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Next in Media

Next in Media

Mike Shields

Everything we know about the media, marketing and advertising business is being completely upended thanks to technology and data. We're talking with some of the top industry leaders as they steer their companies through constant change.
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Top 10 Next in Media Episodes

Goodpods has curated a list of the 10 best Next in Media episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to Next in Media for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite Next in Media episode by adding your comments to the episode page.

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 Privacy

  • The 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 Strategies

  • The 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 Changes

  • Regardless 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 Growth

  • Retail 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 Execution

  • AI 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 Doran

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

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Next in Media - Is Google About To Be Broken Up?
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08/13/24 • 27 min

Next in Media spoke to Jason Kint, CEO of the publisher-focused trade group Digital Content Next, about the potential impact of Google's recent anti trust ruling, and what to expect next month when a more advertising-focused decision regarding Google comes to a head.

Takeaways

Google's Monopoly and Antitrust Cases: Google has been found to be a monopoly in both the App Store and search markets.

Impact on Media and Advertising: These antitrust cases are seen as unlocking competition, which is beneficial for media companies and small businesses.

Importance of Data Scale: Google's dominance in search, with 98% of unique queries, provides it an unparalleled data scale.

Microsoft's Struggles: Despite being a tech giant, Microsoft struggles to compete with Google in the search market due to the latter's vast data advantage.

Potential Breakup of Google: There is speculation that the ad tech trial could lead to Google being forced to divest parts of its business, possibly Chrome and Android, due to their critical roles in data collection.

Google's Internal Practices: The trial revealed nefarious internal practices, such as coordination between different Google departments to meet quarterly targets, despite public claims of separation.

Google's Defense and Market Impact: Google argues that its dominance in search is pro-competitive and beneficial for consumers due to its superior search experience.

Implications for Publishers: The outcome of these cases could validate the concerns of publishers who have long complained about Google's market power.

Future of Competition: Kint emphasizes that real change will come when there is actual competition in the market, with revenue directed towards where consumers want it.

Guest: Jason Kint

Host: Mike Shields

Sponsored by: Acast

Produced by: FEL Creative

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Next in media spoke with Megan Jones, Chief Digital Officer at Digitas, about what she tells clients about a possible Google break up, and the never ending cookies saga. Jones also talked about why it's so hard to bake creators into traditional media planning, and what's really going on with sustainability.

Takeaways:

Post-Cookie Environment: Despite long discussions around a "post-cookie world," urgency has waned due to delays.

Challenges in Connected TV: The fragmented CTV landscape lacks unified audience targeting and measurement standards.

TikTok's Growing Influence: As TikTok remains a cultural hub, Digitas advises clients to use it actively and authentically.

Creator Economy and Social Strategy: Digitas leverages creators through its S.W.A.T. (Share worthy and Trending) program, which identifies trends and pairs creators with brands to produce authentic, real-time content, with a focus on diversity and cultural relevance.

Integrating Media and CRM: There’s a significant, underutilized potential in linking CRM with media for seamless customer engagement.

Sustainability in Digital Advertising: Though it’s not a top priority for clients, sustainability is expected to become essential within the next five years, similar to brand safety.

Guest: Megan Jones

Host: Mike Shields

Sponsor: Epsilon

Producer: FEL Creative

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Next in Media - Ian Schafer on Why Creators Might Need Upfronts
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11/14/24 • 21 min

Next in Creator Media spoke with Ian Schafer, co-founder and president of Ensemble, on how he's trying to help brands connect with the top 1% of creators, while helping those folks build out full fledged media businesses.

Takeaways:

Unique Positioning of Ensemble: Ensemble differentiates itself in the creator economy by focusing on a curatorial approach to creators, similar to a studio, instead of a marketplace model.

Equity in the Creator Economy: Schafer highlights a systemic inequality in brand partnerships, with creators from underrepresented communities getting fewer deals.

0.1% of Creators: In the creator economy, only about 0.1% of creators achieve significant success.

Shift to Long-Term Brand Integrations: Schafer observes a shift from treating creators as media inventory to viewing them as collaborative partners.

The Importance of Infrastructure for Creators: Schafer notes that while creators have management, they often lack a structured infrastructure to help them scale.

Potential for Original Programming: Ensemble is developing episodic series and original shows that incorporate brand sponsorships.

Demand for Audience-First Content: Schafer emphasizes the need for content that resonates with audiences before brands.

Future of Creator Partnerships in Advertising: Ensemble and Schafer envision a future where brands can lock in annual or seasonal "slates" of creator-led series, similar to TV upfronts.

Guest: Ian Schafer

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative

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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 Pollack

Host: Mike Shields

Producer: FEL Creative

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Next in Media - What Happens When Retail Media Eats Everything
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04/09/25 • 26 min

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.

💡Takeaways:

  • 📈 Retail Media is Evolving: The lines are blurring! Retail media isn't just shopper marketing anymore; it now includes diverse channels like CTV, podcasts, and influencer marketing.
  • 🤝 Integration is Key: Silos are breaking down. Brands are increasingly looking for integrated strategies where all marketing investments work together cohesively to drive goals.
  • Ownership Challenges: With retail media expanding into areas like CTV and social, a key challenge is figuring out who owns these channels within an organization. Are search experts planning influencer campaigns?
  • 📱 Social is the New Search: Consumers, especially younger demographics, increasingly discover brands and products passively through social media platforms like TikTok and Instagram Reels, rather than active searching.
  • 📊 Measurement Renaissance (MMM is Back!): Media Mix Modeling (MMM) is experiencing a comeback, driven by cookie deprecation and advancements in AI.
  • 🤖 AI's Role in Media: While AI is making analysis more powerful and efficient (especially with MMM), human strategists are still crucial. AI can extract insights, but lacks the historical context, understanding of consumer behavior nuances, and creativity that humans bring to media planning.
  • 📺 CTV Performance is Here: Connected TV (CTV) isn't just for brand awareness anymore. Performance-focused, digitally native agencies have been buying CTV programmatically for years, using advanced measurement to prove its impact on conversions, sales, and store traffic.
  • 🤔 Flexibility & Scenario Planning: Uncertainty (like potential tariffs or platform changes like TikTok) requires brands to build flexibility into their plans.

