TVOT SF 2025 - Evolution of Addressable TV: From Linear to Streaming-First Strategies

This session will outline the challenges and opportunities presented to the addressable-advertising ecosystem by television’s transition to a primarily streaming medium. Questions to be addressed include: How to ensure interoperability of ad servers and creative versioning in the transition from linear to streaming? What new benefits does streaming-first addressability provide (e.g. improved targeting and measurement), and what new problems does it create (e.g. a proliferation of walled gardens that force advertisers into siloed buys)? How effective are the solutions that have been put forward to these problems, such as programmatic pipes, unified ID and consortia such as OpenAP? What tensions are emerging between publishers and buyers, as the former seek control and the latter seek simplicity and scale? And how will new developments—including household graph-based addressable targeting, shoppable TV, AI-enhanced predictive targeting, and early experiments with “addressable live sports” and real-time dynamic creative—impact the evolution of streaming-first addressable advertising? Panelists include:

• Buck Cram, Director of National Political Ad Sales, Comcast Advertising

• Chris LoRusso, Chief Business Officer, OpenAP

• Greg Pomaro, EVP of Media, Mediasmith

• Guy Southam, Senior Director of Product Management, Synamedia

• Rob Jayson, EVP of Insights and Analytics, USIM (Moderator)