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by Mike Shields
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- 1 weeks ago20 min
Amazon Ads Chief Alan Moss on Connecting Live Sports, Streaming, and Retail
In this episode of Next in Media, Mike Shields sits down with Alan Moss, VP of Global Advertising Sales at Amazon Ads, to talk about Amazon's rapid transformation into a full-funnel advertising powerhouse. Alan walks through how he joined Amazon mid-COVID in 2020 and within a few years helped land an 11-year NFL deal, launch Prime Video ads, and close an NBA partnership that made Prime Video a year-round sports network. He and Mike dig into what's working in the upfront market, why Amazon sees retail media and streaming as one unified full-funnel business, and how Amazon DSP's partnerships with Netflix, Disney, Roku, and others now reach 90% of household audiences. They also get into the growing role of Twitch and creators as a mid-funnel marketing lever, and why Alan believes the future is AI agents — not just for creative optimization, but for full campaign orchestration. Key Highlights 🏈 From COVID Hire to Year-Round Sports Network: Alan joined Amazon in July 2020 and within months helped land an 11-year NFL deal, followed by Prime Video ads and the NBA — turning Amazon into a full-year live sports destination. 📺 Prime Video as the Biggest Ad-Supported Streamer: Flipping the switch in January 2024 made Amazon the largest premium ad-supported streaming platform overnight, though the team had to scramble for scatter dollars outside the upfront window. 🚀 Amazon Is Democratizing Live Sports Advertising: Amazon brought 80 net-new advertisers to the NFL and 30 to the NBA in year one — opening up inventory that was previously an exclusive club. 🔗 Retail Media and Streaming Are the Same Business: Alan pushes back on treating Amazon's retail and streaming sides as separate, arguing the real value is a single full-funnel offering from brand awareness to measurable outcomes. 📡 The Amazon DSP Reaches 90% of Households: Partnerships with Netflix, Disney, Roku, Spotify, and SiriusXM extend Amazon's authenticated graph well beyond its own properties. 🎮 Creators Are a New Mid-Funnel Marketing Lever: Twitch's 105 million monthly viewers are increasingly bundled with Prime Video and sports buys rather than treated as a standalone offering. 🤖 AI Agents Are the Big Upfront Story: Alan predicts that the integration of premium content with AI-driven ad tech — from creative adaptation to chat-based campaign execution — will define this upfront season. 📈 The Upfront Market Is Showing Positive Signals: Despite macro headwinds, Alan says agency conversations reflect focus rather than anxiety, with demand clustering around scarce inventory like live sports and custom sponsorships. Resources & Next Steps 🔗 Alan Moss on LinkedIn 🌐 Learn more about Amazon Ads 🎧 Subscribe to Next in Media on Apple Podcasts and Spotify Chapter Timestamps 00:00 Cold open 00:43 Introducing Alan Moss, Amazon's VP of Global Ad Sales 01:48 From Thursday Night Football to Prime Video ads — the rapid expansion 04:48 The NBA deal and becoming a year-round sports network 06:58 Bridging retail media and streaming — why Amazon sees it as one business 08:30 The upfront marketplace: positive signals despite macro uncertainty 10:05 Sponsor break: Why the household graph is a differentiator 11:28 Why premium content + AI-driven ad tech is this year's big story 13:30 Prime Video Signature sponsorships and brand partnerships 14:20 Amazon DSP and partnerships with Netflix, Disney, Roku, Spotify, SiriusXM 15:35 Twitch update: 105M viewers, creators as a mid-funnel marketing lever 17:58 How durable AI agents make marketing dollars work harder 20:19 Wrap up
- 2 weeks ago21 min
Why Independent Agencies Are Having a Renaissance – with CMO Kristina Canada
