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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The response to Google’s about-face from those in the advertising industry, both in the U.S. and abroad, was instant. Some said they felt yanked around by the search giant’s ever-changing cookie plan. Others expressed that the industry had already moved on, building solutions alongside cookies and for environments like connected TV and audio that never used them to begin with. Here’s an overview of timely views from across the industry. #thirdpartycookies #advertising #adtech
What the ad industry is saying about Google’s heel turn on cookies | The Current
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Many European marketers woke up to the news today that in a stunning about-face, Google would give Chrome users a choice regarding cookies rather than deprecate them. This latest plot twist isn’t likely to have a major impact on European and British marketers, who have been preparing for deprecation and remain bullish on a world without cookies. #thirdpartycookies #advertising #adtech
How Google’s U-turn on cookie deprecation will affect European and British marketers | The Current
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The Current reposted this
True breaking advertising news — the kind that ripples through the industry — is rare. But we saw it yesterday when Google decided to “keep” cookies in Chrome after five years of promising to deprecate them. So now what? Travis Clark, Chris Brooklier and I spoke with a dozen insiders across tech and advertising last night for The Current. Here are the early themes we heard — read the full story for more insights. 💡 A level playing field: Keeping cookies is a win for the open web and an acknowledgement that Privacy Sandbox as-is could not balance the industry's needs. 💡 Apple comparisons: All eyes are on how Google will implement “user choice” in Chrome. Will it follow the footsteps of Apple, which some say steers users away from advertisers, or will it favor choice? 💡 Regulators: Google’s announcement is essentially a proposal. Regulators and industry bodies will unpack it, test it and weigh in. If this year proves anything, it’s the importance of getting publishers, advertisers and regulators on board. 💡 Cookie fatigue: Marketers still have their eyes on diversifying their data tools and working toward identity solutions that don’t play into a binary (advertisers vs. users, tech companies vs. publishers) but rather create the best experience for all. 💡 Ultimately: Many expressed they believe cookies will give way to modern data tools, it just may take longer.
Under pressure, Google halts third-party cookies deprecation in Chrome | The Current
thecurrent.com
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The Current reposted this
True breaking advertising news — the kind that ripples through the industry — is rare. But we saw it yesterday when Google decided to “keep” cookies in Chrome after five years of promising to deprecate them. So now what? Travis Clark, Chris Brooklier and I spoke with a dozen insiders across tech and advertising last night for The Current. Here are the early themes we heard — read the full story for more insights. 💡 A level playing field: Keeping cookies is a win for the open web and an acknowledgement that Privacy Sandbox as-is could not balance the industry's needs. 💡 Apple comparisons: All eyes are on how Google will implement “user choice” in Chrome. Will it follow the footsteps of Apple, which some say steers users away from advertisers, or will it favor choice? 💡 Regulators: Google’s announcement is essentially a proposal. Regulators and industry bodies will unpack it, test it and weigh in. If this year proves anything, it’s the importance of getting publishers, advertisers and regulators on board. 💡 Cookie fatigue: Marketers still have their eyes on diversifying their data tools and working toward identity solutions that don’t play into a binary (advertisers vs. users, tech companies vs. publishers) but rather create the best experience for all. 💡 Ultimately: Many expressed they believe cookies will give way to modern data tools, it just may take longer.
Under pressure, Google halts third-party cookies deprecation in Chrome | The Current
thecurrent.com
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In a blog post published yesterday, Google announced that it no longer plans to deprecate third-party cookies in its Chrome browser, the latest development in a twisting saga after the company faced mounting industry criticism and regulatory pressure. #thirdpartycookies #advertising #adtech
Under pressure, Google halts third-party cookies deprecation in Chrome | The Current
thecurrent.com
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Days from the opening ceremonies on NBC and Peacock for the 2024 Paris games, we highlight how programmatic is carrying the torch for the first time on The Current Report: https://bit.ly/4dbqMhN #programmatic #digitaladvertising #advertising
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"Communication needs diversity. Media that interacts with and enriches each other, allowing for precise calibration across all stages of the customer journey." Publicis France CEO and Publicis Groupe COO Gautier PICQUET discusses the importance of media plurality and diversity in a recent op-ed. #marketing #communications #advertising
Media plurality and diversity has never been more important | The Current
thecurrent.com
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If the number of viewers tuning in to the 2024 Paris games team trials on NBC are any indication, then viewership for this summer’s games should rebound from 2021. That’s good news for NBCUniversal, which is broadcasting the entire Summer Games across its linear network and its digital streaming service, Peacock. It’s also good news for marketers, who now have multiple ways to reach viewers. #livesports #streaming #advertising
Programmatic opens up possibilities for first-time Olympics advertisers | The Current
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"Consumers are 15% happier and calmer when they're listening to Spotify. It is a happy consumption experience. So how do we then take the creative and amplify that, so it continues to make people feel good." Spotify's Emma Vaughn joins our 5 Minutes With video series to explore the company’s advertising strategy, innovations in AI and knowing its audience's moods: https://bit.ly/3SidsQL #advertising #streaming #audio