Jeremy Bloom and AdTechGod engage with guests Brandon O'Neal, Chief Revenue Officer of On3 and Stephanie Mazzamaro, Head of Programmatic, Addressability & Ops of The Arena Group to discuss the evolving landscape of digital media, the importance of community in sports publishing, and the role of innovation in ad tech. They explore how companies like Moola are shaping the future of publishing through data-driven insights and AI, emphasizing the need for meaningful audience engagement and monetization strategies. Takeaways Scaling meaningful relationships means focusing on relevance, not just reach. Encore is a centralized intelligence system that enhances user experiences. Building community is crucial for sports publishers to thrive. AI has been a part of the ecosystem for many years. Moola is innovating in the ad tech space to support publishers. Mass producing content is ineffective in today's market. The future of publishing will require hard work and adaptability. New opportunities for revenue generation are always emerging. Connecting audience and storytelling is essential for success. Data-driven insights are key to monetization strategies. Chapters 00:00 Scaling Meaningful Relationships in Digital Media 03:00 Building Community in Sports Publishing 05:57 Innovations in AdTech and Publisher Collaboration 09:04 The Future of Publishing: Insights and Predictions

Jason White, CEO of Mula, discusses the concept of agentic monetization and the evolution of digital content monetization. He highlights the importance of data in creating personalized user experiences and the need for digital media publishers to adapt to changing market dynamics. The conversation explores the challenges faced by publishers and the potential for technology to enhance content delivery and audience engagement. Takeaways Agentic monetization is a hot topic in the market. Digital media publishers have relied on free traffic for too long. Personalization is crucial for user engagement. Data density can predict user behavior effectively. The evolution of technology is reshaping digital media. Publishers must adapt to become more like marketers. Content syndication can enhance audience reach. Doom scrolling reflects user engagement patterns. The future of digital media is about improving user experiences. A significant transition is underway in the digital landscape. Chapters 00:00 Introduction to Agentic Monetization 02:59 The Evolution of Digital Content Monetization 06:05 The Power of Data in Personalization 08:58 Mula's Vision and Future of Digital Media 12:04 The Future of Digital Media Publishers

In this episode of The Future Is Live, Dentsu’s Chief Investment & Activation Officer Cara Lewis joins Jeremy Bloom and AdTechGod to discuss the powerful intersection of live content, attention, and programmatic advertising. Discover how Dentsu leverages programmatic to make live media more accessible, the growing importance of communal viewing experiences, and how partnerships with FreeWheel are driving innovation across live and on-demand platforms. Takeaways Live is real time and attention grabbing. Dentsu supports the attention economy. Consumers seek real-time results and entertainment. Live events foster social discussions. Attention is crucial in today's culture. Real-time engagement enhances consumer experience. Live interactions are vital for brand connection. The importance of being part of the social discussion. Live content drives consumer attention. Engagement in real-time is essential for relevance. Chapters 00:00 Introduction 01:05 Why Live Content Matters 02:30 The Power of Shared Moments 02:56 Role of Programmatic in Live Media 04:05 Programmatic vs. Direct Buys 05:27 Merging Live and Programmatic 07:26 Strategic Planning for Live Opportunities 08:35 Partnering with FreeWheel 09:50 Wrap-Up and Final Thoughts

In this episode of The Advertising Forum, sponsored by Freewheel, Katie Johnson, Senior Programmatic Director at New Engen, Inc. discusses the impact of live events and programmatic advertising. She highlights the importance of live sports and events for brands, the role of data in targeting audiences, and how Freewheel is helping clients navigate the complexities of connected television. Takeaways Live sports are a significant part of prime time TV. Cultural relevance is key in audience engagement. Targeting strategies have evolved beyond broad approaches. Data allows for specific targeting in sports marketing. Understanding consumer affinities is crucial for effective marketing. Live events create shared experiences for audiences. Marketing can be tailored to specific leagues and sports. The importance of being present in front of the right audience. Consumer behavior insights drive marketing strategies. Live sports provide unique opportunities for engagement. Chapters 00:01 Introduction 00:10 Guest Introduction 00:24 The Power of Live Beyond the Super Bowl 01:56 Why Live Matters for Smaller Brands 02:54 The Role of Programmatic Advertising 04:22 Partnering with Freewheel 05:24 Common Advertiser Concerns 06:52 Shifting Budgets Toward CTV 08:09 Closing Remarks

