becoming more like television every day, but its dual identity as both a TV replacement and a social video performance platform makes it tricky to plan against.

🎥 Creators in the Upfront: Long-form, episodic creators are increasingly part of upfront conversations, but the question remains whether they belong in the TV budget or require their own planning approach.

🤖 AI Agents for Media Planning: Carat is using AI agents to generate eight to ten versions of a media plan at once, letting planners compare trade-offs and craft strategy faster than ever.

📊 The Measurement Gap: Cross-platform measurement remains fragmented, and Mike believes the industry needs to come together to solve identity and comparability across CTV, linear, and digital.

🌐 Go Addressable and Industry Collaboration: The episode is part of a special series with Go Addressable, the trade organization working to advance deterministic audience-based advertising across the full TV ecosystem.

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Resources & Next Steps

🌐 Learn more about Go Addressable at GoAddressable.com

🔗 Follow Mike Law on LinkedIn

🎧 Subscribe to Next in Media on Apple Podcasts

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Timestamps

00:00 Cold open: the state of TV targeting and brand growth

01:07 Introducing Mike Law, CEO of Carat North America

01:43 Where we are with CTV targeting today

03:25 When brands get too addressable and forget reach

05:00 The cycle of squeezing audiences and finding new ones

06:50 Fragmentation, walled gardens, and identity challenges

08:50 How identity resolution tools are evolving

10:15 YouTube as a TV replacement and where it fits

12:53 YouTube in the upfront: TV bucket or something else?

14:47 Creators in upfront conversations and long-form episodic content

17:30 The premium creator economy and brand integrations

19:30 AI in media planning: what is changing day to day

22:00 AI agents running multiple plan scenarios at Carat

23:13 The next generation of media planners (AI and digital native)

25:30 Measurement challenges across platforms

27:30 Industry collaboration and lessons learned

28:42 Wrap up and Go Addressable sponsor message

Ryan Detert on Why Publicis Made Its Biggest Bet on Creator Marketing

mike@shieldsstrategic.com (Shield Strategic) — Tue, 24 Mar 2026 09:00:00 +0000

In this episode of Next in Media, I sit down with Ryan Detert, CEO of Influential, the creator marketing company that was acquired by Publicis in 2024. Since the acquisition, Influential has seen massive growth, also acquiring Captiv8 to build out a global offering combining technology, services, and measurement all in one place. Ryan and I dig into how brands are structuring their creator teams, why a center of excellence led by media is where the most success is happening, and how technology (especially brand safety tools) has become the non negotiable foundation for scaling influencer campaigns.

We also cover the measurement question that every marketer is asking: can you prove creator ROI? Ryan walks us through how MMMs are finally capturing creator value, why always on strategies beat tentpole campaigns, and how platforms like YouTube, TikTok, and Instagram are each fighting for attention in different ways. We get into the AI question too, from "slop" concerns to the future of creator likeness licensing and NIL rights. Ryan makes the case that AI will transform the back end of the business (speed, sourcing, brand safety) long before it replaces human creators in the feed. Plus, Ryan shares why the greatest ROI often comes from 100 micro creators rather than one mega deal.

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Key Highlights

🚀 Influential's Post Acquisition Growth: Since being acquired by Publicis in 2024, Influential has seen "massive multiples" of growth and also acquired Captiv8 to consolidate technology, measurement, and services into one global platform.

🛡️ Brand Safety as the Foundation: Ryan calls it the "Hippocratic Oath" of influencer marketing. With 15 million plus creators in their database, technology is essential for vetting creators across profanity, nudity, hate speech, and reputational risk before any campaign launches.

📊 Proving Creator ROI Through MMMs: Influencer marketing is a $35 billion TAM because it works. Ryan explains how media mix models are finally capturing creator value, and why brands need to break down creator spend by platform, paid vs. organic, and on vs. off social to get accurate measurement.

📺 The Platform Attention Wars: YouTube dominates long form because it pays creators the most. TikTok owns the meteoric rise. Instagram is aspirational. Meta is a messaging platform. Every platform has both a live strategy and a TV strategy, and all are competing for the same attention.

🤖 AI and Creator Content Transparency: AI is "not a dirty word" as long as it augments a real human. Ryan believes brands will embrace AI generated creator content only when NIL licensing ensures creators are compensated and consumers don't feel duped.

🎯 Micro Creators vs. Mega Deals: For brands with a $2 million budget, 100 targeted micro creators often outperform a single mega creator deal. Ryan compares it to buying one Super Bowl ad vs. going deep across cable networks.

🔄 Always On Beats Tentpole Campaigns: Brands that only activate around the Super Bowl, summer, and holidays are letting competitors eat their lunch in between. Long term creator partnerships drive both efficiency and authenticity.

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Resources & Next Steps

🌐 Learn more about Influential

🎧 Subscribe to Next in Media on Apple Podcasts

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Timestamps

00:00 Cold open on creator marketing growth and AI

01:13 Meet Ryan Detert, CEO of Influential

02:07 Life after the Publicis acquisition

04:04 Where creator teams fit inside brand organizations

06:04 Technology's role in scaling influencer marketing

07:00 Brand safety as the non negotiable first step

08:52 Managing creator campaigns at scale

09:44 Proving creator ROI through measurement and MMMs

12:43 YouTube on TV and the platform attention wars

16:11 Micro vs. macro creators and where the real ROI lives

18:22 AI transparency and the slop problem

20:46 Creator likeness, NIL, and AI generated content

23:05 Episodic content and always on brand partnerships

25:04 The future of creator marketing in three to five years

How Yahoo DSP Is Winning the Identity and CTV Wars with Adam Roodman

mike@shieldsstrategic.com (Shield Strategic) — Tue, 17 Mar 2026 09:00:00 +0000

In this episode of Next in Media, I sit down with Adam Roodman, General Manager of Yahoo DSP, to talk about how Yahoo has quietly built one of the most compelling demand side platforms in the market. Adam walks through Yahoo's positioning in the ongoing DSP wars, why their identity graph and ConnectID solution give advertisers an edge in a world of increasing signal loss, and how the platform's deep roots in connected TV and live sports are creating new opportunities for performance marketers. We also get into Yahoo's massive supply path optimization efforts and why having fewer, higher quality paths to inventory is becoming a real differentiator.

Adam and I also dig into the rapidly evolving world of agentic AI in advertising and what it actually means today versus the hype. He shares Yahoo's perspective on the protocol debate between A2A and MCP, why data quality and content accuracy are table stakes for AI agents, and how Yahoo is building an "AI librarian" function to ensure agents can operate with the right context. We also explore how CTV inventory has exploded on the platform, why live sports are changing the addressable advertising landscape, and Adam's take on whether AI will truly reduce headcount or just shift how teams operate.

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Key Highlights

🏆 Yahoo DSP in the DSP Wars: Adam explains why Yahoo is committed to the DSP business for the long haul, leveraging their unique combination of owned and operated properties, a massive identity graph, and deep integrations with premium supply.

🔐 Identity as a Competitive Moat: Yahoo's ConnectID and proprietary identity graph give advertisers access to durable, individual-based data across browsers, devices, and CTV, driving better performance in a signal-loss world.

📺 CTV and Live Sports Explosion: The amount of live sports on Yahoo's platform has doubled in nine months, and addressable, biddable premium CTV and audio inventory continues to surge, opening new opportunities for performance marketers.

🤖 Agentic AI and the Protocol Debate: Adam shares Yahoo's view on the A2A vs MCP protocol discussion, emphasizing that agentic AI is not a strategy in itself. It's about how you operate it and ensuring agents have access to accurate, contextual data.

📚 The AI Librarian Function: Yahoo is evolving from a "tech writer" approach to an "AI librarian" model, ensuring that content, documentation, and data fed into AI systems are high quality, accurate, and written with good context.

🔗 Supply Path Optimization at Scale: Yahoo has reduced tens of thousands of supply paths down to focused, high quality routes, improving auction dynamics and giving advertisers cleaner access to premium inventory.

⚡ AI Won't Replace Teams, It Will Reshape Them: Adam argues that AI adoption in advertising is less about replacing people and more about conviction and operational change, predicting that early movers will see compounding advantages.

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Resources & Next Steps

🌐 Learn more about Yahoo DSP and ConnectID

🔗 Follow Adam Roodman on LinkedIn

🎧 Subscribe to Next in Media on Apple Podcasts

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YouTube Chapter Timestamps

00:00 Cold open: identity, CTV, and agentic AI in advertising

01:46 IntentIQ ad: privacy-first identity resolution

02:10 Meet Adam Roodman, GM of Yahoo DSP

03:30 Yahoo's commitment to the DSP business

05:20 ConnectID and Yahoo's identity advantage

07:30 How identity drives better CTV performance

09:45 Live sports doubling on the platform

11:30 Supply path optimization and auction quality

13:40 The DSP wars and competitive positioning

16:00 Agentic AI: what it means today vs the hype

18:30 The A2A vs MCP protocol debate

20:45 Building the AI librarian function at Yahoo

23:00 Data quality as table stakes for AI agents

25:30 Will AI reduce headcount in advertising?

28:00 CTV inventory explosion and addressable audio

30:30 Advice for brands getting started with AI

33:00 Wrap up: Yahoo's Adam Roodman, Sabio, and IntentIQ

How Sam Garfield Is Building Adobe's AI Operating System for Advertising

mike@shieldsstrategic.com (Shield Strategic) — Tue, 10 Mar 2026 09:00:00 +0000

In this episode of Next in Media, I sit down with Sam Garfield, Head of Digital Strategy for CMT Data and AI Platforms at Adobe, to explore how Adobe is quietly becoming the backbone of modern marketing. Sam breaks down how Adobe operates across three core layers: the creative layer (Creative Cloud and Firefly AI), the content supply chain layer (Workfront and asset management), and the data and experience layer (customer data platforms and analytics). Together, these tools form what Sam describes as an operating system for marketers -- a full-stack solution that takes a brand from ideation all the way through activation and measurement.

We also dig into the rise of creative intelligence and what it means for brands, agencies, and the future of advertising. Sam unpacks Adobe's Winterberry Group research showing a 23% increase in investment in creative intelligence, and explains why creative can no longer be treated as a fixed cost. We cover how generative AI is accelerating asset production at scale, why agencies are leaning into Adobe's platform rather than building from scratch, and how agentic AI is beginning to appear inside existing workflows. Sam also reveals that traffic to brand sites and publishers is down 40% as LLMs reshape discovery, and shares how Adobe's new LLM Optimizer tool is helping brands regain visibility in a generative search world.

Key Highlights

🖥️ Adobe's Marketing Operating System: Sam breaks down how Adobe's three-layer platform -- creative, content supply chain, and data -- functions as an end-to-end OS for brands and agencies.

🤖 Generative AI and the Asset Scale Problem: Sam walks through the math problem facing global brands -- producing assets across formats, languages, and channels -- and why generative AI is the only scalable solution.

📊 Creative Intelligence Is the Next Frontier: Adobe's research with Winterberry Group found a 23% increase in creative intelligence investment -- and Sam explains why understanding why content performs is becoming as systematic as audience targeting.

🏢 Agencies Are Building on Top, Not From Scratch: Major holding companies are integrating Adobe into their proprietary platforms rather than building from scratch -- including a recently expanded WPP partnership.

🔍 LLMs Are Reshaping Brand Discovery: Adobe's research shows traffic to brand sites is down 40% as AI changes how consumers find information. Sam shares how Adobe's new LLM Optimizer helps brands monitor and improve their visibility inside AI-generated results.

⚡ Agentic AI Is Here but Still Early: There is no end-to-end agentic advertising solution yet. Adobe's approach is to embed agentic tools inside existing workflows so teams can get started without overhauling their entire operation.

Resources & Next Steps

🌐 Explore Adobe's Marketing and AI Solutions

🔗 Follow Sam Garfield on LinkedIn

🎧 Subscribe to Next in Media on Apple Podcasts

YouTube Chapter Timestamps

00:00 Cold open -- AI's impact on advertising and brand discovery

01:00 Mike introduces Sam Garfield and Adobe's role in ad tech

01:30 Sam's background and Adobe's history in advertising

02:00 Adobe's three-layer marketing platform explained

03:00 The 'operating system for marketers' concept

03:50 Who is Adobe's customer -- brands, agencies, or publishers?

04:20 The expanded WPP and agency partnership announcement

05:10 Where creative AI optimization stands today

05:40 The asset scale math problem facing global brands

06:20 Laying the generative AI foundation for creative

07:10 From production efficiency to intelligent automation

08:00 Precor creative intelligence and variation at scale

08:40 How conservative vs. progressive brands approach AI

09:10 Adobe Firefly and legally obtained training data

09:40 Workflow integration as the real barrier to adoption

10:10 Humans as creatives, AI as the production layer

10:50 How Adobe fits alongside platform-native AI tools

11:30 Why CMOs won't hand over full creative control to platforms

13:30 Adobe's Winterberry Group creative intelligence research

14:00 Creative as a performance driver, not a fixed cost

14:30 The 23% increase in creative intelligence investment

15:00 Where creative intelligence works -- display, social, CTV

15:30 Early findings and the testing and learning phase

16:10 Are creative agencies threatened or empowered by AI?

16:30 How major holding companies are building on Adobe's OS

17:10 Automating rote work to free up strategic creative thinking

18:20 Creative AI and media buying converging

19:00 Data and creative intelligence coming together at Adobe

19:40 The future of always-on marketing vs. campaign flights

20:20 The network operations center vision for marketing

21:00 Agentic AI in advertising -- where things actually stand

21:30 Adobe's approach to building agentic tools inside workflows

22:00 What agentic audience pulling looks like in practice

22:30 The future of media agencies in an algorithmic world

23:10 People doing higher-value strategic work, not less work

23:40 How brands are showing up inside LLMs

24:00 Adobe's research -- traffic to brand sites down 40%

24:30 Introducing the LLM Optimizer tool

25:00 Structuring content for generative engine optimization

25:40 Will search ad budgets shift to LLM visibility strategies?

26:20 The unknown future of advertising inside AI-generated results

27:10 Wrap-up -- the fulfillment of advertising's long-promised future

Why Philip Inghelbrecht Is Betting Against Programmatic CTV

mike@shieldsstrategic.com (Shield Strategic) — Tue, 3 Mar 2026 10:00:00 +0000

In this episode of Next in Media, I sit down with Philip Inghelbrecht, Co-Founder and CEO of Tatari, to unpack why one of the most innovative companies in TV advertising has built its entire thesis on a contrarian idea: that programmatic CTV is the wrong tool for most of the television market. Philip walks through how Tatari operates as a full infrastructure holding company, combining a demand-side platform, a supply-side solution called Upstream, and a privacy and identity layer called Vault. From day one, Tatari has argued that unlike display advertising, connected TV is dominated by a small number of premium publishers, and that automating around them rather than through open exchanges is the smarter path forward.

Philip breaks down the $30 billion US CTV market, explaining how roughly half flows through programmatic channels and how up to half of that programmatic slice is fraud or low-quality inventory. The premium inventory that actually drives results, including sports, tentpole events, and top-tier streaming placements, lives almost entirely outside programmatic pipes and has historically required massive budgets and manual negotiation to access. That is exactly the gap Upstream was designed to close. By building custom, direct integrations with the five biggest TV publishers, including Disney, Warner Bros., NBCUniversal, and Paramount, Tatari has automated that direct buying process end to end, giving a much broader range of brands access to premium TV inventory without sacrificing pricing control, brand safety, or transparency.

Key Highlights

📡 Programmatic CTV Is Built on the Wrong Foundation: Philip explains why the SSP/DSP model designed for display advertising is a poor fit for connected TV, where 90% of streaming impressions come from the same top 10 publishers and the most valuable inventory never appears in an open exchange.

💰 The $30 Billion Reality Check: Of the roughly $30 billion US CTV market, about $15 billion flows through programmatic. Philip reveals that up to half of that programmatic pool is fraud or low-quality supply, meaning only $7 to $8 billion represents genuinely premium inventory.

🚀 Upstream Brings Automation to Direct TV Deals: Tatari spent nearly two years building one-to-one tech integrations with Disney, Warner Bros., NBCUniversal, and Paramount, enabling fully automated direct buys that preserve the brand safety and pricing control of traditional direct sales while eliminating manual overhead.

📺 Premium TV Is Now Within Reach for More Brands: Upstream shifts TV advertising from a big-budget brand privilege to something accessible to a much broader set of advertisers. Brands that never could have accessed premium placements now have a real path in, and early publisher partners have already seen doubled transaction volume during the test period.

🤖 AI in TV Advertising Has Promise But Real Limits: Philip is measured about AI's near-term impact on TV. He sees immediate wins in automating creative pre-approval and longer-term potential in data-driven yield optimization for publishers, but pushes back on the idea that AI will quickly transform the TV creative production process.

Resources & Next Steps

🔗 Follow Philip Inghelbrecht on LinkedIn

🌐 Explore Tatari

🎧 Subscribe to Next in Media on Apple Podcasts

Chapter Timestamps

00:00 Cold open - the programmatic CTV reality check

01:18 Introducing Philip Inghelbrecht and Tatari

01:58 Tatari's three-product infrastructure stack explained

03:30 Why programmatic does not fit connected TV

05:00 The problem with SSP aggregation in a concentrated market

06:17 How Upstream was born from supply-side tech

07:22 Breaking down the $30 billion CTV market

08:06 Half of programmatic CTV is fraud or low quality

09:44 Building direct integrations with Disney, Warner, NBCU, Paramount

10:17 How automation benefits publishers and speeds up transactions

11:45 Doubling volume with early publisher partners

12:28 Is TV right for SMBs? Philip's honest take

13:47 Where Upstream takes the market next

15:00 Using first-party data to drive higher publisher yield

16:21 Programmatic still has a role, just not the biggest one

17:17 What Dentsu and WPP's open path retreat signals

18:26 Will the walled gardens ever join Upstream?

18:52 What changes for existing Tatari advertisers

20:00 AI and the future of TV advertising

22:11 AI creative tools: impressive but still five days of editing

22:56 AI for creative pre-approval: what works today

24:16 First-party data capture is harder than it looks

25:36 Measurement, look-alike audiences, and machine learning loops

26:13 Closing thought - the biggest TV inventory is not in programmatic

How Leanne Perice Is Building the Future of Creator Management at Made by All

mike@shieldsstrategic.com (Shield Strategic) — Tue, 24 Feb 2026 10:00:00 +0000

In this episode of Next in Media, Mike Shields sits down with Leanne Perice, founder and CEO of Made by All, one of the creator economy's most distinctive talent management firms. Leanne shares how she built the company from the ground up over nine years, starting with a single $1,000 deal in 2014 and growing it into a global powerhouse that doubles revenue year over year. She explains how her early career at a celebrity endorsement agency gave her the blueprint for what great talent management looks like, and how she applied those lessons to an entirely new generation of digital creators. From signing Vine stars before the term 'creator economy' even existed, to opening a new office in Dubai, Leanne has built Made by All on the belief that creators deserve the same strategic investment as Hollywood's biggest names.

Leanne also introduces her framework DASI (Distribution, Attention, Storytelling, and Impact) to explain what creators truly offer brands, and why so many marketers are still only tapping into the first letter. She opens up about the CMO turnover crisis slowing momentum in the creator space, why she launched Made by Us as a social storytelling studio, and why she believes YouTube's long-form monetization is the best opportunity in the market right now. She also gives her take on platforms like YouTube and TikTok brokering brand deals directly, the collision of Hollywood and Silicon Valley financial models, and what brands still get wrong about building a presence on social media. This episode is a must-listen for anyone at the intersection of media, marketing, and the creator economy.

Key Highlights

🚀 From $1,000 to Global: Leanne closed her first creator deal in 2014 for just $1,000. By 2015 to 2017, those deals were stacking to $10K, $15K, and $25K a week. Today, Made by All doubles its revenue annually and has just opened its first international office in Dubai.
🎯 The DASI Framework: Leanne coined the term DASI to capture the four things creators offer brands: Distribution, Attention, Storytelling, and Impact. She argues most brands stop at the 'D' and miss the deeper value creators can deliver when treated as true partners rather than just reach vehicles.
🎬 Creator Hollywood: While streaming platforms like Tubi and Netflix are building bridges toward creators, Made by All is betting on the reverse: bringing Hollywood-level IP and infrastructure to the creator world. Leanne describes this as 'Creator Hollywood,' a model she has been building the financial and conceptual vision for over the past eight months.
📣 The CMO Turnover Problem: Leanne points to constant executive turnover at major brands as one of the biggest obstacles to sustained creator partnerships. Her solution is relationship-first thinking, including getting creators in the room with senior brand teams and building personal connections that outlast any single campaign or budget cycle.
📺 Betting Big on YouTube: Leanne is pushing all of her clients toward long-form content on YouTube, calling it the best monetization opportunity in the creator space today. With more ad slots per video and growing ad revenue, she sees YouTube's long-form model as the foundation for sustainable creator businesses, especially as the platform increasingly dominates living room screens.
💡 Made by Us: Leanne's newest venture inside Made by All is a social storytelling studio that positions top creators as creative directors for brands. Rather than just placing clients in sponsorship deals, Made by Us helps brands develop viral content strategies, serialized IP, and stronger owned social platforms using the expertise of creators who understand audiences from the inside out.
🏆 The Power of the Collective: One of Leanne's standout success stories involves six Made by All clients who traveled to Las Vegas for a UFC fight with Paramount. They fulfilled their individual contracts, then spontaneously created one extra post together just for fun. That single unplanned post generated over 1.5 million likes, 30 million views, and 20,000 comments in the first 48 hours.

Resources & Next Steps

🔗 Follow Leanne Perice on LinkedIn
🌐 Explore Made by All
🎧 Subscribe to Next in Media on Apple Podcasts

Chapter Timestamps

00:00 Cold open: Creator economy and building household names

00:53 Intro: Mike sets up the episode

01:00 Meet Leanne Perice and Made by All

01:32 The origin story: nine years and one thesis

02:20 What makes Made by All different from a talent agency

03:10 Holistic creator management: more than just deals

04:30 Leanne's career path: from middle school dream to Hollywood

05:20 First job at a celebrity endorsement agency

05:50 Signing Vine stars before 'creator economy' was a term

06:10 The first $1,000 deal and stacking to $25K a week

07:00 How marketers have evolved in dealing with creators

07:40 Introducing the DASI framework

08:00 Made by Us: creators as creative directors for brands

09:00 Brand spend and the challenge of executive turnover

09:40 Going global: opening the Dubai office

11:10 Hollywood vs. creator economy: two separate financial models

11:50 Building the bridge to Creator Hollywood

12:40 Why Hollywood is still holding on but change is coming

13:20 Alarming speed of the creator world vs. legacy media

14:10 Brokering brand deals: management vs. agents

15:00 Cold calling and building brand relationships since 2014

15:50 Weekly email blasts to 5,000 brands and agencies

16:30 Why management has an edge over agents in the creator space

16:50 Streamlining brand deals with AI and tools like KOMI

18:00 When creators should lead the creative brief

19:00 The Made by Us social storytelling incubator

19:30 CMO turnover and the need for relationship-first brand strategy

20:00 How intentional creator relationships unlock better campaigns

21:00 Success story: UFC fight with Paramount, 30 million views

22:00 Qatar Airlines, Abu Dhabi, and global creator deals

22:20 The NFL's creator-first approach as a model for brands

23:00 YouTube and TikTok brokering deals internally

23:40 What Leanne wants to see improved: local and global platform metrics

25:00 YouTube's rise in the living room and long-form monetization

25:40 Pushing creators toward long-form content strategy

26:20 TikTok and Instagram moving into TV: will it work?

27:00 Short form on TV vs. the intentional social media experience

27:30 What brands still get wrong about social media

28:00 Closing thoughts and final takeaway

Charles Manning on Why Measurement Is the Secret Weapon in the Age of Agentic AI

mike@shieldsstrategic.com (Shield Strategic) — Tue, 17 Feb 2026 10:00:00 +0000

In this episode of Next in Media, I sit down live at the Kochava Summit in Sandpoint, Idaho, with Charles Manning, founder and CEO of Kochava. We go deep on one of the most pressing questions facing the industry right now: how profound is the shift to agentic advertising and AI-driven workflows? Charles argues it is not a decade-long evolution like programmatic was. It is breathtakingly faster, and the companies that understand how to use their first-party data as a competitive kernel, rather than leaking it to the walled gardens, are the ones that will come out ahead. He draws a compelling analogy: if programmatic changed the auction, AI is about to change the workflow.

We also dig into Kochava's CTV journey, from its mobile app roots to building measurement tools adopted by LG, Samsung, Vizio, and Roku, and how the view-and-do combo between the TV screen and the mobile device is creating powerful new outcome-based measurement opportunities for brands. Charles breaks down what holding companies should fear (and fix), why the ad tech supply chain is due for serious consolidation, and why he predicts a wave of take-privates and roll-ups followed by a bonanza of public offerings over the next two years. He also introduces Station One, Kochava's integrative AI hub that acts like a Slack for AI workflows, designed to help teams transform how they work without giving up control of their data.

Key Highlights:

⚡ AI vs. Programmatic: Charles explains why the shift to agentic advertising is moving breathtakingly faster than programmatic did. While programmatic took over a decade to fully reshape the auction, AI is set to transform the entire workflow within the next 16 months.

🔒 Protect Your Data: Charles identifies the two biggest risks brands face in the AI era. First, leaking proprietary data to platforms like Meta and making them smarter without benefiting your own organization. Second, failing to develop a unique "how" that cannot be replicated when everyone has access to the same AI tools.

📺 CTV Measurement Evolution: Kochava's Atlas Performance product now powers CTV measurement for LG, Samsung, Vizio, and Roku by connecting the view on the television screen with the action on the mobile device, giving brands a clear picture of real business outcomes from their CTV spend.

🤖 Station One, a Slack for AI: Charles introduces Kochava's Station One platform, an integrative AI hub that lets teams connect models, codify skills, build knowledge bases, and containerize workflows into shareable workspaces, all while keeping data ownership firmly in the hands of the brand.

📉 Ad Tech Consolidation Is Coming: Charles predicts a significant collapse in the ad tech supply chain, with SSPs and DSPs already moving into each other's territory. He also foresees a wave of take-privates and roll-ups over the next 16 months, as companies use the cover of private ownership to restructure for the AI era, followed by a major IPO bonanza.

💼 The Future Workforce: As AI handles more of the analytical grunt work, Charles argues the most valuable skill in the industry is shifting away from data science and toward clear communication. The ability to articulate your goals to an AI model is becoming the defining talent of the next generation of media professionals.

Resources & Next Steps:

🌐 Explore Kochava and learn more about Atlas Performance and Station One

🔗 Follow Charles Manning on LinkedIn

🎧 Subscribe to Next in Media on Apple Podcasts

Chapter Timestamps:

00:00 Cold open - AI disruption and the next 16 months

01:00 Welcome and introducing Charles Manning of Kochava

01:20 Revisiting a past conversation and what has changed

01:45 Setting the stage - agentic advertising and the metaverse PTSD problem

02:20 The next decade is really the next 16 months

03:10 How fast is this vs. the programmatic shift?

03:50 MCP, APIs, and how AI wraps the workflow

05:20 Machine learning from reach optimization to business outcomes

06:10 From post-campaign briefs to real-time workflow automation

07:20 Why big platforms like Meta and Google got even stronger with AI

08:00 The two biggest risks brands face in the AI era

09:00 The "how" is as important as the "what" - competitive differentiation

09:50 Can agencies avoid being commoditized by AI?

10:20 Vertical AI and why domain expertise matters

12:00 Measurement as an odometer vs. measurement as a decision engine

13:20 The racing clutch analogy - agile measurement for agile goals

14:00 Who fills the seats next? The shift from data scientists to communicators

15:00 Tasks that get reallocated and skills that become more valuable

16:00 How far away is autonomous agentic media buying?

