Ad-supported streaming is now a core part of most OTT business models, but monetization workflows remain complex and difficult to scale. Fragmented tech stacks, inconsistent metadata, and limited real-time insights continue to slow progress. This panel will explore how platforms can evolve their strategies to deliver smarter, viewer-first ad experiences that benefit both viewers and publishers while ensuring brand safety, compliance and RoI for advertisers. The role of reliable viewing device intelligence in linking ad servers, DSPs and buy-side platforms will also be considered.