12 marketers predict what’s next for TV, AI and retail in 2025

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As the 2024 Cannes Lions Festival approaches, AI’s role has shifted from a hot topic to an essential tool. The ad industry is embracing AI’s utility over its novelty.

Beyond the buzz at Cannes Lions, AI becomes the new norm

The closing arguments in the DOJ’s antitrust suit against Google wraps up the monthslong testimony and thousands of pages of legal documents.

Google and the DOJ spar in court on the last day of the ad tech trial

Deutsche Telekom's Daniel Jäger shares why brands deliberately avoiding allocating ad investments to responsible media are leaving revenue on the table.

Deutsche Telekom’s Daniel Jäger on why responsible media drives better results

The American Journalism Project is helping nonprofit small newsrooms across the U.S. learn and implement artificial intelligence.

Local news is in trouble. AI might be able to help.

In the wake of the U.S. vs Google ad tech antitrust trial, revelations suggest Google wasn't as concerned about user privacy as it claimed to be.

Google never cared about privacy

Founder and CEO, Chalice Custom Algorithms

To advance the open internet, publishers and advertisers need to align on better measurement

SVP, monetization and business strategy, Mediavine

CEO and President of Index Exchange, Andrew Casale, explores OpenPath, SPO, and today’s era of supply chain benchmarks.

A look back: OpenPath, SPO, and today’s era of supply chain benchmarks

President & CEO, Index Exchange

Political media buyers need to think beyond microtargeting that simply matches the voter file and embrace a more layered approach to programmatic to reach new voters.

How political media buyers misuse programmatic

Managing Director, Uplift Campaigns

Creative ad technology can help marketers both optimize campaigns and inform high-level brand strategy.

Amid cookie deprecation, we need creative signals more than ever

COO, Flashtalking by Mediaocean

The Trade Desk's General Manager of Data Partnerships, Ben Sylvan, discusses how the largest retailers in the world offer advertising solutions to take the guessing game out of media buying.

Brands waste millions in media spend every year, but they don’t have to work this way

General Manager of Data Partnerships, The Trade Desk

Chrome’s Privacy Sandbox, an engineering project that had the potential to progress the open internet, represents a failure of vision.

The anti-moonshot: Why Chrome’s Privacy Sandbox is a failure of vision

VP Product, The Trade Desk

The Shipyard's Blake Williams explains why it’s still worth it for marketers to pursue and invest in a cookie-free future, even after Google halted its plan to deprecate third-party cookies.

Cookies are still here: Keep calm and carry on with these 3 strategies

Senior director of data strategy, The Shipyard

The new math in media waste reduction

Chief commercial officer, Scope3

Choreograph's Brian DeCicco shares why an  over-reliance on third-party digital identifiers lessens the ability to scale with precision in a privacy-conscious way.

A wider data aperture will unlock greater campaign effectiveness. Here are 4 ways to do it.

president of data strategy, Choreograph North America

Infosum's Brian Lesser shares why the ad industry must ensure that privacy standards are not just superficial claims but are embedded in actual practices and technologies.

Why it’s time to stop paying lip service to privacy

Chairman and CEO, InfoSum

The advertising industry is on the path toward quality metrics, driven by the rise of retail media networks and the use of commerce data, writes Attain CEO Brian Mandelbaum.

Advertisers are on an ‘inevitable path’ toward quality, thanks to commerce data

Co-founder, CEO, Attain

Brian Silver, GVP of strategy and business development at Oracle Advertising, explores why producing a fine data solution is similar to producing fine wine.

Crafting the perfect blend of data

GVP, strategy and business development, Oracle Advertising

Kroger's Cara Pratt breaks down the five ways we'll  start to see the true impact of retail data in 2025.

5 retail data trends that will transform media in 2025

Senior Vice President, Kroger Precision Marketing

Chris Ebmeyer, SVP Director of Media Services at 160/90  explores how marketers can account for the “messy” nature of today’s digital advertising landscape.

How to manage this messy moment in digital advertising

SVP Director of Media Services, 160over90

Chris Feo, SVP sales and partnerships at Experian, on how Google’s PAIR may exchange first-party data, but not in a way that advantages advertisers, consumers, or publishers.

Why Google’s PAIR falls short as an identity solution for the ad industry

SVP sales and partnerships at Experian

After one of the most divisive elections is U.S. history, brands should embrace the change, not avoid it.

U.S. marketers latest challenge: Landing a campaign message in a divided culture

As we approach 2025, the growing connected TV (CTV) market holds great promise for marketers eyeing new, data-driven opportunities in streaming video.

The 2025 CTV opportunity: Where retail media and premium inventory converge

CEO, Keynes Digital

In the streaming industry, achieving profitability is akin to crafting a gourmet dish. Danielle DeLauro, executive vice president at VAB, discusses some secret ingredients for success.

