Next in Marketing

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. 

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.

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. 

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

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.

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

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.

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.

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.

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.

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.

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

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.

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. 

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.

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.

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.

Next in Media spoke with Sammy Rubin, Vice President of Integrated Media at Wpromote, about the blurring lines between retail media and everything else brands care about - and how big brands are still in the middle of a messy process to integrate budgets and teams.

Tariff panic, Adalytics fallout, the fate of the open web, and TikTok weirdness.Takeaways:Tariffs & Ad World Uncertainty

This week, Next In Media brings you a special bonus episode of the new Marketecture podcast The Brand Forum.In this episode , marketing leaders look at the complexities of brand building in today's AdTech and data-centric world, emphasizing the importance of making meaningful connections with consumers.  The discussion explores strategies for navigating the ever-changing marketing landscape, addressing challenges like aligning brand perception with consumer needs, and effectively using partnerships to drive brand growth.

Next in Media spoke with Jason Horowitz SVP US Marketing, Global Head of Media & Digital at Mattel about his long career at the brand, where his purview includes everything from Barbie and Hot Wheels.  Jason talked about how much kids media has changed over the past decade, and how the company navigates media planning, creators, and privacy rules.  Jason also talked about Mattel's unique Fast strategy, and why he's both a marketer and a media planner himself.Takeaways:Content is King

As part of an ongoing series focused on the YouTube Ecosystem (sponsored by VuePlanner) Next in Media spoke with Josh Stanley and Myra Dallas, founders of the startup Coaxial Collective and Adam Van Der Grift, better known on YouTube as the home improvement guru Haxman.  The group talked about the need in the YouTube ad market for specialty firms focused on genres like home improvement, and how mid level creators can execute brand deals without alienating their users.Takeaways:Bridging the Creator-Brand Gap – Many brands still don't fully understand creators, and vice versa. Coaxial Collective aims to fix that by helping brands and YouTube creators connect more effectively.YouTube's Unique Space – Unlike Instagram and TikTok, YouTube is centered on long-form content, allowing for deeper relationships with audiences rather than just quick-hit influencer marketing.The Shift to TV Screens

Next in Media spoke with Matt Edelman, Chief Commercial Officer, Super League Gaming, about whether Fortnite still has a grip on gamers - and how brands can get involved.  Edelman also talked about Roblox's growing ad ambitions, the overall gaming ad market, and why he thinks we need to ditch the word "gamer".Takeaways:The Evolution of Gaming and Advertising – Gaming has become an undeniable force in media, with 3.3 billion gamers worldwide. Generational Shift in Media Buying – Many CMOs and CEOs are Gen Xers who didn't grow up with video games as a central part of their lives.The Concept of “Making Brands Playable” – Super League focuses on interactive advertising rather than just passive exposure. Fortnite's Two Worlds: Battle Royale vs. Creative Mode – Fortnite has both its first-party Battle Royale mode and a user-generated content (UGC) Creative mode where brands can build their own islands (maps). Roblox as an Expanding Advertising Platform – Roblox is scaling its ad solutions with programmatic ad products but still lags behind mobile gaming in measurement, attribution, and targeting. Playable Ads in Mobile Gaming Are the Future – Mobile gaming has a mature advertising ecosystem, but Super League is innovating by turning traditional video ads into interactive experiences that match gameplay styles, dramatically increasing engagement and click-through rates.Breaking Down the “Gamer” Stereotype – Marketers need to stop thinking of "gamers" as a niche audience and recognize that their existing target demographics are already playing games. 

Next in Media spoke with Scott Fisher, founder of Select Management Group and creator economy veteran, about whether top creators still want to seek out big streaming deals, given the success they can have on YouTube, and what happens next if TikTok Shop goes away.Takeaways:The Evolution of Digital Talent Management

Next in Media spoke with Malik Ducard, the company's content lead, about how the platform has evolved its relationship with creators, while trying to help users find the right products and deals, even if they are off Pinterest.Ducard also talked about how Pinterest is taking more of an active role of connecting creators with brands, while using machine learning to help figure out if users are browsing or ready to buy now.Takeaways:Pinterest's Unique Positioning

Next in Media spoke with Larry Allen, VP & GM Data & Addressable Enablement at Comcast about the challenge in getting everyone in media to speak the same language when it comes to targeted TV ads. Allen also talked about why he think the TV business needs to ditch identifiers for old school household data, and why he thinks that media companies are ready to work together to broaden the TV ad pie.Takeaways:Addressable TV is Evolving – It's no longer just about traditional cable ad slots. Today, addressable TV spans streaming, connected devices, and multi-screen environments

Next in Media spoke with Simulmedia CEO Dave Morgan, about the new Secretary of Health's plan to ban pharma ads on TV, the many potential obstacles, and what such a move would do to the TV ad market.

