Covers creators and ad-tech. Bylines at Next in Media and Next in Media (podcast). Desk record: 36 signals cited since June 2026, 29 published. Updated November 3, 2026.
Indexed from published reporting. Not a medianexis staff byline. Any journalist can ask to be removed.
Next in Media’s Mike Shields reports that Bright Mountain and Deep Focus execs say audience data degrades between research and activation. Their fix: synthetic personas and unified YouTube-to-CTV targeting so buys match real-time viewer interest, not stale demo reports.
Aug 10Collective’s Natalie Silverstein says creators are structuring scripts and captions as clear Q&As so AI models cite their videos as authoritative answers. It’s a new optimization layer brands and agencies need to plan for, alongside platform-specific ROI metrics.
Aug 10Marketing mix modeling has gone from an annual macro exercise to the tool brands consult before any decision, and media sellers resent it. Shields flips the complaint: if MMMs filled a vacuum, the sellers who never supplied better measurement helped build it.
Aug 10