Media Monitor is a data-led podcast unpacking what’s really happening across advertising, media, and consumer behavior—and what it means next. Hosted by Sean Wright and Kelly Sweeney from Guideline.ai, the show breaks down the signals behind the headlines: ad spend shifts, market trends, economic pressure points, and emerging opportunities shaping the media ecosystem. Each episode translates complex data into clear insight, helping brands, agencies, and decision-makers cut through noise, reduce uncertainty, and make smarter strategic calls. If media is changing faster than ever, Media Monitor helps you understand why , how , and what to watch next .
Media Monitor’s Conversation at Cannes| Why AI Still Needs a System of Record| Drew Kane
AI may be reshaping media planning and buying, but not every business problem requires an AI solution. In this episode of Media Monitor: Conversations at Cannes , Guideline Chief Product Officer Steve Silvers speaks with Drew Kane, Chief Product Officer for Prisma at Mediaocean, about media workflow automation, agentic buying, and why trusted systems of record become even more valuable as machines make more decisions. The conversation begins with Prisma’s role as a financial, contractual, and workflow system supporting the media industry from planning through payment. Drew explains how Mediaocean’s wider portfolio—including Prisma, Innovid, and Protected Media—helps agencies and advertisers manage creative workflows, buying, verification, and financial accountability. Steve and Drew then discuss the new integration between Guideline’s MediaTools and Prisma. While information has moved between the two platforms for years, the new API integration reduces manual work and helps keep planning and execution data synchronised. Objectives and budgets can flow more directly from MediaTools into Prisma, with actualised results moving back through the workflow. The result is less friction, fewer manual errors, and more time for teams to focus on business outcomes. Their discussion then turns to AI. At Cannes, many companies are trying to apply AI to nearly every workflow. Drew argues for a more disciplined approach: begin with the business outcome, then choose the appropriate technology. Sometimes that means an AI agent. Sometimes it means an MCP-enabled workflow. And sometimes a deterministic API is still the better answer. Steve and Drew also examine the emerging world of buyer and seller agents, where systems could identify inventory, exchange campaign requirements, and accelerate media transactions. But as the number and speed of automated decisions increase, so does the need for governance. Someone still has to track what was approved, where the money went, what changed, and whether the advertiser received the expected value. That is where systems of record become essential. In this conversation: • What Prisma does across the media planning-to-payment workflow • The partnership between Guideline and Prisma • How the MediaTools and Prisma API integration reduces manual work • Why business outcomes should determine the technology used • Why not every form of automation needs AI • The difference between APIs, MCP connections, and AI agents • How buying and selling agents could change media transactions • Why agent orchestration may matter more than individual agents • The continued role of human approval in automated workflows • Why auditability becomes more important as AI scales decision-making • How systems of record track media spend, approvals, and outcomes • The convergence of linear television, digital video, and broader video investment • Why media efficiency must ultimately translate into effectiveness Media Monitor: Conversations at Cannes is a special series featuring leaders across advertising, media, measurement, and technology discussing the ideas shaping the future of the industry. If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Media Monitor’s Conversation at Cannes| AI Won't Replace Human Creativity| Jonathan Anastas (Rumble)
Jonathan Anastas, Chief Marketing Officer, at Rumble, joins Media Monitor: Conversations at Cannes to discuss why AI won't replace human creativity—but instead make it even more valuable. Following Rumble's acquisition of Northern Data and the launch of Quake AI, Jonathan explains how creators can use AI to build businesses, why video is becoming the next frontier for AI training, and why human ideas remain the competitive advantage in an AI-powered world. Media Monitor: Conversations at Cannes brings together leaders from across media, advertising, technology and AI to discuss where the industry is heading. In this episode, Steve Silvers , Chief Product Officer at Guideline, sits down with Jonathan Anastas, Chief Marketing Officer at Rumble, to discuss one of the biggest questions facing the industry: Will AI replace human creativity—or make it more valuable than ever? The conversation follows Rumble's acquisition of Northern Data and the launch of Quake AI, exploring how the company sees AI becoming a platform that helps creators build businesses rather than replacing the people behind them. Jonathan explains why the future belongs to creators who combine original thinking with AI-powered execution, why video is becoming the next major training asset for AI models, and why authentic human ideas remain the ingredient AI cannot generate on its own. They also discuss: • Why Rumble acquired Northern Data and launched Quake AI • The vision of creators becoming AI-powered businesses • Why human creativity becomes more valuable as AI advances • AI as an accelerator—not a replacement—for creative work • Why video is becoming the next major AI training resource • The decline of text as the primary source for training large language models • AI-generated content versus human-led storytelling • What marketers can learn from previous technology disruptions • Why businesses that ignore AI risk falling behind • The importance of authentic human connection in an AI-first world • Why face-to-face relationships become even more valuable as automation increases Whether you're a marketer, publisher, creator, media executive or technology leader, this conversation offers a thoughtful perspective on how AI is reshaping creativity, advertising and digital business. Media Monitor: Conversations at Cannes features conversations with industry leaders recorded during Cannes Lions, exploring the ideas shaping the future of media and advertising. If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
