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We talk about The Aggregator Paradox in today's episode, get that article here - https://www.stateofstreaming.com/articles/the-aggregator-paradox

In this episode, Tim Rowe sits down with Lucas Bertrand, CEO of Looper Insights, a merchandising intelligence company auditing connected TV platforms across 25 countries and 250 devices to help streamers understand where their content shows up and what that placement is worth. The conversation covers why streaming content discovery is fundamentally a merchandising problem, how the aggregator paradox is creating blind spots for consumers and platforms alike, why piracy thrives where the legitimate experience fails, and what live sports signposting errors reveal about the industry's growing pains.

Key Takeaways

Streaming Discovery Is a Shelf Space Problem Just like physical retail, where product placement drives sales, the position and visibility of titles on connected TV home screens directly determines whether content gets watched. 

• 1:23 – How Looper Insights audits connected TV platforms and why the physical retail merchandising analogy applies directly to streaming.
• 3:35 – Why every title is a SKU and how quantifying the SKU universe across platforms, apps, and hardware is the core challenge.
• 9:23 – How Looper's media placement value metric gives partner marketing teams a consistent way to compare placement across Samsung, LG, Roku, and beyond.

The Aggregator Paradox Is Creating Costly Blind Spots Prime Video Subscriptions has become the biggest acquisition channel for most streaming apps, but that aggregation layer is introducing new problems, from duplicate subscriptions consumers don't realize they're paying for to a fundamental data-sharing disconnect where OEMs won't tell app owners how users actually found their content.

• 5:30 – Why broadband bundling may be the stickiest subscription strategy and how Disney Plus joining the Sky bundle in the UK illustrates the trend.
• 7:22 – How Prime Video channels became the dominant acquisition funnel and why only a few streamers can afford to go pure direct-to-consumer.
• 12:27 – The data-sharing gap between OEMs and app owners and how Looper fills it with an 80%+ correlation between placement and performance.

Piracy Thrives Where the Legitimate Experience Fails Data from Brazil's football market shows a 60% piracy rate through illegal dongles and sticks, a problem the industry can only solve by fixing pricing, bundling, and discoverability.

• 14:21 – Why free ad-supported TV has to be part of the mix and how ignoring consumer-friendly business models drives piracy rates up.
• 16:15 – The 60% piracy figure from Brazil's football market and why Looper is considering tracking pirated device UIs.
• 19:15 – How fragmented access and $1,000+ annual costs push even casual fans toward illegal streams.

Live Sports Signposting Is Broken Across Major Platforms Looper's tracking of live events is revealing basic merchandising failures at scale, missing live indicators, wrong logos, and promotions that go live 20 to 40 minutes after a game has already started. 

• 20:17 – Why live events are Looper's biggest focus for the rest of 2026 and what the tracking is already revealing.
• 21:30 – How the F1 Melbourne Grand Prix had no live signposting on the biggest OEM in the US.
• 23:02 – The 1.3 errors per platform per event figure and why broken signposting directly reduces sponsorship value.

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Download Todd's Research on The Creator Economy Here: https://podcast.stateofstreaming.com/downloads/rts-creator-economy/

In this episode, Tim Rowe sits down with Todd Nicolini, a research and insights veteran who spent over two decades at the Washington Post connecting data to decision-makers across advertising, digital subscriptions, content licensing, and the newsroom. The conversation covers where streaming is headed, why the creator economy is poised to explode, how AI slop is reshaping the value of legacy IP, and why measuring attention may ultimately come down to a consumer value exchange.

Get the Unified Streaming Power Index - Q1 2026

Key Takeaways

Streaming Is Consolidating Into Massive Walled Gardens The Paramount–Warner Bros. Discovery merger, Netflix's evolving acquisition strategy, and Roku's push into younger demographics all signal a future where platforms build full-spectrum ecosystems spanning video, audio, gaming, and creator content. 

• 4:10 – How the Paramount–WBD merger is reshaping walled garden strategy and what it means for advertisers.
• 5:45 – Why Netflix is quietly positioning itself to challenge YouTube as a global multi-format media platform.
• 6:30 – The case for Netflix acquiring Roblox and what gaming infrastructure brings to a streaming ecosystem.