16:30 Guardrails, budget constraints, and agent managers

17:10 Introducing Station One - Kochava's AI workflow hub

18:10 How teams transition from human workflows to AI-assisted execution

19:00 Kochava's CTV journey - from mobile app roots to the living room

20:10 The 80-inch mobile device and why OEMs saw the pattern

21:20 Why OEMs pushed back and how Atlas Performance was born

22:10 LG, Samsung, Vizio, Roku - how they became Kochava customers

23:00 Is CTV performance TV? How should we measure it?

23:40 The view-and-do combo - TV impressions and mobile actions

24:10 QSR and loyalty programs - CTV driving real consumer behavior

25:00 Why AI optimization has not hit CTV the way it has Meta and Google

26:00 Station One as the connective tissue for CTV and the broader ecosystem

27:20 Will more ad dollars flow to television? Charles says yes, and soon

28:30 Audience Q&A - how to prove CTV incrementality to your CFO

29:00 The Machine Zone story and what it taught Charles about media mix

31:30 Why media mix modeling finally works in the AI era

32:10 What happens to ad tech? The daisy chain gets disrupted

33:00 SSPs and DSPs are already moving into each other's territory

34:00 More money in media, less ad tax - where the dollars go next

35:00 Premium inventory, exclusive access, and the sports betting parallel

36:10 IO-level programmatic guaranteed - a bold prediction

37:00 The biggest obstacle ahead - take-privates, roll-ups, and an IPO bonanza

38:30 Wrap-up and closing thoughts

Navigating Data Identity and AI in Marketing with Matt Spiegel

mike@shieldsstrategic.com (Shield Strategic) — Tue, 10 Feb 2026 10:00:00 +0000

This week on Next in Media, I sat down with Matt Spiegel, EVP of Marketing Solutions Growth Strategies at TransUnion, to unpack one of the most pressing questions in advertising right now: what's actually changed since cookies started disappearing and privacy laws started piling up? And just as importantly, what hasn't changed? Matt brings a refreshingly practical perspective to the conversation, explaining how disconnected data infrastructure remains the biggest obstacle for most brands, even as everyone races to adopt AI-powered marketing. He breaks down why walled gardens still have an inherent advantage, how signal loss is forcing marketers to rethink their strategies, and why the industry's obsession with the "easy button" might be holding progress back.

We also tackled some uncomfortable truths about where the industry is headed. Matt shared his thoughts on agentic advertising and whether bots will really replace media planners, the noisy MarTech landscape that's overwhelming CMOs, and why he believes the next economic downturn could trigger massive layoffs in marketing and advertising. Throughout our conversation, Matt emphasized that while the tools and technology are evolving rapidly, the fundamentals of good marketing haven't changed. It's about understanding your customers, connecting your data, and applying that intelligence at scale. This is a conversation for anyone trying to make sense of the chaos in modern marketing, wondering how to navigate identity resolution in a post-cookie world, or just trying to figure out which AI tools are actually worth the hype.

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Key Highlights

🔌 The Infrastructure Problem: Most brands lack connected data ecosystems. Their CRM, transaction records, and marketing databases exist in silos, making it nearly impossible to achieve the precision marketing everyone's chasing.

🏰 Walled Gardens Still Win: Large platforms have a scaled, dimensional view of consumers that few brands can match. The "easy button" appeal is real, but it comes at the cost of transparency and cross-platform measurement.

🤖 AI Won't Replace Humans (Yet): Agentic advertising is coming and will automate significant portions of media buying, but Matt believes we'll keep humans in the loop. The idea that bots will fully control everything is overdone, at least for now.

📊 Data Hygiene Still Matters: Simple things like ensuring "Matt" and "Matthew" are recognized as the same person remain real obstacles. Many organizations are still working through basic data cleaning before they can even think about advanced AI applications.

📉 Layoffs Are Coming: Matt predicts the next economic downturn will trigger massive job losses in marketing and advertising as automation takes over manual tasks. New roles will emerge, but there will be a painful transition period.

📈 The Measurement Mess: Between attribution debates, walled garden metrics, and inconsistent cross-platform views, CMOs are struggling to prove ROI. The complexity isn't just technical, it's political inside organizations.

🎯 Outcomes Over Tactics: Despite all the noise around cookies, signal loss, and AI, the fundamentals haven't changed. Great marketing still comes down to understanding consumers holistically and applying that intelligence strategically.

⚡ It's a Noisy Time: Marketers are juggling CIOs demanding new tech, CFOs questioning results, platforms promising exclusive deals, and measurement reports that don't add up. It's chaotic, but navigable with the right analytical mindset.

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Resources & Next Steps

🌐 Learn more about TransUnion Marketing Solutions

🔗 Follow Matt Spiegel on LinkedIn

🎧 Subscribe to Next in Media on Apple Podcasts

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YouTube Chapter Timestamps

00:00 Intro -- Consumer insights and AI limitations

00:35 The complexity of modern marketing

01:00 Episode introduction and Matt Spiegel

01:34 Where we are in the identity and data landscape

02:15 The marketer's challenge -- Disconnected data

03:45 Why data infrastructure is the core problem

05:20 The reality of data hygiene issues

06:30 Signal loss and privacy regulations

07:45 Platform advantages in identity resolution

09:10 Walled gardens vs transparency

11:00 The programmatic ecosystem revisited

12:40 How agencies are investing in data capabilities

14:20 The measurement and attribution challenge

16:00 AI's impact on marketing decisions

17:30 Why consumer insights still matter

18:45 The current state of MarTech noise

20:15 Startup consolidation and hype cycles

21:50 Will agentic advertising replace media planners?

23:20 Keeping humans in the loop

24:40 The coming wave of marketing layoffs

26:10 New opportunities emerging from automation

27:30 The complexity brands face daily

28:50 CMO tenure and pressure

29:40 Final thoughts and wrap-up

David Freeman on the Case for a Capital Infusion in Creator Media

mike@shieldsstrategic.com (Shield Strategic) — Tue, 3 Feb 2026 10:00:00 +0000

In this episode, I sit down with David Freeman, who just launched Kynetic Media Partners after an incredible 15-year run at CAA. David was one of the first executives I knew who truly understood the business impact of digital talent and the creator economy - back when most people in Hollywood were still asking "why do you care about that?" He walks us through his journey from starting CAA's digital department in 2010 (when they were the "redheaded stepchildren" of the agency) to today, where the creator economy is tracking toward $37 billion by 2027. Now he's building the infrastructure to turn fandom into real enterprise value.

We dive deep into how tech companies have become Hollywood, the rise of mega-creators like MrBeast who are building billion-dollar businesses, and how AI is about to revolutionize content creation in ways we can barely imagine. David shares insights on creators who are successfully building mini media empires (think Dude Perfect, Rhett & Link, Jesser), the critical need for proper operators and infrastructure around talent, and why we're likely to see consolidation and big exits in the creator space. It's a masterclass in understanding where media, culture, and commerce are headed.

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Key Highlights

🚀 The Big Leap: After 15 years building and leading CAA's digital talent division, David left to launch Kynetic Media Partners - focused on turning fandom into enterprise value with infrastructure, strategic capital, and expertise.

💡 From Stepchildren to Stars: In 2010, digital departments were "redheaded stepchildren" at agencies. Today, the creator economy is tracking toward $37 billion by 2027, and tech companies have become Hollywood.

🎬 The MrBeast Phenomenon: David breaks down how Jimmy Donaldson built a billion-dollar business with deeper engagement than traditional media, and why he represents the future of entertainment.

🤖 AI Revolution Ahead: The potential for AI to transform content creation is massive - from animation that rivals Pixar to community-driven development cycles that release new episodes in weeks, not years.

🏢 Mini Media Empires: Creators like Dude Perfect (with their $100M investment), Rhett & Link, Dahr Mann, and Jesser are building real media companies - but success requires proper operators, not just talent.

📊 Infrastructure Matters: The biggest gap in the creator economy isn't talent or fandom - it's the lack of infrastructure, operators, and strategic capital to help creators scale into sustainable businesses.

🔮 Consolidation Coming: Expect to see legacy media companies acquire creator businesses, channel aggregation (like old cable models), and agencies potentially hosting their own upfronts with talent networks.

🎯 Where Culture Lives: The creator space isn't just about entertainment - it's where culture is being born, and brands need to understand that talent is now distribution.

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Resources & Next Steps

🔗 Follow David Freeman on LinkedIn

🎧 Subscribe to Next in Media on Apple Podcasts

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YouTube Chapter Timestamps

00:00 Cold open - Keyman risk and YouTube dominance

00:55 Episode intro - David Freeman and Kynetic Media Ventures

01:24 Meet David Freeman, founder of Kynetic Media Ventures

01:49 Why David left CAA after 15 years

02:26 The creator economy arbitrage moment

04:00 Turning fandom into enterprise value

05:30 The evolution from digital talent to creator economy

06:32 How tech became Hollywood

07:50 YouTube vs traditional talent discovery

08:30 Legacy media in the early innings of YouTube

09:00 Madison Avenue grapples with YouTube's TV dominance

10:20 Creators must build IP and brands

11:30 Netflix vs YouTube - the talent war

13:00 IShowSpeed's Speed Goes Pro - ownership over distribution

14:30 Mr. Beast and the Amazon deal

16:10 Amazon's creator strategy beyond Prime

18:20 Making creator partnerships easier at scale

20:00 CMOs admit 20-30% of spend lacks attribution

21:20 The most dynamic time in media history

23:20 AI hype vs AI reality

25:00 AI as a tool controlled by humans

26:00 The CAA Vault and name, image, likeness

27:10 How many creators can become media moguls?

28:20 Building teams - good operators win

30:00 Will legacy media buy creator companies?

31:10 The rebirth of networks and agency upfronts

32:10 Wrap-up and what's next

The Future of Retail Media with Kiri Masters

mike@shieldsstrategic.com (Shield Strategic) — Tue, 27 Jan 2026 10:00:00 +0000

In this episode of Next in Media, I sit down with Kiri Masters, host of the Retail Media Breakfast Club podcast, to explore the biggest shifts happening in retail media advertising. We dive into the recent announcement about ads coming to ChatGPT and what that means for brands trying to meet consumers where they are. Kiri shares her perspective on whether AI-powered shopping will truly disrupt the retail media landscape - and why she's optimistic that LLM-based ads could actually be more relevant and less annoying than traditional formats. We also unpack the Walmart-Google partnership and discuss what it signals about the future of conversational commerce.

Beyond the AI conversation, we tackle some of the industry's most pressing questions. Will we see consolidation in retail media networks this year? Can shoppable TV finally gain traction? And what happens when offsite retail media faces competition from platforms with their own transactional data? Kiri brings both historical context - including a fascinating story about Piggly Wiggly's self-service revolution - and forward-looking insights about how brands and retailers need to collaborate differently. Whether you're a marketer navigating this space or just curious about where AI and commerce intersect, this conversation offers a clear-eyed look at what's real, what's hype, and what's coming next.

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Key Highlights

🤖 Ads in AI Assistants: Kiri explains why she's optimistic that ads in LLMs like ChatGPT could actually enhance the user experience rather than detract from it - as long as they're contextually relevant and leverage the deep personal insights these platforms have.

🛒 The Walmart-Google Partnership: Why retailers want to maintain control as the merchant of record even as they experiment with AI-powered shopping surfaces, and what this means for the competitive landscape between retailers and tech giants.

📊 Amazon's Retail Media Dominance: How Amazon has trained brands to expect exceptional reporting and data-driven insights, creating a high bar that other retailers struggle to match - and why CFOs love the platform's transparency.

🔄 Consolidation is Coming: With over 250 retail media networks globally but brands only wanting to work with 5-7 partners, Kiri predicts we'll see more partnerships like Macy's and Amazon this year as the market rationalizes.

💡 The Piggly Wiggly Lesson: A fascinating historical parallel about how the first self-service grocery store in 1916 got consumers to change behavior by passing savings directly to them - a lesson for how AI shopping might need to work.

⚠️ Offsite Media at Risk: If AI-powered shopping takes off, offsite retail media networks could face serious competition as LLMs gain access to transaction and intent data that retailers previously controlled.

🎯 Back to Category Growth: Kiri advocates for retailers and brands to move beyond performance-focused land grabs and return to collaborative trade marketing strategies that grow entire categories together.

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Resources & Next Steps

🎙️ Follow Kiri Masters and subscribe to Retail Media Breakfast Club

🎧 Subscribe to Next in Media on Apple Podcasts

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Chapter Timestamps

00:00 Introduction - Ads in AI assistants

00:40 This week on Next in Media

01:00 Meet Kiri Masters of Retail Media Breakfast Club

01:40 Ads coming to ChatGPT and conversational search

02:10 How brands follow consumers to new platforms

03:30 Will AI commerce disrupt retail media?

04:00 Will ads in LLMs work like Google and Facebook?

04:40 The importance of trust in AI assistants

05:00 Why AI ads could be better than traditional ads

06:00 Context and relevance in LLM advertising

07:00 The trust equation in conversational AI

08:00 Understanding AI ads won't necessarily suck

08:10 Walmart and Google partnership announcement

08:30 Are people ready to shop through AI interfaces?

09:00 Building trust through repeated exposure to LLMs

09:40 Story time - buying an iPod on eBay in 1999

11:00 Testing Instacart on ChatGPT

11:40 Sao CTV ad

12:40 Why Walmart partnered with Google

13:20 Retailers want to remain merchant of record

14:40 Can every retailer integrate with AI platforms?

15:20 Consumer choice and retailer selection criteria

16:00 The Piggly Wiggly story - self-service revolution

17:00 Consumer behavior change requires value proposition

17:40 State of retail media today

18:20 Amazon's dominance in retail media

19:20 Offsite retail media and in-store opportunities

20:00 How AI threatens offsite retail media networks

20:40 Open web and retail media advertising

21:30 Competition for audience data between retailers and LLMs

22:20 Could LLMs build offsite media businesses?

23:10 Will we see consolidation in retail media networks?

24:00 The Macy's and Amazon partnership example

24:40 Shoppable TV and CTV shopping outlook

26:00 How AI shopping might impact retail media

26:30 Moving beyond land grabs to category growth

27:20 Wrap-up and thanks

Why the NFL is Leaning So Hard on Creators - with Ian Trombetta

mike@shieldsstrategic.com (Shield Strategic) — Tue, 20 Jan 2026 10:00:00 +0000

In this week's episode of Next in Media, I sat down with Ian Trombetta, SVP of Social Influencer and Content Marketing for the NFL. We dove deep into how the league is winning the creator economy by building long-term partnerships with rising stars like Kai Cenat, Sketch, and Mr. Beast. Ian shared how his team identifies talent before they blow up, creating authentic relationships that benefit both the creators and the NFL's global reach. What struck me most was how the NFL isn't just throwing money at big names - they're investing in momentum and cultural relevance, finding creators who genuinely connect with the next generation of fans.

Ian also walked me through the challenges of scaling this strategy globally, the lessons learned from his time at Red Bull and Activision, and what it takes to work with YouTube on their first-ever NFL broadcast. We discussed the NFL's massive Super Bowl creator activation - with over 150 creators on the ground in San Francisco - and how they're using everything from cooking competitions to fashion shows to showcase the culture around the game. Ian's philosophy is clear: let creators be themselves, provide them with massive value and exposure, and the authentic engagement will follow. It's a masterclass in modern brand building.

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Key Highlights:

🎯 Finding Creators Early: The NFL identifies rising talent before they explode - working with Kai Cenat for 5-6 years before he became a household name. Ian's team stays ahead of dashboards and media coverage by staying deeply connected to culture and momentum.

🤝 Long-Term Relationships Over One-Offs: The NFL's strategy focuses on building sustained partnerships with creators, offering them massive exposure through linear TV, streaming platforms, and owned channels in exchange for authentic engagement with their communities.

🌍 Global Creator Strategy: With international growth as a major priority, the NFL works with global creators like Mr. Beast and IShowSpeed, plus local creators in markets like Brazil and Dublin to introduce football to new audiences worldwide.

🏆 Super Bowl Creator Takeover: Over 150 creators will be on the ground in San Francisco for Super Bowl week, participating in cooking competitions (NFL Season), fashion shows, and cross-promotions with NBC and the Olympics - the biggest creator activation yet.

🎮 Gaming Lessons from Activision: Ian emphasized that brands underestimate the quality bar required for gaming platforms like Roblox and Fortnite - you need dedicated studios creating sustained content, not just one-time pop-ups.

📺 Let Creators Be Themselves: The NFL's philosophy is to never force creators into a box. Great content comes from letting them engage their audiences authentically while naturally weaving in the NFL, not force-feeding promotional content.

🚀 YouTube's First NFL Broadcast: Ian shared insights from working with YouTube on their inaugural NFL game broadcast, highlighting the collaboration between traditional sports media and digital platforms.

🤖 Navigating the AI Challenge: Ian acknowledged that AI's impact on content creation is evolving daily, and staying ahead of how platforms and creators use AI is one of the biggest ongoing challenges for the league.

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Resources & Next Steps:

🎧 Subscribe to Next in Media on Apple Podcasts

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YouTube Chapter Timestamps:

00:00 Cold open - Creator opportunities and AI evolution

00:38 Episode intro and playoff season context

01:02 Meet Ian Trombetta - SVP of Social Influencer and Marketing at NFL

01:36 Ian's role - Social media, influencer marketing, and content creation

02:52 Why the NFL needs creators beyond traditional TV

04:20 Creators as entry points for casual and younger fans

05:15 Global creator strategy - No borders with Mr. Beast and IShowSpeed

06:30 How to find the right creators for your brand

07:45 Building long-term relationships with rising creators

08:40 The Kai Cenat story - 5-6 years of partnership

10:12 The secret sauce - Getting in early and offering value

11:30 Letting creators be themselves for authentic engagement

13:05 Understanding creator momentum and culture

14:20 The Sketch example - Catching viral moments early

16:40 Live streamers and the endurance of daily content creation

18:25 Brand partnerships and measuring ROI from organic reach

20:10 Red Bull background - Building communities and content

22:30 Activision lessons - Community is everything in gaming

24:29 Parallels between gaming communities and NFL fandom

25:23 The gaming challenge - Quality bar and sustained presence

26:23 Roblox and Fortnite - You need a full studio operation

27:14 Flag football, mobile games, and the Olympics opportunity

27:26 Super Bowl preview - 150+ creators on the ground

28:12 NFL Season cooking competition and fashion shows

03:43 Working with Anthony and Ian on the vision

05:37 Smosh 101 - five channels and 15 cast members

07:04 Full-fledged merch business and cast-driven products

07:51 Making content accessible without knowing the lore

08:51 Hospital show - the January improv comedy launch

09:20 SNL meets Grey's Anatomy with character breaks

10:22 YouTube on TV and the living room experience

11:05 Investing in 4K production for Summer Games

12:10 Honoring traditional TV conventions on YouTube

12:46 Predicting YouTube's TV vs search engine split

14:40 Digital and traditional becoming the same thing

15:26 The MCN era and owning your CMS

18:07 Google's special care and bespoke deals

19:14 MCN collaboration lessons and creator networks

20:11 YouTube was founded on collaboration

20:50 We don't have competition, we have collaborators

21:36 No monopoly on the internet

22:34 Growing the creator advertising economy

23:48 Educating advertisers on metrics that matter

24:19 Sincere representation philosophy with brands

24:52 Brands need smarter creative strategies

26:59 Why TV commercials are terrible today

27:40 YouTube provides instant, rich data

28:40 Working with newer vs legacy brands

29:09 Brands still see creators as bedroom amateurs

29:50 Production costs and treating creators professionally

30:29 Progress in podcast ad reads and trust

31:07 Wrap-up and final thoughts

Media Predictions for 2026 with Evan Shapiro

mike@shieldsstrategic.com (Shield Strategic) — Tue, 6 Jan 2026 10:00:00 +0000

I sat down with Evan Shapiro, the legendary media cartographer and author of the must-read substack Media War and Peace, to kick off 2026 with bold predictions about where our industry is heading. Evan didn't hold back as he unpacked the tension between AI-driven automation and the raw authenticity that makes creators so powerful. We explored how scale and reach are becoming vanity metrics, while fandom and engagement are what truly matter now. From Under Armor to Procter & Gamble, major brands are launching their own content channels and becoming creators themselves rather than just renting influencers. This isn't your typical brand content strategy, this is a fundamental shift in how marketing dollars flow.

We also tackled the elephant in the room: YouTube's dominance and whether anyone can challenge it, the explosive growth of retail media networks like Walmart and Amazon, and why traditional media companies like Disney and Warner Brothers are finally embracing platforms they once feared. Evan predicts the AI bubble will burst in 2026, not because the technology isn't valuable, but because it won't be the sexy revolution everyone's hyping. Instead, AI will improve things behind the scenes with targeting optimization and efficiency gains. Plus, we discussed the rise of social media politicians and how $2.5 billion in political ad spending could fundamentally change addressable TV advertising. This conversation is packed with insights you won't want to miss.

Key Highlights

🎯 Engagement Over Reach: Scale and reach are now vanity metrics. The biggest shift in the creator economy is toward fandom and deep engagement rather than pure subscriber counts. Mr. Beast is the exception, creators like Amelia Dimoldenberg and Sean Evans prove that smaller, highly engaged audiences drive better business results.

🏢 Brands Become Creators: Under Armor, Procter & Gamble, and L'Oreal are launching their own content channels and production companies. Instead of hiring influencers, brands will convert ad spend into creating their own entertainment channels, following the Barbie and LEGO model of becoming lifestyle brands.

📺 Traditional Media's Creator Problem: Disney still treats YouTube, Instagram, and TikTok as brochure ware with trailers and promotional content. In 2026, major studios will finally go all-in on real content for these platforms, similar to how they eventually launched Disney+ after years of resistance.

🤖 The AI Bubble Will Burst: The hype around AI making movies, commercials, and scripts will deflate in 2026. AI's real value lies in boring but crucial improvements to targeting, optimization, and efficiency, not in replacing creative talent. Disney's $1.5 billion investment in OpenAI signals they're getting ahead of this shift.

🛍️ Retail Media's Next Wave: We're in the first half of the first inning of shoppable TV. Walmart's integration of Vizio will make them the second-largest retail media network after Amazon. This enables a whole new class of TV advertisers and unlocks budgets that never intersected with traditional media spending.

📱 Instagram and TikTok Launch CTV: Evan predicts both Instagram and TikTok will launch connected TV platforms in 2026. When Oracle takes control of TikTok in the US, a television product is inevitable. YouTube's success with shorts on TV proves short-form content can work on the big screen.

💰 YouTube's Branded Content Explosion: Branded deals embedded in YouTube videos grew over 50% in the first half of 2025, becoming the fastest-growing segment of YouTube's ad economy. With dynamic insertion launching for branded content in 2026, this will dramatically accelerate and become more scalable.

🗳️ Political Ads Transform CTV: The $2.5 billion political ecosystem will spend on hyper-local, outcome-based ads in 2026. This wave of aggressive buyers targeting at the neighborhood level will change television advertising at the genetic level and unlock the true promise of addressable TV.

Resources & Next Steps

🔗 Follow Evan Shapiro on LinkedIn

🎧 Subscribe to Next in Media on Apple Podcasts

Shane Atchison and Seth Gordon on Building Zaaz Collective for the Creator Economy

mike@shieldsstrategic.com (Shield Strategic) — Tue, 23 Dec 2025 11:05:22 +0000

This week on Next in Media, I sat down with Shane Atchison, CEO of Zaaz Collective, and Seth Gordon, a film director and co-founder of Zaaz. We dove into their mission to help micro and mid-level creators (those with 5,000 to 100,000 followers) think and act like media companies. With 96% of creators making minimum wage or less, Shane and Seth saw an opportunity to build a collective where creators could access the data, tools, and intelligence typically reserved for top-tier talent. They shared how Zaaz is using AI-powered analytics, audience insights, and comments-to-commerce strategies to help creators maximize their impact and earnings.

I was fascinated by their approach to solving the creator-brand disconnect. Shane explained how most creators have no idea what to charge for brand deals and often feel they get screwed on their first partnerships. Zaaz addresses this with transparent pricing data, engagement rate benchmarks, and personalized AI language models trained on each creator's unique content and audience. Seth brought a compelling perspective from the traditional entertainment world, noting how the $50 million ad model is dying and the future is much more atomized and creator-led. We also explored their plans for Q1 2025, including creator-to-creator events in Brazil and launching new tools for content transcription and multi-platform analytics.

_________________________________________________________________

Key Highlights

💡 The Creator Economy Gap: 96% of creators are making minimum wage or less despite the industry growing to $500 million by 2030 with 35% year-over-year growth in media spend.

🤝 The Collective Model: Zaaz operates as a membership-based collective where creators share anonymized data on brand deals, pricing, and engagement rates so everyone can learn what's a fair deal.

📊 Audience Intelligence: The platform unifies analytics across all social platforms in one dashboard and uses AI to analyze comments for purchase intent, brand opportunities, and genuine engagement.

💬 Comments to Commerce: Zaaz filters through thousands of comments to surface the ones that matter, like when someone asks "what shirt are you wearing?" turning those into affiliate link opportunities.

🤖 Personalized AI Language Models: Each creator gets their own AI agent trained on their content, comments, and audience data, plus access to collective intelligence from other creators' successful strategies.

🎯 Brand Discovery Done Right: Zaaz pushes dynamic media kits to discovery platforms so creators are represented with real-time data on momentum, engagement rates, and audience quality.

🎬 The Future is Atomized: Seth Gordon explained how the traditional $50 million ad campaign model is dying, and the future belongs to niche, specialized creator-led content reaching targeted audiences.

🚀 Launching in 2025: Zaaz is hosting creator-to-creator events in Brazil and the U.S., launching AI-powered content transcription tools, and helping creators who "don't realize they're creators" move into the space.

_________________________________________________________________

Resources & Next Steps

🌐 Explore Zaaz Collective

🔗 Connect with Shane Atchison on LinkedIn

🎧 Subscribe to Next in Media on Apple Podcasts

_________________________________________________________________

YouTube Chapter Timestamps

00:00 Cold open - Building Zaaz for creators

00:36 Introducing Shane Atchison and Seth Gordon

02:02 What is Zaaz Collective?

03:00 How the collective model works

04:32 The "I got screwed" problem for creators

06:07 Seth on protecting creators in the wild west

07:07 Who are the target creators? (5K-100K followers)

08:32 Audience analytics across platforms

10:52 Comments to commerce strategy

13:04 Brand discovery and connecting the two sides

15:19 Seth on knowing your audience

18:32 The value of micro influencers

20:23 Seth on Warner Bros and the dying $50M ad model

22:10 Streamlining media spend in the creator economy

24:51 Personalized AI language models for creators

27:00 Q1 plans: Launching in Brazil and creator events

28:29 Wrap-up and thanks

The Digital Banking Company Chime Wants CTV to Work Just Like Meta

mike@shieldsstrategic.com (Shield Strategic) — Wed, 17 Dec 2025 19:23:27 +0000

This week I had the chance to sit down with two fascinating guests who are at the forefront of bridging the worlds of digital performance marketing and traditional television advertising. Nick Fairbairn, VP of Growth Marketing at Chime, and Andy Schonfeld, CRO at Tatari, walked me through how they've transformed Chime from a pure digital-first, DTC neobank brand built on social and search into a sophisticated advertiser that runs television campaigns with the same performance mindset they apply to Meta and Google. Their partnership has evolved from small linear TV tests six years ago to a comprehensive full-funnel TV strategy that blends brand building with direct response metrics.

Nick and Andy shared incredible insights into the evolution of performance TV, from navigating the COVID-era inventory opportunities to understanding why linear TV still matters even as streaming dominates the conversation. They explained how Chime approaches television with a portfolio strategy, balancing premium reach moments like live sports with more targeted direct response placements, and why creative and media planning have become the "new targeting" in a world where precise one-to-one identification remains expensive and imperfect. We also dove into the challenges of measuring TV in a fragmented landscape, the role of AI-driven creative, and whether shoppable TV will actually move the needle or remain a marginal innovation.

Key Highlights

Here's a shorter version:

📺 From Walled Gardens to TV: Chime shifted from 80% Facebook/Google spend to treating TV as a performance channel, not just brand awareness.

