Next in Media

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

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

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

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

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

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

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

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: Kochava

Sponsored by: Publica

Produced by: Fresh Take

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

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 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

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: Kochava

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

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

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

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

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

21:30 Leveraging Brands and IP in Advertising

22:39 The Importance of Owned Social Presence

24:12 Moving Away from Seasonal Marketing

25:00 Transition from Video Games to Toys

27:08 Savviness of Kids and Influencing Parents

28:23 Conclusion

Next in Media spoke with Evan Hovorka, VP Product and Innovation Albertsons Media Collective, about his experience in the earliest days of retail media inside of Target, and how he's taken those lessons to Albertsons, which has become a serious ads player in just a few short years. Hovorka also discussed how the retail media category needs to graduate beyond advertising 101, and AI might help bring things to a new level.

Guest: Evan Hovorka

Host: Mike Shields

In Partnership with: Comcast Advertising

Produced by: Fresh Take

Next in Media, I spoke with Larry Fitzgibbon, co-founder and CEO of Tastemade - the food and travel centric media brand that was born on YouTube but now produces for every major social video platform. Today Tastemade has pushed aggressively into TV, and Larry and I how the production and business models in that medium are radically different.

Guest: Larry Fitzgibbon

Host: Mike Shields

In Partnership with: Comcast Advertising

Produced by: Fresh Take

Next in Media spoke with Ryan Detert, CEO of Influential, one of the top firms helping brands sort through the world of influencers and social platforms. Detert talked about the state of TikTok, and what many marketers miss regarding its power over younger audiences. Detert also talked about whether he sees potential in social shopping in the US, and which influencers are on the rise.

Guest: Ryan Detert

Host:Mike Shields

In Partnership with: Comcast Advertising

Produced by: Fresh Take

Next in Media spoke with Freewheel's GM Mark McKee about the problem with repetitive, messy ad delivery on FAST channels, and why the TV industry has to clean up its supply chains asap. McKee also talked about whether we're seeing too much CTV ad inventory too soon, and whether this market will be fully programmatic next year.

Guest: Mark McKee

Host: Mike Shields

In Partnership with: Comcast Advertising

Produced by: Fresh Take