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Starting next year, Netflix plans to no longer report quarterly subscriber numbers; experts say the path forward lies in ad revenue over subscriber growth.

Netflix’s latest move shows how streaming TV is tipping toward ads

The Trade Desk's Stuart Colman shares why the world of digital advertising is bigger than the Chrome browser.

The world of digital advertising is bigger than the Chrome browser

Marketers are not surprised. Many are preparing for a post-cookie future already.

Marketers unfazed as Google delays cookie deprecation for third time

Is interoperability the key to winning the cookieless race?

The open web vs. the walled garden: Is interoperability the key to winning the cookieless race?

What’s at stake? Only the future of European media.

European broadcasters are reinventing themselves for the future of TV

Big tech is battling journalism over proposed legislation in California that would force companies like Google to pay to carry links to news articles.

Big Tech and journalism battle over proposed legislation in California

Welcome to the first Olympics in the live sports era of the streaming wars.

French advertisers eye the opportunity of a century in Paris 2024

Green media is all about delivering digital advertising more efficiently toward a carbon neutral future

What the Tech is green media?

Political media buyers need to think beyond microtargeting that simply matches the voter file and embrace a more layered approach to programmatic to reach new voters.

How political media buyers misuse programmatic

Streaming services can build audience engagement through content, leveraging machine learning and data, and by improving the advertising experience on their platforms.

Streaming platforms have attracted vast audiences. Now we need data to keep them engaged.

The distance between marketing to a consumer and their ultimate purchase is getting shorter thanks to retail media.

Delivering on customer experience demands deep data insights

Creative ad technology can help marketers both optimize campaigns and inform high-level brand strategy.

Amid cookie deprecation, we need creative signals more than ever

Ad tech innovation is fundamental to the way the open internet works, with the power to level the playing field for consumers, advertisers and publishers.

Ad tech has the power to democratize the open internet

As cookies go away, it’s not one ad tech vendor’s job to find a new solution; it must be a joint effort from the buy side to the sell side.

5 Minutes with Intent IQ’s Fabrice Beer-Gabel

NBCUniversal and the Olympics are evolving with viewers. Advertisers are responding with $1.2 billion in ad commitments and counting.

The Olympics’ role in culture is evolving, and advertisers are moving with it

Record March Madness ratings is putting women’s basketball in the spotlight, and advertisers are taking notice by increasing their media spend.

March Madness just proved the power and scale of women’s sports. Advertisers are watching.

DRAX Direct streamlines access to Disney’s streaming advertising business with The Trade Desk, as advertisers increasingly lean into connected TV (CTV).

Disney streamlines access for advertisers, aiming to automate 75% of ad revenue

NBCUniversal is opening up Peacock ads to be purchased programmatically for all streamed 329 Olympic events this year.

The ‘crème de la crème’: 2024 Paris Olympics goes programmatic on Peacock

A recent survey suggests many sports fans in the U.S. care more about their favorite sport than anything else on TV, even in the offseason.

How streamers are keeping sports fans satisfied even in the offseason

Even in a year when Barbie dominated the box office, new data shows how women are still underrepresented in Hollywood, both in front of and behind the camera.

Hollywood is leaving money on the table by not marketing more movies to women

Super fans shape much of their identity around their favorite movies, music and more. Advertisers could benefit from getting to know their fandoms.

Understanding fandoms could be key for streaming and advertising strategies

Some ad industry forecasters just increased their projections for this year, suggesting optimism around political spend, the Olympics, CTV, and other factors.

What’s driving the rosy outlook for the U.S. ad industry this year?

Premium streaming services are showcasing their benefits for advertisers with authenticated audiences as Generative AI surges on the likes of YouTube and TikTok.

As AI junk floods YouTube and TikTok, premium content could prove its value for advertisers

Thanks to advances in AI’s analytical power, the technology has the potential to cut down browsing time for viewers on streaming platforms.

Don’t know what show to stream next? AI can help

Or, how some news publications are looking to the future by turning to advertising and niches.

The great restructuring of digital news media

The electronics giant saw a major improvement in online to offline sales attribution after implementing a custom solution leveraging Unified ID 2.0 (UID2).

How Samsung Electronics Canada is 'future-proofing' its business with UID2 as cookies crumble

Political advertising experts say there’s a lot that brands across sectors can learn from how political campaigns operate.

Taking a page out of the political playbook: What marketers can learn from 2024 presidential campaigns

PepsiCo’s strategic use of decisioned buying boosts brand presence and finds success in India’s CPG marketplace.

PepsiCo boosts brand presence and finds success in India’s diverse CPG market

Connected TV (CTV) is picking up steam as a way to get more small, local and regional businesses to advertise, especially programmatically.

Why streamers like Disney, NBCUniversal and Paramount are courting small businesses

As retail media evolves beyond retail networks, many in the audio industry see an opportunity to strike a harmonious relationship that could benefit both parties.

Audio and retail are getting in tune with one another

Measurement is becoming a bigger factor in the upfronts as networks’ authenticated ad space matches up with retailers’ verified buyers.

Retail data is entering the upfronts as measurement gets more important

A wave of retail data is sweeping Europe, with advertisers increasingly relying on it amid cookie deprecation and an evolving regulatory landscape.

Retail data has taken over Europe. Now what?

More and more people are engaging with sports around the world, and brands can capitalize on these fans’ newfound interest.