Next in Media spoke with Jeff Matisoff, Partner at Jellyfish, about how his company is trying to embrace AI-driven media buying, without giving up on branding or control. Jeff also discussed the current MMM renaissance and what's holding back some marketers from pushing out Gen AI creative faster.

Next in Media spoke with Andrew Rosen, an analyst and author of the newsletter Medium Shift, about the struggles traditional media companies are having in catering to younger sports fans.Rosen also talked about the various attempts at recreating sports bundles, and whether we're headed toward a world where all sports are available via streaming, yet fans are more confused and overwhelmed than ever.Takeaways:The Shift from Streaming Wars to RebundlingThe streaming industry is moving past the "streaming wars" phase into a period of rebundling. Companies are seeking ways to package content more efficiently while keeping consumers engaged.The Role of Fandom in Media StrategySuccessful media companies hyper-serve niche fandoms, as seen with the New York Times acquiring The Athletic and Crunchyroll's anime dominance.Legacy Media vs. Digital Native PlatformsTraditional media companies struggle with direct-to-consumer (DTC) strategies, while platforms like YouTube, Netflix, and Tubi personalize user experiences for higher engagement.The Future of Sports StreamingESPN faces challenges in making sports content discoverable. Apple is already outperforming ESPN in driving sports engagement through push notifications.AI's Role in Content CreationGenerative AI isn't replacing creators—it's giving them superpowers. Those with storytelling skills will thrive, while others may struggle.Many decision-makers in legacy media lack a deep understanding of DTC logic. A younger generation, raised in the digital age, will likely reshape the future.The Long-Term Future of Sports RightsWhile sports streaming is growing, broadcast TV is still dominant. The real battle is understanding how sports fans engage and what they'll pay for.Guest: Andrew RosenHost: Mike ShieldsSponsor: ElementalTVProducer: FEL Creative 

Next in Creator Media talked with Business Insider media correspondent Lucia Moses about why Netflix is suddenly paying more attention to creators and YouTube, and what this might mean for the future of talent deals and distribution.Moses also weighed in on Amazon's Beast Games, Netflix's ad business and the state of Hollywood.Takeaways:Netflix's Creator Strategy EvolutionNetflix is shifting its approach, recognizing YouTube as both a competitor and a source of creator talent. They aim to bring podcasters onto the platform to revamp talk show content.YouTube's Dominance on TV ScreensYouTube now leads in TV viewing time, surpassing traditional networks. This shift signals a transformation in how audiences consume video content, influencing ad spend and media strategy.The Role of Authenticity in Creator-Led ContentAudiences prefer unpolished, authentic content over heavily produced talk shows. Netflix and others are learning that overproduction can diminish engagement with creator-led shows.Amazon's Aggressive Creator InvestmentsAmazon is pushing creator-led content aggressively, with deals like MrBeast's Beast Games. Legacy studios remain hesitant due to past failed investments in creators.The Rise of Video Podcasting on YouTubeYouTube is actively positioning itself as a home for video podcasts, appealing to Gen Z and advertisers who see potential in habitual, TV-like viewing patterns.Netflix's Ad Tier ExpansionNetflix's ad-supported tier is growing, with over 45–50 million U.S. users. However, it lags behind Disney and Amazon, which have twice the ad-tier audience.Brand Safety Perceptions Are ChangingThe shift in advertiser sentiment suggests that concerns over brand safety on platforms like YouTube are diminishing, making it easier for YouTube to compete for TV ad dollars.Sports Streaming Is Fragmenting the MarketSports fans now face a complex streaming landscape with multiple providers like Disney, Amazon, YouTube, and cable alternatives. Consolidation may be inevitable.Media Industry Mergers & UncertaintyMajor mergers loom in the media and ad industries, with legacy networks being spun off. The uncertain political climate may delay some deals but will likely reshape the industry.Guest: Lucia MosesHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with David Kostman, CEO of Teads (formerly Outbrain) about the company's plans to bring together performance advertising, web video and TV, and move beyond its reputation as haven for 'cheap' ads.  Kostman also talked about how publishers are preparing for more AI-driven search and content discovery, and whether brands are as invested as they should be in news and the open web.Takeaways:Outbrain & Teads: A Game-Changing Merger for the Open InternetThe Outbrain-Teads merger creates a $1.7 billion ad powerhouse, merging native performance and premium video advertising to serve brands across the entire marketing funnel.The Power of Controlled Real Estate & First-Party DataUnlike traditional ad networks, Teeds secures exclusive publisher inventory, ensuring premium ad placement without competing in an auction model.AI & The Future of Digital Advertising OptimizationTeeds is integrating AI-driven predictive analytics for automated media buying and ad optimization, enhancing real-time targeting.CTV Advertising & The Evolution of Small Business ReachTeeds is making a strong push into Connected TV (CTV), with exclusive placements on OEM home screens like LG and Hisense.AI, Content Discovery & The Fight for Quality JournalismWith the rise of AI-generated content, premium publishers are at risk. Teeds is doubling down on supporting quality journalism, ensuring trusted news sites get premium monetization opportunities.