🚀 COVID's Opportunity: The pandemic opened premium TV inventory at discounts as major advertisers exited, accelerating streaming adoption for performance marketers.

🎯 Performance TV Defined: Measuring full-funnel impact from awareness to account openings using spike attribution, MMM, and Tatari's platform.

⚡ Linear Still Works: Live sports and big moments deliver results at 75% off rate card for brands buying real-time through platforms like Tatari.

💰 The DR Valley of Death: Pure direct response TV hits limits, requiring investment in premium brand moments with longer attribution windows for growth.

🤖 AI and Creative Over Targeting: Paying 2-3x CPMs for precise targeting isn't worth it—creative and smart placement beat perfect identity resolution.

📱 Shoppable TV Reality: Interactive ads and QR codes show promise but remain marginal in business impact; AI-generated creative variations offer more upside.

Resources & Next Steps

🔗 Learn more about Chime

📊 Explore Tatari's performance TV platform

🎧 Subscribe to Next in Media on Apple Podcasts

YouTube Chapter Timestamps

00:00 Opening - Performance TV and Chime's evolution

00:55 Introducing Nick Fairbairn (VP Growth Marketing at Chime)

01:00 Introducing Andy Schonfeld (CRO at Tatari)

01:10 Chime's historic media mix - born on social and search

02:00 The classic DTC journey - 80% in Facebook and Google

02:20 Bringing a portfolio approach to acquisition

02:40 Meeting Tatari and starting the TV journey (2019)

03:00 Initial barriers - cost, creative, and optimization concerns

03:40 Running TV like Meta from day one

04:10 Linear focus in the early days (2016-2019)

04:40 Small doses of TV with incrementality and attribution

05:00 How COVID accelerated streaming adoption

05:40 Major brands exiting created inventory opportunities

06:00 Fire sale opportunities on premium inventory

06:30 Nick's resistance to streaming at first

07:00 The linear purist becomes a 50/50 believer

07:40 Defining performance in TV advertising

08:20 Full funnel measurement - awareness to enrollments

09:00 Getting efficient on walled gardens to fund brand TV

09:40 The DR valley of death explained

10:10 How performance TV measurement has evolved

11:00 Starting lower funnel, then expanding upward

11:40 The $10-15M threshold where DR hits limits

12:10 Going premium - live sports and big moments

12:40 The commitment required to unlock TV's power

13:10 TV driving IPOs and acquisitions

13:40 Helping startups scale through TV

14:00 The state of CTV today - better or more complex?

14:40 Linear vs streaming buying challenges

15:10 Cost prohibitive targeting on streaming

15:50 Creative differences between linear and streaming

16:20 What's missing - the dashboard fantasy

17:00 Why linear still matters - 50% of viewership

17:40 Yankees playoff game example - 75% discount

18:30 You can't buy big moments programmatically

19:10 Relationships still matter in TV buying

19:50 Programmatic CTV limitations

20:30 Media mix modeling and holistic measurement

21:30 Identity and targeting in TV - does it matter?

22:10 Creative as the new targeting

22:50 Why paying 2-3x CPM for precision isn't worth it

23:30 You can't measure it all - need multiple approaches

24:00 Shoppable TV and interactive ads - bullish or not?

24:40 QR codes and send-to-phone - still marginal

25:10 Pause ads opening new real estate

25:40 Amazon remote ads and early testing

26:00 Dynamic AI creative - 100 variations vs two

26:30 Local market creative optimization

27:00 Something's brewing with device and TV convergence

27:30 Wrap-up and thanks

Can Brands Really Spend $37 Billion with Creators?

mike@shieldsstrategic.com (Shield Strategic) — Thu, 11 Dec 2025 14:51:40 +0000

I had the incredible opportunity to bring together some of the brightest minds in the creator economy for an evening of candid conversation about where this industry is headed. From ad tech innovations to creator authenticity, we covered the full spectrum of what it takes to turn creator content into scalable, revenue-generating partnerships. Conor McKenna from Luma and Zoe Soon from the IAB kicked things off with a macro view of the space, discussing how fragmented media is creating massive opportunities for technology to step in. We explored why brands are shifting budgets at unprecedented rates, with Unilever committing 50% of marketing spend to creator-related initiatives.

The evening featured deep dives into brand integration strategies with Ali Parish from Blue Hour Studios and Jeremy Stewart from VuePlanner, followed by an eye-opening discussion with Arthur Leopolod from Agentio about how AI and automation are revolutionizing creator advertising. Perhaps most compelling was hearing directly from Sydney Jo, the creator behind the viral Group Chat series, and her manager Haley Friedman from Made By All about the reality of building a creator business. From navigating brand negotiations to maintaining creative authenticity, this conversation revealed both the opportunities and challenges facing the next generation of digital storytellers.

_______________________________________________

Key Highlights

🚀 The Walled Garden Shift: Meta and Google are evolving from social platforms to entertainment platforms, opening up competitive dynamics that allow ad tech to capture margin in the previously closed creator ecosystem.

📈 Explosive Growth Trajectory: The creator economy is projected to reach $37 billion this year, growing 400% faster than average digital media, with Agentio raising $40 million to help brands scale from $50K to over $1 million in creator spend without additional bandwidth.

🎯 The Authenticity Challenge: Brands are treating creators like Hollywood storytellers but expecting them to perform like programmatic ad units, creating a disconnect that requires better infrastructure, measurement, and understanding of the creator-first approach.

🤖 AI as the Creative Multiplier: While AI enables scalability and reduces production costs to zero, the real winners will be creators with established trust and parasocial relationships, as audiences increasingly seek authentic voices in a sea of AI-generated content.

💡 Partnership Over Performance: Long-term brand relationships like Sydney's multi-season deal with Hilton outperform transactional campaigns, with brands that engage in comments and understand social media culture seeing significantly better integration and results.

📊 The Measurement Gap: Over 50% of US buyers consider creators a must-buy (second only to search and social), yet the industry lacks standardized metrics beyond engagement and reach, requiring brands to rely heavily on first-party data and brand-specific goals.

🎬 Platform Dynamics: YouTube and Meta provide strong creator support with dedicated reps, while TikTok remains uniquely difficult to work with despite its massive scale, and creators intentionally maintain cross-platform presence to avoid giving control to any single platform.

⚡ From Viral to Viable: Sydney's journey from 250K to 1.7 million followers in one week (and a Today Show appearance) reveals both the opportunity and challenge of monetizing virality, highlighting the critical importance of having the right management team to navigate brand negotiations and maintain creative control.

_______________________________________________

Resources & Next Steps

🌐 Learn more about VuePlanner

🌐 Learn more about Agentio

🎧 Subscribe to Next in Media on Apple Podcasts

_______________________________________________

YouTube Chapter Timestamps

00:00 Opening remarks and industry momentum

01:10 Introducing Connor McKenney and Zoe Soon

03:00 The ad tech opportunity in creator economy

05:40 Walled gardens becoming distribution platforms

07:00 Why brands are shifting to creators

08:30 The infrastructure and measurement challenge

12:00 AI and algorithm control concerns

13:00 Standardization vs. authenticity debate

17:10 Ali Perish and Jeremy Stewart on brand integration

18:40 Evolution of Blue Hour Studios

20:40 View Planner's role in creator measurement

24:00 YouTube Creator Partnerships Hub

26:00 The lifetime value of creators

28:00 Arthur Leopold introduces Agentio

30:00 The $10 billion to $800 billion opportunity

32:00 How Agentio automates creator advertising

35:30 Bidding model and AI strategy creation

37:40 Creators as micro creative agencies

40:00 The Cambrian explosion of AI creativity

42:40 Sydney and Hailey from Made By All

44:00 Sydney's viral Group Chat origin story

46:30 Navigating early brand deals

49:00 The importance of saying no

51:40 Long-term brand relationships

54:00 When brands don't understand social media

56:00 Working with platform partners

58:30 Advice for brands and creators

01:00:00 Closing thoughts and thank you

How the New York Times Is Evolving Advertising with Tusar Barik

mike@shieldsstrategic.com (Shield Strategic) — Tue, 9 Dec 2025 10:00:00 +0000

I sat down with Tusar Barik, the SVP of Marketing at the New York Times, who's just past his first year in this newly created role. We explored how the Times has transformed from a traditional newspaper into a multifaceted media company spanning news, games, podcasts, cooking, sports, and more. Tusar leads a comprehensive team managing everything from measurement and data insights to product marketing, editorial advertising opportunities, and traditional communications. What struck me most was learning that the Times now reaches over 150 million registered users with 50 to 100 million weekly engagers, seeing the highest growth among Gen Z adults and audiences in the Midwest and South. The digital advertising business delivered over 20% year-over-year growth, proving that quality journalism and a direct relationship with readers creates a powerhouse advertising platform.

We dove deep into how the Times is meeting consumers where they are through video-forward strategies, producing over 75 hours of professional video monthly and transforming podcasts into multimodal shows available as both audio and video. Tusar shared insights on their Brand Match generative AI product that delivers 30% improvements in both click-through rates and brand lift by intelligently matching advertiser briefs with the right content. We explored how games like Wordle have been part of the Times' DNA since the 1940s crossword, how The Daily creates deeply personal connections with millions, and why the Times sees itself as a solar system with news at the center. The conversation revealed a company that's successfully balanced subscription-first strategy with a thriving advertising business by staying true to its mission while innovating how it reaches and serves audiences.

_______________________________________________

Key Highlights

📈 Unprecedented Scale & Growth: The Times now has over 12 million subscribers, 150 million registered users, and 50-100 million weekly engagers, with the highest growth coming from Gen Z adults and the Midwest/South, driving 20% digital advertising growth year-over-year.
🤖 AI-Powered Brand Match: Tusar revealed their generative AI product that ingests advertiser RFPs and dynamically matches campaigns with the right content as it's produced, delivering 30%+ improvements in both click-through rates and brand lift.
🎥 Video-First Evolution: The Times produces over 75 hours of professional video content monthly and has transformed audio podcasts into multimodal shows, recently launching a Watch tab in the app that creates new premium advertising inventory.
🎮 Games as Core DNA: Gaming has been part of the Times since the 1940s crossword during World War II. Today, over 2,000 people per minute share their Wordle scores, and games advertising drives 21% awareness lift and 30%+ brand consideration growth when combined with news.
🎙️ The Daily's Emotional Connection: Tusar shared a touching story about how Michael Barbaro's voice became a source of comfort for a reader who listened every morning while visiting her ailing father in the hospital for months, illustrating the deep personal relationships the Times builds.
📊 Measurement Playbook Approach: The Times developed a comprehensive measurement strategy offering everything from MMM models for large advertisers to trending metrics for smaller campaigns, with solutions packages that span audio, video, and display inventory.
🌐 Portfolio Beyond News: The Times has evolved into a solar system with news at the center, expanding into The Athletic (largest sports newsroom globally), Cooking, Games, Wirecutter, and more, each creating unique advertising entry points and audience segments.
💼 Programmatic Done Right: The Times views programmatic as workflow pipes to reduce friction, not as a race to the bottom on CPMs. They've invested significantly in the past 18 months while maintaining quality standards and brand safety for advertisers.

_______________________________________________

Resources & Next Steps

🔗 Follow Tusar Barrick on LinkedIn

🎧 Subscribe to Next in Media on Apple Podcasts

_______________________________________________

YouTube Chapter Timestamps

00:00 Elemental TV ad

00:48 Introduction and guest overview

01:50 Welcome to Next in Media

02:03 Tor's role and first year at the Times

04:19 The Times' evolution beyond news

05:07 Core mission and solar system approach

06:25 Audience scale: 150M registered users

07:39 20% digital ad growth and earnings

08:58 AI and Brand Match product

10:46 Brand Match performance results

11:31 Podcasting and The Daily's impact

13:06 Michael Barbaro's emotional connection story

14:02 Audio and video evolution

15:31 Video production stats and strategy

16:14 Navigating agency relationships

17:44 Solutions-based approach to advertising

18:01 Measurement playbook and strategies

19:47 Outcome-based measurement approach

20:59 Sabio ad

21:05 Talent and newsletter strategy

23:48 Gaming portfolio and DNA since 1940s

26:03 The Athletic and portfolio expansion

27:04 Games advertising opportunities

28:28 Programmatic strategy and philosophy

30:29 Video strategy and Watch tab launch

33:49 Video advertising opportunities

34:12 Closing thoughts and wrap-up

34:24 Outro and thanks

🎬 Inside the Micro-Drama Boom with Erick Opeka

mike@shieldsstrategic.com (Shield Strategic) — Tue, 2 Dec 2025 10:00:00 +0000

Summary:
This week on Next in Media, Mike Shields talks with Erick Opeka, President & Chief Strategy Officer at Cineverse and board member at the startup Micro Co. Opeka breaks down how short-form “micro-dramas”—already attracting hundreds of millions of daily viewers in China—are taking shape in the U.S. and why they could become a $20 billion category.

He explains how Cineverse’s 22 streaming services, proprietary Matchpoint technology, and deep ad-tech stack position it to lead this wave. From Quibi’s missteps to AI-driven efficiencies, Opeka shares how the next generation of vertical video could transform storytelling, advertising, and the very idea of television.

⭐ Key Highlights

🎥 Cineverse 101: Operates a full-service film & TV studio plus 22 streaming platforms with under 200 employees—powered by its Matchpoint operating system.
💡 Tech meets storytelling: Built its own ad-tech stack (C360) and data tools to monetize efficiently while controlling creative output.
📱 Rise of micro-dramas: Already a $1 billion U.S. market and mainstream in China, drawing 600 million daily viewers.
🧠 Why it works: Each 3-minute story triggers anticipation loops in the brain—more rewarding than endless scrolling.
🌍 Cultural crossover: Format expected to reach 13–15% of all video consumption at maturity—larger than the entire U.S. theatrical market.
🧩 Creative power team: Lloyd Braun, Susan Rovner, and Jana Winograde join Opeka to build a U.S.-based micro-drama studio.
📺 Beyond romance: Expanding from steamy love stories to game shows, thrillers, and reality formats.
💰 Business model: Starts with premium and pay-per-view, evolves toward ad-supported models—echoing the broader streaming trend.
🤝 Brand opportunity: Advertisers aren’t yet in but white-space potential mirrors early anime and TikTok stages.
🔮 Looking ahead: Launch slated for Spring 2026, combining platform tech + top-tier creatives to redefine mobile storytelling.

🔗 Resources & Next Steps

Follow Erick Opeka on LinkedIn 🔗
Learn more about Cineverse → cineverse.com
⭐ Rate & Review to help more listeners discover the show
🎧Subscribe to Next in Media on Apple Podcasts

⏱️ YouTube Chapters

00:00 – Intro and Erick Opeka’s role at Cineverse
01:00 – How Cineverse runs 22 streaming services with Matchpoint
04:00 – Ad-tech integration and C360 audience platform
05:00 – The micro-drama trend and China’s 600 million viewers
07:30 – Why micro-dramas hook audiences psychologically
09:30 – U.S. market potential and viewer behavior
11:00 – Genres evolving beyond romance
13:00 – Demographics and comparison to K-drama boom
14:30 – Business models: subscription vs ad-supported
17:00 – Early lessons from China and U.S. adoption curve
18:00 – Formation of Micro Co and the creative team
21:00 – Building a U.S. platform with better UX and production quality
26:00 – Quibi comparisons and why this time is different
29:00 – Timeline for launch and platform strategy
32:00 – Brand building and sustainable growth vs CAC race
34:00 – CTV integration and cross-screen potential
35:40 – Advertising ecosystem and brand interest
37:40 – TERRIFIER franchise and Cineverse’s studio approach
40:00 – Final thoughts on innovation and industry future

Why Brands Should Stop Avoiding News with Jack Marshall

mike@shieldsstrategic.com (Shield Strategic) — Tue, 25 Nov 2025 10:00:00 +0000

Why Brands Should Stop Avoiding News with Jack Marshall

Brands 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.com

Explore 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 news

00:40 Introducing Jack Marshall, Head of News at DoubleVerify

02:00 Why DV created a Head of News role

03:20 Educating advertisers and publishers on news investment

04:50 The CMO vs. junior buyer disconnect

06:00 Brand safety vs. brand suitability explained

07:30 When it’s reasonable to exclude content — and when it’s not

08:20 Modern tools vs. blunt keyword blocking

09:20 Overgeneralizations and nuanced strategies

10:00 The myth of “negative adjacency”

11:10 How consumers actually perceive ads near news

12:10 DV research: news drives 16% higher engagement

13:30 Why advertisers should rethink “news avoidance”

15:40 The DV News Accelerator and new AI keyword tools

17:10 Cutting bloated keyword lists with automation

18:30 Helping brands use a scalpel instead of a sledgehammer

19:30 Making nuance easy for media buyers

20:20 Is the pendulum swinging back toward openness?

21:30 AI slop and why real news stands out

23:00 Publishers finding optimism amid change

24:20 Diversifying revenue and growing brand trust

25:20 The rise of news creators and influencer-style partnerships

26:00 Closing thoughts — supporting real journalism and connection

Fire TV, Alexa Plus & the Future of Shoppable CTV with Amazon's Charlotte Maines

mike@shieldsstrategic.com (Shield Strategic) — Tue, 18 Nov 2025 10:00:00 +0000

In this special episode recorded live at Amazon UnBox in Nashville, I sit down with Charlotte Maines, Head of Device Advertising for Fire TV at Amazon. We dive into the massive reach of Fire TV—over 300 million devices sold globally—and what that means for brands aiming to connect with high-value, logged-in Amazon customers.

Charlotte shares how Amazon is evolving the ad experience from simple tune-in campaigns to interactive, full-funnel marketing opportunities. We unpack the growing role of Alexa Plus, Amazon’s new LLM-powered assistant, and how it’s revolutionizing personalized, voice-driven engagement across devices. From shoppable connected TV to dynamic creative powered by GenAI, this episode is packed with insights for any brand looking to harness the next wave of CTV innovation.

Timeline Summary:
[0:38] - Why Fire TV’s 300M device footprint is a game-changer for advertisers
[2:40] - The “six-minute window”: How brands can show up during viewer decision time
[4:22] - Evolution of Fire TV advertising—from HBO tune-ins to full-funnel brand engagement
[6:12] - Inside Alexa Plus: How LLMs are powering Amazon’s new conversational AI
[8:10] - Shopping with your voice: Fire TV and Alexa’s seamless commerce experiences
[10:00] - The future rotator: Amazon’s prime CTV ad real estate explained
[12:45] - Full-funnel advertising: How Amazon connects the dots across devices and media
[15:15] - GenAI in action: How brands are creating audio ads in seconds using Amazon tools
[18:12] - What brands—big and small—are learning from Amazon’s self-service creative tools
[20:33] - Why devices are key to Amazon’s dominance in full-funnel marketing

Links & Resources:

Learn more about Alexa Plus: Amazon Alexa
Explore Sabio’s platform: sabioctv.com
🎧Subscribe to Next in Media on Apple Podcasts

Closing Remarks:
If you found this episode insightful, I’d love it if you’d take a moment to rate, follow, and share the show. And don’t forget to leave a review—your support helps more people discover Next in Media. See you next time!

AI, Audience Measurement & Media’s Future with Nielsen CEO Karthik Rao

mike@shieldsstrategic.com (Shield Strategic) — Tue, 11 Nov 2025 10:00:00 +0000

This week on Next in Media, I sat down with Nielsen CEO Karthik Rao to get an inside look at the company’s transformation in a fast-evolving media landscape. From the explosive rise of YouTube on connected TVs to tackling fragmentation across platforms, Karthik breaks down how Nielsen is reinventing itself with big data, AI, and a mission to future-proof measurement.

We talked about the company’s response to public challenges, its roadmap for creator measurement, and why the shift to big data plus panel is more than just a tech upgrade—it’s a foundational change in how the industry understands audiences. Whether you're curious about the "currency wars," the power of creators, or the role AI could play in stitching together digital and linear, this episode delivers some fascinating insight straight from the top.

Timestamps:

[0:00] - Karthik Rao on AI’s role in unifying disparate parts of the media world
[1:07] - From CEO of Nielsen Global Media to CEO of Nielsen: Karthik’s journey
[2:36] - Why Nielsen’s transformation was necessary to keep up with fragmentation and streaming
[3:39] - The company’s shift from panel-only to big data plus panel—what that means and why it matters
[5:45] - Balancing innovation, trust, and marketplace readiness
[8:28] - What really happened with the NFL and how Nielsen navigated public scrutiny
[13:16] - Media negotiations in the press and why everyone keeps coming back to Nielsen
[15:01] - The underestimated breadth of Nielsen’s business beyond just ratings
[17:04] - AI’s game-changing potential in media buying and data integration
[20:01] - YouTube’s dominance on CTVs and why creator content is more serious than many assume
[22:57] - How Nielsen plans to help creators scale across media ecosystems
[25:56] - The current state of "currency wars" and why standardizing to human truths matters
[27:21] - Nielsen’s plan to measure podcasting’s evolving video/audio landscape

Links & Resources

Learn more about Nielsen’s work at nielsen.com
Explore Sabio’s platform: sabioctv.com
🎧Subscribe to Next in Media on Apple Podcasts

Enjoyed the episode?
Please consider rating, reviewing, and sharing Next in Media. And don’t forget to hit that follow button so you never miss what’s next in the world of media.

Meet the People Magazine of the Ad World

mike@shieldsstrategic.com (Shield Strategic) — Tue, 4 Nov 2025 10:00:00 +0000

Robert Wheeler — longtime communications leader at WarnerMedia, AT&T/Xandr, and GroupM — shares why he left the corporate world to build At the Moment Media (ATM), a people-first, video-led publication spotlighting personalities across advertising, technology, and media.

He walks through how the brand came to life — from the black-and-white design and animated “M” mascot to its 5–6 minute storytelling format and short-form social clips. Robert also opens up about startup lessons, the state of modern comms, and how ATM plans to cover cultural business moments like the Latin GRAMMYs and BravoCon.

Key Highlights

🚀 Why he jumped – Robert left senior comms roles at WarnerMedia, AT&T/Xandr, and GroupM to launch At the Moment Media (ATM), aiming to humanize B2B storytelling.

🎥 Format that works – Core videos run 5–6 minutes each, repurposed into 15–30-second social cuts designed for engagement and discoverability.

🎨 Brand design – A black-and-white aesthetic lets guests provide the color; the animated “M” mascot adds warmth and identity to the platform.

🗣️ Rethinking B2B – Robert urges the industry to drop jargon and speak like humans, applying the same clarity and creativity used in consumer ads.

📣 The PR truth – “Your comms team can’t fix a bad story.” Great coverage comes from authentic ideas and honest narratives, not spin.

🌎 Culture meets commerce – ATM spotlights the business side of cultural events like the Latin GRAMMYs and BravoCon — moments that blend fandom, influence, and brand dollars.

⚠️ Crisis lessons – From 2020’s triple-whammy week (CEO exit, major deal, COVID shutdown) to WarnerMedia’s Project Popcorn, Robert shares how to stay steady under fire.

📈 Startup execution – Early success driven by global editors, social-first distribution, and sponsor partnerships proving the model works.

Resources & Next Steps

🔗 Follow Robert Wheeler on LinkedIn

🌐 Explore ATM Media

🎧Subscribe to Next in Media on Apple Podcasts

YouTube Chapter Timestamps

00:00 Why leave big media to start ATM

01:02 Episode setup and who Robert is

01:32 Meet Robert Wheeler and ATM’s mission

02:26 From WPP/Warner to taking the plunge

05:30 Press pressure and changing journalism

07:06 What is ATM and what it’s becoming

10:14 Naming ATM and the brand spark

11:18 Black-and-white look and the “M” mascot

13:31 People-first POV vs old trade vibes

15:27 Comfort unlocks better on-camera stories

16:26 How to launch a media brand in 2025

17:33 Format: 5–6 minute features plus social cuts

18:56 B2B that talks like B2C

22:40 Covering culture: Latin GRAMMYs and BravoCon

25:05 What comms can and cannot fix

27:14 Managing teams and why he still loves comms

28:05 Crisis week 2020: CEO exit, mega deal, COVID

30:04 Project Popcorn and more war stories

31:35 Wrap-up and calls to action

How Google Reinvented Search with AI

mike@shieldsstrategic.com (Shield Strategic) — Tue, 28 Oct 2025 09:00:00 +0000

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 Podcasts

YouTube Chapters

00:00 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

How Roku Is Powering the Next Wave of CTV Advertising

mike@shieldsstrategic.com (Shield Strategic) — Tue, 21 Oct 2025 12:02:25 +0000

In this episode of Next in Media, Mike Shields speaks with Peter Hamilton, Head of Ad Innovation at Roku, about the rapid evolution of connected TV (CTV) advertising and how Roku is bridging the gap between big-brand budgets and small-business accessibility.

Peter shares what’s really happening behind the scenes as digital-first advertisers and DTC brands move into television, the challenges of onboarding thousands of SMBs, and how Roku’s self-serve ad tools and shoppable innovations are reshaping the CTV landscape. He also explains Roku’s partnership with Amazon, the growth of shoppable TV, and why “press OK to text” could redefine viewer engagement.

With clarity and insider perspective, Peter outlines what’s next for CTV—from AI-driven creative experimentation to real-time data loops that empower advertisers of all sizes.

Key Highlights

📈 CTV’s Fastest-Growing Segment: How performance-driven advertisers, not traditional TV buyers, are fueling Roku’s rapid growth.

💡 SMBs Meet Streaming: Why onboarding small advertisers takes time—and how Roku’s self-serve tools are solving it.

📺 Amazon Partnership Explained: Why Roku isn’t competing with Amazon but collaborating to improve advertiser reach and data performance.

📱 Shoppable TV & “OK to Text”: How one button on the Roku remote is changing interactive ad engagement forever.

🧠 AI in Creative Production: The rise of self-serve advertisers testing dozens of AI-generated ads and what’s working so far.

⚙️ The Open Platform Approach: Roku’s strategy to stay partner-first while integrating performance data and real-time conversions.

Resources & Next Steps

📊 Learn about Roku’s performance tools and integrations
🎧Subscribe to Next in Media on Apple Podcasts

YouTube Chapter Timestamps

00:00 Setting the stage – CTV’s transformation

00:53 Introducing Peter Hamilton of Roku

02:00 Why new advertisers are coming to TV

03:31 The challenge of onboarding SMBs

05:01 How performance marketers are driving CTV growth

06:07 Roku Ads Manager and self-serve evolution

07:32 Moving beyond search and social saturation

09:12 Why analysts underestimate CTV’s growth

10:02 Fundamentals of marketing still apply

11:18 Building new DR paths for DTC brands

12:28 How Roku attracts small businesses

13:59 Success stories: Shopify and Fatty 15

15:15 What’s holding CTV adoption back?

16:00 Inside Roku’s partnership with Amazon

17:51 The open-platform strategy

18:52 Acquiring Friendly and launching Howdy

20:25 Experimenting with subscription bundles

21:15 The rise of shoppable TV and “OK to Text”

22:51 How interactivity and texting are becoming normalized

24:18 Building habitual shoppable behavior

25:43 Why creative clarity drives conversions

26:54 The future of AI-generated ads on CTV

27:46 Data loops, APIs, and intelligent optimization

28:04 Closing thoughts – what’s next for CTV advertising

From Viral Photographer to Skincare Empire with His Daughter Salish

mike@shieldsstrategic.com (Shield Strategic) — Fri, 17 Oct 2025 09:14:02 +0000

In this episode of Next in Media, Mike Shields sits down with Jordan Matter, the YouTuber, photographer, and entrepreneur behind one of the most surprising creator success stories of the year. What started as a simple series of dance photography videos turned into a global family brand with more than 300 million monthly views—and now, a Sephora skincare line that drew an unbelievable 87,000 fans to its launch.

Jordan opens up about his journey from photographing dancers in New York to building a thriving father-daughter YouTube channel with his daughter Salish, how they created an authentic bond with Gen Alpha viewers, and the lessons learned from turning that trust into a real-world business. He also reflects on the emotional chaos of their record-breaking Sephora event, balancing parenthood with content creation, and why he believes authenticity—not virality—is the real currency of influence.

