As the lines between linear TV and streaming continue to blur, the advertising industry is moving closer to Total TV convergence. But while audiences already move seamlessly across platforms, buying, measurement, and monetization remain fragmented. So what will it take to create a truly unified TV advertising ecosystem?
Recorded at DanAds | Summit 26 NYC, this panel explores how broadcasters and advertisers are navigating the shift toward impression-based buying, cross-platform measurement, and data-driven advertising. The discussion explores the value of first-party data, the need to simplify media buying, and the importance of improving campaign performance, while examining what’s accelerating convergence and what’s still holding the industry back.
Moderated by Rob Beeler, the panel brings together Stéphane Printz (tvbeat), Phil Lalonde (Univision), and Daniel Callahan (Spectrum Reach) for a candid conversation on the future of Total TV, the growing importance of collaboration and interoperability, and why making TV advertising easier to buy, measure, and optimize is essential to keeping it competitive in an increasingly fragmented media landscape.