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Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.

Marketing Strategy

The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.

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How streaming is transforming how we watch television.

Streaming

Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.

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Stories about the emerging retail media market, including the latest brand partnerships.

Retail

On this edition of The Current Report, we discuss why the future of holiday advertising may hold first-party and retail data.

The Current Report: December 1, 2023

The Current Report: Data could be the future of holiday advertising

Freed from upfront commitments, media buying agencies are finding success with more flexible ad-buying tactics.

This Cyber Monday showed us how fickle shoppers are, and how TV buyers can woo them

How seed audiences form the basis for targeted ad campaigns.

What the Tech are seed audiences?

Marlow Nickell, co-founder and CEO of Grocery TV, joins Asking for a friend to discuss in-store lift.

Asking for a friend: What is in-store lift?

“Front-end” AI applications like Generative AI are under the spotlight, but for advertisers, the real game changer is behind the (ad tech) curtain.

To understand how AI is revolutionizing advertising, look beyond its creative capabilities

State Farm’s Head of Marketing, Alyson Griffin, breaks down making the company’s iconic jingle a bigger deal next year and diving more into retail media.

State Farm’s Alyson Griffin’s policy: meet customers at every life stage

State Farm’s Alyson Griffin’s policy: Meet customers at every life stage

President and CEO of Volta, Brandt Hastings, joins Asking for a friend to explain place-based media.

Asking for a friend: What is place-based media?

Bully Pulpit Interactive's Mike Schneider shares his take on where innovation throughout this election cycle will be focused.

A brand marketer’s guide to victory in a U.S. presidential election year

Australia’s major media giants share their latest advertising initiatives, products, and partnerships at their upfront presentations as they gear up for 2024 and beyond.

Shoppable TV, retail media partnerships, and ad tiers dominated this year's upfronts season Down Under

It’s been a year since Netflix launched its ad-supported plan, and the rest of the streaming industry has largely followed suit.

It’s been a year since Netflix launched its ad tier. Here’s what advertisers can expect next.

Generative AI (genAI) is revolutionizing podcasts, with Spotify set to offer AI-translated versions of some of its top shows.

One year in, generative AI is quickly reshaping the world of podcasting

One year in, Generative AI is quickly reshaping the world of podcasting

Costs of streaming plans are rising, but only if you want to stay ad-free. Netflix, Disney, and Hulu keep their ad plans the same price to give consumers price flexibility.

Amazon, Netflix, Disney, and more: Consumers see the value of streaming’s ad tiers

As ad-supported streaming expands, cable operators and content owners can help each other succeed.

Disney-Charter deal signals next evolution of linear TV and streaming

Creativity remains a must for marketers, but so does a deep understanding of connected TV’s capabilities.

British advertisers and broadcasters lay out their CTV playbook: first-party data, creativity, and ROI

What’s driving the push to stream more than just the biggest sports in the world?

Ready to stream cricket matches and catamaran races? Niche sports get in the game

Netflix’s and Disney’s crackdowns on password sharing will likely boost subscriptions and provide better data to advertisers.

The streaming crackdown on password sharing could be a win for advertisers

McDonalds' Alison Ciccione joins The Current's Asking for a friend to explain the magic behind leveraging first-party data

Asking for a friend: How do I activate first-party data?

Mark Jablonowski, CTO and president of politics and public affairs at Optimal, explains the basics of geofencing and how it allows for specific measurement.

Asking for a friend: What is geofencing?

Scott Ensign, chief strategy officer at Butler/Till, discusses building a digital-first strategy and the advantages to digital media.

Asking for a friend: What is digital-first strategy?

Ander Lopez Ochoa, EMEA head of Kenvue, breaks down supply path optimization (SPO) and its importance for marketers.

Asking for a friend: What is SPO?

Jimmy Spano, EVP and head of Dentsu media sports, joins Asking for a friend to discuss how brands can get the most value out of live sports.

Asking for a friend: Where is the most value in live sports?

Janet Lee, SVP/CMO of Mobile Experience at Samsung, joins Hot Seat to share her predictions for 2024 and her thoughts on Generative AI.

Hot Seat with Samsung's Janet Lee

This week on The Current Report we discuss the emergence of ad-free social media plans.

The Current Report: How marketers are responding to ad-free social media plans

The NFL’s Marissa Solis on the Taylor Swift effect, expanding globally, and the powerful messaging coming for the Super Bowl.

NFL’s Marissa Solis on the Taylor Swift effect and how she’s helping the league maintain its legacy while staying relevant

On this edition of The Current Report, we break down the complexity around retail data.

The Current Report: Retail data is supercharging programmatic marketing

Zillow’s Beverly Jackson on simplifying the housebuying process through its marketing, and why working at the company has special importance for her as a Black woman.

Zillow’s Beverly Jackson on bringing real estate marketing closer to home

This week on The Current Report, we dig into the value of online grocery data and discuss how GenAI is revolutionizing podcasts.

The Current Report: How GenAI could revolutionize podcasts and audio ads

VML CEO Jon Cook on how the agency came up with the now iconic social media presence of Wendy’s and commerce on Instagram.

VML CEO Jon Cook wants more creativity while advertising on streaming platforms

VML CEO Jon Cook wants more creative ad formats on streaming platforms

Weekly episodes featuring marketing leaders of the world’s most influential brands and agencies

Podcast

You’ve reached the end of the open internet! <br/> (Or at least the end of our search results.)

Netflix’s advertising journey illustrates how streaming is learning from cable’s beginnings

Netflix can draw on lessons from cable with advertising launch

When it comes to retail media strategy, Coca-Cola has seen success with return on ad spend, incremental reach, and determination of overlapping audiences, helping with programmatic targeting and consolidating media buys. 