Key Highlights

📸 From Photographer to Creator: How Jordan’s 10-Minute Photo Challenge videos transformed a niche dance-photography channel into a viral YouTube phenomenon.

👨‍👧 The Power of Relationship: Why shifting focus to his daughter Salish created a stronger emotional bond with viewers—and opened up an untapped “father–daughter” niche on YouTube.

💡 Avoiding Creator Pitfalls: Jordan’s take on why so many influencers burn out chasing money—and why his team refuses to flood their audience with endless brand deals.

🧴 Skincare Meets Storytelling: How Salish’s new “Sincerely Yours” line with Sephora became the Gen Alpha skincare brand—selling out instantly and drawing *twice the crowd of MrBeast’s burger launch.

😱 87,000 Fans, One Mall: Behind the scenes of the record-breaking American Dream launch event that shut down highways and had teens camping overnight.

❤️ Authenticity Over Hype: Why Jordan believes creators should focus on connection, care, and consistency instead of algorithms and short-term trends.

🎬 Beyond YouTube: His future plans for animation, apparel, and storytelling beyond the camera—while still keeping Salish’s childhood sacred.

Resources & Next Steps

📺 Watch Jordan Matter’s videos on YouTube
🧴 Explore Sincerely Yours skincare at Sephora.com
📲 Follow @JordanMatter and @saysaymatter on Instagram
🎧Subscribe to Next in Media on Apple Podcasts

Inside Kevin Hart’s Hartbeat with Janina Lundy

mike@shieldsstrategic.com (Shield Strategic) — Tue, 14 Oct 2025 09:00:00 +0000

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 Intro

00:48 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

Reinventing Ad Tech, Criteo’s CEO on Retail Media, AI, and the Future of Addressability

mike@shieldsstrategic.com (Michael Komasinski) — Tue, 7 Oct 2025 10:00:00 +0000

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

What's It Like to Ride the YouTube Wave for Nearly 20 Years

mike@shieldsstrategic.com (Shield Strategic) — Wed, 1 Oct 2025 10:00:00 +0000

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 YouTube

04:40 - The Smosh Discovery and Early MCN Era

11:00 - The Funded Channels Project and Working with Traditional Celebrities

17:00 - The Pandemic Opportunity: Licensing to Streaming and Cable

19:44 - The FAST Channel Experiment and Why They Shuttered It

23:12 - The Changing YouTube Landscape and Creator Economy Challenges

28:00 - Getting Involved in AI: From Paper Cup to AI LA

32:00 - AI Avatars and the Future of Lifestyle Content

34:00 - 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-kin

Kin Community: https://www.kincommunity.com

How is a Giant Marketer Like Unilever Going to Spend Half of Its Media Budget on Creators?

mike@shieldsstrategic.com (Shield Strategic) — Tue, 23 Sep 2025 09:00:00 +0000

Next in Media talked to Selina Sykes, Global Marketing Transformation Leader for Beauty and Wellbeing at Unilever, about the company's ambitious goal to allocate half of its media budget to creators. The conversation explored how a legacy CPG giant is reimagining its marketing model to stay relevant in a social-first world.

Sykes discussed Unilever's shift from traditional broadcast advertising to a "many-to-many" model that harnesses communities and creators. She shared insights on building authentic creator partnerships, the success of campaigns like Vaseline Verified, and how AI is being integrated into their content supply chain. The conversation also covered social commerce opportunities, the balance between scaled operations and authentic creator relationships, and the future of AI-driven shopping experiences.

Join us for this insightful discussion on how traditional brands can successfully navigate the creator economy while maintaining authenticity at scale.

🔖Chapters:

[00:01:18] Introduction and Selina's Role at Unilever

[00:03:02] Staying Relevant in Beauty's Fast-Moving Landscape

[00:06:30] The Decision to Spend Half Media Budget on Creators

[00:08:29] Executing Creator Partnerships at Scale

[00:12:45] Case Study: Vaseline Verified Campaign Success

[00:15:24] Social Commerce and TikTok Shop Strategy

[00:18:18] AI Integration in Content Creation and Media

[00:21:53] The Future of AI Shopping Agents

💡Takeaways:

🎯 Unilever is shifting from "one-to-many" broadcast to "many-to-many" creator-driven marketing to stay culturally relevant

📊 The company aims to allocate exactly 50% of its media budget to creator partnerships and content

🤝 Creator relationships range from long-term "co-founder" collaborations to scaled content partnerships with smaller creators

✨ The Vaseline Verified campaign leveraged 3.5 million organic brand mentions, working with creators to scientifically verify popular "hacks"

🛒 Social commerce is viewed as a key channel, with emphasis on affiliate programs and shoppable content experiences

🤖 AI is being integrated across the marketing ecosystem through "AI studios" in each market, focusing on human-AI collaboration

🎨 Quality control remains paramount - AI augments human creativity rather than replacing human oversight

🛍️ AI shopping agents are expected to become a new channel complementing rather than replacing existing shopping experiences

🔄 The creator economy allows brands to tap into authentic community conversations that were previously happening without brand involvement

🌟 Success requires balancing brand authenticity with the need to operate at Unilever's massive scale

Follow Silena Sykes: https://linkedin.com/in/selina-sykes-0619b62b?originalSubdomain=uk
Unilever: https://unilever.com

Dhar Mann Wants to Make YouTube Shows With Big Brands

mike@shieldsstrategic.com (Shield Strategic) — Tue, 16 Sep 2025 09:00:00 +0000

Next in Media talked to Dhar Mann, Creator and founder of Dhar Mann Studios, and Sean Atkins, CEO of Dhar Mann Studios, about building one of YouTube's most successful scripted content operations. They discussed creating family-friendly scripted series at scale, working with brands beyond traditional advertising, and expanding their studio model to support other creators.

Mann and Atkins also covered why scripted content is breaking through on YouTube, their Samsung TV Plus deal, and positioning as the future of creator-driven media.

🔖Chapters:

00:00 - Introduction to Dhar Mann and Sean Atkins

02:36 - From Personal Stories to Scripted Content at Scale

06:00 - Building Infrastructure and Leadership

08:22 - Expanding to Multi-Creator Studio Model

11:50 - Why Scripted Content Works on YouTube

14:49 - Traditional Media's Failed Creator Acquisitions

18:20 - Brand Partnerships Beyond Platform Revenue

22:17 - YouTube's Role in Creator-Brand Relationships

26:00 - Television and Fast Channels for Creators

29:00 - What Brands Need for Creator Success

💡Takeaways:

🎬 Dhar Mann Studios produces five shows weekly on a 21-day script-to-screen cycle, enabling real-time cultural relevance.

📺 The company operates 66 sets across 125,000 square feet with creator-level efficiency and economics.

🚀 Unlike talent-dependent creators, Dhar Mann built a scalable format not requiring his appearance in every video.

👨‍👩‍👧‍👦 Family-friendly co-viewing content serves a massive underserved audience.

💰 Bootstrapped and profitable since day one through platform revenue before expanding to brand partnerships.

🎯 Brands are shifting from transactional relationships to long-term partnerships including co-developed studios.

⚡ The 21-day production cycle lets brands move at culture's speed for scripted content.

🏢 Fifth Quarter agency helps other creators build sustainable businesses using their infrastructure.

📱 Samsung TV Plus provides validation and revenue diversification while reaching traditional viewing audiences.

🔮 Creators will become challenger brands in verticals where they've built expertise through partnerships.

Follow Dhar Mann: linkedin.com/in/dharmann

Amazon's Kelly MacLean on How the eCommerce Giant Built a Killer DSP

mike@shieldsstrategic.com (Kelly MacLean) — Tue, 9 Sep 2025 10:00:00 +0000

🔖Chapters:

[00:01:12] - Kelly's Background: From Soccer to Ad Tech

[00:03:22] - Making the Move from Meta to Amazon

[00:04:44] - Amazon DSP's Evolution from Single to Multi-Purpose

[00:06:10] - Adapting to the Streaming TV Revolution

[00:07:31] - Technical Differentiators and Competitive Positioning

[00:13:30] - AI Integration and the "Crystal Box" Approach

[00:16:54] - The Future of Automated Advertising Agents

[00:18:03] - Impact of Changing Consumer Search Behavior

[00:19:56] - What's Next and Amazon Unboxed Preview

💡Takeaways:

🏆 Kelly MacLean's competitive background as a professional soccer player shaped her approach to building fast-moving, high-performing ad tech teams.

🔧 Amazon completely re-architected their DSP backend and frontend, moving from single-purpose to fully functioning multi-purpose platform, improving overall performance by over 40%.

📺 Amazon DSP is now the only platform offering authenticated reach to over 80 million CTV households in the US through partnerships with Roku and other premium publishers.

🤖 Amazon's "crystal box" approach to AI provides transparency and control while leveraging automation, contrasting with traditional "black box" systems.

💰 Amazon offers industry-leading low fees: 0% for programmatic guaranteed deals on Amazon properties and 1% across premium streaming publishers.

🎯 Performance Plus campaigns have driven over 51% improvement in customer acquisition costs through AI-powered optimization.

📱 Amazon launched Complete TV ahead of upfronts, using AI to help marketers plan, manage, and measure holistic streaming TV buys across platforms.

🔮 The future will likely combine simplified AI-driven products with complex expert features, as different campaigns and brands will require varying degrees of automation.

🏈 Live sports remains one of the "last best places" where consumers are truly engaged for long durations, making it increasingly valuable for advertisers.

📊 Amazon's approach focuses on deterministic identity and frequency capping to provide more efficient spend and clearer impact measurement.

Amazon DSP: https://advertising.amazon.com/solutions/products/amazon-dsp

Dazn's Walker Jacobs on Lessons From Streaming Global Sports Events, and What YouTube in for with its First NFL Game

mike@shieldsstrategic.com (Shield Strategic) — Tue, 2 Sep 2025 09:00:00 +0000

🔖Chapters:

00:00 - Introduction and DAZN Overview

01:12 - DAZN's Global Sports Streaming Scale

03:58 - Creating the FIFA Club World Cup Tournament

07:43 - Managing Complex Global Live Streaming

14:26 - The State of Sports and Streaming Industry

18:40 - Lessons from Amazon's Thursday Night Football Launch

27:30 - DAZN's US Growth Strategy and Original Content

💡Takeaways:

🌍 DAZN operates as the world's largest sports streaming service, handling over 90,000 live events annually across 200+ countries and territories.

⚽ The FIFA Club World Cup represented the most ambitious global streaming project ever attempted, featuring 64 matches in 13 languages across 196 countries with just six months of preparation time.

🤝 Strategic partnerships with linear broadcasters like TNT Sports and Univision helped maximize reach while building the DAZN brand in new markets.

📺 80 of the top 100 broadcasts in 2024 were live sports, highlighting the critical importance of sports content for both traditional and streaming platforms.

🎯 When entering established sports advertising markets, new streaming platforms should focus on "not screwing up" the basics before attempting to revolutionize the experience.

📱 DAZN is integrating its Whistle Sports original content division with its live streaming platform, creating DAZN Originals that will be exclusive initially before going wide.

🏈 The company is expanding its US footprint beyond boxing with Spanish-language soccer rights and new NFL-themed original programming.

🚀 Success in global sports streaming requires massive technical preparation, with CDN capacity planning and platform stability being critical for simultaneous worldwide viewership.

Follow Walker Jacobs: https://linkedin.com/in/walkerjacobs DAZN: https://dazn.com

Why Creators Like Kai Cenat are Playing Dodgeball for $500K

mike@shieldsstrategic.com (Drew Muller, Mike Shields) — Tue, 19 Aug 2025 09:00:00 +0000

Next in Media spoke with Drew Muller, VP and General Manager of House of Highlights, about how the Warner Discovery-owned property is looking to bridge sports fandom with top creators' content via the Creator League. The event, founded in 2023, features top creators such as Kai Cenat, Jesser and FaZe Rug playing a series of tournaments in sports such as slamball, dodgeball and basketball for big prize money, both on social platforms and streaming services like HBO Max.

💡Takeaways:

🔄 Evolving Beyond Aggregation: Media brands are transitioning from being simple content aggregators to becoming original content producers to keep their audience engaged.
🎯 Prioritizing the Youth Audience: Despite reaching a mass scale of over 100 million followers, House of Highlights focuses on its core under-34 sports fan base to maintain its brand voice and avoid being diluted by trying to appeal to everyone.
📈 The Rise of CTV and YouTube: The growth of YouTube consumption on TV devices (CTV) signifies a new "lean-back" viewing environment for younger audiences, which presents a significant opportunity for advertisers.
🤝 Partnerships Beyond Traditional Ads: Brands are moving past traditional ad placements and integrating themselves into the "fabric of the competition" within custom content.
🏆 Creating Owned Sports Leagues: Instead of only covering traditional sports, media companies can create their own leagues, like the "Creator League" by House of Highlights, featuring creators and personalities.

🎙 Guest: Dan Muller

🎤 Host: Mike Shields

📺 Sponsor: VuePlanner

🎬 Producer: FEL Creative

How Tubi is Embracing Creators - and Trying to Shake up Streaming

mike@shieldsstrategic.com (Rich Bloom, Mike Shields) — Tue, 5 Aug 2025 09:00:00 +0000

Next in Media chatted with Rich Bloom, GM, Creator Programs & EVP, Business Development at Tubi, about the Fox-owned streamers new creator program, which has quickly expanded for five to 50 participants. Bloom also talked about Tubi's overall growth, Gen Z misconceptions, and whether TV needs to adopt more YouTube-like qualities.

💡Takeaways:

🎬 Creator Content is Blurring the Lines with Traditional TV: The distinction between content from native digital creators and traditional Hollywood content is becoming increasingly blurry, with creators now producing longer-form, high-quality content that is being watched on television.
🤝 Collaborative Partnerships are a New Path to Hollywood: Tubi is creating a program called "Tubi For Creators" that provides native digital creators with a path to elevate their careers and businesses by giving them a way to work with Tubi.
📈 Success Comes from Leveraging Existing Audiences: The success of Tubi’s original movie Sideline was a result of bringing together the built-in fandoms of a popular Wattpad novel and a huge TikTok star, Noah Beck, who was eager to cross over into acting.
🚫 Accessibility and Low Friction are Key to Attracting Young Viewers: The absence of a paywall on Tubi makes it an accessible platform that encourages young audiences, like those on TikTok, to easily transition from a clip on their phone to watching the full content on Tubi.
💰 Creators Are the New Media Startups: Creators are seen as sophisticated media startups that produce content, own their own IP, have large distribution channels, and have huge, loyal fan bases.

🎙 Guest: Rich Bloom

🎤 Host: Mike Shields

📺 Sponsor: Elemental TV & Linkedin

🎬 Producer: FEL Creative

Ad Tech Forrest Gump Ari Paparo on his New Book, and Whether the Feds Should Have Nailed Google Sooner

mike@shieldsstrategic.com (Ari Paparo, Mike Shields) — Tue, 29 Jul 2025 09:00:00 +0000

Next in Media spoke with Marketecture CEO Ari Paparo, author of the new book "Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance" about how Google was able to build a monopoly on programmatic ads, despite so many people in the ad industry shouting about it for years - and whether we can stop the next one.

💡Takeaways:

🏛️ The initial small scale of programmatic advertising in the early 2000s made it difficult for regulators to foresee its future dominance, allowing Google's DoubleClick acquisition to proceed with less scrutiny than it might warrant today.
⚔️ Google's ownership of the ad server provided a significant competitive advantage, enabling it to "snipe" bids and secure ad inventory by having insight into auction prices.
🔍 Regulators initially overlooked the critical advantage of Google's ad server being connected to its exchange, a factor that proved more significant than simply a company selling ads also owning a marketplace.
🤫 Google's acquisition of Invite Media (which became DV360) for a relatively low price (around $80 million) reportedly allowed it to avoid significant antitrust scrutiny, highlighting a potential loophole in regulatory oversight based on transaction size.
⚖️ The lack of specific regulations governing advertising market transactions, unlike financial markets, meant that the ad industry operated largely on "best behavior and contract law," creating vulnerabilities for anti-competitive practices.
🗣️ Publisher dissatisfaction with Google's actions, such as removing features like UPR, played a significant role in fueling antitrust scrutiny and demonstrating the company's "total arrogance".
🌍 Unlike the US, the Digital Markets Act in Europe provides regulators with tools to intervene based on a company's scale of power, offering a potential model for preventing future monopolies in the digital advertising space.

🎙 Guest: Ari Paparo

🎤 Host: Mike Shields

📺 Sponsor: Elemental TV

🎬 Producer: FEL Creative

Creators, Campaigns, and Cannes: Navigating the Evolving Media Ecosystem

mike@shieldsstrategic.com (Jessica Brown, Kelly Metz, Mike Shields) — Thu, 24 Jul 2025 09:00:00 +0000

Next in Media spoke with WPP Media's Jessica Brown and Spark Foundry Worldwide's Kelly Metz, focusing on YouTube's growing role in the TV marketplace, the shift towards holistic video measurement, the increasing importance of AI and streamlined approaches in media buying, and the evolving challenges and opportunities in creator partnerships and cross-platform attribution.

💡Takeaways:

📺 YouTube's Growing TV Presence: YouTube is increasingly seen as a significant part of the TV landscape, with viewership numbers supporting its inclusion in TV consumption.
📱 Short-Form Content on TV: YouTube Shorts are surprisingly popular on television, prompting discussions on whether short-form content like TikTok and YouTube Shorts should be considered alongside traditional TV in video strategies.
🚀 Social-First and Short-Form Strategies: Brands should consider starting with social-first and short-form content, depending on their audience and message, as there are various options for reaching consumers.
🤝 Streamlined Creator Partnerships: While finding and activating creators at scale remains challenging, companies are making strategic acquisitions and developing agile processes to simplify creator deals and get campaigns to market quickly.
📊 Need for Holistic Measurement: There's a strong demand for better, more comprehensive, and consistent measurement across all media platforms, including walled gardens, to compare performance effectively and understand ROI.
🤖 AI and Tech in Media Buying: Technology and AI are becoming increasingly important for media buying, helping to streamline approaches, inform product choices, and create more effective and impactful campaigns.

🎙 Guests: Jessica Brown & Kelly Metz

🎤 Host: Mike Shields

📺 Sponsor: Elemental TV

🎬 Producer: FEL Creative

What Happens to Retail Media When Agents Start Taking Over Shopping?

mike@shieldsstrategic.com (Mike Shields, Sarah Hofstetter) — Tue, 22 Jul 2025 09:00:00 +0000

This episode is brought to you by Walmart Connect. From homepage to home improvement. Win Carts and Minds with Walmart Connect.

Next in Media spoke with Sarah Hofstetter, chairwoman of Profitero, a division of Publicis, about the haves and have nots in retail media, whether the big players TV presence is going to cause a bifurcation in the market, and what agentic shopping might do to the whole category.

💡Takeaways:

💸 Retail Media Explosion & Consolidation: The retail media sector has seen significant growth, with major players like Amazon and Walmart developing substantial advertising businesses, leading to a tiered market with a few dominant players and a long tail of smaller networks.
🔄 Buyer vs. Seller Disconnect: There's a fundamental disconnect between media buyers who desire consolidation and retailers who view retail media as a crucial revenue stream from suppliers, creating tension in the market.
🛍️ Shifting Budget Allocation & Mindset: Traditional shopper marketing budgets, historically controlled by sales teams for in-store presence, are now clashing with digital media spending, requiring a shift in mindset within brands to prioritize "digital end-caps" like search and display.
🛒 Omnichannel Attribution Complexity: Measuring the impact of digital shelf presence on in-store purchases and vice-versa is a significant challenge, as current attribution models often fail to connect these fluid customer journeys.
🤖 AI's Impact on Shopping & Search: Agentic AI is poised to disrupt traditional search and shopping behaviors, compelling retailers, agencies, and brands to collaborate on co-creating future shopping experiences and leveraging AI for workflow automation and efficiency.

🎙 Guest: Sarah Hofstetter

🎤 Host: Mike Shields

📺 Sponsor: Walmart Connect

🎬 Producer: FEL Creative

Are You Ready for Gen Alpha? Insights from Razorfish CEO Dani Mariano

mike@shieldsstrategic.com (Dani Mariano, Mike Shields) — Thu, 17 Jul 2025 09:00:00 +0000

In this episode of Next in Media, Mike Shields interviews Dani Mariano, CEO of Razorfish, about their research into Gen Alpha, highlighting this generation's unique media consumption habits, brand maturity, and influence on household purchasing decisions, as well as Razorfish's "creator collab" program designed to meet the evolving demands of creator-centric marketing.

💡 Takeaways:

👶 Gen Alpha is more "Gen Z than Gen Z" at age 10 and will fundamentally change marketing, moving beyond the "mini-millennial" or "mini-Gen Z" expectations that marketers had for previous generations.
🤝 Gen Alpha seeks co-creation with brands, desiring to be part of shaping a brand's future rather than just earning loyalty through transactional means.
👨‍👩‍👧‍👦 Gen Alpha, referred to as the "gateway generation," holds significant influence over household purchasing decisions, including major items like smart refrigerators and cars, due to their consumption of influencer content.
📈 Gen Alpha exhibits extreme brand maturity, favoring sophisticated brands like Nike, Apple, and Samsung at age 10, unlike previous generations who preferred typical young-people brands such as cookies and cereal.
🎯 Gen Alpha has twice as many interests as Gen Z did at the same age, requiring marketers to consider how influencer programs can scale and break through a high volume of content consumption.
📝 Razorfish utilizes an in-house "creator collab" with on-staff creators to quickly produce polished, on-brief social content for clients' organic feeds, distinct from traditional influencer programs focused on creator followings.
🤖 AI-powered decisioning tools, like those at Publicis Groupe, are crucial for understanding audiences at an individual level, enabling marketers to match content format with media platforms for targeted reach and efficient media strategy.

🎙 Guest: Dani Mariano

🎤 Host: Mike Shields

📺 Sponsor: VuePlanner

🎬 Producer: FEL Creative

Snap's CMO Grace Kao: Beyond Social Media - Connecting Audiences, Brands & Developers

mike@shieldsstrategic.com (Grace Kao, Mike Shields) — Tue, 15 Jul 2025 09:00:00 +0000

Grace Kao, CMO of Snap, discusses Snapchat's unique position as a platform focused on authentic connection and creativity, highlighting its diverse audience (consumers, B2B, developers) and innovative features like Promoted Places on the Snap Map and opportunities for brands in Chat, emphasizing the platform's ease of use and its appeal to a generation valuing real self-expression.

💡Takeaways:

📸 Camera-First Communication: Snapchat's core design, opening directly to a camera, has fostered a culture where anyone can create and easily share their point of view, emphasizing connection over curated perfection.
🤝 Diverse Audience Engagement: Snap's CMO, Grace Kao, emphasizes that Snapchat serves multiple audiences, including consumers, B2B marketers/advertisers, and developers, indicating the importance of a multi-faceted marketing approach for platforms.
🔄 Beyond Single-Use Platforms: Snapchat's integration of various functionalities like video, messaging, and maps into one experience provides diverse canvases for advertisers, moving beyond the limitations of single-use platforms.
🗺️ Social Maps & Promoted Places: The surprising social use of Snap's map feature, where users connect by seeing friends' locations, has led to "Promoted Places," allowing brands to appear on the map for real-life experiences and discovery.
💬 Brand-Friendly Chat: Snapchat is opening its chat feature for brands to have one-on-one conversations with their audiences.
🧘‍♀️ Authenticity and Imperfection: The "Snapchat Generation" prioritizes authenticity, embracing imperfect and uncurated content (e.g., blurry snaps, empty food plates).
🎙️ Rise of Voice Memos & Mini-Podcasts: An unexpected trend is the significant growth of voice memo usage on Snapchat, with users creating "mini intimate one-on-one podcasts" with friends.

🎙 Guest: Grace Kao

🎤 Host: Mike Shields

📺 Sponsors: Elemental TV & Linkedin

🎬 Producer: FEL Creative

Kasha Cacy, Known CMO: Navigating YouTube's "Other" Category for Advertisers

mike@shieldsstrategic.com (Kasha Cacy, Mike Shields) — Thu, 10 Jul 2025 09:00:00 +0000

Chief Media Officer at Known, Kasha Cacy, discusses YouTube's growing prominence against traditional television, despite challenges for brands regarding content predictability and measurement. Cacy, also touches on the evolving landscape of big creators acting as media companies and the current economic outlook from a business perspective.

💡Takeaways:

📈 YouTube's Continued Growth: YouTube consistently gains viewership from traditional television, stealing audience year over year.
🤷‍♀️ Content Predictability Challenges: A key hurdle for brands on YouTube is the less predictable nature of its content compared to TV, leading to uncertainty about ad placement.
👴📺 Generational Perception Gap: There's a "snobbiness in media" where older generations may perceive YouTube content as "not high quality," despite younger audiences (like 14 and 16-year-olds) spending significant time on the platform.
🤝 Evolving Creator Ecosystem: Large creators are now operating like media companies, with "creator studios" producing content that can jump from YouTube to other platforms like Netflix.
⚖️ Embrace "Good Enough" Measurement: Media professionals are often too "precious" in seeking perfect measurement solutions.

🎙 Guest: Kasha Cacy

🎤 Host: Mike Shields

📺 Sponsor: Elemental TV

🎬 Producer: FEL Creative

How to Bring Creators and Commerce Together Without Alienating Your Audience

mike@shieldsstrategic.com (Megan Pagliuca, Khurrum Malik, Mike Shields) — Tue, 8 Jul 2025 09:00:00 +0000

Next in Media discusses the evolving role of influencers in marketing with Megan Pagliuca, Chief Product Officer at Omnicom Media Group, and Khurrum Malik, Head of Marketing for Walmart Connect, focusing on how data and new strategies are integrating influencers into broader media plans to drive sales and brand building.

💡Takeaways:

🛒 Retail Data for Influencer Selection: The integration of retail data, particularly from large retailers like Walmart, is revolutionizing how brands select influencers.
📈 Shift to Niche and Rising Influencers: There's a growing recognition that niche and rising influencers can offer more resonance and relevance due to their authentic connections with smaller communities, leading to more impactful campaigns compared to relying solely on celebrity endorsements.
💡 Influencers as Content and Performance Channels: Influencers are no longer just a PR function or a branding tool.
🔗 Convergence of Social Commerce and Retail Media: The lines between social commerce (driven by influencers) and retail media (focused on direct outcomes) are blurring.
📊 Influencer Marketing Becoming Programmatic: The process of working with influencers is becoming more programmatic and scalable, moving away from purely custom, one-off integrations.
🤖 AI's Role in Content Creation: AI is emerging as a significant factor in content creation, particularly for small to medium-sized businesses, by simplifying content generation and enabling one-click buying.

🎙 Guests: Megan Pagliuca & Khurrum Malik

🎤 Host: Mike Shields

📺 Sponsor: Walmart Connect

🎬 Producer: FEL Creative

Retail Media's Future with Anne Harrell of Pacvue in Cannes

mike@shieldsstrategic.com (Anne Harrell, Mike Shields) — Mon, 30 Jun 2025 09:00:00 +0000

In this episode of Next in Media, Mike Shields interviews Ann Harrell, Head of Product Enablement at Pacvue, about the evolving landscape of retail media. Harrell explains the challenges of data availability and cross-channel attribution in retail media, highlighting the role of data clean rooms and the blurring lines between retail, social, and traditional search as all become channels for commerce.