The recipe for streaming profitability: Balancing revenue and costs like a chef

Executive Vice President, VAB

Two Circles' Dave Ajumobi shares why programmatic is revolutionizing sports marketing.

Why the programmatic play is revolutionizing sports marketing

Programmatic Lead, Two Circles

Data can be used now across the marketing spectrum for better targeting and measurement - from branding and awareness, to direct response and performance advertising. Are you using all the available tools?

Campaign measurement: Let’s talk about our observational bias

Executive Director, Partnerships & Business Development, S&P Global Mobility

ID5's Davide Rosamilia shares why we need more industry experts to share their knowledge with regulators for the health of the ad tech ecosystem.

Why we must engage with regulators for a healthier ad tech ecosystem

VP of product, ID5

Retail media shines in 2023’s digital ad revenue surge despite industry concerns, according to IAB’s 2023 Internet Advertising Revenue Report. 

Retail media ad revenue hit $43.7 billion in 2023, surging 16.3%

Mediavine's co-founder and CEO, Eric Hocherger, breaks down the importance of human-generated content in the midst of the generative AI and how ad tech can collectively protect the open internet from becoming a wasteland.

Advertisers can protect us from an ‘internet of blah’

Co-Founder & CEO, Mediavine

GMMB's Erica Monteith explores how political ad spend is adapting to an ever-changing media landscape.

For political media buyers, this election season isn’t going to be plain sailing

Managing Director, Digital Paid Media, GMMB

VP of strategy and partnerships, Intent IQ

Our democracy needs media diversity in a world where radicalism is increasingly asserting itself.

Media plurality and diversity has never been more important

CEO, Publicis Media France, and COO, Publicis Groupe

Brands and agencies are turning to retail media networks like Target’s Roundel to leverage shopper data and insights behind actual sales

Advertisers go back to school with new retail media options

As Google Chrome deprecates third-party cookies, publishers that are exploring different identity strategies are seeing positive results.

As cookies wane, those who’ve done their homework will be in good shape

VP of ad technology and programmatic revenue, Advance Local

“Front-end” AI applications like Generative AI are under the spotlight, but for advertisers, the real game changer is behind the (ad tech) curtain.

To understand how AI is revolutionizing advertising, look beyond its creative capabilities

SVP, Product, The Trade Desk

Whether it’s about voting or brand decisions, feelings outweigh facts, writes Sooth Founder Ian Baer.

What every marketer can learn from the 2024 election

Founder, Sooth

It’s time for the major advertising industry bodies to step up and play an essential advocacy role to ensure competition, consumer protection and growth.

A funny thing happened on the way to an advertising conference

CMO and EVP, The Trade Desk

Despite Google saying it won’t get rid of third-party cookies in its Chrome web browser, brands and publishers are moving forward with their strategies for a cookieless future.

Brands and publishers press on toward cookieless future, despite Google’s deprecation reversal

Brands and publishers press on toward cookieless future

The ripple effect: Disney’s disruption of digital advertising could herald a new era of openness and innovation.

Disney’s disruption of digital advertising could usher in a new era of innovation

CEO, Goodway Group

The Trade Desk's Jed Dederick explores the pervasiveness of the nontransparent ad network monetization model in advertising.

The murky world of ad networks

Chief Revenue Officer, The Trade Desk

Jeff Green, CEO of The Trade Desk, shares his perspective on Google's Privacy Sandbox in this op-ed.

A new year and a new Google: A perspective on Privacy Sandbox

CEO, Founder & Chairman, The Trade Desk

The industry innovator is leading the market again, shifting its focus to the metrics that matter

Doubt Netflix at your own peril 

Co-founder and EVP of innovation and strategy, Strategus

The controversial billionaire has accused advertisers of antitrust behavior for withholding ad spend from his social media platform. Now what?

What the Tech is going on with Elon Musk’s X lawsuit against the WFA?

Nota's co-founder and CEO Joshua Brandau shares six reasons why he's optimistic about the future of news.

I’m optimistic about the future of news and here’s why

co-founder and CEO, Nota

Justin Wohl, chief revenue officer at Snopes explores why it's time for ad exhanges to bid fairly in header bidding

Beyond U.S. v. Google: It’s time for ad exchanges to bid fairly in header bidding

Chief Revenue Officer, Snopes.com

In 2023, Taylor broke the internet; in 2024, will Google do the same for the modern marketer?

Dear cookies, we are never ever getting back together

Chief Product Officer, Experian Marketing Services

It’s not enough to grab someone’s attention. Brands need staying power to fully take advantage of that initial attention capture.

The key to a lasting brand: When stopping power turns into staying power

Managing Director, Croud U.S.

Streaming services can build audience engagement through content, leveraging machine learning and data, and by improving the advertising experience on their platforms.

