The Current

Streaming is still changing how (and where) people watch sports. We break down where sports streaming rights stand across many of the top leagues, including the recent blockbuster deal between Formula 1 and Apple TV, to help marketers understand the emerging opportunity.

At last week’s inaugural NewsFronts event in New York, it was clear that major news companies are rethinking strategies, diversifying revenue streams, and expanding advertising opportunities. Whatever the approach, one thing is clear: News organizations today are under mounting pressure to adapt and innovate.

"Audio will not be a tagalong anymore." That's according to SiriusXM Media's Sherene Hilal, who further shares audio commands 21% of time spent in the U.S., yet advertising has yet to catch up to consumers: Audio still makes up just 4% of media budgets. Hilal spoke with our Editor-in-Chief, Stephanie Paterik, about how to correct that imbalance and what advancements in measurements will come to fruition in the next year. Listen: https://bit.ly/4hfHobv

At Prebid.org Summit, The Trade Desk CEO Jeff Green addressed questions and misconceptions about OpenAds. Plus: A new report shows how premium media helps increase purchase intent.

When Prebid.org rendered its transaction ID (TID) unworkable across exchanges last month, it sparked debate throughout the ad tech community — and an announcement from The Trade Desk of a new product, OpenAds, that provoked even more conversation. On Tuesday, The Trade Desk CEO Jeff Green and General Manager of Product Mike O'Sullivan took the stage at Prebid Summit to address questions — and misconceptions — surrounding OpenAds.

Everyone’s talking about “premium” media. But what does it really mean? And, more importantly, why should advertisers make the distinction? A first-of-its-kind study from PA Consulting and The Trade Desk Intelligence examines the qualities that make media “premium” and why those qualities matter for brands and audiences.

On this special edition of The Big Impression, Mike O'Sullivan, co-founder of Sincera and GM of Product at The Trade Desk, sat down with Michael Rubenstein, co-founder and co-CEO of Firsthand, for an unfiltered founder-to-founder conversation about building companies, taking risks and redefining innovation. “Playing it safe will not keep you safe as a company,” Rubenstein says. “It’s the willingness to fail and the willingness to take risks that will lead companies to succeed.” Listen: https://bit.ly/3KRR8wu

India’s advertising calendar has traditionally revolved around Diwali, with Dussehra acting as a smaller lead-in. But this year, the landscape looks noticeably different. For most brands, the new question is how to break their ad budgets into phases while calibrating emerging channels alongside traditional mainstays like television and print.

Advertising Week New York can deliver a lot of bluster. But there’s also no shortage of hot takes and key insights. From sharp commentary to fresh angles, here are the moments that punctured the noise at this year’s AWNY. #AWNewYork25 #AI #CTV

The U.K.’s Competition and Markets Authority (CMA) said on Friday it designated Google as having “strategic market status” under Britain’s new digital competition laws. The designation allows the CMA to consider “proportionate, targeted interventions” to ensure competitiveness in search, though they do not indicate wrongdoing. #paidsearch #SEM #searchadvertising