Why Emotion Is the Missing Metric in CTV and Streaming Effectiveness

Session details:

Emotion plays a far bigger role in CTV and streaming effectiveness than most of our current planning and measurement frameworks acknowledge. In a world where audiences are fragmented and attention is increasingly selective, emotional context often determines whether a viewer engages with an ad, tunes it out, or actually remembers it. In this Lightning Talk, Josh Rosen explores how emotional signals influence receptivity across CTV and Streaming environment and why this matters now more than ever as traditional identifiers disappear. Attendees will gain practical ways to think about emotional states, align creative and media decisions to them, and how to build streaming experiences that resonate with people, not just platforms.