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 future of news is not just about survival but about thriving in a dynamic, engaging, and profitable landscape. It’s a future where AI and human creativity work in tandem, where data drives insights but doesn’t replace human judgment, and where people have access to more diverse, engaging and personalized news than ever before." Nota Co-Founder and CEO Joshua Brandau shares why he is optimistic about the future of news in a recent op-ed. #firstpartydata #AI #journalism
I’m optimistic about the future of news and here’s why | The Current
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Inside this edition of The Current: - The ad world got a surprise on Monday as Google paused their plan to phase out third-party cookies from the Chrome Web Browser. We highlight reactions to this news from agencies, analysts and the larger industry. - European marketers have long been moving away from cookies, in part, due to privacy regulations. Google’s decision to stop cookie deprecation won’t impede identity plans. - Publicis Health Media CMO Alison M. discusses how quality data is crucial to artificial intelligence (AI) in our latest 5 Minutes With. - In a recent op-ed, Publicis Media’s Gautier PICQUET explores why our democracy needs media diversity in a world where radicalism is increasingly asserting itself. #thirdpartycookies #adtech #advertising
The industry reacts to Google’s cookie reversal
The Trade Desk on LinkedIn
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Publicis Health Media CMO Alison M. discusses how quality data is crucial to artificial intelligence (AI) in our latest 5 Minutes With. Even with digital advertising increasingly being fused with tech, McConnell doesn’t want the industry to lose sight of the authentic touch that comes with human connection: https://bit.ly/3WCFj0E #advertising #AI #digitaladvertising
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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