In this session...
Streaming has entered a new era where ad-supported viewing has exploded, programmatic tools have rapidly advanced, and measurement has become more precise than ever. Yet, the industry now faces a key question: how to balance the precision of one-to-one targeting with the scale and cultural impact of shared, “watercooler” moments. This session will explore hybrid models that combine the strengths of both worlds to unlock the full value of streaming advertising.
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For decades, the promise of streaming was clear: the precision of digital matched with the scale of TV. Today, it’s possible, yet the industry now faces a critical question: just because every impression can be programmatic, should it be? Marketers have made incredible advances in one-to-one targeting, but brands are built in moments of collective attention–when relevance is shared, not just personalized. Publishers, meanwhile, need reliability when delivering their most premium tentpole programming. The tension between precision and scale is real. That’s why a hybrid approach is emerging, and the future of streaming advertising won’t be one-size-fits-all. It will be about balance: between automation and curation, personalization and culture, and precision and scale.
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What You'll Learn from This Session...
- Content preferences indicate a return to appointment viewing on streaming: Weekly episode releases are making a comeback.
- Consumer behaviors are evolving: Streaming audiences want to participate in culture-defining content.
- Consumers are spending more on CTV: Why brands should continue presenting innovative ways to shop and buy.