Streaming platforms have attracted vast audiences. Now we need data to keep them engaged.

Senior Director of Content Programming and Strategy, Tubi

In the last five years, the brand has sought to remix the jingle so it can both preserve its widely recognized brand asset and connect with a new generation of consumers.

How Meow Mix future-proofed its jingle for another generation

Lou Paskalis shares why its time for a paradigm shift in how marketers view news advertising — not as a risky proposition, but as a powerful opportunity with far-reaching benefits.

The power of news advertising: A win-win for marketers and democracy

Chief Strategy Officer, Ad Fontes Media

The business model for news journalism has been hurt by misconceptions of brand safety around placing ads in proximity to news.

Turning the vicious cycle of news and advertising into a virtuous one

CEO, Stagwell

Is interoperability the key to winning the cookieless race?

The open web vs. the walled garden: Is interoperability the key to winning the cookieless race?

Co-founder and CEO, ID5.io

Nielsen's Matt Devitt discusses the importance of fragmentation-free experiences as fans increase their viewing of live sports.

Fragmentation-free experiences will win over fans as live sports head to streaming services

SVP, Product Sales and Strategy, Nielsen One

Advertisers around the world are turning to retail data for precision, performance, and profits

Retail data is going global

To engage with fans during the 2024 Super Bowl, brands innovate across channels as viewers turn to new ways to watch the game.

For the 2024 Big Game, brands go omnichannel and fans stream

The deluge of political ad spend — especially in battleground states — is driving nonpolitical ad dollars to CTV.

Political ad dollars drive brands and candidates to CTV

Publishers of the future won’t be measured by a single metric, but rather a methodology.

The successor to viewability is not a metric — it’s a methodology

Co-Founder, Sincera

United Airlines' Mike Petrella shares his 2025 outlooks and predictions from first party data to travel media networks.

2025 ad tech predictions from an airline guy

Managing Director of Strategic Partnerships, Kinective Media by United Airlines

Bully Pulpit Interactive's Mike Schneider shares his take on where innovation throughout this election cycle will be focused.

A brand marketer’s guide to victory in a U.S. presidential election year

partner, Bully Pulpit Interactive

Natalee Geldert, head of brand media at PMG, on how a campaign-based budget can strike the best balance between agility and value when it comes to CTV strategies.

Evolving advertising strategies for the streaming experience

Head of Brand Media, PMG

The best way for marketers to maximize the return on investment media spending is to truly understand consumer behavior.

You are what you buy

Global Solutions President, Circana

Prime Video aims to include “limited advertisements” in its catalog of TV shows and movies.

Amazon bets on ads to compete in India’s streaming race

The distance between marketing to a consumer and their ultimate purchase is getting shorter thanks to retail media.

Delivering on customer experience demands deep data insights

VP, General Manager; CVS Media Exchange (CMX)

In this op-ed, Phil Duffield, VP U.K. at The Trade Desk discusses how history reminds us that you don’t want to be last to figure out your data strategy

Now, not later, is the time to figure out your first-party data strategy

VP U.K., The Trade Desk

Walled gardens have long held power in the digital advertising industry but several dynamics are shifting power to the open internet, according to PubMatic co-founder and CEO Rajeev Goel.

Why the balance of power will shift from walled gardens to the open internet

Co-Founder and CEO, PubMatic

Ampere Analysis' Richard Cooper explores how ad tiers can help streaming platforms reduce churn and drive profits.

Ad tiers can help streaming platforms reduce churn and drive profits

Research Director - Consumer Research Lead, Ampere Analysis

Robert Baruether, SVP of business development at iSpot.tv, breaks down why TV measurement is finally ready for multiple currencies and a new era of innovation.

The way toward better streaming measurement already exists in your smart TV

EVP of Business Development, iSpot.tv

LoopMe's Head of Political, Robin Porter shares why the key to success for political marketers is targeting and messaging.

Navigating the political ad spend surge in the Golden Quarter

Head of Political, LoopMe

As connected TV grows and marketers lack visibility into the content their ads are next to, content identifiers may be the solution.

AI could be the key to unlocking greater CTV spend

CMO, Iris.tv

Ad tech innovation is fundamental to the way the open internet works, with the power to level the playing field for consumers, advertisers and publishers.

Ad tech has the power to democratize the open internet

SVP of technology, The Trade Desk

How Google's actions could degrade the open internet and what publishers can do to stop it.

Where have all the users gone? How Google's actions could degrade the open internet and what publishers can do to stop it.

Chief Strategy Officer, The Trade Desk

This holiday season, marketers are getting creative to drive consumer spending sooner rather than later.

Marketers gear up for an earlier, more frugal holiday shopping season

Placing ads in the right places, like alongside high-quality journalism, matters for consumers and advertisers. In those credible places, ads can attract more attention.

Writers