Ilyse Liffreing

New York

Senior Editorial Manager at The Trade Desk

Senior Editorial Manager at The Current

Senior Editor @TheTradeDesk [email protected] Past: @AdAge, @digiday, @CampaignLiveUS; @nyu_journalism masters alum. Views are my own.

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Articles

Empathy at scale: What Headspace and Dotdash Meredith are teaching us about AI

2 weeks ago | thecurrent.com | Ilyse Liffreing

LAS VEGAS — Picture this: It’s the height of the holiday season. A young mom, juggling work, kids, and chaos sees an ad that doesn’t try to be clever — it simply gets her. It acknowledges her stress, offers empathy, and suggests a mental health tool that might actually help. That ad wasn’t dreamed up late at night by a team of agency creatives. It was built by AI. That’s what Headspace and Monks achieved in their latest seasonal campaign.
As tariff concerns grow, brands like Ford and DSW reposition messaging around transparency and value

2 weeks ago | thecurrent.com | Ilyse Liffreing

Volkswagen’s recent TV spot for its all-electric 2025 ID.4 doesn’t just tout performance and design — it has a message tailored to the current moment. The tagline: “Proudly assembled in Chattanooga.” In a political and economic climate where “Made in America” carries growing significance, it’s a strategic pivot designed to signal stability, trust and value. And VW isn’t alone.
NBCUniversal upfront positions Peacock as the live sports streaming leader with NBA deal, new features

3 weeks ago | thecurrent.com | Ilyse Liffreing

RADIO CITY MUSIC HALL, NY —To kick off NBCUniversal’s 2025 upfront, the company’s global ad chief, Mark Marshall, descended from the ceiling of Radio City Music Hall on a bubble-like lift, decked out in a pink blazer — a theatrical nod to its Oscar-winning hit Wicked. “I just want everyone to think about over the next couple weeks when you’re allocating where you’re going to put your dollars,” Marshall joked.
Google throws ‘cookies’ to marketers after DOJ’s ad tech ruling

1 month ago | thecurrent.com | Ilyse Liffreing

Just days after a U.S. federal court ruled Google a monopolist in digital advertising — the second time within the last year — the tech giant is walking back a key privacy update in Chrome. Instead of rolling out a new prompt for third-party cookies, Google says users will continue managing cookie settings as they always have. The decision sparked a mix of relief, frustration and no small amount of skepticism across the industry.
The 7 best ad campaigns that streamed on the Olympics

Aug 14, 2024 | thecurrent.com | Ilyse Liffreing

This Paris Olympics was a historic one. Not only did the 2024 Summer Games introduce breakdancing and feature the same number of female and male athletes for the first time ever, they also represented a significant win for programmatic advertising. For the first time, NBCUniversal, U.S. media rights holder to the Olympic Games through 2032, streamed all Olympics content on Peacock and opened up the platform to programmatic ads.