The Creator Economy Still Depends on Legacy Media While AI is set to dramatically reduce the production burden for independent creators over the next five to ten years, Todd Nicolini argues that serious creators still rely on legacy media outlets for fact-checking and verification. 

• 7:45 – How fragmentation in media is best defined by the creator economy and the rise of short-form vertical video.
• 8:12 – Why legacy media outlets remain the backbone for fact-checking and verification, even as creators go independent.
• 10:00 – How AI will streamline video editing and cross-platform distribution for creators in the near term.

AI Slop Is Making Legacy IP More Valuable As AI-generated content floods platforms like YouTube, the value of original, legacy intellectual property is increasing. Todd Nicolini explains why platforms need to do a better job labeling AI-generated content and why federal regulation may eventually force the issue. 

• 11:38 – Why AI slop is a growing problem for YouTube and short-form content platforms.
• 12:30 – How legacy IP becomes a premium asset as low-quality AI content saturates the market.
• 13:45 – The case for clearer AI content labeling and where federal regulation may be headed.

Measuring Attention Requires a Consumer Value Exchange Rather than chasing a single perfect measurement solution, Todd Nicolini argues that the industry needs to focus on transparency with consumers about the trade-off between personal data and personalized experience. 

• 15:25 – Why no single company will fully quantify user behavior across all platforms, and what that means for the industry.
• 17:00 – The value exchange consumers need to understand between personal data and personalized content experiences.
• 18:31 – How triangulating directional data points can move measurement forward without 

Connect with the Guest

• Connect with Todd Nico

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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.

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In this episode of the State of Streaming podcast, host Tim Rowe welcomes Nick Carrabbia, EVP at OAREX, a firm that provides on-demand liquidity for the digital ad ecosystem. Their conversation explores the critical mechanics of how money moves through the advertising supply chain from advertiser to agency to publisher and the growing challenge of late payments. They discuss the macroeconomic factors tightening credit, the red flags hidden behind high CPMs, and how publishers can unlock cash flow to compound growth.

Here are three key takeaways from their conversation that illuminate the financial state of the streaming and publishing industry:

The State of Pay: Record Late Payments and Supply Chain Friction

Nick Carrabbia reveals unexpected data from the first half of 2025, noting that late payments have hit a record high. He breaks down the macroeconomic "vacuum" created by COVID-19 and inflation, and explains how the multiple "hops" between DSPs, SSPs, and publishers exacerbate payment delays.

• 03:10 - Record high: Why 58% of all tracked payments were late in H1 2025
• 04:16 - The economic vacuum: How COVID liquidity and inflation shaped current credit terms
• 05:15 - The "hops" effect: How money moves from Advertiser to DSP to SSP to Publisher

The Solution: Converting Invoices into Growth and Liquidity

Nick explains how OAREX solves liquidity issues by allowing publishers to trade invoices for immediate capital, and defines critical financial metrics like DSO (Daily Sales Outstanding) and DPO (Daily Payables Outstanding) that every publisher should track.

• 09:24 - How OAREX provides non-dilutive liquidity to the ecosystem
• 10:39 - Opportunity costs: The hidden price of waiting 60+ days for payment
• 16:01 - Defining DSOs (Daily Sales Outstanding) and DPOs (Daily Payables Outstanding)

The Risk: Red Flags, High CPMs, and Top Payers

Nick warns against chasing revenue without considering credit risk. He highlights specific "red flags", such as abnormally low CPMs coupled with late payments, that indicate a partner may be in trouble. He highlights the "Top Payers" are who consistently pay within three days.

• 11:03 - The "Top Payers" report: Who is paying on time and why it matters
• 12:28 - The shrinking list of consistent payers
• 13:30 - The "Red Flag" warning: When low CPMs are actually a sign of distress

Connect with Nick Carrabbia on LinkedIn here

Learn more about OAREX at OAREX.com 

And get the report discussed in today's episode here

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In this episode of the State of Streaming podcast, host Tim Rowe welcomes Hemant Soni, an AI and systems architect who works with leading telcos. Their conversation explores the history, evolution, and future of content bundling, a key strategy for telecom providers, streaming platforms, and advertisers. They explore the implications of AI, the metaverse, and 6G on how content will be consumed and delivered.

