We're excited to announce we're acquiring Sincera. Sincera helps advertisers understand the quality of data provided by publishers and enables them to value ad impressions more accurately and optimize their campaign investments. More in @AdExchanger:

Our CEO Jeff Green recently spoke at @IAB ALM about advertising in 2025. He stressed the need for those in ad tech to deliver more value to advertisers than they're extracting. We’ll continue to partner with those adding value while focusing on an efficient supply chain. #IABALM

Adding to the list of firsts at the biggest game in sports, several brands, from OpenAI to Meta, are hawking their AI tools. The Current rounds up the main themes coming out of the Big Game commercials:

It's 4 days away from the Big Game & watch parties. Discounts & cash-back offers help stem grocery costs, which is where @Ibotta shines. Founder/CEO Bryan Leach shares how marketers can unlock results with big data ahead of the game on The Current Report:

On The Current Podcast, @GoalhangerPods' Tony Pastor shares the formula for a successful podcast, why people in their 20s & 30s want "long-form, intelligent, entertaining conversations," and he talks about the company's ambitions, like pushing into video:

Omnichannel advertising can unlock the complementary value of individual media channels while capitalizing on the strengths of each. It helps media buyers learn which combination of channels reaches their audiences most efficiently.

Two years ago, @Tubi CMO Nicole Parlapiano wouldn't have believed that the FAST platform would stream football's Big Game. Now, Tubi is breaking barriers. Hear how it all came together on this episode of The Current Report:

The Current breaks down the programmatic ad technique known as “header bidding” and why it became a focal point in the DOJ’s antitrust case against Google:

Our CEO, Jeff Green, spoke on the future of the open internet at @IAB ALM. He believes if Google exits the open internet, it will help the ad tech industry build trust with advertisers & publishers, allow more value to be added, & showcase the best of the open internet. #IABALM

.@JLR_News' Charlotte Blank shares how integrating the brand alongside popular shows has helped deliver its message of quiet luxury and that premium content can go a long way to building the kind of brand loyalty marketers dream of on The Current Podcast:

The Current compiled a primer on header bidding — what it is, how it works, and why it bears so much weight in a legal case that could radically transform the digital media industry.

Discover how our platform helps you combine your knowledge and expertise with the power and precision of AI. The result? Smarter media buying decisions and stronger performance – and it’s never been easier.

The clock is ticking for TikTok. Michelle Castillo joins The Current Report to discuss the realization by the industry that even if a platform seems to become the holy grail of marketing, it’s not worth putting all your budget and effort behind one thing:

FreshDirect and @Tombras tested the theory that programmatic ads had a "halo effect" of positively influencing the performance of ads run on social and search platforms. Find out how they significantly increased overall conversions using our platform.

.@GoodwayGroup created its own Blue List, a custom offering allowing access to premium ad inventory on the open internet, to test an omnichannel campaign for a fast-casual restaurant chain. The results? CPM was reduced by 18% on both CTV and audio.

Despite the intense popularity of children’s franchises like Bluey and Cocomelon, media companies have slowed investment in new content for kids.

.@Exverus_Media's Hillary Kupferberg sits down with The Current to explore her thoughts around AI, what she sees as the next phase of growth for retail media, and finding a balance between stoking brand loyalty and finding new customers:

When done right, media buyers can launch omnichannel campaigns that grab attention and lead to conversion. We'll show you how omnichannel campaigns can reduce the time between when a customer sees an ad and when they buy your product: