The CTV Podcast

In this episode, we explore how Connected TV is reshaping advertising, discovery, and distribution.

Our guest is Mike Shaw, Director EMEA Ad Sales, at Roku, who argues that CTV can become more performance-oriented without abandoning brand building, and explores how retail media, AI, and platform partnerships will shape television’s next phase.

Mike also discusses the impact of global scalability on creators, the changing dynamics of production companies, and the strategic partnerships forming within the media industry. We delve into the future of advertising, the role of FAST channels, and the importance of personalisation in enhancing viewer experiences.

• How, as viewing fragments across channels and apps, CTV homescreens can help audiences with discovery.
• Roku’s 2026 World Cup experience, illustrating how platforms can simplify discovery while supporting public-service broadcaster prominence.
• The value of retail media partnerships and data within CTV to accelerate its use as a performance channel.
• The balance that must be struck as more SMEs advertise on TV, largely leverging AI creative, to ensure storytelling and the brand-building power of TV remain.
• How creators are becoming major big-screen content providers, with their global reach challenging traditional definitions of broadcast channels and commissioning.
• How FAST and linear viewing serve lean-back viewing need-states that on-demand services do not always meet.
• The likely increased proliferation of personalisation, particularly on the homescreen.

00:00 Mike’s route from measurement to Roku

04:24 Fragmented viewing makes the home screen a new aggregator

05:43 Homepage ads and streaming video lift ITVX engagement

07:18 How Roku’s World Cup zone simplified sports discovery

09:30 Public-service broadcaster prominence in the CTV era

12:09 Who owns the viewer relationship and first-party data?

13:47 DSP partnerships help advertisers reach audiences across apps

15:21 Retail media brings audience extension and response formats to CTV

17:38 Why performance TV must preserve brand building

20:08 Creative standards and measurement protect TV’s premium value

21:43 AI could bring more small businesses onto TV

23:42 Creators are becoming big-screen channels

27:05 Global distribution changes production and creator opportunities

29:10 Platforms are still learning what content works where

31:08 The strategic value of combining content and distribution

34:45 Why open, interoperable ad platforms matter

36:42 Programmatic will grow, but scarce inventory will remain direct

38:09 FAST and linear serve distinct viewing need states

41:52 Audience targeting, context and the value of FAST

45:20 Personalised home screens and a simpler definition of TV

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

In this episode we focus on the rapid changes within the digital advertising market, the influence of AI, the complexities of CTV measurement, the importance of balancing diverse stakeholder interests when collaborating, and the role IAB Europe plays in shaping industry standards.

Our guest is Marie-Clare Puffett, Senior Director, Industry Development & Marketing, IAB Europe, who provides an explainer on the trade association’s CTV Measurement Framework and Transparency Principles.

This episode was recorded in May 2026 when the Framework draft was first published for public consultation and these Principles have since been released in October 2026.

Marie-Clare and Stephen also discuss the importance of defining the dual role CTV plays in brand and performance advertising, the challenges of interoperability, and the importance of a consumer-centric focus to maintain advertising relevance and effectiveness.

• The intersection of data and media capabilities in marketing
• The rapid pace of change driven by AI and new technologies
• The importance of industry standards and measurement transparency
• The role of trade associations in supporting diverse industry voices
• The development and significance of the IAB Europe connected TV measurement framework

00:00 The Holy Grail of Marketing and Advertising

02:02 Marie Claire's Background and Role at IAB Europe

03:20 Evolution of Programmatic and Industry Acronyms

05:01 Impact of AI on Industry Change

06:22 The Pace of Innovation and Industry Race

08:11 Balancing Large and Small Industry Players

09:49 IAB Europe's Unique Role and Membership

14:10 Importance of Measurement and Transparency in CTV

16:24 Developing a Connected TV Measurement Framework

18:35 Enforcing Measurement Transparency and Limitations

20:43 Feedback Process for Industry Standards

22:57 Challenges in Achieving Industry Consensus

24:53 Defining Must-Have and Nice-to-Have Metrics

25:47 Balancing Specificity and Industry Nuance

27:20 Relation to European Programmatic TV Initiative

30:20 Defining Connected TV and Digital Video

32:42 Evolving Definitions of Connected TV

34:06 Industry Challenges in Standardization

39:45 Industry Consensus and Consumer Focus

41:39 Recommended Industry Thought Leaders

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

In this episode, we explore the evolving landscape of CTV, the importance of content discoverability, and the strategic partnerships shaping the future of streaming advertising. Our guest is Berangere Degni-Reze, Head of TV Plus EMEA, Samsung TV, who shares insights on market trends, content personalisation, and the role of live sports in driving engagement.