🎙 Guests: Sammy Rubin
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative

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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 budget cuts or shifts towards performance-driven advertising.
  • 🔗 Supply Chain Resilience: Many companies are better prepared for supply chain disruptions now compared to the COVID era, having improved systems and diversification.
  • 📊 Measurement Renaissance: There's a growing emphasis on better advertising measurement, incrementality, and outcome-based models.
  • 📺 Streaming's Dual Market: The streaming ad market is bifurcated. Big brands are shifting linear TV budgets (especially for live events like sports) to streaming, buying for mass reach.
  • 🛒 Retail Media Dynamics: Amazon dominates retail media, and much of the sector's growth is coming from offsite targeting (using retailer data for ads elsewhere on the web).
  • 🔒 UID 2.0 & Privacy Questions: Lawsuits targeting The Trade Desk's UID 2.0 highlight concerns about how aggregated data (like hashed emails, mobile IDs, IP addresses) might create permanent identifiers, potentially conflicting with privacy laws and user expectations.
  • 🤔 Yahoo's DSP Puzzle: Yahoo selling its highly-rated DSP is puzzling, especially since much of its perceived value comes from its integration with Yahoo's own content (like Finance and Sports).
  • 🎮 Integrated Campaign Success: The Minecraft movie's McDonald's campaign success highlights the power of deep, long-term, multi-platform integrations that tap into existing fandoms and nostalgia, feeling authentic rather than like a last-minute ad insertion.
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Next in Media - How to Turn Music Artists into YouTubers
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04/16/25 • 25 min

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 "super app" (Shorts, long-form, live, etc.), offering significant monetization opportunities that were previously underserviced in music.
  • 🤝 Unique Expertise: TEN2 Media's strength lies in its founders' combined experience in music, business, and YouTube, allowing them to understand artists' needs deeply.
  • 💰 Monetization & IP Protection: They utilize advanced tools and YouTube's systems (like Content ID) to track fan-created content (UGC), protect intellectual property, and optimize revenue for artists.
  • 📈 Significant Revenue Growth: Their strategies have led to substantial revenue increases (up to 5-7x) for clients ranging from independent artists building careers to major legacy acts.
  • 👑 YouTube vs. Other Platforms: While platforms like TikTok drive virality and Instagram excels at aesthetics, YouTube provides a more robust environment for building an authentic brand, community, and diverse income streams.
  • 🎬 Shorts are Key: Engaging with short-form video is now essential for discovery and reaching new audiences, complementing the deeper engagement and higher revenue potential of long-form content.
  • 🤯 Modern Music Challenge: While it's easier than ever for independent artists to distribute music, the overwhelming content volume makes standing out and achieving discovery without a unique point of view and smart platform strategy extremely difficult.

🎙 Guests: George Karalexis & Donna Budica
🎤 Host: Mike Shields
📺 Sponsor: VuePlanner
🎬 Producer: FEL Creative

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Next in Media - Why Yahoo Blew Up its Own Ad Tech Business
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09/05/23 • 27 min

Next in Media spoke with Adam Roodman, Yahoo's SVP Product Strategy and Management on the company's decision to shut down its SSP to focus exclusively on the buy side of business - and why he thinks we'll see more exclusive deals as the ad tech ecosystem consolidates. Adam also talked about how he explains Yahoo's relevance to ad buyers in 2023, and why being owned by private equity has revitalized the company

Guest: Adam Roodman

Host: Mike Shields

Produced by: Fresh Take

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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 Internet

  • The 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 Data

  • Unlike traditional ad networks, Teeds secures exclusive publisher inventory, ensuring premium ad placement without competing in an auction model.

AI & The Future of Digital Advertising Optimization

  • Teeds is integrating AI-driven predictive analytics for automated media buying and ad optimization, enhancing real-time targeting.

CTV Advertising & The Evolution of Small Business Reach

  • Teeds 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 Journalism

  • With 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.

📢 Final Thought:
Teeds is reshaping the future of digital advertising, combining premium video, performance-driven targeting, and AI-powered optimization to create a brand-safe, full-funnel solution that rivals the biggest players in the industry.

Guest: David Kostman

Host: Mike Shields

Sponsor: ElementalTV

Producer: FEL Creative

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FAQ

How many episodes does Next in Media have?

Next in Media currently has 223 episodes available.

What topics does Next in Media cover?

The podcast is about News, Marketing, Media, Data, Advertising, Tech News, Podcasts, Technology and Business.

What is the most popular episode on Next in Media?

The episode title 'How the pandemic accelerated Uber's advertising plans' is the most popular.

What is the average episode length on Next in Media?

The average episode length on Next in Media is 33 minutes.

How often are episodes of Next in Media released?

Episodes of Next in Media are typically released every 7 days.

When was the first episode of Next in Media?

The first episode of Next in Media was released on May 27, 2020.

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