{"id":12032,"date":"2025-10-06T15:02:27","date_gmt":"2025-10-06T19:02:27","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/06\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/"},"modified":"2026-05-09T13:58:19","modified_gmt":"2026-05-09T17:58:19","slug":"breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/","title":{"rendered":"Breaking the Planning Mold: How Agencies Are Rethinking CTV from the Start"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The CTV revolution isn\u2019t just about where ads appear\u2014it\u2019s about how campaigns are built from the ground up. In this session, hear from agency leaders who\u2019ve broken internal silos to create a new, more integrated planning process. From proprietary tools that leverage ACR data to planning platforms that prioritize reach and relevance before activation begins. Join us to discover how forward-thinking teams are reshaping the way CTV campaigns are designed.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The CTV revolution isn\u2019t just about where ads appear&#8230;<\/p>\n","protected":false},"author":7,"featured_media":12033,"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-12032","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>Breaking the Planning Mold: How Agencies Are Rethinking CTV from the Start | 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\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Breaking the Planning Mold: How Agencies Are Rethinking CTV from the Start\" \/>\n<meta property=\"og:description\" content=\"The CTV revolution isn\u2019t just about where ads appear...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-06T19:02:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-09T17:58:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-03-at-12.03.57-PM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1390\" \/>\n\t<meta property=\"og:image:height\" content=\"666\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\\\/12032\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\\\/12032\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Breaking the Planning Mold: How Agencies Are Rethinking CTV from the Start\",\"datePublished\":\"2025-10-06T19:02:27+00:00\",\"dateModified\":\"2026-05-09T17:58:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\\\/12032\\\/\"},\"wordCount\":86,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\\\/12032\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-03-at-12.03.57-PM.png\",\"keywords\":[\"AWNewYork 2025 Sessions\",\"TV + Streaming\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\\\/12032\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\\\/12032\\\/\",\"name\":\"Breaking the Planning Mold: How Agencies Are Rethinking CTV from the Start | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\\\/12032\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\\\/12032\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-03-at-12.03.57-PM.png\",\"datePublished\":\"2025-10-06T19:02:27+00:00\",\"dateModified\":\"2026-05-09T17:58:19+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\\\/12032\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\\\/12032\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\\\/12032\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-03-at-12.03.57-PM.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-03-at-12.03.57-PM.png\",\"width\":1390,\"height\":666},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\\\/12032\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Breaking the Planning Mold: How Agencies Are Rethinking CTV from the Start\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Breaking the Planning Mold: How Agencies Are Rethinking CTV from the Start | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/","og_locale":"en_US","og_type":"article","og_title":"Breaking the Planning Mold: How Agencies Are Rethinking CTV from the Start","og_description":"The CTV revolution isn\u2019t just about where ads appear...","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/","og_site_name":"AW360","article_published_time":"2025-10-06T19:02:27+00:00","article_modified_time":"2026-05-09T17:58:19+00:00","og_image":[{"width":1390,"height":666,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-03-at-12.03.57-PM.png","type":"image\/png"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Breaking the Planning Mold: How Agencies Are Rethinking CTV from the Start","datePublished":"2025-10-06T19:02:27+00:00","dateModified":"2026-05-09T17:58:19+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/"},"wordCount":86,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-03-at-12.03.57-PM.png","keywords":["AWNewYork 2025 Sessions","TV + Streaming"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/","name":"Breaking the Planning Mold: How Agencies Are Rethinking CTV from the Start | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-03-at-12.03.57-PM.png","datePublished":"2025-10-06T19:02:27+00:00","dateModified":"2026-05-09T17:58:19+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-03-at-12.03.57-PM.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-03-at-12.03.57-PM.png","width":1390,"height":666},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/breaking-the-planning-mold-how-agencies-are-rethinking-ctv-from-the-start\/12032\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Breaking the Planning Mold: How Agencies Are Rethinking CTV from the Start"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12032","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=12032"}],"version-history":[{"count":1,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12032\/revisions"}],"predecessor-version":[{"id":17861,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12032\/revisions\/17861"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/12033"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=12032"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=12032"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=12032"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=12032"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}