How Roku Is Powering the Next Wave of CTV Advertising

Google Ads just turned 25, and it’s entering a new era—one driven by AI, conversations, and context. In this episode, Dan Taylor, VP of Global Ads at Google, joins Mike Shields to unpack how the search giant is transforming its ads business for the age of AI Overviews, Performance Max, and long-form conversational queries. He explains why this shift feels bigger than mobile, how advertisers are adopting AI faster than ever, and why trust and accuracy remain Google’s north stars.Dan also reveals how AI is expanding the search funnel, creating new commercial moments that brands never could have targeted before. From tools like AI Max to agent-powered shopping, the future of advertising is about reducing friction, improving relevance, and meeting consumers wherever their curiosity starts. It’s a rare inside look at how Google plans to keep Search indispensable for the next 25 years.Key Highlights🔍 Google Ads at 25: Why AI is the next great shift in how people find and act on information.🤖 AI Overviews & Ads: What Google has learned about where ads fit into AI-powered experiences.📊 Performance Max & AI Max: How AI expands discovery beyond keyword targeting.🧠 Smart Bidding & Measurement: Google’s decade-long head start in predictive AI.🛍️ Retail Media Meets Agents: New tools like Agentic Checkout and visual search that cut friction in shopping.💬 Trust, Quality & Competition: Why Google believes this isn’t a zero-sum game—it’s an expanding marketplace.Resources & Next Steps🌐 Explore Google Ads AI Tools🔗Follow Dan Taylor on Linkedin🎧Subscribe to Next in Media on Apple PodcastsYouTube Chapters00:00 Cold open — AI shift and trust in information  00:55 Setting the stage — Google Search at 25  01:24 Mike introduces guest Dan Taylor (VP, Global Ads at Google)  01:49 Dan’s early career and move from broadcast to digital  03:11 Early experiments — Google TV and Audio Ads  03:49 Conversational search and AI-driven behavior change  06:32 Comparing AI to the mobile shift  08:18 How advertisers are adopting AI tools faster  09:27 Did Google move too slow? Inside its AI journey  12:16 Ads in AI Overviews — finding the right moment  13:40 Marathon example — how intent shapes relevance  15:48 AI expands search — new commercial moments emerge  16:32 Dorm room case study — Gemini and query fan-out  19:03 Performance Max and AI Max monetization insights  21:06 Generative creative tools and advertiser experiments  22:58 Retail and agentic experiences in shopping  24:59 Reducing friction — price tracking and visual search  26:08 Competition across AI, retail, and social platforms  27:10 Wrap-up — the future of AI-powered search  

In this episode of Next in Media, Mike Shields speaks with Peter Hamilton, Head of Ad Innovation at Roku, about the rapid evolution of connected TV (CTV) advertising and how Roku is bridging the gap between big-brand budgets and small-business accessibility.Peter shares what’s really happening behind the scenes as digital-first advertisers and DTC brands move into television, the challenges of onboarding thousands of SMBs, and how Roku’s self-serve ad tools and shoppable innovations are reshaping the CTV landscape. He also explains Roku’s partnership with Amazon, the growth of shoppable TV, and why “press OK to text” could redefine viewer engagement.With clarity and insider perspective, Peter outlines what’s next for CTV—from AI-driven creative experimentation to real-time data loops that empower advertisers of all sizes. Key Highlights📈 CTV’s Fastest-Growing Segment: How performance-driven advertisers, not traditional TV buyers, are fueling Roku’s rapid growth.💡 SMBs Meet Streaming: Why onboarding small advertisers takes time—and how Roku’s self-serve tools are solving it.📺 Amazon Partnership Explained: Why Roku isn’t competing with Amazon but collaborating to improve advertiser reach and data performance.📱 Shoppable TV & “OK to Text”: How one button on the Roku remote is changing interactive ad engagement forever.🧠 AI in Creative Production: The rise of self-serve advertisers testing dozens of AI-generated ads and what’s working so far.⚙️ The Open Platform Approach: Roku’s strategy to stay partner-first while integrating performance data and real-time conversions. Resources & Next Steps 📊 Learn about Roku’s performance tools and integrations🎧Subscribe to Next in Media on Apple Podcasts YouTube Chapter Timestamps00:00 Setting the stage – CTV’s transformation  00:53 Introducing Peter Hamilton of Roku  02:00 Why new advertisers are coming to TV  03:31 The challenge of onboarding SMBs  05:01 How performance marketers are driving CTV growth  06:07 Roku Ads Manager and self-serve evolution  07:32 Moving beyond search and social saturation  09:12 Why analysts underestimate CTV’s growth  10:02 Fundamentals of marketing still apply  11:18 Building new DR paths for DTC brands  12:28 How Roku attracts small businesses  13:59 Success stories: Shopify and Fatty 15  15:15 What’s holding CTV adoption back?  16:00 Inside Roku’s partnership with Amazon  17:51 The open-platform strategy  18:52 Acquiring Friendly and launching Howdy  20:25 Experimenting with subscription bundles  21:15 The rise of shoppable TV and “OK to Text”  22:51 How interactivity and texting are becoming normalized  24:18 Building habitual shoppable behavior  25:43 Why creative clarity drives conversions  26:54 The future of AI-generated ads on CTV  27:46 Data loops, APIs, and intelligent optimization  28:04 Closing thoughts – what’s next for CTV advertising 

