Michael Rosen

“Ramsey McGrory, newly appointed President of Prisma at Mediaocean, joins Ari Paparo to discuss how the company is evolving its platform across linear and digital media. They unpack the implications of Mediaocean’s acquisitions, including Innovid and Protected by Mediaocean, and what it means to consolidate media planning, buying, and verification in an increasingly fragmented ecosystem.” https://lnkd.in/gb3WgMes

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Modern television has become a personalized experience shaped by the viewer, not the schedule, based on what I’m seeing at Cannes (so far). Consumers decide what, when, and how they watch, and content platforms are responding by building smarter, more responsive ecosystems. As the gross rating point fades into the background, impression-based buying is leading the shift toward converged media sales, where personalization and performance drive results for both advertisers and publishers. Strategic partnerships are accelerating that shift. Amazon and Roku have joined forces to offer advertisers access to more than 80 million authenticated households. Netflix is expanding programmatic ad sales through a new partnership with Yahoo’s demand-side platform, hinting at a broader strategy to fast-track growth and offer deeper targeting capabilities. There’s even speculation that Yahoo’s DSP might be up for sale, which raises questions about Netflix’s long-term plans in ad tech and whether a more automated, closed-market platform is on the horizon. As Tubi’s chief content officer recently said, we’ve moved beyond peak TV into the era of personalized TV. Fandoms, preferences, and platform partnerships now define the landscape. For advertisers, the opportunity is no longer just reach. Its relevance at scale. #Cannes #Cannes2025 #AdTech #Streaming #Amazon #Roku #Netflix #Yahoo https://lnkd.in/eAfQZ6XZ

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Paramount and iSpot have co-developed a new product, called Outcomes at Scale, that represents a first: automated attribution reporting across linear and CTV video advertising. Fully integrated and first to market with this product, it’s another example of how Paramount is making TV more measurable and actionable. https://lnkd.in/edPpqKxM

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Content-first isn’t good enough anymore. It has to be content that connects - from the first word, in the right format, on the right platform, driven by specific user needs. Smart distribution is key. In this interview with Contribly (Francesca, a delightful conversation, we covered a lot, so thank you!), I laid out what I believe is at the core of every relevant media company today: 🔄 Audience engagement isn’t a team - it’s your mission. 🧠 Editors with product + data fluency will win. ❓ If your brand disappeared tomorrow and no one noticed, it was beige all-along. 🧰 Stop hiring just content creators. Hire people who make content perform. 🧩 Bridge roles (editorial ↔ product ↔ data) are your real competitive edge. 📈 Is your org chart helping or hurting engagement? Reevaluate structures designed for the past, not the audience. 💰 Is your resourcing imbalanced? Too much creation, not enough amplification? Fix it. 🙉 Still siloed? Shared language and liaison roles between editorial and product are non-negotiable. 🙈 Still gatekeeping your commissioning? Let your audience co-decide what gets made. 📚 Assuming knowledge is deadly. ‘Educate Me’ is not optional—it’s foundational. These aren't abstract ideas, but the foundation for your media's success based on my insights from working with a) public service, b) commercial and c) tech startups orgs helping them connect with audiences better. 🎙️ YouTube interview: https://lnkd.in/eEnru5ES 🎧 Apple link: https://lnkd.in/egwN-MF2 🎧 Spotify link: https://lnkd.in/eeU_zbC3

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"There's really nothing wrong with ad-supported TV. If anything, it actually makes it more accessible to many more users." In our lated TVREV Thought Leaders Circle video, Ventura TV OS VP Rob Caruso talks about why we're seeing a return to ad-supported TV, why that's a good thing for many people and how to ensure that the ad experience is far superior to the one people remember.

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Great discussion with Jacki Kelley at #SnapdragonSummit on the role of brand in driving business impact. We covered how partnerships, creativity, and AI are redefining what’s possible for marketers and technologists alike. Watch the video for her perspective 👇

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Live ad delivery needs infrastructure built for game speed. In the latest episode of #ThePubWay podcast, Scott Young (Co-Founder and Chief Product Officer at Transmit) joins hosts Tina and Mike to unpack the infrastructure, formats and mindset shifts publishers need to power more dynamic live ad experiences. Listen now: https://lnkd.in/dVxs_GeK #Publishers #AdTech #DigitalAdvertising #ContextualAdvertising Seedtag