💡Takeaways:

The Challenge of Cross-Platform Attribution: While closed-loop attribution is effective within single retail platforms, the major challenge lies in attributing performance across various retail media channels and broader marketing channels due to data silos and retailers' reluctance to share data outside their own networks.
🔒 Data Clean Rooms as a Solution: Data clean rooms are emerging as a key tool to overcome data availability challenges.
💰 Cross-Channel Measurement Drives Budgets: Demonstrating cross-channel measurement to retailers is crucial because it often leads to increased and sustained budgets for brands.
🛍️ Evolution of Social Shopping: Social platforms like TikTok are actively integrating commerce features, moving beyond organic social strategy to offer "shop ads" that link creative content directly to products.
🌐 Building Retailer Ecosystems: Major retailers like Walmart are building comprehensive ecosystems that span various media touchpoints, including on-site display, off-site programmatic (e.g., through Trade Desk), and connected TV (CTV) via partnerships like Vizio.
🎯 Custom Incrementality Models: A one-size-fits-all approach to incrementality modeling is ineffective due to varying data and attribution capabilities across retailers.

🎙 Guest: Anne Harrell

🎤 Host: Mike Shields

📺 Sponsor: Walmart Connect

🎬 Producer: FEL Creative

A Tale of Two TV Upfronts

mike@shieldsstrategic.com (John Terrana, Mike Shields) — Thu, 26 Jun 2025 09:00:00 +0000

As part of its exclusive series on the YouTube Ecosystem, Next in Media spoke with John Terrana, President, Americas at VaynerMedia, about why most clients aren't racing to lock up much inventory beyond sports this year, and the 'weirdo' spot YouTube still finds itself in.

💡Takeaways:

🏈 Sports Media Dominance: Live sports, particularly NFL and NBA, are highly competitive and fast-moving in the media marketplace, unlike other content which is experiencing slower movement and caution from buyers.
⚠️ Post-Upfront Caution: Following the upfronts, there's a prevailing sense of caution, with buyers proceeding slowly due to concerns about inventory value, viewership trends, macroeconomic conditions, and political environments.
📊 Increased Optionality and CTV/OTT Shift: Clients are seeking increased optionality for next year, prioritizing sports while shifting other media spend towards CTV (Connected TV) and OTT (Over-The-Top) to maintain flexibility.
📺 YouTube's Misunderstood Potential: YouTube, especially the proper app on TV, is still largely misunderstood and underutilized by many in terms of its reach as the number one app on smart TVs, its creative potential, and its targeting capabilities.
🔁 Always-On Creator Engagement: The trend for creators and influencers is moving from campaign-by-campaign activations to an "always-on" strategy, continuously sourcing and testing new talent, similar to the shift seen in performance marketing.
🛍️ Rise of Social Commerce and Live Shopping: Social commerce, particularly through platforms like TikTok Shops, is a major growth area and a significant bet for agencies, driving substantial commercial outcomes and offering branding opportunities through integrated commerce units in feeds.

🎙 Guest: John Terrana

🎤 Host: Mike Shields

📺 Sponsor: VuePlanner

🎬 Producer: FEL Creative

Can Spotify Become a Bigger (Video) Ad Player?

mike@shieldsstrategic.com (Chloe Wix, Mike Shields) — Tue, 24 Jun 2025 09:00:00 +0000

Next in Media sat down with Chloe Wix, Head of Global Product & Commercial Growth at Spotify at the company's beach venue in Cannes, to talk about AI-generated audio ads, why Spotify is leaning more into monetizing non-subscribers, and whether the 'background' medium can graduate into the video ad market.

💡Takeaways:

🎧 Shifting Perception of Spotify's Business Model: While initially perceived primarily as a subscription service, Spotify is increasingly demonstrating its commitment to advertising, investing significantly in its ad-supported side.
🎬 Rise of Video Podcasting: Spotify observes a strong user desire for deeper engagement with podcasters, extending to visual elements like set design and mannerisms.
🔄 Breaking Traditional Media Plans: Spotify's integration of both audio and video advertising is disrupting conventional media buying, where teams are often segmented for audio, video, or social.
🤝 Demand for Native and Upfront Deals: Brands continue to value authentic relationships with creators, leading to an increase in annual, upfront deals with major podcasters.
⚙️ Automation as a Key Goal in Advertising: Spotify's number one goal on the advertising side is automation.
📊 Enhanced Measurement Solutions: Spotify is heavily investing in robust first-party measurement tools (e.g., Spotify Ad Analytics, Pixel) and deepening partnerships with third-party measurement providers like Claritas, Podscribe, and Arts.ai to provide comprehensive data and analytics for advertisers.
🤖 AI in Ad Delivery and Creation: Spotify is leveraging AI for ad delivery, allowing advertisers to set goals (e.g., maximize spend, unique reach, purchases) and have ads delivered to users most likely to take a desired action.

🎙 Guest: Chloe Wix

🎤 Host: Mike Shields

📺 Sponsor: Elemental TV & VuePlanner

🎬 Producer: FEL Creative

Walmart Connect's Ryan Mayward on Pushing Beyond Retail Media

mike@shieldsstrategic.com (Ryan Mayward, Mike Shields) — Fri, 20 Jun 2025 04:00:00 +0000

Next In Media spoke with Ryan Mayward, SVP of Retail Media Sales for Walmart Connect, about the company's expansion of its retail media capabilities beyond its own platforms. Walmart Connect is focusing on off-platform strategies through partnerships in CTV (NBC Universal, Disney, Paramount Plus), social media (Meta, TikTok, Pinterest), and new integrations like Vizio.

💡Takeaways:

🌐 Off-Platform Retail Media Expansion: Walmart Connect is significantly expanding its retail media capabilities beyond its owned platforms, focusing on reaching Walmart customers wherever they consume content, including CTV and social media, to drive sales outcomes.
📊 Full-Funnel Measurement and Consideration Metrics: The focus is moving towards understanding how each touchpoint contributes to overall sales, emphasizing "consideration" metrics like attributed visits to product detail pages or brand shops, which are effectively driven by offsite media like CTV and social.
📺 Strategic CTV Integrations: Walmart Connect is actively integrating with major CTV players like NBC Universal, Disney, and Paramount Plus to reach Walmart audiences and measure sales outcomes.
🤝 Social Media Partnerships for Sales Outcomes: Walmart Connect has integrated with top social platforms such as Meta, TikTok, and Pinterest, observing strong results in reaching Walmart customers and measuring sales outcomes from content consumption and live experiences on these platforms.
💡 AI-Enabled Creative Tools for Advertisers: Walmart Connect is developing AI-enabled creative tools, starting with display and moving into video, to lower the barrier to entry for smaller and medium-sized brands, making it easier for them to advertise on platforms like TV.
📈 Expansion to Non-Endemic Brands: Beyond brands selling products in Walmart stores, Walmart Connect is increasingly working with non-endemic advertisers from sectors like financial services, travel, quick-serve restaurants, and automotive, signaling a broader market play in retail media.

🎙 Guest: Ryan Mayward

🎤 Host: Mike Shields

🎬 Producer: FEL Creative

Google's Sean Downey on YouTube Playing Matchmaker Between Creators and Brands

mike@shieldsstrategic.com (Sean Downey, Mike Shields) — Tue, 17 Jun 2025 20:15:00 +0000

Next in Media and Sean Downey of Google discuss YouTube's evolving role in connecting brands with creators, highlighting new platforms like Brand Connect and "Peak Points" to foster authentic partnerships and drive full-funnel outcomes for advertisers. They also touch on YouTube's expansion into live events like the NFL's global broadcast and the growing potential of shoppable content across all formats.

💡Takeaways:

🤝 Creator-Brand Connection: There's a growing emphasis on connecting brands with authentic creators to leverage the creator's voice and trusted relationship with their audience for brand messaging.
📈 Trust in Creators: A significant insight is that 98% of users trust YouTube creators more than any other platform or even the brand itself when seeking recommendations.
🔄 Full-Funnel Approach on YouTube: YouTube serves as a comprehensive platform where consumers engage in searching, streaming, scrolling (especially with Shorts), and shopping.
🔗 AI-Powered Connections & Advertising: Technology, particularly AI, is crucial for scaling connections between brands and creators and for optimizing ad placement to reach the right audience.
💡 Authentic Storytelling: The most effective brand integrations with creators are not scripted but allow the creator to authentically incorporate the brand message into their voice and content.
⏱️ Real-time Trending Content: Brands are looking to tap into trending moments and creators who are currently "popping".
🏈 Beyond In-Game Ads for Live Events: For live events like the NFL, the strategy extends beyond traditional in-game ad units to encompass the surrounding cultural and content moments.

🎙 Guest: Sean Downey

🎤 Host: Mike Shields

📺 Sponsor: VuePlanner

🎬 Producer: FEL Creative

Should Paypal be building an ad business?

mike@shieldsstrategic.com (Dr. Mark Grether, Mike Shields) — Wed, 11 Jun 2025 09:00:00 +0000

Next in Media spoke with Dr. Mark Grether SVP & General Manager, PayPal Ads, on why he thinks the company's 'transaction graph' may be even more powerful than some retailers' data for advertising, and why there's nothing to worry about with a company that has so many people's banking information to use that data for ad targeting.

💡Takeaways:

🌐 The Power of Transaction Graphs: PayPal's advertising strategy is built on its "transaction graph," which captures consumer spending across 30 million merchants globally, offering a much broader and deeper understanding of purchase behavior than single-retailer data.
🔗 Cross-Retailer Attribution: Unlike traditional retail media that operates in silos, PayPal can provide closed-loop attribution across all merchants where a brand's products are sold.
🛍️ Beyond Single-Category Insights: PayPal's transaction graph enables connections across diverse spending categories (e.g., sporting goods, groceries, travel).
🔒 Trust and Data Security in Advertising: Despite handling sensitive financial data, PayPal emphasizes that trust and data safety are central to its advertising business.
🤝 Agency Collaboration: Advertising agencies are actively "leaning in" to PayPal advertising because of its ability to offer a cross-media view and help optimize and plan campaigns across many outlets in their ecosystem.
📈 Evolution to Offsite and Full-Funnel: PayPal is naturally expanding into "offsite" ads and full-funnel marketing due to its existing transaction data across numerous merchants.

🎙 Guest: Dr. Mark Grether

🎤 Host: Mike Shields

📺 Sponsor: Rembrand

🎬 Producer: FEL Creative

Mike and Emily Riley talk media agency paralysis, Amazon vs Trade Desk, Paramount Drama and Sydney Sweeney Soap

mike@shieldsstrategic.com (Emily Riley, Mike Shields) — Mon, 9 Jun 2025 09:00:00 +0000

Mike and Emily Riley talk media agency paralysis, Amazon vs Trade Desk, Paramount Drama and Sydney Sweeney Soap.

💡Takeaways:

📉 Agency Turmoil and Risk Aversion: Ad agencies are experiencing significant internal issues, including layoff fears, client shifts, and restructuring (e.g., WPP).
🤝 Innovation Through Established Channels: While direct sales to agencies are difficult, ad tech innovation is still happening by "hitching wagons" to established platforms.
🛍️ Retail Media's Rise: Retail media, particularly through platforms like Amazon, is a significant area of opportunity for ad spending.
🧱 Amazon's Walled Garden Advantage: Amazon is increasingly influential in the ad tech space, acting as a "walled garden" with rich shopping data.
🔍 Google's Potential Shift and Amazon's Search Play: The potential breakup of Google (e.g., selling Chrome) could open up the search market significantly.
📉 Legacy Media's Struggle and Live Content's Value: Traditional media companies like Paramount are facing significant challenges due to outdated business structures and internal conflicts.
📱 Mobile-First TV Consumption: Younger generations are increasingly watching TV content on their phones, highlighting a shift in consumption habits.
🤖 AI's Role in Creative - Automation vs. Innovation: There's a debate about AI's role in creative advertising.

🎙 Guest: Emily Riley

🎤 Host: Mike Shields

📺 Sponsor: LinkedIn

🎬 Producer: FEL Creative

Should Brands Care More about Sports, Creators, or Creators Who Care About Sports?

mike@shieldsstrategic.com (Paul Woolmington, Mike Shields) — Wed, 4 Jun 2025 09:00:00 +0000

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

mike@shieldsstrategic.com (Emily Riley, Mike Shields) — Mon, 2 Jun 2025 09:00:00 +0000

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

Why Ad Tech Might Finally Get a Piece of That Creator $

mike@shieldsstrategic.com (Conor McKenna, Mike Shields) — Wed, 21 May 2025 09:00:00 +0000

Next in Media spoke with Conor McKenna, partner at Luma Partners, about what's held ad tech back from exploiting the creator economy, and why creators themselves - along with a new competitive dynamic among the tech platforms - may lead the industry in a whole new direction.

💡Takeaways:

Creator Economy's Spending Gap 🤯: Despite excitement and increased brand activity, there's a significant gap between time spent with creator content and advertising spend in that area.
Media Consumption Convergence 📺📱: Major platforms like Spotify, Meta, YouTube, and CTV are increasingly converging around video formats and distribution, with creators at the core. YouTube is a prime example, competing with both TikTok (YouTube Shorts) and traditional TV (YouTube app on smart TVs).
Shifting Platform Dynamics 💪: Creators, especially mega-creators, are gaining more leverage over platforms as platforms compete for their presence. This reduces the ability of platforms to control creators as much as they once did.
Creators as Cross-Platform Marketers 🌐: Creators are strategically moving their audiences across different platforms and monetizing them in various ways, using short-form content as a top-of-funnel strategy to drive engagement on other channels like podcasts or Substack.
Challenges in Creator Ad Buying ⚖️: Buying creator content at scale is difficult due to workflow complexities, the need for authenticity, and challenges in measuring ROI compared to traditional ad channels.
AI's Role in Creator Measurement 🤖: AI is expected to create more opportunities to measure creator spend in unique ways, such as tying it to user acquisition costs or understanding content context for better value.
Evolution of Creator Monetization 💰: Creators are increasingly demanding a larger share of monetization directly, rather than relying solely on platform payouts, which could drive demand for new tools and technologies.
Brands Driving Change 📈: Major brands like Unilever are significantly increasing their investment in social and creator content, pushing the industry to figure out better measurement and integration for these channels.

🎙 Guest: Conor McKenna
🎤 Host: Mike Shields
📺 Sponsor: VuePlanner
🎬 Producer: FEL Creative

Mike and Emily do a post upfront breakdown, mourning Xandr while debating whether Amazon is out ad teching Google

mike@shieldsstrategic.com (Emily Riley, Mike Shields) — Mon, 19 May 2025 09:00:00 +0000

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.

Emily and Mike Talk AI in Media Buying, Agency Layoffs, and Trade Desk Bounceback

mike@shieldsstrategic.com (Emily Riley, Mike Shields) — Tue, 13 May 2025 09:00:00 +0000

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. 🤝

YouTube Enters the Upfront Season in the Driver's Seat

mike@shieldsstrategic.com (Brian Albert, Mike Shields) — Mon, 12 May 2025 09:00:00 +0000

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

"Why did we anoint Google and Apple as privacy czars?"

mike@shieldsstrategic.com (Tim Vanderhook, Chris Vanderhook, Mike Shields) — Tue, 6 May 2025 09:00:00 +0000

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 Tariffmageodon

mike@shieldsstrategic.com (Jay Friedman, Mike Shields) — Wed, 30 Apr 2025 09:00:00 +0000

"I think it will be blunt and arbitrary" - Goodway Group CEO Jay Friedman on what happens if marketers have to slash budget during Tariffmageodon

Next 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

Emily and Mike talk Google Trial, Other Google Trial, Google Cookies

mike@shieldsstrategic.com (Emily Riley, Mike Shields) — Mon, 28 Apr 2025 09:00:00 +0000

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. 🔄

How a Blogging Network Became a Video First Sports Media Staple

mike@shieldsstrategic.com (Tyler Prince, Mike Shields) — Thu, 24 Apr 2025 09:00:00 +0000

Next in Media talked to Tyler Price, head of content at Bleacher Report about the company's evolving connected TV strategy, how it works with its own talent and YouTube creators, and making decisions about growing it's audience versus leaning into revenue.

Prince also talked about the company's big plans to dive deep into the NFL draft this year.

💡Takeaways:

📣 Bleacher Report sees itself as a voice of the fan, joining the conversations already happening.
📱 The company focuses on a personalized, fan-driven experience, now largely through video.
🚀 Social media has been huge for Bleacher Report, but there's an increasing emphasis on their app for a more interactive fan experience.
🎬 Bleacher Report uses a multifaceted video production approach to cover sports at scale, from high-end shows to social media-style content.
🤝 Partnerships, like the one with TNT Sports, have given Bleacher Report access to rights and the ability to bring athletes into their coverage.
🏈 Bleacher Report’s NFL draft coverage focuses on fan interaction and includes athlete reactions and NFL highlights.
👂 The company prioritizes listening to its audience across platforms and iterating on its content strategy.
⭐ Bleacher Report is embracing partnerships with creators, recognizing their importance in reaching Gen Z sports fans.

🎙 Guest: Tyler Price
🎤 Host: Mike Shields
📺 Sponsor: Elemental TV
🎬 Producer: FEL Creative

The Open Web is Under Attack

mike@shieldsstrategic.com (Marc McCollum, Mike Shields) — Tue, 22 Apr 2025 09:00:00 +0000

Next in Media spoke to Marc McCollum. Chief Innovation Officer at Raptive, about how smaller publishers are enduring in the face of AI search, Google search changes, and the supposed death of cookies.

💡Takeaways:

🤝 Raptive's Mission: Raptive champions ~6,000 independent creators on the open web, helping them monetize, grow audiences, and build sustainable businesses.
📊 Google's Grip: Google Search is the lifeblood, driving a massive 58% of traffic to Raptive's network, making any changes highly impactful.
📉 "Helpful Content" Hurdles: Recent Google updates, while aiming for quality, have disproportionately hurt mid-size and smaller creators, often favoring larger sites and forums like Reddit.
🤖 The AI Answer Engine Threat: Google's pivot to AI Overviews signals a move from search to "answer engine," potentially slashing publisher traffic (~25% estimate) and raising serious copyright infringement concerns by repurposing content without compensation.
🔗❓ AI's Attribution Issues: Even when creator content is used in AI answers, attribution is often missing, inaccurate, or doesn't lead to clicks, breaking the traditional traffic model.
💪 Advertisers Still Value the Open Web: Despite traffic woes, advertiser demand for authentic creator content is strong, with Raptive seeing record direct sales, valuing the trust and connection creators build.
🎯 Smarter Ads with AI: Raptive is leveraging AI (Raptive Intelligence) not just as a threat, but as a tool to analyze content nuances and create powerful mindset-based targeting for advertisers, commanding premium rates.
🚀 Diversification is Key: Creators must reduce reliance on Google by building audiences on platforms like Pinterest, YouTube, and especially email newsletters, a strategy Raptive actively supports.

🎙 Guests: Marc McCollum
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative

How to Turn Music Artists into YouTubers

mike@shieldsstrategic.com (George Karalexis, Donna Budica, Mike Shields) — Wed, 16 Apr 2025 09:00:00 +0000

Next in Media spoke with George Karalexis, Co-Founder & CEO of TEN2 Media and his partner and COO Donna Budica, about the company's focus on helping artists think - and make money - like digital creators.

💡Takeaways:

🎵 Bridging the Gap: TEN2 Media assists artists, especially musicians, in maximizing their YouTube presence, moving beyond simply hosting music videos.
📱 YouTube's Evolution: The platform has become a multi-format "super app" (Shorts, long-form, live, etc.), offering significant monetization opportunities that were previously underserviced in music.
🤝 Unique Expertise: TEN2 Media's strength lies in its founders' combined experience in music, business, and YouTube, allowing them to understand artists' needs deeply.
💰 Monetization & IP Protection: They utilize advanced tools and YouTube's systems (like Content ID) to track fan-created content (UGC), protect intellectual property, and optimize revenue for artists.
📈 Significant Revenue Growth: Their strategies have led to substantial revenue increases (up to 5-7x) for clients ranging from independent artists building careers to major legacy acts.
👑 YouTube vs. Other Platforms: While platforms like TikTok drive virality and Instagram excels at aesthetics, YouTube provides a more robust environment for building an authentic brand, community, and diverse income streams.
🎬 Shorts are Key: Engaging with short-form video is now essential for discovery and reaching new audiences, complementing the deeper engagement and higher revenue potential of long-form content.
🤯 Modern Music Challenge: While it's easier than ever for independent artists to distribute music, the overwhelming content volume makes standing out and achieving discovery without a unique point of view and smart platform strategy extremely difficult.

🎙 Guests: George Karalexis & Donna Budica
🎤 Host: Mike Shields
📺 Sponsor: VuePlanner
🎬 Producer: FEL Creative

Tariff Brand Paralysis, Retail Media Uncertainty, and Trade Desk Legal Troubles

mike@shieldsstrategic.com (Mike Shields, Emily Riley) — Mon, 14 Apr 2025 09:00:00 +0000

Mike and ad consultant Emily Riley are back talking about the big headlines in media and advertising, including the plunge in consumer confidence, how brands are viewing retail media right now, the fate of Yahoo's DSP, and lawsuits against the Trade Desk.

💡Takeaways:

📉 Economic Uncertainty & Ad Spend: Advertisers face significant uncertainty due to factors like tariffs and fluctuating consumer confidence, potentially leading to budget cuts or shifts towards performance-driven advertising.
🔗 Supply Chain Resilience: Many companies are better prepared for supply chain disruptions now compared to the COVID era, having improved systems and diversification.
📊 Measurement Renaissance: There's a growing emphasis on better advertising measurement, incrementality, and outcome-based models.
📺 Streaming's Dual Market: The streaming ad market is bifurcated. Big brands are shifting linear TV budgets (especially for live events like sports) to streaming, buying for mass reach.
🛒 Retail Media Dynamics: Amazon dominates retail media, and much of the sector's growth is coming from offsite targeting (using retailer data for ads elsewhere on the web).
🔒 UID 2.0 & Privacy Questions: Lawsuits targeting The Trade Desk's UID 2.0 highlight concerns about how aggregated data (like hashed emails, mobile IDs, IP addresses) might create permanent identifiers, potentially conflicting with privacy laws and user expectations.
🤔 Yahoo's DSP Puzzle: Yahoo selling its highly-rated DSP is puzzling, especially since much of its perceived value comes from its integration with Yahoo's own content (like Finance and Sports).
🎮 Integrated Campaign Success: The Minecraft movie's McDonald's campaign success highlights the power of deep, long-term, multi-platform integrations that tap into existing fandoms and nostalgia, feeling authentic rather than like a last-minute ad insertion.

What Happens When Retail Media Eats Everything

mike@shieldsstrategic.com (Sammy Rubin, Mike Shields) — Wed, 9 Apr 2025 09:00:00 +0000

Next in Media spoke with Sammy Rubin, Vice President of Integrated Media at Wpromote, about the blurring lines between retail media and everything else brands care about - and how big brands are still in the middle of a messy process to integrate budgets and teams.

💡Takeaways:

📈 Retail Media is Evolving: The lines are blurring! Retail media isn't just shopper marketing anymore; it now includes diverse channels like CTV, podcasts, and influencer marketing.
🤝 Integration is Key: Silos are breaking down. Brands are increasingly looking for integrated strategies where all marketing investments work together cohesively to drive goals.
❓ Ownership Challenges: With retail media expanding into areas like CTV and social, a key challenge is figuring out who owns these channels within an organization. Are search experts planning influencer campaigns?
📱 Social is the New Search: Consumers, especially younger demographics, increasingly discover brands and products passively through social media platforms like TikTok and Instagram Reels, rather than active searching.
📊 Measurement Renaissance (MMM is Back!): Media Mix Modeling (MMM) is experiencing a comeback, driven by cookie deprecation and advancements in AI.
🤖 AI's Role in Media: While AI is making analysis more powerful and efficient (especially with MMM), human strategists are still crucial. AI can extract insights, but lacks the historical context, understanding of consumer behavior nuances, and creativity that humans bring to media planning.
📺 CTV Performance is Here: Connected TV (CTV) isn't just for brand awareness anymore. Performance-focused, digitally native agencies have been buying CTV programmatically for years, using advanced measurement to prove its impact on conversions, sales, and store traffic.
🤔 Flexibility & Scenario Planning: Uncertainty (like potential tariffs or platform changes like TikTok) requires brands to build flexibility into their plans.

🎙 Guests: Sammy Rubin
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative

Mike and Emily Riley Review the Week in Ad News

mike@shieldsstrategic.com (Emily Riley, Mike Shields) — Mon, 7 Apr 2025 09:00:00 +0000

Tariff panic, Adalytics fallout, the fate of the open web, and TikTok weirdness.

Takeaways:

Tariffs & Ad World Uncertainty 📉: Tariffs are causing major uncertainty in the ad world, leading to revised advertising forecasts and impacting consumer confidence.

Phases of Economic Impact ⏳: The economic impact unfolds in two phases: initial uncertainty causing advertisers to pull back, followed by potential supply chain disruptions affecting product availability.

Consumer Behavior 🛒: Consumer behavior is unpredictable, especially concerning how different demographics will react to economic pressures.

Ad Tech Fraud Persistence 🚨: Ad tech continues to grapple with fraud, particularly in attribution, raising concerns about the effectiveness of brand safety measures.

Brand Safety Challenges 🛡️: Brand safety is compromised by advertisers' demands for both safety and cost-effectiveness, pushing ad tech companies into risky situations.

The Open Web's Future 🌐: The open web faces threats from declining search traffic and brand safety issues, but advertisers still follow audiences to the open web where valuable content remains.

WPP's Data Play 📊: WPP's acquisition of InfoSum raises questions about the neutrality of data platforms and the ongoing shift of agencies towards becoming tech and data-driven.

The Brand Forum Bonus Episode

mike@shieldsstrategic.com (Shield Strategic) — Fri, 4 Apr 2025 09:00:00 +0000

This week, Next In Media brings you a special bonus episode of the new Marketecture podcast The Brand Forum.

In this episode , marketing leaders look at the complexities of brand building in today's AdTech and data-centric world, emphasizing the importance of making meaningful connections with consumers.

The discussion explores strategies for navigating the ever-changing marketing landscape, addressing challenges like aligning brand perception with consumer needs, and effectively using partnerships to drive brand growth.

💡Takeaways:

Brand Forum Focus 📣: The Brand Forum dives into advertising, media, and marketing through the eyes of those shaping brand strategies in an ad tech world.

Marketing's Core 🎯: The heart of marketing is making a meaningful connection with consumers.

Strong Brand Foundation 💪: Before marketing, ensure the product is superior, available for purchase, and aligns with consumer perceptions.

Evolving Communication 📱: Marketing is no longer one-way; it's crucial to understand and align with consumer perceptions.

Planning is Everything 🗓️: Today's marketing requires constant adjustments to strategies, creative messages, and partnerships.

Legacy Brand Challenges 🕰️: Legacy brands must navigate changing consumer perceptions and leverage their history effectively.

How Mattel Reaches Kids, Teens and Parents in a YouTube and TikTok World

mike@shieldsstrategic.com (Jason Horowitz, Mike Shields) — Tue, 1 Apr 2025 09:00:00 +0000

Next in Media spoke with Jason Horowitz SVP US Marketing, Global Head of Media & Digital at Mattel about his long career at the brand, where his purview includes everything from Barbie and Hot Wheels.

Jason talked about how much kids media has changed over the past decade, and how the company navigates media planning, creators, and privacy rules.

Jason also talked about Mattel's unique Fast strategy, and why he's both a marketer and a media planner himself.

Takeaways:

Content is King 👑, Especially for Kids: Mattel focuses on creating engaging content on YouTube to build brand affinity. Think shows, not just ads.

YouTube is a Powerhouse 💪: YouTube is the #1 streaming service for kids. Mattel invests heavily in its own content creation, from strategy to production, to connect with this audience. 📺

Brand Affinity is Key🔑: Mattel uses YouTube to create content that fosters an emotional connection with their brands, driving long-term engagement. 🫶

Balance Paid and Organic ⚖️: Mattel combines paid advertising with organic content on YouTube to maximize reach and effectiveness.

Social Media for Shoppers & Fans 🛒: Mattel uses social platforms to target shoppers and fans, not kids. They focus on authentic content and influencer partnerships to drive engagement and sales. 📣

Influencers are Gold ✨: Partnering with creators for authentic content on social media is a powerful strategy. Mattel collaborates with influencers to create resonant messaging and even boosts their content with paid promotion. 🤝

🎙 Guest: Jason Horowitz
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative

How Do Microinfluencers (Like Haxman) Land Brand Deals on YouTube?

