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In this AW360 Q&A, David Shaw, Head of Global Expansion at Universal Ads, explores how technology is reshaping the TV advertising landscape, why premium content remains a powerful differentiator and what needs to happen next to unlock the full potential of programmatic television across Europe.

As linear TV schedules give way to CTV, social media feeds, interactive apps, and creator-led ecosystems, the ways audiences experience sports events are being rewritten.

The broader shift underway is not about replacing existing demand sources, but about expanding how publishers think about allocation.

TV won’t develop into the biggest performance channel by importing the old behavioral targeting model into streaming environments, or recreating the bottom-funnel auction dynamics that made other performance channels expensive.

Fox’s acquisition of Roku reflects a broader industry shift toward integrated media ecosystems where content, technology, data, and advertising operate together rather than as separate functions.

Streaming gets most of the attention in today’s TV landscape, for good reason.  

By Jenn Scilabro, Chief Growth Officer at Ribeye It’s no secret that local media is under pressure. Over the past two decades, the number of local journalists in the United […]