Converged Buying across Linear + CTV : It’s Just TV Now

Today, television advertising is entering a new era.

According to Magnite, more than 60% of premium video buyers in Europe are now planning campaigns across both Linear TV and Connected TV environments. At the same time, global CTV ad spend is expected to surpass 40 billion dollars in 2026.

The industry is clearly moving toward a converged TV marketplace.

But are broadcasters, agencies and technology platforms truly ready for unified TV buying? Can Linear TV finally become as data-driven and flexible as digital advertising?

To discuss this major transformation, I’m delighted to welcome:
Raphaël Porte de CMA Media
and Hossein Houssaini de Virtual Minds

A Minted show, produced by THE SOCIETIES.MEDIA,

with French audio and English subtitles.

Episode supported by Audience Project

Operational partner: Checksub ⚡️ Grow your audience ⚡️

Problématiques :

1.

How are broadcasters adapting their commercial strategies to a converged Linear + CTV market?
2.

What are the main technological barriers still preventing fully unified TV buying?
3.

How can technology platforms support a unified buying approach across linear TV and streaming?
4.

How are TV and digital buying models converging today, and how are they collaborating within a unified video ecosystem
5.

Can automation and data finally make linear TV as flexible as digital advertising?