The Current
The biggest changes in advertising are taking place on the open internet, including areas like identity, the future of television, and retail media. The Current, created by The Trade Desk, is a news platform focused on the latest trends in modern marketing. We talk to key figures in the marketing industry to help you understand these major changes, how they are unfolding, and the reasons behind them.
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Articles
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1 week ago |
thecurrent.com | Zac Wang
Sky Media is enabling real time, biddable programmatic buying for live sports — starting with one of the most prized assets in British media: The Premier League. It’s the world’s most famous domestic soccer, er, football league. Sky Media says the move marks the first time advertisers can buy some live Premier League matches programmatically, offering premium, flexible reach across a highly coveted media property.
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3 weeks ago |
thecurrent.com | Zac Wang
At a glitzy event in New York on Wednesday, Spotify unveiled a raft of new ad tech products and partnerships designed to attract more brand investment in digital audio. Spotify officially announced its own ad exchange, SAX, enabling real-time programmatic bidding on its inventory for the first time.
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3 weeks ago |
thecurrent.com | Chris Stokel-Walker
In the clash of the streaming titans, Netflix notched a public relations win when the Financial Times declared it the victor. The newspaper cites ever-ballooning user numbers, eye-popping share price growth and a constantly increasing share of viewing hours among households. That sentiment may feel especially true in Europe, where traditional broadcasters are largely struggling to compete with global streaming giants.
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3 weeks ago |
thecurrent.com | Zac Wang
The Office (the original one). Doctor Who. That infamous Prince Andrew interview. Over its 100-plus-year history, the BBC has drawn global audiences by broadcasting some of Britain’s most memorable television. Today, however, compelling content is just one part of the equation.
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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.
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