Next in Creator Media spoke with Paul Greenberg, CEO of Butterworks, on how his company uses AI to help brands make more successful social video content, and why so far, the technology has been a net positive.  Still, Greenberg talked about the dangers of the proliferation of AI slop and why it's going to become challenging for consumers and brands to sort through what's real, what's not, and what kind of attention is most valuable.

Next in Media spoke with David Levy, CEO of OpenAP, about some of the misconceptions in the market when it comes to data-driven TV advertising, and how TV networks can balance collaboration and competition in the face of the growth of Big Tech in TV.Takeaways:The Evolution of OpenAP: Standardizing TV AdvertisingOpenAP was founded to unify ad innovations across TV networks, creating scalable, standardized solutions for advertisers.Bridging Linear TV and Streaming for AdvertisersWhile linear TV dominated ad spending, OpenAP has expanded its infrastructure to solve audience fragmentation in Connected TV (CTV).The Role of First-Party Data in TV AdvertisingBrands investing in first-party data need standardized methods to target consumers consistently across multiple media platforms.The Transparency Challenge in CTV Ad TargetingUnlike digital, CTV ad targeting lacks transparency due to multiple data transformations from audience lists to device-level identifiers.Solving Audience Measurement DiscrepanciesDifferences in identity-matching methods among media companies create inconsistencies in audience targeting and measurement.The Push for a Unified Ad Planning InfrastructureOpenAP aims to establish a seamless way for advertisers to plan and execute campaigns across different streaming services and TV networks.The Need for Scalable TV Advertising for Small BusinessesUnlike Google and Meta, TV lacks an easy-to-use, cost-effective ad buying platform for small advertisers—a gap the industry must address.Guest: David LevyHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative 

Next in Creator Media spoke with Cristina Lawrence, EVP of Consumer & Content Experience at Razorfish about the march toward more TV-like seasons for many top creators, and whether this is making it easier to move ad dollars over from TV. Lawrence also talked about TikTok's future, who might grab the social commerce mantle, and whether Joe Rogan is a podcaster or a YouTuber.Takeaways:Long-Form Content is Winning the Creator EconomyPlatforms like YouTube are shifting towards structured, episodic content (e.g., video podcasts, multi-part series).Creators are becoming media networks, with brands integrating organically into their content strategies.Creators Are the New Media NetworksInfluencers now function as full-scale media companies, reaching highly engaged audiences.Brands must approach them as partners, not just ad placements.The Rise of Creator-Led Brand PartnershipsMega-creators like MrBeast, Hailey Bieber, and Charli D'Amelio are launching their own DTC (direct-to-consumer) brands.These businesses succeed when they align authentically with the creator's identity.Social Commerce is Gaining Traction, but Still EvolvingPlatforms like TikTok Shops and Amazon Live are making inroads in live shopping.However, U.S. adoption lags behind Asia, where live shopping is deeply integrated into culture.Micro-Influencers & Niche Creators Are EssentialBrands are shifting to micro-influencers for more targeted, authentic engagement.Agencies use AI-powered discovery tools (e.g., Publicis' Influential) to identify high-performing niche creators.The TikTok Uncertainty & the Future of Short-Form VideoIf TikTok were to disappear, YouTube Shorts and Instagram Reels could fill the gap.However, each platform serves distinct user behaviors, with YouTube favored for long-form content. Guest: Cristina LawrenceHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative  

