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In this episode, Tim Rowe sits down with Johnathan Barnes, Founder and CEO of Supply Monitor, to tackle one of Streaming TV advertising's biggest problems: waste. 

A recent Truthset report estimates that advertisers will waste $7.4 billion in the Connected TV market in 2026, roughly 40% of all open programmatic ad spend, because the audience data guiding those buys is only accurate 13% of the time. Johnathan Barnes breaks down where that waste comes from, how to fight it, and why media buyers need to take a more active role in protecting their spend.

Key Takeaways

Every Programmatic Impression Is a String of Data, and Every Hop Adds Risk When you buy CTV programmatically, you're not just buying an ad placement, you're buying a chain of data that passes through multiple intermediaries before it reaches your bidder. Each hop introduces the potential for fraud, loose ID bridging, or degraded signal quality. 

• 2:35 – Why waste means different things to different people, and how intermediary hops create efficiency for some and fraud for others.
• 3:23 – What ID bridging is and how probabilistic models attempt to connect disparate identity graphs across the ecosystem.

AI Is Accelerating Both Sides of the Fraud Fight AI has made it dramatically easier to detect and filter fraudulent or low-quality supply in real time, but it's also made fraudsters faster and more sophisticated. The organizations winning are the ones actively using AI to monitor supply paths, unify siloed data sets, and action against anomalies. Those that aren't are falling further behind.

• 7:23 – How AI serves as both weapon and shield in the fight against ad fraud.
• 9:21 – Why bringing together data from your DSP, GA4, and third-party analytics platforms into a single view is now possible and essential.

The Best CTV Buyers Go Direct, Ask Hard Questions, and Curate Their Supply Johnathan Barnes outlines a three-part playbook for any team buying connected TV. First, go direct or programmatic direct whenever possible to skip unnecessary intermediary hops. Second, ask your DSP and SSP partners specific questions about how they vet resellers and maintain supply chain health. Third, invest in curation and supply-side decisioning to control what inventory actually reaches your bidder, whether through a third-party curation service or deeper partnerships with your SSPs.

• 10:24 – Why CTV resembles the mobile app environment and what that means for supply chain visibility.
• 12:23 – The questions buyers should be asking SSPs like OpenX, Index, and Magnite about reseller vetting and supply chain integrity.
• 13:19 – Why curation isn't a buzzword but an ongoing practice that requires active management.

Media Buyers Should Get Hands-On with AI Tools Johnathan Barnes challenges media buyers to spend time with AI coding tools like Claude Code to build custom solutions, even without a technical background. 

• 14:25 – How Johnathan Barnes, a non-technical founder, now writes code with AI tools that his product developers can ship.
• 16:40 – Why invalid signal, not just invalid traffic, is the next frontier, and how political advertisers are especially vulnerable to waste.

Connect with the Guest

• Connect with Jonathan Barnes on LinkedIn: Johnathan Barnes
• Website: www.supplymonitor.ai
• Email: jb@supplymo

Have a question? Send us a text!

DOWNLOAD THE EMARKETER SPORTS VIEWERSHIP REPORT REFERENCED IN THIS EPISODE HERE: https://podcast.stateofstreaming.com/downloads/the-sports-report/

In this episode, Tim Rowe sits down with Ross Benes, Senior Analyst at EMARKETER, to separate the hype from reality in sports streaming. Ross's research reveals a striking disconnect: while streaming dominates nearly two-thirds of total TV screen time, live sports viewing on streaming platforms accounts for just 10% of minutes watched. The conversation covers the sports rights bubble, the future of regional sports networks, and why niche streaming might be the most exciting frontier in the space.

Key Takeaways

Sports Streaming Is Massive In Buzz, Not In Minutes Most sports viewers have watched something on a streaming service, but they're not doing it regularly. On-demand platforms like Peacock, Paramount+, and Prime Video account for roughly 10% of sports viewing time, while digital pay TV services like YouTube TV and Hulu + Live TV make up another 20%. The remaining two-thirds still flows through traditional cable packages.