Thu, 27 Mar 2025 09:00:00 +0000

As part of an ongoing series focused on the YouTube Ecosystem (sponsored by VuePlanner) Next in Media spoke with Josh Stanley and Myra Dallas, founders of the startup Coaxial Collective and Adam Van Der Grift, better known on YouTube as the home improvement guru Haxman.

The group talked about the need in the YouTube ad market for specialty firms focused on genres like home improvement, and how mid level creators can execute brand deals without alienating their users.

Takeaways:

Bridging the Creator-Brand Gap – Many brands still don’t fully understand creators, and vice versa. Coaxial Collective aims to fix that by helping brands and YouTube creators connect more effectively.

YouTube’s Unique Space – Unlike Instagram and TikTok, YouTube is centered on long-form content, allowing for deeper relationships with audiences rather than just quick-hit influencer marketing.

The Shift to TV Screens 📺 – More than half of some creators’ audiences watch on connected TVs, changing how they approach thumbnails, editing, and storytelling.

Authenticity is Everything – Successful brand partnerships allow creators to integrate products naturally rather than reading a script like a TV commercial.

Creators Are Often Underpaid 💰 – Many YouTubers don’t know their worth when starting out and get lowball offers, often leading to bad deals or even harming their channels.

Home Improvement & DIY is a Hot Space 🔨 – The category has strong audience engagement and is a natural fit for endemic brand partnerships (e.g., tool companies sponsoring creators).

Long-Term Brand Deals Are the Future – One-off sponsorships aren’t as effective as sustained partnerships that integrate products into content over time.

🎙 Guests: Josh Stanley, Myra Dallas & Adam Van Der Grift (Haxman)
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative

So What's a Branded Map on Fortnite Again?

mike@shieldsstrategic.com (Matt Edelman, Mike Shields) — Tue, 25 Mar 2025 09:00:00 +0000

Next in Media spoke with Matt Edelman, Chief Commercial Officer, Super League Gaming, about whether Fortnite still has a grip on gamers - and how brands can get involved.

Edelman also talked about Roblox's growing ad ambitions, the overall gaming ad market, and why he thinks we need to ditch the word "gamer".

Takeaways:

The Evolution of Gaming and Advertising – Gaming has become an undeniable force in media, with 3.3 billion gamers worldwide.

Generational Shift in Media Buying – Many CMOs and CEOs are Gen Xers who didn’t grow up with video games as a central part of their lives.

The Concept of “Making Brands Playable” – Super League focuses on interactive advertising rather than just passive exposure.

Fortnite's Two Worlds: Battle Royale vs. Creative Mode – Fortnite has both its first-party Battle Royale mode and a user-generated content (UGC) Creative mode where brands can build their own islands (maps).

Roblox as an Expanding Advertising Platform – Roblox is scaling its ad solutions with programmatic ad products but still lags behind mobile gaming in measurement, attribution, and targeting.

Playable Ads in Mobile Gaming Are the Future – Mobile gaming has a mature advertising ecosystem, but Super League is innovating by turning traditional video ads into interactive experiences that match gameplay styles, dramatically increasing engagement and click-through rates.

Breaking Down the “Gamer” Stereotype – Marketers need to stop thinking of "gamers" as a niche audience and recognize that their existing target demographics are already playing games.

🎙 Guest: Matt Edelman
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative

A Top Digital Talent Manager Talks About the Creator Brand Bubble, and Where to Find the Next 'Mormon Wives'

mike@shieldsstrategic.com (Scott Fisher, Mike Shields) — Thu, 20 Mar 2025 09:00:00 +0000

Next in Media spoke with Scott Fisher, founder of Select Management Group and creator economy veteran, about whether top creators still want to seek out big streaming deals, given the success they can have on YouTube, and what happens next if TikTok Shop goes away.

Takeaways:

The Evolution of Digital Talent Management

🌟 Select Management Group grew from managing early YouTubers to 450+ top creators across multiple platforms, shaping the modern creator economy. #TalentManagement #InfluencerGrowth

YouTube’s Power Over Traditional Media

📺 Early influencers wanted TV deals, but YouTube became the dominant platform—offering monetization, creative control, and massive reach. #YouTubeDominance #CreatorControl

Why Talent Managers Are Still Essential

📞 Unlike agencies or tech platforms, managers offer career strategy, negotiate deals, and think 5-10 years ahead. They’re the ones handling midnight crisis calls! #TalentStrategy #InfluencerSuccess

The Creator Brand Boom & Bust

💄 Between 2021-2023, influencer-led brands exploded. Now, only strategic, retail-backed brands succeed. #RetailFirst #SocialCommerce

Reality TV x Influencers = The Next Big Thing

📡 The Secret Lives of Mormon Wives proved TikTok stars can thrive in reality TV, bringing authentic storytelling to mainstream entertainment. #RealityTV #TikTokStars

YouTube = The New Prime Time TV

📊 YouTube now outperforms Netflix in TV viewership. Creators are pivoting to longer content, high-quality production, and deep audience engagement. #YouTubeGrowth #LongFormContent

TikTok Shop is Changing Social Commerce

🛍️ TikTok nailed live shopping, influencer-led sales, and viral product trends—a model Instagram and YouTube are still chasing. #SocialSelling #EcommerceTrends

🎙 Guest: Scott Fisher
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative

Why Does Pinterest Have a Chief Content Officer?

mike@shieldsstrategic.com (Malik Ducard, Mike Shields) — Tue, 18 Mar 2025 09:00:00 +0000

Next in Media spoke with Malik Ducard, the company's content lead, about how the platform has evolved its relationship with creators, while trying to help users find the right products and deals, even if they are off Pinterest.

Ducard also talked about how Pinterest is taking more of an active role of connecting creators with brands, while using machine learning to help figure out if users are browsing or ready to buy now.

Takeaways:

Pinterest’s Unique Positioning 🎯

Unlike other platforms focused on passive engagement, Pinterest users arrive with intent—to create, plan, or purchase. This lean-in behavior makes it a goldmine for brands and creators.

Content with Personality, Not Just Personalities with Content ✍️

On Pinterest, content quality trumps personality. A great recipe or DIY tutorial wins, even if it’s not from an influencer. Expertise and authenticity matter most.

The Power of Curation 🗂️

With over 10 billion boards created, curation is a form of creation. Pinterest is the only true curation platform, where users mix and match content for personal inspiration.

Visual Search Meets Commerce 🛍️

Pinterest sits at the crossroads of search, social, and commerce. Unlike traditional e-commerce, 96% of product searches are unbranded, making it a discovery-first platform for brands.

Data-Driven Trend Forecasting 🔮

With 1.5 billion saves per week, Pinterest isn’t just tracking trends—it’s predicting them. The platform’s "Pinterest Predicts" report uses user behavior signals to forecast what’s next.

A New Era of Social Commerce 💳

Pinterest has shifted from window-shopping to action. Instead of just inspiring purchases, it now actively connects users to brands and retailers, making the buying process smoother.

The Inclusion Fund & Emerging Creators 🌍

Since 2021, Pinterest’s Inclusion Fund has helped over 200 emerging creators and merchants grow their businesses through funding, education, and platform insights.

🎙 Guest: Malik Ducard
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative

Why 2025 Might be an Addressable TV "Tipping Point"

mike@shieldsstrategic.com (Larry Allen, Mike Shields) — Tue, 11 Mar 2025 09:00:00 +0000

Next in Media spoke with Larry Allen, VP & GM Data & Addressable Enablement at Comcast about the challenge in getting everyone in media to speak the same language when it comes to targeted TV ads.

Allen also talked about why he think the TV business needs to ditch identifiers for old school household data, and why he thinks that media companies are ready to work together to broaden the TV ad pie.

Takeaways:

Addressable TV is Evolving – It’s no longer just about traditional cable ad slots. Today, addressable TV spans streaming, connected devices, and multi-screen environments 📱📺.

The Power of First-Party Data – Comcast leverages its data for better audience targeting 🔍, enabling both internal and external partners like NBC to optimize ad reach 🎯.

Challenges in Ad Buying – TV and digital ad teams still operate separately 🏢↔️💻, leading to inefficiencies in multi-screen targeting. There’s a push to unify these approaches 🔄.

Programmatic ≠ Addressable – While programmatic is growing 📈, it’s not always true addressability. The challenge is making linear TV available programmatically without losing precision 🎚️.

Live TV is Here to Stay – Despite streaming’s rise, live sports 🏈, news 📰, and appointment-based viewing keep linear TV relevant and valuable for advertisers 📆.

Measurement is Still Messy – Cross-platform measurement is a work in progress 🧩. More platforms are sharing ad exposure data, but gaps remain in reach and frequency tracking 📊.

Identity Matters More Than Cookies – Relying on email or IP-based identifiers can be inaccurate ⚠️. Physical home addresses provide better targeting and measurement accuracy 📍.

🎙 Guest: Larry Allen
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative

How RFK Jr. Could Blow a Hole in the TV Ad Market - And Why it Probably Won't Happen

mike@shieldsstrategic.com (Dave Morgan, Mike Shields) — Tue, 4 Mar 2025 10:00:00 +0000

Next in Media spoke with Simulmedia CEO Dave Morgan, about the new Secretary of Health's plan to ban pharma ads on TV, the many potential obstacles, and what such a move would do to the TV ad market.

🎙️ Top Takeaways:

RFK Jr.’s Pharma Ad Ban Proposal: A Legal & Media Storm 🌪️

The proposed ban on pharmaceutical ads faces constitutional and regulatory challenges, colliding with FDA, FCC, and First Amendment protections.

TV vs. Digital: Who Controls Health Advertising? 📺➡️📱

While TV ads are heavily regulated, streaming and digital advertising remain the "Wild West," making enforcement complex.

Pharma Ads: Public Health Benefit or Hype Machine? 🏥💊

Studies show pharma ads lead to better-informed patients and improved health outcomes, raising legal challenges against an outright ban.

TV Industry Impact: A $10+ Billion Shift 💰📉

Pharma accounts for a significant chunk of TV ad revenue. If banned, networks, especially local broadcasters, could face devastating financial consequences.

History Lesson: Why This Isn’t Like the Cigarette Ad Ban 🚬❌

Unlike tobacco, which was universally deemed harmful, pharmaceuticals are FDA-approved as beneficial—making restrictions harder to justify.

Regulatory Bottleneck: Can RFK Jr. Even Enforce This? ⚖️🚧

The FDA is understaffed, making large-scale regulatory action nearly impossible without significant expansion.

Shifting Budgets: Where Would Pharma Dollars Go? 📊🔄

Expect a massive migration to social media, search, direct mail, and streaming, targeting more affluent audiences over TV’s broad reach.

Who Wins & Who Loses? The Media Power Shift 🏆📢

Digital giants (Google, Meta) may benefit from reallocated pharma budgets, while traditional TV networks and local stations could struggle.

Could a Ban Disadvantage Marginalized Communities? 🤔👥

TV is a crucial source of health info for lower-income and minority populations. A ban could reduce awareness and access to vital treatment options.

🎙 Guest: Dave Morgan
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative

Some AI Real Talk with Jellyfish

mike@shieldsstrategic.com (Mike Shields, Jeff Matisoff) — Thu, 27 Feb 2025 10:00:00 +0000

Next in Media spoke with Jeff Matisoff, Partner at Jellyfish, about how his company is trying to embrace AI-driven media buying, without giving up on branding or control. Jeff also discussed the current MMM renaissance and what's holding back some marketers from pushing out Gen AI creative faster.

🎙️ Top Takeaways:

Jellyfish’s Superpower: Global, Yet Nimble 🌍

Jellyfish operates in 50+ countries with 1,800 experts, combining enterprise-scale digital marketing with customized, agile solutions for brands.

Brand vs. Demand: Striking the Right Balance 🎯

With a shift toward performance-driven marketing, brands are asking, "How do we reintegrate brand building with direct response?" The answer? Full-funnel strategies.

MMM is Back—With AI 🔄

Marketing Mix Modeling (MMM) is making a huge comeback thanks to AI-powered analytics, offering faster, more accurate insights without reliance on cookies.

Retail Media & Walled Gardens: Friend or Foe? 🛒

Retail giants like Amazon, Walmart, and Target dominate ad spend, but brands must connect insights across Google, Meta, and beyond to avoid fragmentation.

AI-Powered Media Buying: The Rise of PMAX & A+ 🤖

Google’s Performance Max and Meta’s Advantage+ automate media buying, but human oversight is key. Marketers must balance automation with strategic control.

Creative AI: Pencil & The Future of Ad Testing ✍️

Jellyfish’s Pencil AI tool generates ads 66% faster, 53% cheaper, and 44% more effective, linking directly to ad accounts for pre-launch performance predictions.

CTV is Finally Killing Linear TV 📺

Streaming giants, live sports, and big cultural moments (Super Bowl, Oscars, etc.) are accelerating the shift to Connected TV (CTV), making it a must-buy for advertisers.

🎙 Guest: Jeff Matisoff
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative

That generational shift that needs to happen is so far away. And that's the biggest problem for sports right now.

mike@shieldsstrategic.com (Andrew Rosen, Mike Shields) — Tue, 18 Feb 2025 10:00:00 +0000

Next in Media spoke with Andrew Rosen, an analyst and author of the newsletter Medium Shift, about the struggles traditional media companies are having in catering to younger sports fans.

Rosen also talked about the various attempts at recreating sports bundles, and whether we're headed toward a world where all sports are available via streaming, yet fans are more confused and overwhelmed than ever.

Takeaways:

The Shift from Streaming Wars to Rebundling

The streaming industry is moving past the "streaming wars" phase into a period of rebundling. Companies are seeking ways to package content more efficiently while keeping consumers engaged.

The Role of Fandom in Media Strategy

Successful media companies hyper-serve niche fandoms, as seen with the New York Times acquiring The Athletic and Crunchyroll’s anime dominance.

Legacy Media vs. Digital Native Platforms

Traditional media companies struggle with direct-to-consumer (DTC) strategies, while platforms like YouTube, Netflix, and Tubi personalize user experiences for higher engagement.

The Future of Sports Streaming

ESPN faces challenges in making sports content discoverable. Apple is already outperforming ESPN in driving sports engagement through push notifications.

AI’s Role in Content Creation

Generative AI isn’t replacing creators—it’s giving them superpowers. Those with storytelling skills will thrive, while others may struggle.
Many decision-makers in legacy media lack a deep understanding of DTC logic. A younger generation, raised in the digital age, will likely reshape the future.

The Long-Term Future of Sports Rights

While sports streaming is growing, broadcast TV is still dominant. The real battle is understanding how sports fans engage and what they’ll pay for.

Guest: Andrew Rosen

Host: Mike Shields

Sponsor: ElementalTV

Producer: FEL Creative

Breaking Down the Netflix vs YouTube Streaming War

mike@shieldsstrategic.com (Lucia Moses, Mike Shields) — Thu, 13 Feb 2025 10:00:00 +0000

Next in Creator Media talked with Business Insider media correspondent Lucia Moses about why Netflix is suddenly paying more attention to creators and YouTube, and what this might mean for the future of talent deals and distribution.Moses also weighed in on Amazon's Beast Games, Netflix's ad business and the state of Hollywood.

Takeaways:

Netflix’s Creator Strategy Evolution

Netflix is shifting its approach, recognizing YouTube as both a competitor and a source of creator talent. They aim to bring podcasters onto the platform to revamp talk show content.

YouTube’s Dominance on TV Screens

YouTube now leads in TV viewing time, surpassing traditional networks. This shift signals a transformation in how audiences consume video content, influencing ad spend and media strategy.

The Role of Authenticity in Creator-Led Content

Audiences prefer unpolished, authentic content over heavily produced talk shows. Netflix and others are learning that overproduction can diminish engagement with creator-led shows.

Amazon’s Aggressive Creator Investments

Amazon is pushing creator-led content aggressively, with deals like MrBeast’s Beast Games. Legacy studios remain hesitant due to past failed investments in creators.

The Rise of Video Podcasting on YouTube

YouTube is actively positioning itself as a home for video podcasts, appealing to Gen Z and advertisers who see potential in habitual, TV-like viewing patterns.

Netflix’s Ad Tier Expansion

Netflix’s ad-supported tier is growing, with over 45–50 million U.S. users. However, it lags behind Disney and Amazon, which have twice the ad-tier audience.

Brand Safety Perceptions Are Changing

The shift in advertiser sentiment suggests that concerns over brand safety on platforms like YouTube are diminishing, making it easier for YouTube to compete for TV ad dollars.

Sports Streaming Is Fragmenting the Market

Sports fans now face a complex streaming landscape with multiple providers like Disney, Amazon, YouTube, and cable alternatives. Consolidation may be inevitable.

Media Industry Mergers & Uncertainty

Major mergers loom in the media and ad industries, with legacy networks being spun off. The uncertain political climate may delay some deals but will likely reshape the industry.

Guest: Lucia Moses

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

So, is AI Going to Ruin the Internet and Kill Journalism?

mike@shieldsstrategic.com (David Kostman, Mike Shields) — Tue, 11 Feb 2025 10:00:00 +0000

Next in Media spoke with David Kostman, CEO of Teads (formerly Outbrain) about the company's plans to bring together performance advertising, web video and TV, and move beyond its reputation as haven for 'cheap' ads.

Kostman also talked about how publishers are preparing for more AI-driven search and content discovery, and whether brands are as invested as they should be in news and the open web.

Takeaways:

Outbrain & Teads: A Game-Changing Merger for the Open Internet

The Outbrain-Teads merger creates a $1.7 billion ad powerhouse, merging native performance and premium video advertising to serve brands across the entire marketing funnel.

The Power of Controlled Real Estate & First-Party Data

Unlike traditional ad networks, Teeds secures exclusive publisher inventory, ensuring premium ad placement without competing in an auction model.

AI & The Future of Digital Advertising Optimization

Teeds is integrating AI-driven predictive analytics for automated media buying and ad optimization, enhancing real-time targeting.

CTV Advertising & The Evolution of Small Business Reach

Teeds is making a strong push into Connected TV (CTV), with exclusive placements on OEM home screens like LG and Hisense.

AI, Content Discovery & The Fight for Quality Journalism

With the rise of AI-generated content, premium publishers are at risk. Teeds is doubling down on supporting quality journalism, ensuring trusted news sites get premium monetization opportunities.

📢 Final Thought:
Teeds is reshaping the future of digital advertising, combining premium video, performance-driven targeting, and AI-powered optimization to create a brand-safe, full-funnel solution that rivals the biggest players in the industry.

Guest: David Kostman

Host: Mike Shields

Sponsor: ElementalTV

Producer: FEL Creative

Is AI Going to Ruin - or Bolster - the Creator Economy?

mike@shieldsstrategic.com (Paul Greenberg, Mike Shields) — Thu, 6 Feb 2025 10:00:00 +0000

Next in Creator Media spoke with Paul Greenberg, CEO of Butter Works, on how his company uses AI to help brands make more successful social video content, and why so far, the technology has been a net positive.

Still, Greenberg talked about the dangers of the proliferation of AI slop and why it's going to become challenging for consumers and brands to sort through what's real, what's not, and what kind of attention is most valuable.

🎙 Episode Highlights: Next in Creator Media
🔥 Featuring Paul Greenberg, CEO of Butterworks

AI in Content Strategy: How Butter Works Uses AI to Power Success

Butterworks has been leveraging AI since 2018, using natural language processing and computer vision to predict video performance.

The Evolution of Creator Media & The Rise of Long-Form Content

Short-form video isn’t dead—but TikTok, YouTube Shorts, and Reels are now embracing long-form.
Viewers crave deeper connections with creators (e.g., MrBeast, Kai Cenat), making longer videos more engaging and monetizable.

The Changing Landscape of Social Algorithms & The YouTube Shift

YouTube’s algorithm is now personalized per user, making it harder for creators to game the system.
Thumbnail and title optimization still matter, but authenticity and audience loyalty are key.

AI-Generated Influencers & The Limits of Digital Personas

AI-driven influencers (e.g., Lil Miquela) are gaining traction, but lack deep engagement compared to human creators.

The Coming AI Flood: Should Brands Worry?

Platforms like Google and Meta struggle to filter out AI-generated content, leading to potential content overload.
The shift toward AI-curated search results (e.g., Google’s Gemini) makes SEO and brand visibility more challenging.

AI’s Role in Brand Marketing & Media Strategy

AI is not about replacing humans, but rather enhancing creativity and efficiency.

🎧 Listen to the full episode for more expert insights on AI, creators, and the future of media marketing!

Guest: Paul Greenberg

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

Why CTV Ad Targeting is Much Harder Than You Think

mike@shieldsstrategic.com (David Levy, Mike Shields) — Tue, 4 Feb 2025 10:00:00 +0000

Next in Media spoke with David Levy, CEO of OpenAP, about some of the misconceptions in the market when it comes to data-driven TV advertising, and how TV networks can balance collaboration and competition in the face of the growth of Big Tech in TV.

Takeaways:

The Evolution of OpenAP: Standardizing TV Advertising
OpenAP was founded to unify ad innovations across TV networks, creating scalable, standardized solutions for advertisers.

Bridging Linear TV and Streaming for Advertisers
While linear TV dominated ad spending, OpenAP has expanded its infrastructure to solve audience fragmentation in Connected TV (CTV).

The Role of First-Party Data in TV Advertising
Brands investing in first-party data need standardized methods to target consumers consistently across multiple media platforms.

The Transparency Challenge in CTV Ad Targeting
Unlike digital, CTV ad targeting lacks transparency due to multiple data transformations from audience lists to device-level identifiers.

Solving Audience Measurement Discrepancies
Differences in identity-matching methods among media companies create inconsistencies in audience targeting and measurement.

The Push for a Unified Ad Planning Infrastructure
OpenAP aims to establish a seamless way for advertisers to plan and execute campaigns across different streaming services and TV networks.

The Need for Scalable TV Advertising for Small Businesses
Unlike Google and Meta, TV lacks an easy-to-use, cost-effective ad buying platform for small advertisers—a gap the industry must address.

Guest: David Levy

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative

Long Form Creator Content Really is Having a Moment Right Now

mike@shieldsstrategic.com (Cristina Lawrence, Mike Shields) — Thu, 30 Jan 2025 10:00:00 +0000

Next in Creator Media spoke with Cristina Lawrence, EVP of Consumer & Content Experience at Razorfish about the march toward more TV-like seasons for many top creators, and whether this is making it easier to move ad dollars over from TV. Lawrence also talked about TikTok's future, who might grab the social commerce mantle, and whether Joe Rogan is a podcaster or a YouTuber.

Takeaways:

Long-Form Content is Winning the Creator Economy

Platforms like YouTube are shifting towards structured, episodic content (e.g., video podcasts, multi-part series).
Creators are becoming media networks, with brands integrating organically into their content strategies.

Creators Are the New Media Networks

Influencers now function as full-scale media companies, reaching highly engaged audiences.
Brands must approach them as partners, not just ad placements.

The Rise of Creator-Led Brand Partnerships

Mega-creators like MrBeast, Hailey Bieber, and Charli D’Amelio are launching their own DTC (direct-to-consumer) brands.
These businesses succeed when they align authentically with the creator’s identity.

Social Commerce is Gaining Traction, but Still Evolving

Platforms like TikTok Shops and Amazon Live are making inroads in live shopping.
However, U.S. adoption lags behind Asia, where live shopping is deeply integrated into culture.

Micro-Influencers & Niche Creators Are Essential

Brands are shifting to micro-influencers for more targeted, authentic engagement.
Agencies use AI-powered discovery tools (e.g., Publicis' Influential) to identify high-performing niche creators.

The TikTok Uncertainty & the Future of Short-Form Video

If TikTok were to disappear, YouTube Shorts and Instagram Reels could fill the gap.
However, each platform serves distinct user behaviors, with YouTube favored for long-form content.

Guest: Cristina Lawrence

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

'Disney is a technology company' - What's behind the push to have a unified ad tech platform at the mouse house?

mike@shieldsstrategic.com (Jamie Power, Mike Shields) — Tue, 28 Jan 2025 10:00:00 +0000

Next in Media spoke with Jamie Power, Disney's SVP, Addressable Sales, about ongoing measurement challenges in streaming, what happened with the so-called currency wars, and why it's a big deal that ESPN and Disney are now on the same ad server.

Takeaways:

The Rise of Actionable Tech at CES 2025
Jamie Power highlighted that CES 2025 felt more actionable than ever, with tools and technologies ready to be leveraged immediately, marking a shift from futuristic concepts to practical implementation.

Disney's Transparent Data Strategy
Disney introduced ad-supported Monthly Active Users (MAU) metrics across platforms like Hulu, ESPN, and Disney+, emphasizing transparency in streaming data to aid better planning for advertisers and agencies.

The Role of Disney Compass in Data Integration
Disney Compass enables seamless integration of data into agency tools, empowering advertisers to deduplicate reach and enhance campaign planning.

AI's Transformative Impact on Media Planning
Disney Select AI and partnerships like Publicis Core AI were showcased as tools to generate audience insights, driving strategic decisions and elevating media planning to predictive precision.

Balancing Automation with Human Expertise
Jamie addressed concerns about AI replacing jobs, emphasizing its role in streamlining tasks and allowing professionals to focus on impactful, thoughtful strategies.

Live Sports on CTV: Game-Changing Advertising
Disney's advancements in dynamic ad insertion during live sports events ensure scalability and seamless viewer experiences, reshaping how advertisers engage with audiences in real time.

Self-Serve Advertising Platforms for SMBs
Disney's self-service platform has empowered thousands of small advertisers to access measurable, localized campaigns, from florists targeting specific zip codes to brands leveraging audience-specific tools.

Guest: Jamie Power

Host: Mike Shields

Sponsor: ElementalTV

Producer: FEL Creative

TikTok in Limbo - What Should Brands and Creators Be Watching For

mike@shieldsstrategic.com (Erica Ortega, Mike Shields) — Fri, 24 Jan 2025 10:00:00 +0000

Next in Creator Media spoke with Erica Ortega, Director of Product Marketing at Tubular Labs about whether users bailed on TikTok during the very short ban, which platforms might win if TikTok disappears, and why not every short form platform is the same.

Takeaways:

Tubular Labs: The Leader in Social Video Insights

Tubular Labs provides unparalleled analytics on audience behaviors across platforms like YouTube, TikTok, Instagram, Facebook, and Twitch.

Social Video Trends: Staying Adaptive

TikTok Resilience: Despite uncertainties, TikTok continues to dominate short-form content, with creators adapting quickly to trends. Charlie D'Amelio's three-day blitz showcased the platform's potential for rapid impact.

Short-Form vs. Long-Form: A Strategic Balance

Brands are leveraging both long-form and short-form video strategies. Long-form videos offer monetization opportunities (e.g., YouTube ads), while short-form content appeals to quick, algorithm-driven engagements.

TikTok Alternatives: Shifting Audiences

Platforms like YouTube Shorts and Instagram Reels are vying for attention, but Gen Z loyalty to TikTok suggests unique challenges for competitors.

Effective Brand Strategies for Social Media

Partnerships with Influencers: Collaborating with niche creators ensures authenticity and targeted reach. Tubular’s tools help brands find emerging talent before they become too costly.

Data Trends Driving Innovation

Clients seek real-time, actionable data to identify new trends and streamline strategies. Tubular offers advanced filtering to cut through noise and spotlight key opportunities.

Guest: Erica Ortega

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

Where YouTube is Ahead of the Other Streamers on Ads

mike@shieldsstrategic.com (Ross Benes, Mike Shields) — Tue, 21 Jan 2025 10:00:00 +0000

Next in Media spoke with Ross Benes, senior analyst at eMarketer about the flood of new ad inventory in CTV, whether brands are really embracing addressable TV ads in a big way, and why we're currently obsessed with 90s trash culture.

