Industry Leaders Discuss State of Streaming in 2024, How to Adapt to ‘Today’s Consumer’

variety.com:

Diego Ramos Bechara editor When asked to summarize his thoughts on streaming in 2024 with just one word, Joe Cady—executive vice president of advanced advertising & partnerships at NBCUniversal—used “democratization.” “The application of data for targeting and measurement, together with automation, lets us make our premium content available to so many more marketers than we could otherwise work with,” he said. “As we go forward into 2024 and beyond, that will be so much more of an opportunity to expand the scope of marketers who can participate in premium TV.” Cady was joined by Rebecca Panico, vice president and global head of media at Hilton and Jed Dederick, chief client officer at The Trade Desk, at a panel moderated by Andrew Wallenstein, president and chief media analyst at Variety Intelligence Platform, as a part of Variety’s CES Entertainment Summit held on January 10 in Las Vegas.

The panel aimed to talk about the state of streaming in 2024, discussing how digital advertising is evolving, how advertisers buy and sell their ads and how experts are embracing these new approaches to maximize the revenue gained from the advertisements shared on their platforms.

With more consumers now only watching TV via streaming apps, the panelists expressed the importance for advertisers to take an omnichannel, data-driven approach in their TV buying and across all of their media plans, especially as advances made in identity, retail data and measurement, which comes amidst planned cookie deprecation, are threatening to rewrite the rules for digital advertising in 2024.