• Evolution of CTV and streaming advertising
• Content discoverability and personalisation strategies
• Partnerships between content providers and tech platforms
• Impact of live sports on viewer engagement
• Market differences between Europe and the US
• The importance of data and measurement in CTV
• Content licensing and multi-market strategies
• The role of the home screen as a media property

00:00 Introduction to the evolving media landscape

02:51 Guest background and career in media

04:13 Transition from digital to CTV and key learnings

05:40 Driving change in CTV through demand partners

07:01 Managing partnerships and ecosystem complexity

08:00 Content partnerships and data-driven strategies

09:19 Performance measurement and brand impact in CTV

12:16 The importance of the home screen as a media property

14:45 Personalisation and data in content recommendations

16:19 Vertical-specific content strategies and local vs. international content

19:22 European vs. US CTV market differences

22:35 Justifying CTV investment with data and incrementality

25:57 Content consumption patterns throughout the day

27:52 FAST channels and niche content in Europe

30:24 Content licensing, exclusivity, and multi-market deals

32:15 Discoverability challenges and solutions

35:03 The rise of live sports and its strategic importance

40:11 Creator-led content and family viewing experiences

42:56 Future opportunities and challenges in the market

44:57 Closing thoughts and guest recommendations

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

In S2, E5 of The CTV Podcast, I am joined by Jason Trout, Founding Partner of Next Episode.

We cover a lot of ground including:

• The transformation of TV planning, media buying, and ad delivery.
• How AdTech is shaping the Connected TV (CTV) landscape.
• The expanding range of data powering CTV advertising strategies.
• The impact of AI on creative development and campaign optimization.
• Emerging opportunities at the intersection of retail media and CTV.

And so much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

In S2, E4 of The CTV Podcast, I am joined by Philip Duffield, VP, UK at The Trade Desk.

We cover a lot of ground including:

• How TTD looks at CTV.
• The evolution of programmatic buying in CTV.
• The types of data now available in CTV advertising.
• Why we need fewer walled gardens in CTV, not more.
• The role of open and interoperable IDs in CTV advertising, and why they are needed.
• How the converging worlds of retail media & CTV are creating new opportunities.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

In S2, E3 of The CTV Podcast, I am joined by Chris Hogg, Chief Revenue Officer, Lotame.

We cover a lot of ground including:

• The evolution of Lotame.
• The types of data now available in CTV advertising.
• How the converging worlds of retail media & CTV are creating new signals.
• The role of IDs in CTV advertising, and the portability of them.
• Why DR ad budgets will continue to transition to CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

In S2, E2 of The CTV Podcast, I am joined by James Wilhite, VP Product, Publica by IAS.

We cover a lot of ground including:

• The evolution of CTV AdServing.
• How to combine the best of traditional linear, with digital streaming.
• The role of programmatic standards, in CTV.
• Why DR ad budgets will continue to transition to CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

In S2, E1 of The CTV Podcast, I am joined by Tim Cady, Managing Partner PMX, Publicis Media.

We cover a lot of ground including:

• How advertising agencies are approaching CTV.
• The evolution of Publicis PMX, TV planning & buying.
• How to combine the best of traditional linear, with digital streaming.
• How ACR data might be used to improve audience measurement, at scale.
• The role of IDs in CTV advertising.
• Why DR ad budgets will continue to transition to CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

In episode 12 of The CTV Podcast, I am joined by Catherine Slater Lofthouse, Client Partner, Global Addressable Media at Dentsu.

We cover a lot of ground including:

• How advertising agencies are approaching CTV.
• The evolution of TV planning & buying.
• How to combine the best of traditional linear, with digital streaming.
• How ACR data might be used to improve audience measurement, at scale.
• The rise of FAST & AVOD in Europe.
• Why DR ad budgets will continue to transition to CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.

In episode 11 of The CTV Podcast, I am joined by Joe Evea, SVP Advertising EMEA at Titan OS.

We cover a lot of ground including:

• The role of operating systems in CTV advertising today.
• The importance of TV OEM interoperability, for an OS.
• The convergence of retail media & CTV.
• How ACR data might be used to improve audience measurement, at scale.
• The rise of FAST & AVOD in Europe.
• Why more DR ad budgets will flow into CTV.
• And much more...

For further information on the show, please visit: https://www.linkedin.com/showcase/thectvpodcast or https://toomanydreams.ltd/

Hosted on Acast. See acast.com/privacy for more information.