• 5:19 – Why streaming's share of sports viewing is a fraction of its share of total TV time.
• 8:35 – How vMVPDs blur the line between streaming and cable, and why the distinction matters for advertisers.

The Sports Rights Bubble Is Real, For Some The NBA's media rights deal jumped from $2.7B to $6.9B. MLS tripled its rights payments but lost 65% of viewers after moving to Apple TV. Amazon and Apple can absorb sports as a loss leader because streaming is one piece of a larger business. But for platforms where ad revenue is the primary model, overpaying for rights with underwhelming viewership is a ticking clock.

• 12:50 – Why TNT walked away from the NBA deal and what that signals.
• 9:48 – The college basketball viewership reality, a St. John's game on Peacock likely doesn't crack 500K viewers.

Short-Term Revenue Grabs Versus Long-Term Fan Building Some teams are choosing reach over revenue, dropping paid RSN models in favor of free local broadcasts. Ross highlights NBA teams moving games to local affiliates instead of charging fans $6/month through cable networks, a bet on lifetime fan value over immediate subscription income.

• 17:40 – The NBA teams betting on accessibility over paywalls.
• 14:05 – Why RSNs survive for big-market teams but face extinction in smaller markets.

Niche Sports Streaming Is Quietly Expanding Access The most underrated story in sports streaming isn't the NFL or NBA, it's the long tail. Platforms like FloSports and Big Ten Plus now make it possible to watch Penn State wrestling, college volleyball, and semi-pro hockey on your TV. The question is whether discoverability and revenue can catch up to availability.

• 21:50 – FloSports, Big Ten Plus, and the explosion of niche sports content.
• 16:28 – The Roku Channel carrying League One volleyball and why cheap rights don't guarantee an audience.

Connect with the Guest

• Connect with Ross Benes on LinkedIn: Ross Benes
• Email: [email protected]

Have a question? Send us a text!

https://2026.marketecturelive.com/e/u/checkout/marketecturemedia/tickets/order

Use discount code FINAL30 for 30% off general admission. 
Brands and agencies attend free.

In this episode, Tim Rowe sits down with Sam Khoury, Chief Strategy Officer at Marketecture Media, to go behind the scenes on one of ad tech's fastest-growing media companies and preview their upcoming flagship event, Marketecture Live 3: Consumers in Control. From the origins of the company as three independent podcasts to the current debate over OpenAI monetization and the decline of Google Search, Sam delivers a candid look at what's actually moving the needle in advertising right now and what's just noise.

Key Takeaways

The Open Web Is Under Pressure and Advertisers Need A Plan 

Web traffic is declining across open web properties as consumers shift their discovery and research habits toward LLMs and AI platforms. Sam explains why Marketecture Live 3 is deliberately focused on maximizing what advertisers have today rather than chasing AI hype, and how the theme "Consumers in Control" reflects a fundamental shift in how audiences access content, research products, and navigate the internet.

• 4:04 – The event theme and why consumer behavior, not AI, is the real story.
• 5:10 – Why Marketecture is prioritizing practical advertising fundamentals over trending topics.

ChatGPT Ads Could Be A Multi-Billion Dollar Business 

With Google Search usage declining and OpenAI announcing plans to add advertising, Sam and Tim break down what LLM monetization could look like, and why the contextual relevance of ChatGPT ads could be a game changer. The key risk? Transparency. If users can't tell what's sponsored, trust erodes fast. If they get it right, it's a new category of marketing entirely.

• 6:37 – OpenAI's ad play and what it means for search marketers.
• 8:32 – Why demand capture through LLMs still requires demand generation elsewhere.

The Startup Showcase Is Ad Tech's Shark Tank 

MarketectureLive's pitch competition has a real track record. Past participant Streamer.ai was acquired by Magnite shortly after showcasing, and two other startups raised funding rounds. This year, five startups were selected from over 60 submissions spanning pharma, platform integrations, and more, proving the showcase has evolved well beyond AI-only pitches.

• 13:18 – How the startup showcase works: submission, selection, live demo, audience voting.
• 15:27 – Real outcomes: acquisitions and funding rounds that followed past events.

Headline Sessions Worth Blocking Your Calendar For 

The two-day event at The Glasshouse in NYC features the CMO of the NFL discussing the Super Bowl and the rise of live sports advertising, an FTC commissioner addressing privacy and data, leaders from Omnicom and Dentsu, and Ari Paparo's keynote, which Sam calls a can't-miss every time.

• 8:32 – Session highlights and why the NFL CMO session stands out.
• 10:23 – Venue details, ticket pricing, and how brands and agencies attend free.

Connect with the Guest

• Connect with Sam Corey on LinkedIn: Sam Khoury
• Learn more about Marketecture Media: https://www.marketecturemedia.com
• Get tickets to Marketecture Live 3: Use code FINAL30

Have a question? Send us a text!

In this episode, Tim Rowe sits down with Jean Carucci, Streaming Strategy Scholar, to decode the rapidly evolving world of streaming mergers and acquisitions (M&A). They trace the industry’s journey from the Plethora of Plus era and the rise of FAST channels to the current landscape of mega-mergers and consolidation. Jean provides a strategic roadmap for media buyers to navigate the shift from linear-first to streaming-first planning, ensuring brands remain relevant and effective amidst the chaos.

Key Takeaways

The Shift from Linear to Streaming-First

The media planning landscape has fundamentally flipped. Historically, buyers started with linear TV and used digital to extend reach, today, the strategy starts with streaming, using linear only for incremental reach. Jean explains that we have reached a point of diminishing returns for subscriber growth, forcing major media companies to acquire competitors to gain scale and maintain leadership.

• 4:20 – The Plethora of Plus era and how the pandemic accelerated direct-to-consumer adoption.
• 12:20 – Analyzing the Nielsen Gauge: Understanding the 80% growth in streaming viewership over four years.

Two Paths of Consolidation: Prestige vs. Scale

Jean compares two potential merger scenarios, Netflix/Warner Bros. Discovery vs. Paramount/WBD, to highlight the different opportunities for advertisers. While one offers high-touch, premium integrations with limited inventory (Prestige), the other offers massive, high-volume reach across linear and streaming with endemic, sticky content like live sports and reality TV (Scale).

• 18:22 – A head-to-head comparison of merger outcomes for media buyers.
• 20:35 – Choosing between limited premium slots and fragmented high-volume supply.
• 26:20 – Why CPG brands might prefer the stickiness of lifestyle content over high-brow prestige drama.

Future-Proofing for Media Buyers

With consolidation comes technical hurdles. Jean outlines four critical tips for navigating the M&A wave, emphasizing Data Readiness and Engagement. She argues that the 30-second brand awareness ad is no longer enough; buyers must demand interactive, shoppable formats and prime real estate on the streaming home screen.

• 32:05 – Why scale is the primary driver for mass-market ROI in a merged ecosystem.
• 34:20 – Four tips to navigate M&A: From data portability to venture buying for tentpole events.

The 5 Must-Ask Questions for the Upfront Season

Jean identifies five critical questions every media buyer should bring to the table this year:

1. Can I activate my first-party data on your platform?
2. What is the actual ad-available subscriber base post-merger?
3. Can we lock in high-affinity tentpoles before prices reset?
4. Does your ad tech stack support shoppable and outcome-driven formats?
5. How are you carving out opportunities for my brand on the new user interface?

Connect with the Guest

• Subscribe to Jean Carucci’s Substack: The Streaming Strategy Scholar
• Connect with Jean on LinkedIn: Jean Carucci

Have a question? Send us a text!

In this episode, Tim Rowe sits down with David Sanderson, CEO of ReelGood, to discuss the complex world of streaming fragmentation. They explore how the lack of a universal content barcode led to a data crisis, how major studios are using historical availability to make nine-figure licensing bets, and why the current streaming landscape feels more like a logistics problem than an entertainment one.