Check out Benes' book 1999: The Year Low Culture Conquered America and Kickstarted Our Bizarre Times (Politics and Popular Culture)

Takeaways:

• Streaming Dominance: Streaming accounts for nearly 50% of TV time but only 15% of ad revenue.

• Linear TV's Revenue Lead: Despite streaming's popularity, linear TV generates six times the ad revenue of streaming due to higher ad loads and traditional viewer habits.

• Shift in Viewer Habits: Streaming time is expected to surpass linear TV soon, with ad spending following a few years later. Businesses should prepare for this gradual migration of ad budgets.

• Emergence of Smaller Advertisers: Streaming platforms like Roku and Disney+ are developing tools to attract small to mid-size advertisers, following the model of social platforms like Facebook.

• Challenges in Streaming Metrics: Advertisers face confusion with inconsistent measurement systems across platforms.

• AI in Media Buying: The adoption of AI in programmatic advertising is growing, but many tools are repackaged versions of existing technologies.

• Generational Shifts in Content Nostalgia: Millennials and young Gen Xers are driving a revival of 1990s culture, offering opportunities for marketers to leverage nostalgia in campaigns.

• Streaming Platforms Entering Sports: Netflix is experimenting with sports events, signaling a potential major push into sports broadcasting.

• YouTube's Growing Role in Sports: YouTube's acquisition of NFL Sunday Ticket shows its ambitions in sports broadcasting.

Guest: Ross Benes

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative

What Happens When You Build a Media Company on TikTok, and it Goes Away?

mike@shieldsstrategic.com (Sol Betesh, Mike Shields) — Thu, 16 Jan 2025 10:00:00 +0000

Next in Creator Media spoke with Sol Betesh Co-Founder & CEO at Fallen Media, the company behind viral hits like Street Hearts and What's Popping, on why he's bullish on predictable, original series on short form platforms.

Betesh also talked about why brands are still asking lots of elementary questions when working with creators, and how he's planning to deal with a potential TikTok ban.

Takeaways:

• Short-form Video is King: Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate modern content consumption.

• Content Development is Strategic: Successful short-form series like "What's Poppin'" demonstrate the importance of iterative testing and audience feedback to refine formats and achieve viral success.

• Monetization Evolves Over Time: Initial revenue streams for creators may start modestly, but with consistent hits and engagement, brands begin seeking partnerships, as seen with collaborations from Adidas and Expedia.

• Brand Partnerships Benefit from Custom Integration: Creative campaigns, such as Westin's king-size bed in Central Park, showcase how unique content concepts can elevate brand visibility and audience connection.

• Consistency Builds Trust: Regular posting and series predictability resonate with both audiences and brands, much like traditional entertainment models adapted for short-form platforms.

• Agile Adaptation Across Platforms: While TikTok leads short-form innovation, creators hedge risks by maintaining strong presences on Instagram Reels, YouTube Shorts, and emerging alternatives like Snap Spotlight.

• Creative Collaboration Over Focus Groups: Brands increasingly entrust creators to align with their vision while retaining creative control, simplifying processes to deliver authentic and engaging content.

• Future of Short-form to Long-form: Successful short-form series often act as testbeds for scaling into longer formats, bridging gaps between digital platforms and traditional media outlets.

Guest: Sol Betesh

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

Medialink's Mark Wagman Breaks Down CES, and Why 2025 is the year of "Aggressive" Brand Energy

mike@shieldsstrategic.com (Mark Wagman, Mike Shields) — Tue, 14 Jan 2025 10:00:00 +0000

Next in Media spoke with Mark Wagman, Managing Director, MediaLink and Partner, UTA about his CES takes, particularly why the conversation around AI may be shifting from cost cutting to growth.

Mark also discussed whether the TV industry is getting in its own way when it comes to identity and buying platforms, and whether any retail media networks will pivot to Amazon.

Takeaways:

AI Integration for Marketing Efficiency

AI has transitioned from a cost-cutting tool to a potential superpower that enhances team performance, offering 20-30% better productivity and up to 50% improved ROI.

Identity and Targeting Challenges in CTV

Cross-platform identity graphs and collaborative targeting, such as those by Disney and OpenAP, are emerging trends to address complexities in connected TV (CTV) advertising.

Retail Media Growth and Consolidation

Amazon's "retail media in a box" strategy signals potential consolidation as companies streamline operations to leverage existing data and ad technologies.

The Rise of Incrementality in Measurement

Marketers focus on measuring incremental value and reducing overlap in campaigns, leveraging tools like media mix modeling (MMM) and AI-driven multi-touch attribution (MTA).

Micro-Influencers Over Traditional Ads

Brands are increasingly investing in micro-influencers, leveraging niche audiences for higher engagement and ROI compared to traditional banner ads or large-scale influencer deals.

Streamlining TV Advertising for SMBs

Efforts are being made to simplify TV and streaming ad purchases for small and mid-sized businesses, moving away from complex traditional setups.

Ad Tech and MarTech Convergence

The merging of advertising and marketing technologies, powered by clean rooms and shared datasets, offers new possibilities for seamless customer journey management.

Guest: Mark Wagman

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative

mike@shieldsstrategic.com (Joe Doran, Mike Shields) — Sun, 22 Dec 2024 22:00:00 +0000

Next in Media spoke with Joe Doran Chief Product Officer at Epsilon, about whether we're likely to see a slew of walled garden anti-trust battles, why brands need to prepare for a world with less data regardless of what happens with cookies, and whether AI is taking over media buying.

Takeaways:

Consumer Choice and Privacy

The industry's focus is shifting toward respecting consumer choice and privacy, driven by regulatory scrutiny and evolving technology.
Marketers must adapt strategies to align with a more privacy-conscious ecosystem.

Post-Cookie Strategies

The decline of third-party cookies necessitates investing in first-party data management.
Marketers should leverage identity-based systems, data collaboration, and advanced technologies like AI to overcome tracking challenges.

Adapting to Regulatory Changes

Regardless of political or regulatory changes, marketers must prepare for a consumer-centric privacy landscape.
Businesses that hesitate to adapt risk falling behind in a rapidly evolving digital ecosystem.

Retail Media Growth

Retail media networks are expanding rapidly, with major players like Amazon and Walmart leading the charge.
Smaller retailers face challenges in aggregating and optimizing their media offerings, presenting opportunities for consolidation and innovation.

AI in Media Planning and Execution

AI is transforming media planning and buying by automating repetitive tasks and optimizing outcomes.
Strategic decisions still rely on human input, but AI supports scalability and efficiency.

Guest: Joe Doran

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

Why YouTube Wants Creators & Brands to Make Videos That Make You Feel Good

mike@shieldsstrategic.com (Aditi Rajvanshi, Mike Shields) — Thu, 19 Dec 2024 10:00:00 +0000

Next in Creator Media spoke with Aditi Rajvanshi, Head of Strategy - Portal A, about what mistakes brands continue to make when working with creators, why YouTube is quietly pushing for content that scores well on 'viewer satisfaction' and the idea that some brands may want to move away from contributing to 'brain rot.'

Takeaways:

Portal A's Niche in Content Creation

Portal A specializes in premium, elevated storytelling for brands, creating marquee brand properties that focus on long-term growth and brand engagement rather than mass-scale advertising.

Shift in Brand-Creator Dynamics

Brands now view creators as essential marketing channels rather than transactional tools, fostering deeper, long-term partnerships that emphasize authentic collaboration.

The Power of Content Marketing

Successful branded content focuses on storytelling and providing value to audiences, distinguishing itself from traditional promotional ads.

Multi-Platform Strategies

Diversification across platforms like YouTube, TikTok, and Instagram ensures resilience against changes in platform performance or regulations.

Mid-Tier Creator Growth

Supporting emerging and mid-tier creators represents a significant untapped opportunity, as this group can uniquely connect with niche audiences and drive authentic engagement.

Evolving Creator Roles

Creators no longer rely solely on single platforms. Instead, they tailor content for multiple platforms, balancing experimentation, scalability, and community building to enhance their careers and partnerships.

Guest: Aditi Rajvanshi

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

Why e.l.f. is Bullish on Social Commerce - Whether TikTok Stays or Goes

mike@shieldsstrategic.com (Regine Fung, Mike Shields) — Tue, 17 Dec 2024 10:00:00 +0000

Next in Media spoke with Regine Fung - Sr. Director, US & Global Paid Media at ELF Beauty, about how the brand's media strategy has evolved from a pure DTC player to one that is embracing live sports, CTV, and out-of-home. In addition, Fung talked about Elf's huge TikTok presence, and why she think social commerce is finally breaking out in the US.

Takeaways:

Leverage Social Media Platforms for Community Building

e.l.f. effectively uses platforms like TikTok, Twitch, and Pinterest to connect with their audience, emphasizing authentic engagement and understanding platform-specific nuances.

Expand Beyond Social Media

While rooted in social-first strategies, e.l.f. successfully diversified into TV, out-of-home, and radio channels, enhancing mass reach and brand awareness.

Creator Partnerships with Clear KPIs

They segment creators based on goals such as driving traffic or sales, integrating creators authentically into their campaigns while tracking ROI effectively through tools like affiliate links.

Focus on Cultural Relevance

e.l.f. prioritizes understanding its community's interests and cultural trends, ensuring campaigns resonate on an emotional and practical level.

Measurement Tailored to Channels

Metrics and KPIs are customized per platform, recognizing the distinct roles and limitations of mediums like TV, social, and digital ads.

Guest: Regine Fung

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative

Why Traditional Media Companies are Stuck Watching Creators Surge

mike@shieldsstrategic.com (Doug Shapiro, Mike Shields) — Thu, 12 Dec 2024 12:10:00 +0000

Next in Creator Media spoke with analyst Doug Shapiro, author of The Mediator, about how fundamentally the growth of creators is shifting consumption habits and media economics, and what Hollywood and Madison Avenue should do about it.

Takeaways:

Shift in Media Consumption Habits
Traditional media is facing stagnation due to a fixed amount of consumer attention, while creator media is rapidly growing, now contributing to roughly half of media industry growth globally.

Dominance of Creator Media
The creator economy, including YouTube, TikTok, and other platforms, produces content at an unprecedented scale, significantly outpacing traditional media in volume and engagement.

Changing Definition of Quality
Younger audiences prioritize authenticity, relatability, and quick gratification in their media consumption, reshaping traditional definitions of quality content.

Inevitability of the Creator Economy
The shift towards creator-led platforms is described as "relentless and inevitable," with traditional media unable to reverse this trend entirely.

Challenges for Traditional Media
Institutional media companies struggle to adapt to the democratization of content creation and distribution, hampered by their entrenched focus on high production values and limited competitor sets.

Generational Shift and Sustainability
The shift toward creator media is not a passing trend but represents a deeper generational shift, emphasizing consumer preferences for user-generated content.

Guest: Doug Shapiro

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

Inside Reddit's Plan to Become the Next Giant Ad Platform

mike@shieldsstrategic.com (Mike Romoff, Mike Shields) — Tue, 10 Dec 2024 10:00:00 +0000

Next in Media spoke with Mike Romoff, Reddit's newly installed Chief Revenue Officer, about how the company has thrived amidst so many changes in consumer's social and digital habits, and why he thinks the company is 'having a moment' that brands are looking to capitalize.

Takeaways:

• Cultural Moment and Growth: Reddit is undergoing significant growth, transitioning from niche to mainstream as more users realize its utility for finding reliable, community-driven answers.

• Search Integration: A recent partnership with Google has boosted Reddit's traffic by making its vast user-generated content more accessible through search engines.

• Rich Data Asset: Reddit boasts an unmatched repository of historical and real-time user insights, making it a goldmine for advertisers looking for authentic audience engagement.

• Unique Value Proposition: Reddit is an antidote to AI-generated or paid-influencer content, offering authentic, community-driven discussions.

• Advertising Sweet Spot: Reddit effectively caters to brands seeking mid-funnel engagement—helping users move from general interest to purchase consideration through organic and intentional interactions.

• Community Power in Advertising: Communities serve as hubs of influence where brands can engage authentically. For example, initiatives like Samsung's custom content and AMA sessions showcase how advertisers can resonate with Reddit's ethos.

Guest: Mike Romoff

Host: Mike Shields

Sponsor: Epsilon & VuePlanner

Producer: FEL Creative

Why Brands May Need Creators in Their Product Development Teams

mike@shieldsstrategic.com (Ashley Rudder, Mike Shields) — Thu, 5 Dec 2024 10:00:00 +0000

Next in Creator Media spoke with Ashley Rudder, Chief Creator Officer, DNY, about how brands need to not just let go of their creative control when working with creators on YouTube and TikTok, but may need to bring this talent in much earlier in the development process to best take advantage of their cultural connections.

Takeaways:

• The Evolution of Creative Leadership: Ashley Rudder's role as Chief Creator Officer highlights a modern, multidisciplinary approach to creative leadership, integrating brand marketing, social adaptability, and production expertise.

• Importance of Authentic Partnerships: Successful creator collaborations move beyond transactional relationships.

• Platform-Specific Expertise: Each social platform requires tailored strategies. Brands benefit from working with creators adept at navigating platform nuances to deliver culturally relevant content.

• Metrics Beyond Vanity: Meaningful success metrics include post shares, bookmarks, and community engagement, rather than superficial vanity metrics like impressions or EMVs.

• Integration into Product Development: Creators' real-time audience insights make them invaluable contributors to product development and go-to-market strategies.

• Sustained Creator Relationships: Long-term partnerships with creators foster authenticity and loyalty among their audiences, enhancing the brand's credibility and influence.

Guest: Ashley Rudder

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

Why Amazon is Trying to Downplay its Retail Media Dominance

mike@shieldsstrategic.com (Zach Ricchiuti, Mike Shields) — Tue, 3 Dec 2024 10:00:00 +0000

Next in Media spoke with Kepler's head of retail media Zach Ricchiuti about the state of eCommerce 2024, whether Cyber Monday still matters, and why Amazon is changing its story as it plays the long game.

Takeaways:

• Retail Media Trends: The shift in retail media is moving beyond Black Friday and Cyber Monday into a two-week "Cyber Week marathon," transforming the way brands approach seasonal e-commerce strategies.

• Evolving Media Investments: Retailers are extending ad spend into "off-site" platforms, leveraging programmatic web, social media, and connected TV to expand their advertising reach beyond owned properties.

• Amazon Dominance: Amazon leads the retail media space by offering robust ad tech and measurement tools that enable brands to evaluate campaign success and connect upper and lower funnel strategies.

• Importance of Off-Platform Advertising: Off-platform solutions are growing as retailers partner with platforms like Roku and TikTok, ensuring their ads align with changing consumer habits and media landscapes.

• Holiday Shopping Dynamics: Retailers like Amazon and Walmart capitalize on late-shipping capabilities and post-holiday "fifth quarter" shopping trends, maximizing revenue opportunities through last-minute gifting and gift card redemptions.

• Future of Retail Media: Social media emerges as a key opportunity for retail media growth, with platforms facilitating direct connections to retail networks and enabling marketers to optimize campaigns seamless.

Guest: Zach Ricchiuti

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative

The former President of Cameo Wants to Help Brands Go Shopping for Creators

mike@shieldsstrategic.com (Arthur Leopold, Mike Shields) — Thu, 21 Nov 2024 14:20:00 +0000

Next in Creator Media spoke with Arthur Leopold, co-founder and CEO of Agentio, on how the startup promises to bring some order to creator and brand matchmaking. Leopold also talked about why other tech startups have failed in this realm, and why AI will help brands feel more safe about which creators they hand the keys to.

Takeaways:

• Agentio is an ad platform automating creator content buying, bridging brands and creators for frictionless collaboration. Its innovative approach targets inefficiencies in traditional influencer marketing.

• By shifting focus from small influencer budgets ($10-$15 billion) to the massive $600 billion paid media market, Agentio enables brands to scale creator partnerships with unprecedented efficiency.

• Unlike fragmented tools, Agentio offers end-to-end automation—covering creator matching, contracting, brand safety, and performance optimization—all in a unified platform.

• Leveraging AI and large language models, Agenteo streamlines complex processes like campaign optimization and brand safety checks, reducing manual effort by over 113 human years in certain tasks.

• Many leading YouTubers, even giants like Rhett and Link, struggle to fully sell their inventory. Agenteo aggregates demand, ensuring creators monetize effectively while brands access highly engaged audiences.

• Agentio positions itself at the forefront of the creator economy, championing personalized storytelling as the most effective advertising strategy, outperforming traditional banner ads and skippable video ads.

• With YouTube as the starting platform, Agentio taps into the world’s largest streaming audience, combining high engagement with scalable advertising. Future expansions include TikTok and Instagram.

Guest: Arthur Leopold

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

How to Reach Multicultural Audiences in the Stream-First Era

mike@shieldsstrategic.com (Patrick Courtney, Mike Shields) — Tue, 19 Nov 2024 10:00:00 +0000

Next in Media spoke with Fuse Media's chief business officer Patrick Courtney about what advertisers get wrong about multicultural audiences media habits, the challenges in programming in the FAST space, and why cable TV still makes sense for some media companies.

Takeways:

• Inclusive Entertainment Leadership: Fuse Media is a Latino-owned, diverse entertainment company targeting a multicultural audience.

• Young Multicultural Audience: The primary demographic is 18-34-year-olds, though the audience varies by platform.

• Platform-Specific Programming Strategies: Fuse tailors content strategies differently for pay TV, FAST, and subscriptions, reflecting the unique demands and user behaviors of each medium.

• Evolution of FAST Channels: Initially a repository for legacy content, Fuse has applied structured programming techniques to FAST channels, seeing exponential audience growth by leveraging day-parting and scheduling.

• Challenges in FAST: Discovery, lack of standardization across platforms, limited data analytics, and inconsistent measurement pose significant hurdles in FAST.

• Subscription Services Strategy: Unlike many subscription services struggling with high churn, Fuse leans into partnerships and reseller marketplaces over direct-to-consumer strategies.

• Adapting to Industry Changes: Fuse has successfully integrated traditional linear and newer FAST/CTV ad sales models, capitalizing on its historical experience while navigating shifts like increasing automation and programmatic buying.

Guest: Patrick Courtney

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative

Ian Schafer on Why Creators Might Need Upfronts

mike@shieldsstrategic.com (Ian Schafer, Mike Shields) — Thu, 14 Nov 2024 12:30:00 +0000

Next in Creator Media spoke with Ian Schafer, co-founder and president of Ensemble, on how he's trying to help brands connect with the top 1% of creators, while helping those folks build out full fledged media businesses.

Takeaways:

• Unique Positioning of Ensemble: Ensemble differentiates itself in the creator economy by focusing on a curatorial approach to creators, similar to a studio, instead of a marketplace model.

• Equity in the Creator Economy: Schafer highlights a systemic inequality in brand partnerships, with creators from underrepresented communities getting fewer deals.

• 0.1% of Creators: In the creator economy, only about 0.1% of creators achieve significant success.

• Shift to Long-Term Brand Integrations: Schafer observes a shift from treating creators as media inventory to viewing them as collaborative partners.

• The Importance of Infrastructure for Creators: Schafer notes that while creators have management, they often lack a structured infrastructure to help them scale.

• Potential for Original Programming: Ensemble is developing episodic series and original shows that incorporate brand sponsorships.

• Demand for Audience-First Content: Schafer emphasizes the need for content that resonates with audiences before brands.

• Future of Creator Partnerships in Advertising: Ensemble and Schafer envision a future where brands can lock in annual or seasonal "slates" of creator-led series, similar to TV upfronts.

Guest: Ian Schafer

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

What's it like for Advertisers to Wait Around for the DOJ, and Google

mike@shieldsstrategic.com (Megan Jones, Mike Shields) — Tue, 12 Nov 2024 10:00:00 +0000

Next in media spoke with Megan Jones, Chief Digital Officer at Digitas, about what she tells clients about a possible Google break up, and the never ending cookies saga. Jones also talked about why it's so hard to bake creators into traditional media planning, and what's really going on with sustainability.

Takeaways:

• Post-Cookie Environment: Despite long discussions around a "post-cookie world," urgency has waned due to delays.

• Challenges in Connected TV: The fragmented CTV landscape lacks unified audience targeting and measurement standards.

• TikTok's Growing Influence: As TikTok remains a cultural hub, Digitas advises clients to use it actively and authentically.

• Creator Economy and Social Strategy: Digitas leverages creators through its S.W.A.T. (Share worthy and Trending) program, which identifies trends and pairs creators with brands to produce authentic, real-time content, with a focus on diversity and cultural relevance.

• Integrating Media and CRM: There’s a significant, underutilized potential in linking CRM with media for seamless customer engagement.

• Sustainability in Digital Advertising: Though it’s not a top priority for clients, sustainability is expected to become essential within the next five years, similar to brand safety.

Guest: Megan Jones

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative

How CookIt Media Is Helping Brands And Creators Break Bread

mike@shieldsstrategic.com (Laurie Buckle, Mike Shields) — Thu, 7 Nov 2024 10:00:00 +0000

Next in Creator Media spoke with Laurie Buckle CEO and Founder, CookIt Media, about her journey from print's golden age to trying to wrangle the YouTube ecosystem. Buckle also talked about what brands get right and wrong about this space, and why food is so perfect for other revenue streams.

Takeaways:

• Cook It's Origin: Laurie Buckle transitioned from traditional food media to establishing CookIt, initially as a consulting firm helping food bloggers professionalize their content.

• Food Creators as Businesses: Buckle emphasizes that CookIt’s mission is to help food content creators see their work as a viable business.

• Agency's Dual Role: CookIt functions as both an influencer marketing agency and a talent management company.

• Collaborative Brand Partnerships: CookIt places creators at the forefront of brand collaborations, advocating for a balanced approach where creators' authentic voices are respected.

• Evolving Revenue Streams: CookIt is helping creators diversify revenue beyond brand partnerships.

• The Future of Food Content: Buckle discusses the broader lifestyle aspect of food creators, noting that food content increasingly includes elements of travel, beauty, and wellness.

Guest: Laurie Buckle

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

Adam Singolda Wants Publishers To Collaborate To Fight AI Junk

mike@shieldsstrategic.com (Adam Singolda, Mike Shields) — Tue, 5 Nov 2024 10:00:00 +0000

Next in Media talked to the founder and CEO of Taboola about the state of the open web, what he thinks about the Google trial, and why publishers may have to start working together to compete for consumers' time and advertisers' wallets.

Takeaways:

• Google’s Market Power and Tensions: Adam highlights concerns in the industry regarding Google's practices, such as keeping users within its ecosystem rather than directing them to other publishers.

• Optimism for the Open Web: Despite challenges, Adam expresses strong optimism for the open web, emphasizing the opportunities for AI in personalizing content, improving user engagement, and increasing revenue per user.

• Importance of Quality News: He stresses the role of quality news and journalism, arguing against reliance on user-generated content platforms for important information, which could pose risks due to lack of editorial oversight.

• AI in Advertising: Taboola is exploring AI, particularly through their tool, "Abby," which uses a conversational layer to help advertisers design campaigns.

• Expansion of Retail Media: Adam predicts significant growth in retail media as it begins to look beyond its own platforms for audience reach.

• Apple Partnership: Taboola’s partnership with Apple allows it to serve ads on Apple News in several markets.

• Opportunities with Generative AI: He describes a future where AI-driven media buying can lower churn rates and increase ad spend efficiency, giving brands control while enabling faster decision-making.

• Rise of New Distribution Channels: Adam foresees the open web expanding into non-traditional environments, such as cars and kitchens, providing news and other digital content in more everyday settings.

• Yahoo’s Revival: Adam credits Yahoo’s recent success to its management team and a culture focused on execution and transparency, which he believes has transformed Yahoo into a strong partner in the open web ecosystem.

Guest: Adam Singolda

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative

What's Really Holding Back Big Media From Doing More With Creators

mike@shieldsstrategic.com (Jamie Gutfreund, Mike Shields) — Thu, 31 Oct 2024 13:40:00 +0000

Next in Creator Media spoke with Jamie Gutfreund, founder of Creator Vision, about why some brands still don't have a strategy for creators, and whether Hollywood is missing the moment in harvesting YouTube and TikTok for talent.

Takeaways:

• Creator Economy Shift: Goodfriend discussed how traditional media strategies are outdated for the creator economy.

• Strategic Gap in Brand Approaches: Many brands lack a clear creator strategy and often make ad-hoc partnerships without defined objectives, resulting in suboptimal returns.

• Challenges with Current Media Agencies: Large agencies face difficulties integrating creators due to scalability issues and outdated metrics focused on paid media.

• Creator Selection Pitfalls: Brands often rely on tools similar to Yellow Pages for finding creators, which can lead to mismatched partnerships.

• Evolving Definitions of Premium Content: Premium content is now audience-defined, moving beyond traditional high-production-value constraints.

Guest: Jamie Gutfreund

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

Sir Martin on AI, Google, and Trump

mike@shieldsstrategic.com (Sir Martin Sorrell, Mike Shields) — Tue, 29 Oct 2024 09:00:00 +0000

Next in Media, spoke with S4 Capital founder and executive chairman Sir Martin Sorrell about the state of the ad business heading into a very uncertain year. Sorrell gave his take on Google's trial, the US Election, the future of ad agencies, and why the media business is a tale of two cities.

Takeways:

• Advertising Market Growth: Despite global challenges, the advertising market is growing, with digital media leading the way.

• Dominance of Key Platforms: Six major players—Google, Meta, Amazon, Alibaba, Tencent, and ByteDance—dominate digital advertising, with significant revenue growth expected.

• Economic Uncertainty: Both in the US and globally, economic conditions are mixed, creating uncertainty that hampers investment.

• Regulatory Dynamics: Sir Martin Sorrell stresses the importance of self-regulation within tech giants, comparing them to "countries" based on their market caps.

• Tech Giants’ Push into AI and Efficiency: Major tech companies like Meta and Google have pivoted sharply towards AI investments, drastically increasing their capital expenditures in this area.

Guest: Sir Martin Sorrell

Host: Mike Shields

Sponsor: Moloco & Epsilon

Producer: FEL Creative

Should We Really Treat Creators Like Mini Media Companies?

mike@shieldsstrategic.com (Gaz Alushi, Mike Shields) — Thu, 24 Oct 2024 09:00:00 +0000

Next in Creator Media spoke with Gaz Alushi, President, Measurement and Analytics at Whalar about whether brands are spending enough with creators, and the challenge they face in how to measure these kinds of ad deals alongside all the rest of their more traditional media activations.

Takeaways:

• Whalar’s Role: Whaler is a creator marketing agency that connects brands with creators based on audience affinity.

• Creator ROI: A study by Nielsen showed that creators can deliver 2.4x return on investment (ROI) despite representing less than 1% of media spend in personal care campaigns.

• Measuring Creators: Creators are media, and their impact can be measured similarly to traditional media channels, with reach, impressions, and brand resonance included in media mix models.

• Planning and Measurement: Good measurement requires planning. Brands need to set up proper tagging, attribution, and measurement methods early on, not as an afterthought, to accurately assess the success of creator campaigns.

• Platform-Specific Content: Alushi emphasizes that platforms like TikTok, YouTube, and LinkedIn cater to different user mindsets and purposes. Therefore, the same content or ads cannot be effective across all platforms.

Guest: Gaz Alushi

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

Can Comcast, Paramount and Charter Work Together To Grow CTV?

mike@shieldsstrategic.com (Jason Manningham, Mike Shields) — Tue, 22 Oct 2024 09:00:00 +0000

Blockgraph CEO Jason Manningham talked about the TV joint venture is courting local and small advertisers by promising them an easy way to do targeted ads on streaming.

How Roku Plans To Bring All Those Instagram Advertisers To TV

mike@shieldsstrategic.com (Peter Hamilton, Mike Shields) — Tue, 15 Oct 2024 09:00:00 +0000

Next in Media spoke with Peter Hamilton, Head of Ad Innovation at Roku, about the state of CTV ad products, the company's new self-serve ad product, and what's holding back more social media brands from taking the plunge into CTV.

