In this marketer interview series, we learn through a simple word association game how marketers are preparing for a new year of expanded media fragmentation. Meet Noah Mallin, the chief strategy officer at IMGN, part of Warner Music Group. Noah is long time innovator and winner of Cannes Gold and Silver Lions, Campaign Magazine’s 40 Over 40 and many other prestigious awards.

MadHive hired former PepsiCo, Publicis exec Jeff Fagel as CMO.

Major streaming services could face a hurricane of cancellations and churn rates past 30 percent, a new report suggests. They better figure out some new tactics less dependent on their legacy operations.

A new metric from Tubular Labs connects viewership of product videos online with Amazon purchases by those audiences in the next 30 days. Electronics purchases had a particularly high correlation, but more broadly, the metric will help publishers better pitch the value of their audiences.

If Comcast feels strongly enough about the need to pull content from Hulu and move it to Peacock, it might as well be all the way out on service it currently co-owns with Disney.

Disney says it will spend $8 billion more on its streaming programming next year. But with deep-pocketed competitors such as Netflix, Amazon and Apple –none of which have to pay for legacy operations – is that gargantuan increase enough? Warner Bros. Discovery faces some of the same questions as it prepares to merge.

Retail brands were on the menu for TV viewers throughout the ‘Turkey Five’ in an effort to boost holiday sales.

StreamLayer COO Andrew Fleming explains how rightsholders are losing crucial customer relationships when utilizing social-focused platforms to engage fans.

Disney shares dropped 8 percent after the company badly missed on expectations for new Disney+ subscribers, but will spend the week celebrating the two-year anniversary of Disney+’s launch with a bunch of deals and debuts. But lots of strategy issues remain, especially with the company legacy broadcast and cable operations.