On stage

From Readiness to Reality:
Planning and Optimization in the Transition to Cross-Channel Distribution, Monetization, and Measurement

This session will bring together stakeholders from the buy-side and beyond to address the question: Is cross-channel media selling and buying ready for prime time in 2026?

Panelists will examine the progress made to date in cross-channel measurement and in adoption by buyers, and will attempt to answer such questions as:

• How have sellers changed their distribution and monetization strategies in response to the rise of streaming and CTV?
• How is first-party data being used in cross-platform campaigns?
• How are buyers using intelligence from multi-platform and multi-currency data to better understand consumers and thereby drive customer engagement?
• What challenges are still hampering the adoption of cross-platform campaign strategies?
• What are the most significant opportunities emerging in this space?

Wednesday, December 3 | 11:45 AM | Uptown Room