In this episode of Next in Media, Mike Shields sits down with Jordan Matter, the YouTuber, photographer, and entrepreneur behind one of the most surprising creator success stories of the year. What started as a simple series of dance photography videos turned into a global family brand with more than 300 million monthly views—and now, a Sephora skincare line that drew an unbelievable 87,000 fans to its launch.Jordan opens up about his journey from photographing dancers in New York to building a thriving father-daughter YouTube channel with his daughter Salish, how they created an authentic bond with Gen Alpha viewers, and the lessons learned from turning that trust into a real-world business. He also reflects on the emotional chaos of their record-breaking Sephora event, balancing parenthood with content creation, and why he believes authenticity—not virality—is the real currency of influence. Key Highlights📸 From Photographer to Creator: How Jordan’s 10-Minute Photo Challenge videos transformed a niche dance-photography channel into a viral YouTube phenomenon.👨‍👧 The Power of Relationship: Why shifting focus to his daughter Salish created a stronger emotional bond with viewers—and opened up an untapped “father–daughter” niche on YouTube.💡 Avoiding Creator Pitfalls: Jordan’s take on why so many influencers burn out chasing money—and why his team refuses to flood their audience with endless brand deals.🧴 Skincare Meets Storytelling: How Salish’s new “Sincerely Yours” line with Sephora became the Gen Alpha skincare brand—selling out instantly and drawing *twice the crowd of MrBeast’s burger launch.😱 87,000 Fans, One Mall: Behind the scenes of the record-breaking American Dream launch event that shut down highways and had teens camping overnight.❤️ Authenticity Over Hype: Why Jordan believes creators should focus on connection, care, and consistency instead of algorithms and short-term trends.🎬 Beyond YouTube: His future plans for animation, apparel, and storytelling beyond the camera—while still keeping Salish’s childhood sacred. Resources & Next Steps📺 Watch Jordan Matter’s videos on YouTube🧴 Explore Sincerely Yours skincare at Sephora.com📲 Follow @JordanMatter and @saysaymatter on Instagram🎧Subscribe to Next in Media on Apple Podcasts

In this episode of Next in Media, Mike Shields sits down with Janina Lundy, EVP and Head of Marketing & Brand Partnerships at Hartbeat, the production company founded by comedian and actor Kevin Hart. Heartbeat has become a creative force at the intersection of comedy, culture, and branded entertainment — developing hit shows like Cold as Balls with Old Spice and original films like Group Therapy with AXA.Janina and Mike discuss how Hartbeat helps brands navigate the tricky but powerful blend of humor and marketing, the rise of brand-funded entertainment, and why comedy isn’t dead — it’s just evolving. From collaborating with emerging comedians to educating brands on YouTube’s premium value, this episode explores how Heartbeat is redefining what it means to be a talent-led media company in 2025. Key Highlights:🎬 From Ad Agencies to Entertainment: How Janina ’s 20+ year career in advertising and media led her to bridge the gap between brands and comedy at Heartbeat.😂 Comedy + Culture: Why Heartbeat sits “at the intersection of comedy and culture” — and how humor can bring levity to topics like mental health or allergies without losing authenticity.💡 Brand-Funded Entertainment: Behind-the-scenes of Group Therapy — a feature-length film on Amazon created with AXA and WPP, blending purpose-driven storytelling with laughs.🏆 Award-Winning Collaborations: How Hartbeat projects like Group Therapy have earned Cannes Lions, proving that branded entertainment can also be creative entertainment.🧊 100+ Episodes of “Cold as Balls”: The hit Old Spice–backed series with Kevin Hart in an ice bath interviewing athletes — now in its 12th season.📺 Distribution Power: Why Hartbeat LOL Network gives them a unique edge, reaching audiences via YouTube, FAST channels, SiriusXM, Netflix, Hulu, Peacock, and more.🚀 Comedy Isn’t Cancelled: How brands can safely embrace humor even in a cautious social climate — and why audiences still crave laughter.🎭 Comedy’s Next Wave: Sketch, music-comedy fusion, and emerging creators — how Heartbeat is nurturing the next generation of comedic talent. Resources & Next Steps: 🎥 Watch Cold as Balls on YouTube (presented by Old Spice)📺 Stream Group Therapy on Amazon Prime Video🎧Subscribe to Next in Media on Apple Podcasts Episode Breakdown:00:00 Intro00:48 Meet Janina Lundy & Heartbeat  02:00 How Heartbeat Was Born  03:10 Kevin Hart’s Vision for Creators  04:20 Co-Creating with Brands  05:15 Group Therapy: Comedy Meets Mental Health  06:40 The New Branded Storytelling  07:20 When Brands Become Movie Stars  08:30 Finding the Next Great Comedians  09:45 Balancing Creativity & Business  11:20 How Brands Reach Heartbeat  13:00 The Fear of Being Funny  14:00 Keeping Brands & Artists Aligned  15:00 Inside LOL Network & Distribution  16:10 Why YouTube Is Premium Now  17:20 Heartbeat’s Big Partnerships  18:10 Measuring Creative Success  19:45 The Future of Comedy  21:00 Can Sitcoms Come Back?  22:10 Smart Brand Investments in Entertainment  

