NDA recently gathered leading CTV publishers at a roundtable debate, in partnership with Nexxen. The discussion focussed on the need for standardisation in programmatic CTV and whether it’s the buy or sell-side partners who need to take the first step. The full writeup can be found here but we also asked all our guests one simple question: What are your hopes for the industry a year from now?
Zachary Belmont, VP, International Programmatic Revenue, Paramount
My hope for the industry next year is a bit clichéd but important: better clarity on measurement. I want buyers to clearly tell us what they expect from measurement, beyond just performance and attribution, which are critical but over-discussed.
What do they really need to effectively plan across diverse audiences? Currently, everyone demands transparency, but they can’t quite articulate why.
By this time next year, I hope we move past these familiar, well-worn topics and see the buy-side of the industry take a more proactive, clear approach to what they really need.
Steven Broadhead, MD, EMEA, Nexxen
I echo the sentiment about the buy-side needing to be more explicit in what they would like to see from the Supply side in building their future TV vision
Additionally, I hope the industry continues to recognize and invest in the premium nature of TV, understanding its importance and making quality content a priority.
Alex Wright, Programmatic & Data Leader at Channel 4
My hope for next year centres around measurement and attribution.
We’ve just launched an attribution product, and with ongoing projects like Project Lantern, we’re making strides in outcomes-based measurement for broadcast.
While much of the focus is still on traditional broadcasting, the goal is to get comfortable with the results and then expand into more comprehensive measurement that works across both broadcast and digital platforms.
This would bring a more unified approach to understanding audiences.
Ryan Afshar, Head of Publishers and Programmatic Platforms, International at LG Ad Solutions
It bothers me when Connected TV (CTV) is lumped together with identity, retail media, and AI, as if it’s an emerging trend.
It’s not. It’s here, and it’s only going to grow.
I’d like to see less hesitation from the buy-side and more willingness to test and innovate within the streaming channels. There are creative, cost-effective opportunities out there, like what Channel 4 did with FAST channels.
We need more of that, more creativity and fewer excuses about data not being standardised.
Let’s try new things and see what works.
Nicholas Hodge, Programmatic and Commercial Manager, Little Dot Studios
Feedback from the buy-side would be incredibly helpful.
It can be frustrating when the same content performs differently across platforms, even in the same country.
From a Little Dot perspective, it would also be great if platforms like YouTube were more open. Ultimately, I hope to see a system where we can buy audiences across multiple digital mediums, integrating data from all sources to create something more tailored.
This might not happen in a year, but it’s definitely the long-term goal.
