Connected TV and OTT have moved from experimental channels to core brand-building platforms, combining the scale of television with the precision of digital.

This session will explore how marketers are using CTV to balance data-driven targeting with high-impact storytelling — and what it takes to plan, create, and measure campaigns when the living room becomes a performance channel.

The discussion will focus on real decisions leaders are making today: how to integrate CTV into the broader media mix, how creative needs to evolve for a cinematic yet addressable screen, and how brands can drive both reach and relevance without fragmenting the consumer experience.