Next in Media spoke with Jamie Power, Disney's SVP, Addressable Sales, about ongoing measurement challenges in streaming, what happened with the so-called currency wars, and why it's a big deal that ESPN and Disney are now on the same ad server.Takeaways:The Rise of Actionable Tech at CES 2025Jamie Power highlighted that CES 2025 felt more actionable than ever, with tools and technologies ready to be leveraged immediately, marking a shift from futuristic concepts to practical implementation.Disney's Transparent Data StrategyDisney introduced ad-supported Monthly Active Users (MAU) metrics across platforms like Hulu, ESPN, and Disney+, emphasizing transparency in streaming data to aid better planning for advertisers and agencies.The Role of Disney Compass in Data IntegrationDisney Compass enables seamless integration of data into agency tools, empowering advertisers to deduplicate reach and enhance campaign planning. AI's Transformative Impact on Media PlanningDisney Select AI and partnerships like Publicis Core AI were showcased as tools to generate audience insights, driving strategic decisions and elevating media planning to predictive precision.Balancing Automation with Human ExpertiseJamie addressed concerns about AI replacing jobs, emphasizing its role in streamlining tasks and allowing professionals to focus on impactful, thoughtful strategies.Live Sports on CTV: Game-Changing AdvertisingDisney's advancements in dynamic ad insertion during live sports events ensure scalability and seamless viewer experiences, reshaping how advertisers engage with audiences in real time.Self-Serve Advertising Platforms for SMBsDisney's self-service platform has empowered thousands of small advertisers to access measurable, localized campaigns, from florists targeting specific zip codes to brands leveraging audience-specific tools.Guest: Jamie PowerHost: Mike ShieldsSponsor: ElementalTVProducer: FEL Creative 

Next in Creator Media spoke with Erica Ortega, Director of Product Marketing at Tubular Labs about whether users bailed on TikTok during the very short ban, which platforms might win if TikTok disappears, and why not every short form platform is the same.Takeaways:Tubular Labs: The Leader in Social Video InsightsTubular Labs provides unparalleled analytics on audience behaviors across platforms like YouTube, TikTok, Instagram, Facebook, and Twitch.Social Video Trends: Staying AdaptiveTikTok Resilience: Despite uncertainties, TikTok continues to dominate short-form content, with creators adapting quickly to trends. Charlie D'Amelio's three-day blitz showcased the platform's potential for rapid impact.Short-Form vs. Long-Form: A Strategic BalanceBrands are leveraging both long-form and short-form video strategies. Long-form videos offer monetization opportunities (e.g., YouTube ads), while short-form content appeals to quick, algorithm-driven engagements.TikTok Alternatives: Shifting AudiencesPlatforms like YouTube Shorts and Instagram Reels are vying for attention, but Gen Z loyalty to TikTok suggests unique challenges for competitors.Effective Brand Strategies for Social MediaPartnerships with Influencers: Collaborating with niche creators ensures authenticity and targeted reach. Tubular's tools help brands find emerging talent before they become too costly.Data Trends Driving InnovationClients seek real-time, actionable data to identify new trends and streamline strategies. Tubular offers advanced filtering to cut through noise and spotlight key opportunities.Guest: Erica OrtegaHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative  

Next in Media spoke with Ross Benes, senior analyst at eMarketer about the flood of new ad inventory in CTV, whether brands are really embracing addressable TV ads in a big way, and why we're currently obsessed with 90s trash culture.Takeaways:• Streaming Dominance: Streaming accounts for nearly 50% of TV time but only 15% of ad revenue. • Linear TV's Revenue Lead: Despite streaming's popularity, linear TV generates six times the ad revenue of streaming due to higher ad loads and traditional viewer habits.• Shift in Viewer Habits: Streaming time is expected to surpass linear TV soon, with ad spending following a few years later. Businesses should prepare for this gradual migration of ad budgets.• Emergence of Smaller Advertisers: Streaming platforms like Roku and Disney+ are developing tools to attract small to mid-size advertisers, following the model of social platforms like Facebook.• Challenges in Streaming Metrics: Advertisers face confusion with inconsistent measurement systems across platforms. • AI in Media Buying: The adoption of AI in programmatic advertising is growing, but many tools are repackaged versions of existing technologies. • Generational Shifts in Content Nostalgia: Millennials and young Gen Xers are driving a revival of 1990s culture, offering opportunities for marketers to leverage nostalgia in campaigns.• Streaming Platforms Entering Sports: Netflix is experimenting with sports events, signaling a potential major push into sports broadcasting. • YouTube's Growing Role in Sports: YouTube's acquisition of NFL Sunday Ticket shows its ambitions in sports broadcasting. Guest: Ross BenesHost: Mike ShieldsSponsor: Epsilon Producer: FEL Creative  