What Advertisers Should Buy Now—and What Can Wait in Q4
When should advertisers lock in Q4 media—and where could waiting actually pay off? In Episode 28 of Media Monitor , Kelly Sweeney and Sean Wright use Guideline’s forward-booking, ad spend, and pricing data to look ahead at the Q4 advertising market and assess where demand is building, where prices are rising, and where buyers may still have room to wait. Sean frames the discussion as a media version of buy, sell, or hold. Retail media is one area where the data points toward buying earlier. After six consecutive quarters of price growth, demand remains strong heading toward the holiday period, when retailers face some of their heaviest advertising activity of the year. Programmatic CTV is showing similar pressure, with demand and pricing moving higher. Direct-buy CTV, however, tells a somewhat different story, with flatter conditions and some indications that buyers could find opportunities later. Traditional television presents another contrast. Scatter pricing is declining, spend is softening heading into Q4, and—with the exception of major properties such as the NFL—advertisers may have more flexibility around when they commit. Then there’s social. Spend continues to grow while pricing has been declining, creating a different buying dynamic in a channel where inventory is far less constrained. Kelly and Sean also discuss digital out-of-home, the potential effect of U.S. midterm election spending on local media and CTV inventory, and what these shifts could mean for planners building Q4 media strategies now. Before getting into the data, they cover several media and technology headlines, including OpenAI’s agreement with Yelp, the decline in referral traffic as AI increasingly answers searches directly, machine-readable web content, Google’s regulatory pressure in Europe—and Jimothy, the unusually round raccoon that somehow made its way into the conversation. In this episode: • What Guideline’s forward-booking data indicates about Q4 advertising • Why retail media may become more expensive as the holidays approach • Rising demand and pricing for programmatic CTV • Why direct-buy CTV is showing a different pattern • Falling TV scatter pricing and what it could mean for buyers • How U.S. midterm election spending could affect local advertising inventory • Why social ad spend can rise while pricing falls • Continued momentum in out-of-home advertising • OpenAI’s agreement with Yelp and the changing economics of web traffic • How AI-generated search answers are affecting publisher referral traffic • Google, European regulation, and the growing pressure on big tech • What the rise of bot traffic could mean for the future of the open web Media Monitor breaks down what’s happening across media and advertising and explains what the data may mean for brands, agencies, publishers, and the wider industry. Form to be filled: https://forms.cloud.microsoft/pages/responsepage.aspx?id=lw2afVEDz0GH7zXijD1lOQJDmVFO33JHi7Vy8ZqFLdxUOFo0QVZYNjlTSTgwSlUxMDVUV1VRQUkwNS4u&route=shorturl Referenced articles: https://www.nbcnews.com/tech/tech-news/bot-web-traffic-overtaken-human-web-traffic-data-shows-rcna348522 https://www.mediapost.com/publications/article/416762/openai-licenses-content-from-yelp-seems-to-be-bui.html https://www.nytimes.com/2026/07/21/style/jimothy-raccoon-seattle-videos.html https://www.reuters.com/world/google-hit-with-1-billion-eu-fine-first-under-landmark-rules-2026-07-23/ If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Media Monitor's Conversations at Cannes: Metrics that Matter with Preeti
AI is giving marketers faster access to data and insights. But having more data doesn’t automatically lead to better decisions. In this episode of Media Monitor's Conversations at Cannes , Guideline Chief Product Officer Steve Silvers sits down with Preeti Croke of Analytic Partners to discuss how AI is changing marketing measurement, why ROI requires more context than a single number, and what happens when marketing, finance, and analytics aren’t working from the same definition of success. Preeti shares how Analytic Partners is using AI through tools such as Ask Genome to make insights more accessible and decisioning AI to support scenario planning in an increasingly uncertain market. The conversation then turns to a bigger measurement challenge: despite the amount of data available to marketers, marketing investment can still be perceived as less data-driven than other business decisions. The issue may not be a lack of data. It may be a lack of shared language. Steve and Preeti discuss why CMOs, CFOs, finance teams, and analytics leaders need to agree on the business outcomes they are trying to influence before deciding which metrics matter. They also discuss why measurement should account for far more than advertising alone, from competitive conditions and pricing to broader economic and market forces. In this conversation: • How Analytic Partners is applying AI to marketing intelligence • What Ask Genome brings to ROI benchmarking and decision-making • Why scenario planning is becoming more useful in uncertain markets • The disconnect between having data and making data-driven marketing decisions • Why marketing and finance need a shared definition of success • Moving beyond KPIs that don’t connect to business outcomes • Why Analytic Partners uses “commercial analytics” rather than simply marketing mix modelling • How non-marketing factors can influence business performance • Why finance should be part of the measurement conversation from the beginning Media Monitor: Conversations at Cannes is a special summer series featuring conversations with media and advertising leaders about the ideas shaping the future of the industry. If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Why Advertising Growth Is Slowing Despite a Huge Year for Media
