Oatly’s marketers don’t do normal – even when it comes to market research.
Usually it’s sanitized – committee-approved, consultant-scripted and delivered too late to shape real creativity.
Oatly, the oat milk brand, however, is taking a different approach – one that’s looser, more intuitive and built to serve the people actually shaping the brand. It’s less about rigid frameworks and more about staying closer to culture, listening in real time.
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This week’s Future of TV Briefing features an interview with YouTube creator Michelle Khare who has 5.1 million subscribers on YouTube and potentially someday soon an Emmy Award.
YouTube TV (Emmys edition)
TelevisaUnivision’s ad boss exits, Disney’s new streaming bundle and more
YouTube TV (Emmys edition)
The conversation over whether YouTube is TV may be settled soon enough once and for all. And Michelle Khare could be the one to settle it.
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In 2025, podcasts are more attractive than ever to advertisers who want to reach young and plugged-in consumers. As podcasting evolves from an audio medium into a video medium, brands are increasingly viewing the format as premium, complete with high viewability, strong engagement and audience quality. As a result, brands are starting to pull from budgets beyond their usual audio advertising funds, including those earmarked for influencer marketing, for their podcasting spend.
On Tuesday, June 4, podcasting research and consultancy firm Sounds Profitable will release a report on podcasting’s place within the broader world of ad-supported media. The online study, done in partnership with Signal Hill Insights, analyzed the responses of 5,005 Americans above the age of 18 in January and February 2025 — and Digiday got a sneak preview. Here are some of the key takeaways.
Frequent podcast listeners remember ads more than top consumers of other media
Sounds Profitable’s data report included questions that focused on what the company calls “prime users” — the most engaged and loyal consumers who tune in to their preferred medium daily — with the goal of understanding the reach of advertisers’ messaging to both casual consumers and dedicated podcast listeners.
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IAB Tech Lab has used its annual summit to announce two major initiatives aimed at modernizing digital advertising infrastructure and content governance, as well as addressing some of the fundamental challenges that generative AI and LLMs pose to content monetization.
The two-part announcement details two key initiatives with the LLM Content Ingest API Initiative, addressing publishers’ concerns prompted by AI agents and large language models, as well as AI-driven search summaries that reduce publisher traffic. Meanwhile, its Containerization Project is geared toward the development and maintenance of programmatic infrastructure (see more below).
The LLM Content Ingest API initiative proposes a technical framework to help publishers and brands control how their content is accessed, monetized, and represented by AI systems, aiming to address traffic and revenue losses caused by generative AI. These APIs can then be used to control access to publisher content by LLMs, with the two then able to agree on monetization models.
The Containerization Project introduces standardized container technology for OpenRTB to streamline ad tech deployment, improve scalability, and reduce latency across the programmatic supply chain. This includes specialized bid enrichment and evaluation partners, mounting scaling challenges, especially for live events, fragmented systems, and uneven performance, which have made the current foundation difficult to evolve.
IAB Tech Lab is inviting publishers, brands, LLM platforms, and AI agent developers to provide feedback on the proposals, with a workshop for the LLM Content Ingest API scheme planned for next month. Elsewhere, the Tech Lab Containerization Project Working Group is responsible for leading the separate effort, with representatives there also requesting feedback on the initiative.
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Ally Sentnor scored twice in the first half and Lynn Biyendolo added two in the second as the United States eased past Jamaica in a friendly in Saint Louis, Missouri, on Tuesday night.
The laws on taking a penalty kick were clarified Tuesday after Julián Álvarez's accidental double touch helped to eliminate Atlético Madrid from the Champions League.
Real Salt Lake and United States midfielder Diego Luna said that the broken nose he sustained in a friendly against Costa Rica in January was a "life-changing" event for him.
I recently did something sort of unusual: I went to a preview event for a game that's been out for almost three years.
I've played around 400 hours of Pokémon Scarlet, according to my Nintendo Switch, since it was released in late 2022. It's safe to say I know the game pretty well. And yet, when I was invited to preview Pokémon Scarlet and Violet on the Nintendo Switch 2 ahead of the new console's launch, I gladly took the opportunity to see three-year-old games I already own. I wanted to find out just how much they'd improved.
I have a high jank tolerance with games - it builds character - but I'm well aware of Scarlet and Violet's shortcomings on the original Switch. There's lag. The frame rate is… inconsistent. There are online connectivity issues. For a lot of people, performance problems overshadowed what was otherwise a great new generation of Pokémon games. With the release of the Nintendo Switch 2, and the accompanying free performance update for Scarlet and Violet, that might finally change.
