Next in Media

Ben Winkler, SVP of Agency Strategy at TripleLift, talked to Next in Marketing about how media buying agencies have been able to shake off seemingly lethal threats such as in-housing and procurement scrutiny while reasserting their relevance. The challenge now is pulling together enough talent to service brands, while also investing enough in differentiating technology.   Guest: Ben Winkler Host:...

Next in Marketing spoke with Luke Kigel, who is both VP, Walgreens Media & Head of Walgreens Advertising Group, which means he oversees Walgreens' push into selling ads, while also overseeing its spending as a big advertiser. Luke said that the company's new role as a seller is dramatically changing how it operates as a marketer, as it looks to treat TV far more like digital media. That's because,...

Next in Marketing talked to Krystal Olivieri Global Chief Innovation Officer at GroupM & Choreograph, about her worry that the ad industry has created a 'panic' among brands angling for more first party data in a post-cookie future. And while she has high hopes for the metaverse if and when it arrives, she warns against marketers using new identifiers such as crypto wallets to target consumers. In...

Next in Marketing spoke to IAB CEO David Cohen about the state of ad-supported streaming, and why he's pushing traditional TV advertisers to shift their mindsets when it comes to pricing strategy, measurement and what role the medium will play over time. Cohen also spoke about how many brands have been dragging their feet when it comes to preparing for massive changes in ad targeting, and what he...

Next in Marketing spoke to Donna Speciale President Sales and Marketing at TelevisaUnivision about what's happening in the TV ad market as Nielsen faces a number of new challengers. Not only does Speciale question whether any one company will be able to claim the measurement mantle - she believes that TelevisaUnivision's Hispanic American audience is being severely undercounted - which is why the...

Next in Marketing spoke with Sarah Iooss Head of Sales, Americas at Twitch about how the Amazon-owned property is helping brands like Pringles connect with fans of huge video games. Iooss talked about the different ways marketers can engage with popular gaming influencers,  and how Twitch is also seeing huge growth in viewership of live music, fine arts and even chess competitions. The result is a...

YuJung Kim, president of the animal focused media brand, spoke to Next in Marketing about the path from starting out as a Facebook centric brand to a company that produces content for Netflix, TikTok, Animal Planet and even a series of children's books.   Guest: YuJung Kim Host: Mike Shields

Next in Marketing spoke to Aaron Debevoise, founder and CEO of Spotter, a company that is paying YouTube stars hundreds of millions for the rights to their older videos. Creators like Mr. Beast are using this funding to launch ambitious new content ventures, including an initiative to clean the ocean of pollution. Meanwhile Spotter is packaging this still popular content up for TV advertisers look...

Todd Braverman Senior Vice President, WarnerMedia Portfolio Sales & Client Partnerships, talked about his company's experience in launching HBO Max with Ads over the past year, and how consumers have responded positively to its very customized, limited approach. Todd also spoke about the ongoing debate over whether TV needs a new ad currency - or currencies - as a slew of measurement upstarts look...

Next in Marketing speaks with Ari Lewine, co-founder and chief strategy officer at TripleLift about how his company is trying to help publishers make more out of their first party data. Lewine is surprised that so many advertisers have yet to explore any targeting alternatives, despite all the huge changes in digital identity. Lewine also talks about why he thinks Facebook's business model is taki...

Next in Marketing spoke to David Levy, CEO of OpenAP, a joint venture between NBCUniversal, ViacomCBS Fox and Discovery, about how the company is trying to help brands target audiences consistently across networks and platforms - and why he's worried that too many media companies are discounting consumer experience with ads as Connected TV explodes.   Guest: David Levy Host: Mike Shields

Next in Marketing spoke to Action Network CEO Patrick Keane about the furious competition on search engines, social networks and in app stores to drive more downloads of the company's sports betting informational platform. Patrick also talked about what it was like when gambling became legal in New York earlier this year, which he likened to "Christmas, Hanukkah and New Years" combined.   Guest: P...

Scott Schiller spent a few decades on the sales side of the media business, including a long stint at NBCUniversal. Now he's focused on helping big advertisers navigate programmatic ad buying and particularly fast emerging platforms like Connected TV. Scott talked the current upheaval in TV measurement, and why it's unlikely we'll see a perfect replacement for Nielsen emerge.   Guest: Scott Schill...