The first half of 2026 delivered the Olympics, a resurgent NBA Finals, the FIFA World Cup, and continued growth across streaming and digital media. Yet advertising spend grew just 4% year over year—well below the roughly 10% growth Guideline has historically seen in comparable event-heavy years. In this episode of Media Monitor , Kelly Sweeney and Sean Wright break down what Guideline’s data says about the first half of 2026, where advertising dollars are moving, which categories are gaining or cutting spend, and why major tentpole events haven’t been enough to produce a stronger market. They examine continued weakness among automakers, growth from AI and SaaS advertisers, social media’s strong first half, CTV’s continued gains, the shift of World Cup dollars from linear television toward streaming, and the surprising resilience of out-of-home advertising. Sean also looks ahead to the second half of 2026, including the effects of softer consumer spending, inflationary pressure, political advertising, and the early testing of AI search as a new advertising channel. Plus: why advertisers may be able to use AI to move faster, while consumer behavior still moves at the “speed of human.” What You’ll Hear Why U.S. advertising grew only about 4% in the first half of 2026 How major tentpole events contributed roughly 1.2–1.3 percentage points of market growth Why automaker advertising remains under pressure How AI and SaaS companies are supporting software ad growth Why social advertising grew roughly 14% What’s driving CTV and streaming growth How World Cup ad spending has shifted dramatically from linear TV toward streaming Why out-of-home continues to gain despite weakness across other traditional formats How consumer spending pressure could affect advertising in the second half Why AI-search advertising still appears to be in a test-and-learn phase Why faster advertising technology cannot make consumers make decisions faster Chapters: 00:00 Welcome and Banter 00:20 Lighting Nerd Out 01:51 Film Lighting Origins 03:40 Family Pool Drama 04:15 Elle TV Recommendation 05:49 First Half Ad Market 08:27 Upfronts Quiet Signal 09:27 Category Winners Losers 12:08 Media Mix Shifts 15:02 Out of Home Surge 17:02 Second Half Outlook 19:36 AI Search Ad Tests 22:28 Speed of Human Wrap 23:35 Closing and Subscribe If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
3 Common Threads That Kept Coming Up | Conversations at Cannes
Welcome to the first episode of Media Monitor: Conversations in Cannes — a special mini-series featuring industry leaders sharing their predictions for the future of media, advertising, AI, data, and marketing. Recorded during Cannes Lions, these conversations brought together executives from across the advertising ecosystem to discuss where the industry is headed next. Before releasing those interviews, Kelly Sweeney and Sean Wright step back to identify the biggest themes that consistently emerged across every conversation. Three major ideas stood out. 🤖 AI is becoming a human-led tool. The conversation around AI has matured. Rather than replacing marketers and creative teams, industry leaders are focused on using AI to help people work faster, think better, and execute more efficiently while keeping human creativity at the center. 🎯 The Addressable Audience The ability to reach the right people, at the right time, with the right message has become one of the industry's biggest competitive advantages. Better audience intelligence, first-party data, and smarter targeting are reshaping how brands build meaningful customer relationships. 📊 Metrics That Matter The industry is moving beyond tracking KPIs simply because they exist. Today's marketing leaders are asking a more important question: Which metrics actually predict business growth? The conversations repeatedly emphasized measuring outcomes that create meaningful results instead of chasing vanity metrics. Throughout the episode, Kelly and Sean share highlights from conversations with leaders across media, advertising, retail media, analytics, and technology, including executives from Rumble, Albertsons Media Collective, WPP, Analytic Partners, Prisma, and more. If you work in advertising, media, analytics, brand marketing, or digital strategy, this episode offers a preview of the biggest ideas you'll hear throughout the Media Monitor: Conversations in Cannes series. In This Episode Introducing Media Monitor: Conversations in Cannes The biggest themes from Cannes Lions Why AI is becoming a creative partner instead of a replacement The growing value of addressable audiences Finding the right customer with better data Why marketers are rethinking measurement Moving beyond vanity metrics Predictions for the future of media and advertising Connect with Guideline Questions or feedback? 📩 press@guideline.ai If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Why Brands Pay Millions for World Cup Sponsorships | The Hidden Value of Sports MarketingWhy Brands Pay Millions for World Cup Sponsorships | The Hidden Value of Sports Marketing