Next in Creator Media spoke with Sol Betesh Co-Founder & CEO at Fallen Media, the company behind viral hits like Street Hearts and What's Popping, on why he's bullish on predictable, original series on short form platforms.Betesh also talked about why brands are still asking lots of elementary questions when working with creators, and how he's planning to deal with a potential TikTok ban.Takeaways:• Short-form Video is King: Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate modern content consumption. • Content Development is Strategic: Successful short-form series like "What's Poppin'" demonstrate the importance of iterative testing and audience feedback to refine formats and achieve viral success.• Monetization Evolves Over Time: Initial revenue streams for creators may start modestly, but with consistent hits and engagement, brands begin seeking partnerships, as seen with collaborations from Adidas and Expedia.• Brand Partnerships Benefit from Custom Integration: Creative campaigns, such as Westin's king-size bed in Central Park, showcase how unique content concepts can elevate brand visibility and audience connection.• Consistency Builds Trust: Regular posting and series predictability resonate with both audiences and brands, much like traditional entertainment models adapted for short-form platforms.• Agile Adaptation Across Platforms: While TikTok leads short-form innovation, creators hedge risks by maintaining strong presences on Instagram Reels, YouTube Shorts, and emerging alternatives like Snap Spotlight.• Creative Collaboration Over Focus Groups: Brands increasingly entrust creators to align with their vision while retaining creative control, simplifying processes to deliver authentic and engaging content.• Future of Short-form to Long-form: Successful short-form series often act as testbeds for scaling into longer formats, bridging gaps between digital platforms and traditional media outlets.Guest: Sol BeteshHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with Mark Wagman, Managing Director, MediaLink and Partner, UTA about his CES takes, particularly why the conversation around AI may be shifting from cost cutting to growth.  Mark also discussed whether the TV industry is getting in its own way when it comes to identity and buying platforms, and whether any retail media networks will pivot to Amazon.Takeaways:AI Integration for Marketing EfficiencyAI has transitioned from a cost-cutting tool to a potential superpower that enhances team performance, offering 20-30% better productivity and up to 50% improved ROI.Identity and Targeting Challenges in CTVCross-platform identity graphs and collaborative targeting, such as those by Disney and OpenAP, are emerging trends to address complexities in connected TV (CTV) advertising.Retail Media Growth and ConsolidationAmazon's "retail media in a box" strategy signals potential consolidation as companies streamline operations to leverage existing data and ad technologies.The Rise of Incrementality in MeasurementMarketers focus on measuring incremental value and reducing overlap in campaigns, leveraging tools like media mix modeling (MMM) and AI-driven multi-touch attribution (MTA).Micro-Influencers Over Traditional AdsBrands are increasingly investing in micro-influencers, leveraging niche audiences for higher engagement and ROI compared to traditional banner ads or large-scale influencer deals.Streamlining TV Advertising for SMBsEfforts are being made to simplify TV and streaming ad purchases for small and mid-sized businesses, moving away from complex traditional setups.Ad Tech and MarTech ConvergenceThe merging of advertising and marketing technologies, powered by clean rooms and shared datasets, offers new possibilities for seamless customer journey management.Guest: Mark WagmanHost: Mike ShieldsSponsor: Epsilon Producer: FEL Creative

Next in Creator Media spoke with Reza Izad, co-founder and partner, Underscore Talent about whether Hollywood or Madison Avenue were further ahead when it comes to adapting to a more creator-centric media verse. Izad talked about why some categories, like beauty and fashion, are far ahead more mass categories such as packaged goods, and why Pinterest is a creator dark horse in 2025.Takeaways:• Evolution of Talent Representation in Digital Media: The shift from traditional management to digital-first approaches highlights the importance of platforms like YouTube, TikTok, and Instagram for creators.• Underscore Talent's Multi-Niche Approach: Serving over 500 clients across gaming, sports, beauty, culinary, and lifestyle industries demonstrates the potential of diversified talent management.• MCN (Multi-Channel Network) Legacy and Transformation: Studio 71's development shows how early digital content networks combined advertising with IP development to create sustainable business models.• Opportunities in Extended Video Formats: Longer YouTube formats like podcasts and scripted content enable multiple ad placements, increasing revenue potential.• Integration of Digital Creators with Brands: Case studies like Mr. Beast's Amazon deal and beauty brands leveraging platforms like Tribal illustrate how creators align with business objectives.Guest: Reza IzadHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative 

