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That small rectangle in the corner of the screen proved that advertising could work differently, viewers could have a choice and, given the option, people will engage when brands respect their time.

As more live sports move to streaming, media companies must sell advertising against their content across different platforms in a unified way that combines the upfront, premium process of linear with the dynamic execution of digital. 

The big media agencies are damaging the outlook for UK broadcasters through opaque trading practices that do not give them a fair share of client spend.  

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.