Next in Media – Detailed Summary

Title: Emily and Mike talk about the ad world's new obsession with models, and whether brands are too trusting of AI ad buying
Host: Mike Shields
Guest: Emily Riley, Consultant Analyst to the Ad Tech Universe
Release Date: June 2, 2025

1. Introduction to the Episode

Mike Shields welcomes Emily Riley, a seasoned consultant in the ad tech realm, to discuss the evolving landscape of media, marketing, and advertising. Their conversation delves deep into the resurgence of Marketing Mix Models (MMMs), the increasing reliance on AI in ad buying, and the broader implications of these trends on brands and media companies.

2. The Resurgence of Marketing Mix Models (MMM)

Discussion Points:

• MMMs' Comeback: The conversation highlights a recent piece in Ad Exchanger about James and James, a furniture brand, utilizing AI-driven tools from platforms like Meta and Google. Their MMM revealed that these platforms weren't aligning with their specific goals.

• Historical Context: Emily reminisces about the era when only major players like Procter & Gamble could afford MMMs due to their high costs and extensive data requirements.

• Accessibility Through AI: She mentions her involvement with a company leveraging agentic AI to make MMMs more affordable and accessible for smaller businesses.

Notable Quotes:

• Mike Shields [02:49]: “When you say like that was on a very high level, like we're 50% TV, not like optimizing, you know, channels and programs and stuff.”

• Emily Riley [03:08]: “With an MMM, if nothing else, what it's telling you is like, this channel is driving more lift for you today.”

3. The Role of AI in Ad Buying and Measurement

Discussion Points:

• AI Optimizers: Emily discusses how large platforms use AI optimizers that might not prioritize individual brand goals, leading to potential mismatches in ad performance.

• Incrementality Testing: The duo explores the importance of understanding whether conversions are incremental or would have occurred organically, emphasizing that MMMs alone might not provide this clarity.

• Probabilistic vs. Deterministic Data: They debate Eric Seifert's perspective that AI’s probabilistic data might overshadow the need for precise identity-based data in future advertising strategies.

Notable Quotes:

• Emily Riley [06:58]: “With AI, you're not paying $1 million every time you want to do that, you just turn it on.”

• Mike Shields [09:15]: “Temporal identities are not going to matter that much in the future because AI is going to take over so much of this stuff.”

4. Shifts in Media Consumption: Streaming Challenges

Discussion Points:

• Streaming Frustrations: Mike voices his dissatisfaction with current streaming experiences, particularly with sports broadcasts on platforms like YouTube TV, citing issues like random cutouts and intrusive pre-roll ads.

• Shoppable Ads During Sports: Emily shares her discomfort with shoppable ads interrupting live sports, highlighting a misalignment between the viewer’s experience and advertiser intentions.

• Technological Hurdles: They discuss the challenges faced by streaming platforms in delivering seamless experiences, especially during high-stakes events like NBA playoffs.

Notable Quotes:

• Mike Shields [13:00]: “During one of the Nick games, I was watching that a shoppable ad came on and I'm like, I'm on the edge of my seat freaking out, shaking, and I'm like, you want to go shopping?”

• Emily Riley [14:14]: “What's funny though is like the money maker for these guys is live sports. And like, you're so right. People are like, can you just get out of my way?”

5. Impact of Technology on Media Companies and Content Distribution

Discussion Points:

• Media Layoffs: Mike expresses concern over significant layoffs at Business Insider, attributing it to factors like AI advancements and reduced distribution channels.

• Changing News Consumption: Emily emphasizes the shift from long-form articles to platforms like YouTube and TikTok, driven by younger audiences who prefer influencer-driven content.

• Content Diversification: Both agree that media companies must innovate and diversify their content delivery methods to stay relevant in the evolving digital landscape.

Notable Quotes:

• Mike Shields [15:00]: “It makes me very nervous. And I, I actually happen to listen to Neil Vogel on Brian Morrissey's podcast.”

• Emily Riley [16:36]: “Reporters need to change the way that they give news to people. You know, I mean, you look at younger generations, they go on YouTube and they go on TikTok and it's influencers that give them their news.”

6. The Future of Content and News Consumption

Discussion Points:

• Decline in Reading: Both Mike and Emily express concerns over the declining trend in traditional reading habits, pondering the implications for informed citizenship and the quality of information dissemination.

• Video as the New Medium: They explore how video content, especially short-form formats, is becoming dominant and the necessity for journalists and content creators to adapt accordingly.

• LinkedIn's Role: Emily highlights LinkedIn as a platform where authoritative and well-researched content thrives, contrasting it with more casual platforms like Instagram.

Notable Quotes:

• Emily Riley [17:44]: “Amount of information to you. It you're better informed as a citizen if that's happening.”

• Mike Shields [19:14]: “And it depends on who's surfacing in your feed, who you follow, if you're willing to read the longer posts.”

7. Conclusion

Mike and Emily conclude their discussion by acknowledging the rapid changes in the media and advertising industries driven by technology and data. They emphasize the need for adaptability, whether it's through embracing AI-driven tools for measurement or innovating content delivery methods to cater to evolving audience preferences. The conversation underscores a fundamental theme: as technology continues to reshape the landscape, stakeholders must remain vigilant and strategic to navigate the complexities and harness the opportunities presented.

Key Takeaways:

• MMM Accessibility: AI is democratizing Marketing Mix Models, making them accessible to smaller businesses previously unable to afford them.

• AI's Double-Edged Sword: While AI optimizers can enhance efficiency, they may also lead to misalignment with specific brand goals and reduce transparency in ad performance.

• Evolving Media Consumption: The shift towards short-form video content challenges traditional media companies to innovate and adapt to maintain relevance and engage younger audiences.

• Content Diversification is Crucial: To thrive in the current landscape, media and advertising entities must diversify their content strategies, leveraging platforms like LinkedIn for authoritative content while experimenting with interactive and shoppable ads.

Notable Quotes Recap:

• Mike Shields [02:49]: “When you say like that was on a very high level, like we're 50% TV, not like optimizing, you know, channels and programs and stuff.”

• Emily Riley [03:08]: “With an MMM, if nothing else, what it's telling you is like, this channel is driving more lift for you today.”

• Emily Riley [06:58]: “With AI, you're not paying $1 million every time you want to do that, you just turn it on.”

• Mike Shields [09:15]: “Temporal identities are not going to matter that much in the future because AI is going to take over so much of this stuff.”

• Mike Shields [13:00]: “During one of the Nick games, I was watching that a shoppable ad came on and I'm like, I'm on the edge of my seat freaking out, shaking, and I'm like, you want to go shopping?”

• Emily Riley [14:14]: “What's funny though is like the money maker for these guys is live sports. And like, you're so right. People are like, can you just get out of my way?”

• Mike Shields [15:00]: “It makes me very nervous. And I, I actually happen to listen to Neil Vogel on Brian Morrissey's podcast.”

• Emily Riley [16:36]: “Reporters need to change the way that they give news to people. You know, I mean, you look at younger generations, they go on YouTube and they go on TikTok and it's influencers that give them their news.”

• Emily Riley [17:44]: “Amount of information to you. It you're better informed as a citizen if that's happening.”

• Mike Shields [19:14]: “And it depends on who's surfacing in your feed, who you follow, if you're willing to read the longer posts.”

This comprehensive summary encapsulates the multifaceted discussion between Mike Shields and Emily Riley, offering valuable insights into the current and future state of media, marketing, and advertising in an AI-driven world.