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Nishat Mehta

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

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

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How streaming is transforming how we watch television.

Streaming

In this election year, discover the latest topics and trends in political marketing as a new era of digital-first advertising is emerging.

Political

Chief Strategy Officer, The Trade Desk

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

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

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

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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

Advertisers are increasingly diversifying their media mixes as social platforms make tentative moves into ad-free plans.

Social platforms are testing ad-free subscription plans. What does that mean for brand-builders?

After a two-decade decline, humor is returning to advertising and that’s good for business.

The acronym that brands can't afford to ignore: LMFAO

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

Attention metrics may be dethroning viewability as the industry-wide measurement standard but key questions stand in the way.

Attention metrics: Next frontier of digital ad measurement or red herring?

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

Performance marketing may have won the battle against brand investments but a new crop of channels may blur the brand-performance distinction.

What happened to big, bold brand campaigns?

Audio advertising experts weigh in on Spotify’s AI Voice Translation feature, which could open global markets for creators and advertisers.

Spotify’s new AI voice translation feature scales podcasts to global audiences

George P. Slefo

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. 

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