Tom Pachys, CEO of EX.CO, is at the forefront of programmatic advertising solutions for Connected TV (CTV). He delves into the transformative shift from traditional TV advertising to digital models, emphasizing the merging of sight, sound, and motion with precise targeting. Pachys elaborates on the complexities of measuring ad effectiveness and the rise of dynamic out-of-home advertising. He discusses the necessity for sophisticated tools and strategic data use in navigating this evolving landscape, paving the way for more efficient ad practices.