Episode description In this episode of Next in Media, Mike Shields sits down with Kristina Canada, CMO at Net Conversion, a 19-year-old independent marketing and analytics agency based in Orlando that's in the middle of a serious growth push — with a new Chicago office, a recent acquisition of CTV specialists Elevate the Outcome, and a philosophy rooted in measurable business outcomes over vanity metrics. Kristina and Mike dig into why independent agencies are experiencing a renaissance right now as clients seek out agility and transparency. They unpack Net Conversion's approach to making CTV a true performance channel without losing the brand-building benefits, and get into the agency's pragmatic but skeptical stance on AI — from arguing with Google reps about Performance Max to building their own internal chatbot and copilot tools for analysts. Key Highlights 🏢 The Independent Agency Renaissance: Clients are gravitating toward independents for agility, transparency, and freedom from holdco conflicts of interest. 📺 CTV as a Performance Channel: Net Conversion splits CTV into demand capture and demand creation, applying measurement rigor without forcing direct-response KPIs on brand-building. 🤖 AI as Co-Pilot, Not Pilot: The agency's internal mantra is "everyone gets an intern" — they've built their own chatbot but remain vocal skeptics of handing everything to PMAX. 🔍 AI Search Is Merging Paid and Organic: Kristina advises shifting from keyword matching to intent matching, and shares early learnings from piloting ads inside ChatGPT. 🤝 Against Principal-Based Buying: When agencies pre-buy media, incentives shift away from the client — Net Conversion keeps its model firmly aligned with client outcomes. 📈 Undervalued Platforms: Reddit and YouTube are two channels Kristina says deserve more attention from performance-minded advertisers. Resources & Next Steps 🔗 Kristina Canada on LinkedIn 🌐 Net Conversion 🎧 Subscribe to Next in Media on Apple Podcasts and Spotify Chapter Timestamps 00:00 Cold open 01:51 Introducing Kristina Canada and Net Conversion 04:23 The Elevate the Outcome acquisition and CTV/OTT push 06:03 Why independent agencies are having a "renaissance" 08:00 Making CTV a performance channel without losing brand value 10:23 Sponsor break: Reaching the right audiences on streaming TV 11:21 Being a healthy skeptic of PMAX and Advantage+ 13:19 AI adoption in staff workflows and training 16:00 OpenAI's advertising push and AI-powered search 18:18 The problem with principal-based media buying 19:37 Why YouTube and Reddit are still undervalued 21:02 Wrap up
- 3 weeks ago21 min
From Trick Shots to Tour Buses – Inside Dude Perfect’s Media Playbook
In this episode of Next in Media, Mike Shields sits down with Andrew Yaffe, CEO of Dude Perfect, to talk about how the iconic trick-shot brand has evolved into one of the most diversified properties in digital media. Eighteen months into the role after a long run at the NBA, Andrew walks through Dude Perfect's three-part strategy of content, products, and experiences — including a 22-city summer tour, middle-grade novel series, new outdoors channel, and experiential concepts. Mike and Andrew dig into why Dude Perfect now looks more like a sports league than a creator business, what made their Xfinity co-created ad the best-performing spot on YouTube, and why reaching the family unit has become one of the most valuable propositions in fragmented media. They also cover YouTube's role in the upfront, the long-form content shift, the wishlist for better cross-platform measurement, and Andrew's reluctant NBA Finals pick. Key Highlights 🏗️ Tripling Headcount in 18 Months: Andrew has scaled Dude Perfect from a small content team into a much larger operation spanning production, commercial, and product. 🎯 Three Buckets — Content, Products, Experiences: Dude Perfect's strategy spans far beyond YouTube, including a live tour, board games, sporting goods, and a novel series. 📺 A Media Business, Not a Creator Business: Andrew argues Dude Perfect's partnership model with brands like BODYARMOR looks more like a sports sponsorship than a one-off creator deal. 🤝 The Xfinity Co-Creation Playbook: Andrew breaks down how Dude Perfect, YouTube, and Xfinity built one of the platform's standout ads of the past year, earning C-level accolades. 👨👩👧👦 The Family Audience Is the Moat: Reaching kids and parents simultaneously is a near-extinct value proposition in fragmented media — and Dude Perfect owns it. 