Next in Media spoke with Tim Natividad, US Head of Enterprise Sales at TikTok, about how the company is trying to vie for traditional TV dollars - while also helping brands embrace a whole new form of marketing on what he calls a "participation engine.'

Guest: Tim Natividad

Host: Mike Shields

Sponsored by: Epsilon

Produced by: Fresh Take

Next in Media spoke with Melanie Brown, head of advanced TV at Tubi, about the company's unique origin story, and how the company is looking to lead a wider crop of brands to embrace CTV. Brown also provided a reality check on CTV's ad targeting capabilities at the moment, and gave her unique take on the future of media buying and measurement.

Guest: Melanie Brown

Host: Mike Shields

Sponsored by: Epsilon

Produced by: Fresh Take

Next in Media spoke with Lartease Tiffith, Executive Vice President, Public Policy at the IAB about why we haven't seen more action resulting from the various state privacy laws, and whether the FTC has it in for digital ads in general. Plus, what happens to regulation if Trump comes back?

Guest: Lartease Tiffith

Host: Mike Shields

Sponsored by: Epsilon

Produced by: Fresh Take

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