When Broadcast Meets Programmatic: Who Owns Creative Performance on CTV
Hosted at The AdTech Chill House · co-presented by C Wire, Opti Digital, goTom & VideoRunRun
CTV sits at the crossroads of two worlds — broadcast's brand and context, programmatic's data and optimization. So who's really driving creative performance? Ad serving? Data? Creative intelligence? Retail outcomes? Context? We've gathered voices from across the value chain to debate it live.
About this session
CTV ad spend is climbing fast, but the question of who is accountable for creative performance is still wide open. Broadcast teams think in brand, frequency and context. Programmatic teams think in audience, data and yield. Both camps deploy real budget against the same impression — and both blame the other when the creative underperforms.
This 30-minute panel pulls together ad-tech, creative intelligence, supply, and demand to argue it out in public: where does responsibility for creative performance actually live, and what does the supply chain need to look like for CTV to deliver on its promise?
What you'll take away
Who actually owns the creative KPI
A clear line between brand outcome, attention, and lower-funnel performance on CTV — and who in the chain is held to which.
Where the supply chain breaks today
The handoffs that quietly degrade creative performance: spec mismatches, ad serving gaps, missing signal pipes.
What 'creative intelligence' means on CTV
Concrete examples of how data, context and creative iteration combine to move CTV outcomes — not theory.
Where
Reserve your seat
Free entry. Space is limited — Eventbrite handles the seat list and any waitlist.