The Current

"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

That’s a wrap on Advertising Week New York! It was another incredible week at The Current Studio — thank you to everyone who joined us. We packed the schedule with twelve Five Minutes With interviews, recording of eight episodes of The Big Impression, one live podcast featuring The Trade Desk's Mike O'Sullivan and Firsthand's Michael Rubenstein and wrote five stories capturing the energy of the week. We were thrilled to host executives from Marriott, Mitsubishi, Formula 1, the city of Las Vegas, Godiva, The Guardian US, Dish Media, Lyft, Albertsons Media Collective and more. Their insights lit up the studio — and you’ll hear them soon in fresh podcast episodes and video drops! #AWNewYork25 #advertising #marketing