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Agencies need to be able to buy easily and know exactly what they’re buying, Robert Farazin added.

Netflix’s shift to focus on engagement suggests that long-term success depends much more on how subscribers are reacting to ads rather than simply how many those ads reach. 

Advertisers want to play a starring role in viewers’ lives, but this requires a comprehensive understanding of their unique motivations and behaviours. 

MediaSense will set up, develop and maintain the Barb Data Hub, while Snowflake is the cloud data platform.

Advertisers have a golden opportunity to ride on the coat-tails of beloved shows, captivating audiences while they are light-hearted, relaxed and open to branded messaging.

Watch: David Rasmusson also discussed challenges for cross-media measurement and what the Nordics TV market looks like.

Advertisers have a challenge on their hands when Gen Z are struggling with the concept of truth and represent a wide range of worldviews as they face up to close-to-home concerns.  

The deal covers the Masthead ad unit.

A total of 20m UK homes had access to an SVOD service in Q4 2024, a marginal dip from the previous quarter. Ad tiers for Netflix and Amazon grew slightly last quarter, and there is still room for more, according to Barb.

With the help of AI, people will be able to interact with a wider range of content with their remote, voice, motion gestures, game controllers or phones, and get the big-screen experience.