The Olympics magic is back as NBCUniversal is getting record viewership and advertising revenue. This year's games in Paris is showcasing the power of Peacock and streaming overall. We break down how all the ways to watch the Olympics is extending how generations, including Gen Z, connect with the historic event.

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To read the full stories included in this episode:

• NBCUniversal expects record Olympics ad revenue, with 70% of advertisers being new: https://www.thecurrent.com/nbcuniversal-olympics-advertising-revenue
• NBC Bets on Social Media Influencers to Draw Gen Z to the Games: https://www.thecurrent.com/programmatic-2024-olympics-media-buyers-streaming
• Programmatic opens up possibilities for first-time Olympics advertisers: https://www.bloomberg.com/news/articles/2024-07-31/nbc-bets-on-social-media-influencers-to-draw-gen-z-to-the-games?srnd=homepage-americas
• 5 minutes with Instacart's Jasmine Taylor: https://www.thecurrent.com/5-minutes-with-instacart-jasmine-taylor-brand-marketing

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The Current Report is our weekly news roundup of what’s happening in the world of digital media. We headline topical stories every edition — everything from connected TV to retail media networks to new initiatives around identity — offering our fresh take on why it's relevant for the marketing community. Subscribe: https://bit.ly/45HIaXH

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Each week, The Current gives you the most critical innovations in advertising that 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: https://bit.ly/3SAM0wR