The Current

"We see programmatic digital audio as a channel with new and exciting prospects. With channel maturity and innovation comes investment, so as we move into 2025, we expect that gap between share of investment and audio usage will continue to shrink." Numodo's Amanda Robertson shares her thoughts and predictions on why the creation of many new and innovative opportunities for audio ads will only accelerate in 2025 as programmatic digital audio matures in a recent op-ed. #programmatic #omnichannel #audio

Crumbl, the dessert brand, is just one of an emerging number of small and medium brands, along with direct-to-consumer brands, shifting their strategies to gain new audiences by becoming more omnichannel. These companies have historically invested mainly in search and social but are branching out to find consumers beyond those channels. This transition is driven, in part, by easier access to channels such as CTV, which is now courting smaller advertisers. #socialmedia #omnichannel #connectedTV

"We’re witnessing a transformation in advertising, driven by both consumer advocacy and regulatory frameworks that seek to harness technology’s potential while safeguarding privacy and overall well-being. The next frontier isn’t about more technology — it’s about using it wisely to foster real human connections that matter." The Weather Company's Crystal Park discusses how brands can harness technology to make interactions feel personal at a global scale, and three transformative trends in advertising that will define 2025 onward in an op-ed. #marketing #advertising #B2B

"And where real-world context comes into play, digital-out-of-home (DOOH) will play a critical role in bridging the digital and physical worlds that consumers so easily transverse." Place Exchange's Ari Buchalter offers four predictions for how programmatic DOOH can change the advertising landscape in 2025 in a recent op-ed. #adtech #programmatic #DOOH

It’s been a year of thrills and spills for ad tech. There wasn’t a month when some industry-shaping news didn’t make headlines, often in mainstream media publications. We are taking a moment to reflect on some of the biggest ad tech news of the year. It was a year of firsts — from the largest ad tech trial and agency merger ever to programmatic’s first foray in the 2024 Paris summer games. #adtech #advertising #marketing

"Digital marketers must move beyond surface-level metrics to develop sophisticated, multichannel strategies that recognize and respond to how women actually engage with content and make purchasing decisions. The technology and data are available — now it’s time to use them effectively." Ogilvy's Mack Leahy shares trends to look for and key areas brands can focus on in order to authentically and effectively invest in reaching women to generate measurable results in an op-ed. #advertising #marketing #digitaladvertising

"Streaming ads represent not just an advertising channel, but a critical opportunity for Chinese brands to solidify their position in global markets through compelling storytelling and strategic execution." SparkXGlobal's Xing (Jason) Zhang discusses how investments in long-term brand-building activities are a sustainable strategy and should become the new normal in a recent op-ed. #connectedTV #streaming #advertising

"We can’t expect broadcasters to let go of their terms — they still make billions from cable viewers — but we can work together to create a common language that works in the new streaming world that brings together the best of old and new, broadcast and digital." Operative's David Dembowski advocates for the creation of a new dictionary, a living list of key terms that may be brand-new or repurposed and updated in this new world of blended broadcast and digital in a recent op-ed. #streaming #digitaladvertising #programmatic

It’s the final episode of The Current Report for the year, so we’re recapping the biggest stories and topics of 2024. To help us get a handle on this dramatic year in ad tech who better than Lou Paskalis. Lou recaps the year - from streaming to potential fallout with both of Google’s antitrust cases, the state of news advertising and the landmark year for podcasting: https://bit.ly/3VScb4E #streaming #journalism #advertising

After this landmark year, we spoke with 12 advertising executives about their biggest predictions for 2025. Taking control is a clear through line of their messaging, from revenue streams to data. Here's what they see defining the industry in the new year. #AI #advertising #adtech