Why are brands willing to spend millions sponsoring global sporting events? In this episode of Media Monitor , Kelly Sweeney and Sean Wright examine the economics behind sports sponsorships during the FIFA Club World Cup and explain why sponsorship continues to outperform many traditional brand marketing investments. They discuss why companies are paying premium prices for World Cup advertising, how sponsorship drives brand awareness in an increasingly crowded media environment, and why marketers continue shifting budgets toward high-profile live events. The conversation also covers: Why Ford and IBM are hiring employees back after aggressive AI workforce reductions Meta's expansion into cloud computing The surprising history of Hidden Valley Ranch and why the World Cup could introduce ranch dressing to millions of international consumers Why sponsorship spending continues to grow while traditional brand budgets become more constrained How brands measure sponsorship success beyond immediate sales Whether you work in advertising, media buying, sponsorship, or brand strategy, this episode offers valuable perspective on where marketing investment is heading. In this episode: Why sponsorship spending is accelerating The economics behind World Cup advertising Ford and IBM rethink AI workforce reductions Meta's newest AI business strategy Hidden Valley Ranch's unexpected marketing opportunity Brand awareness versus performance marketing Why marketers continue investing in major sporting events Articles Refrenced in this episode: https://www.cnbc.com/2026/07/01/employers-who-laid-off-workers-for-ai-are-reversing-their-decisions.html https://rb.gy/l4kuog If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Why Meta Wants Prediction Markets | The $50M Advertising Opportunity Nobody Saw Coming
Prediction markets are rapidly moving from niche platforms into the mainstream—and advertisers are following. In this episode of Media Monitor, Kelly Sweeney and Sean Wright examine why companies like Meta are investing in prediction market technology, what the rise of platforms like Polymarket and Kalshi signals for the future, and how sports betting has quietly become one of advertising's fastest-growing categories. Using Guideline's advertising intelligence, they reveal how brands are spending over $50 million annually advertising on betting platforms, why alcohol, telecom, and quick-service restaurants are dramatically increasing investment, and what this shift means for marketers planning future campaigns. The discussion also covers Meta's new prediction market initiative, OpenAI's reported IPO delay, AI advertising trends, and why advertisers are increasingly treating prediction markets as brand-safe environments. If you work in advertising, media, marketing, streaming, or digital strategy, this episode offers practical insights into one of the industry's fastest-changing sectors. In this episode Why Meta is entering prediction markets The rise of Polymarket and Kalshi How prediction markets differ from traditional sports betting Why advertisers spent more than $50 million on betting platforms Which industries are investing the fastest What Guideline's advertising data reveals OpenAI's reported IPO delay and AI advertising trends Why prediction markets are becoming more attractive to brands Articles referenced in this episode: https://www.nytimes.com/2026/06/25/technology/openai-ipo-artificial-intelligence.html https://www.nytimes.com/2026/06/23/technology/meta-prediction-markets-app.html If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
NBA Finals, Fox + Roku & World Cup Ads: The Biggest Media Stories This Week
Sports, streaming, and advertising continue to reshape the media landscape—and this week delivered plenty to discuss. In this episode of Media Monitor, Kelly and Sean introduce a new weekly headlines segment before diving into Guideline's early advertising data from the NBA Finals and FIFA World Cup. They discuss what the Fox and Roku partnership means for connected TV, why Tubi has become one of streaming's biggest success stories, and how advertisers are following audiences across broadcast and streaming platforms. The conversation also covers Meta's latest AI copyright lawsuit and why it could have broader implications for generative AI companies. Later, they examine why this year's NBA Finals generated dramatically higher advertising revenue than previous seasons and what early World Cup pricing suggests about the future of premium live sports. In this episode: Fox's acquisition of Roku and what it means for streaming Why Tubi continues to outperform expectations Meta's AI copyright lawsuit and its potential impact NBA Finals advertising revenue reaches new highs Why streaming is becoming central to sports broadcasting Early World Cup advertising trends and pricing The growing value of premium live sports for advertisers What marketers should watch over the coming months Whether you work in advertising, media, marketing, or simply enjoy understanding how major media businesses operate, this episode provides practical insights into one of the busiest weeks in the industry. What You'll Learn ✔ Why Fox's Roku deal matters beyond streaming ✔ How Tubi became one of FAST television's biggest success stories ✔ Why advertisers spent dramatically more during the NBA Finals ✔ How streaming is changing sports broadcasting ✔ What early World Cup advertising trends reveal ✔ Why Meta's AI lawsuit deserves attention ✔ Where premium advertising inventory is heading Articles referenced in the episode: https://www.404media.co/judge-rules-blacked-com-can-sue-meta-for-scraping-its-porn/ https://digiday.com/future-of-tv/future-of-tv-briefing-fox-finds-its-programmatic-identify-in-roku/ https://www.adweek.com/convergent-tv/the-3-biggest-questions-from-fox-and-rokus-22-billion-deal/ If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