In this episode of the 'Future is Live' series, Ryan McConville, Chief Product Officer at NBCUniversal, discusses the shift of live events from traditional TV to streaming platforms, highlighting NBCUniversal's leadership in this transition. He shares insights on the impact of programmatic advertising in live environments and the challenges and opportunities it presents for advertisers. Takeaways NBCUniversal is leading the shift of live events to streaming platforms. 70% of NBCUniversal's programming hours are live content. Legendary February will feature the Olympics, Super Bowl, and NBA All-Star weekend. Programmatic advertising democratizes access to premium live events. 120% increase in advertisers in live environments year over year. Peacock will offer 7,500 hours of live sports programming in 2026. Live events offer 21% more engagement in brand advertising. Freewheel powers NBCUniversal's live streaming strategy with predictive scaling. Advertisers are excited about the automation and real-time data in live sports. NBCUniversal offers diverse live opportunities beyond major sports events. Chapters 00:01 Introduction to the Series 00:10 Ryan McConville on Live Streaming Shift 00:26 Impact of Programmatic Advertising 01:11 NBCUniversal's Leadership in Live Sports 02:07 Legendary February and Major Events 04:36 Programmatic's Role in Advertising 07:09 Advertiser Excitement and Education 11:02 Freewheel's Support in Live Strategy 13:12 Challenges and Opportunities in Live Ads

In this episode of the Advertising Forum, Mark McKee, EVP and General Manager at FreeWheel, discusses the growing importance of live advertising and the integration of programmatic solutions. He highlights Freewheel's investments in live events, the challenges of monetizing live content, and the need for collaboration within the advertising ecosystem. Mark emphasizes the role of AI in enhancing live event experiences and the necessity for publishers to adapt their strategies to maximize revenue opportunities. The conversation also touches on the future of television, advocating for a seamless blend of linear and streaming advertising. Takeaways Live advertising is rapidly growing and shifting spend. FreeWheel has been a pioneer in investing in live events. Programmatic solutions help monetize unexpected surges in viewership. Collaboration with partners is crucial for success in live advertising. Publishers need to diversify their monetization strategies. AI can enhance the creative process for live events. Maintaining reliability and infrastructure is key for live events. The unpredictability of live events requires adaptive strategies. Linear TV should adopt programmatic principles for better inventory management. The advertising ecosystem must work together to improve outcomes. Chapters 00:00 The Rise of Live Advertising 03:00 Programmatic and Live: A Seamless Integration 05:49 Monetization Strategies for Publishers 08:50 Preparing for Live Events: Best Practices 11:50 The Future of TV: Merging Linear and Streaming

In this episode, Reed Barker, head of advertising at Philo discusses streaming TV. He emphasizes the importance of nimbleness, partnerships, and a focus on content. He shares insights on how Philo differentiates itself in the market and the strategies that have contributed to its success in the competitive streaming environment. Takeaways Philo targets audiences seeking affordable lifestyle and entertainment content. The platform allows users to watch content without a subscription through FAST channels. Philo's nimbleness comes from being a small, independent company with a proprietary tech stack. The shift to programmatic advertising has changed the monetization landscape for streaming services. Partnerships are prioritized based on feedback from the demand community. Listening to partners' pain points is crucial for building effective solutions. Content simplicity is key for consumer engagement in streaming. The speed of content discovery impacts user satisfaction. Television remains a dynamic and unpredictable industry. Curiosity and fun are essential elements in the streaming business. Chapters 00:00 Introduction to Streaming and Philo's Strategy 02:51 The Importance of Nimbleness in Streaming 05:56 Building Partnerships in the Streaming Ecosystem 09:01 The Unchanging Rule of Streaming Success