In this episode of Next in Media, Mike Shields sits down with Michael Komasinski, CEO of Criteo, to unpack how one of ad tech’s best-known companies has reinvented itself for a privacy-first world. Once synonymous with retargeting, Criteo has successfully evolved into a powerhouse in retail media, supporting more than 230 retailers and $160 billion in GMV.Michael shares how the company’s early investments in addressability technology and diversification under Megan Clarkin laid the foundation for long-term resilience. He also discusses the industry’s next big shifts from the end of “easy money” in retail media to the rise of agentic workflows, AI-powered ad optimization, and Criteo’s surprising new partnership with Google. Key Highlights:🌐 From Retargeting to Retail Media: How Criteo transformed from a cookie-based ad firm to a retail media leader serving hundreds of partners worldwide.🔒 Future-Proofing Addressability: Why early investments in weak-signal harvesting and privacy-first tech weren’t wasted, and how they keep Criteo competitive post-cookie.⚙️ Independent & Neutral: The value of being a tech provider that supports both the sell and buy sides of retail media without owning retail inventory.📉 “The Easy Money Is Over”: What Criteo’s leadership means by this and why the next growth phase depends on cross-retailer buying, measurement consistency, and reduced friction.🤖 AI & Agentic Buying: How Criteo is already experimenting with conversational campaign setup through Claude and what that means for SMB advertisers.📺 CTV and Commerce: Insights on how retail media is converging with connected TV, including a major partnership between Roku, WPP, and Criteo.🤝 The Google Partnership: Why Criteo’s deal with Google’s SA360 is less surprising than it seems, and what it signals for future ad tech collaboration.💬 The Open Web Isn’t Dead: Michael’s view on why the web is becoming more efficient, not obsolete, in the age of AI and conversational search. Resources & Next Steps:🔗 Learn more about Criteo and its retail media solutions🎧Subscribe to Next in Media on Apple Podcasts📺 Explore Next in Media episodes on the evolution of ad tech and retail partnerships📰 Read Eric Seufert & Andrew Sussman’s analysis on agentic systems and automation