How The New York Times Is Winning in Advertising (While Everyone Else Struggles)
Most media companies are fighting declining advertising revenue. The New York Times is moving in the opposite direction. In this episode of Media Monitor, Kelly and Sean launch a new deep-dive series by examining one of the most successful media businesses today. Using Guideline's advertising intelligence alongside The New York Times' public financial reporting, they break down where the company's advertising growth is really coming from—and why it continues to outperform much of the industry. Topics include: Why New York Times advertising revenue grew 29% The role of direct advertising versus programmatic How podcast advertising has become a meaningful revenue driver Why sports content continues to outperform expectations What The Athletic acquisition is contributing The surprising return of print advertising Why subscriptions and advertising work together Lessons publishers and marketers can apply to their own businesses Whether you're a marketer, publisher, agency leader, or media executive, this episode offers a practical look inside one of the industry's strongest advertising businesses. Key Takeaways New York Times advertising revenue trends Podcast sponsorship growth Sports media monetization Print advertising performance Direct advertising strategy Subscription business expansion Publisher revenue diversification Media business strategy If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
AI, IPOs & Advertising: What Happens When AI Giants Go Public?
AI continues to dominate headlines—but is the advertising industry becoming more cautious? In this episode of Media Monitor, Kelly and Sean examine a series of major developments shaping the future of artificial intelligence and advertising. From Anthropic’s IPO plans and OpenAI’s advertising strategy to the surprising shift in AI conversations at Cannes Lions, the discussion explores how the industry’s perspective on AI may be evolving. The conversation covers: Anthropic’s reported IPO ambitions and trillion-dollar valuation discussions xAI, OpenAI, and the growing competition among AI leaders What public markets may expect from AI companies Why advertising revenue is becoming increasingly important OpenAI’s early advertising performance The challenges of monetizing generative AI platforms How AI conversations have changed at Cannes Lions Why AI panel discussions have declined compared to last year The growing debate around human creativity versus AI-generated content The Pope’s recent comments on artificial intelligence Business leader enthusiasm versus employee concerns about AI adoption The emerging challenge of “AI slop” in the workplace Predictions for AI advertising over the next several years As AI companies move toward public markets and face increasing pressure to generate revenue, advertisers, agencies, and marketers will need to understand how these platforms evolve—and what role advertising will play in their future. Key Topics Covered Artificial intelligence AI advertising OpenAI advertising strategy Anthropic IPO xAI valuation AI monetization Cannes Lions 2026 Generative AI AI adoption Advertising technology Marketing innovation Workplace AI trends AI business models AI search advertising Future of advertising If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
NFL Advertising Hits Record Highs: What’s Driving Nearly $6 Billion in Revenue?
The NFL continues to dominate live sports advertising. In this episode, Kelly and Sean break down Guideline’s latest NFL Advertising Report, examining the trends, categories, teams, and schedule changes shaping one of the most valuable advertising properties in the world. The NFL generated nearly $6 billion in advertising revenue last season, marking another record year of growth. Kelly and Sean discuss what is fueling that growth, how playoff matchups impact revenue, why certain teams consistently attract advertiser dollars, and what the league's newest scheduling changes could mean for advertisers in the upcoming season. The conversation also explores: Why NFL advertising continues to outperform expectations How playoff games drive major revenue increases The impact of streaming, Netflix, and special-event games Why the Dallas Cowboys remain an advertising powerhouse How celebrity culture influences sports viewership The surprising category spending trends shaping the NFL Why financial services became the NFL’s biggest advertiser category What international expansion means for league revenue New schedule changes and their advertising implications Predictions for the upcoming NFL season Whether you're an advertiser, marketer, media planner, sports executive, or simply interested in the business behind professional sports, this episode provides a data-backed look at how the NFL continues to drive massive audience attention and advertising investment. Key Topics Covered NFL advertising revenue NFL media economics Sports advertising trends NFL playoffs advertising Super Bowl advertising Financial services advertising Auto advertising trends Sports media strategy NFL international expansion Streaming and NFL viewership Sports sponsorship trends Live sports advertising NFL schedule changes Sports media planning If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Why Publicis Bought LiveRamp — Identity Data, AI & the Future of Advertising