In this episode of the Advertising Forum, Jason Fairchild, co-founder and CEO of tvScientific, discusses streaming advertising. He emphasizes the need for performance marketers to adapt their strategies to the new environment, focusing on ROI and the importance of data analytics. The conversation explores how brands can blend performance and brand strategies, the significance of understanding audience behavior, and the challenges of attribution in a multi-device world. Fairchild advocates for a data-driven approach to marketing, moving beyond traditional metrics like last-click attribution. Takeaways Performance marketers are adapting to a new playbook in streaming. ROI is crucial for extending budgets into new channels. Understanding the impact of TV on conversions is essential. Brands can blend performance and brand strategies effectively. Key metrics for advertisers include ROAS and brand lift. Reach and frequency still play a role in performance marketing. Marketers should follow data rather than preconceived notions of their audience. Incrementality testing is the gold standard for measuring TV impact. Streaming provides a rich environment for testing and optimization. Attribution in a multi-device world requires acknowledging consumer behavior. Chapters 00:00 The Shift to Streaming Advertising 03:07 Understanding ROI in Streaming 05:48 Blending Performance and Brand Strategies 08:34 The Importance of Data in Marketing 11:39 The Future of Attribution in Advertising

In this episode of the Advertising Forum sponsored by Philo, Rob Norman discusses the transformation of streaming from a disruptor to a mainstream advertising platform. He emphasizes the importance of understanding diverse user experiences across platforms, the significance of data and audience signals, and the shift from brand safety to brand suitability. Norman also highlights the evolving nature of partnerships and media planning in the streaming landscape, and the need to rewrite legacy beliefs from the linear TV era to adapt to the current advertising environment. Takeaways Streaming has become the default for many brands. Different users have varying tolerances for advertising. The ad experience in streaming is generally better than cable. Understanding audience signals is crucial for effective advertising. ACR data helps in understanding content consumption patterns. Brand safety has evolved into brand suitability. Viewers' choices create context for ads. Choosing the right partners is essential for success. The upfront market is no longer just a futures market. Balancing reserve and spot markets is key in advertising. Chapters 00:00 The Evolution of Streaming Advertising 04:10 Data and Audience Signals in Advertising 07:59 Brand Safety vs. Brand Suitability 11:55 Partnerships and Media Planning in Streaming 15:48 Rewriting Legacy Beliefs in Advertising

In this episode of the Advertising Forum sponsored by Philo, Mike Laband from Magnite chats with us about streaming television, emphasizing the importance of strategic partnerships, a robust tech stack, and user experience. He highlights how tech agility and collaboration with publishers enhance monetization and creativity in the programmatic space, while busting myths about the limitations of programmatic advertising. Takeaways The streaming landscape has evolved significantly in recent years. Strategic partnerships are crucial for success in advertising. A good tech stack is essential for effective CTV advertising. User experience is a top priority for media owners. Tech agility involves flexibility and interoperability with clients. Partnerships are more important than features in the advertising ecosystem. Programmatic advertising can enhance creativity, not limit it. Collaboration with publishers is key to improving monetization. Innovative ad formats like pause ads are being integrated into programmatic. Building trust in partnerships leads to better problem-solving. Chapters 00:00 The Evolution of Streaming Advertising 03:09 Tech Stack Essentials for CTV 06:06 Enhancing Monetization and User Experience 09:01 The Importance of Tech Agility 11:50 Partnerships Over Features in Advertising 12:41 Busting Myths in Streaming Advertising

