Leaders’ Roundtable: The Next Era of CTV Advertising — Premium Inventory, Measurement, Attention & Innovation

Session details:

Connected TV has become one of the fastest-growing channels for brand advertising, but the definition of premium inventory in streaming is still evolving. As ad-supported tiers expand across major streamers, broadcasters scale their digital offerings, and FAST platforms proliferate, buyers are increasingly asking: what truly qualifies as premium in CTV? Is it professionally produced content, live sports and tentpole events, brand-safe environments, or simply scale and attention? At the same time, advertisers are demanding clearer measurement, consistent standards, and ad formats that drive engagement without disrupting the viewing experience. This leaders’ roundtable brings together executives from platforms, publishers, ad tech, and agencies to explore how premium streaming inventory is evolving—and what innovations in measurement, formats, and viewer experience will shape the next phase of CTV advertising. 

• How is premium CTV inventory evolving across SVOD ad tiers, FAST platforms, and broadcaster streaming services
• Will the industry finally converge on common measurement and currency standards—or will fragmentation persist?
• Which attention signals and engagement metrics are advertisers actually trusting today?
• What role will AI, data collaboration, and retail media partnerships play in the next wave of CTV monetization?