It’s upfronts week, with many of the big TV networks, from Fox to Disney, Warner Bros. Discovery and NBCUniversal hosting their annual presentations. Streaming giants Netflix and Amazon are also joining the festivities.

Measurement is emerging as an important part of this upfronts season, as advertisers are searching for more than just scale — they want to tie measurement and attribution data back to business results — meaning there is a bigger focus on the full loop from reach to conversion. Add in Nielsen, Comscore, VideoAmp and ISpot all jockeying to be the dominant measurement currency and there’s a lot to talk about.

Blockgraph co-founder and CEO Jason Manningham joins The Current Report to break it all down, plus how identity fits into the conversation and if there will ever be dominant walled gardens within the streaming space.

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To read the full stories included in this episode:

• Retail data is entering the upfronts as measurement gets more important: https://bit.ly/3U7a1gY
• How streaming consolidation could impact future upfront deals: https://bit.ly/4biGeZ1
• Future of TV Briefing: Upfront ad sellers prep performance-based pitches to address ad buyers’ ROI obsession: https://bit.ly/3UV0EkV
• NBA Hunger Games Enter the Fourth Quarter: https://bit.ly/4dCyCCk
• TV upfronts and Newfronts calendar: https://bit.ly/4dyoRVD

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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

It's an election year in the U.S., meaning ad dollars will be flowing in.

Past news just being a cornerstone of our society, news publishers and the IAB are making the case that advertising alongside news has positive business consequences.

This week on The Current Report, IAB CEO David Cohen dives into why that message resonates with marketers.

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To read the full stories included in this episode:

• The IAB NewFronts puts a spotlight on news publishers and women's sports in a critical year for both: https://bit.ly/3WpW0Nf
• Ford's Chief Futurist imagines how AI could grow the relationship between drivers and their cars: https://bit.ly/3JL5ivI
• IPG Media Brands, U.S. Ad Forecast Spring 2024: https://bit.ly/3UMFVQg
• MAGNA Raises its growth forecast for US ad market: https://bit.ly/3yfpoLS

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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/3SAM0w

If journalism isn't around, how will generative A.I. models feed new information? 

In part two of our interview with former LA Times journalist Matt D Pearce on the future of journalism and the California Journalism Preservation Act, we break down why it makes business sense for A.I. models to keep reporters around. "Google should pay its fair share for the work of journalism, even if only not out of charity. Not because Google needs to feel good about itself. Google needs quality information to continue grounding its A.I. models."

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To read the full stories included in this episode:

• Big Tech and journalism battle over proposed legislation in California: https://bit.ly/49WZhXs
• With AI looming as a threat to news sites, publishers push back: https://bit.ly/4dgOkTl
• As Meta tightens the traffic tap, where will news publications turn for audiences?: https://bit.ly/3UxAEfs
• Marketers unfazed as Google delays cookie deprecation for third time: https://bit.ly/49Xrc9J
• Update on the plan for phase-out of third-party cookies on Chrome: https://bit.ly/3wcPZbY

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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

Big tech is battling journalism over proposed legislation in California that would force companies like Google to pay to carry links to news articles. In response, Google is removing links from news outlets in the state. We break down the consequences this week on The Current Report with journalist Matt Pearce.

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To read the full stories included in this episode:

• Google blocking links to California news outlets from search results: https://bit.ly/49NA4hY
• Can Legislation Save Journalism in California?: https://bit.ly/3Uad3Qs
• Why the California Journalism Preservation Act is putting support of the news ecosystem at risk: https://bit.ly/49QBcSc
• A new bill could help save California journalism. Google wants it dead: https://bit.ly/3W8LhGH
• Why video game platforms are adopting programmatic ad buying: https://bit.ly/4aIspTA

On this edition of The Current Report, Dave Solomon, Ampersand's director of sports partnerships, and Chris Brooklier break down the surging popularity of women's basketball after South Carolina beat Caitlin Clark and Iowa in the national championship. Advertising demand skyrocketed as brands wanted to be a part of the moment.

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To read the full stories included in this episode:

• March Madness just proved the power and scale of women’s sports. Advertisers are watching. https://www.thecurrent.com/march-madness-womens-sports-advertisers-basketball
• Inside Nielsen's push to incorporate streamers' first-party data into measurement: https://adage.com/article/measurement/nielsen-wants-streaming-first-party-data-measurement/2551621
• Paris Olympics on track to hit NBC ad sales record after pandemic: https://www.reuters.com/business/media-telecom/paris-olympics-track-hit-nbc-ad-sales-record-after-pandemic-2024-04-09/
• The ‘crème de la crème’: 2024 Paris Olympics goes programmatic on Peacock: https://www.thecurrent.com/2024-paris-olympics-programmatic-peacock-nbcuniversal
• Why are so many B2B firms sponsoring the Olympics? https://www.thecurrent.com/b2b-sponsorship-2024-olympics-marketing-live-sports
• Why streamers like Disney, NBCUniversal and Paramount are courting small businesses: https://www.thecurrent.com/streaming-disney-nbcuniversal-paramount-ctv-programmatic

On this edition of The Current Report, we're joined by Brian Mandelbaum, CEO of Attain, to discuss how Attain is harnessing commerce data from 7 million users to help marketers fully leverage being data-driven. Plus, in news across the internet, women's elite sports are projected to generate more than $1 billion in revenue this year.