In this episode of The Advertising Forum sponsored by Viant, Jeremy Bloom and AdTechGod are joined by Molly Schultz, EVP, Investment Strategy at IPG Mediabrands and Field Garthwaite Co-Founder and CEO, IRIS.TV. They discuss the growing importance of contextual targeting in CTV advertising, the challenges of data limitations, and the introduction of Acxiom Contextual CTV as a solution. Real-world applications and success stories highlight the effectiveness of these strategies in driving brand awareness and consumer engagement. Takeaways CTV is now larger than traditional TV in terms of viewership. Contextual targeting is crucial for effective advertising in CTV. The IRIS_ID enables publishers to securely share content data with advertisers. Acxiom Contextual CTV enhances targeting capabilities. Consistency in data leads to better performance measurement. Advertisers need to focus on relevance and transparency. Real-time data can significantly improve campaign outcomes. The partnership between IPG Mediabrands and IRIS.TV is a game changer. Successful campaigns can lead to higher viewer engagement. Understanding emotional signals can enhance targeting strategies. Chapters 00:00 Introduction to CTV Innovation 02:10 The Importance of Contextual Targeting in CTV 05:49 Overcoming Data Limitations in CTV Advertising 08:07 The Role of Acxiom Contextual CTV 10:17 Real-World Applications and Success Stories 12:04 Measuring Effectiveness in CTV Campaigns

In this episode of the Advertising Forum sponsored by MiQ, Keith Roberson, Chief Innovation Officer at Annalect discusses the transformative role of AI in the advertising industry. He highlights how AI is shifting from a background tool to a central element in driving data-led strategies and enhancing workflow efficiency. Keith shares insights on the tools his team uses, the misconceptions surrounding AI's role in agencies, and how AI can lead to cost savings and improved business outcomes through better data management and strategic experimentation. Takeaways AI has been a part of the advertising landscape for 15 years. Clients are increasingly seeking data-led strategies. AI is not just about efficiency; it's about strategic refinement. The interoperability of AI tools is crucial for effective solutions. AI can enhance data accessibility for non-technical teams. Daily reporting can unlock deeper strategic conversations. Data quality is foundational for effective AI implementation. Experimentation with AI can lead to competitive advantages. AI helps in organizing and characterizing taxonomies for better insights. The future of advertising relies on AI-driven innovations. Chapters 00:00 The Role of AI in Advertising Today 02:09 AI Tools and Their Impact on Workflow 05:45 Misconceptions About AI in Agencies 08:32 Cost Efficiency and Time Savings with AI 10:52 Balancing Experimentation and Business Outcomes

In this episode, Charlie Neer, co-CEO of MiQ, discusses the impact of AI on the advertising industry, focusing on the launch of Sigma, MiQ's AI-powered platform. He highlights the need for centralization in a fragmented industry and emphasizes the importance of human intelligence alongside AI. The conversation explores how MiQ is adapting to AI's rapid growth and the cultural shifts required for successful integration. Takeaways MiQ launched Sigma to centralize disparate solutions for clients. Sigma provides user-friendly access to insights and intelligence. The platform integrates data from multiple sources for better outcomes. Commerce intelligence helps clients understand market competition. The trading agent feature allows real-time campaign adjustments. MiQ aims to combat industry fragmentation through interoperability. Human ingenuity and imagination are crucial in AI adoption. Cultural shifts are necessary for teams to adapt to AI. MiQ's size allows for a balanced approach to AI integration. The future of advertising relies on a blend of AI and human intelligence. Chapters 00:00 Introduction to AI in Advertising 02:55 The Launch of Sigma: MiQ's AI Platform 06:06 Addressing Fragmentation in the Advertising Industry 09:01 The Human Element in AI Adoption 12:07 Conclusion and Future Outlook

