Next in Marketing chatted with Doug Rozen CEO of dentsu Media in the Americas, about the notion that some of the major ad holding companies may need to come to agreement on new standards and definitions in order to move advanced TV advertising forward. Specifically, Rozen theorized that the buy side may need to match the efforts of OpenAP, a joint venture between NBCUniversal, Paramount and others - or even join them. In addition, Rozen talked about why he believes that once TV figures out currency, measuring attention will become the next battleground.

Guest: Doug Rozen

Host: Mike Shields

Next in Marketing spoke with Meg Ciarallo VP of Brand and Consumer Marketing at Bolt about how the well-funded retail tech startup is taking a DTC strategy to television advertising, and why she has little interest in discussions over upfront rates, GRPs and currency wars.

Guest: Meg Ciarallo

Host: Mike Shields

Next in Marketing spoke with Amy Ginsberg Chief Investment Officer at Havas Media Group about the state of the video ad market, and the ongoing challenges stemming from fragmentation. Ginsberg is hoping that measurement and buying become much simpler and less siloed - but has doubts about how quickly that will become a reality. In the meantime Ginsberg talked about why she remains a somewhat reluctant upfront participant.

Guest: Amy Ginsberg

Host: Mike Shields

Ben Winkler, SVP of Agency Strategy at TripleLift, talked to Next in Marketing about how media buying agencies have been able to shake off seemingly lethal threats such as in-housing and procurement scrutiny while reasserting their relevance. The challenge now is pulling together enough talent to service brands, while also investing enough in differentiating technology.

Guest: Ben Winkler

Host: Mike Shields

Next in Marketing spoke with Luke Kigel, who is both VP, Walgreens Media & Head of Walgreens Advertising Group, which means he oversees Walgreens' push into selling ads, while also overseeing its spending as a big advertiser. Luke said that the company's new role as a seller is dramatically changing how it operates as a marketer, as it looks to treat TV far more like digital media. That's because, in his view, many of the traditional ways of planning and buying TV have be become "antithetical to the way people live their lives".

Guest: Luke Kigel

Host: Mike Shields

Next in Marketing talked to Krystal Olivieri Global Chief Innovation Officer at GroupM & Choreograph, about her worry that the ad industry has created a 'panic' among brands angling for more first party data in a post-cookie future. And while she has high hopes for the metaverse if and when it arrives, she warns against marketers using new identifiers such as crypto wallets to target consumers. In the meantime, Olivieri is bullish on marketers employing different signals, including contextual and retail data, to better service consumers.

Guest: Krystal Olivieri

Host: Mike Shields

Next in Marketing spoke to IAB CEO David Cohen about the state of ad-supported streaming, and why he's pushing traditional TV advertisers to shift their mindsets when it comes to pricing strategy, measurement and what role the medium will play over time. Cohen also spoke about how many brands have been dragging their feet when it comes to preparing for massive changes in ad targeting, and what he thinks the prospects are for a national data privacy law.

Guest: David Cohen

Host: Mike Shields

Next in Marketing spoke to Donna Speciale President Sales and Marketing at TelevisaUnivision about what's happening in the TV ad market as Nielsen faces a number of new challengers. Not only does Speciale question whether any one company will be able to claim the measurement mantle - she believes that TelevisaUnivision's Hispanic American audience is being severely undercounted - which is why the company is going it alone in building a proprietary Hispanic audience graph.

Guest: Donna Speciale

Host: Mike Shields

Next in Marketing spoke with Sarah Iooss Head of Sales, Americas at Twitch about how the Amazon-owned property is helping brands like Pringles connect with fans of huge video games. Iooss talked about the different ways marketers can engage with popular gaming influencers,  and how Twitch is also seeing huge growth in viewership of live music, fine arts and even chess competitions. The result is a company with an audience that is consistently comparable to TV.

Guest: Sarah Iooss

Host: Mike Shields

YuJung Kim, president of the animal focused media brand, spoke to Next in Marketing about the path from starting out as a Facebook centric brand to a company that produces content for Netflix, TikTok, Animal Planet and even a series of children's books.

Guest: YuJung Kim

Host: Mike Shields