{"id":10772,"date":"2025-10-09T19:58:40","date_gmt":"2025-10-09T23:58:40","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/09\/the-next-wave-of-performance-redefining-ctv-ai-and-cross-screen-advertising\/"},"modified":"2026-05-07T18:34:43","modified_gmt":"2026-05-07T22:34:43","slug":"the-next-wave-of-performance-redefining-ctv-ai-and-cross-screen-advertising","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-next-wave-of-performance-redefining-ctv-ai-and-cross-screen-advertising\/10772\/","title":{"rendered":"The Next Wave of Performance: Redefining CTV, AI, and Cross-Screen Advertising"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">As TV, digital, and mobile continue to converge, performance marketing is entering a new era \u2014 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.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Jay will unpack how identity, context, and addressability are transforming modern media planning, how AI is moving from hype to practical impact, and what \u201cperformance\u201d 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.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As TV, digital, and mobile continue to converge, performance marketing is entering a new era \u2014 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.<\/p>\n","protected":false},"author":7,"featured_media":10773,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[40,10],"topics":[2],"class_list":["post-10772","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awnewyork-2025-sessions","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Next Wave of Performance: Redefining CTV, AI, and Cross-Screen Advertising | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-next-wave-of-performance-redefining-ctv-ai-and-cross-screen-advertising\/10772\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Next Wave of Performance: Redefining CTV, AI, and Cross-Screen Advertising\" \/>\n<meta property=\"og:description\" content=\"As TV, digital, and mobile continue to converge, performance marketing is entering a new era \u2014 one powered by CTV, AI, and cross-screen connectivity. 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