Next in Media

As part of its exclusive series on the YouTube Ecosystem, Next in Media spoke with John Terrana, President, Americas at VaynerMedia, about why most clients aren't racing to lock up much inventory beyond sports this year, and the 'weirdo' spot YouTube still finds itself in.

💡Takeaways:

• 🏈 Sports Media Dominance: Live sports, particularly NFL and NBA, are highly competitive and fast-moving in the media marketplace, unlike other co...

Next in Media sat down with Chloe Wix, Head of Global Product & Commercial Growth at Spotify at the company's beach venue in Cannes, to talk about AI-generated audio ads, why Spotify is leaning more into monetizing non-subscribers, and whether the 'background' medium can graduate into the video ad market.

💡Takeaways:

• 🎧 Shifting Perception of Spotify's Business Model: While initially perceived primarily as a subscription service...

Next In Media spoke with Ryan Mayward, SVP of Retail Media Sales for Walmart Connect, about the company's expansion of its retail media capabilities beyond its own platforms. Walmart Connect is focusing on off-platform strategies through partnerships in CTV (NBC Universal, Disney, Paramount Plus), social media (Meta, TikTok, Pinterest), and new integrations like Vizio. 

💡Takeaways:

• 🌐 Off-Platform Retail Media Expansion: Walmart...

Next in Media and Sean Downey of Google discuss YouTube's evolving role in connecting brands with creators, highlighting new platforms like Brand Connect and "Peak Points" to foster authentic partnerships and drive full-funnel outcomes for advertisers. They also touch on YouTube's expansion into live events like the NFL's global broadcast and the growing potential of shoppable content across all formats.

💡Takeaways:

• 🤝 Creator-B...

Next in Media spoke with Dr. Mark Grether SVP & General Manager, PayPal Ads, on why he thinks the company's 'transaction graph' may be even more powerful than some retailers' data for advertising, and why there's nothing to worry about with a company that has so many people's banking information to use that data for ad targeting. 

💡Takeaways:

• 🌐 The Power of Transaction Graphs: PayPal's advertising strategy is built on its "tran...

Mike and Emily Riley talk media agency paralysis, Amazon vs Trade Desk, Paramount Drama and Sydney Sweeney Soap.

💡Takeaways:

• 📉 Agency Turmoil and Risk Aversion: Ad agencies are experiencing significant internal issues, including layoff fears, client shifts, and restructuring (e.g., WPP). 
• 🤝 Innovation Through Established Channels: While direct sales to agencies are difficult, ad tech innovation is still happening by "hitching w...

Canvas CEO Paul Woolmington on why everyone needs the NFL, and why brands need to weigh the value of running ads in live games vs. becoming part of the religion of sports fandom - with creators' help.

💡Takeaways:

• Sports Dominance & Cultural Anchor: Sports have become a dominant force in media, serving as a critical aspect of live content and a shared cultural experience that transcends demographics and connects communities. 🏈
• Ri...

Emily and Mike talk about the ad world's new obsession with models, and whether brands are too trusting of AI ad buying.

💡Takeaways:

• The resurgence of Marketing Mix Models (MMMs) is a significant topic in Ad Tech, with varying opinions on their effectiveness, especially when pitted against AI-driven tools from major platforms like Meta and Google. 📊
• Historically, MMMs were expensive and data-intensive, primarily accessible to la...

Next in Media spoke with Conor McKenna, partner at Luma Partners, about what's held ad tech back from exploiting the creator economy, and why creators themselves - along with a new competitive dynamic among the tech platforms - may lead the industry in a whole new direction.

💡Takeaways:

• Creator Economy's Spending Gap 🤯: Despite excitement and increased brand activity, there's a significant gap between time spent with creator co...

The ad industry is seeing major shifts, with Microsoft stepping back from Xandr amidst the rise of AI and the complexities of CTV advertising at the forefronts. 