Next in Media spoke with Rich Muhlstock, president of Chase Media Solutions, about his company's push into commerce media, where the bank fits in the flow of media budgets, and what it's like to sell ads in a highly regulated industry.Takeaways:• Chase Media Solutions' Unique Approach: By leveraging first-party data from its 80 million customers, Chase Media Solutions bridges the gap between brands and consumers, emphasizing precision targeting without third-party cookies.• Personalized, Value-Driven Offers: Offers through Chase Media Solutions are not just ads—they are personalized experiences that provide value to both consumers and brands. • Trust and Security as Core Pillars: Chase's emphasis on customer trust, privacy, and security ensures a unique selling point for advertisers, maintaining a brand-safe environment for campaigns.• High ROI through Transparent Attribution: Chase offers a performance-based model where brands only pay for actual conversions, ensuring a measurable and high return on ad spend.• Expanding Advertising Ecosystem: From mobile apps and websites to ATMs, branches, and even billboards, Chase Media Solutions is integrating offers across multiple touchpoints, creating a diverse and comprehensive advertising network.• Data-Driven Consumer Insights: Chase's ability to analyze customer spending habits across categories offers marketers actionable insights for more effective campaign strategies.Guest: Rich MuhlstockHost: Mike ShieldsSponsor: Epsilon Producer: FEL Creative 

Next in Media spoke with Michael Pollack Managing Director, Digital Media Solutions at Epsilon, about why marketers don't like spending all their dollars with a few digital giants, and how relying on a single cookie replacement won't cut it in a signal loss world.Takeaways:• Challenges of Walled Gardens:A logged-in world dominated by walled gardens (like Google and Facebook) limits marketers' ability to understand and engage customers fully. • Unified View of Customers: Epsilon's "One View, Vision, and Voice" strategy emphasizes creating a comprehensive customer understanding by resolving disparate identifiers into a single identity for more effective engagement.• Identity Resolution: Relying solely on email or singular identifiers is insufficient. A robust identity solution, like Epsilon's with nine forms of identification, ensures accuracy and adaptability despite industry changes.• AI Integration: AI, when combined with strong data foundations, enables personalized, predictive marketing across open web channels, addressing gaps left by static methods like retargeting with outdated ads.• Importance of Incremental Reach: Brands grow by reaching new audiences rather than over-targeting existing ones. • Balancing Privacy and Personalization: While privacy is critical, personalization strengthens customer relationships. • Adaptability to Signal Loss: Solutions must address the decline of third-party cookies, unreliable IP/device IDs, and other signal losses. Guest: Michael PollackHost: Mike ShieldsProducer: FEL Creative

Next in Media spoke with Joe Doran Chief Product Officer at Epsilon, about whether we're likely to see a slew of walled garden anti-trust battles, why brands need to prepare for a world with less data regardless of what happens with cookies, and whether AI is taking over media buying.Takeaways:Consumer Choice and PrivacyThe industry's focus is shifting toward respecting consumer choice and privacy, driven by regulatory scrutiny and evolving technology.Marketers must adapt strategies to align with a more privacy-conscious ecosystem.Post-Cookie StrategiesThe decline of third-party cookies necessitates investing in first-party data management.Marketers should leverage identity-based systems, data collaboration, and advanced technologies like AI to overcome tracking challenges.Adapting to Regulatory ChangesRegardless of political or regulatory changes, marketers must prepare for a consumer-centric privacy landscape.Businesses that hesitate to adapt risk falling behind in a rapidly evolving digital ecosystem.Retail Media GrowthRetail media networks are expanding rapidly, with major players like Amazon and Walmart leading the charge.Smaller retailers face challenges in aggregating and optimizing their media offerings, presenting opportunities for consolidation and innovation.AI in Media Planning and ExecutionAI is transforming media planning and buying by automating repetitive tasks and optimizing outcomes.Strategic decisions still rely on human input, but AI supports scalability and efficiency.Guest: Joe DoranHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Creator Media spoke with Aditi Rajvanshi, Head of Strategy - Portal A, about what mistakes brands continue to make when working with creators, why YouTube is quietly pushing for content that scores well on 'viewer satisfaction' and the idea that some brands may want to move away from contributing to 'brain rot.'Takeaways:Portal A's Niche in Content CreationPortal A specializes in premium, elevated storytelling for brands, creating marquee brand properties that focus on long-term growth and brand engagement rather than mass-scale advertising.Shift in Brand-Creator DynamicsBrands now view creators as essential marketing channels rather than transactional tools, fostering deeper, long-term partnerships that emphasize authentic collaboration.The Power of Content MarketingSuccessful branded content focuses on storytelling and providing value to audiences, distinguishing itself from traditional promotional ads. Multi-Platform StrategiesDiversification across platforms like YouTube, TikTok, and Instagram ensures resilience against changes in platform performance or regulations. Mid-Tier Creator GrowthSupporting emerging and mid-tier creators represents a significant untapped opportunity, as this group can uniquely connect with niche audiences and drive authentic engagement.Evolving Creator RolesCreators no longer rely solely on single platforms. Instead, they tailor content for multiple platforms, balancing experimentation, scalability, and community building to enhance their careers and partnerships.Guest: Aditi RajvanshiHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative 