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CES was a great reminder of why this industry is so energizing. Connecting with peers, pushing programmatic forward, and accelerating what comes next. We were especially excited to introduce OpenXBuild with partners like tvScientific, sponsor the Omnicom Media Group Transformation lunch, and speak at Chalice AI’s Container Explainer event. The momentum around automation and AI-driven buying was hard to miss, and it’s encouraging to see partners continuing to innovate in meaningful ways. At the same time, CES underscored an important conversation our industry needs to keep having. I noticed several companies publicly announcing partnerships with online platforms whose current user and brand protections raise serious concerns, particularly around online safety and children. Speaking as both a parent and a business leader, these practices don’t serve marketers, agencies, or consumers. We’ve evaluated some of these companies multiple times, and they fall short of the standards we hold ourselves to — and in our view, the standards the industry should expect. As AI and autonomous agents increasingly shape buying decisions, accountability remains fundamental, even as the ways we uphold it evolve. Clear standards create trust. Transparency enables better choices. And thoughtful partnerships help ensure innovation scales in ways that strengthen, rather than undermine, the industry. Strong media standards ensure accountability doesn’t get lost as automation increases, giving buyers confidence, clarity, and control. PS. Thank you to Zoë Mann for texting me the only photo I remembered to take at CES. Always thankful for that!

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If you couldn't make it to Las Vegas for #CES2026, ADWEEK just published the highlights from my conversation with Jenny Rooney. 👉 https://bit.ly/3NmAiai In the piece, we preview the AI Disruption Index, Moloco’s new research with Boston Consulting Group (BCG), which maps 15 industries into four strategic realities. When 75% of consumers believe LLMs help them find better deals than they can find on their own, AI isn’t just optimizing discovery. It’s replacing it entirely. With the AI Disruption Index, we wanted to give brands a clear, data driven way to understand their exposure to AI driven disruption, based on the strength of their customer relationships. Check out the article for the initial breakdown, but stay tuned for the deep dive when the full report releases on January 21st. #AIDisruptionIndex #MarketingStrategy

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M&A in the ad industry is everywhere in the trade press right now — and for good reason. Who’s selling? Who’s buying? Why now? Few people have a better handle on those answers than Luke Rowell, Partner at CIL Management Consultants. That’s why I was thrilled to have him join me on the Giants of Media podcast. In this episode, we cover: 💡 Why Q2 2025 was a record quarter for CIL (hint: a lot of companies gearing up to buy or sell) 📉 The real reasons behind a slower M&A market in 2024 and early 2025 🚪 How founders can prepare themselves — and their businesses — for an exit 🏢 The different types of buyers out there, and what drives their decisions …. If you want to understand the forces shaping ad industry M&A right now, this is a conversation worth tuning into.

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AMP X WPP Media X MediaScience AI Voices in Audio Ads: Unpacking Consumer Trust and Engagement Most consumers can't tell the difference between human and synthetic voices in advertising. Less than half of our participants could accurately identify generic AI voices (42% for individual sentences, 47% for full ads). This highlights the remarkable sophistication of today's AI voice technology. AI voices held their own in terms of performance, capturing cognitive attention and driving purchase intent just as effectively as human voices. Neurological measures showed similar engagement levels. However, respondents consistently scored voices they believed were human as more relatable and emotional. This underscores a preference for human voices consistent with people’s desire for human connection (and potentially their discomfort with unknowingly interacting with non-human agents), even in a technologically advanced world. Younger audiences (18-30) were more adept at spotting AI voices than older participants (45+). This isn't surprising; younger generations have grown up immersed in AI technologies, leading to a greater familiarity and perhaps a more discerning ear. Despite consumer biases, our neurological findings revealed that the brain processes both AI and human voices in remarkably similar ways when it comes to cognitive attention and physiological arousal. This suggests that the "feeling" of preference might be more about perceived authenticity than actual neurological processing. Nancy Hall, Chief Client Officer for WPP Media in the US, adds: “The true value of any new technology for our clients always comes back to the human insight and applications around it. In this case, when we think about why someone may say they prefer a human voice over AI, it’s because of things like tone and inflection. That’s what helps drive brand recall and attachment. If you can recreate that successfully, that’s a powerful asset to brands and one that requires an ethical approach.” Thank you to Kelechi Nwankwoala and Terence Scroope for your partnership. https://lnkd.in/etQmA-y3

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