📱 As Big as the NBA on TikTok: Dude Perfect's TikTok following rivals the NBA's, and their multi-platform strategy reaches different audiences with different content than YouTube. ⏱️ Longer Content Is Working: Watch time and retention now drive the strategy, leading to 40-minute videos and a new variety show being built like a network TV asset. 🎬 Format and Talent IP Is the Real Unlock: New talent and ownable formats like Squad Games and All Sports Golf are how Dude Perfect extends the franchise beyond the original five. 🎢 Trick Shot Town, Not a Theme Park (Yet): Andrew clarifies Dude Perfect’s experiential roadmap — what's actually being built in Austin, and the bigger vision for their own family entertainment concept. Resources & Next Steps 🌐 Dude Perfect on YouTube 🔗 Follow Andrew Yaffe on LinkedIn 🎧 Subscribe to Next in Media on Apple Podcasts Chapter Timestamps 00:00 Cold open 00:49 Introducing Andrew Yaffe and Dude Perfect 02:05 Summer tour, Squad Games, and new channels 03:55 The three buckets: content, products, experiences 07:00 Why Dude Perfect looks like a media (not creator) business 08:30 Reaching the family audience in our fragmented era 09:30 BODYARMOR partnership and shifting share from Gatorade 10:42 Sponsor break: Elevate YouTube advertising with Cadent VuePlanner 11:22 Making YouTube’s top performing ad, with Xfinity and Google 13:01 Multi-platform strategy — TikTok, Instagram, CTV 15:38 Building out the talent roster and owning formats 17:21 Trick Shot Town and the family entertainment concept 18:38 The marketing wishlist: better cross-platform measurement 20:14 NBA Finals pick & wrap up
- 4 weeks ago24 min
How Lenovo Is Putting AI to Work in Marketing — with CMO Emily Ketchen
In this episode of Next in Media, I sit down with Emily Ketchen, SVP & CMO of Intelligent Devices Group & International Markets at Lenovo, to talk about what it actually looks like to operationalize AI inside a global marketing organization. Emily shares how Lenovo is standing up the AI PC and AI phone category, why contextual and generative AI drove efficiency gains in the brand's Formula One partnership, and what it means to be "the first generation of leaders tasked with managing an agentic workforce." Emily walks through Lenovo's AI governance council, the grassroots prompt library her team built, and tangible and intangible measurement frameworks behind big sponsorships. We also dig into Lenovo's Creator Odyssey campaign — a Sundance-recognized global collaboration — and close on the tension every marketer is navigating right now: how to use AI-driven media optimization without giving up control, transparency, or human judgment. KEY HIGHLIGHTS: 🧭 Three Fronts for AI in Marketing: Emily frames Lenovo's AI work across category creation, internal upskilling, and marketing applications — with governance at the center. 🏎️ AI in the Most Precious Media: Rather than starting with low-stakes creative variants, Lenovo deployed contextual and generative AI in its Formula One sponsorship to sharpen targeting and creative impact. 🤖 The First Generation Managing an Agentic Workforce: Emily reflects on leading teams that now include agents alongside humans — a workforce that doesn't sleep, doesn't eat, and isn't looking for a raise. 📚 Grassroots Prompt Library: After Lenovo's governance council rolled out AI training, two employees built an internal prompt library that's now a go-to resource for the whole marketing org. 🎨 The Creator Odyssey: For the Yoga line, Lenovo built a global creator chain where digital artists around the world built on each other's work — a process-first campaign that picked up a Sundance brand storytelling award. ⚖️ Personal, Useful, Human: Emily's framework for talking about AI with wary consumers and creators: lead with what it feels like in everyday life, not what it is. 