Nearly a week after Google sent shockwaves by halting its plan to deprecate third party cookies in the Chrome web browser, @IAB Tech Lab CEO @Anthony Katsur thinks cookies will still go away eventually.

Hear why on this episode of The Current Report.

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To read the full stories included in this episode:

• Under pressure, Google halts third-party cookie deprecation in Chrome: https://www.thecurrent.com/google-third-party-cookies-deprecation-chrome-identity-privacy
• How Google’s U-turn on cookie deprecation will affect European marketers: https://www.thecurrent.com/google-cookie-deprecation-european-british-marketers-identity-privacy
• Digital Audio Ad Spending Forecast and Trends Q2 2024: https://www.emarketer.com/content/digital-ad-spending-forecast-trends-q2-2024

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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

Days out from the opening ceremonies on NBC and Peacock, we highlight how programmatic is carrying the torch for the first time this Olympics. Listen to The Current Report for more.

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To read the full stories included in this episode:

• French advertisers eye the opportunity of a century in Paris 2024: https://www.thecurrent.com/programmatic-2024-olympics-media-buyers-streaming
• The Olympics’ role in culture is evolving, and advertisers are moving with it: https://bit.ly/4d4IK5E
• Why are so many B2B firms sponsoring the Olympics?: https://bit.ly/4atypzv
• NBCUniversal's Alison Levin on strategic audience buying, the power of brand storytelling and the Paris Olympics: https://bit.ly/4cNaRX9
• 5 minutes with Spotify's Emma Vaughn: https://bit.ly/3Sg4PpP

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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

FAST platforms like Tubi, Pluto TV and The Roku Channel have made a fast rise in the streaming world.

So how can they make their next jump to grab viewers attention? Live sports has big potential. Listen to this episode of The Current Report for more.

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To read the full stories included in this episode:

• Roku-MLB partnership marks a first for live sports on FAST platforms: https://www.thecurrent.com/roku-mlb-live-sports-fast-streaming
• Why FAST platforms like Tubi are reaching the next stage in their evolution: https://www.thecurrent.com/fast-platforms-tubi-are-streaming
• FAST platforms are on the rise. How can they keep up the momentum?: https://www.thecurrent.com/fast-tv-platforms-sports-tubi-advertising
• Nielsen's May 2024 Report of The Gauge™: https://www.nielsen.com/news-center/2024/the-gauge-may-2024-young-sheldon-covergent-tv-win/
• NBA finalizes TV deals with ESPN, NBC, Amazon, but TNT could still match: Sources: https://www.nytimes.com/athletic/5629508/2024/07/10/nba-tv-deal-espn-nbc-amazon-tnt/

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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

AdFontes Media’s Lou Paskalis joins The Current Report to break down the recent Stagwell study that revealed it's safe for brands to advertise alongside news content. Plus, Netflix is phasing out its cheapest ad-free tier for existing subscribers.

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To read the full stories included in this episode:

• At Cannes, advertising leaders sound the alarm on the state of news: https://www.thecurrent.com/cannes-advertising-leaders-news-publishers
• Turning the vicious cycle of news and advertising into a virtuous one: https://www.thecurrent.com/cycle-news-advertising-stagwell-mark-penn-ceo
• A new study aims to convince advertisers that the news is brand-safe: https://www.thecurrent.com/study-advertisers-news-stagwell-brand-safe
• Netflix is starting to phase out its cheapest ad-free plan: https://www.theverge.com/2024/7/2/24190632/netflix-ad-free-basic-plan-discontinued

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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

At this year's Cannes Lions Festival of Creativity, Dramamine took home a Grand Prix award for its "The Last Barf Bag" documentary. This week on The Current Report, we're going behind the scenes on the campaign with Prestige Consumer Healthcare's VP of marketing Randi Jachino.
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To read the full stories included in this episode:

• The Current's Cannes section: https://www.thecurrent.com/sections/the-current-cannes
• Dramamine's mini-doc about airplane barf bags wins health and wellness grand prix: https://bit.ly/3L0oupX
• Netflix's Greg Peters on a new culture memo and where ads, AI, and games fit in: https://bit.ly/4cJIKYJ
• 5 Minutes with PMG's George Popstefanov: https://bit.ly/3VI9tOk
• The Current's Cannes Lions section: https://bit.ly/3L5QW9Y

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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

A.I. is a divisive topic in advertising, particularly amongst creatives.

From Cannes Lions 2024, Pereira O'Dell's chief creative officer Jason Apaliski shares why he's supportive of A.I. "There could be doom and gloom of what it means for the industry and the world and the jobs, but I see it as one that's an opportunity. [It's] a tool that if you can take advantage of now, you'll see the benefits of it."

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To read the full stories included in this episode:

• Cannes Lions 2024: Much ado about AI, Olympics frenzy and Elon Musk’s apology tour: https://www.thecurrent.com/cannes-lions-2024-ai-olympic-sports-elon-musk
• At Cannes, advertising leaders sound the alarm on the state of news: https://www.thecurrent.com/cannes-advertising-leaders-news-publishers
• Why commerce media networks are making a bigger play at Cannes Lions 2024: https://digiday.com/marketing/why-commerce-media-networks-are-making-a-bigger-play-at-cannes-lions-2024/
• Axios at Cannes Lions: Axios' Sara Fischer in conversation with Meredith Kopit Levien:
• https://youtu.be/3WK9-2a8pwU?si=PUudR86ZqC9Z2erc

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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

Streaming was the star of upfronts week this year, but what's it going to take for it to fully take over the upfronts process? Horizon Media's Samantha Rose gives her take on the latest episode of The Current Report.

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To read the full stories included in this episode:

• Streaming takes over the upfronts with Netflix’s NFL news and the Great Rebundling: https://www.thecurrent.com/streaming-upfronts-netflix-sports-news-amazon
• ‘We did not create another opaque walled garden’: NBCU touts transparency (and sports) at upfronts: https://www.thecurrent.com/nbcu-transparency-sports-upfronts
  Streaming takes over the upfronts with Netflix’s NFL news and the Great Rebundling: https://bit.ly/3yvmOlm
• ‘We did not create another opaque walled garden’: NBCU touts transparency (and sports) at upfronts: https://bit.ly/44N90OS
• An asteroid is about to hit upfronts: https://bit.ly/3KKlE8i
• TV's Upfront ad-sales talks start to heat up, with some 'rollbacks' expected: https://bit.ly/3VHrgGE
• Global ad revenue to surpass $1 trillion in 2025 as GroupM boosts 2024 forecast for U.S., China: https://bit.ly/3KKWbf4
• GroupM releases its this year next year 2024 midyear global advertising forecast: https://bit.ly/3yWSiki

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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

Mike O’Sullivan, CEO of data firm Sincera, joins The Current Report to break down why quality advertising is at a premium, made for advertising sites (MFAs), and the top 100 publishers list Sincera and The Trade Desk recently came out with.

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The Current is owned and operated by The Trade Desk, Inc.

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To read the full stories included in this episode:

• The successor to viewability is not a metric — it’s a methodology: https://www.thecurrent.com/opinion-viewability-metric-methodology-sincera-mike-osullivan
• The value of the open internet is growing in the eyes of advertisers: https://www.thecurrent.com/report-open-internet-digital-advertisers
• Despite pressure to tighten budgets, marketers still invest in authenticated digital channels like CTV: https://www.thecurrent.com/marketing-authenticated-digital-channels-ctv

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