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To read the full stories included in this episode:

• Just for conversions? Why marketers may be missing the bigger picture on retail data: https://bit.ly/3PQQ9fJ
• Retail data is entering the upfronts as measurement gets more important: https://bit.ly/3U7a1gY
• Data strategy is crucial to crushing the retail media game: https://bit.ly/43Me45G
• Advertisers are on an ‘inevitable path’ toward quality, thanks to commerce data: https://bit.ly/4cNUytC
• Women's March madness ad revenue doubled this year, Disney VP says: https://bit.ly/3vN5fvO
• Women's basketball is central to this year's March Madness ad campaigns: https://bit.ly/4aIBqLL
• Breaking the billion-dollar barrier: Women’s elite sports to generate more than $1 billion in revenue in 2024: https://bit.ly/4cL36Bp

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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

_______

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

As 2023 marked a year of brands hitting the big screen, brands are seeing the value in streaming partnerships that subvert traditional advertising. In this episode of The Current Report, we're joined by McCall Gridley, Tastemade head of sales & partner experience, to explore why brand-funded shows are getting bigger on streaming. Plus, the NFL is adding more exclusive games on streaming platforms, and why we'll see more B2B company sponsorships for the upcoming 2024 Paris games.
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To read the full stories included in this episode:

• Breaking down the 'Barbie' marketing machine - from the plastic to fantastic: https://bit.ly/3xcZIPv
• Barbie unboxed: Brands are having their Hollywood moment: https://bit.ly/49gfvKH
• Pinterest launches first-ever streaming TV show with Tastemade: https://bit.ly/3PHNdlp
• Streaming must innovate past the 30-second ad to help unlock its true potential: https://bit.ly/3T316vg
• The NFL Tightens Its Grip on Christmas, Adds Peacock Game: https://bit.ly/49hYXCj
• NFL's Marissa Solis on the Taylor Swift effect and how she's helping the league maintain its legacy while staying relevant: https://bit.ly/4abruuv
• What Peacock's NFL playoff game and Netflix's WWE deal signal for the future of sports streaming: https://bit.ly/3SBaUwm
• Why are so many B2B firms sponsoring the Olympics?: https://bit.ly/4atypzv

In this edition of The Current Report, we dive into another way AI is changing our world. Michelle Castillo, a contributor to The Current, joins us to discuss her recent article on how AI has the potential to reduce the time it takes to pick a show to stream. Plus, we explore how ESPN foresees its streaming future playing out.

To read the full stories included in this episode:

• Don’t know what show to stream next? AI can help: https://bit.ly/494A4tE
• Making sense of the momentous new sports streaming bundle from Disney, Fox and Warner Bros. Discovery: https://bit.ly/3UA6lFt
• Disney harnesses AI to drive streaming and technology: https://bit.ly/4ctP8nq
• Axios What's Next Summit: https://bit.ly/4a9Cjxi

Goodway Group's Mike Wolk, VP of growth and partnerships, breaks down how the media agency is building its strategy around the biggest screen in the house - the TV. Plus, eMarketer projects that retail media CTV ad spend will be approximately 3.6 billion in 2024 with even more growth projected by 2027.

To read the full stories included in this episode:

• To advertisers' delight, the latest trend in TV is toward 100-inch screens: https://bit.ly/43gEJYf
• CTV and Retail Media: How They Are Working Together to Drive Results for Brands: https://bit.ly/3wVnD64
• TV vs Smartphone: How Netflix Viewing Changes by Device: https://bit.ly/3TfKLUs
• Meet the Analyst: Retail Media Measurement—Closing the Loop Across Media Formats and Sales Channels: https://bit.ly/3Pmxb02
• Insider Intelligence October 2023, Retail Media Ad Spending, US: https://bit.ly/3IzWtEq

Jennifer Lewis, chief client officer at Carat Canada, joins The Current Report to explore how changing demographics in Canada influence advertisers' strategies, and how she's approaching solutions for measurement in the fragmented TV market. In other news, we also highlight Meta's decision to shut down Facebook News in the U.S. and Australia next month.

To read the full stories included in this episode:

• Programmatic Ad Spending Forecast Q1 2023: https://bit.ly/3T5XAR3
• Canada Connected TV: https://bit.ly/3TpCKxp
• Canada's biggest broadcasters on the future of CTV: https://bit.ly/49ZZ5XK
• As Meta tightens the traffic tap, where will news publications turn for audiences? https://bit.ly/48NY44f
• An Update on Facebook News: https://bit.ly/49G9c4p
• Paying for News: What Google and Meta Owe US Publishers: https://bit.ly/4cgSuu6
• Google, Meta should pay at least $14B per year to news publishers to account for ad revenue: study: https://bit.ly/4c7mXe4
• Meta bailing from Australian news to have 'absolutely disastrous' impact': https://bit.ly/3VfdeMN