The New Shape of TV is no longer just “linear vs. streaming”, it’s a total video ecosystem where audiences move fluidly across platforms, devices, and viewing models. Planning and buying must evolve from channel-first habits to accurate addressable audiences, fraud-free content, and outcome-first strategies, using agentic AI and deterministic measurement to drive smarter investment decisions.
Television has been reshaped into a converged viewing experience, a blend of linear, streaming, FAST, and app-led discovery that’s fragmenting distribution while concentrating on what matters most: attention/time. In today’s landscape, where audiences can choose from tens of thousands of linear channels and dozens of streaming sources, viewing has simply spread across more places. That’s why time spent viewing premium content as a planning currency with cross-platform strategies is replacing single-channel playbooks to deliver desired outcomes.
On the buying side, organizations are integrating teams and budgets to orchestrate reach, frequency, and performance across the full ecosystem. Meanwhile, marketers are pushing for outcomes-based accountability and exploring how AI can reduce friction, improve personalization, and help unify planning and measurement across environments that still report differently.
Go Addressable’s third annual TV Upfronts Brunch frames the new rules of TV: audience-first planning, converged buying, smarter measurement, and creative formats that turn premium video into full-funnel impact.
This invitation-only event is for agencies and brands. RSVP to secure your seat today!
In an age where AI is enabling agentic-workflows, transforming the work of buying and measuring TV, deterministic addressability emerges as the indispensable edge. While workflows are in transformation through agentic tooling, linear and streaming TV channels are converging; Targeting and Measurement rooted in clean, first-party data and deterministic identity can turn campaign chaos into business outcomes that actually scale.
This keynote reveals the three core pillars for navigating the future: simplify complexity for planners and buyers, educate both AI and human stakeholders on standards and success, and drive scale responsibly (both on TV and extended beyond TV). Discover why measurement-first thinking (long the “outcomes first” North Star) now enables brands, agencies, and tech platforms to align software with workflow, maximize addressability, and confidently activate media in the age of agentic AI. Attendees will leave ready to ask tougher questions about the data powering their decisions and inspired to elevate their measurement approach as their true secret weapon.
Industry Panel | Making Advanced TV Easier:
Using Agentic Media Buying to Unlock Addressable at Scale
Addressable offers precision, flexibility, and outcome-based buying, but today’s fragmented media landscape still leads to disjointed workflows, one-off deals, and complex activation across screens and platforms. Emerging agentic media buying capabilities, powered by AI, are changing that equation. By unifying data, identity, and decisioning, agentic systems can streamline planning, negotiation, activation, and reporting for addressable TV, making advanced TV easier to buy, manage, and scale.
Michael Kuntz sits down with industry leaders to explore how AI is being used today to automate and improve the end-to-end advanced TV process—from campaign planning and audience strategy, through activation and optimization, to closed-loop measurement. Together, they will highlight what’s working, what still needs to evolve, and how agentic media buying can successfully unlock addressable TV at scale for agencies and brands.
In this buyside conversation, agency investment leads will share how they’re evolving investment strategies around shifting viewership habits (and time!), how they’re integrating teams and dollars across video channels, and what accountability looks like when clients demand performance proof points. We’ll dig into the practical realities: where addressable now sits in upfront vs. scatter vs. always-on strategies, how buyers are smoothing frequency and finding incremental reach, and how measurement and identity improvements (plus emerging AI workflows) can reduce friction and make converged planning feel more like a single system.
Go Addressable is a trade organization founded by AMC Global Media, Charter Communications’ Spectrum Reach®, Comcast Advertising, DIRECTV Advertising, and DISH Media to help maximize the scale, impact and value of TV as a marketing platform. Our mission is to further accelerate the advancement of addressable TV advertising powered by high-fidelity deterministic identifiers in a way that is trusted, scalable and more effective for advertisers to incorporate into their advertising campaigns and for programmers looking to make their inventory addressable. In conjunction with our supporting members (Ampersand, Basis, DoubleVerify, Epsilon, FOX, Hearst Television, INVIDI Technologies, iSpot, Mastercard, OpenAP, Philo, TransUnion and Veeva Crossix), we will achieve this through advocacy and education within the industry; problem-solving around industry challenges; and working to facilitate addressable advertising campaigns for buyers and sellers of TV inventory. For additional information, please visit goaddressable.com and follow us on LinkedIn.
