In a recent op-ed, Chris Feo of Experian Marketing Services explains why AI doesn’t work without identity.

A recent Pew Research Center survey found that Hulu is the most popular streamer among viewers under 30:

Content creators are diversifying their revenue, and it could impact the entire digital media ecosystem: Take a look at a few additional stories in The Current this week 👇

Heard of the Adult Swim effect? It's what EDO's Kevin Krim calls the late-night spike in response to pizza ads — around 10 PM. Watch him discuss how EDO is bringing the precision of search & social to TV advertising in The Current's 5 Minutes With:

When markets fluctuate & budgets tighten, the brands that adapt win. Marketers can stay flexible, accountable, and growth-minded in times of economic uncertainty — with proven strategies, real-world examples, & programmatic tools built to meet the moment.

This week on the first edition of The Big Impression, @SAP Chief Brand and Creative Officer, Tim Hoppin, shares his philosophy on the importance of emotional storytelling in B2B marketing, and how AI is reshaping the creative process — not replacing it:

Billie's Anna Stallings spoke with The Current Editor-in-Chief, Stephanie Paterik, about the company's marketing mindset, DTC growth, the evolution of influencer marketing, and leveraging advertising channels beyond social media. Watch:

Consumers are watching their wallets, but brand loyalty still matters. New research shows that, even in a price-sensitive market, people still care about the brands they love. We break down how to turn those insights into smart, consumer-first strategies.

The Current Podcast is now The Big Impression, uncovering candid stories from some of the world's biggest brands on game-changing campaigns — including wins, losses, and lessons. Subscribe now:

Advertisers are facing greater pressure to streamline tech stacks. But AI can’t be thought of as merely a magic wand, experts say:

AI has gone from buzzword to backbone. At ATS Singapore 2025, APAC ad leaders unpacked how AI is transforming media planning and client expectations.

Gen Z isn’t just the YouTube generation — they heavily engage with premium content, like going to the movies and discovering new streaming music. Advertisers should pay attention: Take a look at a few additional stories in The Current this week 👇

New research reveals a shift in consumer spending across 4 markets as consumers feel the impact of tariffs. For marketers, this presents an opportunity to leverage data to better connect with audiences & tailor messaging to emphasize quality & durability.

Back-to-school shopping is already in full swing, and new research shows that 55% of back-to-school shoppers plan to purchase higher-quality, longer-lasting items, suggesting that premium positioning can still be effective in a value-driven season.

.@PublicisGroupe CEO Connected Media, Gautier Picquet, says that their long-standing focus on data is paying off. In The Current's 5 Minutes With, he discusses how brands are approaching advertising and what marketing transformation looks like in France:

Ventura is a smart TV OS, designed to drive a fairer and more transparent streaming ecosystem for OEMs, operators, TV retailers, and media publishers. Choose better:

Hyatt wanted to increase awareness of its loyalty program and increase hotel bookings via a live sports campaign on CTV. The campaign exceeded expectations, reaching 2.5 million unique households with a 335% increase in average booking rate.

On this episode of The Current's 5 Minutes With, 84.51˚'s Christine Foster shares how precision audiences, incremental reporting, and audience-first planning are shaping retail media, and offers advice for commerce media networks entering the space:

Netflix expanded programmatic buying capabilities to Japan and South Korea last month, on the heels of an Australian launch.

As search traffic for publishers dips amid the rise of AI, brands are feeling the pinch, too. It’s forcing marketers to rethink media plans — and retail media could benefit: