Exploring the Evolution of TV Advertising and Performance Marketing

This chapter delves into the evolving landscape of TV advertising, highlighting the importance of performance marketing for TV advertisers in the digital age. It discusses the challenges and opportunities in measuring performance, defining outcomes, and the impact of generative AI and creative technologies on lowering barriers to entry for marketers. The conversation also emphasizes the shifting dynamics of data ownership, collaboration with streamers, and the involvement of big retailers like Walmart and Amazon in TV and streaming inventory.