Next in Media: Episode Summary – Mike and Emily Riley Discuss Media Agency Paralysis, Amazon vs Trade Desk, Paramount Drama, and Sydney Sweeney Soap

Release Date: June 9, 2025

Introduction

In this episode of Next in Media, host Mike Shields engages in a compelling conversation with industry consultant and adtech expert Emily Riley. Together, they delve into the current upheavals in the media, marketing, and advertising sectors, exploring themes such as agency paralysis, the rising influence of Amazon's Demand-Side Platform (DSP) versus Trade Desk, the ongoing drama surrounding Paramount, and the intriguing concept of Sydney Sweeney-branded soap in the age of AI-driven creativity.

1. Media Agency Paralysis

Overview: Emily Riley opens the discussion by addressing the current turmoil within media agencies. She highlights how internal instability—stemming from potential mergers among giant holding companies like Omnicom and IPG, as well as restructuring at WPP—has led to a sense of powerlessness among media buying teams. This environment has stifled innovation, making agencies hesitant to adopt new technologies or experiment with unconventional strategies.

Key Points:

• Internal Uncertainty: The fear of layoffs and client churn has made media teams risk-averse.
• Hindered Innovation: Agencies are reluctant to allocate innovation budgets to test new adtech solutions.
• Impact on Startups: Adtech startups find it challenging to introduce innovative products, as agencies prefer sticking with established partners to avoid disrupting successes.

Notable Quotes:

• Emily Riley [01:37]: “Everybody just feels unempowered in the media buying teams.”
• Mike Shields [02:44]: “It's not because there's no innovation budget or they don't know how. It's really like, I don't want to mess with things right now.”

Conclusion: The paralysis within agencies has created a cautious atmosphere where maintaining the status quo outweighs pursuing potentially lucrative innovations. However, Riley notes that growth and innovation persist, albeit through established marketplaces like Roku, which allows for incremental testing without significant disruptions.

2. Amazon vs Trade Desk: The Battle of DSPs

Overview: The conversation shifts to the competitive landscape between Amazon's DSP and The Trade Desk. Emily Riley discusses how Amazon's DSP is gaining traction by leveraging its rich shopping data and integrating seamlessly with its vast ecosystem, presenting a formidable challenge to established players like The Trade Desk.

Key Points:

• Walled Gardens: Amazon remains a walled garden but is less restrictive compared to competitors like Meta, allowing for better integration with the open web.
• Retail Orientation: Amazon's DSP is highly valued for its closed-loop retail data, making it attractive for brands looking to drive direct sales.
• Impact on Open Web: While the rise of Amazon's DSP diverts funds to another closed ecosystem, it offers some opportunities for better integration with existing digital infrastructures.

Notable Quotes:

• Emily Riley [05:33]: “Amazon is not seen as a risk at all. It’s almost like they know better than anybody what works.”
• Emily Riley [06:18]: “Amazon is a huge search engine... they have a lot of search.”

Conclusion: Amazon's growing influence in the DSP space underscores a shift towards platforms that offer comprehensive data and seamless integration. This trend poses challenges for open web advertising but also highlights the adaptability of Amazon in leveraging its retail dominance to expand its advertising footprint.

3. Paramount Drama: Mergers, Legal Battles, and Streaming Woes

Overview: Mike Shields brings up the ongoing saga surrounding Paramount, touching upon stalled merger talks, legal battles with the Trump administration, and the challenges of enhancing their streaming services. Emily Riley provides an in-depth analysis of the internal power dynamics and strategic missteps that have left Paramount in a precarious position.

Key Points:

• Leadership Struggles: Sherry Redstone and the Redstone family's disproportionate control (10% ownership with 80% voting rights) have centralized decision-making, leading to operational inefficiencies.
• Streaming Challenges: Paramount Plus faces technical and user experience issues, struggling to compete with platforms like Netflix and Disney+.
• Content Dilemma: While Paramount boasts a rich library of content, there is a disconnect between traditional media assets (e.g., Nickelodeon, MTV) and modern streaming demands.

Notable Quotes:

• Emily Riley [10:07]: “Sherry Redstone... have become the dictators of what happens in the future.”
• Mike Shields [12:32]: “If it's just sort of an app game, then the question becomes can you mash up best practices for gaming, for social, for TV?”

Conclusion: Paramount's ongoing struggles exemplify the difficulties legacy media companies face in transitioning to the digital streaming era. Internal power imbalances and outdated technological infrastructures hinder effective strategic pivots, leaving the company in a state of limbo as it grapples with competing interests and external pressures.

4. Sydney Sweeney Soap: AI and the Future of Creative Advertising

Overview: The episode takes an intriguing turn as Mike Shields introduces the concept of Sydney Sweeney-branded soap, prompting a discussion on the role of AI in creative advertising. Emily Riley reflects on the balance between automation and human creativity, questioning whether AI can truly replicate the nuanced and spontaneous elements that make advertising campaigns successful.

Key Points:

• AI Limitations: While AI can automate and optimize campaigns, Riley argues that it lacks the ability to generate truly innovative and culturally resonant ideas.
• Human Creativity: Effective advertising often stems from unexpected inspirations and human insights that AI algorithms cannot predict or emulate.
• Future of Creativity: AI should serve as a tool to enhance human creativity, not replace it. The integration of AI should aim to support more dynamic and engaging campaigns rather than producing homogeneous and uninspired content.

Notable Quotes:

• Emily Riley [17:18]: “AI should drive more and better and more interesting and more fun campaigns. They shouldn't just automate the crap out of everything so that it's all just lame.”
• Mike Shields [18:48]: “Is that going to be enough for brands when they're... the other cost benefits are so good? That's going to be sad.”

Conclusion: The discussion underscores the importance of preserving human ingenuity in the advertising process. While AI offers significant advantages in data analysis and campaign optimization, the essence of impactful advertising lies in creative risk-taking and innovative thinking that currently remain beyond the capabilities of AI.

5. Additional Insights

X (Formerly Twitter) and Political Influence: Mike and Emily briefly touch upon the state of the X platform under Elon Musk's leadership, noting its continued association with polarizing figures like Trump. They speculate on the platform's future appeal to brands and whether its current direction could alienate potential advertisers.

Future of Adtech Startups: The conversation also explores the challenges adtech startups face in a market dominated by established giants and internal agency paralysis. Emily Riley emphasizes the importance of strategic partnerships and leveraging existing marketplaces to navigate the competitive landscape.

Closing Thoughts

Mike Shields and Emily Riley conclude the episode by reiterating the dynamic and often tumultuous nature of the media and advertising industries. They express hope that despite current challenges, innovation and growth will continue to shape the future of the sector.

Final Quote:

• Mike Shields [19:43]: “All right, Emily. Great stuff. Let's talk again soon. Thanks for coming in.”
• Emily Riley [19:46]: “Absolutely. Thanks, Mike. Take care.”

Takeaway

This episode of Next in Media offers a deep dive into the complexities and evolving dynamics of the media, marketing, and advertising landscapes. From internal agency struggles and the rise of Amazon's DSP to the intricate drama at Paramount and the future of AI in creative advertising, Mike Shields and Emily Riley provide valuable insights for industry professionals navigating these transformative times.