Meanwhile, the value of local advertising is in question, as it struggles to keep up with the evolution of digital platforms and measurement.

💡Takeaways:

• Microsoft Exits Ad Tech (Again): 📉 The tech giant is sunsetting Xandr, citing a shift towards AI. Is this a strategi...

This week, Mike and Emily dive into the recent positive performance of The Trade Desk, questioning if the earlier concerns about the ad tech market were overblown, and then shift gears to discuss the evolving landscape of search with the rise of sophisticated AI prompting and its implications for information access and optimization.

💡Takeaways:

• Trade Desk's Resilience: Despite earlier concerns, Trade Desk has shown strong perfor...

Next in Media spoke with Brian Albert, Managing Director, YouTube Media Partnerships & Creative Works, about YouTube's ascent on the TV screen, how the company plans to bring top creators to the table during upfront talks, and whether brands are about to pull back on commitments amidst all this tariff uncertainty.

💡Takeaways:

• YouTube's Enduring Influence: Even after 20 years, YouTube remains a central force in the digital landsc...

Next in Media spoke with Tim Vanderhook and Chris Vanderhook, co-Founders of Viant Technologies. 

The CEO and COO of the ad tech firm talked about their Trade Desk rivalry, whether a Google breakup will be good for their business and the open web, and why CTV offers a chance for fewer monopolies.

💡Takeaways:

Google's Monopoly & Ad Tech ⚖️: The discussion emphasizes the impact of Google's monopoly on the ad tech industry and suggests ...

"I think it will be blunt and arbitrary" - Goodway Group CEO Jay Friedman on what happens if marketers have to slash budget during Tariffmageodon

Next in Media talked to Goodway Group CEO Jay Friedman about the state of brands' decision making amidst an uncertain economy and a rise in AI automation.  

And of course, we talked about cookies and the various court decisions facing Google.

💡Takeaways:

• Google's Ecosystem is Massive 🐘:...

Host Mike Shields and ad consultant Emily Riley return to break down the major developments in media and advertising, from the Google antitrust trial to the latest on Google's cookie changes.

📡Takeaways:

• Google's Influence: Google's actions significantly impact market competition, even amidst antitrust scrutiny. ⚖️
• The Evolving Role of Cookies: The diminishing importance of third-party cookies is pushing the industry towards firs...

Next in Media talked to Tyler Price, head of content at Bleacher Report about the company's evolving connected TV strategy, how it works with its own talent and YouTube creators, and making decisions about growing it's audience versus leaning into revenue. 

Prince also talked about the company's big plans to dive deep into the NFL draft this year.

💡Takeaways:

• 📣 Bleacher Report sees itself as a voice of the fan, joining the conv...

Next in Media spoke to Marc McCollum. Chief Innovation Officer at Raptive, about how smaller publishers are enduring in the face of AI search, Google search changes, and the supposed death of cookies.

💡Takeaways:

• 🤝 Raptive's Mission: Raptive champions ~6,000 independent creators on the open web, helping them monetize, grow audiences, and build sustainable businesses.
• 📊 Google's Grip: Google Search is the lifeblood, driving a ma...

Next in Media spoke with George Karalexis, Co-Founder & CEO of TEN2 Media and his partner and COO Donna Budica, about the company's focus on helping artists think - and make money - like digital creators.

💡Takeaways:

• 🎵 Bridging the Gap: TEN2 Media assists artists, especially musicians, in maximizing their YouTube presence, moving beyond simply hosting music videos.
• 📱 YouTube's Evolution: The platform has become a multi-format "...

Mike and ad consultant Emily Riley are back talking about the big headlines in media and advertising, including the plunge in consumer confidence, how brands are viewing retail media right now, the fate of Yahoo's DSP, and lawsuits against the Trade Desk.

💡Takeaways:

• 📉 Economic Uncertainty & Ad Spend: Advertisers face significant uncertainty due to factors like tariffs and fluctuating consumer confidence, potentially leading to...