The Next Wave of Performance: Redefining CTV, AI, and Cross-Screen Advertising
As TV, digital, and mobile continue to converge, performance marketing is entering a new era — one powered by CTV, AI, and cross-screen connectivity. In this conversation, Jay Freedman, VP of Sales at Viant, explores how connected TV has evolved from a branding play to a measurable performance channel and what this shift means for marketers building strategies across every screen.
Jay will unpack how identity, context, and addressability are transforming modern media planning, how AI is moving from hype to practical impact, and what “performance” really means in 2025. Expect an inside look at how leading brands are adapting to the changing definition of success in a world where every screen is a TV screen.
You May Also Like
Welcome To Retirement, Professor Burke
After 16 years of educating countless consumers about the importance of being properly insured, Professor Burke has traded in his suit and tie for a lei, sunglasses, and fruity drinks served up in coconuts. The Farmers Insurance spokescharacter, played by actor J.K. Simmons, is officially in retirement.
What the World Cup Reveals About Effective Sales Promotions
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
First Came the Beards, Then Came the Coffee Shops
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
