The digitalisation and data-centric approach to linear advertising is creating both opportunities and challenges for media companies on a global scale, as they strive to effectively monetise their advertising business across an expanding array of content, and distribution channels. In this data-driven session, Ben Tatta, Chief Commercial Officer at Operative, will examine the key forces shaping the global advertising market, including the rise of live streaming and connected TV (CTV) platforms, and explore how AI-powered technology is transforming the media industry's ability to drive revenue growth in an increasingly complex landscape.

Leading global media organisations are harnessing the flexibility of cloud-based intelligent technologies to unify data sources and automate advertising workflows that help them go from data chaos to data intelligence. It’s this intelligence that enables them to deliver tailored, scalable advertising solutions that increase the sell-through and value of their cross-channel inventory and drive better campaign outcomes for advertisers.

By embracing intelligent advertising management platforms, media companies can capitalise on the growing demand for targeted, measurable advertising solutions, transform their revenue models and solidify their position as indispensable partners to the advertising community.

Looking towards the future, Ben will share his predictions on the continued evolution of the global advertising landscape, and the critical role that AI-driven intelligence will play in ensuring media companies' long-term success in the global ecosystem.