Next in Media talked to Michael Wayne, co-founder and CEO of Kin, about his nearly 20-year journey building a media company alongside YouTube's evolution. Wayne shared how his company navigated multiple business model shifts—from the MCN era to working with traditional celebrities on digital platforms, licensing content to streaming services and cable networks during the pandemic, and experimenting with FAST channels. The conversation explored the challenges of the changing creator economy, why YouTube is no longer the sole focus for content distribution, and how AI might transform storytelling and the media industry. Wayne also discussed his work with AI LA and his optimistic view on technology's potential to create new opportunities rather than just displacement.Join us for this fascinating conversation about adapting to constant change in digital media.🔖 Chapters:00:00 - Introduction and Early Days: From Blogging to YouTube04:40 - The Smosh Discovery and Early MCN Era11:00 - The Funded Channels Project and Working with Traditional Celebrities17:00 - The Pandemic Opportunity: Licensing to Streaming and Cable19:44 - The FAST Channel Experiment and Why They Shuttered It23:12 - The Changing YouTube Landscape and Creator Economy Challenges28:00 - Getting Involved in AI: From Paper Cup to AI LA32:00 - AI Avatars and the Future of Lifestyle Content34:00 - Hollywood's Challenges Beyond AI and Reasons for Optimism💡 Takeaways:🎬 Kin's core mission has always been creating and monetizing IP, even as distribution models constantly evolved over 18 years.📺 The pandemic created unexpected opportunities to license YouTube content to streaming platforms and cable networks hungry for programming.⚡ FAST channels require significant resources to operate successfully—licensing content proved more profitable for Kin than running their own channel.📉 The middle class of YouTube creators faces more challenges post-COVID, with changing monetization models and the rise of short-form content.🔄 YouTube is no longer the only starting point—many creators now build audiences on TikTok or Instagram before expanding to long-form platforms.🤖 AI might impact lifestyle creators first through avatar technology, allowing fans to interact with AI versions of personalities like Gordon Ramsay.🎯 The media industry is bifurcating: tech giants with massive resources on one end, the creator economy on the other, with traditional media in the middle facing consolidation.💡 New technologies historically create more jobs than they eliminate—the key is being open to opportunities we can't yet imagine.🎪 Working with traditional celebrities on YouTube required a true partnership model with shared equity, not traditional talent deals.  Follow Michael Wayne: https://linkedin.com/in/michael-wayne-kinKin Community: https://www.kincommunity.com

Next in Media talked to Selina Sykes, Global Marketing Transformation Leader for Beauty and Wellbeing at Unilever, about the company's ambitious goal to allocate half of its media budget to creators. The conversation explored how a legacy CPG giant is reimagining its marketing model to stay relevant in a social-first world.Sykes discussed Unilever's shift from traditional broadcast advertising to a "many-to-many" model that harnesses communities and creators. She shared insights on building authentic creator partnerships, the success of campaigns like Vaseline Verified, and how AI is being integrated into their content supply chain. The conversation also covered social commerce opportunities, the balance between scaled operations and authentic creator relationships, and the future of AI-driven shopping experiences.Join us for this insightful discussion on how traditional brands can successfully navigate the creator economy while maintaining authenticity at scale.🔖Chapters:[00:01:18] Introduction and Selina's Role at Unilever[00:03:02] Staying Relevant in Beauty's Fast-Moving Landscape[00:06:30] The Decision to Spend Half Media Budget on Creators[00:08:29] Executing Creator Partnerships at Scale[00:12:45] Case Study: Vaseline Verified Campaign Success[00:15:24] Social Commerce and TikTok Shop Strategy[00:18:18] AI Integration in Content Creation and Media[00:21:53] The Future of AI Shopping Agents💡Takeaways:🎯 Unilever is shifting from "one-to-many" broadcast to "many-to-many" creator-driven marketing to stay culturally relevant📊 The company aims to allocate exactly 50% of its media budget to creator partnerships and content🤝 Creator relationships range from long-term "co-founder" collaborations to scaled content partnerships with smaller creators✨ The Vaseline Verified campaign leveraged 3.5 million organic brand mentions, working with creators to scientifically verify popular "hacks"🛒 Social commerce is viewed as a key channel, with emphasis on affiliate programs and shoppable content experiences🤖 AI is being integrated across the marketing ecosystem through "AI studios" in each market, focusing on human-AI collaboration🎨 Quality control remains paramount - AI augments human creativity rather than replacing human oversight🛍️ AI shopping agents are expected to become a new channel complementing rather than replacing existing shopping experiences🔄 The creator economy allows brands to tap into authentic community conversations that were previously happening without brand involvement🌟 Success requires balancing brand authenticity with the need to operate at Unilever's massive scaleFollow Silena Sykes: https://linkedin.com/in/selina-sykes-0619b62b?originalSubdomain=uk Unilever: https://unilever.com 

