Data can be used now across the marketing spectrum for better targeting and measurement - from branding and awareness, to direct response and performance advertising. Are you using all the available tools?

Campaign measurement: Let’s talk about our observational bias

Robert Baruether, SVP of business development at iSpot.tv, breaks down why TV measurement is finally ready for multiple currencies and a new era of innovation.

The way toward better streaming measurement already exists in your smart TV

Experian’s Kimberly Gilberti explores ways marketers should go about activating their data, from hygiene practices to addressability.

Data matters more than ever — but it’s all about how you activate it

Mediavine's co-founder and CEO, Eric Hocherger, breaks down the importance of human-generated content in the midst of the generative AI and how ad tech can collectively protect the open internet from becoming a wasteland.

Advertisers can protect us from an ‘internet of blah’

Natalee Geldert, head of brand media at PMG, on how a campaign-based budget can strike the best balance between agility and value when it comes to CTV strategies.

Evolving advertising strategies for the streaming experience

Jed Dederick, chief client officer at The Trade Desk, explores how artificial intelligence (AI) can be used as a tool for efficiency in collaboration with humans.

Embracing the human touch in the age of AI

The Trade Desk's General Manager of Data Partnerships, Ben Sylvan, discusses how the largest retailers in the world offer advertising solutions to take the guessing game out of media buying.

Brands waste millions in media spend every year, but they don’t have to work this way

The Trade Desk’s VP of Inventory Development, Will Doherty, argues that SPO is widely misunderstood within the ad tech world and argues that a better understanding of performance SPO can yield a more efficient marketplace for everyone.

Surprise, surprise: Ad tech is overcomplicating SPO. Here’s why it’s simpler than it seems.

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

Marketing Strategy

How marketers are adapting their strategies to societal shifts and industry trends.

Culture

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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Tech giants jostle for AI dominance, while advertisers juggle even more channels.

nAI, CTV and FAST: A new era of digital advertising takes shape at DMEXCO

AI, CTV and FAST: A new era of digital advertising takes shape at DMEXCO

The Hollywood strikes could disrupt the availability of premium inventory in 2024 and cause implications for TV ad buyers.

The Hollywood strikes could disrupt the availability of premium inventory next year. But who stands to lose and gain?

Programmatic advertising’s granularity and low price volatility entice travel brands.

CTV, first-party data breathe new life into post-pandemic travel advertising

The Current Report breaks down Disney and Charter's new carriage agreement and what this new partnership could mean.

The Current Report: Disney-Charter agreement signals the future of TV

GroupM’s “This Year Next Year” report reveals predicted 10.4 percent surge in connected TV (CTV) and subscription video on demand (SVOD) expenditure. India emerges as a front-runner in the ad revenue boost. 

By 2028, CTV ad revenue is predicted to soar by 10.4 percent worldwide

Streamers expand offerings and embrace new strategies to capture younger fans.

Sports streamers adapt strategies to cater to younger audiences’ short attention spans

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

The NFL is leading the way among pro sports leagues in embracing connected TV (CTV) and digital channels to better reach its audience.

How the NFL is charting its future in the digital age

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

The Latest

Read hot takes and in-depth perspectives from the industry’s eminent leaders, thinkers, and influencers.

Opinion

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. 