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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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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"The winning combination of high-quality content now coupled with addressability, reach, and frequency management, along with the measurement and attribution increasingly possible on the open internet, has profound implications for the future of performance advertising." PubMatic Co-Founder and CEO Rajeev Goel shares why we will see the strengths of the walled gardens manifest on the open internet in the near future in an op-ed. #advertising #digitaladvertising #adtech
Why the balance of power will shift from walled gardens to the open internet | The Current
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Inside this edition of The Current: - Marketers and media professionals discuss identity, the evolving role of CTV and retail media’s future at MAD//FEST in London. - Why free ad-supported streaming TV (FAST) services like Tubi and Pluto TV are gaining popularity and what the future of FAST may hold. - In our latest For Context video, we break down identity and authenticated data, as the digital advertising industry goes from cookies to consent. - Rajeev Goel, CEO of PubMatic, explores emerging innovations that will shift the balance of power from walled gardens to the open internet. #connectedTV #retailmedia #streaming
Inside this year’s MAD//Fest
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The free ad-support streaming television (FAST) space has been on the rise. Nielsen said in a recent report that Tubi and The Roku Channel saw "significant year-over-year growth" in TV usage in the U.S., with the former up 43% and the latter up 36% from May 2023. But while FAST has quickly found footing over the last year, experts we spoke with expect big changes in the year to come. #streaming #advertising #livesports
FAST platforms are on the rise. How can they keep up the momentum? | The Current
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The internet is moving into a new era as one of its main fabrics, third-party cookies, is preparing to be phased out. On the latest episode of our video series For Context, we trace back to how the cookie evolved and where the digital advertising industry will go, with data privacy at the top of many marketers’ minds: https://bit.ly/3XZyyHu #thirdpartycookies #digitaladvertising #dataprivacy
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Recently, marketers met, presented, and pondered as they hammered out the future of the industry at MAD//FEST. Read key takeaways from lively discussions at the event around three focus areas redefining the industry: identity, connected TV and retail media. #connectedTV #retailmedia #thirdpartycookies
At MAD//Fest, British marketers hammer out the industry’s future | The Current
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Ad Fontes 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. #advertising #journalism #streaming
Debunking myths about advertising alongside news
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"Better measurement means that we might just have a chance to try and right some of the wrongs of the last decade of digital media." Spark Foundry Head of Technology and Innovation,Will McMahon, discusses the key mechanisms in digital that need to shift with the death of cookies in a recent op-ed. #digitalmedia #marketing #advertising
Does the death of cookies mean the rebirth of digital media? | The Current
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Ads leveraging consumers’ financial transactions could intensify the opportunity, and the competition, within the red-hot retail media space. At the same time, some are concerned that the space is getting too crowded, even as privacy concerns must be addressed. Still, Big Finance wants a piece of the action. #fintech #retailmedia #advertising
Big Finance wants a piece of your retail media budgets | The Current
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