Consumers are embracing streaming TV and it’s now the dominant way that Americans watch TV. Media owners and advertisers are navigating new challenges and bountiful opportunities brought on by this shift in attention. This panel brings together leaders from all sides of the industry to share how their organizations are approaching planning, execution, and measurement in TV advertising today and how they’re preparing for tomorrow.
In a cookie-less world, publishers hold the most valuable insights into user interests and behavior, making their first party data critical to future audience-based advertising strategies. A long term identity strategy will require a range of solutions working in concert to convey addressable audiences and implementing these solutions will require a portfolio-based approach – one in which data is passed through the bidstream in a safe way. This interactive workshop will explore some of the leading audience and identity strategies that media owners should consider including seller-defined audiences (SDAs), clean rooms and data marketplaces.
In 2023, the streaming ecosystem will enter into a new phase of maturity where ad-supported content becomes the most watched form of programming. SVOD will lose its leading share as consumers seek affordable, free-to-watch programming options. This shift in behavior will create an evolved landscape for ad-supported streaming – which will have implications for both media owners and advertisers. Join this session in which Magnite will share proprietary research around consumers’ streaming behaviors and how this will in turn shape TV advertising.
Questions? Email events@magnite.com
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