Senior Director of Content Programming and Strategy, Tubi

Lady Learned

As some sports gain traction outside of their main markets, streamers could benefit from identifying those that are spiking in popularity around the world.

How sports could be a global gold mine for streamers and advertisers

Retail media shines in 2023’s digital ad revenue surge despite industry concerns, according to IAB’s 2023 Internet Advertising Revenue Report. 

Retail media ad revenue hit $43.7 billion in 2023, surging 16.3%

Ford’s Chief Futurist joins The Current Podcast to discuss how preparing for the future is imperative for marketing.

Ford’s Chief Futurist imagines how AI could grow the relationship between drivers and their cars

The industry innovator is leading the market again, shifting its focus to the metrics that matter

Doubt Netflix at your own peril 

Universal measurement standards for carbon emissions are set to be released by GARM and Ad Net Zero this year at Cannes Lions.

Sustainability could get a boost when universal standards come out at Cannes Lions

The former LA Times journalist breaks down the future of journalism after Google removed news links from search results in response to the California Journalism Preservation Act (CJPA).

5 minutes with journalist Matt Pearce

If journalism isn't around, how will generative A.I. models feed new information?

Why it makes business sense for A.I. models to keep journalism around

Starting next year, Netflix plans to no longer report quarterly subscriber numbers; experts say the path forward lies in ad revenue over subscriber growth.

Netflix’s latest move shows how streaming TV is tipping toward ads

New data suggests an opportunity for streaming services to focus their attention on winning back those who canceled, at a time when the metrics of success are shifting.

32% of U.S. streaming cancellations are ‘won back’ after 6 months

Streaming’s premium environment lifts brand impact and outperforms social media across all points along the purchase decision journey, according to a new report by Magnite.

71% of TV viewers in Southeast Asia watch ad-supported streaming

Viewers are increasingly turning to smaller streamers to satisfy their appetite for original programming.

Smaller streamers’ share of global demand for originals increased 36% in a year

A new report surveying 150 U.S. agency and brand leaders reveals the industry is tipping further toward connected TV (CTV).

63% of U.S. advertisers are prioritizing CTV at least as much as linear TV during upfronts

Over-the-top (OTT) users in India are up 13.5% as of the end of 2023; however, the rate of growth seen during the pandemic has since subsided.

Post-pandemic, 34% of people in India — 481 million consumers — are now streaming content

Connected TV (CTV) and other digital platforms are poised to take 28 percent, or approximately $3.5 billion, of U.S. political ad spending in 2024.

U.S. political ad spend on digital projected to jump 156 percent over last presidential election year

The biggest reason people share personal information with brands and retailers is for access to deals and exclusive perks, according to a new study.

74 percent of U.S. consumers are willing to share personal information with brands and retailers

Political media buyers need to think beyond microtargeting that simply matches the voter file and embrace a more layered approach to programmatic to reach new voters.

How political media buyers misuse programmatic

Political advertising experts say there’s a lot that brands across sectors can learn from how political campaigns operate.

Taking a page out of the political playbook: What marketers can learn from 2024 presidential campaigns

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

Publishers and ad-tech platforms are making it easier for political ad buyers to reach audiences wherever they’re watching.

For political campaigns, candidates opt for an increasingly digital campaign trail

Tracing back the evolution of political advertising, from Eisenhower to Biden. Political campaigns have swung from radio ads to big data and connected TV.

For Context: The Evolution of Political Media

As political ad spending hits record highs in the U.S. for the 2022 midterm election, a new study by The Trade Desk and Morning Consult shows the impact of targeted steaming ads in battleground states.

How a surge in targeted political ads during the midterms impacted battleground states

Of the record $9 billion being spent on political ads for the midterm election, roughly $1 billion is being directed toward connected TV.

From sea to streaming sea: CTV to reach 17 percent of U.S. midterm ad spend

What’s at stake? Only the future of European media.