Publicis just made one of the biggest advertising acquisitions in years — purchasing identity platform LiveRamp in a $2.54 billion all-cash deal. But this story is much bigger than a merger announcement. In this episode, Kelly and Sean break down why identity data has become one of the most valuable assets in modern advertising, how the industry evolved after the decline of third-party cookies, and why AI-powered marketing increasingly depends on high-quality consumer data. The conversation explores: Why LiveRamp became strategically valuable How identity graphs actually work The shift away from traditional cookie tracking Why advertisers are obsessed with audience targeting The growing tension between personalization and privacy How AI is reshaping advertising infrastructure Why Publicis sees this as a long-term power play The future of audience targeting, retail media, and ad tech Kelly and Sean also debate the consumer side of the equation: Is personalized advertising genuinely helpful… or increasingly invasive? If you work in advertising, media, marketing, analytics, retail media, ad tech, or AI strategy, this episode offers one of the clearest explanations yet of where the industry is heading next. Key Topics Covered Publicis acquisition of LiveRamp Identity graphs explained The future of digital advertising Life after third-party cookies AI and advertising data Consumer identity targeting Retail media growth Personalized advertising Privacy vs personalization Data collaboration platforms Advanced audience targeting Programmatic advertising trends The future of ad tech Customer identity infrastructure If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Upfronts, Streaming & Why TV Advertising Is Starting to Look Like Cable Again
What are the TV Upfronts, and why do they still matter in the streaming era? In this episode, Kelly and Sean break down how television advertising, streaming platforms, and digital media buying continue to evolve in 2026. From traditional TV Upfronts to modern NewFronts, they explain why streaming services are increasingly adopting strategies that resemble the cable television model many thought had disappeared. The conversation covers the economics behind streaming advertising, why advertisers still reserve inventory months in advance, how connected TV (CTV) changed media buying, and why consumers may now be paying for “cable with extra steps.” Kelly and Sean also discuss: The difference between Upfronts and NewFronts Why streaming platforms are leaning harder into advertising How ad-supported subscriptions are reshaping viewer behavior The growth of connected TV (CTV) advertising Why programmatic and digital media buying continue to evolve The changing economics of streaming platforms Why consumers are returning to ad-supported viewing options The future of television advertising and media strategy If you work in advertising, media, streaming, digital strategy, or marketing analytics, this episode offers a practical breakdown of where the industry is heading next. Key Topics Covered TV Upfronts explained How streaming advertising works Connected TV (CTV) growth Why streaming is starting to resemble cable Programmatic TV advertising Ad-supported subscription models Digital media buying trends Streaming platform economics Consumer viewing behavior The future of television advertising If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Auto Advertising Slows While Pharma Faces a Major Shift
This week, Kelly and Sean take a category-focused approach, diving into two major sectors shaping the advertising market: automotive and pharmaceutical advertising. The episode begins with a conversation around Sean’s recent car purchase, which quickly opens into a broader discussion about the state of the auto industry. They examine how automotive advertising—historically one of the largest categories in media—is now facing slower growth, changing consumer priorities, rising vehicle costs, and uncertainty around electric vehicle adoption. The discussion highlights: Why automotive ad spend is dropping below historic benchmarks The evolving role of EV advertising Why affordability may matter more than technology upgrades How companies like Slate Auto and BYD could reshape consumer demand Why legacy automakers are reducing spend Kelly and Sean then shift into pharmaceutical advertising, a category that remains heavily concentrated in the United States. They discuss the unique nature of direct-to-consumer pharma ads, the rise of GLP-1 marketing, and the major patent expirations expected to reshape spending patterns across the category. Additional topics include: Why TV pharma spending is declining The growth of digital pharma campaigns The impact of blockbuster GLP-1 drugs What “patent cliffs” mean for advertising budgets Emerging wellness and alternative health advertising trends The episode closes with reflections on consumer behavior, category evolution, and what these shifts could mean for advertisers moving into 2027. Key Topics Covered Automotive advertising trends in 2026 Why auto ad spend is declining globally Electric vehicle adoption and marketing challenges BYD and Slate Auto disruption potential Pharma advertising trends in the US GLP-1 advertising growth Patent expirations and pharma spend pressure Digital vs traditional pharma advertising Emerging wellness advertising trends If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Media Headlines Breakdown: OpenAI Lawsuit, iHeart & SiriusXM, Social Media Bans, and Amsterdam Ads