Next in Media talked to Dhar Mann, Creator and founder of Dhar Mann Studios, and Sean Atkins, CEO of Dhar Mann Studios, about building one of YouTube's most successful scripted content operations. They discussed creating family-friendly scripted series at scale, working with brands beyond traditional advertising, and expanding their studio model to support other creators.Mann and Atkins also covered why scripted content is breaking through on YouTube, their Samsung TV Plus deal, and positioning as the future of creator-driven media.🔖Chapters:00:00 - Introduction to Dhar Mann and Sean Atkins02:36 - From Personal Stories to Scripted Content at Scale06:00 - Building Infrastructure and Leadership08:22 - Expanding to Multi-Creator Studio Model11:50 - Why Scripted Content Works on YouTube14:49 - Traditional Media's Failed Creator Acquisitions18:20 - Brand Partnerships Beyond Platform Revenue22:17 - YouTube's Role in Creator-Brand Relationships26:00 - Television and Fast Channels for Creators29:00 - What Brands Need for Creator Success💡Takeaways:🎬 Dhar Mann Studios produces five shows weekly on a 21-day script-to-screen cycle, enabling real-time cultural relevance.📺 The company operates 66 sets across 125,000 square feet with creator-level efficiency and economics.🚀 Unlike talent-dependent creators, Dhar Mann built a scalable format not requiring his appearance in every video.👨‍👩‍👧‍👦 Family-friendly co-viewing content serves a massive underserved audience.💰 Bootstrapped and profitable since day one through platform revenue before expanding to brand partnerships.🎯 Brands are shifting from transactional relationships to long-term partnerships including co-developed studios.⚡ The 21-day production cycle lets brands move at culture's speed for scripted content.🏢 Fifth Quarter agency helps other creators build sustainable businesses using their infrastructure.📱 Samsung TV Plus provides validation and revenue diversification while reaching traditional viewing audiences.🔮 Creators will become challenger brands in verticals where they've built expertise through partnerships.Follow Dhar Mann: linkedin.com/in/dharmann

🔖Chapters:[00:01:12] - Kelly's Background: From Soccer to Ad Tech[00:03:22] - Making the Move from Meta to Amazon[00:04:44] - Amazon DSP's Evolution from Single to Multi-Purpose[00:06:10] - Adapting to the Streaming TV Revolution[00:07:31] - Technical Differentiators and Competitive Positioning[00:13:30] - AI Integration and the "Crystal Box" Approach[00:16:54] - The Future of Automated Advertising Agents[00:18:03] - Impact of Changing Consumer Search Behavior[00:19:56] - What's Next and Amazon Unboxed Preview💡Takeaways:🏆 Kelly MacLean's competitive background as a professional soccer player shaped her approach to building fast-moving, high-performing ad tech teams.🔧 Amazon completely re-architected their DSP backend and frontend, moving from single-purpose to fully functioning multi-purpose platform, improving overall performance by over 40%.📺 Amazon DSP is now the only platform offering authenticated reach to over 80 million CTV households in the US through partnerships with Roku and other premium publishers.🤖 Amazon's "crystal box" approach to AI provides transparency and control while leveraging automation, contrasting with traditional "black box" systems.💰 Amazon offers industry-leading low fees: 0% for programmatic guaranteed deals on Amazon properties and 1% across premium streaming publishers.🎯 Performance Plus campaigns have driven over 51% improvement in customer acquisition costs through AI-powered optimization.📱 Amazon launched Complete TV ahead of upfronts, using AI to help marketers plan, manage, and measure holistic streaming TV buys across platforms.🔮 The future will likely combine simplified AI-driven products with complex expert features, as different campaigns and brands will require varying degrees of automation.🏈 Live sports remains one of the "last best places" where consumers are truly engaged for long durations, making it increasingly valuable for advertisers.📊 Amazon's approach focuses on deterministic identity and frequency capping to provide more efficient spend and clearer impact measurement.Amazon DSP: https://advertising.amazon.com/solutions/products/amazon-dsp

 🔖Chapters:00:00 - Introduction and DAZN Overview01:12 - DAZN's Global Sports Streaming Scale03:58 - Creating the FIFA Club World Cup Tournament07:43 - Managing Complex Global Live Streaming14:26 - The State of Sports and Streaming Industry18:40 - Lessons from Amazon's Thursday Night Football Launch27:30 - DAZN's US Growth Strategy and Original Content💡Takeaways:🌍 DAZN operates as the world's largest sports streaming service, handling over 90,000 live events annually across 200+ countries and territories.⚽ The FIFA Club World Cup represented the most ambitious global streaming project ever attempted, featuring 64 matches in 13 languages across 196 countries with just six months of preparation time.🤝 Strategic partnerships with linear broadcasters like TNT Sports and Univision helped maximize reach while building the DAZN brand in new markets.📺 80 of the top 100 broadcasts in 2024 were live sports, highlighting the critical importance of sports content for both traditional and streaming platforms.🎯 When entering established sports advertising markets, new streaming platforms should focus on "not screwing up" the basics before attempting to revolutionize the experience.📱 DAZN is integrating its Whistle Sports original content division with its live streaming platform, creating DAZN Originals that will be exclusive initially before going wide.🏈 The company is expanding its US footprint beyond boxing with Spanish-language soccer rights and new NFL-themed original programming.🚀 Success in global sports streaming requires massive technical preparation, with CDN capacity planning and platform stability being critical for simultaneous worldwide viewership.Follow Walker Jacobs: https://linkedin.com/in/walkerjacobs DAZN: https://dazn.com