Key Takeaways

The No Barcode Problem 

There is no industry-standard ID for content. Netflix, Disney+, and Prime all assign unique internal IDs to the same movie, making it nearly impossible to track availability without sophisticated technology. David explains how ReelGood spent eight years and tens of millions of dollars building a machine learning system that maps content based on cast, crew, and metadata rather than relying on inconsistent vendor data.

• 2:28 – Why licensing data from existing vendors often results in wrong information.
• 5:12 – The challenge of the universal ID and why new standards often make the problem worse.

Strategic Insights: Defensive vs. Offensive Moves 

Data isn't just for helping consumers find shows; it’s for helping studios survive. David reveals how data shows Paramount is more dependent on Warner Bros. Discovery than Netflix is. He discusses how licensing decisions are shifting from filling gaps to strategic gatekeeping of IP, especially as adaptations of proven books and franchises become the industry's safest bets for ROI.

• 9:00 – How marketing teams use data to identify and lean into their biggest catalogs (e.g., horror vs. drama).
• 15:00 – Analyzing the Paramount/WBD/Netflix exposure: Why buying WBD is an offensive move for Netflix but defensive for Paramount.
• 17:10 – Case studies on Yellowstone, James Bond, and Jurassic Park that reveal the absurdity of app-switching.

The Invisible Gap in Streaming 

Nearly half of all movies and TV shows in global databases are not available to stream in the United States. David highlights the massive opportunity in international content and existing IP (like the hit Heated Rivalry), noting that smart services are looking at outsized returns by finding high-impact international titles that can be licensed at a fraction of the cost of a domestic blockbuster.

• 17:44 – The surprising stat: 50% of global content is missing from US streaming platforms.
• 18:20 – Why the future of margins lies in proven IP from international markets.

Connect with David Sanderson on LinkedIn here.

Have a question? Send us a text!

In this episode, Tim Rowe sits down with Brian Josephs, Vice President of the Americas at Sportradar, to pull back the curtain on the invisible engine powering the global sports industry. They discuss the evolution of sports data from simple box scores to real-time predictive modeling, how the NBA on Peacock is redefining the home viewing experience, and why the future of sports media lies in hyper-personalization and social gamification.

Key Takeaways

From Facts to Predictive Insights

Data has evolved beyond simply stating what happened. Sportradar now focuses on why it happened and what will happen next. By leveraging AI and computer vision, they provide real-time predictive insights, like shot probability and expected points, that turn a passive broadcast into an interactive, insight-driven experience.

• 5:17 – The transition from basic data APIs to AI-generated visualizations.
• 6:40 – How player tracking data predicts play outcomes in real time.

The Personalization of the Fan Experience

The one-to-many broadcast model is fading. Streaming allows platforms to meet fans where they are with personalized overlays, alternate commentators, and interactive features. Brian explains that this interactivity is essential for capturing the attention of a younger, unreasonable consumer who expects a video game-like experience.

• 8:15 – How the NBA on Peacock’s Performance View adds value without overwhelming the fan.
• 10:32 – Why streaming is the bridge between passive viewing and full personalization.
• 13:00 – Competing with social media and short-form content.

Social Viewing and Global Strategy

Sportradar is bringing the group chat inside the app through Virtual Stadium, a product that integrates social interaction, gamification, and betting. Looking ahead to 2026, the company is preparing for a sports equinox, the collision of the FIFA World Cup and the Winter Olympics, using dynamic creative optimization to react to on-field action in real time.

• 14:56 – Understanding Virtual Stadium and the psychology of social betting.
• 17:09 – Global strategy for the World Cup: Deeper insights and more betting markets.
• 18:15 – How ads can react to live events as they happen on the field.

Connect with Brian Joesphs on LinkedIn here.

Have a question? Send us a text!

In this episode, Tim Rowe sits down with Dr. Augustine Fou, Creator of FouAnalytics, to pull back the curtain on the multi-billion dollar ad fraud industry. They discuss why fraud isn't a tech problem but an incentive problem, how to spot the red flags of spoofed CTV inventory, and why the most powerful tool in a marketer's kit might be the pause button.

