The Sellers and Publishers Report is a comprehensive biannual look at the drivers of growth on the open internet in recent years, using aggregate digital advertising activity across top publisher destinations on The Trade Desk. #digitaladvertising #connectedTV #programmatic
About us
The most critical innovations in advertising 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.
- Website
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https://www.thecurrent.com/?utm_source=linkedin_thecurrent&utm_medium=organic_social&utm_campaign=global_glb_tc_genc&utm_content=gen_genpop
External link for The Current
- Industry
- Internet Publishing
- Company size
- 1,001-5,000 employees
- Headquarters
- Ventura, CA
- Type
- Public Company
Updates
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"Communication needs diversity. Media that interacts with and enriches each other, allowing for precise calibration across all stages of the customer journey." Publicis France CEO and Publicis Groupe COO Gautier PICQUET discusses the importance of media plurality and diversity in a recent op-ed. #marketing #communications #advertising
Media plurality and diversity has never been more important | The Current
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If the number of viewers tuning in to the 2024 Paris games team trials on NBC are any indication, then viewership for this summer’s games should rebound from 2021. That’s good news for NBCUniversal, which is broadcasting the entire Summer Games across its linear network and its digital streaming service, Peacock. It’s also good news for marketers, who now have multiple ways to reach viewers. #livesports #streaming #advertising
Programmatic opens up possibilities for first-time Olympics advertisers | The Current
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"Consumers are 15% happier and calmer when they're listening to Spotify. It is a happy consumption experience. So how do we then take the creative and amplify that, so it continues to make people feel good." Spotify's Emma Vaughn joins our 5 Minutes With video series to explore the company’s advertising strategy, innovations in AI and knowing its audience's moods: https://bit.ly/3SidsQL #advertising #streaming #audio
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Inside this edition of The Current: - Breakdancing and programmatic advertising are just a few of the firsts at the 2024 Paris games. We explore the opportunities for buyers and brands of all sizes during the upcoming games. - Outdated keyword blocklists and fears for brand safety may prevent advertisers from engaging with key moments in the news cycle. - We spend 5 minutes with Spotify’s Emma Vaughn to explore the company’s video strategy, what’s resonating with audio listeners and the innovation that will most transform the industry. - In a recent op-ed, Scope3’s Brenda Tuohig reveals three ways brands can be more sustainable while helping their campaigns. #programmatic #advertising #livesports
Olympics level the playing field for brands
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Around the world, even the most casual sports fan will be devouring news about their favorite athlete, countries' medal count, or when to watch certain events in the 2024 Paris games. Yet, despite the high traffic news publishers anticipate, some advertisers won't appear alongside that content — and they might not even know why. #advertising #programmatic #journalism
When brands block the news, journalism takes a hit | The Current
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According to research from the Video Advertising Bureau (VAB), 66% of 18- to 34-year-old Americans surveyed say they prefer streaming video content with commercials instead of paying for a subscription without ads. This same demographic is also steering the shift toward streaming for long-form content: https://bit.ly/3W7lCN8 #streaming #advertising #CTV
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"To make positive changes to both sustainability and performance, brands and their agencies must have the tools they need to make smart choices: granular insights, great measurement and a clear set of priorities to guide media buying strategies." Scope3 Chief Commercial Officer Brenda Tuohig discusses how brands can avoid waste, whether that waste is in carbon or ad dollars. #programmatic #sustainability #advertising
The new math in media waste reduction | The Current
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FAST platforms like Tubi, Pluto TV and The Roku Channel have made a fast rise in the streaming world. How can they make their next jump to grab a viewer's attention? Live sports have big potential. Listen to this episode of The Current Report for the details: https://bit.ly/468et3O #streaming #connectedTV #livesports
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For the first time, T20 Cricket World Cup games were played in the United States. But for media professionals, it was not only entertaining — it was groundbreaking. The rise of live sports on streaming platforms could further fuel America’s interest and place cricket in front of audiences that may not have considered watching the sport before. #livesports #streaming #advertising
Is cricket the next big ad opportunity in America? | The Current
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