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

"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 🐘:
  • Google's influence extends far beyond ad tech, with a vast ecosystem that includes Android, Maps, YouTube, and Search, making it a complex entity to regulate.
• Acquisitions Shaped Google 🏢:
  • Google's dominance was built largely through strategic acquisitions like Overture, DoubleClick, and YouTube, which has led to a powerful network of data sharing.
• Regulatory Challenges ⚖️:
  • Antitrust cases against Google are complex, with debates focusing on specific areas like the Apple payment and ad tech, but may not address Google's broader power.
• The Future of Publishing ✍️:
  • The focus is shifting from traditional websites to content creation on platforms like Substack, YouTube, and TikTok, which is changing how media empires are built.
• Retail Media's Rise 🛍️:
  • Retail media has grown significantly, partly as a replacement for lost targeting capabilities due to changes in cookie policies and Apple's ATT.
• Ad Tech Transparency 🕵️‍♀️:
  • There's a lack of transparency and some misrepresentation in the ad tech industry, which affects advertisers' ability to make informed decisions.
• AI's Impact on Decision Making 🤖:
  • AI is expected to play a key role in de-biasing decision-making processes, providing deeper insights by analyzing historical data and various economic factors.
• Upfronts are Changing 🔄:
  • Advertisers are advised to approach upfronts strategically, using retail data and delaying commitments to maximize their leverage and ensure more effective ad placements.

🎙 Guest: Jay Friedman
🎤 Host: Mike Shields
📺 Sponsor: Elemental TV
🎬 Producer: FEL Creative