🛡️ Not All Agents, No People, No Agencies: On AI-driven media optimization, Emily argues the black-box version isn't the answer — experimentation has to come with guardrails and human judgment. RESOURCES & NEXT STEPS: 🌐 Learn more about Lenovo: Lenovo.com 🔗 Follow Emily Ketchen on LinkedIn: linkedin.com/in/emilyketchen 🎧 Subscribe to Next in Media on Apple Podcasts, Spotify, or YouTube CHAPTER TIME STAMPS: 00:00 Cold open — Where Lenovo sits on the AI adoption curve 01:34 Introducing Emily Ketchen and Lenovo's AI mandate 03:56 Betting on Formula One with contextual + GenAI creative 05:52 Human judgement and Lenovo's AI governance council 07:33 Ecosystem marketing & AI category creation 10:11 The first generation managing an agentic workforce 13:50: Sponsor break: Reaching the right audiences on CTV 14:47 Measuring big sponsorships in a performance era 18:02 Creator strategy, Yoga product line, Sundance accolades 21:05 Talking to creators and consumers who are wary of AI 22:39 AI-driven media optimization without the black box 00:00 Wrap up and thanks
- Apr 14, 202624 min
How Michael Wolf Is Rethinking Attention in the Age of Multitasking
In this episode of Next in Media, I sit down with Michael Wolf, CEO and Founder of Activate Consulting, to break down the findings from the firm’s 11th annual Technology and Media Outlook. Michael walks us through Activate's "Attention Clock" and how multitasking stretches the average American's day well past 24 hours, leaving brands to fight for partial attention while still paying like they're getting all of it. We also get into the state of television. Michael explains why TV is more fragmented than Madison Avenue admits, why YouTube still doesn't get full credit despite dominating CTV, and what the Paramount-Warner deal actually changes. From there, we turn to predictions: Michael makes the case for virtual product placement as the next frontier in creator and in-game ads, and explains how sports gambling is changing live sports. He closes with his biggest sleeper story of 2026: spatial computing and the data layer that will power it. Key Highlights: ⏰ The Attention Clock Hits 32 Hours a Day: Activate's research shows multitasking is pushing daily media consumption past the limits of a 24-hour day, leaving advertisers fighting for partial attention. 📺 TV Is More Fragmented Than Anyone Admits: Even the biggest TV players hold surprisingly small slices of total viewership, and a merged Paramount-Warner barely moves the needle. 🎬 Why YouTube Still Isn't "TV" to Madison Avenue: YouTube dominates CTV but lacks the big simultaneous tentpole events that brand advertisers use to reach huge audiences at once. 🛒 The Shopping Journey No Longer Starts at Google: For younger consumers, product discovery now begins directly at Amazon, Target, and Walmart — reshaping how brands think about the funnel. 🎮 Virtual Product Placement Is the Next Ad Frontier: Michael argues the future of in-game and in-content ads is authentic integration powered by AI, not interruption. 🎰 Sports Gambling Is Quietly Saving Long-Form Sports: In-game betting and prop bets are driving Gen Z viewers to watch entire games front to back. 👓 Spatial Computing Is the Most Underrated Story of 2026: Nearly every major tech company is betting on AI glasses and spatial devices, but the real battleground will be the visual data layer in the cloud. Resources & Next Steps: 💡 Download the full Tech & Media Outlook at activate.com 🔗 Follow Michael J. Wolf on LinkedIn 🎧 Subscribe to Next in Media on Apple Podcasts Chapter Time Stamps: 00:00 Cold open – Why YouTube is winning on every screen 1:29 Introducing Michael Wolf, CEO & Founder of Activate Consulting 2:31 Activate's Attention Clock: 11 years of measuring multitasking 4:35 How fragmented is TV viewership, really? 6:33 How YouTube quietly took over social and CTV 7:46 Why video is eating the internet 8:54 Why Madison Avenue still hesitates to treat YouTube like TV 12:05 Sponsor break: Why the household graph is a differentiator 13:24 What the Paramount-Warner deal actually changes 14:45 Why CTV still isn't built for small brands 15:54 AI, personalization, and the future of video creative 16:22 The bottleneck holding back creator marketing 18:01 How can video games finally get advertising right? 19:19 Live sports, Gen Z, and the gambling effect 20:54 Michael's biggest sleeper call for 2026 24:17 Wrap up and thanks
- Apr 7, 202624 min
What's So Challenging About Cross Platform Measurement?
Explore how the "cookie apocalypse" evolved into a hyper-fragmented identity landscape where iPhone users, cookieless browsers, and diverse CTV signals have created massive monetization gaps for the unprepared. I sit down with Intent IQ’s Fabrice Beer-Gabel to reveal why the future of programmatic advertising isn't a choice between deterministic or probabilistic data, but a high-stakes race to balance scale with the 99% accuracy required to prevent AI from amplifying inaccuracies at scale. Episode Takeaways: 🌐 The "Cookie Apocalypse" didn't disappear; it simply evolved into a hyper-fragmented landscape of "idealist" environments across 150 million iPhone users and 70 million cookieless desktop browsers. ⚖️ True identity accuracy isn't a binary choice between deterministic and probabilistic methods but a strategic effort to strike the perfect balance between massive scale and reliable user recognition. 🌍 Global compliance requires a nuanced, jurisdiction-specific approach because adopting a single "strictest" standard unnecessarily limits reach and creates a massive competitive disadvantage. 🌉 Bridging the gap between proprietary "data spines" and "biddable identifiers" is the only way to actually translate deep audience insights into real-world programmatic transactions. 🤖 AI acts as a powerful force multiplier for identity resolution, but it poses a systemic risk by amplifying bad data into "inaccuracy at scale" if the initial training sets are flawed. 🕷️ Publishers face a sustainability crisis as non-monetizable crawler traffic now outweighs human visitors by a staggering 200-to-1 ratio. 📈 Mastering identity resolution delivers a massive ROI punch, with the potential to double advertiser reach and lift publisher ad revenue by as much as 60%.Time Stamps: 00:00 Introduction to Identity Resolution Challenges and Intent IQ Overview 1:53 The Fragmented Identity Landscape and Signal Constraints 4:06 Deterministic vs Probabilistic Identity Debate 5:33 Mobile Identity Evolution and Cross-Platform Similarities 7:25 Regulatory Complexity and Compliance Strategies 9:36 Intent IQ's Business Model and Client Examples 12:45 Walled Gardens vs Open Ecosystem Competition 15:00 AI's Impact on Identity Resolution and Industry Transformation 17:54 Agentic AI and Content Protection Concerns 19:38 Identity Accuracy Crisis and AI Amplification Risks 21:45 ROI Impact and Business Outcomes 22:50 Strategic Advice for Brands in a Changing Landscape
- Mar 31, 202629 min
How Mike Law Is Navigating the CTV Targeting Puzzle at Carat
In this episode of Next in Media, I sit down with Mike Law, CEO of Carat North America, to talk about one of the biggest tensions in modern media: the push for more targeted TV advertising versus the risk of going too narrow and losing brand growth. Mike and I discuss how brands have at times gotten too addressable, siloing themselves into repeat customers while forgetting to grow the top of the funnel. We dig into the fragmentation challenge across streaming, CTV, and social video, and why defining your audience has never been harder with a million data sets and walled gardens competing for attention. We also get into how YouTube is becoming more like TV every day, the evolving role of creators in upfront conversations, and whether creator media belongs in the same budget bucket as a big show on CBS. Mike shares how Carat is using AI agents to run multiple media plan scenarios in minutes instead of hours, and we explore what the next generation of media planners (AI native, digital native) will bring to the industry. We wrap up talking about measurement, why the industry needs to come together to solve identity and addressability, and what Go Addressable is doing to advance deterministic audience-based advertising at scale. __________________________________________________ Key Highlights 📺 CTV Targeting vs. Brand Growth: Mike argues that brands have sometimes gotten too addressable, squeezing existing customers dry before realizing they need to find new audiences to grow the business. 🔀 Fragmentation Is the Core Challenge: With a million data sets, walled gardens, and consumers bouncing between streaming, search, and LLMs in seconds, the media planning landscape is what Mike calls a "bowl of spaghetti." 📱 YouTube as TV Replacement: Mike sees YouTube becoming more like television every day, but its dual identity as both a TV replacement and a social video performance platform makes it tricky to plan against. 🎥 Creators in the Upfront: Long-form, episodic creators are increasingly part of upfront conversations, but the question remains whether they belong in the TV budget or require their own planning approach. 🤖 AI Agents for Media Planning: Carat is using AI agents to generate eight to ten versions of a media plan at once, letting planners compare trade-offs and craft strategy faster than ever. 📊 The Measurement Gap: Cross-platform measurement remains fragmented, and Mike believes the industry needs to come together to solve identity and comparability across CTV, linear, and digital. 