After a packed week at CES, a few things have become clear—CTV is now seen as a performance vehicle and speed of execution for media campaigns is key to success.
Our EVP, Jason Brown, highlights these and other key takeaways in this short, insightful one-minute recap video:
- Connecting data to media is key—real-time signals drive faster speed to market.
- Shifting from contextual selling to precise outcomes—powered by AI and our toolbox for real-time activation.
- Aligning with the right strategic partners ensures scale across the ecosystem.
Transcript below.
Jason Brown: The overall theme is just speed.
Connecting data to media is key.
Jason Brown: There's so much data available for clients and agencies and platforms. Static or historical data as a proxy to predict what's going to happen in the future, like in the moment data and how that drives performance.
Industry is transitioning from prediction to a real-time performance engine.
Jason Brown: The world we live in is instantaneous. Algorithms have kind of moved from predictive to real time engineering, making recommendations that are, the most relevant, training those models, and how that's being applied to media.
CTV is now a proven performance engine.
Jason Brown: Because of all of this accelerated high-fidelity data and the linkage between data and media types, we're now seeing use cases, like real use cases, on how CTV can be a performance vehicle and drive more performance than search and social.
Jason Brown: We have to be able to have speed to market.