"At the same time, marketers are becoming more focused on the operational side of AI within CTV and streaming TV campaigns. Real-time optimization, more efficient workflows, automated decision-making and tangible applications of AI were recurring themes throughout the week. That lines up closely with what we're seeing in our latest CTV/OTT Advertiser Survey. Nearly six in 10 advertisers (58%) identified real-time optimization as the most valuable AI capability for CTV and streaming TV advertising, yet only 44% believe those capabilities will be widely available in 2026."
"The makeup of the event reflected that shift, too. There was a noticeably larger presence from companies focused on infrastructure, data activation, commerce, audio and cross-channel measurement alongside traditional TV and streaming video players."
Streaming TV is moving into a more operational phase focused on how marketers drive better performance. Conversations center on using AI to improve campaign execution, reduce inefficiencies, and deliver measurable outcomes. Creative optimization and development receive significant attention, including support for emerging ad formats like pause ads and generating new creative from existing assets for better performance across audiences and environments. Marketers also emphasize operational AI capabilities such as real-time optimization, efficient workflows, automated decision-making, and practical applications in CTV and streaming campaigns. The event’s participant mix reflects this shift, with greater presence from infrastructure, data activation, commerce, audio, and cross-channel measurement companies alongside traditional TV and streaming video players.
#streaming-tv #ctvott-advertising #ai-optimization #data-activation--measurement #omnichannel-marketing
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]