In this episode sponsored by TripleLift, Meredith Brace, CMO of TripleLift, discusses the vital role of creativity in advertising, particularly in the context of commerce and CTV. She shares her journey to TripleLift, emphasizing the importance of working with inspiring people and fostering a creative-first culture. The conversation explores the balance between data-driven strategies and compelling storytelling, the need for collaboration between creative and tech teams, and the challenges of dynamic creative supply partnerships. Ultimately, Meredith advocates for a shift in the perception of programmatic advertising to highlight its creative potential. Takeaways Creativity is critical to our successes in industry. The intersection of creativity and commerce presents growth opportunities. Joining a company is about the people and their enthusiasm. Creative-first mentality is essential for impactful advertising. Advertising should never be one size fits all. Data should enhance creative messaging, not replace it. Collaboration between creative and tech teams is vital. Dynamic creative supply partnerships can be fragmented. Scaling high impact creative is a key focus. Changing perceptions of programmatic to be more creative is necessary. Chapters 00:00 The Importance of Creativity in Advertising 02:47 Joining TripleLift: A Personal and Professional Journey 04:17 Balancing Data-Driven Approaches with Creative Messaging 06:19 Adapting to Commerce and CTV: Strategies for Success 07:44 Fostering Collaboration Between Creative and Tech Teams 09:17 Challenges in Dynamic Creative Supply Partnerships 10:15 Shifting Perceptions: The Creative SSP Vision.

In this episode, Vinny Rinaldi, Vice President of Media and Marketing Technology at Hershey, discusses the evolution of creative storytelling in Connected TV (CTV) compared to traditional television. He emphasizes the importance of data and technology in creating personalized and interactive advertising experiences. Vinny shares insights on innovative ad formats, the balance between creativity and measurable impact, and the future of adaptive creative strategies that enhance brand presence without interrupting viewer engagement. Takeaways Creative storytelling is evolving with CTV. Traditional TV was always the same message to everybody. We can design ads for personalized moments. Innovative ad formats help us stand out. The best creative today is designed to perform. Distinctiveness over ubiquity is our priority. We're not just chasing the impression anymore. Adaptive creative at scale is the future. Seamless connection and conversion opportunities are key. The hero spot isn't dead, just part of a broader system. Chapters 00:00 The Evolution of Creative Storytelling in CTV 03:04 Innovative Ad Formats and Brand Integration 05:45 Balancing Creativity with Measurable Impact 09:01 The Future of Adaptive Creative and Brand Presence

In this episode, Alexis Gossard, Senior Manager of Media Strategy at Bayer, discusses the critical role of creative in advertising, the signs of bad creative, and the importance of rigorous testing and strategy. She emphasizes the need for brands to stick to their essence and effectively engage their audience through well-executed creative. The conversation also highlights the collaboration between creative vision and execution, particularly in the digital landscape. Takeaways Creative is often ignored in the programmatic world. Bad creative is prevalent, and brands need to course correct. Understanding brand essence is crucial for effective creative. Creative must have a single, clear takeaway to resonate. Both content and context are important for creative effectiveness. Rigorous testing is essential before launching campaigns. Digital environments allow for more flexible A-B testing. Collaboration with partners helps translate creative vision into execution. Meaningful brand equity is necessary for effective advertising. Optimizing existing creative can lead to improved campaign performance. Chapters 00:00 The Importance of Creative in Advertising 03:00 Identifying Bad Creative 05:55 Creative Testing and Strategy 08:51 Bridging Creative Vision and Execution 11:57 Turning Bad Creative into Good Creative

In this episode sponsored by TripleLift, James Trott, Senior Director of Global Addressable Media at Coca-Cola, discusses the growth of retail media networks and their benefits for consumers, retailers, and advertisers. He emphasizes the importance of dynamic creative and personalization in advertising, as well as the need for effective campaign performance analysis. James also shares insights on the future of creative advertising, focusing on individual preferences and tailored messaging. Takeaways Retail media networks benefit all stakeholders involved. Consumers enjoy loyalty schemes powered by data. Dynamic creative formats improve message delivery. Personalized messaging leads to better consumer responses. Campaign performance issues are often straightforward to identify. Programmatic advertising is essential for accessing quality media. Understanding the supply chain is crucial for success. The future of creative will focus on individual preferences. Customization in advertising will become more tailored and unique. Effective campaign analysis is key to optimizing performance. Chapters 00:00 Introduction to Retail Media and Coca-Cola's Role 03:00 The Benefits of Retail Media Networks 05:58 Dynamic Creative and Personalization Strategies 09:08 Analyzing Campaign Performance and Optimization 11:57 The Future of Creative Advertising

