Broadcast & CTV Advertising: Bridging the Next Era of TV Advertising

Recorded at StreamTV Show

Why the divide between broadcast and CTV is a false one – and what it means for the future of the TV advertising ecosystem

As traditional pay TV continues to face challenges, the industry’s attention is shifting from managing the decline of linear TV advertising to understanding how broadcast and connected TV advertising can function as a unified, complementary ecosystem.

This session brings together executives from Imagine, LG Ad Solutions, Google Ad Manager, ShowSeeker and Vii to examine the realities of broadcast and CTV convergence. Industry leaders discuss audience extension strategies, first-party data, TV audience targeting and unified selling models, while exploring the measurement and currency challenges that continue to complicate cross-platform advertising and the long-term economics of content creation.

What you’ll learn

• Why linear viewership isn’t disappearing – and which audiences and content types remain uniquely strong across broadcast TV advertising.
• What it actually takes for broadcasters to offer advertisers a unified linear and CTV buy – and where the industry falls short today.
• Why selling audiences as inventory, rather than spots, is emerging as the model that resolves the linear-versus-digital divide.
• How inconsistent measurement and pricing between broadcast and streaming threatens the economics of content – and what the industry must do about it.