Next in Media

Next in Marketing talks with Christina Wootton Vice President, Brand Partnerships at Roblox about how brands are building full digital experiences for a generation of consumers raised in immersive gaming environments, and how that will shape the future of media and entertainment. Christina also discusses what executives should be thinking about when trying to understand the metaverse.

Guest: Christina Wootton

Host: Mike Shields

LiveIntent was built as an ad tech company that specialized in monetizing newsletters for publishers. CMO Kerel Cooper talks to Next in Marketing about how the company's data culled from millions of people's inboxes is now suddenly the basis of a potential solution to the elimination of cookies. Kerel also discusses why publishers are putting so much more editorial investment toward newsletter products, and why several niche direct-to-consumer brands are also having success in this medium.

Guest: Kerel Cooper

Host: Mike Shields

Tal Chalozin, CTO of Innovid, talks about why the software company could be the heir apparent to classic third-party measurement firms such as Nielsen and comScore in the digital era. Chalozin also weighs in on why marketers are going to have to accept a certain level of fragmentation, which will make ad targeting via identity data challenging. Yet in his mind, the idea that targeting was perfect during the cookie era has "always been a pipe dream."

Guest: Tal Chalozin

Host: Mike Shields

David Temkin, Senior Director, Product Management, Ads Privacy & User Trust at Google explains why he thinks the broader ad industry so badly missed the mark on respecting consumer privacy online, and why the shift away from tracking users across the web is vital. He also discusses Google's rationale for delaying the elimination of cookies, and why he sees email-based alternatives as 'unnecessary workarounds.'

Guest: David Temkin

Host: Mike Shields

Mondelēz International’s Global Vice President, Consumer Experience, Jonathan Halvorson discussed how the company behind brands like Ritz, Oreos, and Cadbury has blown up many of its core strategies by producing thousands of pieces of creative for each campaign, moving the bulk of its spending to digital channels, and investing in software that makes ad buying smarter.

Guest: Jonathan Halvorson

Host: Mike Shields

Producer: Kenya Hayes

The Trade Desk’s Chief Operating Officer, Michelle Hulst discusses the ‘real anxiety’ marketers felt upon learning of the upcoming deprecation of third-party cookies, and why she was initially frustrated when Google delayed the timeline. At the same time, Hulst believes this period of adjustment is exactly what digital marketers needed to rethink how they connect with consumers, and the need to reaffirm the 'quid pro quo' between advertising and customers.

Guest: Michelle Hulst

Host: Mike Shields

Producer: Kenya Hayes

Aimee Johnson, CMO of Zillow Group, and Anda Gansca, CEO and Founder of Knotch, discuss how marketers are trying to balance their urgent need to acquire first-party data versus actually servicing customers. Aimee and Anda also dive into how brands that may have overinvested in content, must now find ways to prove its value alongside the rest of their marketing spend. The two executives also predict that some brands may see Google's delay on cookie deprecation as an excuse to slow down, while others are racing ahead to revamp their data strategies.

Guests: Aimee Johnson, Anda Gansca

Host: Mike Shields

Producer: Kenya Hayes

Ryan Stern and Alexa Tonner, co-founders of the influencer marketing agency Collectively, share why they think influencer marketing still carries a stigma in some circles, resulting in healthy creative tension between marketers and creators. They believe marketers need to get past treating influencer marketing as just another ad channel.  Alexa and Ryan also discuss how brands are looking at influencer marketing through a paid media ROI lens, even as they aim to harness new forms of organic product placement and weigh in on whether they think Facebook has a shot at fostering a true creator community.

Guests: Ryan Stern and Alexa Tonner

Host: Mike Shields

Producer: Kenya Hayes

Kabir Ahuja, Partner and leader of the European Marketing Practice at McKinsey & Company, says many marketers are still worried about the strength of their relationships with consumers. Based on McKinsey's research, 75% of consumers took on a new behavior or brand last year and according to Ahuja, as a result, CMOs are pushing harder than ever to prove the value of marketing to their organizations, from driving sales to deciding what businesses to enter.

Guest: Kabir Ahuja

Host: Mike Shields

Producer: Kenya Hayes

Scott Brinker, Vice President of Platform Ecosystem at HubSpot and Chiefmartech.com blog Editor, believes that the eventual elimination of targeting mechanisms such as cookies and mobile IDs is forcing CMOs to focus on improving other aspects of their marketing efforts - which he says have been neglected as brands fixated on ad targeting. Brinker also discusses why he's seeing more startups and money pour into marketing technology than ever before despite all the changes within the ecosystem.

Guest: Scott Brinker

Host: Mike Shields

Producer: Kenya Hayes