In this episode sponsored by Intent IQ, the discussion revolves around the challenges and opportunities in the advertising industry, particularly focusing on identity solutions for publishers. Gil Dudkiewicz and Roy Shkedi share insights on how publishers can unlock value through innovative partnerships and technology. They emphasize the importance of collaboration, transparency, and leveraging first-party data to enhance monetization strategies. The conversation also touches on the future of publisher monetization and the critical role of identity solutions in navigating the evolving digital landscape. Takeaways The industry can measure almost everything, leading to significant insights Publishers can see revenue increases ranging from 10% to 150%. Innovation is key for smaller companies to compete with giants. Successful identity solutions require collaboration between partners. Publishers need to invest time and resources in partnerships. Transparency and communication are crucial for successful collaborations. Leveraging first-party data is essential for competing with larger platforms. The future of monetization lies in omnichannel strategies. Compliance with regulations is an ongoing process for publishers. Choosing the right partners can empower publishers to control their future. Chapters 00:00 Unlocking Value for Publishers 02:46 Differentiation in Identity Solutions 05:59 Building Successful Partnerships 09:09 Future of Publisher Monetization 12:00 Parting Thoughts and Conclusion

In this episode sponsored by Intent IQ , the conversation revolves around identity solutions in advertising, focusing on the collaboration between Intent IQ and Start.io. The discussion highlights the challenges faced by publishers in the current advertising landscape, including privacy regulations and the disappearance of third-party cookies. Both Roy Shkedi and Gil Dudkiewicz emphasize the importance of understanding user identity and maintaining privacy while enhancing monetization and audience insights for publishers. The episode concludes with a commitment to continuous compliance with evolving regulations. Takeaways Intent IQ has been addressing identity challenges for over 15 years. Consumer consent is central to advertising practices. Publishers excel at content creation but need help with compliance. Targeted advertising significantly boosts publisher revenue. The partnership between Intent IQ and Start.io enhances user identification. Privacy regulations are constantly evolving and must be monitored. Location data has become a significant privacy concern. Publishers trust Start.io to navigate complex regulations. The collaboration aims to merge web and in-app advertising. Maintaining user choice is crucial for effective advertising. Chapters 00:00 Introduction to Identity Solutions in Advertising 02:50 Challenges in the Advertising Landscape 06:00 Enhancing Monetization and Audience Insights 09:00 Maintaining Privacy in Data Utilization

In this episode sponsored by IntentIQ, the discussion revolves around identity solutions in advertising technology, focusing on Intent IQ's offerings. The guests share real-world examples of successful implementations, address the skepticism surrounding new partnerships, and emphasize the importance of curiosity and innovation in overcoming challenges. The conversation also touches on the complexities of onboarding new clients and the future of identity verification in a cookie-less environment, highlighting the need for transparency and validation in advertising metrics. takeaways -Performance is the ultimate measure of success in campaigns. -Curiosity drives innovation and helps overcome fear in partnerships. -Onboarding processes should be simplified for better integration. -Measurement of success can be complex and varies by client. -Transparency in advertising metrics is crucial for validation. -The industry must adapt to cookie-less environments effectively. -Asking the right questions leads to better solutions. Collaboration between partners is essential for progress. Incremental performance can significantly enhance campaign results. Future innovations will focus on validating identity profiles. Chapters 00:00 Exploring Intent IQ's Identity Solutions 04:03 Overcoming Skepticism in AdTech Partnerships 06:28 Simplifying Onboarding for Identity Solutions 09:06 Future Innovations in Identity Verification