Key Takeaways

Ad Fraud is an Incentive Problem Fraud persists because the ecosystem is designed to reward volume. Dr. Fou explains that middlemen, exchanges, agencies, and tech platforms, make more money when more traffic flows through their pipes, leaving them with little financial motivation to filter out the bots.

• 0:00 – Why throwing more tech at fraud won't solve an incentive issue.
• 2:42 – The red flag of 100% click-through rates and how bot mechanics work.
• 5:20 – Transitioning from manual McKinsey-style audits to the FouAnalytics platform.

The CTV Conundrum & The CPM Trap In Connected TV, fraud is binary, it’s either 0% or 100%. Buying direct from premium publishers is safe, but chasing efficient CPMs on programmatic exchanges often means buying spoofed bid requests that never reach a real television.

• 6:23 – How fraudsters pretend to be Disney+ or ESPN to hijack programmatic budgets.
• 9:21 – Why low CPMs are actually driving up your total waste.
• 16:38 – How independent audits prove if your CTV ad actually ran on a TV.

Correlation vs. Incrementally Marketers often mistake concurrent sales for successful advertising. Dr. Fou breaks down how attribution models over claim credit for sales that would have happened anyway and why turnoff tests are the only way to find the truth.

• 11:42 – Why View-Through conversions are often used to hide fraudulent traffic.
• 14:12 – The Uber Case: Cutting $100M in spend with zero impact on app installs.
• 15:30 – Adopting the Small Business Mindset to focus on real business outcomes.

Connect with Dr. Augustine Fou on LinkedIn here or visit FouAnalytics.com.

Have a question? Send us a text!

In this episode, Tim Rowe sits down with Albert Thompson, Managing Director of Digital Innovation at Walton Isaacson, to unpack the Attention Stack. They discuss why traditional reach is a fake number and how brands can use AI and sequencing to drive real consumer intent.

Key Takeaways

The Attention Stack Framework Stop measuring impressions and start measuring duration. Albert explains that hijacking attention is a prerequisite for influence and power. Brands must follow the rules of engagement on platforms like TikTok and CTV to stay relevant.

• 01:01 – Duration vs. Accumulation: The only metric that matters.
• 04:15 – Mastering the rules of the sandbox on social.
• 07:02 – Why 3-second QR codes on CTV are not effective.

Marketing is the Parent Company Advertising is just a derivative. Marketing’s job is to make people get along with the brand before they go along with the sale. Albert challenges brands to flip the paradigm and solve for human attention before solving for measurement.

• 09:09 – Why advertising isn't the boss, marketing is.
• 10:28 – Flipping the paradigm: Solving for attention first.
• 15:15 – Closing the craftsmanship gap in media buying.

The Rise of AI Agents & Intent By 2026, AI agents will replace traditional agency decisioning. Success will depend on Exposure Sequencing, moving a consumer from a home-screen placement to an in-scene product appearance, then finally to a shoppable ad.

• 13:01 – The Sequencing Playbook: From awareness to transaction.
• 16:44 – How AI Agents will take over the agency role.
• 32:14 – Intent over Reach: Targeting the next 5,000 buyers, not a billion viewers.

Connect with Albert Thompson on LinkedIn here!

Have a question? Send us a text!

In this episode of the State of Streaming podcast, host Tim Rowe welcomes Thierry Denis, Co-founder and Director at OCKHAM, a boutique production company specializing in commercials that convert through the power of comedy. Their conversation explores the details of commercial directing, the psychological advantage of making an audience smile, and how budgeted creative execution can outperform massive Hollywood budgets.

Here are three key takeaways from their conversation on how to make a TV commercial that entertains and converts:

The Psychology of the "Micro-Smile"

Thierry explains that commercials are essentially interruptions that audiences didn't ask for. He reveals why comedy is the most effective genre for breaking through this resistance—if you can make a viewer smile, they are statistically more likely to remember the brand and the specific value proposition of the product.