🌐 Go Addressable and Industry Collaboration: The episode is part of a special series with Go Addressable, the trade organization working to advance deterministic audience-based advertising across the full TV ecosystem. __________________________________________________ Resources & Next Steps 🌐 Learn more about Go Addressable at GoAddressable.com 🔗 Follow Mike Law on LinkedIn 🎧 Subscribe to Next in Media on Apple Podcasts __________________________________________________ Timestamps 00:00 Cold open: the state of TV targeting and brand growth 01:07 Introducing Mike Law, CEO of Carat North America 01:43 Where we are with CTV targeting today 03:25 When brands get too addressable and forget reach 05:00 The cycle of squeezing audiences and finding new ones 06:50 Fragmentation, walled gardens, and identity challenges 08:50 How identity resolution tools are evolving 10:15 YouTube as a TV replacement and where it fits 12:53 YouTube in the upfront: TV bucket or something else? 14:47 Creators in upfront conversations and long-form episodic content 17:30 The premium creator economy and brand integrations 19:30 AI in media planning: what is changing day to day 22:00 AI agents running multiple plan scenarios at Carat 23:13 The next generation of media planners (AI and digital native) 25:30 Measurement challenges across platforms 27:30 Industry collaboration and lessons learned 28:42 Wrap up and Go Addressable sponsor message
- Mar 24, 202626 min
Ryan Detert on Why Publicis Made Its Biggest Bet on Creator Marketing
In this episode of Next in Media, I sit down with Ryan Detert, CEO of Influential, the creator marketing company that was acquired by Publicis in 2024. Since the acquisition, Influential has seen massive growth, also acquiring Captiv8 to build out a global offering combining technology, services, and measurement all in one place. Ryan and I dig into how brands are structuring their creator teams, why a center of excellence led by media is where the most success is happening, and how technology (especially brand safety tools) has become the non negotiable foundation for scaling influencer campaigns. We also cover the measurement question that every marketer is asking: can you prove creator ROI? Ryan walks us through how MMMs are finally capturing creator value, why always on strategies beat tentpole campaigns, and how platforms like YouTube, TikTok, and Instagram are each fighting for attention in different ways. We get into the AI question too, from "slop" concerns to the future of creator likeness licensing and NIL rights. Ryan makes the case that AI will transform the back end of the business (speed, sourcing, brand safety) long before it replaces human creators in the feed. Plus, Ryan shares why the greatest ROI often comes from 100 micro creators rather than one mega deal. __________________________________________________ Key Highlights 🚀 Influential's Post Acquisition Growth: Since being acquired by Publicis in 2024, Influential has seen "massive multiples" of growth and also acquired Captiv8 to consolidate technology, measurement, and services into one global platform. 🛡️ Brand Safety as the Foundation: Ryan calls it the "Hippocratic Oath" of influencer marketing. With 15 million plus creators in their database, technology is essential for vetting creators across profanity, nudity, hate speech, and reputational risk before any campaign launches. 📊 Proving Creator ROI Through MMMs: Influencer marketing is a $35 billion TAM because it works. Ryan explains how media mix models are finally capturing creator value, and why brands need to break down creator spend by platform, paid vs. organic, and on vs. off social to get accurate measurement. 📺 The Platform Attention Wars: YouTube dominates long form because it pays creators the most. TikTok owns the meteoric rise. Instagram is aspirational. Meta is a messaging platform. Every platform has both a live strategy and a TV strategy, and all are competing for the same attention. 🤖 AI and Creator Content Transparency: AI is "not a dirty word" as long as it augments a real human. Ryan believes brands will embrace AI generated creator content only when NIL licensing ensures creators are compensated and consumers don't feel duped. 🎯 Micro Creators vs. Mega Deals: For brands with a $2 million budget, 100 targeted micro creators often outperform a single mega creator deal. Ryan compares it to buying one Super Bowl ad vs. going deep across cable networks. 🔄 Always On Beats Tentpole Campaigns: Brands that only activate around the Super Bowl, summer, and holidays are letting competitors eat their lunch in between. Long term creator partnerships drive both efficiency and authenticity. __________________________________________________ Resources & Next Steps 🌐 Learn more about Influential 🎧 Subscribe to Next in Media on Apple Podcasts __________________________________________________ Timestamps 00:00 Cold open on creator marketing growth and AI 01:13 Meet Ryan Detert, CEO of Influential 02:07 Life after the Publicis acquisition 04:04 Where creator teams fit inside brand organizations 06:04 Technology's role in scaling influencer marketing 07:00 Brand safety as the non negotiable first step 08:52 Managing creator campaigns at scale 09:44 Proving creator ROI through measurement and MMMs 12:43 YouTube on TV and the platform attention wars 16:11 Micro vs. macro creators and where the real ROI lives 18:22 AI transparency and the slop problem 20:46 Creator likeness, NIL, and AI generated content 23:05 Episodic content and always on brand partnerships 25:04 The f
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