Next in Media Mike Shields

Next in Media spoke with Amanda Martin, SVP, Monetization & Business Strategy at Mediavine, about whether small to mid sized publishers are feeling the effects of cookies going away, and if they've gravitated to any viable solutions. Martin also gave an update on Google's Privacy Sandbox initiative, and why it's so complex and challenging for the industry to test and implement.

Guest: Amanda Martin
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take

Next in Media spoke with Amanda Rubin, EVP, Brand Solutions at Enthusiast Gaming, about some of the obstacles holding back gaming from becoming the next great ad medium. Rubin also helped break down the state of eSports, the difference between athletes and influencers, and whether big game publishers will ever care about advertising.

Guest: Amanda Rubin
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take

Next in Media spoke with Fernando Romero SVP, U.S. Digital Ad Sales at TelevisaUnivision about the company's efforts to push marketers out of viewing the Latino community as a separate silo, and its quest to ensure that measurement companies count this audience accurately.

Guest: Fernando Romero
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take

Next in Media spoke with Nicole Rechtszaid, co-founder and CEO of Ghost Agency and her colleage Jeremiah Neil, who serves as the company's Creator Success Manager about the prospects of TikTok Shopping, and whether the platform can really become the next Amazon. Rechtszaid and Neil also talked how brands can work with creators who specialize in turning viewers into shoppers, and the many misconceptions about this emerging sector.

Guest(s): Nicole Rechtszaid & Jeremiah Neil
Host: MIke Shields
Sponsored by: Epsilon
Produced by: Fresh Take

Next in Media spoke to Lisa Herdman SVP, Executive Director National Video Investment & Marketplace Intelligence at RPA about the push to make TV advertising more data driven, and whether that could - or should - cause brands to rethink the medium's very purpose.

Takeaways
• The adoption of data-driven targeting and measurement in TV is making progress, but the extent to which TV should be data-driven depends on the goals and objectives of advertisers.
• The industry is moving towards a more performance-driven approach to TV advertising, but it is important to consider the specific needs and objectives of each brand.
• Measurement evolution is a key challenge in the industry, and there is a need for standardization and holistic measurement across linear TV and streaming.
• Consolidation in the industry can have both positive and negative impacts on agencies and clients, with the potential for streamlining processes and resources, but also the risk of limited competition.
• The future of TV advertising will be influenced by the growth of individual influencers, the expansion of Netflix's ad business, and the changing landscape of sports rights and streaming platforms.

Chapters
00:00 - Introduction
02:08 - Data-driven targeting and measurement
04:22 - The objective of TV and performance marketing
06:18 - Measurement evolution
10:42 - Consolidation and its impact on agencies and clients
13:20 - Strategic thinking and the balance between thinking and doing
20:29 - The future of individual influencers and upfronts
21:16 - Netflix and the growth of their ad business
22:14 - The future of sports and the impact of big tech companies
25:37 - Changes in the upfront and data-driven tactics
27:29 - The role of digital platforms like TikTok and Meta
29:21 - Uncertainty and decision-making with platforms like TikTok
31:48 - The need for expertise in navigating the industry
31:59 - Conclusion

Guest: Lisa Herdman
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take

Next in Media spoke with Dave Peterson. general manager, global head of retail media at Epsilon, about his experience building out Target's retail media business, why the industry desperately needs standards and consolidation, and why he's bullish on CTV shopping.

Takeaways
• Retail media is a growing industry that has its origins in the early 2010s, with only a few players at the time.
• There is still a lot of room for growth and innovation in retail media, with only 37% of retailers having offsite media capabilities.
• The industry needs to focus on standardization in measurement and address challenges such as fragmentation and identity.
• Retail media is not just a bottom-of-the-funnel solution; it can be a full-funnel solution that combines brand and performance marketing.
• The future of retail media lies in a consumer-centric approach, reaching individuals with relevant ads in the context of where they are.

Chapters
00:00 - Introduction and Background
00:44 - The Origin Story of Retail Media
08:31 - Expanding Retail Media to the Open Web
12:39 - Different Approaches in the Retail Media Landscape
14:06 - Challenges in Retail Media and the Need for Innovation
20:23 - The Potential for Consolidation in Retail Media
22:33 - Bridging Retail Media and CTV
28:59 - Retail Media Beyond the Bottom of the Funnel
31:37 - The Consumer-Centric Approach to Retail Media

Guest: Dave Peterson
Host: Mike Shields
Sponsored by: Epsilon
Produced by: Fresh Take