Here are three key takeaways from their conversation that illuminate the strategy behind the modern content bundle:

The Core Strategy: Soft vs. Hard Bundling and ARPU

Hemant Soni breaks down the origins of bundling (dating back centuries to merchants and farmers) and defines the two primary types of modern bundles, explaining how they drive essential business metrics like ARPU (Average Revenue Per User) and customer retention.

• 06:54 - The origin of the bundling concept 
• 07:37 - Soft bundling vs. hard bundling defined (user choice vs. single package) 
• 09:40 - Bundling strategies for customer retention and revenue 
• 11:30 - Defining ARPU (Average Revenue Per User) and how bundling impacts it

The Evolution: Super Bundles, Lifestyle Platforms, and FAST

The conversation explores how bundling is evolving beyond simple acquisition offers to become a complex retention and lifestyle strategy, highlighted by the rise of aggregated platforms and ad-supported models.

• 16:30 - The trend of super bundling and content hubs 
• 17:35 - Cross-vertical bundling (smart security, banking, fitness) 
• 20:45 - Bundling to retain vs. bundling to acquire 
• 24:20 - Rise of FAST (Free Ad-Supported Streaming) bundles

The Future: Metaverse Hardware and AI-Driven Personalization

Hemant looks ahead, detailing a plausible path for the metaverse to enter the home and describing how AI is already being used and will become central to content delivery and marketing strategy.

• 27:00 - The metaverse hardware hypothesis: telcos selling it as a service
• 29:10 - Generative AI for content creation, editing, and recaps 
• 30:00 - Introducing the DICE (Data Integrated Campaign Enablement) framework 
• 34:00 - The impact of 6G on streaming: ultra-immersive media and real-time content personalization

Connect with Hemant Soni on LinkedIn here

Check out the DICE framework here

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In this episode of the State of Streaming podcast, Tim Rowe hosts Jean Carucci, "The Streaming Strategy Scholar" and Principal @ Carucci Consultants. Our conversation centers around what it takes for Streaming TV publishers to win, focusing on the essential ad products needed to compete, strategies for balancing programmatic dollars and direct sales, and the critical need to educate sales teams in the fast-evolving Connected TV (CTV) landscape.

Here are three key takeaways from our conversation that every marketer and advertiser should consider:

• The Challenge of Educating Sales Teams: Jean discusses the "analysis paralysis" sales teams face due to the overwhelming pace of change in streaming. She emphasizes the importance of shifting metrics away from legacy ratings (TRPs) to engagement, subscribers, and watch time. The key is to provide consistent, curated education so teams can be responsive (informed and strategic) rather than reactive (panicked and late).
  • 00:08:15 - The challenge of educating sales teams
  • 00:09:40 - Shifting the paradigm from ratings to engagement
  • 00:11:45 - Being responsive vs. reactive
• The Four "Table Stakes" of a Streaming Ad Stack: To be competitive, Jean argues that streaming publishers must offer four key ad products. She breaks down why Contextual Targeting (aligning ads with specific content), Pause Ads (a user-generated, incremental opportunity), Interactive Ads (making TV truly "connected"), and Shoppability (speeding up the transaction) are now non-negotiable.
  • 00:12:08 - The Streaming Ad Product Scorecard
  • 00:14:10 - The four table stake ad types of streaming
• Ad Products Gaining Momentum: Beyond the basics, Jean identifies three ad placements rapidly gaining traction for their high value. These include Prominent Home Screen Placements (valuable "billboard" real estate), Exclusive Pre-Roll Ownership (aligning with content before it even starts), and Prime Pod Placement (owning the very first ad in a break).
  • 00:16:30 - Trends and three ad types gaining momentum
  • 00:18:28 - Balancing programmatic vs. direct-sold ad products

Connect with Jean and learn more about her work here:

• LinkedIn: Jean Carucci 
• Substack: The Streaming Strategy Scholar
• Website: carucciconsultants.com

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In this episode of the State of Streaming podcast, Tim Rowe hosts Alberto Alvarez, the Chief Executive Officer of The Mediam Group. Our conversation centers around the gap between how we consume media and how we activate advertising in the rapidly shifting streaming landscape, particularly in the realm of connected TV (CTV).

