Next in Media

This week Next in Media spoke with Emma Vaughn, Spotify's Global Head of Advertising Business Development & Partnerships about whether podcasting needs an upfront, why the company is putting so much money into measurement and ad serving, and why video is the next key frontier for the company.

Guest: Emma Vaughn

Host: Mike Shields

In Partnership with: BeetTV

Sponsored by: MIQ

Produced by: FreshTake

Next in Media caught up with Miles Fisher Sr. Director, Head of Growth & Platform Sales at Roku, to talk about the company's attempt at building a consumer ad business and the go-to CTV ad buying platform. In addition Fischer talked about the company's deals with Walmart and Best Buy, and what it's going to take to turn TV commerce into a real thing.

Guest: Miles Fisher

Host: Mike Shields

In Partnership with BeetTV

Sponsored by: MIQ

Produced by: FreshTake

Next in Marketing sat down with Victoria Bachan, President, Whalar Talent on creator economy myths, why brands need to master short form video, and how brands are dealing with TikTok's volatility.

Guest: Victoria Bachan

Host: Mike Shields

Next in Marketing spoke to Ana Milicevic  co-founder, Sparrow Advisers about Netlix's plans for ad tech, what it means for Microsoft, and why ad serving is suddenly sexy.

Guest: Ana Milicevic

Host: Mike Shields

Next in Marketing spoke with Tracy Stallard, former Global VP at AB InBev, and now VP of marketing at the plant based food company Upfield about the value brands - even CPGs - can gain from testing selling products directly, even if that's not their core business. Stallard also talked about why the pricing disparity between linear TV and streaming is way out of whack, why the business finds itself in a 'currency scary world' and why she's advocating for an Attentive Reach metric in this year's upfront.

Guest: Tracy Stallard

Host: Anthony Spano

Next in Marketing spoke with Parvati Vaish VP, Director of Analytics at Havas Media Group about whether the push for consumer privacy is going to cripple ad targeting, how Attention metrics could reshape television, and why the company is looking to build out a proprietary set of tools designed to show ads to people based on how they feel at a given moment.

Guest: Parvati Vaish

Host: Mike Shields

Next in Marketing spoke with Joe Marchese, partner at Human Ventures, and Marc Guldimann, founder and CEO of Adelaide, about why the TV ad model is broken, and why we're still not valuing attention correctly. Marchese and Guldimann also helped break down why it's so hard to get the ad world to change currencies, but why this time around brands may force change on the media ecosystem.

Guest(s): Joe Marchese, Marc Guldimann

Host: Mike Shields

Next in Marketing hosted a debate on the future of Attention as a form of media and ad measurement - and whether it should be used as a new form of currency. The debate featured Joanne Leong SVP, Global Partnerships at dentsu, Julian Zilberbrand, EVP Advanced Media, Paramount, and Marc Guldimann Founder & CEO  of the attention focused startup Adelaide. Later on, we talk to Bayer's Paul Gelb on how he's handling currency overload in 2023.

Guest(s): Joanne Leong, Julian Zilberbrand, Marc Guldimann, Paul Gelb

Host: Mike Shields

Next in Marketing spoke to Brendan Spain,VP, Advertising - Americas at Financial Times about how why the publication limits its use of ad tech and exchanges, and hasn't gone wild using clean rooms. Instead the FT is zeroing in on using Attention as truer measure of the value of its ads.

Guest: Brendan Spain

Host: Mike Shields

The ad tech pioneer and Moat founder spoke about why he thinks attention and quality scores matter far more to brands than finding a new ad currency. Goodhart spoke to Next in Marketing about his latest investments in metrics startups, and how he sees digital ad creative as the next frontier for innovation.

Guest: Jonah Goodhart

Host: Mike Shields