Next in Media spoke with Regine Fung - Sr. Director, US & Global Paid Media at ELF Beauty, about how the brand's media strategy has evolved from a pure DTC player to one that is embracing live sports, CTV, and out-of-home. In addition, Fung talked about Elf's huge TikTok presence, and why she think social commerce is finally breaking out in the US.Takeaways:Leverage Social Media Platforms for Community Building e.l.f. effectively uses platforms like TikTok, Twitch, and Pinterest to connect with their audience, emphasizing authentic engagement and understanding platform-specific nuances.Expand Beyond Social MediaWhile rooted in social-first strategies, e.l.f. successfully diversified into TV, out-of-home, and radio channels, enhancing mass reach and brand awareness.Creator Partnerships with Clear KPIsThey segment creators based on goals such as driving traffic or sales, integrating creators authentically into their campaigns while tracking ROI effectively through tools like affiliate links.Focus on Cultural Relevancee.l.f. prioritizes understanding its community's interests and cultural trends, ensuring campaigns resonate on an emotional and practical level.Measurement Tailored to ChannelsMetrics and KPIs are customized per platform, recognizing the distinct roles and limitations of mediums like TV, social, and digital ads. Guest: Regine FungHost: Mike ShieldsSponsor: Epsilon Producer: FEL Creative 

Next in Creator Media spoke with analyst Doug Shapiro, author of The Mediator, about how fundamentally the growth of creators is shifting consumption habits and media economics, and what Hollywood and Madison Avenue should do about it.Takeaways:Shift in Media Consumption HabitsTraditional media is facing stagnation due to a fixed amount of consumer attention, while creator media is rapidly growing, now contributing to roughly half of media industry growth globally.Dominance of Creator MediaThe creator economy, including YouTube, TikTok, and other platforms, produces content at an unprecedented scale, significantly outpacing traditional media in volume and engagement.Changing Definition of QualityYounger audiences prioritize authenticity, relatability, and quick gratification in their media consumption, reshaping traditional definitions of quality content.Inevitability of the Creator EconomyThe shift towards creator-led platforms is described as "relentless and inevitable," with traditional media unable to reverse this trend entirely.Challenges for Traditional MediaInstitutional media companies struggle to adapt to the democratization of content creation and distribution, hampered by their entrenched focus on high production values and limited competitor sets.Generational Shift and SustainabilityThe shift toward creator media is not a passing trend but represents a deeper generational shift, emphasizing consumer preferences for user-generated content.Guest: Doug ShapiroHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with Mike Romoff, Reddit's newly installed Chief Revenue Officer, about how the company has thrived amidst so many changes in consumer's social and digital habits, and why he thinks the company is 'having a moment' that brands are looking to capitalize.Takeaways:• Cultural Moment and Growth: Reddit is undergoing significant growth, transitioning from niche to mainstream as more users realize its utility for finding reliable, community-driven answers.• Search Integration: A recent partnership with Google has boosted Reddit's traffic by making its vast user-generated content more accessible through search engines.• Rich Data Asset: Reddit boasts an unmatched repository of historical and real-time user insights, making it a goldmine for advertisers looking for authentic audience engagement.• Unique Value Proposition: Reddit is an antidote to AI-generated or paid-influencer content, offering authentic, community-driven discussions.• Advertising Sweet Spot: Reddit effectively caters to brands seeking mid-funnel engagement—helping users move from general interest to purchase consideration through organic and intentional interactions.• Community Power in Advertising: Communities serve as hubs of influence where brands can engage authentically. For example, initiatives like Samsung's custom content and AMA sessions showcase how advertisers can resonate with Reddit's ethos.Guest: Mike RomoffHost: Mike ShieldsSponsor: Epsilon & VuePlannerProducer: FEL Creative  

Next in Creator Media spoke with Ashley Rudder, Chief Creator Officer, DNY, about how brands need to not just let go of their creative control when working with creators on YouTube and TikTok, but may need to bring this talent in much earlier in the development process to best take advantage of their cultural connections.Takeaways:• The Evolution of Creative Leadership: Ashley Rudder's role as Chief Creator Officer highlights a modern, multidisciplinary approach to creative leadership, integrating brand marketing, social adaptability, and production expertise.• Importance of Authentic Partnerships: Successful creator collaborations move beyond transactional relationships. • Platform-Specific Expertise: Each social platform requires tailored strategies. Brands benefit from working with creators adept at navigating platform nuances to deliver culturally relevant content.• Metrics Beyond Vanity: Meaningful success metrics include post shares, bookmarks, and community engagement, rather than superficial vanity metrics like impressions or EMVs.• Integration into Product Development: Creators' real-time audience insights make them invaluable contributors to product development and go-to-market strategies. • Sustained Creator Relationships: Long-term partnerships with creators foster authenticity and loyalty among their audiences, enhancing the brand's credibility and influence.Guest: Ashley RudderHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative

Next in Media spoke with Kepler's head of retail media Zach Ricchiuti about the state of eCommerce 2024, whether Cyber Monday still matters, and why Amazon is changing its story as it plays the long game.Takeaways:• Retail Media Trends: The shift in retail media is moving beyond Black Friday and Cyber Monday into a two-week "Cyber Week marathon," transforming the way brands approach seasonal e-commerce strategies​.• Evolving Media Investments: Retailers are extending ad spend into "off-site" platforms, leveraging programmatic web, social media, and connected TV to expand their advertising reach beyond owned properties​.• Amazon Dominance: Amazon leads the retail media space by offering robust ad tech and measurement tools that enable brands to evaluate campaign success and connect upper and lower funnel strategies​.• Importance of Off-Platform Advertising: Off-platform solutions are growing as retailers partner with platforms like Roku and TikTok, ensuring their ads align with changing consumer habits and media landscapes​.• Holiday Shopping Dynamics: Retailers like Amazon and Walmart capitalize on late-shipping capabilities and post-holiday "fifth quarter" shopping trends, maximizing revenue opportunities through last-minute gifting and gift card redemptions​.• Future of Retail Media: Social media emerges as a key opportunity for retail media growth, with platforms facilitating direct connections to retail networks and enabling marketers to optimize campaigns seamless.Guest: Zach RicchiutiHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative

Next in Creator Media spoke with Arthur Leopold, co-founder and CEO of Agentio, on how the startup promises to bring some order to creator and brand matchmaking. Leopold also talked about why other tech startups have failed in this realm, and why AI will help brands feel more safe about which creators they hand the keys to.Takeaways:• Agenteo is an ad platform automating creator content buying, bridging brands and creators for frictionless collaboration. Its innovative approach targets inefficiencies in traditional influencer marketing.• By shifting focus from small influencer budgets ($10-$15 billion) to the massive $600 billion paid media market, Agenteo enables brands to scale creator partnerships with unprecedented efficiency.• Unlike fragmented tools, Agenteo offers end-to-end automation—covering creator matching, contracting, brand safety, and performance optimization—all in a unified platform.• Leveraging AI and large language models, Agenteo streamlines complex processes like campaign optimization and brand safety checks, reducing manual effort by over 113 human years in certain tasks.• Many leading YouTubers, even giants like Rhett and Link, struggle to fully sell their inventory. Agenteo aggregates demand, ensuring creators monetize effectively while brands access highly engaged audiences.• Agenteo positions itself at the forefront of the creator economy, championing personalized storytelling as the most effective advertising strategy, outperforming traditional banner ads and skippable video ads.• With YouTube as the starting platform, Agenteo taps into the world's largest streaming audience, combining high engagement with scalable advertising. Future expansions include TikTok and Instagram.Guest: Arthur LeopoldHost: Mike ShieldsSponsor: VuePlannerProducer: FEL Creative 

Next in Media spoke with Fuse Media's chief business officer Patrick Courtney about what advertisers get wrong about multicultural audiences media habits, the challenges in programming in the FAST space, and why cable TV still makes sense for some media companies.Takeways:• Inclusive Entertainment Leadership: Fuse Media is a Latino-owned, diverse entertainment company targeting a multicultural audience. • Young Multicultural Audience: The primary demographic is 18-34-year-olds, though the audience varies by platform. • Platform-Specific Programming Strategies: Fuse tailors content strategies differently for pay TV, FAST, and subscriptions, reflecting the unique demands and user behaviors of each medium.• Evolution of FAST Channels: Initially a repository for legacy content, Fuse has applied structured programming techniques to FAST channels, seeing exponential audience growth by leveraging day-parting and scheduling.• Challenges in FAST: Discovery, lack of standardization across platforms, limited data analytics, and inconsistent measurement pose significant hurdles in FAST. • Subscription Services Strategy: Unlike many subscription services struggling with high churn, Fuse leans into partnerships and reseller marketplaces over direct-to-consumer strategies. • Adapting to Industry Changes: Fuse has successfully integrated traditional linear and newer FAST/CTV ad sales models, capitalizing on its historical experience while navigating shifts like increasing automation and programmatic buying.Guest: Patrick CourtneyHost: Mike ShieldsSponsor: EpsilonProducer: FEL Creative