Here are three key takeaways from our enlightening conversation that every marketer and advertiser should consider:

• The Role of Measurement: Alberto highlighted the importance of measurement in advertising, noting that understanding what to measure and how to measure it is crucial for brands looking to optimize their marketing strategies. He explained that the conversation around performance should start with clear goals and a focus on continuous improvement, rather than simply chasing immediate results.
  • 00:03:21 - Driving Outcomes Through Advertising
• Live Sports is THE Premium Connected TV Opportunity: We then delved into the immense potential of live sports as a premium advertising opportunity. With a significant portion of top television programming consisting of sporting events, Alberto pointed out that live sports offer brands a unique moment of consumer engagement. He discussed how Connected TV is democratizing access to these premium advertising spaces, allowing more brands to participate in high-stakes advertising environments that were previously reserved for larger companies.
  • 00:06:16 - The Opportunity in Live Sports Streaming
  • 00:07:03 - Consumer Engagement with Live Sports
  • 00:10:14 - The Shift of Live Sports to CTV
• Bridging the Education and Awareness Gap: However, we also addressed the challenges that advertisers face, including a lack of awareness and education about the possibilities within Connected TV. Alberto stressed that many advertisers are unaware that they can effectively advertise in these spaces, often due to misconceptions about costs and accessibility. He outlined the importance of education in bridging this gap and helping brands understand how to effectively engage with consumers through Connected TV.
  • 00:12:51 - Challenges in the Advertising Landscape
  • 00:13:14 - Awareness and Education as Key Barriers
  • 00:18:41 - Opportunities Beyond Sports in CTV
  • 00:22:44 - Optimizing Ad Spend Through Allocation

Connect with Alberto and learn more about The Mediam Group here:

https://www.linkedin.com/in/albertoalvarezm/

https://americas.themediamgroup.com/

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In this episode of the State of Streaming Podcast,  Tim Rowe hosts Shelley Stansfield, co-founder of Centriply, a tech-enabled agency that specializes in media buying and ad tech development. Our conversation explores the current landscape of local linear sports advertising and how it can be layered with streaming TV targeting and measurement.

Here are three key takeaways from our enlightening conversation that every marketer and advertiser should consider:

• Household-Level Targeting is the Foundation for Effective Local Campaigns: The conversation centers on the household as the true unit of measurement for local advertising success. Shelley simply reminds us that “The households don’t move,” making them a stable anchor for actually precise audience targeting. By mapping at the census block level, advertisers can align linear TV with digital audience segments, measuring performance across mobile, CTV, and traditional TV within the same footprint. This approach shifts focus from broad TV DMAs to more actionable business outcomes—connecting every impression to ROI across the entire customer funnel. 
  • 00:01:05 - Audience Targeting and Measurement
  • 00:02:52 - The Importance of Households in Advertising
  • 00:04:18 - Combining Streaming and Local Linear Advertising
• Blending Streaming and Local Linear TV Unlocks Efficiency:
  Advertisers are finding real value in combining CTV and local linear TV—especially around local sports. Shelley advises, “Don’t stop at just CTV or just linear,” because integrating both delivers full-funnel coverage and maximizes reach across modern viewing habits. This blended strategy captures both streaming and traditional audiences, particularly passionate sports fans, in premium yet less crowded environments. It’s a smart play for brands seeking Super Bowl-level engagement without the Super Bowl-level spend.
  • 00:06:06 - The Value of Women's Sports Advertising
  • 00:07:08 - Creative Opportunities in Sports Advertising
  • 00:08:55 - Evolution of TV Advertising
  • 00:10:49 - Understanding Carriage Agreements
  • 00:12:12 - Impact of COVID on Regional Sports Networks
  • 00:13:24 - Fragmentation in Sports Advertising
  • 00:14:47 - Challenges in Inventory Submission
  • 00:16:08 - Standardizing Advertising Data
• Women’s Sports Are the Next Big Advertising Frontier:
  The surge in women’s sports presents a rare and growing opportunity for brands. Shelley describes it as “pristine beachfront real estate”—a space with immense audience passion and minimal ad clutter. Viewers here aren’t passive; they champion their teams and the values they represent. For brands, aligning authentically with this movement creates deep emotional resonance and long-term loyalty. Supporting women’s sports isn’t just a media buy—it’s a cultural statement that can turn sponsors into household names. 
  • 00:18:25 - Opportunities in Local Sports Advertising
  • 00:19:26 - Advanced TV Advertising Explained
  • 00:21:07 - The Rise of Women's Sports Viewership
  • 00:22:57 - Community Engagement in Sports

