Next in Media

Next in Marketing spoke to Insider Intelligence Principle Analyst Andrew Lipsman about what he sees as "the Third Wave" in digital advertising. Following upon the masssive category launches  we've seen over the past two decades- first search and social - retail media is set to become a $45 billion category. That said, not every retailer is likely to be able to manage these businesses on their own, given how dominant Amazon, Walmart and a few other players have become. Lipsman predicts partnership and ad tech rollups as this category continues to surge in 2023. Guest: Andrew LipsmanHost: Mike Shields

Next in Marketing, spoke with Jonathan Stringfield, VP, Global Business Research & Marketing at Activision Blizzard  about the persistent knowledge gap in the marketing world regarding the opportunities that exist in gaming.  Stringfield who recently published the book Get in the Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies, also offered some real talk on Google's Stadia's failure and Netflix's gaming prospects. Guest: Jonathan StringfieldHost: Mike Shields

Next in Marketing talked with Karthik Rao, CEO of Nielsen Audience Measurement about the company's new Nielsen One Ads product, which promises to bring far more clarity to TV ad buying, and finally fix the CTV frequency nightmare. Guest: Karthik RaoHost: Mike Shields

Next in Marketing talked to The Trade Desk Chief Client Officer Jed Dederick about why big media companies eventually give into programmatic selling for CTV, whether it will matter if the Feds break up Google, and how the company plans to further crack retail media. Guest: Jed DederickHost: Mike Shields

This week on Next in Marketing, we looked at the biggest stories in media and advertising with The Rebooting's Brian Morrissey, including BuzzFeed's implosion and what it means for mainstream digital publishing's future. Brian also gave his take on how AI will and won't change advertising, and why he's still a bit crypto curious. Guest: Brian MorrisseyHost: Mike Shields

Next in Marketing spoke with Hiroki Asai, Global Head of Marketing at Airbnb about why travel seems recession proof right now, and why his company is breaking conventional wisdom by leaning into brand advertising in spite of the ongoing economic uncertainty. Guest: Hiroki AsaiHost: Mike Shields

Next in Marketing spoke with Adrienne Lahens, Global Head of Operations, TikTok Creator Marketing Solutions about how working with creators on the platform is markedly different than YouTube, and how brands are seeking ways to execute influencer campaigns much faster, while also figuring out the best way to track their impact. Guest: Adrienne LahensHost: Mike Shields

Next in Marketing talked to Zefr co-founder and CEO Rich Raddon about how his company became and accidentally leader in brand safety technology, and what lead Zefr - which was born as a YouTube ad buying firm, to purchase an Israeli startup that was looking to fight disinformation after the 2016 elections. Guest: Rich RaddonHost: Mike Shields

Next in Marketing talked to Brian Albert, who leads YouTube media partnerships & creative services teams, about how he's trying to convince TV brands that creators are investing in high production content just like some of the bigger streaming platforms - yet the resulting viewership and impact is even larger. Yet Albert acknowledged that he's fighting a perspective battle among traditional marketers about what constitutes 'quality' and 'premium.'  - Albert also gave his take on what's driving the ongoing ad slowdown. Guest: Brian AlbertHost: Mike Shields

Next in Marketing Vinny Rinaldi, Head of Media & Analytics at Hershey, the kind of marketer that has traditionally used TV advertising to reach - everybody. Over the the past few years the company has shifted a large majority of its spending to digital channels in search of more accountability. Yet the industry keeps throwing up more walled gardens - making this transition much more challenging. Guest: Vinny RinaldiHost: Mike Shields