Starting up the demo of Pokémon Scarlet on the Switch 2 at The Pokémon Company International's office in Bellevue, Washington, I knew immediately where I wanted to go firs …
Adm. Sam Paparo, who leads the US Indo-Pacific command, says middle managers get 'ganged up' on by other generations when leadership should assume risk.
Ezra Acayan/Getty Images
Adm. Sam Paparo says leaders need to assume risk for their teams if they want to move fast.
He said they can't rely on middle managers, often blamed as the 'frozen middle,' to decide.
Leaders wanting change should give their teams official leeway to 'go break the rules,' he said.
A leader's job is to take responsibility for risks, instead of leaving middle managers to shoulder the question of whether to try new things, a top Navy commander said.
Speaking during a Saturday Q&A at the Shangri-La Dialogue, Adm. Sam Paparo said the US military needs to abandon its work culture of "operating at the speed of committee instead of the speed of combat."
To do that, he told delegates and reporters, the military needs someone to take innovative risks.
"And if we are putting that risk on middle management and expecting them to take that risk, then, you know: We're not leading," said Paparo, who is the commander of US forces in the Indo-Pacific.
The admiral said middle managers are often blamed for a resistance to change.
"This is how the young people and the old people gang up on the middle-aged people, by calling them the frozen middle," said Paparo.
But leaders need to be the ones to "eat risk," he added.
"So, if you are in a leadership position and you want your team to innovate faster, to move fast, and to break things, you have to assume their risk. You have to eat it," Paparo said. "Give them some letter that has your name on the bottom of it that allows them to go break the rules and do this thing."
The US military has to speed up
The admiral was addressing the topic of how the US military — America's single largest employer by far — was now taking on new technologies from private venture-backed research and development, instead of the traditional defense acquisition model.
Palmer Luckey's Anduril, for example, recently announced a joint effort with Meta to create extended reality headsets for the US military. The firms said development would be funded by "private capital, without taxpayer support."
At the panel, Paparo repeatedly warned that the US military must radically speed up its processes and decision-making to succeed in the next few decades. Washington's main concern in Paparo's jurisdiction, the Indo-Pacific, has been China's rapidly advancing and expanding military.
Paparo didn't specifically name China as a threat at the panel. But earlier that day, Defense Secretary Pete Hegseth had publicly warned at the same conference that China's military build-up signaled that it could go to war soon.
"Nobody knows what China will ultimately do, but they are preparing, and therefore we must be ready as well," Hegseth told military leaders and representatives of 47 countries.
A rear admiral from China later said Hegseth's statements were "groundless accusations."
The Fever won their first game since point guard Caitlin Clark was injured, getting a lift from emergency hardship signing Aari McDonald in a win over Washington.
Rapp, 25, opened up about what she really thinks about wearing bras during an episode of Cosmopolitan’s “Blind Date” YouTube series. The magazine’s editor-in-chief, Willa Bennett, asked her, “If we peeked into your closet, what would we see?”
The singer then explained that she has an extensive pants collection. “You would see four racks of pants. Color coordinated jeans of a blue variety, jeans of a black variety, and then sweatpants,” she answered. Bennett then asked Rapp, “No T-shirts? No bras? No underwear?
“I have a couple of bras. I don’t like them,” Rapp replied. “I don’t wear them. I have a bra on now because I’m at Cosmo. I had to wear a bra,” she said while laughing.
The Sex Lives of College Girls alum elaborated that when she doesn’t wear a bra, her bust becomes her “whole outfit.”
“It’s like a rack on display — which is cool, and I usually love that,” she said. “But for today, I don’t wanna give it away when I walk through the door and you feel this enormous rack sat to your left.”
While she covered up for the interview, Rapp previously flaunted her figure in a low-cut custom GapStudio by Zac Posen black duchess satin double-breasted blazer gown at the 2025 American Music Awards in Las Vegas in May.
Her sleek dress featured a tuxedo-inspired silhouette equipped with a plunging neckline that revealed her cleavage, strong shoulders and notch lapels. The tailored design cascaded into a floor-length skirt complete with a high-front slit.
Rapp let the red-carpet look speak for itself, opting for only a dainty ring and silver earrings. She tied her look together with pointed-toe heels.
She donned a full beat at the awards, rocking black eyeliner, brown eyeshadow and pink lips. Her platinum blonde hair was parted to the side and styled in a blowout.
The “Not My Fault” singer is proof that if you’ve got it, flaunt it.
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