As addressable advertising evolves from separate linear and CTV campaigns to a converged model, brands can now reach target audiences more effectively and efficiently across all platforms and devices. However, like any innovation, there are a myriad of variables for planners and buyers to consider as they incorporate this advanced solution into their media mix. In this panel, hear agency investment leaders discuss how they are navigating converged addressability in their media planning and buying, what strategies and solutions they are using, and what they expect from the future of this evolving landscape.

As viewership continues to shift from traditional linear TV to streaming platforms and CTV, and as impression-based buying continues to evolve in the TV space, new paradigms have emerged. Convergence is the ultimate goal, but what does it really mean and what does it look like from the perspective of addressable TV? Where are the major gaps and how do we get there? Hear from experts across the media ecosystem share their perspectives on how to navigate this new media landscape, best practices and strategies for executing addressable campaigns, and what are the main obstacles and solutions in convergence.

From the deprecation of cookies to the emergence of clean rooms, it’s no secret that data is a key ingredient that drives convergence for addressable TV. A rich data set can help marketers to identify, segment, and target their audiences, as well as measure and optimize their campaigns. However, data also comes with challenges and responsibilities such as quality, accuracy, and others. In this panel, industry thought leaders will explore the role of data in a converged addressable world, how to harness its power and potential, and how to conquer perceived pitfalls and risks.