Connect with Shelley and learn more about Centriply here:

https://www.linkedin.com/in/shelley-stansfield-003577285/

https://www.centriply.com/

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In the inaugural episode of the State of Streaming podcast, Tim Rowe hosts Jon Schulz, the Chief Marketing Officer at Viant, a pioneering buy-side platform in the streaming TV and digital advertising space. With a rich history dating back to 1999, Viant has been at the forefront of ad tech, particularly in connected TV (CTV) since its early days in 2011 when it co-founded Xumo, a free ad-supported television service later acquired by Comcast.

During our conversation, Jon shared insights into the evolution of Viant and the significant opportunities and challenges that advertisers face in the current streaming landscape. 

Here are three key takeaways from our enlightening conversation that every marketer and advertiser should consider:

• The Importance of a Buy-Side Focus: Viant operates solely on the buy side of advertising, which eliminates inherent conflicts of interest that can arise when platforms also serve as sellers. This focus allows them to prioritize the success of advertisers and marketers, ensuring that they are buying the right inventory to drive optimal outcomes. As Jon pointed out, understanding this distinction is crucial for advertisers who want unbiased access to the best inventory available.
  • 00:01:08 - Viant's Legacy in Ad Tech
  • 00:02:09 - Understanding Buy-Side vs. Sell-Side Advertising
  • 00:03:18 - Viant's Early Involvement in Streaming TV
• Household-Level Targeting is Key: In today’s fragmented media landscape, thinking at the household level rather than individual users is essential. Jon emphasized that most major purchase decisions are made at the household level, making it more effective to target ads based on household identifiers. This approach not only respects privacy but also aligns with how consumers engage with content—especially on shared devices like TVs.
  • 00:04:42 - The Launch of Xumo and Its Impact
  • 00:06:34 - Key Takeaways from Early Streaming Experiences
  • 00:07:03 - The Rise of Mobile and Its Influence on Advertising
  • 00:09:08 - The Importance of Household Identifiers
  • 00:10:46 - Advertising Strategies at the Household Level
  • 00:11:29 - Challenges of Fragmentation in Streaming Services
• The Power of Contextual Advertising: With the rise of connected TV (CTV), advertisers have a unique opportunity to leverage contextual targeting to enhance ad effectiveness. Jon shared insights from Viant’s acquisition of Iris TV, which focuses on scene-level targeting. By placing ads in relevant contexts—like a beer ad following a party scene—brands can significantly boost awareness and recall. This approach is not just about reaching audiences but doing so in a way that resonates with their viewing experience.
  • 00:12:32 - The Role of CTV in Demand Generation
  • 00:15:21 - The Importance of Live Sports in Advertising
  • 00:16:25 - Managing Reach and Frequency Across Platforms
  • 00:19:16 - The Impact of Co-Viewing on Advertising Effectiveness
  • 00:20:18 - Shifting Focus to Measurable Outcomes
  • 00:21:43 - Acquisition of Iris.TV and Contextual Targeting
  • 00:24:08 - Partnership with Wurl and Scene-Level Targeting

Connect with Jon and learn more about Viant here:

https://www.linkedin.com/in/jon-schu

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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:

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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: rbenes@emarketer.com

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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

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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

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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.