In this episode, Kelly and Sean step back from deep dives and return to a broader format—reviewing several major headlines shaping the media and advertising landscape right now. They begin with the ongoing legal dispute involving OpenAI, exploring how the lawsuit connects to broader questions about business strategy, monetization, and rising competition in the AI space. The conversation highlights a shift from early expectations to a more competitive and financially driven environment. From there, the discussion moves into audio, with reported talks between SiriusXM and iHeartMedia. Kelly and Sean examine what a potential merger could mean for the future of radio, podcasting, and the growing role of digital audio platforms. The episode also revisits Australia’s social media restrictions nearly a year after implementation. While the policy aimed to limit youth access, early data suggests limited impact on advertising performance, raising questions about how effective these measures are in practice. Finally, they touch on Amsterdam’s proposed restrictions on certain types of advertising in public spaces. This opens a broader conversation about how regulation may begin influencing not just where ads appear, but what can be promoted at all. Throughout the episode, the focus remains on translating headlines into practical insights—what’s happening, why it matters, and what to watch next. Key Topics Covered OpenAI lawsuit and evolving AI business dynamics Early signals from OpenAI advertising activity SiriusXM and iHeartMedia merger discussions Podcasting’s growing role in audio strategy Australia’s social media restrictions after one year Why ad spend hasn’t shifted as expected Amsterdam’s restrictions on certain ad categories How regulation could shape future advertising models If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Kelly and Sean break down how advertising is evolving across major sports—from the Olympics to the NFL and NBA—and why streaming continues to reshape how brands reach audiences. In this episode, Kelly and Sean take a closer look at how advertising is shifting across the sports landscape in early 2026, using recent data and real-world examples to unpack what’s changing and why. They begin with a lighter moment on sports viewing habits before moving into a structured breakdown of major events and leagues, including the Olympics, NFL, NBA, and NHL. From there, the conversation focuses on one consistent theme: streaming is expanding quickly, while traditional TV remains steady but slower-growing. The Olympics serve as a strong example, with streaming now accounting for a significantly larger share of ad revenue compared to prior years. At the same time, linear TV still plays a meaningful role, showing that audience behavior is evolving rather than fully shifting. Kelly and Sean also discuss how advertisers are adapting their buying strategies. One standout approach is multi-sport programmatic buying, where brands target audiences across a range of sports content instead of focusing on a single league. This method offers flexibility and efficiency while still capturing engaged viewers. The episode closes with a look at which industries are increasing investment in sports—such as tech and pharma—and which are showing more caution, along with a brief outlook on what upcoming global events may mean for the market. Key Topics Covered How sports remains one of the strongest areas for live viewing Growth in streaming vs traditional TV across major events Olympics advertising trends and shifting viewer behavior NFL, NBA, and NHL ad performance insights The rise of multi-sport programmatic buying Why streaming bundles are becoming more common Category trends: tech, pharma, retail, and auto What to expect heading into the World Cup Want deeper insights into sports and advertising trends? Reach out at press@guideline.ai to learn more. If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Programmatic Advertising Part 2: SSP Trends, CTV Growth, and What Q1 Data Shows
In part two of their programmatic advertising series, Kelly and Sean shift from the demand side to the supply side, breaking down what SSPs are, how they function, and what the latest Q1 data says about where programmatic is heading. They begin with a practical explanation of the supply-side platform: the technology publishers use to make ad inventory available to buyers in the programmatic marketplace. If DSPs help advertisers buy, SSPs help publishers sell. From there, the conversation moves into one of the more striking shifts in the market — the growing role of programmatic in connected TV. Sean explains how streaming inventory has moved away from direct sales and toward a more automated buying model. Just a few years ago, only a minority of CTV dollars flowed programmatically. Today, many platforms are approaching a much more balanced split, and some are already heavily programmatic. Kelly and Sean then zoom out to the broader Q1 picture. They discuss how programmatic growth has moderated from the very high levels seen a year ago, why that slowdown makes sense, and what factors are contributing to it — from market maturity to slower expansion in ad-supported streaming inventory. The episode also touches on category-level changes, with pharmaceuticals standing out as a notable growth area, and closes with a look at the biggest DSP players globally, including DV360, Trade Desk, and Amazon. Key topics include: What an SSP is and how it works The relationship between DSPs and SSPs Why CTV inventory is shifting toward programmatic The move from direct buying to automated buying in streaming What Q1 data says about global programmatic growth Why programmatic growth has slowed from prior highs Category-level changes, including pharma growth Market share shifts among major DSPs What to watch for in the rest of the year Chapters 00:00 Intro and spring break recap 01:25 Why this is part two of the programmatic series 01:55 What an SSP is 04:32 Supply-side trends in programmatic 06:13 Why CTV is moving toward programmatic 08:56 Platform-level shift in streaming inventory 12:06 Q1 programmatic growth trends 14:19 Category changes in Q1 15:11 Major DSP market share shifts 16:16 Outlook for the rest of the year 17:49 Closing thoughts and what’s next If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Retail Media Networks Explained: Why Amazon, Walmart & Uber Are Winning Ad Dollars
