Everything you should know about Forward ’24

In February, The Trade Desk hosted its second annual Connected TV (CTV) event, where industry leaders from brands, agencies, and major TV networks discussed developments that can foster a more flexible, data-driven, and measurable approach to TV buying.

Here are some key highlights.

Disney’s Streaming Evolution

A conversation with Tim Sims, chief commercial officer at The Trade Desk, and Jamie Power, SVP of addressable sales at Disney

“Every major streaming app has now embraced ad-supported video on demand [AVOD]. Ad-supported models are becoming the default.” – Tim Sims

“By 2027, we'll have 75% of the business automated. And for us, it's about making sure that it's easy to buy as possible. For us, interoperability isn't just a word. We want to make sure that the pipes are actually connected so people can buy in the way that they want to buy.” – Jamie Power

• Generational shift in TV consumption. In the last few years, we have witnessed a radical change in how TV is consumed, from exclusively cable TV to predominantly streaming apps via the internet. This shift, especially noticeable among younger demographics, signifies a fundamental change in viewing habits.
• Rise of ad-supported models. Ad-supported models are becoming the norm, both for consumers and advertisers. The industry is beginning to acknowledge that ads can be a vital solution to help counter content fragmentation and escalating production costs.
• Impact of identity solutions. With the impending deprecation of third-party cookies, the importance of identity solutions like Unified ID 2.0 cannot be overstated. These solutions offer advertisers valuable insights into viewer preferences, ensuring relevant and targeted advertising.

Closing the Loop: CTV and Retail Data with Paramount and Unilever

A conversation with Jed Dederick, chief revenue officer at The Trade Desk, Aaron Sobol, head of U.S. media investments and partnerships at Unilever, and John Halley, president at Paramount Advertising

“We’ve always known video is a powerful driver of business results, but now we get measurement that helps us learn, almost in real time, how it’s doing.” – Aaron Sobol

“CTV does not look like its linear predecessor. It is a full-funnel product that can deliver targeting, attribution, and optimization. This is a path toward the future.” – John Halley

• Harnessing cultural moments. Advertisers can leverage cultural moments, particularly in sports, to anchor brand conversations and foster community engagement. By aligning brands with sports events, advertisers can connect with audiences on a deeper level and drive meaningful interactions.
• The power of retail data. Both Unilever and Paramount have embraced retail data to help measure advertising efficacy and drive performance. By leveraging real-time insights from retail partners, advertisers can optimize campaigns and enhance consumer experiences with personalized content.

Game On: Buying Live Sports Programmatically with NBCUniversal and Samsung

A conversation with Verna De Jesus, VP of inventory development at The Trade Desk, John Alleva, EVP of platform monetization at NBCUniversal, and Jaclyn Wyatt, head of digital marketing at Samsung Mobile

“For live sports, our programmatic strategy has evolved. A few years ago, the only way you could buy sports digitally was through a direct deal. Since then, we’ve invested heavily in programmatic, and the results have been great.” – John Alleva

“That’s what’s really exciting with programmatic: I can tell the right story to the right audience while they’re watching live sports.” – Jaclyn Wyatt

• Opening doors for all brands. One of the most exciting aspects of programmatic buying in live sports is its ability to democratize advertising opportunities. Even smaller brands can now access the coveted space of live sports advertising, driving growth and innovation in the industry.
• Unlocking the power of data. Advertisers can leverage data to help tailor advertising content to specific audiences. By utilizing programmatic buying, advertisers can deliver personalized messages during live sports events, maximizing the impact of their campaigns.

Understanding Value: Cracking CTV Measurement with PepsiCo and Starcom

A conversation with Samantha Jacobson, chief strategy officer and EVP at The Trade Desk, Katie Haniffy, head of media strategy and investment for PepsiCo beverages North America, and Eddie Parker, EVP of business intelligence at Starcom

“CTV used to be lumped in with linear TV, and we didn’t really understand how it was performing. Now we’re making smarter decisions on how to activate it. It all comes back to ROI and driving brand health.” – Katie Haniffy

“CTV, because it can be involving and engaging, is our top channel in terms of effectiveness.” – Eddie Parker

• Measurement challenges in a multifaceted landscape. Through tech-enabled solutions and by bridging the gap between upper-funnel brand messaging and lower-funnel performance marketing, advertisers can create more engaging and impactful campaigns.
• Elevating real-time insights. Measuring tangible business KPIs — rather than relying solely on traditional metrics like reach and frequency — can allow for real-time optimization and midcampaign adjustments based on performance metrics, ultimately maximizing the effectiveness of advertising efforts.

The Path Forward: In Conversation with Jeff Green

A conversation with Jeff Green, CEO at The Trade Desk, and Lou Paskalis, chief strategy officer at Ad Fontes Media

“CTV can save journalism. Period.” – Jeff Green

• CTV can save journalism. CTV is the last great frontier for the open web and is critical to the role of journalism. We should preserve and protect quality journalism and encourage its discoverability and accessibility to consumers.
• Sellers and Publishers 500+. In a fragmented market, finding and buying quality inventory at scale can be hard. That’s why The Trade Desk created the Sellers and Publishers 500+, a new inventory buying option (coming soon) that provides easy access to a marketplace of premium content from the open internet, and that has built-in quality thresholds and offers additional quality controls for advertisers.
• Data to inform decisions. Advertisers should have the freedom to use their data for more informed decisions regarding their advertising investments. The opportunity of the open internet extends beyond where a consumer lands on a web page – it's about a marketplace of choice. At The Trade Desk, we allow advertisers to leverage data and measure on a larger scale than ever before.

Couldn’t make it to Forward ’24? Watch all the recordings here.

Get in touch with The Trade Desk to learn more about how you can elevate your CTV strategy.