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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.

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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.

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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!

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Tim sits down with Mark Holland, SVP Media Products at Sportradar, unpacking their new sports media report and the five pillars powering the next generation of sports viewing — from real-time probability overlays to AI-driven personalization at scale.

Data isn't a stat — it's a story machine. The box score is table stakes. What Sportradar is building goes further: real-time context that turns an ordinary hit into a career milestone, a routine shot into a geometry lesson in probability. The fan doesn't consume data. They feel it.

• 1:00 – How the report frames modern fan behavior and content personalization
• 2:36 – From box scores to broadcast context — what data actually does on-screen
• 7:10 – What "interrogating the data" means and why it changes storytelling

Foresight and GameFrame: two products redefining the live broadcast layer. Foresight surfaces real-time probabilities inside the viewing experience. GameFrame virtualizes player movement from tracking data — not X's and O's, but the exact path a player took and why it worked. Both reflect the same thesis: interactivity is inseparable from insight.

• 3:59 – Tim's son's math project — and why it mirrors what Peacock and the NBA are already doing
• 5:48 – GameFrame: visualizing the "how" behind the play, not just the outcome
• 5:25 – How AI lets partners personalize different experiences to different fans at scale

Innovation is coming from every direction at once. Leagues are collecting more data than ever. Media companies are closest to the end user. Sportradar sits in the middle — translating all of it into experiences that scale across broadcast, streaming, digital, and international markets simultaneously.

• 8:09 – Why the push is league-driven, media-driven, and platform-driven all at once
• 9:16 – Scalability across platforms — why one-size-fits-all is no longer the operating model
• 10:20 – The real bottleneck: time and resources, and how Sportradar helps partners do more with less

The World Cup is next — and it's a scale stress test unlike anything else. Three Super Bowl-sized audiences a day for a month straight. Sportradar is expanding its soccer data sets heading into June. The full roadmap isn't out yet — but the numbers make it worth watching closely.

• 11:04 – What Mark is most excited about on the 2025 sports calendar
• 11:42 – The World Cup stat: three Super Bowls a day, every day, for a month
• 12:07 – What to watch for from Sportradar around the tournament

Connect with Mark Holland on LinkedIn and Sportradar here.

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Tim sits down with Kris Johns, Founder of AdGood, a 501(c)3 that aggregates unused premium streaming inventory from Samsung Ads, LG, A+E, and Scripps — making it available to nonprofits at 70%+ off, with budgets as small as $250.

Key Takeaways

The donated media model is broken. Most nonprofits never get access, and those who do receive a one-time impression dump with no way to iterate or optimize.

• 1:26 – Why the existing pipeline leaves most nonprofits behind
• 2:10 – What 3.5B impressions/month means for hyperlocal and national campaigns
• 3:19 – How the rate structure gives small nonprofits first-ever access and large ones 4x leverage

CTV builds donor trust. TV legitimized the Red Cross and St. Jude. Streaming now offers that same credibility — with targeting and attribution.

• 4:35 – Why TV builds trust digital channels can't replicate
• 8:07 – A Thousand Oaks special needs baseball team added six families on $250
• 11:12 – Why publishers benefit: better viewer experience, brand affinity, local relevance

AI creative removes the last barrier. AdGood's ad manager turns a URL into a broadcast-ready 30-second spot in under four minutes — voiceover, music, Google VEO B-roll, QR code included.

• 5:36 – How the ad manager works
• 6:38 – Case Study: $200–$400/mo → +433% donations, +233% event turnout

The origin story. Kris kept showing up to an empty Red Cross blood drive. Three months later, AdGood launched. 120+ nonprofit partners in year one.

• 9:14 – The Red Cross moment
• 10:37 – How AdGood went from in idea to live in 90 days

Get Involved Nonprofits: adgood.org · Publishers & ad tech partners: reach out directly

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