Retail media networks have quietly become one of the most important forces in advertising. In this episode, Kelly and Sean break down what retail media actually is, why it’s growing, and where it may be heading next. At its core, a retail media network allows retailers to sell advertising using their own customer data—whether that’s on their website, app, or even in-store screens. Companies like Amazon, Walmart, and Target are leading the way, using shopper behavior to deliver highly targeted ads. But the real story is in the growth. Retail media accounted for roughly 15% of total U.S. media growth last year, making it one of the most impactful drivers in the industry. So why is it working? Two major factors: High purchase intent – Ads reach consumers already in buying mode Closed-loop measurement – Platforms can directly connect ad exposure to purchases From an advertiser perspective, that combination is hard to ignore. The episode also explores how the space is evolving: Key trends shaping retail media Amazon continues to dominate, driving about 40% of retail media ad revenue Traditional retailers like Walmart, Kroger, and Target remain strong New entrants—like Uber, Instacart, and airlines—are entering the space Over 50 large-scale retail media networks now exist in the U.S. At the same time, signs of maturity are starting to appear: Fewer new network launches in 2026 Slowing user growth as adoption approaches saturation Increased competition for the same audiences So where does growth come from next? Sean outlines three emerging directions: Offsite advertising – Using retail data to sell ads beyond owned platforms Audience matching & data partnerships – Expanding targeting capabilities Continued expansion from existing players – Rather than new entrants The takeaway: retail media isn’t slowing—but it is changing. Key Topics What retail media networks are (simple explanation) Why brands are shifting budgets into retail media Amazon’s dominance and growth outlook The rise of Walmart, Kroger, and big-box players New entrants like Uber, Instacart, and airlines Why closed-loop attribution is driving adoption The rapid growth in retail media networks (50+ in the U.S.) Signs of market maturity and saturation What’s changing in 2026 Future growth drivers: offsite, data partnerships, audience targeting Chapters 00:00 Intro & Trader Joe’s story 03:10 What is a retail media network? 05:38 Why retail media is growing 08:01 Key advantages: targeting + attribution 09:49 Major players (Amazon, Walmart, grocery) 11:18 Growth of new entrants (Uber, Instacart, airlines) 12:22 Market saturation & slowing expansion 13:37 User growth limits 14:46 Future growth strategies 19:04 Key takeaways 19:29 Closing thoughts If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
Meta & YouTube Lawsuit: Will Social Media Finally Face Consequences?
A recent jury verdict against Meta and Google has reignited a long-running debate: are social media platforms simply hosting content, or are they designed in ways that can cause harm? In this episode, Kelly and Sean break down the case, the broader legal context, and what it could mean for the advertising industry. The ruling found that platform design—features like endless scroll and autoplay—played a role in addictive behavior and worsening mental health for a young user. It’s part of a growing wave of over 2,000 similar cases targeting how these platforms operate, not just the content they host. But here’s the key question: will anything actually change? Looking back over the past decade, both Meta and YouTube have faced repeated controversies—from data privacy issues to concerns about youth safety. Despite this, advertising spend has continued to grow. Sean shares data showing that across dozens of major scandals, platform revenue and ad spend not only held steady—they increased. So why does advertising remain resilient? The answer comes down to scale, targeting, and efficiency. These platforms still offer unmatched reach and performance, making them difficult for advertisers to replace. That said, this moment may still be different. The volume of legal cases, combined with growing public scrutiny, suggests potential pressure ahead. Kelly and Sean outline two key indicators to watch: Monthly active users – Are audiences starting to pull back? Ad pricing (CPMs) – Are costs rising due to shifting demand or platform changes? They also touch on how evolving AI-driven ad tools may impact pricing and performance, adding another layer to watch. The episode closes with a simple takeaway: history suggests stability—but the scale of what’s happening now makes this worth monitoring closely. Key Topics: The Meta & YouTube lawsuit explained Why this case focuses on platform design, not content The rise of addiction-related social media lawsuits What history tells us about scandals and ad spend Why advertisers continue to invest despite controversies The role of reach, targeting, and efficiency in platform dominance The “tobacco moment” comparison Two key indicators to watch: users and pricing How AI tools may impact ad costs and performance What could actually trigger change in the industry Chapters: 00:00 Intro & spring break check-in 00:46 Meta & YouTube lawsuit overview 01:36 Platform design and addiction claims 03:00 Scale of legal cases and context 03:49 History of scandals in social media 06:28 What the data shows (no change in ad spend) 07:38 Why this moment feels different 08:38 Advertiser behavior explained 10:22 What to watch: users and CPMs 12:27 Final takeaways 13:08 Closing thoughts If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai. If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments. And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.