It’s not just Swifties: There are more sports fans, and brands see a way to score

Advertisers lean on first-party data, retail data, shoppable ads and more to earn a spot on Christmas wish lists.

First-party and retail data will be tested this holiday season as cookie sunsetting approaches

From connected TV to digital out-of-home to audio, DTC brands are finding new ways to reach their customers.

DTC brands increasingly see the advertising opportunity on the open internet

Marketers are zeroing in on Gen Z this holiday shopping season, as Adobe estimates record discounts and spending on smartphones.

2023’s top holiday shopping trends: Record discounts, mobile spending, and the Gen Z effect

Chief marketing and digital officer for L’Oréal in South Asia-Pacific, the Middle East and North Africa, Bradshaw-Zanger is focused on brand equity in a mobile-first marketplace.

L’Oréal’s Lex Bradshaw-Zanger on brand-building in a mobile-first marketplace

At Ford, Jennifer Brace’s role is to prepare the automaker for all the potential scenarios and consumer trends that could impact the company’s success in the future.

Meet Ford’s Chief Futurist, who prepares for at least 4 futures at once

General Motors’ lead of diverse media strategy and investment says that one day, she would like diversity ad spend to simply be part of how companies look at their overarching media strategies, instead of existing as a line item.

GM’s Brianne Boles-Marshall is on a mission to support Black-owned media

The Guardian US has increased its ad revenue 42 percent year over year. Luis Romero, the head of sales in North America, shares insights into his strategy: branded content, green ad dollars, and leaning into lifestyle/sports coverage.

The Guardian U.S.' SVP of ads on brand strategy, green ad dollars, and soccer

The Guardian US' SVP of ads on brand strategy, green ad dollars, and soccer

Marketers should be asking themselves the hard questions as they consider new channels, says Johnson & Johnson’s Andrew Jude Rajanathan.

Johnson & Johnson's EMEA media lead on how the consumer health giant is approaching marketing as inflation bites

Lee Walsh, Uber’s global head of media, offers insights on the company’s brand marketing around its new membership program Uber One, and explains why the company is embracing the upfronts as it moves media spend to connected TV.

Lee Walsh, Uber’s global head of media, on marketing across 10,000 cities

One of the innovators of programmatic advertising talks about the importance of measuring emissions in digital advertising.

5 minutes with Brian O’Kelley

Here’s what it takes to be an award-winning trader

Why traders are the rock stars of programmatic campaigns

During the Green Media Summit in New York last week, ad industry professionals expressed that a more sustainable future may require regulation and peer pressure.

The ad industry grapples with going green

B2B brands are becoming more consumer-like and leaning on live sports to reach their audiences.

Why are so many B2B firms sponsoring the Olympics?

More than 14,000 people attended the inaugural Web Summit Qatar in February 2024 to hear about the Middle East’s digital transformation.

The AI revolution is coming for advertising: Top takeaways from Web Summit Qatar 

In today’s marketplace, women are still very much underrepresented in ads, despite holding the majority of spending power.

What brands can learn from Stanley and the buying power of women

To engage with fans during the 2024 Super Bowl, brands innovate across channels as viewers turn to new ways to watch the game.

For the 2024 Big Game, brands go omnichannel and fans stream

A slate of augmented and mixed-reality devices could bring disruptive innovation to the smartphone and the advertising ecosystem it supports.

Mixed reality is the next shiny thing for marketers, but some remain cautious

Disney will roll out its audience graph in all international markets where Disney+ with ads exists, the company announced at the CES.

The ‘unrivaled’ move you might have missed from Disney’s early upfront at CES

Marlow Nickell, co-founder and CEO of Grocery TV, joins Asking for a friend to discuss in-store lift.

Asking for a friend: What is in-store lift?

President and CEO of Volta, Brandt Hastings, joins Asking for a friend to explain place-based media.

Asking for a friend: What is place-based media?

Unilever Head of U.S. Media Investment and Partnerships, Aaron Sobol explains green media and what the industry can do to increase sustainability efforts.

Asking for a friend: What is green media?

McDonalds' Alison Ciccione joins The Current's Asking for a friend to explain the magic behind leveraging first-party data

Asking for a friend: How do I activate first-party data?

Mark Jablonowski, CTO and president of politics and public affairs at Optimal, explains the basics of geofencing and how it allows for specific measurement.

Asking for a friend: What is geofencing?

Scott Ensign, chief strategy officer at Butler/Till, discusses building a digital-first strategy and the advantages to digital media.

Asking for a friend: What is digital-first strategy?

Ander Lopez Ochoa, EMEA head of Kenvue, breaks down supply path optimization (SPO) and its importance for marketers.

Asking for a friend: What is SPO?

Jimmy Spano, EVP and head of Dentsu media sports, joins Asking for a friend to discuss how brands can get the most value out of live sports.

Asking for a friend: Where is the most value in live sports?

Zac Wang

Research Director - Consumer Research Lead, Ampere Analysis

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The most critical innovations in advertising are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place.

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You’ve reached the end of the open internet! <br/> (Or at least the end of our search results.)

As Generative AI rises and Google deprecates third-party cookies, digital news outlets have an opportunity to create more direct relationships with readers.

With AI looming as a threat to news sites, publishers push back

During this year’s Forward ’24 event, advertisers shared how they are leveraging live sports as it moves into streaming.

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