Meet The Company That Brought Ryan's World To The Big Screen

• Granularity in Ad Placement: Advertisers are demanding greater granularity and transparency in ad placement, including details about platform type, device, content length, and the nature of the content.

• Trust and Partnership: The trust between marketers and media partners is crucial, particularly in ensuring that investments lead to effective advertising and that there is a clear path to remedy any issues that arise.

• Evolving Role of Media Agencies: Media agencies must continue to evolve, offering sophisticated tools and strategies that go beyond traditional media buying to thrive in the changing landscape.

• Dual Focus on Brand and Performance: Successful marketing strategies should balance long-term brand-building efforts with short-term performance goals.

• Future of Premium Advertising: The industry needs to clearly define what constitutes a premium advertising experience to avoid commoditization and ensure continued investment in high-quality content.

Guest: Sean Cunningham

Host: Mike Shields

How to Build a Retail Media Network in 15 Minutes

mike@shieldsstrategic.com (Shield Strategic) — Wed, 21 Aug 2024 13:05:00 +0000

Next in Media spoke with Daniel Folkman, Gopuff's SVP of business, about the company's growing footprint in the ad business despite the fact that he thinks there are way too many retail media networks.

Takeaways:

• Business Overview and Evolution: Gopuff started over 10 years ago, focusing on delivering convenience products like snacks and drinks. It has since evolved to carry over 5,000 SKUs, including groceries, home essentials, and alcohol.

• Target Customer Demographics: Gopuff’s primary demographic is 18-35 year olds, with a strong focus on young parents.

• Sustainable Business Model: The company uses its funds to build infrastructure, technology, and fulfillment centers, focusing on long-term sustainability rather than short-term customer acquisition.

• Retail Media and Advertising: Gopuff entered the retail media space with its own advertising platform, which leverages the company’s unique selling points: instant delivery, a young and targeted demographic, and specialized consumer data.

• In-house Ad Platform: Gopuff decided to build its ad platform internally to maintain control over its unique consumer data and optimize targeting.

• Future of Retail Media: The company sees consolidation challenges in the retail media space, arguing that many current retail media networks are not sustainable long-term.

• Customer-Centric Advertising: Gopuff focuses on delivering ads that feel like relevant content rather than spam. This strategy aims to enhance user experience while also improving ad performance and profitability.

Guest: Daniel Folkman

Host: Mike Shields

Is Google About To Be Broken Up?

mike@shieldsstrategic.com (Shield Strategic) — Tue, 13 Aug 2024 09:00:00 +0000

Next in Media spoke to Jason Kint, CEO of the publisher-focused trade group Digital Content Next, about the potential impact of Google's recent anti trust ruling, and what to expect next month when a more advertising-focused decision regarding Google comes to a head.

Takeaways

• Google's Monopoly and Antitrust Cases: Google has been found to be a monopoly in both the App Store and search markets.

• Impact on Media and Advertising: These antitrust cases are seen as unlocking competition, which is beneficial for media companies and small businesses.

• Importance of Data Scale: Google's dominance in search, with 98% of unique queries, provides it an unparalleled data scale.

• Microsoft's Struggles: Despite being a tech giant, Microsoft struggles to compete with Google in the search market due to the latter's vast data advantage.

• Potential Breakup of Google: There is speculation that the ad tech trial could lead to Google being forced to divest parts of its business, possibly Chrome and Android, due to their critical roles in data collection.

• Google's Internal Practices: The trial revealed nefarious internal practices, such as coordination between different Google departments to meet quarterly targets, despite public claims of separation.

• Google's Defense and Market Impact: Google argues that its dominance in search is pro-competitive and beneficial for consumers due to its superior search experience.

• Implications for Publishers: The outcome of these cases could validate the concerns of publishers who have long complained about Google's market power.

• Future of Competition: Kint emphasizes that real change will come when there is actual competition in the market, with revenue directed towards where consumers want it.

Guest: Jason Kint

Host: Mike Shields

Sponsored by: Acast

Produced by: FEL Creative

How Samsung Plans to Compete for TV Dollars With its Own FAST and Data

mike@shieldsstrategic.com (Shield Strategic) — Tue, 6 Aug 2024 16:45:00 +0000

Next in Media spoke with Michael Scott, VP, Head of Sales & Operations, Samsung Ads, about where the South Korean TV manufacturer fits in the TV ad ecosystem.

Scott also talked about why Samsung is pushing into gaming, whether it wants to compete in measurement, and if he is a believer in CTV commerce.

Takeaways

• How Samsung uses this data to power content recommendations and precision targeting for advertisers.

• Navigating the evolving TV advertising landscape and currency discussions.

• Samsung's gaming initiatives and reaching the gaming audience.

• Samsung's fast-growing CTV platform and content partnerships.

• Emerging opportunities around shoppable TV and innovative ad formats.

Guest: Michael Scott

Host: Mike Shields

Sponsored by: Acast

How Google Dropped the Ball on a Post-Cookie Solution

mike@shieldsstrategic.com (Shield Strategic) — Tue, 30 Jul 2024 09:00:00 +0000

Next in Media spoke with IAB Tech Lab CEO Anthony Katsur about the organization's infamous report on Google's Privacy Sandbox -and where the industry goes from here now that cookies may never go away. Katsur also talked about the state of industry regulation, and whether Trump or Harris would ever push for a national privacy law.

Takeaways

• The IAB Tech Lab has been monitoring Google's Privacy Sandbox and raising concerns about its functionality and impact on the advertising ecosystem.

• Data minimization is an important concept in privacy regulation, emphasizing the need to only collect and retain necessary data for a limited period of time.

• The industry is facing challenges such as signal loss, privacy compliance, and competition from social media and AI platforms.

• The outcome of the US election may have an impact on privacy regulation, but state laws and global privacy frameworks will continue to shape the industry.

• Google remains committed to innovating on the Privacy Sandbox and working with regulators and the industry to address privacy concerns.

Guest: Anthony Katsur

Host: Mike Shields

Sponsored by: Acast

Produced by: Fresh Take

NBCU May Have Reason For Olympic Optimism

mike@shieldsstrategic.com (mike shields) — Tue, 23 Jul 2024 09:00:00 +0000

Next in Media talked to Sportico sports media reporter Anthony Crupi about why on demand streaming on Peacock plus old fashioned prime time might work for the Paris Games. Plus his thoughts on NBA rights, the rise of women's sports, and MLB marketing stumbles.

Takeaways

• The Olympics may not achieve the same live audience numbers as in the past, but NBC could still generate decent ratings by combining live coverage with prime time programming.

• Younger generations consume media in shorter, fragmented formats, which may impact their interest in watching live sports events in their entirety.

• The lack of a 'big bad' or a unifying narrative in the Olympics, along with societal and political divisions, may affect viewership.

• Co-viewing with family members remains a strong factor in sports viewership, but the trend of individualized screen consumption is prevalent among younger audiences.

• Traditional media companies are facing challenges in competing for media rights, especially with the rise of streaming platforms and non-traditional advertisers.

• The NBA's decision to divide its media rights among multiple players reflects the changing landscape of media consumption and the value of broadcast reach. Networks face obstacles in terms of legal limitations and financial sustainability.

• There is a demand for women's sports, but the limited inventory poses a challenge.

• Broadcast television is declining, and younger generations have different viewing preferences.

• Baseball struggles with marketing and attracting younger audiences.

• The media industry is constantly evolving, and there are challenges in balancing content and revenue.

Guest: Anthony Crupi

Host: Mike Shields

Sponsored by: Acast

Produced by: Fresh Take

How Macy's is Quietly Building a New Profit Center From Retail Media

mike@shieldsstrategic.com (mike shields) — Tue, 16 Jul 2024 09:00:00 +0000

Next in Media spoke with Michael Krans, VP Macy’s Media Network, about his recent move from Walmart, how he's trying to evangelize an ad sales ulture inside a giant shopping organization, and why he's not worried about retail media saturation.

Takeaways

• Macy's Media Network is recognized as a growth area in the business, generating significant revenue and offering real-time, transparent measurement and reporting.

• The retail media landscape is evolving and changing rapidly, with a growing number of retail media networks. Collaboration and sharing best practices among competitors can lead to collective growth and improvement.

• Shifting the mindset of vendors to see retail media networks as strategic media partners is a challenge, but it is crucial for long-term success.

• Measurement and analytics play a vital role in driving performance and optimizing campaigns. The ability to provide closed-loop, omni-level reporting is a competitive advantage.

• CTV is an effective upper-funnel tactic that can have a halo effect on other advertising channels. The focus is on reaching addressable audiences and driving overall sales impact.

mike@shieldsstrategic.com (mike shields) — Tue, 11 Jun 2024 09:00:00 +0000

Next in Media spoke with U of Digital Founder Shiv Gupta about the Trade Desk's recent ranking of the top 100 publishers, why he thinks Nextflix has moved too slowly into advertising, and whether ad tech is really contracting.

Takeaways

• Salespeople in the digital advertising industry often struggle to contextualize their products within the larger industry landscape.

• There is a need for scaled structured enablement to help people in the industry stay ahead of the rapidly changing landscape.

• The ad tech industry may experience a contraction as the internet becomes more dominated by walled gardens.

• The post-cookie world presents challenges for the industry, including limitations on addressability.

• The integration of advertising in streaming platforms varies, with Disney taking a more proactive approach and Netflix being more cautious.

• Addressability in television is limited due to the lack of rich data and the challenges of identity mapping.

Guest: Shiv Gupta

Host: Mike Shields

Sponsored by: Epsilon

Produced by: Fresh Take

Wny many brands are still too skittish about social medial

mike@shieldsstrategic.com (mike shields) — Tue, 4 Jun 2024 09:00:00 +0000

Next in Media spoke to Jason Mitchell, Founder and CEO of social media agency Movement Strategy about why his team is constantly pushing brands to put their own social media output at the center of their strategies. Mitchell also gave his take on which platforms are up and down of late, and whether brands need a plan B for a possible TikTok ban.

Takeaways

• The evolution of social media marketing has shifted the focus to organic social presence and the importance of getting people to talk about brands on social media.

• AI has a significant impact on content creation, with behind-the-scenes AI being incredibly impactful in optimizing media and improving efficiency.

• Convergence in marketing teams and the role of creators are crucial in building trust in the AI-driven content landscape.

• Linear TV is facing challenges in adapting to the changing media landscape and the rise of AI-driven content.

• The creator economy is expected to continue growing, fueled by AI tools and technologies.

Guest: Jason Mitchell

Host: Mike Shields

Sponsored by: Epsilon

Produced by: Fresh Take

What the growth of Roblox says about the future of media and advertising

mike@shieldsstrategic.com (roblox, mike shields) — Tue, 28 May 2024 12:31:55 +0000

Next in Media spoke with Ashley McCollum, Head of Immersive Media Solutions at Roblox about the company's recent push into ad tech, and why brands need to get to know creators on the platform. McCollum also talked about some recent success stories among brands building immersive experiences via Roblox, and what a generation raised in these environments wants from brand and media companies.

Takeaways

• Roblox is a unique platform that combines social interaction with gaming mechanics in 3D virtual worlds.

• The platform has a strong focus on music, artists, and intellectual property, and offers a variety of experiences beyond traditional gaming.

• Roblox is expanding its advertising business and aims to build a new market around immersive media.

• The company is committed to maintaining a high bar for content and user experience while monetizing the platform.

• Roblox provides opportunities for brands to collaborate with creators and reach a highly engaged audience.

Chapters

00:00 - Introduction and Ashley's Role at Roblox

04:12 - Evolution of Advertising on Roblox

08:51 - Balancing Advertising and User Experience

11:32 - Navigating the Organization and Industry

13:46 - Impact on Media Habits and Expectations

24:11 - Ashley's Journey to Roblox

Guest: Ashley McCollum

Host: Mike Shields

Sponsored by: Epsilon

Produced by: Fresh Take

Why the Paris Games - and Patrick Mahomes - May Put Peacock into a New Stratosphere

mike@shieldsstrategic.com (Shield Strategic) — Tue, 21 May 2024 09:00:00 +0000

Next in Media spoke with Alison Levin, President, Advertising and Partnerships at NBCUniversal, about how the company is opening up the Olympics to a whole new crop of advertisers while trying to cater to Gen Z's viewing habits. Levin also talked about TV's attribution challenge and whether this is the year of "T-Commerce."

Takeaways

• Brands are leaning in to tell bigger stories and are interested in surrounding content with meaningful narratives.

• Strategic audiences and attribution are top of mind for advertisers, as they seek to move beyond age and gender targeting.

• The Olympics on Peacock will offer new advertising opportunities, including programmatic buying and shoppable ad units.

• Live sports continue to be a valuable asset for NBCU, with high viewership and co-viewing.

• The TV market is evolving, and NBCU is focused on proving the value of its full portfolio and driving purchase behavior.

• Attribution and measurement are key challenges, but NBCU is working on partnerships and tools to address them.

• Clean rooms and programmatic buying are growing in importance, attracting both big advertisers and new brands.

• Programmatic buying in live sports has seen significant growth, fueling client diversity and increasing spend.

Chapters

00:00 - Introduction and Upfront Season

02:46 - Strategic Audiences and Attribution: Moving Beyond Age and Gender

05:36 - Reimagining the Olympics on Peacock

07:33 - The Value of Live Sports

11:26 - Challenges and Opportunities in the TV Market

mike@shieldsstrategic.com (Mike Shields) — Tue, 26 Mar 2024 09:00:00 +0000

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

How Retail Media took over the ad business seemingly overnight

mike@shieldsstrategic.com (mike shields) — Tue, 19 Mar 2024 09:00:00 +0000

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

So you've been pretending to understand AI

Tue, 12 Mar 2024 09:00:00 +0000

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

Is YouTube Headed for a Paywall?

mike@shieldsstrategic.com (Mike Shields) — Tue, 5 Mar 2024 10:00:00 +0000

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

"We're going to be talking about real outcomes, not cookie-based outcomes."

mike@shieldsstrategic.com (mike shields) — Tue, 27 Feb 2024 10:00:00 +0000

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

Live from the Kochava Summit, its Next in Media

Tue, 20 Feb 2024 10:00:00 +0000

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

What happens when an election year happens during a Cookiepocolypse

mike@shieldsstrategic.com (Mike Shields) — Tue, 13 Feb 2024 10:00:00 +0000

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

Why there is no one like Mr. Beast

mike@shieldsstrategic.com (mike shields) — Tue, 6 Feb 2024 10:00:00 +0000

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

The Week in Review

mike@shieldsstrategic.com (ari paparo, mike shields) — Fri, 2 Feb 2024 10:00:00 +0000

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

How one news brand is thriving amidst a digital publishing meltdown

mike@shieldsstrategic.com (Mike Shields) — Tue, 30 Jan 2024 10:00:00 +0000

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: Publica

Produced by: Fresh Take

Week in Review with Mike & Ari

mike@shieldsstrategic.com (Ari Paparo, Mike Shields) — Sat, 27 Jan 2024 02:00:00 +0000

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

Ok seriously, what in god's name is Google's Privacy Sandbox?

mike@shieldsstrategic.com (google, mike shields) — Tue, 23 Jan 2024 10:00:00 +0000

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 talk Google Layoffs, The Sandbox, Peacock's big moment, and CES Chicken

mike@shieldsstrategic.com (Mike Shields, Ari Paparo) — Fri, 19 Jan 2024 10:00:00 +0000

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

Fortnite and Roblox for (Ad) Dummies

mike@shieldsstrategic.com (mike shields) — Tue, 16 Jan 2024 10:00:00 +0000

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: Publica

Produced by: Fresh Take

Takeaways

Super Awesome started as a kids media company and evolved into a provider of tools for kids digital media.
Fortnite and Roblox have become popular gaming platforms for young audiences.
Brands and advertisers are increasingly interested in reaching young audiences on platforms like Fortnite and Roblox.
In-game advertising on user-generated content platforms is still evolving and faces challenges in terms of ease of buying and scalability.
The future of advertising on these platforms may involve rewarded mechanics and long-term partnerships with brands.

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

Why 2024 Should Be a Great Year For Advertising - But Not for Everyone

mike@shieldsstrategic.com (Mike Shields) — Wed, 10 Jan 2024 10:00:00 +0000

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

Ari and Mike kill The Messenger

mike@shieldsstrategic.com (Ari Paparo, Mike Shields) — Fri, 5 Jan 2024 20:30:00 +0000

Next in Media's new Week In Review show features Ari Paparo and Mike breaking down the biggest stories in media and advertising this week, including the debacle that is The Messenger and the worst case scenario for cookies.

Takeaways

The failure of The Messenger highlights the challenges faced by digital media companies in the current landscape.
Mainstream media companies need to adapt to changing consumer preferences and business models to stay relevant.
Personal biases can influence opinions and perceptions of media companies and their success or failure.
The advertising industry is facing challenges with the proliferation of retail media networks and the impending cookie deprecation.

Chapters

00:00 Introduction and Experimentation

00:28 Discussion on The Messenger

01:47 The Failure of The Messenger

03:01 The Challenges of Mainstream Media

04:33 Personal Bias and Schadenfreude

05:09 High Paying Journalism Jobs

06:30 The Success of Semaphore

07:59 Quibi's Failed Partnership

08:55 Quibi's Unusual Content

11:10 Issues in the Ad Business

11:56 Proliferation of Retail Media Networks

12:56 Frustration with Cookie Deprecation

14:08 The Impact of Cookie Deprecation

17:22 Shift to CTV and Disruption in Advertising

19:12 Consolidation in the Streaming Industry

Adweek's Catherine Perloff on the biggest ad tech stories of 2023 - and what she's watching in 2024

mike@shieldsstrategic.com (Mike Shields) — Tue, 2 Jan 2024 10:00:00 +0000

Next in Media spoke with Catherine Perloff, platforms reporter at Adweek, about the biggest stories of 2023 in media and advertising, why programmatic can't seem to shake its reputation for opacity, and whether brands are truly ready for all of the big changes on the horizon in 2024.

Takeaways

Transparency remains a significant issue in ad tech, particularly with the rise of AI media buying tools.
Ad tech consolidation is happening, with SSPs moving to the buy side and DSPs moving to the sell side.
Google has faced scandals and pushback regarding transparency and quality issues.
The use of AI in media buying is slowly changing the industry, but there are concerns about relinquishing control.
TikTok has become a major platform for marketing, especially in social commerce.
The ad tech industry is experiencing inefficiency, with only a small percentage of bid requests resulting in monetization.
The future of ad tech is uncertain due to cookie deprecation and the expansion of retail media and ad networks.
Advertiser perception of Twitter is mixed, with some brands staying and others potentially reducing their spending.

Chapters

00:00 Introduction and Overview

00:35 Transparency in Ad Tech

02:01 Ad Tech Consolidation

03:18 Challenges with Transparency and Quality

05:29 Google's Scandals and Pushback

08:13 The Rise of AI in Media Buying

10:09 The Comeback of Meta (formerly Facebook)

12:39 The Success and Impact of TikTok

17:56 Consolidation in the Ad Tech Industry

20:20 Inefficiency in the Ad Tech System

23:51 The Future of Ad Tech and Cookie Deprecation

26:17 The Expansion of Retail Media and Ad Networks

28:11 Advertiser Perception of Twitter

29:47 Conclusion

Guest: Catherine Perloff

Host: Mike Shields

In Partnership with: Comcast Advertising

Produced by: Fresh Take

Hasbro's CMO on the state of kids media in 2024

mike@shieldsstrategic.com (Mike Shields) — Tue, 19 Dec 2023 10:00:00 +0000

Next in Media talked with Jason Bunge, CMO of Hasbro, on why there are more options than ever to advertise to kids, and why the kids landscape is also more challenging and uncertain to navigate.

Guest: Jason Bunge

Host: Mike Shields

In Partnership with: Comcast Advertising

Produced by: Fresh Take

Takeaways

The landscape of kids media and marketing is constantly evolving, with digital platforms and streaming services playing a significant role in content consumption.
Creating impactful and authentic content is crucial in engaging with young audiences, and user-generated content can be highly effective in driving engagement and virality.
Marketing to gamers requires authenticity and a deep understanding of the gaming community, with partnerships and collaborations with gaming platforms offering valuable opportunities.
Co-viewing is a growing trend among families, providing marketers with the opportunity to tell compelling stories that resonate with a broader audience.
Owned social presence is becoming increasingly important, as paid media alone is less effective in reaching and engaging consumers, and an always-on approach is necessary for building brand health and driving demand.

Chapters

00:00 Introduction

00:42 State of Kids Media and Marketing

03:20 Changing Landscape of Content Consumption

05:08 Content and Engagement in Marketing

07:48 Creating Impactful Content

09:48 Engaging with User-Generated Content

14:25 Authenticity in Marketing to Gamers

17:07 Co-Viewing and Changing Family Dynamics

18:55 Approaching Kids and Parents as Target Audiences

20:30 The Role of Video Games in Marketing

mike@shieldsstrategic.com (mike shields) — Thu, 26 Oct 2023 09:00:00 +0000

Next in Media spoke with Mike O'Donnell, Chief Revenue/ Strategic Growth Officer at Vizio about the company's evolution from a TV manufacturer to an ad sales firm/programmer. O'Donnell talked about the challenges in shifting a company's entire business model while trying to build credibility in a fast changing marketplace.

Guest: Mike O'Donnell

Host: Mike Shields

In Partnership with: Comcast Advertising

mike@shieldsstrategic.com (Mike Shields) — Tue, 5 Sep 2023 09:00:00 +0000

Next in Media spoke with Adam Roodman, Yahoo's SVP Product Strategy and Management on the company's decision to shut down its SSP to focus exclusively on the buy side of business - and why he thinks we'll see more exclusive deals as the ad tech ecosystem consolidates. Adam also talked about how he explains Yahoo's relevance to ad buyers in 2023, and why being owned by private equity has revitalized the company

Guest: Adam Roodman

Host: Mike Shields

Produced by: Fresh Take

"I do think you'll see some consolidation" - former Xandr boss on the state of ad tech post MediaMath

mike@shieldsstrategic.com (Mike Shields) — Tue, 29 Aug 2023 09:00:00 +0000

Next in Media talked with Captify CEO Mike Welch - who served as GM for Xandr at both AT&T and Microsoft - on whether the ad tech marketing is about to see a thinning of the herd, and what that means for the open web. Welch also talked about how his new search-focused company is both prepping for a post cookie world while also trying to set itself for the coming AI-driven, conversational search era.

Guest: Mike Welch

Host: Mike Shields

Produced by: Fresh Take

Luma's Conor McKenna on the recent uptick in M&A, whether retail media shows any signs of slowing, and why ad tech is both consolidating and proliferating

mike@shieldsstrategic.com (Luma, Mike Shields) — Tue, 22 Aug 2023 09:00:00 +0000

Next in Media spoke with Conor McKenna, partner at Luma Partners, about why we're seeing so many companies enter the ad business for the first time, and whether recent upticks in ad spending bode well for the rest of this year.

Guest: Conor McKenna

Host: Mike Shields

Produced by: Fresh Take

Disney's Rita Ferro on the why the entertainment giant believes it can compete with the platforms in ad tech and data

mike@shieldsstrategic.com (Mike Shields, Disney) — Thu, 10 Aug 2023 09:00:00 +0000

Next in Media spoke with Rita Ferro, President of Disney Advertising, about this year's prolonged upfront, the company's overarching push to move the TV ad market to programmatic pipes, and why a traditional media company bothers to own its own tech stack and data graph.

Guest: Rita Ferro

Host: Mike Shields

In Partnership with: Beet.TV

Produced by: FreshTake

Comcast ad boss on the double standards between TV and digital media

mike@shieldsstrategic.com (Mike Shields) — Wed, 2 Aug 2023 09:00:00 +0000

This week on Next in Media spoke with James Rooke, president of Comcast Advertising about what is fueling frustration among TV buyers and sellers, from the lack of uniform metrics, to walled gardens, to what he sees are a series of double standards between how traditional media and tech companies get graded.

Guest: James Rooke

Host: Mike Shileds

mike@shieldsstrategic.com (Spotify, Mike Shields) — Tue, 18 Apr 2023 09:00:00 +0000

This week Next in Media spoke with Emma Vaughn, Spotify's Global Head of Advertising Business Development & Partnerships about whether podcasting needs an upfront, why the company is putting so much money into measurement and ad serving, and why video is the next key frontier for the company.

Guest: Emma Vaughn

Host: Mike Shields

In Partnership with: BeetTV

Roku's Miles Fisher on trying to train consumers to shop on their TVs

mike@shieldsstrategic.com (Roku, Mike Shields) — Tue, 11 Apr 2023 09:00:00 +0000

Why the ongoing changes in digital ad targeting are just the 'tip of the iceberg'

mike@shieldsstrategic.com (appsflyer) — Wed, 3 Nov 2021 10:00:00 +0000

Next in Marketing speaks with former GroupM North America CEO Brian Lesser about the state of digital advertising amidst increased scrutiny, and why he thinks programmatic advertising has only just begun to grapple with the ramifications. Lesser, who's now chairman and CEO of InfoSum, also explains why he doubts that Apple will push further into the ad business, and why he hopes lawmakers finally force some real change at Facebook.

Guest: Brian Lesser

Host: Mike Shields

Roblox (and kids) are already building the metaverse

mike@shieldsstrategic.com (Appsflyer, Roblox) — Thu, 28 Oct 2021 16:00:00 +0000

Next in Marketing talks with Christina Wootton Vice President, Brand Partnerships at Roblox about how brands are building full digital experiences for a generation of consumers raised in immersive gaming environments, and how that will shape the future of media and entertainment. Christina also discusses what executives should be thinking about when trying to understand the metaverse.

Guest: Christina Wootton

Host: Mike Shields

Why the digital newsletter boom could shake up digital ad targeting

mike@shieldsstrategic.com (LiveIntent, AppsFlyer) — Wed, 20 Oct 2021 10:00:00 +0000

LiveIntent was built as an ad tech company that specialized in monetizing newsletters for publishers. CMO Kerel Cooper talks to Next in Marketing about how the company's data culled from millions of people's inboxes is now suddenly the basis of a potential solution to the elimination of cookies. Kerel also discusses why publishers are putting so much more editorial investment toward newsletter products, and why several niche direct-to-consumer brands are also having success in this medium.

Guest: Kerel Cooper

Host: Mike Shields

Why Innovid sees old school measurement panels as a 'hack' that no longer make sense

mike@shieldsstrategic.com (Innovid, Appsflyer) — Wed, 13 Oct 2021 10:00:00 +0000

Tal Chalozin, CTO of Innovid, talks about why the software company could be the heir apparent to classic third-party measurement firms such as Nielsen and comScore in the digital era. Chalozin also weighs in on why marketers are going to have to accept a certain level of fragmentation, which will make ad targeting via identity data challenging. Yet in his mind, the idea that targeting was perfect during the cookie era has "always been a pipe dream."

Guest: Tal Chalozin

Host: Mike Shields

mike@shieldsstrategic.com (Hannah Grey, AppsFlyer) — Wed, 16 Jun 2021 10:00:00 +0000

Wed, 25 Nov 2020 11:00:00 +0000

mike@shieldsstrategic.com (Mike Shields, Nicolle Pangis) — Wed, 9 Sep 2020 10:00:29 +0000

Nicolle Pangis, CEO of Ampersand, discusses how traditional media companies are trying to accommodate brands who want to bring the same kind of targeting they use in digital to TV. But, Pangis believes this shift, along with pandemic, will cause the TV upfront to change radically, while forcing agencies and brands to consolidate many of their ad buying operations. Pangis also talks about how big changes in consumer tracking may upend many norms in programmatic advertising.

mike@shieldsstrategic.com (Mike Shields, Linda Yaccarino) — Wed, 27 May 2020 10:00:07 +0000

NBCUniversal’s Linda Yaccarino discusses the company's ambitions for its video service Peacock, and why she's convinced advertising will play a vital role in the streaming wars. Yaccarino also breaks down how marketers have been responding to the Covid-driven economic slowdown and what she thinks that will mean for the future of the TV upfront model.

Produced by Kenya Hayes