• 02:35 - The 30-second challenge: Why you have to "grab" an audience that doesn't care.
• 03:45 - The "Smile" Theory: Why humor is the ultimate tool for brand recall.
• 09:52 - Why comedy is the most effective genre for "interrupted" viewers.

High-End Looks on a Small Budget

Thierry breaks down how his team built a "CIA-style control room" in a standard conference room for the brand Shady Rays commercial. He shares the secret to selling the idea through background details, like using $500 Facebook Marketplace server cages and foam boards, to create a cinematic environment that feels like a Hollywood spy thriller.

• 10:40 - Shady Rays: Creating a Hollywood Spy look on a budget.
• 13:30 - The Control Room: Using green screens and CGI to expand a physical space.
• 15:00 - Turning Facebook Marketplace finds into high-end props.

The Devil in the Details of Execution

Whether it's wrapping two actors in fabric to simulate body parts for Manscaped or digging a custom-shaped hole in a stylist’s backyard. Thierry emphasizes that fine-tuned details sell the reality of the spot. He explains how these subtle cues speak to the viewer's subconscious to build trust and comedic timing.

• 05:55 - Manscaped - How to talk about sensitive subjects on broadcast TV.
• 06:55 - The physical cocoon: Behind the scenes of the Boxer 2.0 shoot.
• 18:02 - The World's Best Deputy Director mug: Using subtle props to reinforce character.
• 20:06 - Why practical locations beat digital sets.

Connect with Thierry Denis on LinkedIn here!

Learn more about OCKHAM at ockham.tv.

Commercials shown:

• Shady Rays 
• Manscaped 
• SmartAsset

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In this episode of the State of Streaming podcast, host Tim Rowe welcomes Scott Young, Co-founder at Transmit, a company reshaping the monetization landscape for live sports and streaming. Their conversation explores how the traditional cable revenue model is deteriorating and how publishers are pivoting to new ad formats to fill the gap. They discuss the mechanics of non-disruptive advertising, the technology behind "picture-in-picture" ads during live events, and how rights holders can generate significant incremental revenue without annoying the viewer.

Here are three key takeaways from their conversation that highlight the future of live sports monetization:

Solving the Post-Cable Economics

Scott Young breaks down the collapse of the reliable "cable bundle" revenue stream and why subscription fees alone can no longer support media rights holders. He reveals how Transmit’s technology allows publishers to unlock 20-30% incremental revenue by monetizing "lulls" in the action rather than just relying on standard ad breaks.

• 01:11 - The deteriorating economic model: Why the "easy" days of cable revenue are over.
• 03:32 - Why standard ad pods are failing both advertisers and viewers.
• 09:26 - The numbers: How publishers are seeing a 20-30% revenue lift and driving 4X ROAS.

The End of Disruptive Advertising

Scott explains how Transmit moves beyond traditional commercials by using algorithms to identify specific moments in a game, like a foul shot or a timeout to serve contextually relevant ads. This approach prioritizes the viewer experience, ensuring ads feel like an extension of the broadcast rather than an interruption.

• 06:43 - Mapping the "Right Moment": Identifying lulls in NBA and live sports action.
• 08:00 - The missing piece: Why we have great targeting data but terrible ad templates.
• 13:42 - The "Squeezeback" effect: How L-bar and picture-in-picture ads work in practice.

2026 is the Golden Era for Live Sports & FAST

Looking ahead, Scott and Tim discuss why 2026 will be a turning point year for the industry, driven by the the World Cup and the Olympics. They also explore the massive untapped potential of FAST (Free Ad-Supported Streaming TV) channels as OEMs like Samsung and Vizio take more control of the interface.

• 15:05 - The 2026 explosion: Preparing for the World Cup and Olympics in North America.
• 17:37 - The rise of FAST: Why OEMs are the sleeping giants of live sports distribution.
• 14:30 - Beyond sports: Bringing non-disruptive ads to SVOD and subscription tiers.

Connect with Scott Young on LinkedIn here!

Learn more about Transmit at Transmit.live.