European broadcasters are reinventing themselves for the future of TV

NBCUniversal and the Olympics are evolving with viewers. Advertisers are responding with $1.2 billion in ad commitments and counting.

The Olympics’ role in culture is evolving, and advertisers are moving with it

Record March Madness ratings is putting women’s basketball in the spotlight, and advertisers are taking notice by increasing their media spend.

March Madness just proved the power and scale of women’s sports. Advertisers are watching.

DRAX Direct streamlines access to Disney’s streaming advertising business with The Trade Desk, as advertisers increasingly lean into connected TV (CTV).

Disney streamlines access for advertisers, aiming to automate 75% of ad revenue

NBCUniversal is opening up Peacock ads to be purchased programmatically for all streamed 329 Olympic events this year.

The ‘crème de la crème’: 2024 Paris Olympics goes programmatic on Peacock

A recent survey suggests many sports fans in the U.S. care more about their favorite sport than anything else on TV, even in the offseason.

How streamers are keeping sports fans satisfied even in the offseason

Super fans shape much of their identity around their favorite movies, music and more. Advertisers could benefit from getting to know their fandoms.

Understanding fandoms could be key for streaming and advertising strategies

Some ad industry forecasters just increased their projections for this year, suggesting optimism around political spend, the Olympics, CTV, and other factors.

What’s driving the rosy outlook for the U.S. ad industry this year?

Premium streaming services are showcasing their benefits for advertisers with authenticated audiences as Generative AI surges on the likes of YouTube and TikTok.

As AI junk floods YouTube and TikTok, premium content could prove its value for advertisers

Thanks to advances in AI’s analytical power, the technology has the potential to cut down browsing time for viewers on streaming platforms.

Don’t know what show to stream next? AI can help

Or, how some news publications are looking to the future by turning to advertising and niches.

The great restructuring of digital news media

The electronics giant saw a major improvement in online to offline sales attribution after implementing a custom solution leveraging Unified ID 2.0 (UID2).

How Samsung Electronics Canada is 'future-proofing' its business with UID2 as cookies crumble

PepsiCo’s strategic use of decisioned buying boosts brand presence and finds success in India’s CPG marketplace.

PepsiCo boosts brand presence and finds success in India’s diverse CPG market

Connected TV (CTV) is picking up steam as a way to get more small, local and regional businesses to advertise, especially programmatically.

Why streamers like Disney, NBCUniversal and Paramount are courting small businesses

As retail media evolves beyond retail networks, many in the audio industry see an opportunity to strike a harmonious relationship that could benefit both parties.

Audio and retail are getting in tune with one another

Measurement is becoming a bigger factor in the upfronts as networks’ authenticated ad space matches up with retailers’ verified buyers.

Retail data is entering the upfronts as measurement gets more important

A wave of retail data is sweeping Europe, with advertisers increasingly relying on it amid cookie deprecation and an evolving regulatory landscape.

Retail data has taken over Europe. Now what?

More and more people are engaging with sports around the world, and brands can capitalize on these fans’ newfound interest.

It’s not just Swifties: There are more sports fans, and brands see a way to score

Advertisers lean on first-party data, retail data, shoppable ads and more to earn a spot on Christmas wish lists.

First-party and retail data will be tested this holiday season as cookie sunsetting approaches

From connected TV to digital out-of-home to audio, DTC brands are finding new ways to reach their customers.

DTC brands increasingly see the advertising opportunity on the open internet

Marketers are zeroing in on Gen Z this holiday shopping season, as Adobe estimates record discounts and spending on smartphones.

2023’s top holiday shopping trends: Record discounts, mobile spending, and the Gen Z effect

George P. Slefo

Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.

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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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Senior Director, European Identity, The Trade Desk

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Chief Product Officer, Experian Marketing Services

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

As Generative AI rises and Google deprecates third-party cookies, digital news outlets have an opportunity to create more direct relationships with readers.

With AI looming as a threat to news sites, publishers push back

During this year’s Forward ’24 event, advertisers shared how they are leveraging live sports as it moves into streaming.

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