This week on Next in Marketing, we spoke with Cara Pratt SVP Kroger Precision Marketing about the grocery giant's journey over the past few years in building out an ad business from scratch. The company, which boasts of stores in 35 states, has already delivered ads for 1300 brands. And its ace in the hole is that 95% of its customers also utilize in-store loyalty cards- allowing for true online t...

Next in Marketing spoke with Brian Morrissey, founder of The Rebooting about why 2022 is going to be a year of level setting in the digital ad world, as marketers face inflation when it comes to paying to acquire customers and digital publishers continue to band together to ensure they can build sustainable businesses. That said, he's fully confident that brands will adapt, as evidenced by the sur...

Next in Marketing spoke with Jim Keller, Executive Vice President, Digital Ad Sales and Advanced Advertising at Discovery about how measuring and evaluating TV advertising is becoming immensely complicated, and why it's not realistic to expect the ad industry will settle on a single measurement or attribution method. According to Keller, TV is becoming a bespoke business, which will be challenging...

Next in Marketing speaks with Ana Andjelic, one of Forbes's Most Influential CMOs and former Chief Brand Officer at Banana Republic, Rebecca Minkoff, and others. Ana talks about why she thinks NFTs may be a fad, but that doesn't mean marketers shouldn't put off laying the groundwork for figuring out how decentralized ownership, blockchain and the metaverse will completely change how they interact...

Next in Marketing spoke with Melissa Burdick, president and co-founder of Pacvue, a technology company that specializes in buying ads on retail properties, including Amazon. Burdick discussed how differently Amazon views Madison Avenue versus other tech leaders, and how the company is systematically moving to disrupt TV advertising and measurement.   Guest: Melissa Burdick Host: Mike Shields

Next in Marketing talked to ex ABC and Hulu ad exec Justin Fromm, who now runs research for LG Ads, about why TV makers are suddenly so well positioned to play a role in how ads get to TV screens, and how marketers connect with digital households overall.   Fromm also discussed why streaming has such a problem with repetitive ads, and how TV device companies can help marketers tie TV ads to real w...

Next in Marketing speaks with former GroupM North America CEO Brian Lesser about the state of digital advertising amidst increased scrutiny, and why he thinks programmatic advertising has only just begun to grapple with the ramifications. Lesser, who's now chairman and CEO of InfoSum, also explains why he doubts that Apple will push further into the ad business, and why he hopes lawmakers finally...

Next in Marketing talks with Christina Wootton Vice President, Brand Partnerships at Roblox about how brands are building full digital experiences for a generation of consumers raised in immersive gaming environments, and how that will shape the future of media and entertainment. Christina also discusses what executives should be thinking about when trying to understand the metaverse.   Guest: Chr...

LiveIntent was built as an ad tech company that specialized in monetizing newsletters for publishers. CMO Kerel Cooper talks to Next in Marketing about how the company's data culled from millions of people's inboxes is now suddenly the basis of a potential solution to the elimination of cookies. Kerel also discusses why publishers are putting so much more editorial investment toward newsletter pro...

Tal Chalozin, CTO of Innovid, talks about why the software company could be the heir apparent to classic third-party measurement firms such as Nielsen and comScore in the digital era. Chalozin also weighs in on why marketers are going to have to accept a certain level of fragmentation, which will make ad targeting via identity data challenging. Yet in his mind, the idea that targeting was perfect...

David Temkin, Senior Director, Product Management, Ads Privacy & User Trust at Google explains why he thinks the broader ad industry so badly missed the mark on respecting consumer privacy online, and why the shift away from tracking users across the web is vital. He also discusses Google's rationale for delaying the elimination of cookies, and why he sees email-based alternatives as 'unnecessary...

Mondelēz International’s Global Vice President, Consumer Experience, Jonathan Halvorson discussed how the company behind brands like Ritz, Oreos, and Cadbury has blown up many of its core strategies by producing thousands of pieces of creative for each campaign, moving the bulk of its spending to digital channels, and investing in software that makes ad buying smarter.   Guest: Jonathan Halvorson...